Apple Telecom Instrukcja Użytkownika Pobierz pdf (Strona 4)

2 | Study

Table of contents

Management summary 3

1. Why do telecom operators have difficulties understanding

their customers? 4

1.1 Customer-related data in the telecom industry is becoming

ever more complex 4

1.1.1 Data fragmentation causes complexity 4

1.1.2 Isolated data gathering makes consolidation difficult 6

1.2 Incoherent internal structures make it difficult to transform

data into knowledge 7

1.3 Standards are defined by others. Apple, Google and eBay

leverage their customer know-how much better 10

1.3.1 Apple, expert in customer understanding 11

1.3.2 Google, expert in data mining 12

1.3.3 eBay, expert in holistic customer understanding 12

2. The customer-centric philosophy: From vision to best practice 14

2.1 Stage one: Centralized operations 18

2.2 Stage two: Linear operations 19

2.3 Stage three: Interactive operations 20

2.4 Stage four: Holistic operations 22

2.5 How IT supports the transformation 24

3. Outlook 27

The authors 28

1 2 3 4 5 6 7 8 9 ... 31 32

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Apple Telecom Instrukcja Użytkownika Strona 4