Webinar: Vodafone and The Connected Customer Journey [10.19.2017]

1 ©2017 Acquia Inc. — Confidential and Proprietary

Cameron Tod – Senior Solutions [email protected]://www.linkedin.com/in/camerontod/

Vodafone and the connected customer journey

https://www.linkedin.com/in/camerontod/

https://www.linkedin.com/in/camerontod/

2 ©2017 Acquia Inc. — Confidential and Proprietary2 ©2016 Acquia Inc. — Confidential and Proprietary

• 65% B2C, 30% B2B, 5% other

• 76% mobile, 24% fixed line• 26 Countries, 48 partner

markets• ~110,000 employees• Fifth largest telco by

revenue, second by number of subscribers

• Relatively young; founded in 1991

• Many mergers and acquisitions

A Global Player


Vodafone aspires to be a digital and experience leader

– CXX – Customer Experience Excellence program

– CAAS - Channels as a Service


A good experience is profitable


Customer spots a Camera problem with the

Handset

Diagnoses via My Vodafone

App

Initiates Chat Session

Reviews diagnostics information. Determines

not economic to repair.Diagnostics

automatically packaged with appointment and sent to Store Initiates

upgrade offer.

Customer monitors repair

progress

Customer Value Management Decision

Notification with early

upgrade offer

Browse & add new Handset

to Basket

Customer visits Store to confirm Handset choice

Retail Agent upsell & checkout

Omnichannel basket automatically available

Arrives at Store & ID via

a femtocellOn

Store

Tablet

Reviews purchase and

account updates

Omnichannel Campaign

Management

How do we show a customer journey?

Engages customer in chat session

Schedule In Store

Appointment

Customer

Vodafone

Customer

Retail

Customer


Feature In Drupal Prototype Aspiration

Different interfaces for POS, Customer, Prospect, Support Agent

Native RWD, Panels & Views A mix of RWD and native apps

Identifying customer when they arrive at store

User accounts explicitly created and logged into

Femtocell identifies mobile phone subscriptions in-store

Next best action Rules, Panels, Acquia Lift (standalone)

Acquia Lift (integrated with Vodafone data sources), BSS/ERP

Checkout flows, pricing rules Drupal commerce Integration with BSS and ERP

Online phone diagnostics Mocked with custom code Vendor solutions

Drupal’s modular approach enables phased implementation


Full Demo built in 2 weeks

– Acquia Cloud + Drupal = agility to move fast!

– Cloud means a stable environment with rapid deployment

– Drawing on Drupal’s modular, mature toolset allows for assembly of dynamic experiences


Users becoming increasingly used to consuming data on their terms – mobile,

personal devices, unpredictable entry points

Experience Assembly

SERVICE

IoT

SOCIAL

A

MOBILE

PUSH ALERTS

WEB

Assemble cross channel, continuous, webless experiences that can be delivered

to any screen, device or endpoint

Contextually optimize experiences to “Push” content for real-time interaction

Speed time to market and reduce TCO through an open source cloud based

approach to WCM


Rapid Prototyping


We made the vision tangible. Now leadership wanted it to be real!


Challenges of scale and breadth


Vodafone acknowledges challenge

Build an internal Community to:

• Define Common Blueprint

• Jointly Owned Roadmaps

• Share Experience

• Develop Best Practice

• Contribute Capabilities

• Federate Development

Local Market

Local Market

Local Market

Local Market

Local Market


Major change takes incremental steps

Photo by jens johnsson on Unsplash

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e

Baby steps at Vodafone…are large

– Global refit of retail stores – 22,000 in total

– Large displays prominent in new design

– How can Vodafone control what shows on them?

– Existing vendor can’t scale (custom, on-prem)

– High urgency, retail fitout already underway


Requirements become exacting

– Granular control to regional, country, store, screen, and global levels

– Ability to schedule video to minute resolution

– Video content must be cached locally – 8GB+ per dongle

– Need to instantly pull videos from any screen if they shouldn’t be playing (price is wrong, breaking embargo, etc)

– High level of security required. Global brand impact if compromised


API First with Rich Editorial Tools


– Centralised Drupal management console provides IA, video upload, playlist creation, permissioning and reporting

– Android app, developed by Acquia + Partner, consumes Drupal authored APIs

– AWS S3 for Video storage

– Google Cloud Messenger for realtime push

System components & Solutions Architecture


Application Admin


Centre of Excellence

Acquia Program Management & Architecture

Vodafone Internal & Partners – Ramp Up

Acquia Led Development

Dis

co

very

& P

lan

nin

g

Centre of Digital Excellence

(CODE)Optional

Acquia Led Projects

Acquia Support & TAM

Initial Launch(es)

Acquia Technical & Platform Consulting

3 - 4 Month Duration Ongoing

Tech

nic

al A

ssu

ran

ce

& O

ng

oin

g S

up

po

rt

/Man

ag

em

en

t

Pla

tfo

rm

Deve

lop

men

t (s

trate

gic

b

uild

s &

tra

inin

g)


ORCHESTRATION

COMPOSE

CURATE

CREATECONTENT

ENRICH

PROFILE

ANALYTICS

ACQUIACLOUD

D8

23 ©2017 Acquia Inc. — Confidential and Proprietary23 ©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary

– In-store displays & experiences couldn’t be managed by the incumbent CMS provider

– Turn a mobile device into a retail device for shops

– Push-based interactions

– Content & commerce

– Granular control and reporting

Result: Drupal and Acquia Power 22,000 Retail Stores with Smart Digital Displays


How does this align to Vodafone’s vision?

– Rich data model enables dynamic, contextual delivery:

– Region, City, Store, Screen, Device

– Permissions matrix established and approved

– Proven ability to deploy to the Cloud, staff upskilled

– Leverage Open Source + Agile delivery for rapid development


Channels fragmented, hard to manage Cross-channel experiences – delivered to screen,

device or endpoint – webless delivery

Everyone sees the same content

“Pull” content (browse, read)

Contextually optimized experiences

“Push” content for real-time updates

Content managed and delivered

from a single system

Decoupled architectures for flexible delivery

to any front-end; API-first for ease of assembly

Monolithic, on-premise systemsCloud-based microservices architectures for

rapid deployment, scalability, and flexibility

Pre-packaged, closed, locked in Innovation based on an open source platform

Then Now

©2017 Acquia Inc. — Confidential and Proprietary


Q/A


Thank you for attending!

We hope to see you again at our next webinar!

Webinar: Vodafone and The Connected Customer Journey [10.19.2017]

Technology

Transcript of Webinar: Vodafone and The Connected Customer Journey [10.19.2017]