Bangkok--28 Oct--Spark Communications
By: Stephane Cudennec, Customer Business Executive, Vietnam and Thailand, Amdocs
Smartphones enable pizza delivery, but poor quality of experience can mean pizza delivered to the wrong house
MNOs realize that the key to increasing their bottom line starts with quality of experience (QoE). Customers are increasingly dependent on their mobile devices and smartphones have become an extension of the user, enabling financial transactions, food delivery, music and video streaming, and much more. In today's mobile world, a poor customer experience can send your customer running to another provider. In a recent poll, 46 percent of global consumers said that they would be willing to pay more for better data coverage and 42 percent said they would pay more for faster data downloads. Knowing your customer and how they use their device is essential to optimizing their experience.
Don't run away from network issues
How can mobile network operators improve their insight into and understanding of their customer's data usage specifics in order to maximize their experience? They must find a tool that automatically analyzes subscriber data, and then use that information to adjust the network investment and optimization activities to meet the user's immediate and dynamic needs. A detailed, street-level view of the customer's experience in the radio access network (RAN) gives MNOs the ability to adjust network coverage accordingly. Developing ways to correct inefficiencies in the RAN has a major impact on customer experience – 80 percent of dropped calls and 50 percent of data throughput issuesoriginate in the RAN. What is most frustrating to MNOs is that 85 percent of these problems occur in only 15 percent of network locations. Eliminating these problem spots through network optimization would drastically enhance customer experience and increase MNOs' customer loyalty.
Having a Customer Experience Geo-Location solution that automatically builds accurate traffic and QoE maps to enable the identification of congestion hotspots, customer-impacting quality issues and network problems would help. It would allow MNOs to isolate the subscriber, their location, handset, and activity to fix network issues faster. With this information, MNOs could increase their ROI by targeting problem areas and focusing their efforts on network optimization solutions for those specific areas, driving profitability. The right solution would allow MNOs to plan for the future based on trends derived from the analytics. This type of automated deep dive into customers' habits could free up time for engineers to concentrate on proactive initiatives for future network optimization.
Cater to the customer
The mobile landscape is transitioning into a hyper-personalized, data-centric environment, catering to each customer individually. Mobile apps are becoming more and more intelligent with predictive capabilities. The Internet of Things (IoT) and wearable devices are driving this movement and straining networks at the same time. These devices are capturing and relaying massive amounts of data instantaneously. The Customer Experience Geo-Location capability gives MNOs the knowledge needed tocater to the individual data needs of each customer. When MNOs give customers the QoE that they expect, they develop long-term customer loyalty and reap ROI benefits.