Network Quality and Customer Experience

©2015 Metrinomics GmbH - Network Quality and Customer Experience 1

About objective and subjective loyalty drivers

From firefighting to fire preventionJune 2015

Network quality

and customer experience


Metrinomics

Consulting

CEM methodology

Market mechanics modeling

KPI modeling

360° QM concept

Buy-in-workshops

Interviewing

Executive interviews

Employee feedback

Consumer interviews

Multilingual >20 languages

Projects across 110 countries

Tools & Apps

Feedback tools

Data mining solutions

Text classification

Process automation

Customer News Screen

…over the complete customer lifecyle

Customer Experience in Action


What is the difference between

objective and subjective quality?


Objective data sources

Dimensions Groups Analysis profiles KPIs / KQIs / CEIs Tools & reports

CustomerBrands

Devices categories

Handset models

Business segments

Billing plans

Top users by data usage

VIPs

State/region/city

Hotspots

Urban / local / white zones

Worst cells

Location / NE

(Cell)

Min, days, week, quarter,

year

Busy hours

Time

Top APN,

Internet access APN,

URL, Game, Secure, FTP

Streaming. SMS, P2P, Mail

Content /

service

(bearer / peer)

iPhone

City

Busy hour

URL

VIP

Hotspots

Week

Top APN

Business segments

User defined cluster

Day

SMS

Average traffic

Data call completion

Success rate

Continuity

Average timeout

Failures

Average throughput

Sending success rate

Delivery success rate

# messages outgoing

Completion rate

Volume per group

App traffic share…

VIP

Brand

Handsets

Networks

Quality of service

SLA

Offenders

Killer Apps

…


Customer Feedback

Communities (Co-Creation)

Subjective data sources

Touchpoint Satisfaction

Survey

Voices from Hotline(Re-occuring questions,complaint reasons)

Ad Hoc Research(Internal & External

Ad Hoc Surveys)

Voices from POS(Re-occuring questions,

inefficient systems)

Brand Trackings

Voices from Internet(Facebook, Newsgroups Social Web etc.)

E-Mail contacts(Re-occuring questions,

complaint reasons)

Customer Feedback

Customer

Feedback


Integrating 'subjective' and 'objective' quality parameters

Reference system:

Customer Journey

CRM Data warehouse

Answer automation

Manual to-dos

Customer evaluation

(“Check back”)

KPIs & dashboards

Sales & interaction

To dos

Potentials & priorities

Case classification

Collect

feedback


RelevanceWhich perceived qualities do really drive behavior?

Which touch points along the life cycle do customers

perceive?


Repurchasing=

(e1-60; e1-59; ... ; e1-1)

Joining objective and subjective data to explain loyalty

*(Psc)


The perception gap:

suppliers are full time, customers are only selectively involved

Customer perception,

bad resolution Operator view

Customer perception,

good resolution


Customer perception gap from different angles


Step 1: The customer needs to decide! Focus groups…


Result of focus groups: the customer view

O Network + Quality

1 Call set up success

2 Call stability

3 Handover success

4 Erlang (Traffic density)

5 Data Rate

S Quality of connection

6 Connection stability

7 Connection speed

8 Voice clarity

9 Speed of messaging

10 Coverage

S Service & Support

11 Problem solving

12 data usage

communication

13 Website support

14 Upgrading

15 Security

S Postpaid contract

16 My bill

17 Tariff value

18 Checking allowance

19 Contract conditions

20 Loyalty plans

S Prepaid options

21 Topping-up

22 Change prepaid tariff

23 Check credit

24 Activate services

25 Get assistance


Step 2: collect >2,000 customer interviews


Repurchasing=

(e1-60; e1-59; ... ; e1-1)

Final set of quality parameters: modeling and testing

S Postpaid contract

16 My bill

17 Tariff value

18 Checking allowance

19 Contract conditions

20 Loyalty plans

S Prepaid options

21 Topping-up

22 Change prepaid tariff

23 Check credit

24 Activate services

25 Get assistance

O Network + Quality

1 Call set up success

2 Call stability

3 Handover success

4 Erlang (Traffic density)

5 Data Rate

S Quality of connection

6 Connection stability

7 Connection speed

8 Voice clarity

9 Speed of messaging

10 Coverage

S Service & Support

11 Problem solving

12 data usage communication

13 Website support

14 Upgrading

15 Security


Repurchasing=

(e1-60; e1-59; ... ; e1-1)

Problem solving

Activate services

Topping-up

CoverageCall stability

Voice claritydata usage

communicationH

an

do

ve

rs

uc

ce

ssConnectionstability

Speed of messaging

My bill

Ta

riff

va

lue

Erlang(Traffic density)

Website support Ca

ll s

et

up

succ

ess

Connectionspeed

Ch

eck

ing

all

ow

an

ce

Co

ntr

act

con

dit

ion

s

Lo

ya

lty

pla

ns

Checkcredit

Change prepaid

tariff

Get assistance

Security

Data Rate

Upgrading


Problem solving

Activate services

Topping-up



communicationH

an

do

ve

rs

uc

ce


Speed of messaging

My bill

Ta

riff

va

lue


Website support Ca

ll s

et

up

succ

ess

Connectionspeed

Ch

eck

ing

all

ow

an

ce

Co

ntr

act

con

dit

ion

s

Lo

ya

lty

pla

ns

Checkcredit

Change prepaid

tariff

Get assistance

Security

Data Rate

Upgrading


Repurchasing=

(e1-60; e1-59; ... ; e1-1)

Problem solving

Activate services

Topping-up



communicationH

an

do

ve

rs

uc

ce


Speed of messaging

My bill

Ta

riff

va

lue


Website support Ca

ll s

et

up

succ

ess

Connectionspeed

Ch

eck

ing

all

ow

an

ce

Co

ntr

act

con

dit

ion

s

Lo

ya

lty

pla

ns

Checkcredit

Change prepaid

tariff

Get assistance

Security

Data Rate

Upgrading


Problem solving

Activate services

Topping-up



communicationH

an

do

ve

rs

uc

ce


Speed of messaging

My bill

Ta

riff

va

lue


Website support Ca

ll s

et

up

succ

ess

Connectionspeed

Ch

eck

ing

all

ow

an

ce

Co

ntr

act

con

dit

ion

s

Lo

ya

lty

pla

ns

Checkcredit


Repurchasing=

(e1-60; e1-59; ... ; e1-1)

Problem solving

Activate services

Topping-up



communicationH

an

do

ve

rs

uc

ce


Speed of messaging

My bill

Ta

riff

va

lue


Website support Ca

ll s

et

up

succ

ess

Connectionspeed

Ch

eck

ing

all

ow

an

ce

Co

ntr

act

con

dit

ion

s

Lo

ya

lty

pla

ns

Checkcredit

Change prepaid

tariff

Get assistance

Security

Data Rate

Upgrading


Problem solving

Activate services

Topping-up



communicationH

an

do

ve

rs

uc

ce


Speed of messaging

My bill

Ta

riff

va

lue


Website support Ca

ll s

et

up

succ

ess


Repurchasing=

(e1-60; e1-59; ... ; e1-1)

Problem solving

Activate services

Topping-up



communicationH

an

do

ve

rs

uc

ce


Speed of messaging

My bill

Ta

riff

va

lue


Website support Ca

ll s

et

up

succ

ess

Connectionspeed

Ch

eck

ing

all

ow

an

ce

Co

ntr

act

con

dit

ion

s

Lo

ya

lty

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ns

Checkcredit

Change prepaid

tariff

Get assistance

Security

Data Rate

Upgrading


Problem solving

Activate services

Topping-up



communicationH

an

do

ve

rs

uc

ce


Speed of messaging

My bill

Ta

riff

va

lue


Repurchasing=

(e1-60; e1-59; ... ; e1-1)

Problem solving

Activate services

Topping-up



communicationH

an

do

ve

rs

uc

ce


Speed of messaging

My bill

Ta

riff

va

lue


Website support Ca

ll s

et

up

succ

ess

Connectionspeed

Ch

eck

ing

all

ow

an

ce

Co

ntr

act

con

dit

ion

s

Lo

ya

lty

pla

ns

Checkcredit

Change prepaid

tariff

Get assistance

Security

Data Rate

Upgrading


Problem solving

Activate services

Topping-up



communicationH

an

do

ve

rs

uc

ce


Speed of messaging


Repurchasing=

(e1-60; e1-59; ... ; e1-1)

Problem solving

Activate services

Topping-up



communicationH

an

do

ve

rs

uc

ce


Speed of messaging

My bill

Ta

riff

va

lue


Website support Ca

ll s

et

up

succ

ess

Connectionspeed

Ch

eck

ing

all

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Co

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dit

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Lo

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Checkcredit

Change prepaid

tariff

Get assistance

Security

Data Rate

Upgrading


Problem solving

Activate services

Topping-up



communicationH

an

do

ve

rs

uc

ce



Repurchasing=

(e1-60; e1-59; ... ; e1-1)

Problem solving

Activate services

Topping-up



communicationH

an

do

ve

rs

uc

ce


Speed of messaging

My bill

Ta

riff

va

lue


Website support Ca

ll s

et

up

succ

ess

Connectionspeed

Ch

eck

ing

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Co

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Security

Data Rate

Upgrading


Problem solving

Activate services

Topping-up



communicationH

an

do

ve

rs

uc

ce

ss


Repurchasing=

(e1-60; e1-59; ... ; e1-1)

Problem solving

Activate services

Topping-up



communicationH

an

do

ve

rs

uc

ce


Speed of messaging

My bill

Ta

riff

va

lue


Website support Ca

ll s

et

up

succ

ess

Connectionspeed

Ch

eck

ing

all

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Co

ntr

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con

dit

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s

Lo

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lty

pla

ns

Checkcredit

Change prepaid

tariff

Get assistance

Security

Data Rate

Upgrading


Problem solving

Activate services

Topping-up



communication


Repurchasing=

(e1-60; e1-59; ... ; e1-1)

Problem solving

Activate services

Topping-up



communicationH

an

do

ve

rs

uc

ce


Speed of messaging

My bill

Ta

riff

va

lue


Website support Ca

ll s

et

up

succ

ess

Connectionspeed

Ch

eck

ing

all

ow

an

ce

Co

ntr

act

con

dit

ion

s

Lo

ya

lty

pla

ns

Checkcredit

Change prepaid

tariff

Get assistance

Security

Data Rate

Upgrading


Problem solving

Activate services

Topping-up


Voice clarity


Repurchasing=

(e1-60; e1-59; ... ; e1-1)

Problem solving

Activate services

Topping-up



communicationH

an

do

ve

rs

uc

ce


Speed of messaging

My bill

Ta

riff

va

lue


Website support Ca

ll s

et

up

succ

ess

Connectionspeed

Ch

eck

ing

all

ow

an

ce

Co

ntr

act

con

dit

ion

s

Lo

ya

lty

pla

ns

Checkcredit

Change prepaid

tariff

Get assistance

Security

Data Rate

Upgrading


Problem solving

Activate services

Topping-up

Coverage


Repurchasing=

(e1-60; e1-59; ... ; e1-1)

Problem solving

Activate services

Topping-up



communicationH

an

do

ve

rs

uc

ce


Speed of messaging

My bill

Ta

riff

va

lue


Website support Ca

ll s

et

up

succ

ess

Connectionspeed

Ch

eck

ing

all

ow

an

ce

Co

ntr

act

con

dit

ion

s

Lo

ya

lty

pla

ns

Checkcredit

Change prepaid

tariff

Get assistance

Security

Data Rate

Upgrading


Problem solving

Activate services

Topping-up


You wouldn’t believe it, but there is an information optimum

More relevant data

Hig

he

r r

eso

lutio

n


From big data to core data

Workshop

~521 drivers

Interviews

~25 drivers

Analysis

7 top drivers

Definition

Pretesting

Fielding

Analysis

Recalibration


Objective as well as subjective


Call stability Problem

solving

Topping Up Activate

services

Voice clarity Coverage Data quality

Integrated view on objective and subjective quality


Customer segmentation by experience patterns

Call stability

Problem solving

Topping Up

Activate servicesVoice clarity

Coverage

Data quality

On the run

Always on

Friends & family

Needs support



Call stability

Problem solving

Topping Up


Coverage

Data quality

On the run

Always on

Friends & family

Needs support



Call stability

Problem solving

Topping Up


Coverage

Data quality

On the run

Always on

Friends & family

Needs support



Call stability

Problem solving

Topping Up


Coverage

Data quality

On the run

Always on

Friends & family

Needs support


Analysis of quality patterns

Customer care

Marketing & Sales

Network mgt

Legend

activate services=<7 >7

data quality=<8 >8

problem solving=<6 >6

LESS THAN EXCELLENT EXCELLENT

voice clarity=<6 >6

(1328; 0.9)

(690; 0.8)

(354; 0.9)

(112; 0.8)

(179; 0.7)

(192; 0.8)

problem solving=<7 >7

(53; 0.6)

(122; 0.7)

(45; 0.6)

coverage=<8 >8

topping up=<8 >8

coverage=<9 >9

call stability=<9 >9

(71; 0.6)


Listening to the customer

The stream of feedback is selectively distributed

and finally condensed into an overall Customer News Screen

Customer care

& MarketingExecutives

Products

& Services

CNS Overview Platform & Dashboard

KPIs

To-do overview


Results for Network Management


Results for Marketing


Results for Service Development


CPVi

Results for Executives


Research Dashboards Social ListeningCustomer Communities

SalesOnlineCustomer Management Contact Centre

From firefighting to fire prevention:

Initiate a closed loop type of customer interaction

Organizational

Learning

Customer

Reaction

Customer

Induced ToDos

Action

Platforms


ROI and other improvements

by integrating objective and subjective quality standards

Customer Care MarketingNetwork management

Problem solving automation Campaign costRoot cause accuracy

Organisational learning Process flowCustomer presence

Fast adaptation Consistent targetsUnderstanding & Empathy

+23% +20% -16%


Conclusion

1From a customer point of view, there is no objective quality. All quality is

subjective as it is perception – and as such situation – based.


Conclusion

1

2

From a customer point of view, there is no objective quality. All quality is


From a customer point of view, there is no Big Data. Only a few elements

of touch point experience drive customers’ behavior. This is essential to

customer experience strategy.


Conclusion

1

2

3

From a customer point of view, there is no objective quality. All quality is


From a customer point of view, there is no Big Data. Only a few elements

of touch point experience drive customers’ behavior. This is essential to

customer experience strategy.

The experience strategy simplifies customer interaction, increases loyalty

and leads to significant cost reduction.


THANK YOU

Technology

Network Quality and Customer Experience