At its recent user group meeting, Comptel conducted a survey to identify issues around quality of service and quality of experience. Broadly, this survey matched the findings of research commissioned earlier in the year, in which research house Vanson Bourne identified quality of experience as a key factor in winning the allegiance of customers. The survey, which involved 2000 respondents across two continents (Europe and North America) identified that 74% of respondents would be prepared to pay for a higher quality of experience and better download speeds.
At the user group, 55% of service provider attendees agreed and admitted that speed was key to customer retention. Many, however, admitted to not using their networks to best advantage.
In line with other research, Vanson Bourne found that 61% wanted bespoke services from their service provider and, critically, from a BSS point of view, four out of five wanted simplicity in their pricing plans.
At the user group, attendees agreed that it is difficult to decide what will satisfy each customer – accurate billing, flexible pricing, diverse services or quality content.
The conclusion is clear though. Customers want simplicity, quality and bespoke services – and are prepared to pay for at least some of this. Service providers want the same thing, driven by the knowledge that providing it will retain customers.
Customers also want to be treated as customers, not devices. Much discussed at the moment, as broadband access becomes the norm from any device, four out of five of Comptel’s respondents wanted one pricing plan for all their broadband needs.
Better use of networks (particularly as bandwidth is consumed as fast as it is provided) is critical. Implementing real time, policy management systems and processes that link network usage to customer data to begin a cycle of improvement will move telcos toward that goal of bespoke service. It will, however, take time and require investment.
As Karl Whitelock, director, OSS/BSS business strategy at Stratecast, says “Understanding the customer experience is essential for operators’ long-term business success.”
The key to winning that one is use of the data that telcos already have.