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Lighting up the quality of experience.Managing Customer Experience Initiative.
Copyright © 2010 TeleManagement Forum, All Rights Reserved.1
Initiative.
21st Sep, 2010
Antonio Cuadra-Sánchez, Telefonica, MCE SPLC & Prob es Lead
Acknowledgements:• Shai Shamir, Amdocs, MCE Team Lead• Stephen Fleece, MCE Staff Support, TM Forum• Dave Milham, MCE Phase 1 Team Lead & TM Forum Dis tinguished Fellow
� Introduction to MCE initiative
� Measuring Quality of Experience (QoE)
Probes as QoE datafeeder
Index
Copyright © 2010 TeleManagement Forum, All Rights Reserved.2
� Probes as QoE datafeeder
� Conclusions and next steps
� In order to lead in today’s communications services market, operators and SPs must offer customers the best quality and do so profitably
� First, we must understand our customer’s perception of services and touch points (brand, people, processes, etc.)
� To settle a methodology across processes and value chain� Modeling the service and underlying attributes
Motivation
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� Modeling the service and underlying attributes� According to standard, recommendations and forums
� Gathering all the information on an umbrella� But owning OSS & BSS source of quality indicators
� Probes: Essential technology for measuring E2E Service Quality
� Lack of standardization elsewhere� TM Forum MCE program constitutes the first approach � Essential to join for SPs to assure results from the start stage
� Managing Customer Experience (MCE) is defining best practices for improving customer preference and loyalty for business with a Service Provider across its brand, products, quality (QoE), and touch point interactions � MCE solutions ultimately improve business
effectiveness by growing market share, reducing
MCE Initiative
Copyright © 2010 TeleManagement Forum, All Rights Reserved.4
churn, and operational costs where appropriate� Areas of Interest
o Metricso Probeso Service Quality & Performance Managemento Customer Care & Support
Current team
� SP� Telefónica� Telstra� ATT (monitoring from SPLC)� Telecom Italia & BT (TBC)
� Suppliers
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� Suppliers� Amdocs� Telchemy� Nokia Siemens Networks� Huawei� TTI� Teamquest
� Reduced customer churn by � Improved processes from customer’s perspective
oProactive service quality assurance and responsive problem resolution
oGenerally better shopping, buying, fulfillment, and payments
� More competitive products and services
Reduced costs and improved accuracy for data
Target Key Benefits of MCE
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� Reduced costs and improved accuracy for data collection and analysis about customer experience
� Faster time to market for new services, operational integration, and quality
� Involvement with TM Forum MCE program is helping to solve common challenge: “How to best measure the Quality of Experience (QoE)?”
� Initial guidelines� Owning platforms and systems that show the perceived quality
o Passive probes: watching all user traffic in real time
Why Joining MCE?
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o Passive probes: watching all user traffic in real timeo Active probes: testing scenarios from E2E perspective: terminals, MOS, PESQo Other OSS and network elements: completing network visiono BSS: Customer database and CRM
� Settling Quality Indicators per each serviceo By using systems users experience
� Customer approach: CEM (Customer Experience Management)o Detailed data from each customer when using any service
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� Know the trends in customer experience and become partakers of realizing QoE and QoS evolution, where the focus on customer upgrades center on network and services
� Initial approaches inside SPs� Telefónica O2/Vivo Group: OMEGA-QUALITY
Service Provider Involvement
Copyright © 2010 TeleManagement Forum, All Rights Reserved.8
� Telefónica O2/Vivo Group: OMEGA-QUALITY � BT: Use of Probes in Enhancing the User Experience of Business
Applications� Telecom Italia: Open source probes for IPTV � Telstra: MobileTV assurance. Improve quality monitoring
� Introduction to MCE initiative
� Measuring Quality of Experience (QoE)
Probes as QoE datafeeder
Index
Copyright © 2010 TeleManagement Forum, All Rights Reserved.9
� Probes as QoE datafeeder
� Conclusions and next steps
++=CustomerSatisfaction
ResultsObtained Environment
Previous experiences
Business & competitionexpectations
Servicedelivery
Service expectations
What is Customer Experience?
Can it be measured?ProviderCustomer
Social & Professio
nal
Groups
Customer
User
Copyright © 2010 TeleManagement Forum, All Rights Reserved.10
++=Satisfaction Obtained Environmentexpectations
Recommendationsreceived
Objective Quality Subjective Quality
“Identical levels of service delivery may produce differentdegrees of satisfaction”
“Level of state of mind of a customer who as a result of comparing the perceived performance of a product or service with its expectations”
Philip Kotler
Customer Experience
Content aggregator
Home gateway/ network supplier
Broadband service retailer
End user
Content creator
Loop unbundler
IPTV Service retailer
Set-top box/ TV, PC etc
Advertising broker
Value AddCE/SQM Applications
Value AddSQM Applications
Value AddSQM Applications
Value AddCE/SQM Applications
1
Inter-EnterpriseInterfaces/APIs
6CRM
2
CRMSQMAPIs
3SQM
Edge DeviceSQM APIs
CE/SQM Ecosystem
MCE Ecosystem APIs
Copyright © 2010 TeleManagement Forum, All Rights Reserved.11
Networks
Resource APIs
4
Applications
ApplicationServices
5
Resource APIs
EdgeDevices
3EdgeApplications
ServiceAccessPoint
Measurement Point
xAPIs
6
Probes
� Introduction to MCE initiative
� Measuring Quality of Experience (QoE)
Probes as QoE datafeeder
Index
Copyright © 2010 TeleManagement Forum, All Rights Reserved.12
� Probes as QoE datafeeder
� Conclusions and next steps
MCE Probes Topic
� Late in the technical carried out in Phase 1 it became clear that service providers depend on a variety of probe technologies (including active, passive and agent based) to get an e2e Service Quality Viewpoint
Copyright © 2010 TeleManagement Forum, All Rights Reserved.13
Quality Viewpoint� These probes are essential to SPs and
complement built in SQM capabilities in Networks and IT infrastructure
� The results of this team will help telco market (mainly operators and service providers) to employ probe technologies with common criteria
Probes Technologies
IPTV
CDMA2000Active probes
IPTVActive probe CENTRAL
SERVER
� QoS perceived by the customer
� Gathering the traffic that users generate in the
network from passive probes
� E2E perspective from active probes
� Providing independence of the network and
the manufacturer
� Continuous monitoring. Real-time events
Copyright © 2010 TeleManagement Forum, All Rights Reserved.14
NGN/IMSActive probe Mobile TV
Active probes
SERVER� Continuous monitoring. Real-time events
� Distributed and modular architecture
� Multi Protocol
� Open interfaces to external systems:
SQL/ODBC, files, CORBA, SNMP, XML
� Troubleshooting detection
� Full call and session tracing
� Passive Probes: Gathering the traffic that users generate in the network
� Active Probes: Simulating the behaviour of end users
� Embedded Agents: Probes inside customer devices
MCE Probes Scope
� Main items covered� Probes Best Practices. Multi technology Probes
combination StrategyoCombination of different types of probes (active, passive,
reactive, agents...) to give a single overview of the network, i.e. one vision of the QoS/QoE.
� Probe API requirements.
Copyright © 2010 TeleManagement Forum, All Rights Reserved.15
� Probe API requirements. oReuse vendors, technologies, configurations, etc.
Northbound/southbound interfaces.oProposal for common development technologies for probes.
Relative technologies, such as Deep Packet Inspection, troubleshooting, etc.
� Functional requirements oDefinition of standardized results from probes, such as detailed
records, test outcome, events generation, etc.
Summary Of Activities
� The team is focused on the standardization of probes for Customer Experience Management� An overall architecture� Records (XDR) and attributes that contribute to QoE� Identifying the interfaces to exchange the content
Copyright © 2010 TeleManagement Forum, All Rights Reserved.16
� Identifying the interfaces to exchange the content� Specification of a common format for detailed XDRs on the
northbound interface� Customer experience attributes for new services
o IPTV based services (TVoADSL, CableTV, MobileTV)
� Way of sending data o Proposal of using TM Forum IPDR WG
(Protocols and structure)
�
Customer Experience
Platform
Remote Site
Pn–XDR: SCTPPn-stats: SCTPPn-events: MIB/SNMPPn-conf: TBD
Pn link: IP over Ethernet
•Detailed Records (XDRs)•KPIs
Pn Format
Probes Architecture
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Device ProbeDevice Probe
Monitored Network
Device Probe
Analysis Probe
ProbeSubsystem
Ps–PDU: SCTPPs-stats: SCTPPs-events: MIB/SNMP. Ps-conf: TBD
Ps link: IP over Ethernet
•Reassembling frames•Filter duplicate frames•Timestamp
Ps Format
� Introduction to MCE initiative
� Measuring Quality of Experience (QoE)
Probes as QoE datafeeder
Index
Copyright © 2010 TeleManagement Forum, All Rights Reserved.18
� Probes as QoE datafeeder
� Conclusions and next steps
� Work in progress� Probes sub-team� Harmony Catalyst� CE Lifecycle Model & Metrics� TM Forum Research & Publication
MCE Summary Status
Copyright © 2010 TeleManagement Forum, All Rights Reserved.19
� Evolution towards an interest group (IG)� Cross team perspective on MCE topics (metrics, Frameworks,
Interfaces, etc.)� Staff resourcing aligned with member commitments
MCE Plans Phase 2
Deliverable Work – May to December 2010
MCE Applications • Goal to further develop MCE/SQM Solution Architecture
CE Metrics Inventory & Alignment
• Goal to implement Customer Experience Lifecycle model and value chain as foundation for CE metrics
• Leverage the model for aligning CE metrics and map accordingly (Benchmarking and SLAM teams)
• Produce CE Lifecycle poster
Copyright © 2010 TeleManagement Forum, All Rights Reserved.20
MCE Applications Architecture(joint with Catalyst)
• Goal to further develop MCE/SQM Solution Architecture with TAM and other Framework teams
• Based on inputs from Catalyst and SP requirements• Address need manage end-to-end customer experience
Probes
• Probes Best Practice. Active / Passive Probe combination Strategy
• Probe API requirements. Reuse vendors, technologies, configurations, etc.
• Probes Quick Wins around XDR formats for customer experience
� Online community
MCE Contacts
•Stephen Fleece , TMForum, MCE Staff Support •Shai Shamir , Amdocs, MCE Team Lead•Antonio Cuadra , Telefonica, SP & Probes Lead
Copyright © 2010 TeleManagement Forum, All Rights Reserved.21
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