Enabling Efficiency in Stores to Improve the Customer Experience

Presented by

Andrei Cotunoaei

Vodafone World Presence

Map updated in August 2012

Vodafone Romania

• Over 8 million customers

• 279 stores

• 1 main warehouse for store replenishment

• 2,400 deliveries per month from warehouse

• 10,000 sales transactions per month

• 590,000 non sales transactions per month

Main Challenges

Operations Stock management Reporting

• Average time per sale transaction higher than industry average

• Complex operations for closing and opening of business day

• Different applications with overlapping functionalities

• High training time for new employees

• Missed sales opportunities

• Suboptimal returns processes

• After sales processes

• Stock visibility

• Financial reconciliations

• Performance

• Make Vodafone Romania the best retailer in the market

Project Vision

• Increase performance and effectiveness of the retail channel

• Build a retail application that will be used by all Vodafone Operating Companies

• Improve customer experience in stores

• Optimize business processes

Project Objectives

WH

Y O

RA

CLE

R

ETA

IL

PERFORMANCE

SCALABILITY

USABILITY

OFFLINE

EASY INTEGRATION FOR INVENTORY

MOBILE

VODAFONE PARTNERSHIP WITH ORACLE

Project Principles

Keep OOB functionalities

and adjust business process Minimize

impact on delivery roadmap

Spread load evenly for all

teams Test quality of software

early

Test using real data

Learn from initial

release

Steering Committee

Oracle Retail

POS Stream Lead

SIM Stream Lead

Quality Assurance

Stream Lead

Satellites Rollout

Operational Readiness and

Hyper care

Technical Migration

Non-Functional Solution Architecture

Integration Stream Lead

Program Manager Project Manager

Project Governance

Project Timeline

Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar AprPhase 1

Phase 2

2011 2012 2013

FeasabilityDetail Design

Development

Detail DesignDevelopme

UAT8 Store Pilot

Full Rollout

UAT

System TestIIL

STIIL

Main Functionalities

• Bill Payment

• Direct Recharge & Top Up

• Standard and Non-Standard Sales

• Returns

• Repair, Buy Back, Insurance

• Offline

• On Demand Item Order

• Mobile

• Store-to-Store Transfe

• Return to Warehouse

• Stock Count

• Warehouse Receiving

• Direct Store Delivery

High Level Architecture

Hardware Architecture

Roll-Out

Principles: • Migration should not affect store operations

• Migration activities performed from headquarter

• Dedicated hyper care team

w1 w2 w3 w4 w1 w2 w3 w4 w1 w2 w3 w4 w1 w2 w3 w4 w1 w2 w3 w4 w1 w2 w3 w4 w1 w2 w3 w4Apr-13Nov-12 Oct-12 Dec-12 Jan-13 Feb-13 Mar-13

Stabilization PeriodFull Rollout - 25 stores per week

First storesNext 2 stores

Next 5 stores

Challenges

• Redesign all retail business processes

• Implement SOA architecture

• Core vs. local functionalities

• Manage teams working on different time zones

• Align the project methodologies

• Find the right mixt of people working on site and off site

• Compliance with Romanian law

Non-financial benefits

Operational Benefits

Improved Customer

Experience

Reduce non-value add transaction time

Smaller number of applications used

Reduce operational risk

Assisted sales (ePOS tablet)

Faster removal of restriction after bill payment

Multiple bill payments in one transaction

One transaction for multiple payments and sales

New Capabilities Available

Cross-channel

Promotion recommendation

Item relations (compatibilities, recommendations)

Process improvements for after sales

Stock management improvements

Project Benefits

• Automation of posting of prepayments and deposits to billing

• Improved bad debt check

• Decrease time to process orders with prepayments or deposits

Sales processes Payment processes Stock management processes

• Improve store replenishment activity

• Accuracy and quality of processes of stock management

• Warehouse counting improvements

• Better control of postpaid SIM stock

• Enable seamless store to store transfer

Sales processes

• Easy process for selling related items with loyalty points or not

• Improved POD closing and switching process

• On demand process improvements

• Automated time tracking

• Automated monetary orders

Operational Benefits

Lessons Learned

• Use an out-of-box installation in order to better understand the new flows

• Make sure all relevant people are in the same area for fast responses

• One person in charge for end2end integration • Capture all data constraints in Detail Design documents • End2end reconciliation reports should be part of solution

• Tests should be done using real data and with all applications integrated

• Deploy the solution to a real store and make the sanity checks there • Migration dress rehearsal should be done for all stores and not for

the first 50 or 100

• All local Windows settings should be enforced through security policies for all users

System Test

Detail Design

User Acceptance Test

Feasibility

Roll Out

• 200 people involved in the project

• 17 impacted systems and 15 involved vendors

• 48 new or impacted interfaces

• 7 front-ends decommissioned in stores and consolidated in Retail ePOS

• 20,463 test cases run and 3,013 defect fixed

• 73 business flows and 25 reports completely redesigned

• 279 stores in scope and 1,000 store users use the application

Key Facts

Thank You