In Service Customer Experience Management

© 2012 WIPRO LTD | WWW.WIPRO.COM 1

In-service Customer

Experience Management: Improving Customer Experience through

Selective Tracing and Real-Time Network

Analytics


Customer Experience

Management in

Telcos

HIGHLIGHTS

Due to the commoditization of networks

and the growth in competition from OTT

players, telcos must shift their focus

from a traditional network and

technology-centric approach to a

customer-centric approach.

As a result, the strategic importance of customer

experience management has skyrocketed.


Introduction

New opportunities and challenges have emerged

for Communication Service Providers (CSPs) due

to technology advancements, growth in device

diversity and evolving consumer needs.

The advent of new technologies such as 4G-

LTE and consumer demand for greater

speed

The launch of new smart devices with

bandwidth-hungry applications

The commoditization of networks and growth

in competition from OTT players

CSPs are facing new customer experience and network performance

challenges.


Challenges in Customer Experience Management

Scattered information across different systems

Lack of proactive service quality detection systems

Complex service delivery value chain


Key Enablers for Customer Experience Management

CEM Enablers

Process

Process

Consolidation

Multi level Data

Correlation

Network Tools

Consolidation


Helps CSPs manage customer

experience data, automate

customer experience

measurement and map the

analysis logic into tangible and

reusable assets.

Has the ability to focus on and

prioritize issues that are

revenue and brand impacting,

rather than on issues which are

less critical.

Rule-based selective tracing

Enables CSPs to correlate the

data from different sources and

produce useful statistics.

Helps CSPs to drill down and

analyze multiple dimensions of

customer experience through a

user friendly interface.

Improves flexibility for the

operations team allowing them

to build custom rules for data

correlation or aggregation at

run time to identify patterns.

Smart Analytics

Recommended Approaches

For Proactive CEM Measurement and Improvement


Next steps for Telcos – step 1

CEM Deployment Methodology

Identity

Recommend

Implement

Monitor

Gap Analysis Recommendations Integration scope

& Requirement

KPI/CEI N/W Architecture Process IT System

Service Simulation &

Proactive Monitoring

Data integrity

Checks

KPI/CEI

Monitoring

Troubleshooting

& Optimization

Tools KPI/CEI Dashboards

& Analytics

Trigger Rules &

Analysis Rules Alerts

Adopt a standard CEM implementation methodology:

Co

nti

nu

ou

s I

mp

rove

me

nt


Next steps for Telcos – step 2

Optimize

Analyze

Consolidate

Define

Maturity Level 4

Maturity Level 3

Maturity Level 2

Maturity Level 1

Maturity Level 0

Utilize integrated data in business decision. Optimize

network, services and business processes. CSP

continuously monitors business matrices and associated CE

factors. CSP benchmarks and optimize CEM eco system to

improve CE

Analyze and verify data from multiple sources, troubleshoot

customer experience issues, define consolidated rules for

integrated ecosystem

Consolidate processes and business rules, correlate data

alerts and alarms, bring synergy between silos. CSP relies

on the integrated system to gain customer insight.

Define services, data sets, data requirements, data sources,

processes, business rules, associated business matrices.

CSP relies multiple tools to gain customer insight

Develop a CEM Maturity model :

CEM Maturity Model


Conclusion

CEM initiatives can help CSPs achieve their

strategic priorities in two ways.

Optimum utilization of resources by prioritizing

consumption based on customer impact

Improved customer confidence and loyalty

To deliver an optimal customer experience,

CSPs must invest in three areas:

Measurement of customer experience and

identification of customer issues in near real time

Intelligence to analyze the measured values and

minimize manual effort in troubleshooting or

resolving issues that breach agreed service levels

Proactive troubleshooting to address issues before

the customer is impacted


For more details please visit the link below :

http://www.wipro.com/Documents/insights/In-

Service_Customer_Experience_Management.pdf

http://www.wipro.com/Documents/insights/In-Service_Customer_Experience_Management.pdf




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