Managing Customer Experience for Mobile

Networks

Anwin Philips Kallumpurath and Daryl Huynh

BRKSPM-2026

• Introduction

• Customer Experience Management Overview

• Cisco CEM Solution

• Deployment Use Cases

• Conclusion

Agenda

Today’s Landscape

The Need is…

Deliver the high-quality wireless experience your high-value

customers demand !

*Chetan Sharma Consulting, 2013

• Dramatic Traffic growth

• Always connected Customers

• Growing expectations of Customer Experience

• OTT Competition

• Threat to revenue margins

• Customer Churn

Proactive customer care

• Faster mean time to resolution of

customer issues

• Proactive identification of issues

pertaining to subscriber groups

Reducing Customer Churn

• Maximizing subscriber QoE

• Evaluating and refining new service

offers

Enhancing Operational

Efficiencies

• Improve business process and functions

• Efficiently manage the growing

complexity of the network, services,

subscribers

• Manage network growth and qualityManaging

Customer

Experience

is the Key!Generate new revenue

streams

• Optimize ARPU

• Usage based billing

• Differentiated charging for premium

content

Key Priorities for Mobile Service Providers

What is Customer Experience Management ?

• Ability to understand and react to customer needs and translating that into solutions

• Identify and resolve problems and issues

• Monitor and track improvements

• Measure business impact

• Provide superior customer experience through various touch points

Network Services

Billing

Customer Care

Retail Outlets

Self Service Portals

SP’s Customer Touch Points

Network Quality

Network Reliability

Customer

Experience Radio Coverage

Billing Issues

Device Issues

Data Throughput

Factors Affecting Customer Experience

*Analysis Mason

Evolution of Network Monitoring Methodologies

Network

Management

Big Data

Analytics

Relied on

mobility

SMEs

Operation

Specific

Monthly

detailed reports

Aggregate

and present

Service

Quality view

Customer- Centric

Service-centric

Network-centric

Service

Assurance

CEM

Probes, DPI solutions

Traditional OSS

CEM Systems

Deeper

Insight into

QoEEnd to End

visibility

No Subscriber

Centric View

Deeper Visibility

into Customer

Experience Ability to

segment

customer and

offer

differentiated

service

Ability react to

Customer issues

proactively

Need for Customer Centric Monitoring Approach

S-GW

SGSN/MME

E-UTRAN

UTRAN

GERAN

Internet

NodeB

eNodeB

BTS

Operator’s Service Domain

FNG/PDGFemto / Wi-Fi

GGSN/P-GW

Broadband Backhaul Enterprise

DRA

HSSPCRF

OCSP-CSCFS1-MME

S6a

S5S1-U

luPS/Gb

Gn

Gx

Gy

SGi

Rx

S4/S11

Device Issues

Application Issues

Configuration Issues

Network Status is good but Customer experience is NOT!

Subscriber

ExperienceRadio Network Core Network

Cisco’s Approach to CEM

Subscriber

(User Level Visibility)• Providing visibility to customer groups experience (e.g., prepaid, enterprise, high-value subscriber

groups)

Device

(Device Visibility)

• Providing visibility to specific device types being used by the managed customers, Identify

problematic devices

Content

(Application Level

Visibility)

• Providing visibility into application level quality of experience

Network

(End to End Network

Visibility)

• Provide end to end network visibility by providing monitoring across 3G, 4G and VoLTE domains

Multi-dim

ensio

nal V

isib

ility

of

Custo

mer

Experience

Powerful Combination of Telecom Domain Knowledge and Big Data Analytics

∂RANMobile Core

NetworkIMS Core

eNB MMESPGW

POLICY

OCS

HSS

xCSCF TAS

CRMTickets

Customer

InfoxDRsProbesOSS

Device

Info

Data Collection and Aggregation

Analytics Long Term Data StoreBusiness Rules

Automation

Data Visualization (KPI, KQI, CEI)

NW Operations NW Planning Customer Care Business Analytics

Data Aggregation and Correlation

End to End Network

Presentation

Solution Building Blocks

Probes for End to End Network Performance Visibility

*Analysis Mason, 2013

Holistic Quality of Experience Measurement

Impact?

Subscriber QoE score

(1-5) for t ime period

2/3/4G Radio

Network

Performance

Core Network

and Provisioning

Performance

Service

Performance

(CS Voice, SMS, data,

VoLTE OTT services,

etc. )

Radio Performance

Core Performance

Service(s)

Performance

Accessibi l i ty

Retainabi l i ty

Qual i ty

KPIs

KQIs

Model is tuned

over time to better

reflect reality

CEIs

WhereLocation

WhatApps

HowNW

Access

WhoUser

Identity

WhenTime

Churn Management

Proactive detection of customer

experience issues

Ability to correlate Network Traffic

to Subscribers

Churn

Management

Differentiated Monitoring

Proactive Care

360 degree view of customer

• Studies (Bain & Co) 5% increase

in customer retention can

improve profitability by 75%

• Poor QoS is responsible for 40%

of all customer churn

• Customers demand high speed,

high quality network

• 56% of service providers believe

NW QoS is the primary factor

influencing customer churn

Service Degradation Detection

Pockets

of Poor

Service

Devices Serving

Elements

Subscriber

GroupsRegions

• Proactive detection of service quality issues from a subscriber perspective

• Poor QoS can be detected and drilled down into various dimensions

• Regions

• UEs

• Serving Elements

• Subscriber Groups

• Accessibility of data in (near) real-time

Business Benefits

• Greater operational efficiencies

• Detect, prioritize ad resolve problems in less time

• Faster problem resolution , proactive resolution before customers are impacted

• Monitor the quality of service in real-time

• Monitor quality of experience of high value subscriber group

• Deliver superior quality of experience to end customers

• Increased customer loyalty, revenue

• Improved customer satisfaction

Network Outage

Resolution

Service

Degradation

Detection

Impact of

Trouble

Handsets

Customer Care

Troubleshooting

Efficiencies

Better Business Outcomes

Use Cases

Overview

• Reports and dashboards to visualize and summary analytics results

Dashboards relevant to the job function

Overview

• Reports and dashboards to visualize and summary analytics results

• Drill down capabilities to root cause

Overview

• Reports and dashboards to visualize and summary analytics results

• Drill down capabilities to root cause

• QoE metric represents end-to-end technical performance metrics related to service fulfillment and service assurance

• Underlying KQIs and KPIs to isolate the root cause of poor QoE

UE

User

Core KPIs

Application KPIs

Accessibility SQI

Retainability SQI

Quality SQI

Quality of

Experience

Can I access it?

Can I maintain it?

Is the quality acceptable?

What is my impact on quality?

How are my nodes performing?

How is my radio network performing?

What services are my customers using?

What applications are being used?

Benefits

• Proactive remediation for network outages or service degradation

• Complete E2E view –

• Consumer Groups

• Enterprise Groups

• Service groups (2G/3G/4G)

• UEs groups

• Improved operational efficiency

• Reduce at risk revenue Avoid Customer churn

Network Outage Resolution

• Complex networks with introduction of IMS Core and converged access networks (I.E. Femto and WIFI)

• Enables the need of a near real time E2E monitoring system

• Each vendors with their own monitoring and alarm systems

• SNMP traps are in real time, but performance counters are not.

• SNMP provides a silo’d view For example, IP routing failure may not be detected if the service is still up.

Screenshots – Walkthrough User FlowTopology

Details

Relevant KPI

Metrics

Relevant

Service Metrics

Node Type

Screenshots – Walkthrough User FlowDrill-down into

each metric to

identify trends

Breakdown of

all related KPIs

Screenshots – Walkthrough User Flow

Breakdown of

Cause Codes

for the relevant

Nodes

Service Degradation Detection

• Lack of vendor granularity

• Counter granularity typically down to box or service level

• Regional level views can be aggregated, but cannot discern down to individual or group level.

• Lack of real time tools to react quickly

• What is my impact? How do I prioritize?

• Customer Value Measurement Operationalizes my priorities

Screenshots – Walkthrough User Flow

Breakdown of

Subscriber

Impacted QoE

Breakdown of

SQIs/QoE

based on

Service Groups

Screenshots – Walkthrough User FlowRegional

Breakdown of

Impacted

Subscribers

Screenshots – Walkthrough User Flow

Core

Breakdown of

Impacted

Subscribers

Topology

provides

guidance on

where to look

Screenshots – Walkthrough User Flow

Drill-down of

KPIs on a node

Screenshots – Walkthrough User Flow

Breakdown of

Cause Codes

for the relevant

Nodes

Impact of Faulty Handsets

• Vendor DPI solution required to view Handset details

• KPIs are not typically captured

• How do I ensure service for a newly released handset?

• Real World Scenario –

• September 24, 2015 - iOS 8.0.1 Firmware Update

• Resulted in a ‘No Service’

Screenshots – Walkthrough User Flow

Breakdown of

SQIs/QoE

based on User

Equipment

UE Impact per

Service Group

Screenshots – Walkthrough User Flow

Device

Adoption KPIs

QoE Impact

Breakdown

Screenshots – Walkthrough User Flow

Drill-down of

KPIs on a UE

Track Related

Events specific

to UE

Customer Care Support

• Swivel Chair Scenario

• Customer complaints or something breaks

• Technicians “swivel chairs” between different data silos to investigate

• Data silos are typically not subscriber specific historically

• Active tracing required for investigation

• The technicians on the case learns, but what about others?

• Slow, expensive and ineffective

TicketHistory

Cal l Data Records

NetworkSignal ing

SMSRecords

Appl icat ionData

RadioData

Provis ioningInformat ion

Screenshots – Walkthrough User Flow

Ticket

Details

Probable

Cause

Accuracy/Hit

Rate

Subscriber

Related

Records

Geomapping

Details

Subscriber

Related RAN

Locations

Screenshots – Walkthrough User Flow

Expanded mapping

to show coverage

maps and location of

access nodes.

Breakdown of recent

connect/disconnect

reasons

Screenshots – Walkthrough User Flow

Related NOC

Tickets

Traffic Trends

Measurement Views

including Expected

Values

Compare related

nearby Cells

Key Points and Takeaways

• Managing Customer Experience is a key priority for mobile service providers to manage the customer base and engender customer loyalty

• A customer centric network monitoring model is critical for measuring and monitoring customer experience in real-time.

• CEM solutions provide an end to end, real-time correlated view of network performance and customer experience.

• There are many solutions. Qualify what works for you! We can help.

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