successful service design for telecommunications_short

8/12/2019 Successful ServIce DesIgn for TelecommunIcatIons_short

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SUCCESSFUL SERVICE DESIGN FOR

TELECOMMUNICATIONS

Bayram KARAGOZ

Corporate Service Design & Development Manag



AGENDA

Chapter 1: Introduction

Chapter 2: What is Service Design?

• What is a Service?

• What are the Differences Between a Service and a Prod

• Service Versus Network Capabilities

• What are the Differences Between a Service and an App

• What is Service Design?



AGENDA 2 – CONT…

Chapter 3: Service: A Business Perspective

•Preconditions for Service Design

• Business Requirements

• Reporting Requirements

• Security Requirements

• Functional Requirements

• Nonfunctional Requirements

• Service Description Template: A Service Description that

Defines the Service

• The Success Criteria for a Service



• Many project fails because of no service design

• Looking at the service solution holistically

• Customer experience at the heart of the design

• The method used to create a great service is se

design.



Service Design

Service Designers

Product Dev

Product Man

Product Dev

O S O C C



Attandees

Chapters

Service

Designer/

Technical

Product

Managers

IT

professionals

Network

Designers

Product

Managers/

Product

Development

Project

Managers

System

Integrators

Process Re-

engineering

Professionals

1- Introduction

2- What is service design?

3- Service: A Business Perspective + + + - -

4- Service Design Process + + +

5- Service Design : What Needs to be

Done+

6- Service Building Blocks

7- Network Design and Development+ - - + + +

8- System Functions and Development + - +

9- Operational Support Processes + - + +

10- Implementation Strategy + + + - +

11- Service Integration and Service

Launch+ + + - +

12- Service Withdrawal, Migration andTermination

WHO SHOULD ATTEND WHICH CHAPT



WHAT IS A SERVICE

• Providing to Customers

• Intangible

• Quality of Service



The task of designing a good service comprises:

• Capturing a complete set of customer, business and ser

requirements• Designing and using suitable telecommunication netwo

technologies

• Designing and using suitable IT systems that manage th

technologies• Designing BSS, OSS and operational processes that perf

customer and service management functions across all p

company.



WHAT ARE THE DIFFERENCES BETWEEN A SERV

AND A PRODUCT?

Product;

• Typically from manufacturing

• Being sold many times

• Minimal service after sales



SERVICE VERSUS NETWORK CAPABILITIES

Most Advanced Network Capabilitie

Good Service



WHAT ARE THE DIFFERENCES BETWEEN A SERV

AND AN APPLICATION?

Applications;

• Service enablers

• Certain transactions• Access different services



WHAT IS SERVICE DESIGN?

• Skill and methodology

• Holistic view of the service

• Customers’ experience

•Technical and operational aspects

• End-to-end solutions



PRODUCT MANAGERS VERSUS SERVICE DESIGNER

• Product managers are marketers, not engineers

designers !!!

•Anyone would consider asking estate agents todesign and architect their house



SERVICE: A BUSINESS PERSPECTIVE

• Many telecommunication companies are not clear

business requirements, due to the lack of understamarket.

• The lack of clear requirements

• Incomplete definition of the service

• Leads to incomplete solutions with designers trying

guess what is required.

• Many searching questions, to capture a complete s

requirements for the service



• Is there a market for the service?

• Why does your company want or need new services?

• Is it because the customers ask for it?

• Or is it that the new technology can offer lots of featur

• Or will the new service help to unlock potential marke

• Or will the service help to lock in existing and potentia

customers/end users?

• Why do the customers/end users want the services?

• The answer is a combination of all the reasons listed a

anyway)



CAPTURING REQUIREMENTS

Designing a service is not

like just going into a carshowroom…



• Ask open questions (WHAT, HOW, WHY, WHO

• Closed questions are good for confirmations



FulfilledRequirements Fully DefinedService Description



GETTING REQUIREMENT RESULT

• Requirements come from the service description

• Having a fully defined service description is so

important to the success of developing the servic

• It is very rare that requirements are handed to yo

silver platter

• Go out and hunt for them!



BUSINESS REQUIREMENTS

• Sales and Marketing

• Pricing, Charging, Billing and

Accounting

• Customer Service Support and SLA

• Service KPI

•

Reporting Requirements• Security Requirements

• Functional Requirements

• Nonfunctional Requirements

SERVICE DESCRIPTION TEMPLATE



SERVICE DESCRIPTION TEMPLATE:

A SERVICE DESCRIPTION THAT FULLY DEFINES THE SERV

• Purpose and Scope

• Target Markets, Benefits and Value

• Channels of Sales

• Benefits to the Customers

• Benefits to the Resellers

• Service Launch Timetable/Roll-Out Plans

• ***Description of Service

• ***Customer-Facing Support Functions and

Process Arrangements

•

***SLA• ***SLA Definition Tem

• Contract/Terms and Co

• Legal, Regulatory and I

• Technical Constraints o

• Training Requirements

• Related Documents

• Glossary of Terms



DESCRIPTION OF SERVICE

• Service Features• Service Network Architecture

• Service Components

•

Billing and Charging• Service Performance

• Customer Reporting



CUSTOMER-FACING SUPPORT FUNCTIONS AND

PROCESS ARRANGEMENTS

• Customer engagement

• Order handling

• Fault handling/management

• Customer help desk functions• Service maintenance

• Billing and revenue assurance



SLA

• service provisioning lead time

• response time for a fault reported by customer

• guarantee time to fix a customer-reported fault after th

customer fault report

• network change request lead times

•

service change request (i.e. upgrading or downgrading features/packages) lead times

• customer-facing systems response times for each reque

• service availability – you may consider separating servi

into network availability and customer-facing systems a



SLA

DEFINITION

TEMPLATE



THE SUCCESS CRITERIA FOR A SERVICE

• Growth in Market Share

• Market Penetration

• Churn Rate

• Revenue from the Service

• Customer Satisfaction Survey

• Planned Service Outage Reports



T Ş ÜRL R…………