High Value Enterprise Customer Management with Customer Centric System
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1 GRUPPO TELECOM ITALIA Paris, 21 April 2016 High Value Enterprise Customer Management with Customer Centric System Goffredo Sdrubolini - Telecom Italia Simone De Rose Telecom Italia Information Technology
2 Telecom Italia Group The Telecom Italia Group is the leading ICT group and Italy s digital partner. Abroad its strength is Brazil, where TIM Brasil is a major player on the market. TIM is the Group s only trading name for fixed and mobile telecommunications services, internet, digital contents, cloud services, digital platforms and solutions. It offers everyone consumers, enterprises and institutions - simple and safe tools for the new digital life key numbers Telecom Italia Group 30 million TIM lines in Italy, 66.2 million TIM Brasil customers 11.7 million retail connections to the fixed network in Italy, 7 million of which are broadband 65,867 employees, of whom 52,555 in Italy 5.2 billion industrial investments 19.7 billion revenues 7 billion EBITDA 2
3 Telecom Italia Journey Privatization and market deregulation Bought by Olivetti Launch xdsl Bought by Pirelli Group Launch Cloud IT spin-off Mobile (TIM) spin-off GSM Prepaid First GPRS service First mobile TV service Wireline and Mobile reacquisition
4 Table of Contents Context & Objectives E2E Enterprise Customer Management Transformation - State of the art - Introduction of Customer Centric System (PEGA Solution) - Vision 4
5 OBJECTIVES CONTEXT Context and Objectives HIGH COMPLEXITY OF BUSINESS CUSTOMER BASE CUSTOMIZED PROCESSES TO MEET CUSTOMER EXPECTATION COMPLEX OFFERING TAILORED FOR CUSTOMERS High value Enterprise Customers Public Sector Client Holding End-users Tailored sales & caring processes Cross-channel caring Invoice customization Convergence (wireline, mobile and services) Third Party integration Personalized solutions Improve operational effectiveness Enable and deliver an «agile» value chain Exceed the current limitations of the technology infrastructure Improve Time To Market in every process moments Enhance Customer Experience 5
6 Context: Customer organizational model BUSINESS CUSTOMER Can buy complex offer and asks for tailored projects Can request dedicated assistance Can get big discounts and receives customized invoices LEGAL REPRESENTATIVE MAIN COMMERCIAL ACCOUNT OTHER CONTRACT REFERENCES END USER MANAGING AN ENTERPRISE ACCOUNT MEANS TO DEAL WITH MANY ACTORS Difficult to identify an single Contact Hard to define contract area associated with each Contact Complexity of organizational models like Holdings 6
7 Context: Business Perimeter and Organization High High Value Enterprise ICT Solution & Platform HQ Medium Cluster Tailored Processes & Offering & Billing Sales Dept Customer Operation ICT Project & Delivery Marketing.. 1TO1 CUSTOMER PORTFOLIO MGMT 1TO1 E2E MGMT 1TO1 PROJECT MGMT PERSONALIZED OFFERING 7
8 Wireline Mobile ICT Context: Current Offer Portfolio There are many E2E Value chain Silos but Enterprise Customer wants a bundle single offer! One offer Bundle Catalogue CRM Customized offering Tailored billing Billing 8
9 Table of Contents Context & Objectives E2E Enterprise Customer Management Transformation - State of the art - Introduction of Customer Centric System (PEGA Solution) - Vision 9
10 SERVICE TECHNOLOGY FIXED CONTRACT MGMT PERSONALIZED BILLING MOBILE CONTRACT MGMT PROCESSES CUSTOMER JOURNEY Enterprise Customer Management Processes: state of the art YESTERDAY TODAY TOMORROW AWARENESS & EVALUATION BUY GET STARTED USE CARING PAY / BILL KAM Phone Portal Invoice PRE-SALES SALES FULFILLMENT CARING BILLING SFA MOBILE CATALOGUE WIRELINE CATALOGUE MOBILE CRM WIRELINE CRM MOBILE BILLING FIXED BILLING Several separated process in managing customer during order-to-bill chain High number of supporting systems No single Contract Object across the E2E process No single view of Customer information, consistency and history ICT SERVICE CATALOGUE ICT SERVICE CRM 10
11 SERVICE TECHNOLOGY FIXED CONTRACT MGMT PERSONALIZED BILLING MOBILE CONTRACT MGMT PROCESSES CUSTOMER JOURNEY Enterprise Customer Management Processes: use case YESTERDAY TODAY TOMORROW AWARENESS & EVALUATION BUY GET STARTED USE CARING PAY / BILL KAM Phone Portal Invoice 1 1 Customer asks for mobile and wireline services at the moment PRE-SALES SALES FULFILLMENT CARING BILLING 3 MOBILE CATALOGUE MOBILE CRM MOBILE BILLING 2 Operations works on two separate value chains 2 SFA 3 WIRELINE CATALOGUE ICT SERVICE CATALOGUE WIRELINE CRM ICT SERVICE CRM FIXED BILLING 3 In each chain exists more contract objects across different systems 11
12 SERVICE TECHNOLOGY OFFER FIXED CONTRACT MGMT PERSONALIZED BILLING MOBILE CONTRACT MGMT PROCESSES CUSTOMER JOURNEY Enterprise Customer Management Processes: Customer Centric System Introduction YESTERDAY TODAY TOMORROW AWARENESS & EVALUATION BUY GET STARTED USE CARING PAY / BILL KAM Phone Portal Invoice 1 1 Customer asks for mobile and wireline services at the moment PRE-SALES SALES FULFILLMENT CARING BILLING SFA 2 3 Customer Centric 3 System MOBILE CATALOGUE WIRELINE CATALOGUE ICT SERVICE CATALOGUE MOBILE CRM WIRELINE CRM ICT SERVICE CRM MOBILE BILLING FIXED BILLING 2 Operations works partially on a single system: Customer Centric System 3 A single contract objects across the E2E process PEGA wraps existing systems enabling a single front-end 12
13 Customer Centric System: Main Features YESTERDAY TODAY TOMORROW Introduction of a CUSTOMER CENTRIC SYSTEM: BPM Platform and process orchestrator introducing, managing and monitoring a single Commercial Contract Object CUSTOMER OPERATION SALES DEPT C A T A L O G U E MARKETING Customer Centric System C O N T R A C T C A P T U R E ICT Project & Delivery AFC O R D E R C A P T U R E Unified System for B2B Market Segment o o o One View of Customer One Catalog One Contract Centralized Catalog o o o Customer Specific and Personalized Catalogs Loyalty Mgmt Wrap existing catalogs and renew with product features Contract mgmt Wireline Contract mgmt Mobile CRM Wireline CRM Mobile Wireline Catalogue Contract Management System o Unique Contract Object o Order Decomposition o Invoice Rules o Command and Control of all activities 13
14 Customer Centric System: Coverage Map YESTERDAY TODAY TOMORROW Desktop and Unified View Customer Centric System Wrap & Interfaces & Integrations CUSTOMER RELATIONSHIP MANGEMENT Unified Enterprise Product Catalog and Contracts capabilities Renew Web2Web CATALOGUE SERVICE DELIVERY USAGE Wireline E2E Value Chain Mobile E2E Value Chain Content E2E Value Chain Network E2E Value Chain Web Services RATING & BILLING REPORTING Reuse of current infrastructure NRT Data Replication 14
15 Customer Centric System: Complexity of the project in terms of processes and volumes YESTERDAY TODAY TOMORROW SYSTEMS STAFF Users of Customer Care and Sales 52 Sub-process implemented with 316 use cases 50 People involved into the project Rules composing the system 20 Interfacing external systems 100 Courses of training scheduled for 17 people Pega certification 15
16 Customer Centric System: Innovation and Optimization YESTERDAY TODAY TOMORROW Minor TCO Wrap and Renew System Reduce Implementation Time Introduce BPM Suite Agile delivery model Start small and expand No more Big Bang 16
17 TARGETS Vision on Digital Transformation Program YESTERDAY TODAY TOMORROW Definition and implementation of an end-to-end lean value chain Support the end-to-end enterprise customer management (from lead to invoice) Innovative offer portfolio, convergent and integrated with business partners ones Single and innovative customer experience across touch points Boost sales activities and optimize customer care services 17
18 Main drivers for a Digital Transformation Program YESTERDAY TODAY TOMORROW CUSTOMER EXPECTATIONS TRANSFORMATION DRIVERS OMNICHANNEL CUSTOMER EXPERIENCE TAILORED OFFERING E2E LEAN VALUE CHAIN ENHANCE CUSTOMER RELATIONSHIP DIGITAL SERVICES AND PROCESSES TIME-TO-MARKET REDUCTION BUSINESS REDUCED TIME-TO- PROVISIONING ANTICIPATE & QUICKLY ADDRESS NEEDS ARCHITECTURE DECOMPLEXING TECHNOLOGY REVAMPING PROCESS FLEXIBILITY AND CONSISTENCY TIME-TO-DELIVERY REDUCTION TECHNOLOGY 18
19 the new DIGITAL era for the Enterprise Customer segment YESTERDAY TODAY TOMORROW Sales CCare Sales App Self App Web portal station Portal Apps Devices Human BPM Processes Vertical PLATFORM Service Layer Customer Account & Interaction Mgmt Customer Data Asset Mgmt Customer Assets Master Product Catalogue & Commercial Engine Products Services Solution Design Mgmt Projects Contract & Order Mgmt Contracts Campaign Customer DB Billing Delivery ERP BI & Analytics Pre Paid Post Paid Others Mobile Wireline Others Mobile Wireline Fisso Wireline/ Mobile Others/ Social 19
20 THANKS 20
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