With the advent of customer lifestyle services, significant emphasis has been placed recently on the real-time aspects of rating/charging and also on provisioning/activationâ€”two parts of the three-legged stool defining todayâ€™s end-to-end customer management strategy. However, less emphasis has been given to the third legâ€”gaining insight about the total customer experience and in understanding the level of quality with which services are consumed.
Todayâ€™s complex services donâ€™t always work as promised due to a long list of possibilities; within the network, with other suppliers and even with the end-customerâ€™s user device (wireless handset, set-top box, or broadband connection). Customers generally donâ€™t care why they experience problems and are certainly irritated if restoring their service takes very long. If a customer (consumer and/or business customer) endures repeated â€œnegative service experiencesâ€, they will naturally churn to other operators they perceive as delivering a better and more reliable deal.