Network Quality and Customer Experience presented by Hans Jürgen Schmolke - Metrinomics. About objective and subjective loyalty drivers from firefighting to fire prevention.

1. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 1
About objective and subjective loyalty drivers
From firefighting to fire prevention
June 2015
Network quality
and customer experience

2. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 2
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

3. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 3
What is the difference between
objective and subjective quality?

4. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 4
Objective data sources
Dimensions Groups Analysis profiles KPIs / KQIs / CEIs Tools & reports
Customer
Brands
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
…

5. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 5
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

6. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 6
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

7. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 7
Relevance
Which perceived qualities do really drive behavior?
Which touch points along the life cycle do customers
perceive?

8. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 8
Repurchasing=
(e1-60; e1-59; ... ; e1-1)
Joining objective and subjective data to explain loyalty
*(Psc)

9. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 9
The perception gap:
suppliers are full time, customers are only selectively involved
Customer perception,
bad resolution
Operator view
Customer perception,
good resolution

10. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 10
Customer perception gap from different angles

11. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 11
Step 1: The customer needs to decide! Focus groups…

12. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 12
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

13. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 13
Step 2: collect >2,000 customer interviews

14. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 14
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

15. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 15
Repurchasing=
(e1-60; e1-59; ... ; e1-1)
Problem
solving
Activate
services
Topping-up
Coverage
Call stability
Voice clarity
data usage
communication
Handover
success
Connection
stability
Speed of messaging
My bill
Tariffvalue
Erlang
(Traffic density)
Website support
Callsetupsuccess
Connection
speed
Checking
allowance
Contract
conditions
Loyaltyplans
Check
credit
Change
prepaid
tariff
Get assistance
Security
Data Rate
Upgrading
Final set of quality parameters: modeling and testing
Problem
solving
Activate
services
Topping-up
Coverage
Call stability
Voice clarity
data usage
communication
Handover
success
Connection
stability
Speed of messaging
My bill
Tariffvalue
Erlang
(Traffic density)
Website support
Callsetupsuccess
Connection
speed
Checking
allowance
Contract
conditions
Loyaltyplans
Check
credit
Change
prepaid
tariff
Get assistance
Security
Data Rate
Upgrading

16. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 16
Repurchasing=
(e1-60; e1-59; ... ; e1-1)
Problem
solving
Activate
services
Topping-up
Coverage
Call stability
Voice clarity
data usage
communication
Handover
success
Connection
stability
Speed of messaging
My bill
Tariffvalue
Erlang
(Traffic density)
Website support
Callsetupsuccess
Connection
speed
Checking
allowance
Contract
conditions
Loyaltyplans
Check
credit
Change
prepaid
tariff
Get assistance
Security
Data Rate
Upgrading
Final set of quality parameters: modeling and testing
Problem
solving
Activate
services
Topping-up
Coverage
Call stability
Voice clarity
data usage
communication
Handover
success
Connection
stability
Speed of messaging
My bill
Tariffvalue
Erlang
(Traffic density)
Website support
Callsetupsuccess
Connection
speed
Checking
allowance
Contract
conditions
Loyaltyplans
Check
credit

17. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 17
Repurchasing=
(e1-60; e1-59; ... ; e1-1)
Problem
solving
Activate
services
Topping-up
Coverage
Call stability
Voice clarity
data usage
communication
Handover
success
Connection
stability
Speed of messaging
My bill
Tariffvalue
Erlang
(Traffic density)
Website support
Callsetupsuccess
Connection
speed
Checking
allowance
Contract
conditions
Loyaltyplans
Check
credit
Change
prepaid
tariff
Get assistance
Security
Data Rate
Upgrading
Final set of quality parameters: modeling and testing
Problem
solving
Activate
services
Topping-up
Coverage
Call stability
Voice clarity
data usage
communication
Handover
success
Connection
stability
Speed of messaging
My bill
Tariffvalue
Erlang
(Traffic density)
Website support
Callsetupsuccess

18. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 18
Repurchasing=
(e1-60; e1-59; ... ; e1-1)
Problem
solving
Activate
services
Topping-up
Coverage
Call stability
Voice clarity
data usage
communication
Handover
success
Connection
stability
Speed of messaging
My bill
Tariffvalue
Erlang
(Traffic density)
Website support
Callsetupsuccess
Connection
speed
Checking
allowance
Contract
conditions
Loyaltyplans
Check
credit
Change
prepaid
tariff
Get assistance
Security
Data Rate
Upgrading
Final set of quality parameters: modeling and testing
Problem
solving
Activate
services
Topping-up
Coverage
Call stability
Voice clarity
data usage
communication
Handover
success
Connection
stability
Speed of messaging
My bill
Tariffvalue

19. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 19
Repurchasing=
(e1-60; e1-59; ... ; e1-1)
Problem
solving
Activate
services
Topping-up
Coverage
Call stability
Voice clarity
data usage
communication
Handover
success
Connection
stability
Speed of messaging
My bill
Tariffvalue
Erlang
(Traffic density)
Website support
Callsetupsuccess
Connection
speed
Checking
allowance
Contract
conditions
Loyaltyplans
Check
credit
Change
prepaid
tariff
Get assistance
Security
Data Rate
Upgrading
Final set of quality parameters: modeling and testing
Problem
solving
Activate
services
Topping-up
Coverage
Call stability
Voice clarity
data usage
communication
Handover
success
Connection
stability
Speed of messaging

20. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 20
Repurchasing=
(e1-60; e1-59; ... ; e1-1)
Problem
solving
Activate
services
Topping-up
Coverage
Call stability
Voice clarity
data usage
communication
Handover
success
Connection
stability
Speed of messaging
My bill
Tariffvalue
Erlang
(Traffic density)
Website support
Callsetupsuccess
Connection
speed
Checking
allowance
Contract
conditions
Loyaltyplans
Check
credit
Change
prepaid
tariff
Get assistance
Security
Data Rate
Upgrading
Final set of quality parameters: modeling and testing
Problem
solving
Activate
services
Topping-up
Coverage
Call stability
Voice clarity
data usage
communication
Handover
success
Connection
stability

21. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 21
Repurchasing=
(e1-60; e1-59; ... ; e1-1)
Problem
solving
Activate
services
Topping-up
Coverage
Call stability
Voice clarity
data usage
communication
Handover
success
Connection
stability
Speed of messaging
My bill
Tariffvalue
Erlang
(Traffic density)
Website support
Callsetupsuccess
Connection
speed
Checking
allowance
Contract
conditions
Loyaltyplans
Check
credit
Change
prepaid
tariff
Get assistance
Security
Data Rate
Upgrading
Final set of quality parameters: modeling and testing
Problem
solving
Activate
services
Topping-up
Coverage
Call stability
Voice clarity
data usage
communication
Handover
success

22. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 22
Repurchasing=
(e1-60; e1-59; ... ; e1-1)
Problem
solving
Activate
services
Topping-up
Coverage
Call stability
Voice clarity
data usage
communication
Handover
success
Connection
stability
Speed of messaging
My bill
Tariffvalue
Erlang
(Traffic density)
Website support
Callsetupsuccess
Connection
speed
Checking
allowance
Contract
conditions
Loyaltyplans
Check
credit
Change
prepaid
tariff
Get assistance
Security
Data Rate
Upgrading
Final set of quality parameters: modeling and testing
Problem
solving
Activate
services
Topping-up
Coverage
Call stability
Voice clarity
data usage
communication

23. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 23
Repurchasing=
(e1-60; e1-59; ... ; e1-1)
Problem
solving
Activate
services
Topping-up
Coverage
Call stability
Voice clarity
data usage
communication
Handover
success
Connection
stability
Speed of messaging
My bill
Tariffvalue
Erlang
(Traffic density)
Website support
Callsetupsuccess
Connection
speed
Checking
allowance
Contract
conditions
Loyaltyplans
Check
credit
Change
prepaid
tariff
Get assistance
Security
Data Rate
Upgrading
Final set of quality parameters: modeling and testing
Problem
solving
Activate
services
Topping-up
Coverage
Call stability
Voice clarity

24. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 24
Repurchasing=
(e1-60; e1-59; ... ; e1-1)
Problem
solving
Activate
services
Topping-up
Coverage
Call stability
Voice clarity
data usage
communication
Handover
success
Connection
stability
Speed of messaging
My bill
Tariffvalue
Erlang
(Traffic density)
Website support
Callsetupsuccess
Connection
speed
Checking
allowance
Contract
conditions
Loyaltyplans
Check
credit
Change
prepaid
tariff
Get assistance
Security
Data Rate
Upgrading
Final set of quality parameters: modeling and testing
Problem
solving
Activate
services
Topping-up
Coverage

25. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 25
Repurchasing=
(e1-60; e1-59; ... ; e1-1)
Problem
solving
Activate
services
Topping-up
Coverage
Call stability
Voice clarity
data usage
communication
Handover
success
Connection
stability
Speed of messaging
My bill
Tariffvalue
Erlang
(Traffic density)
Website support
Callsetupsuccess
Connection
speed
Checking
allowance
Contract
conditions
Loyaltyplans
Check
credit
Change
prepaid
tariff
Get assistance
Security
Data Rate
Upgrading
Final set of quality parameters: modeling and testing
Problem
solving
Activate
services
Topping-up

26. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 26
You wouldn’t believe it, but there is an information optimum
More relevant data
Higherresolution

27. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 27
From big data to core data
Workshop
~521 drivers
Interviews
~25 drivers
Analysis
7 top drivers
Definition
Pretesting
Fielding
Analysis
Recalibration

28. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 28
Objective as well as subjective

29. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 29
Call stability Problem
solving
Topping Up Activate
services
Voice clarity Coverage Data quality
Integrated view on objective and subjective quality

30. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 30
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

31. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 31
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

32. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 32
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

33. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 33
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

34. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 34
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)

35. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 35
Listening to the customer
The stream of feedback is selectively distributed
and finally condensed into an overall Customer News Screen
Customer care
& Marketing
Executives
Products
& Services
CNS Overview Platform & Dashboard
KPIs
To-do overview

36. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 36
Results for Network Management

37. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 37
Results for Marketing

38. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 38
Results for Service Development

39. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 39
CPVi
Results for Executives

40. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 40
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

41. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 41
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%

42. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 42
Conclusion
1
From a customer point of view, there is no objective quality. All quality is
subjective as it is perception – and as such situation – based.

43. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 43
Conclusion
1
2
From a customer point of view, there is no objective quality. All quality is
subjective as it is perception – and as such situation – based.
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.

44. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 44
Conclusion
1
2
3
From a customer point of view, there is no objective quality. All quality is
subjective as it is perception – and as such situation – based.
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.

45. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 45
THANK YOU