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© BA Convention 2017
Improved Customer Experience through optimizing Incident
Management
✓ Delivering value to customer by reducing service outages and faster time to restore normalcy.
✓ Empowering customer by creating self- care channels and providing access to real time statues.
✓ Improving Business Processes with analytics and better synergies between engineering and
customer care teams.
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2© BA Convention 2017
The Problem Domain – Inefficient Incident Management
A Tier 1 mobile operator in India was suffering from Customer Experience
Management issues because of poorly defined and inefficient incident
management process with respect to network and service Incidents.
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3© BA Convention 2017
What Drives Customer Loyalty to an Operator BrandNetwork Performance & Customer Support are the key elements for Customer Loyalty
Source : Ericsson Consumer Labs Network Performance Study
Drivers of Loyalty to Operator Brand
“Customer Experience Management is the result of the sum of observations, perceptions, thoughts
and feelings arising from interactions and relationships between a customer (or end user)
and their service provider over the life of their relationship..”
[source: TM Forum]
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4© BA Convention 2017
Transformation Objective Identified –Shift from Network Centric to Customer Centric Operations
Customer Centric Operations
NETWORK ASSURANCE
SERVICE ASSURANCE
CUSTOMER ASSURANCE
Network
Centric
Customer
Centric
Web
Browsing
Customer Experience Management
Service Quality Management
Network Management
Voice VoD
“VIEW THE WORLD
THROUGH THE EYES OF
YOUR CUSTOMER”
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5© BA Convention 2017
How to bridge the gap between Problem and Capability
to create value for Customer?
Incident Management Expert Analytics based Solution
Poor customer experience due to inefficient
incident management process and lack of
visibility on service degradation.
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6© BA Convention 2017
The Need for Structured Business Analysis
New Use cases and Re-engineered
Incident Management Process
ApproachStages
• Align to CEM objectives, Plan and Strategize for
Requirement collection and As-IS process analysis.
• Conduct extensive workshop with Service and Network
operations, Customer Relations to understand the incident
management process
• Explain and review the findings get concurrence with the
participants
• Identify gaps in current process by comparing to
standards, find pain points and establish criteria for
future mode of operations
Interviews and WorkshopsGaps, Options, RisksPlan and Collect Gain Consensus Agreed Future State
Discover Diagnose Recommend
• Current vs. Wanted
situation
• GAP analysis
• Root causes
• Solution scenarios &
options
• Risk/Sensitivity analysis
• Value Drivers
• Validated
Requirements
• Agreed Use Cases
Normalized View of Current State
Target Operating
Model
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7© BA Convention 2017
Resolution Closure
Incident management – AS IS state
Network centric process
Source: Network Event Management
Prioritization Escalation
Reactive Naturec/o skill
Time to Detect –hours to days
Source: Service Desk
Blind on service
degradation issues
Discover Diagnose Recommend
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8© BA Convention 2017
Diagnosis of AS IS Study
Key Findings -• Time taken to analyze largely dependent on the skill of the engineer.
• Not enough visibility on the Mean Time to Resolve
• KPIs not adequately defined/measured
• SLAs were rarely achieved
• Detecting and determining the network issues were primarily reactive in nature.
• Missing Customer feedback reporting mechanism.
Discover Diagnose Recommend
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9© BA Convention 2017
Transformed Incident Management Process
Bringing Customer centricity to the process
Source: Service DeskResolution Closure
CEM
touchpoints
Breach of
service KPI
thresholds
Most
Probable
Cause
# of customers,
segments,
location &
services
Source: Network Event Management
Prioritization Escalation
Receive network
related complaint
Detect “Most
Probable Cause”
FCR
Possibl
e?
Up
da
te c
us
tom
er
wit
h r
es
olu
tio
n
Prioritization / Escalation
Discover Diagnose Recommend
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10© BA Convention 2017
“Driver” Use Cases leading to CEM Maturity
People and Processes
Predictive Customer Care
Customer Care Centre
Proactive Service Operations
THE 4 CORNERSTONES
Knowledge Base
Next Best Action
Customer Analytics
Device Analytics
Service Analytics
NOC/SOC Collaboration
Roaming Analytics
Customer Empowerment
Reengineered Use Cases
Best Practices and Standards
Discover Diagnose Recommend
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11© BA Convention 2017
Proactive Service Operations
• Proactive Analytics
• Customer, Device, Service, Roaming…
• Tool aided capabilities for End-to-end analysis
Broad Level Use Cases▪ Proactive service management▪ Services & network trouble-shooting▪ Manage QoS offer priorities/SLAs▪ Post-complaint analyses
Service KPI’s
Resource KPI’s
Performance Indicators
Collaborated Responsibilities -Service Operations Center -
• Service Monitoring-
• Service, Service Provider, Device
Network Operations Center-
• Network Monitoring
• Root Cause Analysis-
▪ Understand the root-cause – What caused the
issue? How are issues correlated? What do they
have in common?
▪ Improve the root-cause – What is the solution to
the issue?
Re-engineered Process
Discover Diagnose Recommend
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12© BA Convention 2017
Predictive Customer Care Proactive handling of customer experience issues in Customer Care
Customer Segmentation and Profiling
• Product and Service Usage Analysis
• Behavior and Trend Analysis
• Customer Interaction Analysis
• Complaint Analysis
• Service channel analysis
Analyze
1. Predict Reason for Call – Why might the customer be calling? How to resolve the call?
2. Validate the Complaint – Did the customer really have an issue? If so, when and where did it happen?
3. Take Action – Identify the “Most Probable Cause” and trigger the “Next Best Action”
Resolve
1. Reduction of Average Handling Time.
2. Increase in First Call Resolution Rate
3. Reduced number of trouble tickets created.
Benefits
Discover Diagnose Recommend
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13© BA Convention 2017
Customer Empowerment and Improving the Ways of Working
• Self Service Tools
• Manage & optimize quality of experience
• Mobile App Base Status tracking
• Sms/Email alerts
• User Experience Feedback Reporting
Empowering End Customers with better tools
• Process Design based on Industry standards such as ITIL
• Prioritize actions based on business value
• Optimize network proactively to improve customer experience and reduce customer complaints
• Create, Monitor and Optimize trouble tickets
People and Process
Discover Diagnose Recommend
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14© BA Convention 2017
Achieve CEM Maturity through Target Operating Model
• Forge partnership with CEM vendors for continuous improvement
▪ Establish governance bodies (problem review board and change control board) for efficient and streamlined service operations
▪ Measure the KPI improvements in MTTR▪ Define the threshold levels for service KPIs to identify
potential service impacting issues
▪ Utilize CEM, driven by advanced analytics, to Identify, categorize and prioritize incidents
• Monitor service KPIs proactively
• Prioritize service incidents based on subscriber impact
• Introduce CEM driven root cause analysis and incident verification process
• Impart training on CEM such that the tools are used in issue resolution effectively
Discover Diagnose Recommend
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15© BA Convention 2017
The CEM way of Incident Management – Value Realization
The Lead Indicator
Mean Time to
Resolution
The Lag Indicators
Working
capital
redeployment
Reduction in TAT
Reduction in # of
incoming complaints
Improvement in FCR
Less Effort spent in
incident resolution
• Improved NPS• Financial Benefits
Value Realization
16© BA Convention 2017
✓ Improvement in Service satisfaction and a greater customer engagement.
✓ Optimized processes , greater efficiencies
✓ Greater customer engagement and churn reduction
Outcomes and Benefits
Learn more. www.baconvention.com
© BA Convention 2017
Thank You!
• Sagar Ganguly([email protected])
• Senthil Ganesh Murugan([email protected])