Decision Support Methodology Based on Evaluation of Customer Experience and Telecommunications Operator Efficiency Indicators

Abstract

The article considers the methodology for dynamic analysis of the cognitive model for assessing customer experience in the context of communication providers. The relevance of the study is due to the need for telecom operators to have a decision support system that allows analyzing dependence of customer experience on the efficiency of the company's operating environment, as well as emulating customer experience management scenarios in the context of the main sales and service processes. The objective of the study is to formalize the methodology of dynamic analysis of the model for assessing the integral customer experience that is based on fuzzy cognitive maps of the hierarchical structure. In particular, the mechanics of changing target factors (i.e., customer experience indicators) when perturbing control factors (i.e., operational performance indicators that affect customer experience) are investigated.