Customer experience, key area for Ericsson ME

Rafiah Ibrahim talks about the company’s targeted areas in the Middle East
Customer experience, Ericsson, Head, ME, Rafiah ibrahim, Telecoms


 “A recent study conducted by our Consumer Lab revealed that network performance is vital for winning customer loyalty, and for keeping churn low – especially amongst smart device users,” Rafiah Ibrahim, head of Ericsson Middle East.

“This is growing in pertinence as we see even more customers going mobile, with the growing Bring Your Own Device (BYOD) trend increasing demand for an unparalleled experience whenever and wherever they want it,” she added.

According to Ibrahim, an improved, seamless network helps to boost customer experience by giving them the connectivity they expect. Focusing on transparency, efficiency, and proactivity in providing customers with a greater feeling of control over their account will also boost the customer experience, she added.

“We offer numerous solutions that set our customers on a journey towards optimised customer experience management, rather than being a one-shot effort that will offer only short-term effects,” Ibrahim noted.

“We work with operators to optimise their spectrum and network investments, offering them a cost-effective, long-term strategy that will boost their customer experience at all touch points. Our solutions include centric-managed services; smart devices experience with strong Operations Support Systems and Business Support Systems; TV Anywhere for seamless, personalised viewing; LTE Broadcast; Professional services and much more, all designed to build a customised, flexible, and effective customer experience,” she said about Ericsson’s solutions.

We recommend that operators enhance their customer experience to retain consumers and maintain revenue in data-centric markets. There are three fundamental steps that we believe operators should adhere to: Identifying what is important in your relationship with the customer; monitoring those interactions and de?ning a clear transformation journey to improve, and, finally, enhancing the experience.

Read CommsMEA interview with Rafia Ibrahim on our September issue.

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