Customer Value Management at

Nortel Network – Optical Division

Group –
Arnav (P192B068)
Dhruv Khurana (P192A018)
Elim Panda (P192A022)
Master Atanu (P192B)
P Anupama Joy (P192A034)
Background
• Customer Value Measurement (CVM) program at Nortel Networks-
optical networks division took top-down perspective when it first
carried out the customer satisfaction survey
• CVM approach integrated customer satisfaction initiatives into the
business processes and was well suited for telco customers before the
internet boom
• With rise of internet Nortel took relative customer value approach
was introduced along with the qualitative studies provided with
competitive information. The number of surveys were reduced and
sampling methods were refined under the new approach
Methodologies
• Customer Satisfaction And Loyalty Survey (CSAT)
• Qualitative Research
• RCV Pilot Project
• Feedback of various stakeholders
 Pros Cons
CSAT Detailed study Too many questions
could have resulted in customer
fatigue

Did not know what product was

the customer referring to (generic
in nature)

Qualitative Research Provides actionable insight Hight cost involved

regarding customer interaction
with the company Very time consuming

Customers feel valued Cant be done conducted on a large

scale

RCV Helps in mapping the company vis- Quantitative data derived is not
à-vis its competitor enough. Lacks direction without
qualitative inputs.

Asks more question than it

provides answer for
Key Value Drivers Identified:
• Product
• Service
• Price
• Relationship

15 minute CSAT survey with 55 questions

Included decision-makers, influencers and contributors

 Inference Rating

Key Strengths >90% of the respondents scored 7-10

Significant Improvements <90% of the respondents scored between

7-10, but the rating represented atleast a
10 point increase
Areas of concern <75% of the respondents scored 7-10

Areas to investigate 75-89% of the respondents scored

between 7-10
Recommendation
• The qualitative research has helped to identify the key drivers of
customer satisfaction.
• These would be helpful in the execution of the CSAT survey in specific
• CSAT community should be maintained in order to opinions from
customers as well as the subject matter experts.
• The survey should contain some subjective questions as well, for
instance, which is the product that brings back the customer to the
company
• The product should also be rated by the customer on an overall basis in
order to understand what are the changes that need to be introduced
in them