CEM Control Center Catalyst

CEM Control Center Catalyst to Showcase Enhanced Customer Experience / Product Management Strategies

Subex is participating in a new TM Forum catalyst, Customer Experience Management (CEM) Control Center that demonstrates how product management can be systematized. Product managers make decisions about pricing, along with investment in sales training, processes, and systems. Product managers can then use an interactive 3D tool to understand the impact of these decisions on measures of interest such as short-, medium-, and long-term margins as well as customer experience and brand. Subex employs its Revenue Operations Center (ROC) to provide an operational monitoring dashboard that allows the CSP to monitor the impact of this decision as it rolls out, focusing specifically on those KPIs that indicate that the decision needs to be reconsidered.

Together, these two views show how CSPs increase the value of their new product investments. CSPs can control product rollout risk more effectively through the ability to navigate through a complex and rapidly changing environment including multiple competitive and complementary alternatives. The catalyst also shows how two methods for predicting the future can be integrated: traditional predictive analytics plus a causal model that can be used in situations where historical data is not available to drive an analytic analysis.

Catalyst Business Proposition

The CEM Control Center Catalyst:

• Demonstrates how a CSP can maximize the benefits of customer experience investments to achieve goals involving revenue, costs, and customer retention
• Demonstrates how departments responsible for decision making and operational monitoring can be aligned in a principled way through KPIs that represent key decision assumptions
• Allows a CSP to manage complexity by visualizing the interactions between tangible and intangible factors such as revenues, brand, investments, and decision outcomes by simulating existing business parameters and metrics
• Demonstrates a systematic approach to agile strategic and operational management, where the need to reconsider a decision is triggered by changes in operational KPIs
• Applies the CEM Control Center concept to use cases that are high on CSP's agenda, like
  • Shepherding successful products for enterprise customers from concept to cash; and
  • Optimizing consumer mobile broadband product and service offerings

Demonstration Scenarios

Scenario 1: Ideating successful products for mid-markets from concept to cash

A CSP wishes to launch a new product line.  It considers the impact of various decisions (price, investment in sales training, etc.) on its goals (customer experience, brand, different margin measures at different points in time). The CSP implements a set of decisions, and monitors the product launch based on key decision assumptions, so that it knows when to reconsider pricing, marketing targets, and other decisions.

Scenario 2: Mobile Broadband Product Analytics

Service providers offer thousands of different products and services based upon mobile broadband platforms.  However, for a CSP to select the features that provide the greatest value to itself and to its customers is a complex problem, involving choices around QoS, bandwidth, price, and other factors. This scenario shows how service providers can use a deep understanding of customers’ usage behavior, service experience, price tolerance, and other data to support maximize profitability.

The demonstration, to be located within the ForumVille area at the Nice Acropolis, France during the TM Forum’s Management World, scheduled from May 18-20, 2010, will include a decision engineering touchscreen integrated with an operational monitoring dashboard, drawing data from a high-performance data appliance. Through two use cases – shepherding successful products for mid-sized enterprises from concept to cash; and optimizing consumer mobile broadband product and service offerings; the catalyst demonstrates how a CSP can maximize the benefits of customer experience investments to achieve goals involving revenue, costs, and customer retention.

The first of its kind, this groundbreaking catalyst demonstration addresses one of the most important unsolved problems in CSPs worldwide: the ability to make, implement, and monitor decisions in a disciplined manner, incorporating multiple factors - including intangibles like customer experience - as well as multiple goals, and decisions.

To watch the catalyst demonstration in action and meet Subex experts at The Management World, Nice, France;
Please register here

Images and content courtesy: TM Forum's Customer Experience Management (CEM) Control Center catalyst team comprising North American Tier 1 Service Provider, Vodafone, Netezza Corporation, Nokia Siemens Networks, N-Pulse AG, Quantellia and Subex Limited.