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   March 2024, Volume 20, Issue 5

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IN THIS ISSUE
 * CX Evaluation Criteria for TSBs
 * AI-driven BSS for Better CX
 * Digital Identity & The 5 Rs of CX
 * Mobile World Congress 2024
 * AI, O-Cloud & O-RAN for 5G
 * Building Customer Value w/APIs
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BUILDING BETTER CUSTOMER BONDS
TRANSFORMING CX WITH AI-DRIVEN BSS

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By: Scott St. John, Pipeline


Every individual human is unique, and complex. Every person has different
attributes, character, communication styles, likes, dislikes, beliefs, desires,
needs, skills, talents, and perceived values. This makes human relationships
even more complicated, as relationships are a jigsaw puzzle of a multitude of
factors that must be matched to seamlessly function to the mutual benefit of
both parties.

To complicate matters more, these things aren’t static — they change over time.
And the survival of our species relies on these things working in harmony. And
the duration of a relationship depends on the intent of the desired outcome and
how satisfied the parties are with it.

Human relationships permeate virtually every aspect of our lives. How well we
function or succeed in society is a direct result of our ability to master the
changing dynamics of these relationships, measured by the impact it has to those
around us.

In business, mastering human relationships can have an even more far-reaching
impact. It can effect its customers, employees, shareholders, and society as a
whole. The degree of success a business has can hinge upon its ability to
understand the complexities of the human relationships it has. Paramount to that
is understanding the relationship it has with its customers and learning how to
improve, enhance, and master their experience.


PILLARS OF HUMAN RELATIONSHIPS

Human relationships are built upon understanding. Each participant must know the
other. How well they know each other is essential to understanding mutual wants
and needs and being able to communicate with each other effectively. This is
important in good times, and critical when things go wrong. Understanding is
also an essential component that enables each participant in the relationship to
make the other feel valued.

Communication is the lifeblood of human relationships. Open, transparent, and
frequent communication builds trust and creates a dynamic feedback loop for
change. This allows each participant to adapt and collaborate as circumstances,
life, and people evolve over time. Communication should be continuous and
underpinned by understanding and empathy. Constant communication creates
transparency and builds trust, the bedrock of all successful human
relationships.


MASTERING THE CUSTOMER EXPERIENCE (CX) WITH AI-DRIVEN BSS

Durable, long-term customer relationships require communication, understanding,
empathy, and the feeling of being valued. To master the customer experience,
these principals must be embraced across the entire organization. Positive
customer experiences are created as the byproduct of a culture where the
customer is valued, and where that value is communicated - or even demonstrated
through actions - to the customer. 

Over the years, customer experience management (CEM) has evolved to compass
various aspects of business, including the Customer Experience (CX), Digital
Experience (DX), Employee Experience (EX), and what is now being called the
Total Experience (TX). Within each of these areas, there are various BSS and CX
solutions and technologies trying to address different pieces of the customer
journey. But those who think technology itself can create or support human
relationships are mistaken.

Even advanced technologies such as Artificial Intelligence (AI) is artificial by
its very definition. You can’t create, support, and maintain long-term human
customer relationships with technology alone. Technology can, however, provide
valuable capabilities that complement human efforts and enhance the customer
experience. 

Service providers possess an overwhelming amount of customer data in their
Business Support Systems (BSS) that can be effectively, efficiently, and
responsibly used to communicate with and strengthen customer relationships. To
create a truly superior customer experience, a customer-centric culture must be
supported by transformative technology that exposes the customer experience to
relevant stakeholders and efficiently automates actions that better serve
customers.


Many service providers have been failing at CX despite the vast array of BSS,
data, systems, and tools they have at their disposal. We all have our own poor
customer experience war stories to share. Some service providers are still
struggling with old,

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