This report is in two parts: the first part proposes a holistic end to end Customer Experience Framework one element of which is a key Factor Analysis Methodology (KFAM) that can be applied and used by Service providers; Part 2 provides an example Excel worksheet for applying that methodology.

Part 1: Holistic e2e Customer Experience Framework

This document describes the Customer Experience /Service Quality Management (SQM) Framework that has been evolved to meet the need for assuring e2e Quality of Customer Experience when services are delivered using value chains of co-operating providers. It aims to support business scenarios and requirements described in TR 148 Managing Quality of Customer Experience.

The expectation is that this framework will evolve from this technical report into one or more normative framework specifications once some of the prototyping work on Metrics and APIs have been completed in Phase 2 of the project. The technical parts of this framework are expected to become a specialization of the existing TM Forum NGOSS Frameworks where consistent design principles have been applied across areas, that today, have been designed independently without an e2e Customer Experience viewpoint. The next iteration may be a coordinated set of changes to the existing NGOSS Frameworks and Blueprints.

It models what Customer Experience is, the customer and user needs that must be satisfied in order to give good and improved customer satisfaction, and is based on recent industry research work and standards.

It highlights the importance of knowing customer and user relationships, and the group memberships in which they participate, in order to deliver improved customer and user satisfaction.

It describes a technique called Key Factor Analysis Methodology (KFAM) for systematically relating technical performance measurements to customer needs, and hence customer experience, as well as the product/service features and SLAs offered by providers. This technique’s strength is that it can be used by TM Forum members to track changes in these dependencies over time, and across market segments.

The e2e Holistic Customer Experience (CE) Framework is an ecosystem of six APIs, and a set of application areas that need to be designed and specified as a set, in order to be able to measure and improve Customer Experience across a Value Chain.

The e2e Holistic CE Framework essentially identifies a set of Telecom Application Map (TAM) Applications and interfaces (NGOSS Contracts) that must be delivered as a consistent set with common information models and e2e Holistic CE metrics. It is an end to end design of a subset of the TAM.

The e2e Holistic CE metrics are based on meeting the priority requirements in TR148 and is based extending results available from the TM Forum Benchmarking team, the SLA Management team and the TIP program. A specific requirement for metrics used in a values chain is that they meet a benchmarking standard which means both the measurement tools and the organizations are calibrated against the standard.

In a sense some aspects of these applications are nothing new, but what is new are some of the business services supported by these APIs, the integration of knowledge in Customer Relationship Management systems, new optimization features of these applications, the relationships amongst them, the notions of virtualized Service/Resource Management, and the requirements on e2e Holistic CE metrics measurement methods. 

With the application of these new capabilities it is possible to track customer experience, predict trends, proactively modify and optimize the product offers made to customer segments, trouble shoot service problems, and build improved level of customer satisfaction and loyalty. 

Part 2: Key Factor Analysis Worksheet

This provides an example of the Key Factor Analysis Method in the form of a set of linked Excel Worksheets. It provides examples of the metrics that have been derived from current TM Forum deliverables, e.g. SLA-M team (GB917 SLA Handbook, GB934 Voice over IP, GB938 Video over IP), Benchmarking, TIP program and additional candidate metrics identified by the business scenarios investigated in TR148.

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