Download pdf - Oracle cross channel customer experience Celcom case study

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


Customer Journey Across Channels

Web Mobile Social In-store Call center Kiosks





Web

Mobile

Social

In-store

Call center

Kiosks

NEED / RESEARCH SELECT PURCHASE MAINTAIN /

RECOMMEND RECEIVE / USE


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

+


Queue Mgmt…

20

Celcom’s Solution Landscape The “as-is” frontline application landscape will be improved & optimized with functionalities across systems and channels…




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




Salesforce.com

AMDOCS

Incentives…

NEXT

External Gateways…

PAYMENT

GATEWAY

Email GATEWAY

USSD2

IVR2

IQMS


CTOS

CREMANSYS2

LEGACY INTEGRATION


MP MPGS

KENAN OM ATE2 RVR2

Inventory Mgmt…

AIS SETOSS

NUMS

3R3


EMA2 KENAN FX

MEDIATION2 INTERCONNECT HSBB PARTNERS1

Serv

ice

Pla

tfo

rm

& C

on

tro

l

EDUCUBE2


ADMS MCP

RIM

PCRF

AUC FUP2

NGIN2

AIRCASH2


EDMS

MERS999

CS Expert


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


PRE ODS

3T AAS

POST ODS

Speed Miner

CIDM

ECN2

BI

NBA2 CMS

Cube2 EIP2 TENTEN



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



Cu

sto

mer

& P

artn

er In

tera

ctio

ns

Point of Sales… Online Portals…



Incentives… External Gateways…

PAYMENT

GATEWAY

Email GATEWAY

USSD2

IVR2

Queue Mgmt…

IQMS


CTOS

CREMANSYS2

LEGACY INTEGRATION


ATE2 RVR2

Inventory Mgmt…

3R3


EMA2

HSBB PARTNERS1


IDM

FILE SERVER

ORP

CIBS

CT APP2

CTI

Version 4.0

Bluecube

DREG2 SA2

ROVER

NEXT

PRS

PCARE

POS SETOSS

celcom.com.my


Salesforce.com

AMDOCS

NEXT

MP MPGS

KENAN OM

AIS SETOSS

NUMS

CS Expert

E-BILLING

TCM2

CC GUI2

KENAN Inventory2

PCARE

PCARE

TARGET

SSM2


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


ADMS MCP

RIM

PCRF

AUC FUP2

AIRCASH2


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