CEM Overall Fx14.5 Charterv2.0.1

TM Forum 2014. All Rights Reserved.

Frameworx Charter Business Assurance Program

Customer Engagement Project Group

November 2013 Updates August 2014 Version 2.0.1 IPR Mode: RAND

Customer Engagement Project Group Charter

Version 2.0.1 TM Forum 2014. All Rights Reserved. Page 2 of 12

Notice

Copyright TM Forum 2014. All Rights Reserved. This document and translations of it may be copied and furnished to others, and derivative works that comment on or otherwise explain it or assist in its implementation may be prepared, copied, published, and distributed, in whole or in part, without restriction of any kind, provided that the above copyright notice and this section are included on all such copies and derivative works. However, this document itself may not be modified in any way, including by removing the copyright notice or references to TM FORUM, except as needed for the purpose of developing any document or deliverable produced by a TM FORUM Collaboration Project Team (in which case the rules applicable to copyrights, as set forth in the TM FORUM IPR Policy, must be followed) or as required to translate it into languages other than English. The limited permissions granted above are perpetual and will not be revoked by TM FORUM or its successors or assigns. This document and the information contained herein is provided on an "AS IS" basis and TM FORUM DISCLAIMS ALL WARRANTIES, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO ANY WARRANTY THAT THE USE OF THE INFORMATION HEREIN WILL NOT INFRINGE ANY OWNERSHIP RIGHTS OR ANY IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE.

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Table of Contents

Notice ...........................................................................................................................................................................2

Table of Contents .......................................................................................................................................................3

1. Charter Identification ............................................................................................................................................4

2. Project Details .......................................................................................................................................................5 2.1. Description of this project .............................................................................................................................5

2.1.1. Objectives ...........................................................................................................................................5 2.1.2. Background ........................................................................................................................................5 2.1.3. Current Project Scope .......................................................................................................................6 2.1.4. Key business/industry driver .............................................................................................................6 2.1.5. What this project will do to address the key driver ...........................................................................7 2.1.6. What industries the output(s) project apply to? ................................................................................7

2.2. Project Business Benefit ..............................................................................................................................7

3. Resourcing of Project ..........................................................................................................................................8

4. Project Deliverables Appendices .......................................................................................................................9 4.1. Appendix 1.A GB962 CEM Guidebook: ...................................................................................................9 4.2. Appendix 2.A GB962A Experience Metrics Deliverables .......................................................................9 4.3. Appendix 3.A GB962B Experience Maturity Model ................................................................................9 4.4. Appendix 4.A GB962C Experience Life Cycle Model .............................................................................9 4.5. Appendix 5.AEngagement Concept Validation.................................................................................... 10 4.6. Appendix 6.AImplementation Guide ..................................................................................................... 10 4.7. Appendix 7.AOmni-Channel Best Practices ........................................................................................ 10

5. Additional Project Information ......................................................................................................................... 11 5.1. Project inputs & risks ................................................................................................................................. 11

5.1.1. Inputs to project ............................................................................................................................... 11 5.1.2. Outside project scope ..................................................................................................................... 11 5.1.3. Risk Identification and Risk Mitigation ........................................................................................... 11

5.2. Interactions with other groups, projects & departments .......................................................................... 11

6. Administrative Section ...................................................................................................................................... 12 6.1. Rules of Engagement ................................................................................................................................ 12 6.2. Approval Decisions .................................................................................................................................... 12 6.3. Document History ...................................................................................................................................... 12



1. Charter Identification

Strategic Program or Industry Sector:

Agile Business, Grow Share, Grow Revenues

Project Type: Regular Project

IPR Mode: RAND

Project Name: Customer Engagement Project Group

Project Champion / Sponsor Various (see Appendices)

Expiry Date of Charter Note: This charter is subject to an annual review at which time a decision will be made to extend the work period or terminate the charter

May 31st 2015

Project Leader/Chairperson: Various (see Appendices)



2. Project Details

2.1. Description of this project

2.1.1. Objectives

The Customer Engagement project has as its principal objective the adoption of TM Forum Best Practices for one of two approaches, depending on the maturity and general situation of a given Digital Services Provider, namely either:

1) Touch Point-oriented Customer Experience. Management

2) Journey-oriented Customer Engagement Management

This is accomplished through application of the CMMM (Customer Management Maturity Model), for the purpose of defining for Digital Service Providers a program of evolution in the 6 Dimensions from low maturity/Touch Point-oriented Experience Management approaches (reactive to SQM and SLAM metrics) to high maturity/Journey-oriented Engagement Management approaches (anticipating next best actions). This adoption will be enabled by exemplar user stories, use cases, case studies, and methodology for this evolution, embodied in the Implementation Guide, supported by the applicable Guidebooks and associated Addenda.

2.1.2. Background

In the Business Assurance Programs, the term customer management collectively refers to the various aspects of Business Management employed when interacting with the Customer and End User (in their role as an Engaged Party) with respect to Digital Service Providers and their Engaged Suppliers and Partners. Other closely-allied Strategic Projects are: 1) Data Analytics and 2) Revenue Management (elements of the Agile Business and IT Strategy), described in their respective Strategic Project Plans. In addition, the Customer-centric Strategic Program is tightly coordinated with these Business Assurance Program Project Groups, thus ensuring strategic linkage between specific, shorter-term BAP project deliverables and longer-term strategic goals.

The Customer Engagement Project focuses on the following facets of the customer management subject:

Service Quality and SLA Management Customer Relationship Management (CRM) Customer Experience Management Customer Engagement Management

These facets represent practices associated with core capabilities of the enterprise, as evidenced by the degree of maturity in the practice of these core capabilities in 6 Dimensions, namely:

Strategy Organization, Leadership & Influence KPIs/Business Metrics



People Customer Insightfulness of Processes Systems

These facets, each of which may be at varying levels of attainment with respect to each of the 6 core capabilities, are described through a range of 5 maturity levels, the aggregate of which can be used to roughly assess overall maturity, described by the following general terms:

Level 1: Measuring Level 2: Defining Level 3: Decisioning Level 4: Optimizing Level 5: Anticipating

2.1.3. Current Project Scope

The Touch Point-oriented Experience Management components will be brought to a full alignment with and linkage to the Journey-oriented Engagement Management approach of the Customer-centric Strategic Program. As well, the Customer-centric program will be brought to a stage where Best Practices and other tools can be developed through a series of Concept Validation deliverables, detailed in the associated Appendix below.

The Customer Engagement project has several key elements to it;

Continued maturation of the Touch Point-oriented Customer Experience Management Guidebook and associated tools

Early-stage Concept Validation deliverables intended to give clarity as to what TM Forum assets (such as Guidebooks and other tools) can be produced in future project deliverables, depending on the outcome of the Concept Validation stage.

Exploration of new areas of strategic importance to CEM including omni-channel

Goals;

GB962 v2.0 updates to continue developing of the Experience/Engagement discussion

Development of an Implementation Guide in order to drive maturity and engagement levels using TM Forums set of best practices

Engagement Strategy Concept Validation deliverables

Delivery of an initial set of requirements around omni-channel management

2.1.4. Key business/industry driver

The ascendance of the Customer into the dominant role among Engaged Parties puts this subject at the center of all aspects of enterprise management.



2.1.5. What this project will do to address the key driver

Deliver a series of best practices guidebooks, technical reports, related Catalyst demonstrations, and tools for implementing solutions.

2.1.6. What industries the output(s) project apply to?

All Digital Services.

2.2. Project Business Benefit

Increased agility, growing market share, growing revenues (and returns).



3. Resourcing of Project

Details are provided in Appendices.



4. Project Deliverables Appendices

The project deliverables in support of the Customer Engagement Strategic Program are introduced in the sections below, with the deliverables and requisite resources detailed in the associated Appendices, each of which is a separate document, and thus allowing for revision as in-project revision of those details is deemed necessary.

Key areas of focus for the period between Aug 14 and Dec 14 will be:

- Appendix 2.A GB962A Experience Metrics Deliverables

- Appendix 6.A Implementation Guide

- Appendix 7.A Omni Channel Best Practice

The full list of all activities currently chartered including the 3 listed above are included here. If additional resources become available others in this list may be reignited.

4.1. Appendix 1.A GB962 CEM Guidebook:

Conclusion of Evolution to Full Engagement Discussion

4.2. Appendix 2.A GB962A Experience Metrics Deliverables

Validation of newly-defined metrics, plus incorporation of selected metrics from previous Service-centric metrics

4.3. Appendix 3.A GB962B Experience Maturity Model

Conclusion of Evolution to Full Engagement Discussion

4.4. Appendix 4.A GB962C Experience Life Cycle Model

Conclusion of Evolution to Full Engagement Discussion, Expansion of B2B Discussion



4.5. Appendix 5.AEngagement Concept Validation

Organizing a series of surveys, benchmarks, case studies, Catalyst projects, and similar validation activities.

4.6. Appendix 6.AImplementation Guide

A how to guide to applying the Maturity Model to assess and plan the evolution from Touch Point-oriented Experience Management to Journey-oriented Engagement Management.

4.7. Appendix 7.AOmni-Channel Best Practices

A set of RFx style requirements that describe the needs for omni-channel from a CSP perspective; defines omni-channel concepts; omni-channel use cases; other tools for implementing omni-channel.



5. Additional Project Information

5.1. Project inputs & risks

5.1.1. Inputs to project

Various existing work products from prior Frameworx releases, plus newly-identified needs for other work productsboth through Interest Group discussion and feedback from Catalyst projects.

5.1.2. Outside project scope

N.A.

5.1.3. Risk Identification and Risk Mitigation

This will be identified in the applicable Appendix.

5.2. Interactions with other groups, projects & departments

This will be identified in the applicable Appendix.



6. Administrative Section

6.1. Rules of Engagement

This project will operate under the terms set out in the Operating Guidelines with development following the process outlined in The Collaboration Program process and specific rules listed in the board-approved Rules of Engagement.

6.2. Approval Decisions

Approval Received Yes

Date Approval Received 7 August 2014

Expiry Date of Charter 30 May 2015

Staff Support Assigned Rebecca Sendel [email protected]

Additional resources supplied >

6.3. Document History

Revision Date Author Description

1 25 SEP 2013 S. Cotton Initial Draft for Review/Feedback from Project Leads

2 27 NOV 2013 S. Cotton Second draft in response to strategic linkage review

1.1.0 27 Nov 2013 Ken Lipnickey

Integration CEM Metric Deliverables

1.1.1 23 Jan 2014 Alicja Kawecki

Updated Notice, footer and section 6.2 prior to posting

2.0.0 16 July 2014 Rebecca Sendel

Updates to continue work and add new ideas to original charter

2.0.1 18 Aug 2014 Alicja Kawecki

Updated section 6.2 to reflect Approved status, minor cosmetic/formatting edits

CEM Overall Fx14.5 Charterv2.0.1

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