Hands-on Implementation of Pega s Wrap-and-Renew Solution for Aging Siebel CRM Systems

Cognizant 20-20 Insights Hands-on Implementation of Pega s Wrap-and-Renew Solution for Aging Siebel CRM Systems Organizations with large investments in Siebel CRM software implementations that want a lower-cost, feature-rich, standardprotocol option to renew their system can follow these step-by-step instructions and determine if the Pegasystems solution is the right fit. Executive Summary As businesses grow and evolve, their objectives can reach beyond the capabilities of their existing technology investments. Often, these investments are substantial not only in terms of costs, but also in terms of their tight integration with operations and the resulting reliance on them by the business and users. By modernizing their existing technology to support shifting business needs, organizations can retain and build on their systems as opposed to a more drastic rip and replace alternative that: Negates the company s original investment. May involve time-consuming development and implementation. May require specialized user training for effective adoption and proper use once deployed. An important technology investment that commonly is affected by shifts in business processes and growth is the area of customer relationship management (CRM). Organizations typically make large investments in their CRM systems and often have spent years deploying them. And while their CRM implementations at one time may have supported their customer lifecycle effectively, new demands including increased customer expectations, exploding volumes of information, emerging channels and multiple customer touch points drive the need to extend these legacy implementations beyond their existing configurations. While the CRM vendor landscape has changed over the years, a substantial percentage of organizations around the world continue to utilize Siebel as their CRM system. This white paper presents a focused and effective approach that offers these organizations the opportunity to extend and modernize the functionality of their current Siebel implementations to meet today s demanding business environment with an innovative wrap and renew interface that uses Pegasystems PegaRULES Process Commander (PRPC ), an advanced, rules-based work manager for business process automation. cognizant 20-20 insights june 2012

The Solution and Its Business Benefits The innovative Pega: Wrap and Renew Siebel approach applies industry best practices to integrate an organization s current Siebel components into the PRPC. An effective alternative to a disruptive rip and replace solution, the resulting interface is built for change, enables much-needed agility in the face of a challenging business landscape, and improves the customer experience all at a reduced cost, and while sustaining the company s original investment. Even more specifically, the interface with PRPC extends existing functionality and enhances the Siebel implementation with valuable additional capabilities that are designed to handle today s complex business and customer challenges. There are multiple business benefits of the Pega: Wrap and Renew Siebel approach that enable Siebelbased organizations to address their toughest business challenges head on. Figure 1 presents a snapshot of how this solution addresses business challenges with impressive results. Renewing Siebel with Pega Business Challenge Increased customer complexity as a result of new customer communication channels and devices. Avoiding low-value, repetitive customer inquiries. Current contact center desktop is outdated, static, and requires extensive training, but cannot afford to replace. The organization s service process extends beyond the call center to other departments, such as claims processing, billing, and finance. Limited reporting capabilities across the complete customer service process. Changes to the customer service process (such as routing, escalation, etc.) are not easy to implement. Service process cannot be adapted rapidly to new products or regulations. Each contact requires complex logic to come to a resolution. Figure 1 Extending Siebel with Pegasystems Pega includes processes that can be deployed across all channels, including social and mobile. The Pega Process Engine looks at standard cases and automatically suggests additional activities and treatments to avoid future contacts. Processes and screens can be created within the Pega solution through a modeldriven approach screens and content can be passed seamlessly between Pega and Siebel with no loss of context. A Pega process that s embedded directly within Siebel can pass work off between various parties in the service process and present them with role- based user interfaces. Pega can orchestrate multiple systems and give management visibility into how customer service issues are being resolved across the complete process. Processes can be configured within Pega using business-friendly tools that enable the configuration of service levels. Within Pega, organizations can configure additional process flows easily that recommend the right process for the right product and regulation decisions and presentations can be embedded within Siebel. Pega can handle complex interactions that require a guided process for resolution. Business Impacts Consistent cross-channel customer experience. Reduced cost to maintain. Faster time to deployment. Increased first contact resolution. Reduced call volumes. Reduced training costs. Improved CSR productivity. Reduced cost to maintain. Increased first contact resolution. Fewer errors. Reduction of manual procedures. Improved management visibility. Enhanced automation and control. Faster time to deployment. Decreased cost to maintain. Increased CSR utilization. Decreased training times. Improved customer satisfaction. Improved compliance. Increased CSR productivity. Reduced cost to maintain. Reduced training times. Fewer errors. Reduced training times. Increased first contact resolution. Decreased cost to maintain. Improved business control. cognizant 20-20 insights 2

Wrap and Renew Interface Architecture View SEBL Advisor Desktop HTTP/XML Internet Application Composer HTTP/XML HTTP/XML SEBL Application Pega RULES Process Commander SOAP Access Mechanism SOAP HTTP Process Engine RULES Engine HTTP Figure 2 A Business Use Case Any new process can be implemented in the PRPC ( wrapped ) and integrated into the Siebel desktop with user-friendly tools and wizards. The wrapped process extends ( renews ) the capabilities of the current Siebel system, while the user experience remains seamless there is no need to switch between applications. The new processes implemented in the PRPC also can reuse any existing business services that are already implemented in Siebel. By wrapping and renewing new and old services and processes, the organization derives a higher return on its existing Siebel implementation. To demonstrate the effectiveness, seamlessness and ease-of-use of the wrap and renew Siebel interface more clearly, we have developed a prototype of a sample business use case in which a new service request process is implemented in the PRPC and integrated into the Siebel desktop. While there are several approaches to integrating the two systems, the prototype uses a loosely coupled integration that leverages Web services and XML. The Siebel services are wrapped using a SOAP/HTTP wrapper that s invoked from the PRPC process engine and wrapped PRPC services that are invoked from the Siebel system. Technologies Used Siebel 8.1 Tools. Siebel 8.1 Client. SOAP 3.5. HTTP 1.1. IAC 4.1. Pega PRPC 6.1. The Wrap and Renew Interface Architecture The wrapper is an interface layer between the Siebel process engine and the PRPC. The interface layer enables processes to be invoked by either the PRPC or by Siebel using different solution approaches. These solutions were run through a proof-of-concept to test their ability to meet the technical objective, and include: Pega integrating with Siebel: Using SOAP protocol. Using HTTP protocol. Siebel integrating with Pega: Using SOAP protocol. Using the Internet application gateway. The components are designed to ensure that they are independent and scalable with minimal dependency. Rendering the PRPC Process Within the Siebel Desktop Creating User Interfaces Standard IAC gadgets are created in the PRPC for the View/Add/Modify/Approver screen and the Service Request Search screen. cognizant 20-20 insights 3

Creating User Interfaces SIEBEL UI <Process Name> Pega UI Gadget IAC Gateway PegaRULES RULES Engine Process Engine Figure 3 Invoking Siebel and PRPC Services: Functionality to Obtain Approver Based on the incoming parameters (request) from Siebel, the PRPC provides a SOAP service WSDL and a connector rule is set up in Siebel. The PRPC searches a table for the appropriate approver. The response is sent back to the Siebel Process Engine. Obtaining the Appropriate Approver Request Pega RULES Integration Service SOAP SIEBEL ENGINE Siebel Process Engine Response Figure 4 SOAP Service WSDL Figure 5 cognizant 20-20 insights 4

SOAP Service Request Code Figure 6 Response Code Figure 7 Pega SOAP Service and Service Package Rule Figure 8 cognizant 20-20 insights 5

Pega SOAP Service and Service Package Rule Figure 9 Invoking Siebel and PRPC Services: Functionality to Search Service Request in Siebel Based on the incoming parameters from PRPC, Siebel provides a SOAP service WSDL file, and a connector rule is set up in the PRPC. Siebel searches a table for the appropriate service request information. The response is sent back to the PRPC. Obtaining the Appropriate Service Request in Siebel SIEBEL Engine Integration Service SOAP Request PegaRULES Process Engine Pega SOAP Connector Details A SOAPAction header and service endpoint URL are provided in a WSDL file. The related rules are created by a wizard. Response RULES Engine Figure 10 Obtaining the Appropriate Service Request in Siebel Figure 11 cognizant 20-20 insights 6

SOAP Request Figure 12 SOAP Response Figure 13 SOAPAction Header and Service Endpoint URL SOAPAction: document/http://siebel.com/custo mui:siebelpegaeaiadapterquery_1mqntq3686 Endpoint URL: http://ctsincalstoe/eai_enu/start. swe?sweextsource=webservice&sweextcmd= Execute&UserName=sadmin&Password=sadmin Adding a New User Interface All user interfaces are created using the out-ofthe-box features in the PRPC. After creating the user interfaces for Add/Modify/Approver and Service Request Search, separate IAC gadgets are generated using the IAC Gateway Configuration Console. A Wizard Creates Related Rules Figure 14 cognizant 20-20 insights 7

The Siebel Configuration Process Following is a description of the Siebel configuration process. Siebel Business Layer Add a calculated field for a business component (Service Request) that references a symbolic URL Name Calculated Calculated Value MrkPdmSymbURL Y MrkPdmSymbURL Siebel GUI Layer Create an applet that exposes the new business component field and set its retrieval type to symbolic URL. This value for the retrieval type indicates that data for the underlying field comes from an external Web server rather than the Siebel database. Name MRK PDM PreCall Analytics Applet Business Component Service Request Create a new list column named in MRK PDM PreCall Analytics applet. Name Field Display Name Field Retrieval Type MrkPdmSymbURL MrkPdmSymbURL MRK PDM Symbolic URL Symbolic URL Expose the list column on the applet Web layout in the base mode. View-Agent SR Chart Aging Analysis by Priority Create a view that contains the applet and then add the view to a screen. Add the new applet in the View Web Template item of the view and expose the applet in the Base mode. Siebel Administrative Tasks Administer the view in the Siebel client. Navigate to Administration-Integration -> WI Symbolic URL List. Select the Host Administration view from the view drop-down and create a new record with the following details: Name Virtual Name 10.227.30.60 PegaURL Administer the symbolic URL in the client to associate the symbolic URL with a target Web server. Select the Symbolic URL Administration view from the drop-down and create two records as follows: Name URL Host Name Fixup Name SSO Disposition MrkPdmSymbURL MrkPdmSymbURLSR http://10.227.30.60/ epharma_enu/sa_ IAC/SA.html http://10.227.30.60/ epharma_enu/sa_ IAC/Search SR.html 10.227.30.60 Default IFrame 10.227.30.60 Default IFrame NOTE: The folder SA_IAC/SA.html should be placed in the following two server locations: <siebsrvr>\swse\public\enu <siebsrvr>\c\inetpub\wwwroot The browser Security Settings should be customized in order to enable browser cookies and the application URL should be added to the Trusted Websites under Privacy Settings. cognizant 20-20 insights 8

Pega Decision Table Figure 15 Modifying the Approval Limit in the Pega Decision Table Figure 16 Pega Service Request Query Figure 17 cognizant 20-20 insights 9

Siebel Service Request Shown in Pega Widget Figure 18 Inbound Web Service Configuration in Siebel The following is a description of the configuration of the inbound Web service in Siebel. Siebel Tools Configure the inbound Web service in the Siebel Tools and Administrative module of the application. Create an Integration Object in Siebel based on the Service Request Business Object that contains the Service Request Bus Comp and the necessary fields to be sent to the PRPC. Name Service Request New Business Object Service Request The Integration Object has the following Integration Components: Name Parent Integration Component External Sequence XML Tag External Name Service Request 1 ServiceRequest Service Request LS Medical Product Issue Service Request 2 LsMedicalProductIssue LS Medical Product Issue LS Medical PI Product LS Medical Product Issue 4 LsMedicalPiProduct LS Medical PI Product Create a Custom Business Service by copying the EAI Siebel Adapter vanilla business service. This business service uses the integration object that already has been created, queries the Siebel database based on the Service Request Number field and retrieves the desired information about the service request created by the call center agent. Name Project Display Name Siebel Pega EAI Adapter New Siebel Pega Integration Siebel Pega EAI Adapter In the query method of the business service use the following method argument: Name Data Type Integration Object Type Storage Type SiebelMessage Integration Object Service Request New Input / Output Hierarchy cognizant 20-20 insights 10

The business service is deployed as a Web Service, and a WSDL file is generated to be sent to the external system, in this case, the PegaRULES Engine. The WSDL File Is Sent to the PegaRULES Engine Figure 19 Service Request Query Request Figure 20 Service Request Query Response Figure 21 cognizant 20-20 insights 11

Siebel Administrative Tasks Navigate to Administration-Web Service -> Inbound Web Services from the Siebel application. Administration - Web Service Figure 22 Query with the name of the deployed Web service (in this case, Siebel Pega EAI Adapter New), and click on Generate WSDL button to obtain the WSDL file. Before sending to the PRPC, the WSDL file should be in Siebel using the SOAP protocol. Request and Response XML Tested Using the SOAP Protocol Figure 23 cognizant 20-20 insights 12

Outbound Web Service Configuration in Siebel The following is a description of the configuration of the outbound Web service in Siebel. Siebel Business Layer A WSDL file provided by the PRPC is consumed by the Siebel system. Create two external Integration Objects (SiebelRequest and SiebelRequestResponse) in Siebel Tools using the New Object wizard, and also create a proxy Business Service SiebelType. Add a new field in the Product List applet for Approval Limit in the GUI layer. Add one new field for each of the following business components in the business layer: Position, Service Request, and LS Medical PI Product. These newly created fields are exposed in the Service Request List applet and the Position List applet in the GUI layer. The display name is changed for a field in the Administration Product List applet. Business Component: Position Name Join Column Approval Limit S_POSTN BL_RT_AMT Business Component: Service Request Name Approver Name Column ALT_CONTACT_NAME Business Component: LS Medical PI Product Name Join Column Gross Margin S_PROD_INT GROSS_MGN Integration Object: SiebelRequest, SiebelRequestResponse Name Base Object Type External Name SiebelRequest XML SiebelRequest SiebelRequestResponse XML SiebelRequestResponse The Business Service Method: SiebelRequest has the following method arguments: Name Data Type Integration Object Type Optional Storage Type CustomHeaderContext Hierarchy Input/Output Y Hierarchy SiebelRequest: parameters SiebelRequest Response: parameters Integration Object SiebelRequest Input Y Hierarchy Integration Object SiebelRequest- Response Output Y Hierarchy XMLHierarchyOutput Hierarchy Output Y Hierarchy faultactor String Output Y Property Faultcode String Output Y Property Faultstring String Output Y Property Siebel Workflow Process The Siebel workflow in Figure 24 is configured to invoke the PegaRULES Engine using the proxy Business Service and to populate the Find Approver field in the Service Request List applet. A code (script) is written in the Service Request List applet to populate the Approver Name in the GUI. cognizant 20-20 insights 13

Workflow - Test Outbound Generic Workflow Start Connector Query SR Map Request XML Proxy BS XML Write To File End Figure 24 Process Properties Name In/Out Business Object Default String Data Type Error Code In/Out Service Request String Error Message In/Out Service Request String Object Id In/Out Service Request 1-76SH String OutMsg In/Out Service Request Hierarchy Process Instance Id In/Out Service Request String SMessage In/Out Service Request Hierarchy Siebel Operation Object Id In/Out Service Request String The Workflow: Step 1: Start No WF Steps name Type 1 Start Start Business Service Name 2 Query SR Business Service EAI Siebel Adapter Query 3 Map Business Service EAI Data Transformation Engine Business Service Method Execute 4 Request XML Business Service EAI XML Write to File WriteEAIMsg 5 Proxy BS Business Service SiebelType SiebelRequest 6 XML Write To File Business Service EAI XML Write to File WriteEAIMsg 7 End End Step 2: Query Service Request Input Arguments Sequence Input Argument Type Value Property Name 1 OutputIntObjectName Literal Service Request New NA 2 PrimaryRowId Process Property NA Object Id Output Arguments Sequence Property Name Type Output Argument 3 SMessage Output Argument SiebelMessage cognizant 20-20 insights 14

Step 3: Map Input Arguments Sequence Input Argument Type Value Property Name 9 MapName Literal Siebel Pega SR Map NA 10 SiebelMessage Process Property NA SMessage Output Arguments Sequence Property Name Type Output Argument 8 OutMsg Output Argument SiebelMessage Step 4: Request XML Input Arguments Sequence Input Argument Type Value Property Name 1 FileName Literal \\ctsincalstoe\siebel81\ NA XML\requesteai.xml 2 SiebelMessage Process Property NA OutMsg Step 5: Proxy BS Input Arguments Sequence Input Argument Type Property Name 11 SiebelRequest:parameters Process Property OutMsg Output Arguments Sequence Property Name Type Output Argument 12 OutMsg Output Argument SiebelRequestResponse:parameters Step 6: XML Write-to-File Input Arguments Sequence Input Argument Type Value Property Name Step 7: End 13 FileName Literal \\ctsincalstoe\siebel81\ XML\eai.xml 12 SiebelMessage Process Property NA OutMsg Siebel GUI Layer In the Service Request List Applet, a new list column called Approver Name is created and exposed. A new Find Approver button is created in this applet. NA Name Field Display Name Approver Name Approver Name Approver Name Name Caption Method Invoked HTML Type Find Approver Find Approver FindApprover MiniButton cognizant 20-20 insights 15

A Script Is Written in the PreCanInvoke Event Figure 25 A Script Is Written in PreInvoke Event Figure 26 cognizant 20-20 insights 16

Service Request List Applet Figure 27 In the SIS Product List Admin applet, LS Medical Product Issue-Related Product Mvga applet, and the LS Medical Product Pick applet, the list column name is modified and exposed in user interface. Name Field Display Name Gross Margin Gross Margin Budget Product Administration List Applet Figure 28 Product Mvg Applet Figure 29 cognizant 20-20 insights 17

Product Pick Applet Figure 30 A new list column, Approval Limit, is created and exposed in the Position List applet. Name Field Display Name Approval Limit Approval Limit Approval Limit Conclusion Today s organizations rely on technology to support their business. But as business and customer demands push beyond the capabilities of existing technology investments, organizations are faced with impacts to productivity, availability, and customer satisfaction. Addressing the problem comes down to a few alternatives. On one hand, while they address the situation with cutting-edge technology, rip and replace solutions are costly both in terms of the loss of the original technology investment, and in the time and effort needed to make the often extensive changes. Modernizing the current system can offer a less disruptive alternative that also sensibly sustains the organization s investment. For organizations with substantial investments in legacy Siebel CRM implementations, the Pega: Wrap and Renew Siebel approach offers the enhancements needed to meet today s tough business challenges. By optimizing their current Siebel system with the power of Pega s process-powered CRM capabilities, Siebel-based businesses have a clear path to taking ownership of the customer experience delivering the personalized experiences their customers are demanding, unifying multiple customer touches for better visibility and service and delivering a seamless, multichannel customer experience. cognizant 20-20 insights 18

About the Authors Sandeep Panigrahi is Associate Director of Projects at Cognizant s BPM Practice. In this role, he is responsible for managing BPM portfolio programs for healthcare and manages a team of BPM consultants who provide specialized BPM services to strategic customers. He is also responsible for BPM thought leadership and solutions development in North America. Sandeep has 15-plus years of experience in business consulting and IT services including 12 years spent in the field of CRM and BPM (Siebel and Pega). His responsibilities for Cognizant includes business consulting, client and account management, large services portfolio and program management and practice development. He has an undergraduate degree in engineering and a post-graduate degree in business management. Sandeep can be reached at Sandeep.Panigrahi@cognizant.com. Malay Patra is Senior Consultant within Cognizant s CRM Practice. In this role, he is responsible for architecting CRM projects specializing in Siebel and manages a team of CRM consultants who provide specialized CRM services to strategic customers. He is also responsible for CRM solutions development in India. Malay has seven-plus years of experience in IT services in the field of Siebel CRM. His responsibilities include leading projects, solution architecting and technical leadership. He has an undergraduate degree in engineering. Malay can be reached at Malayranjan.Patra@cognizant.com. Soumyajit Surai is Manager of Projects within Cognizant s BPM Practice. In this role, he is responsible for architecting BPM projects specializing in Pega and manages a team of BPM consultants who provide specialized BPM services to strategic customers. He is also responsible for BPM solutions development in India. Soumyajit has seven-plus years of experience in IT services in the field of Pega. His responsibilities include leading projects, solution architecting and technical leadership. He has an undergraduate degree in engineering. Soumyajit can be reached at Soumyajit.Surai@cognizant.com. Chinta Subrahmanyam is Senior Manager of Projects within Cognizant s BPM Practice. In this role, he is responsible for managing BPM programs with a team of consultants who provide specialized BPM services to strategic customers. He is also responsible for BPM thought leadership and solutions development in India. Chinta has 10-plus years of experience in business consulting and IT services. His responsibilities include business consulting, client and account management, large services portfolio and program management and practice development. He has an undergraduate degree in engineering. Chinta can be reached at Subrahmanyamvenkata.Chinta@cognizant.com. Acknowledgements The authors would like to acknowledge the contributions of Pegasystems Steve Kraus and Madhu Kota, Senior Director of Product Marketing and Director of Product Management for CRM Products and Solutions, respectively. About Cognizant Cognizant (NASDAQ: CTSH) is a leading provider of information technology, consulting, and business process outsourcing services, dedicated to helping the world s leading companies build stronger businesses. Headquartered in Teaneck, New Jersey (U.S.), Cognizant combines a passion for client satisfaction, technology innovation, deep industry and business process expertise, and a global, collaborative workforce that embodies the future of work. With over 50 delivery centers worldwide and approximately 140,500 employees as of March 31, 2012, Cognizant is a member of the NASDAQ-100, the S&P 500, the Forbes Global 2000, and the Fortune 500 and is ranked among the top performing and fastest growing companies in the world. Visit us online at www.cognizant.com or follow us on Twitter: Cognizant. World Headquarters 500 Frank W. Burr Blvd. Teaneck, NJ 07666 USA Phone: +1 201 801 0233 Fax: +1 201 801 0243 Toll Free: +1 888 937 3277 Email: inquiry@cognizant.com European Headquarters 1 Kingdom Street Paddington Central London W2 6BD Phone: +44 (0) 20 7297 7600 Fax: +44 (0) 20 7121 0102 Email: infouk@cognizant.com India Operations Headquarters #5/535, Old Mahabalipuram Road Okkiyam Pettai, Thoraipakkam Chennai, 600 096 India Phone: +91 (0) 44 4209 6000 Fax: +91 (0) 44 4209 6060 Email: inquiryindia@cognizant.com Copyright 2012, Cognizant. All rights reserved. No part of this document may be reproduced, stored in a retrieval system, transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the express written permission from Cognizant. The information contained herein is subject to change without notice. All other trademarks mentioned herein are the property of their respective owners.