oracle cx for communications final

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. |


Program Agenda

Oracle CX for Communications

Customer Spotlight – Oi

Q&A

1

2

3

3


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


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 API’s 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


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


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


Presenters

9

JOÃO PEDRO CAVALCANTI SANT’ANNACustomer

Relationship Director,

Oi

João 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)


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 customer’s 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

AMAZÔNIA 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 Ativação

FixaASAP Dados

Siebel 8

Netwin

OM

SIS Ativação

Fixa

Billi

ng

STC SAC

Siebel 6.3

SIS Ativa ção

Móvel

SISGEN

Clarify

SISGEN

ASAP Móvel

OMS

SINN

Arbor

ICS

STC SAC

SIS Falhas MASC

SISRAF

SCB

SAG

SFA

SISRAF

SCB

SAG

SFA

DTHMobilexDSL FibraFixed

Arre

c.Co

bran

ça

Ativa

ção

CRM

&

OEOr

der

Mgm

tIn

vent

.

Inventario

OM

Ativaçao

Billi

ng

CRM OE

AS-IS TO-BE

Billing

Arrecadaçao

Cobrança

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 WE’VE 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 Ativação

FixaASAP Dados

Siebel 8

Netwin

OM

SIS Ativação

Fixa

Billi

ng

STC SAC

Siebel 6.3

SIS Ativa ção

Móvel

SISGEN

Clarify

SISGEN

ASAP Móvel

OMS

SINN

Arbor

ICS

STC SAC

SIS Falhas MASC

SISRAF

SCB

SAG

SFA

SISRAF

SCB

SAG

SFA

DTHMobilexDSL FibraFixed

Arre

c.Co

bran

ça

Ativa

ção

CRM

&

OEOr

der

Mgm

tIn

vent

.

Inventario

OM

Ativaçao

Billi

ng

CRM OE

AS-IS TO-BE

Billing

Arrecadaçao

Cobrança

• 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 several

legacy 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

• 360º Customer vision regardless of product or

region

• Customer information centralized in one

system, 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

WE’VE CHANGED OUR APPROACH TO IMPLEMENT THE PROJECT

FROM WATERFALL…

We had a 23 month implementation

within Siebel with all mapped scope at

once

… TO AGILE APPROACH

We decided to create small sprints to

prove the solution and get benefits faster.

We’ll probably take longer to implement

all mapped scope (if), but we’re

generating savings from month 4!

Pic source:

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

USING AN AGILE APPROACH, WE’VE 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 Processes

Fixed+ADSL+TV+Mobile

Simplified 360º Customer View

FO/BO AnalyticsRetail

Billing Inquiries

Campaign Management

Regulatory BO

Retail

Customer Master

Complete 360º Customer

View

Sales Call Center

Retail

Corporate Products

Trouble Tickets

Order Entry

OSvC web-based

Retail

Corporate

Whole-saleThe scope of each phase to be confirmed

Automatic distribution of

activities to Back Office

agents

Functional Admin

SLA Management

Reporting

Retail

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


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





Legacy System 1


Back Office Cells

1. Consolidation of

platforms

Others

Manual extraction

and transformation

of files to be loaded

in Back Office

systems

Reporting



CRM Mainframe 1

CRM Mainframe 2

CRM Siebel 6.3

Billing Mainframe 1

CRM Mainframe 3

CRM Custom




Back Office Cells


Others

ETL

Automated

Extraction and

Load process Functional Administration

Reporting


2. Automation of

extraction and load

process

3. New Functional

Administration

ModuleFunctional Administration team working with

reference data to manage profiles and LOVs


CRM Mainframe 1

CRM Mainframe 2

CRM Siebel 6.3

Billing Mainframe 1

CRM Mainframe 3

CRM Custom




Back Office Cells


Others

ETL

Automated

Extraction and

Load process

Reporting


Operational Reports

Managers and

Supervisors

Service Management (SLA)


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


CRM Mainframe 1

CRM Mainframe 2

CRM Siebel 6.3

Billing Mainframe 1

CRM Mainframe 3

CRM Custom




Back Office Cells


Others

ETL

Automated

Extraction and

Load process

Reporting


Operational Reports

Managers and

Supervisors



TO-BE AFTER PHASE 2 IMPLEMENTATION




Back Office Cells


Reporting


Operational Reports

Managers and

Supervisors



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


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 World’s 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

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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 Oracle’s products remains at the sole discretion of Oracle.

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