CEM4Mobile Solutions Opens up the CEM Platform

SOURCE: PR Newswire

Earlier this the year the leading mobile analytics solution was extended to fully support mobile operators’ business case through direct mobile network integration capabilities. With the new Open Export Interface end-user behaviour, location, handset capability, segmentation and Voice-of-Customer data can be utilised in customers’ existing Business Intelligence, Web Analytics, CRM and Advertising Solutions among other Business Support Systems.

While the mobile channel continues its explosive growth the competition over customers’ time, focus and loyalty is getting fierce. Many companies have found that for being successful they need to understand their users and offer products and services that are satisfying, desirable and engaging. The potential of facilitating the mobile users via mobile content and Value Added Services (VAS) in their daily life is enormous and still untapped to its full potential.

CEM4Mobile as a solution

CEM4Mobile (http://www.cem4mobile.com) is an innovative mobile analytics product with strong focus on Customer Experience Management. The offering has been particularly designed for companies providing mobile content and VAS services in all industry verticals. The solution is being used by tier-1 mobile operators, media houses, financial services and content aggregation brands.

The solution supports collection of statistical data from mobile browsing and applications by using taglines, mobile networks via Deep Packet Inspection (DPI), server-to-server integrations via the Transaction Interface and customer feedback through the Voice-of-Customer channel.  The analysis extends to usage patterns, service ranking, market trends and particularly how different device, contract, content and user demographic combinations impact the behavior.

Last year CEM4Mobile outperformed Google Analytics, Adobe’s Omniture and Bango in independent surveys. The studies compared how well the different analytics products apply to measuring the usage of the fast growing mobile content and value-added services from a business development perspective.

CEM analysis and BSS integration

CEM4Mobile enables companies to measure and analyse interactions between end-users and mobile services, optimise their customer dialogue and maximise the number of satisfied, loyal and advocate customers. The measurement focus is on interactions, experience and engagement which are fundamental in any customer relationship. The solution incorporates Environmental Analysis, Handset Capability Analysis, Behavioural Analysis and Voice-of-Customer Analysis with market leading accuracy of the collected data.

With the new Open Export Interface existing Business Support Systems can easily request segmentation and cross-analysis based data and vice versa import external Events and segmentation rules for the analysis. The available information includes but is not limited to the following datasets:

Relationship Analysis – identifies user, device and service relationships to better understand the most popular product combinations. Any identified relationships can be then used in cross-selling and up-selling activities.

Impact Assessment – is based on Events and will help a business understand how actions taken by the business affected their customer behaviour.

Customer Assets – measures the lifetime value of the customer base and allows businesses to identify potential segments and measure several factors such as acquisition efficiency, rate of churn, number of loyal and advocate customers and understand their origin.

Critical Lag – allows a business to deliver specific customer communications based on the individuals’ behaviour patterns and preferences which significantly helps in increasing loyalty, improves customer retention and turns customers into brand advocates.

Business Benefits

The benefits for customers are versatile but can be concisely summarized as follows:

Business development – Integration with subscribers’ demographic, location, content and behavior data enables marketers to collect and link device, subscriber and service usage information through a single point of access. This insight can be used to support the development of price plans, content-handset bundles, handset subsidies and promotions.

Customer Insight – Identify your most profitable customers, product combinations and relationships, learn and grow through cross-selling and up-selling activities.

Managing the diversity – Instead of just reacting to a constantly changing business environment, managing the customer base proactively will result in the elimination of bad experiences on incompatible devices, higher customer retention ratio, lower customer care costs and it will help drive new revenue streams.

ROI – In order to effectively manage the quality of mobile services and applications all the way from the source to the end-user, one must first know the present state of service quality and prevailing mobile trends in order to set the direction for the future improvements and for securing optimal ROI from the investments.

Perceived quality – The kind of top-down, measured network quality provided by traditional Network Management Systems will only give a partial view of the end user experience as it fails to take in to consideration network independent factors, such as the device or content type being used. Also, from the end user’s point of view, perceived quality is not the same as measured quality. Perceived quality is only obtainable by asking the user himself.

Lower churn – A good CEM solution will enable real time monitoring of one or more services, regardless of – but considering – the type of device in use. This enables proactive quality improvement and elimination of end-user problems before they reach larger numbers.

CEM4Mobile Solutions Ltd (ex. QAim) is a Finnish world-class expert in Customer Experience Management (CEM) for mobile content and value-added services. We provide mobile network and industry vertical independent CEM4Mobile solution and services for companies large and small, which develop, produce or distribute mobile services. CEM4Mobile offering enables companies to measure and analyse data on the interaction between end-users and mobile services, optimise their business and ensure successful customer relations.

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