Principal Analyst at Heavy Reading Ari Banerjee discusses how communications service providers can use customer data to better understand behavior and increase stickiness.

Telecom customers have very high expectation when it comes to speed and quality of ICT services. As a consequence, the traditional methods of service qualilty measurement and customer satisfaction don’t offer the depth necessary to measure the overall customer experience. Increasingly, service providers are turning to Key Quality Indicators (KQIs) in order to gain a 360-degree view of the customer, allowing them to more easily assess, modify and improve their service delivery.