Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
©2015 Metrinomics GmbH - Network Quality and Customer Experience 1
About objective and subjective loyalty drivers
From fir...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 2
Metrinomics
Consulting
 CEM methodology
 Market mecha...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 3
What is the difference between
objective and subjective...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 4
Objective data sources
Dimensions Groups Analysis profi...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 5
Customer Feedback
Communities
(Co-Creation)
Subjective ...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 6
Integrating 'subjective' and 'objective' quality parame...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 7
Relevance
Which perceived qualities do really drive beh...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 8
Repurchasing=
(e1-60; e1-59; ... ; e1-1)
Joining objec...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 9
The perception gap:
suppliers are full time, customers ...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 10
Customer perception gap from different angles
©2015 Metrinomics GmbH - Network Quality and Customer Experience 11
Step 1: The customer needs to decide! Focus groups…
©2015 Metrinomics GmbH - Network Quality and Customer Experience 12
Result of focus groups: the customer view
O Network + ...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 13
Step 2: collect >2,000 customer interviews
©2015 Metrinomics GmbH - Network Quality and Customer Experience 14
Repurchasing=
(e1-60; e1-59; ... ; e1-1)
Final set of...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 15
Repurchasing=
(e1-60; e1-59; ... ; e1-1)
Problem
solv...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 16
Repurchasing=
(e1-60; e1-59; ... ; e1-1)
Problem
solv...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 17
Repurchasing=
(e1-60; e1-59; ... ; e1-1)
Problem
solv...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 18
Repurchasing=
(e1-60; e1-59; ... ; e1-1)
Problem
solv...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 19
Repurchasing=
(e1-60; e1-59; ... ; e1-1)
Problem
solv...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 20
Repurchasing=
(e1-60; e1-59; ... ; e1-1)
Problem
solv...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 21
Repurchasing=
(e1-60; e1-59; ... ; e1-1)
Problem
solv...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 22
Repurchasing=
(e1-60; e1-59; ... ; e1-1)
Problem
solv...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 23
Repurchasing=
(e1-60; e1-59; ... ; e1-1)
Problem
solv...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 24
Repurchasing=
(e1-60; e1-59; ... ; e1-1)
Problem
solv...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 25
Repurchasing=
(e1-60; e1-59; ... ; e1-1)
Problem
solv...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 26
You wouldn’t believe it, but there is an information o...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 27
From big data to core data
Workshop
~521 drivers
Inter...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 28
Objective as well as subjective
©2015 Metrinomics GmbH - Network Quality and Customer Experience 29
Call stability Problem
solving
Topping Up Activate
ser...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 30
Customer segmentation by experience patterns
Call stab...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 31
Customer segmentation by experience patterns
Call stab...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 32
Customer segmentation by experience patterns
Call stab...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 33
Customer segmentation by experience patterns
Call stab...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 34
Analysis of quality patterns
Customer care
Marketing &...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 35
Listening to the customer
The stream of feedback is se...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 36
Results for Network Management
©2015 Metrinomics GmbH - Network Quality and Customer Experience 37
Results for Marketing
©2015 Metrinomics GmbH - Network Quality and Customer Experience 38
Results for Service Development
©2015 Metrinomics GmbH - Network Quality and Customer Experience 39
CPVi
Results for Executives
©2015 Metrinomics GmbH - Network Quality and Customer Experience 40
Research Dashboards Social ListeningCustomer Communiti...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 41
ROI and other improvements
by integrating objective an...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 42
Conclusion
1
From a customer point of view, there is n...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 43
Conclusion
1
2
From a customer point of view, there is...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 44
Conclusion
1
2
3
From a customer point of view, there ...
©2015 Metrinomics GmbH - Network Quality and Customer Experience 45
THANK YOU
Upcoming SlideShare
Loading in …5
×

Network Quality and Customer Experience

679 views

Published on

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

Published in: Technology
  • Be the first to comment

Network Quality and Customer Experience

  1. 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. 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. 3. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 3 What is the difference between objective and subjective quality?
  4. 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. 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. 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. 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. 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. 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. 10. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 10 Customer perception gap from different angles
  11. 11. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 11 Step 1: The customer needs to decide! Focus groups…
  12. 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. 13. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 13 Step 2: collect >2,000 customer interviews
  14. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 28. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 28 Objective as well as subjective
  29. 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. 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. 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. 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. 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. 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. 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. 36. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 36 Results for Network Management
  37. 37. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 37 Results for Marketing
  38. 38. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 38 Results for Service Development
  39. 39. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 39 CPVi Results for Executives
  40. 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. 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. 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. 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. 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. 45. ©2015 Metrinomics GmbH - Network Quality and Customer Experience 45 THANK YOU

×