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

gatherin

g

• 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

ServiceExperience

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

DeliveredService

Network Resources

End Device

IT & Application

Content


Service ProviderCustomer

Service Quality Gap Analysis

Expected Service

DeliveredService

Needs

Experience

Expectations

Network Resources

End Device

IT & Application

ContentServiceCommunication

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 AlignedService Catalog

Central Product ManagerO

ne to One

(1:1) Mapping

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 CaptureOrder Capture

Product Information Publisher

Designer Publisher

Product Specification 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 Execution

Service Catalog CFS specification

Customer Order Tracking &

Management

Customer Order Lifecycle Management


CRM Self Care Dealer Care

Sales Channels

Order Capture

Order CaptureOrder Capture

Product Information Publisher

Designer Publisher

Product Specification 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 Execution

Service Catalog CFS specification

Customer Order Tracking &

Management

Customer Order Lifecycle Management

Product Administrators

Product 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

SS

S

R

S

SCustomer facing Service

RfS RfS

S

RR

SS

R

SRfS CfS

RfSRfS

Product

BSS

OSS

RR

SS

S

R

S S

SCustomer facing Service

RfS RfS RfS

S

RR

SS

R

S

RR

SS

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

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