User Sensitive Networks are the future of Customer Experience in Telecom & IT

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.

Network issues – an experience with consequences

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.

Subjective Quality – Looking at business from the source of cash flow

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?

Generating Value With The ‘Value Generator’

Value, in the eye of the users (and no matter how we might define it), is a hybrid of technical (‘objective’) and subjective qualities. A ‘service’ with a solid technical basis – designed by savvy engineers – always shows its value in its usage context.
You may think about value in two ways: either trusting the technical quality, confident that it works when it is needed, or as the user, judging it from the point of view of how it works for you in a certain situation. But in the end it needs to work in both ways.
However, efficiency lies in the balance between value (pricing potential) and effort. Providers only control the effort. And value is solely subjective. Therefore one cannot separate the technical quality from the subjective values associated with it.
Unlike physical products that are prese

How do customers experience network quality? The blind side of mobile telecommunication providers

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?