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Omnichannel Related Catalysts

TM Forum 2016

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APPEX

DIGITALEXPERIENCEPLATFORM

OMNISHOP

OMNICHANNELCOLLABORATION

MACHINELEARNING

OmnichannelCatalysts

APPEX – Creation of a businessrequirements driven architecturalframework for Adaptive PredictivePersonalized Experience Excellence anddevelop agile analytics drivenOmnichannel use cases.

Personalize the experience of an“individual user” through insights andanalytics by introducing an open digitalexperience platform where APIs areexposed to the different channels. inthe form of micro-services.

Optimize customer experience bydiscovering what channel are best to

serve customer for specifictransactions by use of Machine

Learning based on data from avatarsthat simulate different channels.

Showcase a innovative way to provideROADS experience, MarketingStrategy optimization based on

Monitoring and Proactive Customercare to enhance customer experience

throughout the lifecycleDefine Memorable digital shopping moments forcustomers to buy services from different partnersin a seamless way. A Plug & Play digital servicesshopping framework connects the shoppingmoments to the open digital partner ecosystem

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APPEX

DIGITALEXPERIENCEPLATFORM

OMNISHOP

OMNICHANNELCOLLABORATION

MACHINELEARNING

OmnichannelCatalysts

Personalize the experience of an“individual user” through insights andanalytics by introducing an open digitalexperience platform where APIs areexposed to the different channels. inthe form of micro-services.

Optimize customer experience bydiscovering what channel are best to

serve customer for specifictransactions by use of Machine

Learning based on data from avatarsthat simulate different channels.

Omnichannel Shopping experience - wherecustomers can buy services from differentproviders in a seamless way, exploring howan “Omnichannel enablement layer” utilizesfederation in this open partner ecosystem.

Dean Tianye, Marketing Manager, HuaweiCarrier Software Business Unit, Huawei

Rigas Parathyras, Principal Architect – CustomerExperience, Liberty GlobalNishi Mathur, Principal Technology Architect, Infosys

Shekhar Kulkarni, Head of DigitalArchitecture, TelefonicaGnanapriyaChidambaranathan, AVP, PrincipalArchitect, Infosys

Dominique Seminel, Customer andEmployees Digital Experience -Group Project Manager, OrangePaul Morrissey, TM ForumAmbassador & Head of Big DataAnalytics Group, TM Forum

Tim Morgan, Principal OperationsConsultant, HuaweiGarikoitz Garcia, Enterprise Architect –Customer Management, Vodafone Group

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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 anddemonstrate 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 extendedcommunities and ecosystem that can be any “individual user” (subscriber or not) and try to personalize the individual userexperience through insights and analytics across different lifecycle stages. To do that we introduce an open DigitalExperience 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 thecustomer - Omnishop where customers can buy traditional and new services that are supported by different providers in aseamless (Amazon like) way. We explore how a Plug & Play Digital Services Shopping Framework utilizes federation to on-board new services and partners in the open digital ecosystem. We do this for an established provider where omnichannelwill 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 candrive next best actions to retain a dissatisfied customer. Here we look at Omnichannel in a revolutionary blueprintimplementation 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 acustomer for specific transactions. To do this we use Machine Learning to gather data from human avatars that simulatedifferent channel experiences and other sources. We do this for not traditional domains like e-health care.

APPEX (Adaptive, Predictive, Personalized, Experience, Excellence) Focus is on businessdriven architecture based on TM Forum Frameworx and agile use case development. Itleverages real time analytics, personalization, security/privacy, geo-location and cataloguedriven ordering capabilities across entire customer journey.

Digital Experience platform Focus is on the user lifecycle and insights (vs. a customer). It isalso about micro-services and APIs part of the platform

Omnishop: Enable definition of memorable shopping moments for the customer while onboarding different partners and services. We do this for an established provider whereomnichannel will be built into the existing IT environment.

Collaboration Focus is on processes for order orchestration as well as using Analytics toprovide next best action to the customer in the retention journey (churn prevention), happeningin a greenfield or full-systems replacement environment

Machine Learning Focus is on choosing the optimal channel for the customer to interact usingavatars for channel experience simulation

Capabilities / Focus

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

General Flow

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Omnishop Greenfield / Brownfields

Now nothing is fully Greenfield – Open Ecosystem – Pace of change

Even if Greenfield – introduce capabilities independently as Greenfield / Standaloneas 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

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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 useof capabilities

We have heard 5 great case studies about omnichannel market needs and solutions. Let’s digin deeper now

These solutions all sound great, but how do we get them implemented in real environments? (Iwill not say th6e italicized text below, but to stick with the storyline, these are some ideas of what to say. In any case youcan/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

Panel questions

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Story Script (Overview)

In a world where many services are delivered across an ecosystem, thecustomer experience becomes harder to actively manage. Who can seeand understand the end to end experience when multiple parties are key todelivering a service? The answer is generally no one which createschallenges to improving this situation through business-driven and technicalapproaches. In addition, services and customer interactions are expected tobe available on multiple channels (or the right single channel) in a fullyintegrated manner – and in an anticipatory and personalizedfashion. When you add this omnichannel expectation to the ecosystemchallenges, the solutions become complex, highly data driven, and multi-faceted but the potential rewards in improved customer experience aregreat.

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Summary

Name Focus Journey Stage Approach

APPEX A business driven architecture framework approach totransform businesses to support Omnichannel define agileuse cases

All Evolution

Digital Experience Platform Focus not on the customer but on the user to personalizetheir journey using analytics and insights

All Evolution

Omnishop e-commerce experience and on boarding different partnersand services to an established provider

Buy Evolution

Omnichannel Collaboration Processes for order orchestration and using Analytics toprovide next best action to the customer in the retentionjourney (churn prevention)

Evaluate Revolution

Machine Learning Identify optimal channels for customer interactions by useof avatars to simulate channel experiences

All N/A

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Catalyst Canvas

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Key Innovations: Real time inference and decision engine driven nextbest actions. Touch point analysis in all use phases and channelsincluding social media. BA led business transformation leveragesOmni Channel benefits. Templates for repeatable agile Use Casedevelopment

Technology Enablers: Open API integration including externalanalytic platforms. Real time Inference/Decision engine, Touch pointanalysis, 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

Catalyst Name: APPEX Omni ChannelCustomer Value: Customer experience is intuitive, seamless andconsistently good across all contact channels. Customer has controlin a guided journey. Highly personalized next best actions and offersand care. Responses are context sensitive. timely and appropriateto the interaction.

Provider Value: Improved services uptake, reduced churn, improvedcustomer satisfaction leading to greater loyalty, service stickiness,and revenue uplift. Brand enhancement. BI insights throughbehavior analytics leading to improved marketing campaigns.Reduced Opex due to automated customer care. Reusable UseCases and BA templates 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

Buy Use EvaluateCustomer Journey:

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Key Innovations: Framework to on-board partners and launch newdigital services, bundle with telco services in a personalized andcontextualized manner. Look beyond customers and engage withassociated user communities to broaden the service reach

Technology Enablers: Digital Experience platform with suite ofcapabilities, cross cloud service orchestration to enable digitaleco system and offer context based, personalized Digital &Telco bundled services for customers and associated usergroups 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

Catalyst Name: Digital Experience Platform

Customer Value: Ease of use and seamless access to all DigitalServices bundled with Telco Services, as subscribed orunsubscribed customers. Gets control, transparency and shareservices with friends and families. Consistent Customer / Userexperience

Provider Value: Improved time to market and easy partner on-boarding. Simplified integration and reduction in overall complexity.Expanded user base and rise in monetization opportunities.Increased service offering and reduction in churn, improvedstickiness. Enablement of new business models in digital eco system

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

Buy Use ShareCustomer Journey:

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Key Innovations:A plug & play Sales framework where different services and ITstacks and different channels can be easily incorporatedthrough standard interfaces

Technology Enablers:An omnichannel enablement layer that glues the channels andthe different IT stacks that includes various functional andintegration 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

Catalyst Name: Omnishop

Customer Value: Customer can buy different services (includingdigital & IoT services from various partners) in a seamless way(Amazon-like experience) from any channel without beingexposed to backend system complexity

Provider Value: An established service provider can incorporateeasily partner offers, sell them across channels and transformfrom CSP to a DSP in a cost effective way without transformingtheir IT landscapes

Key Domains:• Federated Catalog Management• Federated Order Management• E-Commerce / Sales

Supporting Domains:• CSP Portfolio expansion to IoT• Location based Recommendations• 360 Customer View

Buy Use ShareCustomer Journey:

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Key Innovations:An openness IT platform to support different channels andsub-systems of DSP. To provide continual seamless cross-channel purchasing experience.

Technology Enablers:An open Digital engagement platform to collaboration all thepossible channels. Using a interaction hub to enhance policyschedule 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

Catalyst Name: Omni Channel Collaboration Experience

Customer Value: Customer can buy services and product fromany channels, any time, any where without considering thecomplexity of backend system.

Provider Value: An digital service provider can offer predictablecustomer service, provide proactive customer care,discoverand identify new business revenue opportunities across Omnichannel.

Key Domains:• Federated Catalog Management• Federated Order Management• E-Commerce / Sales

Supporting Domains:• Business Processes• Business Architecture• 360 Customer View• Analytics

Buy Use ShareCustomer Journey:

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Key Innovations: The key innovation is the development of MachineLearning within of customer development both from a persona and across vertical interaction center holistic perspective laying thefoundations of Cross Industry Service delivery.

Technology Enablers: The Collection and security of a keyattributes data repository (knowledge base) to enable themachine learning this may be facilitated through thedistributed algorithm catalyst and we will be exploring thiswithin the project.

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)

Catalyst Name: Machine Learning Optimized Omni-channel

Customer Value: Customer will be offered (where necessary) andconsume their service, whilst interacting with the Service provider,in the channel of their choice based on selected options and/orprevious behavioral trends etc. based on a Machine Learning‘knowledge base’ and usage.

Provider Value: Allow a stronger alignment between the customerand the service provider which will grow through time andinteraction frequency. This will enhance the success of rate ofconverting offers or next best actions to the individual customer

Key Domains:• User Life Cycle Management• Insights / Context Delivery• Cross Vertical Federated• Marketing

Supporting Domains:• Knowledge Base• Digital / Online• Micro Services, API management

Buy Use ShareCustomer Journey:

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DigitalExperience

Platform

OmnichannelCollaboration

OmnishopMachineLearning

APPEX

APPEX – Creation of a businessrequirements driven architecturalframework for Adaptive PredictivePersonalized Experience Excellenceand develop agile analytics drivenOmnichannel use cases

Personalize the experience of an“individual user” through insights andanalytics by introducing an open digitalexperience platform where APIs areexposed to the different channels. in theform of micro-services

Omnichannel Shopping experience -where customers can buy servicesfrom different providers in a seamlessway, exploring how an “Omnichannelenablement layer” utilizes federationin this open partner ecosystem.

Optimize customer experience bydiscovering what channel are best toserve customer for specifictransactions by use of MachineLearning based on data from avatarsthat simulate different channels.

Through utilizing a seamlessexperience through optimal channelsand effective next best actionanalysis , this catalsyt plans toshowcase a innovative way to provideenhanced proactive customerexperience to avoid bad customerexpereince and effective enhace thecustomer experience.