“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”
In yesterday’s blog we discussed the trend of carrier’s focussing on Customer Experience Management, specifically the results of a Comarch study on mobility carriers. There are so many aspects of CEM that go beyond the Customer Relationship Management (CRM) tools that most CSPs already use. CEM is an end-to-end management approach across the whole customer lifecycle and an OSS/BSS holds much of the raw data needed.
The following info-graphic from IBF Management provides a useful guide to how your extended B/OSS can help to improve each customer’s experience.
As the old saying goes, “If you can measure it, you can manage it.” The info-graphic above shows some of the metrics you might think of measuring.
From my perspective, the biggest ticket items for most CSPs are:
- Speed of service – this is a measure of how fast can you turn a service on for a customer and could be a key differentiator compared with your less nimble competitors
- Keep it simple – customers just want ease of use from ordering your service to using it, to paying for it; reliably and consistently
- Fast resolution of any faults as well as responsive, clear and apologetic communications during outages
Do you have a clear understanding of where your data is coming from to build these “simple” metrics?
Do you have a mechanism for gathering all of these metrics across your entire B/OSS estate or are you only able to collect some aspects of the customer experience within certain domains (eg Order Management or Billing Management or Fault Management or Service Level Management, etc)?