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Webinar: Vodafone and The Connected Customer Journey [10.19.2017]


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Vodafone, one of the world’s largest telecom providers, has rolled out in-store screens delivering product info, images, and offers to thousands of retail locations in dozens of countries, leveraging the Acquia Platform to do it.

Aneta Rutkowska, technology program manager for retail channels at Vodafone, told marketers at a Figaro Digital conference in the UK last year that in-store screens are no longer just one silo for content delivery, they’re part of a continuous, end to end customer journey that includes web and mobile, digital campaigns, and now, in-store screens and signage showing offers, product info, and images. “From a content management perspective, we created a single platform we are moving all of our content to it… This is our ultimate goal,” she said in her presentation.

Vodafone, working with Acquia, built a platform that will eventually serve Vodafone retail locations in a minimum of 26 countries and thousands of stores, she said. Content can be translated and localised for local markets; and in-store displays can present content based on which area in the store the displays are set up - promoting broadband services, or new handsets, or anything else, based on location in each store.

Is your digital experience platform capable of delivering a truly end to end experience?

This is just one of the questions on the minds of digital marketers and others who care about multichannel experiences and the rise of digital screens in stores, venues, and other physical locations.

In this webinar, you will learn:

- How to deliver cross-platform, multi channel experiences
- Ways to personalise for context based on time of day, or physical location within a store, rather than, say user profile
- How to track engagement from multiple channels, and use that to drive strategic and tactical improvements

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Webinar: Vodafone and The Connected Customer Journey [10.19.2017]

  1. 1. 1 ©2017 Acquia Inc. — Confidential and Proprietary Cameron Tod – Senior Solutions Architect Vodafone and the connected customer journey
  2. 2. 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
  3. 3. 3 ©2017 Acquia Inc. — Confidential and Proprietary Vodafone aspires to be a digital and experience leader – CXX – Customer Experience Excellence program – CAAS - Channels as a Service
  4. 4. 4 ©2017 Acquia Inc. — Confidential and Proprietary4 ©2016 Acquia Inc. — Confidential and Proprietary A good experience is profitable
  5. 5. 5 ©2017 Acquia Inc. — Confidential and Proprietary 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 femtocell On 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 Custome r Vodafon e Custome r Retai l Custome r
  6. 6. 6 ©2017 Acquia Inc. — Confidential and Proprietary6 ©2016 Acquia Inc. — Confidential and Proprietary 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
  7. 7. 7 ©2017 Acquia Inc. — Confidential and Proprietary 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
  8. 8. 8 ©2017 Acquia Inc. — Confidential and Proprietary Users becoming increasingly used to consuming data on their terms – mobile, personal devices, unpredictable entry points Experience Assembly SERVICE Io T 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
  9. 9. 9 ©2017 Acquia Inc. — Confidential and Proprietary Rapid Prototyping
  10. 10. 10 ©2017 Acquia Inc. — Confidential and Proprietary10 ©2016 Acquia Inc. — Confidential and Proprietary We made the vision tangible. Now leadership wanted it to be real!
  11. 11. 11 ©2017 Acquia Inc. — Confidential and Proprietary11 ©2016 Acquia Inc. — Confidential and Proprietary Challenges of scale and breadth
  12. 12. 12 ©2017 Acquia Inc. — Confidential and Proprietary 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
  13. 13. 13 ©2017 Acquia Inc. — Confidential and Proprietary13 ©2016 Acquia Inc. — Confidential and Proprietary
  14. 14. 14 ©2017 Acquia Inc. — Confidential and Proprietary Major change takes incremental steps Photo by jens johnsson on Unsplash
  15. 15. 15 ©2017 Acquia Inc. — Confidential and Proprietary 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
  16. 16. 16 ©2017 Acquia Inc. — Confidential and Proprietary 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
  17. 17. 17 ©2017 Acquia Inc. — Confidential and Proprietary17 ©2016 Acquia Inc. — Confidential and Proprietary API First with Rich Editorial Tools
  18. 18. 18 ©2017 Acquia Inc. — Confidential and Proprietary – 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
  19. 19. 19 ©2017 Acquia Inc. — Confidential and Proprietary19 ©2016 Acquia Inc. — Confidential and Proprietary Application Admin
  20. 20. 20 ©2017 Acquia Inc. — Confidential and Proprietary20 ©2016 Acquia Inc. — Confidential and Proprietary Application Admin
  21. 21. 21 ©2017 Acquia Inc. — Confidential and Proprietary Centre of Excellence Acquia Program Management & Architecture Vodafone Internal & Partners – Ramp Up Acquia Led Development Discovery&Planning Centre of Digital Excellence (CODE) Optional Acquia Led Projects Acquia Support & TAM Initial Launch(es) Acquia Technical & Platform Consulting 3 - 4 Month Duration Ongoing TechnicalAssurance &OngoingSupport /Management Platform Development(strategic builds&training)
  23. 23. 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
  24. 24. 24 ©2017 Acquia Inc. — Confidential and Proprietary 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
  25. 25. 25 ©2017 Acquia Inc. — Confidential and Proprietary 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 systems Cloud-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
  26. 26. 26 ©2017 Acquia Inc. — Confidential and Proprietary Q/A
  27. 27. 27 ©2017 Acquia Inc. — Confidential and Proprietary Thank you for attending! We hope to see you again at our next webinar!