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Driving Customer experience .

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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

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