Abstract:

The presentation outlines how customer experience programmes for telecom operators can be enhanced with the integration of passive data, capturing actual consumer behaviours in this case collected from smartphone devices, which can then in turn be mapped to survey data which capture customer perceptions of their experience. The combination provides an opportunity to innovate customer satisfaction programmes with tangible measures to prioritize actions that are most likely to enhance customer experience. The paper presents examples of how NPS measures can be enhanced via behavioural profiling of promoters and detractors, and how location based metrics can be leveraged to prioritise action. The challenges of deploying a mobile app based approach are also covered.