Measuring SUQ (Subjective User Quality) builds the foundation for a significant reduction in OPEX. Where traditional quality measures strive for an optimal technical performance, SUQ aims to optimize perceived performance. Technical perfection has always been a long- term objective. The expectation behind this is that user experience is higher when smooth processes avoid all kinds of friction and bottlenecks. However, since technical perfection is becoming more and more of a reality, the respective effect on customer experience is not showing up. After significant investment into quality, network managers can lack the right insights, comparing their QoE and RUM indicators to what the users report.
There is no such thing as a network without issues. But how much impact do those issues actually have on subscriber loyalty?
First of all we need to define what an issue is. Is it something the network monitoring classifies as a network failure in the system? Is it critical when the small light next to the technical KPI dashboard changes from green to red? Perhaps, but this is usually not how the end-user sees the network. There are many different dimensions that shape their perceptions such as device compatibility with the contract, or the user’s ability to master all the device’s features etc. For the user, the device is his window onto the network.
Mobile phone subscribers feel connected in an almost unbroken flow and, on the other hand, network managers optimize connectivity and handover. It is still the same world, the same network, just two views from two angles, except that the customers’ subjective perceptions of value influence the flow of revenues at their very source, deciding the fate of all competitors on the market.
There are two challenges for providers in this respect. Firstly, which data will best help them to understand what users really value? And secondly, if they achieve the right understanding, can their networks support “flow of value” as it is perceived by customers?