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CEM Presentation Ratko Nice 2016 v1.0.1

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Page 1: CEM Presentation Ratko Nice 2016 v1.0.1

© 2016 TM Forum | 1

Engaging your customers

to increase value in a connected world

A Configurable Digital Experience for an

Established Multi-Operations Provider

Ratko Popovski, Liberty Global

VP Business & Solution Architecture

Page 2: CEM Presentation Ratko Nice 2016 v1.0.1

© 2016 TM Forum | 2

About Liberty Global

27 mln Customers

56 mln RGUs

38,000 Employees

over

$18 bn of revenue

3 play pioneers

2.1 products per customer

44% 3 play customers

founded

25 yrs ago

Europe Latin America

14 countries

90% business in Europe

Page 3: CEM Presentation Ratko Nice 2016 v1.0.1

© 2016 TM Forum | 3

Behind the scene: A complex IT environment

Established Provider Existing business model &

established business

processes

Multi-Vendor eco-systems Multi vendor and multi brand

stacks across the footprint

Complex IT landscapes per

country Each country having distinctive and

complex IT landscape

Sizable Legacy Due to M&A nature

voluminous legacy systems

remained as part of IT

stacks

Geographical stacks Multiple stacks per market

segment (region based)

Overlapping capabilities Capabilities overlap across

various assets.

Page 4: CEM Presentation Ratko Nice 2016 v1.0.1

© 2016 TM Forum | 4

Customer Experience high in the Leadership Agenda

Liberty 1.0

Network

Liberty 2.0

Product

Liberty 3.0

Customer

Customer First Mentality in the Liberty 3.0

Transformational Program

Customer Promise & Value Proposition Focus

Creation of Seamless

Omnichannel Customer

Experiences

Digitize customer touch-

points to modernize

customer‟s journey

Customer Experience

Organization at level

of Managing Director

20% of the Yearly

Bonus entitlement is

based on NPS

company performance

Page 5: CEM Presentation Ratko Nice 2016 v1.0.1

© 2016 TM Forum | 5

A Digital Customer Experience Product

Productize Customer

Experience (like any

other product)

Customer Experience

Product Owners in

charge of „defining‟ the

Experience

Standardized Agile

Development Process for

Customer Experience

User Stories are fully

Customer Journey Driven

Experience Becoming a

Key Business Differentiator

Outlining is based on

how customers

experiences the

interactions rather than

system capabilities

Page 6: CEM Presentation Ratko Nice 2016 v1.0.1

© 2016 TM Forum | 6

Digital Experience Architecture Commandments

Adapt based on business

Insights & Findings

Eliminate

Domain Boundaries

Evolve following trends in

Technologies & Lifestyle

Need to be able to adapt to

changing needs of a customer for

seamless & consistent experience

across different channels and

technologies, targeting higher

omnichannel maturity

Need to be able to adapt to

continuously evolving business

requirements resulting from new

insights and findings from testing

and analysis

Need to be able to define

experience independent of

traditional domain boundaries and

blend to define the optimal

customer journey.

Site Sales Care Marketing

Page 7: CEM Presentation Ratko Nice 2016 v1.0.1

© 2016 TM Forum | 7

An emerging Role: The Digital Customer Experience Author

Web Authors

Configure Pages

& Web Content Product Ops

Configure

Product Catalogues

CEX

Authors

Configure Digital

Customer Experience

A new age digital customer experience role

part of a smart digital business operations

Traditional

Roles

Emerging

Role

New

skillset

Empowered to configure the Digital

Customer Experience Journey enabling

journey transition among various

channels.

Page 8: CEM Presentation Ratko Nice 2016 v1.0.1

© 2016 TM Forum | 8

Architectural approach: Decouple Customer Experience

Experience Building Blocks to

enable easier CEX authoring

and reuse across multiple

markets

“Headless” capabilities

and components to enable

customer experience

building blocks

Traditional IT (BSS) Stack

Digital Customer Experience

Experience Enablers

Page 9: CEM Presentation Ratko Nice 2016 v1.0.1

© 2016 TM Forum | 9

IT Enablers for the Customer experience

Experience Building Blocks: The core elements used

by CEX experts to define the customer experience

Experience APIs: Microservices integrating the

experience building blocks and IT enablers

Experience Enablers: Components and capabilities

providing functionalities and enabling CEX building

blocks.

Core IT Systems: Legacy systems providing core

Telco IT capabilities

Page 10: CEM Presentation Ratko Nice 2016 v1.0.1

© 2016 TM Forum | 10

Experience Architecture embedded into Digital Framework

Page 11: CEM Presentation Ratko Nice 2016 v1.0.1

© 2016 TM Forum | 11

Simplified Architecture based on Experience Authoring

Customer

Experience APIs

Customer

Order

Management

360 view

Inventories

Product

Catalog

Hub

Identity

Management

Customer

Interaction

Management

System Integration

Experience

Enablers

Experience

Channels

Core IT

Functions Service

Orchestration

Resource

Catalog and

Inventory

Logistics

Porting Rating &

Billing

Other systems

Customer

Portals Agent Desktop Mobile Apps Self Care e-Commerce

Page 12: CEM Presentation Ratko Nice 2016 v1.0.1

© 2016 TM Forum | 12

Authoring Example – Product Discovery

Customer

Experience

Building Blocks

Compiling the

Customer

Experience

Promotion Add to Basket

button Price

Product

Image

Page 13: CEM Presentation Ratko Nice 2016 v1.0.1

© 2016 TM Forum | 13

Address Check Product Selection

Authoring Example – Dynamic Branded Sales Checkout

Customer Details

Product Selection Address Check Customer Details

Adapt visual elements based on brand

Adjust flow and fields based on country (cultural) preferences

Page 14: CEM Presentation Ratko Nice 2016 v1.0.1

© 2016 TM Forum | 14

Library of Experience Components

Page 15: CEM Presentation Ratko Nice 2016 v1.0.1

© 2016 TM Forum | 15

Notable Outcomes / Achievements

Launch of rebranded site included new

product line (mobile) in 4 months for IE

30%+ Reduced Business Operational

costs due to reusability of experience

components

22% increased conversion rate & 20%

increased revenue per commercial visit

in Unitymedia with the new Digital

Commerce solution

Page 16: CEM Presentation Ratko Nice 2016 v1.0.1

© 2016 TM Forum | 16

Pitfalls & Recommendations

Balance Flexibility with Cost Effectiveness

• High level of experience configurability

increases solution complexity

• Ensure a default experience configuration and

then start fine tuning

Ensure maturity of business operations to

embrace the new capabilities

• To minimize the need for IT involvement

increased business engagement is required

• Skills & knowledge to fulfill the experience

authoring requirements have been challenging

CEX Authors

Page 17: CEM Presentation Ratko Nice 2016 v1.0.1

© 2016 TM Forum | 17

Use of TM Forum Guidelines and Frameworx

T

Use of Business

Framework

(eTOM) to

measure process

coverage of Digital

Enablers

Ecosystem

M

Use of Application

Framework (TAM)

to define

experience scope

and communicate

with business

stakeholders

F

Use of Information

Framework (SID)

to drive the

information model

of our Digital

Enablers

Ecosystem

Starting from customer experience and using TM Forum Frameworx to define capabilities

required to achieve better customer experience

Standardized APIs

driving customer

channels based on

TM Forum REST

API Design

Guidelines

Page 18: CEM Presentation Ratko Nice 2016 v1.0.1

© 2016 TM Forum | 18

Thank you for listening!

Reachable at [email protected]

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