Enough is enough. Year after year the telecom industry scores embarrassingly poor in customer satisfaction. Measured in Net Promoter Score (NPS) this study from Satmetrix puts telecommunications dead last behind insurance (!), electronics, travel and online services. If you dig deeper, “Internet Services” only achieved a score of five. Five! Unbelievable. I don’t think it’s possible to get lower than that. Enough is enough.
We at Procera are on a mission to dramatically improve the Subscriber Experience for consumers of communication services.
The threat of poor experience is bigger than one may think. In the old days, telcos had a monopoly on services among themselves but now are playing second fiddle to OTT providers, applications, and device providers. People pick their handset brand first, and then a network that works with it. People evaluate the available broadband services by ISP Speed indices such as those provided by OTT video providers, and then decide what service to subscribe to. The OTT brands are doing a much better job at managing the subscriber experience, even though they are by no means perfect themselves.
One great real world example is a video service provider who analyzes what their customers watch to know if they had a bad experience the night before, and proactively send an apology letter – with a refund – to those customers they suspect had poor a quality of experience. What telco has ever called to apologize for a dropped call, or even talking about proactively refunding you?
Things need to change, and it starts with operators gaining a better understanding of the Subscriber Experience. Operators need to get away from their outdated network KPIs and reluctance to communicate with their customers, and begin measuring the services from an end-user perspective and get proactive about making it better.
With today’s innovations from Procera, operators are able to fully understand the experience of individual subscribers and contrast that with data about other subscribers’ experiences. Location awareness is able to help pin down the root cause of the problems, and solutions are available today that enable an in-depth understanding of the data sessions—and even take action in real-time to make a difference. This is why we wrote the book: Mobile Subscriber Experience for Dummies. It’s a testament of what is actually possible with modern technology, and what every telecommunications operator should be doing to get a leg up in the market. It’s time for a change, time to get proactive and time to actualize the intelligence from the network. Enough is enough!
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Topics: Expert Insights