HUAWEI TECHNOLOGIES CO., LTD.
CEM as an Enabler of Service Provider
Operational Transformation
Ratko Vukovic, CEM Consultant
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 2
CEMCEM
CEM – Business Management Tool
- Action based on stimulus - No desire to plan - Execution is disorganized with poor internal coordination.
- Reactive but have a set of processes and procedures that are used to react - Planning is focused on how to react better and on optimizing these processes
- Spend extensive effort on analytics and anticipates the business needs - Processes that are triggered having a degree of automation - Well-documented processes extensive organizational coordination - Long-term plans
- Proactive but also have information technology in place that are able to trigger change automatically based on automated metrics analysis
that supports the company transformation to become a Proactive and Adaptive Organization
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 3
Network Vs Customer Centric (CEM) Approach
CEM, Customer Centric ApproachTraditional, Network/System Centric Approach
view
?
measu
rem
ents
• It is measurements of customer experience independently of network and systems to get a view on Organization, Processes, Systems and Networks that deliver the service
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 4
Customer Expect Transparency”Disruptive” Technology (Skype)
Customer experience objective mesurements (agent)
integrated with the client Subjective mesurements (surveys) are provided on break-up
calls to other networks (Skype-out) Self Management to buy (minutes, terminals, accessories,
etc) and to get support No Customer Care centre to call, only FAQ, technical support
and user forum The solution can be inspirational but can not be copied Skype and other ”call control providers” don’t take
responsibility for the most critical aspects of quality : access
network
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 5
Responsibility & Care Evolution
STP
ISDN ISDN
SAPa SAPb
Customer Care
Pay
Become Aware & Select
Buy
UseGet Help
Loyalty
Customer Lifecycle Self Care
1970
My Mobile
My Services2005
2012-2020
My WIFI
My Mobile(LTE)
Other Mobile/WIFI
NOC
SOC
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 6
Mesurement Strategy: Use of Service
BSC/RNC
GnGb/IuPS
Success, Time, IMEIErrors, IMSI, Cell Success, Time, APN
Errors, IMSI, IMEI. CellPDP activation / res
Attach request / accept
Detach request / accept
PDP deactivate / res
Gb/IuPSProbe
Service, Success, Time, Errors, Time
HTTP connect / rep /ack
HTTP (post/get)/rep/ack
HTTP disconnect /rep/ack
GnProbe
HTTP, Streaming, etcSGSN GGSNMS
Transport KPIs (Jitter. Ploss, Latency, Usage, etc) Application protocols/services (DPI)
DPI
Basic E-mail P2P VoIP Streaming IM
WAPSMTP (SSL)
eDonkey Skype Out/In
RTP/RTPS MSN
HTTP/HTTPS
POP3 (SSL) Bittorent+ SIP, Diameter
RealPlayer GoogleTalk
Facebook IMAP4 (SSL) FlashGet H323, MGCP MS_Media YahooMSG
Twitter Webmail Thunder Net2Phone Flash_Yahoo Skype IM
Radius MS_Exchange
HotLine GoogleTalk PPLive ICQ
Gaming LotusNotes GNUTELLA Shutter YouTube Viber
Win_Update Blackberry DirectConnect
UUCall AOL_Video Whatsapp
Battery usage,Location (GPS)
RAT
CEAgent
correlation
Subjective(NPS Style)
Cell_Id
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 7
SOC is the Key for Service & User Centric Operation Transformation
HUAWEI defines that :
The Service Operation Center(SOC) provides a service & user centric operation capability that enables superior service experience and operational efficiency, together with revenue & margin enhancement.
Customer centric approach in measurement is used to build IT systems which together with set of processes constitute SOC.
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 8
SOC – Focal Point of Service Operation
AS-IS TO-BE 1 : SOC As Buffer Dept.
TO-BE 2: SOC As Part of NOC 2.0
TO-BE 3: SOC As Part of Customer Care 2.0
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 9
Organization
CTO
NOC
FLM
P&E
SOC
Platform Maintenance
Proactive Surveillance
Predictive Analysis
Demarcation
Help Desk
SOC Optimization
Resolution
PlatformMetric
Customer Experience
Service Quality
Operation Efficiency
• VIP Satisfaction• Complaint Ratio• MTTR
• Service KQI• Voice, SMS, MMS, Web, Wap, Email, Streaming,
• Mean Time to Demarcation• Mean Time to Troubleshooting
Process + Organization + Criteria + Platform
Process
Starts Transformation from 4 Pillars
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 10
Change RequestTT/Work request
Alarm Priority setting
Service OperationCenter (SOC)
Sales AccountManagement
Network Planning& Engineering
3rd Party ServiceProviders
NOC
Customers
Telecom & IT Networks
Marketing
Customer Care
ResponsibleDriveSupport
KQI/KPIAlarms
Provisioning & SLA Support
Customer reportedProblems & Request
Problem resolutionKnowledge base
BI Support
Reports/ Capacity Expansion Request
New Site Integration
problems escalations
Define External Process Interactions
Determine By Cases
Process Organization Criteria Platform
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 11
SOC process
NOC process
SIP
Managed Network Design
Capacity Management
Managed Network Planning
Huawei MSUP Functional Architecture
Operations Support & Readiness
OPS
Fulfilment Assurance Billing
Work Force Mgt.
Spare Parts Mgt.
Configuration Mgt.
Operation Acceptance
Supplier Mgt.
Provisioning
Release Management
Billing
Mediation & Rating
Interconnected Settlement
Service Desk
Network Surveillance
Fault Management
Performance Management
Preventive Maintenance
Enterprise Management
Managed Network Rollout
Change Mgt.Problem
Management
Invoicing
Account Receivable
Debt Collection
Infrastructure Lifecycle Mgmt.
ISMS QMS SLM TrainingBCM
Strategy & Commit
Network Development
Network Strategic Planning
Service Delivery
Service Strategic Planning
Service Development
Service Quality Monitoring & Demarcation
VIP Care Service Quality Reporting
Data Collection & Distribution
Knowledge Managemen
t
Project & Program
Management
Human Resource Mgmt
Enterprise Effectiveness Mgmt.Enterprise Risk Mgmt.
Process is the CORE ELEMENT in Operation. During establishment, the detailed processes should be tailored on-site to suit the finalised organisation.
3 Major Processes are Certified by TMF eTOM
•VIP Care•Service Monitoring•Service Reporting
Process Framework: Mapping eTOMProcess Organization Criteria Platform
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 12
SOC
NOC
Service Quality Degradation Demarcation
Close SQDT
SQDT
3rd Party SP Mgmt.
SLA/OLA
3
Monitor VIP service Quality
MTTCMTTR
MTTV
ServiceReporting
Service Demarcating
ServiceMonitoring
Performance Mgmt.
Customer Care
3
Service DeskHelp Desk Service
Desk
MTTD MTTT
PerformanceTroubleshooting
Change Mgmt.
Workforce Mgmt.
Fault Mgmt.
Report VIP Service Quality
Customer Care
SOC External interfaceSOC Internal Interface
SQDT
Service Quality
Reporting Mgmt.Service Quality
Reporting Mgmt.
VIP Complaint
VIP Report
Example: VIP Care Process
Alarms for abnormal Event
Proactive
Customer CareReactive
Process Organization Criteria Platform
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 13
Manage Your Service Quality
KQI Dashboard for each service
Process Support
Platform Support
•Alarm Consolidation•Impact Evaluation•Trouble Ticketing Dispatch•Threshold Adjustment
Service Monitoring Team
Demarcation & Resolution
Support
Impact Evaluation & Dispatch Trouble Tickets
Service Quality Monitoring & ReportingProcess Organization Criteria Platform
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 14
Manage Your Service Quality
GGSN
GMSC
HLR
SGSN
MGW & MSC
RNC
Cell/Node B
SMSC
PSTN/PLMN
Internet
5.4%User
50.6%
Radio
5.3%CN
38.7%
SP
Basic Demarcation
Deeper Demarcation and Resolution Support
Demarcation & Resolution SupportProcess Organization Criteria Platform
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 15
SG
SN
RN
C
Iu-PSProbe
Node B CHRRNC CHR/MR
PS CHR
Problem Troubleshooting in Wireless Domain
RANCore
SPDevice 30%
5%12%5%40%
8%
Poor Signal Coverage Pilot PollutionUL/DL Interference Frequent HandoverRF Resource Overload Others
Deep Demarcation Analysis
RANissue
TOP critical cell & KQI Fault location
(RF, Backhaul, antenna) Root cause analysis by geo-location
Service Problem Troubleshooting
Demarcation
•Send TT & Notification
TT to Optimization
Team
Service Problem Troubleshooting in Wireless domain(example)
Nastar
Process Organization Criteria Platform
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 16
FlexibleFormats
High EfficiencyMulti-Level Multi-
ObjectsTailored made
KQI Customization
By SMS/Email Sending
By CXO/GM/Manager/Engi
neer levelsBy PPT/Word/Excel By Traffic / Service
QualityBy Daily/Weekly/
Monthly
Review the
Service Quality Report
Send the Service Quality
Report to related parties
Customize Report Template
Revise Service Quality Report
Confirm whether to Customize service quality
Report
Service Quality Reporting Management E2E Process
Generate Service
Quality Report
Service Quality ReportingProcess Organization Criteria Platform
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 17
Operation
NOCFLM
P&E Front Office
Back Office
Performance Managemen
t
AS-IS
Transformation
Design Your Organization Example in Operator X
Process Organization Metric Platform
Operation
NOC SOC
Service Desk
User Care (VIP/Group/Roaming)
Service Quality Monitoring
Service Quality Reporting
Platform Management
Strategy & Process
Service Optimization
Analysis & Demarcation
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 18
SmartCare CEM KQIs/KSIs
Page 18
Voice WEB Browsing SMS MMS WAP
Net
wor
k an
d N
on-n
etw
ork
base
d
• Perceived Call Success Rate
• E2E Call Connection Delay
• Perceived Call Drop Rate
• Good Voice Quality Rate
• Page Response Success Rate
• Page Response Delay
• Page Browsing Success Rate
• Page Browsing Delay
• Page Download Throughput
• SMS Origination Success Rate
• SMS Origination Delay
• SMS Termination Success Rate
• SMS Termination Delay
• MMS Send Success Rate
• MMS Send Delay
• MMS Download Success Rate
• MMS Receive Delay
• MMS Send Throughput
• MMS Download Throughput
• Page Response Success Rate
• Page Response Delay
• Page Browsing Success Rate
• Page Browsing Delay
• Page Download Throughput
Bill Payment Advice of Charge View Bill Add-on Top Up
• Service reliability
• Service accuracy
• Operation efficiency of customer billing
• Service accuracy
• Keep customer informed
• Channel operational efficiency for advice of charge
• Service accuracy
• Keep customer informed
• Operational efficiency for bill view
• Network provisioning
• Bill service maintainability
• Bill operational efficiency for Add on
• Service accuracy
• Operation efficiency of top up
Process Organization Metric Platform
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 19
Huawei Managed Services (SOC)
It enables fast implementation of SOC functions
buy Deployment of CEM/SQM platform Bringing expertise in technology and
operational areas Governance and processes according to the
standards and best practice
With set of consulting services assists CSP to Improve/reshape the current processes Build organization Improve competence level
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 20
Success practice: Operator in Asia
22 millionEnd-users’ superior service
experience assured
68% Overall complaint ratio
reduced
49%MTTR reduced
55%PS demarcation success
rate improved (from 34% to 89%)
112%Data traffic increased in 6
months
9%CS demarcation success
rate improved (from 76% to 85%)
Customer Challenges
Solution Implementation challenges:• Time, Efficiency, Revenue, Satisfaction
Improvement• True Customer-Centric Operation Model Change
Solution Highlight
Process: NOC to SOC transformation, with Cross-silo Linkages Across Network, Marketing, & Customer Care departments.Value: Improved customer satisfaction by dramatic reduction in Customer complaint handling time, and resolution success rate.
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 21
Key Points
CEM is approach in managing business The business benefits of CEM/SQM monitoring systems can only
be achieved if the service performance measurements are
accompanied with the tools supporting service problem
resolution and service reporting The service monitoring, reporting and resolution needs to be
defined/implemented in terms of Process, Organization, Metrics
and Tools/Platform SOC concept is the most effective organizational form to start
the transformation process and to achieve the business
objectives
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 22
Thank You
Copyright©2012 Huawei Technologies Co., Ltd. All Rights Reserved. The information contained in this document is for reference purpose only, and is subject to change or withdrawal
according to specific customer requirements and conditions.