Beijing Mobile improves customer experience with network insights

Details: James Barton; Category: Customer Management; 03 September 2013; 7496 views

Beijing Mobile, a branch of the leading Chinese operator China Mobile, has signed a contract with Nokia Solutions and Networks to implement an extensive Quality of Experience (QoE) solution.

The operator will now be able to improve its focus on customer experience by linking network performance with subscriber satisfaction and application behaviour.

Under the recent contract, NSN will collect fault, performance and configuration data from the network, to which it will add insights from its Serve atOnce Traffica system. This will allow Beijing Mobile to enhance customer satisfaction with voice, text messaging, web browsing, instant messaging and local social media services, such as Weibo. NSN will then develop a new service platform for the operator to address subscriber needs directly for a superior customer experience.

Two years ago, NSN’s network optimisation team and Beijing Mobile started to build the groundwork for QoE with a smartphone optimisation service, which resulted in improved network performance. NSN extended the successful approach to Operations & Maintenance (O&M) and Customer Service, in alignment with Beijing Mobile’s strategy. The QoE solution provides the necessary link between the subscriber, application usage and network performance to improve visibility of end-to-end performance. Beijing Mobile can now easily spot service degradations and prioritise corrective actions in order to resolve issues affecting its customers. The solution enables a transition from network-driven to experience-driven operations. Instead of reacting to alarms and network key performance indicators (KPIs), the operator can focus on what matters most: the perceived customer experience.

“Beijing Mobile is responding to the needs of the ever-growing number of mobile internet users with a strategy that focuses on subscriber experience and ongoing O&M transformation instead of traditional network KPIs,” said Xue Rui, head of Delivery in Greater China region at NSN. “NSN helps operators understand the behaviour of their subscribers better so that end user needs can be addressed quickly and directly with the new, sustainable customer service business model.”