Cognitive model for evaluating customer experience in the structure of infocommunication landscape of a telecom operator

Modern telecommunication market is highly competitive and, as a result, there is a high cost of attracting new customers. In addition, players in the telecommunications market have leveled off in terms of provided services and prices. That is why, telecom operators arc looking for new development scenarios and sources of income. Customer Experience Management (CEM) is one of the promising development direction that can provide a competitive advantage for a telecom operator in today’s telecommunications market. The CEM concept focuses on the customcrand its (CEM) goals arc to build long-term relationships with the customer. Such relationships arc based on formation positive customer experience and impressions from interaction with a company. In other words, the CEM concept focuses on working with loyalty and customer retention. The implementation of the CEM concept assumes that all operational processes of the company should be built taking into account the total customer experience. In other words, all functional blocks of the company (even blocks, which docs not work directly with the customer) should focus on the experience and impressions of the company’s customers. Such a customer-centric model of managing business of a telecom operator is impossible without measuring customer experience in the context of the main operational processes and business functions. In other words, a telecom operator must understand how certain operational processes (and their KQI/KPI) affect the total customer experience. To solve the above problems, it is required to develop a decision support system (DSS), which aimed on improving quality of management decision related to customer experience. Such system should be based on a cognitive model for assessing customer experience. The cognitive model should provide an opportunity, on the one hand, to assess the dependence of customer experience from the efficiency of the company’s operational processes, and, on the other hand, to simulate optimal scenarios for managing customer experience on the telecom operator’s network. The main task of the study is development of a cognitive model for assessing customer experience in the context of managing operational processes and the infocommunication landscape of a domestic telecom operator. To solve this problem, the author sequentially analyzes the subject area and develops a cognitive model for assessing customer experience in the structure of the operational processes of a domestic telecom operator. In the first part of the work, the author investigates existing research and approaches in the Customer Experience domain. Special attention is paid to the research of TM Forum. In particular, the thesaurus and the basic concepts that TM Forum uses when working on the topic of Customer. In addition, TM Forum functional model for assessing the integral customer experience is considered - this model can provide an unified measure of CX for the telecommunications industry. The second part of the work highlights the development of a model for assessing the integral customer experience based on fuzzy cognitive maps in the specifics of a domestic telecom operator. First of all, a functional representation of the model is formulated - value of the integral customer experience should be formed as a result of aggregation of metrics that affect the customer experience in the context of various dimensions of the company. Further, the issues of the mathematical basis of the model are highlighted, in particular, the basic calculations, which are required for solving research problem. For example, it is highlighted: calculation of integral customer experience in the context of the stages of the customer’s lifecycle (based on the metrics of customer experience); calculation of integral customer experience for the entire customer lifecycle; calculation of the force of mutual influence between different factors of the model. In the final part of the work, the author determines the practical value of the developed model (in particular, static and dynamic analysis of the model) for the tasks of managing the experience of the telecom operator’s clients.