Redefining Customer Experience in the Mobile Industry

Last year, we were approached by a international tech giant with a very intriguing question: “Customers keep complaining while the network KPI’s are all green. It’s the operator’s dilemma: How do I marry the network KPI’s with customers’ subjective KPI’s?” The question sparked a project that aimed to discover the human-centric components of our client’s customer experience management.

During the project, we have experienced the remarkable difference a human-centric approach can make in understanding human experience. We noticed that the industry was handling customer experience management (CEM) in an entirely utilitarian way. They looked at only digital touch-points and how customers interact with them according to the pre-defined KPI’s. However, there was almost no regard to the real experiences people are having.

Our approach to the project was based on understanding a number of user stories of digital life, and then identifying customer experience parameters according to how they behave in various situations. We collaboratively discovered that experience can be expressed in many different forms and channels which were not previously investigated.

The moment of truth for everyone was when it was discovered that non-digital activites affect customer experience more strongly than digital activities. We realized that these activities were very critical as they often occur in touch-points that dramatically shape the experience.


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Also, earlier stages of the customer lifecycles were not addressed by the current KPI’s. This is important because these are the points where customers were introduced to the service which affects the rest of the journey.


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In the end of the study, our client had a new understanding of customer experience. They figured that only pre-defined KPI’s were not enough to capture customer experience but there was a need for a new set of tools to understand customer experience.

(This is a GEDS project.)

Image Credit: Gettyimages


A Golden Age of Design

An article named “A Golden Age of Design” was published on New York Times. In the article Rob Walker outlined an interesting account of design today and why it matters:

“As the aughts advanced, it occurred to people that if design could make products work better, it might also be able to make the world work better. Design was heralded as a creator of social change: Magazines like Good spread the word about its impact on humanity and politics; the Cooper Hewitt museum staged a show in 2007 called ‘Design for the Other 90%,’ and a popular T-shirt from the period read: ‘Design Will Save the World.’ Finally, a fourth moment: The advent of social media made clear that the masses not only responded to design; they cared about it enough to speak up. A new Gap logo was attacked by online mobs, and Tropicana scrapped a redesign of its orange-juice packaging after a public rebuke.

These days, engineering-centric Silicon Valley sees design as something that no longer just adds value, but actually creates it. Last year, Nest Labs, maker of the sleekly styled smart thermostat, was purchased by Google for $3.2 billion. This was not just a staggering amount of money for a company that specializes in household objects; it was Google’s second most expensive acquisition ever. The industrial designer Yves Béhar, who is behind the elegant Jawbone Up fitness tracker, sometimes takes equity stakes in start-ups he works with rather than payment. Instead of thinking of himself as an outside consultant, Béhar invests in companies that invest in design, banking on their future growth.”

Read the rest of the Article on New York Times, here.

(Poster by François Caspar, image credit: New York Times)