10 Customer Relationship Course AFUTT - ETSI...made of users' enterprises but first of all of individuals, deciders, ... BOUYGUES TELECOM COMPUWARE STQ Workshop - 1 & 2 July 2009 -

QoS along the Customer Relationship Course

USER VIEW

P-Y HebertAFUTT

User Group vice-chairman

© ETSI 2009. All rights reservedSTQ Workshop - 1 & 2 July 2009

Index

� What are Afutt - Crestel - Qostic� What's QoS: (Customer Relationship Course and descr iption):� The 8 QoS assessment criteria� QoS according to EG202 009 view� Some examples of QoS parameters across the Customer

STQ Workshop - 1 & 2 July 2009 - The customer relatio nship course 2

� Some examples of QoS parameters across the Customer Relationship stages

� Various methods to measure the QoS parameters� How to assess the QoS from the customer point of vi ew � Presentation of the results

Afutt� Created in 1969

� Key dates : The French phone Black File in 1973

� Publicly recognized in 1974 as joining the "Conseil Supérieur des Postes et Télécommunications"

� In 1975, adoption by the French government of the emergency action plan for the phone


� In 1975, adoption by the French government of the emergency action plan for the phone

� In 1978, co-funding of INTUG (International Users Group)

� In 1988, participating in ETSI creation

Afutt is acting for the concertation between:

• Public authorities

• Operators and providers

• Residential and business users

CRESTEL� Crestel represents and lead interests and trades co mmunities

made of users' enterprises but first of all of indi viduals, deciders, managers, users in the IT / electronic communicatio ns domains. These communities exchange throughout Crestel which realizes for and with them events, white books, surveys ...

� This production and the link to these communities a re promoted


� This production and the link to these communities a re promoted to partners : operators and ICT services providers.

� Public authorities and main electronic communicatio ns operators and providers acknowledged body, Crestel acts to th e orientation of the telecommunication market to the benefit of t he business users.

At stake:

� InformAll users are not equal facing technology

� ListenListening i.e. understanding customer needs and exp ectations

� Further


No market without customers

Put the cPut the consumer back at the market coreonsumer back at the market coreTechnique and marketing should not Technique and marketing should not

overtake human beingovertake human being

Qostic Club

� Open to all the Télécoms, Internet and ICT system v alue chain actors for :� Identifying QoS indicators relevant to the users. � Popularizing QoS basic notions to the residential an d business users.

� In the aim of developing a consensual methodology b etween these various actors


these various actors

Current Qostic Members� AFUTT� ALICE � ARIASE� ARRAXE � BOUYGUES TELECOM� COMPUWARE


� COMPUWARE� DIRECTIQUE� GENETEL� INC� IP-LABEL� MDS� ORANGE - GROUPE FRANCE TELECOM� QOSMIC� SFR� TELECOM ParisTech

Index

� What are Afutt - Crestel - Qostic� What's QoS: (Customer Relationship Course and descr iption)

� QoS from PSTN to NGN� Some real examples � The STF360 QoS model� The how ‘Ya effect and the process of continuous im provement


� The how ‘Ya effect and the process of continuous im provement � The Customer Relationship Course history and descri ption

� The 8 QoS assessment criteria � QoS according to EG202 009 view� Some examples of QoS parameters across the Customer

Relationship stages� Various methods to measure the QoS parameters� How to assess the QoS from the customer point of vi ew � Presentation of the results

QoS from analogue PSTN to NGN

� Analogue PSTN� High quality level: low BER, 99.99...% availability , high speech quality,

low call set-up time and unsuccessful call ratio, ve ry low bandwidth.� ISDN

� Very High quality level: low BER, 99.99...% availab ility, very high speech quality, very low call set-up time and unsucc essful call ratio, low bandwidth.


low bandwidth.� Current digital service (mixed IP, ATM, GSM, UMTS, etc.)

� Variable quality level: medium BER, 70 to 99 % avai lability, variable speech quality, variable call set-up time and unsucc essful call ratio, high bandwidth.

� NGN� Service providers will be independent from network providers :

users expect more freedom of choice for each servic e component. There are also some opportunities for a better QoS management: will this expectation be fulfilled?

Stats Download (Byte rate)period from 29/6/2007 to 6/4/2009

3391

1000

10000


1

10

100

0 200 400 600 800 1000 1200 1400

ko/s

Stats Upload (Byte rate) period from 29/6/2007 to 6/4/2009

3363

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10000


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10

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0 10 20 30 40 50 60 70 80 90 100

ko/s

Data byte-rate download : period from 29/6/2007 to 6/4/2009

800,0

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1200,0

1400,0


0,0

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600,0

29/0

6/20

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The STF360 QoS model


Without forgetting the How’YA effect! CUSTOMER SATISFACTION FROM SERVICE PROVIDED

S

A

T

ΗΟW 'YA EFFECT

Customer satisfaction from service provider

STQ Workshop - 1 & 2 July 2009 - The customer relatio nship course

TODAYAFTER 6

MONTHS

AFTER 1

YEAR

AFTER 2

YEARS

I

S

F

A

C

T

I

O

N

100% 90% 70% 40%

What's QoS?

� A mix of the various aspects of the service behavio ur during the functioning stage:� Network performance� End-to-end QoS (including the terminal performance)� Perceived QoS

but also along all the other customer relationship stages


but also along all the other customer relationship stages

� Contributing to the "Quality of Experience" (QoE).

� Included in a virtuous circle of continuous improve ment.

Stages of the Customer Relationship Course (1/2)Consumer Organizations Survey 11/2004

SpeedSpeedSpeedSpeed TransparencyTransparencyTransparencyTransparency

ReadabilityReadabilityReadabilityReadability

AvailabilityAvailabilityAvailabilityAvailability ReliabilityReliabilityReliabilityReliability CostsCostsCostsCosts Security Security Security Security

EthicsEthicsEthicsEthics

User User User User

friendlinessfriendlinessfriendlinessfriendliness

Flexibility Flexibility Flexibility Flexibility

AdaptabilityAdaptabilityAdaptabilityAdaptability

Preliminary Preliminary Preliminary Preliminary

InformationInformationInformationInformationX

AdvertisementsAdvertisementsAdvertisementsAdvertisements X

Establishment of the Establishment of the Establishment of the Establishment of the

contractcontractcontractcontractX

Customer Care *Customer Care *Customer Care *Customer Care * X

Installation/SetInstallation/SetInstallation/SetInstallation/Set----up *up *up *up * X


Products/services Products/services Products/services Products/services

functioning*functioning*functioning*functioning*X X

Modification of the Modification of the Modification of the Modification of the

contract (offer, contract (offer, contract (offer, contract (offer,

service, clause) *service, clause) *service, clause) *service, clause) *

X

Repair *Repair *Repair *Repair * X

Dispute managementDispute managementDispute managementDispute management X

Billing/paymentBilling/paymentBilling/paymentBilling/payment

Cessation of serviceCessation of serviceCessation of serviceCessation of service X

RecoveryRecoveryRecoveryRecovery X

Stages of the Customer Relationship Course (2/2)

� Preliminary information� Sales/Establishment of the contract� Service provisioning� Use of the service� Service alteration / Technical Upgrade

� Change at the customer initiative


� Change at the provider initiative

� Service support� Documentation� Technical support� Commercial support� Complaint management

� Repair/Trouble-shooting� Metering, Charging, Billing� Cessation

Customer Relationship Course History in standardization

� ETSI TR 003 08/1990

� ITU-T G.1000 11/2001


� ETSI EG 202 009 part 1 V1.1.1 02/2002V1.2.1 01/2007

Complaints across the stages of the Customer Relati onship Course (France)

2%14%16%


15%

20%

12%

21%

Preliminary information

Sales

Provisioning

Use of the service

Repair/troubleshooting

Billing

Cessation

Recent evolution of the complaints across the stage s of the Customer Relationship Course (France)

10,00%

15,00%

20,00%

25,00%


0,00%

5,00%

Pre

limin

ary

info

rmat

ion

Sal

es

Ser

vice

pro

visi

onin

g

Use

of h

e se

rvic

e

Rep

air/t

roub

lesh

ootin

g

Billi

ng

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satio

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200620072008

Index

� What are Afutt - Crestel - Qostic� What's QoS: (Customer Relationship Course and descr iption)� The 8 QoS assessment criteria� QoS according to EG202 009 view� Some examples of QoS parameters across the Customer




Which criteria for QoS assessment?SpeedSpeedSpeedSpeed TransparencyTransparencyTransparencyTransparency

ReadabilityReadabilityReadabilityReadability

AvailabilityAvailabilityAvailabilityAvailability ReliabilityReliabilityReliabilityReliability CostsCostsCostsCosts Security Security Security Security

EthicsEthicsEthicsEthics

User User User User

friendlinessfriendlinessfriendlinessfriendliness

Flexibility Flexibility Flexibility Flexibility

AdaptabilityAdaptabilityAdaptabilityAdaptability

Preliminary Preliminary Preliminary Preliminary

InformationInformationInformationInformationX

AdvertisementsAdvertisementsAdvertisementsAdvertisements X

Establishment of the Establishment of the Establishment of the Establishment of the

contractcontractcontractcontractX

Customer Care *Customer Care *Customer Care *Customer Care * X

Installation/SetInstallation/SetInstallation/SetInstallation/Set----up *up *up *up * X


Products/services Products/services Products/services Products/services

functioning*functioning*functioning*functioning*X X

Modification of the Modification of the Modification of the Modification of the

contract (offer, contract (offer, contract (offer, contract (offer,

service, clause) *service, clause) *service, clause) *service, clause) *

X

Repair *Repair *Repair *Repair * X

Dispute managementDispute managementDispute managementDispute management X

Billing/paymentBilling/paymentBilling/paymentBilling/payment

Cessation of serviceCessation of serviceCessation of serviceCessation of service X

RecoveryRecoveryRecoveryRecovery X

The QoS Assessment criteria� Eight criteria were found necessary and sufficient for a comprehensive

QoS assessment� Availability� Speed� Fidelity/Accuracy� Capacity� Reliability


� Reliability� Flexibility/Adaptability� Security� User friendliness

� This set of criteria is applicable to all the Custo mer Relationship Stages� The first four ones are crucial to the technical pe rformance in the use of the

service� Capacity is crucial in architecture design but for E2E QoS the results are

perceived as the speed performance.� Reliability relates to the conformance of all the c riteria to a defined level

during a defined period of time (e.g. one week or o ne month)

Index

� What are Afutt - Crestel - Qostic� What's QoS: (Customer Relationship Course and descr iption) � The 8 QoS assessment criteria� QoS according to EG 202 009 view� Some examples of QoS parameters across the Customer


� Some examples of QoS parameters across the Customer Relationship Stages


The QoS according to EG 202 009 view

� QoS should not be assessed per se but with respect to the contractual conditions set according to user requir ements and to the conditions of use and taking into account: � The description of the service

• Components and functional features

� The 8 criteria


� The 8 criteria� The Customer relationship Stages

� In a regulated context where more and more often Qo S commitments are defined

Index



� Some examples of QoS parameters across the Customer Relationship Stages


Provisioning time� Time elapsed between the request and the completion of the network

connectionSupply time for fixed network access/Supply time fo r Internet access: a) the times by which the fastest 50 %, 95 % and 99 % of

orders are completed;b) percentage of orders completed by the date agreed with the customer,

and, where the percentage of orders completed by th e date agreed with the customer is below 80 %, the average number of days, for the


and, where the percentage of orders completed by th e date agreed with the customer is below 80 %, the average number of days, for the late orders, by which the agreed date is exceeded.

separately for:a) narrowband PSTN or ISDN basic rate access where a physical change

is required; b) narrowband PSTN or ISDN basic rate access where p hysical change

is not required;c) xDSL access provided over an existing installed a ccess line; d) any other kind of technology in order to provide a fixed network access.

{Supply time for fixed network access; Reference: E G 202 057-1}{Supply time for Internet access; Reference: EG 202 057-1}

Observed voice quality

� The quality category of the speech connection quali ty of the voice service according to ITU-T Recommendation P.862 {ACR Listening Quality Opinion Scale}


Call set-up time

The period starting when the address information re quired for setting up a call is received by the network and fi nishing when the called party busy tone or ringing tone or answer si gnal is received by the calling party. The following statistics should be provided separat ely:

a) The mean value in seconds for national calls.


a) The mean value in seconds for national calls.b) The time in seconds within which the fastest 95 % of national

calls are set-up.c) The mean value in seconds for international calls .d) The time in seconds within which the fastest 95 % of international

calls are set-up.e) The number of observations performed for national and

international calls.{Call set-up time; References: EG 202 057-2}

Customer complaints resolution time

a) the time by which the fastest 80 % and 95 % of comp laints have been resolved (expressed in clock hours); or

b) the percentage of complaints resolved any time st ated as an objective by the service provider.

{Customer complaints resolution time; Reference: EG 202 057-1}


Index





Methods for QoS assessment (1/3)

� Exhaustive method� Analysis of all the data of a service (Calls, claim s, bills)

� Drawbacks� Costs� Impartiality hypothetical without audit

E2E QoS and perceived QoS difficult to reach.


� E2E QoS and perceived QoS difficult to reach.

� Possible improvements� Periodic audit� Limit the set of data to the crucial ones


� Sampling method� Analysis of “representative” samples:

• Selected calls, claims, bills• Tests carried out at specific time

� Drawbacks� Representativeness difficult to ensure


� Representativeness difficult to ensure� Reproducibility hypothetical

� Possible improvements� Study the representativeness and reproducibility co nditions in depth� Define sampling rules (traffic, localisation, commu nication matrix)� Define rules for the test schedule


� Exhaustive method� More suitable for QoS measurements outside the func tioning of the

service• Provisioning • Hotline• Claims


• Claims• Billing complaints

� Sampling method� Unavoidable for some QoS parameters related to func tioning of the

service:• Voice quality• Video quality

� Complementary to exhaustive measures

Index





QoS assessment: what for?

� Service provider view point� Monitoring of QoS achieved� Improvement of customer satisfaction

� User viewpoint� Choice of the best suited provider

• Review of trustworthy statistics on the mean QoS ac hieved


• Review of trustworthy statistics on the mean QoS ac hieved

� Monitoring of the provider QoS commitments• Monitoring of the level of QoS achieved for a speci fic user

QoS measurements to choose the best suited provider

� Measures should be objective and reliable� Measures should be easy to understand by the end-us er

� Not too many� In common language

� Measures should be representative of the current us er concerns


� Focused on the critical customer relationship stage s

Measurements to monitor the QoS achieved

� Measures should be recognized by the provider� Adapted to the contractual commitments� Contradictory

� Measures should be easy to implement� Results should be easy to use


Index





Presentation of the results

� Presentation of the results is critical to the user understanding� Notation should be well-known (e.g. 1 to 5)� Result dispersion is crucial to the quality of the information� If a synthetic presentation is chosen for the stake of simplicity,

detailed information should be available not to hid e key points

� Curves and graphs are highly valuable


� Curves and graphs are highly valuable

QoS user view on service behaviour along the customer relationship course


Network performance

Terminal performance

End-to-end QoSPerceived QoS

AvailabilitySpeedFidelity/AccuracyCapacityReliabilityFlexibility/AdaptabilitySecurityUser friendliness

Documents

10 Customer Relationship Course AFUTT - ETSI...made of users' enterprises but first of all of individuals, deciders, ... BOUYGUES TELECOM COMPUWARE STQ Workshop - 1 & 2 July 2009 -