Analyzing Telecommunications Data for Improved Customer Experience

Fabricio Carrizales

OSS Solutions Manager (BENELUX – France)

Amsterdam, 3rd June 2016

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]

End-to-End Customer Journey

Information Purchase

Activation Utilization BillingAfter sales

support

Evolution Termination

NetworkNetwork Network

Network Network

Network

Network Network

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

Cu

sto

me

r Ex

pe

rien

ce

Copyright Comarch 2016

CE

M D

ata

An

aly

tics

1

2

3

4

5

Transparency

Communication

Proactive Monitoring

Comprehensiveness

Good fortune

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

Network Assets,

Subscribers

Telecommunications

and OSS/BSS

expertise

HOW CAN WE HELP YOU?

Understanding of

local business

Service Provider

asset Comarch asset

Software

platform

Data

collection/analysis

expertise

Telecommunications

and OSS/BSS

expertise

Business Value

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

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

TO COMPETE OR NOT TO COMPETE?

Source: TMForum Frameworx r15

Traditional IT/BSS domain

(CIO)

Traditional Engineering/OSS Domain

(CTO)

Customer

Experience

Domain

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

Indirect Data Monetization

(internal Consumers)

Operations

Planning

Marketing

Customer Care

Tra

ditio

nal O

SS

do

main

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

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

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

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

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

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

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

signallingraw counters, alarms, inventory

data, real-time signalling

PBs daily

Customer

Touch

points

Partners

Automotive

IoT

Business

Ecosystem

Social

Media

eKiosks

Sales

Points

Mobile

AppsMobile

AppsVR VR

Co

mp

lex

ity

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

STEP 3. BEYOND THE HORIZON

STEP 3. BEYOND THE HORIZON

Thank you!

Comarch Middle East FZ-LLC

Building no 14, Office 203,

PO. Box 500824 Dubai, UAE

Phone: +971 444 774 172