2012.05 liferay and emeldi road show, dusan bystriansky

Online Customer Self-Service

Maximizing the Customer

Experience

Liferay & Emeldi Roadshow

Bratislava April 18, 2012

Radoslav Volny

Senior Manager for Online

Dusan Bystriansky

Director – Business Development

© Emeldi Proprietary, All rights reserved

High Level Summary

The objective of this

presentation is to:

Summarise why it is

increasingly more important

to maximise the quality of

the customer experience

over online channels

Outline what challenges

does this pose for Telecom

IT solutions

Offer suggestions how

these challenges should be

addressed

Illustrate these points on case study

of implementation of Telefónica O2

Slovakia (O2) integrated ePortal

built on Liferay framework

Trends and directions of EnterpriseB2C portals:

2


Portals’ Role Within the Enterprise

Over past 5 years, online

sales channels have

assumed an ever-

increasing role in

determining an

enterprise's financial

success

Portal applications have

emerged as one of the

single most critical IT

assets within any

enterprise (Telcos,

Banks, airliners, etc..)

Gartner research shows

80% of enterprise

executives think customer

experience is more

important now than three

years ago.

3


Community vs. Enterprise

Both functional and technical

differences between Enterprise

portal solutions and community

portal solutions are vast.

Compared to Community

portals, implementing an

Enterprise portal solution is no

trivial matter.

Enterprise portal solutions

must:

Integrate heavily into pre-

existing multi-system backend

architectures (CRMs, Order

Management systems,

Identity Providers (IdP), etc…)

Be scalable to 100,000’s

users

Capable of processing high

volumes of transactions

Be extremely resilient

4


Enterprise B2C Portals

5

Motivation for Enterprises:

reduce cost to operate while maintaining

quality of service

increase revenue through differentiation

Customers (end-users) demands:

higher purchasing flexibility

shopping convenience (anytime, anywhere,

anyhow),

highest standards of service delivery

Excellent Customer Experience means

Increased loyalty

Increased Revenue

Prevented churn

Fertile ground for web-based self-care and web-based shopping


….but

6

The probability that something

goes wrong with online

shopping and self-care is very

high.

Only reliable, resilient and fault-tolerant online solutions enhance

the customer experience

68% of Customer defections occur because customers perceive "An

Attitude of Indifference“ . Customer experience accounts for everything.

Telefónica O2 Slovakia - Background

Pop. 38 mil

Pop. 10 milPop. 5.4 mil

Pop. 10 mil

Pop. 8.2 mil

Pop. 82 mil

ERASlovakia – population 5.4 million

Telefónica Slovakia:

02.02.2007 - Launch of commercial

service (3rd mobile operator)

~400 employees

>18.4% market share (EOY 2011)

http://www.flags.net/CZEC.htm

http://www.flags.net/CZEC.htm

http://www.vodafone.com/home/0,3044,CATEGORY_ID%3D0%26LANGUAGE_ID%3D0%26CONTENT_ID%3D0,00.html


http://www.5plusgsm.pl/

http://www.5plusgsm.pl/



http://www.orange.sk/default.dwp










Telefónica O2 ePortal – Business Goals

8

4. Stay lean in terms of internal call center and sales network

• focus staff on the most value added operations and let everything else on

self-care

and

• move care traffic:

Call centre ShopsSelf-care

1. Competitive advantage via easy to use online self-service and e-commerce

2. Everything is online enabled

3. Support multichannel organization (the same data on all touch points)

Telefónica ePortal – IT Goals, back in 2008

9

1. Consolidation of existing online applications under single framework

- website

- e-shop

- mobile content downloads

- online prepaid credit top-up

- email electronic invoice

- non existing self-care

5. Other requested features:

- SSO, authentication of O2 customers against CRM

- security: respect O2 security zones standard

- Allow for profiling and personalization of customers across all portals

4. Keep doors open for multiple vendors to develop future applications

2. Robust front-end for new CRM

3. Find reliable vendor who has both the UI and backend integration expertise

6. Limited budget and internal resources

2 steps transition

10

Customer self-care solution challenges

1. Simultaneous project - new Siebel CRM

challenge: launch ePortal prior to the rollout of a new CRM system but

still be prepared for reversed sequence scenario

- Integration considerations

- Maximal re-use, minimal waste

2. Keep existing php/mysql applicationsBe able to integrate existing portal applications while still integrating

them under the unified portal umbrella.

Upgrade those applications in 2nd phase

3. Telco IT systems vs. online portal

11

Addressing these challenges (1)

Simultaneous project - new Siebel CRM

-The so-called SafeWay initiative prepared ePortal project for

hot-swapping the interface from the old CRM to the new one.

-How this was accomplished?Services were designed to be identical in both solutions (legacy systems via BEA

and new via TIBCO). Both versions vary only in minor parameters.

-Was it successful? Yes. As the SafeWay name implies, ePortal was prepared for both contingencies

(launch either before or after rollout of new CRM). This was accomplished

within an acceptable cost of less than 10% of the project value.


Integration of existing applications with minimal changes

Existing, external PHP/MySQL E-shop and Forum only occupies the main part of

page, remainder is rendered by ePortal.

Solved by:

•URL scrapping (Customized Portlet Bridge – portlet proxying)

•Enhanced SSO of ePortal

Challenges:•session handling, cookies handling, get/post parameters handling

•JS frameworks used (jQuery 1.2.6.)

•CSS clashes

•New URLs on page usable only within valid session

Was it successful? Yes, we have used old e-shop for nearly 2 years and finally migrated it to new one 01/2012. New

ecommerce solution is powered by Emeldi Commerce ®


Major differences between Telco systems and online world

Not real-time response from CRM, Billing, ProvisioningSolved by:

-implementation of user “dashboard” with users requests and their actual

statuses

-confirmation SMS and e-mails, proper wording

24x7 operationsTelco is used to couple of hours maintenance windows of their systems. This

is not acceptable in online environment.

Temporarily solved by:

- maintenance windows and notification in advance

Complexity hidden from end usersCustomer care and shop agents are well trained, but our customers are not…

Solved by:

Proper naming conventions, predefined configurations, endless fine tuning of

particular screens according to user feedback.

….and some statistics

14

Over 20% of website visits touch My O2 self-care part

20% increase of number of registered users / month

Most visited content are pages related to cost control (actual expenditure, status of Extra-packages)


With the introduction of Web 2.0,

the elevation of the portal

application’s role and importance

within the enterprise is now

entering into a next phase.

Customer Profiling and

Personalization is the hottest

rising trend in ecommerce

O2's portal-wide SSO &

Federated Identities

Management has left the door

open for very interesting

opportunities to be developed

in this area:

Customer Profile data is stored

and aggregated

Customer Online Channel Data is

stored and aggregated

Business Intelligence rules are

applied to this data to determine

which personalized content can be

driven to them

15


Customer Profiling and Personalization

Customer Profile Data:

Date of birth, gender, name, locale,

registration date, order history, product

list, etc…

Customer Online Channel Data:

Search keywords - This is a clear

indication of what the customer is looking

for (they explicitly told you) and

navigational behavior

Product Browsing Attributes - What are

the traits of the products the customer is

looking at? Are they looking at relatively

expensive items, clearance items, core vs.

accessory products, etc.

Referring URL - This speaks to how they

entered the site and can have a big

influence on how you personalize the

experience for the customer.

16


Personalization: pitfalls

Perhaps more important than

knowing what to present to the

customer, is knowing what

NOT to present:

Successful prediction models

require both corrective &

reinforcement learning

Strongest indicator of a visitor's

motivation for visiting a site is their

actual behavior during the current

session

Weights must be applied to past

session history

Current session behaviour must

be analyzed and interpreted with

considerations to past behaviour

(is current behaviour in-line with

what we already think we know

about the user?)

17


Best Practices

Introduction – “Slowly, but surely” vs.

Big-bang

Use as a base the simple data from

customer profile data set

Introduce a small number of variables

from online channel data set (keyword

search data is a very good candidate)

Define simple rules to drive

popular/generic content (the more

variables, the more targeted and

specific your content can become)

Measure success

Global improvements in portal performance

(revenue, number of visits, number of bounces,

time on site…)

Evaluate business metrics based specific visitor

behaviour in reaction to specific personalization

attempts. For each instance ask “Did the visitor

respond positively or negatively? Was this ‘hint’

useful?”

Notifications and reporting - React quickly to

under-performing models

Simulate (Before releasing into the wild)

Internal simulations on actual customer data, can

be automated

Regression testing can be performed

continuously on real production data

Improve

Key success factor is to correct bad rules,

reinforce good ones.

18


Some other applications…

Customer data and business

intelligence rules can be used

in other ways than just driving

cross-sale & up-sale content:

Targeting specific marketing

emails to specific customers

Offering specific discount

promotions to specific

customers

Determine different content

based on user’s

demographics.

Display different skins or

themes based on the user’s

demographics

For a particular customer and

product, and which NOT to

show.

Reports: which products are

performing best within which

segments, which are under-

performing?

The possibilities are endless…

19


Increased Online Sales - Emeldi

Commerce®

New business transformation was

to enhance its online sales

channels capabilities

Ready-made ecommerce product fully

deployable into Liferay

Simplified and standardized 3rd party

integration

Ability to upgrade and further develop

the solution and solution flexibility

Advanced web 2.0 functionality and

social networking capabilities including

personalized shopping and targeted

marketing campaigns

Utilize synergy of single framework for

ePortal (self-service) and Emeldi

Commerce® (ecommerce)

ePortal

Emeldi Commerce®

E2E Online

Channel


Emeldi Commerce® in

TO2

Fully modularized architecture

Full freedom to build enterprise

portal with targeted application

components and functionality, while

leaving out those which don’t fit into

the online strategy.

Deployment in TO2:

Emeldi Commerce® - Platform

Core

Emeldi Commerce® - eCommerce

Portal Extension


Emeldi Commerce® in o2.sk

• State-of-the-art in front-end layer and rich on features

• Easy integration with J2EE, group development standard

• Optimal fit into landscape and total cost of ownership


Summary messages

Enterprises have fully emerged

themselves into the online world,

portal dominance is now a reality

The heavy requirements imposed

on Enterprise portals set them well

apart from standard community

portal applications

Negative feedback is viral, one bad

review has more negative and

wide-reaching impact than 100

good reviews

Only reliable, resilient and fault-

tolerant web-based solutions

enhance the customer experience,

and therefore succeed.

Web 2.0 has pushed forward the

concept of the personalized web.

This trend will continue to gain

momentum and carry enterprise

portals forward into the next 5 years.

Key concepts:

SSO

Federated Identities

Customer profiling

Site personalization

23


Thank you for your attention

For questions about this case

study please contact us

Telefónica O2, Slovakia, www.sk.o2.com

Radoslav Volny -

[email protected]

Emeldi Group

Dusan Bystriansky -

[email protected]

United Kingdom: Emeldi Ltd, UK, http://www.emeldi.com

Czech Republic: Emeldi Software Services s.r.o.,

http://www.emeldi.com

Emeldi Technologies s.r.o. http://www.emeldi.cz

Slovakia Emeldi Software Service Slovakia s.r.o.

http://www.emeldi.sk

24


BACKUP


Multilanguagemissing possibility of different site structure in different languages

Solved by custom development:• set default language to never-used value (in our case Japanese)

• menus rendering checks if current language version exists

• page checks if proper language version exists, otherwise displays upper page

Increased control over user login names- example: MSISDN cannot be used as user login name. As a mobile provider,

this creates difficulties, many customers want to use their phone number as

their user name.

Developer Documentation- As for all technologies, the more comprehensive the technical documentation,

the higher quality output and faster times-to-market.

other Liferay “features”

What would be nice to see in upcoming Liferay versions…

Taking Liferay Features Further…Enhanced SSO & Federated Identities

Enhanced SSORequired: enhanced SSO functionality across Liferay and external portals

-SSO between portals within the Liferay container and external (php, .NET, etc.)

-Cross Domain SSO, portals on different domains (eg. sk.o2.com,

o2active.sk,…)

Solved by custom development:• A new SSO plug-in (sitting on top of Liferay’s authentication framework) was developed capable of

bridging authentication between LR accounts and external user stores

Federated IdentitiesAccount Profile attributes needed to be aggregated and sharable across all

portals (internal and external)

Example: user changes email address in external portal (o2active.sk), change is

propagated and viewable across all portals.

Solved by custom development:• Federated Identities management was implemented on top of the custom SSO plug-in.

e-Portal Implementation

2012.05 liferay and emeldi road show, dusan bystriansky

Technology