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Enhancing Performance & SatisfactionThrough Channel Integration
Danilo De Angelis - Head of Digital Telco Transformation - Consulting and Systems Integration – Global Services – Ericsson
Claudio Contini - CEO Telecom Italia Digital Solutions - Telecom Italia Group
Ericsson Confidential | 2015-03-12 | Page 2
Welcome & Introductions
Danilo De AngelisHead of Digital TelcoTransformation
Ericsson Consulting andSystems Integration -Global Services
Claudio ContiniCEOTelecom Italia DigitalSolutions - TelecomItalia Group
Ericsson Confidential | 2015-03-12 | Page 3
Digital Market Realities
50 billion connected devices by 2020 Innovative OTT players setting the standard
for consumer expectations Sales increasingly digital in all industries Customer using multiple sale-channels to make
purchases that create new complexities Operators require: continuous service innovation ease-of-connectivity automated processes benefits of big data analytics
Laggard incumbents are at risk of major business model disruption
Laggardincumbents
Advancedincumbents
Time
Disruptivebusinessmodels
Adapt
Adopt
Embrace
Newtrends
Source: Disruptive innovation model from Clayton Christensen
Ericsson Confidential | 2015-03-12 | Page 5
Enhancing Performance & Satisfaction
Introduce a holisticOMNI CHANNEL
strategy
Provide a single viewof your company and gain a
SINGLE VIEW OF YOUR CUSTOMER
Implementthe
RIGHT MODEL
Ericsson Confidential | 2015-03-12 | Page 6
• Self Service to monitor status of payments, services and tickets
• Self Configuration of products and services(individual, family, enterprise)
• Self Authentication (compliant with local privacy regulations)
• 100% digital activation(App/Web) with customer choice of deliveryoptions (home/store)
• Real-time order and delivery tracking• Personalized offer/pricing
options enabled by flexible revenue sharingmodels with Partners
• E-commerce “selling chart” approach(Amazon-like experience)
• Fast product/service marketing(including partners management)
• Rich choice of bundled offers of products &services co-created with Partners
• Social sharing of shopping experienceand product/service usage
• Digital assistance• Fast issue resolution through external-
internal data integration at Customer level
• Act and experience on Customer behalf
Omnichannel experience,seamless and consistent
customer journey
• “Best choice for you” approach
• Real-time up/cross selling proposals
• Reactive & proactive retentionSell &D
eliver
Anychannel
Anydevice
Introduce a Holistic Omni-channel Strategy
Ericsson Confidential | 2015-03-12 | Page 7
Observecustomer satisfaction
in real-time
Identify the needs toincrease an individual’s
satisfaction
Targeted marketing.Expose customer
understanding to Partners
Monitor Understand Improve
Identify Next Best Action to createnew revenue opportunities, improve
customer experience and NPS
Determine customer needsbased on usage
habits and passions
Use Big Data and Analyticsfor service usage
and customer experience
Up/Cross Selling, Reactive/Pre-emptive Retention, Real Time, Ad-personam
Use Big Data, Expert Analytics and Advanced Dynamic Cases tocatch new revenue opportunities and improve customer experience
Provide a Single View of Your Companyand Gain a Single View of Your Customer
Ericsson Confidential | 2015-03-12 | Page 8
Higher netpromoter scores
Agile collaborationTop line growth
› Introduce new digitalservices from a growingportfolio of identified needs
› Provide consistent omni-channel access to allstakeholders
› Gain better insights intocustomer through social mediaand network data
› Drive new agile and efficientoperations model that drivesNetwork IT convergence
Digital Telco is a new business and operating CSP model for creating digital services, enablingomni-channel interaction, providing agility to manage the full digital ecosystem
Implement the Right Model
Ericsson Confidential | 2015-03-12 | Page 9
Apply Best PracticesEricsson Value Architecture: Best Practice Repository
INFORMATION LAYER
STRATEGY LAYER
BUSINESS LAYER
APPLICATION LAYER
TECHNOLOGY LAYER
LEV
ER
AG
ING
TM F
OR
UM
FR
AM
EW
OR
X®
Our enterprise architecture best practicetool and repository provides an E2E view:Business – IT – NetworksIt currently comprises: 100 business capabilities 18 end-to-end processes/
85 detailed flows 1200 process elements 360 KPIs 500 pain point library 900 function library
ITIL® is a Registered Trade Mark of AXELOS Limited
Ericsson Confidential | 2015-03-12 | Page 10
Leverage on Standards: TMF
TMF
EVA
e2e Processes aligned: to leverageeTOM L3/L4 process elements and createEVA e2e best practice process flows
Functional Domains and ABBs aligned:EVA ABB best practice map created withdescriptions, functions and capabilities
SID ABEs leveraged to createEVA Information Model
eTOM
EVA Process Model
TAM
EVA ABB Map
SID
EVA Information Model
Processes Application Building Blocks Information
Ericsson Confidential | 2015-03-12 | Page 12
› Design a holistic omni-channelstrategy to drive customersatisfaction and internal efficiency
› Provide a single view of yourcompany to gain a single view ofyour customer
› Establish the right model toimprove agility and cost efficiencythrough channel integration
Summary
Ericsson Confidential | 2015-03-12 | Page 14
Contact Information
Danilo De AngelisHead of Digital TelcoTransformation
Consulting and SystemsIntegration - Global ServicesEricsson
Claudio ContiniCEO
Telecom Italia Digital SolutionsTelecom Italia Group