Intelligent CIO Middle East Issue 45 | Page 84

///////////////////////////////////// FINAL WORD How CSPs can fulfil the expectations of digital natives In the age of the digital native, where negative experiences will quickly be shared on social media, CSPs in the Middle East need to ensure customer experience exceeds expectations. Maxim Nartov, Customer Solutions Director, Nexign, says a vital part of this is designing a robust Business Support System allowing CSPs to become digital service providers (DSPs) offering an expansive customer experience. I f you are not a digital native, you may remember a time when the phrase ‘The customer is king’ could be met with a measure of cynicism, if not outright derision. Customer-centric businesses were often little more than fictions concocted by astronomically funded marketing teams. Not today. Welcome to the age of the digital native, who differs from their ancestor in one important respect. Give one of these discerning consumers a negative experience and they will share it with thousands in less time than it will take you to read this article. In the Middle East telecoms sector, digitally savvy consumers, armed with virtual royal sceptres such as Facebook and Twitter, have forced communications service providers (CSPs) down transformative highways, reimagining the customer experience from the ground up. At the epicentre of this re-design is a robust business support system (BSS) platform, the nerve centre of the telco, where infrastructure, business model and customer experience (CX) meet. To deliver onto the millennial all that which he or she demands, you need to become a digital service provider (DSP), expanding CX, solution offerings, partner ecosystems and a host of other capabilities. 84 INTELLIGENTCIO www.intelligentcio.com