The communications industry is at a crossroads as we enter the 5G era. Will communications service providers (CSPs) achieve deeper customer relationships and financial success, or face further declines in revenue and market share from digital disruptors?

Delivering a compelling customer experience will be a make-or-break proposition now that the pandemic has accelerated the push to digital experiences for CSPs around the world, and the future belongs to those that can innovate, engage and transform their businesses.

A recent Omdia research report said that CSPs and internet content providers, the digital disruptors, have almost equal market share, so we want to make sure it's trending in the right direction for CSPs.

Providing compelling experiences is challenging, especially with the disconnect among underlying data and systems across marketing, sales, service, the back office and the network. Customers choose the engagement channel and the when, but often want to switch among them and expect a seamless experience as they do so. This randomness makes it challenging to provide that across every touchpoint, from anonymous user/prospect to a known custom