In the telecommunications market, value is created along the customer journey. 价值必须从客户的角度来定义, because essentially it is the customers who are the source of the flow of finance in the industry.
说到创造价值, operators face limitations in terms of their ability to differentiate themselves. 主观, value is created as subscribers use their smart phones in different contexts and situations and for various purposes. Value is generated by the network and its services while interacting with users. In these interactions, it is the network side that creates value and the user side that judges it.
WCX衡量网络中所有创造价值的项目, combining the subjective data of the user side with the objective (technical) data in the stream of interactions. 在这种流, we derive subjective and objective quality data that cast a differentiated light on value. 我们还将目标值创建为i.e. 超出实际水平的潜在价值. We use strategic references to model the optimal value and to provide signals which can be used to adapt services in way which can optimize the individual value.
介绍QuEST WCX Img
QuEST WCX是一种方法 主观质量测量 对于电信. 它是基于真实的 真实客户反馈 (与QoE中客户的假设体验相反. 然而，它也可以集成QoE).
It takes advantage of several kinds of insights into user perceptions that have been taken from the practice of machine learning:
- The resolution of perceptions on the user side is very limited (much more limited than technical 参数 这是 measured)
- There are general patterns of perception that can be taken as a standard, as they explain >80% of customer behavior (loyalty/churn)
a) 关键参数识别 (在网络感知中)驱动客户行为
⇒ 这是在客户体验访谈的帮助下完成的, 与运营商以NPS或类似形式运行的设备兼容. It is refreshed once a month to track how competitions and technology change user behavior.
b) 跟踪 的论文 参数 沿着时间轴
c) 识别目标(技术)数据 这是 用户感知的技术原因
⇒ This is done by integrating OSS data or any other technical data available in the existing systems.
Each level (a, b, and c) can run with internal staff and internal data sources. 他们可以外包给第三方. During the first 12 months, WCX serves as a driving force and enabler.
Managed Services of quality 跟踪 and reporting to provide these deliverables:
- 行为分析模式 & 段)
- The main drivers of perception – customers are classified according to patterns of perception
- Loyalty and churn – the main drivers of churn and customer stickiness
WCX作为标准 provides insight into the whole mobile (3G/4G/+) population and benchmarks carriers. 在实践中，它是根据战略目标群体进行调整的. 测量可以限制在一个整体的样本, 并扩大到多个区域和社会部门. It will always produce and track the few 参数 that drive real customer perception and behavior (churn).
它的目的是 make subjective quality (and customer behavior) the reference for network performance 并专注于商业成功.
It can run with existing data as part of the existing customer analytics. 然而, it has the capacity to reduce the complexity of data 跟踪 and data analysis, 以及主观和客观方面的操作.
Most users have neither the means nor the interest in measuring network quality. 然而 they perceive network quality as they use it to interact with others.
用户生活在一个不间断的流中, where networks are organized to optimize local connections and the handover. 客户和他们的提供者似乎生活在两个不同的世界. But it is just the same world and network viewed from two different angles.
所以我们有“红绿”问题, 例如, the technical network values are all green but customers see them as red.
Network quality from the user perspective is an impression made up of experiences in interaction. In former times the perception focused on call quality, then later browsing quality was predominant. 对于网络质量的印象, 现在它主要是关于社交网络活动的流动.
Perceived network quality is always an aggregation of effects 这是 felt by customers. 他们可能是不同的人格, 一天中的时间, 和活动类型, 但它们最终是可以衡量的.
从我们的应用程序允许的WCX开始 主动和被动的用户沟通 (寻求反馈或接受反馈). 许多运营商在客户群中都有自己的应用. The WCX app adapts to pre-defined procedures (push service ability required).
The WCX app collects minor amounts of information 这是 insignificant in terms of cost.
The app runs on smart phones and communicates with a cloud database in two possible ways.
活动: the network sends a signal in case of a critical event (‘video uploaded to 脸谱网’) which triggers a ‘flash feedback request’. 同时对相关技术参数进行了记录
被动: 用户发出问题信号. 同时, the technical data is being recorded and reveals the technical background of the problem.
The technical data is transferred to the same cloud database where they are merged and analyzed.
The analytical results are constantly updated and can be accessed by authorized staff/departments of operator. 除了网络管理, 典型的用户是市场营销, 客户服务和, 在个性化服务的背景下, 服务编制.
- 运营商的成功取决于客户的忠诚度. 忠诚度是由感知质量驱动的.
- 运营商得到的是硬数据，软数据是客户行为模式. 它可以与技术分析相结合.
- 根据客户视图, the relevant set of data is small and easy to handle in day-to-day operations.
- 对于每个相关参数, 经济数据显示了合同价值的变动幅度.
- Operator gets data about critical incidents on the customer journey to create efficient improvement initiatives (where business or strategic values are at stake).
WCX provides a subjective quality reference across networks of all suppliers and all kinds of customer groups and across the 20 major countries in the world.
采用此参考是为了确保质量数据中可能存在偏差. This policy is supposed to distinguish between a local and a global optimum. 偏见来源的例子:
- 仅在单一网络环境下采取措施. 有些结果不能一概而论
- Our feedback base suffers from a kind of structural bias that distorts results (e.g. 网络中低级设备的百分比很高)
The reference measure is especially important when it comes to estimate the economic value of an action, 一个功能, 或任何改善措施.
在这里你会找到一些为什么客户流失的答案, 用户需要什么，他们如何做决定. The data that we have gathered from representative samples in 6 countries across the Americas, 严格从用户角度提供见解. 在这些摘要中，我们看看这些问题的背景, even if we are restricted to a small amount of information in this document.