Ensuring optimal customer experience in an outsourced world

3G data demand in Malaysia

The traditional approach taken by mobile operators to assure customer experience has been network centric. As result, management, employees and increasingly outsourcers have only been measured on their ability to improve overall network KPIs.

This network centric approach however misses the “voice of the customer”. Operators lack hard data on the quality of experience they deliver to key customer segments at critical locations, and on how their network supports the latest devices.

Instead, operators need to become customer centric. They need to shift their focus from network elements to people and places. Being customer centric means that operators should be able to answer fundamental questions like:

• Where are my corporate customers when they’re not in the office?
• Is my network capacity being consumed by rogue users or handsets?
• Are the problems being reported by my customers specific to one location, one handset type or one service?

Actix’s Customer Experience Optimization solution enables operators to become truly customer centric. The solution complements traditional network OSS and CEM systems by providing granular call-by-call customer experience data, geo-located and segmented by customer and handset type. It enables operators to:

• Establish customer experience KPIs which prioritize customer impacting activities
• Identify the location and nature of network demand hotspots and select the most effective capacity solution (traffic management, Wi-Fi offload, femto cells or additional macro network capacity)
• Use customer measurement data to identify and diagnose problems and streamline customer complaint processes

Actix’s Customer Experience Optimization solution is unique in providing:

Broad call-trace vendor support: it automatically loads, geo-locates and analyzes 3G call-trace data sources including Ericsson GPEH, Huawei PCHR, NSN Megamon / ICSU. It also supports 2G and emerging LTE call-trace formats.

Mature analytics: it’s out of the box functionality supports hotspot detection, key location analysis, VIP tracking and handset impact assessment.

Whole network scalability: it collects data for an entire network and delivers dashboards, reports and detailed analytics accessible across the organization via a web interface.

Actix Customer Experience Optimization solution

Impact on outsourcing

In outsourced environments operators can use Actix’s Customer Experience Optimization solution to improve visibility of the network, increase control and reduce conflict between parties.

For example, whereas the traditional approaches to outsource governance consist of:

• Easy to measure but unrepresentative network KPIs
• Static “throw over the fence” daily reports that invariably report all green status
• Weekly meetings that result in hostile / defensive behaviour

Actix’s Customer Experience Optimization solution enables operators to:

• Use customer experience data to direct where outsourcers should focus their resources and investment
• Verify that network changes really do improve customer experience and competitive performance
• Reduce conflict and make better joint decisions by building a live shared view of network performance and its impact on customer experience