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1 CUSTOMER EXPERIENCE MANAGEMENT enabled by

2 CEM TURN YOUR CUSTOMERS INTO FANS In the changing and highly competitive business environment of the Telecommunication and Digital Services marketplace, enhancing customer experience for consumer and business customers is not only strategic, but critical for any communication or digital service provider. When customers have a positive customer experience, they tend to stay customers, expand their relationships with their suppliers, and even better talk to others about their positive experiences. Therefore improving customer experience and managing it effectively continues to be one of the top priorities on Service Providers agendas. But how do you really measure and improve customer experience? In one of the latest TM Forum reports, Customer Experience is pointed out to be tracked and improved by measures such as: Would advocate (e.g. churn and loyalty indicators) Would recommend (e.g. Net Promoter Score) Would Buy again Product availability Product usability Delivering an effective Customer Experience Management and achieving excellent results based on the customer/user centric measures listed above is key. But be aware that all of these measures are strongly or partly influenced by the processes covered by your BSS system! End-to-end Customer Experience Management is often enabled or limited by the Business Support System (BSS) capabilities. So for those who agree that CEM is important, take a closer look to make sure your BSS does not fail one of these measures. This paper explores how Infonova R6 addresses and supports CEM and also highlights R6 s specific capabilities to support CEM in the broader sense of a Digital Economy. Infonova R6 is clearly recognized as the only full multi-tenant BSS solution which allows a CSP to overlay or consolidate its legacy to get back to operational efficiency and business flexibility. R6 provides the full concept-to-cash process in a single pre-integrated platform, and hence offers the clear advantage of having all customer data in one structured place to improve CEM and enables a consistent and transparent end-to-end customer experience.

3 CUSTOMER EXPERIENCE MANAGEMENT ENABLED BY R6 As a fully pre-integrated BSS suite, Infonova R6 provides a variety of functionalities and capabilities, some of them listed below, that enable CSPs to turn their customers into fans: It is critical that CEM is applied across the whole of the customer s journey. This is supported by Infonova R6, as the platform provides the full transparency and control over the entire concept-to-cash process and customer lifecycle. Even though CSPs typically use at least one powerful analytics product, the issue is more how to get consistent data to analyse in the first place. By providing a unified data model over the whole concept-to-cash process and reporting views based on TM Forum Information Model, R6 allows efficient in-time analytics to find out which actions to take to improve customer experience. R6 fully pre-integrated concept-to-cash process and the ability to manage various services, tenants and business segments on a single platform provides care agents with a unified agents desktop to optimize contact center operations for all business processes across all lines of business. R6 provides a strong integration layer which allows the integration of any data source which is relevant for processes, activities or triggers. In this way, you can proactively set actions towards your customers as well as anticipate customer issues and address them timeously. Defining and executing these proactive actions is enabled with R6 workflow-engine and rule-engine. R6 provides the capability to include relevant quality of service (QoS) indicators and the R6 workflows can easily be configured to support QoS SLAs. Hence it becomes easy for you to configure proactive CEM actions e.g. automatic discounts or additional allowances for outages, or simply raising proactive tasks for informing the customers most impacted by an issue. By anticipating these customer care needs and by automating suitable remedial actions, you can significantly improve your customer s experience.

4 Improving the shopping experience and boosting customer intimacy can be easily achieved with R6 flexible bundling capabilities, which allows the creation of simple offers as well as tailored pick & mix service bundles. To ensure that newly launched bundles do not lead to disappointment for the existing customer base, R6 provides a configurable upgrade functionality that also allows the inclusion of existing active offers into newly launched bundles. Well-defined bundling strategies can thereby not only strengthen the new customer base but also broaden the impact on customer retention. R6 flexible GUI driven product configuration speeds up the shopping cart customization and ordering of new products and also makes the configuration and update of spend limits easy for the customer. Thereby R6 improves the customer experience allowing just the right offer configuration for each group of individuals. R6 UI is an easy-to-use interface providing a full customer-centric, 360 degree view of the customer at a glance. This empowers care agents to deliver efficient customer support and personalized care as well as leveraging up-sell and cross-sell potential for the customer.

5 Enabling the customer to have self empowerment optimizes the customer experience and at the same time maximizes the efficiency of business operations. With Infonova s R6 Customer Self Management (CSM) the CSP can shift actions to self-care and enables the customer to have full transparency, control and access on a single management console. It allows customers to manage their accounts, view their online invoices and order new products resulting in increased ARPU and customer satisfaction. R6 unique multi-tenancy feature allows a CSP to simply set up tenants for certain customer segments. The Small Business segment, for example, which is often underserviced, can be specially catered for in a tenant constellation, thereby providing appropriate processes and products for this market segment. CUSTOMER EXPECTATIONS ARE AT AN ALL-TIME HIGH IN TODAY S DIGITAL WORLD Communications Service Providers are also being confronted by even more demanding requirements and expectations from consumer and enterprise customers driven by the Open Digital Economy. In today s digital world customer expectations are higher than ever before and customers expect new services to work seamlessly in combination with legacy services. Some of CSP s enterprise customers also want to be partners consuming the CSPs services in combination with their own, operating as Digital Service Providers (DSPs) on the CSPs platform. Infonova R6 is the BSS ecosystem enablement platform for the digital economy that supports CSPs to meet these requirements and thereby supports the CSP to efficiently react on its customers expectations and needs. R6 supports multiple business entities and segments with diverse product portfolios on a single platform. The multi-layer design gives each tenant control of their own business. The R6 platform provides the business logic and workflows to enable each tenant to cross-bundle services from multiple suppliers as products, apply their own business rules, manage their own customers, orders, billing and receivables. The CSP s use of R6 as an ecosystem enablement platform also means that individual tenants services are offered as a service to other partners (e.g. an ehealth provider).

6 But what is the role of Customer Experience Management in this new setup where CSPs not only sell their own services but also third party services and even enable others to sell their and the CSPs services on the CSP platform? TM Forum already gives us a view of the bigger picture where they define Customer Experience already in the context of the new digital world as Customer experience (CX) is the sum of all experiences a customer has with a digital services provider, over the duration of their relationship. CEM IN THE DIGITAL ECONOMY SUPPORTED BY R6 When Infonova R6 is used by the CSP to manage an ecosystem of partners, R6 supports Customer Experience Management not only with all the functionalities and capabilities already mentioned in this paper but also on the following aspects: As the only full multi-tenant solution, R6 SPRM (Supplier and Partner Management) gives each tenant access to the whole concept-to-cash process in their own right and with their own business rules. This provides full control over the whole end-to-end business process which is clearly an advantage to improve the customer experience management and allows the operations and service personnel to act quickly and efficient in case of incidents. This provides transparency and improved customer service. R6 fully supports the individual processes required for a business model or customer segment for each of the tenants. This allows to shape and manage the products and experience specifically for different businesses on a single platform. Each tenant can access its own data for analytics based on a standardized SID data model allowing the tenant to analyze data in near-real time and take the right actions.

7 Providing the capability to integrate any Quality of Service measurement, not only for traditional services but also any digital service allows CSPs to set alarms and triggers in R6 to proactively trigger actions towards the customer in the case of anything not working well. Infonova R6 also supports the use of end-to-end customer feedback processes, not only across sales channels but also across business partners. E.g. tickets can be opened for a specific service and can be directly maintained by the partner s support agent instead of requiring time for any proxy or sync between legacy systems. This ensures that service issues are resolved as quickly and efficiently as possible. Turning customers into fans has one overall objective to improve profitability and create a sustainable customer base. Infonova R6 supports Communication Service Providers in getting to know their customers needs and behavior and enables you to give them a much better experience the kind that makes them fans, thereby driving your revenue and profit growth.

8 INFONOVA Infonova, founded in 1989, is a premium BSS vendor to telco, media and convergent industries. Infonova s R6 is a proven E2E Multi-Tenant Concept-to-Cash BSS Platform. R6 unique business architecture supports multiple tenants to be enabled on a single platform with individual access to the full range of R6 functionality, thereby enabling consolidation of various business segments and brands on one platform. R6 enables a fast implementation of digital economy business models at the same time. Infonova s R6 has been implemented for fixed line incumbents, tier 2 aggregators / attackers, cable TV, mobile MVNO bureau, utilities and content players supporting both Telco 1.0 and Industry 2.0 business models.

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