CEM as an Enabler of Service Provider Operational Transformation

Transcription

1 CEM as an Enabler of Service Provider Operational Transformation Ratko Vukovic, CEM Consultant HUAWEI TECHNOLOGIES CO., LTD.

2 CEM Business Management Tool that supports the company transformation to become a Proactive and Adaptive Organization - Proactive but also have information technology in place that are able to trigger change automatically based on automated metrics analysis - Spend extensive effort on analytics and anticipates the business needs - Processes that are triggered having a degree of automation - Well-documented processes extensive organizational coordination - Long-term plans - Reactive but have a set of processes and procedures that are used to react - Planning is focused on how to react better and on optimizing these processes - Action based on stimulus - No desire to plan - Execution is disorganized with poor internal coordination. HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 2

3 measurements Network Vs Customer Centric (CEM) Approach It is measurements of customer experience independently of network and systems to get a view on Organization, Processes, Systems and Networks that deliver the service? Traditional, Network/System Centric Approach CEM, Customer Centric Approach HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 3

4 Customer Expect Transparency Disruptive Technology (Skype) Customer experience objective mesurements (agent) integrated with the client Subjective mesurements (surveys) are provided on break-up calls to other networks (Skype-out) Self Management to buy (minutes, terminals, accessories, etc) and to get support No Customer Care centre to call, only FAQ, technical support and user forum The solution can be inspirational but can not be copied Skype and other call control providers don t take responsibility for the most critical aspects of quality : access network HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 4

5 Responsibility & Care Evolution Customer Care SOC SAPa NOC STP SAPb 1970 Become Aware & Select ISDN My Services ISDN 2005 Loyalty Buy My Mobile Get Help Use Pay Customer Lifecycle Self Care My WIFI My Mobile(LTE) Other Mobile/WIFI HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 5

6 Mesurement Strategy: Use of Service Gb/IuPS Gn MS Subjective (NPS Style) CE Agent RAT Cell_Id BSC/RNC Attach request / accept PDP activation / res Gb/IuPS Probe SGSN Success, Time, IMEI Errors, IMSI, Cell Gn Probe DPI GGSN HTTP, Streaming, etc Success, Time, APN Errors, IMSI, IMEI. Cell correlation HTTP connect / rep /ack HTTP (post/get)/rep/ack Service, Success, Time, Errors, Time Transport KPIs (Jitter. Ploss, Latency, Usage, etc) HTTP disconnect /rep/ack PDP deactivate / res Application protocols/ services (DPI) Basic P2P VoIP Streaming IM WAP SMTP (SSL) edonkey Skype Out/In RTP/RTPS MSN HTTP/HTTPS POP3 (SSL) Bittorent+ SIP, Diameter RealPlayer GoogleTalk Battery usage, Location (GPS) Detach request / accept HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 6 Facebook IMAP4 (SSL) FlashGet H323, MGCP MS_Media YahooMSG Twitter Webmail Thunder Net2Phone Flash_Yahoo Skype IM Radius MS_Exchange HotLine GoogleTalk PPLive ICQ Gaming LotusNotes GNUTELLA Shutter YouTube Viber Win_Update Blackberry DirectConnect UUCall AOL_Video Whatsapp

7 SOC is the Key for Service & User Centric Operation Transformation HUAWEI defines that : The Service Operation Center(SOC) provides a service & user centric operation capability that enables superior service experience and operational efficiency, together with revenue & margin enhancement. Customer centric approach in measurement is used to build IT systems which together with set of processes constitute SOC. HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 7

8 SOC Focal Point of Service Operation AS-IS TO-BE 1: SOC As Buffer Dept. TO-BE 2: SOC As Part of NOC 2.0 TO-BE 3: SOC As Part of Customer Care 2.0 HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 8

9 Starts Transformation from 4 Pillars Process + Organization + Criteria + Platform Process Organization Metric Platform NOC FLM CTO SOC Help Desk Customer Experience VIP Satisfaction Complaint Ratio MTTR P&E Proactive Surveillance Predictive Analysis Service KQI Voice, SMS, MMS, Web, Wap, , Streaming, Service Quality Demarcation Resolution SOC Optimization Platform Maintenance Operation Efficiency Mean Time to Demarcation Mean Time to Troubleshooting HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 9

10 Define External Process Interactions Process Organization Criteria Platform Customers Marketing BI Support Provisioning & SLA Support Sales Account Management Network Planning & Engineering Reports/ Capacity Expansion Request New Site Integration Service Operation Center (SOC) Customer reported Problems & Request Problem resolution Knowledge base Customer Care KQI/KPIAlarms Change Request TT/Work request Alarm Priority setting 3rd Party Service Providers problems escalations Telecom & IT Networks NOC Determine By Cases Responsible Drive Support HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 10

11 Process Framework: Mapping etom Process Organization Criteria Platform Process is the CORE ELEMENT in Operation. During establishment, the detailed processes should be tailored on-site to suit the finalised organisation. Huawei MSUP Functional Architecture SIP OPS Strategy & Commit Service Strategic Planning Service Development Network Strategic Planning Network Development Infrastructure Lifecycle Mgmt. Service Delivery Capacity Management Managed Network Planning Managed Network Design Managed Network Rollout Operations Support & Readiness Work Force Mgt. Spare Parts Mgt. Operation Acceptance Change Mgt. Configuration Mgt. Supplier Mgt. Fulfilment Assurance Billing Provisioning Release Management Service Desk VIP Care Service Quality Monitoring & Demarcation Network Surveillance Problem Management Service Quality Reporting Performance Management Fault Management Preventive Maintenance Data Collection & Distribution Billing Mediation & Rating Interconnected Settlement Invoicing Account Receivable Debt Collection 3 Major Processes are Certified by TMF etom VIP Care Service Monitoring Service Reporting Enterprise Management Enterprise Risk Mgmt. Project & Human Resource Enterprise Effectiveness Mgmt. Knowledge Program Mgmt ISMS BCM QMS SLM Management Management Training SOC process NOC process HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 11

12 Example: VIP Care Process Process Organization Criteria Platform Customer Care Reactive Customer Care Customer Care Help Desk Service Desk VIP Complaint Service Desk Service Reporting Service Quality Reporting Mgmt. VIP Report Service Quality Reporting Mgmt. Proactive SOC Service Monitoring Service Demarcating Alarms for abnormal Event Monitor VIP service Quality Report VIP Service Quality Service Quality Degradation Demarcation Close SQDT Performance Troubleshooting SQDT Performance Mgmt. SQDT NOC Fault Mgmt. Change Mgmt. Workforce Mgmt. SOC External interface SOC Internal Interface 3 rd Party SLA/OLA MTTC MTTD 3 SP Mgmt. MTTT MTTR 3 MTTV HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 12

13 Service Quality Monitoring & Reporting Process Organization Criteria Platform Process Support Service Monitoring Team Impact Evaluation & Dispatch Trouble Tickets Platform Support KQI Dashboard for each service Alarm Consolidation Impact Evaluation Trouble Ticketing Dispatch Threshold Adjustment Demarcation & Resolution Support Manage Your Service Quality HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 13

14 Demarcation & Resolution Support Process Organization Criteria Platform RNC MGW & MSC HLR GMSC PSTN/PLMN SMSC Cell/Node B SGSN GGSN Internet User 5.4% Radio 50.6% CN 5.3% SP 38.7% Deeper Demarcation and Resolution Support Basic Demarcation Manage Your Service Quality HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 14

15 Service Problem Troubleshooting Process Organization Criteria Platform Service Problem Troubleshooting in Wireless domain(example) Demarcation Problem Troubleshooting in Wireless Domain Core RNC SP Probe Iu-PS SGSN RAN Node B CHR RNC CHR/MR PS CHR Device 30% RAN issue Nastar Deep Demarcation Analysis TOP critical cell & KQI Fault location (RF, Backhaul, antenna) Root cause analysis by geo-location 8% 40% 5% Poor Signal Coverage UL/DL Interference RF Resource Overload 12% 5% Pilot Pollution Frequent Handover Others Send TT & Notification TT to Optimization Team HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 15

16 Service Quality Reporting Process Organization Criteria Platform Service Quality Reporting Management E2E Process Customize Report Template Confirm whether to Customize service quality Report Generate Service Quality Report Review the Service Quality Report Send the Service Quality Report to related parties Revise Service Quality Report By SMS/ Sending By CXO/GM/Manager/Engin eer levels By PPT/Word/Excel By Traffic / Service Quality By Daily/Weekly/ Monthly Flexible Formats Tailored made KQI Customization Multi-Level Multi- Objects High Efficiency HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 16

17 Design Your Organization Process Organization Metric Platform Example in Operator X Operation Operation FLM NOC NOC SOC P&E Front Office Back Office Performance Management Strategy & Process Platform Management Service Desk User Care (VIP/Group/Roaming) Service Quality Monitoring Analysis & Demarcation AS-IS Service Optimization Service Quality Reporting Transformation HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 17

18 Network and Non-network based SmartCare CEM KQIs/KSIs Process Organization Metric Platform Voice WEB Browsing SMS MMS WAP Perceived Call Success Rate E2E Call Connection Delay Perceived Call Drop Rate Good Voice Quality Rate Page Response Success Rate Page Response Delay Page Browsing Success Rate Page Browsing Delay Page Download Throughput SMS Origination Success Rate SMS Origination Delay SMS Termination Success Rate SMS Termination Delay MMS Send Success Rate MMS Send Delay MMS Download Success Rate MMS Receive Delay MMS Send Throughput MMS Download Throughput Page Response Success Rate Page Response Delay Page Browsing Success Rate Page Browsing Delay Page Download Throughput Bill Payment Advice of Charge View Bill Add-on Top Up Service reliability Service accuracy Operation efficiency of customer billing Service accuracy Keep customer informed Channel operational efficiency for advice of charge Service accuracy Keep customer informed Operational efficiency for bill view Network provisioning Bill service maintainability Bill operational efficiency for Add on Service accuracy Operation efficiency of top up HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 18

19 Huawei Managed Services (SOC) It enables fast implementation of SOC functions buy Deployment of CEM/SQM platform Bringing expertise in technology and operational areas Governance and processes according to the standards and best practice With set of consulting services assists CSP to Improve/reshape the current processes Build organization Improve competence level HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 19

20 Success practice: Operator in Asia Customer Challenges Solution Implementation challenges: Time, Efficiency, Revenue, Satisfaction Improvement True Customer-Centric Operation Model Change Solution Highlight Process: NOC to SOC transformation, with Cross-silo Linkages Across Network, Marketing, & Customer Care departments. Value: Improved customer satisfaction by dramatic reduction in Customer complaint handling time, and resolution success rate. 22 million End-users superior service experience assured 49% MTTR reduced 112% Data traffic increased in 6 months 68% Overall complaint ratio reduced 55% PS demarcation success rate improved (from 34% to 89%) 9% CS demarcation success rate improved (from 76% to 85%) HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 20

21 Key Points CEM is approach in managing business The business benefits of CEM/SQM monitoring systems can only be achieved if the service performance measurements are accompanied with the tools supporting service problem resolution and service reporting The service monitoring, reporting and resolution needs to be defined/implemented in terms of Process, Organization, Metrics and Tools/Platform SOC concept is the most effective organizational form to start the transformation process and to achieve the business objectives HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 21

22 Thank You Copyright 2012 Huawei Technologies Co., Ltd. All Rights Reserved. The information contained in this document is for reference purpose only, and is subject to change or withdrawal according to specific customer requirements and conditions. HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 22