MVNOs are important players in our industry that have a hard time assuring their customers’ quality of service. They serve very real customers with high expectations on a network they cannot manage directly.
MVNOs typically differentiate by:
- Customer Service
- Simple billing
- Offering only the right services to their segment
Out of these four, customer service is clearly the most difficult to replicate. Quoting Gartner’s latest Market Insight on CSP for Enterprise:
[…] A service portfolio is relatively easy to replicate by buying or building, prices are often negotiated within the same comfort zone; and geographic reach can be managed without owning network assets. In addition, inferior mobile coverage can often be enhanced. Superior customer experience and a company culture that is supportive is complex to develop, and it is also very difficult to replicate.
Customer experience is the ultimate differentiator. However MVNO’s find a stumbling block because (Gartner again)
[…] Excellent customer experience is not about "fixing" what may be broken; it is about preventing incidents before they actually happen.
As MVNOs do not have direct access to their network management, they cannot act upon it in order to differentiate their customers, which will always come second. Truphone for instance, only partners with the best MNO available to keep on their promise, or like Google Fi intends to do, they may pick the best signal every time, regardless the MNO.
In any case it is up to the MVNO to measure their customers’ quality of experience. Drive tests campaigns, customer surveys, customer care KPIs or core network traces (if they manage their own Core Network) are the main tools in the toolbox.
On-device clients can systematically measure QoE independently from the network and feed a Reporting platform to collect the intelligence needed to substantiate network-related issues in front of the MNO. Find more in the slideset below.