Customer Service Solutions using SOA The Seamless Customer Experience Improve Customer Care through...

Customer Service Solutions using SOA

The Seamless Customer Experience

Improve Customer Care through Multi-

Channel Integration

Rajesh ShewaniSoftware IT Architect Leaderrshewani@in.ibm.com

Agenda• What’s changed in the customer’s world in the past 5

years?

• What are the guiding principles of a seamless customer experience?

• What is the impact on multi-channel architectures?

• Summary

Think about what has changed in the world in the past five years….

These days customers use multiple devices, channels, and social computing technologies

Customers use multiple channels to reach buying decisions, often beginning online and continuing in the store/branch

More and more people are participating in social communities

• To meet and share information

• To see the experience of the people who bought it, tried it, read it, made it, or visited it first

• To learn from other’s ideas and opinions

• To provide their opinions and wisdom

• To get the inside scoop

• To tell a company what they like – and what they don’t

The social community is a highly flexible concept, held together by several types of users, including…

Customer Service refers to…

• Pre-Sales and Sales Experience

• Post-Sales Service Experience

Today, providing a homepage, IVR, and contact center doesn’t even scratch the surface of the new customer experience

WebsiteA collection of web pages, images,videos and other digital assets hosted ona particular domain or sub-domain on theWorld Wide Web

Improving the customer experience pays offbut…..Customers have new expectations and demands

Customer advocates deliver better financially

But also have new expectations and demands

Antagonists

Advocates

Agenda• What’s changed in the customer’s world in the past 5

years?

• What are the guiding principles of a seamless customer experience?

• What is the impact on multi-channel architectures?

• Summary

Designing the seamless customer experience shouldtake into account several guiding principles

Agenda• What’s changed in the customer’s world in the past 5

years?

• What are the guiding principles of a seamless customer experience?

• What is the impact on multi-channel architectures?

• Summary

Design points to consider in the multi-channel architecture

Gap

Multi-channelArchitecture

Service Orientated Architecture

Multi-channel Logical Reference Architecture

1. MDM – Customer Data Integration

2. Single version of product catalog, order configuration, and pricing

3. Channel user interface

Typical Front Office End State Deliverables for Insurance

Prospect

Publishing Info• Company Info• Product brochures• Quotations• Illustrations

Buying policy on net

Online premium payments

General Information on Insurance

Career

Customers

Publishing Info & utilities on webProduct Brochures, Quotations, Industry News, Illustrations

View Portfolio• Customer personal data• Policy summary• Proposal status

Personal Profile maintenance

Unit Statements

Fund Switch

Complaint registration

Agents

Publishing Info & utilities on webProduct Brochures, Quotations, Industry News, Illustrations

Agent Portfolio • Commission data • Client Diary – policy details/client details/reminders proposal status• Lead Tracking

Personal Profile maintenance

Statements & Reports

Complaint Registration

Corporate

Member’s Enquiry

Change in Members Name

Add/Delete Member

Enquiry on due date

Claim Detail

Fund Status

Employees

Single Sign on

Publishing Info & utilities on webProduct Brochures, Quotations, Industry News, Illustrations, Industry/Co. News

Career / E – Mails

Pay Roll/E Travel

ReimbursementAdvance Settl.

/ Complaint Registration

Discussion forum Knowledge Management

Business

Dashboards

4. Recording and tracking of customer dialogues

SOA and automation unlocks true valueThe AS-IS Process

The TO-BE process

Metric AS-IS TO-BE Difference

Process elapsed time 15-67 days 12-42 days 3-25 days

Average TAT 18.1 days 16 days ~ 11.6%

Variance 52 days 30 days ~ 57.7%

Productivity (Apps/month) 300 600 ~ 200%

Cost per app INR 1500 INR 900 ~ 60% lower

Process Variance

01020304050607080

Case

1

Case

4

Case

7

Case

10

Case

13

Case

16

Case

19

Case

22

Case

25

Case

28

Case

31

Cases (Each Case = 10 Applications)E

lap

se

d T

ime

As-Is

To Be

Tracking Customer Service

5. Event based marketing and “Real time” analytics

These capabilities require a common, shared platform based on SOA

Agenda• What’s changed in the customer’s world in the past 5

years?

• What are the guiding principles of a seamless customer experience?

• What is the impact on multi-channel architectures?

• Summary

Summary• A lot has changed in the last 5 years

– Technologies– Channels– Customer expectations

• Our customers are more informed, collaborative, and sophisticated than ever before

• Customer dialogues span multiple channels – from research to order-taking to service and support

• And now, with a customer experience driven design (CEDD) and technologies such as web 2.0, SOA, MDM, and analytic engines, companies have the know-how to give customers what they are demanding…

Thank you