Oracle cross channel customer experience Celcom case study

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  • 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 cant easily find what I need.

    Its too complicated to find whats best for me

    www.johnbuyer.com

    Wouldnt it be nice if they rewarded me for all the

    friends I have referred?

    Why didnt they send this mobile coupon to

    me while I was still in

    the store? The shopping experience

    online is incredibly

    inconsistent! I

    cant 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?

    Cant 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. Its so frustrating!

    Why cant 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

    Celcoms 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 ATE

    2 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