in service customer experience management
DESCRIPTION
Improve Customer Experience through Selective Tracing and Real-Time Network Analytics. As a result, the strategic importance of customer experience management has skyrocketed.TRANSCRIPT
© 2012 WIPRO LTD | WWW.WIPRO.COM 1
In-service Customer
Experience Management: Improving Customer Experience through
Selective Tracing and Real-Time Network
Analytics
© 2012 WIPRO LTD | WWW.WIPRO.COM 2
Customer Experience
Management in
Telcos
HIGHLIGHTS
Due to the commoditization of networks
and the growth in competition from OTT
players, telcos must shift their focus
from a traditional network and
technology-centric approach to a
customer-centric approach.
As a result, the strategic importance of customer
experience management has skyrocketed.
© 2012 WIPRO LTD | WWW.WIPRO.COM 3
Introduction
New opportunities and challenges have emerged
for Communication Service Providers (CSPs) due
to technology advancements, growth in device
diversity and evolving consumer needs.
The advent of new technologies such as 4G-
LTE and consumer demand for greater
speed
The launch of new smart devices with
bandwidth-hungry applications
The commoditization of networks and growth
in competition from OTT players
CSPs are facing new customer experience and network performance
challenges.
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Challenges in Customer Experience Management
Scattered information across different systems
Lack of proactive service quality detection systems
Complex service delivery value chain
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Key Enablers for Customer Experience Management
CEM Enablers
Process
Process
Consolidation
Multi level Data
Correlation
Network Tools
Consolidation
© 2012 WIPRO LTD | WWW.WIPRO.COM 6
Helps CSPs manage customer
experience data, automate
customer experience
measurement and map the
analysis logic into tangible and
reusable assets.
Has the ability to focus on and
prioritize issues that are
revenue and brand impacting,
rather than on issues which are
less critical.
Rule-based selective tracing
Enables CSPs to correlate the
data from different sources and
produce useful statistics.
Helps CSPs to drill down and
analyze multiple dimensions of
customer experience through a
user friendly interface.
Improves flexibility for the
operations team allowing them
to build custom rules for data
correlation or aggregation at
run time to identify patterns.
Smart Analytics
Recommended Approaches
For Proactive CEM Measurement and Improvement
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Next steps for Telcos – step 1
CEM Deployment Methodology
Identity
Recommend
Implement
Monitor
Gap Analysis Recommendations Integration scope
& Requirement
KPI/CEI N/W Architecture Process IT System
Service Simulation &
Proactive Monitoring
Data integrity
Checks
KPI/CEI
Monitoring
Troubleshooting
& Optimization
Tools KPI/CEI Dashboards
& Analytics
Trigger Rules &
Analysis Rules Alerts
Adopt a standard CEM implementation methodology:
Co
nti
nu
ou
s I
mp
rove
me
nt
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Next steps for Telcos – step 2
Optimize
Analyze
Consolidate
Define
Maturity Level 4
Maturity Level 3
Maturity Level 2
Maturity Level 1
Maturity Level 0
Utilize integrated data in business decision. Optimize
network, services and business processes. CSP
continuously monitors business matrices and associated CE
factors. CSP benchmarks and optimize CEM eco system to
improve CE
Analyze and verify data from multiple sources, troubleshoot
customer experience issues, define consolidated rules for
integrated ecosystem
Consolidate processes and business rules, correlate data
alerts and alarms, bring synergy between silos. CSP relies
on the integrated system to gain customer insight.
Define services, data sets, data requirements, data sources,
processes, business rules, associated business matrices.
CSP relies multiple tools to gain customer insight
Develop a CEM Maturity model :
CEM Maturity Model
© 2012 WIPRO LTD | WWW.WIPRO.COM 9
Conclusion
CEM initiatives can help CSPs achieve their
strategic priorities in two ways.
Optimum utilization of resources by prioritizing
consumption based on customer impact
Improved customer confidence and loyalty
To deliver an optimal customer experience,
CSPs must invest in three areas:
Measurement of customer experience and
identification of customer issues in near real time
Intelligence to analyze the measured values and
minimize manual effort in troubleshooting or
resolving issues that breach agreed service levels
Proactive troubleshooting to address issues before
the customer is impacted
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For more details please visit the link below :
http://www.wipro.com/Documents/insights/In-
Service_Customer_Experience_Management.pdf
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Wipro set up the Council for Industry Research, comprised of domain
and technology experts from the organization, to address the needs of
customers. It specifically surveys innovative strategies that will help
customers gain competitive advantage in the market. The Council, in
collaboration with leading academic institutions and industry bodies,
studies market trends to help equip organizations with insights to
facilitate their IT and business strategies.
For more information on the Research Council visit
www.wipro.com/insights or mail [email protected]
About Wipro Council for Industry Research
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About Wipro Technologies
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Limited (NYSE:WIT) is a leading Information
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that delivers solutions to enable its clients do
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Thank You ©Wipro Limited, 2012. All rights reserved.
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