White Paper - Managing Quality of Customer ExperienceManaging Quality of Customer ExperienceWhite PaperFocus Area Catalyst MW Orlando 2008Release 1.0TR152Version 0.8May, 2009NoticeNo recipient of this document shall in any way interpret this document as representing a position or agreement of the TeleManagement Forum (TM Forum) or its members. This document is a draft working document of TM Forum and is provided solely for comments and evaluation. It is not a Forum Approved Document and is solely circulated for the purposes of assisting TM Forum in the preparation of a final document in furtherance of the aims and mission of TM Forum.Although it is a copyrighted document of TM Forum: Members of TM Forum are only granted the limited copyright waiver to distribute this document within their companies and may not make paper or electronic copies for distribution outside of their companies. Non-members of the TM Forum are not permitted to make copies (paper or electronic) of this draft document other than for their internal use for the sole purpose of making comments thereon directly to TM Forum. If this document forms part of a supply of information in support of an Industry Group Liaison relationship, the document may only be used as part of the work identified in the Liaison and may not be used or further distributed for any other purposesAny use of this document by the recipient, other than as set forth specifically herein, is at its own risk, and under no circumstances will TM Forum be liable for direct or indirect damages or any costs or losses resulting from the use of this document by the recipient.This document is governed by all of the terms and conditions of the Agreement on Intellectual Property Rights between TM Forum and its members, and may involve a claim of patent rights by one or more TM Forum members or by non-members of TM Forum.Direct inquiries to the TM Forum office: 240 Headquarters Plaza,East Tower 10th Floor,Morristown, NJ 07960 USATel No. +1 973 944 5100Fax No. +1 973 944 5110TM Forum Web Page: www.tmforum.orgTable of ContentsNotice2Table of Contents3List of Figures4Executive Summary61Introduction72Managing Customer Experience82.1Customer Experience82.2Customer Experience influences92.3Key Factor Analysis and Metrics103Emerging trends in realizing end to end service quality and Customer Experience123.1Formation of Virtualized Resource Services123.1.1DataSynapse Example123.1.2Huawei Example173.1.3TeamQuest Example223.1.4TTI Telecom Example263.2Forming the end to end view303.2.1AMDOCS Example303.2.2COMARCH343.2.3Telefnica Example403.3Benchmarkable metrics464Other industry evidence474.1Harmony 3 Catalyst474.2Service Syndication Catalyst474.3Published BT work on Application Driven QoS475Summary496References506.1References506.2IPR Releases and Patent Disclosures507Administrative Appendix517.1Document History517.1.1Version History517.1.2Release History517.2Company Contact Details517.3Acknowledgments52List of FiguresFigure 1 Customer Experience Needs8Figure 2 Customer Experience Influences9Figure 3 Key Factor Analysis Approach10Figure 4 Traditional approach to application management13Figure 5 Introduction of a standard IT Applications management process14Figure 6 Process areas coverage for IT application management15Figure 7 Use of Policy and dynamic optimization15Figure 8 Harmony 3 Catalyst Resource Management16Figure 9 Differentiated Service Trends17Figure 10 Value add proposition for Resource Management18Figure 11 Uniform Transmission Bearer model19Figure 12 Virtualization / Abstraction of detailed network topology19Figure 13 Subscriber driven policy management20Figure 14 Subscriber portal to set Service policy21Figure 15 IT Management complements Network Management22Figure 16 IT Service Optimization22Figure 17 Capacity and Service Management23Figure 18 Modeling and Forecasting24Figure 19 Forecasting bottlenecks24Figure 20 Adding capacity to address the bottleneck25Figure 21 IT resource dashboard and metrics25Figure 22 ITILv3 and IT Service Optimization26Figure 23 Factors addressed to close service quality gaps27Figure 24 Customer Centricity vs Network Centric27Figure 25 SLAs, KQIs and KPIs28Figure 26 Layers of Serivce Quality Metrics29Figure 27 CE/SQM Computation29Figure 28 Holistic Customer Experience Management31Figure 29 Role of Customer Relationship Management (CRM)31Figure 30 Key CEM Challenges32Figure 31 Customer Experience Cockpit vision32Figure 32 Customer Experience Conclusions33Figure 33 OSS Requirements for e2e SQM34Figure 34 Key CE SQM areas35Figure 35 New service move to component based designs36Figure 36 Inventories and e2e SQM37Figu