Indian revenue assurance vendor has announced the launch of a new solution for customer experience management (CEM). You can read the press release here.
This is a smart move by Connectiva. Instead of just picking through data to find things that are just wrong, why not also use data to better understand how customers behave? The press release hints that Connectiva already has several big telcos lined up as customers for their CEM offering. CEM is another name for what guys like David Leshem have been talking about for years – expanding the horizons of RA to get a real understanding what drives use and revenues. As a business, telcos are uniquely placed to understand their customers, because they have so much data about them. Problem is, they have so much data they do not know how to join it up and mine it. CEM aims to address that.
Rival RA vendors have each been going their own way, following different strategies for what comes next now that the RA market has plateaued. There is not much more that can be done to enhance the basic RA reconciliation proposition, making this crunch time as the vendors decide what their market strategy should be. This announcement tells us where Connectiva thinks their profits will lay in future. They may be right, and it will be interesting to see how many other RA software firms also expand into the CEM market.