Customer-Centric Service Quality Management

Duby Yoely
VP, Marketing & solution engineering Email:

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The service quality gap HOWTO: closing the gap Network centric vs. business centric monitoring What’s between KPIs, KQIs & SLA? Best practice for service quality monitoring Creating the customer-centric NOC/SOC Case study


The Service Quality Gap
Operator’s Engineering & Operations
Customer Perception

Customer needs and expectations

Translating needs into Quality of Service

Implementing Quality of Service
Customer Interpretation

Customer Experience
Relative to expectations

PSTN Core Access

SIP Control Access

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Closing Service Quality Gaps
Understand what customers expect

(Usage, Availability, Tech support, Billing, Customer care)

Service usability and trends


Specify standards that reflect expectations
Define and Enforce benchmarks


Ensure that service performance matches specs

customer-centric service monitoring

DHL Coca Cola Roamers


Educate customers to see reality of service
Define Reasonable SLOs


Delivery: What is Your Focal Point?

Regional Report: MSC_TLV PDP Context Activation Errors
50 40 30 20 10 0 13:00 14:00 15:00 16:00

Customers Report: PDP Context Activation Errors

Coca Cola DHL Roamers

Network Centric

Business Centric


Perceptions: What’s between KPIs, KQIs & SLA?
Network Availability Service Availability POP to POP Latency Backbone Latency Mean Time to Respond Mean Time to Repair Activation time

Network OMs Network Alarms Probes xDRs

What KPIs/KQIs result from the commitment?

What Performance Data and metrics should be Collected?

The SLA drives the definition of Key Performance Indicators (KPIs) at the service, application, system and network level SLA links the customer requirements to infrastructure requirements

Best Practice for Service Quality Monitoring
Service Modeling
Network, Service, Customer
How long does it take to connect? Do my sessions meet quality expectations?

Calculation of KPI and KQIs
Derived from multi domains (Network devices, Active probing, Passive probing, CDR/IPDRs, TTs)

Be proactive with useable metrics
From simple thresholds to advanced spikes and trends monitoring Quality of service alerts generation
Why does my session keep dropping? How fast is my service restored? What performance level is my session operating at?

Drill down to isolate root cause


SQM Backbone: Service Modeling

Define the service parameters related to network elements or a service offering and impact customers’ perception

KPI and KQIs: VoIP Example
● Session Establishment Rate (SER)

Service KQIs

● Answer Seizure Rate (ASR) ● Network Efficiency Rate (NER) ● Session Establishment Efficiency Rate (SEER)

● Session Completion Rare (SCR) Call Completion Rate ● Session Success Rate (SSR) ● Call Success Rate (CSR) ● Session Disconnect Delay (SDD) ● Session Disconnect Failure (SDF) Cut-off Calls

Network KPIs

● Registration Request Delay (RRD) ● Session Request Delay (SRD) ● Post-Dial Delay (PDD) ● Average hops/ INVITE (AHI)

● Session Duration Time (SDT) Call Hold-Time (CHT) ● Ineffective Session Attempts (ISA) ● Session Defects/ million (SPM)

Session Initiation

Session Progress

Session Termination

VoIP signaling performance metrics indicating customers’ experience of the service

Creating the Customer-Centric NOC/SOC
Service management system is as good as the variety of data that is available to it A lot of efforts is needed in order get the right data! Unified mediation for data consolidation
Customer Centric Service Management

Performance measurements Active probes data xDR-based counters

Trouble ticketing Billing data CRM statistics

Planned Outage System Corresponding Services In-house monitoring tools

Network Indicators

Non-Network Indicators

Complimentary Service Related Data

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Case Study: TeliaSonera International Carrier
Common PM system for all the technologies allows correlation of KPIs for the services that are implemented by multiple networks Netrac as core component for Telia’s SLA management
Netrac FaM Netrac PMM
ASR ABR MHT Ndev Bloc Average Call Duration CCR Release causes Latency and Jitter Packet Loss Error Counts Voice Scores Netflow Statistics Events Reports Device Availability Reports VPN Availability Reports

SNMP, CODA, XML, Netflow

Netrac Mediation

Ericsson AXE, AXD

VoIP Network

Cisco, Juniper


Capacity Network
Lucent, Marconi, Ciena, Alcatel

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Integrate: service management system is as good as the variety of data that is available to it Focus: good service model improves customer centricity Identify: set benchmarks, apply the necessary mechanisms to alert of irregularities in advance Maintain : approach SQM as an on-going process

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