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Customer Experience Management (OSS – focused) – MTS Russia implementation Sergey Bougaev Project Supervisor at Mobile TeleSystems 21 st November 2013.

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Presentation on theme: "Customer Experience Management (OSS – focused) – MTS Russia implementation Sergey Bougaev Project Supervisor at Mobile TeleSystems 21 st November 2013."— Presentation transcript:

1 Customer Experience Management (OSS – focused) – MTS Russia implementation Sergey Bougaev Project Supervisor at Mobile TeleSystems 21 st November 2013

2 Agenda Goals and challenges: improve customer experience by transforming traditional resource- centric network management into service and customer service-centric management establish pro-active service incident management introduce business oriented, customer service centric view of network quality Milestones: OSS structured transformation – transition from the network layer through the service layer up to the Customer Layer Current picture of achieved transformation How different departments take advantage of SQM/CEM solution – examples of SQM/CEM usage Further plans 2

3 Agenda Goals and challenges: improve customer experience by transforming traditional resource- centric network management into service and customer service-centric management establish pro-active service incident management introduce business oriented, customer service centric view of network quality Milestones: OSS structured transformation – transition from the network layer through the service layer up to the Customer Layer Current picture of achieved transformation How different departments take advantage of SQM/CEM solution – examples of SQM/CEM usage Further plans 3

4 MTS Group One of the leading telecommunication groups in Russia, Eastern Europe and Central Asia More than 100 mln mobile subscribers 8 Macro-regions in Russia Project names: NGSA (Next Generation Service Assurance) and extPM (extended Performance Management) Main tools in GNOC (Global Network Operation Centre) 4

5 MTS Challenges and expected solutions visibility of customerLimited visibility of technology resources in service chain SQM/CEM enables visibility of customer (mainly probing) and service layers –assuming no access to PM data from access layer, focusing on monitoring of the services based on core network elements controlling application layer –monitoring of gateways/ interfaces/ connections, thus controlling application layer as well monitoring of servicesKeeping operational control over the services delivered to customer monitoring of services instead of resources (both NGSA and combined SQM/CEM) –controlling if users are using the service, if it works, and how they use it 5

6 MTS Challenges and expected solutions Limited capabilities in terms of financials and HR –high level of automation –high level of automation (monitoring of selected customers, VIPs) –proactive approach –proactive approach (tackling the issue before it becomes visible to the user, e.g., prediction algorithms, statistical computation) Management Layer/OSS flexibility and platform openness –open architecture, documented APIs –scalable and extendable Service/Products Lifecycle shortening –instant configuration –instant configuration of services and monitoring options by the system users – no need for assistance from Comarch side huge reduction of time –thanks to friendly and intuitive GUI huge reduction of time needed for service configuration and enabling of service monitoring 6

7 Agenda Goals and challenges: improve customer experience by transforming traditional resource- centric network management into service and customer service-centric management establish pro-active service incident management introduce business oriented, customer service centric view of network quality Milestones: OSS structured transformation – transition from the Network layer through the Service layer up to the Customer Layer Current picture of achieved transformation How different departments take advantage of SQM/CEM solution – examples of SQM/CEM usage Further plans 7

8 OSS structured transformation - achievements Resource Management Next steps Service Management Customer Management NGSA introduction Unification of OSS landscape NGSA introduction Unification of OSS landscape Product selection Comarch NGSA Product selection Comarch NGSA 2014 GNOC Launch Centralization of network monitoring GNOC Launch Centralization of network monitoring Corporate Customers Enterprise use cases implementation Corporate Customers Enterprise use cases implementation SQM/CEM introduction Continuation towards the calculation of impact on customer layer SQM/CEM introduction Continuation towards the calculation of impact on customer layer PM Introduction Centralization of network quality monitoring PM Introduction Centralization of network quality monitoring 8

9 OSS structured transformation Main causes… Technical driven causes Operators wasted their time for routine tasks Lack of automation Lot of time wasted for the management of alarms that are not important Operators had to use additional systems to get information about resources, hardware, connection, alarms, actual state of the resource, other vendor specific data, etc. Decentralized monitoring structure Each MR had specific structure and division of responsibilities OSS systems landscape differed between MR (lack of standarization, difficult to maintain) No common approach to network monitoring 9

10 OSS structured transformation …and goals of the project Main goals of the project Unification of OSS landscape Transformation from existing legacy, silos based OSS systems to the NGOSS environment The implementation of unified umbrella solution in assurance area above different NEM/EMS systems distributed over the whole Russia The introduction of Service layer and the definition of dependencies on the network layer Standardize and minimize the amount of alarms Ensure the correct performance of the network and delivery of sold services 10

11 OSS structured transformation Scope of NGSA project Convergent solution based on the following modules: Comarch Next Generation Service Assurance (NGSA) Fault Management Service Monitoring OSS Process Management Comarch Service Inventory (SI) Comarch SLA Monitoring (SLAM) Comarchs responsibilities: the analysis and implementation of above modules consulting services in order to centralize network operation participation in the process of defining the concept of centralized NOC as well as in the realization process 11

12 OSS structured transformation NGSA project results The centralized network monitoring platform: One umbrella system for all Alarms Alarm enrichment with NE, Location and Customer Details Alarm reduction by suppression & correlation The additional prioritization of alarms according to the importance of specific devices Impact analysis by use of service affecting alarms via service and customer models The standardized operators work environment One system – one GUI (Operators View) Automation of routine and time consuming tasks Semi and automatic triggering of TT creation, update and close One click actions perform on NEs (scripts embedded and run directly from the NGSA GUI) 12

13 OSS structured transformation Scope of GNOC project and results OSS organizational structure transformation: Centralization of network monitoring Establishment of new processes Establishment of new positions Reorganization of working groups 13

14 OSS structured transformation Use cases implementation Movement profile of subscribers Modification of Alarm Priority based on the weighted average of Number of observed subscribers in Cell area Monitoring of static GPRS devices Calculation of SLA related KPIs for Enterprise customers 14

15 Movement profile of subscribers 15

16 Enterprise area monitoring 16

17 SLA monitoring 17

18 OSS structured transformation SQM/CEM introduction Building unified NGOSS Platform by: –Continuation towards the calculation of impact on customer and resource-facing services by giving insight into customer perception covered by implementation of: Comarch SQM Comarch CEM Comarch PM 18

19 Use Case flow 19

20 DATA collection XDRs used as an input by CEM system Current: ISUP, CAP, MAP, BICC, INAP, IuPS, Gn control and user plane, Gp, Gb, –Future: Diameter, S1AP, S1U, SCTP, Diameter, SIP etc KPIs based on various dimensions: IMSI, MSISDN, CellID, IMEI KPIs calculated for different types of customers : human, M2M, roamers. 20

21 Maintenance and monitoring cases Voice service monitoring: –NER, ASR, CSSR, Call Duration Statistics, Call Failure Histogram (base on REL cause code) and etc. SMS service monitoring: –SMS MO success rate, SMS MO/MT Count and Statistics, SMS MO Error Distribution of Causes and etc. Registration statistics: –Location Update/Location Update GPRS – Count, Success Rate, Error Rate, Error Distribution of Causes –SAI - Count, Success Rate, Error Rate, Error Distribution of Causes –and etc. DATA service: –Activate PDP – Count, Success Rate, Error Rate, Error Distribution of Causes –Data service user plane calculation for HTTP, IMAP4, POP3, DNS and etc. –and etc. 21

22 Agenda Goals and challenges: improve customer experience by transforming traditional resource- centric network management into service and customer service-centric management establish pro-active service incident management introduce business oriented, customer service centric view of network quality Milestones: OSS structured transformation – transition from the network layer through the service layer up to the Customer Layer Current picture of achieved transformation How different departments take advantage of SQM/CEM solution – examples of SQM/CEM usage Further plans 22

23 Operations SQM can provide to Operations: Service KQI which prioritize faults and reduce effort required for Incident Management Network problems presumptions Depiction of fault (e.g. TCE) impacting services Propagation of network events towards services Root cause analysis Prediction algorithms of service outages Value for business: Operational cost savings Cost to monitor (/incident) Cost to fix (/incident) Cost to deploy (/service/subscriber) Cost to provision (/service/subscriber) Improve reduce number of service outages (/service/subscriber) 23

24 Customer Care SQM can provide to call agent: a view of current service degradations a view of current/recent problems of a subscriber a view of current problems on geographical vlew Value for business: Prevention Rate (%) Time back to service (min) Proactive Notification Proactivity (%) Assesment of customer experience 24

25 Marketing SQM provides to marketing: historical analysis of subscriber problems Based on list of subscribers which cancelled contract Current/historical values of traffic KPIs For a list of subscribers For geographies For devices Value for business: Unique Selling Point (#/Volume ) Better Selling Point (#/Volume ) Retain Selling Point (#/Volume ) Fast reaction to competitive offers (/t) 25

26 Avoid revenue loss through outages Avoid penalty pay outs Enable FTE savings in operations Support NOC consolidation Reduction of OSS Invest & Maintenance Attract enterprise customers with advanced OSS capabilities Support Enterprise strategy Add. financial benefits of NGOSS Customer – Service – Resource – Relations Monitoring of dedicated customers Automated service impact analysis Proactive customer notification in case of outages / changes Quicker root cause analysis and problem resolution Increased efficiency of service assurance teams Enhanced Fault & Service management capabilities Next Generation Service Assurance 26 Business benefit of NGOSS solution

27 Agenda Goals and challenges: improve customer experience by transforming traditional resource- centric network management into service and customer service-centric management establish pro-active service incident management introduce business oriented, customer service centric view of network quality Milestones: OSS structured transformation – transition from the network layer through the service layer up to the Customer Layer Current picture of achieved transformation How different departments take advantage of SQM/CEM solution – examples of SQM/CEM usage Further plans 27

28 Further plans Transport NW fault & service monitoring Fixed NW fault & service monitoring Planned & maintenance works management considering service accessibility Time to market cases MNP cases – ported in customers monitoring 28

29 Time to market cases Monitoring of new service offered for customers: Testing of the service behaviour based on IMSI/customers, location Cell ID, IMEI Additional testing and verification of User Equipment in real condition LTE launch – network monitoring, error detection, user experience recognition, traffic modeling 29

30 MNP cases Monitoring of ported MSISDN – Port In: –Number Portability administration process KPI (optional) –Monitoring of incoming traffic to ported number, Error Rate and Distribution of Causes - SLA improvement –Service Statistics and Customer Profile – Service&Tariff offering 30

31 Network planning and design SQM can provide to Planning and design department: Quality and capacity service reports and trending which are used as input for planning: Forecast of quality bottlenecks and optimization of service design and network investment Scheduling of critical investment when and where it really improves service quality Unified service model and quality framework streamline introduction of architecture changes and new services Recognition of areas with frequent problems Value for business: Investment Timing Optimization (/t) Cost-effective Service Introduction (/t) Network coverage improvement ( /%) Network quality improvement ( /%) Quality degradation localization (t) Auditable Quality Measurements 31

32 Thank You Sergey Bougaev


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