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Operators and Customers Do Not Speak the Same Language
Yankee Group, The, July 2004, Pages: 11
Telecom operators in Europe and elsewhere continue financial and strategic restructuring. The perilous state of financial markets and the disappointments in demand for communications services have bred structural instabilities, which have increased nearand long-term scrutiny of internal processes and metrics.
In its fieldwork and consulting activities, the authors gather substantial data on the methods national and international telecom operators use to measure and compare their performance, both internally and externally. We superimpose this knowledge on the regional and international demand-side surveys we conduct among consumers, small and medium-sized businesses, and multinational corporations (MNCs). This research points out a widening gap between how operators measure performance and what their
customers (particularly business customers) actually value.
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