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One of the biggest attractions of OSS and BSS is their ability to automate and scale processes to operate large networks. The automation factor is often what drives the business case. The business cases are approved because of the Return on Investment (ROI) that comes from taking humans out of the loop (and out of the cost-base). What many people don’t realise is that the opposite can also be true. OSS and BSS can be a platform to drive customer personalisation. Can you make an OSS and/or BSS business case based on personalisation? It’s rare, but definitely possible. All it takes is a mindset shift.