Telecom - the influence of OSS on customer experience management

Copyright Comarch 2014

telecoms.comarch.com

How OSS influences telecom customer

experience

2 Copyright Comarch 2014 telecoms.comarch.com

CUSTOMER EXPERIENCEUSER VS. SERVICE PROVIDER


Information gathering

• Customer Surveys

• Drive tests

• Monitoring applications for end devices

• Call centre statistics

Processing

• Statistical modelling

• QoE – expression of service user satisfaction

Resutls

• Reports with guidance for network planners

• Procedures and trainings

Customer-centric Approach


Customer

Real-life Scenario

Service

Experience

Needs

Experience

Expectations

Post mortem vs. Proactive

• Good service quality:

– Youtube without delays

– Facebook connection

– Blackberry everywhere

– Notifications about potential problems arrive quickly

• It works or it does not work

• Service price

• Problems are fixed quickly

• Call Centre knows about my problems

• SP has a good offer


Service Provider

Real-life Scenario

• End device statistic collection

• Call centre statistics

• Billing information

• Network probing

• Network alarming and

performance management

• Other OSS

Delivered

Service

Network

Resources

End Device

IT &

Application

Content


Service ProviderCustomer

Service Quality Gap Analysis

Expected

Service

Delivered

Service

Needs

Experience

Expectations

Network

Resources

End Device

IT &

Application

ContentService

Communication

Service

Quality Gap


OSS/BSS INTEGRATIONALIGNING BUSINESS AND TECHNICAL

ASPECTS


Multiple Layers to be Considered

Market-Specific

Business-Specific

Network-Specific

Offerings

(how we sell)

Products

(what we sell)

Services and Resources

(how we provide)


Getting it AlignedSe

rvice C

atalog

Ce

ntral P

rod

uct M

anage

rOn

e to

On

e

(1:1

) Map

pin

g

Product Specification



Composed Product Spec

Offering Offering Offering

Offering (bundled)

Offering (bundled)

Offering

Offering (bundled)

Customer Facing Service




Resource Facing Service







Resource Resource Resource Resource ResourceResource

Offering (bundled)

Resource Resource







Resource

Offering (bundled)

Offering (commercial)

Offering

Offering (commercial)

Market Specific

Business Specific

Network Specific


CRM Self Care Dealer Care

Sales Channels

Order Capture

Order Capture

Order Capture

Product Information

Publisher

Designer Publisher


Manager

Product Offering

Manager

Sales Network

Manager

Quotation Engine

Product

Configurator

Recommendation

Engine

Sales Support

Central Product ManagerOrder Management

Customer Order

Orchestration

Customer Order

Distribution

Product Inventory

Product InstancesCart Manager

Product Lifecycle Management

Product Information

Repository

Pricing Algorithm

Specification Manager

Pricing Algorithms

BIlling System

Service Catalog and Fulfillment

Service Fulfillment

ExecutionService Catalog CFS specification

Customer Order

Tracking &

Management

Customer Order

Lifecycle Management


CRM Self Care Dealer Care

Sales Channels

Order Capture

Order Capture

Order Capture

Product Information

Publisher

Designer Publisher


Manager

Product Offering

Manager

Sales Network

Manager

Quotation Engine

Product

Configurator

Recommendation

Engine

Sales Support

Central Product ManagerOrder Management

Customer Order

Orchestration

Customer Order

Distribution

Product Inventory

Product InstancesCart Manager

Product Lifecycle Management

Product Information

Repository

Pricing Algorithm

Specification Manager

Pricing Algorithms

BIlling System

Service Catalog and Fulfillment

Service Fulfillment

ExecutionService Catalog CFS specification

Customer Order

Tracking &

Management

Customer Order

Lifecycle Management

Product

AdministratorsProduct

Managers

limited

Service Delivery

Administrators

limited


• Web-based GUIs for

• Product Offering Management

• Creating,

• Browsing,

• Modifying

• Product Specification

Management

• Creating,

• Browsing,

• Modifying

• Order Management

• Creating,

• Browsing,

• Modifying

Relatively Simple:

Offering & Product Management


Service Catalog-Driven Fulfillment

RR

S

S

S

R

S

SCustomer facing Service

RfS RfS

S

RR

S

S

R

SRfS CfS

RfSRfS

Product

BSS

OSS

RR

S

S

S

R

SS

SCustomer facing Service

RfS RfS RfS

S

RR

S

S

R

S

RR

S

S

R

SCfS CfS CfS

RfSRfS

Product

BSS

OSS

• GB922

TMF SID based approach

• Customer Facing Services (CFS)

• Resouce Facing Services (RFS)

• Service Templates

Key Entities

• Service Access Points (SAPs) relate services to resources

• Third party CFSs mapped to RFSs

• Multiple service domains can be easily combined

Relations


Service Quality and Customer Experience

Customer ExperienceService

Monitoring

SLA Business Rules

Service Quality

Management

Copyright Comarch 2014

telecoms.comarch.com

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Telecom - the influence of OSS on customer experience management

Technology

Transcript of Telecom - the influence of OSS on customer experience management