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March 28, 2014

New Comptel Research: Telco Marketing & IT Organizations Call for More Strategic Collaboration

Comptel Corporation (News - Alert), a provider of telecom business and operations software that bridges Communication Service Providers (CSPs) with their network and content partners, has done new research that confirmed that bridging departmental information gaps is a top-to-moderate priority this year for a majority of telco executives (66 percent). Only 32 percent of CMOs said that their companies are very or extremely likely to involve the technology department in marketing campaigns. Even fewer (12 percent) CIOs/CTOs cited being very or extremely likely to involve their company’s marketing department in technology strategy.

The survey was performed on 50 communication service provider (CSP (News - Alert)) marketing and IT decision-makers across EMEA, Latin America and Asia Pacific on their 2014 business and technology priorities, and this reaffirmed the desire for increased departmental collaboration (78 percent).

In addition, a little more than eight in ten (82 percent) CMOs and CIOs/CTOs say ideally they would either consolidate every department’s data sets or at least collaborate on business decision -making, only 16 percent cited having a fully intregrated OSS/BSS and working from a common centralized data source.

The study reveals that more than six in ten (64 percent) agreed that their departments are leveraging it for customer service and the majority of respondents noted that customer demographic (68 percent), network information (66 percent) and social interactions (64 percent) are required for effective decision-making.

Juhani Hintikka, president and CEO, Comptel, said in a statement, “According to our research, telco executives believe that everyone across the company—not just their organization—should have a shared interest in delivering high quality of service (96 percent) and customer experience (80 percent). This is a great start at building a common ground for the traditionally siloed marketing and IT departments. But without unifying technology systems, CSPs can’t optimally leverage their data to get a holistic view of the business and, in turn, take the proper actions to achieve these goals or any others for that matter.”

Edited by Cassandra Tucker

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