Mobile Network Operators (MNOs) are increasingly focusing their investments and efforts into building their image as Customer Experience-oriented companies. In this context, Arthur D. Little recommends taking a more integrated approach to Customer Experience Management (CEM). By involving the entire organization in the CEM strategy and processes, it is possible to better manage all interactions along the customer journey.
From performance measurement to Customer Experience Management
The CEM approach requires shifting the focus of service performance measurements from traditional network operations to customer service perception or Quality of Experience (QoE). The priority is to measure and control the entire end-to-end experience that a customer has when using a service. That means that the performance of a service is not only measured based on a set of underlying systems and network elements working correctly, but also based on customers’ perceptions. New processes have to monitor QoE, either based on individual customers or broader customer segments, addressing investments accordingly and more effectively with final impacts on churn reduction. To provide superior CEM, mobile operators need to control all interaction channels along the customer journey. In our CEM-oriented model, we focus on two key moments: service delivery (managed by ICT, Network and Technical Handsets Departments) and post-selling and claim management (managed by the Customer Care Department).
Improving the flow of internal communication
When integrating CEM throughout their organization, companies will need to move from a classical “stand-alone” approach, in which the various departments interact with the customer according to their own needs in an independent manner, to an “open-door” approach in which all the company’s units operate as a single entity in terms of the client’s perception. Improved two-way communication flows among each department and the others ensure both consistent QoE throughout all customer touch points and direct feedback to the technical department about customers’ perceptions of service performance in order to prioritize technical initiatives.
Technical Operations and Customer Experience Management
There are two main CEM levers that chief technology officers (CTOs) and chief information officers (CIOs) should utilize:
Lever 1: Shift the focus to E2E Service Performance and Customer Experience Technical Departments should introduce new processes and tools to monitor an additional set of values that are known as Key Quality Indicators (KQIs). In this way, the technical processes for network, IT and handsets are matched against the end-to-end customer service experience in order to measure their specific impact on customer satisfaction.
Lever 2: Put effort into predicting Customer Experience The second CEM lever requires the company to move from a traditional reactive model, in which Technical Operations only track customers’ complaints and the company’s subsequent response, to a predictive one. In the predictive model, Technical Operations merge data from business, technical and even social media in order to predict customer expectations and ha bits and effectivelyaddress investments to improve Customer Experience and satisfaction.
Customer Care and Customer Experience Management
Arthur D. Little has identified a specific set of drivers that MNOs should employ to improve their customer care and enhance the Customer Experience offered to their customers:
- Accessibility and ease of use — this must be true throughout all customer touchpoints
- Response effectiveness — it requires enhanced quality of the information and multi-channel consistency
- Operations efficiency — providing prompt responses to a client’s issue and/or request is proving to be a differential for client retention.
Vincenzo Basile is a Principal and Daniele Spera is a Manager in the Rome office of Arthur D. Little. They are both members of the TIME (Telecommunications, Information Technology, Media and Electronics) practice. For further information about this topic, please visit www.adl.com/improving_cex.