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Management World 2012:
The Customer Experience Catalyst

Phil Harvey

11:10 AM -- One of the more impressive things about Management World is the Catalyst program, where vendors and operators are given a problem to solve and they work together to show off a solution.

My favorite of this year's bunch was this idea that Ventraq Inc. worked on with Telecom Italia (TIM) , Genband Inc. , IBM Corp. (NYSE: IBM) and Network Critical Solutions Ltd. It's highlighted in the video below:

The idea was a Customer Experience Management Index (CEMI) that would help a CEO see, at a glance, whether his company was living up to customer expectations. It sounds basic but one of the things Paul Morrissey, Ventraq's VP of Strategic Solutions told me, is that this endeavor uncovered the ugly truth that nearly every operator uses a different set of key performance indicators (KPIs, in marketing parlance) to measure different facets of customer service.

For a CEMI to work, you'd have to standardize the way information is measured and communicated across the industry. The KPIs for items like how long customers sit on hold or how quickly on-premises broadband problems are resolved, for example, would have to be the same at AT&T Inc. (NYSE: T) as they are at NTT Group (NYSE: NTT).

Once such a feat was accomplished, you could not only watch your own company's progress (and prevent customer churn and build a better business), but you could compare your firm to others and really make superior customer service a major competitive feature, a real benchmark in the new service provider landscape.

I really love the idea. But do you think the industry's largest operators would ever go for it?

— Phil Harvey, Editor-in-Chief, Light Reading

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12/5/2012 | 5:31:54 PM
re: Management World 2012:
The Customer Experience Catalyst

There is a lot of emphasis and focus on Customer Experince Management in the telecom industry today. Companies like NSN, Ericsson, Zilabs etc showcased their customer experience products in the resently concluded Mobile World Congress at Barcelona.

I feel, as the various products in this segment will  mature over the period of time there will a unanmious call from all the service provider to have standarized business reports so that thay all can mutually benefit out of it.

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12/5/2012 | 5:31:22 PM
re: Management World 2012:
The Customer Experience Catalyst

There is one additional important benefit to the Service Provider that is foundational to this catalyst project.  That is the use of live customer data to derive the information presented.

Historically, KPI metrics are based around customer survey information and various interactions with the customer base that are largely subjective.  The use of live customer data derived from customer and network links can provide a much more accurate and imperical view of the true customer exerience.

The CEMI catalyst demonstrated how live customer data can be fed to the analysis engines for immediate, accurate and actionable information. 

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