The document discusses improving customer experience in telecommunications through data analytics and next-generation service assurance. It highlights strategies for reducing costs, enhancing customer satisfaction, and integrating various systems for better service delivery. Key benefits include decreased churn rates, increased revenue streams, and the establishment of new business opportunities in contexts such as IoT and smart cities.

1. Analyzing Telecommunications Data
for Improved Customer Experience
Fabricio Carrizales
OSS Solutions Manager (BENELUX – France)
Amsterdam, 3rd June 2016

2. CUSTOMER EXPERIENCE
`
What is it all about?
“Degree of
delight of the
user of an
application or
service, as
perceived
subjectively
…
… includes the
complete
end-to-end
system effects …
… may be
influenced by
user’s state,
content and
context.
[based on
ITU-T SG 12 2007
Dagstuhl 2009]

3. End-to-End Customer Journey
Information Purchase
Activation Utilization Billing
After sales
support
Evolution Termination
NetworkNetwork Network
Network Network
Network
Network Network

4. Network is the key CSP asset and the key touchpoint for the Customer

5. Copyright Comarch 2016
10 years
250 Mb/s
New TV channel package
Free minutes
Is it really that good?
Loyal Customer

6. Copyright Comarch 2016
Loyal Customer Doubts
Loss of trust
Outage
Churn
Loss of revenue
CustomerExperience

7. Copyright Comarch 2016
CEMDataAnalytics
1
2
3
4
5
Transparency
Communication
Proactive Monitoring
Comprehensiveness
Good fortune
Integrated Assurance
(FM/PM/SM/SQM/CEM)
Product Catalog, Billing
SLA Monitoring
Self Care
Corporate Self Care
Product Catalog
Service Fulfillment
On the Roadmap
Loyal Customer Doubts Churn
SATISFIED CUSTOMER Comarch
OSS/BSS Portfolio

8. Network Assets,
Subscribers
Telecommunications
and OSS/BSS
expertise
HOW CAN WE HELP YOU?
Understanding of
local business
Service Provider
asset Comarch asset
Software
platform
Data
collection/analysis
expertise
Telecommunications
and OSS/BSS
expertise
Business Value

9. 1. Next Generation Service Assurance with Information Management,
Automation in alarms and TT processing, using network topology and service
inventory for correlation of various fault and performance data sources, using central
knowledge database KEDB,
The result: significant CAPEX (47%) and OPEX (68%) savings, One system one GUI
and user experience, new service: SLA for Enterprises – Vodafone (Germany,
Hungary, Czech, Netherlands)
2. NG Service Assurance, SQM/CEM with VIP Customer Monitoring and Roaming
Service Monitoring,
Comarch NGSA extended by Performance Management, SQM/CEM;
The result: Reduction of 70% of alarms in NOC, standardization and consolidation
of operations (GNOC), specialized services VIP monitoring, roaming service
monitoring – MTS Russia
References

10. Increased revenue stream
• improved Customer satisfaction -> decreased churn
• new revenue streams like e.g. data monetization
• improved Customer sentiment comparing to
competition: „This operator is the first who care!”
Decreased CAPEX
• improved efficiency of network investments
• decreased investments in Customer Care facilities
• decreased investments in Network Operation Centre
facilities
Decreased OPEX
• decreased load of Customer Care
• decreased load of Network and Service Operation
Centres
• optimized Field Engineers engagement
Being prepared for the future
• building expertise applicable for Internet of Things
• building expertise applicable for Self-Organizing
Networks
CUSTOMER EXPERIENCE / DATA ANALYTICS GOALS
1
3
2
4

11. TO COMPETE OR NOT TO COMPETE?
Source: TMForum Frameworx r15
Traditional IT/BSS domain
(CIO)
Traditional Engineering/OSS Domain
(CTO)
Customer
Experience
Domain

12. STEP 1
CEM
Data Analytics Platform
STEP 3
• Integration of the platform with other
solutions e.g. Loyalty Platforms
• Support for IoT
• Support for the whole new business
ecosystem e.g. eHealth, Smart-
Cities
Beyond the horizon ...
STEP 2
• Integration with a broader set of
data sources (probing system;
other OSS systems e.g. SQM, PM;
other BSS systems e.g. CRM,
Customer Care)
• Dedicated dashboards for
Customer Care, Self-Care, Network
Operations, Network Planning) –
Comarch BI or 3rd party
Extension of use cases
JOINT CUSTOMER EXPERIENCE JOURNEY
• Integration with initial set of data
sources e.g. signalling probes
• Support for selected high ROI use
cases e.g. Roaming Monitoring,
VIP Monitoring

13. Indirect Data Monetization
(internal Consumers)
Operations
Planning
Marketing
Customer Care
TraditionalOSSdomain
CEM – USE CASES
Data
Analytics
Roaming
Monitoring
Network
Optimization
Value-based
Network
Planning
Campaign
Management
Increased
Customer
Satisfaction
Decreased
churn rate
Data as a Service
(B2C)
Data Aggregators
(B2B)
Direct Data Monetization
(external Consumers)
VIP
Monitoring
M2M
Protocol-
specific cases
SOC

14.  Example 1: Worldwide Roaming
 Visitors and Roaming Subscribers
 Traffic monitoring
 Early failure detections
 Many dimensions, drilling capabilities
 Feedback for Roaming Contract Negotiations
Example use cases
 Example 2: VIP Monitoring
 Support for B2C (VIP) and B2B (Corporate)
 Data from passive probing
 TOP N Failures dashboard
 Dashboard for marketing, management and
troubleshooting engineers

15.  Example 3: QoS View
 Analysis of all subscribers data
 High-level Root-Cause analysis
 Device
 RAN Network
 Transport Network
 Core Network
 Pre-integration with other products like
 PM
 SQM
 FM
Example use cases

16.  Example 5: SLA Monitoring
 Analysis of SLA contract parameters
 Calculation of network outages impact
on the service availability
 Pre-integration with other products like
 PM
 SQM
 CEM
 FM
Example use cases

17. CIO domain
Data Warehouse
Business Intelligence
Billing
...
Customer Care, Marketing,
Financial
CTO domain
Fault Management
Performance Management
Service Quality Management
...
Network Planning, Network
Operations, Field Engineers
CUSTOMER EXPERIENCE - ANOTHER BRICK IN THE WALL?
Network
xDRs raw counters,
alarms,
inventory data
TBs daily
Customer
Touch
points
Partners

18. CIO domain
Data Warehouse
Business Intelligence
Billing
CEM Data Analytics
Customer Care, Marketing,
Financial
CTO domain
Fault Management
Performance Management
Service Quality Management
CEM Data Analytics
Network Planning, Network
Operations, Field Engineers
CUSTOMER EXPERIENCE - ANOTHER BRICK IN THE WALL?
xDRs, real-time
signalling
raw counters,
alarms, inventory
data, real-time
signalling
PBs daily
Customer
Touch
points
Partners
Network

19. CEM
Federation
CIO domain
Data Warehouse
Business Intelligence
Billing
CEM Data Analytics
Customer Care, Marketing,
Financial
CTO domain
Fault Management
Performance Management
Service Quality Management
CEM Data Analytics
Network Planning, Network
Operations, Field Engineers
CUSTOMER EXPERIENCE FEDERATION
Network
xDRs, real-time
signalling
raw counters, alarms, inventory
data, real-time signalling
PBs daily
Customer
Touch
points
Partners
Automotive
IoT
Business
Ecosystem
Social
Media
eKiosks
Sales
Points
Mobile
Apps
Mobile
Apps
VR VR

20. Complexity
Estimated Benefits
Wave 3
Wave 2
Wave 1
Workload type/workload
 Implementation in waves to enable minimum
disruption to business during migration
 Sequenced to reduce complexity in
implementation while providing maximum
benefits
 Move towards target state reference architecture
 Full scope of benefits identified including ability
to perform analytics to predict what the
customer will view next and real time analytics
Approach Benefits
Incremental roadmap approach with
minimal disruption to business
STEP 2. EXTENSION OF USE CASES
Implementation Strategy

21. STEP 3. BEYOND THE HORIZON

22. STEP 3. BEYOND THE HORIZON

23. Thank you!
Comarch Middle East FZ-LLC
Building no 14, Office 203,
PO. Box 500824 Dubai, UAE
Phone: +971 444 774 172