Service assurance needs to move beyond just detecting and restoring faulty resources and towards how that impacts customers. As new media services come on-stream, Communication Service Providers will need a more flexible architecture and more advanced ways of tracking resources—for example, to respond to a single fault in a bundle of content services. They will also need to invest in the organization’s processes and culture. But there are significant rewards: Next Generation Service Assurance can increase revenues as well as reduce churn and operational costs, and lead to increased customer satisfaction.