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Customer Journey Mapping

  • 1.  Customer Journey Mapping

    TM Forum Member
    Posted Nov 05, 2018 08:48

    Traditionally customer experience management is approached starting from the customer's point of view, often through customer journey mapping.

    From a Technology perspective we would like to develop a methodology that is based on raw data from the Network (Network / Infrastructure / IT). 


    In first instance such a methodology would result in real-time dashboards showing the relevant customer experience calculated using the systems data (Network / Infrastructure / IT) benchmarked to the "ideal" values ( "Network Green - Customer Green"-type scenario).


    As a second step these technology-based calculated values can then be compared with values and inputs from the company's commercial customer experience team. By fine-tuning the technological data-mining and derived values to match as close as possible the values of the customer experience team's real life feedback from customers, eventually real-time dashboard will show the actual perceived experience and derived satisfaction of the performance of the network.


    Has anyone experience in such an approach? Is it realistic? Would there be real value add?


    Frank Vernieuwe
    Wind Tre S.P.A.

  • 2.  RE: Customer Journey Mapping

    TM Forum Member
    Posted Nov 06, 2018 04:12
    Dear Frank;

    My question is what is the difference between active  an passive testing?
    For passive testing how can we monitor users on real time?
    How can we measure voice quality?
    Can you share some metrics for Customer Journey Mapping


    Hamadi ASKRI
    Tunisie Telecom

  • 3.  RE: Customer Journey Mapping

    TM Forum Member
    Posted Nov 06, 2018 04:12
    Oh, that's different.
    Feasibility oriented as opposed to desirability oriented.

    Where is customer focus in that?

    Collecting raw data from the network implies raw data from many networks. I supposed normalisation in order to build data sets will be needed to then correlate. Otherwise, at least the way I see it, dashboards will be meaningless.

    Also, do you assume that all customer devices bah the same?

    Cato Rasmussen

  • 4.  RE: Customer Journey Mapping

    TM Forum Member
    Posted Nov 06, 2018 08:18
    Hello Frank,

    Is this more of a "desire" or a "realistic plan" ?
    Customer Value is calculated based on domain level CEM maps which consider the customer touchpoint. The underlying data from the Network related to Customer's usage is one (the most important) parameter in calculating the customer value.
    However when it comes to mapping a complete e2e Customer journey, the Customer interaction through the touchpoints and the regularity with which they instantiated becomes important. And of course analysis of the interactions and the data gives us the solution on how best to improve the Customer experience.
    And for your purpose, while the customer touchpoints were always considered as the traditional channels, if we turn this around and start adding the network interactions (customer session on the Network Element) also as a touch point, then it would definitely be feasible.
    And would be interested to know the results of this exercise - so please would really appreciate if you keep this forum posted about your initiative :-)


    Sri Jagadish Baddukonda
    Principal Consultant
    Sigma Systems

  • 5.  RE: Customer Journey Mapping

    TM Forum Member
    Posted Nov 07, 2018 10:46
    Hi Frank,

    I fully support and agree the technology led approach or as i prefer to call, a data driven approach.

    Typically, the Enterprise Feedback Management system (or simply the survey solution) sends customer survey questionnaire based on the data insights derived from multiple sources (starting from Network->systems of Interactions->systems of records) for a specific customer and benefits in understanding and identifying the areas of improvements. The gathered data insights along with the captured feedback were plotted against the agreed metrics, to understand the actual customer experience.

    I haven't had the experience of correlating the "technology driven feedback" with the "customer experience team's real life feedback" (might be applicable for B2B customers potentially) and considering the volume's of real life feedback's in comparison to the actual customer base (B2C), I am not sure whether or not matching the technology driven data insights with the real-life feedback showcases the true reflection of customer experience?


    Ramachandra Dasari
    Vodafone UK Ltd

  • 6.  RE: Customer Journey Mapping

    TM Forum Member
    Posted Nov 08, 2018 04:17
    Dear Frank et all,
    This, what sounds to me to be; highly focused on data collected from the network is resembling a rebranded NOC than anything else.

    Leading with technology and data is as far from customer oriented as can be. It has to be led by what is desirable seen from a customer point of view.

    The discussion is solely focus on the red zone in the picture below. The customer is on the far right in the green zone. I am afraid that starting with network and data all belonging in the red is far removed from the customer, and hence based on opinions and not facts called by physically engage and test hypothesis. Also, surveys do not cut it!

    Cato Rasmussen

  • 7.  RE: Customer Journey Mapping

    TM Forum Member
    Posted May 19, 2019 16:09
    Dear Frank,

    The idea is really good and  will add value to business.

    The first part of presenting the unified dashboard is feasible and  operators are interested to have this.. for the second part of comparison between Technological values vs real life experience value not able to visualize the value.

    If you can elaborate a bit more to us then we can give a thought process to see how best can be done.

    Rakesh Ranjan Tiwari
    Sterlite Technologies Limited