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Knowledge Management MGT503 Submitted by Huawei(UBI101768)

Page 1 of 28 Facilitator: Daniel Lee

10/16/2010

Contents1. Objectives and Scope of Report .....2 2. Summary of Importance of CRM.2 3. History, Background and Business Offerings of Ericsson. .....................3 3.1 History of Ericsson...3 3.2 Background of Ericsson.. 3 3.3 Business Offerings of Ericsson3

4. Introduction to eTOM......4 4.1 History of eTOM and its founder4 4.2 CRM in eTOM..6 4.3 Knowledge Management Environment in Ericsson.21 5. 6. 7. Recommendations.24 Conclusion. 27 References .28

Knowledge Management MGT503 Submitted by Huawei(UBI101768)

Page 2 of 28 Facilitator: Daniel Lee

10/16/2010

1.0

Objectives and Scope of Report

The Objective of the Report is to study Customer Relationship Management (CRM) in Ericsson which is being practiced globally by Ericsson. The report will be starting with History and Background of Ericsson followed by details on eTOM (enhanced Telecom Operations Map) .eTOM is a business process framework being practiced by Telecom service providers and network operators worldwide. CRM is one of the major pillar in eTOM. The main objectives of the report are: a) To analyze and understand the concept of CRM in eTOM. b) To study the present CRM system in Ericsson. c) To learn more about customers of Ericsson India and study their Reviews on Ericsson. d) The value addition i.e. Recommendations and Improvements on CRM in Ericsson India Ltd.

2.0 Summary of Importance of CRMCustomer Relationship management literally seems to be 3 letter word but when given a deep thought, its a key of many big fortune 500 companies success. The bottom line, though, can be summarized as follows: CRM can work as a differentiating business strategy. CRM delivers a return on investment. CRM success starts with putting customer interests first. CRM is a business strategy to acquire, grow and retain profitable customer relationships, with the goal of creating a sustainable competitive advantage. Product/price-based differentiation is waning because of four broad trends: maturing markets, global trade, efficient manufacturing and the Internet. Now CRM is emerging as a critical strategy simply because relationships are coming to the forefront of the competitive battleground. CRM should mean creating mutual wins for customers and all the company stakeholders, including employees and business partners. Its just common sense. Would you willingly continue to do business with a company if you didnt feel you were a winner in the relationship?

Knowledge Management MGT503 Submitted by Huawei(UBI101768)

Page 3 of 28 Facilitator: Daniel Lee

10/16/2010

3.0 History, Background and Business Offerings of Ericsson3.1 History of Ericsson Ericsson began in the year 1876, in a repair workshop for telegraph instruments in downtown Stockholm. 30-year-old mechanic Lars Magnus Ericsson laid the foundation for one of the worlds leading telecommunication companies with his former work colleague Carl Johan Andersson. It was, coincidentally, the same year that Alexander Graham Bell filed his patent application for a telephone in the United States. Ericsson starts off by repairing foreign-made telephones but soon starts making and selling his own telephones, then a few years later forms an agreement to supply telephones and switchboards to Sweden's first telecom operating company, SAT (Stockholms Allmnna Telefonaktiebolag).

3.2 Background of Ericsson Today, over 1,000 networks in more than 175 countries utilize Ericsson network equipment and 40 percent of all mobile calls are made through Ericsson systems. Ericsson is one of the few companies worldwide that can offer end-to-end solutions for all major mobile communication standards. Sony Ericsson Mobile Communications joint venture offer a range of mobile devices, including those supporting multimedia applications and other services allowing richer communication. Ericsson invests heavily in R&D and actively promotes open standards and systems. Ericsson has one of the industry's most comprehensive intellectual property portfolio containing over 23,000 patents. 3.3 Business Offerings of Ericsson Networks Ericsson is the worlds principal supplier of mobile networks. Ericssons industry-leading network solutions include radio access network, (radio base stations for GSM, WCDMA, HSPA, LTE) core network solutions, (like soft switch, IP infrastructure, IMS, media gateways), transport solutions (like microwave radio and optical fiber solutions) and fixed access solutions for copper and fibre. Networks account for about two-thirds of Ericssons net sales.

Knowledge Management MGT503

Page 4 of 28

10/16/2010

Submitted by Huawei(UBI101768) Facilitator: Daniel Lee Services Our services portfolio includes network rollout and professional services, such as managed services, consulting and education, systems integration and customer support. Sales of professional services represent more than 22 percent of net sales and are reported separately. Multimedia The multimedia organization was established January 1, 2007. It includes service layer products, revenue management systems, enterprise solutions and mobile platforms. Mobile phones Sony Ericsson delivers leading-edge mobile phones and other mobile communication devices. The 50/50 joint venture combines the mobile communications expertise of Ericsson with the consumer electronics and content expertise of SONY Corporation, and forms an essential part of our end-to-end capability for mobile multimedia services.

4.0 Introduction to eTOM (enhanced Telecom Operations Map)4.1 History of eTOM and its foundereTOM is a business process framework for categorizing all the business activities that a service provider will use. These activities can be combined in many different ways to implement end-to-end business processes that deliver value for the customer and the service provider. eTOM is not a business model. It does not address strategic issues or questions of who a service providers target customers should be, what market segments should the service provider serve, what are the service providers vision, mission, etc. eTOM is model for telecom operations developed by TeleManagement Forum (TMF).TeleManagement Forum have 700 member companies in 75 countries including a) Service Providers b) Network Operators c) System Integrator d) Equipment Vendors e) Independent Software Vendors Few Big Names which are member of TeleManagement Forum includes 1. Accenture 2. Agilent Technologies

Knowledge Management MGT503

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10/16/2010

Submitted by Huawei(UBI101768) Facilitator: Daniel Lee 3. Alcatel-Lucent 4. Amdocs Management Limited 5. Bharti Airtel Ltd. 6. Boeing Company 7. China Mobile Communications 8. China Unicom 9. Cisco Systems 10. Cognizant Technology Solutions U.S. Corporation 11. Convergys 12. Computer Sciences Corporation.(CSC) 13. Ericsson 14. Fujitsu 15. GE Energy 16. HCL TECHNOLOGIES 17. Hewlett-Packard 18. Huawei Technologies Co. Ltd. 19. IBM Corporation 20. Microsoft Corporation 21. Motorola 22. Nortel 23. Oracle Corporation 24. SingTel Optus 25. Sun Microsystems 26. Telenor ASA 27. Vodafone 28. Zain And the list goes on Mission of tmforum: To help service providers and network operators automate their business processes in a cost- and time-effective way. Provide guidance on the shape of business processes. Agreeing on information that needs to flow from one process activity to another. Identifying a realistic systems environment to support the interconnection of operational support systems. Enabling the development of a market and real products for integrating and automating telecom operations processes.

Knowledge Management MGT503 Submitted by Huawei(UBI101768)

Page 6 of 28 Facilitator: Daniel Lee

10/16/2010

4.2

CRM in eTOM

CRM in eTOM is a part of Customer Experience Management. CRM is a group of practices mentioned below and it depends on how an organization practices these processes individually to give a successful CRM implementation. 1. Churn Management

Knowledge Management MGT503

Page 7 of 28 Facilitator: Daniel Lee

10/16/2010

Submitted by Huawei(UBI101768) 2. Customer Loyalty Management 3. Customer Segmentation 4. Key Factor Analysis 5. Customer Profitability 6. End-to-End Quality Management 7. SLA Management 8. Sales Channel Management 4.2.1 Churn Management

Churn remains one of the most compelling challenges in the communication industry, and by all indications the problem is likely to get worse before it improves. With providers annually losing as many as one-third of their customers, strategies to acquire and retain customers have become critical. Customer Churn Management is inherently cross functional. It requires the integration of technology and technical analysis with sales and marketing and customer facing initiatives (CRM functions) apart from data mining and calculation of churn parameters. In a customer centric market place, the price, product and even the customer service are fluid by necessity. The service providers ability to offer choice and respond to the needs of individual customers becomes a major advantage to both the customer and the service provider, which is largely a challenge in Customer Relationship Management (CRM). The below figure tries to mention the Causes of Churn in Communication Industry.

Knowledge Management MGT503

Page 8 of 28

10/16/2010

Submitted by Huawei(UBI101768) Facilitator: Daniel Lee Model for Effective CRM application for Churn Management

Churn management should identify valuable customers who are likely to churn. To conduct such analyses, the equipment vendors need a model to identify and c