This blog is by Andy Burrell at Nokia Networks.
“Linking network insights with inbound customer calls is a prerequisite for effective, proactive customer care. Nokia Networks’ Preventive Complaint Analysis provides that ability, and will allow operators to deliver a better customer experience.”
Clare McCarthy, Practice Leader, Telco IT, Ovum (September 2014)
Keeping customers happy has a direct effect on costs: the lower the number of complaints an operator needs to deal with, the lower its operating expenses. This was certainly the case recently with an operator in China which worked with Nokia Networks to improve its complaint handling process and boost customer satisfaction.
The challenge the operator faced was that complaints about both network and service quality were rising. Customer satisfaction with data and voice services was poor and churn was increasing.
The problem was that the operator lacked a systematic approach to analyzing and resolving complaints and had difficulty matching complaints to their underlying causes in the network and services. Efficiency and effectiveness of complaint handling was limited and the operator did not know where to target optimization actions to deliver better results.
3 steps to happier customers
Nokia Networks tackled these challenges with its Preventive Complaint Analysis service, which is based on a three-step process.
1. The first step was data mining to determine the underlying links between complaints and network performance. Once we had identified the critical KPIs and KQIs, we created a correlation model defining the performance thresholds at which complaints were likely to be triggered.
2. Next, this correlation model was imported into the customer care platform, giving the operator enhanced information on complaints triggered by network or service related performance issues.
3. Finally, using a set of specific rules, the operator was able to predict which locations were most likely to be the source of future complaints. The operator was then able to take proactive optimization actions to avoid these complaints, focusing attention where it was most needed.
In the initial pilot, a 38% reduction in network and service complaints was recorded, coupled with improved customer satisfaction and increased effectiveness of customer care teams. The service has now been successfully delivered across six different Chinese provinces for the same operator.
The solution is a multi-vendor one, being applied to a network supplied from Nokia Networks and two other vendors. The operator’s senior management receives regular reports about overall trends in complaints and performance, as well as cells that need to be optimized by other vendors.
The solution paid for itself
Better network performance and higher efficiency of the care team has led to increased revenue, lower OPEX and higher ARPU.
Better information for customer care has allowed the company to resolve complaints faster and take action to decrease complaints. Working hours and the load on customer care have been reduced, also lowering costs.
On top of all this, churn is also now lower which has resulted in a decrease in the operator’s acquisition costs. With fewer complaints, there is now less need to offer discounts. Identifying the correct network and service issues and improving customer satisfaction has led to an increase in the use of mobile broadband services and higher revenue from data packages.
In short, the solution has paid for itself and the operator is in a much better position than it was before the project was carried out.
For more information on how to keep your customers happy, check out here.”
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