The second Twitter chat on Customer Experience Management for Communications Service Providers (#CSPCX), focused on the mobile network experience, how customers perceive it, and the role of network performance in the overall customer experience and the operator’s business. It was facilitated by Nokia Siemens Networks @NokiaSiemensNet, together with Telesperience @teresacottam and Amdocs @AmdocsInc. – Texts in ‘…’ are quotes from the chat.
‘Most operators don’t know customers’ experience of the network, they only see the network’s experience of the customer’
CSPs can manage and improve the network performance end-to-end but there is also the ‘huge perception component’. In fact,‘There is an important gap between customer’s perception and network KPIs’. Customers might consider their experience to be bad even if the network seems to be working perfectly at the CSP’s end. This is where we can help CSPs to identify the key performance indicators that have the biggest impact on customer satisfaction.
How to close the gap or ’How do network planners measure success’?
CSPs want to understand, ‘what drives their customers’ perception. One way to find this out is ‘to correlate customer satisfaction, delivered experience and business KPIs’ as @irisheinonen explained. As an example, ‘Skype compares perception KPIs with network KPIs after a call to see if there is a disconnect, a clear attempt to’ find – as @kalske took it: ‘the perception drivers along the customer journey’. It’s a bit ‘like the maitre’d asking if your meal was OK’. ‘Some telcos are definitely asking this question in the same manner as Skype’. One viable alternative could be ‘personalized and automated questionnaires based on customer context, delivered to the device’. Other thoughts that came through: ‘Social media are a very important source of info to derive holistic insights’, especially given the fact that most ‘people are now adept at sharing their experiences on social media platforms’. In line with this trend, Nokia Siemens Networks recently launched its Facebook app that enables ‘promotions by customers’ by sharing their personal experiences within the social network .
‘Our whole system is currently built on “do nothing unless they moan”’
Proactivity rules. ‘To react immediately or even predict what’s coming and adapting the network accordingly’ is important in delivering a great customer experience. But do operators have to react in real-time? ‘Maybe it is the right time more than real time’, posted @Kimbakar and this can ‘mean micro seconds, seconds, minutes, or hours even’, and it requires insight to know what is required in every case.
‘I want to see 5-bars on the handset replaced by 5 stars indicating end-to-end quality of service!’
‘Many CSPs are very interested in launching attractive premium QoS packages’, but find it ‘difficult to package the same appropriately’, added @telcofuture. ‘Speed/Volume are comparatively easier in this respect’. Only a ‘few customers have the option to pay for premium QoS today’. ‘Some custs may prefer lower quality #QoS or best efforts for a lower price – it’s all about choice & keeping promises’, posted @Teresacottam. Flexible QoS differentiation is the key. ‘Here’s an example how to provide flexible QoS: Elisa in Finland http://t.co/b9AWX0QE’, provideded by @noolindb.
‘I do believe in customer choice – so a differentiated #netexp to me is about customer choice’
As the chat was coming to an end, the participants shared their tips for delivering the best customer experience. ‘Real time performance monitoring’ was one of the most re-tweeted statements, followed by the need to be more ‘proactive; leveraging upon customer and network insights to act before problems arise and enhance the overall offer’ as @AracelidelRio said. ‘So, get the data ready to be used!’ Spot on, CSPs have a wealth of data in their systems, and gathering and correlating it from multiple sources, and turning it into insight about the actual experience, the perceived experience, and the impact on loyalty, is a the best starting point for creating a great customer experience.
Continue the discussion, using #CSPCX in each tweet or comment on #CSPCX LinkedIn group.
Twitter chat in numbers: One morning and one afternoon session, an hour each, Oct. 18
42 active participants Tweets in total: 668 (whole day) Potential reach: ca. 80.000 people
This post is by Volker Jockch from the Business Solutions team.