Nokia Siemens Networks Total Expertise for Customer Experience driven OSS Transformation

Nokia Siemens Networks Total Expertise for Customer Experience driven OSS Transformation

2/2 Nokia Siemens Networks Managed Services Total Expertise provides a complete range of experts, processes, tools and partners to support seamless business transformation Recently, one Asian operator saw its #1 market position being threatened by competitors offering a superior customer experience. The operator responded by transforming its whole way of working and support systems; not only was it able to maintain its market position but it also obtained the means to measure and fine-tune customer experience to stay competitive in the future. Meanwhile, in Europe, an operator managed to improve information provided to its customer care to the extent that 50% of the cases were getting solved by its help desk during the first call itself, each taking just 20 seconds on average. What s more, the number of problems being escalated to its technical support and IT operations fell by 30% and 60% respectively. Both operators achieved these spectacular results by working with Nokia Siemens Networks to put customer experience at the heart of an OSS transformation. With customer experience at the top of the agenda, operators can enjoy higher customer satisfaction and significantly lower costs. And Nokia Siemens Networks knows how to get results. When everything changes adapting to a new industry landscape Change has become endemic in the communications industry, with the expectations and ambitions of the four main protagonists in the arena consumers, enterprises, over-the-top (OTT) players and operators - being redefined by rising opportunities and challenges. Key trends include the declining loyalty of consumers, the dramatic rise of social networking, growth in the adoption of cloud computing by enterprises, and the move by OTT providers into communications services. From this mass of complex challenges, we can identify three critical areas that operators can focus on to strengthen their value and position in the changing communications arena that s striving to meet the insatiable consumer demand, customer experience and transformational agility. Meeting demand means not just building new capacity, but dealing with it more intelligently by providing the right quality of service in a given context, as well as through network simplification, convergence and customer centric operations.

3/3 Nokia Siemens Networks Managed Services Only network operators can manage network quality end-to-end, so they can differentiate against OTT providers by delivering better quality services, especially streaming video. (NSN Industry landscape 2011: Over-the-top players. The rise of overthe-top services demands a smart response) In reality, many operators seem to suffer from an evident discontinuity between actual and perceived QoS performance: the legacy network management and reporting tools fail to provide an end-to-end view on how subscribers actually experience the services offered. As an operator described We have tons of data on network KPIs and customers, but there is a disconnect between this and whether our customers hate us or not. (Informa Telecoms & Media: Managed Services: Strategies for network, service and support systems outsourcing, published in December 2011). Taking customer experience to the next level will be crucial for success. Operators need to be able to use the wealth of data produced by their networks and systems to give real insights to guide business decisions, test new products and business models, develop innovations in customer experience and provide more relevant services on demand, ones that bestfit an individual user s needs. Agility is best achieved by merging silos of data into one architecture using standardized technologies, harmonized applications, and unified customer centric information models and processes. Operators must adapt their operations to keep pace with growing demands. Customer experience-driven OSS transformation from Nokia Siemens Networks helps operators achieve this by expanding the scope of OSS beyond network and service management and making it the foundation of efficient customer experience management.

4/4 Nokia Siemens Networks Managed Services Start by defining the final aim While consolidating fragmented legacy OSS systems creates higher operational efficiency, Customer experience-driven OSS transformation goes further. It is a fresh way to help operators build transformation around their customers; one that is holistic, process-led and customer experience driven. Whether the transformation initiative is a big-bang project driven from the top or a smaller project with high impact, it needs to be based on the operators business vision and strategy. Starting from the operators vision of a customer-centric organization, we define the target level of customer experience. Based on that, we identify Key Performance Indicators (KPIs) that make it possible to measure the actually perceived customer experience as well as monitor the progress of each transformational step. We then design the business processes in a way such that the target is reached, along with, the OSS architecture and tools that capture customer insights and turn them into concrete actions. The result is not only a set of customer experience management tools but one that is well integrated into the operators business and technology architecture and the entire customer-centric organization. Stabilize & improve Measure KPIs to monitor progress Care & Managed Services Operate Optimize "Gold" "Bronze" Strategy Set the targets Define customer segments Identify customer experience KPIs Industry best-practice KPI libraries Maximize use of existing assets Migrate legacy data Automate processes Pre-integrated solution building blocks Test Build "Silver" Design Define processes Design solution architecture Process libraries & open reference architectures Figure 1 Our methodology for holistic & customer-centric OSS transformation Four principles of transformation Nokia Siemens Networks OSS transformation is guided by four key principles: Customer Experience Driven: OSS transformation must be aligned with the major competitive differentiator for operators-delivering a superior customer experience. KPIs that reflect the achieved level of customer experience are needed to make it concrete and to be able to monitor progress.

5/5 Nokia Siemens Networks Managed Services Customer segment aware: A tailored customer experience is built through precise segmentation of the customer base together with the operator vision of that segment, enabling the creation of end-to-end user scenarios that guide their service strategy. The relative importance of the KPIs and their target levels will depend on the segment. Segmentation can also help in breaking down transformation into smaller steps by addressing one segment at a time. Process-driven and automated: The processes that deliver the desired customer experience must be the starting point to ensure optimized results rather than just optimized individual tasks. A process-driven approach is also a pre-requisite for successful automation. We use our analytics and reporting/dashboarding tools to present the customer experience KPIs that allow for tracking and optimizing business processes. Maximizing assets: Cost-effective transformation maximizes the use of a operators existing assets. It makes use of our unique methodology, preintegrated solution building blocks, open reference architectures and industry best-practice process and KPI libraries. Total Expertise drives seamless transformation Nokia Siemens Networks Total Expertise combines our leading technical and business knowledge with consulting, best-in-class processes and tools, and an extensive ecosystem of partners to initiate, plan and drive seamless transformation. Our OSS transformation expertise has been acquired over decades of customer projects and our managed services operations. Total Expertise spans the entire lifecycle of the transformation initiative, from opportunity identification to maintenance and care, and also the ongoing operation of the systems for our customers. Proven experience and expertise Nokia Siemens Networks offers the market s broadest OSS portfolio with a full range of own and 3rd party pre-integrated solution building blocks More than 630 operators already depend upon Nokia Siemens Networks OSS installations Nokia Siemens Networks OSS application integration architecture is based on open SOA principles, as well as a library of modular integration adapters

6/6 Nokia Siemens Networks Managed Services and a common data model. Today, we have off-the-shelf integrations ready for over 50 different equipment vendors of various network technologies. Nokia Siemens Networks Managed Services run networks covering more than 570 million subscribers and over 920,000 network elements, 60% of which are from other vendors. Our process framework combines the best of the etom and ITIL models with decades of practical experience from customer engagements and our managed services operation. Our industry aligned library contains more than 500 proven best-practice processes. The benefit-oriented approach of NSN in business process automation has been recognized by industry awards: Global Telecoms Business Innovation Award Winner 2011. Business Service Innovation: Field Service Management TM Forum Solution Excellence Award Winner 2011: Field Service Management Informa LTE Awards Winner 2011. LTE supporting solution: Nokia Siemens Networks Self Organizing Networks (SON) Global Mobile Awards 2010: Customer Care Automation. Highly Commended Solution Vodacom South Africa is another operator on an OSS Transformation journey with Nokia Siemens Networks as its strategic partner. Results from the first phases are so encouraging that the scope of transformation is being expanded from a departmental to an enterprise-wide level. Once you embrace change you will be surprised at what you can achieve, said a Vodacom spokesperson at the OSS Forum, October 2011.

7/7 Nokia Siemens Networks Managed Services Nokia Siemens Networks P.O. Box 1 FI-02022 NOKIA SIEMENS NETWORKS Finland Visiting address: Karaportti 3, ESPOO, Finland Switchboard +358 71 400 4000 (Finland) Switchboard +49 89 5159 01 (Germany) Copyright 2012 Nokia Siemens Networks. Nokia is a registered trademark of Nokia Corporation, Siemens is a registered trademark of Siemens AG. The wave logo is a trademark of Nokia Siemens Networks Oy. Other company and product names mentioned in this document may be trademarks of their respective owners, and they are mentioned for identification purposes only. This publication is issued to provide information only and is not to form part of any order or contract. The products and services described herein are subject to availability and change without notice.