TM Forum Community

 View Only
Expand all | Collapse all

Measuring customer experience

  • 1.  Measuring customer experience

    Posted Nov 01, 2018 09:08
    How do you effectively measure your customer experience in the current environment? I am also interested, how do we balance the economics of delivering great customer experience?
    #CustomerExperience

    ------------------------------
    Zaheer Ahmed
    KPMG International
    ------------------------------


  • 2.  RE: Measuring customer experience

    TM Forum Member
    Posted Nov 02, 2018 02:44
    One method is to correlate the NPS to churn rate, and based on churn rate work out the dollar value impact.

    ------------------------------
    Dominic Law
    PCCW Global
    ------------------------------



  • 3.  RE: Measuring customer experience

    Posted Nov 05, 2018 03:45
    ​So here's my debacle - NPS is great an is a great tool to really understand where you stand as an organization but what if I want to dig deeper. Say I've spent a good US$20m on my customer experience initiatives, NPS isn't necessarily going yo give me the impact of that initiative or is it? I mean if I am delivering poor service in specific pockets within my organization in areas in which my customers' experience is being impacted, enhancing through other initiatives won't solve it and NPS won't necessarily give me the answer. Is there a more innovative way?

    If I keep spending money on my customer experience and adding initiatives to improve it  - how do I assess the impact and when do you get to the point that the economics and impact just does not balance?

    I'm thinking from the perspective of any investment or business. You can keep funding it but if you do not truly understand or can accurately measure where your cash flow is being lost well then ROI alone is not going to solve your issue or identify your problem.

    ------------------------------
    Zaheer Ahmed
    KPMG International
    ------------------------------



  • 4.  RE: Measuring customer experience

    TM Forum Member
    Posted Jan 09, 2019 09:35
    Edited by Alfonso Miranda Jan 09, 2019 10:55
    Zaheer

    For most service provider they associate service quality with customer experience, therefore most investments targeting customer experience will go toward either measuring it better or improving the quality of the service, however, these decisions are still taken from a network vantage point, considering the experience that a particular node or platform is providing an assuming that the end customer perception will be somehow correlated to the average quality of the network.

    However, human beings perceptions are not linear and we are not impacted by every improvement of the network, just by those that are perceivable within the ecosystem of element that serve us specifically. In order to have a quantifiable impact on customer perception from a network investment it needs to be done using the end customer perspective holistically, by identifying the ecosystem of elements serving each customer according to their mobility and consumption patterns, using this information to asses the potential impact of the investment and deciding on the one that will bring the best return (hint! most of the time is not the highest traffic volume, it is not about managing more traffic, it is about managing better the most valuable traffic), this is a high dimensionality big data problem.



    ------------------------------
    ------------------------------
    Alfonso Miranda
    Bell Labs Consulting
    Alfonso.Miranda@Bell-Labs-Consulting.com
    ------------------------------
    ------------------------------



  • 5.  RE: Measuring customer experience

    TM Forum Member
    Posted Jan 09, 2019 15:02
    Yes, I agree completely that this is big data issue. Also, I think customer experience cannot be accurately measured. However, we could somewhat measure the difference between good and bad experience. Based on my experience, customer experience should be measured by the data collected when customer is using the network. For example, if the network is not in good shape but I am not using it, my experience is not bad. If the network is measured as good by performance or service quality indices but I am playing a real-time game which is very sensitive to RTT, jitter, etc. my experience might still be bad. So, I believe using xDR (from probe, netflow, or whatever) to measure user experience based on performance, quality, availability, reliability, usability, etc. should be able to get close measurement of user experience. With good dimensioning, we can find out who have bad experiences and where they are. Combine with good OSS tools, we can find out why customer experience is bad therefore resolve the problem. This way will deliver better customer experience improvement. This is just my 2 cents.

    ------------------------------
    Fazhong Deng
    OSSEra, Inc.
    ------------------------------



  • 6.  RE: Measuring customer experience

    Posted May 08, 2019 06:12
    Hi

    Customer Experience is a broad area, and it should be splitted in different subtopics.

    You should measure any interaction the customer has with the operator (visit to stores, customer care interactions, ...). At Optare Solutions we have develop a tool to measure measure QoE (quality of experience using the services) for each customer. WE can measure and optimize the subjective perception of the customer using the services (Voice, video streaming, web browsing, VoIP, online gaming...).  We measure QoE on the end user devices, to ensure we have the real experience of the customer. The information could be integrated into the operator systems (CRM, DataWareHouse, marketing automation, campaign management...).

    This tool helps to improve customer experience, but you will also need to measure and act in other processes on the operator (customer care, call center, physical stores...).

    You can read a couple of blog posts I wrote some months ago:

    https://augura.optaresolutions.com/why-we-should-worry-about-qoe-instead-of-other-kpis/
    https://augura.optaresolutions.com/how-can-you-optimize-qoe-with-augura/


    ------------------------------
    Sergio Pereira
    CMO
    Optare Solutions
    ------------------------------



  • 7.  RE: Measuring customer experience

    Posted Nov 02, 2018 03:50
    ​Relating Telco KPIs (Network, Billing, Customer Service etc) to Chrun is the most optimal approach. Most of the operators limits NPS relating to Chrun, since NPS usually collected for very small set of customer and at times customer feedback will be sarcastic and contradicting.

    Also, Telco KPIs are in internal data points purely managed by Operator, he can predictive the Customer Experience in real time and perform corrective measures quickly.


    ------------------------------
    praveen vemula
    Aricent
    ------------------------------



  • 8.  RE: Measuring customer experience

    Posted Nov 05, 2018 01:47
      |   view attached
    Hi, I recently came across the attached 7 Step Planning Guide to Successful Customer Experience which you might find useful in helping you get started.

    ------------------------------
    John Brunkard
    TO BE VERIFIED
    ------------------------------

    Attachment(s)



  • 9.  RE: Measuring customer experience

    TM Forum Member
    Posted Jan 07, 2019 10:31
    Hi,

    as mentioned in the above comments I'd agree that (decreasing) Churn is an effective KPI. Those happier (existing) customers should be easier to up and cross sell to. A KPI linking improving NPS performance with winning more new customers is tricker ...

    One tip is to visit Bain & Company site* whose Fred Reichheld originated NPS and where you should find new material as the methodology matures.

    regards,
    Steve

    *http://www.netpromotersystem.com/about/how-is-nps-related-to-growth.aspx

    ------------------------------
    Steve Belgraver
    TO BE VERIFIED
    ------------------------------



  • 10.  RE: Measuring customer experience

    TM Forum Member
    Posted Jan 08, 2019 09:11
    In Telco , and other industries , generating add-on , cross &upsell revenue from existing Customers ​is enabled by a higher NPS. Customer acquisition is costly hence churn reduction is a top KPI.

    Tying increase in CEI .. , which in telco should be a predictive NPS to revenue growth is an extremely difficult. We are currently rolling out a CEM Solution , and so far have had very limited celebrated victories. Majority of the use-case has been around moving 'happy' customers to faster data connections where we predict that they will consume more data and other services.

    ------------------------------
    thembinkosi ndebele
    MTN Group Limited
    ------------------------------



  • 11.  RE: Measuring customer experience

    TM Forum Member
    Posted Jan 09, 2019 09:35
    Edited by Alfonso Miranda Jan 09, 2019 10:58
    Thembinkosi

    Considering that for most SP the following two premises will be true:

    - There is significant segment of the customer base (around 10% typically) that have a negative margin contribution
    - About 80% of the profitability will come from 40% of the customers

    Under these premises then churn it is not on it self a bad thing, that is why it is a variable that needs to be managed, not minimized. To be able to do it though, you need big data and analytics approach that enable you to target the investment on the right customers at the right time, this assumes that you are able to actually quantify who (end customers) will be impacted  by every investment and to what degree as apposed to the most common approach that just use aggregated numbers (upgrading site X will impact 10.000 customers) where we are bundling together high value customers with negative margin ones.

    ------------------------------
    ------------------------------
    Alfonso Miranda
    Bell Labs Consulting
    Alfonso.Miranda@Bell-Labs-Consulting.com
    ------------------------------
    ------------------------------



  • 12.  RE: Measuring customer experience

    TM Forum Member
    Posted Jan 10, 2019 06:19
    ​Great customer service is one of the biggest issues across all Corporates. Unfortunately the employees that are direct customer facing are also always the lowest paid.
    It takes a special person to only deal with negativity all day everyday and only a small percentage of call center employees can maintain a positive attitude when dealing with customer complaints.
    No company will throw money at this problem as it isn't the answer.
    My opinion is that The solution to good customer service and improved NPS is providing the call centers and staff that are direct customer facing, excellent support.
    I am a manager in this environment and have experienced this first hand.
    The better support the call centers have when dealing with any customer issue, they become more confident of helping the customer knowing that they can resolve the issue quickly and efficiently. This environment creates a positive vibe in the call center area and everyone becomes more confident of answering the next call.
    When you have this situation, the customer experience improves and the company gets better ratings.


    Shane Nel
    MTN Manager: Network Quality and Assurance


    ------------------------------
    Shane Nel
    MTN South Africa
    ------------------------------



  • 13.  RE: Measuring customer experience

    Posted Jan 10, 2019 13:59
    ​Hi,

    This is very complex and complicated topic. It requires cross-domain data collection , data processing and analytics.
    Then cross domain execution. We are used to work in silos and it is hard to accept change.


    Most of the use cases are individual and applicable just for specific scenario. CSP can have great network quality but then lose a lot of customers in short period due to great marketing by competitor initiative which was based on cheap device and price.
    Network quality KPI's and user experience is every year more difficult to correlate even with advanced analytics . Every new service is making correlation between network PI's and customer experience more difficult. In GSM only era of voice and sms was quite easy to measure user experience directly from Network PI's.

    I believe NPS and Churn are good PI's to work with combined and correlated with other metrics could give good picture of current customer experience.




    ------------------------------
    Tomislav Ivankovic
    Amdocs Management Limited
    ------------------------------



  • 14.  RE: Measuring customer experience

    TM Forum Member
    Posted Jan 11, 2019 01:58
    I agree with you on complexity is high. However, the technical side is not so difficult to handle. The hard part is cross domain execution. It is hard to get all data into one platform and build solution for multiple departments without clear owner. I believe operators will be able to overcome the complexity as it is very clear that silo solutions are not longer good for this digital age.

    ------------------------------
    Fazhong (David) Deng
    OSSEra, Inc.
    ------------------------------



  • 15.  RE: Measuring customer experience