Service Quality Management & Customer

Experience Management
Ciaran Ryan, Tivoli Product Management

© 2010 IBM Corporation1

Disclaimer

The information on the new product is intended to outline our general

product direction and it should not be relied on in making a purchasing
decision. The information on the new product is for informational
purposes only and may not be incorporated into any contract. The
information on the new product is not a commitment, promise, or legal
obligation to deliver any material, code or functionality. The
development, release, and timing of any features or functionality
described for our products remains at our sole discretion.

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 Communication service providers market dynamics
Goal:
Accelerate the
End-to-End Telecom
Service Lifecycle
More Competitors Subscriber Demands
Convergence is spawning a Demand for innovative,
“Telemedia” Industry among multimedia, services and
Service Providers, Internet content. Subscribers quickly
Portals and Media abandon poor services

Economic Pressures
Defend Market Share,
Risk of commoditization and Grow New Revenues
increasing operating
Reduce customer churn and
expenses are driving the
improve average revenue and
need to find new sources of
profit per user
revenue and profit

“We have seen more change in the last 10 years than in the
previous 90.” - Ad J. Scheepbouwer, CEO KPN Telecom
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 Service is all about customer, quality and performance
With new opportunities, carriers are asking …

How do I manage How do I gain control How do I know How do I help

new content-based and IMPROVE OUR understand the MAXIMIZE RETURN
services that span OPERATIONAL CUSTOMER ON ASSETS &
NETWORK AND IT PERFORMANCE? EXPERIENCE & REDUCE RISK?
OPERATIONS? ENSURE SERVICE
QUALITY?

• New services are • We continue to

• Customer reported • Governance,
much more need to reduce
problems are post compliance and
complex … with costs and do
event and go security are
new applications, more with less
unresolved becoming
devices and how
increasingly
services are
important
used…

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Service quality and customer experience drivers and
requirements
Business Drivers Service Assurance Requirements
• Focus on customer and quality to • Obtain real-time and historical view of:
reduce churn and improve customer – Service availability
satisfaction – Service quality
• Launch innovative new services – SLA compliance
quickly to – Individual customer experience
– Capture market share and increased • Prioritize network operations based on
revenue customer/revenue impact
– Ensure positive first-time user
experience to improve new service
• Perform rapid intelligent root cause
uptake analysis to fix outages and prevent
future degradations
• Understand service usage and
individual customer experience
– What service? Who? When? Where?
What device?

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Service quality, SLA and customer experience
management – benefits
Business

9 Drive Revenue
Customer Growth Network
9 Reduce Churn

Service

Drive revenue growth Reduce churn and improve customer

• Bring new services to market quickly with prepackaged satisfaction
SQM modules for IPTV, VoIP, SMS,Voicemail, DSL,
ƒ Provide instant, relevant customer experience information
HSDPA, Roaming, Blackberry to Customer Care
• Evaluate and increase service usage
ƒ Automate root cause analysis of service performance problems
• Offer SLAs to retain and attract corporate customers
ƒ Prioritize network issues by customer/business impact
• Target new services to profitable customers
ƒ Measure service quality experienced by specific enterprises and
• Design campaigns that generate the optimal use of the subscriber demographics
network and content

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 Tivoli Netcool Service Quality Management Center (TNSQMC) provides an
end-to-end view of Service Quality and Customer Experience

•Real Time Service Status – Providing a

real time view of Service Availability
leveraging events from Service Delivery
infrastructure.

•SLA and Service Performance –

Providing a view of Service Quality,
historical trending and SLA
Real Time Service SLA and Service Customer Experience
commitments.
Status Performance Management
•Customer Experience Management –
Providing a view of individual customer
experience.

Telco Enterprise Network

Access Network

Access Core
IP Network IT Network
Network Network

IP
Access Network Core Network Enterprise IT
Core
Network

End-to-End Service

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 IBM COTS Service Modules
Out of the box knowledge on how best to model, manage, and report on the SLA
Conformance, Service Quality and Customer Experience for service-specific offerings
per industry, vendor-type, and technology
IBM Service Solution IBM Tivoli Service Quality Management Centre (TNSQMC)
Library

Dashboard Visualization
IPVPN

VOIP
SLA/Service Reporting

Blackberry
IPTV SLA/Service Monitoring

IPVPN
VOIP

SMS
Mobile Data Historical Analysis
SMS
Root Cause Analysis
GSM
Metric Calculation
Blackberry
Data Persistence
LTE

COTS Service Solutions can easily be added over time

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Service Module Benefits
• Faster time to deploy an SQM/CEM solution

• Easy to install and maintain, leading to a reduced Total Cost of Ownership

(TCO) for managing the delivered Service Quality.

• Delivers immediate value “out of the box”, across the service provider
organization (e.g. Operations, Engineering, Account Management).
– Enabling visibility of the delivered Service Quality and Customer Experience
for a specific Service Offering.

• A dedicated Service Solution roadmap:

– It maximizes and protects investment in the core application.
– Provides visibility of upcoming Service Solutions
– Enables customers to feed in their requirements to the Service Solution
Roadmap process.
– Reduced risk for a Service Provider to move into SQM/CEM as they know
exactly what is being delivered in the scope of a Service Module.

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Why is Customer Experience Management (CEM) important?

More
Complex
Service
Offerings

Customer
Experience
imperative
Smarter
devices

• The expectations of users around customer

experience is increasing across all telecoms
sectors (e.g. triple/quad play, mobile
broadband).
Increasing
Customer • Managing the customer experience will
Expectations increase customer satisfaction, reduce costs
and provides a powerful differentiator in an
ever increasing competitive market place.

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Current Service Assurance solutions do not typically address the
true Customer Experience
While specific customers
are experiencing
problems
Network is ok

Billing Problem
Config Problem

Gb Gn Gi Content
BTS BSC SGSN GGSN
Server
Device Problem

ƒ 30% of the customer experienced ƒ Unsuccessful service usage

service usage failures are not attempts lead to revenue not
detected today by “traditional” being generated
service assurance (network
management based) solutions ƒ Poor problem characterisation
by call centres leads to higher
ƒ Typically 80-90% of these are due resolution cost & time
to customer-side problems
(subscription or terminal ƒ All this leads in general to
configuration) poor customer experience
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 Customer Group view
CEM scope Providing visibility to customer groups
experience (e.g., prepaid, promotional)

Customer view
Providing visibility to an Device view
individual customer’s experience Providing visibility to specific device types
being used by the managed customers

Pre-packaged Web Views

providing navigation of
customer experience on
multiple dimensions

Business Rules
Flexible definition of
evaluation criteria
Integrated Reporting through dedicated SLO
on customer Management
experience

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US Carrier: 400,000 customers unable to access mobile data services

• With one day’s probe data for 6 million customers of

a North American Tier 1 Service Provider.
– 400,000 were unable to access mobile data services.

• All of these customers blocked due to their individual

customer settings, with no network problems.
– Some of these users incorrectly blocked but others legitimately
blocked (i.e., access not included in their subscription).

• This is a revenue potential opportunity, as these

customers are actively trying to use mobile data
services.
– Enabling these customers would un-tap a significant
revenue stream.

• $7M/year could be opened up for just this one

List of affected Customers scenario by real time action on insights from the
probes and CEM platform:
– Automatically (SMS) target subscription offer to affected
clients.
– Auto provision (Over The Air) clients who accept offer.

• Applying CEM for multiple scenarios and services.

across a larger customer population, can bring
significant new revenue opportunities to a CSP’s
business.

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Moving CEM Forward • Many Service Provider customers
are looking to get visibility of
customer experience beyond the
service usage, which today is a
initial focus area for many service
providers.

• IBM’s CEM is well positioned to

leverage data from existing
systems to provide the wider view
of customer experience, as it has
the ability to interface with any
potential data source, for example:
– Customer Care
• CRM
– Trouble Ticketing
– Billing
– Self Care
• Online Portal
– Online purchasing
• IVR Access

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