How can Telecommunications data of customers be analyzed in order to adapt customer experience and network strategies? The customer journey of the future explained.

1. Analyzing Telecommunications Data
for Improved Customer Experience
Fabricio Carrizales
OSS Solutions Manager (BENELUX – France)
Brussels, 2nd December 2016

2. CUSTOMER EXPERIENCE
What is it all about?
“Degree of
delight of the
user of an
application or
service, as
perceived
subjectively
…
… includes the
complete
end-to-end
system effects …
… may be
influenced by
user’s state,
content and
context.
[based on
ITU-T SG 12 2007
Dagstuhl 2009]

3. End-to-End Customer Journey
Information
Activation Utilization Billing
After sales
support
Evolution Termination
Purchase
NetworkNetwork Network
Network Network
Network
Network Network

4. Network is the key CSP asset and the key touchpoint for the Customer

5. Copyright Comarch 2016
10 years
250 Mb/s
New TV channel package
Free minutes
Is it really that good?
Loyal Customer

6. Copyright Comarch 2016
Loyal Customer Doubts
Loss of trust
Outage
Churn
Loss of revenue
CustomerExperience

7. Copyright Comarch 2016
CEMDataAnalytics
1
2
3
4
5
Transparency
Communication
Proactive Monitoring
Comprehensiveness
Good Luck
Integrated Assurance
(FM/PM/SM/SQM/CEM)
Product Catalog, Billing
SLA Monitoring
Self Care
Corporate Self Care
Product Catalog
Service Fulfillment
On the Roadmap
Loyal Customer Doubts Churn
SATISFIED CUSTOMER Comarch
OSS/BSS Portfolio

8. STEP 1
CEM
Data Analytics Platform
STEP 3
• Integration of the platform with other
solutions e.g. Loyalty Platforms
• Support for IoT
• Support for the whole new business
ecosystem e.g. eHealth, Smart-
Cities
Beyond the horizon ...
STEP 2
• Integration with a broader set of
data sources (probing system;
other OSS systems e.g. SQM, PM;
other BSS systems e.g. CRM,
Customer Care)
• Dedicated dashboards for
Customer Care, Self-Care, Network
Operations, Network Planning) –
Comarch BI or 3rd party
Extension of use cases
JOINT CUSTOMER EXPERIENCE JOURNEY
• Integration with initial set of data
sources e.g. signalling probes
• Support for selected high ROI use
cases e.g. Roaming Monitoring,
VIP Monitoring

9. 1. Next Generation Service Assurance with Information Management,
Automation in alarms and TT processing, using network topology and service
inventory for correlation of various fault and performance data sources, using central
knowledge database KEDB,
The result: significant CAPEX (47%) and OPEX (68%) savings, One system one GUI
and user experience, new service: SLA for Enterprises – Vodafone (Germany,
Hungary, Czech, Netherlands)
2. NG Service Assurance, SQM/CEM with VIP Customer Monitoring and Roaming
Service Monitoring,
Comarch NGSA extended by Performance Management, SQM/CEM;
The result: Reduction of 70% of alarms in NOC, standardization and consolidation
of operations (GNOC), specialized services VIP monitoring, roaming service
monitoring – MTS Russia
Successful stories

10. Indirect Data Monetization
(internal Consumers)
Operations
Planning
Marketing
Customer Care
TraditionalOSSdomain
CEM – USE CASES
Data
Analytics
Network
Optimization
Value-based
Network
Planning
Campaign
Management
Increased
Customer
Satisfaction
Decreased
churn rate
Data as a Service
(B2C)
Data Aggregators
(B2B)
Direct Data Monetization
(external Consumers)
Roaming
Monitoring
VIP
Monitoring
M2M
Protocol-
specific cases
SOC

11. CIO domain
Data Warehouse
Business Intelligence
Billing
...
Customer Care, Marketing,
Financial
CTO domain
Fault Management
Performance Management
Service Quality Management
...
Network Planning, Network
Operations, Field Engineers
CUSTOMER EXPERIENCE - ANOTHER BRICK IN THE WALL?
Network
xDRs raw counters,
alarms,
inventory data
TBs daily
Customer
Touch
points
Partners

12. CIO domain
Data Warehouse
Business Intelligence
Billing
CEM Data Analytics
Customer Care, Marketing,
Financial
CTO domain
Fault Management
Performance Management
Service Quality Management
CEM Data Analytics
Network Planning, Network
Operations, Field Engineers
CUSTOMER EXPERIENCE - ANOTHER BRICK IN THE WALL?
xDRs, real-time
signalling
raw counters,
alarms, inventory
data, real-time
signalling
PBs daily
Customer
Touch
points
Partners
Network

13. CEM
Federation
CIO domain
Data Warehouse
Business Intelligence
Billing
CEM Data Analytics
Customer Care, Marketing,
Financial
CTO domain
Fault Management
Performance Management
Service Quality Management
CEM Data Analytics
Network Planning, Network
Operations, Field Engineers
CUSTOMER EXPERIENCE FEDERATION
Network
xDRs, real-time
signalling
raw counters, alarms, inventory
data, real-time signalling
PBs daily
Customer
Touch
points
Partners
Automotive
IoT
Business
Ecosystem
Social
Media
eKiosks
Sales
Points
Mobile
Apps
Mobile
Apps
VR VR

14. BEYOND THE HORIZON

15. BEYOND THE HORIZON

16. Thank you!
Comarch AG (BENELUX Branch)
Avenue de la Toison d’Or 67
1060 Brussels
Belgium
+32 2 535 55 00