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The visited operator, on the other hand, wants to know the performance of roaming customers on its network because roaming revenue is a strong component of its income portfolio. The visited service provider needs to identify service issues so that its partner networks receive positive subscriber feedback. The visited operator also needs to meet service expectations of all roaming subscribers to retain them on their network. The operator can negotiate pricing on partner networks, but must demonstrate the availability, quality and efficiency of voice and data services for its visiting subscribers.
To monitor the mobile roaming experience, the visited operator tracks efficiency of all network services per roaming network subscriber. The visited operator can also deploy a system to trigger short message service (SMS) alerts to anyone roaming onto its network to let roaming customers know about available services as a result of their connection. The visited operator can then prevent its partner operator from choosing competitors because of its performance analytics.
Mobile Customer Service Preference Analysis
The mobile user device has become a part of the cultural experience. A growing percentage of customers rely on access to certain data applications and websites to address day-to-day business issues and to satisfy a long list of personal needs. Customers therefore expect an always-on service, and disruptions for more than a few seconds a day, if they occur repeatedly, could provoke a customer to move to another service provider.
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Customer expectations are often much higher than the actual roaming experience received. |
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Service providers often segment subscriber profiles to better understand usage patterns and provide marketing departments with intelligence to better serve customers. For example, an operator is interested in developing aggregate statistical subscriber profiles based on data or services usage, Web browsing usage, most frequently used network locations, billing profiles (prepaid and postpaid) and corporate customers. By analyzing groups along these lines, operators can improve the customer experience and quality of service by adapting the network to the various usage profiles of subscribers on the network.
If the service provider can better understand, through direct measures, how mobile devices are integrated into customer lifestyles, it can take advantage of building more significant subscriber relationships. These may include:
- Offering advertising-sponsored services for a specific customer profile
- Supplying transportation-oriented services to a customer demographic group
- Providing location-specific informational services to both business customers and consumers within a geographical segment.
An operator captures a wide range of information to define subscriber group populations. For example, people accessing the Web at the same train stop each day between 8 and 10 a.m. may exhibit similar subscriber usage behavior. Service providers’ marketing and service development teams could use this type of information to push SMS advertising to these customers for a typical usage pattern at that location within that time of day. In addition, operators can offer services that may be related to general user interests coinciding with other location or time-of-day patterns.
Conclusion
Customer Service Assurance can be called the most critical part of any Customer Experience Management strategy for the converging communications marketplace. CSA gives service providers a new ability to measure the effectiveness of the services that customers purchase and an understanding of how they work each time a customer accesses them, validating if customers receive the services at the levels they expect.
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