Customer Experience may seem at first sight like an abstract concept. However studies captured in the draft program deliverables (Deliverable 1.2Part 1) have shown that Customer Experience can be defined, related to the experiences of users, depends on group memberships of both users and customers, and can be heuristically related to Technical Performance measures on Resources.
Critical to addressing Customer Experience improvements are information from Customer Relationship Management (CRM) applications that allow technical performance measurements to be enriched to predict customer experience trends and service level agreement impacts.
Fig 1 Relationships Customer needs and Provider’s what’s and how’s
Customer Experience is the result of the sum of observations, perceptions, thoughts, feeling arising from interactions and relationships (direct and indirect) over an interval of time between themselves and a provider. The judgment of customer experience is the extent to which their needs are satisfied.
In the figure above four categories of customer needs are identified:
• Product/Service needs,
• Service Wrap needs,
• pre-service needs;
• and Experience and Behavior needs/expectations of the provider.
These needs are satisfied by the provider’s:
• Marketing sales and corporate image activities;
• Products and services offered;
• Process. systems and people.
These are described as the Provider “what’s”, or features.
How the provider meets the “what’s” is based mainly on Resources such as Networks, Applications and Devices.
Historically technical performance measures are mostly focused on Resources.
The challenge is to relate the technical performance measures to the Services and to relate these to Service Level agreements that are the primary basis of agreement between the customer and the provider.
Project/Team Name: Managing Quality of Customer Experience Catalyst
Project Leader name & email address: Dave Milham dmilham@tmforum.org (temp)
TM Forum Staff Support Name & email Address: Andy Chalmers achalmers@tmforum.org
Project Member Companies: Amdocs, CA, Comarch, DataSynapse Inc. Huawei, team Quest, TTI Telecom
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