As with many things with telcos, customer experience has historically focused on consumers. They are a big market, and until relatively recently, consumers didn't have anywhere else to go. But over-the-top providers quickly started to usurp the primary customer relationship from the telcos by providing more innovative services more cheaply. To win them back, communications SPs are improving service quality and slashing service time to market, but are also pouring money and energy into the soft side of customer experience by training customer-facing personnel, redesigning customer journeys (or, more often, consciously designing them for the first time), and implementing a better view of the customer's experience by integrating systems and improving analytics.