Creating a superior customer experience means stc's customers become stickier, are willing to upgrade, accept a cross-sell, or upsell more frequently which drives stc loyalty. However, before stc can accelerate growth in their traditional business through upsell and cross-selling opportunities, they must ensure that customer experience is simplified to minimize customer disruptions, making stc easy to do business with. 'Quality of Service' starts with optimizing calls through reducing call setup times, preventing unsuccessful dropped calls, maximizing speech connection quality, and maximizing internet connectivity and bandwidth speeds. However, optimizing phone and internet services quality is just the start. Should an issue arise, stc looks across its digital and call center channels to minimize disruption and inconvenience to its customers. Response times to call centers and disruption resolution are key indicators where'Quality of Experience' may be monitored and improved upon.