Ovum Analyst Report: Maximize B2C Lead Conversion Rate
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Effective prospect management needs a seamless customer experience.
Consumers expect cross-channel experiences, yet most Communications Service Providers (CSPs) are way behind where they need to be. Omni-channel prospect management is a great place to start and provides a foundation for the broader omni-channel customer engagement capabilities that CSPs need. Ovum’s global ICT Enterprise Insights study revealed that while omni-channel customer engagement is on the minds of 89% of CSP C-suite leadership teams, only 8% of respondents claimed to have reached completion. Some 65% claim it is still a work in progress.
Clearly there is a massive gap between intent and execution.
Ovum’s “Maximize B2C Lead Conversion Rates:
Effective Prospect Management Across Channels” report covers key insights into what CSPs need to do to win by maximizing grown and reducing churn by:
Centralizing around the customer
Putting a cross-functional team in place
Unifying customer data
Designing from the customer experience back
Investing in an SaaS-based customer engagement platform