Telecommunication Network Optimization

A prominent telecom company approached OILIFINA Consulting with a clear but complex mandate: to audit its vast range of customer service metrics and identify which ones truly influenced customer satisfaction. The company tracked over 100 metrics to ensure operational excellence, but these metrics’ impacts on customer experience were unclear, and the company sought a more targeted approach. Additionally, with rising operational demands, the client was considering a significant capital investment to construct a new call center to meet its call center metric targets. However, OILIFINA Consulting’s strategic approach aimed to improve satisfaction and efficiency without incurring substantial new costs.

Objectives

The project’s strategic goals included:

• Metric Prioritization: Narrowing down from over 100 operational metrics to those most impactful on customer experience.
• Customer-Centric Optimization: Recalibrating operations around key satisfaction drivers to optimize service without excess expenditures.
• Cost Efficiency: Avoiding a new capital outlay by refining existing infrastructure and operational practices to achieve desired outcomes within current resources.

A Multi-Stage Analytical Strategy: OILIFINA Consulting deployed a multi-layered, data-centric approach, focusing on the following stages:

• Data Collection and Consolidation
  OILIFINA began by aggregating a diverse set of data spanning over three years. The data, gathered from different systems and regions, included more than 60 measures related to operational performance and customer satisfaction feedback. The first task was to standardize this information into a single analytical framework, ensuring consistency across various geographic and temporal contexts.

• Advanced Causal and Linkage Modeling
  OILIFINA employed sophisticated causal modeling techniques to correlate operational data directly with customer satisfaction. By employing linkage modeling, the consulting team was able to determine which metrics significantly impacted customer perceptions and behaviors. This granular approach enabled them to isolate “satisfaction drivers” and filter out metrics with negligible influence, thereby clarifying where the client should focus their resources.

• Non-linear Optimization
  After identifying these key satisfaction drivers, OILIFINA’s analysts applied non-linear modeling to set optimal service levels for each metric. This analysis revealed how incremental improvements would influence customer satisfaction, ensuring that resources were not only aligned with customer priorities but also deployed in a cost-effective manner.

Our team identified ten primary metrics as customer satisfaction drivers, leading to several strategic changes:

• Enhanced Dashboard Management: These ten metrics became focal points for the company’s management dashboard. Monitored daily, they provided a streamlined way to assess operational impact on satisfaction and adjust actions in real time.
• Service Level Adjustments and Target Revisions: The call center’s original targets, based on industry benchmarks and historical data, were found to be overly aggressive and not aligned with customer satisfaction needs. This insight allowed the company to recalibrate these targets strategically, focusing on achievable standards that would enhance satisfaction without straining resources.
• Customer Segment Targeting: The company adopted a tiered approach by segmenting customers and calibrating service targets accordingly. Higher service standards were maintained only for key segments with high satisfaction impact, allowing resources to be shifted more efficiently across other groups.