In our recent report, Customer experience: Why the quest never ends, analyst Tim Kridel looked at different service providers’ approaches to customer experience management. Here’s a spotlight on Ethio Telecom.
Ethio Telecom provides mobile, broadband, voice and other services throughout Ethiopia. It uses semiannual customer satisfaction surveys that cover nine key touchpoints.
The company targets sample customers through demographic segmentation (age, income, location) and uses a Likert scale survey (see graphic) to try to assess customers’ perception of interaction points, like the subscription phase, start, usage and follow-up.
“Some improvements made on the interaction points were recognized by customers, and [their] level of satisfaction has been increasing,” says Kalkidan Nigussie Bekele, Market Research and Intelligence Section Manager for the company.
Dealing with limitations
That success comes despite limitations in some of the tools used to assess customer experience.
“Likert scale measuring doesn’t show what is behind the figures: What is the critical improvement area to touch in order to increase their level of satisfaction?” she explains. “Due to lack of some internal end-to-end network KPIs, [it’s] very hard to reconcile their perception with our internal KPI.”
She adds that it’s also not real time, which means the company isn’t aware of customers’ usage behavior as it occurs. And because the survey sample is selected randomly, it cannot be correlated with the company’s database.
Ethio Telecom analyzes feedback provided at the touchpoints of sales and customer service so that customers’ challenges and pain points can be managed on the spot in the call center. This also provides feedback on product and service development.
“Challenges [include that it]still can’t be correlated with other internal data, and the impact of their complaints on their overall experience and usage cannot be tracked,” Nigussie Bekele says.
When customers begin using a service they recently selected, there are additional opportunities to assess and address customer experience. “As sample customers are drawn based on their usage,and [a]survey is conducted through an outbound call, their perception can be changed into improvement areas and action can be taken easily,” she says.
For more customer experience case studies from BT, Saudi Telecom Company, Telecom Italia and Vodafone South Africa, download the free report.