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Oracle cross channel customer experience Celcom case study

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The Customer journey is more important now than ever. See how Celcom enabled better cross channel customer experience through front end transformation with Oracle.

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Oracle cross channel customer experience Celcom case study

  1. 1. The Experience Revolution Monday, June 25, 2012 New York City Event Briefing
  2. 2. Oracle Cross Channel Customer Experience Rohit Batra Director, Communications Industry Solutions Group
  3. 3. Be everywhere, do everything, and never fail to astonish the customer.
  4. 4. THE CUSTOMER LIFECYCLE JOURNEY “serve MY needs” “be relevant” “engage me” “reward me” “earn my trust,” “give me more value” “represent me” “be transparent” “minimize the risk” “know my history” “make it easy” “be consistent” Deliver The Experiences That YOUR Customers Want
  5. 5. Copyright © 2012, Oracle and/or its affiliates. All 5 rights reserved. 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 shopping experience the store? 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
  6. 6. Customer Journey Across Channels Web Mobile Social In-store Kiosks Call center Copyright © 2012, Oracle and/or its affiliates. All 6 rights reserved.
  7. 7. Customer Journey Across Channels Copyright © 2012, Oracle and/or its affiliates. All 7 rights reserved.
  8. 8. Customer Journey Across Channels Web Mobile Social In-store Kiosks Call center NEED / RESEARCH SELECT PURCHASE Copyright © 2012, Oracle and/or its affiliates. All 8 rights reserved. MAINTAIN / RECOMMEND RECEIVE / USE
  9. 9. Web Mobile Social In-store Kiosks Call center NEED / RESEARCH SELECT PURCHASE Copyright © 2012, Oracle and/or its affiliates. All 9 rights reserved. 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
  10. 10. 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 USSD/IVR Shop Dealers Device Mobile Web Chat Social 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 B2B Gateway Recommendations Decisioning Learning Social Social Marketing Engagement & Monitoring 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
  11. 11. Enabling Cross Channel Customer Experience Through Front End Transformation Suharti Mohd Ali Senior Vice President & Program Director IT Transformation Celcom Axiata Bhd COMPANY CONFIDENTIAL
  12. 12. Malaysia Is Witnessing A Rise In Mobile Penetration Rate, However ARPU Is Expected To Decline In Future 12 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 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
  13. 13. Truth of the matter is, we will still want the numbers…… 13
  14. 14. It is imperative to respond to the changing ways of customer interaction as well – channel explosion 14 Always Connected Always Sharing Always Aware
  15. 15. Different kinds of end customers-Different approach to suit various types of end users 15 All Customer Types All Customer Needs
  16. 16. Our transformation is based on providing a seamless integration of our channels … 16 DIRECT IN-STORE CALL CENTER WEB MOBILE SOCIAL 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
  17. 17. Our current situation: complex channel architecture and fragmented processes, systems … 17 Bluecube / Branches Dealers Online / Mobile Call Center Sales 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
  18. 18. Point of Sales… POS SETOSS Dealer / Branch Ops… Queue Mgmt… IDM SAP2 (ERP & Revenue Assurance) Analytics & Reporting BI PRE ODS CIDM POST ODS 3T AAS Speed Miner ECN2 Cube2 EIP2 Campaign Mgmt… CMS NBA2 18 Celcom’s Solution Landscape The “as-is” frontline application landscape will be improved & optimized with functionalities across systems and channels… TARGET Billing Management… Other online domains2 Incentives… NEXT AMDOCS CREMANSYS2 ORP Bluecube PCARE DREG2 SA2 PCARE SSM2 TENTEN Content & VAS Platforms… Governance… Network Elements… Enterprise Functions Customer & Partner Interactions Service Fulfillment & Delivery ROVER NEXT PRS PCARE Online Portals… celcom.com.my Online Customer Service (OCS) Customer Relationship Mgmt… Salesforce.com External Gateways… PAYMENT GATEWAY Email GATEWAY USSD2 IVR2 IQMS Customer Qualifications… CTOS LEGACY INTEGRATION Order Fulfillment… MP MPGS KENAN OM ATE2 RVR2 Inventory Mgmt… AIS SETOSS NUMS 3R3 Service Activation… EMA2 KENAN FX HSBB PARTNERS1 MEDIATION2 INTERCONNECT Service Platform & Control CLEARING HOUSE KOLONY2 VAS PLATFORMS LBS2 HLR EDUCUBE2 RIM ADMS MCP AUC FUP2 PCRF NGIN2 AIRCASH2 EDMS MERS999 CS Expert SAFMS E-BILLING FILE TCM2 SERVER 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
  19. 19. … through a cross channel solution design, with an integrated and efficient backend 19 Bluecube / Branches Call Center 100+ Branches Dealers 20,000+ Dealers Online / Mobile 12M+ Subs 1,000+ Agents Sales 200+ Sales Branch & Dealer Portal + POS Customer Portal CRM Front-end Integrated Channels Integrated, Efficient Backend Single Customer Master / Core CRM Order Fulfillment Product Management Inventory Management Loyalty, Incentives, Social Media +
  20. 20. Point of Sales… POS SETOSS Dealer / Branch Ops… Queue Mgmt… IDM SAP2 (ERP & Revenue Assurance) Analytics & Reporting BI PRE ODS CIDM POST ODS 3T AAS Speed Miner ECN2 Cube2 EIP2 Campaign Mgmt… CMS NBA2 20 Celcom’s Solution Landscape The “as-is” frontline application landscape will be improved & optimized with functionalities across systems and channels… TARGET Billing Management… Other online domains2 Incentives… NEXT AMDOCS CREMANSYS2 ORP Bluecube PCARE DREG2 SA2 PCARE SSM2 TENTEN Content & VAS Platforms… Governance… Network Elements… Enterprise Functions Customer & Partner Interactions Service Fulfillment & Delivery ROVER NEXT PRS PCARE Online Portals… celcom.com.my Online Customer Service (OCS) Customer Relationship Mgmt… Salesforce.com External Gateways… PAYMENT GATEWAY Email GATEWAY USSD2 IVR2 IQMS Customer Qualifications… CTOS LEGACY INTEGRATION Order Fulfillment… MP MPGS KENAN OM ATE2 RVR2 Inventory Mgmt… AIS SETOSS NUMS 3R3 Service Activation… EMA2 KENAN FX HSBB PARTNERS1 MEDIATION2 INTERCONNECT Service Platform & Control CLEARING HOUSE KOLONY2 VAS PLATFORMS LBS2 HLR EDUCUBE2 RIM ADMS MCP AUC FUP2 PCRF NGIN2 AIRCASH2 EDMS MERS999 CS Expert SAFMS E-BILLING FILE TCM2 SERVER 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
  21. 21. Incentives… External Gateways… CTI Billing Management… KENAN FX ORP EDMS MEDIATION2 INTERCONNECT SAFMS CREMANSYS2 POS SETOSS NEXT AMDOCS PCARE Content & VAS Platforms… Governance… Network Elements… Service Fulfillment & Service Platform Delivery & Control Enterprise Functions IDM BI PRE ODS CIDM POST ODS 3T AAS ECN2 21 Dealer / Branch Ops… Customer & Partner Interactions Online Portals… Point of Sales… Other online domains2 Customer Relationship Mgmt… PAYMENT GATEWAY Email GATEWAY USSD2 IVR2 Queue Mgmt… IQMS Customer Qualifications… CTOS LEGACY INTEGRATION Order Fulfillment… ATE2 RVR2 Inventory Mgmt… 3R3 Service Activation… EMA2 HSBB PARTNERS1 SAP2 (ERP & Revenue Assurance) FILE SERVER CIBS CT APP2 Speed Miner Version 4.0 Bluecube DREG2 SA2 ROVER NEXT PRS PCARE celcom.com.my Online Customer Service (OCS) Salesforce.com MP MPGS KENAN OM AIS SETOSS NUMS CS Expert E-BILLING TCM2 CC GUI2 KENAN Inventory2 PCARE TARGET SSM2 Analytics & Reporting Campaign Mgmt… CMS NBA2 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… CLEARING HOUSE KOLONY2 VAS PLATFORMS LBS2 HLR EDUCUBE2 MERS999 ADMS MCP CMP/SMP 1 Includes TM, Jalinas, Penang Phone, Fiber-At-Home, 2 Potential CR that impacts these interfaces RIM AUC FUP2 PCRF AIRCASH2 NGIN2 Cube2 EIP2 TENTEN
  22. 22. This will enable Celcom to drive GROWTH through REACHABILITY and FASTER TIME TO MARKET with GREAT customer and channel experience 22 Dealers Branches Call World Wide Web Center Sales Force CRM (Front-End) • Single screen for call center reps • Integrated system for sales force to capture and convert sales Siebel UI Inquira Integration Oracle SOA 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 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
  23. 23. Delivery with strong governance, management commitment and good guiding principles…… 23
  24. 24. Guiding Principles These were Celcom’s guiding principles to ensure a successful implementation: • Out-Of-The-Box / Best-of-Suite implementation approach for the E2E solution suite • Minimize impact and changes on legacy applications to be replaced • Minimize interim process and swivel chair during migration/ transition period to minimize BAU operation impact • Gradual roll-out and Pilot Migration to ensure business readiness and enable effective handholding
  25. 25. 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
  26. 26. TITLE THANK YOU COMPANY CONFIDENTIAL

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