Looking Beyond the Network: The Case for Service Quality Metrics
|出版日期||內容資訊||英文 16 Pages
|越過了網路的觀點:服務品質指標的案例 Looking Beyond the Network: The Case for Service Quality Metrics|
|出版日期: 2015年06月30日||內容資訊: 英文 16 Pages||
無論是已開發國家或新興國家，行動通訊業者都有一樣的課題 (市場飽和化、競爭激烈、ARPU降低、資料流量劇增、解約率上升等) ，有危機性的狀況。為了解決事態，各業者致力於提高服務品質，不過還不充分。在測量的網路品質和客戶體會到的服務品質之間也存在差距。為了達成業者的策略目標，重視在客戶個人層級的客戶經驗，避免與服務品質產生背離，各公司的產業方向性需要改變成基於客戶中心主義。
All over the world, mobile operators are at a critical juncture. In both developed economies and, increasingly, in developing economies such as those in Latin America, mobile operators face the same business challenges. These include: market saturation; intensifying competition; flat or declining ARPU; rapidly rising data traffic; and high churn.
To meet these challenges, many operators have understandably focused on network service quality as a key metric, and sought to improve it. Since the network is the operator's core asset, it makes sense to focus hard on its performance. Better coverage, greater capacity and improved real-time feedback mechanisms are all helping operators to improve network quality.
Yet something is missing: Although the network is the foundation of the customer experience, there is often a gap between measured network quality and service quality as it is experienced by the end customer. Mobile operators can of course mimic customers in their tests, but this is not the same as measuring actual real customer experience of the network.
‘Looking Beyond the Network: The Case for Service Quality Metrics’ argues that, in order to meet their strategic goals of revenue growth, product differentiation and customer loyalty, mobile operators must focus relentlessly on the individual customer experience, bridging the gap between network service quality and the customer experience. This will require a major transformation in the way operators measure their performance. This report examines the background to this effort and describes the emerging toolset that can help to make it happen.
Fortunately for mobile operators, a good deal of work has been done, both inside and outside the telecommunications industry, to help them realize this challenging objective. Enablers include:
The excerpt below shows how these various concepts are linked to each other.
Excerpt 1: Hierarchy of Key Concepts
Source: Heavy Reading
‘Looking Beyond the Network: The Case for Service Quality Metrics’ is structured as follows:
Section I is an introduction to the report, including the key findings of our research.
Section II examines the key challenges facing mobile operators in general, and those in developing regions in particular. As the era of subscriber growth comes to an end, and as customer services and apps multiply, operators must focus more and more attention on churn management and the creation of new revenue streams. As a result, understanding the subscriber-level experience of networks and services has never been more important than it is today.
Section III looks at network quality and service quality. In light of the discussion in Section II, we show that the network-level view of quality that most mobile operators already possess, though vital and valuable, is no longer sufficient to meet the challenges we have described. Mobile operators must bridge the gap between the network view and the subscriber experience, service by service, creating a seamless end-to-end view of service quality. By doing so, they can build greater customer loyalty and advocacy, and create a strong basis for exploiting new service and revenue opportunities.
Section IV offers a more detailed view of the key concepts and enablers that mobile operators can use to bridge the gap identified in Section III. This section looks at the role of enablers such as SQM, CEA and second-generation CEM systems, as well as related ideas such as the customer experience index (CEI). This section also looks at some of the softer organizational requirements.
Section V summarizes our findings, presenting a checklist for success, including relevant examples of successful programs.
‘Looking Beyond the Network: The Case for Service Quality Metrics’ is published in PDF format.