cem as an enabler of service provider operational ... · pdf filecem as an enabler of service...

HUAWEI TECHNOLOGIES CO., LTD.

CEM as an Enabler of Service Provider Operational

Transformation

Ratko Vukovic, CEM Consultant

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential

CEM – Business Management Tool

- Action based on stimulus

- No desire to plan

- Execution is disorganized with poor internal coordination.

- 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

- 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

- Proactive but also have information technology in place that are able to trigger change

automatically based on automated metrics analysis

that supports the company transformation to become a Proactive and Adaptive Organization


Network Vs Customer Centric (CEM) Approach

CEM, Customer Centric Approach

Traditional, Network/System Centric Approach

?

measure

ments

• 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


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


Responsibility & Care Evolution

STP

ISDN ISDN

SAPa SAPb

Customer Care

Pay

Become

Aware &

Select

Buy

Use Get Help

Loyalty

Customer Lifecycle Self Care

1970

My Mobile

My Services 2005

2012-2020

My WIFI

My Mobile(LTE)

Other Mobile/WIFI

NOC

SOC

http://3ms.huawei.com/multimedia/docMaintain/mmMaintain.do?method=showMMDetail&f_id=Img201108180012


Mesurement Strategy: Use of Service

BSC/RNC

Gn Gb/IuPS

Success, Time, IMEI

Errors, IMSI, Cell Success, Time, APN

Errors, IMSI, IMEI. Cell PDP activation / res

Attach request / accept

Detach request / accept

PDP deactivate / res

Gb/IuPS

Probe

Service, Success, Time,

Errors, Time

HTTP connect / rep /ack

HTTP (post/get)/rep/ack

HTTP disconnect /rep/ack

Gn

Probe HTTP, Streaming, etc SGSN GGSN MS

Transport KPIs (Jitter. Ploss, Latency, Usage, etc) Application protocols/

services (DPI)

DPI

Basic E-mail P2P VoIP Streaming IM

WAP SMTP (SSL) eDonkey Skype Out/In RTP/RTPS MSN

HTTP/HTTPS POP3 (SSL) Bittorent+ SIP, Diameter RealPlayer GoogleTalk

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

Battery usage,

Location (GPS)

RAT

CE

Agent

correlation

Subjective

(NPS Style) Cell_Id


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.


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


Organization

CTO

NOC

FLM

P&E

SOC

Platform

Maintenance

Proactive

Surveillance

Predictive

Analysis

Demarcation

Help Desk

SOC

Optimization

Resolution

Platform

Metric

Customer

Experience

Service

Quality

Operation

Efficiency

• VIP Satisfaction

• Complaint Ratio

• MTTR

• Service KQI

• Voice, SMS, MMS,

Web, Wap, Email,

Streaming,

• Mean Time to

Demarcation

• Mean Time to

Troubleshooting

Process + Organization + Criteria + Platform

Process

Starts Transformation from 4 Pillars


Change Request

TT/Work request

Alarm Priority setting

Service Operation

Center (SOC)

Sales Account

Management

Network Planning

& Engineering

3rd Party Service

Providers NOC

Customers

Telecom & IT Networks

Marketing

Customer Care

Responsible

Drive

Support

KQI/KPIAlarms

Provisioning

& SLA Support

Customer reported

Problems & Request

Problem resolution

Knowledge base

BI

Support

Reports/ Capacity

Expansion Request

New Site

Integration

problems escalations

Define External Process Interactions

Determine By Cases

Process Organization Criteria Platform


SOC process

NOC process

SIP

Managed Network Design

Capacity Management

Managed Network Planning

Huawei MSUP Functional Architecture

Operations Support & Readiness

OPS

Fulfilment Assurance Billing

Work Force Mgt.

Spare Parts Mgt.

Configuration Mgt.

Operation Acceptance

Supplier Mgt.

Provisioning

Release Management

Billing

Mediation & Rating

Interconnected Settlement

Service Desk

Network Surveillance

Fault Management

Performance Management

Preventive Maintenance

Enterprise Management

Managed Network Rollout

Change Mgt. Problem

Management

Invoicing

Account Receivable

Debt Collection

Infrastructure Lifecycle Mgmt.

ISMS QMS SLM Training BCM

Strategy & Commit

Network Development

Network Strategic Planning

Service Delivery

Service Strategic Planning

Service Development

Service Quality Monitoring & Demarcation

VIP Care Service Quality

Reporting

Data Collection & Distribution

Knowledge Management

Project & Program

Management

Human Resource Mgmt

Enterprise Effectiveness Mgmt. Enterprise Risk Mgmt.

Process is the CORE ELEMENT in Operation. During establishment, the detailed

processes should be tailored on-site to suit the finalised organisation.

3 Major Processes are

Certified by TMF eTOM

•VIP Care

•Service Monitoring

•Service Reporting

Process Framework: Mapping eTOM Process Organization Criteria Platform


SOC

NOC

Service Quality Degradation Demarcation

Close SQDT

SQDT

3rd

Party

SP Mgmt.

SLA/OLA

3

Monitor VIP service

Quality

MTTC

MTTR

MTTV

Service

Reporting

Service

Demarcating

Service

Monitoring

Performance Mgmt.

Customer

Care

3

Service Desk Help Desk

Service Desk

MTTD MTTT

Performance

Troubleshooting

Change

Mgmt.

Workforce

Mgmt.

Fault

Mgmt.

Report VIP

Service Quality

Customer

Care

SOC External

interface

SOC Internal

Interface

SQDT

Service Quality

Reporting Mgmt.

Service Quality

Reporting Mgmt.

VIP Complaint

VIP

Report

Example: VIP Care Process

Alarms for

abnormal Event

Proactive

Customer

Care Reactive



Manage Your Service Quality

KQI Dashboard for each service

Process Support

Platform Support

•Alarm Consolidation

•Impact Evaluation

•Trouble Ticketing Dispatch

•Threshold Adjustment

Service Monitoring Team

Demarcation &

Resolution

Support

Impact Evaluation &

Dispatch Trouble Tickets

Service Quality Monitoring & Reporting Process Organization Criteria Platform


Manage Your Service Quality

GGSN

GMSC

HLR

SGSN

MGW & MSC

RNC

Cell/Node B

SMSC

PSTN/PLMN

Internet

5.4% User

50.6% Radio

5.3% CN

38.7% SP

Basic Demarcation

Deeper Demarcation

and Resolution

Support

Demarcation & Resolution Support Process Organization Criteria Platform


SG

SN

RN

C

Iu-PS Probe

Node B CHR

RNC CHR/MR

PS CHR

Problem Troubleshooting in Wireless Domain

RAN Core

SP Device

30%

5%

12% 5% 40%

8%

Poor Signal Coverage Pilot Pollution

UL/DL Interference Frequent Handover

RF Resource Overload Others

Deep Demarcation Analysis

RAN issue

TOP critical cell & KQI

Fault location

(RF, Backhaul, antenna)

Root cause analysis by

geo-location

Service Problem Troubleshooting

Demarcation

•Send TT & Notification

TT to Optimization

Team

Service Problem Troubleshooting in Wireless domain(example)

Nastar



Flexible

Formats High Efficiency

Multi-Level Multi-

Objects

Tailored made

KQI Customization

By SMS/Email Sending

By

CXO/GM/Manager/Engin

eer levels

By PPT/Word/Excel By Traffic / Service Quality By Daily/Weekly/

Monthly

Review the

Service Quality

Report

Send the Service

Quality Report to

related parties

Customize

Report

Template

Revise Service

Quality Report

Confirm whether to

Customize service

quality Report

Service Quality Reporting Management E2E Process

Generate

Service Quality

Report

Service Quality Reporting Process Organization Criteria Platform


Operation

NOC FLM

P&E Front Office

Back Office

Performance

Management

AS-IS

Transformation

Design Your Organization

Example in Operator X

Process Organization Metric Platform

Operation

NOC SOC

Service Desk

User Care (VIP/Group/Roaming)

Service Quality Monitoring

Service Quality Reporting

Platform Management

Strategy & Process

Service Optimization

Analysis & Demarcation


SmartCare CEM KQIs/KSIs

Voice WEB Browsing SMS MMS WAP

Netw

ork

an

d

Non

-ne

twork

ba

se

d • 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


• Keep customer

informed

• Channel operational

efficiency for advice of

charge


• Keep customer

informed

• Operational efficiency

for bill view

• Network provisioning

• Bill service

maintainability

• Bill operational

efficiency for Add on


• Operation efficiency

of top up

Process Organization Metric Platform


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


Success practice: Operator in Asia

22 million End-users’ superior service

experience assured

68% Overall complaint ratio

reduced

49% MTTR reduced

55% PS demarcation success

rate improved (from 34% to 89%)

112% Data traffic increased in 6

months

9% CS demarcation success

rate improved (from 76% to 85%)

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.


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


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.

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