Frameworx Charter

Business Assurance Program

Customer Engagement Project Group

November 2013
Updates August 2014
Version 2.0.1

IPR Mode: RAND

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Customer Engagement Project Group Charter

Notice
Copyright TM Forum 2014. All Rights Reserved.
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Customer Engagement Project Group Charter

Table of Contents
Notice ...........................................................................................................................................................................2
Table of Contents .......................................................................................................................................................3
1. Charter Identification ............................................................................................................................................4
2. Project Details .......................................................................................................................................................5
2.1. Description of this project .............................................................................................................................5
2.1.1. Objectives...........................................................................................................................................5
2.1.2. Background ........................................................................................................................................5
2.1.3. Current Project Scope .......................................................................................................................6
2.1.4. Key business/industry driver .............................................................................................................6
2.1.5. What this project will do to address the key driver ...........................................................................7
2.1.6. What industries the output(s) project apply to? ................................................................................7
2.2. Project Business Benefit ..............................................................................................................................7
3. Resourcing of Project ..........................................................................................................................................8
4. Project Deliverables Appendices .......................................................................................................................9
4.1. Appendix 1.A GB962 CEM Guidebook:...................................................................................................9
4.2. Appendix 2.A GB962A Experience Metrics Deliverables .......................................................................9
4.3. Appendix 3.A GB962B Experience Maturity Model ................................................................................9
4.4. Appendix 4.A GB962C Experience Life Cycle Model .............................................................................9
4.5. Appendix 5.AEngagement Concept Validation.................................................................................... 10
4.6. Appendix 6.AImplementation Guide ..................................................................................................... 10
4.7. Appendix 7.AOmni-Channel Best Practices ........................................................................................ 10
5. Additional Project Information......................................................................................................................... 11
5.1. Project inputs & risks ................................................................................................................................. 11
5.1.1. Inputs to project............................................................................................................................... 11
5.1.2. Outside project scope ..................................................................................................................... 11
5.1.3. Risk Identification and Risk Mitigation ........................................................................................... 11
5.2. Interactions with other groups, projects & departments .......................................................................... 11
6. Administrative Section ...................................................................................................................................... 12
6.1. Rules of Engagement................................................................................................................................ 12
6.2. Approval Decisions.................................................................................................................................... 12
6.3. Document History ...................................................................................................................................... 12

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Customer Engagement Project Group Charter

1. Charter Identification
Strategic Program or Industry
Sector:
Project Type:

Agile Business, Grow Share, Grow Revenues

IPR Mode:

RAND

Project Name:

Customer Engagement Project Group

Project Champion / Sponsor

Various (see Appendices)

Regular Project

Expiry Date of Charter

May 31st 2015
Note: This charter is subject to
an annual review at which time a
decision will be made to extend
the work period or terminate the
charter
Project Leader/Chairperson:
Various (see Appendices)

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Customer Engagement Project Group Charter

2. Project Details
2.1. Description of this project
2.1.1. Objectives
The Customer Engagement project has as its principal objective the adoption of TM Forum
Best Practices for one of two approaches, depending on the maturity and general situation of
a given Digital Services Provider, namely either:
1) Touch Point-oriented Customer Experience. Management
2) Journey-oriented Customer Engagement Management
This is accomplished through application of the CMMM (Customer Management Maturity
Model), for the purpose of defining for Digital Service Providers a program of evolution in the
6 Dimensions from low maturity/Touch Point-oriented Experience Management approaches
(reactive to SQM and SLAM metrics) to high maturity/Journey-oriented Engagement
Management approaches (anticipating next best actions). This adoption will be enabled by
exemplar user stories, use cases, case studies, and methodology for this evolution,
embodied in the Implementation Guide, supported by the applicable Guidebooks and
associated Addenda.

2.1.2. Background
In the Business Assurance Programs, the term customer management collectively refers to the various
aspects of Business Management employed when interacting with the Customer and End User (in their
role as an Engaged Party) with respect to Digital Service Providers and their Engaged Suppliers and
Partners. Other closely-allied Strategic Projects are: 1) Data Analytics and 2) Revenue Management
(elements of the Agile Business and IT Strategy), described in their respective Strategic Project Plans.
In addition, the Customer-centric Strategic Program is tightly coordinated with these Business
Assurance Program Project Groups, thus ensuring strategic linkage between specific, shorter-term BAP
project deliverables and longer-term strategic goals.
The Customer Engagement Project focuses on the following facets of the customer management
subject:

Service Quality and SLA Management

Customer Relationship Management (CRM)
Customer Experience Management
Customer Engagement Management

These facets represent practices associated with core capabilities of the enterprise, as evidenced by the
degree of maturity in the practice of these core capabilities in 6 Dimensions, namely:

Version 2.0.1

Strategy
Organization, Leadership & Influence
KPIs/Business Metrics

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Customer Engagement Project Group Charter

People
Customer Insightfulness of Processes
Systems

These facets, each of which may be at varying levels of attainment with respect to each of the 6 core
capabilities, are described through a range of 5 maturity levels, the aggregate of which can be used to
roughly assess overall maturity, described by the following general terms:

Level 1: Measuring
Level 2: Defining
Level 3: Decisioning
Level 4: Optimizing
Level 5: Anticipating

2.1.3. Current Project Scope

The Touch Point-oriented Experience Management components will be brought to a full alignment with
and linkage to the Journey-oriented Engagement Management approach of the Customer-centric
Strategic Program. As well, the Customer-centric program will be brought to a stage where Best
Practices and other tools can be developed through a series of Concept Validation deliverables,
detailed in the associated Appendix below.
The Customer Engagement project has several key elements to it;

Continued maturation of the Touch Point-oriented Customer Experience Management

Guidebook and associated tools

Early-stage Concept Validation deliverables intended to give clarity as to what TM Forum

assets (such as Guidebooks and other tools) can be produced in future project deliverables,
depending on the outcome of the Concept Validation stage.

Exploration of new areas of strategic importance to CEM including omni-channel

Goals;

GB962 v2.0 updates to continue developing of the Experience/Engagement discussion

Development of an Implementation Guide in order to drive maturity and engagement levels

using TM Forums set of best practices

Engagement Strategy Concept Validation deliverables

Delivery of an initial set of requirements around omni-channel management

2.1.4. Key business/industry driver

The ascendance of the Customer into the dominant role among Engaged Parties puts this subject at the
center of all aspects of enterprise management.

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Customer Engagement Project Group Charter

2.1.5. What this project will do to address the key driver

Deliver a series of best practices guidebooks, technical reports, related Catalyst demonstrations, and
tools for implementing solutions.

2.1.6. What industries the output(s) project apply to?

All Digital Services.

2.2. Project Business Benefit

Increased agility, growing market share, growing revenues (and returns).

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Customer Engagement Project Group Charter

3. Resourcing of Project
Details are provided in Appendices.

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Customer Engagement Project Group Charter

4. Project Deliverables Appendices

The project deliverables in support of the Customer Engagement Strategic Program are introduced in
the sections below, with the deliverables and requisite resources detailed in the associated
Appendices, each of which is a separate document, and thus allowing for revision as in-project
revision of those details is deemed necessary.
Key areas of focus for the period between Aug 14 and Dec 14 will be:
-

Appendix 2.A GB962A Experience Metrics Deliverables

Appendix 6.A Implementation Guide

Appendix 7.A Omni Channel Best Practice

The full list of all activities currently chartered including the 3 listed above are included here. If additional
resources become available others in this list may be reignited.

4.1. Appendix 1.A

Guidebook:

GB962

CEM

Conclusion of Evolution to Full Engagement Discussion

4.2. Appendix 2.A GB962A Experience

Metrics Deliverables
Validation of newly-defined metrics, plus incorporation of selected metrics from previous
Service-centric metrics

4.3. Appendix 3.A GB962B Experience

Maturity Model
Conclusion of Evolution to Full Engagement Discussion

4.4. Appendix 4.A GB962C Experience

Life Cycle Model
Conclusion of Evolution to Full Engagement Discussion, Expansion of B2B
Discussion

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Customer Engagement Project Group Charter

4.5. Appendix
5.AEngagement
Concept Validation
Organizing a series of surveys, benchmarks, case studies, Catalyst projects, and
similar validation activities.

4.6. Appendix
Guide

6.AImplementation

A how to guide to applying the Maturity Model to assess and plan the evolution from
Touch Point-oriented Experience Management to Journey-oriented Engagement
Management.

4.7. Appendix 7.AOmni-Channel Best

Practices

A set of RFx style requirements that describe the needs for omni-channel from a CSP
perspective; defines omni-channel concepts; omni-channel use cases; other tools for
implementing omni-channel.

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Customer Engagement Project Group Charter

5. Additional Project Information

5.1. Project inputs & risks
5.1.1. Inputs to project
Various existing work products from prior Frameworx releases, plus newly-identified needs for other
work productsboth through Interest Group discussion and feedback from Catalyst projects.

5.1.2. Outside project scope

N.A.

5.1.3. Risk Identification and Risk Mitigation

This will be identified in the applicable Appendix.

5.2. Interactions with other groups, projects & departments

This will be identified in the applicable Appendix.

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Customer Engagement Project Group Charter

6. Administrative Section
6.1. Rules of Engagement
This project will operate under the terms set out in the Operating Guidelines with development
following the process outlined in The Collaboration Program process and specific rules listed in
the board-approved Rules of Engagement.

6.2. Approval Decisions

Approval Received

Yes

Date Approval Received

7 August 2014

Expiry Date of Charter

30 May 2015

Staff Support Assigned

Rebecca Sendel rsendel@tmforum.org

Additional resources supplied

<< Provide details >>

6.3. Document History

Version 2.0.1

Revision
1
2
1.1.0

Date
25 SEP 2013
27 NOV 2013
27 Nov 2013

1.1.1

23 Jan 2014

2.0.0

16 July 2014

2.0.1

18 Aug 2014

Author
S. Cotton
S. Cotton
Ken
Lipnickey
Alicja
Kawecki
Rebecca
Sendel
Alicja
Kawecki

Description
Initial Draft for Review/Feedback from Project Leads
Second draft in response to strategic linkage review
Integration CEM Metric Deliverables
Updated Notice, footer and section 6.2 prior to posting
Updates to continue work and add new ideas to original charter
Updated section 6.2 to reflect Approved status, minor
cosmetic/formatting edits

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