To measure CSAT through the life cycle of a telecom customer

The Scope –

The client commissioned this study to capture meaningful insights on customer journey during the entire life cycle from acquisition to churn. The study aimed at the following –

  • To gauge efforts at various customer touchpoints
  • To monitor current customer service levels and benchmark with competition
  • Identification of weaknesses in the processes & suggest improvement opportunities.
  • Generation of cues for improving sales and retention

The Methodology –

  • The product studied were :- Prepaid Mobile and Postpaid Mobile , Data Card
  • Cities covered: 6 cities
  • Combination of Mystery Shopping and Customer Life Cycle.
  • The telephone numbers to be tested were acquired in the names of the Mystery auditors.
  • Each number was carried through a customer life cycle wave – typically spread over 120 to 180 days.
  • In each stage of the life cycle mystery, shoppers attempted different scenarios at various customer touchpoints to get a first-hand feel of services provided by client vis a vis competition
  • Multiple Business Units and Customer touchpoints to be evaluated :- Call Center – All Inbound and Outbound activities, Branded Retail Outlets, MBOs.

The Outcome –

  • The outcome of this research enabled the client to understand what the customer wants at each stage of their association with the client.
  • Accordingly, service and products that were most suited to that stage were developed.