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Engaging your customersto increase value in a connected world

A Configurable Digital Experience for anEstablished Multi-Operations Provider

Ratko Popovski, Liberty GlobalVP Business & Solution Architecture

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About Liberty Global

27 mlnCustomers

56 mlnRGUs

38,000Employees

over$18 bnof revenue

3 playpioneers

2.1products percustomer

44%3 playcustomers

founded25 yrsago

EuropeLatin America

14countries

90%businessin Europe

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Behind the scene: A complex IT environment

Established ProviderExisting business model &

established businessprocesses

Multi-Vendor eco-systemsMulti vendor and multi brand

stacks across the footprint

Complex IT landscapes percountryEach country having distinctive andcomplex IT landscape

Sizable LegacyDue to M&A nature

voluminous legacy systemsremained as part of IT

stacks

Geographical stacksMultiple stacks per marketsegment (region based)

Overlapping capabilitiesCapabilities overlap acrossvarious assets.

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Customer Experience high in the Leadership Agenda

Liberty 1.0Liberty 1.0

NetworkNetwork

Liberty 2.0Liberty 2.0

ProductProduct

Liberty 3.0Liberty 3.0

CustomerCustomer

Customer First Mentality in the Liberty 3.0Transformational Program

Customer Promise & Value Proposition Focus

Creation of SeamlessOmnichannel CustomerExperiences

Digitize customer touch-points to modernizecustomer’s journey

Customer ExperienceOrganization at levelof Managing Director

20% of the YearlyBonus entitlement isbased on NPScompany performance

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A Digital Customer Experience Product

Productize CustomerExperience (like any

other product)

Customer ExperienceProduct Owners incharge of ‘defining’ theExperience

Standardized AgileDevelopment Process for

Customer Experience

User Stories are fullyCustomer Journey Driven

Experience Becoming aKey Business Differentiator

Outlining is based onhow customersexperiences theinteractions rather thansystem capabilities

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Digital Experience Architecture Commandments

Adapt based on businessInsights & Findings

EliminateDomain Boundaries

Evolve following trends inTechnologies & Lifestyle

Need to be able to adapt tochanging needs of a customer forseamless & consistent experienceacross different channels andtechnologies, targeting higheromnichannel maturity

Need to be able to adapt tochanging needs of a customer forseamless & consistent experienceacross different channels andtechnologies, targeting higheromnichannel maturity

Need to be able to adapt tocontinuously evolving businessrequirements resulting from newinsights and findings from testingand analysis

Need to be able to adapt tocontinuously evolving businessrequirements resulting from newinsights and findings from testingand analysis

Need to be able to defineexperience independent oftraditional domain boundaries andblend to define the optimalcustomer journey.

Need to be able to defineexperience independent oftraditional domain boundaries andblend to define the optimalcustomer journey.Site Sales Care Marketing

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An emerging Role: The Digital Customer Experience Author

Web Authors

Configure Pages& Web Content

Product OpsConfigure

Product Catalogues

CEXAuthors

Configure DigitalCustomer Experience

A new age digital customer experience rolepart of a smart digital business operations

TraditionalRoles

EmergingRole

Newskillset

Empowered to configure the DigitalCustomer Experience Journey enablingjourney transition among variouschannels.

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Architectural approach: Decouple Customer Experience

Experience Building Blocks toenable easier CEX authoringand reuse across multiplemarkets

“Headless” capabilitiesand components to enablecustomer experiencebuilding blocks

Traditional IT (BSS) Stack

Digital Customer Experience

Experience Enablers

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IT Enablers for the Customer experience

Experience Building Blocks: The core elements usedby CEX experts to define the customer experience

Experience APIs: Microservices integrating theexperience building blocks and IT enablers

Experience Enablers: Components and capabilitiesproviding functionalities and enabling CEX buildingblocks.

Core IT Systems: Legacy systems providing coreTelco IT capabilities

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Experience Architecture embedded into Digital Framework

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Simplified Architecture based on Experience Authoring

Customer

Experience APIs

CustomerOrder

Management

360 viewInventories

ProductCatalog

Hub

IdentityManagement

CustomerInteraction

Management

System Integration

ExperienceEnablers

ExperienceChannels

Core ITFunctions

ServiceOrchestration

ResourceCatalog and

Inventory

LogisticsPorting

Rating &Billing

Other systems…

CustomerPortals

Agent DesktopMobile AppsSelf Care e-Commerce

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Authoring Example – Product Discovery

CustomerExperience

Building Blocks

Compiling theCustomer

Experience

PromotionAdd to Basket

button Price

ProductImage

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Address CheckProduct Selection

Authoring Example – Dynamic Branded Sales Checkout

Customer Details

Product Selection Address CheckCustomer Details

Adapt visual elements based on brand

Adjust flow and fields based on country (cultural) preferences

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Library of Experience Components

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Notable Outcomes / Achievements

Launch of rebranded site included newproduct line (mobile) in 4 months for IE

30%+ Reduced Business Operationalcosts due to reusability of experiencecomponents

22% increased conversion rate & 20%increased revenue per commercial visitin Unitymedia with the new DigitalCommerce solution

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Pitfalls & Recommendations

Balance Flexibility with Cost Effectiveness• High level of experience configurability

increases solution complexity• Ensure a default experience configuration and

then start fine tuning

Ensure maturity of business operations toembrace the new capabilities• To minimize the need for IT involvement

increased business engagement is required• Skills & knowledge to fulfill the experience

authoring requirements have been challenging CEX Authors

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Use of TM Forum Guidelines and Frameworx

TUse of Business

Framework(eTOM) to

measure processcoverage of Digital

EnablersEcosystem

MUse of ApplicationFramework (TAM)

to defineexperience scopeand communicate

with businessstakeholders

FUse of InformationFramework (SID)

to drive theinformation model

of our DigitalEnablers

Ecosystem

Starting from customer experience and using TM Forum Frameworx to define capabilitiesrequired to achieve better customer experience

Standardized APIsdriving customer

channels based onTM Forum REST

API DesignGuidelines

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Thank you for listening!

Reachable at rpopovski@libertyglobal.com Please check the Omnishop Catalyst