With customers now expecting a seamless, coherent and customer-centric experience, operators must invest more in their customer experience management in order to retain and expand their customer base. Formulating a workable strategy for this is of course critical, but for many – particularly those in the Nordic and Baltic regions – laying the right foundations is proving a sticking point. While some are optimistic their ideas should work, other companies are struggling to understand whether these lessons are transferable or if each organisation is so diverse that there is no way to carbon-copy a CEM rulebook and make it work in all cases.

Simon Lange, Customer Experience Architect at TDC, is candid in his concerns that the initial strategy employed at his organisation may not meet their ultimate – albeit lofty – vision: to provide the best customer service in the Nordic region. But the playing field changes from one case to another. Michael Jul Jensen, Senior Manager of Network Customer Experience at Telenor Danmark, sees culture as the biggest challenge at Telenor.