Service Quality Management (SQM) is the latest in the long list of buzz words floating around the Telecommunication industry as it struggles with competitive pressures and attempts to capture the elusive customer experience. SQM, as a practice, is in its nascent stages as the technology is emerging and practical implementations are months, if not years, away. However, SQM is a natural extension of existing performance management techniques that capture quantitative aspects of the users experience leveraging live and/or synthetic data. Clearly, one of challenges with this approach is that it does not capture the qualitative nature of the user’s experience which is typically the best indicator of customer satisfaction. The qualitative observation of the customers experience is certainly difficult to directly capture. In fact, even customer surveys after that fact are often unable to capture the desired information. An approach gaining momentum is observation. This involves observing the users behavior to imply the quality of the experience. SQM looks to unify these disparate approaches through the use of correlation to derive a more comprehensive view of the user’s experience.