Apple Telecom User Manual download pdf (Page 9)

7 | What customers really want – A customer-centric strategy for telecom operators

1.2 Incoherent internal structures make it difficult to transform data

into knowledge

"The teams merged but the systems didn't, so from the outside it looks

like a merged company, but from the inside we see a mobile customer,

a TV customer, an Internet customer, but sometimes they can all be

the same person."

Martin Péronnet, Monaco Telecom CEO, from www.totaltele.com

Our project experience shows that different factors make it difficult for oper-

ators to transform customer data into customer knowledge and to act upon

it accordingly. These internal factors are inadequate processes, incoherent

organizational setup and disparate technical systems.

Some examples are listed below:

> Silo data in each division: e.g. marketing, sales and network collecting

their own data with a tendency to build workarounds to overcome limits

> Different storage locations (data mart concept): multiple data centers

with no suitable data transfers or interfaces

> Different level of granularity in different domains: e.g. raw CDR data

in the network, billed CDRs in billing and ARPU data in the marketing

domain

> Obsolete data: often several weeks elapse before customer data

is available

> Insufficient standardization of reports and KPIs: only top-level reports

are standardized but inconsistent individual approaches are used for

in-depth customer base analysis

> Unclear management requirements: The complexity is driven by various

types of ad hoc analyses. Processes and data structures are not adapted

to these requests

> Contextual social network data is rarely leveraged

> Inadequate technology: e.g. for analytical purposes or historicized data

Most of the operators constantly adapt their system architecture. When

we look at different companies, we find typical data challenges among the

different provider groups of incumbent operators, mobile network operators

and integrated providers:

Incumbent operators, for instance, have the longest history and often suffer

from legacy structures. Preparing data so that they are fully customer and

service oriented is next to impossible in most cases. For example, physical

network line management is often not visible from the POS, which means

product availability of broadband offers, etc. cannot be verified in real time.

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Apple Telecom User Manual Page 9