Customer Relatioship Maagemet Next Geeratio (CRM NG) How to simply ad effectively obtai a full view of relevat ed customer data, allowig you to drive real-time decisios ad optimally tailor your offerigs
CRM NG: Our solutio for cliet issues I today s icreasigly competitive markets, real stakes of compaies should be able to react immediately to what is happeig, idetify potetial opportuities for icreasig reveues ad improve customer satisfactio. For log-term survival i the market, retaiig ed customers is a must. Cosequetly, compaies eed to focus o customer kowledge ad expectatios, services offerig a high value-added, ad capacity to propose specific ad tailored offers. I other words, compaies have to pay utmost attetio to customer satisfactio. It has to be at the top of compaies agedas to create a positive future customer experiece. I particular, compaies eed to target: securig growth of the customer asset through better customer retetio quality of services by aticipatig ed customers eeds ad proposig valuable messages to them, deliverig a all chael customer experiece, geeratig a real 360 customer view, ad esurig real time decisios performace through optimisatio of the mea time to recover (MTTR) ad time to market (TTM) as well as through improvemet of the performace of call cetres ad poits of sale ecosystem through smooth itegratio ito the iformatio system ad existig applicatios as well as the use of all structured ad ustructured data i the iformatio system costs through limitatio of the operatig costs (OPEX) to costs that ca provide added value, such as upsellig (e.g. if a aget ca solve a customer problem withi oe miute istead of five miutes due to automatio, four miutes are left for sellig other products or services to the customer) This claim requires a solutio which has to be flexible ad adaptable to aswer to customer expectatios with a short TTM i cotrast to existig market solutios. Moreover, give that capital expediture (CAPEX) ivestmets are ot ulimited, the fiacial aspect is importat ad the customer relatioship maagemet (CRM) solutio should be implemeted at optimised costs withi a Retur o Ivestmet (ROI) orieted midset. To face these challeges ad meet these goals, a specific CRM offer based o very specific ad ope techologies is required. Therefore, Capgemii has established its customer relatioship maagemet ext geeratio (CRM NG) offer which eables compaies to have a complete view of ed customers with accurate ad relevat data o matter where they are located i the compaies IT systems or eve i exteral sources such as social etworks, icrease real-time decisio makig based o evets, iteractios or data, have a easy ad efficiet trouble ticketig system (frot ad back office), ad propose the best tailored offers to their customers based o usages ad busiess rules. 2 Customer Relatioship Maagemet Next Geeratio (CRM NG)
CRM Next Geeratio the way we see it Capgemii s CRM NG offer is a effective alterative to existig market solutios, which are ofte cosidered heavy ad difficult to itegrate due to compaies existig ifrastructure ad require log ad costly projects i terms of efforts. The offer is desiged to easily ad quickly itegrate busiess eeds, i.e. to deliver the core solutio quickly. Its scope ca be exteded step-wise with other domais such as with stadard CRM domais like marketig maagemet, sales force automatio, order maagemet, customer maagemet, social CRM maagemet, service maagemet ad customer service. Capgemii mobilises itself to provide its iovatig ad flexible CRM NG offer which is implemeted based o our comprehesive experiece from a multitude of CRM projects its ability to deliver the project ad secure it o a techical ad fiacial level, but also o its implemetatio deadlies, i.e. cliets avoid uecessary risks a relevat orgaisatio of the project, ad a reliable ad prove mode of delivery, its visio ad mastery of its cliets ecosystems i order to aticipate ad miimise the impacts o iformatio systems (IS), ad a expert team of delivery with a prove experiece i similar projects for other telecommuicatio operators. Moreover, Capgemii offers a flexible, reliable ad evolvig system which will improve the efficiecy of call cetres ad customer relatioships. Our respose, solutio ad propositio to the busiess Capgemii s CRM NG solutio is based o simple ad pragmatic priciples. First, it is based o the priciple of iovatio. CRM NG is the first tool to iclude a real search egie with a aggressive respose time (like Google). Customer data ad iformatio is retrieved ad used wherever it is located ad eve whe it ivolves may differet systems. There is o eed to duplicate from the CRM perspective. It also provides a customer view with multi offers ad multi markets. Secod, the solutio is orieted o flexibility/ TTM. The TTM for the traditioal packages updates varies betwee three ad six moths. The ext geeratio (NG) techologies flexibility, especially Google Web Toolkit (GWT), reduces ad optimises TTM. Third, there is also a focus o performace. Access to iformatio ad call treatmets for the Customer Service Represetative (CSR) are optimised thaks to the portal approach that itegrated legacy applicatios with the 360 customer view (the core solutio, Capgemii s ow iterface). The ative Busiess Itelligece (BI) features provide implemetatio to the maagemet dashboards that allows the improvemet of the back-office teams maagemet i terms of workload repartitio ad meetig the deadlies imposed by the Service Level Agreemet (SLA). 3
Last but ot the least is the priciple of pragmatism. Capgemii proposes a offer with several blocks based o eeds: the offer covers a core solutio (Portal ad 360 customer view) which is built aroud a Search Based Applicatio (SBA) called Exalead, a workflow egie ad a effective rules egie as well. The CRM NG scope ca be exteded thaks to several blocks i order to cover the differet fuctioal services (service maagemet, marketig, etc.). Besides, the CRM NG does ot aim to replace but to capitalise o ivestmets that have already bee made ad provided satisfactio to the customer. For example: the itegratio of customer maagemet tools or the itegratio of the parter s solutio ito the CRM NG portal. The various blocks of CRM NG cover all customer relatioship maagemet domais either by the ative modules, such as service maagemet, marketig maagemet, etc., or by the itegratio of existig applicatios by privileged parters or cliets applicatios such as Salesforce (see figure 1). The implemetatio occurs step by step ad smoothly based o prioritised eeds ad focus. Figure 1: Buildig blocks of the CRM NG offer CRM NG offer Sales Force Automatio Marketig Maagemet Sales Force Automatio Marketig Maagemet Privileged parters or existig customers applicatios Privileged parters or existig customers applicatios Portal Order Maagemet Customer Maagemet Order Maagemet Customer Maagemet CRM Next Geeratio CRM Next Geeratio Privileged parters or existig customers applicatios Privileged parters or existig customers applicatios Social CRM Social CRM Privileged parters or existig customers applicatios Service Maagemet Service Maagemet CRM Next Geeratio Privileged parters or existig customers applicatios Customer service 360 0 Customer View Admiistratio CRM NG offer Core Solutio Offer Native modules Exteral modules @Capgemii 2013 4 Customer Relatioship Maagemet Next Geeratio (CRM NG)
CRM Next Geeratio the way we see it Our respose, solutio ad propositio to the IT The CRM NG solutio is ot itrusive. Figure 2 provides the architecture i a simplified way. The core features offered are the portal, admiistratio, customer search ad 360 customer view. The tools icluded i the core solutio offer are portal/ Graphical User Iterface (GUI), idexatio egie, rules ad workflow egie. I additio, exteral applicatios such as social CRM as well as applicatios for customer ad order maagemet ca be itegrated i the CRM NG offer. Customer referetials (structured ad ustructured data) will go through a update i the idexatio egie. Here, i case a system source was uavailable, CRM NG would cotiue to work stadaloe with the data already retrieved. Also, it does ot solicit the legacy sources but oly the idexes. Moreover, CRM NG is coected to multi-chaels (call cetres, poits of sale, self-care, etc.). Figure 2: Architecture of the CRM NG offer (simplified) Social CRM Applicatio: Customer Maagemet Applicatio: Order Maagemet CRM Next Geeratio Customer referetials URL Multichael Coexio Portal / GUI Exteral applicatios. (other features) Admiistratio Customer search 360 customer view Idexatio egie Update of the idexed data Structured Data Ivoices Cotracts Tickets Customer Cosumptio Order Web Service Notificatio Rules egie Workflow egie Ustructured data CRM NG Offer Core Solutio Offer Core features offer Other features Exteral applicatios @Capgemii 2013 5
Our differetiators Apart from beig fiacially competitive (low licese fees ad ope framework), CRM NG brigs rapid value to the customer. For example, the 360 customer view ca be deployed with specific eeds i less tha a few moths. Our solutio is based o WEB techology (GWT), allowig for flexibility ad adaptability. Other beefits ca be idetified with this approach such as scalability ad pre-itegratio facility. Based o Search Based Applicatio (Exalead), implemetatio is o-itrusive ad iterative. The CRM NG s ope framework as show above is oe thig; however, processes also defiitely play a sigificat role i customer experiece. We have leveraged o our Capgemii Commuicatio Trasportatio Platform (CTP) asset to propose predefied processes implemeted i our offer ad based o ehaced Telecom Operatios Map (etom). CTP s methodology allows us to keep customer experiece as a drivig force for trasformatio, simplify IT for improvig agility ad quality, use the library of pre-developed busiess processes to move faster durig desig stage, obtai a idustrialisatio of delivery model, ad have a strog baselie to deliver customer s expectatios. Let us have a special look o CRM NG s features regardig mobility. Mobility capabilities eable a collaborative approach with customers. CRM NG offers the optio of accessig major features such as customer search, 360 customer view, maager dashboards, trouble ticketig ad exteral applicatios itegratio. Figure 3 shows how the solutio eables the same customer experiece for all chaels. It allows istallig a ew relatioship betwee customer ad the sales aget i a poit of sales. Also, the sales aget ca access the correct data quickly ad easily. Moreover, customers get familiar with the CRM NG touch poit ad will go directly olie for the ext request ad thus, trasfer some workload from the call cetres ad the poit of sales to the self-care. Figure 3: CRM NG features regardig mobility Customer phoes the customer service because he has a problem o his ivoice; the amout is ot correct. Through the Computer Telephoy Itegratio (CTI), a CSR receives the call ad he will hadle the customer request; he creates the ticket ad he seds it to the billig back office. After a week, the customer arrives i a poit of sales i order to kow his request progress. Via the tablet, aget ad customer will check the progress of the request ad will also take the opportuity to make a situatio poit (ivoice, marketig, cosumptio, etc.). Customer satisfactio is improved ad a WoW experiece is proposed. @Capgemii 2013 6 Customer Relatioship Maagemet Next Geeratio (CRM NG)
CRM Next Geeratio the way we see it Implemetatio approach Capgemii s CRM NG implemetatio is idustrialised ad drive by a prove approach to guaratee results ad beefits o time. It is a clear ad simple implemetatio methodology based o five streams which ca be realised simultaeously (some streams ca have the previous oe as a prerequisite) allowig a quick ad efficiet covergece to the target solutio. We refer to this as the agile methodology. Stream GUI: I this stream, the GUI ad data used by role are defied, as well as the browsig ad chagig cotext (iteractivity betwee GUI). After users feedbacks the GUI is improved. Stream Data: I this stream, refereces are idetified, the data mappig is defied ad data itegrity, cosistecy ad collectio are validated. Stream Workflows & Rules Maagemet: Targeted workflows ad calculatio rules for the Key Performace Idicators (KPIs) are defied. Also, busiess rules are validated. Stream Itegratio of Exteral Applicatios: Idetified exteral applicatios are itegrated ad customers cotexts betwee the differet applicatios are defied. Stream Cofiguratio: This stream takes care of the users ad rights maagemet as well as of the static data. Capgemii s implemetatio approach is based o collaborative work betwee busiess ad IT as well as the customer ad Capgemii. Our collaborative approach is characterised by a combiatio ad utilisatio of fuctioal ad techical expertise, fast capitalisatio of user experiece feedbacks ad the optimisatio of kowledge sharig amog all the project participats. Thus, sigificat ivolvemet of ed users from the begiig icreases their acceptace of the project, i.e. boostig the effectiveess of chage maagemet. The methodology is straightforward: The project roadmap is drive by several busiess iitiatives. Each sprit is realised i a iterative mode ad cotais the workshop phase (desig ad validatio), developmet ad itermediate test phases as well as the validatio phase. The tools ad templates used have bee prove i a similar project. 7
We have combied flexibility, quality ad speed i our methodology. Most importat, each iitiative has to brig busiess value i itself eve if the scope is limited (iterative mode). Thereby, Capgemii s solutio esures uderstadig of the real eeds icreases the flexibility ad scalability miimises busiess ad IT risks maximises the busiess value ehaces the expertise of the team reduces the itegratio time ad avoids tuellig esures cosistecy ad quality of the solutio ad keeps the busiess ad IT stakeholders i a ROI orieted midset. Figure 4 shows a typical CRM NG core solutio (360 customer view ad portal) implemetatio roadmap. It is a roadmap drive by a agile methodology. Detailed iformatio ad demos are provided at our Capgemii Lab Cetre i Paris. Lear more about our CRM NG solutio s features ad implemetatio methodology. It will take you a step forward i retaiig ed customers ad securig survival i today s icreasigly competitive market. Figure 4: Implemetatio roadmap M1 M2 M3 M4 M5 Goverace & Project Maagemet T0 T1 T2 Desig, Developmet & Tests T3 T4 Acceptace Testig T5 Go Live T6 Validatio Sprit 1 Validatio Validatio Validatio Validatio Sprit 2 Sprit 3 Lauchig of project Stream GUI Stream Data Mappig Stream workflow & Busiess Rule Stream exteral Applicatio Stream GUI Stream Data Mappig Stream workflow & Busiess Rule Stream exteral Applicatio Stream GUI Stream Data Mappig Stream workflow & Busiess Rule Stream exteral Applicatio Stream Cofiguratio Stream Cofiguratio Stream Cofiguratio Busiess & IT trade off Chage Maagemet Busiess Workshop Developmet Itermediate Test Validatio Project Maager Ed user Fuctioal Cosultat IT Cosultat @Capgemii 2013 8 Customer Relatioship Maagemet Next Geeratio (CRM NG)
CRM Next Geeratio the way we see it CRM NG overview Capgemii s CRM NG solutio offers simplicity to maage customers busiesses with a strog core solutio (portal ad 360 customer view) that is fully ope to customizatios (below are two features of the CRM NG solutio illustrated by relevat use cases). For example, the solutio offers dashboards that help maagers to pilot day-to-day back office activities referrig to trouble ticketig area. These dashboards ca be easily modified ad better adapted to track statistics based o ope tickets, MTTR, SLA, etc. Figure 5: Ehaced cliet search (like Google) Whe CTI caot recogize customer idetity, a sematic cliet search feature is proposed to simplify aget actios. Figure 6: Dyamic 360 customer view Cotracts iformatio The 360 customer view is refreshed depedig o the selected cotract The rules egie is used for calculatig the differet idicators i real time VIP customer idicator Customers satisfactio idicator Good user-pays profile idicator Customers chur idicator Customer overall value Persoal Iformatio Idetificatio of the cliet s social etworks accouts ad persoal iformatio Pro-activity (push offer): Real-time automatic idetificatio of the offer that fits to the customer s eeds based o his cosumptio Exteral applicatio s sectio Aget s role Maual multi-criteria search Multi-criteria search: The aget ca type ay criteria. The criterio shows some propositio of results eve if some typig errors have bee made. Advaced search: The search ca be made by: First ame/ last ame/ birthday, or phoe umber, or cotract code, or request s umber. Moitorig, aalysis ad distributio of cosumptio @Capgemii 2013 With its 360 customer view, the solutio improves customer service efficiecy. The system collects data from differet sources ad display of all the iformatio at a glace. Thaks to the rules egie, KPIs ca be calculated o the fly which esures the right decisio i real time ad act upo immediate customer eeds. It provides umerous beefits such as idetifyig privileged, satisfied ad good user-pays profile customers ad their chur ad overall value; improvig customer satisfactio by cetralisig customer data or improvig customer loyalty by proposig offers from the catalogue best suited to their specific eeds based o usage; as well as demographics data ad all the relevat KPIs available i the IS. A importat CSR stake is to esure real time problem resolutio o most calls as well as reducig their duratio, maily for recurrig problems. Capgemii s CRM NG allows back office automated ticket assigmet to the right service or multiple services, based o issue classificatio ad thaks to the ative workflow egie. The CRM NG solutio eables to qualify recurret issues by automatically suggestig a solutio to the CSR that will resolve 80% of the cases. For the remaiig 20%, Capgemii has developed back office processes to hadle tickets i a better way ad to esure it is solved with the best resolutio time give i the SLA. SLA Maagemet i CRM NG eables to maually escalate customer requests followig a recall, or automatically through a workflow after a certai time. Through these features compaies will be able to improve customer request maagemet as well as the various departmet efficiecies. 9
Our refereces Figure 7 below provides exemplarily feedbacks from customers who implemeted the 360 customer view. Figure 7: Customer feedbacks Cliet Cotext Beefits This system is federative, easy to use ad iovative. (CIO, Europea multi-busiess group: postal operator, bak ad mobile operator) Europea Telecommuicatio Operator Major Frech MVNO 360 Customer View Refresh rate: 5 mi Refresh records: Modified iformatio (delta compariso) Update time: < 5 mi Date volume: 50 millio customers Date format: Structured & Ustructured Load time: < 1 sec Source system b: 7 busiess applicatios, oe of which is the maiframe Architecture: 6 active servers ad 2 backup servers Versio: V6 Full CRM NG : 360 Customer View, Portal, Service Maagemet Improve customer loyalty, support the forecast growth ad reduce the chur thaks to - a cetralizatio ad a better maagemet of all the relevat iformatio such as its cosumptio or its satisfactio to act proactively - a more efficiet customer requests maagemet: iteractios history ad automatic procedure resolutio display with the SLA Improve the performace of the call ceters thaks to - the icrease of the First Call Resolutio Rate (FCR) ad the reductio of the resolutio time (MTTR) to clear some time for the CSR to deliver added value message (upsell proposal, etc.) - a better workload maagemet (reassigmet, escalatio, etc.), ad - a cetralisatio of the relevat exteral applicatios withi the same portal (customer cotext trasfer) key poits are speed, ergoomics ad usability... (Busiess Ower, Europea multibusiess group: postal operator, bak ad mobile operator) Europea multi-busiess group: postal operator, bak ad mobile operator Leadig ame i idustrial ad automotive logistics Global leader i automotive seatig, iterior systems, automotive exteriors ad emissios cotrol techologies 360 Customer View, Operatioal Reportig, Sematic Search Traceability ad merchadises moitorig, Advaced sematic search, Operatioal reportig Reportig operatioal, Activity moitorig Refresh rate: 1 mi Refreshed records: 600,000 documets, «20 fields» Update time: Cotiuous flow, «push up» mode Data volume: 62 billio aual evets implyig 180,000 people Data format : Structured ad Ustructured Load time: < 3 sec Source systems b: Several data silos (mail server, video server, DW, exteral applicatios) Architecture: 6 servers (idex costructio ad search) Refresh rate: 15 mi (divided by 100) Number of refreshed records: 1 SAP based Data volume: 100,000 daily trasactios Data format: Structured ad Ustructured Load time: < 1 sec Source systems b: 1 data silo Users b: Icrease the simultaeous users by 10 times Data format: Structured ad Ustructured Load time: < 5 sec Source systems b: 3 data silos (PLM (ENOVIA), ERP (SAP) ad program maagemet data) Complex gatherig data coceptio (automatio of more tha 500 maual reports) Huge data volume maagemet i real-time (automatically calculate the toolig costs) @Capgemii 2013 10 Customer Relatioship Maagemet Next Geeratio (CRM NG)
CRM Next Geeratio the way we see it About the Capgemii Lab Cetre i Paris Lab iovatio: Creatig Telecom Future Today We brig you footage of our state-of-the-art facility dedicated to ispiratio ad iovatio Capgemii has a strog SMAC (Social, Mobile, Aalytics, Cloud) ageda, ad we have recetly lauched the Lab iovatio i Paris, Frace, to ehace our iovatio capabilities i this area. The lab is dedicated to techological iovatio for the TME (Telecom, Media & Etertaimet) sector, ad has capacity to address the aspects Iteret of Thigs, Telecom Trasformatio, Data Moetizatio, Busiess Process Maagemet (BPM), Cliet Experiece ad Mobility. This place has gaied a great reputatio thaks to umerous customer visits attractig iovatio, fuellig either from strategic parters or as disruptive start-ups from customers. A showroom dedicated to techological iovatio for the telecom ad media sector: Illustrate the ew practices followig ew techologies by our kow-how to trigger the imagiatio of our cliets ad build with them the solutios for the future Help our customers from the telecom ad media sector to drive iovatio i order to boost their busiess http://www.youtube.com/watch?v=f2ltfefs- CA&list=UURHMhVXEsPtTQ60dkxg8VXw&ide x=1&feature=plcp Please do ot hesitate to request for a demo i the Capgemii Lab Cetre i Paris. Telecom, Media & Etertaimet (TME) With a etwork of 8,000 specialized experts, a dedicated research lab, ad Cetres of Excellece i the US, EMEA ad Idia, Capgemii s Telecom, Media & Etertaimet practice eables cliets to trasform ad deliver through tailored techology solutios. Our global delivery capabilities ad idustry-specific service offerigs serve more tha 600 cliets worldwide, icludig fixed, mobile, Iteret Service Provider, cable, broadcast, publishig, & etertaimet orgaizatios. For more iformatio please visit: www.capgemii.com/tme 11
Cotact: Jea-Claude Guyard (Capgemii Lab Cetre/ Alliaces Director) +33 6 14 28 26 35 jea-claude.guyard@capgemii.com Térece Goudriaa (Capgemii Lab Cetre/ Customer Experiece Director) +33 6 75 04 76 60 terece.goudriaa@capgemii.com About Capgemii With more tha 125,000 people i 44 coutries, Capgemii is oe of the world s foremost providers of cosultig, techology ad outsourcig services. The Group reported 2012 global reveues of EUR 10.3 billio. Together with its cliets, Capgemii creates ad delivers busiess ad techology solutios that fit their eeds ad drive the results they wat. A deeply multicultural orgaizatio, Capgemii has developed its ow way of workig, the Collaborative Busiess Experiece TM, ad draws o Rightshore, its worldwide delivery model. Lear more about us at www.de.capgemii.com Rightshore is a trademark belogig to Capgemii The iformatio cotaied i this documet is proprietary. 2013 Capgemii. All rights reserved. Rightshore is a trademark belogig to Capgemii.