Using TM Forum APIs to Power an Omnichannel Model Sean Mattheisz GM, Customer DGIT Systems 2017 TM Forum 1
Agenda Leveraging TM Forum APIs to power the variety of customer channels Key learnings to help drive adoption and acceptance of this this new approach to engaging with and empowering customers 2017 TM Forum 2
Imperatives of Omni Channel (GB994) Channel Choice based on Customer Preference Dynamic Web Portal TMF Open APIs Front of House Channel Hopping Choose & Change State is maintained behind the API Stateless channels can be used interchangeably Deliver in Context Catalogs make the correct offers available to correct parties 2017 TM Forum 3
Omni Channel Realisation 1. Replace/Transform Omni-Channel Stack Channels 2. Add enhancement layer between channels and current IT stack Channels Replace current IT System Enhancement Layer Leave current IT System 3. Enhance current core systems Channels 4. Build all enhancements and new functionality within the channel Channels Incrementally enhance current IT System Leave current IT System 2017 TM Forum 4
Target Omni Channel Model Internal Systems Mobile Apps Web Portals External Systems (B2B) Dynamic Portal OPEN REST APIs Order Catalogue Ticket Inventory Address Appointment Task Qualification Event Party ORCHESTRATION Qual Orders Appointments Ticket RESOURCES MEF Fibre POTS APPS 2017 TM Forum 5
A Typical Wholesale Application of the GB994 Reference Architecture Interaction Channels Call Centre Retail Web Dealers Partners Other Call Centre Ops Retail Ops Mobile Wearables Social B2B API Functional Omni Channel Capabilities Assisted Sales Self Service Customer Interaction Mgmt Digital Marketing Knowledge Mgmt Federal Sales Product Catalog Integration Services Store Location Digital Commerce Centralised Pricing Loyalty Mgmt E-Billing Campaign Mgmt Payment Big Data Analysis Promotions & Discount Real Time Decisions & Analysis Affiliate & Indirect Mgmt Single Sign On & Auth Digital Support, Performance Mgmt & Monitoring Services Analytics & Reporting Digital Asset & Content Mgmt Social Media Digital Signature Context Delivery Engine Personalization Engine Customer Info Mgmt Stock Management Provisioning/ Fulfilment Enterprise Product Catalog BSS/ERP Order Management Payments & Finan, Rev Mgmt Service Assurance & Mgmt Field Ops Source GB994 Omni Channel Guidebook 2017 TM Forum 6
Transformation Case Study Ultrafast Fibre (NZ) UFF is a government funded open access fibre company in NZ. They implemented an Omnichannel model to empower their customers as part of their recent transformation Independent Results Published in TMForum 2017 Case Study Handbook NPS up from -46 to +25 average lead time for fulfilment down by 33% 20% decrease in volume of rejected orders 20% reduction in work effort to fulfil orders 50% reduction in errors in data Read the case study https://www.tmforum.org/resources/research-and-analysis/tm-forum-case-study-handbook-2017-digital-business-make-leap/ Watch the Video https://vimeo.com/216805488/eb0779c32a 2017 TM Forum 7
share Dynamic APIs to support an Omni Channel Model A common set of business operations and APIs can be combined with meta-data instantiation of services to support any service type, NFV, SDN, IaaS, SaaS, IoT, Fibre as a Service. Dynamic payload in APIs governed by meta data Common APIs to support best practice touchpoints There are several competing options for a sharable standard meta-data format CHANNEL Dynamic Data Payloads Standardised APIs Meta Data ORCHESTRATION 2017 TM Forum 8
Meta Data: Confusing Terminology & Competing Standards 9 Meta is data data which defines data, also called: Templates Specifications Model Driven Catalog Driven Control Plane Lots of standard and non standard meta data formats are available: TMForum SID Specifications (used by NBNCo) JSON Schema via hypermedia (MEF Sonata and preferred by web developers) Tosca (OASIS standard from the cloud world) Yang/Netconf (extending templating from traditionally networking) NOT TO WORRY WE CAN CONVERT / ADAPT BETWEEN FORMATS! 2017 TM Forum 9
MEF LSO AN OMNICHANNEL PERSPECTIVE PARTNERING PLATFORM FOR MEF SERVICES CATALYST ON SHOW @ TMF LIVE ASIA COMPONENTS COMMUNICATIONS SERVICE PROVIDER (CSP) DEMONSTRATION STEPS CUSTOMER MEF CANTATA [WEB PORTAL] Hypermedia Catalog MEF SONATA [B2B] APIS PARTY CATALOG ORDER INVENTORY ORDER ORCHESTRATION TMF 641 MEF LEGATO Payload Create Order Add Sites & Qualify Add & Configure Order Items MEF SONATA [REST JSON] - TMF ORDER API v2.0 + MEF ORDER EXTENSIONS Submit Order NETWORK OPERATOR A NETWORK OPERATOR B Run Network Design Raise Network Orders NETWORK / INVENTORY MODEL DEMONSTRATION ORDERING SCENARIO Issue Partner Orders TMF ORDER API v2.0 + MEF EXTENSIONS OVC-ENNI OVC-UNI Await Partner ETHERNET VIRTUAL CONNECTION Close Orders & Bill Review Network Topology TMF ORDER API v2.0 + ORDER EVENTS 51 SERVICE DESCRIPTION OVC-ENNI OVC-UNI Review Billing System ENNI OPERATOR VIRTUAL CONNECTION USER NETWORK CONNECTION 2017 TM Forum 10
Realisations! It is a nice model to build Omni Channels on TMForum APIs Catalogs can drive channels Dynamic APIs are the key to Agility In our customer case study the Omni-Channel model contributed to the significant increase in customer satisfaction. Read about it in the TMF 2017 case study handbook P.40 Visit the Partnering Platform for MEF Services Catalyst to see the APIs 2017 TM Forum 11