Customer Experience Management

Customer Experience Management (CEM) can be seen as a general marketing philosophy, a business methodology, or consultancy practice to help manage a business in a customer-centric manner. For network service providers, the application of CEM provides an understanding of the end-user’s experience and delivers a customer-centric view of the entire brand offering.

CEM offers the ability to proactively monitor and manage the lifecycle experience of every customer in real time as he/she comes into contact with various business and operational platforms.
 

Traditional management and monitoring systems focus on network performance from an operational point-of-view, ensuring maximum availability. Although necessary, the measurements provide little help to service providers looking to understand the individual customer experience. A 100% available network doesn’t always translate into 100% customer satisfaction.

The difference between what traditional network management systems see and what the customer actually experiences is called the ‘customer experience gap’. Based on experience, Tektronix Communications estimates that in most networks this gap represents a failure rate of 15-20% of customers both accessing the network and using services on data networks. Of those failure cases (access and service usage) nearly 90% of these errors are typically customer related and not network related issues – hence they are not seen by standard OSS/BSS systems. Unfortunately, service providers expend resources chasing a perceived network issue while the real customer issue remains unresolved.

Tektronix Communications delivers a transformational proposition and offers a catalyst for cultural change. By putting the end customer at the center of business it 's possible to have a 360 degree, real-time desktop view of customer interactions across various organizations (Networks, Customer Care, Sales etc.):

  • Resources can be properly focused on optimizing customer and business value in front of technology efficiency
  • Opportunities to differentiate services from a Sales and Marketing perspective become apparent and can help increase ARPU
  • Management of individual customers allows Customer Care to play an effective role in helping decrease churn and build customer loyalty
  • Segments and profiles your base by customer experience and behaviour, understanding how customer experience affects customer behaviour
  • Opens access to CEM data to a broader range of stakeholders via open access protocols