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Analyzing Telecommunications Data
for Improved Customer Experience
Fabricio Carrizales
OSS Solutions Manager (BENELUX – Fr...
CUSTOMER EXPERIENCE
What is it all about?
“Degree of
delight of the
user of an
application or
service, as
perceived
subjec...
End-to-End Customer Journey
Information
Activation Utilization Billing
After sales
support
Evolution Termination
Purchase
...
Network is the key CSP asset and the key touchpoint for the Customer
Copyright Comarch 2016
10 years
250 Mb/s
New TV channel package
Free minutes
Is it really that good?
Loyal Customer
Copyright Comarch 2016
Loyal Customer Doubts
Loss of trust
Outage
Churn
Loss of revenue
CustomerExperience
Copyright Comarch 2016
CEMDataAnalytics
1
2
3
4
5
Transparency
Communication
Proactive Monitoring
Comprehensiveness
Good L...
STEP 1
CEM
Data Analytics Platform
STEP 3
• Integration of the platform with other
solutions e.g. Loyalty Platforms
• Supp...
1. Next Generation Service Assurance with Information Management,
Automation in alarms and TT processing, using network to...
Indirect Data Monetization
(internal Consumers)
Operations
Planning
Marketing
Customer Care
TraditionalOSSdomain
CEM – USE...
CIO domain
Data Warehouse
Business Intelligence
Billing
...
Customer Care, Marketing,
Financial
CTO domain
Fault Managemen...
CIO domain
Data Warehouse
Business Intelligence
Billing
CEM Data Analytics
Customer Care, Marketing,
Financial
CTO domain
...
CEM
Federation
CIO domain
Data Warehouse
Business Intelligence
Billing
CEM Data Analytics
Customer Care, Marketing,
Financ...
BEYOND THE HORIZON
BEYOND THE HORIZON
Thank you!
Comarch AG (BENELUX Branch)
Avenue de la Toison d’Or 67
1060 Brussels
Belgium
+32 2 535 55 00
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How can Telecommunications data of customers be analyzed in order to adapt customer experience and network strategies? The customer journey of the future explained.

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Analyzing telecommunications data for improved customer experience

  1. 1. Analyzing Telecommunications Data for Improved Customer Experience Fabricio Carrizales OSS Solutions Manager (BENELUX – France) Brussels, 2nd December 2016
  2. 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. 3. End-to-End Customer Journey Information Activation Utilization Billing After sales support Evolution Termination Purchase NetworkNetwork Network Network Network Network Network Network
  4. 4. Network is the key CSP asset and the key touchpoint for the Customer
  5. 5. Copyright Comarch 2016 10 years 250 Mb/s New TV channel package Free minutes Is it really that good? Loyal Customer
  6. 6. Copyright Comarch 2016 Loyal Customer Doubts Loss of trust Outage Churn Loss of revenue CustomerExperience
  7. 7. Copyright Comarch 2016 CEMDataAnalytics 1 2 3 4 5 Transparency Communication Proactive Monitoring Comprehensiveness Good Luck Integrated Assurance (FM/PM/SM/SQM/CEM) Product Catalog, Billing SLA Monitoring Self Care Corporate Self Care Product Catalog Service Fulfillment On the Roadmap Loyal Customer Doubts Churn SATISFIED CUSTOMER Comarch OSS/BSS Portfolio
  8. 8. 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
  9. 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 Successful stories
  10. 10. Indirect Data Monetization (internal Consumers) Operations Planning Marketing Customer Care TraditionalOSSdomain CEM – USE CASES Data Analytics 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) Roaming Monitoring VIP Monitoring M2M Protocol- specific cases SOC
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. BEYOND THE HORIZON
  15. 15. BEYOND THE HORIZON
  16. 16. Thank you! Comarch AG (BENELUX Branch) Avenue de la Toison d’Or 67 1060 Brussels Belgium +32 2 535 55 00
  • VietNam25

    Feb. 9, 2020

How can Telecommunications data of customers be analyzed in order to adapt customer experience and network strategies? The customer journey of the future explained.

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