Creanord EchoNEWS: June 2011
Welcome to the June issue of Creanord EchoNEWS.
Creanord EchoNEWS aims to keep you informed of the
latest developments at Creanord and in the fields
of SLA assurance, automated Ethernet service
delivery and OAM (Operations, Administration and
Maintenance).
The competitive environment of service providers
is getting increasingly challenging with margins
being squeezed and market saturation making it
ever tougher to sustain revenue growth. One key
factor affecting service providers bottom lines is
the churn rate, i.e. customers leaving for another
provider. This issue of EchoNews looks at Ethernet
Customer Experience Management to help reduce
Churn rates and improve your bottom line.
Ethernet Customer Experience
Management an d Churn
The goal of Customer Experience Management (CEM)
is to increase customer loyalty and ultimately
turn customers into active advocates of the
service. Improved Customer Experience Management
impacts revenue significantly over time as it
helps to bring down churn rates. The price of new
customer acquisitions is significant and a drop in
churn rates of only a few percentage points can
bring notable improvements in the bottom line.
Every service provider knows how difficult it is
to replace churned customers by a new acquired
customers. Churn data has even become a key
measure to determine service provider performance.
Customers have little patience for providers who
fail to meet expectations. Often however, the
network is blamed for problems that actually
originate elsewhere. The context where
telecommunications services are used may be
complex with the customer's own equipment,
applications and internal network services all
required to function properly. The
end-customer hardware or service configurations or
even software problems may affect the availability
of applications. Yet if the customer does not know
where a problem lies, they often blame the service
provider for a poor connection considering them
'guilty till proven innocent'.
Telecommunications services cannot be seen or
touched by the customers and few of them have
means of measuring quality. Bringing visibility
into the service by providing interactive
reporting with visualized data and analytics adds
a means of making the service more tangible. This
allows differentiating the service as well as
significantly improving the Customer Experience. A
report of the quality at various periods in time
is also more convincing and exhaustive proof of
quality than a statement asserting that
'everything looks fine on the service provider
side' - which might be the answer the help desk
would provide if a customer wants to check whether
there have been any problems.
Reducing Churn with Creanord
EchoVault
The key parts of Customer Experience Management
with Creanord EchoVault are providing proven
quality and improving loyalty through improved
visibility and interactive reporting. A portal
view for customers reduces the number of
unnecessary calls to the service providers help
desk, reducing wasted time for both parties and
operating expenses. Further, a good word-of-mouth
helps acquiring new customers. The proven quality
of the network as shown in reports allows the
sales force to use the network quality as a sales
argument and the portal ensures that customers can
verify the provided quality after purchase,
improving customer satisfaction.
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