In Service Customer Experience Management


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Improve Customer Experience through Selective Tracing and Real-Time Network Analytics. As a result, the strategic importance of customer experience management has skyrocketed.

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In Service Customer Experience Management

  1. 1. In-service Customer Experience Management: Improving Customer Experience through Selective Tracing and Real-Time Network Analytics1 © 2012 WIPRO LTD | WWW.WIPRO.COM
  2. 2. HIGHLIGHTS Customer Experience Management in Telcos 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.2 © 2012 WIPRO LTD | WWW.WIPRO.COM
  3. 3. 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.3 © 2012 WIPRO LTD | WWW.WIPRO.COM
  4. 4. Challenges in Customer Experience Management Scattered information across different systems Lack of proactive service quality detection systems Complex service delivery value chain4 © 2012 WIPRO LTD | WWW.WIPRO.COM
  5. 5. Key Enablers for Customer Experience Management CEM Enablers Process Consolidation Process Multi level Data Network Tools Correlation Consolidation5 © 2012 WIPRO LTD | WWW.WIPRO.COM
  6. 6. Recommended Approaches For Proactive CEM Measurement and Improvement Rule-based selective tracing Smart Analytics  Helps CSPs manage customer  Enables CSPs to correlate the experience data, automate data from different sources and customer experience produce useful statistics. measurement and map the analysis logic into tangible and  Helps CSPs to drill down and reusable assets. analyze multiple dimensions of customer experience through a  Has the ability to focus on and user friendly interface. prioritize issues that are revenue and brand impacting,  Improves flexibility for the rather than on issues which are operations team allowing them less critical. to build custom rules for data correlation or aggregation at run time to identify patterns.6 © 2012 WIPRO LTD | WWW.WIPRO.COM
  7. 7. Next steps for Telcos – step 1 Adopt a standard CEM implementation methodology: Identity N/W Architecture IT System Process KPI/CEI Integration scope Recommend Gap Analysis Recommendations & Requirement Continuous Improvement Trigger Rules & KPI/CEI Dashboards Implement Tools Alerts Analysis Rules & Analytics Monitor Service Simulation & KPI/CEI Data integrity Troubleshooting Proactive Monitoring Monitoring Checks & Optimization CEM Deployment Methodology7 © 2012 WIPRO LTD | WWW.WIPRO.COM
  8. 8. Next steps for Telcos – step 2 Develop a CEM Maturity model : Maturity Level 4 Utilize integrated data in business decision. Optimize network, services and business processes. CSP continuously monitors business matrices and associated CE Optimize factors. CSP benchmarks and optimize CEM eco system to improve CE Maturity Level 3 Analyze and verify data from multiple sources, troubleshoot customer experience issues, define consolidated rules for Analyze integrated ecosystem Maturity Level 2 Consolidate processes and business rules, correlate data Consolidate alerts and alarms, bring synergy between silos. CSP relies on the integrated system to gain customer insight. Maturity Level 1 Define services, data sets, data requirements, data sources, Define processes, business rules, associated business matrices. CSP relies multiple tools to gain customer insight Maturity Level 0 CEM Maturity Model8 © 2012 WIPRO LTD | WWW.WIPRO.COM
  9. 9. 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 impacted9 © 2012 WIPRO LTD | WWW.WIPRO.COM
  10. 10. For more details please visit the link below : Service_Customer_Experience_Management.pdf10 © 2012 WIPRO LTD | WWW.WIPRO.COM
  11. 11. About Wipro Council for Industry Research Wipro set up the Council for Industry Research, comprised of domain and technology experts from the organization, to address the needs of customers. It specifically surveys innovative strategies that will help customers gain competitive advantage in the market. The Council, in collaboration with leading academic institutions and industry bodies, studies market trends to help equip organizations with insights to facilitate their IT and business strategies. For more information on the Research Council visit or mail wipro.insights@wipro.com11 © 2012 WIPRO LTD | WWW.WIPRO.COM
  12. 12. About Wipro Technologies Wipro Technologies, the global IT business of Wipro Limited (NYSE:WIT) is a leading Information Technology, Consulting and Outsourcing company, that delivers solutions to enable its clients do business better. Wipro Technologies delivers winning business outcomes through its deep industry experience and a 360 degree view of “Business through Technology” – helping clients create successful and adaptive businesses. A company recognised globally for its comprehensive portfolio of services, a practitioner’s approach to delivering innovation and an organization wide commitment to sustainability, Wipro Technologies has over 135,000 employees and clients across 54 countries. For more information, please visit www.wipro.com12 © 2012 WIPRO LTD | WWW.WIPRO.COM
  13. 13. Thank You ©Wipro Limited, 2012. All rights reserved. For more information visit No part of this document may be reproduced in whole or in part without the written permission of the authors. Wipro is not liable for any business outcome based on the views presented in this document. For specific implementation clients should take advise from their client engagement manager.13 © 2012 WIPRO LTD | WWW.WIPRO.COM