Omnichannel Related Catalysts

Transcription

1 Omnichannel Related Catalysts TM Forum 2016

2 APPEX APPEX Creation of a business requirements driven architectural framework for Adaptive Predictive Personalized Experience Excellence and develop agile analytics driven Omnichannel use cases. DIGITAL EXPERIENCE PLATFORM Personalize the experience of an individual user through insights and analytics by introducing an open digital experience platform where APIs are exposed to the different channels. in the form of micro-services. OMNISHOP Omnichannel Catalysts Define Memorable digital shopping moments for customers to buy services from different partners in a seamless way. A Plug & Play digital services shopping framework connects the shopping moments to the open digital partner ecosystem MACHINE LEARNING Optimize customer experience by discovering what channel are best to serve customer for specific transactions by use of Machine Learning based on data from avatars that simulate different channels. OMNICHANNEL COLLABORATION Showcase a innovative way to provide ROADS experience, Marketing Strategy optimization based on Monitoring and Proactive Customer care to enhance customer experience throughout the lifecycle

3 APPEX Tim Morgan, Principal Operations Consultant, Huawei Garikoitz Garcia, Enterprise Architect Customer Management, Vodafone Group DIGITAL EXPERIENCE PLATFORM Shekhar Personalize Kulkarni, the experience Head of Digital of an individual user through insights and Architecture, analytics by Telefonica introducing an open digital Gnanapriya experience platform where APIs are exposed to the different channels. in Chidambaranathan, the form of micro-services. AVP, Principal Architect, Infosys OMNISHOP Omnichannel Catalysts Omnichannel Shopping experience - where Rigas customers Parathyras, can buy services Principal from Architect different Customer Experience, providers in a Liberty seamless Global way, exploring how Nishi an Omnichannel enablement layer utilizes federation Mathur, in this Principal open partner Technology ecosystem. Architect, Infosys MACHINE LEARNING Dominique Optimize Seminel, customer Customer experience andby discovering what channel are best to Employees serve Digital customer Experience for specific - Group Project transactions Manager, by use Orange of Machine Learning based on data from avatars Paul Morrissey, that simulate TM different Forum channels. Ambassador & Head of Big Data Analytics Group, TM Forum OMNICHANNEL COLLABORATION Dean Tianye, Marketing Manager, Huawei Carrier Software Business Unit, Huawei

4 Story Script (Individual Catalysts) It all starts with the business business maturity, requirements, methodologies and processes. We strive for Adaptive Predictive Personalized Experience excellence (APPEX) by creating a business driven architectural framework and demonstrate how to use it to develop agile analytics driven Omnichannel use cases that span the entire customer journey. We then move to another aspect of customer experience where we focus not only the customer but his extended communities and ecosystem that can be any individual user (subscriber or not) and try to personalize the individual user experience through insights and analytics across different lifecycle stages. To do that we introduce an open Digital Experience Platform where we expose APIs in the form of micro-services to the different channels. Next we focus on the buy part of the customer journey and Enable definition of memorable shopping moments for the customer - Omnishop where customers can buy traditional and new services that are supported by different providers in a seamless (Amazon like) way. We explore how a Plug & Play Digital Services Shopping Framework utilizes federation to onboard new services and partners in the open digital ecosystem. We do this for an established provider where omnichannel will be built into the existing IT environment. We move further through the customer journey and explore ROADS (Real time, on Demand, All-Online, DIY, Social) experience, Marketing Strategy Optimization based on Monitoring and proactive customer care and see how analytics can drive next best actions to retain a dissatisfied customer. Here we look at Omnichannel in a revolutionary blueprint implementation and use Omnichannel Collaboration to define the different processes Finally, we investigate how to optimize the customers experience by discovering what are the best channels for serving a customer for specific transactions. To do this we use Machine Learning to gather data from human avatars that simulate different channel experiences and other sources. We do this for not traditional domains like e-health care.

5 Capabilities / Focus APPEX (Adaptive, Predictive, Personalized, Experience, Excellence) Focus is on business driven architecture based on TM Forum Frameworx and agile use case development. It leverages real time analytics, personalization, security/privacy, geo-location and catalogue driven ordering capabilities across entire customer journey. Digital Experience platform Focus is on the user lifecycle and insights (vs. a customer). It is also about micro-services and APIs part of the platform Omnishop: Enable definition of memorable shopping moments for the customer while on boarding different partners and services. We do this for an established provider where omnichannel will be built into the existing IT environment. Collaboration Focus is on processes for order orchestration as well as using Analytics to provide next best action to the customer in the retention journey (churn prevention), happening in a greenfield or full-systems replacement environment Machine Learning Focus is on choosing the optimal channel for the customer to interact using avatars for channel experience simulation

6 General Flow 1:45 promptly meet up physical layout of the stage Set up will have 9 chairs. 7 will be on the stage to start and last 2 will be added after last 2 speakers Each project will go up with their 2 speakers (or one for Omnichannel Collab) and do 8 minutes or so After you speak you will go sit on chairs and the next 2 will go. After all the presentations we will have the panel

7 Omnishop Greenfield / Brownfields Now nothing is fully Greenfield Open Ecosystem Pace of change Even if Greenfield introduce capabilities independently as Greenfield / Standalone as required Even if new CSP after 1 year you will have work with existing systems Have a framework that allows you to be agile to onboard new partners & work with different partner ownership models and be part of the ecosystem keep pace with new age interaction channels

8 Omnishop Next Steps More open Market place easier partner onboarding New age interaction channels (BOTS, VR/AR) Additional use cases with more personalized shopping moments technology is not the bottleneck - optimal use of capabilities

9 Panel questions We have heard 5 great case studies about omnichannel market needs and solutions. Let s dig in deeper now These solutions all sound great, but how do we get them implemented in real environments? (I will not say th6e italicized text below, but to stick with the storyline, these are some ideas of what to say. In any case you can/should build from your 8 minute talk.) Rigas/Nishi: Greenfield vs. integration into existing environments Tim/Gari: Fitting into an architecture in an SP environment Priya/Shekhar: User vs. customer making it real Dean: what are some of the hurdles that you have to overcome to be proactive and predictive? Paul/Dominique: How can we make machine learning/ai real what should SPs do first? Questions from the audience Next steps: (reverse order) Paul and Dominique Dean Priya and Shekhar Tim and Gari Nishi and Rigas

10 Story Script (Overview) In a world where many services are delivered across an ecosystem, the customer experience becomes harder to actively manage. Who can see and understand the end to end experience when multiple parties are key to delivering a service? The answer is generally no one which creates challenges to improving this situation through business-driven and technical approaches. In addition, services and customer interactions are expected to be available on multiple channels (or the right single channel) in a fully integrated manner and in an anticipatory and personalized fashion. When you add this omnichannel expectation to the ecosystem challenges, the solutions become complex, highly data driven, and multifaceted but the potential rewards in improved customer experience are great.

11 Summary Name Focus Journey Stage Approach APPEX A business driven architecture framework approach to transform businesses to support Omnichannel define agile use cases All Evolution Digital Experience Platform Focus not on the customer but on the user to personalize their journey using analytics and insights All Evolution Omnishop e-commerce experience and on boarding different partners and services to an established provider Buy Evolution Omnichannel Collaboration Processes for order orchestration and using Analytics to provide next best action to the customer in the retention journey (churn prevention) Evaluate Revolution Machine Learning Identify optimal channels for customer interactions by use of avatars to simulate channel experiences All N/A

12 Catalyst Canvas

13 Catalyst Name: APPEX Omni Channel Customer Value: Customer experience is intuitive, seamless and consistently good across all contact channels. Customer has control in a guided journey. Highly personalized next best actions and offers and care. Responses are context sensitive. timely and appropriate to the interaction. Provider Value: Improved services uptake, reduced churn, improved customer satisfaction leading to greater loyalty, service stickiness, and revenue uplift. Brand enhancement. BI insights through behavior analytics leading to improved marketing campaigns. Reduced Opex due to automated customer care. Reusable Use Cases and BA templates Key Innovations: Real time inference and decision engine driven next best actions. Touch point analysis in all use phases and channels including social media. BA led business transformation leverages Omni Channel benefits. Templates for repeatable agile Use Case development Technology Enablers: Open API integration including external analytic platforms. Real time Inference/Decision engine, Touch point analysis, Secure one time authentication, Rich location data, Catalog driven offering and ordering Key Customer Value Metrics / KPIs: NPS, CSAT, Channel Hops,Time in channel, response and resolution time, First time right rate etc Key Provider Value Metrics / KPIs: Offer conversion rate, Acquisition rate, Retention rate, Opex reduction, ROI Churn rate, UC reuse, brand recognition Campaign success, CC escalations Key Domains: BI driven decision/inference AI High security single sign on Federated Catalog Order Management OSS and BSS integration Supporting Domains: Next Best Action/Offers Persona aware analytics Touch point analysis Location Services Customer Journey: Buy Use Evaluate

14 Catalyst Name: Digital Experience Platform Customer Value: Ease of use and seamless access to all Digital Services bundled with Telco Services, as subscribed or unsubscribed customers. Gets control, transparency and share services with friends and families. Consistent Customer / User experience Provider Value: Improved time to market and easy partner onboarding. Simplified integration and reduction in overall complexity. Expanded user base and rise in monetization opportunities. Increased service offering and reduction in churn, improved stickiness. Enablement of new business models in digital eco system Key Innovations: Framework to on-board partners and launch new digital services, bundle with telco services in a personalized and contextualized manner. Look beyond customers and engage with associated user communities to broaden the service reach Technology Enablers: Digital Experience platform with suite of capabilities, cross cloud service orchestration to enable digital eco system and offer context based, personalized Digital & Telco bundled services for customers and associated user groups based on user profile insights. Key Customer Value Metrics / KPIs: Customer & User experience Score User Sharing score Key Provider Value Metrics / KPIs: User Insights to Contextual and personalized bundle offers New Revenue (net additions) Customer / User term of association Key Domains: User Life Cycle Management Insights / Context Delivery Cross Cloud Federated Order Management, Orchestration Supporting Domains: Business Support System (BSS) Digital / Online Micro Services, API management Customer Journey: Buy Use Share

15 Catalyst Name: Omnishop Customer Value: Customer can buy different services (including digital & IoT services from various partners) in a seamless way (Amazon-like experience) from any channel without being exposed to backend system complexity Provider Value: An established service provider can incorporate easily partner offers, sell them across channels and transform from CSP to a DSP in a cost effective way without transforming their IT landscapes Key Innovations: A plug & play Sales framework where different services and IT stacks and different channels can be easily incorporated through standard interfaces Technology Enablers: An omnichannel enablement layer that glues the channels and the different IT stacks that includes various functional and integration and data capabilities Key Customer Value Metrics / KPIs: Customer Effort Score to complete a purchase of multiple services Customer Satisfaction - NPS Key Provider Value Metrics / KPIs: Time to market to include a new service for selling Sales Conversion Rate Key Domains: Federated Catalog Management Federated Order Management E-Commerce / Sales Supporting Domains: CSP Portfolio expansion to IoT Location based Recommendations 360 Customer View Customer Journey: Buy Use Share

16 Catalyst Name: Omni Channel Collaboration Experience Customer Value: Customer can buy services and product from any channels, any time, any where without considering the complexity of backend system. Provider Value: An digital service provider can offer predictable customer service, provide proactive customer care,discover and identify new business revenue opportunities across Omni channel. Key Innovations: An openness IT platform to support different channels and sub-systems of DSP. To provide continual seamless crosschannel purchasing experience. Technology Enablers: An open Digital engagement platform to collaboration all the possible channels. Using a interaction hub to enhance policy schedule and message synchronization. Key Customer Value Metrics / KPIs: CES to purchase a personal service Customer Satisfaction NPS Key Provider Value Metrics / KPIs: Right time to performance user retention Right time to identify business opportunities Sales Conversion Rate Key Domains: Federated Catalog Management Federated Order Management E-Commerce / Sales Supporting Domains: Business Processes Business Architecture 360 Customer View Analytics Customer Journey: Buy Use Share

17 Catalyst Name: Machine Learning Optimized Omni-channel Customer Value: Customer will be offered (where necessary) and consume their service, whilst interacting with the Service provider, in the channel of their choice based on selected options and/or previous behavioral trends etc. based on a Machine Learning knowledge base and usage. Provider Value: Allow a stronger alignment between the customer and the service provider which will grow through time and interaction frequency. This will enhance the success of rate of converting offers or next best actions to the individual customer Key Customer Value Metrics / KPIs: Innovation Accounting Validated learning Return on Learning (RoL) Key Provider Value Metrics / KPIs: Innovation Accounting Validated learning Return on Learning (RoL) Key Innovations: The key innovation is the development of Machine Learning within of customer development both from a persona and a cross vertical interaction center holistic perspective laying the foundations of Cross Industry Service delivery. Technology Enablers: The Collection and security of a key attributes data repository (knowledge base) to enable the machine learning this may be facilitated through the distributed algorithm catalyst and we will be exploring this within the project. Key Domains: User Life Cycle Management Insights / Context Delivery Cross Vertical Federated Marketing Supporting Domains: Knowledge Base Digital / Online Micro Services, API management Customer Journey: Buy Use Share

18 Personalize the experience of an individual user through insights and analytics by introducing an open digital experience platform where APIs are exposed to the different channels. in the form of micro-services Through utilizing a seamless experience through optimal channels and effective next best action analysis, this catalsyt plans to showcase a innovative way to provide enhanced proactive customer experience to avoid bad customer expereince and effective enhace the customer experience. APPEX Digital Experience Platform Omnishop Omnichannel Collaboration Machine Learning APPEX Creation of a business requirements driven architectural framework for Adaptive Predictive Personalized Experience Excellence and develop agile analytics driven Omnichannel use cases Omnichannel Shopping experience - where customers can buy services from different providers in a seamless way, exploring how an Omnichannel enablement layer utilizes federation in this open partner ecosystem. Optimize customer experience by discovering what channel are best to serve customer for specific transactions by use of Machine Learning based on data from avatars that simulate different channels.