Customer Experience Scorecard for Mobile Service Provider (MSP)
With substantial increase in competition and erosion of the subscriber base, Mobile Service Providers (MSP) are scouting for new business models and innovative service options to reduce the subscriber churn. There has been an exponential rise in demand for data services including high speed internet, videotelephony, gaming, and real-time video streaming services. Catering to customer’s demands for the latest services all the while meeting the desired quality of the services is a challenge for MSPs.
However in spite of MSPs providing the highest level of network bandwidth, supporting most devices and applications, and launching new value added services, the Average Revenue per User (ARPU) is not increasing in comparison to the investment being made by the providers.
This in turn substantiates the growing importance of customer retention and loyalty for the MSPs. It is necessary for them to have a real time understanding of their customer behavior and experience. Customer experience should not be restricted to gauging Mean Opinion Scores (MOS) or ensuring best network QoS, rather it should be all encompassing and cover all customer perspectives. A subjective evaluation of customer experience generally provides narrow scope of applicability and validity. It is also expensive and hardly ever reusable. I suggest building a model which will provide a wider application scope, has high reusability, and provides enough room for customization based on results and further improvements.
From a customer’s point of view, there are three important scorecards for MSPs:
- Network Performance Scorecard Network performance with respect to customer bandwidth, coverage, quality etc.
- Application and Services Scorecard Quality and quantity of applications or value added services provided to customers.
- Customer Service/Support Scorecard SLA promised versus provided to service customer’s requests queries and complaints.
It is important to co-relate these individual KPIs and scorecard from customer perspective in coming up with an overall scorecard for customer experience. For example you could equate the scorecard of video service with respect to network’s scorecard of jitter or delay. Have more complaints been filed from user locations where network performance was poor? Were provision service activation requests completed on time? Which live sports streaming was in highest demand?
MSPs should use 3rd Generation Partner Project’s (3GPP) technical specifications for individual KPI’s target values to ensure standardization while building the model. The model should realistically depict values of the customer experience scorecard by correlating these scorecards based on weightage, priority, and usage of individual KPIs. KPIs should calculate scores at the lowest level of dimensions for various scopes especially networks, devices, and customers.
The purpose of building the scorecards is to increase business opportunity and improve operational efficiency. These KPIs should cover all customer aspects during entire customer life cycle.