Service Quality Management (SQM) and Telco Customer Experience Management (CEM) Market Report 2025

This report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market’s historic and forecast market growth by geography.

The service quality management (SQM) and telco customer experience management (CEM) market size has grown rapidly in recent years. It will grow from $5.22 billion in 2024 to $5.91 billion in 2025 at a compound annual growth rate (CAGR) of 13.2%. The growth in the historic period can be attributed to increasing usage of mobile applications, growing customer interactions in the BFSI sector, expansion of IoT connections, focus on customer compatibility issues, rising call center touchpoint interactions by end-users.

The service quality management (SQM) and telco customer experience management (CEM) market size is expected to see rapid growth in the next few years. It will grow to $9.57 billion in 2029 at a compound annual growth rate (CAGR) of 12.8%. The growth in the forecast period can be attributed to expected rise in mobile operator services, growing demand for technical support solutions, expansion of cloud-based solutions for cost-effectiveness, adoption of open APIs for network capabilities, focus on fault and event management. Major trends in the forecast period include integration of emerging technologies, AI-driven personalization, automation and self-service solutions, enhanced data analytics capabilities, focus on proactive customer engagement.

The increasing adoption of cloud-based solutions is expected to drive the growth of the service quality management (SQM) and telco customer experience management (CEM) market. Cloud-based solutions refer to software or services that are hosted and accessed over the Internet, rather than being installed and run on local computers or servers. The rise in cloud adoption can be attributed to its scalability, flexibility, and cost-effectiveness, benefiting businesses of all sizes. Cloud solutions enhance service quality management and telco customer experience management by enabling real-time data analysis, automation, and agile infrastructure, all of which improve responsiveness and enable personalized service delivery. For instance, a March 2024 survey by Flexera, a US-based software company, revealed that over a quarter (29%) of respondents worldwide invested more than $12 million annually in cloud services, with a similar percentage (22%) spending the same amount on Software as a Service (SaaS). The survey also showed a slight increase in multi-cloud usage, rising from 87% in 2022 to 89% in 2023. Additionally, 61% of large enterprises utilized multi-cloud security measures, while 57% implemented multi-cloud FinOps tools for cost optimization. As such, the growing adoption of cloud-based solutions is fueling the expansion of the SQM and CEM markets.

Leading companies in the service quality management (SQM) and telco customer experience management (CEM) market are focused on developing innovative WiFi service assurance systems to improve network reliability, optimize performance, and provide seamless connectivity experiences for customers. This, in turn, helps reduce churn and boost overall satisfaction. WiFi service assurance systems are designed to monitor, analyze, and optimize WiFi networks, ensuring high-quality connectivity and an enhanced user experience. For example, in September 2024, AVSystem, a Poland-based company specializing in software services, launched a new Customer Experience Management (CEM) platform aimed at enhancing WiFi service assurance for Communication Service Providers (CSPs). This platform is designed to improve customer satisfaction and operational efficiency by addressing common WiFi connectivity challenges. The CEM platform offers a comprehensive view of both the access layer and in-home WiFi experience, enabling CSPs to proactively manage issues before they escalate into customer complaints.

In March 2024, Accenture PLC further strengthened its capabilities in understanding customer behavior by acquiring GemSeek. This strategic acquisition bolsters Accenture's offerings in customer experience analytics (CEM), leveraging insights, analytics, and AI-powered predictive models. GemSeek, a UK-based customer experience analytics company, provides specialized services that align with Accenture's vision to deliver enhanced customer experiences through data-driven strategies.

Major companies operating in the service quality management (SQM) and telco customer experience management (CEM) market are Huawei Technologies Co. Ltd., Accenture PLC, The International Business Machines Corporation, Cisco Systems Inc., Oracle Corporation, SAP SE, The Hewlett Packard Enterprise Company, Nokia Corporation, Telefonaktiebolaget LM Ericsson, NEC Corporation, Capgemini SE, Adobe Inc., Tech Mahindra Ltd., Amdocs Limited, Ciena Corporation, SAS Institute, Genesys Cloud Services Inc., CSG International, Verint Systems, Calix Inc., Medallia Inc., Spirent Communications PLC, Comarch SA, InfoVista SAS, Comviva, Radisys Corporation, Aria Systems Inc.

North America was the largest region in the service quality management (SQM) and telco customer experience management (CEM) market in 2024. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the service quality management (SQM) and telco customer experience management (CEM) market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East and Africa. The countries covered in the service quality management (SQM) and telco customer experience management (CEM) market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The service quality management (SQM) and telco customer experience management (CEM) market includes revenues earned by entities by providing services such as network performance monitoring, customer journey mapping, personalization, and service audits. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

Service quality management (SQM) involves systematically monitoring, evaluating, and improving the quality of services provided by a telecom company. On the other hand, telco customer experience management (CEM) focuses on understanding, analyzing, and enhancing the overall satisfaction and perception of customers with the telecom services offered. Both SQM and telco CEM are integral aspects of a comprehensive customer-centric strategy aimed at delivering value and fostering enduring relationships with customers.

The primary types of service quality management (SQM) and telco customer experience management (CEM) products include enterprise feedback management (EFM), text analytics, speech analytics, and web analytics. Enterprise feedback management (EFM) involves the systematic collection, management, and analysis of feedback from various stakeholders within an organization to drive improvements in products, services, and processes. These tools find applications in various support systems such as internet service providers (ISPs), managed service providers (MSPs), and telecom service providers (TSP). They encompass multiple channels including the company website, web, call center, mobile, branch offices, and social media platforms, catering to diverse end users including small and medium businesses as well as enterprises.

The service quality management (SQM) and telco customer experience management (CEM) market research report is one of a series of new reports that provides service quality management (SQM) and telco customer experience management (CEM) market statistics, including service quality management (SQM) and telco customer experience management (CEM) industry global market size, regional shares, competitors with a service quality management (SQM) and telco customer experience management (CEM) market share, detailed service quality management (SQM) and telco customer experience management (CEM) market segments, market trends and opportunities, and any further data you may need to thrive in the service quality management (SQM) and telco customer experience management (CEM) industry. This service quality management (SQM) and telco customer experience management (CEM) market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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