service quality management - oss requirements in sqm ecosystem

Copyright Comarch 2009

Service Quality ManagementOSS Requirements in SQM ecosystem

Krzysztof Jasek, OSS Product ManagerTM Forum Webinar 9th October 2008

Service Quality Management, TM Forum Webinar

2 Copyright Comarch 2009

Comarch - 17th years experience in Telco

• Since 1993, Comarch has been specializing in designing, implementing and integrating solutions and services for telecommunications operators

• Today, the capital group employs 3500 people, has customers on 4 continents in more than 20 countries and over 3000 projects



Customers

Comarch for telecommunications

T-Mobile Austria, Germany ; O2 Germany GmbH & Co. OHG, GermanyAuchan Poland, France ; Vistream, Germany; BT InMo, Netherlands; PTC / Era (T-Mobile Group), Poland; Polkomtel SA, Poland; NASK, Poland; Orange, Poland; TPSA - Polish Telecom (FT Group), Poland;DIS - Department of Information Services of The State of Washington, USABite Latvia and Lithuania; Vivatel (BTC Group), Bulgaria;

Product Suites:• OSS Service Assurance

• OSS Process-driven Inventory

• CRM for Telecoms, Self Care

• Convergent Billing, InterPartner settlements

• Managed value added services for telecommunications



"End to End Service Quality" Are YOU still listening?

• Customer Experience? – not my problem!– The link between the psychology of marketing and customer

relationships– The sum of total experiences a customer has with a provider– Perceived as emotional, subjective, over hyped & impossible to

manage• Quality of Service? – not my problem!

– Area of telecommunications and traffic engineering – Provide different priorities to different data flows – Probes emulating end-user activity at a network edge– Perceived as mostly technical, bandwidth related and closed issues

Overloaded terms, marketing hype, focus on extreme or narrow interpretation. Lack of complete end to end approach to quality management.



End to End Quality – Customer- CentricityHow do you translate customer experience into operating requirements?

"I want it to work like in the brochure”

("I didn’t read it, I saw the commercial”)

Why didn’t you fix that?”

("The problem I haven’t yet reported”)

"Does it come in black?”

("Looks better with my new TV”)

Process automation, SDP and Service Delivery Framework for the value chain

Pro-active monitoring, analytical inventory, company-wide quality management program

Provide new services, add value to existing ones, refine business model and create value chains

?



New Trends in Telco Environments

• Low deployment cost• Greater flexibility• Content-based services

• Stakeholders and users are changing

• Clash of industries: process frameworks, best practices and data models

IT & Application

• New markets and new customers• Easy composition of services• Deregulation• Innovation potential

• Inter-company process management

• Tracking SLA and potential problems

• Emerging service risk

Service Ecosystems:

Value Chain

• Cut integration CAPEX and OPEX• Maintain company-wide processes• Optimize silo OSS architecture• Utilize technology convergence

• Integration or exchange of stovepipe systems

• Complex service documentation and relations to resources

Network Convergence

• Strong competition in Telco market

• Quality as main competitive advantage

• Large stress on quality• SLA driven by customer

rules

Customer-centric organization

Technology Shift Drivers

SQM Challenges



Push mail BlackBerry service (simplified Enterprise version)

Mail Server

BB Enterprise Server (BES)

Internet (VPN)

RIM NOC

Core

Transport & IP

Radio Access Customer

End Device

Enterprise

IT

Enterprise

ISP

BlackBerry

Provider

(RIM)

Leased Line

Provider

Mobile

Operator

End

User



OSS Service Quality Management

Process Benchmarking

"End to End Service Quality Management" must mediate between customer experience and operational requirements

Service Monitoring

SLA Business Rules

Service Quality Management



OSS requirements for End to End SQM

Customer• Necessities

Communication

Expectations

Atmosphere

Brand

Ethics

Emotions

Linking Customer and Resources

KQI definitionService composition

& provisioning

Active/Passive Probe Service Monitoring

SLA Management

Resource• Technological

focus Traffic engineering

Planning & Readiness

Quality of data and supporting tools

IT & Application Management

• Customer-centric approach allows analysis of real requirements for SQM• Service Quality Management can be as good as its least covered aspect• Only what gets measured gets managed• To achieve a real end to end result, all aspects must be considered and all parties

involved



SQM – What’s In, What’s Out

Se

rvic

e Q

ualit

y M

ana

gem

ent

Best and worst services, customer satisfaction

Sales & Marketing

Current services, potential problems and SLA status

Customer

High level process quality indicators, trends and risks

Senior Management

Risk management, legal SLA validation, refinement and pricing

Financial & Legal

Incident and problem enrichment & support, operational requirements

Network O&M

Application monitoring, average response times, faults, log analysis

IT Systems/Applications

Contact information, tracking, time to repair, time to deliver, …

CRM

Value chain information, SDF quality interfaces

Supplier/Partner B2B

Metrics approximating end user experience, active tests

Probes

Alarms, states, performance indicators, root causes and correlations

Network Monitoring



OSS SQM Components

SLA

Network E2E OLA TTIT

Service InventoryDocumentation of service structure, inter-partner

relationships and resource relations

CFS

RFS RFS

R RR

RFS

R RRRFS

R RR

R RFS

R RR

Service Quality

Management

KQI Metrics

Measurements

SLA Objective

SLA Monitoring / Impact AnalysisEnrichment, propagation mechanisms and

translation of customer-centric SLA

SLA Objectives / MonitoringDocumentation of SLAs defined by customer,

based on all aspects of the service

SKMS

Service Knowledge Management System

Knowledge related to service – supporting processes, service behavior, known errors, market data, history.



Customer, Service, Resource Inventory

Common Service Inventory Management

R R

S

S

S

R R

R R

S

S

S

R R

R R

R R

R

R

SS

S

S

S

R R

R R

R R

R R

R R

R R

R R

R R

R

R R

R

S

S

S S

S

S

• Every aspect of the service can potentially be stored in an SQM solution

• Inventory of service to resource mapping:– Base for SLA to OLA

definition– Support for service-related

processes• Tracking the problem• Service Activation• Propagation of services

throughout the value chain



Customer-Centric Top-Down SLA

• Individual SLA approach– Customer wants to define SLA

in his/her terms • Customer-centric SLA needs

another level of flexibility– Semantic composition pattern– Atomic objectives related to

any aspect of service provided• Translation of SLA Objectives to

OLA and UC requirements– SLA as Business Rule– Objectives as policies– Service aspects as business

facts

KQI Metrics

Customer / SLA

Service Level Management

Resource / OLA

SLA Objectives

KPI Measurements OLA Objectives

"I want to set rules!”



Risk Management & SLA over value chain

ServiceFinancial

Risk

Customer-centricity

Firefighting

Technology-oriented

interfacing

Service Risk Management

Over-provisioning & Hope

Ser

vice

qua

lity

awa

ren

ess

e2e SQM

OLAUC SLA

Operating Level

Agreement

(OLA)

Underpinning

Contract

(UC)

Service Level

Agreement

(SLA)

What you sell

What you have

What you can expect

SQMs goal in the era of value chain ecosystems and customer-

centricity:

Leverage service management to proactive and predictive

operating management



Push mail BlackBerry service (simplified Enterprise version)

Mail Server

BB Enterprise Server (BES)

Internet (VPN)

RIM NOC

Core

Transport & IP

Radio Access Customer

End Device

Enterprise

IT

Enterprise

ISP

BlackBerry

Provider

(RIM)

Leased Line

Provider

Mobile

Operator

End

User



Push mail BlackBerry – Quality assessmentExamples

Email Success delivery ratio

Email latency

SQM

End user device

Request reaction times

DNS Latency

BES Availability

RIM Leased Line Availability

GGSN Availability

Enterprise Internet Access

Radio Access

Mean Time To Repair

Customer-centric quality indicators

Quality assessment indicators

Quality surveys

Email latency



Push Mail Blackberry – Service Model Mobile Operator perspective, high level

Blackberry

BB Retail BB Enterprise

Internet Access Core Data TransportService ConfigEnterprise IT BB Leased Line Radio Access

ASTPSS7 RIM RelayMail Server BES UMTS GSMDNS GSN

Customer Facing Service

Resource Facing Service

Resource Group or Instance

3rd party supplied service

Lesson 1: It is possible to define a high level general model for the service, but a detailed service tree needs to be designed according to the organization’s processes, business and technical environment in order for it to be practical.

Lesson 2: End device and contact with the customer have potentially the greatest influence on Customer Experience and are also the hardest to manage.

Copyright Comarch 2009

Thank you

Krzysztof JasekOSS Product ManagerE-mail: [email protected]

Version 1.0

service quality management - oss requirements in sqm ecosystem

Technology

quality of service

end service quality

customers comarch

customer experience

service delivery framework

information services

new trends

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