Huawei: For Superior User Experience, CEM Must Shift From Network-centric to User-centric Approach

Huawei SmartCare service solution provides real-time monitoring and preventative assurance on service quality and user experience

"In order to provide a superior experience for end users, the industry must transform its management style from one that focuses on the network, to one that focuses on the user," said Trevor Cheung, director of Huawei SmartCare marketing department, in his keynote address at the 8th Telecom Customer Experience Management World Congress in Berlin. During this three-day event, operators, vendors, consultants and other key industry stakeholders discussed the best practices in optimizing Customer Experience Management (CEM), with a special emphasis on leveraging social media/networks.

Mr. Cheung shared his analysis of current trends and practices in CEM, saying "a user-centric approach focuses not only on availability, but also on accessibility, integrity, retainability, and, ultimately, customer satisfaction, by providing the missing link between a network-centric and a pure CEM approach. Customer loyalty or satisfaction cannot be gauged by service offerings and key performance indicators (KPIs) alone. Huawei has discovered that some operators with higher KPI scores may actually have a lower user satisfaction indicator. In order to truly understand actual user experience, quantitative data findings must integrate subjective inputs, such as user satisfaction surveys. Having a finger on the pulse of end users' perceived quality of service can help an operator expedite the process of discovering areas in which performance can be improved, which can in turn dramatically increase the operator's total value of ownership."

In line with this approach, Huawei SmartCare service solution provides real-time monitoring and preventative assurance on service quality and user experience, which helps operators have an improved experience in a short time. Huawei SmartCare shifts the focus from:

Traditional KPIs to end-user experience;
Reactive response to proactive and predictable maintenance;
A reduction in total cost of ownership to an enhancement in an operator's total value of ownership.
According to Mr. Cheung, "Huawei SmartCare extends the traditional focus on a pure ‘Per Service' or ‘Per User' concept to a ‘Per Service, Per User' model. Huawei's R&D teams in Europe and China have further improved QoE (quality of experience) accuracy by developing a framework and method for customer experience indicator modeling that has received three patents and is setting the standard for the industry."

Huawei SmartCare is a component of Huawei's professional service portfolio, which promises great end-user experience, service quality and network performance.

The award-winning Huawei SmartCare has been employed by more than 30 operators across Europe, the Middle East, and Asia-Pacific.