Company: Wavelo
Product Title: Wavelo Event-Driven Customer Journey
Assessment Completion Date: May 2025
Detailed Certification Report: Wavelo Event-Driven Customer Journey Conformance Certification

1. Executive Summary

This report provides details of Wavelo and TM Forum’s Conformance Assessment of Wavelo’s Event-Driven Customer Journey, against the following TM Forum solution components:

• Customer Experience Management Solution Suite 17.5
• GB962A Lifecycle Metrics R15.0.1
• GB962C Lifecycle Model R13.5.0
• GB988 TM Forum Metrics Definitions v21.5
• GB921_Customer_Process_Decompositions_v24.0

IG1235 Customer Experience Management Glossary v2.0.0

• GB921 Business Process Framework Processes Excel v24.5
• IG1183 Omni Channel CEM Guideline
• GB1006 Customer Experience Management 2025 Guidebook v2.0.1
• IG1240 CEM Reference Architecture & Applications in Open Digital Architecture v1.0.0
• TM Forum Open APIs (Swagger v4.0)
• TM Forum ODA Components (Functional Blocks and Components)
• IG1242 ODA Component Inventory v18.0
• TMFC001 Product Catalog Management v2.1.0
• TMFC002 Product Order Capture Validation v2.1.0
• TMFC024 Billing Account Management v2.1.0
• TMFC028 Party Management v2.1.0
• TMFC029 Payment Management v1.1.0
• TMFC033 Purchase Management (Note, this Component is planned for future delivery)

The assessment included a review of the methodology approach to CEM (Customer Experience Management (CEM) modeling against the above listed TM Forum’s solution components in scope corresponding to the specific Customer Journey submitted in scope for the Assessment. Note that Conformance to the Information Framework (SID) was not covered in this assessment.

Event-Driven Customer Journey Overview

A Customer Journey (CJ) is the complete experience a customer has while interacting with the Communications Service Provider (CSP) brand, product, or service. It involves the various stages, touchpoints and interactions a customer goes through with the CSP during their lifecycle from buying to using to sharing (i.e., initial awareness of the brand through purchase and leaving.)

Legacy telecom BSS/OSS systems, with their reliance on synchronous APIs, polling mechanisms, siloed data structures, and heavy payloads, are increasingly becoming roadblocks to efficiency, innovation, and hallmark customer experience. As telecom CSPs continue their transition to support modern services beyond 5G and IoT, Event-Driven Architecture (EDA) emerges as a compelling paradigm to break free from monolithic constraints, enhance scalability, resiliency, agility, and real-time responsiveness. For CSPs to enhance the overall customer experience with their brand, increase satisfaction, and build long-term loyalty they need to optimize each stage of the customer journey and EDA is a means to do this by eliminating the complexities in interlinking the CSPs expansive disparate systems.

An event-driven customer journey revolves around specific customer interactions, known as “events,” that occur during their engagement with a brand or service. These events can include activities such as ordering a service, browsing offers, completing a purchase, or making a payment. The goal is to respond to these events in real-time or near real-time, crafting a seamless and personalized experience for the customer. This event-driven strategy focuses on reacting to particular actions or milestones in a customer’s lifecycle or their interaction with the CSP. Rather than following a linear path, this approach ensures that customers receive relevant and timely interactions, which can improve their overall experience and increase their likelihood of engaging with the brand again.

Event-driven customer journeys offer measurable business benefits for the CSP:

• Increased Engagement: By responding to customer actions in real-time, CSPs can create more engaging and relevant interactions.
• Higher Conversion Rates: Personalized and timely responses can lead to higher conversion rates, as customers are more likely to take action when they receive relevant offers or information and are able to sign-up and activate service in real-time.
• Improved Customer Retention: By providing a more personalized experience, the CSP can build stronger relationships with customers, leading to increased loyalty and retention.
• Data-Driven Insights: Tracking customer actions and responses provides valuable data that can be used to refine operations, marketing strategies and improve overall customer experience.
• Competitive Advantage: CSPs that can effectively implement event-driven customer journeys can differentiate themselves from competitors by offering a more personalized and responsive customer experience.

Additional Benefits of Event-Driven Customer Journeys for CSPs

• Faster Time-to-Value for New Services: Real-time event triggers can accelerate onboarding and upselling flows, allowing CSPs to launch, test, and monetize new services more quickly with immediate customer feedback loops.
• Reduced Churn Through Proactive Issue Resolution: Event-based detection of service degradation, payment failures, or churn signals allows CSPs to initiate corrective actions or recovery campaigns before the customer decides to leave.
• Context-Aware Cross-Sell and Up-Sell Opportunities: Real-time behavioral context (e.g., location, data usage, device type) enables CSPs to offer relevant products or upgrades at the precise moment of need, increasing ARPU without spamming the customer.
• Enhanced Compliance and Auditability: Event-driven systems log every action and customer interaction in real time, supporting regulatory transparency, GDPR consent tracking, and customer data usage traceability.
• Ecosystem and Partner Enablement: A well-orchestrated event-driven model can expose events to ecosystem partners (via APIs), enabling bundled offers, co-branded experiences, and real-time partner interactions (e.g., streaming, gaming, finance apps).
• Cost Optimization via Just-in-Time Resource Allocation: With real-time insight into service usage and demand peaks, CSPs can scale infrastructure or support dynamically reducing overprovisioning and associated costs.
• Improved NPS and Customer Trust: Responsive, personalized, and proactive journeys create a sense of being understood, increasing Net Promoter Score (NPS), satisfaction, and long-term trust in the brand.
• AI Enablement and Continuous Learning: Event data fuels machine learning models, enabling continuous refinement of customer journey logic, predictive engagement, and adaptive personalization strategies.

These benefits can help CSPs create more meaningful and effective customer journeys, ultimately leading to better outcomes for both the customer and the CSP.

Event-Driven Customer Journey Overview

Wavelo’s OSS/BSS product suite leverages Event-Driven Architecture (EDA) and Composable IT (see Figure 35), underpinned by Kafka, to enable responsive, scalable systems that react to customer interactions in real time. This approach ensures a more organized, efficient, and maintainable architecture while enhancing scalability and data security.

Whether through direct produce/consume methods or Open APIs, Wavelo facilitates real-time data processing, enabling CSPs to immediately respond to customer actions. This timely and relevant responsiveness enhances overall customer experience.

With Wavelo, CSPs can create dynamic, event-driven customer journeys that personalize services and anticipate customer needs—key to driving satisfaction and loyalty. Achieving this customer experience imperative involves aligning with elements of TM Forum’s Open Digital Framework (ODF).

In a competitive marketplace, where network performance and service offerings are increasingly commoditized, superior customer experience becomes the primary differentiator. Building loyalty and brand preference now depends on the quality of interaction and satisfaction delivered.

To demonstrate conformance of its product to TM Forum’s Customer Experience Management (CEM) models, Wavelo considered various TM Forum frameworks and assets (outlined on page 3) for the event-driven “Sign-up for Mobile Service” customer journey.

This self-assessment includes an approach to CEM modeling using TMF’s Customer Lifecycle Model, Open APIs, eTOM Level 3 Business Processes, and ODA Functional Blocks and Components. Conformance to the Information Framework (SID) is not in scope for this assessment.

Wavelo OSS/BSS Product Suite: EDA Supporting the ‘Sign-up for Mobile Service’ Customer Journey

For more information on Wavelo’s Event-Driven Customer Journeys, please contact Michelle Nowak: [email protected]

For any additional information on this Customer Journeys Conformance Certification Report, please contact TM Forum Conformance Certification team at:[email protected]