Customer Experience Management (CEM) is becoming a mission critical priority area for Communication Service Providers (CSPs) who believe it can improve customer loyalty and even deliver top-line growth. However, implementing a robust CEM solution is extremely complex as it requires tight synergy across various systems and departments in the CSP organization. In addition, I feel it is also critical that the CEM solution delivers a quick ROI for the CSP.
Historically, CSPs have focused on technology advancements and capacity or coverage expansion to grow revenues. However, due to the commoditization of services such as voice and SMS along with growth in competition from OTT players, the network and technology-centric approach is no longer contributing to revenue growth. In addition, an explosion of new connected devices and spiraling data demand from high-bandwidth applications such as video streaming has presented CSPs with a range of new technology and business challenges, further accentuating the need for customer experience improvement.
Typically, there are multiple touch-points that can affect customer experience such as network quality, customer support, coverage and billing. So, how does a Telco develop a successful CEM strategy?
This is a complex question due to the limitations of currently available systems to proactively monitor customer experience. Most solutions identify and troubleshoot customer experience lapses, after the incident has occurred. While this approach is better than none, it would obviously be superior to avoiding the lapse before it occurs.
However, it is extremely challenging to measure network quality of service in real-time as the metrics utilized to monitor network performance fail to capture data from real-time transactions. This leaves the CSP with a different view of customer experience than the actual experience of the end consumer, creating an experience lapse. In addition, the absence of appropriate KPIs to capture this information leaves CSPs without required real-time information.
We explore these issues in detail through real-life examples in a whitepaper I recently coauthored- In-Service Customer Experience Management and provide clear advice on how CSPs can improve their delivery of customer experience. The paper leverages the knowledge Wipro has developed in building customer experience management solutions that can help CSPs filter and analyze customer transaction related data in near real-time and even automate the customer experience troubleshooting process.