CEM as an Enabler of Service Provider Operational

Transformation

Ratko Vukovic, CEM Consultant

HUAWEI TECHNOLOGIES CO., LTD.

CEM Business Management Tool
that supports the company transformation to become a Proactive and Adaptive Organization

- Proactive but also have information technology in place that are able to trigger change
automatically based on automated metrics analysis

- 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
- 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

- Action based on stimulus

- No desire to plan
- Execution is disorganized with poor internal coordination.

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 2

 Network Vs Customer Centric (CEM) Approach

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

measurements
?

Traditional, Network/System Centric Approach CEM, Customer Centric Approach

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 3

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 dont take responsibility for
the most critical aspects of quality : access network

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 4

 Responsibility & Care Evolution
Customer Care
SOC

NOC
1970
STP
SAPa SAPb

ISDN ISDN
Become
Aware &
Select 2005
My Services

Loyalty Buy
My Mobile

Get Help Use

Pay My WIFI
Customer Lifecycle Self Care
My Mobile(LTE) 2012-2020
Other Mobile/WIFI

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 5

 Mesurement Strategy: Use of Service
Gb/IuPS Gn
Subjective
(NPS Style)
Cell_Id
CE
BSC/RNC
Agent Gn
MS Gb/IuPS SGSN GGSN HTTP, Streaming, etc
RAT Probe Probe
DPI
Attach request / accept
Success, Time, IMEI
Errors, IMSI, Cell Success, Time, APN correlation
PDP activation / res
Errors, IMSI, IMEI. Cell

HTTP connect / rep /ack Service, Success, Time,

Errors, Time
HTTP (post/get)/rep/ack

Transport KPIs (Jitter. Ploss, Latency, Usage, etc) Application protocols/

services (DPI)
HTTP disconnect /rep/ack Basic E-mail P2P VoIP Streaming IM

WAP SMTP (SSL) eDonkey Skype Out/In RTP/RTPS MSN

PDP deactivate / res HTTP/HTTPS POP3 (SSL) Bittorent+ SIP, Diameter RealPlayer GoogleTalk

Facebook IMAP4 (SSL) FlashGet H323, MGCP MS_Media YahooMSG

Detach request / accept
Twitter Webmail Thunder Net2Phone Flash_Yahoo Skype IM

Battery usage, Radius MS_Exchange HotLine GoogleTalk PPLive ICQ

Location (GPS)
Gaming LotusNotes GNUTELLA Shutter YouTube Viber

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential

Win_Update Blackberry Page 6
DirectConnect UUCall AOL_Video Whatsapp
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 7

 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 8

Starts Transformation from 4 Pillars
Process + Organization + Criteria + Platform

Process Organization Metric Platform

CTO
Customer VIP Satisfaction
NOC SOC Experience Complaint Ratio
MTTR
Help Desk
FLM
Proactive Service KQI Service
P&E Surveillance Voice, SMS, MMS,
Quality
Predictive Web, Wap, Email,
Analysis Streaming,
Demarcation
Mean Time to
Resolution Operation
Demarcation
Efficiency Mean Time to
SOC
Optimization
Troubleshooting
Platform
Maintenance

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 9

 Process Organization Criteria Platform

Define External Process Interactions

Customers

Provisioning
Sales Account
Marketing BI
& SLA Support Management
Support

Reports/ Capacity
Expansion Request Customer reported
Network Planning Service Operation Problems & Request
Center (SOC) Problem resolution Customer Care
& Engineering New Site
Knowledge base
Integration

Change Request
TT/Work request
KQI/KPIAlarms Alarm Priority setting

3rd Party Service NOC

problems escalations Determine By Cases
Providers Responsible
Drive
Telecom & IT Networks
Support

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 10

 Process Organization Criteria Platform

Process Framework: Mapping eTOM

Process is the CORE ELEMENT in Operation. During establishment, the detailed
processes should be tailored on-site to suit the finalised organisation.

Huawei MSUP Functional Architecture

SIP OPS
Operations Support & Fulfilment Assurance Billing
Readiness
Strategy & Infrastructure
Commit Lifecycle Mgmt. Service Desk
Service
Strategic
Planning
Service Delivery Work Force Mgt. Provisioning VIP Care
Service Quality
Reporting
Billing 3 Major Processes are
Service
Development
Capacity
Management Spare Parts Mgt. Release
Management
Service Quality
Monitoring &
Demarcation
Performance
Management
Mediation & Rating Certified by TMF eTOM
Interconnected
Operation Settlement
Acceptance Network Fault
Network Surveillance Management

VIP Care
Managed Invoicing
Strategic Network
Planning Planning Change Mgt.
Problem Preventive
Management Maintenance Account Receivable
Network
Development
Managed
Network Design Configuration Mgt.
Debt Collection Service Monitoring
Service Reporting
Managed
Network Rollout Supplier Mgt.
Data Collection & Distribution

Enterprise Management
Enterprise Risk Mgmt. Project & Human Resource
Enterprise Effectiveness Mgmt.
Knowledge Program Mgmt
ISMS BCM QMS SLM Management Management Training

SOC NOC
process process

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 11

 Process Organization Criteria Platform

Example: VIP Care Process

Customer Customer Customer
Reactive Care Care
Care
Service VIP Complaint Service
Help Desk Desk Desk
Service Quality VIP Service Quality
Service Reporting Mgmt. Report Reporting Mgmt.
Reporting
Monitor VIP service Report VIP
Proactive Service Quality Service Quality
Monitoring Alarms for Close SQDT
SOC abnormal Event
Service Service Quality Degradation Demarcation
Demarcating
Performance Performance Mgmt.
SQDT SQDT
Troubleshooting
Fault
Mgmt.
SOC External
Change interface
NOC Mgmt. SOC Internal
Workforce Interface
Mgmt.

3rd 3 SP Mgmt. 3
Party MTTC MTTD MTTT MTTV
SLA/OLA MTTR

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 12

 Process Organization Criteria Platform

Service Quality Monitoring & Reporting

Process Support

Service Monitoring Team Impact Evaluation &

Dispatch Trouble Tickets

Platform Support
KQI Dashboard for each service

Alarm Consolidation
Impact Evaluation
Trouble Ticketing Dispatch
Threshold Adjustment Demarcation &
Resolution
Support

Manage Your Service Quality

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 13

 Process Organization Criteria Platform

Demarcation & Resolution Support

MGW & MSC GMSC

PSTN/PLMN
RNC
HLR

SMSC

SGSN GGSN
Cell/Node B
Internet
User 5.4%

Deeper Demarcation
Radio 50.6% and Resolution
CN 5.3%
Support
SP 38.7%

Basic Demarcation

Manage Your Service Quality

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 14

 Process Organization Criteria Platform

Service Problem Troubleshooting

Service Problem Troubleshooting in Wireless domain(example)

Demarcation Problem Troubleshooting in Wireless Domain

Node B CHR
SGSN Deep Demarcation Analysis
RNC

Probe RNC CHR/MR

PS CHR
Iu-PS
Nastar
8% 30%
Device
SP TOP critical cell & KQI 5%
Fault location 40%
RAN (RF, Backhaul, antenna) 5% 12%
issue Root cause analysis by Poor Signal Coverage Pilot Pollution
Core RAN geo-location UL/DL Interference Frequent Handover
RF Resource Overload Others

Send TT & Notification

TT to Optimization
Team

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 15

 Process Organization Criteria Platform

Service Quality Reporting

Service Quality Reporting Management E2E Process

Confirm whether to Generate

Customize Review the Send the Service
Customize service Service Quality
Report Service Quality Quality Report to
quality Report Report
Template Report related parties

Revise Service
Quality Report

By
By Daily/Weekly/
By SMS/Email Sending CXO/GM/Manager/Engin By PPT/Word/Excel By Traffic / Service Quality
Monthly
eer levels

Flexible High Efficiency

Formats Tailored made Multi-Level Multi-
KQI Customization
Objects

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 16

 Process Organization Metric Platform

Design Your Organization

Example in Operator X

Operation Operation

FLM NOC NOC SOC

Service Desk
P&E Front Office
User Care
(VIP/Group/Roaming)
Back Office Strategy & Process
Service Quality
Monitoring
Performance Platform Management
Management Analysis & Demarcation

AS-IS Service Optimization Service Quality

Reporting

Transformation

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 17

 Process Organization Metric Platform

SmartCare CEM KQIs/KSIs

Voice WEB Browsing SMS MMS WAP

Perceived Call Page Response SMS Origination MMS Send Success Page Response
Non-network based

Success Rate Success Rate Success Rate Rate Success Rate

E2E Call Connection Page Response SMS Origination MMS Send Delay Page Response
Delay Delay Delay Delay
MMS Download
Network and

Perceived Call Drop Page Browsing SMS Termination Success Rate Page Browsing
Rate Success Rate Success Rate MMS Receive Delay Success Rate
Good Voice Quality Page Browsing Delay SMS Termination Page Browsing Delay
MMS Send
Rate Delay Throughput Page Download
Page Download
Throughput Throughput
MMS Download
Throughput

Bill Payment Advice of Charge View Bill Add-on Top Up

Service reliability Service accuracy Service accuracy Network provisioning Service accuracy
Service accuracy Keep customer Keep customer Bill service Operation efficiency
informed informed maintainability of top up
Operation efficiency
of customer billing Channel operational Operational efficiency Bill operational
efficiency for advice of for bill view efficiency for Add on
charge

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 18

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 19

Success practice: Operator in Asia
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.

22 million 68%
End-users superior service Overall complaint ratio
experience assured reduced

49% 55%
PS demarcation success
MTTR reduced
rate improved (from 34% to 89%)

112% 9%
Data traffic increased in 6 CS demarcation success
months rate improved (from 76% to 85%)

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 20

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 21

 Thank You
Copyright2012 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.

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 22