Why the future of CRM lies in verticalized solutions for Telecommunications

23 Jan 2025

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Why the future of CRM lies in verticalized solutions for Telecommunications

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CRM is one of the fastest-growing enterprise business application categories. According to Forrester’s Priorities Survey, 2024, a remarkable 69% of business and technology professionals plan to increase their organization’s investment in CRM over the next 12 months. This reflects the need for businesses to embrace tailored customer engagement strategies, a challenge that horizontal CRM solutions are increasingly unable to support.

In this rapidly evolving CRM landscape, Amdocs has been included among notable vendors, as published in Forrester’s Customer Relationship Management Software Landscape, Q4 2024 report. Authored by Kate Leggett, Head of CRM Practice, the report underscores the rising importance of industry-specific CRM solutions designed to address unique market challenges.

“Industry CRM will become a preferred choice and extend its remit to industry clouds.”

The complex challenges of the telecoms industry
Telecoms is one of the most demanding industries for customer engagement, requiring CRM solutions that are purpose-built to handle the intricacies of CSPs. Challenges include:

  • Disconnected Engagements: A lack of a unified customer view leads to fragmented interactions, mistrust, and errors, preventing CSPs from delivering exceptional customer experiences.
  • Legacy Systems: Outdated and highly customized architectures limit agility, making it challenging to integrate new technologies, scale operations, or deliver digital-grade experiences. These non-integrative systems also increase operational costs and create barriers to seamless customer engagement.
  • Siloed Operations: Fragmented systems complicate workflows and create inconsistencies across channels, reducing efficiency.
  • Inefficient Processes: Manual tasks slow down operations, increase costs, and negatively impact customer satisfaction.
  • Revenue Growth Barriers: CSPs often struggle to expand into new revenue streams due to siloed systems and operational complexities.
  • Cumbersome Transformation Projects: Often long transformation efforts fail to deliver immediate value, emphasizing the need for modular, gradual modernization.
  • Multi-Line Complexity: Managing multiple lines of business and diverse customer needs makes delivering seamless experiences even more challenging.

As Forrester notes:

“Industry CRM builds on the foundations of horizontal CRM and delivers workflows, experiences, data models, and extensions that are unique to each industry, providing a faster path to value.”

The Customer Engagement Platform: Built for Telecoms
To address these challenges, our Customer Engagement Platform offers the most comprehensive toolset specifically built for telecoms, enabling CSPs to overcome CX hurdles and deliver exceptional, personalized customer experiences.

This unified, end-to-end platform seamlessly integrates marketing, sales, commerce, and care capabilities for both B2C and B2B customers, ensuring streamlined, connected workflows across all channels and lines of business. Key highlights include:

  • Advanced AI, GenAI, and Agentic Capabilities: Leveraging advanced AI-driven insights, copilots, and AI agents to enhance customer engagement with intelligent, context-aware automation. This provides predictive, personalized interactions, delivering actionable insights and guiding seamless, data-driven experiences at every touchpoint.
  • Customer 360 View: Enables contextual, guided experiences and seamless handoffs across channels for a truly channel-less, frictionless experience.
  • Scalability Across B2C and B2B: Designed to meet the diverse needs of CSPs, from managing large-scale consumer bases to supporting complex enterprise relationships with purpose-built tools like CPQ Pro.
  • Flexibility for Gradual Transformation: Built to support CSPs in modernizing at their own pace, the platform allows entry points that address immediate needs while paving the way for future growth and innovation.
  • Advanced Technology: Combining Microsoft’s -leading sales, marketing, and customer service capabilities with Amdocs’ telco-specific expertise, the Customer Engagement Platform delivers a powerful foundation for transformation and growth.
  • Seamless Integration: Offers a modular, open design with pre-integrated components, enabling CSPs to streamline operations while achieving measurable results early in their transformation journeys.

Driving Transformation and Innovation

The Customer Engagement Platform empowers CSPs to overcome operational complexities, unlock new revenue opportunities, and deliver exceptional customer experiences that align with the fast-paced, digital-first strategies of today’s market.

By uniting advanced AI technologies, including Agentic AI and AI agents, with deep telecom  expertise, Amdocs enables CSPs to move beyond traditional CRM, drive intelligent automation, and deliver personalized experiences at scale.

Discover How Amdocs Drives Digital-First Strategies
Find out more about our Customer Engagement Platform and discover how we help CSPs drive their digital-first strategies, simplify complexities, and create real value for both consumer and enterprise markets.

By choosing the only telco-specific, AI-powered platform that integrates all applications seamlessly, CSPs can confidently navigate industry challenges, innovate faster, and deliver tomorrow’s signature customer experiences.

Forrester does not endorse any company, product, brand, or service included in its research publications and does not advise any person to select the products or services of any company or brand based on the ratings included in such publications. Information is based on the best available resources. Opinions reflect judgment at the time and are subject to change. For more information, read about Forrester’s objectivity here .

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