Telecoms innovations such as blogs and video streaming are set to define the next generation of consumer communications, a new report claims.
Research from Oracle indicates that senior communications executives recognise the value of web 2.0 initiatives, with 68 per cent citing collaborative web-based tools as an opportunity to increase revenue.
However, the report also identifies a number of drawbacks in the outlook of top-level telecoms chiefs in the UK.
Fewer than 15 per cent of respondents claimed their customer focus programmes were highly successful, although 92 per cent had a defined consumer relations strategy in place.
Some 25 per cent of those polled cited inadequate technology as a key drawback, claiming it did not assist them in their web analytics efforts.
"Delivering a superior customer experience is paramount and a critical success factor in this business today," said David Sharpley, vice-president of product marketing and channels with the company.
Meanwhile, David Jackson recently claimed on E-consultancy that web analytics are a crucial method of customer retention.
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