The Experience Revolution
Monday, June 25, 2012
New York City Event Briefing
Oracle Cross Channel
Customer Experience
Rohit Batra Director, Communications Industry Solutions Group
Be everywhere, do everything,
and never fail to astonish the customer.
THE CUSTOMER LIFECYCLE JOURNEY
“serve MY needs”
“be relevant”
“engage me”
“reward me”
“earn my trust,”
“give me more value”
“be transparent”
“minimize the risk”
“know my history” “make it easy”
“be consistent”
Deliver The Experiences That YOUR Customers Want
“represent me”
Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 5
When I go online, I can’t
easily find what I need.
It’s too complicated to
find what’s best for me
www.johnbuyer.com
Wouldn’t it be nice if they
rewarded me for all the
friends I have referred?
Why didn’t they send
this mobile coupon to
me while I was still in
the store? The shopping experience
online is incredibly
inconsistent! I
can’t get the help I need when
I need it!…
Why does the store carry different items than they do online?
Why are the prices different online than they are in-store?
Can’t their sales reps see my web order? The Acme rep always knows all my orders.
When I clicked “Chat Now”
the agent had no idea of what
was in my shopping cart. It’s
so frustrating!…
Why can’t I order an item online and pick it up at my local store? It makes NO sense
myface.com
Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 6
Customer Journey Across Channels
Web Mobile Social In-store Call center Kiosks
Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 7
Customer Journey Across Channels
Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 8
Customer Journey Across Channels
Web
Mobile
Social
In-store
Call center
Kiosks
NEED / RESEARCH SELECT PURCHASE MAINTAIN /
RECOMMEND RECEIVE / USE
Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 9
Web
Mobile
Social
In-store
Call center
Kiosks
NEED / RESEARCH SELECT PURCHASE MAINTAIN /
RECOMMEND RECEIVE / USE
Web Experience/Portal E-Commerce & Live Help
Order Mgmt Story Inventory Knowledge/Policy Mgmt
Mobile Platform
Social Marketing Social Engagement
& Monitoring
Point of Service
Store Inventory
Order Mgmt
Order Mgmt
Cross Channel Customer Experience Solution
Enables CSPs to increase Net Promoter Score (NPS) and customer loyalty whilst deflecting transactions to unassisted channels.
CROSS-CHANNEL CUSTOMER EXPERIENCE SOLUTION OVERVIEW
Call Center Shop Dealers Social Device Mobile Web Chat USSD/IVR
Commerce Personalization Guided
Search
Merchandising Live Help
Enterprise Content
Services
Web Content
Internal Communities
Retail Platform
POS Store Inventory
Central Office
Inventory Return
View & Analyze
Pay
Knowledge
FAQ
CRM
SFA &
CPQ
Sales Catalog
Order Capture
Asset Master
Campaign Service Partner Mgmt
Recommendations
Decisioning
Learning
Social
Social Marketing
Engagement &
Monitoring
B2B Gateway
Commerce Self Service & Content
Federated Search
Kbase
Key Capabilities Connected Engagement | Actionable Insight | Individualized Sites | Reward Loyalty | Guided Experiences
Key Business Metrics Brand Value | Net Promoter Score | Self Service Rate | Conversion Rate
COMPANY CONFIDENTIAL
Enabling Cross Channel Customer
Experience Through Front End
Transformation
Suharti Mohd Ali Senior Vice President & Program Director
IT Transformation
Celcom Axiata Bhd
Malaysia Is Witnessing A Rise In Mobile Penetration Rate, However ARPU Is Expected To Decline In Future
12
KEY HIGHLIGHTS:
• Malaysian mobile penetration rate has been rising and is above 100% due to multiple subscriptions by users
• However, the mobile ARPU has been falling and the trend is expected to continue in future as the operators’
continued reliance on prepaid services is not beneficial for ARPU growth
• The industry is witnessing a surge in 3G services
– Almost one quarter of mobile subscribers took 3G services at the end of 2009 driven by intense pricing
promotions and the bundling of high-end handsets and other mobile multimedia devices with postpaid
services
– A rapidly-growing number of mobile broadband subscribers will subscribe to 3G services over the next few
years, although the comparatively high cost will lead to decline in the growth rate
Mobile Penetration Rate In Malaysia :
2006-10
72.3%
85.1%
98.9% 105.4%
116.6%
2006 2007 2008 2009 2010
Mobile ARPU* Market Average In Malaysia : 2008-2015
(In MYR)
86.8 80.7
74.3 70.5 68.6 67.6 67.3 67.2
2008 2009 2010F 2011F 2012F 2013F 2014F 2015F
Truth of the matter is, we will still want the numbers……
13
It is imperative to respond to the changing ways of customer interaction as well – channel explosion
14
Always Sharing Always Connected Always Aware
Different kinds of end customers-Different approach to suit various types of end users
15
All Customer Types All Customer Needs
Our transformation is based on providing a seamless integration of our channels …
16
SOCIAL WEB MOBILE DIRECT CALL CENTER IN-STORE
BUSINESS OBJECTIVES:
• Increase transactions to unassisted channels
• Increase in sales from cross sell and upsell
• Increase in online transactions and sales
• Faster time to market for products
• Increase in customer service productivity
• Increase in branch and dealer productivity
PROCESS Improving and aligning the ways of working
TECHNOLOGY Integrated technology and infrastructure solutions
PEOPLE Enabling and supporting people through the journey
Our current situation: complex channel architecture and fragmented processes, systems …
17
Bluecube / Branches Dealers Call Center Sales Online / Mobile
100+ Branches
20,000+ Dealers
12M+ Subs
1,000+ Agents
200+ Sales
Complex channels landscape – majority of sales through dealer networks
Fragmented processes and systems across channels – inconsistent customer experience
Improving engagement with customers through online, mobility, social a key imperative
Dealer / Branch Ops…
Queue Mgmt…
18
Celcom’s Solution Landscape The “as-is” frontline application landscape will be improved & optimized with functionalities across systems and channels…
Billing Management…
Content & VAS Platforms… Network Elements… Governance…
Enterprise Functions
Cu
sto
mer
& P
artn
er In
tera
ctio
ns
Se
rvic
e F
ulf
illm
ent
&
Del
iver
y
ROVER
NEXT
PRS
PCARE
Point of Sales…
POS SETOSS
Online Portals…
celcom.com.my
Online Customer Service (OCS)
Other online domains2
Customer Relationship Mgmt…
Salesforce.com
AMDOCS
Incentives…
NEXT
External Gateways…
PAYMENT
GATEWAY
Email GATEWAY
USSD2
IVR2
IQMS
Customer Qualifications…
CTOS
CREMANSYS2
LEGACY INTEGRATION
Order Fulfillment…
MP MPGS
KENAN OM ATE2 RVR2
Inventory Mgmt…
AIS SETOSS
NUMS
3R3
Service Activation…
EMA2 KENAN FX
MEDIATION2 INTERCONNECT HSBB PARTNERS1
Serv
ice
Pla
tfo
rm
& C
on
tro
l
EDUCUBE2
VAS PLATFORMS LBS2 HLR
ADMS MCP
RIM
PCRF
AUC FUP2
NGIN2
AIRCASH2
KOLONY2 CLEARING HOUSE
EDMS
MERS999
CS Expert
SAP2 (ERP & Revenue Assurance)
IDM
SAFMS
E-BILLING
FILE SERVER TCM2
ORP
CIBS
CT APP2
CC GUI2
KENAN Inventory2
CTI
CMP/SMP
1 Includes TM, Jalinas, Penang Phone, Fiber-At-Home, 2 Potential CR that impacts these interfaces Version 4.0
Bluecube
DREG2 SA2 PCARE
PCARE
TARGET
SSM2
Analytics & Reporting Campaign Mgmt…
PRE ODS
3T AAS
POST ODS
Speed Miner
CIDM
ECN2
BI
NBA2 CMS
Cube2 EIP2 TENTEN
… through a cross channel solution design, with an integrated and efficient backend
19
Call Center Bluecube / Branches
100+ Branches
Dealers
20,000+ Dealers
Online / Mobile
12M+ Subs
1,000+ Agents
Sales
200+ Sales
Integrated Channels
Integrated, Efficient Backend
Single Customer
Master / Core CRM
Order Fulfillment
Product Management
Inventory Management
Loyalty, Incentives,
Social Media
Branch & Dealer Portal + POS Customer Portal CRM Front-end
+
Dealer / Branch Ops…
Queue Mgmt…
20
Celcom’s Solution Landscape The “as-is” frontline application landscape will be improved & optimized with functionalities across systems and channels…
Billing Management…
Content & VAS Platforms… Network Elements… Governance…
Enterprise Functions
Cu
sto
mer
& P
artn
er In
tera
ctio
ns
Se
rvic
e F
ulf
illm
ent
&
Del
iver
y
ROVER
NEXT
PRS
PCARE
Point of Sales…
POS SETOSS
Online Portals…
celcom.com.my
Online Customer Service (OCS)
Other online domains2
Customer Relationship Mgmt…
Salesforce.com
AMDOCS
Incentives…
NEXT
External Gateways…
PAYMENT
GATEWAY
Email GATEWAY
USSD2
IVR2
IQMS
Customer Qualifications…
CTOS
CREMANSYS2
LEGACY INTEGRATION
Order Fulfillment…
MP MPGS
KENAN OM ATE2 RVR2
Inventory Mgmt…
AIS SETOSS
NUMS
3R3
Service Activation…
EMA2 KENAN FX
MEDIATION2 INTERCONNECT HSBB PARTNERS1
Serv
ice
Pla
tfo
rm
& C
on
tro
l
EDUCUBE2
VAS PLATFORMS LBS2 HLR
ADMS MCP
RIM
PCRF
AUC FUP2
NGIN2
AIRCASH2
KOLONY2 CLEARING HOUSE
EDMS
MERS999
CS Expert
SAP2 (ERP & Revenue Assurance)
IDM
SAFMS
E-BILLING
FILE SERVER TCM2
ORP
CIBS
CT APP2
CC GUI2
KENAN Inventory2
CTI
CMP/SMP
1 Includes TM, Jalinas, Penang Phone, Fiber-At-Home, 2 Potential CR that impacts these interfaces Version 4.0
Bluecube
DREG2 SA2 PCARE
PCARE
TARGET
SSM2
Analytics & Reporting Campaign Mgmt…
PRE ODS
3T AAS
POST ODS
Speed Miner
CIDM
ECN2
BI
NBA2 CMS
Cube2 EIP2 TENTEN
Billing Management…
Content & VAS Platforms… Network Elements… Governance…
KENAN FX
MEDIATION2 INTERCONNECT
EDMS
SAFMS
Serv
ice
Pla
tfo
rm
& C
on
tro
l Se
rvic
e F
ulf
illm
ent
&
Del
iver
y
21
Enterprise Functions
Dealer / Branch Ops…
Cu
sto
mer
& P
artn
er In
tera
ctio
ns
Point of Sales… Online Portals…
Other online domains2
Customer Relationship Mgmt…
Incentives… External Gateways…
PAYMENT
GATEWAY
Email GATEWAY
USSD2
IVR2
Queue Mgmt…
IQMS
Customer Qualifications…
CTOS
CREMANSYS2
LEGACY INTEGRATION
Order Fulfillment…
ATE2 RVR2
Inventory Mgmt…
3R3
Service Activation…
EMA2
HSBB PARTNERS1
SAP2 (ERP & Revenue Assurance)
IDM
FILE SERVER
ORP
CIBS
CT APP2
CTI
Version 4.0
Bluecube
DREG2 SA2
ROVER
NEXT
PRS
PCARE
POS SETOSS
celcom.com.my
Online Customer Service (OCS)
Salesforce.com
AMDOCS
NEXT
MP MPGS
KENAN OM
AIS SETOSS
NUMS
CS Expert
E-BILLING
TCM2
CC GUI2
KENAN Inventory2
PCARE
PCARE
TARGET
SSM2
Analytics & Reporting Campaign Mgmt…
PRE ODS
3T AAS
POST ODS
Speed Miner
CIDM
ECN2
BI
NBA2 CMS
ORACLE OIC
INQUIRA
ORACLE ATG / WEB CENTER
ORACLE CRM SUITE
BUZZIENT
ORACLE POS
ORACLE AIA / SOA SUITE
ORACLE OSM ORACLE RETAIL SIM
ORACLE UIM
PRODUCT HUB FOR COMMS
ACN ONLINE REPORTING TOOL
Solution Landscape The E2E best of Suite has been selected to assist Celcom in this Transformation Journey…
1 Includes TM, Jalinas, Penang Phone, Fiber-At-Home, 2 Potential CR that impacts these interfaces
EDUCUBE2
VAS PLATFORMS LBS2 HLR
ADMS MCP
RIM
PCRF
AUC FUP2
AIRCASH2
KOLONY2 CLEARING HOUSE
MERS999 CMP/SMP
NGIN2 Cube2 EIP2
TENTEN
This will enable Celcom to drive GROWTH through REACHABILITY and FASTER TIME TO MARKET with GREAT customer and channel experience
22
CRM (Front-End) • Single screen for
call center reps • Integrated system
for sales force to capture and convert sales
Siebel UI
Inquira
In
tegr
atio
n
O
racl
e S
OA
Point of Sales • Integrated to order capture systems
to handle customer’s payment, for both merchandising and bill payment
Oracle POS
Social Media • Extract data from social networking
and link it to Celcom's customer base and service requests for proactive "handling" of customer complaints
Buzzient
Product Mgmt. • Manage product and service
offerings out of one common repository, through the entire product lifecycle
PH4C
Self Service Portal • Ability for customers
to perform both sales and servicing online
• Click to call/chat functionalities
ATG Web Center Suite
Inquira
Incentives • Automated, flexible, and
configurable incentive schemes for dealers and distributors
OIC
Retail Inventory • Provide real time
inventory overview of each branch & dealer to raise purchase orders to replenish stock levels and track movement of stock
ORSIM
Order, Service Mgmt. • Single orchestration platform,
providing better visibility and tracking on fulfillment status
• Support jeopardy management to alert users when tasks are overdue
OSM
Virtual Inventory • Provide logical inventory capabilities
to complete number lifecycle management
Oracle UIM
Loyalty Mgmt. • Create and manage loyalty programs
and participants, points calculation rules and reward schemes
Siebel
Dealers Branches Call Center Sales Force World Wide Web
Customer touch-points
Front-End Customer-
facing
Back-End Operations and Support
Store Portal • Dashboard view of
customer profile, plan & device bundles, dealer incentives, and stock availability
ATG Web Center Suite
Inquira
CRM (Core) • Provide 360o view of customer, with
capabilities such as sales mgmt., workforce mgmt., and Sales and Order capture
• Single source of truth of the customer
Siebel
Delivery with strong governance, management commitment and good guiding principles……
23
Guiding Principles
• Minimize interim process and swivel chair during migration/ transition period to minimize BAU operation impact
• Minimize impact and changes on legacy applications to be replaced
• Out-Of-The-Box / Best-of-Suite implementation approach for the E2E solution suite
These were Celcom’s guiding principles to ensure a successful implementation:
• Gradual roll-out and Pilot Migration to ensure business readiness and enable effective handholding
Total Commitment
The change will be disruptive, and there will be
compromises that are required from all of us to make this transformation a reality. However, we firmly believe that this
transformation will enable us to deliver a far better Celcom Customer Experience than today!
- Celcom BSS Transformation Steering Committee
TITLE
COMPANY CONFIDENTIAL
THANK YOU
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