a configurable digital experience for an established multi
Post on 16-Dec-2016
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© 2016 TM Forum | 1
Engaging your customersto increase value in a connected world
A Configurable Digital Experience for anEstablished Multi-Operations Provider
Ratko Popovski, Liberty GlobalVP Business & Solution Architecture
© 2016 TM Forum | 2
About Liberty Global
27 mlnCustomers
56 mlnRGUs
38,000Employees
over$18 bnof revenue
3 playpioneers
2.1products percustomer
44%3 playcustomers
founded25 yrsago
EuropeLatin America
14countries
90%businessin Europe
© 2016 TM Forum | 3
Behind the scene: A complex IT environment
Established ProviderExisting business model &
established businessprocesses
Multi-Vendor eco-systemsMulti vendor and multi brand
stacks across the footprint
Complex IT landscapes percountryEach country having distinctive andcomplex IT landscape
Sizable LegacyDue to M&A nature
voluminous legacy systemsremained as part of IT
stacks
Geographical stacksMultiple stacks per marketsegment (region based)
Overlapping capabilitiesCapabilities overlap acrossvarious assets.
© 2016 TM Forum | 4
Customer Experience high in the Leadership Agenda
Liberty 1.0Liberty 1.0
NetworkNetwork
Liberty 2.0Liberty 2.0
ProductProduct
Liberty 3.0Liberty 3.0
CustomerCustomer
Customer First Mentality in the Liberty 3.0Transformational Program
Customer Promise & Value Proposition Focus
Creation of SeamlessOmnichannel CustomerExperiences
Digitize customer touch-points to modernizecustomer’s journey
Customer ExperienceOrganization at levelof Managing Director
20% of the YearlyBonus entitlement isbased on NPScompany performance
© 2016 TM Forum | 5
A Digital Customer Experience Product
Productize CustomerExperience (like any
other product)
Customer ExperienceProduct Owners incharge of ‘defining’ theExperience
Standardized AgileDevelopment Process for
Customer Experience
User Stories are fullyCustomer Journey Driven
Experience Becoming aKey Business Differentiator
Outlining is based onhow customersexperiences theinteractions rather thansystem capabilities
© 2016 TM Forum | 6
Digital Experience Architecture Commandments
Adapt based on businessInsights & Findings
EliminateDomain Boundaries
Evolve following trends inTechnologies & Lifestyle
Need to be able to adapt tochanging needs of a customer forseamless & consistent experienceacross different channels andtechnologies, targeting higheromnichannel maturity
Need to be able to adapt tochanging needs of a customer forseamless & consistent experienceacross different channels andtechnologies, targeting higheromnichannel maturity
Need to be able to adapt tocontinuously evolving businessrequirements resulting from newinsights and findings from testingand analysis
Need to be able to adapt tocontinuously evolving businessrequirements resulting from newinsights and findings from testingand analysis
Need to be able to defineexperience independent oftraditional domain boundaries andblend to define the optimalcustomer journey.
Need to be able to defineexperience independent oftraditional domain boundaries andblend to define the optimalcustomer journey.Site Sales Care Marketing
© 2016 TM Forum | 7
An emerging Role: The Digital Customer Experience Author
Web Authors
Configure Pages& Web Content
Product OpsConfigure
Product Catalogues
CEXAuthors
Configure DigitalCustomer Experience
A new age digital customer experience rolepart of a smart digital business operations
TraditionalRoles
EmergingRole
Newskillset
Empowered to configure the DigitalCustomer Experience Journey enablingjourney transition among variouschannels.
© 2016 TM Forum | 8
Architectural approach: Decouple Customer Experience
Experience Building Blocks toenable easier CEX authoringand reuse across multiplemarkets
“Headless” capabilitiesand components to enablecustomer experiencebuilding blocks
Traditional IT (BSS) Stack
Digital Customer Experience
Experience Enablers
© 2016 TM Forum | 9
IT Enablers for the Customer experience
Experience Building Blocks: The core elements usedby CEX experts to define the customer experience
Experience APIs: Microservices integrating theexperience building blocks and IT enablers
Experience Enablers: Components and capabilitiesproviding functionalities and enabling CEX buildingblocks.
Core IT Systems: Legacy systems providing coreTelco IT capabilities
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Experience Architecture embedded into Digital Framework
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Simplified Architecture based on Experience Authoring
Customer
Experience APIs
CustomerOrder
Management
360 viewInventories
ProductCatalog
Hub
IdentityManagement
CustomerInteraction
Management
System Integration
ExperienceEnablers
ExperienceChannels
Core ITFunctions
ServiceOrchestration
ResourceCatalog and
Inventory
LogisticsPorting
Rating &Billing
Other systems…
CustomerPortals
Agent DesktopMobile AppsSelf Care e-Commerce
© 2016 TM Forum | 12
Authoring Example – Product Discovery
CustomerExperience
Building Blocks
Compiling theCustomer
Experience
PromotionAdd to Basket
button Price
ProductImage
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Address CheckProduct Selection
Authoring Example – Dynamic Branded Sales Checkout
Customer Details
Product Selection Address CheckCustomer Details
Adapt visual elements based on brand
Adjust flow and fields based on country (cultural) preferences
© 2016 TM Forum | 14
Library of Experience Components
© 2016 TM Forum | 15
Notable Outcomes / Achievements
Launch of rebranded site included newproduct line (mobile) in 4 months for IE
30%+ Reduced Business Operationalcosts due to reusability of experiencecomponents
22% increased conversion rate & 20%increased revenue per commercial visitin Unitymedia with the new DigitalCommerce solution
© 2016 TM Forum | 16
Pitfalls & Recommendations
Balance Flexibility with Cost Effectiveness• High level of experience configurability
increases solution complexity• Ensure a default experience configuration and
then start fine tuning
Ensure maturity of business operations toembrace the new capabilities• To minimize the need for IT involvement
increased business engagement is required• Skills & knowledge to fulfill the experience
authoring requirements have been challenging CEX Authors
© 2016 TM Forum | 17
Use of TM Forum Guidelines and Frameworx
TUse of Business
Framework(eTOM) to
measure processcoverage of Digital
EnablersEcosystem
MUse of ApplicationFramework (TAM)
to defineexperience scopeand communicate
with businessstakeholders
FUse of InformationFramework (SID)
to drive theinformation model
of our DigitalEnablers
Ecosystem
Starting from customer experience and using TM Forum Frameworx to define capabilitiesrequired to achieve better customer experience
Standardized APIsdriving customer
channels based onTM Forum REST
API DesignGuidelines
© 2016 TM Forum | 18
Thank you for listening!
Reachable at rpopovski@libertyglobal.com Please check the Omnishop Catalyst
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