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The telecommunications industry has grown and evolved dramatically since its inception and is facing ongoing changes to government regulations. Like most markets with explosive growth, it comes with both challenges and opportunities, as well as a need to respond to more sophisticated and changing consumer preferences. In this age of digital customer experience, customers can easily compare prices, equipment offerings and promotions across competitors and quickly switch providers. Telecom professionals need to be proactive and anticipate consumer needs to be successful. Having accurate, real-time insights to customer data has never been more important.