Next Generation Communications Blog

Customer Care

The Mobile Customer Experience: It's all about the Journey

By: Peter Bernstein, TMCnet Senior Editor

No matter where one looks these days, be it in enterprises or service providers, there can be no disputing that enhancing the customer experience has become a top, if not along with security the top,  C-level concern. 

Indeed, from burnishing the brand to enhancing customer loyalty, having permission to upsell and getting early visibility on new opportunities the customer experience (CX is now the short appellation) has become a cross line-of-business preoccupation and priority.  This has meant business units’ increased attention on listening to, analyzing and reacting upon needs arising from the “voice of the customer” (or certainly knowing more about their service usage behavior), and IT department focus on providing the tools necessary to support these requirements. 

It has also meant that businesses of all sizes and vertical markets are changing their views on what it takes to have a better understanding of the customers. This means using new metrics for success. It also has highlighted the realization that you need to look at life cycle management of customers, i.e., as the headline says it is no longer about the destination in the form of a sale but is about assuring optimization of what has been popularized as “The Customer Journey.”  

Ultimately, what it has also meant is that organizations need not only the tools, skills and strategies to optimize the customer journey but also need to be able do so quickly. The reasons are obvious but worth repeating.  Competitors are becoming more nimble and customers armed with better real-time information themselves have become more fickle. Time is of the essence.   

Illustrative of an area where there is, or certainly should be, a sense of urgency regarding having all of the capabilities to optimize the customer journey is in the global mobile services business. This is a sector rife with competition and susceptible to high churn rates.  The good news is that the information that resides in the network and various lines-of-business (LOBs), when properly mined, analyzed and acted upon can give service providers more satisfied customers and a competitive edge.

The question is, where are the places to go to get the information and tools needed?  The answer can be seen in a recent Alcatel-Lucent webinar, “LTE, It’s Not About the Destination, but the Journey,” which is embedded in its entirety below.


Analytics, Visibility are Key for Service Providers in Addressing the Connected Home

By Paula Bernier, TMC Executive Editor

Churn can be a costly problem for service providers, particularly when it gets up into the high double-digit percentages. And that’s exactly what can happen when customers are less than satisfied with their communications services. In fact, it has been estimated that churn is 89 percent for subscribers who have a poor customer experience.

But there is an answer.

Helping Customers Help Themselves: The Era of Self-Service

By: Jessica Verbruggen, Integrated Marketing Assistant at Alcatel-Lucent Motive

While the Internet and all of the technologies that have stemmed from its creation have served to make our lives easier in many ways, they can also be very confusing and frustrating at times. In these times, people have traditionally turned to call centers to get customer support. In today’s increasingly digitized world though, fewer people are relying on this form of assisted service. Contacting a call center tends to be time consuming and, often times, frustrating. Traditional customer support is not very well-suited to handling the millions of very specific questions that arise during device usage every day. Enter mobile self-service.

There are few areas of our economy today that haven't been touched by the growing self-service industry. Many, it seems, prefer to resolve their issues themselves. People relish the ability to “do it themselves” because it affords them a certain level of control over their devices and services that was previously not attainable.

The New Facet of Customer Experience Management - Field Service 2.0

By: Rhodo Odysseos, Product/Solution Marketing, Alcatel-Lucent, and Jess Verbruggen, Motive Integrated Marketing Assistant, Alcatel-Lucent

Traditionally, communications service providers (CSPs) have treated the field service aspect of their organization as a cost center. Field technicians engaged in maintenance activities were simply a part of the cost of doing business.  More recently, the communications industry in general and the field service arena in particular, has been disrupted by immense changes in the customer profile, service expectations, and behaviors.

Field service is often the only face of the company that a customer will ever see, so it’s not a surprise that CSPs are striving to make a positive impact on customers in this realm. Achieving full potential in field service saves CSPs a lot of time and money. Productivity and efficiency reviews targeted at field service operations, done correctly, can reinforce other areas of the business by increasing customer satisfaction and improving safety and quality. 

How signaling spikes affect networks: 3 real-world examples

By: Josee Loudiadis, Director of Network Intelligence, Alcatel-Lucent

Data and signaling growth are usually good news for network operators, since growth often translates into higher revenues. But when growth is averaged over a month or quarter, the daily highs and lows of network activity are smoothed out. And signaling spikes remain hidden within the averages. These spikes can overwhelm available signaling capacity, which impairs the customer experience, as well as the operator’s reputation.

What happens when a spike occurs? Typically, a CPU Overload alarm appears on various mobile nodes. And the Network Operations Center (NOC) immediately starts praying that the burst is short-lived and doesn’t go over maximum peak-rate capacity. Because when that happens, all consumers are denied service access. Then, the process of identifying the source of the problem begins. This can be arduous, because it often involves applications completely out of NOC control. And the issue can’t be resolved easily without solid network analytics that enables engagement with application and device developers.

That’s the reason signaling information is a crucial part of the Alcatel-Lucent Mobile Apps Rankings report and why LTE World 2014 devotes an entire pre-conference day to the topic. It’s also why this blog offers a closer look at how some real-world disruptive signaling spikes got started — and were finally resolved.

The Six Degrees of Mobile Data Plan Innovation: It's Not All About Data- Mobile Voice and Messaging Share Plans Offer Plenty of Appeal

Alcatel-Lucent’s Rich Crowe continues the Six Degrees of Mobile Data Plan Innovation blog series by examining the degree to which consumers are interested in share plans that include unlimited voice and messaging but don’t include data.

The last Six Degrees blog explored consumer attitudes toward two different mobile share plan options: sharing data only and sharing voice, messaging and data. This blog will explore attitudes toward a 3rd option: sharing unlimited voice and messaging — but not data — across multiple devices or subscribers.

Build a Brand Experience that Engages Young Consumers

By Daisy Su, Senior Strategic Marketing Manager, Corporate Marketing, Alcatel-Lucent (@daisysu)

I’ve received a lot of questions from mobile operators, who are asking about mobile data growth and how it’s related to the youth market — meaning consumers from the age of 18 to 25 or sometimes 18 to 22. The mobile operators’ own research shows that the youth segment is valuable — and influences adult segments. The Business Case for Youth section of the Mobile Youth Report also says: “The youth market is worth $1 trillion dollars. Youth drive high-end smartphone markets. Youth have the highest lifetime value of all customers.” As a result, mobile operators around the world are taking notice of young consumers, and some are investing in a new youth brand to attract that segment. 

Shared Data Plans Mean New Charging Challenges

By Mae Kowalke, TMCnet Contributor

The move to LTE networks, increasing data usage, and the proliferation of multiple devices per user has ushered in the concept of shared data plans.

Shared data plans offer benefits both to consumers and operators. For carriers, shared data plans mean the ability to have a single pool of data minutes that they can use across their multiple devices. For carriers, shared data plans mean increased customer loyalty and additional revenue opportunities.

However, shared data plans also mean challenges for carrier charging systems.

Alcatel-Lucent Motive Customer Experience Solutions Win Two Industry Awards

By Peter Bernstein, TMCnet Senior Editor

For those who follow the mobile industry closely, you know that mobile service providers (MSPs) are constantly on the watch for tools that will enable them to gain a competitive edge.  You are also aware from TMCnet’s coverage of the space mobile device management (MDM) is increasingly be viewed as an invaluable tool for MSPs to get better visibility into what is going on end-to-end with their customers enabling them to provide an enhanced, simpler and more customized customer experience as well as facilitate the roll out of LTE services. 

One such capability that increasingly is gaining traction with MSPs around the world is Alcatel-Lucent’s Motive portfolio of Customer Experience Solutions. And, the efforts of the Motive team have not gone unnoticed.  In fact, Alcatel-Lucent was recently honored with two industry awards in recognition of the work being done to help service providers forge stronger and more valuable customer relationships:

Carriers Can Benefit from Shared Mobile Data Plans

By Mae Kowalke, TMCnet Contributor

Shared minutes have been a wild success for mobile operators, and the family plans have become the norm. But now consumers want shared data plans, too, since according to Alcatel-Lucent one in every four mobile users will have more than one device by 2016. Currently 60 percent of consumers want shared data plans, and that number is likely to grow.

Shared data plans are a boon for operators, so this trend should be embraced.

Users on shared plans typically opt for larger data buckets, for one. More than a quarter of subscribers for one leading carrier choose a data allowance of 10 GB per month or larger, according to a recent TechZine posting by Daisy Su Senior Strategic Marketing Manager, Corporate Marketing, Alcatel-Lucent, The Case for Shared Data Plans.

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