What is customer experience and how can Telecom operators improve it? A loyal customer is a customer that trusts its Telecom operator and can rely on the network. Transparency and communication are key factors that can improve the customer experience.
Enhancing Worker Digital Experience: A Hands-on Workshop for Partners
Analyzing telecommunications data for improved customer experience
1. Analyzing Telecommunications Data
for Improved Customer Experience
Fabricio Carrizales
OSS Solutions Manager (BENELUX – France)
Amsterdam, 3rd June 2016
2. CUSTOMER EXPERIENCE
`
What is it all about?
“Degree of
delight of the
user of an
application or
service, as
perceived
subjectively
…
… includes the
complete
end-to-end
system effects …
… may be
influenced by
user’s state,
content and
context.
[based on
ITU-T SG 12 2007
Dagstuhl 2009]
3. End-to-End Customer Journey
Information Purchase
Activation Utilization Billing
After sales
support
Evolution Termination
NetworkNetwork Network
Network Network
Network
Network Network
4. Network is the key CSP asset and the key touchpoint for the Customer
5. Copyright Comarch 2016
10 years
250 Mb/s
New TV channel package
Free minutes
Is it really that good?
Loyal Customer
9. 1. Next Generation Service Assurance with Information Management,
Automation in alarms and TT processing, using network topology and service
inventory for correlation of various fault and performance data sources, using central
knowledge database KEDB,
The result: significant CAPEX (47%) and OPEX (68%) savings, One system one GUI
and user experience, new service: SLA for Enterprises – Vodafone (Germany,
Hungary, Czech, Netherlands)
2. NG Service Assurance, SQM/CEM with VIP Customer Monitoring and Roaming
Service Monitoring,
Comarch NGSA extended by Performance Management, SQM/CEM;
The result: Reduction of 70% of alarms in NOC, standardization and consolidation
of operations (GNOC), specialized services VIP monitoring, roaming service
monitoring – MTS Russia
References
10. Increased revenue stream
• improved Customer satisfaction -> decreased churn
• new revenue streams like e.g. data monetization
• improved Customer sentiment comparing to
competition: „This operator is the first who care!”
Decreased CAPEX
• improved efficiency of network investments
• decreased investments in Customer Care facilities
• decreased investments in Network Operation Centre
facilities
Decreased OPEX
• decreased load of Customer Care
• decreased load of Network and Service Operation
Centres
• optimized Field Engineers engagement
Being prepared for the future
• building expertise applicable for Internet of Things
• building expertise applicable for Self-Organizing
Networks
CUSTOMER EXPERIENCE / DATA ANALYTICS GOALS
1
3
2
4
11. TO COMPETE OR NOT TO COMPETE?
Source: TMForum Frameworx r15
Traditional IT/BSS domain
(CIO)
Traditional Engineering/OSS Domain
(CTO)
Customer
Experience
Domain
12. STEP 1
CEM
Data Analytics Platform
STEP 3
• Integration of the platform with other
solutions e.g. Loyalty Platforms
• Support for IoT
• Support for the whole new business
ecosystem e.g. eHealth, Smart-
Cities
Beyond the horizon ...
STEP 2
• Integration with a broader set of
data sources (probing system;
other OSS systems e.g. SQM, PM;
other BSS systems e.g. CRM,
Customer Care)
• Dedicated dashboards for
Customer Care, Self-Care, Network
Operations, Network Planning) –
Comarch BI or 3rd party
Extension of use cases
JOINT CUSTOMER EXPERIENCE JOURNEY
• Integration with initial set of data
sources e.g. signalling probes
• Support for selected high ROI use
cases e.g. Roaming Monitoring,
VIP Monitoring
13. Indirect Data Monetization
(internal Consumers)
Operations
Planning
Marketing
Customer Care
TraditionalOSSdomain
CEM – USE CASES
Data
Analytics
Roaming
Monitoring
Network
Optimization
Value-based
Network
Planning
Campaign
Management
Increased
Customer
Satisfaction
Decreased
churn rate
Data as a Service
(B2C)
Data Aggregators
(B2B)
Direct Data Monetization
(external Consumers)
VIP
Monitoring
M2M
Protocol-
specific cases
SOC
14. Example 1: Worldwide Roaming
Visitors and Roaming Subscribers
Traffic monitoring
Early failure detections
Many dimensions, drilling capabilities
Feedback for Roaming Contract Negotiations
Example use cases
Example 2: VIP Monitoring
Support for B2C (VIP) and B2B (Corporate)
Data from passive probing
TOP N Failures dashboard
Dashboard for marketing, management and
troubleshooting engineers
15. Example 3: QoS View
Analysis of all subscribers data
High-level Root-Cause analysis
Device
RAN Network
Transport Network
Core Network
Pre-integration with other products like
PM
SQM
FM
Example use cases
16. Example 5: SLA Monitoring
Analysis of SLA contract parameters
Calculation of network outages impact
on the service availability
Pre-integration with other products like
PM
SQM
CEM
FM
Example use cases
17. CIO domain
Data Warehouse
Business Intelligence
Billing
...
Customer Care, Marketing,
Financial
CTO domain
Fault Management
Performance Management
Service Quality Management
...
Network Planning, Network
Operations, Field Engineers
CUSTOMER EXPERIENCE - ANOTHER BRICK IN THE WALL?
Network
xDRs raw counters,
alarms,
inventory data
TBs daily
Customer
Touch
points
Partners
18. CIO domain
Data Warehouse
Business Intelligence
Billing
CEM Data Analytics
Customer Care, Marketing,
Financial
CTO domain
Fault Management
Performance Management
Service Quality Management
CEM Data Analytics
Network Planning, Network
Operations, Field Engineers
CUSTOMER EXPERIENCE - ANOTHER BRICK IN THE WALL?
xDRs, real-time
signalling
raw counters,
alarms, inventory
data, real-time
signalling
PBs daily
Customer
Touch
points
Partners
Network
19. CEM
Federation
CIO domain
Data Warehouse
Business Intelligence
Billing
CEM Data Analytics
Customer Care, Marketing,
Financial
CTO domain
Fault Management
Performance Management
Service Quality Management
CEM Data Analytics
Network Planning, Network
Operations, Field Engineers
CUSTOMER EXPERIENCE FEDERATION
Network
xDRs, real-time
signalling
raw counters, alarms, inventory
data, real-time signalling
PBs daily
Customer
Touch
points
Partners
Automotive
IoT
Business
Ecosystem
Social
Media
eKiosks
Sales
Points
Mobile
Apps
Mobile
Apps
VR VR
20. Complexity
Estimated Benefits
Wave 3
Wave 2
Wave 1
Workload type/workload
Implementation in waves to enable minimum
disruption to business during migration
Sequenced to reduce complexity in
implementation while providing maximum
benefits
Move towards target state reference architecture
Full scope of benefits identified including ability
to perform analytics to predict what the
customer will view next and real time analytics
Approach Benefits
Incremental roadmap approach with
minimal disruption to business
STEP 2. EXTENSION OF USE CASES
Implementation Strategy