Achieving Best-in-Class Customer Experience through Effective Product Launch

© 2015 Tata Communications Transformation Services All rights reserved.

TATA COMMUNICATIONS and TATA are trademarks of Tata Sons Limited in certain countries.

www.tatacommunications.com/tcts/index.html

www.tatacommunications-ts.com

Achieve Best In-class customer experience

through effective product launch

Umesh Vyas

Tata Communications Transformation Service


© 2015 Tata Communications Ltd. All rights reserved. TATA COMMUNICATIONS and

TATA are trademarks of Tata Sons Limited in certain countries.

Agenda

1. TCTS Introduction

2. Key Business Drivers

3. Background and Building Blocks

4. Scope and Approach

5. Execution

6. NPI Lifecycle, Benefits Delivered

7. Best Practices, Learnings

8. Q&A

2



TATA are trademarks of Tata Sons Limited in certain countries.3

Building and Operating one of the largest global networks

TCTS Origin | Tata Communications

#1submarine

cable

owner

50%of world’s roaming

traffic

#1Enterprise

data in India

42Data centers

with more

than 10,000

racks and one

million square

feet

• Over 210,000km of owned fibre

• Fibre ring around the globe

• 400 PoPs

• Over 15 terabits of International

bandwidth lit capacity

• More than 1 million sq. ft. of data

center space

State-of-the-art infrastructure

• 1,600 carriers

• 785 mobile operators

• +10,000 corporate customers

• +74,000 SME customers

• +650 corporate customers in

South Africa

• Customers in 197 countries

Customers

20%

Internet traffic

delivery

1.2 Millioninternational circuits

in operation

#1International voice carrier

75%of all inter-carrier telepresence calls

Enabling Tata Communications in Delivering Competitive Advantage to Become World's Best Tier 1 Network

Tata Communication at a glance




TCTS | At a Glance

Creating Values in Business Eco-system by Providing Solutions to Maximize Profitability

2500+Multi domain/vendor agnostic network

specialist across multiple technologies

6Global delivery centers

including

on-site customer delivery

centers

Business Process Management

Operational Performance

Improvement

Transformation

Network Audit and Consultancy

Security Audit and Consultancy

Business Consulting

Fulfillment

Assurance

Network Engineering and Planning

B2B Enablement

Service Monetization

Customer Experience

Management

Business

Enablement

Network and

Services

Business

ExcellenceAudit and

Consultancy

Simplify Complexity by Improving

Process Efficiency

Accelerate

Time-to-Market with Proven Experience

and Expertise

Improve End

Customer Experience by Enhancing

Service Availability

Reduce Costs

by Optimizing People, Processes

and Technology

+




African Operator Case Study: Business Drivers

Product Scope : IPLC and IP-Transit

Launch Greenfield

Operations within

African region in

3 months

Primarily to focus on

Wholesale Operations

No processes in place for

provisioning of telecom

network and communication

services

- Provide better services for wholesale Africa Customers

- Maximize the returns on investments made on fiber

Need to build E2E –

People , Process &

Technology




Background

Global

Operator

Heritage

Demonstrated

Africa

Experience in

Telecom

Operations

Transformation

Capabilities

Best In Class

Customer Experience

Domain Experience and Customer Experience

Operational Capabilities

Experience of Managing M&A’s

People + Process + Platform

Greenfield African Operator

Bu

sin

es

s E

xc

ell

en

ce

Challenge

Areas

Leverage proven frameworks, re-

use processes

ITIL eTOM Six sigma

Execute using best-in class tools

Apply Industry best practices




Strategy

Infrastructure

Products

Process

Systems

Operations

Building Blocks




Strategy

• Markets

• Customers

• Competitive Landscape

• Regulatory Approach

Product and Services

• Product Development

• Product Strategies & Analysis

• NOC Operationalization

Process

• New Product Introduction Process

• Fulfillment, Assurance & Billing Processes

Operations Support Systems

• Platform Requirement & Identification

• Support and Recommendations

1 2

43

Scope




A well defined and structured approach for conducting in-depth assessment

Recommendations- Long

Term and Quick Win

Develop Framework for

Process Delivery

Design Process BlueprintAs-Is Process

Roles & Responsibilities

KPI/SLA/OLA Analysis

Gre

en

fie

ld O

pe

rato

r

Data

Collect Analyse Recommend Execute

Deliver Process

Blueprint, SOPs

Conduct UAT, ORT,

Launch

Trainings, Sign-off

Top Down (Management View)

Bottom Up (Operations View)

Discussion with SMEs-Domain

Vision and

Strategy

As-Is

Process/Mar

ket Study

Understanding

Organisational structure

Effective New Product Launch

Achieve Best-In Class Customer Experience

Framework | CARE model




Ops

Support

UAT/ORT

Product Launch

(IPLC,IP-Transit)

Systems/OSS Landscape

Process Blueprint/Process Landscape

Establishing Product/Services Portfolio

Strategy & Planning Support

L4 Process for FAB

Pricing and Product

Catalogue

Requirements support

for systems, Legal and

HR

Documentation &

Design-SOPs, Guides,

templates

Operations Readiness

Support

Deliverables

Approach




Product Lifecycle Management

Enterprise Management

OperationsProduct Lifecycle Management

Strategy Infrastructure

Lifestyle

Management

Product

Lifecycle

Management

Marketing and offer management

Service Development and management

Resource Development and management

(Application, Computing and Network)

Supply Chain Development and management

Operations

Support &

Readiness

Fulfillment Assurance Billing &

Revenue

Management

Customer Relationship Management

Service Management & Operations

Resource Management and Operations

(Application, Computing and Network)

Supplier/partner Relationship Management

Strategic & Enterprise

Planning

Enterprise Risk

Management

Enterprise Effectiveness

Management

Knowledge & Research

Management

Financial & Asset

Management

Stakeholder & External

Relations Management

Human Resource

Management

Execution




Product & Offer

Capability Delivery

Service Capability

Delivery

Resource Capability

Delivery

Supply Chain

Capability Delivery

Supply Chain

Capability Development and retirement

Execution




Product & Offer

Capability Delivery

Service Capability

Delivery

Resource Capability

Delivery

Supply Chain

Capability Delivery

Supply Chain


Product Lifecycle

ManagementProduct & Offer

Development &

Retirement

Product Marketing

Communications

& Promotion

Service Development

& Retirement

Resource

Development

& Retirement

Supply Chain

Development and retirement

Execution




Fulfillment // Assurance

// Billing Process

Product & Offer

Capability Delivery

Service Capability

Delivery

Resource Capability

Delivery

Supply Chain

Capability Delivery

Supply Chain


Product & Offer

Capability Delivery

Service Capability

Delivery

Resource Capability

Delivery

Supply Chain


Product Lifecycle

Management Product & Offer

Development &

Retirement

Product Marketing

Communications

& Promotion

Service Development

& Retirement

Resource

Development

& Retirement

Supply Chain


Product & Offer

Development &

Retirement

Product Marketing

Communications

& Promotion

Service Development

& Retirement

Resource

Development

& Retirement

Supply Chain


Order

Handling

Service Configuration

& Activation

Resource

Provisioning

S/P Requisition

Management

Order

Handling


& Activation

Resource

Provisioning

S/P Requisition

Management

Execution





// Billing Process

Product & Offer

Capability Delivery

Service Capability

Delivery

Resource Capability

Delivery

Supply Chain

Capability Delivery

Supply Chain


Product Lifecycle

Management Product & Offer

Development &

Retirement

Product Marketing

Communications

& Promotion

Service Development

& Retirement

Resource

Development

& Retirement

Supply Chain


Order

Handling


& Activation

Resource

Provisioning

S/P Requisition

Management

Problem

Handling

Service Problem

Management

Resource Trouble

Management

S/P Problem Reporting

& Management

Execution





// Billing Process

Product & Offer

Capability Delivery

Service Capability

Delivery

Resource Capability

Delivery

Supply Chain

Capability Delivery

Supply Chain


Product Lifecycle

ManagementProduct & Offer

Development &

Retirement

Product Marketing

Communications

& Promotion

Service Development

& Retirement

Resource

Development

& Retirement

Supply Chain


Order

Handling


& Activation

Resource

Provisioning

S/P Requisition

Management

Problem

Handling

Service Problem

Management

Resource Trouble

Management

S/P Problem Reporting &

Management

Billing

Supplier/Partner Interface Management

Execution




Products | New Product Introduction Cycle

NPI

Opportunity Assessment

• Market research & analysis

• Product evaluation

1 Business Case

• Requirement Gathering

• Prepare Business case

• Recommend Go/No Go decisions

2

Product Description

• Preparation of MRD*

• Sales/Marketing plans

• Pricing plans

3

Product Deployment Support

• Project plan for product deployment

• Program management with stakeholders

4Trial & Testing

• Test plan set-up

• Design of test scenarios

• Documentation of test cases

5

Operational Support

• Defining SOPs

• Operations readiness test

• Product “live” & hand over

to Operations

6

* MRD: Marketing requirement definition




Benefits Delivered

Time to MarketProcess

BlueprintNOC set-up

Enterprise

ManagementRegulatory

• HR Strategy and Framework

• Supported release of RFI/RFPs

• Contract Management Framework

• Operationalize NOC• Trainings, Process

Walkthroughs

• Dashboards and

Improvement Plan

• 126 FAB Processes

• Operational Process Guides

• Templates and Trackers in absence of OSS/BSS

• Filing of tariff for IPLC,IP-T

• Support for access to International cable systems

• 30% reduction in time for product launch

• Ready to Use NPI Methodology

• 7 total products launched

Enhanced Customer Experience




Learnings

Faster Time to

Market-NPI and

Process Repository

Utilization of

TL9000 Metrics

Framework

Emphasis on

Industry Frameworks

eTom

Focus on Customer

Experience

Comprehensive

Measurement

Framework




Q&A




Thank You

Achieving Best-in-Class Customer Experience through Effective Product Launch

Technology

Transcript of Achieving Best-in-Class Customer Experience through Effective Product Launch