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5 reasons KQIs are a better CX metric than KPIs

5 reasons KQIs are a better CX metric than KPIs

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5 reasons KQIs are a better CX metric than KPIs

Subscriber network experience is a customer-centric parameter. It sounds obvious doesn’t it? So in a world where customer experience is becoming ever more important, why are KPIs – Key Performance Indicators – the standard metrics used for benchmarking subscriber experience on the network, when they are purely network-centric?

Subscriber network experience is a customer-centric parameter. It sounds obvious doesn’t it? So in a world where customer experience is becoming ever more important, why are KPIs – Key Performance Indicators – the standard metrics used for benchmarking subscriber experience on the network, when they are purely network-centric?

Typically, KPIs include parameters such as average and maximum cell throughput, and cell availability. While poor performance against KPIs can be a pointer towards poor subscriber experience, there is not always a direct correlation, and many other factors can be involved.  Here’s why you should also start using Key Quality Indicators (KQIs):

  1. KQIs such as session drops and low-quality calls are customer-centric parameters, which have a proven relationship with customer satisfaction.
  2. KQIs have a real relationship with how your customers are actually using the network, like whether voice calls or data sessions are giving them problems, which device models are more likely to give a poor experience, and whether calls are hanging onto 3G networks when they could be handed over to 4G.
  3. KQIs can give real-time insights into whether a travel route will give adequate connectivity for a Connected Car, or whether an alternative route would be preferable. A combination of AI and pattern recognition allows a scientific model to be created for each road segment that is both driven by and filtered according to the relevant KQIs.
  4. The number and diversity of ‘Things’ connected by the IoT is growing exponentially, and KQIs can provide a much more meaningful benchmark than KPIs for assessing whether the network is giving each object the right quality of connectivity. With the advent of 5G, the needs of different types of users – many of them Things rather than people – will all be served simultaneously by use of network slicing, and benchmarking against KPIs will become more complicated and even less relevant to the myriad of use cases that are expected to emerge.
  5. KQIs can be used as the primary parameters to predict loyalty and churn, by applying cognitive AI correlation technologies to the resulting datasets.

The use of KPIs dates back to when network optimization was an open-ended process, and there was no way of directly assessing how network improvements were impacting user experience. In today’s customer-focused world, it’s definitely time to complement them with KQIs.

Learn more about how benchmarking against KQIs can be used to maximize subscriber experience.

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