Axiata implements CEM analytics for quality of service

A major pan-Asian operator is integrating a Customer Experience Management (CEM) solution from specialists Clarity. Axiata Group Berhard (Axiata) will use the solution to deliver active Quality of Experience (QoE) by collecting, correlating and graphically presenting in real-time a broad array of transactional performance and service quality data from its networks.

The deployed solution is already processing several billion transactions daily, to generate dynamic dashboards built from a catalogue of core service KPIs that are modelled and weighted into CEM indicators.

In addition, the solution can be deployed both centrally and across regional operators in the Axiata group. This means that product profitability based on business and region performance can be monitored and managed bottom-up and top-down by correlating records from CRM, billing (pre and post), and network service information. A multi-tenancy solution is deployed at head office to provide an aggregated view of CEM across the group, and single-operator solutions are then deployed within countries to protect data segregation based on regulatory requirements. The finer granularity of data available at the country level provides CEM monitoring down to specific market segments.

“Our goal is to lead the market in offering superior customer experience whilst maximising the return on investment to our shareholders. To achieve this we must intimately understand how network performance and service quality impacts our customers QoE, and importantly, what happens as a result of that experience,” said Supun Weerasinghe Group Chief Strategy Officer Axiata Group.

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