How can mobile network operators (MNOs) really measure how well they’re doing in providing services to customers? Trying to assess today’s many mobile services in a way that enables quality to be improved can be both wide-ranging and complex. But a new approach that uses what we call a “customer engagement score” may offer a way to better help MNOs to better understand and serve their customers.
Measurement is crucial in mobile. It enables both MNOs as well as consumer brands to understand not only how specific mobile services satisfy a user, but also allows them to see the whole picture of how a user engages with an MNO or a brand, and how a user responds to new services. For example, to maintain a competitive advantage, MNOs must constantly measure and evaluate capabilities like the size and reach of their roaming coverage areas while at the same time assessing their pricing plans to keep pace with competitors’ offerings. Likewise, as another example, brands need to be able to measure simple metrics, like how many users have downloaded their apps, as well as more sophisticated determinations, such as how successful a response they receive to mobile marketing campaigns.