If operators can manage and control their service portfolios within and across networks, then customer-centric marketing, increasingly perceived as the Holy Grail for mobile telecoms operators in the 21st century, might become possible.But generic customer relationship management (CRM) systems, fragmented data and poor campaign monitoring and reporting systems are undermining the ability of mobile marketers to put subscribers at the heart of their marketing relationships, says a mobile community research report commissioned by Business Logic Systems and conducted by the London analyst firm Freeform Dynamics.
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