Maximizing Quality of Experience
by Vincenzo Basile, Daniele Spera
A Company-Wide Customer Experience Management Approach

As mobile operators migrate towards full service operation, competitive pressure is increasing and market revenues are continuing a declining trend. Operators that build high-performing networks, meet user needs, and offer more innovative services will survive the competition. Implementing customer experience management (CEM) is imperative in order to provide superior telecom services and to manage churn. An “open door” organizational approach is a critical requirement to achieve excellence in Customer Experience. Sharing information effectively throughout the whole customer lifecycle interaction path, from touch-points to back office, is fundamental to determine how service delivery will affect customer experience and vice versa. This viewpoint illustrates the key levers necessary to implement an effective Customer Experience Management System with specific focus on Technical Department and Customer Care.