Taking CEM to New

Levels
Amanda Lopes
 Contents
 CEM Trends
• Emphasis on Value
• Wider and Deeper for Experience Orchestration

 Associated CEM Use Cases

• Award Winning First 30-Day Journey
• Persona-based Experience Assurance
• Quality Brand – Experience Focused Optimization

 Summary

2
 User Journey – Providing a More
Complete Customer Experience View

Touch point: interaction between users and CSP Journey is 30-40% more accurate than touch point in
Journey: a series of interaction for a purpose calculating customer satisfaction and churn.

TMF document GB962 states "good user experience is not just

dependent on the quality of service that the service provider
delivers but on the total experience which has much wider
implications."
Source: Customer Journey Analytics and Big Data, McKinsey

3
Top-Down Approach
You Get What You Measure!
Tradition approach

Network centric Service centric User centric

KPI KQI CEI

The tradition approach is generated on bottom-up view and aims at user experience
improvement.

KQI – Key quality indicator

KPI – Key performance indicator
CEI - Customer Experience Index

4
Top-Down Approach
You Get What You Measure!
Innovation approach

Network centric Service centric User centric

KPI KQI CEI

The innovation approach is generated on top-down view and precisely aims at user
experience. This approach enables the specific operator to identify users with poor experience.

KQI – Key quality indicator

KPI – Key performance indicator
CEI - Customer Experience Index

5
ALL Customer Experience Value…

Is Produced Here……

6
 User Experience Analysis Framework
PSPU Per service
Per user
Objective CE modeling QoE Score CEI per
KQI (factor analysis) journey

SEQ platform

Objective KQI of
surveyed users
Unsatisfied
CE
M2 M2 server
M2 Agent
modeling
(event
platform Subjective score analysis)
of surveyed users

M2 Agent is optional. The survey feedback can also be collected in other ways, such as
manual survey.
7
Huawei SmartCare® CEI Dashboard

8
Going Wider: HUAWEI SmartCare® CETC
(Customer Experience Transformation Centre)

Inspiring the Co-creation of

9
Telco Customer Experience
Going Deeper: Using CEM to Integrate
Fragmented Services

CEM
 Network performance is
+ fundamental to customer
Network Planning
& Optimization
experience.
 The network planning &
CE
Customer Customer optimization services market is
Interaction Experience
Consulting
Mgmt Analytics very fragmented; Operators need a
Customer Experience
single supplier to integrate
Service
Quality
Probe
Mobile
Device
everything.
Systems
Mgmt Mgmt

Service Quality
 Huawei is the partner of choice,
driving improvements based on
Network Network Network In-building
Planning Design Optimization Coverage true user needs
Network Performance

10
 Contents
 CEM Trends
• Emphasis on Value
• Supporting ROADS
• Wider and Deeper for Experience Orchestration

 Associated CEM Use Cases

• Award Winning First 30-Day Journey
• Persona-based Experience Assurance
• Quality Brand – Experience Focused Optimization

 Summary

11
Case 1: First 30-Day Journey
Winner of “Best CEM Culture Transformation Program”

Business Objectives： Customer Experience

 Improve Position in High Value Management：
Post-paid Market  First 30-day Experience
 Exploit First Mover Advantage Assurance (ICT Journey)
from Early LTE Launch

12
Case 1: First 30-Day Journey
Network and IT Measurements:
A Complete View of the 30-day Journey

13
Case 1: First 30-Day Journey
Network and IT Measurements:
A Complete View of the 30-day Journey

14
Case 2: Persona–based Experience
Assurance

15
Case 2: Persona–based Experience
Assurance

16
Case 2: Persona–based Experience
Assurance

17
 Case 3: Towards a Quality Brand Experience
& Value Driven Site
Value/experience Classified Model
Ranking
Customer Experience（CEI）
High
Zone 2 Zone 1
CEI > 60
****K Subs.（63%） ***K Subs.（29%）
** MUSD（31%） ** MUSD（60%）
Low VALUE
MonthlyZone
Fee 3< 18.6$ Zone 4Fee > 18.6$
Monthly High

***K Subs.（5%） **K Subs.（3%）

CEI < 60
** MUSD（3%） ** MUSD（6%）

Low

Sites Ranking Model

Value & Experience
Network Centric
Centric
Coverage Customer
Performance
Experience

23.7%
Zone 4 Target Sites
f(x)
Traffic Modeling
Value Site Ranking
Terminal
Traditional KPI Focused
Complaint Network Matched with Traditional KPI Focused List
TOP 1000 Sites
Centric
18
 Summary
Unprecedented Interest from CxOs
• Third-wave of investment is coming

CEM is already Delivering Value

CEM is becoming:-
• Wider and Deeper
• More complete, personalized and digital to deliver the
best customer experience

19
Copyright©2015 Huawei Technologies Co., Ltd. All Rights Reserved.
The information in this document may contain predictive statements including, without limitation, statements regarding the
future financial and operating results, future product portfolio, new technology, etc. There are a number of factors that
could cause actual results and developments to differ materially from those expressed or implied in the predictive
statements. Therefore, such information is provided for reference purpose only and constitutes neither an offer nor an
acceptance. Huawei may change the information at any time without notice.