CMO Council addresses subscriber complexity in global communications markets

The Chief Marketing Officer (CMO) Council today announced a major new thought leadership initiative to examine the extent and effects of a demanding new world of subscriber complexity and choice in today’s communications services market. The new global program will profile and benchmark where and how companies are experiencing and addressing diverse needs, preferences, and behavior patterns across a multiplicity of device types, plans, and pricing options in the complex market for telecommunications, wireless, and digital media services.


The Chief Marketing Officer (CMO) Council today announced a major new thought leadership initiative to examine the extent and effects of a demanding new world of subscriber complexity and choice in today’s communications services market. The new global program will profile and benchmark where and how companies are experiencing and addressing diverse needs, preferences, and behavior patterns across a multiplicity of device types, plans, and pricing options in the complex market for telecommunications, wireless, and digital media services.

The new initiative: “Bringing Dexterity to Subscriber Complexity: Managing the Challenge of Change and Choice in Communications and Media Markets,” is a multi-channel thought leadership program undertaken by the CMO Council and its Customer Experience Board and sponsored by subscriber optimization software vendor Openet. The initiative examines how senior marketers, line of business leaders, and technology professionals can get a better handle on today’s dynamic landscape of convergence and subscriber expectations. The initiative looks at new practices in customer interaction and engagement, subscriber data management, and alternative service packaging and pricing.

Initial information on the initiative and a new whitepaper are available on the program microsite. The microsite also features initial leadership committee members, supporting facts, articles, content, and other resources.

“With more than five billion global subscribers, the communications market is a huge opportunity for those who can effectively engage and retain customers amidst exploding expectations and new disruptive competitors,” commented Donovan Neale-May, Executive Director of the CMO Council. “Communications providers must innovate and improve how they identify and address diverse customer needs, create more compelling and individualized subscriber experiences, and market and deliver new services and payment options.”
 
Bringing Dexterity to Subscriber Complexity is reaching out to senior marketers and technology leaders around the world on a qualitative and quantitative level to analyze and highlight the incidence of complicating factors and the industry requirements for improved processes and systems to enable cost-efficient and rapid delivery of new devices, apps, programs, services and packages to address every market segment.

The CMO Council launched its Subscriber Sense-Ability Audit Questionnaire, a landmark industry survey of communications marketing and IT professionals to determine the forces and factors that are contributing to operator aggravation and the best practices to address the issues head-on. In addition to the global survey, the CMO Council is conducting strategic discussions with a leadership committee of senior marketers and other executives at many of the world’s prominent operators that are involved in insights and innovation around the customer experience to gather critical insights and best practices.

In addition to the Council, other CMO Council strategic interest groups will also participate in the subscriber complexity initiative. These groups include the Customer Experience Board, the Forum to Advance the Mobile Experience (FAME), and strategic media and organizational partners, which combined serve a vibrant global ecosystem of communications service providers and cable and satellite operators.