Operators Accelerate Data-Driven NPS Management to Provide Heartfelt Services to UsersOperators Accelerate Data-Driven NPS Management to Provide Heartfelt Services to Users

In today's global digital wave, the mobile communication industry is undergoing a profound transformation. According to the latest data from GSMA, the penetration rate of individual mobile users worldwide reached 68% in 2022, and it is expected to only increase to 73% by 2030, with a compound annual growth rate (CAGR) of less than 1.7% over the next five years. This trend indicates that the telecommunications industry has gradually transitioned from an era of incremental growth to one of inventory operations. In this new phase of development, operators need to focus more on enhancing user satisfaction through personalized products and services to gain sustainable and long-term competitive advantages.

However, traditional satisfaction (Net Promoter Score (NPS)) management faces many challenges. During HAS 2024, John Byrne, Vice President of Research at IDC, pointed out three major challenges faced by traditional satisfaction management. Firstly, operators rely too heavily on third-party surveys for NPS scores, which, although valuable from a marketing perspective, fail to accurately reflect customers' specific demands for products and services. Secondly, the data is not effectively communicated to the relevant departments to support the analysis of user needs and experiences. Lastly, the existing systems lack the capability to support user needs analysis and require the introduction of more cutting-edge technologies.

Facing the arrival of a new era of digital services, the leading global operators have embarked on a digital transformation journey focused on the entire customer journey experience, aiming to enhance user satisfaction and loyalty and promote sustained business growth. For example, China Mobile Guangxi addresses the pain points of satisfaction management based on the "Dayin" platform, utilizing advanced technologies such as big data, AI, digital twins, and large models. Starting from three dimensions: product satisfaction (PNPS), network satisfaction (NNPS), and service satisfaction (SNPS), it has developed a comprehensive solution for improving user satisfaction across all business processes and user journeys, offering heartfelt services including the best products, optimal network experiences, and most considerate services. On June 20th this year, at the DTW24-Ignite conference held in Copenhagen, Denmark, Guangxi Mobile's project "Data-to-NPS: Boosting NPS using Decision Intelligence," jointly declared with top global operators, won the "Attendees’ Choice" award from TM Forum, by a high margin.

Furthermore, the DT4DI white paper 2.0 released during DTW 2024 also clearly defines a satisfaction management scheme based on DT4DI. According to TMF's definition of the three stages of the user journey: "Engaging", "Using", and "Evaluating", satisfaction management is broken down into product, network, and service modules. By employing advanced technologies like digital twins and AI, we can create a "visible, manageable, and optimizable" management system.

Looking ahead, as technology continues to advance and user needs become increasingly diverse, telecom operators will continue to strengthen technological innovation and service upgrades to provide users with higher quality services.