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Amdocs To Quantify Customer Experience, Identifying Operating Areas to Focus On

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Rahul
New Update

Findings of the model provide insight into customer experience as perceived by mobile communications customer in India, and measures the relationship between customer experience improvements and customer behavior. It will quantify how an improved customer experience can directly impact a wide range of customer behaviors, such as customer spend, churn, complaints and  willingness to recommend and order a service.

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The research of 5000 mobile customers across India was analyzed using the Amdocs Customer Experience Index and validated by Deloitte Touche. It includes analyzing the experience and behavior at different touch points throughout the customer life-cycle. Using segmentation variables, such as gender, age group and type of service plan, the Index model analyses the levels of 25 key experience parameters, across direct and indirect touch points including brand perception, marketing campaigns, sales and customer-care interactions and self-service, to score service provider's customer experience

on a scale of 1 to 10.

Research findings include:

The Pan-India Index stands at 7.17 but varies across different segments. e.g. rural population is better than urban population (7.22 vs 7.17) & Gen Y (age grp 18-24) is better than Gen X (35-54) customers (7.20 vs 7.12) A one unit increase in Amdocs Customer Experience Index score resulted in:

o An increase in customer spend by more than a fifth

o A reduction in number of customer complaints by more than a fifth

o A two-third decrease in Customer churn

o A doubling in customer willingness to recommend a service or a provider, improving Net Promoter Score

Parameters found to be of high importance to end customers in India, where service provider perceived as low 52% of respondents do not use services other than mobile services from their current operator Of respondents, only 2% use 3G services, only 7% use mobile banking and only 16% use self-care channels.

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