[论文解读] Design and implementation of the Customer Experience Data Mart in the Telecommunication Industry: Application Order-To-Payment end to end process

Mounire Benhima, John P. Reilly+4 more|arXiv (Cornell University)|Dec 31, 2013

Big Data and Business Intelligence参考文献 3被引用 3

一句话总结

本文提出了一种基于TM Forum的标准化方法论，用于设计电信行业的客户体验数据仓库，重点聚焦于从订单到支付的端到端流程。通过将商业智能原则与电信特定的框架——业务流程、信息和业务指标——相结合，该方法实现了结构化、可重用的数据建模，从而增强了客户相关运营的决策支持能力和运营效率。

ABSTRACT

Facing the new market challenges, service providers are looking for solutions to improve three major business areas namely the Customer Experience, The Operational Efficiency and Revenue and Margin. To meet the business requiements related to these areas, service providers are going through three major transformation programs namely the Business Support Systems transformation program for Customer related aspects, the Operations Support System transformation program for mainly service Fulfillment and Assurance and Resource, Fulfillment and Assurance, and Time To Market Transformation program for Products ans Services development and management. These transformations are about making a transition from a current situation with all its views to a desired one. The information view transformation is about reorganizing and reengineering the existing information to be used for the day to day activities and reporting to support decision making. For reporting purpose, service providers have to invest in Business Intelligence solutions. For which the main purpose is to provide the right information in a timely manner to efficiently support the decision making. One of the key BI challenges is to model an information structure where to host all the information coming from multiple sources. The purpose of this paper is to suggest a step by step methodology to design a Telco Data Mart, one of the fundamental BI components. Order-To-Payment, an end to end customer process, will be used as an application for this methodology. Our methodology consists on bringing together the concepts of business intelligence and the telecom business frameworks developed by the TM Forum: the Business Process Framework, the Information Framework, and the Business Metrics. The advantage of this solution is its ability to adapt to any telecom enterprise architecture since it's built around the business standards.

研究动机与目标

• 为应对电信行业日益增长的客户体验改善、运营效率提升和收入管理需求。
• 通过结构化的数据建模，支持业务支持系统（BSS）和运营支持系统（OSS）的转型。
• 设计一个可扩展、基于标准的数据仓库，整合异构数据源，实现端到端流程的可视化。
• 通过统一的信息架构，实现及时、准确的报告与决策支持。
• 通过订单到支付业务流程的实际用例，证明该方法论的适用性。

提出的方法

• 该方法论整合了TM Forum的业务流程框架（BPF）、信息框架（IF）和业务指标（BM），以标准化数据建模。
• 采用分步方法，映射业务流程，定义数据实体，并将指标与业务目标对齐。
• 数据仓库设计用于聚合来自多个运营系统（包括CRM、计费和业务履行平台）的数据。
• 该框架确保了不同业务单元和转型项目之间在语义上的一致性与可重用性。
• 该解决方案支持ETL流程，将数据提取、转换并加载到星型模式或雪花型模式的维度模型中。
• 该方法实现了从业务流程到关键绩效指标（KPI）的可追溯性，通过标准化元数据实现。

实验结果

研究问题

• RQ1 电信企业如何设计一个客户体验数据仓库，以支持端到端流程的可视化？
• RQ2 哪些标准化框架可确保电信数据建模中的一致性与可重用性？
• RQ3 商业智能组件如何与电信业务流程及指标对齐？
• RQ4 TM Forum标准在实现BSS和OSS系统间数据集成方面发挥什么作用？
• RQ5 所提出的方法论如何提升订单到支付生命周期中的决策能力？

主要发现

• 所提出的方法论可实现与行业标准和企业架构对齐的客户体验数据仓库设计。
• TM Forum框架的整合确保了业务流程与数据模型之间在语义上的一致性与可重用性。
• 订单到支付流程被成功建模为一个用例，展示了从订单创建到收款的端到端可追溯性。
• 数据仓库架构支持实时与历史报告，增强了决策支持能力。
• 通过标准化元数据和ETL流程，该解决方案减少了数据冗余，提升了数据质量。
• 该方法论为将数据仓库扩展至其他客户相关流程提供了可扩展的基础。