Customer Centricity Workstreams for Frameworx 16.5 – Get Involved!

The Customer Centricity Program is focusing on addressing the next set of challenges in Customer Experience Management, Big Data Analytics and Metrics in the second half of 2016. We are looking at the issues that still need to be solved – where collabo-rating with like-minded professionals will help to advance everyone’s thinking. Think of it as Customer Centricity 2.0. Hot topics include next generation CEM outside-in measurements, enabling omnichannel implementations, customer centricity in highly digitized ecosystems, analytics in hybrid and virtual environments, streamlining analytics implementations, defining metrics for measuring anything and everything to manage and operate an enterprise, and more.Specific collaborative workstreams are described below.

Customer Experience Management

CEM: 360 Degree View of The Customer

Customer Sentiment and Yearning

Experience Integrator

CEM Outside-In Scores

Creating an overview of the latest concepts around being customer centric. Emotion and sentiment are hot topics in customer experience management. This workstream will explore concepts behind leveraging customer sentiment to improve experience.

It will also include developing definitions for lifecycle phases prior to becoming a customer and how companies can exploit rich dividends in the early phases. As the digital ecosystem becomes more expansive, and complex, new ideas for services develop very quickly, and often involve multiple interconnected parties across supply chains. “Experience Integrator” is a new exciting concept around developing a role for a service provider or other party who becomes the single point of interaction for a customer – so that no matter how complex a service or an ecosystem is, there is always point of interaction for the customer. Behind the scenes the SP or other party is the “Experience Integrator” as the name implies. In this workstream you will define this innovative concept and create best practices to make this a reality. To measure customer experience from the customer’s perspective we have very few choices today. This group will explore what other kinds of scores could be defined that would drive company behavior to provide an excellent customer experience based on the perception of the customer – but in a more granular fashion than we have today. Think of it as beyond NPS and Customer Effort Score. What else should we be asking customers about? You will work with CEM thought leaders to create a new language for measuring customer experience outside in.

• A unique and much needed work effort to define and measure customer sentiment

• Identify ways to track and exploit yearning to positively impact your financial bottom-line

• Define a new disruptive business model in a growing and complex digital ecosystem

• As demand for services and customer touchpoints explode, this new model will be applicable to any digital service provider for create new lines of business

• NPS and Customer Effort Score are the accepted ways of tracking how customers feel. They are survey dependent and so are highly limited to a subset of customers and providing tracking at a static point in time

• What if we could see the company as the customer sees it, at all points in time of every journey, across all channels?

• Measure performance from the customers’ perspective beyond NPS and Customer Effort Score

Workstream Deliverable What You Will Work On Talking Points for ActionWeek

Customer Experience Management (cont.)

Omnichannel

CEM & IoT

CEM Use Cases & Guide

Data Analytics for omnichannel

KPIs for omnichannel maturity

CEM & Smart X

Customer Centricity Use Cases & Implementation Guide

We have a large repository or requirements which form the functional foundation for omni channelizing your operations. In this workstream you will develop the data entities, sources and use cases needed to make those requirements a reality. To make improvements in omnichannel capabilities we have produced an elaborate maturity model. Now we need to define the key metrics which can and should be measured in each dimension of this maturity model so that companies can baseline their maturity then define how they can improve their omnichannel capabilities in a measurable fashion. As ecosystems become more interconnected and smart their customer experience is becoming more complex to define, measure and track. In this project you, will leverage TM Forum’s existing CEM assets such as maturity models, lifecycle models, and metrics to drive customer centricity into best practices for ecosystems such as Smart City, and Connected Car. Capturing a common language for CEM challenges and approaches in the form of use cases. This common language accelerates the process of starting up CEM projects within companies and with suppliers. In this workstream you will add to our ever expanding library of use cases – specifically focusing on new innovative areas such as digital services bundles and omnichannel.This implementation guide assists newcomers in implementing best CEM practices using the TM Forum’s assets. In this workstream you will enhance our blueprint for launching and implementing a CEM program. You will also create a roadmap of business priority-led (based on business architecture) use case deployment methodology. This workstream might be of interest to consultants/systems integrators

• Omnichannel is now well defined in architecture, maturity assessment, channels & touchpoints

• Now add practicality to omnichannel requirements with a data lens by identifying data objects and type of analytics required

• Increase omni channel maturity assessment with a robust set of metrics to monitor and control

• Define what it means to be customer centric in the world of IoT in order to establish and maintain market leadership a. CEM and monetization in an IoE ecosystem b. Include customer touch points in B2B CEM Canvas c. Ecosystem and Sponsored Data

• TM Forum’s Use Case library is a handy way of growing your CEM practice

• Add CEM use cases to an ever growing library which aids an easy entry into CEM practice

• Enhance the blueprint of implementing best practices in CEM

• Create a roadmap of business priority-led (based on business architecture) use case deployment methodology

Workstream Deliverable What You Will Work On Talking Points for ActionWeek

Customer Experience Management (cont.)

CEM & Virtualization CEM ROI

Customer Centricity in a virtualized world CEM Business Outcome/ ROI Calculator

As companies push for increasing virtualization of product and service delivery, customer experience becomes ever more important as a differentiator between being a market leader and not. In this workstream, we will identify measures, and monitoring/controlling mechanisms to keep the customer front and center. A big question in customer experience management implementations is around return on investment. TM Forum’s approach to ROI for CEM is based around use cases for improving a particular metric that measures an improvement in customer experience. In this project you will design new use cases based on real world decisions that SPs are making in their CEM programs and create ROI models to capture the business case.

• Define what it means to be customer centric in a world of virtualized operations

• (NOT PART OF Action Week Workstream)

• Add use cases to our robust CEM ROI calculator

• (NOT PART OF Action Week Workstream)

Workstream Deliverable What You Will Work On Talking Points for ActionWeek

Big Data Analytics

Analytics Big Data Repository – Data Dictionary

BDA Maturity – Gap Analysis

Data entity bank for big data analytics for telcos

Make The Maturity Model more usable by providing toolkits with the model for ease of evaluation

We have proven out an agile way of creating an entity bank without imposing onerous cardinality rules. This rick repository of data entities will be further elaborated on and will provide a ready-reckoner for any company attempting to set up data lakes for big data analysis. BDA maturity model is a key tool to understand and examine in a structured way the scale, complexities and capabilities required to meet organizational readiness to maximize the value of BDA implementation. A Maturity Diagnostics Toolkit will include:

• An elaborative set of questions that can scrutinize the organization’s level for individual dimensions

• Maturity Score Calculator that can combine the scores of individual with relative weightages to come up with the final maturity level or organization

• Useful for service providers and consultants, this repository will consist of a comprehensive back of fully defined data entities essential for OSS/BSS systems

• In this workstream you will enhance the data entity bank using our proven agile method

• Most companies have big data capabilities today. However its use is usually not enterprise wide and not consistent in approach wherever used

• On this workstream, you will create a ready-reckoner to evaluate analytics maturity for the enterprise or specific departments and in turn easily identify where and why gaps exist making it easier to deploy BDA uniformly across the organization

Workstream Deliverable What You Will Work On Talking Points for ActionWeek

Big Data Analytics (cont.)

Building Blocks Analytics & Virtualization Analytics & IoT

Business Value Roadmap

Building BlocksReview, revise, improve and add solution use case building blocks Data Analytics to support a Virtualized operations Data Analytics in the world of Internet of Everything

Update, strengthen with tighter governance, make more outcome based

The key challenge today in data analytics is around “how” – how do I define and plan my data analytics solutions faster, more effectively, more flexibly? In this workstream you will participate in developing concepts around “how” including enhancing the “building blocks ” for data analytics implementation; defining building blocks for creating reusable data analytics capabilities and continue to build on our successful library of use cases. As operations become more virtualized, the dependency on data analytics to monitor and predict hotspots and problems areas grows. Equaly, data analytics will be the method of choice to find growth opportunities. In order to start creating these oundational elements of managing a virtualized environment, you will identify data entities and types of analytics that will be required (predictive, prescriptive, diagnostic or descriptive) for specific use cases in virtualization. This library will become a foundational ready-reckoner for any organization moving to virtualization As connectivity grows and as supply chains become more complex, analytics using hindsight and foresight in equal measure become increasingly vital to the sustainability of operations. In this workstream you will work on creating various types of asset templates which can adequately capture data analytics needs for various IoT scenarios.

The Roadmap serves as a guiding tool for enabling digital transformation of services and operations using specific use cases. We propose to enhance this with:

• Outcome based steps• Assessing existing people, process and

technology capabilities• Continual feedback at each step• BDA governance tightly integrated with each

step

• With an emphasis on how to define and execute faster, better, cheaper on create building blocks of reusable data analytics capabilities

• Update this ready-reckoner for enabling digital transformation of services and operations

• (NOT PART OF Action Week Workstream)

Workstream Deliverable What You Will Work On Talking Points for ActionWeek

In order to start creating foundational elements of managing a virtualized environment, identify data entities and types of analytics that will be required (predictive, prescriptive, diagnostic or descriptive) for specific use cases in virtualization. This library will become a foundational ready-reckoner for any organization moving to virtualization As connectivity grows and as supply chains become more complex, analytics using hindsight and foresight in equal measure become increasingly vital to the sustainability of operations. In this workstream you will work on creating various types of asset templates which can adequately capture data analytics needs for various IoT scenarios

Metrics

Metrics Classify metrics in the Frameworx paradigm Metrics Maturation

Ingestions from existing assets

The subset of metrics which are more defined and better matured will be cast in an easily referenceable construct which is in line with the existing Frameworx domains.

TM Forum has over 2100 metrics defined in our repository which came from multiple sources. In this workstream, team members will collaborate to create a consistent language across the metrics to enable easy understanding and usage, as well as defining a road ahead for defining new metrics as well. Many projects in TM Forum are defining metrics. In this workstream, team members will work with various TM Forum projects from across a wide range of topic and proof-of concept projects to extract and define new metric and then bring those metrics back into the metric repository.

• Categorize our database of 2100+ metrics to be in line with domains in frameworx

• (NOT SEPARATE Action Week Workstream)

• Bring a higher degree of consistency and detailed definition to existing metrics

• (NOT SEPARATE Action Week Workstream)

• Continue mining metrics from the existing asset base of TM Forum and ongoing projects

• (NOT SEPARATE Action Week Workstream)

Workstream Deliverable What You Will Work On Talking Points for ActionWeek

GOOD PLACE FOR AN AD FOR COLLABORATION?