analyzing and optimizing the customer experience

COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.

ANALYZING AND OPTIMIZING

THE CUSTOMER EXPERIENCE

David Stevenson, VP/GM Customer Experience Solutions

Andrew McDonald, VP/GM Network Services, IP Division MAY 23, 2012

2


CUSTOMER EXPERIENCE MATTERS

• In an environment where everyone

has the same devices and mobile

penetration is reaching saturation,

Customer Experience is a priority

for Service Providers

Building advocates to drive service

uptake and new revenues

Reducing churn

Minimizing operations costs

Source: McKinsey

3


CUSTOMER EXPERIENCE SOLUTIONS

MANAGE.ANALYZE.OPTIMIZE.

Linking Insight from Analytics to -

• Close the loop to service-aware

networks through policy

• Link to customer support for loyalty

actions / campaigns

• Issues identified to network operations

for rapid resolution

• Provide data to network planning to

manage capacity

• Mine insights to create new services

and offers

• Differentiator for managed services

MANAGEMENT

Integrate customer

interactions to improve

visibility and profitability

ANALYTICS

Use customer insights to improve key performance indicators

OPTIMIZATION

Deliver an optimized network

experience for customers,

while maximizing yield

CONSULTING Customer-focused consulting that improves key experience touch points

AWARENESS INTERACT AGREE/GET CONSUME SUPPORT PAY REWARD LEAVE

QUALITY CARE VALUE CUSTOMER

SATISFACTION

MANAGED SERVICES Manage operations based on customer

satisfaction and business objectives

4


IMPROVING MOBILE CUSTOMER EXPERIENCE:

LINKING INSIGHTS FROM ANALYTICS TO ACTIONS IN THE NETWORK

ALL IP INFRASTRUCTURE (E.G. ACCESS, TRANSPORT, EDGE, CORE)

EXPERIENCE CREATION AND ENABLEMENT

CONTROL

OPTIMIZATION

DECISION

ANALYTICS

Motive Customer Experience Solutions

Device Management

Service Management

CX Analytics

Workflow Based Action Engine

9900 Wireless Network Guardian

Mobile Intelligence

5780 Dynamic Service Controller

Policy Management

Kindsight

Mobile Threat Management

5


THE BREADTH AND DEPTH OF OUR EXPERIENCE

175+ CSPs AROUND

THE WORLD WITH MOTIVE

CUSTOMER EXPERIENCE

SOLUTIONS

TIM PATENT-PENDING TOUCH

POINT IMPROVEMENT MODEL

10M LTE DEVICES UNDER

MANAGEMENT; UP TO

100K / DAY ACTIVATIONS

MOBILE NETWORK

ANALYTICS CUSTOMERS

25+ SERVICE PROVIDERS

WITH IP/MPLS SYSTEMS

450+

40+ DYNAMIC INTEGRATED

IP POLICY PLATFORM

CUSTOMERS

6


WIRELESS SERVICE

PROVIDER CHALLENGE

CUSTOMER

EXPERIENCE?

FRAGMENTATION

(EXPLOSION OF DEVICES

AND APPS)

Source: IDC 2012

Global Mobile

App Downloads

50

200

B

2011 2016

Global Smartphone

Shipments

Source: Pyramid Research 2012

2016 2011

23% CAGR

HYPERACTIVITY

(EXPLOSION OF SIGNALLING)

Source: Alcatel-Lucent

Signaling Increasing Faster

Than Bandwidth

Signaling

Bandwidth

BANDWITH

(CELL LOAD)

Mobile data driving

new network dynamics

Source: Alcatel-Lucent

7


IMPROVING THE MOBILE CUSTOMER EXPERIENCE

INSTRUMENTING THE E2E NETWORK IS KEY…

APPLICATION

DEVICES DATA

AIRTIME SIGNALING

CORRELATION OF NETWORK RESOURCES WITH USERS, DEVICES, APPLICATIONS AND QoE

Network Analytics (insights)

INTELLIGENCE,

NOT DATA

IN REAL-TIME

TRUE END-TO-END

VISIBILITY

8


A FEW EXAMPLES THAT

WE CAN ALL RELATE TOO

1 CELL

CONGESTION

2 SERVICE

INTERRUPTION

3 MOBILE

SECURITY

4 ADDED VALUE TO

THE DATA PLAN

70/ 30

7 of 10

400%↑

1G/mth

9


USE CASE 1

TURNING CELL UTILIZATION INTO AN OPPORTUNITY

CL

V

Churn

1 2

3 4

CONGESTED CELL

TRIGGERS ALERT

LIST OF ALL

USERS IN

CONGESTED

CELL IS SENT TO

OPTIMIZATION

SYSTEMS

LIST OF ALL

USERS IN

CONGESTED

CELL IS SENT TO

POLICY SYSTEMS

OPTIMIZES

SERVICE

DELIVERY

BASED UPON

SUBSCRIBER

PROFILE

ANALYTICS

ENGINE SCORES

USERS BY CLV

AND CHURN

PERSONALISED

CONTEXTUAL

SERVICE OFFER

SENT TO

OPTIMIZED

CUSTOMERS

10


USE CASE 2

BEING PROACTIVE ABOUT SERVICE INTERRUPTION

ARE MY

CUSTOMERS

IMPACTED

BY SERVICE

INTERRUPTION?

MOBILE QoE

AND CLV

INSIGHTS

SERVICE

ANALYSIS

AND CLV

DASHBOARDS

IDENTIFICATION

OF A FAULTY

CELL

SERVICE

RESOLUTION

MARKETING

TO DECIDE IF

CUSTOMER

INTERVENTION

IS REQUIRED

NOC

INTERVENTION

11


USE CASE 3

SECURING THE CUSTOMER EXPERIENCE

DEVICE

INFECTED

WITH

MALICIOUS

APPS

THREATS

DETECTED

BY NETWORK

INTRUSION

DETECTION

SENSOR

SEND INFOR-

MATION ON

COMPROMISED

DEVICE TO

POLICY

SYSTEM

SEND INFOR-

MATION ON

COMPROMISED

DEVICE TO

CSR

ADJUST

POLICY FOR

COMPROMIS

ED DEVICE

ANALYTICS

IDENTIFIES

VALUED

CUSTOMER

AND OFFERS

MOBILE

SECURITY

DEVICE

MGMT MAKES

SECURITY

CLIENT APP

AVAILABLE &

CURRENT

REINSTATE

POLICY FOR

REMEDIATED

DEVICE

12


USE CASE 4

ADDING VALUE TO THE BROADBAND DATA PLAN

CONTENT

PROVIDER

SELECTS TARGET

AUDIENCE

PROFILE

GENERATE LIST

OF TARGET

AUDIENCE BASED

ON PROFILE

REQUIREMENTS

IDENTIFY

INFLUENCERS IN

THE TARGET

PROFILE LIST

MESSAGE

SENT WITH

OFFER

POLICY CONTROL

ACTION: ALLOW

USER X TO

DOWNLOAD

CONTENT Y

SEND CONTENT TO

INFLUENCER WHO

ACCEPTED OFFER

13


ALCATEL-LUCENT DELIVERING THE

MOBILE CUSTOMER EXPERIENCE

Analyzing and optimizing the customer

experience :

Insight and correlation

Analysis to improve key business indicators

Identification of policies to drive customer

behavior

Implemented via a dynamic policy-driven

network to maximize yield and increase

profitability

Delivered via a high-leverage, high-

performance and service-aware all-IP network

DSC

Decision Analytics

Optimization

Customer Experience Management

Motive WNG

Control

analyzing and optimizing the customer experience

Technology

cagr customer experience

customer experience

customer support

e2e network

vpgm network services

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