March 1, 2012 6:13 PM GMT
Sent a comment on this but may have been lost in the blogosphere...
A mobile CSP in Australia has embarked on a Customer Care initiative with 2 objectives in mind. Firstly reduce the cost of call centre operations against the exponential take-up of mobile broadband (MBB) services and at the same time offering a superior experience for those customers requiring support for MBB services. Existing network monitoring tools have been able to provide limited insight into the customer experience but the cost of extending those systems to be "better at customer centric" beyond their useful purpose (signaling monitoring) is well beyond the business case of Customer Care.
It's pretty clear that there is no panacea and 1 stop shop solution for Customer Experience. The movement towards customer centricity is necessarily an evolution and at each step of introducing a new or replacement "system" more emphasis is placed on putting customer experience as a mandatory requirement and not an afterthought.
We have implemented Ciqual's Session Insight, just for MBB customers and within 12 months have shown a measurable and positive ROI for Call Centre operations. How the collected data is used beyond the main task is a bonus to the CSP - network operations can correlate network alerts to experience indicators, network planners can focus on where users are experience real service issues and truck roll to the "right" places and of course, any data relating to customers will be eagerly dredged by the marketing folks .. more to come on this topic.