Lighting up the quality of experience. - ETSI · Lighting up the quality of experience. Managing...

Lighting up the quality of experience.Managing Customer Experience Initiative.

Copyright © 2010 TeleManagement Forum, All Rights Reserved.1

Initiative.

21st Sep, 2010

Antonio Cuadra-Sánchez, Telefonica, MCE SPLC & Prob es Lead

Acknowledgements:• Shai Shamir, Amdocs, MCE Team Lead• Stephen Fleece, MCE Staff Support, TM Forum• Dave Milham, MCE Phase 1 Team Lead & TM Forum Dis tinguished Fellow

� Introduction to MCE initiative

� Measuring Quality of Experience (QoE)

Probes as QoE datafeeder

Index


� Probes as QoE datafeeder

� Conclusions and next steps

� In order to lead in today’s communications services market, operators and SPs must offer customers the best quality and do so profitably

� First, we must understand our customer’s perception of services and touch points (brand, people, processes, etc.)

� To settle a methodology across processes and value chain� Modeling the service and underlying attributes

Motivation


� Modeling the service and underlying attributes� According to standard, recommendations and forums

� Gathering all the information on an umbrella� But owning OSS & BSS source of quality indicators

� Probes: Essential technology for measuring E2E Service Quality

� Lack of standardization elsewhere� TM Forum MCE program constitutes the first approach � Essential to join for SPs to assure results from the start stage

� Managing Customer Experience (MCE) is defining best practices for improving customer preference and loyalty for business with a Service Provider across its brand, products, quality (QoE), and touch point interactions � MCE solutions ultimately improve business

effectiveness by growing market share, reducing

MCE Initiative


churn, and operational costs where appropriate� Areas of Interest

o Metricso Probeso Service Quality & Performance Managemento Customer Care & Support

Current team

� SP� Telefónica� Telstra� ATT (monitoring from SPLC)� Telecom Italia & BT (TBC)

� Suppliers


� Suppliers� Amdocs� Telchemy� Nokia Siemens Networks� Huawei� TTI� Teamquest

� Reduced customer churn by � Improved processes from customer’s perspective

oProactive service quality assurance and responsive problem resolution

oGenerally better shopping, buying, fulfillment, and payments

� More competitive products and services

Reduced costs and improved accuracy for data

Target Key Benefits of MCE


� Reduced costs and improved accuracy for data collection and analysis about customer experience

� Faster time to market for new services, operational integration, and quality

� Involvement with TM Forum MCE program is helping to solve common challenge: “How to best measure the Quality of Experience (QoE)?”

� Initial guidelines� Owning platforms and systems that show the perceived quality

o Passive probes: watching all user traffic in real time

Why Joining MCE?


o Passive probes: watching all user traffic in real timeo Active probes: testing scenarios from E2E perspective: terminals, MOS, PESQo Other OSS and network elements: completing network visiono BSS: Customer database and CRM

� Settling Quality Indicators per each serviceo By using systems users experience

� Customer approach: CEM (Customer Experience Management)o Detailed data from each customer when using any service

7

� Know the trends in customer experience and become partakers of realizing QoE and QoS evolution, where the focus on customer upgrades center on network and services

� Initial approaches inside SPs� Telefónica O2/Vivo Group: OMEGA-QUALITY

Service Provider Involvement


� Telefónica O2/Vivo Group: OMEGA-QUALITY � BT: Use of Probes in Enhancing the User Experience of Business

Applications� Telecom Italia: Open source probes for IPTV � Telstra: MobileTV assurance. Improve quality monitoring




Index




++=CustomerSatisfaction

ResultsObtained Environment

Previous experiences

Business & competitionexpectations

Servicedelivery

Service expectations

What is Customer Experience?

Can it be measured?ProviderCustomer

Social & Professio

nal

Groups

Customer

User


++=Satisfaction Obtained Environmentexpectations

Recommendationsreceived

Objective Quality Subjective Quality

“Identical levels of service delivery may produce differentdegrees of satisfaction”

“Level of state of mind of a customer who as a result of comparing the perceived performance of a product or service with its expectations”

Philip Kotler

Customer Experience

Content aggregator

Home gateway/ network supplier

Broadband service retailer

End user

Content creator

Loop unbundler

IPTV Service retailer

Set-top box/ TV, PC etc

Advertising broker

Value AddCE/SQM Applications

Value AddSQM Applications

Value AddSQM Applications

Value AddCE/SQM Applications

1

Inter-EnterpriseInterfaces/APIs

6CRM

2

CRMSQMAPIs

3SQM

Edge DeviceSQM APIs

CE/SQM Ecosystem

MCE Ecosystem APIs


Networks

Resource APIs

4

Applications

ApplicationServices

5

Resource APIs

EdgeDevices

3EdgeApplications

ServiceAccessPoint

Measurement Point

xAPIs

6

Probes




Index




MCE Probes Topic

� Late in the technical carried out in Phase 1 it became clear that service providers depend on a variety of probe technologies (including active, passive and agent based) to get an e2e Service Quality Viewpoint


Quality Viewpoint� These probes are essential to SPs and

complement built in SQM capabilities in Networks and IT infrastructure

� The results of this team will help telco market (mainly operators and service providers) to employ probe technologies with common criteria

Probes Technologies

IPTV

CDMA2000Active probes

IPTVActive probe CENTRAL

SERVER

� QoS perceived by the customer

� Gathering the traffic that users generate in the

network from passive probes

� E2E perspective from active probes

� Providing independence of the network and

the manufacturer

� Continuous monitoring. Real-time events


NGN/IMSActive probe Mobile TV

Active probes

SERVER� Continuous monitoring. Real-time events

� Distributed and modular architecture

� Multi Protocol

� Open interfaces to external systems:

SQL/ODBC, files, CORBA, SNMP, XML

� Troubleshooting detection

� Full call and session tracing

� Passive Probes: Gathering the traffic that users generate in the network

� Active Probes: Simulating the behaviour of end users

� Embedded Agents: Probes inside customer devices

MCE Probes Scope

� Main items covered� Probes Best Practices. Multi technology Probes

combination StrategyoCombination of different types of probes (active, passive,

reactive, agents...) to give a single overview of the network, i.e. one vision of the QoS/QoE.

� Probe API requirements.


� Probe API requirements. oReuse vendors, technologies, configurations, etc.

Northbound/southbound interfaces.oProposal for common development technologies for probes.

Relative technologies, such as Deep Packet Inspection, troubleshooting, etc.

� Functional requirements oDefinition of standardized results from probes, such as detailed

records, test outcome, events generation, etc.

Summary Of Activities

� The team is focused on the standardization of probes for Customer Experience Management� An overall architecture� Records (XDR) and attributes that contribute to QoE� Identifying the interfaces to exchange the content


� Identifying the interfaces to exchange the content� Specification of a common format for detailed XDRs on the

northbound interface� Customer experience attributes for new services

o IPTV based services (TVoADSL, CableTV, MobileTV)

� Way of sending data o Proposal of using TM Forum IPDR WG

(Protocols and structure)

�

Customer Experience

Platform

Remote Site

Pn–XDR: SCTPPn-stats: SCTPPn-events: MIB/SNMPPn-conf: TBD

Pn link: IP over Ethernet

•Detailed Records (XDRs)•KPIs

Pn Format

Probes Architecture


Device ProbeDevice Probe

Monitored Network

Device Probe

Analysis Probe

ProbeSubsystem

Ps–PDU: SCTPPs-stats: SCTPPs-events: MIB/SNMP. Ps-conf: TBD

Ps link: IP over Ethernet

•Reassembling frames•Filter duplicate frames•Timestamp

Ps Format




Index




� Work in progress� Probes sub-team� Harmony Catalyst� CE Lifecycle Model & Metrics� TM Forum Research & Publication

MCE Summary Status


� Evolution towards an interest group (IG)� Cross team perspective on MCE topics (metrics, Frameworks,

Interfaces, etc.)� Staff resourcing aligned with member commitments

MCE Plans Phase 2

Deliverable Work – May to December 2010

MCE Applications • Goal to further develop MCE/SQM Solution Architecture

CE Metrics Inventory & Alignment

• Goal to implement Customer Experience Lifecycle model and value chain as foundation for CE metrics

• Leverage the model for aligning CE metrics and map accordingly (Benchmarking and SLAM teams)

• Produce CE Lifecycle poster


MCE Applications Architecture(joint with Catalyst)

• Goal to further develop MCE/SQM Solution Architecture with TAM and other Framework teams

• Based on inputs from Catalyst and SP requirements• Address need manage end-to-end customer experience

Probes

• Probes Best Practice. Active / Passive Probe combination Strategy

• Probe API requirements. Reuse vendors, technologies, configurations, etc.

• Probes Quick Wins around XDR formats for customer experience

� Online community

MCE Contacts

•Stephen Fleece , TMForum, MCE Staff Support •Shai Shamir , Amdocs, MCE Team Lead•Antonio Cuadra , Telefonica, SP & Probes Lead


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