A customized Technology & Innovation Framework for MNOs to Improve Customer Experience

There are several researches about impact of Innovation and Technology management on business success or failure. Short products and services lifecycle, variety of customer demands, and business trends have lead the firms to be ready for changing and playing new roles according to industry paradigm changes and they cannot cope with innovative services offered by existing or new competitors unless adopting a TM framework. Mobile network operators face paradigm shift in their business, too.In this article, in addition to reviewing the subject literature, semi-structured interviews, case studies and the use of the SEM method, we present our proposed framework for improving the MNO’s customer experience. The results show that in the ICT industry, with a focus on the mobile sector, innovation has a direct impact on TM, but there is no significant relationship between them. In other words, innovation can act as a third factor in improving the customer experience through TM. The results also show that the identification and intelligence, acquisition and learning of technology has a significant direct impact on the customer experience.Finally, the ITM model based on the eTOM framework and operational processes was implemented in the MCCI, which has led to an improvement of ۲۶.۶۴% of the customer experience.

Keywords:

Technology management (TM) , Innovation management (IM) , Mobile network Operators (MNO) , Customer experience (CEX) , eTOM frameworks