Palo Alto, Calif.—Communications service providers are challenged by the increasing complexity of subscriber networks and the need to deliver more personalized experiences, according to a new report by the Chief Marketing Officer Council.
The report, “Bringing Dexterity to Subscriber Complexity,” was based on an online survey of 212 senior marketing executives at global communications service companies conducted in April and May.
It found that 83% of communications service providers said they need to get a better handle on the network resource and support challenges presented by more complex subscriber networks and the proliferation of new devices.
Also, 75% of respondents said they need better integration between disparate data sources.
The study also found that 72% of marketers said they lack subscriber insight critical to executing more personalized user experiences.
More information about the report is available at http://cmocouncil.org/.