WRITTEN BY STEPHAN VENTER
Network statistics vs. true user experience – establishing a common language between technical and commercial organizations with Netradar Suite
Price and network experience are arguably the two most important factors that attract and retain mobile customers. Operators have full control over pricing, but network experience can be a difficult nut to crack even though operators have access to ample internal statistics.
The problem lies in that the statistics gathered by network operator’s technical teams do not always reflect the real user experience, which can leave commercial teams facing frustrating, unexplained customer attrition.
Why network-derived statistics can be deceiving
It is not uncommon for network operators to find themselves unloved. Though internal profit-maximising efforts may play a role, it is not just efficiency and cost-cutting that drives customer frustration. Glitchy network experiences are another major factor. If network operators have full control over their networks, why do customers still find these networks so frustrating?
For a mix of factors, the statistics that network operators have access to do not always reflect user experience. In part, operators do not always fully understand how user’s devices are being used: which apps are in use, and what user’s expectations are at a specific time and location.
There is also a divide between device experience and network statistics: network glitches may not necessarily show up in internal metrics. Finally, competitor networks may simply provide a better experience – quickly revealed when households and workplaces rely on a mix of operators.
This can cause a clash between technical teams who provide very re-assuring statistics, and commercial teams that must find the reason for customer attrition. Augmenting network operator data with data generated by a third party that collects facts right at the edge, on the user’s device, is the answer.
Introducing Netradar Suite
Whereas network operators are reliant on their own equipment to measure network performance, Netradar Suite works with statistics gathered via the Netradar app, installed on a user’s physical device. Our user base includes clients of all the operating mobile network providers in covered countries.
Netradar measures the device experience, while also tracking user habits in the long run. The statistics collecting by the Netradar app is very broad. For example, network operators only see usage, but have difficulty determining which apps are in use. Netradar Suite offers deeper insight by tracking app usage too.
Netradar Suite use cases
Netradar Suite distils the extensive data collected from devices into a dashboard that network operators can use to gain better insight into the user experience both on their own network, and on the networks of their competitors. But how does this benefit network operators?
Verify the real user experience
Operators have access to a lot of data – as owners of the network equipment operators can gather endless streams of data. However, network performance metrics provide a limited view of the user experience, strictly from the angle of the provider’s network equipment. In contrast, Netradar Suite provides: