doug zone chief technology officer europe, middle east and africa csg systems

Customer Profile ManagementLeveraging customer profile management to offer advanced bundling

and tariffing

Doug ZoneChief Technology Officer

Europe, Middle East and AfricaCSG Systems

CSG Systems Confidential and Proprietarywww.csgsystems.com

2

Can you see your customer?The complexity challenge

Billing System

New Billing System

Adjunct Rating System

Network Edge AAA

Data Warehouse

EBPP

Order Entry

Network Infrastructure

IVR server

Financials System

MaintenancePortal

New video streamingservice test

Self-care portal

Dial-up Radius AAA

VPN Server

Order Entry

Customer Care

Change PWD

Products

CRM

Customer Care

ResetPWD


3

Problem Statement

Evolving Networks has lead to

Variety of service platforms from

various vendors

Variety of service platforms from

various vendors

Duplication of service information

Duplication of service information

Inability to access information in a timely manner

(because of lack of open interfaces)

Inability to access information in a timely manner

(because of lack of open interfaces)

Barrier to service

innovation

Barrier to service

innovation

Incomplete or different views

of service information

(for CSRs and users)

Incomplete or different views

of service information

(for CSRs and users)

Poor service advice

Poor service advice

Poor customer-experience

Poor customer-experience


4

• Short lifecycle of services• New services frequently introduced• Service variables are not fixed• Big variety of service packages

• Long lifecycle of services (Voice, SMS, MMS..)• New services seldom introduced• Service variables fixed• Only few service packages

JavaMMSimage, audio, text

MMSvideo

SMS

Streaming

A New Customer Experience: Service Evolution


5

JavaMMSimage, audio, text

MMSvideo

SMS

Streaming

• Subscribed via Self Service• On-line Service activation• Identified by Multiple IDs (MSISDN, UrIs)• Easy personalization with GUIs

• Subscribed via signing a contract• Service found in retailer• Identified by single ID (MSISDN)• Personalization with terminal menu

A New Customer Experience: Subscriber Evolution


6

NarrowcastedPersonalised

ThroughUser Profile

SecurePayment

Personalized/Narrowcasted services


7

Definition of Profile Management

Profile Management is

A common centralized storage with information about:

– The end-user

– Networked devices

– Service preferences

That consolidates non-dynamic service execution information:

– Identities

– Authentication credentials

– Access and Usage rights

And references (keys) to data in other entities e.g.:

– CRM unique id.

– Billing account number

Profile Management is not

Storage of all information:– Service Execution information is

dynamic

– Often designed for specific purposes

– Coordinate and refer to other systems

Knowledgeable of the information:

– Information storage, being agnostic of it’s use

– Can publish changes, but will not process information

– Manipulation of information is the responsibility of service-platforms.


8

Simple profile data

A typical 3G profile may include:

• Account information(name, address)

• Payment information(credit card, postpaid, prepaid)

• Demographics(single, married)

• Basic Services(voice, Internet)

• Enhanced Services(premium content, fax-mail, multimedia messaging)

• Content Preference(sports, news, business)

• Handset Settings(GSM band, alarm, ring volume)

• WAP, GPRS, Internet Settings (frequency of updates, thresholds)


9

New services = new attributes

Preferred Gaming CharacterSort by Artist or

by Album?

Synchronize my photos to home

New services attributes

new touch points – new authentications

Preferred Messenger?Messenger ID

Synchronize email?

Corporate mail-serverVPN network ID

Push-to-talk group

=


10

Enticing user input

Imagine our user ‘Mark’

InfotainmentPhone• Uses his phone a lot• Calls his wife and kids• Calls abroad

once a month

• Receives stock quotes• Gets weather updates

• Gets TV-listing

Sports Voting

• Votes for Big Brother

(on behalf of his daughter)• Responds to a radio contest

• Receives thefootball scores

• Follows theTour de France

FavoriteTeam

Likes Cycling

Listens to Radio

Favorite Program

Industry


11

Why does it matter

Building stronger relationship

Improving service

• Having detailed knowledge of customers’ preferences

• Letting users customize their experience

• Adding a ‘don’t want to re-enter all my data’ barrier to churn

• Ensuring that CSRs see the same information as customers

• Centralizing and clearly define all aspects of the service

• Making sure information is in synch and accurate


12

The back-office challenge

How to achieve

back-office integration

while

keeping the cost down?

When integration tends to be:

The biggest ticket in most IT-budgets

Costly

Timely

Error-prone

Difficult to evolve

?

?

?

?

?


13

CSG Total Care: Profile Management

ServicesOrders

Customer-Care View

User View and self-care

Service Execution


14

Capabilities to look for

Multi-language, multi-device presentation

A Fully Extensible Meta-Data Model

Strong Hierarchy Capabilities

Ease to add and define attributes, through templates and profiles

Security and Authentication through open standards

Self registration and self-care capabilities

Open flexible API architecture to support multiple integration technologies

Scalable


15

Case Study - Summary

• Tier 1 Mobile Operator

• Benchmarked for up to 20M subscribers

• Strategic Customer Profile Management system

• Integrated with MQ Publish/Subscribe

CSG Total Care Provides:

– Self-Service profile management through customer user interfaces

– Profile Management for all applications/systems connected to MQ Architecture

– Flexible data structure for customer profile attributes

– Support for all lines of business and channels: Consumer ● Corporate ● Wholesale


16

Customer SegmentsConsumer, Corporate & Wholesale

WebSphere MQ EAI (Middleware, Business Rules & Logic)

BillingCustomer

CareEBPP Provisioning

SMS Gateway

Strategic Customer Profile Management System (CSG Total Care)

AdministrationCustomerSelf-Care

Presentation

Publish Subscribe

Mastering

Add/Delete/Modify Accounts

Registration

Bulk Loader SegmentationDemographics

Products

Profile Management

Services & Applications

Marketing Info

Contact InfoAccount

Hierarchy

Entitlements /Restrictions

Marketing/Segmentation

eCRM

Solution Overview

System Administration

Audit & Transaction Logs

Role Management

Authentication & Authorization

Constraints / Defaults


17

CSG Total Care’s Presentation layer provides:

– a presentation capability to sCPM to enable the presentation of customer profile information via external customer facing applications (web portal, WAP or device gateway).

– APIs for existing or future Portal to interface

– multi-device capabilities and intelligent device detection functionalities to ensure that the appropriate page rendering is performed and then displayed via the external application to the appropriate device.

– support for different screen flows for different customer attributes and touch-points

– functionality to make text changes to the self-service pages without technical input

– support for customers’ page styles and design guidelines.

– a solution that complies with open technical standards (JSP, taglibs, J2EE)

– self-care for customers to maintain his/her profile information

– administrative screens that handle multiple roles and standard permissions for administering customer profile information (Admin, CSR, User, etc.)

Case Study: Presentation


18

CSG Total Care’s Registration component provides:– Capture of full customer registration information (name, address etc).

– Attribute Management:

• Generation of unique Customer ID based on rules.

• Auto-generation of Username.

• Reserved names (filtering of offensive or inappropriate names).

• Validation of important attributes (address, MPN etc).

• Attribute validation (numeric or character fields).

• Business rules for mandatory attributes and support for different mandatory fields for different segments.

– Registration Maintenance: Add, Modify or Delete (subject to business rules) registration.

– Registration APIs: Add, modify, delete registration functionality available via APIs

– Bulk Loader: Bulk Registration of customers

– Business rules to govern forgotten password processes

– Masters the registration information of a subscriber

Case Study: Registration


19

CSG Total Care’s Profile Management component:– Contains both Direct & Derived Profiles

• Derived Profile relates to information that requires analysis by 3rd-party system(s).

• Derived profile information is passed to sCPM (Total Care), which provides the data-store of registered subscriber’s profiles.

– Collectively, profile and registration information of a registered subscriber represents a single view of a customer

• Customer information is mastered by Total Care and made available as a single source of “truth” to other external systems via MQ Pub/Sub

– Capture and update profile attributes from external systems or users

– The following profile information is captured:• Hierarchy Management for Billing Accounts & Customer Organisation

– The relationship among the billing accounts (Billing account hierarchy) is managed and mastered in Total Care with N-tiered hierarchy levels of complexity

• Marketing Information (Opt-Ins or Opt-Outs)• Contact Information (contact medium and preferred contact method)• Segmentation• Demographics• Products & Services bought• Applications selected• Entitlements / Restrictions

Case Study: Profile Management


20

A small group of employees are moved from the Operations Department to the Finance department.

Big Corporation LtdBig Corporation Ltd

OperationsOperations

Operations Admin1

Operations Admin1

FinanceFinance

Finance Admin Finance Admin

Empl 1Empl 1

Empl 2Empl 2

Empl 5Empl 5

Empl 6Empl 6

MarketingMarketing

Marketing AdminMarketing AdminOperationsAdmin 2

OperationsAdmin 2

Empl 3Empl 3

Empl 4Empl 4

Corporate-Account Hierarchy Example


21

The administrator for Big Corporation Ltd will use the UI of Total Care to move this branch.

Big Corporation LtdBig Corporation Ltd

OperationsOperations FinanceFinance

Finance Admin Finance Admin

Empl 5Empl 5

Empl 6Empl 6

MarketingMarketing

Marketing AdminMarketing AdminOperationsAdmin 2

OperationsAdmin 2

Empl 3Empl 3

Empl 4Empl 4

Operations Admin 1

Operations Admin 1

Empl 1Empl 1

Empl 2Empl 2

Corporate-Account Hierarchy Example


22

CSG Total Care in combination with it’s MQ Adapter:– Masters registered subscriber registration and profile information to all

systems via the Publish adapter of WebSphere MQ

– Accepts real-time updates to Profile information from external system through WebSphere MQ

– Publishes via WebSphere MQ, customer information received• All systems that subscribe to WebSphere MQ apply filters to receive sub-set

of this customer information as appropriate

– Any updates relating to the master information are updated directly to Total Care via WebSphere MQ. Total Care then makes these changes available immediately to all systems via WebSphere MQ to ensure data integrity

Case Study: Mastering


23

CSG Total Care’s Administration Capability provides:Audit and Transaction Logs:

• Track any system or human transaction on the system• Store before & after image of the profile after every change• Any activity relating to the system can be tracked and logged. The logging

capability is configurable.

Reporting: • System reporting and logging of system-level data (for example, performance

or disk usage). • Report templates and creation

Role Management: • Support roles and privileges associated with those roles. • Unlimited number of additional future roles• Standard set of roles out of the box• System Administrator can define new roles, define a default roles-hierarchy,

and define different privileges for different roles at a granular level

Case Study: Administration


24

Case Study: Wholesale Channels

CSG Total Care’s Administration Capability provides:– Multiple levels of billing account hierarchies and customer organisation

hierarchies

– Multiple levels of wholesaler hierarchies

– Multiple levels of independent retailer channel hierarchies (e.g. retail shops)

– Ability to prune and move branches of billing account hierarchy

– Registration UI via web portal, WAP, XDA

– Self-Care UI via web portal, WAP, XDA

– UI for CSRs

– Different Registration / Self-Care screen-flow for different groups of customers


25

Summary

New services and new devices creates new demands for profile information to be stored

Unless this information is centralized and accessible, it quickly becomes a barrier to service innovation and quality

Customer Profile Management is not about creating a centralized data-aggregator tobe used by customer-care

Customer Profile Management is about giving customers a flexible and complete view of theirservices and preferences

doug zone chief technology officer europe, middle east and africa csg systems

Documents

service innovationincomplete

account information

information storage

tovariety of service

proprietarynew services

marriedbasic services

g profile

user markinfotainmentphoneuses