salesforce uk comms industry architecture summit (30 september 2015)
TRANSCRIPT
UK Communications Industry Architecture Summit30 September 2015London
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
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
Building a Customer Success Platform for CommunicationsChris Bauschka, Senior Director, Salesforce Industries, Telecommunications and Media, Salesforce
•UseaPlatformofEngagement•HowOperatorsareUsingSalesforceasaPlatform•HowweareAdaptingSalesforceforCommunications•TheTCOBenefitsoftheSalesforceCloud
Agenda
CustomersExpectSimplerExperiences
Know me Help me as a team
Adapt to my situation
Give me control
Lengthy&ComplexOrderingProcess Fast&IntuitiveOrderingProcess
OrderingSilo’dbyChannel Omni-ChannelOrderingExperience
OrderErrorsEnsureLeadtoCostlyRe-work
AccurateOrdersEnsureFlow-ThroughActivation
StreamlinetheSubscriberOrderingJourney
Swivel-ChairAccesstoCustomerData UnifiedAccesstoCustomerData
LongHandlingTime RapidCallHandlingTime
Repeatcallsandcalltransfers Firstcontactresolutions
SimplifytheSubscriberServiceExperience
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
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
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
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
HowOperatorsareUsingSalesforceasaPlatform
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
“Salesforce helps us connect more closely with 600,000+ customers.”
Wentfromthreedisparatesystemstooneunifiedagentconsole
EnabledUnifiedAgent,CallFlowScripting,NextBestAction&CallFlowAnalytics
ReducedAHTandcostofupgradeswhileincreasingagentefficiencyandNPS
23000B2Ccallcenteragents;Siebelco-exist/retirement
DIRECTVTransformedTheirAgentExperiencewithSalesforce
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
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
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
SalesforceCommunicationsArchitecture
~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
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
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
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
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
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
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
CloudTCOComparisons
ThirdPartyAnalystsconfirmtheTCOSavingsofCloud-basedCRM
OnPremise Cloud$-
$100
$200
$300
$400
$500
$96$170
96.8625980101958
$278
$76
$226
5 Year TCO per User
CloudcostsavingsITlabor/servicesInfrastructureSoftware
Sep2012:TCOforaCloudsolutionis48% lowerthanOnpremiseMethodology - The data for this model was drawn from 5 studies of over 50 companies
30%
48%
38%
13%
McKinsey IDC YankeeGroup
Source:McKinsey“TCOWhitepaper-McKinseyReportonSaaS”,IDC“CloudSoftwareMarketOpportunityAnalysis”,YankeeGroup“On-Demand&On-PremiseTotalCostofOwnership”analysisandGartner“Gartner-SaaSTCOis13%LessThanOn-premise”paper
Gartner
AnalystreportsvalidateTCOSavingsfromCloudoverOn-premise
Infrastructure:server,networkingandstoragehardware,powerandfacilities
29
Cost Item Factor On Premise Software Salesforce Cloud
Simplecustomizationofoutoftheboxfunctionality(e.g.,addafieldtoascreen)includingdevelopmentandunit/systemtesting
Cost(labor) 0.25-1personmonths 1-2personhours
Cost($) $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
•CurrentSituation&PlatformofEngagementApproach•HowOperatorsareUsingSalesforceasaPlatform•SalesforceCommunicationsArchitecture•TCOComparisons
Summary
Thank you
Reinventing BSS/OSS using Salesforce – Customer StoryGuido Roda, CIO, Fastweb
(Restricted availability)
Erik Meijer DTAG PresentationExternal PDF
Architects Roundtable DiscussionFacilitated by Chris Bauschka, Senior Director, Industry Business Unit, Telecommunications and Media, Salesforce
•Product&Partnerstrategy• OurviewsonCPQ&OrderMgtpartners
•SalesforcefitwithBSS/OSSArchitecture&TMForumFrameworx• ContinuousIntegration
• Integrationtofulfillment&paymentsystems
•SupportingcomplexbusinessprocesseslikePega•CommunicationsAnalytics•B2CModel
TopicsfromtheUKCommsArchitectSummit