salesforce uk comms industry architecture summit (30 september 2015)

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UK Communications Industry Architecture Summit 30 September 2015 London

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Page 1: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

UK Communications Industry Architecture Summit30 September 2015London

Page 2: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

Safe harbor statement under the Private Securities Litigation Reform Act of 1995:This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site.Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

Safe Harbor

Page 3: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

Summit AgendaTopic Schedule

Breakfast 08:30 – 09:00WelcomeGraham Rowe, Senior Director, Solution Engineering 09:00 – 09:15Building a Customer Success Platform for CommunicationsChris Bauschka, Snr Director,Salesforce Industries, Telecommunications and Media 09:15 – 10:00

Break 10:00 – 10:15Reinventing BSS/OSS Architecture using Salesforce – A Customer StoryGuido Roda, CIO, Fastweb 10:15 – 11:00Future Digital Service Provider – New Business ModelsErik Meijer, Strategy GPM, Deutsche Telekom AG Developer Garden 11:00 – 11:45

Break 11:45 – 12:00

Architects Round Table discussion 12:00 – 13:00

Page 4: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

Building a Customer Success Platform for CommunicationsChris Bauschka, Senior Director, Salesforce Industries, Telecommunications and Media, Salesforce

Page 5: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

•UseaPlatformofEngagement•HowOperatorsareUsingSalesforceasaPlatform•HowweareAdaptingSalesforceforCommunications•TheTCOBenefitsoftheSalesforceCloud

Agenda

Page 6: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

CustomersExpectSimplerExperiences

Know me Help me as a team

Adapt to my situation

Give me control

Page 7: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

Lengthy&ComplexOrderingProcess Fast&IntuitiveOrderingProcess

OrderingSilo’dbyChannel Omni-ChannelOrderingExperience

OrderErrorsEnsureLeadtoCostlyRe-work

AccurateOrdersEnsureFlow-ThroughActivation

StreamlinetheSubscriberOrderingJourney

Page 8: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

Swivel-ChairAccesstoCustomerData UnifiedAccesstoCustomerData

LongHandlingTime RapidCallHandlingTime

Repeatcallsandcalltransfers Firstcontactresolutions

SimplifytheSubscriberServiceExperience

Page 9: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

Systems of Record

SystemsofRecordSimplyCannotDeliverEffortlessCustomerExperiencesTechnology focused on internal operations, not engagement

Service Assurance

Order Management ProvisioningBilling Product

Master WFM

Internal Focus Content Delivery – Content Management – Infrastructure

Page 10: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

Systems of Record

APlatformofEngagementEnablesanOmnichannelExperience

Platform of Engagement AppsMDU

Self Service.COM

SocialCare

Field Techs

Direct Sales

Indirect ChannelRetail

Call Centers eCare Comm-

unities

Social

Mobile

Cloud

Data Science

Service Assurance

Order Management ProvisioningBilling Product

Master WFM

Customer-centricAgilePowered by data science

Page 11: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

Force.comHeroku Enterprise

AppExchangeShield

TrailheadWave

Thunder

AppsAnalytics

CommunityMarketingServiceIoTSales

Lightning

SuccessCommunity

SalesforceSuccess Services

Customer SuccessEcosystem

MVPs / Events / Community

CSM / Ignite /Program Architects

Multitenant Cloud

Metadata Customization

Customer SuccessServices

Developer Success Platform

4 million apps

Complete CRM

Customer Success Platform

Communications Solutions

CPQ / WFM / Inventory

Sales Reps PartnersContact Center Agents

B2B B2C DisruptiveBusiness Models

Salesforce Customer Success Platform for Communications

Field Technicians

Page 12: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

SolutionsPoweringTraditional&DisruptiveModels

Customer Success Platform for CommunicationsCloud Mobile Social Data Science

Business Customer Lead to OrderB2B Service Assurance

Wholesale

Connected CustomerSubscriber OrderingSubscriber Service

IoT Value Chain ManagementOTT Subscriber Management

B2B B2C

Disruptive Business Models

Page 13: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

HowOperatorsareUsingSalesforceasaPlatform

Page 14: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

Sky Italia Uses Salesforce to Take Customer Engagement to the Next Level, Across the Entire Lifecycle for Both B2B & B2C

Thesolutionintegratesmorethan40back-endandlegacysystems,suchasComverseKenanandAdobeAEM6

DeployingSalesforceinB2CasafullSiebelreplacementforcallcenter,retail,andonline,rollingouttoupto8Kusers

6Channelsand5MB2CSubscribersinScope

IncreaseddiversionandreducedaveragecallhandlingtimethroughacompletereviewofthewaySkyisengagingandservingitscustomers

Thejourneystartedin2011withB2B,andisnowmovingtofullB2Cadoption

Page 15: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

“Salesforce helps us connect more closely with 600,000+ customers.”

Wentfromthreedisparatesystemstooneunifiedagentconsole

EnabledUnifiedAgent,CallFlowScripting,NextBestAction&CallFlowAnalytics

ReducedAHTandcostofupgradeswhileincreasingagentefficiencyandNPS

23000B2Ccallcenteragents;Siebelco-exist/retirement

DIRECTVTransformedTheirAgentExperiencewithSalesforce

Page 16: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

Telefonica Uses Salesforce to Deliver B2B Sales to Order Across Multiple Affiliates

The solution enables B2B sales, CPQ, ordering and service processes across eight channels, including social, web, mobile, field sales, third party channels, retail, telesales and field service personnel.The solution includes a single agent desktop, partner portal and customer portal, integrated to multiple BSS/OSS back-end and legacy and third party systems38% reduction in system development and maintenance costsEnd to end project delivered to affiliates in 12 countries in one year! 12B Euro B2B Business with 1M B2B customers and 8000 Telefonica users across 12 countries

Page 17: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

Telus Created a Customer-Centered Culture using Salesforce

Fastestgrowingmulti-playoperatorinCanada,leaderincustomerexperience

SuccessfullyimplementedSalesforceforB2BSales,ServiceandPartnerManagement

ThendecidedtoexpandSalesforceimplementationintoB2CforOmniChannelExperience

12% reduction in call transfers and repeat calls, 4% improvement in first call resolution, 24% improvement in order accuracy, 10% improvement in Likelihood to Recommend (L2R)Retired21legacysystems

Page 18: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

Virgin Media Transforms Its B2C Lead Management Across Channels

TransformedProspectManagementacrossWeb,Mobile,CallCenterandRetail

Triggersfollowupsforabandonedonlineshoppingcarts

Shoppingcartandbetransitionedtocallcenterand/orstore

5%increaseinleadconversionrates

Online Mobile

Store

Telesales

Face to Face

Social

Page 19: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

SalesforceCommunicationsArchitecture

Page 20: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

~37 entities~25 new entities~12 extended entities

SalesforceCommunicationsDataModelSpecificallydesignedfore2ecommunicationsbusinessprocesses

Frameworx Shared Information Data Model

(SID)

Salesforce Standard Entities

Salesforce Comms

Data Model

~37 Entities

Salesforce Communications Data Model

~37 Entities

Partners

Salesforce Comms Data Model – validated by partners and key customers – aligned with TMF Frameworx, focused on next-gen concept-to-cash-to-care

business process

Page 21: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

SalesforceCommunicationsDataModel

Cases

OrdersActivities

inventory

Line Items

Pricing

Price

Location

Location

Products

Profile 1Profile 2Products

Assets

Assets

Contracts

Contracts

Contacts

Profile 1Profile 2Contacts

Account/Contact Rel.

Acct/Contact Relationship

Dealer

Dealer

Lead & Opportunities

Oppty

Customer Account

Profile 2Customer Account

ShipOrdersOrders

Balances, Billing & Payments

$

Object Mastered in Salesforce Object Mastered in External Systems

SplitCustomerandAccountintotwoentities

Page 22: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

SalesforceWorkswithYourBSS/OSSEnvironment

Product

CatalogMarketing Sales CustomerManagement OrderCapture Trouble&CaseManagement BillingInquiry&Resolution

Network

Rating&Billing

ServiceAssurance

ProblemManagement Diagnostics

BillingOrderManagement

ProductMaster OrderOrchestration SupplyChain WorkforceManagement

OrderManagement

Provisioning ActivationService&ResourceInventory

Billing

Rating&Billing

Policy&Real-time

ChargingMediation

OrdersTroubleTickets BillingProducts Inventory Scheduling

CommonObjects

Channels Retail IndirectChannel DirectSales MDU CallCenters FieldTechs SelfService.com eCare&SocialCare Commu-nities Apps

BSS

OSS

Network

Telephony

Page 23: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

AmdocsOrdering

OrderOrchestration

OrderDecomposition

SalesforceWorkswithYourBSSEnvironment

Product

CatalogMarketing Sales CustomerManagementOrderCapture Trouble&CaseManagementBillingInquiry&Resolution

AmdocsEnterpriseProductCatalog

ProductMaster

Orders BillDisputes

BillingInquiries

Products&Promotions Scheduling

Functions

ChannelsRetail IndirectChannel DirectSales DoortoDoor CallCenters FieldTechs SelfService SocialCare Communities MobileApps

BSS

AmdocsConvergentCharging&Billing

BillingAccountManagement

BalanceManagement

Rating,Chargingand

Billing

ARandCollections

WorkforceManagement

(e.g.,ClickSoftware)

BillingAdjustments

ERP

(e.g.,SAP)

Inventory

PLA

TFORMOF

ENGAGEMENT

AmdocsServiceOrderManagement

OrderFulfillment

Page 24: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

Communications Enterprise Capability Map

Order Fallout Mgmt.

Catalog Managemen

t

Application Integration

InfrastructureService Resource

Marketing /Sales

Management

Supplier Partner

Management

CustomerEnterprise

Management

Product

Concept Quote Order Cash AnalyticsCare

E-Commerce

Technical Service Catalog

Order Capture

Order Management Contract Management

Customer Self-care

Customer Service

Knowledge Management

Risk Management

Charging

Provisioning / Activation Network Inventory Integration [API, Communication, Development Environment]

Financial Management

Supply Chain,

Logistics

Partner Account

Management

Business Intelligence

Sales Accounts

ManagementEnterprise Product Catalog

CPQ

Marketing

Contact Center Web Mobile Channel Partners SocialRetail

Workforce Management

Physical Inventory

Salesforce

Salesforce Extended

On-platform Partner*

Off-platform Partner

*ApplicationbuiltontheSalesforceplatform

Page 25: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

SalesforceCommunicationsisAlignedwithTMForumFrameworx

Information Framework (SID)

Commonenterpriseinformationmodelforend-to-endservice

management

Integration Framework

BlueprintforcombiningcomponentsusingstandardizedSOA-basedinterfaces

Business Process Framework (eTOM)

Commonprocessarchitectureforboth

businessandfunctionalprocesses

Application Framework (TAM)

Describessystemsandtheirfunctions

TM Forum Frameworx

Page 26: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

Order Fallout Managemen

t

Order Handling

Order Orchestration

Provisioning

Catalog Managemen

t

Partner Catalogs

Catalog Federation

Product Repository

Product Sync

Application Integration

Infrastructure

EnterpriseApplication Integration

Business Process

Management

API Management

Service

ServiceQuality

Service Catalog

ServiceInventory

ServiceOrder

ServiceProblem

Service Performance

Resource

Resource Location

Resource Lifecycle

ResourceInventory

Workforce

Resource Order

Resource Performance

Marketing /Sales

Management

Sales Portals

Campaign Lead

Management

Sales Account Mgmt.

Channels Sales

Analytics

Contract Managemen

t

Supplier Partner

Management

SupplierPartner

Workflow

SupplierPartnerAccount

Management

SupplierPartnerProduct

Management

SupplierPartnerOrder

Management

SupplierPartnerPortals

SupplierPartner

Settlement

SupplierPartner

Reporting

Customer

Customer Self-care

Customer Insight

Customer Order

Customer Loyalty

Customer Service

Charging & Billing

Payments & Collections

Enterprise Managemen

t

Financial Managemen

t

Knowledge Management

Revenue Assurance

Supply Chain /

Logistics

HR

Compliance

Admin

Product

Product Performance

Product Strategy

ProductLifecycle

Product Catalog

SolutionManagemen

t

SFDC Extensible Capability

SFDC capability

Out of CEM Scope

SFDC Partner CapabilityTelecom Application MapCustomer Experience Perspective

Page 27: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

CloudTCOComparisons

Page 28: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

ThirdPartyAnalystsconfirmtheTCOSavingsofCloud-basedCRM

OnPremise Cloud$-

$100

$200

$300

$400

$500

$96$170

96.8625980101958

$278

$76

$226

5 Year TCO per User

CloudcostsavingsITlabor/servicesInfrastructureSoftware

Sep2012:TCOforaCloudsolutionis48% lowerthanOnpremiseMethodology - The data for this model was drawn from 5 studies of over 50 companies

30%

48%

38%

13%

McKinsey IDC YankeeGroup

Source:McKinsey“TCOWhitepaper-McKinseyReportonSaaS”,IDC“CloudSoftwareMarketOpportunityAnalysis”,YankeeGroup“On-Demand&On-PremiseTotalCostofOwnership”analysisandGartner“Gartner-SaaSTCOis13%LessThanOn-premise”paper

Gartner

AnalystreportsvalidateTCOSavingsfromCloudoverOn-premise

Infrastructure:server,networkingandstoragehardware,powerandfacilities

Page 29: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

29

Cost Item Factor On Premise Software Salesforce Cloud

Simplecustomizationofoutoftheboxfunctionality(e.g.,addafieldtoascreen)includingdevelopmentandunit/systemtesting

Cost(labor) 0.25-1personmonths 1-2personhours

Cost($) $5,000-$20,000 $40-$80

Durationtoproduction Minimum6calendarmonths 1calendarweektoproduction

Resources/Skillset Thevendor’sprofessionalservices

Thecustomer(Salesforceadministrator)

Complexcustomization(createascreen/logic/dataobjects)includingdesign,developmentandunit/systemtesting

Cost(labor) 3-5personmonths 2personweeks

Cost($) $60,000-$100,000 $10,000

Durationtoproduction 6-8calendarmonths Onecalendarweek

Resources/Skillset Thevendor’sprofessionalservices

Thecustomer(certifiedSFdeveloper)

APIIntegrationtoanexternalsystemincludingdesign,developmentandunit/systemtesting

Cost(labor) 2-4personmonths 1personweek

Cost($) $40,000-$80,000 $5,000

Durationtoproduction 8-12calendarmonths 1calendarmonth

Resources/Skillset Thevendor’sprofessionalservices

Thecustomer(certifiedSFdeveloper)

Examples of TCO Savings of a Cloud-based CRM SolutionFor a Sample Implementation in a Call Center of 50,000 users

Page 30: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

•CurrentSituation&PlatformofEngagementApproach•HowOperatorsareUsingSalesforceasaPlatform•SalesforceCommunicationsArchitecture•TCOComparisons

Summary

Page 31: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

Thank you

Page 32: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

Reinventing BSS/OSS using Salesforce – Customer StoryGuido Roda, CIO, Fastweb

(Restricted availability)

Page 33: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

Erik Meijer DTAG PresentationExternal PDF

Page 34: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

Architects Roundtable DiscussionFacilitated by Chris Bauschka, Senior Director, Industry Business Unit, Telecommunications and Media, Salesforce

Page 35: Salesforce UK Comms Industry Architecture Summit (30 September 2015)

•Product&Partnerstrategy• OurviewsonCPQ&OrderMgtpartners

•SalesforcefitwithBSS/OSSArchitecture&TMForumFrameworx• ContinuousIntegration

• Integrationtofulfillment&paymentsystems

•SupportingcomplexbusinessprocesseslikePega•CommunicationsAnalytics•B2CModel

TopicsfromtheUKCommsArchitectSummit