Transform Your Customer ExperienceOracle CX for Communications
Joao Pedro Calvalcanti Sant Anna, OiRui Pedro Saraiva, OiDavid Fan, Oracle
October 28, 2015
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Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Program Agenda
Oracle CX for Communications
Customer Spotlight – Oi
Q&A
1
2
3
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Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
The Hyper-Connected World of Data
4
In 2014 cloud-based applications account for 81% of the mobile data traffic
7.4B Mobile Devices for 7.3B People
Voice will be free within the next 12 month
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new way of working…
• digital experiences– omni- and cross-channel
– personalize and optimize
– unified customer view
• modern interactions– digital customer acquisition
– social interactions
– retail store of the future
• empower everyone– collaboration
– proactive and preventative
– process and IT agility
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | 6
Oracle CX Portfolio
WEB
CONTACT CENTER
SOCIALMOBILE
FIELD SALES
FIELD SERVICE
STORE
IOT
CX FOUNDATION LAYER
CX APPLICATIONS
CX INDUSTRY SOLUTIONS
MARKETING SALES CPQ COMMERCE SERVICE SOCIAL MARKETPLACE
COMMON MODERN USER INTERFACE
CUSTOMER MASTER DATA AS A SERVICE STANDARDIZED API’s COLLABORATION ANALYTICSPLATFORM AS A
SERVICE
FINANCIAL SERVICES
COMMUNICATIONS
HICH TECH
CONSUMER GOODS
LIFE SCIENCES
RETAIL
MANUFACTURING
AUTOMOTIVE
HEALTHCARE
PROFESSIONAL SERVICES
HOSPITALITY
UTILITIES
TRAVEL AND TRANSPORTATION
MEDIA AND ENTERTAINMENT
EDUCATION AND RESEARCH
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Choose Your Digital Transformation Journey
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innovate
Empowered Customer Care
differentiate
Agile and Collaborate
Selling
Cross-/Omni-Channel
Commerce
Social Engagement
Digital Marketing
Sales Optimization
transform
Customer Care
Concept to Cash to Care
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Spotlight on Oi
8
innovate
Empowered Customer Care
differentiate
Agile and Collaborate
Selling
Cross-/Omni-Channel
Commerce
Social Engagement
Digital Marketing
Sales Optimization
transform
Customer Care
Concept to Cash to Care
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Presenters
9
JOÃO PEDRO CAVALCANTI SANT’ANNACustomer
Relationship Director,
Oi
João is the Functional Director of the
CRM Cloud and HCM Projects and
responsible for leverage technology
and analytics to create business
value, improve customer experience
and gain operational efficiency.
RUI PEDRO SARAIVAIT Governance,
Architecture &
Transformation
Director, Oi
Rui Pedro Saraiva leads the IT
Strategic Transformation Program,
being responsible for its definition
and implementation, and is also
responsible for corporate IT
architecture, blueprint and strategy,
as well as IT Governance (process,
PMO and Metrics)
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
DTH
IPTV
TV
1.2 MM
2G
3G
4G
WIFI
MOBILE
50.2 MM
xDSL
FTTH
MPLS
ATM
FRAME RELAY
[22K KM OF
SUBMARINE
CABLES]
WIRELINE
BROADBAND
6.8 MM
TRADICIONAL
PSTN
NGN
IMS
PUBLIC PHONE
WIRELINE
VOICE
15.2 MM
OI PIONEERED CONVERGENT SERVICES IN BRAZIL!
BRAZIL WIDE DIVERSIFIED OFFERING, B2B & B2C
ABOUT Oi
Region I
Region II
Region III
73.4 MM
Customers
STRATEGIC GUIDELINES
Be the most efficient sales
channel in volume and cost,
with exclusive offers and the
best shopping experience
To be the preferred customer
service channel providing the
best experience
E-COMMERCE
E-CARE
DIGITAL
CHANNELS
Digital channels with the best
user experience, making
easier the customer’s lifeDIGITAL
EXPERIENCE
Provide customers
with the best
content and user
experience in
digital channels ,
maximizing
business results
ANALYTICS
Leveraging customer
behavior insights on
sales and
relationship to
accelerate the
customer migration
to digital channels
IT SUPPORT
▪ Deploy new
services layer
▪ Ensure
availability of
platforms
▪ Structure agile
process
11
12
Oi CUSTOMER CARE FACTS: 1.3MM CALLS / DAY
79 MM
RGUs*
10 MM
Corporate
SMB
69 MM
Retail
43 MM
Incoming
Calls/month
26 MM
Resolved by IVR
/ month
17 MM
Derived to
Human Agent /
month
1.3 MM
Calls/day
in Peak to Call-
Center
* Revenue Generating
Units
EACH CALL CAN
GENERATE ONE OR
MORE INCIDENTS
40K CALL CENTER AGENTS
2 OUTSOURCED CALL CENTER PROVIDERS FOR SELLING
3 OUTSOURCED CALL CENTER PROVIDERS FOR CUSTOMER CARE
OI BORN FROM THE MERGER OF SEVERAL COMPANIES, WHICH CREATED
IMPORTANT BUSINESS AND IT CHALLENGES
26 REGIONAL
OPERATIONS1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
TELEMAR
PRIVATIZATION
MOBILE SERVICE
LAUNCH
PEGASUS
ACQUISITION
CONTAX
SPIN-OFF
AMAZÔNIA CELUAR
ACQUISITION
WAYTV ACQUISITION
BRASIL TELECOM
ACQUISITION
MOBILE SERVICE
LAUNCH SP
SATELLITE TV
SERVICE LAUNCH
CRM
OM
Inventory
Billing
Collection
CRM
OM
Inventory
Billing
Collection
14.6MM 8.7MM
CRM
OM
Inventory
Billing
Collection
CRM
OM
Inventory
Billing
Collection
50.8MM 0.3MM
CRM
OM
Inventory
Billing
Collection
CRM
OM
Inventory
Billing
Collection
SYSTEMS
UGRS
(CONSUMER
AND B2B)1.032K
FIXED MOBILE FIBER TV DTH
2K
R1&2&3R1-Telemar R2-Brasil Telecom
FIXED MOBILE
AS A CONSEQUENCE OF THIS REALITY THERE ARE MORE THAN 5 FULL
APPLICATION STACKS…
Clients
Frontend
Backend
Management
Information
System (MIS)
Monolitico
Silos
Silos
BCV
Redundancy
DB DB DB
Time to market impacting the launch of new
offers
Different processes by stack adding complexity
and dificulties to capture synergies
Lack of holistic vision of business indicators
Absence of standard functionalities by stack
… THAT CREATES SEVERAL TYPES OF IMPACTS IN DIFFERENT BUSINESS AREAS
NON TECHNICAL
COMPLAINT
TECHNICAL
COMPLAINT
Interaction
CRM
Fixed R1 CRM TV
✔
✔ ✔ ✔ ✔
✔
CRM Mobile
Complaint
Invoice complaint for
convergent offers is done
in the Mobile CRM only
Technical complaints are
in the respective legacy
CRM depending on the
product and a interaction
record is done in the
Mobile CRM
REGARDING CONVERGENT OFFERS, THIS IMPACT IS PARTICULARLY VISIBLE IN
THE CUSTOMER CARE
CRM
Fixed R2
DTHMobilexDSL FibraFixedAr
rec.
Colle
ctio
nAc
tivati
onCR
M &
OE
Orde
rM
gmt
Inve
nt.
OMSExpediter
Granite Objectel
SIS Ativação
FixaASAP Dados
Siebel 8
Netwin
OM
SIS Ativação
Fixa
Billi
ng
STC SAC
Siebel 6.3
SIS Ativa ção
Móvel
SISGEN
Clarify
SISGEN
ASAP Móvel
OMS
SINN
Arbor
ICS
STC SAC
SIS Falhas MASC
SISRAF
SCB
SAG
SFA
SISRAF
SCB
SAG
SFA
DTHMobilexDSL FibraFixed
Arre
c.Co
bran
ça
Ativa
ção
CRM
&
OEOr
der
Mgm
tIn
vent
.
Inventario
OM
Ativaçao
Billi
ng
CRM OE
AS-IS TO-BE
Billing
Arrecadaçao
Cobrança
APPLICATION CONSOLIDATION IN A SINGLE STACK FOR ALL PRODUCTS AND
SEGMENT IS THE LONG TERM SOLUTION
Complex process that requires considerable investments,
resource allocation and risk management over a 5 years period
R1&2
R1
R2
TODAY
COMPLEX TRANSFORMATION REQUIRES SIGNIFICANT INVESTMENTS
(MONEY & RESOURCE ALLOCATION) THAT SHOULD MAKE PHASED
DELIVERIES OVER TIME
CURRENTLY WE’VE DIFFERENT APPROACHES BEING USED: (1) DIRECT E (2) PHASED
DIRECT APPROACH:
Implement the final
vision
INTERMEDIATE
PHASED APPROACH:
Consolidate in existing
platform and afterwards
implement final vision
FUTURE
CRM CLOUD IS
USING THIS
APPROACH
CRM CLOUD DIRECTLY IMPACTS THE QUALITY OF THE SERVICES PROVIDED TO
THE CUSTOMER
DTHMobilexDSL FibraFixedAr
rec.
Colle
ction
Activ
ation
CRM
&
OEOr
der
Mgm
tIn
vent
.
OMSExpediter
Granite Objectel
SIS Ativação
FixaASAP Dados
Siebel 8
Netwin
OM
SIS Ativação
Fixa
Billi
ng
STC SAC
Siebel 6.3
SIS Ativa ção
Móvel
SISGEN
Clarify
SISGEN
ASAP Móvel
OMS
SINN
Arbor
ICS
STC SAC
SIS Falhas MASC
SISRAF
SCB
SAG
SFA
SISRAF
SCB
SAG
SFA
DTHMobilexDSL FibraFixed
Arre
c.Co
bran
ça
Ativa
ção
CRM
&
OEOr
der
Mgm
tIn
vent
.
Inventario
OM
Ativaçao
Billi
ng
CRM OE
AS-IS TO-BE
Billing
Arrecadaçao
Cobrança
• Several systems providing CRM functions
• Several Customer & Account identifiers
• Different business processes per region &
segment
• Different Customer vision according to product &
CRM system
• Customer information spread over the several
legacy systems, making it difficult to consolidate
info and get reports
CRM CLOUD
• Single system for CRM functions
• Single Customer & Account identifier
• Same processes regardless of region or segment
• 360º Customer vision regardless of product or
region
• Customer information centralized in one
system, making it easier to get reports
Complex process that requires considerable investments,
resource allocation and risk management over a 5 years period
R1&2
R1
R2
SCOPE
Front Office Customer Care
Back Office Workflow
Functional Administration
Incident Bulk Load
SLA Management
Report / KPIs
Bundles
Fiber
TV
Mobile
ADSL
Wireline
Retail
CUSTOMER SEGMENTS
PRODUCTS PROCESSES
NEXT PHASES
Small and Medium Business
Corporate
NEXT PHASES
Corporate Products
NEXT PHASES
Trouble Ticket Management
Campaign Management
Customer Master
Billing Inquiries
Mainframe
Siebel 8
Siebel 6.3
Siebel UCM / CDI
Clarify
TV custom system
SYSTEMS INTEGRATION
NEXT PHASES
Inventory
Billing
Order Entry
ORACLE SERVICE CLOUD – FOUNDATION OF CRM CLOUD
CRM LEGACIESUNIFIED CRM (ORACLE SERVICE CLOUD)
SOLUTION ADMINISTRATION Access Profiles & Forwarding flows
Dispute
Trouble Ticketing
Sales
CHANNEL INTEGRATION
INTEGRATION WITH OTHER SYSTEMS
FRO
NT-E
ND
BACK-E
ND
VOICE/ IVR EMAIL / SMS LETTER/ FAX PORTALS PRESENTIAL
CADASTRO
Customer &
Account
CAMPAIGNS
Execution &
Lookup
CUSTOMER CARE
Information
Dispute
complaints
Workflow - FO
TROUBLE TICKET
Opening
Scheduling
Workflow - BO
SALES
Profiling
Cadastro
OS’ Status
Service Mgmt
Pre-Sales
CRM REPORTING
Customer Interactions
Customer requests
Invoice Disputes
Repairs
Campaigns
Billing
22
ORACLE SERVICE CLOUD COMPONENTS
ORACLE SERVICE CLOUD
Custom Process Model Connect Web Services
REPLICA DATABASE
ODBC Driver
Online
IntegrationBatch Integration Stage
INTEGRATION
STACK
ORACLE SOA SUITE INFORMATICA POWER CENTER
LEGACIES LEGACIES LEGACIES LEGACIES
ODS / DW
AGENT
DESKTOP
CALL CENTER
AGENT
ON PREMISE COMPONENTS
CLOUD COMPONENTS
CRM CLOUD
WE’VE CHANGED OUR APPROACH TO IMPLEMENT THE PROJECT
FROM WATERFALL…
We had a 23 month implementation
within Siebel with all mapped scope at
once
… TO AGILE APPROACH
We decided to create small sprints to
prove the solution and get benefits faster.
We’ll probably take longer to implement
all mapped scope (if), but we’re
generating savings from month 4!
Pic source:
http://www.origin-digital.com/tech-start-company-tips-success-product-development/
USING AN AGILE APPROACH, WE’VE MANAGED TO DELIVER A MINIMUM
VIABLE PRODUCT QUICKER
2015 2016 2017
J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D
FO/BO Processes
Fixed+ADSL+TV+Mobile
Simplified 360º Customer View
FO/BO AnalyticsRetail
Billing Inquiries
Campaign Management
Regulatory BO
Retail
Customer Master
Complete 360º Customer
View
Sales Call Center
Retail
Corporate Products
Trouble Tickets
Order Entry
OSvC web-based
Retail
Corporate
Whole-saleThe scope of each phase to be confirmed
Automatic distribution of
activities to Back Office
agents
Functional Admin
SLA Management
Reporting
Retail
2: FOBO + INFORMATIONAL
3: BO OPTIMIZATION 4: CUSTOMER MDM 5: UNIFIED CRM1:WORKFLOW BO 1: ROLLOUT
2: ROLLOUT
AS-WAS SCENARIO
CRM Mainframe 1
CRM Mainframe 2
CRM Siebel 6.3
Billing Mainframe 1
CRM Mainframe 3
CRM Custom
Front Office Back Office
Incidents Distribution
Customer Inquiries Extract and load incidentsIncidents distribution to Back
Office AgentsHandling and closure in Back Offices
Legacy System 1
Incidents Distribution
Legacy System 2
Back Office Cells
Manual extraction
and transformation
of files to be loaded
in Back Office
systems
Others
Reporting
Back Office Management
Legacy System 2
AS-IS AFTER PHASE 1 IMPLEMENTATION
CRM Mainframe 1
CRM Mainframe 2
CRM Siebel 6.3
Billing Mainframe 1
CRM Mainframe 3
CRM Custom
Front Office Back Office
Incidents Distribution
Customer Inquiries Extract and load incidentsIncidents distribution to Back
Office AgentsHandling and closure in Back Offices
Legacy System 1
Incidents Distribution
Back Office Cells
1. Consolidation of
platforms
Others
Manual extraction
and transformation
of files to be loaded
in Back Office
systems
Reporting
Back Office Management
AS-IS AFTER PHASE 1 IMPLEMENTATION
CRM Mainframe 1
CRM Mainframe 2
CRM Siebel 6.3
Billing Mainframe 1
CRM Mainframe 3
CRM Custom
Front Office Back Office
Customer Inquiries Extract and load incidentsIncidents distribution to Back
Office AgentsHandling and closure in Back Offices
Back Office Cells
Incidents Distribution
Others
ETL
Automated
Extraction and
Load process Functional Administration
Reporting
Back Office Management
2. Automation of
extraction and load
process
3. New Functional
Administration
ModuleFunctional Administration team working with
reference data to manage profiles and LOVs
AS-IS AFTER PHASE 1 IMPLEMENTATION
CRM Mainframe 1
CRM Mainframe 2
CRM Siebel 6.3
Billing Mainframe 1
CRM Mainframe 3
CRM Custom
Front Office Back Office
Customer Inquiries Extract and load incidentsIncidents distribution to Back
Office AgentsHandling and closure in Back Offices
Back Office Cells
Incidents Distribution
Others
ETL
Automated
Extraction and
Load process
Reporting
Back Office Management
Operational Reports
Managers and
Supervisors
Service Management (SLA)
Functional Administration
4. New SLA
Management for
Back Offices
5. Ability to manage
operations through
analytical reports
29
Minimum viable product: simple but relevant
Balance between requirement complexity and business benefits
Change of paradigm for IT to take a Core system to the Cloud
Standardization of business processes: the biggest process
transformation ever
Reference Data definition for implementation of workflows
Mobilization of 200+ people from Oi and partners
MAIN CHALLENGES OF PHASE 1
REALIZED BENEFITS
Process
standardization
Reporting
(full control of
Operations)
Productivity Gains
30% plus (so far)
650 Users
22k planned
CRITICAL SUCCESS FACTORS: SIMPLE BUT RELEVANT
1. Establish measurable business goals
2. Align business and IT operations
3. Get executive support up front
4. Let business goals drive functionality
5. Minimize customization by leveraging out-of-
the-box functionality
6. Use trained, experienced consultants
7. Actively involve end users in solution design
8. Invest in training to empower end users
9. Use a phased rollout schedule
10. Measure, monitor, and track
Phase 1 delivered in 4 Months !
Agile
Cloud
Classic CRM
Issues
AS-IS AFTER PHASE 1 IMPLEMENTATION
CRM Mainframe 1
CRM Mainframe 2
CRM Siebel 6.3
Billing Mainframe 1
CRM Mainframe 3
CRM Custom
Front Office Back Office
Customer Inquiries Extract and load incidentsIncidents distribution to Back
Office AgentsHandling and closure in Back Offices
Back Office Cells
Incidents Distribution
Others
ETL
Automated
Extraction and
Load process
Reporting
Back Office Management
Operational Reports
Managers and
Supervisors
Service Management (SLA)
Functional Administration
TO-BE AFTER PHASE 2 IMPLEMENTATION
Front Office Back Office
Customer Inquiries Extract and load incidentsIncidents distribution to Back
Office AgentsHandling and closure in Back Offices
Back Office Cells
Incidents Distribution
Reporting
Back Office Management
Operational Reports
Managers and
Supervisors
Functional Administration
Service Management (SLA)
CRM Mainframe 1
CRM Mainframe 2
CRM Siebel 6.3
Billing Mainframe 1
CRM Mainframe 3
CRM Custom
Others
ETL
Automated
Extraction and
Load process
Expansion to Front Office
End-to-end Service Management
Customer Incidents
Multi-channel Integration
Customer Portfolio
Network Inventory Queries
Customer Interaction History
Call-Center
POS
Web
CTI IntegrationE-mail /
SMS
7. End-to-End SLA
Management
6. Expansion to
Multi Channel Front
Office
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COMPLETE- Best-in-Class Cloud Portfolio- Spanning All Customer Interactions- Connecting Key Business Processes
INNOVATIVE- Deepest Customer Insight- Providing Personalized Engagement- Differentiating The Brand Experience
PROVEN- Trusted By The World’s Largest Brands- Recognized Industry Experience- Secure & Scalable Global Operations
ORACLE CX CLOUD
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Safe Harbor Statement
The preceding is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.
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