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The Need for a Customer-centric Approach for Services Development and Operation in the Brazilian Telecommunications Market
Guadeloupe, French Caribbean January 02-January 06
DOI Bookmark: http://doi.ieeecomputersociety.org/10.1109/ICDS.2007.40First International Conference on the ...
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Luiz Faro, Edison Spina, "The Need for a Customer-centric Approach for Services Development and Operation in the Brazilian Telecommunications Market," International Conference on the Digital Society, pp. 23, First International Conference on the Digital Society (ICDS'07), 2007.
 
 
BibTex
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@article{ 10.1109/ICDS.2007.40,
author = {Luiz Faro and Edison Spina},
title = {The Need for a Customer-centric Approach for Services Development and Operation in the Brazilian Telecommunications Market},
journal ={International Conference on the Digital Society},
volume = {0},
year = {2007},
isbn = {0-7695-2760-4},
pages = {23},
doi = {http://doi.ieeecomputersociety.org/10.1109/ICDS.2007.40},
publisher = {IEEE Computer Society},
address = {Los Alamitos, CA, USA},
}
 
 
RefWorks Procite/RefMan/Endnote
x 
 
TY - CONF
JO - International Conference on the Digital Society
TI - The Need for a Customer-centric Approach for Services Development and Operation in the Brazilian Telecommunications Market
SN - 0-7695-2760-4
SP
EP
A1 - Luiz Faro,
A1 - Edison Spina,
PY - 2007
KW - Telecommunications services development
KW - Service Level Management
KW - Quality Function Deployment
KW - Lean Operator
KW - eTOM
VL - 0
JA - International Conference on the Digital Society
ER -
 
Luiz Faro, USP, Brazil
Edison Spina, USP, Brazil
Historically, Brazilian Telecommunications Service Providers (SP?s) have created services entirely based on the available technology platforms, an excessively technical approach (usually dubbed "build it and they?ll come") that has distorted their perception of what Quality of Service means. Furthermore, the day-to-day operation of these services has been focused only on maintaining a set of network-related metrics at adequate levels.

The end user, on the other hand, understands Quality of Service as a matter of Customer Care and Support.

This difference in understanding leads to the need of a change in both the methodology used by SP?s to create new services and the techniques used to manage these services once deployed.

The new service development methodology, the focus of this paper, must be able to assess users? needs and translate them into meaningful parameters to be captured by newly developed services. Quality Function Deployment fits this bill perfectly.

The new operation techniques must bring the Service Provider closer to the more abstract requirements of the customer (including emotional and affective requirements and perceptions). Are the current Service Level Management techniques adequate to this reality?

Index Terms:
Telecommunications services development, Service Level Management, Quality Function Deployment, Lean Operator, eTOM
Citation:
Luiz Faro, Edison Spina, "The Need for a Customer-centric Approach for Services Development and Operation in the Brazilian Telecommunications Market," icds, pp.23, First International Conference on the Digital Society (ICDS'07), 2007
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