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‘Customer-centric’ — what does that really mean?

‘Customer-centric’ — what does that really mean?

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‘Customer-centric’ — what does that really mean?

Everyone these days is claiming that they are customer-centric. It’s a buzzword, a box to tick. But we should think more carefully about what it really means. It should certainly represent far more than just offering the customer a simplistic survey that asks how satisfied they are.

Everyone these days is claiming that they are customer-centric. It’s a buzzword, a box to tick. But we should think more carefully about what it really means. It should certainly represent far more than just offering the customer a simplistic survey that asks how satisfied they are.

True customer-centricity is the ‘Holy Grail’ of any service provider. It means literally putting the customer’s needs at the heart of your operation, and tailoring your service to meet those needs.

Now even radio engineers want to get a piece of the action. Normally antenna parameters and link budgets are top of their list of priorities, so it would be interesting to know what could have sparked their interest in CX. High churn rates, perhaps?

But this is where things become confusing. Simple logic implies that to be able to improve customer experience, you first need to analyze customer experience. And by a logical extension of this, to analyze customer experience, you really need to make ensure that experience data flows in every pipe in your system. And for that to happen, you need to make sure you actually feed your system with customer experience data. It’s a cyclical process: collect the data; make it flow; analyze it; improve it; collect the data again and verify the improvement. Or as an RF engineer would understand it, a feedback loop.

Customer centricity is not an abstract concept, or an added extra, like saying ‘Have a nice day!’ or giving a free offer to a customer you’ve otherwise ignored. This is why I am baffled by the claims of some engineers that their systems produce ‘CX improvements’ when the only data they actually analyzing are cell and radio parameters. I see systems calling themselves customer-centric, but where the ‘feedback loop’ is an open one. They make the changes based on RF planning theory, then see whether the theoretical customer experience has improved.

CellMining’s CX-driven solution is different. By correlating data from the network against real KPIs focused on every aspect of the subscriber experience—voice and data quality, device incompatibility, inbound roamers, geo-spot analysis, and business accounts— and assessing this against the different levels of subscriber service level agreements, this enables issues to be flagged and prioritized for network optimization and proactive customer care. Now that’s what I would call ‘customer-centric’!

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