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Prominent operators are already emphasizing on customer service performance and quality. They meticulously monitor and address the possible deterioration in customer experience (such as dropped calls and low video or audio quality) by leveraging Quality of Experience (QoE) features in the network, Operational and Business Support Systems (OSS/BSS), and devices.
However, most operators need to put in extra efforts to express they care about customers’ perceptions. One instance would be a system to inevitably compensate customers for poor experiences before they complain, turning potential dissatisfaction into a delight. Operators could also innovate their business model to sell a customer-specific QoE instead of data volume and bandwidth.
Customers expect to adjust the services they purchase in a flexible and personalized manner. Enabling customers to align their product or service should come without standard tariffs or increased out-of-bundle costs. By linking unit prices per service for all (not just new) customers, operators could minimize customers’ reconnections, saving on Subscriber Acquisition Cost (SAC). To limit the Average base Revenue Per Unit (ARPU) dilution in this situation, operators require an upsell strategy as a countervailing measure. An example would be to modify all sliders for present customers to keep them on the same ARPU, then let them pick “pay less” or “get more.”
Customers who think they have been mistreated are prone to quitting. Taking care of such “hygiene” factors reduces customer churn. Things like making equal offers for existing and new customers, eradicating small print, and sticking by the service promises are a given. Advanced experiences might include cash-back warranties or a one-click “try before you buy” offers.
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