“customer experience management - esri india/media/esri-india/files/pdfs/events/... · 2014. 4....

12

th Esri India User Conference 2011

“Customer Experience Management –

Server Technology”

Upendar Kasam1

Sr. Project Manager, Infotech Enterprises Limited

11, Software Units Layout, Infocity, Madhapur, Hyderabad, AP, India

Abstract:

In today's competitive telecom business environment, superior

customer service can act as a differentiator. The goal of customer

experience management is to move customers from satisfied to

loyal and then from loyal to brand ambassador. Traditionally,

managing the customer relationship has been the domain of

Customer Relationship Management. However, the strategies and

solutions are designed to focus on product, price and enterprise

process, with minimal or no focus on customer need and desire.

The result is a sharp mismatch between telecom organizations

approach to customer expectations and what customers actually

want, resulting in the failure of many implementations. In order to

increase the implementation success rate, the only possible way is

to use innovative spatial Information technologies and solutions

effectively. This paper is discussing about leading EMEA region

telecom operators success story. At the time of acquiring customer

to create positive customer experience, this leads to customer build

brand loyalty.

The winning innovative solution by integrating spatial information

had helped to consolidate all independent internal systems and

migrate them into ESRI ArcGIS server 9.2, along with migration of

existing database to Oracle 10g in Windows 200

environment by using web services. The web-based GIS mapping

system accesses the spatial data via map services, which enabled

data from map document (.mxd), and read data from Arc

Oracle database, and other shape files with multiple oracle

database servers of electricity, municipality and other departments.

This innovative and optimized integrated process with

customization has helped back-office users. The internal users were

able to view all the intra-departmental consolidated data in Sin

sign-on (SSO), to make quick tactical decisions in day to day

operations. The internal department users, able to support

provisioning process effectively for feasibility status, activation

services and service information to end-customers, along with r

time updated data from other departments with e

notifications.

All sales and Outlet users were happy for the performance of ESRI

ArcGIS server and AJAX technologies and the modern look and feel.

Interactive UID helped easy use and more flexibilit

sign-on (SSO). This Innovative spatial implementation supported

customer experience management, by reducing customer churns,

reduced process time, maximize up-sell and cross-

and improve decision making and customer service

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– An Innovative Solution Integrating Spatial Information with ArcGIS

Server Technology” – A Real-Time Case Study

Upendar Kasam 1, Rajesh Kumar Bethi

2

Infotech Enterprises Limited 2

Consultant, Infotech Enterprises Limited

11, Software Units Layout, Infocity, Madhapur, Hyderabad, AP, India

oday's competitive telecom business environment, superior

customer service can act as a differentiator. The goal of customer

experience management is to move customers from satisfied to

loyal and then from loyal to brand ambassador. Traditionally,

the customer relationship has been the domain of

Customer Relationship Management. However, the strategies and

solutions are designed to focus on product, price and enterprise

process, with minimal or no focus on customer need and desire.

a sharp mismatch between telecom organizations

approach to customer expectations and what customers actually

want, resulting in the failure of many implementations. In order to

increase the implementation success rate, the only possible way is

ative spatial Information technologies and solutions

effectively. This paper is discussing about leading EMEA region

telecom operators success story. At the time of acquiring customer

to create positive customer experience, this leads to customer build

The winning innovative solution by integrating spatial information

had helped to consolidate all independent internal systems and

migrate them into ESRI ArcGIS server 9.2, along with migration of

existing database to Oracle 10g in Windows 2003 server

based GIS mapping

system accesses the spatial data via map services, which enabled

data from map document (.mxd), and read data from Arc-SDE, NE

Oracle database, and other shape files with multiple oracle

database servers of electricity, municipality and other departments.

This innovative and optimized integrated process with

The internal users were

departmental consolidated data in Single

on (SSO), to make quick tactical decisions in day to day

operations. The internal department users, able to support

provisioning process effectively for feasibility status, activation

customers, along with real-

ted data from other departments with e-mail

ll sales and Outlet users were happy for the performance of ESRI

modern look and feel.

more flexibility due to Single

on (SSO). This Innovative spatial implementation supported

customer experience management, by reducing customer churns,

-sell opportunities,

ce-experience

About the Author:

Mr. Upendar Kasam, PMP, Prince2, e

He has more than 15 years of experience in the telecom

domain specializing in Geographic Information System

(GIS), Operation Support System (OSS) with core

in Inventory Management System

working as a Senior Project Manager/Consulting Manager in

Competency and Consultancy Unit (CCU) from N&CE

Vertical at Infotech Enterprise Limited

E mail ID: Upendar.Kasam@infotech

Contact No: +91 – 9177335507

About the Co-Author:

Mr. Rajesh Kumar Bethi, e-TOM Certified, has 14 years of

experience in Telecom domain, specializing in Geographical

Information System (GIS), Inventory Management System

(IMS) along with implementation of end to end data

conversion / migration project management experience. He

has executed several large inventory data migration

projects for major telecom operators in USA, Europe and

APAC regions.

E mail ID: Rajesh.Bethi@infotech

Contact No: +91 – 9963104209

An Innovative Solution Integrating Spatial Information with ArcGIS

Infotech Enterprises Limited

PMP, Prince2, e-TOM, ITIL & IQA

has more than 15 years of experience in the telecom

domain specializing in Geographic Information System

(GIS), Operation Support System (OSS) with core expertize

in Inventory Management System and BPM. He is presently

working as a Senior Project Manager/Consulting Manager in

Competency and Consultancy Unit (CCU) from N&CE

Vertical at Infotech Enterprise Limited

[email protected],

9177335507

TOM Certified, has 14 years of

experience in Telecom domain, specializing in Geographical

Information System (GIS), Inventory Management System

(IMS) along with implementation of end to end data

migration project management experience. He

has executed several large inventory data migration

projects for major telecom operators in USA, Europe and

[email protected],

9963104209

12


Introduction The customer is the telecommunications service provider licensed by the

to provide both fixed and mobile telecommunications services in the

than 10 countries and are aggressively committed to expansion both in the MENA region and South East Asia.

Through this programme, we are intending to bring out a solution for

This paper addresses the technical architecture and the project execution methodology for the intended purpose.

Business Needs: The Customer has independent Intranet applications providing GIS services to

and users of different departments. These systems were developed about six years ago and are functionally redundant. As a par

programme, Customer intends to consolidate all the 10 independent systems and migrate them to ESRI ArcGIS server 9.2. As part of

this, Customer intends to migrate its UNIX-based Oracle 9i database to Oracle 10g in Windows.

Customer has 10 Intranet based applications, which

1. ADSL/ADSL2 feasibility

2. Telephone locating system

3. CustomerID

4. SED locating System

5. KIOSK locating system

6. Telephone feasibility system

7. Triple-play feasibility system

8. User locating system

9. Cabinet & DP Information

10. Diversion Schedule

These applications are accessible through a web page. It is required to enhance this webpage by redesigning the page and enri

with more information and greater look and feel of the webpage

should be accessible through a hyperlink provided in the

It is required to consolidate some of these GISWEB applications into two different applications.

(a) Service providing system which will have 7, 1 and 6.

(b) Locating system which will comprise of 8, 4, 3, and 5

Business Objective:

• More than 10 Internal applications have to be mig

• All customers’ database is on Oracle 9i with UNIX platform and need to

i. Scope of Work - Implementation

a) Study of the existing applications.

b) Conduct workshop to all the Customer

c) Redesign the front page of GIS section with more information.

d) Re-design the web-based applications according to

e) Consolidate all the current web applications with similar function into one single application.

f) Migrate all applications from Oracle database 9i on UNI

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is the telecommunications service provider licensed by the local Council of Information and Communication Technology

ications services in the Europe Middle East Africa region. They have a presence in

countries and are aggressively committed to expansion both in the MENA region and South East Asia.

to bring out a solution for web-based spatial migration of the application and the database.

addresses the technical architecture and the project execution methodology for the intended purpose.

anet applications providing GIS services to their users which include the customer service helpdesk

and users of different departments. These systems were developed about six years ago and are functionally redundant. As a par

intends to consolidate all the 10 independent systems and migrate them to ESRI ArcGIS server 9.2. As part of

based Oracle 9i database to Oracle 10g in Windows.

, which were developed on ArcIMS 4.0 as follows:

These applications are accessible through a web page. It is required to enhance this webpage by redesigning the page and enri

and greater look and feel of the webpage and add more customer specific business

should be accessible through a hyperlink provided in the intranet/internet based customer portal page.

It is required to consolidate some of these GISWEB applications into two different applications.

which will have 7, 1 and 6.

Locating system which will comprise of 8, 4, 3, and 5

applications have to be migrated to ESRI ArcGIS Server 9.2 and Single-Sign on (SSO)

n Oracle 9i with UNIX platform and need to be migrated to Oracle 10g on Windows 2003.

the Customer staff for their requirements.

section with more information.

based applications according to the Customer standards.

Consolidate all the current web applications with similar function into one single application.

Migrate all applications from Oracle database 9i on UNIX to Oracle 10g on Windows.

Council of Information and Communication Technology

. They have a presence in more

countries and are aggressively committed to expansion both in the MENA region and South East Asia.

migration of the application and the database.

addresses the technical architecture and the project execution methodology for the intended purpose.

users which include the customer service helpdesk

and users of different departments. These systems were developed about six years ago and are functionally redundant. As a part of this

intends to consolidate all the 10 independent systems and migrate them to ESRI ArcGIS server 9.2. As part of

These applications are accessible through a web page. It is required to enhance this webpage by redesigning the page and enriching it

and add more customer specific business functionalities. This page

Sign on (SSO)

be migrated to Oracle 10g on Windows 2003.

Consolidate all the current web applications with similar function into one single application.

12


Solution Architecture:

i. Solution Overview:

The proposed solution will have Oracle 10g as Geo

the following architectural goals:

• To enhance the performance,

and scalability.

• Object-oriented design approach has been followed throughout the application and database design.

• Due consideration has been given to the curren

• While designing the application architecture,

development tools supporting industry standards.

Figure: 1 – High Level Component

ii. Technical Architecture : The implemented solution involved some of the basic GIS functionalities namely

• Map display

• Zoom In / Zoom Out

• Pan

• Identify

• Layer manager – Layer on /off

• Search for feasibility status

• Search based on CustomerID

• Location Search

• Select / Deselect

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The proposed solution will have Oracle 10g as Geo-database platform. The system architecture has been designed to meet

To enhance the performance, functionality, stability, adaptability, reusability, flexibility, migration ability, security,

oriented design approach has been followed throughout the application and database design.

Due consideration has been given to the current application interface requirements with other applications.

While designing the application architecture, we have developed special emphasis to the application

s supporting industry standards.

High Level Component - Solution Architecture

some of the basic GIS functionalities namely as below:

Layer on /off

ID

database platform. The system architecture has been designed to meet

functionality, stability, adaptability, reusability, flexibility, migration ability, security,

oriented design approach has been followed throughout the application and database design.

t application interface requirements with other applications.

emphasis to the application

12


• Map scale

• Enable predefined set of thematic map layers with predefined symbol representation

• Map print

• Query and thematic display

• Tools to query, analyse, and map data to support decision making

Figure: 2

We have developed solution for customizing user specific

• Map export to different formats like JPG

• Query based report generation

These functionalities will be made available on the standard internet browser through thin clients. In the proposed web

GIS solution, all the processing happens at

are developed using ArcGIS Server Component technology

iii. ArcGIS server

The GIS server hosts the GIS resources such as maps and geo

applications. The GIS server is composed of two distinct parts: the

containers (SOCs). The SOM manages the services running on the server. When a client application requests the use of a

particular service, it's the SOM that actually gives it for the client to use. The SOM connects to one or more SOCs. The SOC

machines - also referred to as container machines

the configuration requirements, Customer can run the SOM and SOC on different machines and also have multiple SOC

machines.

ArcGIS Server also includes a full software development environment for Microsoft.Net framework. It support a number of

comprehensive developer tools for

includes a developer kit for the web mapping applications.

ArcGIS provides a scalable framework for implementing GIS for a single user or many users in servers over the Web. Aft

conducting a detailed system study, we will provide a detailed roadmap for scalable system architecture for Customer.

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Enable predefined set of thematic map layers with predefined symbol representation

Query and thematic display

, and map data to support decision making

2 – Technical Architecture – Component Level

olution for customizing user specific functionalities as below

Map export to different formats like JPG

Query based report generation – Tabular reports will be generated and saved into a file.


GIS solution, all the processing happens at the centralized server using the server components. These Server components

are developed using ArcGIS Server Component technology

The GIS server hosts the GIS resources such as maps and geo-processing tools and displays them as services to

The GIS server is composed of two distinct parts: the server object manager

). The SOM manages the services running on the server. When a client application requests the use of a

rvice, it's the SOM that actually gives it for the client to use. The SOM connects to one or more SOCs. The SOC

also referred to as container machines - contain, or host the services that the SOM manages. Depending upon

ments, Customer can run the SOM and SOC on different machines and also have multiple SOC


comprehensive developer tools for web applications and services. The Microsoft.Net development environment also

includes a developer kit for the web mapping applications.

ArcGIS provides a scalable framework for implementing GIS for a single user or many users in servers over the Web. Aft


Enable predefined set of thematic map layers with predefined symbol representation

Tabular reports will be generated and saved into a file.


the centralized server using the server components. These Server components

processing tools and displays them as services to client

server object manager (SOM) and server object

). The SOM manages the services running on the server. When a client application requests the use of a

rvice, it's the SOM that actually gives it for the client to use. The SOM connects to one or more SOCs. The SOC

contain, or host the services that the SOM manages. Depending upon

ments, Customer can run the SOM and SOC on different machines and also have multiple SOC


web applications and services. The Microsoft.Net development environment also

ArcGIS provides a scalable framework for implementing GIS for a single user or many users in servers over the Web. After


12


However, as per the current understanding, we have identified a few scalability parameters for the current requirement as

shown below.

There are two high level ways to achieve scalability: scaling up and scaling out. Scaling up is to handle volume on a single

high performance server while scaling out is to distribute load among many low cost servers. When scaling up, processors

are added to the server and when scaling out, processors are added to the cluster.

Batch processing would be carried out to observe software processing loads during peak operations at the customer site

and these loads can be simulated in a controlled environment.

component processing loads for the pr

software, database, networks, and customisation objects for the scalability measures.

iv. ArcSDE

ESRI ArcSDE is a software product used to access large multi

management systems. ArcSDE allows the user to distribute the Customer GIS application processing between the Oracle

database server, the client, and the ArcSDE application server. ArcSDE provides the mechanism for managing the

Customer datasets. These storage methods provide a fast and compact representation for spatial data. With ArcSDE, you

can move data from one RDBMS to another witho

capabilities. ArcSDE manages the integrity of the point, line, and polygon information added to the database and does not

allow ill-formed feature geometry to be inserted during data migration

v. Database

We have developed data tier architecture will have spatial database as well as IT database which has to be integrated to

optimise the query and to analyse the data. The entire Customer database will be managed and administered using the

Oracle 10g component.

vi. Web server

The web server hosts web applications and processes the request/response that uses the resources running on the GIS

server.

vii. Implementation Methodology :

We were delivered the project by using

Standards). As part of Implementation m

(i) Business Requirements

(ii) High-Level Designing

(iii) Low -Level Designing

(iv) Development

(v) Testing

(vi) Deployment

(vii) User Trainings

viii. Customer Experience :

Customer’s sales and Outlet users were happy

bringing modern look and feel. Interactive UID helped easy

(SSO). This Innovative spatial integration

customer churns, reduced process time, maximize up

customer service-experience. The below is picture is one of the GUI with modern look and feel and

key functionalities

of 6




to the server and when scaling out, processors are added to the cluster.


and these loads can be simulated in a controlled environment. The capacity planning models identify typical software

component processing loads for the primary ESRI commercial software. We were considering

software, database, networks, and customisation objects for the scalability measures.

ESRI ArcSDE is a software product used to access large multi-user geographic databases stored in relational database

ArcSDE allows the user to distribute the Customer GIS application processing between the Oracle

he client, and the ArcSDE application server. ArcSDE provides the mechanism for managing the


can move data from one RDBMS to another without loss of information through ArcSDE data export and import

ArcSDE manages the integrity of the point, line, and polygon information added to the database and does not

formed feature geometry to be inserted during data migration.

data tier architecture will have spatial database as well as IT database which has to be integrated to



the project by using waterfall methodology (SDLC) with project management

Implementation methodology, we have followed industry accepted methodology as below

and Outlet users were happy with the performance of ESRI ArcGIS server and AJAX technologies

bringing modern look and feel. Interactive UID helped easy use with more flexibility than

integration implementation supported customer experience management, by reducing

customer churns, reduced process time, maximize up-sell and cross-sell opportunities, and improve decision making and

. The below is picture is one of the GUI with modern look and feel and





The capacity planning models identify typical software

considering hardware, application

user geographic databases stored in relational database

ArcSDE allows the user to distribute the Customer GIS application processing between the Oracle

he client, and the ArcSDE application server. ArcSDE provides the mechanism for managing the


ut loss of information through ArcSDE data export and import

ArcSDE manages the integrity of the point, line, and polygon information added to the database and does not

data tier architecture will have spatial database as well as IT database which has to be integrated to



project management methodology (PMI

ethodology, we have followed industry accepted methodology as below:

the performance of ESRI ArcGIS server and AJAX technologies for

use with more flexibility than before due to Single sign-on

implementation supported customer experience management, by reducing

sell opportunities, and improve decision making and

. The below is picture is one of the GUI with modern look and feel and provisioning process

12


Figure 3: User Single Sign on (SSO)

i. For Example : Real Business Scenario

Customer’s provision service team were

request connection, IPTV connection)

makes a buffer area of 60 m and highlights all the internal DPs in that area. After

the list, it shows the feasibility status for that DP as either Feasib

above screenshot, this would result in reducing time to market and enhanced customer s

ii. Key Business Benefits • All applications in a single interface

• Easy-to-find DP feasibility for new connection of telephone, Internet, and IPTV

• Better planning, design, and operations

• Accurate and updated network and consumer data

• Easy viewing, querying, and report generation

• Enhanced Customer Service

• GUI-User-friendly with modern look and feel

• Availability of information on a

• Increased productivity and reduced overtime costs

Conclusion:

The goal of customer experience management is to move customers from satisfied to loyal and then from loyal to brand ambassad

Traditionally, managing the customer relationship has been the domain of Customer Relationship Management. However, the

strategies and solutions are designed to focus on product, price and enterprise process, with minimal or no focus on customer need a

desire. This result is a sharp mismatch between telecom organizations approach to customer expectations and what customers actua

want, resulting in the failure of many implementations. In order to increase the implementation success rate, the only possib

use innovative spatial Information technologies and solutions effectively for better customer services for triple

data

Acknowledgement: Authors thank full to Srinivas Manda, who brings

GIS from the end users perspective. His experience has seen him take a draft spe

projects that he has undertaken. He has executed several GIS projects for major clients in USA, Europe, and APAC regions. He

PRINCE certified project management practitioner.

of 6

Figure 3: User Single Sign on (SSO) – User Interface Designing (UID)

Business Scenarios: team were finding the feasibility status of the DP for end customer requests (e.g., Broadband

onnection, IPTV connection) in WebGIS Application. If the DP is not found for a given Operators ID, the system

makes a buffer area of 60 m and highlights all the internal DPs in that area. After provision service users

the list, it shows the feasibility status for that DP as either Feasible, or Long Reach Feasible, or Not Feasible as shown in the

, this would result in reducing time to market and enhanced customer service

All applications in a single interface

for new connection of telephone, Internet, and IPTV

Better planning, design, and operations

Accurate and updated network and consumer data

Easy viewing, querying, and report generation

ervices

with modern look and feel

ailability of information on a Single sign-on (SSO)

Increased productivity and reduced overtime costs

The goal of customer experience management is to move customers from satisfied to loyal and then from loyal to brand ambassad


ies and solutions are designed to focus on product, price and enterprise process, with minimal or no focus on customer need a

result is a sharp mismatch between telecom organizations approach to customer expectations and what customers actua

want, resulting in the failure of many implementations. In order to increase the implementation success rate, the only possib

ogies and solutions effectively for better customer services for triple

brings more than 15 years of experience in GIS domains. He has a strong understanding of

GIS from the end users perspective. His experience has seen him take a draft specification to a full-blown development in all the

projects that he has undertaken. He has executed several GIS projects for major clients in USA, Europe, and APAC regions. He

PRINCE certified project management practitioner. He has done M. Tech (Remote Sensing) from Andhra University, Visakhapatnam

User Interface Designing (UID)

for end customer requests (e.g., Broadband

f the DP is not found for a given Operators ID, the system

provision service users select any DP from

le, or Long Reach Feasible, or Not Feasible as shown in the

ervice as an example

The goal of customer experience management is to move customers from satisfied to loyal and then from loyal to brand ambassador.


ies and solutions are designed to focus on product, price and enterprise process, with minimal or no focus on customer need and

result is a sharp mismatch between telecom organizations approach to customer expectations and what customers actually

want, resulting in the failure of many implementations. In order to increase the implementation success rate, the only possible way is to

ogies and solutions effectively for better customer services for triple play of TV, voice and

15 years of experience in GIS domains. He has a strong understanding of

blown development in all the

projects that he has undertaken. He has executed several GIS projects for major clients in USA, Europe, and APAC regions. He is a

e Sensing) from Andhra University, Visakhapatnam

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