The research surveyed 64 professionals from CSPs around the world who are applying, leveraging and/or planning to deploy advanced analytics in some capacity at various points across the customer lifecycle. "Providers need to look beyond marketing, and Sock Knitting Machine expand their focus to how machine learning and AI can improve customers’ experiences and reduce churn. The survey shows that telecommunications providers worldwide are lagging in their use of predictive models, machine learning and artificial intelligence."Advanced analytics including AI and Machine Learning can enable CSPs to gain a greater understanding of customer expectations and experiences across the customer lifecycle, but few have yet to implement technology solutions.. Data points to consider:Few CSPs use prescriptive analytics later in the customer journey - Only 35 per cent are using advanced analytics or machine learning for renewals, and only 36 per cent are using artificial intelligence for collections and recovery.

Text is the dominant channel of communication - 94 per cent communicate with their customers via text, however only 20% use personalized text for late payment communications. "As they start to explore artificial intelligence and machine learning, CSPs need to take a holistic approach and find opportunities and use cases across the customer lifecycle.Personalization is an opportunity yet to be fully realized - While operators view personalization as very important, only 41 per cent said they are using advanced analytics for it when they onboard a new customer."With CSPs under pressure to increase profitability, they are turning to data-driven, predictive models in all stages of the customer lifecycle," said Mark Newman, chief analyst at TM Forum. This is how the battle for customer loyalty will be waged.Analytics company FICO announced results of a global survey with TM Forum, the global not-for-profit association focused on digital transformation.Only 41 per cent of telcos use prescriptive analytics to personalize customer interactions during onboarding. Improved customer experience is central to both, and it was cited as the number one driver for analytic investment in the survey. Only about half are proactively working to match offer packages to customer needs.

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