telecom - the influence of oss on customer experience management
DESCRIPTION
These slides were presented by Comarch at the CEM (customer experience management) Summit in London in January 2013TRANSCRIPT
Copyright Comarch 2014
telecoms.comarch.com
How OSS influences telecom customer experience
2 Copyright Comarch 2014 telecoms.comarch.com
CUSTOMER EXPERIENCEUSER VS. SERVICE PROVIDER
3 Copyright Comarch 2014 telecoms.comarch.com
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
4 Copyright Comarch 2014 telecoms.comarch.com
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
5 Copyright Comarch 2014 telecoms.comarch.com
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
6 Copyright Comarch 2014 telecoms.comarch.com
Service ProviderCustomer
Service Quality Gap Analysis
Expected Service
DeliveredService
Needs
Experience
Expectations
Network Resources
End Device
IT & Application
ContentServiceCommunication
Service Quality Gap
7 Copyright Comarch 2014 telecoms.comarch.com
OSS/BSS INTEGRATIONALIGNING BUSINESS AND TECHNICAL ASPECTS
8 Copyright Comarch 2014 telecoms.comarch.com
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)
9 Copyright Comarch 2014 telecoms.comarch.com
Getting it AlignedService Catalog
Central Product ManagerO
ne to One
(1:1) Mapping
Product Specification
Product Specification
Product Specification
Composed Product Spec
Offering Offering Offering
Offering (bundled)
Offering (bundled)
Offering
Offering (bundled)
Customer Facing Service
Customer Facing Service
Customer Facing Service
Customer Facing Service
Resource Facing Service
Resource Facing Service
Resource Facing Service
Resource Facing Service
Resource Facing Service
Resource Facing Service
Resource Facing Service
Resource Resource Resource Resource ResourceResource
Offering (bundled)
Resource Resource
Resource Facing Service
Resource Facing Service
Resource Facing Service
Resource Facing Service
Resource Facing Service
Resource Facing Service
Resource
Offering (bundled)
Offering (commercial)
Offering
Offering (commercial)Market
Specific
Business Specific
Network Specific
10 Copyright Comarch 2014 telecoms.comarch.com
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
11 Copyright Comarch 2014 telecoms.comarch.com
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
12 Copyright Comarch 2014 telecoms.comarch.com
• 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
13 Copyright Comarch 2014 telecoms.comarch.com
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
14 Copyright Comarch 2014 telecoms.comarch.com
Service Quality and Customer Experience
Customer ExperienceService Monitoring
SLA Business Rules
Service Quality Management
Copyright Comarch 2014
telecoms.comarch.com
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