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Digital eXperience Index (DXi)

"The digital experience leaders are leaders not because of their size, but because they made a decision to differentiate themselves on the basis of modern, excellent customer service, and then expertly implemented this."

50 operators measured on the digital experience they offer to their customers

The Digital eXperience Index (DXi) has been applied to over 50 operators worldwide and is helping them to understand their current competitive position, as well as help determine what they should do to enhance the digital experience they provide to their customers.

If you are an operator and would like to participate in our digital experience studies please contact Mark H. Mortensen, Research Director of Digital Experience at Analysys Mason or Atul Arora, Senior Analyst at Analysys Mason. 

 

Who are the digital experience masters?

Five telecoms operators can rightly be called 'masters of digital experience' today, based on the modern digital user experience they provide to their consumer customers.

These operators are AT&T, Etisalat, Singtel, Swisscom and Telefónica Group.

The evaluation was part of Analysys Mason’s Digital eXperience Index (DXi) for consumers, which has so far evaluated over 50 operators worldwide.

Our evaluation criteria is centred around the modern experience that consumers encounter during the full lifecycle of customer interactions.

 

Recently published reports

 Digital eXperience Index for analytics systems: improving customer engagement using big data Digital eXperience Index for analytics systems: improving customer engagement using big data
 Digital eXperience Index for customer engagement systems: dynamic offers and omni-channel support Digital eXperience Index for customer engagement systems: dynamic offers and omni-channel support
 Digital eXperience Index for service fulfilment systems: the bridge between BSS and the network Digital eXperience Index for service fulfilment systems: the bridge between BSS and the network
 Digital eXperience Index for revenue management: planning for effective monetisation Digital eXperience Index for revenue management: planning for effective monetisation 

 

DXi provides a way of measuring the user experience

Nearly all communication service providers (CSPs) state that providing their customers with a modern digital experience is critical to their future.

Consumers have been conditioned by their experience with web-scale players to expect instant gratification, control, transparency and intimacy in all their interaction with their suppliers.

Measuring a consumer's experience when dealing with a CSP during the entire customer lifecycle is critical to understanding a CSP's competitive position, but few rigorous, yet easy-to-apply, methods of measurement have been available.

CSPs require just such a method as part of their business and competitive planning. It would enable them to assess potential new customer experience improvement projects in all aspects of the customer lifecycle: investigation, buying, onboarding and support of goods and services.

The DXi model represents a way of providing this intelligence to a CSP at a low cost, through both an approximate process of measuring the customer business interface processes and a more-detailed process involving a questionnaire.

The DXi is not a replacement for traditional customer satisfaction scores (such as Net Promoter Score) nor does it measure either overall business success in providing services or a user's service experience in using a digital service.

 

How operators around the globe are ranking

The results of our global indexing are shown in Figure 1. There is no correlation with size of the CSP.

CSPs that are digital experience masters decided to focus on providing a digitalised experience to differentiate themselves by providing a modern, digital consumer experience, and then expertly implemented this decision.

Figure 1: 2Q 2017 Digital eXperience Index for operators' consumer customers

2Q 2017 Digital eXperience Index for operators' consumer customers

 

The methodology behind the index

The DXi information on Figure 1 represents two different studies: an approximate study (DXi-1) and a detailed study (DXi-2).

The first is used as a general measurement, while the more detailed study is applied when CSPs want to more-accurately determine both their current position and how projects they are considering could increase their scores.

 

 

DXi 1

DXi 2

Methods

Desk research

  • Web search
  • Direct experience
  • User interviews
  • Vendor information

Multi-step process

  • CSP questionnaire (31 questions)
  • CSP interview
  • DXi-1 information

Parameters

Customer care

  • Omni-channel
  • Personalisation
  • Self-service
  • Channels supported

Multiple areas

  • Strategy and organisation
  • Customer care
  • Analytics
  • Revenue management
  • Service fulfilment