CX in the Telecommunications Industry

The telecommunications industry has long struggled with providing excellent CX. A combination of factors—complex offerings and service tiers, a mindset of prioritizing average revenue per user (ARPU) growth, and a lack of understanding and empathy toward customers—have led to less-than-favorable CX scores over the past decade.

However, some industry players have realized that the key to reducing customer churn and driving revenue is best achieved by improving their existing customers’ experiences with the service. By adopting a customer-centric approach to marketing, sales, and service, and anticipating the needs of customers before they become issues or problems, customers are more likely to retain their services, spend more when it meets their needs, and, in some cases, even become evangelists for the company. While CX improvements are largely driven by organizational change management, software is increasingly being used to support these initiatives by managing and making available the plethora of customer data that nearly all providers have at the ready, given the digital nature of today’s telecommunications operators.

This Dash Research report examines the current and future market issues, market drivers and barriers, and case studies within the telecommunications CX/customer engagement (CE) industry with a focus on CE. Dash Research projects that the global market for CX/CE software and services in the telecommunications industry will reach $16.4 billion by 2026, up from $8.5 billion in 2019, reflecting a 2019 to 2026 CAGR of 9.7%. The forecasts include segmentations by world region, functional area, product offering, and visibility to the customer. Discussion on the impact of the COVID-19 pandemic and how the industry is responding is also included.

Key Questions Addressed:

• What is the total market size for telecommunications CX and CE software and services?
• How is the market for CX/CE segmented by function?
• For which CX/CE functions will telecommunications operators spend the most on software platforms, applications, and services?
• What are the key market drivers and barriers for spending on CX/CE software and services?
• How will telecommunications companies purchase CX/CE software and services?
• Which geographic regions will spend the most on CX/CE software and services?
• What are the future technologies that will be deployed by telecommunications companies to improve CX?

Who Needs This Report?

• Cable TV, phone, and internet providers
• Wireline telecom providers
• Mobile phone/data providers
• Data privacy specialists
• Software vendors
• Telecommunications software integrators
• Investor community

Table of Contents

1. Executive Summary
   1. Introduction
   2. Market drivers
   3. Market barriers
   4. Market forecast highlights
   5. Dash Research insights
2. Market Overview
   1. Market drivers
      1. High rates of customer churn
      2. COVID-19 placing new staffing demands on telecom providers
      3. Desire to improve fulfillment cycles, service assurance, and accurate billing
      4. Increasing customer expectations for consistent and seamless omnichannel experiences
   2. Market barriers
      1. Technology integration issues between multiple CX/CRM platforms
      2. Change management challenges with employees
      3. Challenges with balancing improved CX against revenue demands
   3. Current issues
   4. Future trends
3. Case Studies
   1. Comcast: Deploying self-service tools to improve CX
   2. Rogers Communications: Providing customer support via Facebook Messenger
   3. Verizon: Empowering workers to go beyond their primary functions to enable better CX
4. Market Forecasts
   1. Forecast methodology
   2. Telecom industry CX/CE software and services revenue by world region
   3. Recommendations
5. Acronym and Abbreviation List
6. Table of Contents
7. Table of Charts and Figures
8. Appendix
   1. Scope of study
   2. Sources and methodology
   3. Forecast methodology
   4. Copyright notice

List of Charts, Figures, and Tables

Charts

• Telecom Industry CX/CE Software and Services Revenue by Region, World Markets: 2019-2026
• Telecom Industry CX/CE Software and Services Revenue by Function, World Markets: 2019-2026
• Telecom Industry CX/CE Software and Services Revenue by Product Offering, World Markets: 2019-2026
• Telecom Industry CX/CE Software and Services Revenue by Function, Customer Facing versus Back Office, World Markets: 2019-2026
• Telecom Industry CX/CE Services Revenue by Region, World Markets: 2019-2026
• Telecom Industry CX/CE Services Revenue by Function, Customer Facing versus Back Office, World Markets: 2019-2026
• Telecom Industry CX/CE Application Revenue by Region, World Markets: 2019-2026
• Telecom Industry CX/CE Application Revenue by Function, Customer Facing versus Back Office, World Markets: 2019-2026
• Telecom Industry CX/CE Platform Revenue by Region, World Markets: 2019-2026
• Telecom Industry CX/CE Platform Revenue by Function, Customer Facing versus Back Office, World Markets: 2019-2026
• Telecom Industry CX Software and Services Revenue by Region, World Markets: 2019-2026
• Telecom Industry CX Software and Services Revenue by Function, World Markets: 2019-2026
• Telecom Industry CX Software and Services Revenue by Product Offering, World Markets: 2019-2026
• Telecom Industry CX Software and Services Revenue, Customer Facing versus Back Office, World Markets: 2019-2026
• Telecom Industry CX Services Revenue by Region, World Markets: 2019-2026
• Telecom Industry CX Services Revenue by Function, Customer Facing versus Back Office, World Markets: 2019-2026
• Telecom Industry CX Application Revenue by Region, World Markets: 2019-2026
• Telecom Industry CX Application Revenue by Function, Customer Facing versus Back Office, World Markets: 2019-2026
• Telecom Industry CX Platform Revenue by Region, World Markets: 2019-2026
• Telecom Industry CX Platform Revenue by Function, Customer Facing versus Back Office, World Markets: 2019-2026
• Telecom Industry CE Software and Services Revenue by Region, World Markets: 2019-2026
• Telecom Industry CE Software and Services Revenue by Function, World Markets: 2019-2026
• Telecom Industry CE Software and Services Revenue by Product Offering, World Markets: 2019-2026
• Telecom Industry CE Software and Services Revenue, Customer Facing versus Back Office, World Markets: 2019-2026
• Telecom Industry CE Services Revenue by Region, World Markets: 2019-2026
• Telecom Industry CE Services Revenue by Function, Customer Facing versus Back Office, World Markets: 2019-2026
• Telecom Industry CE Application Revenue by Region, World Markets: 2019-2026
• Telecom Industry CE Application Revenue by Function, Customer Facing versus Back Office, World Markets: 2019-2026
• Telecom Industry CE Platform Revenue by Region, World Markets: 2019-2026
• Telecom Industry CE Platform Revenue by Function, Customer Facing versus Back Office, World Markets: 2019-2026
• Telecom Industry CX/CE Software and Services Revenue by Offering, Product, and Function, North America: 2019-2026
• Telecom Industry CX/CE Software and Services Revenue by Offering, Product, and Function, Europe: 2019-2026
• Telecom Industry CX/CE Software and Services Revenue by Offering, Product, and Function, Asia Pacific: 2019-2026
• Telecom Industry CX/CE Software and Services Revenue by Offering, Product, and Function, Latin America: 2019-2026
• Telecom Industry CX/CE Software and Services Revenue by Offering, Product, and Function, Middle East & Africa: 2019-2026

Figures

• Omnichannel Software Requirements for Telecom Providers

Tables

• Telecom Industry CX/CE Software and Services Revenue by Region, World Markets: 2019-2026
• Telecom Industry CX/CE Software and Services Revenue by Segment and Region, World Markets: 2019-2026
• Telecom Industry CX/CE Software and Services Revenue by Function, World Markets: 2019-2026
• Telecom Industry CX/CE Software and Services Revenue by Product Offering, World Markets: 2019-2026
• Telecom Industry CX/CE Software and Services Revenue, Customer Facing versus Back Office, World Markets: 2019-2026
• Telecom Industry CX/CE Software Platform Revenue by Region, World Markets: 2019-2026
• Telecom Industry CX/CE Software Platform Revenue by Segment and Region, World Markets: 2019-2026
• Telecom Industry CX/CE Software Platform Revenue by Function, World Markets: 2019-2026
• Telecom Industry CX/CE Software Platform Revenue, Customer Facing versus Back Office, World Markets: 2019-2026
• Telecom Industry CX/CE Software Applications Revenue by Region, World Markets: 2019-2026
• Telecom Industry CX/CE Software Applications Revenue by Segment and Region, World Markets: 2019-2026
• Telecom Industry CX/CE Software Applications Revenue by Function, World Markets: 2019-2026
• Telecom Industry CX/CE Software Applications Revenue, Customer Facing versus Back Office, World Markets: 2019-2026
• Telecom Industry CX/CE Services Revenue by Region, World Markets: 2019-2026
• Telecom Industry CX/CE Services Revenue by Segment and Region, World Markets: 2019-2026
• Telecom Industry CX/CE Services Revenue by Function, World Markets: 2019-2026
• Telecom Industry CX/CE Services Revenue, Customer Facing versus Back Office, World Markets: 2019-2026
• Telecom Industry CX Software Platform Revenue by Region, World Markets: 2019-2026
• Telecom Industry CX Software Platform Revenue by Function, World Markets: 2019-2026
• Telecom Industry CX Software Platform Revenue, Customer Facing versus Back Office, World Markets: 2019-2026
• Telecom Industry CX Software Applications Revenue by Region, World Markets: 2019-2026
• Telecom Industry CX Software Applications Revenue by Function, World Markets: 2019-2026
• Telecom Industry CX Software Applications Revenue, Customer Facing versus Back Office, World Markets: 2019-2026
• Telecom Industry CX Services Revenue by Region, World Markets: 2019-2026
• Telecom Industry CX Services Revenue by Function, World Markets: 2019-2026
• Telecom Industry CX Services Revenue, Customer Facing versus Back Office, World Markets: 2019-2026
• Telecom Industry CE Software Platform Revenue by Region, World Markets: 2019-2026
• Telecom Industry CE Software Platform Revenue by Function, World Markets: 2019-2026
• Telecom Industry CE Software Platform Revenue, Customer Facing versus Back Office, World Markets: 2019-2026
• Telecom Industry CE Software Applications Revenue by Region, World Markets: 2019-2026
• Telecom Industry CE Software Applications Revenue by Function, World Markets: 2019-2026
• Telecom Industry CE Software Applications Revenue, Customer Facing versus Back Office, World Markets: 2019-2026
• Telecom Industry CE Services Revenue by Region, World Markets: 2019-2026
• Telecom Industry CE Services Revenue by Function, World Markets: 2019-2026
• Telecom Industry CE Services Revenue, Customer Facing versus Back Office, World Markets: 2019-2026