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CEM Presentation Ratko Nice 2016 v1.0.1
- 1. © 2016 TMForum | 1 Engaging your customers to increase value in a connected world A Configurable Digital Experience for an Established Multi-Operations Provider Ratko Popovski, Liberty Global VP Business & Solution Architecture
- 2. © 2016 TMForum | 2 About Liberty Global 27 mln Customers 56 mln RGUs 38,000 Employees over $18 bn of revenue 3 play pioneers 2.1 products per customer 44% 3 play customers founded 25 yrs ago EuropeLatin America 14 countries 90% business in Europe
- 3. © 2016 TMForum | 3 Behind the scene: A complex IT environment Established Provider Existing business model & established business processes Multi-Vendor eco-systems Multi vendor and multi brand stacks across the footprint Complex IT landscapes per country Each country having distinctive and complex IT landscape Sizable Legacy Due to M&A nature voluminous legacy systems remained as part of IT stacks Geographical stacks Multiple stacks per market segment (region based) Overlapping capabilities Capabilities overlap across various assets.
- 4. © 2016 TMForum | 4 Customer Experience high in the Leadership Agenda Liberty 1.0 Network Liberty 2.0 Product Liberty 3.0 Customer Customer First Mentality in the Liberty 3.0 Transformational Program Customer Promise & Value Proposition Focus Creation of Seamless Omnichannel Customer Experiences Digitize customer touch- points to modernize customer‟s journey Customer Experience Organization at level of Managing Director 20% of the Yearly Bonus entitlement is based on NPS company performance
- 5. © 2016 TMForum | 5 A Digital Customer Experience Product Productize Customer Experience (like any other product) Customer Experience Product Owners in charge of „defining‟ the Experience Standardized Agile Development Process for Customer Experience User Stories are fully Customer Journey Driven Experience Becoming a Key Business Differentiator Outlining is based on how customers experiences the interactions rather than system capabilities
- 6. © 2016 TMForum | 6 Digital Experience Architecture Commandments Adapt based on business Insights & Findings Eliminate Domain Boundaries Evolve following trends in Technologies & Lifestyle Need to be able to adapt to changing needs of a customer for seamless & consistent experience across different channels and technologies, targeting higher omnichannel maturity Need to be able to adapt to continuously evolving business requirements resulting from new insights and findings from testing and analysis Need to be able to define experience independent of traditional domain boundaries and blend to define the optimal customer journey. Site Sales Care Marketing
- 7. © 2016 TMForum | 7 An emerging Role: The Digital Customer Experience Author Web Authors Configure Pages & Web Content Product Ops Configure Product Catalogues CEX Authors Configure Digital Customer Experience A new age digital customer experience role part of a smart digital business operations Traditional Roles Emerging Role New skillset Empowered to configure the Digital Customer Experience Journey enabling journey transition among various channels.
- 8. © 2016 TMForum | 8 Architectural approach: Decouple Customer Experience Experience Building Blocks to enable easier CEX authoring and reuse across multiple markets “Headless” capabilities and components to enable customer experience building blocks Traditional IT (BSS) Stack Digital Customer Experience Experience Enablers
- 9. © 2016 TMForum | 9 IT Enablers for the Customer experience Experience Building Blocks: The core elements used by CEX experts to define the customer experience Experience APIs: Microservices integrating the experience building blocks and IT enablers Experience Enablers: Components and capabilities providing functionalities and enabling CEX building blocks. Core IT Systems: Legacy systems providing core Telco IT capabilities
- 10. © 2016 TMForum | 10 Experience Architecture embedded into Digital Framework
- 11. © 2016 TMForum | 11 Simplified Architecture based on Experience Authoring Customer Experience APIs Customer Order Management 360 view Inventories Product Catalog Hub Identity Management Customer Interaction Management System Integration Experience Enablers Experience Channels Core IT Functions Service Orchestration Resource Catalog and Inventory Logistics Porting Rating & Billing Other systems … Customer Portals Agent DesktopMobile AppsSelf Care e-Commerce
- 12. © 2016 TMForum | 12 Authoring Example – Product Discovery Customer Experience Building Blocks Compiling the Customer Experience Promotion Add to Basket button Price Product Image
- 13. © 2016 TMForum | 13 Address CheckProduct Selection Authoring Example – Dynamic Branded Sales Checkout Customer Details Product Selection Address CheckCustomer Details Adapt visual elements based on brand Adjust flow and fields based on country (cultural) preferences
- 14. © 2016 TMForum | 14 Library of Experience Components
- 15. © 2016 TMForum | 15 Notable Outcomes / Achievements Launch of rebranded site included new product line (mobile) in 4 months for IE 30%+ Reduced Business Operational costs due to reusability of experience components 22% increased conversion rate & 20% increased revenue per commercial visit in Unitymedia with the new Digital Commerce solution
- 16. © 2016 TMForum | 16 Pitfalls & Recommendations Balance Flexibility with Cost Effectiveness • High level of experience configurability increases solution complexity • Ensure a default experience configuration and then start fine tuning Ensure maturity of business operations to embrace the new capabilities • To minimize the need for IT involvement increased business engagement is required • Skills & knowledge to fulfill the experience authoring requirements have been challenging CEX Authors
- 17. © 2016 TMForum | 17 Use of TM Forum Guidelines and Frameworx T Use of Business Framework (eTOM) to measure process coverage of Digital Enablers Ecosystem M Use of Application Framework (TAM) to define experience scope and communicate with business stakeholders F Use of Information Framework (SID) to drive the information model of our Digital Enablers Ecosystem Starting from customer experience and using TM Forum Frameworx to define capabilities required to achieve better customer experience Standardized APIs driving customer channels based on TM Forum REST API Design Guidelines
- 18. © 2016 TMForum | 18 Thank you for listening! Reachable at rpopovski@libertyglobal.com Please check the Omnishop Catalyst