Design an efficient, personalized and consistent customer experience. By Özlem TOPÇAKAN Senior Manager of AVEA Sales&Dealer Analysis Department

Transcription

1 Design an efficient, personalized and consistent customer experience By Özlem TOPÇAKAN Senior Manager of AVEA Sales&Dealer Analysis Department

2 35000 Employees 60 million customers 2.2 billion TL Investment in 2015 Fixed, broadband, mobile, TV services avea The sole 1800 GSM mobile operator of Turkey Founded in 2004 by merging of 2 GSM Operators (Aria, Aycell) Nationwide customer base of 17 million Provides GSM service to 99% of the population in Turkey More than 3000 people work for Avea Avea is certified as an R&D company in 2010

3 Why a New Order Management System? Application Consolidation Technology Renovation Anywhere, anytime access from internet New features implementation Flexible offering mechanism Upsell/downsell opportunities within centralized product catalog SOA Transformed Order Management Standardization of Order Capture, Fullfilment, Orchestration CAPEX&OPEX saving (monthly 75 FTE, yearly %18 Opex decreased, 13 million $ next 3 years saving CAPEX)

4 Before the Order Management Transformation ORDER CAPTURE CHALLENGES Individual customer (pre-paid, post - paid activation) Post Sales Operations (Tarif change, MSISDN change etc.) SME s ORDER ORCHESTRATION BSCS ORGA Data master & consolidation problem Multiple Billing, Order Capture and CRM Systems Long time to market Data mismatch, duplicates and errors Large Account

5 After the Order Management Transformation within the Etiya Product Telaura Suite CRM PRODUCT CATALOG ORDER CAPTURE ORDER MANAGEMENT BENEFITS Telaura Customer Account Management Telaura Product & Catalog Telaura Unified Order Capture Telaura OM BSCS Unified order capture/ single point for all order captures Catalog driven order mgmt. ORGA Centralized product mgmt. Same customer experience across all channels VAS Simplified interactions with billing and CRM systems DATA Accelerated time to market Reduced costs Voice

6 Order Management Project Log Requirement Specification& scoping Product evaluation Vendor Select. Key business users 4 teams in parallel +80 meetings pages documentation 2013 May-2013 Nov SID Model SOA Transformation Legacy development Integration points Development standards Customer migration & synchronization test cases 4 times full test run Quality increasing day by day GUI defects UX Design Defect 2013 Aug-2014 Sep 10 tester 3 business user for UAT Production 2014 May-2014 October Inıtial migration Pilot defects fixing Performance issues&fixing District by district rollouts Closing current legacy applications Rollout to 12K business users Contract Mng. Resource Plan September-2013 January Business Interviews Capex&Opex feasibility 2013 January-2013 May Hand shaking with business users about screens Difficulty management between business users&vendors. High level solution, integration point analysis TM Forum 2015 Customer Centricity Solution Excellence Award Winner

7 Avea OM Project Lansman

8 Key questions/factors to the success of the project WHO WHAT HOW UX DESIGN NEW TECH WHERE WITH WHO ARE THE CUSTOMERS REGULATION&CHANGE WHAT THEY WANT SMART TECHNOLOGIES OPTIMIZATION OF PROCESS PARTNERS&VENDOR NEW FEATURES PRODUCT / CUSTOMIZED SOLUTION

9 Who are The Customers? WHO WHAT HOW UX DESIGN NEW TECH WHERE WITH What kind of Persona s Tenure, turn over ratio How they are doing their job in a daily routine Expectations Educational&training background of them Stories about failed projects Bad experience

10 What they want? WHO WHAT HOW UX DESIGN NEW TECH WHERE WITH Faster screen Order fullfilment and provisining part should be finished in 90 seconds Easy to use from mobile devices Reducing training needs - almost none Accessible from internet via a secure way Flexible&configurable screens Using flexible sim cards/selling gold numbers Future dated order Bulk order Complete Customer view Specialized Offer Management Mechanism by a customer

11 How? WHO WHAT HOW UX DESIGN NEW TECH WHERE WITH Screens must be Taking orders in a minute Process Centric Flows on the screen Using human natural gestures Platform independent Easy to implement new requirements Any Browser Any Platform

12 UX Design WHO WHAT HOW UX DESIGN NEW TECH WHERE WITH Designed for dummies Trained whole project team(analysis, designers, business) Team supported with UX Consultants Wasted too much time about UI interfaces and a lot of garbage designs Tried the design for different types of screen resolutions Usability tests on beta prototype within sample Persona s

13 New Technologies & Using Standards WHO WHAT HOW UX DESIGN NEW TECH WHERE WITH for End to End Process Excellence 3rd Party Products Mobile MVNO Social Networks DSL DATA Dealers Call Center Self Care Fullfilment Orchestration Order Analytics Provisioning PSTN Cloud Mobile CRM Network VAS OSS BSS CENTRALIZED PRODUCT CATALOG UNIFIED ORDER CAPTURE FOR ALL CHANNELS Catalog Driven Order Management ORDER MANAGEMENT

14 Where the solution runs? WHO WHAT HOW UX DESIGN NEW TECH WHERE WITH More than 10K shops in all around Turkey Accessible from internet via a acceptible performance Any platform, any browser for client Tablet or Pc Multiple session supported on same client Call Center agents screens differentiated also

15 Developing with Etiya WHO WHAT HOW UX DESIGN NEW TECH WHERE WITH Shared vision between Avea and Etiya Sure about expectations and limitations Keeping trusted relationship between Avea and Etiya Handling disagreements, disappointments with C Level relationship Roles&Responsibilites were clear God bless our partnership and solution from bad eyes

16 Any Question? NO? SUPER Thank you for your patience Prepared byözlem Topçakan