“customer experience management – an innovative...
TRANSCRIPT
12
th Esri India User Conference 2011
“Customer Experience Management –
Server Technology”
Upendar Kasam1
Sr. Project Manager, Infotech Enterprises Limited
11, Software Units Layout, Infocity, Madhapur, Hyderabad, AP, India
Abstract:
In today's competitive telecom business environment, superior
customer service can act as a differentiator. The goal of customer
experience management is to move customers from satisfied to
loyal and then from loyal to brand ambassador. Traditionally,
managing the customer relationship has been the domain of
Customer Relationship Management. However, the strategies and
solutions are designed to focus on product, price and enterprise
process, with minimal or no focus on customer need and desire.
The result is a sharp mismatch between telecom organizations
approach to customer expectations and what customers actually
want, resulting in the failure of many implementations. In order to
increase the implementation success rate, the only possible way is
to use innovative spatial Information technologies and solutions
effectively. This paper is discussing about leading EMEA region
telecom operators success story. At the time of acquiring customer
to create positive customer experience, this leads to customer build
brand loyalty.
The winning innovative solution by integrating spatial information
had helped to consolidate all independent internal systems and
migrate them into ESRI ArcGIS server 9.2, along with migration of
existing database to Oracle 10g in Windows 200
environment by using web services. The web-based GIS mapping
system accesses the spatial data via map services, which enabled
data from map document (.mxd), and read data from Arc
Oracle database, and other shape files with multiple oracle
database servers of electricity, municipality and other departments.
This innovative and optimized integrated process with
customization has helped back-office users. The internal users were
able to view all the intra-departmental consolidated data in Sin
sign-on (SSO), to make quick tactical decisions in day to day
operations. The internal department users, able to support
provisioning process effectively for feasibility status, activation
services and service information to end-customers, along with r
time updated data from other departments with e
notifications.
All sales and Outlet users were happy for the performance of ESRI
ArcGIS server and AJAX technologies and the modern look and feel.
Interactive UID helped easy use and more flexibilit
sign-on (SSO). This Innovative spatial implementation supported
customer experience management, by reducing customer churns,
reduced process time, maximize up-sell and cross-
and improve decision making and customer service
Page 1 of 6
– An Innovative Solution Integrating Spatial Information with ArcGIS
Server Technology” – A Real-Time Case Study
Upendar Kasam 1, Rajesh Kumar Bethi
2
Infotech Enterprises Limited 2
Consultant, Infotech Enterprises Limited
11, Software Units Layout, Infocity, Madhapur, Hyderabad, AP, India
oday's competitive telecom business environment, superior
customer service can act as a differentiator. The goal of customer
experience management is to move customers from satisfied to
loyal and then from loyal to brand ambassador. Traditionally,
the customer relationship has been the domain of
Customer Relationship Management. However, the strategies and
solutions are designed to focus on product, price and enterprise
process, with minimal or no focus on customer need and desire.
a sharp mismatch between telecom organizations
approach to customer expectations and what customers actually
want, resulting in the failure of many implementations. In order to
increase the implementation success rate, the only possible way is
ative spatial Information technologies and solutions
effectively. This paper is discussing about leading EMEA region
telecom operators success story. At the time of acquiring customer
to create positive customer experience, this leads to customer build
The winning innovative solution by integrating spatial information
had helped to consolidate all independent internal systems and
migrate them into ESRI ArcGIS server 9.2, along with migration of
existing database to Oracle 10g in Windows 2003 server
based GIS mapping
system accesses the spatial data via map services, which enabled
data from map document (.mxd), and read data from Arc-SDE, NE
Oracle database, and other shape files with multiple oracle
database servers of electricity, municipality and other departments.
This innovative and optimized integrated process with
The internal users were
departmental consolidated data in Single
on (SSO), to make quick tactical decisions in day to day
operations. The internal department users, able to support
provisioning process effectively for feasibility status, activation
customers, along with real-
ted data from other departments with e-mail
ll sales and Outlet users were happy for the performance of ESRI
modern look and feel.
more flexibility due to Single
on (SSO). This Innovative spatial implementation supported
customer experience management, by reducing customer churns,
-sell opportunities,
ce-experience
About the Author:
Mr. Upendar Kasam, PMP, Prince2, e
He has more than 15 years of experience in the telecom
domain specializing in Geographic Information System
(GIS), Operation Support System (OSS) with core
in Inventory Management System
working as a Senior Project Manager/Consulting Manager in
Competency and Consultancy Unit (CCU) from N&CE
Vertical at Infotech Enterprise Limited
E mail ID: Upendar.Kasam@infotech
Contact No: +91 – 9177335507
About the Co-Author:
Mr. Rajesh Kumar Bethi, e-TOM Certified, has 14 years of
experience in Telecom domain, specializing in Geographical
Information System (GIS), Inventory Management System
(IMS) along with implementation of end to end data
conversion / migration project management experience. He
has executed several large inventory data migration
projects for major telecom operators in USA, Europe and
APAC regions.
E mail ID: Rajesh.Bethi@infotech
Contact No: +91 – 9963104209
An Innovative Solution Integrating Spatial Information with ArcGIS
Infotech Enterprises Limited
PMP, Prince2, e-TOM, ITIL & IQA
has more than 15 years of experience in the telecom
domain specializing in Geographic Information System
(GIS), Operation Support System (OSS) with core expertize
in Inventory Management System and BPM. He is presently
working as a Senior Project Manager/Consulting Manager in
Competency and Consultancy Unit (CCU) from N&CE
Vertical at Infotech Enterprise Limited
9177335507
TOM Certified, has 14 years of
experience in Telecom domain, specializing in Geographical
Information System (GIS), Inventory Management System
(IMS) along with implementation of end to end data
migration project management experience. He
has executed several large inventory data migration
projects for major telecom operators in USA, Europe and
9963104209
12
th Esri India User Conference 2011
Introduction The customer is the telecommunications service provider licensed by the
to provide both fixed and mobile telecommunications services in the
than 10 countries and are aggressively committed to expansion both in the MENA region and South East Asia.
Through this programme, we are intending to bring out a solution for
This paper addresses the technical architecture and the project execution methodology for the intended purpose.
Business Needs: The Customer has independent Intranet applications providing GIS services to
and users of different departments. These systems were developed about six years ago and are functionally redundant. As a par
programme, Customer intends to consolidate all the 10 independent systems and migrate them to ESRI ArcGIS server 9.2. As part of
this, Customer intends to migrate its UNIX-based Oracle 9i database to Oracle 10g in Windows.
Customer has 10 Intranet based applications, which
1. ADSL/ADSL2 feasibility
2. Telephone locating system
3. CustomerID
4. SED locating System
5. KIOSK locating system
6. Telephone feasibility system
7. Triple-play feasibility system
8. User locating system
9. Cabinet & DP Information
10. Diversion Schedule
These applications are accessible through a web page. It is required to enhance this webpage by redesigning the page and enri
with more information and greater look and feel of the webpage
should be accessible through a hyperlink provided in the
It is required to consolidate some of these GISWEB applications into two different applications.
(a) Service providing system which will have 7, 1 and 6.
(b) Locating system which will comprise of 8, 4, 3, and 5
Business Objective:
• More than 10 Internal applications have to be mig
• All customers’ database is on Oracle 9i with UNIX platform and need to
i. Scope of Work - Implementation
a) Study of the existing applications.
b) Conduct workshop to all the Customer
c) Redesign the front page of GIS section with more information.
d) Re-design the web-based applications according to
e) Consolidate all the current web applications with similar function into one single application.
f) Migrate all applications from Oracle database 9i on UNI
Page 2 of 6
is the telecommunications service provider licensed by the local Council of Information and Communication Technology
ications services in the Europe Middle East Africa region. They have a presence in
countries and are aggressively committed to expansion both in the MENA region and South East Asia.
to bring out a solution for web-based spatial migration of the application and the database.
addresses the technical architecture and the project execution methodology for the intended purpose.
anet applications providing GIS services to their users which include the customer service helpdesk
and users of different departments. These systems were developed about six years ago and are functionally redundant. As a par
intends to consolidate all the 10 independent systems and migrate them to ESRI ArcGIS server 9.2. As part of
based Oracle 9i database to Oracle 10g in Windows.
, which were developed on ArcIMS 4.0 as follows:
These applications are accessible through a web page. It is required to enhance this webpage by redesigning the page and enri
and greater look and feel of the webpage and add more customer specific business
should be accessible through a hyperlink provided in the intranet/internet based customer portal page.
It is required to consolidate some of these GISWEB applications into two different applications.
which will have 7, 1 and 6.
Locating system which will comprise of 8, 4, 3, and 5
applications have to be migrated to ESRI ArcGIS Server 9.2 and Single-Sign on (SSO)
n Oracle 9i with UNIX platform and need to be migrated to Oracle 10g on Windows 2003.
the Customer staff for their requirements.
section with more information.
based applications according to the Customer standards.
Consolidate all the current web applications with similar function into one single application.
Migrate all applications from Oracle database 9i on UNIX to Oracle 10g on Windows.
Council of Information and Communication Technology
. They have a presence in more
countries and are aggressively committed to expansion both in the MENA region and South East Asia.
migration of the application and the database.
addresses the technical architecture and the project execution methodology for the intended purpose.
users which include the customer service helpdesk
and users of different departments. These systems were developed about six years ago and are functionally redundant. As a part of this
intends to consolidate all the 10 independent systems and migrate them to ESRI ArcGIS server 9.2. As part of
These applications are accessible through a web page. It is required to enhance this webpage by redesigning the page and enriching it
and add more customer specific business functionalities. This page
Sign on (SSO)
be migrated to Oracle 10g on Windows 2003.
Consolidate all the current web applications with similar function into one single application.
12
th Esri India User Conference 2011
Solution Architecture:
i. Solution Overview:
The proposed solution will have Oracle 10g as Geo
the following architectural goals:
• To enhance the performance,
and scalability.
• Object-oriented design approach has been followed throughout the application and database design.
• Due consideration has been given to the curren
• While designing the application architecture,
development tools supporting industry standards.
Figure: 1 – High Level Component
ii. Technical Architecture : The implemented solution involved some of the basic GIS functionalities namely
• Map display
• Zoom In / Zoom Out
• Pan
• Identify
• Layer manager – Layer on /off
• Search for feasibility status
• Search based on CustomerID
• Location Search
• Select / Deselect
Page 3 of 6
The proposed solution will have Oracle 10g as Geo-database platform. The system architecture has been designed to meet
To enhance the performance, functionality, stability, adaptability, reusability, flexibility, migration ability, security,
oriented design approach has been followed throughout the application and database design.
Due consideration has been given to the current application interface requirements with other applications.
While designing the application architecture, we have developed special emphasis to the application
s supporting industry standards.
High Level Component - Solution Architecture
some of the basic GIS functionalities namely as below:
Layer on /off
ID
database platform. The system architecture has been designed to meet
functionality, stability, adaptability, reusability, flexibility, migration ability, security,
oriented design approach has been followed throughout the application and database design.
t application interface requirements with other applications.
emphasis to the application
12
th Esri India User Conference 2011
• Map scale
• Enable predefined set of thematic map layers with predefined symbol representation
• Map print
• Query and thematic display
• Tools to query, analyse, and map data to support decision making
Figure: 2
We have developed solution for customizing user specific
• Map export to different formats like JPG
• Query based report generation
These functionalities will be made available on the standard internet browser through thin clients. In the proposed web
GIS solution, all the processing happens at
are developed using ArcGIS Server Component technology
iii. ArcGIS server
The GIS server hosts the GIS resources such as maps and geo
applications. The GIS server is composed of two distinct parts: the
containers (SOCs). The SOM manages the services running on the server. When a client application requests the use of a
particular service, it's the SOM that actually gives it for the client to use. The SOM connects to one or more SOCs. The SOC
machines - also referred to as container machines
the configuration requirements, Customer can run the SOM and SOC on different machines and also have multiple SOC
machines.
ArcGIS Server also includes a full software development environment for Microsoft.Net framework. It support a number of
comprehensive developer tools for
includes a developer kit for the web mapping applications.
ArcGIS provides a scalable framework for implementing GIS for a single user or many users in servers over the Web. Aft
conducting a detailed system study, we will provide a detailed roadmap for scalable system architecture for Customer.
Page 4 of 6
Enable predefined set of thematic map layers with predefined symbol representation
Query and thematic display
, and map data to support decision making
2 – Technical Architecture – Component Level
olution for customizing user specific functionalities as below
Map export to different formats like JPG
Query based report generation – Tabular reports will be generated and saved into a file.
These functionalities will be made available on the standard internet browser through thin clients. In the proposed web
GIS solution, all the processing happens at the centralized server using the server components. These Server components
are developed using ArcGIS Server Component technology
The GIS server hosts the GIS resources such as maps and geo-processing tools and displays them as services to
The GIS server is composed of two distinct parts: the server object manager
). The SOM manages the services running on the server. When a client application requests the use of a
rvice, it's the SOM that actually gives it for the client to use. The SOM connects to one or more SOCs. The SOC
also referred to as container machines - contain, or host the services that the SOM manages. Depending upon
ments, Customer can run the SOM and SOC on different machines and also have multiple SOC
ArcGIS Server also includes a full software development environment for Microsoft.Net framework. It support a number of
comprehensive developer tools for web applications and services. The Microsoft.Net development environment also
includes a developer kit for the web mapping applications.
ArcGIS provides a scalable framework for implementing GIS for a single user or many users in servers over the Web. Aft
conducting a detailed system study, we will provide a detailed roadmap for scalable system architecture for Customer.
Enable predefined set of thematic map layers with predefined symbol representation
Tabular reports will be generated and saved into a file.
These functionalities will be made available on the standard internet browser through thin clients. In the proposed web
the centralized server using the server components. These Server components
processing tools and displays them as services to client
server object manager (SOM) and server object
). The SOM manages the services running on the server. When a client application requests the use of a
rvice, it's the SOM that actually gives it for the client to use. The SOM connects to one or more SOCs. The SOC
contain, or host the services that the SOM manages. Depending upon
ments, Customer can run the SOM and SOC on different machines and also have multiple SOC
ArcGIS Server also includes a full software development environment for Microsoft.Net framework. It support a number of
web applications and services. The Microsoft.Net development environment also
ArcGIS provides a scalable framework for implementing GIS for a single user or many users in servers over the Web. After
conducting a detailed system study, we will provide a detailed roadmap for scalable system architecture for Customer.
12
th Esri India User Conference 2011
However, as per the current understanding, we have identified a few scalability parameters for the current requirement as
shown below.
There are two high level ways to achieve scalability: scaling up and scaling out. Scaling up is to handle volume on a single
high performance server while scaling out is to distribute load among many low cost servers. When scaling up, processors
are added to the server and when scaling out, processors are added to the cluster.
Batch processing would be carried out to observe software processing loads during peak operations at the customer site
and these loads can be simulated in a controlled environment.
component processing loads for the pr
software, database, networks, and customisation objects for the scalability measures.
iv. ArcSDE
ESRI ArcSDE is a software product used to access large multi
management systems. ArcSDE allows the user to distribute the Customer GIS application processing between the Oracle
database server, the client, and the ArcSDE application server. ArcSDE provides the mechanism for managing the
Customer datasets. These storage methods provide a fast and compact representation for spatial data. With ArcSDE, you
can move data from one RDBMS to another witho
capabilities. ArcSDE manages the integrity of the point, line, and polygon information added to the database and does not
allow ill-formed feature geometry to be inserted during data migration
v. Database
We have developed data tier architecture will have spatial database as well as IT database which has to be integrated to
optimise the query and to analyse the data. The entire Customer database will be managed and administered using the
Oracle 10g component.
vi. Web server
The web server hosts web applications and processes the request/response that uses the resources running on the GIS
server.
vii. Implementation Methodology :
We were delivered the project by using
Standards). As part of Implementation m
(i) Business Requirements
(ii) High-Level Designing
(iii) Low -Level Designing
(iv) Development
(v) Testing
(vi) Deployment
(vii) User Trainings
viii. Customer Experience :
Customer’s sales and Outlet users were happy
bringing modern look and feel. Interactive UID helped easy
(SSO). This Innovative spatial integration
customer churns, reduced process time, maximize up
customer service-experience. The below is picture is one of the GUI with modern look and feel and
key functionalities
Page 5 of 6
However, as per the current understanding, we have identified a few scalability parameters for the current requirement as
There are two high level ways to achieve scalability: scaling up and scaling out. Scaling up is to handle volume on a single
high performance server while scaling out is to distribute load among many low cost servers. When scaling up, processors
to the server and when scaling out, processors are added to the cluster.
Batch processing would be carried out to observe software processing loads during peak operations at the customer site
and these loads can be simulated in a controlled environment. The capacity planning models identify typical software
component processing loads for the primary ESRI commercial software. We were considering
software, database, networks, and customisation objects for the scalability measures.
ESRI ArcSDE is a software product used to access large multi-user geographic databases stored in relational database
ArcSDE allows the user to distribute the Customer GIS application processing between the Oracle
he client, and the ArcSDE application server. ArcSDE provides the mechanism for managing the
Customer datasets. These storage methods provide a fast and compact representation for spatial data. With ArcSDE, you
can move data from one RDBMS to another without loss of information through ArcSDE data export and import
ArcSDE manages the integrity of the point, line, and polygon information added to the database and does not
formed feature geometry to be inserted during data migration.
data tier architecture will have spatial database as well as IT database which has to be integrated to
optimise the query and to analyse the data. The entire Customer database will be managed and administered using the
The web server hosts web applications and processes the request/response that uses the resources running on the GIS
the project by using waterfall methodology (SDLC) with project management
Implementation methodology, we have followed industry accepted methodology as below
and Outlet users were happy with the performance of ESRI ArcGIS server and AJAX technologies
bringing modern look and feel. Interactive UID helped easy use with more flexibility than
integration implementation supported customer experience management, by reducing
customer churns, reduced process time, maximize up-sell and cross-sell opportunities, and improve decision making and
. The below is picture is one of the GUI with modern look and feel and
However, as per the current understanding, we have identified a few scalability parameters for the current requirement as
There are two high level ways to achieve scalability: scaling up and scaling out. Scaling up is to handle volume on a single
high performance server while scaling out is to distribute load among many low cost servers. When scaling up, processors
Batch processing would be carried out to observe software processing loads during peak operations at the customer site
The capacity planning models identify typical software
considering hardware, application
user geographic databases stored in relational database
ArcSDE allows the user to distribute the Customer GIS application processing between the Oracle
he client, and the ArcSDE application server. ArcSDE provides the mechanism for managing the
Customer datasets. These storage methods provide a fast and compact representation for spatial data. With ArcSDE, you
ut loss of information through ArcSDE data export and import
ArcSDE manages the integrity of the point, line, and polygon information added to the database and does not
data tier architecture will have spatial database as well as IT database which has to be integrated to
optimise the query and to analyse the data. The entire Customer database will be managed and administered using the
The web server hosts web applications and processes the request/response that uses the resources running on the GIS
project management methodology (PMI
ethodology, we have followed industry accepted methodology as below:
the performance of ESRI ArcGIS server and AJAX technologies for
use with more flexibility than before due to Single sign-on
implementation supported customer experience management, by reducing
sell opportunities, and improve decision making and
. The below is picture is one of the GUI with modern look and feel and provisioning process
12
th Esri India User Conference 2011
Figure 3: User Single Sign on (SSO)
i. For Example : Real Business Scenario
Customer’s provision service team were
request connection, IPTV connection)
makes a buffer area of 60 m and highlights all the internal DPs in that area. After
the list, it shows the feasibility status for that DP as either Feasib
above screenshot, this would result in reducing time to market and enhanced customer s
ii. Key Business Benefits • All applications in a single interface
• Easy-to-find DP feasibility for new connection of telephone, Internet, and IPTV
• Better planning, design, and operations
• Accurate and updated network and consumer data
• Easy viewing, querying, and report generation
• Enhanced Customer Service
• GUI-User-friendly with modern look and feel
• Availability of information on a
• Increased productivity and reduced overtime costs
Conclusion:
The goal of customer experience management is to move customers from satisfied to loyal and then from loyal to brand ambassad
Traditionally, managing the customer relationship has been the domain of Customer Relationship Management. However, the
strategies and solutions are designed to focus on product, price and enterprise process, with minimal or no focus on customer need a
desire. This result is a sharp mismatch between telecom organizations approach to customer expectations and what customers actua
want, resulting in the failure of many implementations. In order to increase the implementation success rate, the only possib
use innovative spatial Information technologies and solutions effectively for better customer services for triple
data
Acknowledgement: Authors thank full to Srinivas Manda, who brings
GIS from the end users perspective. His experience has seen him take a draft spe
projects that he has undertaken. He has executed several GIS projects for major clients in USA, Europe, and APAC regions. He
PRINCE certified project management practitioner.
Page 6 of 6
Figure 3: User Single Sign on (SSO) – User Interface Designing (UID)
Business Scenarios: team were finding the feasibility status of the DP for end customer requests (e.g., Broadband
onnection, IPTV connection) in WebGIS Application. If the DP is not found for a given Operators ID, the system
makes a buffer area of 60 m and highlights all the internal DPs in that area. After provision service users
the list, it shows the feasibility status for that DP as either Feasible, or Long Reach Feasible, or Not Feasible as shown in the
, this would result in reducing time to market and enhanced customer service
All applications in a single interface
for new connection of telephone, Internet, and IPTV
Better planning, design, and operations
Accurate and updated network and consumer data
Easy viewing, querying, and report generation
ervices
with modern look and feel
ailability of information on a Single sign-on (SSO)
Increased productivity and reduced overtime costs
The goal of customer experience management is to move customers from satisfied to loyal and then from loyal to brand ambassad
Traditionally, managing the customer relationship has been the domain of Customer Relationship Management. However, the
ies and solutions are designed to focus on product, price and enterprise process, with minimal or no focus on customer need a
result is a sharp mismatch between telecom organizations approach to customer expectations and what customers actua
want, resulting in the failure of many implementations. In order to increase the implementation success rate, the only possib
ogies and solutions effectively for better customer services for triple
brings more than 15 years of experience in GIS domains. He has a strong understanding of
GIS from the end users perspective. His experience has seen him take a draft specification to a full-blown development in all the
projects that he has undertaken. He has executed several GIS projects for major clients in USA, Europe, and APAC regions. He
PRINCE certified project management practitioner. He has done M. Tech (Remote Sensing) from Andhra University, Visakhapatnam
User Interface Designing (UID)
for end customer requests (e.g., Broadband
f the DP is not found for a given Operators ID, the system
provision service users select any DP from
le, or Long Reach Feasible, or Not Feasible as shown in the
ervice as an example
The goal of customer experience management is to move customers from satisfied to loyal and then from loyal to brand ambassador.
Traditionally, managing the customer relationship has been the domain of Customer Relationship Management. However, the
ies and solutions are designed to focus on product, price and enterprise process, with minimal or no focus on customer need and
result is a sharp mismatch between telecom organizations approach to customer expectations and what customers actually
want, resulting in the failure of many implementations. In order to increase the implementation success rate, the only possible way is to
ogies and solutions effectively for better customer services for triple play of TV, voice and
15 years of experience in GIS domains. He has a strong understanding of
blown development in all the
projects that he has undertaken. He has executed several GIS projects for major clients in USA, Europe, and APAC regions. He is a
e Sensing) from Andhra University, Visakhapatnam