Please make sure any responses not related to this specific topic use a different Topic Identity.

TOPIC No: [Ch301]

TOPIC Title: Key Factor Analysis/Needs and Customer Experience

TOPIC closing date: COB US East Coast Initial 20^th June final 30th June 2008
Needed for f2f discussion at TAW Washington

Moderator: Dave Milham

Discussion:

The e2e SQM Charter propose a Key Factor Analysis to drive the scope and priorities for developing e2e SQM Program.

The starting point is to establish the Customer needs that contribute to their positive customer experience.

Two aspects need to be established:

1. What is the definition of Customer Experience?
2. What factors contribute positively to it and what contribute negatively to Customer Experience

The draft Key Factor Analysis and CE needs proposal is located at:

http://www.tmforum.org/cws/helper_controls/download.aspx?ID=15967&team_ID=246

I need written comments on this discussion topic can be posted on the Collaboration Centre (preferred) or my email to sqm@lists.tmforum.org  

Comments received will be reviewed by the team at the TM Forum Technical Action Week on24/25/26^th June 2008.

---

Dave Milham
Customer Experience e2e Service Quality Management

Great Initiative Dave,

We have carried out some work with mobile operators regarding customer experience modeling and have developed a customer experience value chain (10 segment) starting with Branding and ending with Termination. This allowed us to have a common visualization of the chain and define where customer contact points were occuring. This value chain has been mapped to eTOM (level 1 and level 2) to show how eTOM precess elements interact with that value chain. We used this to develop an interaction map to show how each of the internal departments affected the value chain segments and then used this to define where we then needed SLA's. eTOM was used as the assurance framwork to validate required touch points and how they should be measured and managed.

The aim was to show how supporting departments and their processes, mainly marketing and Network, had an influence on the customer experience. Even though they were not involved in the frontfacing process, which was mainly customer care.

Regards
John

John,

Intersting feedback

Would it be possible to get a slightly longer desription that we could use as a Case Study/example. I'm thinking about a half page and I iam particularly interested to get some other insights on what factors influence customer experience.

In the Project Charter  ( separate thread) we are proposing to use the Key Factors affecting Customer Experience ('needs') to derive the 'whats' that need to be addressed by the Program and then the the detialed 'hows' This thinking is based on an idea from Ford called Quality Factor Determinants that constructs a complete traceablity matrix from the Customer Experience Perception right the way back to the technical factors in the service and service delivery sytems and process that influence the experience. 

The Key Factor matrix is useful because the importance of these relationships from the needs-> Whats -> Hows changes over time.

 

---

Dave Milham
Customer Experience e2e Service Quality Management

My attention was drawn by Antonio Cuedra Sanchez of Telefonica to an interesting slide deck on Customer Experience at Euro NGI last year.

It is viewable at

http://50ajatelmaa.ajatukset.fi/files/50ajatelmaa.ajatukset.fi/tiedostot/kilkki_santander_v1.0.ppt

It highlights the nature of Customer Experience and has some useful ideas on modeling customers, individuals, groups and users. It also has some interesting ideas on the financial value of moving  specific 'whats' and 'hows' of the customer experience. 

The sldies deck also references some other related papers by the author and others.

These idea and the contribution I made could be a good introduction to the  Technical report outlined in the Charter - Thread [Ch000].

---

Dave Milham
Customer Experience e2e Service Quality Management

I have received soem commnets from Micheal Lawrey of Telstra on this  proposal.

 The comments  can be found at

http://www.tmforum.org/cws/helper_controls/download.aspx?ID=16043&team_ID=246

They will be reviewed a th TAW in Washington.

---

Dave Milham
Customer Experience e2e Service Quality Management

I notice from the Benchmarking_business_metrics_framework_rel_3 document CE metrics, we are interested in what metrics make a service 'Fit for Use', e.g. availability and timeliness, and then what makes it 'Fit for Purpose', e.g. useability. The benchmark framework is less clear about timeliness measurement or useability.  Thoughts?

br

Martin Huddleston

Timeliness

I thing that processes such ad Lead to Cash and Trouble to Resolve and the absolute cycle times that they achieve will give one measure. However there are some more subtle matterrs especially before a product is bought such as information about  the produce and  the postioning of its benfefits. That is whay I think we recognised that to be effective a Quality of Customer Experience program need to be more than solely technical measurements of the end to end network performance . The paper I cited previously by Kalevi Kilkki bring out the sets of concepts that need to be adressed by Cusotemr experience and the relationship amongst them

Useablity

It is clear that useablity is critical to the custoerm experience and often this is bound up with the technical implementation. For example increased ATT Wireless Data revenue are attributed to ueablity of those serivces on the iPhone. Kilkki has some other papers which talk about utility of communication which also pick up the importance of useablity and provides a econcomic model of the benefits - the only paper I have seen that does that

www.jucs.org/jucs_14_5/quality_of_experience_in/jucs_14_05_0615_0624_kilkki.pdf

My opinion is that providing pragamatic and heuristic linkage between the technical world and  the intangibles of CE can only be achieved by linking in CRM information into business intelligence applications that draw together information from networks applicaitons, devices and the CRM information about customers, users and their relationships.

Still I'd be intersted in other opinion or suggested approaches.

Apologies for slow response my RSS feed seemed to have stopped working.

 

Dave M

---

Dave Milham
Customer Experience e2e Service Quality Management