Establishing Customer Experience

Establishing Customer Experience: Aspects in Mobile Network Serviceability

Kostas Vlachodimitropoulos, Ph.D.Deputy Director

Service Quality & Customer Network Experience Dept. Cosmote SA

Greece

Emerging Technologies Reliability Roundtable 2019 (ETR‐RT2019)Technical Committee on Communications , Quality & Reliability (CQR)IEEE Communications Society (ComSoc)

)ETR‐RT2019 Helsinki, August 2019

Cosmote’s Serviceability Definition Aspects of Customer Network Experience CEM/Advanced Analytics Architecture

Mobile Voice ServiceMobile Data Services

Fixed Broadband Experience Service Quality Data Overview Advanced Analytics / CEM Technology Ecosystem

Cosmote Case Study Geo‐fencing (Description and Results)

Drilling Down the Customer Experience in Customer Care Conclusion

Outline

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Cosmote’s Serviceability focus is on achieving the Best Possible Customer Network Experience, leveraging the information coming from the Customer/Network Interaction, and providing the appropriate insights to the relevant stakeholders (Customer Care, O&M, Engineering, CRM etc.)

Cosmote’s Serviceability Definition


ETR‐RT’s Serviceability Definition:

Focus on the technology, solutions and platforms which can improve Operation and Maintenance (O&M) ability, including Deployment, Monitoring, Upgrade/Patching, Adjustment, Troubleshooting, Fault Recovery, Data Configuration, etc. The target of Serviceability is to make the O&M work more Easily, Remotely, Automatically and Efficiently in order to achieve Low OPEX and High Customer Satisfaction.

2G 3G 4G 5GISDN ADSL ADSL+ VDSL

FTTH HYBRID

MeasuredNetwork

Performance

Customer Perceived Quality

Complexity

Quality

From Network Performance to Customer ExperienceBridge Network Performance with Customer Perception

VOICE+SMS MMS High Speed Data Web Browsing FB/VoIP M2M

i‐mode BlackBerry Symbian Apple/Google Android

Customer Experience

GAP

What is Customer Network Experience?


LIFE IS FOR SHARINGService Management and Network CEM Division Fixed & Mobile

CEM/Advanced Analytics Architecture

DSLAM ONT/OLTCPE

UEMobile Access

IMS IPTV

Mobile Core Network

API API API API API API API

MEDIATION & AGGREGATION

BIG DATA REPOSITORYWORKFLOWS, ORCHESTRATION, INTEGRATIONSUBSCRIBER, SERVICE & DEVICE MANAGEMENT

SELF‐ CAREPROACTIVE CAREFIELD TECHANALYTICS MONETIZEOptimise Operations “Zero Touch” Plans


Mobile Voice ServiceLegacy Statistics: 2‐dimensional & Network Centric Per Cell, Per Hour

CEM: Enables Customer Centric KPIs by providing data in more dimensions;

this way we can measure actual customer experience

Location

Device

Call Event

Real‐Time

Customer

Customer Centric KPIs

• Call Drops• Consecutive Drops• VIP Customers Real‐Time monitoring• Corporate Customers Real‐Time monitoring

• Speech Quality (Silent/Mute Calls)• Access Failures – cannot establish calls• Calls distribution to competitors• Home/Work/Mobility Analytics• Calls geographical distribution• Roaming Hot Spots & Performance per Roaming Country

• Devices Distribution (UMTS/LTE share%)


Mobile Data ServicesLegacy Statistics: 2 dimensions, Network Centric Per Cell | Hour

> CEM enables Customer Centric KPIs by providing data in more dimensions

> This way we can measure actual customer experience

Location

Device

Session

Real‐Time

Customer

Application


• Video start delay• Video buffering time• HTTP Page loading time• Access failure – cannot open page• Throughput & Latency per Application• Customer digital profile (Social, Maps, Gaming, IPTV, etc.)

• COSMOTE Apps monitoring• Free Data Campaigns evaluation –customer experience

• Devices performance per Application• Customers with Smartphones using 2G


Fixed Broadband Experience

Enable Customer view for all Services Proactive Care & Analytics

Customer

Device

xDSLIPTV

VoXX


• Unexpected Low Throughput• Retrains and Disconnections for Broadband and IPTV

• Automatic profile assignments based on DSL line measurements

• Voice over IP Speech Quality• Voice over IP Access Failures• Voice over IP Calls per Destination

• CPE/Device Analytics and WiFi optimization

• Household Analytics


Legacy Statistics: Copper Line measurements Per DSLAM, Per Hour

100 Nodes / 1000 CPUs / 30 TB RAM

Voice/SMS> 300M xDRs/day – Mobile NW2,5 billion xDRs/day – IMS NW (VoBB & VoLTE)

Mobile BroadbandRT Deep Packet Inspection for > 30 Gbps of Mobile Data traffic => 1 billion TCP connections / dayDetection for > 250 popular applications

Fixed Broadband> 400 requests/sec (Control Plane)

OOKLA SpeedTestTM Crowdsourced MeasurementsThroughput, Latency, Lat/Long.

TopologyLAT, LON, TEK, DSLAM, BRASComplaints CTTs/NTTs

Voice events 2G/3G(SAI)Calls & SMS (Drops, Blocks, Call SetupVolte events (Polystar)VoLTE Sessions (Calls, Drops)

OOKLA Crowdsourced Measurements Throughput, Latency, Lat/LongBenchmarking AnalyticsAll KPIs through drive tests

TopologyLAT,LON,CELL,LAC,BSC/RNCDevices (DMS)IMEI,TAC,CAPABILITIES

User Plane (Vantage)User Plane (Throughput, Latency, App)Control Plane (TMA)Signaling from Packet Core (Attach, Det)

DSL Copper (BROND)Throughput, SNR, RetrainsCore Signaling (RADIUS)Traffic, Disconnects, SessionsSubscriber CPE (AXIROS)Throughput, Wi‐FiVoice xDRs (Polystar) VoIP calls IMSTV xDRs (AGAMA)Quality Of Experience, Availability

FIXED MOBILE

Data flows> 30 major data flows established (Fixed & Mobile NW, IT, CRM, Security, Devices & sensors,..)


Data Input & Infrastructure in Numbers

10Advanced Analytics / CEM Technology Ecosystem

Voice events 2G/3G(SAI)Volte events (Polystar)

OOKLA AnalyticsBenchmarking Analytics

TopologyDevices (DMS)Tickets (SIEBEL)

User Plane (Vantage)Control Plane (TMA)

DSL Copper (BROND)Core Signaling (RADIUS)Subscriber CPE (AXIROS)Voice stats (Polystar) TV stats (AGAMA)

F

M

TMN Alarms

Real time

Machine learning application

Machine learning application


Geo‐fencing Description

Data Analytics in Big Data Lake Correlate Customer to KV/Geo

level enabling Global View ofService Delivery

Feed from:• OOKLA Fixed

Measurements• Axtract CPE Router

Statistics• CELT/MELT Copper Line

Measurements• Topology• Rollout Program• Radius CN BB Session Stats• 4G Coverage

Live sinceQ3 of 2018


Geo‐fencing ResultsHybrid Upsell Retention/Loyalty

List of ~250.000 Customers with ActualWiFi measurements, Actual Sync Rate and 4G coverage

Purpose is to identify Customers eligiblefor Hybrid up-sell (Good 4G coverage, low Sync Rate, high traffic, high numberof WiFi connected devices x 2,5 (+150%) Success Rate in

Campaigns for Hybrid/Speedboosterupsell

Other Use Cases (in progress): Prevent Customers with bad 4G coverage from buying

Hybrid/Speedbooster (Retention/Loyalty) Up-sell to Business Customers (many WiFi) Optimize Network in selected areas Prioritize FIBER Rollout ...

List of ~250.000 Customers with bad WiFi (OOKLA) measurements compared toActal Sync Rate

Purpose is to identify Customers withWiFi issues, in order to proposealternatives (new CPE/Router, Extenders, etc.)

Campaign preparation in progress

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Customer Experience Analysis (CEA) is a GIS‐Analytics platform presenting individual

Customer Experience retrieved from the Big Data Lake, which is used in COSMOTE as

the Main Tool of Customer Care, NMC, etc.

It enables fast troubleshooting of Service Quality issues by analyzing the Customer

Activity identifying the Network Elements affecting the Customer Experience.


Customer Care 1st Level1 Customer Care 2nd Level2Used by:

• CEA is a Dashboard, which combines information from several different sources via BIG DATA and EKL/SVT

• It is a powerful application, which presents Measurements and Map information for specific Customers and can perform Provisioning actions, in order to solve Customer Problems

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OneTruth View for Fixed Broadband

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At the Age of Digitalization, the network operators have to harness the power of data by: Establishing a Big‐Data infrastructure Bringing in cross‐domain data flow Fostering cross‐function cooperation Having a clear vision of the expected results: Process speed up (e.g., troubleshooting) Process automation Insights for optimal network development CAPEX CRM insights for improved Customer Operations

Conclusion


Establishing Customer Experience

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