Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Successful Service Design for Telecommunications

1,664 views

Published on

this presentation is the summary of Successful Service Design for Telecommunications book who is written by Sauming Pang.
ISBN 978-0-470-75393-4

Published in: Technology, Business
  • Be the first to comment

Successful Service Design for Telecommunications

  1. 1. SUCCESSFUL SERVICE DESIGN FOR TELECOMMUNICATIONS Bayram KARAGOZ Corporate Service Design & Development Management
  2. 2. AGENDA Chapter 1: Introduction Chapter 2: What is Service Design? • What is a Service? • What are the Differences Between a Service and a Product? • Service Versus Network Capabilities • What are the Differences Between a Service and an Application? • What is Service Design?
  3. 3. AGENDA 2 – CONT… Chapter 3: Service: A Business Perspective • Preconditions for Service Design • Business Requirements • Reporting Requirements • Security Requirements • Functional Requirements • Nonfunctional Requirements • Service Description Template: A Service Description that Fully Defines the Service • The Success Criteria for a Service
  4. 4. • Many project fails because of no service designers • Looking at the service solution holistically • Customer experience at the heart of the design • The method used to create a great service is service design.
  5. 5. Service Design Service Designers Product Development Product Managers Product Developers
  6. 6. WHO SHOULD ATTEND WHICH CHAPTER? Service Designer/ Technical Product Managers IT professionals Network Designers Product Managers/ Product Development Project Managers System Integrators Process Reengineering Professionals Operational Managers Service Managers 1- Introduction          2- What is service design?          3- Service: A Business Perspective  + +  + - - - - 4- Service Design Process  + +    + - + 5- Service Design : What Needs to be Done    +     - 6- Service Building Blocks          7- Network Design and Development  + - - + + + + - 8- System Functions and Development   + - +    - 9- Operational Support Processes   + - + +    10- Implementation Strategy + + + -   + + + 11- Service Integration and Service Launch + + + -   +   12- Service Withdrawal, Migration and Termination          Attandees Chapters
  7. 7. WHAT IS A SERVICE? • Providing to Customers • Intangible • Quality of Service
  8. 8. The task of designing a good service comprises: • Capturing a complete set of customer, business and service requirements • Designing and using suitable telecommunication network technologies • Designing and using suitable IT systems that manage those technologies • Designing BSS, OSS and operational processes that perform the customer and service management functions across all parts of the company.
  9. 9. WHAT ARE THE DIFFERENCES BETWEEN A SERVICE AND A PRODUCT? Product; • Typically from manufacturing • Being sold many times • Minimal service after sales
  10. 10. SERVICE VERSUS NETWORK CAPABILITIES Most Advanced Network Capabilities Good Service
  11. 11. WHAT ARE THE DIFFERENCES BETWEEN A SERVICE AND AN APPLICATION? Applications; • Service enablers • Certain transactions • Access different services
  12. 12. WHAT IS SERVICE DESIGN? • Skill and methodology • Holistic view of the service • Customers’ experience • Technical and operational aspects • End-to-end solutions
  13. 13. PRODUCT MANAGERS VERSUS SERVICE DESIGNERS • Product managers are marketers, not engineers or designers !!! • Anyone would consider asking estate agents to design and architect their house 
  14. 14. SERVICE: A BUSINESS PERSPECTIVE • Many telecommunication companies are not clear about their business requirements, due to the lack of understanding of the market. • The lack of clear requirements • Incomplete definition of the service • Leads to incomplete solutions with designers trying to second guess what is required. • Many searching questions, to capture a complete set of requirements for the service
  15. 15. • Is there a market for the service? • Why does your company want or need new services? • Is it because the customers ask for it? • Or is it that the new technology can offer lots of features? • Or will the new service help to unlock potential markets? • Or will the service help to lock in existing and potential customers/end users? • Why do the customers/end users want the services? • The answer is a combination of all the reasons listed above (i hope anyway)
  16. 16. CAPTURING REQUIREMENTS Designing a service is not like just going into a car showroom…
  17. 17. • Ask open questions (WHAT, HOW, WHY, WHO etc…) • Closed questions are good for confirmations
  18. 18. ATTRIBUTES OF GOOD REQUIREMENTS • Unambiguous • Measurable • Testable • Realistic • Consistency • Traceable • Prioritization (must have, nice to have..) • The requirements should state what are required, rather than how they are achieved or delivered.
  19. 19. Fulfilled Requirements Fully Defined Service Description Successful Service Design
  20. 20. GETTING REQUIREMENT RESULT • Requirements come from the service description… • Having a fully defined service description is so important to the success of developing the service • It is very rare that requirements are handed to you on a silver platter • Go out and hunt for them!
  21. 21. BUSINESS REQUIREMENTS • Sales and Marketing • Pricing, Charging, Billing and Accounting • Customer Service Support and SLA • Service KPI • Reporting Requirements • Security Requirements • Functional Requirements • Nonfunctional Requirements
  22. 22. SERVICE DESCRIPTION TEMPLATE: A SERVICE DESCRIPTION THAT FULLY DEFINES THE SERVICE • Purpose and Scope • ***SLA • Target Markets, Benefits and Value • ***SLA Definition Template • Channels of Sales • Contract/Terms and Conditions • Benefits to the Customers • Legal, Regulatory and Interconnect • Benefits to the Resellers • Technical Constraints on the Service • Service Launch Timetable/Roll-Out Plans • Training Requirements • ***Description of Service • Related Documents • ***Customer-Facing Support Functions and Process Arrangements • Glossary of Terms
  23. 23. DESCRIPTION OF SERVICE • Service Features • Service Network Architecture • Service Components • Billing and Charging • Service Performance • Customer Reporting
  24. 24. CUSTOMER-FACING SUPPORT FUNCTIONS AND PROCESS ARRANGEMENTS • Customer engagement • Order handling • Fault handling/management • Customer help desk functions • Service maintenance • Billing and revenue assurance
  25. 25. SLA • service provisioning lead time • response time for a fault reported by customer • guarantee time to fix a customer-reported fault after the receipt of customer fault report • network change request lead times • service change request (i.e. upgrading or downgrading service features/packages) lead times • customer-facing systems response times for each request • service availability – you may consider separating service availability into network availability and customer-facing systems availability
  26. 26. SLA DEFINITION TEMPLATE
  27. 27. THE SUCCESS CRITERIA FOR A SERVICE • Growth in Market Share • Market Penetration • Churn Rate • Revenue from the Service • Customer Satisfaction Survey • Planned Service Outage Reports
  28. 28. TEŞEKKÜRLER…………

×