Industry research
demonstrates that over time, the customers’ experiences translate to overall
satisfaction and brand loyalty. This is the result of total expectations,
gained experience and interpretation of various aspects of the service
offering, from its activation, through the delivery, to the billing agreements.
CSPs should engage in an ongoing Service Quality Monitoring process to ensure
the highest level of experience along the entire service delivery chain.
The following must be taken into account by service providers to achieve an effective customer experience SQM framework:
·
Identification of key
quality metrics, spanning across the complete service delivery chain, from
content provider through broadband provider, to the home network.
· Quantifying service
quality and readiness metrics, complementary usage information, billing
information, problem resolution efficiency and customer support effectiveness.
·
Assuring service from
the customers’ perspective, highlighting the specific customers who are
impacted and by how much (both absolutely and relatively).
· Adaptation to changes,
both in terms of customers’ needs and behavior, by defining flexible monitoring
procedures which continuously evaluate usage and trends.
· Defining reasonable
service level objectives to manage customers’ expectations and help them
realize the complexities involved.
The effectiveness and
richness of a SQM solution is directly dependent on the variety and the quality
of data that is available to it. To accomplish this, the SQM solution should
define the appropriate APIs to Resource Management, Service Management, Partner
Management and Customer Management applications, from which the SQM metrics can
be deduced.