“Success should be measured by increased self-service completion, shorter time to resolution and fewer avoidable escalations”
Reggie Scales, Head of Product
Applications, Vonage
From reactive to predictive: the power of intent Whilst a personalised and unified portal is a significant step forward, the true frontier of CX innovation lies in shifting from a reactive to a predictive model. In the fast-moving telco space, waiting for a customer to report a problem is already too late. As Reggie warns:“ Three quarters of consumers stop buying after repeated communication problems and it’ s simpler than ever to find an alternative service provider. Reactive service is no longer good enough – businesses must learn how to predict their customers’ needs and resolve them before they need to open a ticket.”
140 November 2025