Although mobile operators have terabytes of valuable customer data at their disposal, they still complain that existing subscriber data do not give them enough information to analyze customer behavior due to fragmented databases and legacy data management platforms.
According to research by UK-based Loudhouse, 53% of respondents say their existing customer data infrastructure does not enable analysis of customer behavior.
Almost 46%, on the other hand, state that data is not being analyzed quickly enough. A mere 14% of those polled have visibility of customer churn rates on a real-time basis.
In light of this, 87% of the respondents say they are considering improving customer insights over the next year.