DOAG 2010 Applications

Transcription

1 <Insert Picture Here> DOAG 2010 Applications März 2010 in Mainz Web 2.0 Technologien gewinnbringend einsetzen: Customer Self Service in Siebel 8.1 Martin Mang

2 Well executed self-service is now a crucial & strategic component of the overall customer- centric business strategy; customers increasingly make it their FIRST choice for customer interaction. Sheryl Kingstone, Customer Centric Strategies Director What Yankee Group Says. Yankee Group, October, 2006

3 Customer Interactions Models are Changing Challenge for business is how to maintain strategic priorities Maximise potential from new concepts such as web 2.0 A Company Profitability Demands More cost cutting and profitability improvement More consistency across channels More customer loyalty B More business agility Cost & Volume Web Self-Service IVR Call Center (Assisted Care) Cost & Volume Web (Self-Service) IVR Call Center

4 Oracle Self Service Self Service 8.1 Offering CRM Self Service CRM Independent E-Commerce E-Support E-Billing Common Components Secure Enterprise Search Cache & Session Mgmt Site Management Configuration Management Siebel CRM 8.1 Marketing Order Capture Service RTD Product Recommendations Chat End User & Agent Content Mgmt

5 Product Catalog & Order Capture Multi-Channel Packaged Applications SFA, Call Center, Retail POS, Partners Custom Applications Local DB Packaged Apps Web Services Interfaces Product Administrator Design Time (Enrich Data) UI Definition Advanced Pricing Rules Product and Catalog Selection Run Time Asset Based Ordering (New, Modify, Disconnect Suspend etc. Eligibility and Compatibility Advanced Configuration Rules Product Configuration Engine Pricing Rules and Contract Enforcement Recommendation Engine Main Data Entities PH4C Customer Quotes Orders Assets Contracts

6 Multi Channel Sales & Service Platform Corporate Call Centre Online POS Device SOA Integration

7 Packaged Approach (Siebel E-Commerce) Web Portals E-Commerce E-Support Loosely coupled to Siebel CRM through web services Web Server J2E Application Server Application Development Framework Administration Siebel Enterprise Server Marketing Sales Service User Interface B2C and B2B Page Construction Site Navigation Session Management Role based security Caching Content aggregation Standards based Integration BPEL, JSR xxx, WEBDAV, WSRP, Webservices etc Web Services ~40 web services User Interface - Employee Bus. Process Execution Configuration & Pricing Account Management Catalog browse & Search Product Eligibility 3 EAI Siebel Data Layer Services Manage Bus Rules Product Definition Pricing Management Service Management Knowledge Management Oracle Secure Enterprise Search Index Other KM & Content Management systems Images Collateral FAQ s Literature Oracle Secure Enterprise Search Index Siebel OLTP

8 Siebel E-Commerce Look & Feel

9 Branding & Skinning

10 Rich Internet Application support Minimize the number of pages Interactive, desktop-like application RIA support can be achieved through Integration with Flash / Flex or other technologies AJAX capabilities Mashups Deep link support CRM Self Service E-Commerce CRM Self Service E-Commerce

11 Enabling Self Service User Experience Packaged vs. Component vs. Custom Minor Packaged Site Customization Requirements Component Custom Major Full UI app integrated to Siebel Siebel E-Support Siebel E-Commerce Less UI flexibility Fewer technology choices (10g) Self-Service Framework UI components built on WebCenter Suite Channel service layer for integration to Siebel CRM Augment flexible custom development Build from scratch or integrate existing systems with Siebel Leverage Siebel services Oracle or 3 rd party dev tools Most flexible UI and choice of technology tools

12 Options for Online Key similarities of all approaches Siebel backend is always used as the single source of product catalogue and order capture logic. Siebel is fully service enabled and its functionality is exposed through a series of web services specifically designed for providing comprehensive order capture capability No siloed data embedded within the channel (Online, Handset/Device, Retail, IVR, etc.) allowing for true crosschannel capability Difference in approaches Component/Custom approach should reduce siloed channel logic complexity by delivering a consistent model framework of coarse grain business services which can be used across all channels.

13 Component Approach WebCenter Suite 11g WebCenter/ WebLogic Portal HTTP Presence Ratings Discussions WebCenter Services Shopping Basket Product Details Browse Catalogue WebCenter Framework E-Commerce Model WebCenter is the run SOA time Channel container Service and layer producer re-uses of a port the Portlet of the Library E-Commerce Model layer. UCM UCM Adapter C/OM Web Services ADF Taskflows exposed as WSRP Portlets Product Details & Configure Browse Catalogue & Products Shopping Cart Management Rate this product Check Out Process Credit Card Validation Order Tracking Forums/Discussions Etc. Siebel Web Page is assembled by WCP/WLP consuming a collection of Taskflows from the Portlet Library video Image Gallery TaskFlow: A Series of UI screens linked together implementing a Business Flow

14 Component Approach Presence Ratings Discussions WebCenter Services WebCenter/ WebLogic Portal Shopping Basket Product Details Browse Catalogue WebCenter Framework Online POS Partner Handset IVR M2M E-Commerce Model E-Commerce Model SOA UCM UCM Adapter C/OM Web Services ADF Taskflows exposed as WSRP Portlets Product Details & Configure Browse Catalogue & Products Shopping Cart Management Rate this product Check Out Process Credit Card Validation Order Tracking Forums/Discussions Etc. Siebel SOA Channel Services can be extended horizontally to support all channels video Image Gallery TaskFlow: A Series of UI screens linked together implementing a Business Flow

15 Key Principles & Advantages The true Multi-channel principle requires that the on-line application acts as a thin layer, thus ensuring that this is responsible only for the presentation layer. Major pitfall is to treat the Call Center and Online channel as two separate applications, each with each own specifics, thus losing sight of the advantages of having a common platform. Key Benefits (compared to other typical web-solution that involve duplication and different data repository just for the web): Unified view across channels: no data duplication, data redundancy, no data synchronization issues. No Business Logic duplication: rule set once in back end Siebel CRM and then exposed to the different channels through services. Reduced time to market for promotions & new products: configure in PH4C and/or Siebel CRM and readily available on all Sales Channels. Real-time orders for all Sales Channels. Improved customer experience: customer can be assisted by Call Center agent for co-browsing and co-shopping, customer can start in one channel (e.g. online) and resume in another (e.g. retail store) Reduced TCO: Fully integrated web team with CRM team, thus bringing efficiency in resource utilization. Maximizing hardware and software investments.

16 Q U E S T I O N S & A N S W E R S

17 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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