24 October 2013, Shenzhen, China – ZTE Corporation (“ZTE”) (H share stock code: 0763.HK / A share stock code: 000063.SZ), a publicly-listed global provider of telecommunications equipment, network solutions and mobile devices, has launched a customer lifecycle experience management solution called UniCare CEM that aims to improve telecom operators’ net promoter scores (NPS).
In an environment where information and communication technologies are being constantly integrated and traditional telecom services are becoming saturated, operators are seeing that a customer experience-centric approach is becoming more and more important. Major operators have introduced NPS as a core indicator for measuring customer loyalty, but improving the NPS is an additional challenge.
The ZTE UniCare CEM user lifecycle experience management solution solves this problem by evaluating the factors affecting the NPS and breaking down these factors for each lifecycle stage.
In the purchasing stage of the customer lifecycle, the UniCare CEM solution uses big data technology to define users and subdivide user groups, and takes operators’ service development, terminal development and tariff policy databases into consideration to enable the improvement of product, tariff and terminal strategies.
In the use stage, ZTE UniCare CEM provides a self-service channel with data interfaces (for example, a service usage interface) for end users, reducing the number of times that customers need to get help from the operator’s customer center. It also provides the customer center with data interfaces specifically for customer center staff. In addition, it provides the operation and maintenance center with end-to-end professional services to help the operation and maintenance center to quickly identify and eliminate gaps between KPIs and the user experience.
Yang Jiaxiao, general manager of ZTE's Service Business Department, said: "Two core skills are required for carrying out user experience management more effectively. The first is listening to the users’ voice. The second is technical capacity for deep analysis. ZTE has concentrated its resources to develop UniCare CEM to analyze users’ behaviors and the factors that affect user experience based on deep investigations and integrate advanced technologies, including big data technology, intelligent analysis technology and deep packet inspection technology. This system helps operators improve their NPS and contributes to improving their revenue and profitability.”