Customer Engagement

Overview

This programme focuses on the automation of customer interactions. This includes contact management (virtual assistants, automated call centres and automated customer value management), customer journey management (quote to cash and issue to resolution) and marketing (campaign management). Systems covered include CRM, CPQ and customer experience management. These systems have seen some of the highest levels of investments in AI and GenAI, which reflects the operational costs involved.

Topics for 2026

Automated intelligence
Hyper-personalisation
Adaptive B2B experiences and architecture

Typical client enquiries

What is the current size of the market, how is it projected to grow and who are the leading players?
To what extent are telecoms operators currently using AI and automation technologies to automate their customer lifecycle processes?
What has been the impact of telecoms operators’ AI/automation projects?
Who is the primary internal driver for the adoption of customer lifecycle automation technologies?
What expertise are operators expecting from vendors to successfully deliver an end-to-end solution?
How is the evolution of B2B opportunities going to impact customer-engagement-related systems?