Oracle CX for Communications Final

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  • Transform Your Customer ExperienceOracle CX for Communications

    Joao Pedro Calvalcanti Sant Anna, OiRui Pedro Saraiva, OiDavid Fan, Oracle

    October 28, 2015

    Copyright 2015, Oracle and/or its affiliates. All rights reserved. |

  • Copyright 2015, Oracle and/or its affiliates. All rights reserved. |

    Program Agenda

    Oracle CX for Communications

    Customer Spotlight Oi

    Q&A

    1

    2

    3

    3

  • Copyright 2015, Oracle and/or its affiliates. All rights reserved. |

    The Hyper-Connected World of Data

    4

    In 2014 cloud-based applications account for 81% of the mobile data traffic

    7.4B Mobile Devices for 7.3B People

    Voice will be free within the next 12 month

  • Copyright 2015, Oracle and/or its affiliates. All rights reserved. | 5

    new way of working

    digital experiences omni- and cross-channel

    personalize and optimize

    unified customer view

    modern interactions digital customer acquisition

    social interactions

    retail store of the future

    empower everyone collaboration

    proactive and preventative

    process and IT agility

  • Copyright 2015, Oracle and/or its affiliates. All rights reserved. | 6

    Oracle CX Portfolio

    WEB

    CONTACT CENTER

    SOCIALMOBILE

    FIELD SALES

    FIELD SERVICE

    STORE

    IOT

    CX FOUNDATION LAYER

    CX APPLICATIONS

    CX INDUSTRY SOLUTIONS

    MARKETING SALES CPQ COMMERCE SERVICE SOCIAL MARKETPLACE

    COMMON MODERN USER INTERFACE

    CUSTOMER MASTER DATA AS A SERVICE STANDARDIZED APIs COLLABORATION ANALYTICSPLATFORM AS A

    SERVICE

    FINANCIAL SERVICES

    COMMUNICATIONS

    HICH TECH

    CONSUMER GOODS

    LIFE SCIENCES

    RETAIL

    MANUFACTURING

    AUTOMOTIVE

    HEALTHCARE

    PROFESSIONAL SERVICES

    HOSPITALITY

    UTILITIES

    TRAVEL AND TRANSPORTATION

    MEDIA AND ENTERTAINMENT

    EDUCATION AND RESEARCH

  • Copyright 2015, Oracle and/or its affiliates. All rights reserved. |

    Choose Your Digital Transformation Journey

    7

    innovate

    Empowered Customer Care

    differentiate

    Agile and Collaborate

    Selling

    Cross-/Omni-Channel

    Commerce

    Social Engagement

    Digital Marketing

    Sales Optimization

    transform

    Customer Care

    Concept to Cash to Care

  • Copyright 2015, Oracle and/or its affiliates. All rights reserved. |

    Spotlight on Oi

    8

    innovate

    Empowered Customer Care

    differentiate

    Agile and Collaborate

    Selling

    Cross-/Omni-Channel

    Commerce

    Social Engagement

    Digital Marketing

    Sales Optimization

    transform

    Customer Care

    Concept to Cash to Care

  • Copyright 2015, Oracle and/or its affiliates. All rights reserved. |

    Presenters

    9

    JOO PEDRO CAVALCANTI SANTANNACustomer

    Relationship Director,

    Oi

    Joo is the Functional Director of the

    CRM Cloud and HCM Projects and

    responsible for leverage technology

    and analytics to create business

    value, improve customer experience

    and gain operational efficiency.

    RUI PEDRO SARAIVAIT Governance,

    Architecture &

    Transformation

    Director, Oi

    Rui Pedro Saraiva leads the IT

    Strategic Transformation Program,

    being responsible for its definition

    and implementation, and is also

    responsible for corporate IT

    architecture, blueprint and strategy,

    as well as IT Governance (process,

    PMO and Metrics)

  • Copyright 2015, Oracle and/or its affiliates. All rights reserved. |

    DTH

    IPTV

    TV

    1.2 MM

    2G

    3G

    4G

    WIFI

    MOBILE

    50.2 MM

    xDSL

    FTTH

    MPLS

    ATM

    FRAME RELAY

    [22K KM OF

    SUBMARINE

    CABLES]

    WIRELINE

    BROADBAND

    6.8 MM

    TRADICIONAL

    PSTN

    NGN

    IMS

    PUBLIC PHONE

    WIRELINE

    VOICE

    15.2 MM

    OI PIONEERED CONVERGENT SERVICES IN BRAZIL!

    BRAZIL WIDE DIVERSIFIED OFFERING, B2B & B2C

    ABOUT Oi

    Region I

    Region II

    Region III

    73.4 MM

    Customers

  • STRATEGIC GUIDELINES

    Be the most efficient sales

    channel in volume and cost,

    with exclusive offers and the

    best shopping experience

    To be the preferred customer

    service channel providing the

    best experience

    E-COMMERCE

    E-CARE

    DIGITAL

    CHANNELS

    Digital channels with the best

    user experience, making

    easier the customers lifeDIGITAL

    EXPERIENCE

    Provide customers

    with the best

    content and user

    experience in

    digital channels ,

    maximizing

    business results

    ANALYTICS

    Leveraging customer

    behavior insights on

    sales and

    relationship to

    accelerate the

    customer migration

    to digital channels

    IT SUPPORT

    Deploy new services layer

    Ensure availability of

    platforms

    Structure agile process

    11

  • 12

    Oi CUSTOMER CARE FACTS: 1.3MM CALLS / DAY

    79 MM

    RGUs*

    10 MM

    Corporate

    SMB

    69 MM

    Retail

    43 MM

    Incoming

    Calls/month

    26 MM

    Resolved by IVR

    / month

    17 MM

    Derived to

    Human Agent /

    month

    1.3 MM

    Calls/day

    in Peak to Call-

    Center

    * Revenue Generating

    Units

    EACH CALL CAN

    GENERATE ONE OR

    MORE INCIDENTS

    40K CALL CENTER AGENTS

    2 OUTSOURCED CALL CENTER PROVIDERS FOR SELLING

    3 OUTSOURCED CALL CENTER PROVIDERS FOR CUSTOMER CARE

  • OI BORN FROM THE MERGER OF SEVERAL COMPANIES, WHICH CREATED

    IMPORTANT BUSINESS AND IT CHALLENGES

    26 REGIONAL

    OPERATIONS1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

    TELEMAR

    PRIVATIZATION

    MOBILE SERVICE

    LAUNCH

    PEGASUS

    ACQUISITION

    CONTAX

    SPIN-OFF

    AMAZNIA CELUAR

    ACQUISITION

    WAYTV ACQUISITION

    BRASIL TELECOM

    ACQUISITION

    MOBILE SERVICE

    LAUNCH SP

    SATELLITE TV

    SERVICE LAUNCH

  • CRM

    OM

    Inventory

    Billing

    Collection

    CRM

    OM

    Inventory

    Billing

    Collection

    14.6MM 8.7MM

    CRM

    OM

    Inventory

    Billing

    Collection

    CRM

    OM

    Inventory

    Billing

    Collection

    50.8MM 0.3MM

    CRM

    OM

    Inventory

    Billing

    Collection

    CRM

    OM

    Inventory

    Billing

    Collection

    SYSTEMS

    UGRS

    (CONSUMER

    AND B2B)1.032K

    FIXED MOBILE FIBER TV DTH

    2K

    R1&2&3R1-Telemar R2-Brasil Telecom

    FIXED MOBILE

    AS A CONSEQUENCE OF THIS REALITY THERE ARE MORE THAN 5 FULL

    APPLICATION STACKS

  • Clients

    Frontend

    Backend

    Management

    Information

    System (MIS)

    Monolitico

    Silos

    Silos

    BCV

    Redundancy

    DB DB DB

    Time to market impacting the launch of new

    offers

    Different processes by stack adding complexity

    and dificulties to capture synergies

    Lack of holistic vision of business indicators

    Absence of standard functionalities by stack

    THAT CREATES SEVERAL TYPES OF IMPACTS IN DIFFERENT BUSINESS AREAS

  • NON TECHNICAL

    COMPLAINT

    TECHNICAL

    COMPLAINT

    Interaction

    CRM

    Fixed R1 CRM TV

    CRM Mobile

    Complaint

    Invoice complaint for

    convergent offers is done

    in the Mobile CRM only

    Technical complaints are

    in the respective legacy

    CRM depending on the

    product and a interaction

    record is done in the

    Mobile CRM

    REGARDING CONVERGENT OFFERS, THIS IMPACT IS PARTICULARLY VISIBLE IN

    THE CUSTOMER CARE

    CRM

    Fixed R2

  • DTHMobilexDSL FibraFixedAr

    rec.

    Colle

    ctio

    nAc

    tivati

    onCR

    M &

    OE

    Orde

    rM

    gmt

    Inve

    nt.

    OMSExpediter

    Granite Objectel

    SIS Ativao

    FixaASAP Dados

    Siebel 8

    Netwin

    OM

    SIS Ativao

    Fixa

    Billi

    ng

    STC SAC

    Siebel 6.3

    SIS Ativa o

    Mvel

    SISGEN

    Clarify

    SISGEN

    ASAP Mvel

    OMS

    SINN

    Arbor

    ICS

    STC SAC

    SIS Falhas MASC

    SISRAF

    SCB

    SAG

    SFA

    SISRAF

    SCB

    SAG

    SFA

    DTHMobilexDSL FibraFixed

    Arre

    c.Co

    bran

    a

    Ativa

    o

    CRM

    &

    OEOr

    der

    Mgm

    tIn

    vent

    .

    Inventario

    OM

    Ativaao

    Billi

    ng

    CRM OE

    AS-IS TO-BE

    Billing

    Arrecadaao

    Cobrana

    APPLICATION CONSOLIDATION IN A SINGLE STACK FOR ALL PRODUCTS AND

    SEGMENT IS THE LONG TERM SOLUTION

    Complex process that requires considerable investments,

    resource allocation and risk management over a 5 years period

    R1&2

    R1

    R2

  • TODAY

    COMPLEX TRANSFORMATION REQUIRES SIGNIFICANT INVESTMENTS

    (MONEY & RESOURCE ALLOCATION) THAT SHOULD MAKE PHASED

    DELIVERIES OVER TIME

    CURRENTLY WEVE DIFFERENT APPROACHES BEING USED: (1) DIRECT E (2) PHASED

    DIRECT APPROACH:

    Implement the final

    vision

    INTERMEDIATE

    PHASED APPROACH:

    Consolidate in existing

    platform and afterwards

    implement final vision

    FUTURE

    CRM CLOUD IS

    USING THIS

    APPROACH

  • CRM CLOUD DIRECTLY IMPACTS THE QUALITY OF THE SERVICES PROVIDED TO

    THE CUSTOMER

    DTHMobilexDSL FibraFixedAr

    rec.

    Colle

    ction

    Activ

    ation

    CRM

    &

    OEOr

    der

    Mgm

    tIn

    vent

    .

    OMSExpediter

    Granite Objectel

    SIS Ativao

    FixaASAP Dados

    Siebel 8

    Netwin

    OM

    SIS Ativao

    Fixa

    Billi

    ng

    STC SAC

    Siebel 6.3

    SIS Ativa o

    Mvel

    SISGEN

    Clarify

    SISGEN

    ASAP Mvel

    OMS

    SINN

    Arbor

    ICS

    STC SAC

    SIS Falhas MASC

    SISRAF

    SCB

    SAG

    SFA

    SISRAF

    SCB

    SAG

    SFA

    DTHMobilexDSL FibraFixed

    Arre

    c.Co

    bran

    a

    Ativa

    o

    CRM

    &

    OEOr

    der

    Mgm

    tIn

    vent

    .

    Inventario

    OM

    Ativaao

    Billi

    ng

    CRM OE

    AS-IS TO-BE

    Billing

    Arrecadaao

    Cobrana

    Several systems providing CRM functions

    Several Customer & Account identifiers

    Different business processes per region & segment

    Different Customer vision according to product & CRM system

    Customer information spread over the severallegacy systems, making it difficult to consolidate

    info and get reports

    CRM CLOUD

    Single system for CRM functions

    Single Customer & Account identifier

    Same processes regardless of region or segment

    360 Customer vision regardless of product orregion

    Customer information centralized in onesystem, making it easier to get reports

    Complex process that requires considerable investments,

    resource allocation and risk management over a 5 years period

    R1&2

    R1

    R2

  • SCOPE

    Front Office Customer Care

    Back Office Workflow

    Functional Administration

    Incident Bulk Load

    SLA Management

    Report / KPIs

    Bundles

    Fiber

    TV

    Mobile

    ADSL

    Wireline

    Retail

    CUSTOMER SEGMENTS

    PRODUCTS PROCESSES

    NEXT PHASES

    Small and Medium Business

    Corporate

    NEXT PHASES

    Corporate Products

    NEXT PHASES

    Trouble Ticket Management

    Campaign Management

    Customer Master

    Billing Inquiries

    Mainframe

    Siebel 8

    Siebel 6.3

    Siebel UCM / CDI

    Clarify

    TV custom system

    SYSTEMS INTEGRATION

    NEXT PHASES

    Inventory

    Billing

    Order Entry

  • ORACLE SERVICE CLOUD FOUNDATION OF CRM CLOUD

    CRM LEGACIESUNIFIED CRM (ORACLE SERVICE CLOUD)

    SOLUTION ADMINISTRATION Access Profiles & Forwarding flows

    Dispute

    Trouble Ticketing

    Sales

    CHANNEL INTEGRATION

    INTEGRATION WITH OTHER SYSTEMS

    FRO

    NT-E

    ND

    BACK-E

    ND

    VOICE/ IVR EMAIL / SMS LETTER/ FAX PORTALS PRESENTIAL

    CADASTRO

    Customer &

    Account

    CAMPAIGNS

    Execution &

    Lookup

    CUSTOMER CARE

    Information

    Dispute

    complaints

    Workflow - FO

    TROUBLE TICKET

    Opening

    Scheduling

    Workflow - BO

    SALES

    Profiling

    Cadastro

    OS Status

    Service Mgmt

    Pre-Sales

    CRM REPORTING

    Customer Interactions

    Customer requests

    Invoice Disputes

    Repairs

    Campaigns

    Billing

  • 22

    ORACLE SERVICE CLOUD COMPONENTS

    ORACLE SERVICE CLOUD

    Custom Process Model Connect Web Services

    REPLICA DATABASE

    ODBC Driver

    Online

    IntegrationBatch Integration Stage

    INTEGRATION

    STACK

    ORACLE SOA SUITE INFORMATICA POWER CENTER

    LEGACIES LEGACIES LEGACIES LEGACIES

    ODS / DW

    AGENT

    DESKTOP

    CALL CENTER

    AGENT

    ON PREMISE COMPONENTS

    CLOUD COMPONENTS

  • CRM CLOUD

    WEVE CHANGED OUR APPROACH TO IMPLEMENT THE PROJECT

    FROM WATERFALLWe had a 23 month implementation

    within Siebel with all mapped scope at

    once

    TO AGILE APPROACHWe decided to create small sprints to

    prove the solution and get benefits faster.

    Well probably take longer to implement all mapped scope (if), but were generating savings from month 4!

    Pic source:

    http://www.origin-digital.com/tech-start-company-tips-success-product-development/

  • USING AN AGILE APPROACH, WEVE MANAGED TO DELIVER A MINIMUM VIABLE PRODUCT QUICKER

    2015 2016 2017

    J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D

    FO/BO ProcessesFixed+ADSL+TV+MobileSimplified 360 Customer ViewFO/BO AnalyticsRetail

    Billing InquiriesCampaign ManagementRegulatory BORetail

    Customer MasterComplete 360 Customer View

    Sales Call CenterRetail

    Corporate ProductsTrouble TicketsOrder EntryOSvC web-basedRetailCorporateWhole-saleThe scope of each phase to be confirmed

    Automatic distribution ofactivities to Back Office

    agents

    Functional AdminSLA ManagementReportingRetail

    2: FOBO + INFORMATIONAL

    3: BO OPTIMIZATION 4: CUSTOMER MDM 5: UNIFIED CRM1:WORKFLOW BO 1: ROLLOUT

    2: ROLLOUT

  • AS-WAS SCENARIO

    CRM Mainframe 1

    CRM Mainframe 2

    CRM Siebel 6.3

    Billing Mainframe 1

    CRM Mainframe 3

    CRM Custom

    Front Office Back Office

    Incidents Distribution

    Customer Inquiries Extract and load incidentsIncidents distribution to Back

    Office AgentsHandling and closure in Back Offices

    Legacy System 1

    Incidents Distribution

    Legacy System 2

    Back Office Cells

    Manual extraction

    and transformation

    of files to be loaded

    in Back Office

    systems

    Others

    Reporting

    Back Office Management

  • Legacy System 2

    AS-IS AFTER PHASE 1 IMPLEMENTATION

    CRM Mainframe 1

    CRM Mainframe 2

    CRM Siebel 6.3

    Billing Mainframe 1

    CRM Mainframe 3

    CRM Custom

    Front Office Back Office

    Incidents Distribution

    Customer Inquiries Extract and load incidentsIncidents distribution to Back

    Office AgentsHandling and closure in Back Offices

    Legacy System 1

    Incidents Distribution

    Back Office Cells

    1. Consolidation of

    platforms

    Others

    Manual extraction

    and transformation

    of files to be loaded

    in Back Office

    systems

    Reporting

    Back Office Management

  • AS-IS AFTER PHASE 1 IMPLEMENTATION

    CRM Mainframe 1

    CRM Mainframe 2

    CRM Siebel 6.3

    Billing Mainframe 1

    CRM Mainframe 3

    CRM Custom

    Front Office Back Office

    Customer Inquiries Extract and load incidentsIncidents distribution to Back

    Office AgentsHandling and closure in Back Offices

    Back Office Cells

    Incidents Distribution

    Others

    ETL

    Automated

    Extraction and

    Load process Functional Administration

    Reporting

    Back Office Management

    2. Automation of

    extraction and load

    process

    3. New Functional

    Administration

    ModuleFunctional Administration team working with

    reference data to manage profiles and LOVs

  • AS-IS AFTER PHASE 1 IMPLEMENTATION

    CRM Mainframe 1

    CRM Mainframe 2

    CRM Siebel 6.3

    Billing Mainframe 1

    CRM Mainframe 3

    CRM Custom

    Front Office Back Office

    Customer Inquiries Extract and load incidentsIncidents distribution to Back

    Office AgentsHandling and closure in Back Offices

    Back Office Cells

    Incidents Distribution

    Others

    ETL

    Automated

    Extraction and

    Load process

    Reporting

    Back Office Management

    Operational Reports

    Managers and

    Supervisors

    Service Management (SLA)

    Functional Administration

    4. New SLA

    Management for

    Back Offices

    5. Ability to manage

    operations through

    analytical reports

  • 29

    Minimum viable product: simple but relevant

    Balance between requirement complexity and business benefits

    Change of paradigm for IT to take a Core system to the Cloud

    Standardization of business processes: the biggest process

    transformation ever

    Reference Data definition for implementation of workflows

    Mobilization of 200+ people from Oi and partners

    MAIN CHALLENGES OF PHASE 1

  • REALIZED BENEFITS

    Process

    standardization

    Reporting

    (full control of

    Operations)

    Productivity Gains

    30% plus (so far)

    650 Users

    22k planned

  • CRITICAL SUCCESS FACTORS: SIMPLE BUT RELEVANT

    1. Establish measurable business goals

    2. Align business and IT operations

    3. Get executive support up front

    4. Let business goals drive functionality

    5. Minimize customization by leveraging out-of-

    the-box functionality

    6. Use trained, experienced consultants

    7. Actively involve end users in solution design

    8. Invest in training to empower end users

    9. Use a phased rollout schedule

    10. Measure, monitor, and track

    Phase 1 delivered in 4 Months !

    Agile

    Cloud

    Classic CRM

    Issues

  • AS-IS AFTER PHASE 1 IMPLEMENTATION

    CRM Mainframe 1

    CRM Mainframe 2

    CRM Siebel 6.3

    Billing Mainframe 1

    CRM Mainframe 3

    CRM Custom

    Front Office Back Office

    Customer Inquiries Extract and load incidentsIncidents distribution to Back

    Office AgentsHandling and closure in Back Offices

    Back Office Cells

    Incidents Distribution

    Others

    ETL

    Automated

    Extraction and

    Load process

    Reporting

    Back Office Management

    Operational Reports

    Managers and

    Supervisors

    Service Management (SLA)

    Functional Administration

  • TO-BE AFTER PHASE 2 IMPLEMENTATION

    Front Office Back Office

    Customer Inquiries Extract and load incidentsIncidents distribution to Back

    Office AgentsHandling and closure in Back Offices

    Back Office Cells

    Incidents Distribution

    Reporting

    Back Office Management

    Operational Reports

    Managers and

    Supervisors

    Functional Administration

    Service Management (SLA)

    CRM Mainframe 1

    CRM Mainframe 2

    CRM Siebel 6.3

    Billing Mainframe 1

    CRM Mainframe 3

    CRM Custom

    Others

    ETL

    Automated

    Extraction and

    Load process

    Expansion to Front Office

    End-to-end Service Management

    Customer Incidents

    Multi-channel Integration

    Customer Portfolio

    Network Inventory Queries

    Customer Interaction History

    Call-Center

    POS

    Web

    CTI IntegrationE-mail /

    SMS

    7. End-to-End SLA

    Management

    6. Expansion to

    Multi Channel Front

    Office

  • Q&A

  • Copyright 2015, Oracle and/or its affiliates. All rights reserved. |

    COMPLETE- Best-in-Class Cloud Portfolio- Spanning All Customer Interactions- Connecting Key Business Processes

    INNOVATIVE- Deepest Customer Insight- Providing Personalized Engagement- Differentiating The Brand Experience

    PROVEN- Trusted By The Worlds Largest Brands- Recognized Industry Experience- Secure & Scalable Global Operations

    ORACLE CX CLOUD

  • Copyright 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential Internal/Restricted/Highly Restricted

    April 26-28, 2016

    Las Vegas, NV

    SAVE THE DATE

    modernmarketingexperience.com

    oracle.com/modern-service-experience

    oracle.com/modern-sales-experience

    oracle.com/modern-commerce-experience

  • Copyright 2015, Oracle and/or its affiliates. All rights reserved. |

    Safe Harbor Statement

    The preceding is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracles products remains at the sole discretion of Oracle.

    37

  • Copyright 2015, Oracle and/or its affiliates. All rights reserved. | 38