Gb962 a lifecycle_metrics_r15.0.1

TM Forum 2015. All Rights Reserved.
Frameworx Best Practice
Customer Experience
Management
Lifecycle Metrics
Customer Experience Management Solution Suite
GB962 Addendum A
Release 15.0.1
December 2015
Latest Update: Frameworx Release 15 TM Forum Approved
Version 2.5.3 IPR Mode: RAND

Lifecycle Metrics
Customer Experience Management Solution Suite R15.0.1
© TM Forum 2015. All Rights Reserved. Page 2 of 157
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Lifecycle Metrics
Table of Contents
Notice.............................................................................................................................................2
Table of Contents.........................................................................................................................5
List of Figures.............................................................................................................................12
Executive Summary...................................................................................................................13
1.Introduction .............................................................................................................................14
1.1. Uses............................................................................................................................14
1.2. Document Structure....................................................................................................15
1.2.1. Main Body ...........................................................................................................15
1.2.2. Appendices..........................................................................................................15
2.CXM Metrics Framework........................................................................................................16
2.1. Customer Experience Lifecycle..................................................................................16
2.2. Metrics Groups ...........................................................................................................17
2.2.1. Per-Customer Metrics .........................................................................................17
2.2.2. Per- Enterprise Customer Metrics.......................................................................17
2.2.3. Functional Metrics ...............................................................................................17
2.3. Metric Codes ..............................................................................................................18
2.4. Metric Dimensions......................................................................................................18
2.5. Touch Points, Channels and Journeys ......................................................................20
2.6. Calculating Customer Experience..............................................................................21
3.Collecting Subjective Data.....................................................................................................22
4.Be Aware (Observe, Learn, React)........................................................................................23
4.1. Per-Customer Metrics.................................................................................................23
4.1.1. Social Network ....................................................................................................23
4.1.2. Advertising Effectiveness....................................................................................23
4.2. Per-Enterprise Customer Metrics...............................................................................23
4.2.1. Brand Value.........................................................................................................23
4.2.2. Choice of Products and Services........................................................................23
4.2.3. Customer Service Manager Experience.............................................................24
4.3. Functional Metrics.......................................................................................................25
4.3.1. Advertising Effectiveness....................................................................................25
4.3.2. Market Presence.................................................................................................26
4.3.3. Brand and Reputation .........................................................................................26

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4.3.4. Choice of Products and Services........................................................................27
4.3.5. Retail Outlet Performance...................................................................................28
4.3.6. Other Channel Performance...............................................................................29
4.3.7. Marketing Efficiency ............................................................................................31
4.3.8. Trust ....................................................................................................................31
5.Interact (Request Detail, Reserve).........................................................................................33
5.1.1. Enquiries..............................................................................................................33
5.1.2. Retail Outlet Performance...................................................................................33
5.3.1. Retail Outlet Experience......................................................................................34
5.3.2. Other Channel Experience..................................................................................35
5.3.3. Customer Service Representative Experience...................................................35
6.Choose (Select Product, Place Order, Receive)..................................................................36
6.1.1. Sales Performance..............................................................................................36
6.1.2. Delivery Performance..........................................................................................37
6.1.3. Mobile Number Portability...................................................................................39
6.1.4. On-site Installation Performance.........................................................................40
6.1.5. Trust ....................................................................................................................43
6.1.6. Account Activation Performance.........................................................................43
6.1.7. Service Activation Performance..........................................................................44
6.2.1. Quotation Performance.......................................................................................45
6.2.4. On-Site Installation Performance ........................................................................48
6.2.7. Service Activation Performance..........................................................................50
6.3.1. Channel Performance.........................................................................................50

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6.3.2. Ordering Performance.........................................................................................51
6.3.3. Retail Outlet Experience......................................................................................51
6.3.4. Other Channel Experience..................................................................................52
6.3.5. Customer Service Representative Experience...................................................53
6.3.8. On-Site Installation Performance ........................................................................54
6.3.10. Service Activation Performance........................................................................55
7.Consume (Use, Review Use, Evaluate Value)......................................................................57
7.1. Wireless Per-Customer Metrics..................................................................................57
7.1.1. Voice Service ......................................................................................................57
7.1.2. Data Service (Web).............................................................................................58
7.1.3. Data Service (Media Streaming).........................................................................60
7.1.4. Data Service (WAP)............................................................................................63
7.1.5. Messaging Service (MMS)..................................................................................64
7.1.6. Messaging Service (SMS)...................................................................................66
7.1.7. Messaging Service (Email) .................................................................................68
7.1.8. Post-Roaming Experience ..................................................................................70
7.1.9. Wi-Fi Offload........................................................................................................71
7.1.10. File Access Service...........................................................................................71
7.2. Wireless Per-Enterprise Customer Metrics................................................................72
7.2.1. Network Service Experience...............................................................................72
7.2.2. Product Experience.............................................................................................74
7.2.3. Security Experience ............................................................................................74
7.2.4. Roaming Experience...........................................................................................74
7.3. Wireless Functional Metrics........................................................................................75
7.3.1. Network NPS.......................................................................................................75
7.3.2. Network Coverage Experience ...........................................................................75
7.3.3. Roaming Experience...........................................................................................76
7.3.4. Service Experience .............................................................................................76
7.3.5. Product Experience.............................................................................................77
7.3.6. Availability of Service...........................................................................................77
7.3.7. Voice Service Consistency..................................................................................78

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7.3.8. Data Service Consistency (Web)........................................................................78
7.3.9. Data Service Consistency (Streaming)...............................................................79
7.3.10. Data Service Consistency (WAP).....................................................................79
7.3.11. Messaging Service Consistency (MMS)...........................................................80
7.3.12. Messaging Service Consistency (SMS)............................................................80
7.3.13. Messaging Service Consistency (Email)...........................................................81
7.3.14. Roaming Service Consistency..........................................................................81
7.4. Fixed-Line Per-Customer Metrics...............................................................................82
7.4.1. Fixed-Line Voice Service.....................................................................................82
7.4.2. Conference Call Service .....................................................................................82
7.4.3. Fixed-Line Data Service......................................................................................82
7.4.4. Service Availability...............................................................................................83
7.5. Fixed-Line Per-Enterprise Metrics..............................................................................84
7.5.1. SDH Performance...............................................................................................84
7.5.2. VPN/IP Performance...........................................................................................84
7.6. Fixed-Line Functional Metrics.....................................................................................85
8.Manage (Manage Profile/Service, Receive Help, Receive Resolution) .............................86
8.1.1. Manage Service Performance ............................................................................86
8.1.2. On-Site Maintenance Experience.......................................................................87
8.1.3. Incident Resolution Performance........................................................................87
8.1.4. Complaint Handling Performance.......................................................................92
8.1.5. Proactive Complaint Prevention..........................................................................94
8.1.6. Compliments .......................................................................................................94
8.1.7. Online Portal........................................................................................................95
8.1.8. Smartphone Application......................................................................................96
8.1.9. Device Loss.........................................................................................................96
8.2.1. Hardware Replacement Performance ................................................................98
8.2.2. Incident Resolution Performance........................................................................98
8.2.3. Maintenance Notification Performance...............................................................99
8.2.5. Smartphone Application Experience.................................................................101
8.2.6. Enterprise Service Request Handling Performance.........................................101

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8.3. Functional Metrics.....................................................................................................104
8.3.1. Customer Service Experience ..........................................................................104
8.3.2. Customer Service Representative Experience.................................................106
8.3.3. Web Site Experience.........................................................................................106
8.3.4. Smartphone Application Experience.................................................................108
8.3.5. Contact Handling and IVR Performance...........................................................109
8.3.6. Service Configuration Performance..................................................................112
8.3.7. Incident Resolution Performance......................................................................113
8.3.8. Complaint Resolution Performance..................................................................114
8.3.9. Online Portal......................................................................................................115
8.3.10. Hardware Replacement Performance ............................................................116
9.Pay (Review Notification, Verify or Dispute, Top-up/Pay)................................................117
9.1. Per-Customer Metrics...............................................................................................117
9.1.1. Top-Up Performance.........................................................................................117
9.1.2. Customer Balance.............................................................................................118
9.1.3. Billing Performance ...........................................................................................118
9.2. Per-Enterprise Customer Metrics.............................................................................120
9.2.1. Billing Query Performance ................................................................................120
9.2.2. Bill Satisfaction ..................................................................................................120
9.2.3. Dunning Performance.......................................................................................121
9.2.4. Payment Query Performance ...........................................................................121
9.2.5. Perceived Value for Money...............................................................................122
9.3. Functional Metrics.....................................................................................................122
9.3.1. Channel Presence.............................................................................................122
9.3.2. Top-Up Experience ...........................................................................................124
9.3.3. Billing Efficiency.................................................................................................124
9.3.4. Bill Satisfaction ..................................................................................................125
9.3.5. Perceived Value for Money...............................................................................125
10. Renew (Enhance Selection, Renew Contract)..........................................................126
10.1. Per-Customer Metrics ............................................................................................126
10.1.1. Customers Renewing......................................................................................126
10.1.2. Service Renewal Performance .......................................................................128
10.1.3. Real-Time Offers.............................................................................................128
10.2. Per-Enterprise Customer Metrics...........................................................................129

Lifecycle Metrics
10.2.1. Service Activation (Renewal) Compliance......................................................129
10.2.2. Contract Renewal Satisfaction........................................................................129
10.3. Functional Metrics ..................................................................................................130
10.3.1. Channel Availability.........................................................................................130
10.3.2. Campaign Effectiveness .................................................................................130
10.3.3. Service Renewal Performance .......................................................................131
11. Recommend (Refer Product/Service, Gain Loyalty)................................................132
11.1.1. Loyalty.............................................................................................................132
11.1.2. Referral Program Performance.......................................................................132
11.1.3. Social Network Sentiment...............................................................................133
11.2.1. Loyalty.............................................................................................................134
11.3.1. Loyalty.............................................................................................................135
11.3.2. Loyalty Program Performance ........................................................................136
11.3.3. Referral Program Performance.......................................................................137
11.3.4. Social Network Sentiment...............................................................................137
12. Leave (Feedback, Discontinue)..................................................................................139
12.1.1. Customers Leaving .........................................................................................139
12.1.2. Final Billing ......................................................................................................140
12.1.3. Service Cessation ...........................................................................................141
12.1.4. Mobile Number Portability...............................................................................142
12.2.3. Final Billing ......................................................................................................145
12.3.1. Churn...............................................................................................................145
12.3.2. Channel Availability.........................................................................................145
13. Administrative Appendix.............................................................................................148

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13.1 Document History....................................................................................................148
13.3.1. Version History................................................................................................148
13.3.2. Release History...............................................................................................150
13.2 Company Contact Details........................................................................................151
Acknowledgments..............................................................................................................151
Appendix A: CEI Calculation Method.....................................................................................153
1. KQI Determination .....................................................................................................154
2. Touch Point KQI Score Determination ......................................................................154
3. Journey and Overall CEI Determination....................................................................155
Appendix B: Terms and Abbreviations Used within this Document.................................156
1. Terminology...............................................................................................................156
2. Abbreviations and Acronyms.....................................................................................156

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List of Figures
Figure 1 – CXM Metrics Framework 16
Figure 2 – Example Journey and Associated Metrics 21

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Executive Summary
This document complements GB962 Customer Experience Management –
Introduction and Fundamentals. It provides a list of metrics designed to allow a
standardized approach to measuring CXM for Digital Service Providers.
A framework for organizing the metrics is provided, together with a simple taxonomy,
based upon the Customer Experience Lifecycle. The bulk of the document contains
metric names and associated definitions, aiming to unambiguously define the metrics
such that common implementations may be developed for their capture, analysis and
benchmarking.
It is anticipated that the metrics included here will be amended and expanded upon
as CEM techniques and methodologies evolve.

Lifecycle Metrics
1. Introduction
This document is intended to provide a comprehensive set of Customer Experience
Management (CXM) metrics to allow a standardized approach to measuring CXM for
Digital Service Providers.
The successful implementation of CEM requires a new way of thinking by DSPs. The
emphasis is on managing Customer Experience from the customer’s outside-in
perspective, recognizing that the customer’s perceived experience is a function of the
actual experience together with the customer’s unique history, emotions and
expectations. Where possible, this document aims to identify those metrics which
individually, or more likely in combination, can help to determine each customer’s
perceived experience of the DSP, thereby enabling actionable insight.
While many metrics will be technology agnostic, equally applicable to all DSPs, it is
recognized that some metrics will be specific to the technology of the DSP service
offering(s). The technology-specific metrics in this version of the document are limited
to Wireless Broadband technology. It is envisaged that future versions of this
document will expand the technology set to include services such as fixed-line, Cable
and IPTV.
1.1. Uses
The CXM Metrics proposal is intended to be a reference for implementers of CXM
solutions. Solutions which follow the framework and definitions provided here will
enable standardized reports, data presentation and benchmarking on top of the CXM
data, as well as a starting point for farther analysis of CXM data.
The determination of Customer Experience from the customer’s perspective is a very
complex area, requiring the careful integration of objective and subjective measures.
There is a lot of scope for innovation and proprietary implementation, which this
document should not inhibit. Consequently, for some KQI metrics, although
dimensions and units will be specified, the precise method for calculation will not be
mandated. A suggested method for calculation will be provided, but this is not
intended to be restrictive. If a proprietary, more accurate method of generating the
same metric is available, this may be used, although the resulting metric should have
the same standardized dimensions and units.
Similarly, this document will not address in detail the calculation of higher level CEI
metrics, for example CEIs which represent the entire customer journey. An exemplary
outline calculation methodology is provided in Appendix A. However more detailed
work on this calculation methodology falls under the remit of the TM Forum’s Big Data
Analytics group. Nevertheless, the intention is that all the relevant metrics required to
build-up higher level CEI metrics will be specified in this document.

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1.2. Document Structure
1.2.1. Main Body
Executive Summary: Summarizes the content of this document.
Section 1 Introduction: Provides an overview of this document and an outline
of its structure.
Section 2 CXM Metrics framework: Describes the framework selected to
organize the metrics. Nine different categories of metrics are defined, based upon the
nine stages of the Customer Experience Lifecycle.
Section 3 Collecting Subjective Data: provides general guidelines for
collecting the customer survey and focus group data which is required as input to
some of the metrics.
Section 4-12 Metrics Definitions: provides detailed listings of the CEM metrics.
Each of the nine categories of metrics is addressed in separate sections.
1.2.2. Appendices
Administrative Appendix provides document revision history,
acknowledgements for work completed and information about the TM Forum.
Appendix A Example CEI Calculation: A simple methodology for calculating CEI
in order to give context to the CXM metrics.
Appendix B Terms and Abbreviations

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2. CXM Metrics Framework
2.1. Customer Experience Lifecycle
It is important to establish a suitable framework within which to identify and organize
the CXM metrics.
The TM Forum Customer Experience Lifecycle model (CxLC) has been selected as
the foundation of the metrics framework for two reasons:-
1. The CxLC identifies all the key stages in the relationship between the
customer and the DSP, thus facilitating identification of a comprehensive set
of metrics covering the entire Customer Lifecycle.
2. It is widely recognized that Customer Experience cannot be assessed from
single metrics in isolation, but instead should be assessed in the context of
the customer’s unique journey, taking into account the customer’s history,
preferences, mood and expectations. Use of the CxLC readily lends itself to
alignment with the individual customer journey.
The resulting CXM metrics framework is shown in figure below:-
Figure 1 – CXM Metrics Framework
Functional
Metrics
Per
Enterprise
Customer
Metrics
Per
Customer
Metrics
Channels
Channels
Manage Pay RenewBe
Aware
Interact Choose LeaveConsume Recommend
Functions
Social
Web
IVR
Etc….
Finance
Marketing
Care
Network
Etc…..
Hotline
CSM
KPIs/KQIs

Lifecycle Metrics
The framework of figure 1 incorporates the nine key stages of the TM Forum CxLC:-
 Be Aware (Observe, Learn, React)
 Interact (Inquire, Request Detail, Reserve)
 Choose (Select, Place, Receive)
 Consume (Use, Review Use, Evaluate Value)
 Manage (Manage Profile/Service, Get Help, Request to Resolve)
 Pay (Receive Notification, Verify or dispute, Pay)
 Renew (Enhance Selection, Re-contract)
 Recommend (Refer Product/Service, Gain Loyalty)
 Leave (Feedback, Discontinue)
The primary partitioning of the metrics is against these nine stages, which are
addressed in turn in Sections 4-12.
2.2. Metrics Groups
In addition to the nine CxLC stages, the framework of figure 1 also identifies three
distinct groups of CXM metrics. Sections 4-12 are each further subdivided to reflect
these 3 metric groupings:-
2.2.1. Per-Customer Metrics
These metrics aim to accurately reflect the Customer Experience from the customer’s
perspective, providing an outside-in view of the Service Provider’s operation with
respect to Customer Experience. Measurements are mainly taken at the points where
the customer interacts with the Service Provider, known as touch points. These
metrics are measured or determined on a per-user basis, for example: # Minutes
Queue Time - Retail Outlet
2.2.2. Per- Enterprise Customer Metrics
These are similar to Per-Customer metrics but are specifically designed to measure
the additional touch point experiences which are unique to Enterprise customers,
including MVNO and M2M businesses. Enterprise customers normally pay a
premium, and in return expect special care and consideration, such as dedicated
customer support staff and contractual SLAs. Again, these metrics are measured or
determined on a per-enterprise customer basis.
Note that Per-Customer metrics for each individual user within an enterprise
customer group should also be aggregated up to the enterprise level when this is
appropriate.
2.2.3. Functional Metrics
These metrics measure those areas of the Service Provider’s operation which directly
impact Customer Experience but are not readily amenable to per-customer
measurement. For example, % Contacts Abandoned. . These are purely objective
measures, providing an inside-out view of Customer Experience. They are intended

Lifecycle Metrics
to provide the Service Provider with sufficient data to manage those functions of his
operations which directly affect Customer Experience.
Note that as technology and capability improves, it is anticipated that more and more
functional metrics will evolve into per-customer metrics, i.e. be capable of being
measured on a per-customer basis.
2.3. Metric Codes
Every CXM metric is associated with a metric code, for example, "I-F-4" is the
metric code for “# Seconds Queue Time – Sales Hotline”. The code naming
leverages the stages of the CxLC described above. A metric is uniquely coded as
follows:-
<CxLC Stage>- <Granularity> -<Number>
Where CxLC stage is one of:
 Be Aware (BA)
 Interact (I)
 Choose (CH)
 Consume (CO)
 Manage (M)
 Pay (P)
 Renew (RN)
 Recommend (RC)
 Leave (L)
Granularity is one of:
 Per Customer (C)
 Per Enterprise Customer (E)
 Function (F)
Number is typically a sequential integer value, incremented with each new metric. As
new metrics are introduced with successive versions of this document, the number
shall normally be incremented. However, in those cases where new metrics are
closely associated with existing metrics, the number shall be appended by a letter eg.
M-F-19 % First Contact Resolutions (Introduced in V1.5) and M-F-19a % First
Contact Resolutions - No Transfer (Introduced in V2.0).
2.4. Metric Dimensions
To minimize the total number of discrete metric definitions, a list of suggested
dimensions is provided for each metric against which that metric may be separately
calculated.

Lifecycle Metrics
For example, BA-C-1 # Social Network Followers has Social Network ID as a
dimension. Social Network ID should unambiguously identify each separate social
network service, such as Twitter, Facebook, and Wechat. The metric may then be
segmented against each instance of Social Network ID, allowing the number of
followers on Twitter, Facebook etc to be separately reported. There is then no need
to define additional metrics such as # Twitter Followers or # Facebook Followers.
Where possible, dimensions are used throughout this document to reduce the
number of distinct metric definitions, although an exception is made for certain
metrics which are commonly used within the industry.
The dimensions used are shown below:-
 Activity Type
 Advertising Channel
ID
 App Version
 Attribute
 Authorised Dealer ID
 Balance Type
 Bill Type
 Bill Amount
 Browser ID
 Call Type
 Called Party Number
 Calling Party Number
 Campaign ID
 Catalogue ID
 Cause
 Channel ID
 Channel Type
 Comment Type
 Competitor ID
 Complaint ID
 Complaint Type
 Compliment Type
 CSM ID
 CSR IDCustomer ID
 Customer Data Type
 Customer Service
Type
 Device ID
 Device Type
 Direct/Indirect
 DSLAM ID
 Email Server IP
Address
 Enterprise Customer
ID
 First Month {Y/N}
 Focus Group ID
 FSR ID
 Incentive ID
 Incident Type
 Link ID
 Location
 Loyalty Program ID
 Market Channel Type
 Media Type
 Method Type
{NPR/PAC}
 Network Element ID
 New/Renew
 Online Channel ID
 Order ID
 Originating Cell ID
 OS Type
 Party Performing
Maintenance
 Payment TypeProduct
ID
 Promotion ID
 Purchase Channel ID
 Quotation ID
 Referring Customer ID
 Region ID
 Response Channel ID
 Retail Outlet ID
 Roaming Country ID
 Roaming Network ID
 Self-Install {Y/N}
 Service Center ID
 Service Plan ID
 Service Provider ID
 Service Type
 SIM Card Type
 Social Network ID
 Source ID
 Start Time
 Survey ID
 Target IP Address
 Technology Type
 Time of Day
 Top-Up Amount
 Trigger ID
 WAP Page ID
 Web Page ID

Lifecycle Metrics
ID dimensions should make unambiguous reference to each unique instance of the
dimension. For example Customer ID should be able to uniquely identify each and
every customer.
TYPE dimensions refer to a class of items, thus examples of Complaint Type would
be Billing Error, Network Problem, and Poor Support. The Channel Type dimension
is particularly important, and is discussed further in the next section.
2.5. Touch Points, Channels and Journeys
Touch point interactions can take many forms, over numerous distinct channels, from
direct face-to-face contact with a customer service representative, to a brief glance at
a billboard advertisement while driving. Often, a specific customer activity can occur
over many possible channels. For example bill payment may occur in a shop, over
the web site, or using the IVR system. Channel Type is therefore an important
dimension to consider within CXM metrics.
The following channels have been considered when compiling this document:-
 Media/Public Record
 Social Networking
 Web Site
 Retail Outlet – Direct and 3rd
Party
 Customer Service Center
 Customer Service Manager
 Field Service Representative
 IVR
 USSD
 Call Center
 Online Chat (livechat)
 Email
 DSP Smartphone Application
 Host Carrier (MVNO)
In addition the experience may be further modified by these additional channels:-
 Device (Capability and Usability)
 Circuit Switched Network (Voice Service)
 SMS Network
 DATA Network
With an overlay of channels, the framework can then be populated with metrics
appropriate to each channel and lifecycle activity. A typical non-enterprise customer
journey, showing the mapping of KQIs against lifecycle stage and channel, is shown
in the figure below:-

Lifecycle Metrics
Figure 2 – Example Journey and Associated Metrics
2.6. Calculating Customer Experience
It is widely understood that the customer’s perceived experience is a function of
current and past experiences, together with the customer’s unique needs,
expectations and emotions. Thus, if we look at the example of figure 2, the overall
customer experience will be a function of KQIa to KQIg, probably calibrated with
some method of subjective input.
As previously mentioned, the complex calculations and algorithms required to
generate accurate CEI metrics are beyond the scope of this document. Instead this
framework will be used to identify the component metrics which would be utilized by
such algorithms. For guidance, an example, outline calculation method is provided in
Appendix 1. Further work in this area will be conducted under the auspices of the TM
Forum Big Data Analytics group.
Per
Customer
Metrics
Channels
Manage Pay RenewBe
Aware
Interact Choose LeaveConsume Recommend
KQIa
KQIb KQIc
KQId
KQIf
KQIe
KQIg
Social
Web
IVR
Etc….

Lifecycle Metrics
3. Collecting Subjective Data
Where possible, this document defines quantitative metrics whose source data can
be automatically and conveniently collected by ICT systems. However, there are
some touch point experiences, for example the customer’s impression of service staff
friendliness, where it is not always feasible to collect comprehensive objective data.
To evaluate such experiences, it is common to conduct surveys or collect focus group
data. Consequently, when necessary, this document will define some metrics based
upon survey and focus group data.
It is beyond the scope of this document to define the precise methodology for survey
and focus group measurements. There are well known statistical methods to
determine suitable methodologies and minimum sample sizes based upon the
characteristics of the target population, and the desired accuracy of the result.
For the purposes of this document, the following parameters are recommended:-
 Customer Survey Data – Minimum sample size 1000, Response Scale 1-6.
 Focus Group Data – Minimum sample size 30, Response Scale 1-10
When responding to questions, customer survey participants should be presented
with a range of numerical responses from 1-6. For absolute measures, this scale
represents the following:-
6 - Very Satisfied / Strongly Agree
5 - Satisfied/ Agree
4 – Slightly Satisfied/ Slightly Agree
3 – Slightly Unsatisfied/ Slightly Disagree
2 - Unsatisfied/ Disagree
1 – Very Unsatisfied/ Strongly Disagree
For comparative evaluations, the scale represents:-
6 - Far better (than others)
5 - Better
4 - Slightly better
3 - Slightly worse
2 - Worse
1 - Far worse
The more intimate focus group environment allows a range of 1-10 to be used in the
responses, typically representing Extremely Good (10) – Extremely Poor (1).
Note that an even number range is selected to prevent the respondent having a mid-
point, non-committal option.

Lifecycle Metrics
4. Be Aware (Observe, Learn, React)
4.1. Per-Customer Metrics
4.1.1. Social Network
BA-C-1 # Social Network Followers
# Followers on Social Network sites
Dimensions: Customer ID, Social Network ID
Units: Number
Capture Period: 1 day
Value: Used to assess level of interest in the DSP
Comments: None
4.1.2. Advertising Effectiveness
BA-C-2 Targeted Advertising Effectiveness Score
Survey response to “How do you rate the level of attribute x of the personalized advert you
have just received?”
Dimension: Customer ID, Advert ID, Attribute {Relevance, Creepiness}
Units: 10– Very High, 1- Very Low
Value: Used to evaluate the perceived effectiveness of a specific targeted advert
Comments: None
4.2. Per-Enterprise Customer Metrics
4.2.1. Brand Value
BA-E-1 Brand Value Comparative Subjective Score (Enterprise)
Enterprise Customer Response to “How does our reputation and brand compare to competitor
x”
Dimensions: Enterprise Customer ID, Competitor ID
Units: 6 (Far better) – 1 (Far worse)
Capture Period: 1 year
Value: Competitive benchmark. This metric measures how the brand value of the DSP
compares with its competitors, from the enterprise customer’s perspective.
Comments: None
4.2.2. Choice of Products and Services
BA-E-2 Product Choice Subjective Score (Enterprise)

Lifecycle Metrics
Enterprise Customer Response to “We offer a good choice of product brands and models”
Dimensions: Enterprise Customer ID
Units: 6 (Strongly Agree) - 1 (Strongly Disagree)
Value: This metric measures the degree to which the range of product brands and models
offered by the DSP meets the requirements of the customer.
Comments: None
BA-E-3 Product Choice Comparative Subjective Score (Enterprise)
Enterprise Customer Response to “How does our choice of product brands and models
compare with competitor x”
Value: Competitive benchmark. This metric measures how the range of product brands and
models offered by the DSP compares with its competitors, from the enterprise customer’s
perspective.
Comments: None
BA-E-4 Service Plan Choice Subjective Score (Enterprise)
Enterprise Customer Response to “We offer a good choice of service plans”
Value: This metric measures the degree to which the range of service plans offered by the
DSP meets the requirements of the customer.
Comments: None
BA-E-5 Service Plan Choice Comparative Subjective Score (Enterprise)
Enterprise Customer Response to “How does our choice of service plans compare with
competitor x”
Value: Competitive benchmark. This metric measures how the range of service plans offered
by the DSP compares with its competitors, from the enterprise customer’s perspective.
Comments: None
4.2.3. Customer Service Manager Experience
BA-E-6 Customer Service Manager Subjective Score - Awareness
Enterprise Customer Response to “Our CSM is very effective at making you aware of new
products and services to meet your needs”
Dimensions: Enterprise Customer ID, CSM ID

Lifecycle Metrics
Value: The CSM is a key role in ensuring a good experience for enterprise customers. This
metric measures the degree to which the CSM makes the customer fully aware of the SP’s
products and services as appropriate to the customer’s specific needs.
Comments: None
BA-E-7 Customer Service Manager Subjective Score - Knowledge
Enterprise Customer Response to “Our CSM has very good product knowledge and is able to
answer all your queries”
Value: The CSM is a key role in ensuring a good experience for enterprise customers. This
metric measures the degree to which the CSM enables the customer to easily and fully
understand the SP’s products and services.
Comments: None
4.3. Functional Metrics
4.3.1. Advertising Effectiveness
BA-F-1 # Gross Rating Points
Gross Rating Points = % Reach * Frequency
Dimensions: Campaign ID
Units: %
Value: Used to evaluate the exposure of a specific advertising campaign
Comments: None
BA-F-2 Advertisement Effectiveness Subjective Score
Focus Group Survey response to “How do you rate this advert with respect to attribute x?”
Dimension: Customer ID, Focus Group ID, Media Type
{TV/Internet/Radio/Newspaper/Magazine/Poster}
, Advert ID, Attribute {Informative, Attractive, Interesting, Promoting our Brand…….}
Units: 10– Extremely Good, 1- Extremely Poor
Capture Period: 3 months
Value: Used to evaluate the perceived effectiveness of a specific advert
Comments: None
BA-F-3 # Responses to Advertised Promotion
# People responding to a specific promotion
Dimensions: Promotion ID, Response Channel ID, Advertising Channel ID {Magazine ID, Web
Site ID, }
Units: Number
Capture Period: 1 week
Value: Measures the response rate to adverts for specific promotions. Using techniques such
as “Please quote reference xxxxx”, “Please bring voucher to our shop for a free gift”

Lifecycle Metrics
Comments: None
4.3.2. Market Presence
BA-F-4 # Customers
# Registered Customers
Dimensions: Region ID, Service Plan ID
Units: Number
Capture Period: 1 month
Value: Used to assess market penetration and relative popularity of each service plan.
Comments: None
BA-F-5 # Customers All Service Providers
# Registered Customers across all Service Providers
Dimensions: Region ID
Units: Number
Value: Used to assess market penetration.
Comments: This figure is typically available from Government or other 3rd-party source such as
GSMA.
BA-F-6 % Market Share
# Customers/ # Customers All Service Providers
Units: %
Value: Used to assess market penetration. A higher market share will imply a greater
awareness of the brand and offerings.
Comments: None
4.3.3. Brand and Reputation
BA-F-7 Brand Value Comparative Subjective Score
Sample Customer Survey Response to “How does our reputation and brand compare to
competitor x”
Dimensions: Customer ID, Survey ID, Competitor ID
Value: Competitive benchmark. This metric measures how the brand value of the DSP
compares with its competitors, from the customer’s perspective.
Comments: None
BA-F-8 # Government Authority Registered Complaints
# Complaints registered at Government Authority Web Site
Dimension: Service Provider ID, Complaint Type {Security, Privacy…. }
Units: Number
Value: Used to assess the relative public reputation of the DSP

Lifecycle Metrics
Comments: None
BA-F-9 # Government Authority Registered Deceptive Conduct Records
# misleading and deceptive conduct record registered by Government Authority
Dimension: Service Provider ID
Units: Number
Value: Used to assess the relative public reputation of the DSP
Comments: None
4.3.4. Choice of Products and Services
BA-F-10 Product Choice Subjective Score
Sample Customer Survey Response to “We offer a good choice of product brands and models”
Dimensions: Customer ID, Survey ID
Value: Used to evaluate the perceived range of products available
Comments: None
BA-F-11 Product Choice Comparative Subjective Score
Sample Customer Survey Response to “How does our choice of product brands and models
compare with competitor x”
Value: Competitor benchmark. Used to evaluate perceived choice of products with respect to
competitors
Comments: None
BA-F-12 Service Plan Choice Subjective Score
Sample Customer Survey Response to “We offer a good choice of service plans”
Dimensions: Customer ID, Survey ID
Value: Used to evaluate the perceived range of service plans available
Comments: None
BA-F-13 Service Plan Choice Comparative Subjective Score
Sample Customer Survey Response to “How does our choice of service plans compare with
competitor x”
Value: Competitor benchmark. Used to evaluate perceived choice of service plans with
respect to competitors
Comments: None

Lifecycle Metrics
4.3.5. Retail Outlet Performance
BA-F-14 # Retail Outlets - Direct
# Own branded retail outlets
Units: Number
Value: Used to assess market presence
Comments: None
BA-F-15 # Retail Outlets – Indirect
# 3rd Party retail outlets marketing SP’s services
Dimensions: Region ID, Authorized Dealer ID
Units: Number
Value: Used to assess market presence
Comments: None
BA-F-15a # Ports with Retail Outlets
# Ports with Retail Outlets
Dimensions: Port ID, Direct/Indirect, Authorized Dealer ID
Units: Number
Value: Used to assess market presence at country entry points.
Comments: Ports includes all official points of entry into the country
BA-F-16 % Ports with Retail Outlets
# Ports with Retail Outlets / # Ports
Dimensions: Direct/Indirect, Authorized Dealer ID
Units: %
Value: Used to assess market presence at country entry points.
Comments: None
BA-F-17 Retail Outlet Subjective Score
Focus Group Survey response to “How do you rate our shop with respect to attribute x?”
Dimension: Focus Group ID, Customer ID, Retail Outlet ID, Attribute {Location Convenience,
Attractiveness, Comfort, Interest, Transaction Experience…….}
Units: 10– Extremely Good, 1- Extremely Poor
Value: Used to evaluate the perceived attractiveness of a specific retail outlet
Comments: None
BA-F-17b # Retail Outlet Visitors
# Visitors entering the Retail Outlet
Dimensions: Retail Outlet ID
Units: Number

Lifecycle Metrics
Value: Used to assess retail outlet popularity
Comments: None
4.3.6. Other Channel Performance
BA-F-17a # Marketing Channels
# Marketing Channels
Dimensions: Market Channel Type
Units: Number
Value: Number of channels over which marketing information is available such as radio, TV,
Web Site, other online media and services – measures the relative breadth of the SP’s
exposure.
Comments: None
BA-F-18 % Marketing Channels of Competitors Marketing Channels
# Marketing Channels /# Competitor Marketing Channels
Dimensions: Competitor ID
Units: %
Value: Competitive Benchmark. Relative number of channels over which marketing
information is available such as radio, TV, Web Site, other online media and services –
measures the relative breadth of the SP’s exposure.
Comments: None
BA-F-18a # Social Networks Present
# Social Networks Present
Dimensions: Social Network ID
Units: Number
Value: Number of Social Networks over which marketing information is available such as
Facebook, Twitter, Weixin – measures the relative breadth of the SP’s exposure
Comments: None
BA-F-19 % Social Network Presence of Competitors Social Network Presence
# Social Networks Present/# Social Networks Competitor Present
Units: %
Value: Competitive Benchmark. Relative number of Social Networks over which marketing
information is available such as Facebook, Twitter, Weixin – measures the relative breadth of
the SP’s exposure compared with competitors
Comments: None
BA-F-20 # Unique Web Site Visits
# Unique visits to Web Site
Dimensions: Web Page ID {Home, Promo…}, Source ID {Direct, Google, Baidu….}

Lifecycle Metrics
Units: Number
Value: Used to assess value of Web Site
Comments: None
BA-F-21 # Unique Social Network Visits
# Unique visits to social network page
Dimensions: Social Network ID
Units: Number
Value: Used to assess value of Social Network presence
Comments: None
BA-F-22 Online Channel Subjective Score
Sample Customer Survey Response to “How satisfied are you with your experience accessing
our online channel x”
Dimensions: Survey ID, Customer ID, Online Channel ID
Units: 6 (Very Satisfied) – 1 (Very Dissatisfied)
Value: Used to measure the user experience of online channels.
Comments: None
BA-F-23 Online Channel Comparative Subjective Score
Sample Customer Survey Response to “How does our online channel x compare to that of
competitor y”
Dimensions: Survey ID, Customer ID, Online Channel ID, Competitor ID
Value: Competitive benchmark. This metric measures how the online channels of the DSP
compare with its competitors, from the customer’s perspective.
Comments: None
BA-F-24 # Catalogues Taken
# Catalogues taken from retail outlets
Dimensions: Catalogue ID, Direct/Indirect, Retail Outlet ID
Units: Number
Value: Used to assess value of catalogue
Comments: None
BA-F-25 Catalogue Value Subjective Score
Sample Customer Survey Response to “How satisfied are you with the clarity and usefulness
of our catalogue?”
Dimensions: Survey ID, Customer ID, Catalogue ID
Value: Used to measure the user experience of the catalogue

Lifecycle Metrics
Comments: None
4.3.7. Marketing Efficiency
BA-F-26 # Service Plans Introduced
# Service Plan offers and changes introduced
Dimensions: Service Plan ID
Units: Number
Value: Enables the efficiency of the marketing department to be tracked.
Comments: None
BA-F-27 # Hours per new Service Plan, from Request to Introduction
Sum (Time of Service Plan Introduction – Time of Service Plan Request)/#Service Plans
Introduced
Dimensions: Service Plan ID
Units: Hours
Comments: None
BA-F-28 # Service Plans Rejected
# Service Plan offers rejected by testing
Dimensions: Service Plan ID, Cause
Units: Number
Comments: None
BA-F-29 Deleted (Duplicate of BA-F-4)
4.3.8. Trust
BA-F-30 % Customers Storing CC Data
# New Customers Storing CC Data/# Customers Acquired
Dimensions: Customer ID, Service Plan ID, Channel Type, Channel ID
Units: %
Value: Used to evaluate the level of trust in the DSPs security
Comments: None
BA-F-31 % Customers – Marketing Opt-Out
# New Customers – Marketing Opt-Out/# Customers Acquired
Dimensions: Customer ID, Service Plan ID, Channel Type, Channel ID, Marketing Channel
Type (opt-out)
Units: %
Value: Indicates user’s characteristics and possibly preference for privacy

Lifecycle Metrics
Comments: None
BA-F-32 % Customers – 3rd
Party Marketing Opt-Out
# New Customers – 3rd Party Marketing Opt-Out/# Customers Acquired
Dimensions: Customer ID, Service Plan ID, Channel Type, Channel ID, Marketing Channel
Type (opt-out)
Units: %
Comments: None

Lifecycle Metrics
5. Interact (Request Detail, Reserve)
5.1.1. Enquiries
I-C-1 # Enquiries
# Enquiries received about products and services
Dimensions: Customer ID, Product ID, Service Plan ID, Channel Type, Referring Customer ID
Units: Number
Value: Used to evaluate the level of interest in the SP’s products and services, the relative use
of the different available channels, and whether the customer has been referred.
Comments: Customer ID may not be known in all cases.
5.1.2. Retail Outlet Performance
I-C-2 # Seconds Queue Time - Retail Outlet
# Seconds waiting to see a customer service representative
Dimensions: Customer ID, Retail Outlet ID, Activity Type {Inquiry, Purchase…}, Time of Day
Units: Seconds
Capture Period: 15 mins
Value: Used to measure the waiting time per customer for each retail outlet
Comments: Normally tracked via the customer receiving a queuing ticket when entering the
store
I-C-2a # Seconds Interaction Time - Retail Outlet
# Second interacting with a customer service representative
Dimensions: Customer ID, Retail Outlet ID, Activity Type {Inquiry, Purchase…}, Time of Day
Units: Seconds
Capture Period: 15 mins
Value: Used to measure the interaction time per customer for each retail outlet
Comments: Normally tracked via timestamps against a ticket received when entering the store
I-C-3 # Demonstrations
# Demonstrations about products and services delivered
Dimensions: Customer ID, Product ID, Service Plan ID, Retail Outlet ID
Units: Number
Value: Used to evaluate the level of interest in the SP’s products and services, and the relative
popularity of the SP’s retail outlets
Comments: Customer ID may not be known in all cases

Lifecycle Metrics
I-E-1 Customer Service Manager Subjective Score – Provide Details
Enterprise Customer Response to “How satisfied are you with your Customer Service
Manager at providing details and demonstrations of our products and services”
Value: Used to measure the perceived experience of the CSM at providing details and
demonstrations of specific products and services
Comments: None
5.3.1. Retail Outlet Experience
I-F-1 Authorized Dealer Subjective Score – Provide Details
Sample Customer Survey Response to “How satisfied are you with our Authorized Dealer at
providing details and demonstrations of our products and services”
Dimensions: Survey ID, Customer ID, Authorised Dealer ID
Value: Used to measure the effectiveness of the authorized dealer in providing details and
Comments: None
I-F-2 Retail Outlet Subjective Score – Provide Details
Sample Customer Survey Response to “How satisfied are you with our Retail Outlet at
providing details and demonstrations of our products and services”
Dimensions: Survey ID, Customer ID, Retail Outlet ID
Value: Used to measure the effectiveness of the retail outlet in providing details and
Comments: None
I-F-2a # Product Lines per Retail Outlet
# Different product lines which should be in stock
Dimensions: Retail Outlet ID, Product ID
Units: Number
Value: Used to assess breadth of stock and stock availability
Comments: None

Lifecycle Metrics
5.3.2. Other Channel Experience
I-F-3 Sales Hotline Subjective Score – Provide Details
Sample Customer Survey Response to “How satisfied are you with our Sales Hotline at
providing details of our products and services”
Dimensions: Survey ID, Customer ID
Value: Used to measure the perceived experience of the Sales Hotline at providing details the
SP’s products and services
Comments: None
I-F-4 Deleted (Combined with M-F-15 # Seconds Waiting Time per Contact)
I-F-5 Online Channel Subjective Score – Provide Details
Sample Customer Survey Response to “How satisfied are you with our Online Channel x at
providing details of our products and services”
Dimensions: Survey ID, Customer ID, Online Channel Type
Value: Used to measure the perceived experience of the online channel at providing details of
the product/service
Comments: None
5.3.3. Customer Service Representative Experience
I-F-6 Customer Service Representative Subjective Score – Provide Details
Sample Customer Survey Response to “How satisfied were you with attribute x of our
Customer Service Representative?”
Dimensions: Survey ID, Customer ID, CSR ID, Attribute {Speed, Courtesy, Knowledge,
Effectiveness}
Value: Used to measure the perceived experience of the customer service representative at
providing details of the product/service
Comments: None

Lifecycle Metrics
6. Choose (Select Product, Place Order, Receive)
6.1.1. Sales Performance
CH-C-1 # Customers Acquired
# New customers acquired
Dimensions: Customer ID, Service Plan ID, Channel Type, Channel ID, Referring Customer ID,
CSR ID, CSM ID
Units: Number
Value: Used to evaluate the trend of customer growth and whether referral occurred.
Comments: None
CH-C-2 Deleted (Replaced with CH-F-2a)
CH-C-3 # Orders Successful
# Successful orders of products or services (New customers)
Dimensions: Customer ID, Product ID, Service Plan ID, Channel Type, Channel ID, Incentive
ID, Promotion ID, CSR ID, CSM ID
Units: Number
Value: Used to evaluate the popularity of Product and Service Plan IDs and sales performance
across all Channels
Comments: Measured at the point where the revenue for the order is recognized. A
“Promotion” is defined as a publicly available offer open to all qualifying customers. An
“Incentive” is defined as a specific offer targeted and possibly tailored to a specific customer –
it is not publicly announced or available.
CH-C-3a # Orders Attempted
# Attempts to order new products or services (New customers)
Dimensions: Customer ID, Product ID, Service Plan ID, Channel Type, Channel ID, Incentive
ID, Promotion ID, CSR ID, CSM ID
Units: Number
Value: Used to evaluate the popularity of Product and Service Plan IDs and sales performance
across all Channels
Comments: None.
CH-C-4 # Orders Failed
# Failed Order Opportunities (New customers)
Dimensions: Customer ID, Product ID, Service Plan ID, Cause {No stock, Excessive
Demands, Unavailable, Other…..}, Channel Type, Channel ID, CSR ID, CSM ID
Units: Number

Lifecycle Metrics
Value: Used to evaluate missed sales opportunities
Comments: None
CH-C-5 # Orders Cancelled
# Cancelled Orders (New customers)
Dimensions: Customer ID, Product ID, Service Plan ID, Cause, Channel Type, Channel ID,
CSR ID, CSM ID
Units: Number
Comments: None
CH-C-6 # Credit Checks Attempted
# Credit Check Requests
Dimensions: Region ID, Customer ID, Service Plan ID, Channel Type, Channel ID,
New/Renew
Units: Number
Value: Used to measure efficiency of Credit Check process
Comments: None
CH-C-7 # Credit Check Operations Failed
# Credit check operations which failed to return a result.
New/Renew
Units: Number
Value: Used to measure efficiency of Credit Check process
Comments: None
CH-C-7a # Credit Checks Failed
# Credit checks with result “failed”
New/Renew
Units: Number
Value: User attribute
Comments: None
CH-C-8 Deleted (Duplicate of CH-C-1)
6.1.2. Delivery Performance
CH-C-9 # Deliveries Attempted
# Attempted Deliveries
Dimensions: Customer ID, Order ID, Product ID
Units: Number

Lifecycle Metrics
Value: Used to measure delivery performance.
Comments: None
CH-C-10 # Deliveries Successful
# Successful Deliveries
Units: Number
Comments: In cases where acceptance is required, a delivery is not considered successful
until acceptance is achieved.
CH-C-10a # Deliveries on Requested Time
# Orders delivered during the time period requested by the customer
Units: Number
Comments: Measured when the entire order is delivered.
CH-C-10b # Deliveries on Committed Time
# Orders delivered during the time period committed to the customer
Units: Number
Comments: Measured when the entire order is delivered.
CH-C-11 # Hours to Deliver, from Request to Delivery
Time of Delivery – Time of Request
Units: Hours
Comments: Time of Delivery should be measured at the point that the entire order is delivered.
CH-C-12 # Hours Delivery Delay - Committed
Committed Delivery Time – Requested Delivery Time
Units: Hours
Comments: None
CH-C-13 # Hours Delivery Delay - Actual
Time of Delivery – Committed Delivery Time

Lifecycle Metrics
Units: Hours
Comments: The customer experience impact will be sensitive to the committed time. For
example, a delay of one day after waiting one day will probably be less annoying than a slip of
one day having already waited ten days.
CH-C-14 # Deliveries Failed
# Failed Deliveries
Dimensions: Customer ID, Order ID, Product ID, Cause
Units: Number
Comments: None
CH-C-15 # Deliveries Dead on Arrival
# Deliveries of faulty products
Dimensions: Customer ID, Order ID, Product ID, Cause
Units: Number
Comments: None
6.1.3. Mobile Number Portability
CH-C-16 # Incoming Porting Requested
# NPR Issued or PACs Received
Dimensions: Customer ID, Old Service Provider ID, Method Type {NPR, PAC}
Units: Number
Value: Used to measure MNP process performance
Comments: None
CH-C-17 # Incoming Porting Attempted
# Incoming Porting Attempts Initiated
Units: Number
Comments: None
CH-C-18 # Incoming Porting Failed
# Unsuccessful Incoming Porting Attempts
Dimensions: Customer ID, Old Service Provider ID, Method Type {NPR, PAC}, Cause
Units: Number

Lifecycle Metrics
Comments: None
CH-C-19 # Minutes to Port In, from Request to Completion
Time of Port Completion - Time of NPR Sent or PAC Received
Units: Minutes
Comments: None
CH-C-20 # Incoming Porting Compliant
# Incoming Porting Requests Completed within SLA defined time.
Units: Number
Comments: None
CH-C-21 # Minutes No Service Due To Incoming Porting
Time Service Restored – Time Service Lost
Units: Minutes
Comments: None
6.1.4. On-site Installation Performance
CH-C-22 # Installations Attempted
# Attempted Installations
Dimensions: Customer ID, Order ID, Product ID, FSR ID, Self-Install {Y/N}
Units: Number
Value: Used to measure Installation performance.
Comments: For self-installations, the FSR ID is not required.
CH-C-23 # Installations Successful
# Successful Installations
Units: Number
Comments: In cases where acceptance is required, an installation is not considered successful
CH-C-23a # Installations on Requested Time

Lifecycle Metrics
# Installations occurring during the time period requested by the customer
Dimensions: Customer ID, Order ID, Product ID, FSR ID
Units: Number
Value: Used to measure installation performance.
Comments: Measured when the installation is completed.
CH-C-23b # Installations on Committed Time
# Installations occurring during the time period committed to the customer
Units: Number
Value: Used to measure installation performance.
Comments: Measured when the installation is completed.
CH-C-24 # Minutes to Install, from Start Installation to Installation Complete
Time of Complete Installation – Time of Start Installation
Units: Minutes
Comments: Only applicable to FSR assisted installations. Time of Complete Installation should
be measured at the point that the entire order is installed.
CH-C-25 # Hours to Start Installation, from Request to Start Installation
Time of Start Installation – Time of Request
Units: Hours
Comments: Only applicable to FSR assisted installations
CH-C-26 # Hours Installation Delay - Committed
Committed Installation Time – Requested Installation Time
Units: Hours
Comments: None
CH-C-27 # Hours Installation Delay - Actual
Time of Start Installation – Committed Installation Time
Units: Hours

Lifecycle Metrics
Comments: The customer experience impact will be sensitive to the committed time. For
example, a delay of one day after waiting one day will probably be less annoying than a slip of
one day having already waited ten days.
CH-C-28 # Installations Failed
# Failed Installations (First Time)
Dimensions: Customer ID, Order ID, Product ID, FSR ID, Self-Install {Y/N}, Cause
Units: %
Comments: None
CH-C-28a # Installations Attempted First Time
# Attempted Installations (First Time)
Units: Number
Comments: For self-installations, the FSR ID is not required.
CH-C-28b # Installations Successful First Time
# Successful Installations (First Time)
Units: Number
Comments: In cases where acceptance is required, an installation is not considered successful
CH-C-28c # Installations Failed First Time
# Failed Installations (First Time)
Dimensions: Customer ID, Order ID, Product ID, FSR ID, Self-Install {Y/N}, Cause
Units: %
Comments: None
CH-C-29 Field Service Representative Subjective Score – New Installation
Customer Survey Response to “How satisfied were you with attribute x of our Field Service
Representative”
Dimensions: Customer ID, FSR ID, Attribute {Attitude and Appearance, Speed of Installation,
Tidiness, Performance and Efficiency, Product Knowledge, Punctuality}
Units: 6 (Very Satisfied) - 1 (Very Dissatisfied)
Value: Used to measure the customer experience of the Field Service Representative
Comments: None

Lifecycle Metrics
6.1.5. Trust
CH-C-30 # Customers Storing CC Data
# Customers Agreeing to store Credit Card data for easy payments
Dimensions: Customer ID, Product ID, Service Plan ID, Channel Type, Channel ID
Units: Number
Value: Used to evaluate the level of trust in the DSPs security
Comments: None
CH-C-31 # Customers – Marketing Opt-Out
# Customers selecting to opt-out of marketing promotions
Dimensions: Customer ID, Product ID, Service Plan ID, Channel Type, Channel ID, Marketing
Channel Type
Units: Number
Value: Indicates user’s characteristics.
Comments: None
CH-C-32 # Customers – 3rd
Party Marketing Opt-Out
# Customers selecting to opt-out of 3rd-party marketing
Dimensions: Customer ID, Product ID, Service Plan ID, Channel Type, Channel ID
Units: Number
Comments: None
6.1.6. Account Activation Performance
CH-C-33 # Account Activations Requested
# Account Activation Requests
Dimensions: Channel Type, Channel ID, Customer ID
Units: Number
Value: Used to measure efficiency of Account Activation process
Comments: None
CH-C-34 # Account Activations Successful
# Successful Account Activations
Units: Number
Comments: None
CH-C-35 # Account Activations Failed
# Failed Account Activations

Lifecycle Metrics
Dimensions: Channel Type, Channel ID, Customer ID, Cause
Units: Number
Comments: None
CH-C-36 # Seconds to Activate Account, from Request to Activation
Time of Account Activation – Time of Request
Units: Seconds
Comments: None
6.1.7. Service Activation Performance
CH-C-37 # Service Activations Requested
# Service Activation Attempts
Dimensions: Service Plan ID, Channel Type, Channel ID, Customer ID, DSLAM ID
Units: Number
Value: Used to measure efficiency of Service Activation process
Comments: None
CH-C-38 # Service Activations Successful
# Successful Service Activations
Units: Number
Comments: In cases where acceptance is required, an activation is not considered successful
CH-C-39 # Service Activations Failed
# Failed Service Activations
Dimensions: Service Plan ID, Channel Type, Channel ID, Customer ID, DSLAM ID, Cause
Units: Number
Comments: None
CH-C-40 # Seconds to Activate Service, from Request to Activation
Time of Activation – Time of Request
Units: Seconds

Lifecycle Metrics
Comments: None
CH-C-41 # Seconds Activation Notification Delay
Time User Receives Activation Notification – Time User ends Interaction with CSR
Units: Seconds
Comments: Typically the user will receive an SMS to inform them that activation is successful.
6.2.1. Quotation Performance
CH-E-1 # Quotations
# Quotations provided
Dimensions: Enterprise Customer ID, CSM ID, Quotation ID
Units: Number
Value: Used to measure the efficiency of the quotation process for enterprise customers
Comments: Applicable to non-standard services
CH-E-2 # Quotations Unsuccessful
# Quotations not accepted
Units: Number
CH-E-3 % Quotations Unsuccessful
# Quotations Unsuccessful / # Quotations
Units: %
CH-E-4 # Hours to Provide Quotation, from Request to Quotation Provided
Time of Quotation Provided – Time Quotation Requested
Units: Hours
Value: Used to measure the efficiency of the quotation process for enterprise customers.

Lifecycle Metrics
6.2.2. Delivery Performance
CH-E-5 # Hours to Accept Delivery, from Delivery to Acceptance (Enterprise)
Time of Delivery Acceptance – Time of Delivery
Dimensions: Enterprise Customer ID, CSM ID, Order ID
Units: Hours
Value: Used to measure how quickly the customer is able to formally accept the delivery.
Linked to SLA.
Comments: Applicable to more complex service/product package deliveries.
CH-E-5a # Minutes to Accept Installation, from Installation Completion to
Acceptance (Enterprise)
Time of Accept Installation – Time of Complete Installation
Units: Minutes
Value: Used to measure how quickly the customer is able to formally accept the installation.
Linked to SLA.
Comments: Applicable to newly activated services
CH-E-5b # Minutes to Accept Service, from Service Activation to Acceptance
(Enterprise)
Time of Service Acceptance – Time of Service Activation
Units: Minutes
Value: Used to measure how quickly the customer is able to formally accept the service.
Linked to SLA.
Comments: Applicable to newly activated services
CH-E-6 % Deliveries Failed (Enterprise)
# Deliveries Failed/ # Deliveries Attempted
Units: %
Value: Used to measure delivery performance to enterprise customers.
Comments: None
CH-E-7 % Deliveries on Requested Time (Enterprise)
# Deliveries on requested time/ # Deliveries Successful
Dimensions: Enterprise Customer ID,CSM ID
Units: %
Value: Used to measure delivery (SLA) performance to enterprise customers.
Comments: None
CH-E-8 % Deliveries on Committed Time (Enterprise)

Lifecycle Metrics
# Deliveries on committed time/ # Deliveries Successful
Units: %
Value: Used to measure delivery (SLA) performance to enterprise customers.
Comments: No
CH-E-8a % Services Activated on Committed Time (Enterprise)
# Service Activations on committed time/ # Service Activations Successful
Dimensions: Enterprise Customer ID, CSM ID, DSLAM ID
Units: %
Value: Used to measure service activation (SLA) performance to enterprise customers.
Comments: None
CH-E-9 % Deliveries Dead on Arrival (Enterprise)
# Deliveries Dead on Arrival/ # Deliveries Successful
Dimensions: Enterprise Customer ID, Product ID, Service Plan ID
Units: %
Capture Period:
Value: Used to measure delivery performance to enterprise customers.
Comments: None
CH-E-10 Delivery Satisfaction Subjective Score
Enterprise Customer Response to “How satisfied are you with the overall experience of
receiving deliveries of our products and services”
Value: Used to measure the perceived experience of the enterprise customer in receiving
deliveries of products and services.
Comments: None
6.2.3. Mobile Number Portability
CH-E-11 % Incoming Porting Failures (Enterprise)
# Incoming Porting Failed / # Incoming Porting Requested
Dimensions: Enterprise Customer ID, Old Service Provider ID, Method Type {NPR, PAC}
Units: %
Value: Used to measure MNP process performance for enterprise customers
Comments: None
CH-E-12 % Incoming Porting Requests Compliant (Enterprise)
# Incoming Porting Compliant/ # Incoming Porting Requested
Dimensions: Enterprise Customer ID, Old Service Provider ID, Method Type {NPR, PAC}
Units: %

Lifecycle Metrics
Value: Used to measure performance of MNP process for enterprise customers
Comments: None
6.2.4. On-Site Installation Performance
CH-E-13 # Hours to Accept Installation, from Installation to Acceptance
(Enterprise)
Time of Acceptance – Time of Installation
Dimensions: Enterprise Customer ID, Order ID, Product ID, CSM ID
Units: Hours
Value: Used to measure how quickly the customer is able to formally accept the deliver. Linked
to SLA.
Comments: Applicable to more complex service/product package Installations.
CH-E-14 % Installations Failed (Enterprise)
# Installations Failed/ # Installations Attempted
Units: %
Value: Used to measure Installation performance to enterprise customers.
Comments: None
CH-E-14a % Installations Successful First Time (Enterprise)
# Installations Successful First Time/ # Installations Attempted First Time
Units: %
Value: Used to measure Installation performance to enterprise customers.
Comments: None
CH-E-15 % Installations on Requested Time (Enterprise)
# Installations on requested time/ # Installations
Units: %
Value: Used to measure Installation (SLA) performance to enterprise customers.
Comments: None
CH-E-16 % Installations on Committed Time (Enterprise)
# Installations on committed time/ # Installations
Units: %
Value: Used to measure Installation (SLA) performance to enterprise customers.
Comments: None

Lifecycle Metrics
CH-E-17 Customer Service Manager Subjective Score – Place Order
Manager at understanding your requirements and placing orders for our products and
services”
Dimension, Enterprise Customer ID, CSM ID
Value: Used to measure the perceived experience of the CSM at understanding the
customer’s requirements and placing orders for the SP’s products and services
Comments: None
CH-E-18 Customer Service Manager Subjective Score – Place Urgent Order
Manager at understanding your requirements and urgent orders for our products and services”
Value: Used to measure the perceived experience of the CSM at understanding the
customer’s requirements and placing urgent orders for the SP’s products and services
Comments: None
CH-E-19 Customer Service Manager Subjective Score – Take Delivery
Manager at supporting you with taking delivery”
Value: Used to measure the perceived experience of the CSM at supporting the customer with
taking delivery of orders.
Comments: None
6.2.6. Account Activation Performance
CH-E-20 Deleted. (Replaced with CH-C-33)
CH-E-23 % Account Activations Failed (Enterprise)
# Account Activations Failed/ Account Activations Requested
Dimensions: Channel Type, Channel ID, Enterprise Customer ID, CSM ID, Cause
Units: %
Comments: None

Lifecycle Metrics
6.2.7. Service Activation Performance
CH-E-28 % Service Activations Failed (Enterprise)
# Service Activations Failed/ Service Activation Requests
Dimensions: Service Plan ID, Channel Type, Channel ID, Enterprise Customer ID, CSM ID,
DSLAM ID, Cause
Units: %
Comments: None
6.3.1. Channel Performance
CH-F-1 % Place Order Channels of Competitor Place Order Channels
# Place Order Channels /# Competitor Place Order Channels
Units: %
Value: Competitive Benchmark. Relative number of channels over which to place orders.
Comments: None
CH-F-1a # Place Order Channels
# Distinct channels over which orders may be placed
Dimensions: None
Units: Number
Value: Indicator of ease of ordering.
Comments: None
CH-F-1b # Competitor Place Order Channels
# Distinct channels over which orders may be placed per competitor
Units: Number
Value: Competitive Benchmark.
Comments: None
CH-F-2 % Orders of Enquiries

Lifecycle Metrics
# Orders Attempted/ # Enquiries
Dimensions: Channel Type, Channel ID
Units: Number
Value: Used to measure the channel efficiency in terms of order to enquiry ratio.
Comments: This is particularly relevant to comparing the performance of different retail outlets.
CH-F-2a % Customers Acquired
# Customers Acquired / # Customers
Dimensions: Customer ID, Service Plan ID, Channel Type, Channel ID, Referring Customer ID,
CSR ID, CSM ID
Units: %
Value: Used to evaluate the trend of customer growth
Comments: # Customers is measured at the start of the measurement period
6.3.2. Ordering Performance
CH-F-3 % Orders Failed
# Orders Failed/ # Orders Attempted
Dimensions: Product ID, Service Plan ID, Cause {No stock, Excessive Demands, Unavailable,
Other…..}, Channel Type, Channel ID, CSR ID, CSM ID
Units: %
Comments: None
CH-F-4 % Orders Cancelled
# Orders Cancelled/ # Orders Attempted
Dimensions: Product ID, Service Plan ID, Cause, Channel Type, Channel ID, CSR ID, CSM ID
Units: %
Comments: None
6.3.3. Retail Outlet Experience
CH-F-5 Authorized Dealer Subjective Score – Place Order
Sample Customer Survey Response to “How satisfied are you with our Authorized Dealer at
placing orders for our products and services”
Dimensions: Survey ID, Customer ID, Dealer ID, Product ID, Service Plan ID, New/Renew
Value: Used to measure the perceived experience of the authorized dealer in placing orders
for the SP’s products and solutions”
Comments: None
CH-F-6 Retail Outlet Subjective Score – Place Order

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