TIBCO, ServiceNow and SAP execs assess TM Forum’s CX research on telcos

Report shows strong drive to tie metrics to strategy, transform store experiences and improve personalization efforts

Telecommunications companies continue to see improving their retail stories as a top priority, particularly as they move past the first generation of disappointing mobile apps and figure out how to make better use of chatbots, according to a report released from TM Forum this week.

In ‘Future Customer Experience: From Digital To Omnichannel: The Big Picture,’ the Morristown, N.J.-based industry association for carrier service providers (CSPs) and their suppliers revealed the results of survey of 61 of its members. This was complemented by interviews with executives from AT&T, China Unicom, Dialog Axiata.

TM Forum analysts shared some of the findings in a webinar on Thursday, along with execs from sponsors including TIBCO Software, SAP and ServiceNow. Subscribe and read on for they key reactions and takeaways.

Metrics Make The Difference For Telcos

According to TM Forum contributing analyst Ed Finegold, key customer experience (CX) metrics uncovered in the research include

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