three t's to telefónica triumph
TRANSCRIPT
Scaling your next-best-action capabilities through time-to-value, team performance, and technical architecture.
Three T's to Telefónica Triumph.
• Deliver the personalised experiences your customers demand
• Extend the capabilities of your business intelligence teams
• Create a more robust, responsive, and relevant technical architecture
It outlines what we, at Pega, believe are the three core operational considerations that can reinforce and consolidate Telefónica’s market-leading position, and how partnering for change is the key to growth and value.
• Time to Value – Speeding up delivery by accelerating transformation, leveraging technology, and de-risking programmes for change.
• Team Performance - Augmenting your skills by complementing existing abilities, implementing new best practices, and ensuring success.
• Technical Architecture – Further strengthening your solution by laying strategic foundations, building a robust technical architecture, and unleashing the potential of AI.
This resource, I trust, will act as a useful guide to stimulate your thinking and conversations about the future of telecommunications, and I look forward to discussing in more detail how Pega can make a valuable contribution to Telefónica transformation.
Mirene Marques, Global Account Manager for Telefónica, at Pega
The telecommunications industry has evolved – transformed by technology, converted by competition, and changed by customer expectations.
While, today, Telefónica leads the market through unwavering reliability and leadership, its competitive threats are growing. Increasingly, competitors embrace new technologies and automation to slash operational costs and deliver those savings back to customers. While at the same time, customer demands continue to grow as an increasing number of industries deliver experiences built with personalised, seamlessly omnichannel services in mind.
This guide, prepared for Telefónica, takes stock of the mounting challenges faced and stresses the need to embrace technology as a means to triumph in the world of tomorrow.
Reliability in a time of change
Foreword
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Time to valuePillar 1
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There are two ways of transforming your ecosystem to provide engaging automated, personalised experiences and offers. One is slow, the other is fast. Since failure is not an option, neither is any strategy involving a pace of development anything less than as fast as it can possibly be.
To depend on internal resources or on coding to build systems from start to finish is to accept delay in your forward momentum. This is the slow way. To adopt a proven best-in-class solution, and then adapt it to suit your specific needs, empowers rapid development, eradicates delays, and gets you to market in pace with – or invariably ahead of – your customers’ needs.
You don’t have to do this alone
Pillar 1 - Time to value
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Accelerating your transformation and scale faster: Pega can implement the solutions to excel in omnichannel delivery, working with and alongside your teams to drive successful rapid rollout of the journeys associated to business outcomes, and data-driven deeper customer engagements.
Our delivery methodology, Pega Express, has speed and reliability at its core. Co-Production involves your teams (business and IT), developing and testing the Pega application. When those who understand the business validate and check IT prototyping and applications development, everything moves faster to the finish line. Rework is drastically reduced, the solution is ready for reuse in the future and allows you to scale faster.
Prioritising business value: Picking up one journey at a time, one channel, one business issue based on ROI. We use design-thinking techniques to break customer journeys into smaller, more manageable pieces - microjourneys.This is a process of recognising that giant leaps forward comprise many small steps; the faster they are taken, the greater the distance covered.
Leveraging your technology: Technology is only as valuable as the users who operate it. At Pega, we augment your technology with intelligent decisioning strategies that enable you to get more out of your current architecture without adding complexity or risk.
De-risking your programme: Transformation is not without its pitfalls, which is why Pega creates detailed frameworks for de-risking innovation. We employ microjourneys to prioritise business value; breaking customer journeys into smaller manageable pieces to deliver iterative value at scale.
Pillar 1 - Time to value
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Team Performance
Pillar 2
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Your workforce is your most valuable business commodity – so it’s important to give them the tools to succeed. Your teams have played a central role in driving success to date, but Pega can augment your teams’ skills to support them in achieving even more meaningful transformation through AI and pre-emptive interactions.
How to augment your skills and ensure your success
We can help your teams avoid mistakes in hard-coding logic into individual customer channels, instead putting your customer at the centre of your architecture design, mapping their goals, and tying all their actions together. This will not only save on initial costs, but can also eliminate tech debt moving forward with hard-coded errors no longer impacting operations.
Here’s how we can do it.
Enhancing team performance
Pillar 2 - Team Performance
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Complementing your abilities: Pega’s Prediction Studio puts your team in control of advanced analytics models which disburse actionable data for more informed decision-making. We help your teams deliver more personalised and relevant experiences, delivering feedback to boost performance and application development.
Telefónica’s data specialists can gain greater control of the life cycles of advanced analytics models in our dedicated workplace, Prediction Studio. It provides models, text models (for categorisation and entity extraction), and self-learning adaptive models. It also offers model reports that allow users to monitor the models’ health and spot those that underperform.
We can also help your teams define strategies, with Pega’s Next-Best-Action designer, a guided and intuitive UI that can boost application development with proven best practices.
See how other Pega customers implemented these successful solutions by clicking here
With the ultimate goal of delivering personalised and relevant next best actions to improve customer experiences Pega Adaptive Decision Manager listens to each action, records whether the outcome was acceptable, and then immediately adjusts based on the responder’s attributes. It keeps a core set of outcome statistics and attributes, which it then uses to adjust the probability scores for a specific responder for a specific action.
Augmenting your skills: Simplicity is key to technology implementation success, so, at Pega, we make things easy. We champion straightforward solutions that empower teams to work smarter, not harder, while our academy offers learning tools every detail, insight, skill, and process across every Pega solution.
Implementing best practices: We implement best-practice operations to maximise the value of your investment. Pega’s robust pedigree has seen us receive top scores in Real-Time Interaction Management (RTIM) in the Current Offering and Strategy Categories in the Q4 2020 Forrester Wave™
The Telefónica wayAccelerate your transformation: Pega can implement the solutions to excel in omnichannel delivery, working with and alongside your teams to drive successful rapid rollout of innovative new services, and data-driven deeper customer engagements.
Our delivery methodology, Pega Express, has speed and reliability at its core. Co-Production involves your teams (business and IT), developing and testing the Pega application. When those who understand the business validate and check IT prototyping and applications development, everything moves faster to the finish line. Rework is drastically reduced and the solution is ready for reuse in the future.
Leverage your technology: Pega’s AI-powered Customer Decision Hub can help Telefónica add value to every customer interaction. CSPs around the world are driving meaningful results using this approach: 14% lower churn, 60% higher revenue from cross-sell/up-sell, 40% higher Net Promoter Scores.
Pillar 2 - Team Performance
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“Pega excels in nearly every aspect of this evaluation…It raises the bar for enterprise RTIM that runs the gamut of digital self-service and human-assisted touchpoints across the entire customer lifecycle."
Pillar 2 - Team Performance
– Current Offering and Strategy Categories in the Q4 2020 Forrester Wave™
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Technical Architecture
Pillar 3
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Businesses stake their reputations on the architecture they’re built upon – so its importance can’t be understated. Pega’s business architecture improves customer experience and workflow by making integration seamless. This ensures that as your architecture grows in sophistication and capability, you can embrace new technologies without encountering ecosystem integration headaches.
How to strengthen your solution and unleash AI powerYour architectural ecosystem can complement emerging technology to supplement existing infrastructure without needing to replace the entire system. With Pega, you can import models you have already built, proven successful, and swiftly integrate them without any requirement to replicate data.
Here’s how.
Deploying real Omni-channel capabilities: Maximising customer value while keeping costs down depends on being able to deploy real omni-channel capabilities. Pega’s Omni-Channel UX will enable you to deliver an optimised and consistent user experience in every channel. We will help you simplify operations through guided interactions, where Pega anticipates each customer’s needs based on the situation, and intelligently guides users though every step of the interaction. Using service and usage history data, combined with customer lifetime value, Pega suggests the most appropriate actions at any time, in all channels.
Reimagining technical architecture
Pillar 3 - Technical Architecture
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Laying the strategic foundations: While your current ecosystem is very strong, Pega’s Center-Out™ business architecture can help take it to the next level, laying the strategic foundations to unleash the potential of AI and complement the capabilities you already have in place.
Building on robust technical architecture: Open technologies enable you to build apps faster, integrate seamlessly, and meet the demands of your customers and your business. Pega’s no-code platform defines rapid development, making it easy to set up, visualise, map, and manage integrations.
Unleashing the potential of AI: AI offers powerful business value, but only when used in an empathetical way. The customer empathy advisor is a framework for integrating considerations into every engagement; calculating empathy levels, identifying actions, and optimising empathy levels across all channels.
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Partnering for change Business insights and scalable technology create a compelling force for progress when they’re combined. Pega does not come alone to the challenges you face; we bring the means for you to achieve unprecedented business outcomes by working with lots of significant partners.
Moving forwardThrough the pages of this e-book, we have taken you on a long and detailed journey. At each point of that journey is your need to build sustainable lifetime customer value, and our proven expertise in helping organisations just like yours to do precisely that.
How to build sustainable lifetime customer valuePega’s AI-powered software can optimise every Telefónica customer interaction, every channel. For more than 35 years, we have enabled higher customer satisfaction, lower costs, and increased customer lifetime value.
Here’s how we’ve done it for others:
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Pega helped BT to replace 17 + different versions of a decisioning tool across different channels with a single brain that powers decisions across all channels. Pega simplified and streamlined the process of customer interactions, reducing the need to switch between 100+ applications, and we empowered business users to engineer their own solutions without relying on IT.
Pega helped Sprint to identify customers at risk of churn and proactively provide personalised retention offers; implementing Pega Customer Decision Hub in just 90 days. Results included a 40% increase in NPS, 2.5 million increase in yearly net adds, and real-time decisions based on 1,000+ data elements.
Discover here how with Pega, Vodafone Spain completely changed the way they approach their customers to an “always-on” engagement model, which enables them to deliver hyper-personalised interactions in every channel, and in real-time.
Vodafone has more than 70 propositions built in the platform, more than 40 real-time events triggering NBAs and more than 20 predictive big data models. This is helping them to multiply x3.5 the incremental redemption, x3 the value generated and still watching an incremental growth QoQ (+24%).
Pega in practice
Partnering for change
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Moving forward
We would welcome the opportunity to discuss how we might achieve similar outcomes for you, helping you triumph by accelerating time-to-value, enhancing team performance, and reimagining your technical architecture. If this sounds of interest to you, or you wish to discuss anything else found in this guide, please reach out directly.
Consistently focused on building sustainable lifetime customer value
Noelia Caro GonzálezAccount Executive +34 647 80 35 37
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