2020 winners announced: CEM Global Telecom Awards

T-Mobile, Hrvatski and Telefonica triumphed in the CEM Global Telecom Awards

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Chanice Henry

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International peers gathered at the 15th Annual Customer Experience Management in Telecoms Global Summit in London to celebrate the telecoms brands which have pushed to provide industry-leading experiences for their customers in the last 12 months.

The ceremony,  sponsored by Huawei, centred on themes that are essential for award-worthy customer experiences, including return on investment, personalization and customer engagement tools.

The winners in each category were decided by a judging panel which featured representatives from CX Network, Telenet, Jazz and Huawei Technologies Co., Ltd.

Congratulations to all of the finalists. Runners up and award winners in each category are as follows:

Best-in-class employee engagement programme

Runner-up: Sure International

Winner: T-Mobile

After an extensive evaluation of learning management systems, T-Mobile US partnered with Lessonly, Inc, a US-based company that specializes in online learning for customer service and sales teams. Together, they launched Thrive, an interactive cloud-based platform, where all on-boarding and continued education content lives, to use whenever and wherever their agents need it.

A key feature of Thrive is that it allows agents to record themselves delivering a pitch in response to a customer prompt. The recording is then sent to a supervisor for evaluation and feedback that will aid the employee’s professional development.


Best-in-class example of return on investment (ROI)

Runner-up: UPC

Winner: XL Axiata

XL Axiata, one of the largest telecoms operators in Indonesia, was recognized for its data-driven operational efficiency project which empowered the brand to reinvent a two sided business model capable of delivering differentiated customer experiences in a highly competitive market.


Best-in-class personalisation case study

Runner-up: Mightycall

Winner: Hrvatski Telekom

Hrvatski Telekom won this award for its application of behavioural psychology at one of the most sensitive points of customer contact – written complaints. The Croatian telecoms company managed to use cognitive principles to improve the quality of the brand’s interactions with customers and build brand recognition as a customer centric organisation.

Best-in-class customer engagement tool

Runner-up: PTCL

Winner: Telefonica

As one of the world’s largest mobile network providers, Telefonica has continually driven forward on its mission to build its customer centricity over the last few years. Telefonica greatly bolstered how it understands its customers to better inform strategies to boost client satisfaction and updated processes so they are rooted in service quality monitoring. Its network operations have undergone radical transformations as the firm invested in state-of-the-art technologies and deployed service operation centres fit with systems able to “anticipate incidents and identify proactive actions to improve customer experience.”

Best-in-class use of AI within CX

Runner-up: Vodafone Germany

Winner: UPC

UPC was awarded for its ‘close-the-loop’ campaign which significantly reduced customer churn for ‘super-detractors’. The campaign saw call centre agents contact any customers that expressed dissatisfaction towards the company through a score of either zero or one in NPS surveys.

To ensure the same proactive service was provided to customers who did not respond to surveys, UPC commissioned GemSeek to develop a predictive algorithm that could identify super-detractors from certain behavioural triggers. The algorithm was then operationalized to provide UPC’s customer service specialists with daily recommendations on proactive contacts.

CEM in telecoms annual improvement award

Runner-up: Telecom Italia (TIM)

Winner: Saudi Telecoms Company (STC)

STC, a leading provider of technology services for businesses and organizations across the globe, was applauded for its Corporate Customer Experience Management (CCEx) project which transformed the company’s focus from network centric to customer centric through the implementation of a service centric model.  

Check out the 2019 winners of the CEM in Telecoms Awards here.

CXN Live: Customer Experience for Telecoms

Join on the April 14 and 15, 2020 as we examine how telecom operators can increase customer engagement and stickiness, lower overheads and maximise profits in a crowded market.