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CustomerCentricity Live!

AGENDA

Increasing customer engagement and value

in a connected world

WHAT IS CUSTOMER CENTRICITY LIVE?INCREASING CUSTOMER ENGAGEMENT AND VALUE IN A CONNECTED WORLDCustomer Centricity Live! explores best practices and solutions for engaging your customers in a competitive and multi-channel connected world. Deliver a seamless customer experience across a growingly complex digital ecosystem while deriving value from customers that are constantly seeking the latest in innovative, dynamic services. Understand the impact of customer centricity in digital environments such as smart cities.

KEY CHALLENGES THAT WILL BE ADDRESSED:• What does best in class customer experience look like?• How can you become truly customer centric in a connected world?• What are the customer metrics that matter most in a digital world?• How do you create a truly omnichannel experience?• How can customer centricity support emerging industries such as smart cities?• What are the best practices to personalize the experience throughout the customer lifecycle?

WHAT MAKES THIS EVENT DIFFERENT:• Access to 7 other live! events, covering compatible and important topics such as Agile

Operations, Analytics, Virtualization, 5G, Smart Cities and more... • TM Forum is the global industry association for digital business, connecting leading companies,

and diverse ecosystems to accelerate successful digital business transformation • Our members are developing the assets needed to become a truly customer centric business

- we don’t just tell you what you should do - we show you how and help you build it, in a unique collaborative environment

www.tmforumlive.org/customercentricity/

SPEAKERS INCLUDE:

DIVERSE RANGE OF SPEAKERS FROM ACROSS DIGITAL ECOSYSTEMS, INCLUDING:

Nina WashingtonSenior ResearcherEricsson Research

Ratko Popovski VP, Business & SolutionsArchitecture Liberty Global

Dr. Jonathan ReichentalChief Information OfficerCity of Palo Alto

Khaled Akl Vice President - Customer Development Global Route To Market Unilever

Jörg NiemöllerSystems Manager, BSS/OSS ArchitectureEricsson

WHO YOU WILL MEET AT TM FORUM LIVE!

600+ companies including

service providers, global enterprises,

technology suppliers and cities

3,500+ Delegates

350+ CXOs

90+ Countries

represented

250+ speakers 40+ CxOs 60+ CSPs 20 Cities &

governments

AGENDA DAY 2:

Tuesday, May 10, 2016

THE FUTURE OF CUSTOMER CENTRICITY IN A CONNECTED WORLD

11:15 AM Welcome from Conference chairperson

11:20 AM KEYNOTE: Six principles of interconnected customer centricity

• Generating long-lasting business value in the reality of a connected and empowered customer

• Creating a customer centricity strategy that turns into action in a measured way with responsibilities and clear goals

• Sounding a compressive call to action as an organization across all departments, processes and silos for maximum buy-in

Speakers: Rob Rich, Managing Director, Insights Research, TM Forum

11:45 AM KEYNOTE: Customer Journey in a hyper-connected world

• Who owns the customer in an interconnected complex ecosystem?

• What happened when customers can turn services off and on with a push of a button?

• What does the ultimate journey look like especially in context of new services?

• How can you us customer journey maps to make the right digital investments?

12:10 PM KEYNOTE PANEL: Capitalizing on the corporate culture of customer centricity

• Developing well-trained, empowered and happy employees to drive customer service on the front line

• Embracing a purpose-driven, employee and customer-focused culture

• Adding customer-oriented goals and KPIs to the scorecards or bonus plans

• Ensuring cross-company consistency to promote employee authority and accountability

Speakers: Mike Bellis, EU Customer Experience Lead – Innovative Pharmaceutical Business, Pfizer; Sarmad Yousif, CCO, Kalimat Telecom

12:45 PM Networking Lunch & Exhibition Visit

BEST IN CLASS: EXAMINING HOW OTHER INDUSTRIES HAVE SUCCEEDED WITH CUSTOMER CENTRICITY

2:00 PM BLITZ PANEL – 15 minute presentations from each panelist, followed by a chaired audience-involved panel discussion

• Capitalize on how customers interact with brands, products, content and channels

• Providing contextual and behavioral information to identify the key moments of opportunity and risk

• Recognizing and responding to customers’ changing needs and wants as they occur

• Adapting to the shift in control of an increasingly digital customer with increasing expectations and demand for consistent experiences

Speakers: Khaled Akl, Vice President - Customer Development Global Route to Market, Unilever;Christopher David, CTO Digital Customer Experience & SVP Software, Schneider Electric

3:30 PM Afternoon Refreshments & Exhibition Visit

NAVIGATING THE CONNECTED CUSTOMER JOURNEY

4:00 PM BLITZ PANEL: Creating a first-class customer journey in a complex value fabric –15 minute presentations from each panelist, followed by a chaired audience-involved panel discussion

• Demonstrating ROI to get the buy-in you need to succeed

• Enabling an data-supported understanding what’s going on with customers, what needs fixing and where

• Identifying the customers’ goals, activities, barriers and emotions to provider a smoother more fulfilling journey

• Synchronizing multiple departments, systems, people and channel with the customer’s point of view in mind, to enable effective, efficient customer journeys

Speakers: Chris Bauschka, Senior Director, Communications & Media, Salesforce; Irma van Mil, Program Director, KPN; Eugene Yeo, VP, MyRepublic Labs; Luke Gee, Head of Analytics - Customer Experience & Conduct, Royal Bank of Scotland;David Fan, Vice President, CRM/CX Product Management, Oracle; Vincent Rousselet, Vice President, Market Insight & Strategy, Amdocs

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END OF DAY 2

Wednesday, May 11, 2016

PERSONALIZING YOUR CUSTOMERS’ EXPERIENCE FOR SUPERIOR ENGAGEMENT

9:00 AM CASE STUDY: Streamlining CE: A new paradigm for digital customer engagement

• Connecting with customers throughout each stage of the journey across all their interaction channels

• Harnessing key strategies to allow you to deliver exemplary service to your connected consumers across traditional and emerging channels, including mobile and social

• Translating business imperatives into architectural directives, the roadmap for implementation and the quantitative results Sky Italia achieved

• Driving revenue growth by creating a personalized, integrated and consistent customer experience

Speakers: Umberto Angelucci, CTO, Sky Italia

9:30 AM Making customer-centricity profitable: Monetizing mobile data while enhancing the end-user experience

• Demonstrating a new way to monetize mobile data in a B2B2C business model to create a trustworthy experience with your customers

• Enabling a smart and trustworthy customer experience with end-users

• Increasing profits from your best customers and avoiding over-investing in the rest

• Knowledge, Context, Analytics: capitalize on 3 key elements to personalized experiences for rewarding customers loyalty

Speakers: Laurent Leboucher, Vice President APIs and Digital Ecosystems, Orange

10:00 AM INTERACTIVE PANEL: Personalization = Profits: The right formula for success

• Review a customer’s lifetime value and concentrating efforts on those customer segments that were most valuable and interesting to optimize profit

• Understanding not only who your customer is, but who their household is for better engagement

• Increasing sales from identifying and maximizing top value customers and focusing on products and services for the best customers

• Strategically investing in services and products that make solid business sense while improving the overall customer experience

Speakers: Nina Washington, Senior Researcher, Ericsson Research

10:45 AM Morning Refreshments & Exhibition Visit

CUSTOMER CENTRICITY FOR SMART CITIES

11:15 AM BLITZ PANEL: Smart City: C stands for Citizens, Commuters & Communities –15 minute presentations from each panelist, followed by a chaired audience-involved panel discussion

• Developing best practice, blueprints, and toolkits for gathering data from connected services in transforming a normal city to a Smart City

• Addressing how to commercially enable the ecosystem of information providers, application developers, service providers, end users, and M2M interfaces to enabling the digital ecosystem of citizen-centric smart cities

• Identifying integration points and digital handshakes necessary to scale and connect energy producers, utility providers, grid operations, service providers and vendors with customers

Speaker: Steve Turner, Head of Future City, City of Manchester 12:45 PM Networking Lunch & Exhibition Visit

TALES FROM THE FRONT: IMPLEMENTING OMNICHANNEL FOR MAXIMUM VALUE

2:00 PM CASE STUDY: Evaluating priorities for you omnichannel projects for near-painless integration

• Defining the operational functions needed to create a successful omnichannel experience for customers

• Championing omnichannel efforts that create the most valuable experiences for customers

• Establishing baselines to measure the success of your omnichannel program

• Identifying your customer’s interactions and pain points across all channels

Speaker: Ratko Popovski, VP, Business & Solutions Architecture, Liberty Global2:20 PM FORUM INFOCUS: Omnichannel and the use of machine learning – Getting to GO!

• Enhancing omnichannel be enhanced through machine learning and the use the avatars

• Integrating and/or connecting actions around the customer they have seamless experiences to access what they need quickly and easily regardless of touchpoints

• Creating flexibility by incorporating machine learning-driven systems that determines what experience you want to put in front of a customer

CATALYST

2:40 PM INTERACTIVE PANEL: Continuous improvement of Omnichannel Best Practices

AGENDA DAY 3:

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• Enabling seamless omnichannel digital commerce experience across multiple service offerings for established service providers.

• Identifying capabilities necessary for implementing and growing your omnichannel strategy

• Developing long-term omnichannel success with a highly personalized engagement capability

• Incentivizing cross-channel and cross-partnership delivery of all business functions and aligning metrics to meet customers’ needs

Speaker: Tim Morgan, Principal Operations Consultant, Huawei; Michael Peeters, Enterprise IT Director, Mobistar

3:20 PM Catalyst Catwalk

3:30 PM Afternoon Refreshments & Exhibition Visit

THE GREAT METRICS DEBATE

4:00 PM BLITZ PANEL: NPS: Love it or Hate it? –15 minute presentations from each panelist, followed by a chaired audience-involved panel discussion

• Identifying the gaps, connecting disparities and continuously redefining customer-centric KPIs

• Assessing current CEM capabilities and setting goals for improvement

• Providing a full loyalty metrics and data quality to drive better KPIs

• Using new metrics to drive project investment strategies and measure outcomes

• Achieving lower operational costs, increased customer loyalty and higher profitability

Speaker: Jörg Neimöller, Systems Manager, BSS/OSS Architecture, Ericsson; Martin Lips, Head of Customer Channel Management, AS Eesti TelekomOmni Channel Machine Learning

Omnichannel Machine Learning This project will examine the use of Machine Learning Techniques in the enhancement of Next Best Actions (NBAs) in the search for true Omnichannel delivery. This will examine the movement of customers based on cluster actions and the acceptability to engage with Avatars in the search for Omnichannel excellence. The learnings from this Catalyst will be used to inform omni channel and big data analytics projects and future direction around machine learning in TM Forum in general. Champions: AT&T, BTParticipants: Sutherland Labs, Liverpool University, MICTA, NetBoss

Catalyst for Unified Lead-to-Fulfillment Complex Service ManagementThis Catalyst project looks at leads and opportunities management for SMB and Enterprise-grade service orders across the industry are often tracked using industry standard CRM tools. This Catalyst initiative aims to provide a unified platform between Salesforce.com and NetCracker, where users are able to manage not only leads and opportunities, but also quotes, proposals, contracts, and order submission. With the seamless, intuitive and real-time experience provided in this Catalyst project, a Sales Agent or CSR is able to move all the way from creating a new lead to touchless provisioning services to the customer. Champion: TelusParticipants: Netcracker, Saleforce

Omnichannel Collaboration ExperienceOmnichannel coordination capability is urgent for those operators who want to expand and enhance the online channel. Increasingly, customers complain about their cross-channel experience. Nowadays, most sub-business systems of CSPs are separate from each other,

AGENDA DAY 3:

CatalystCUSTOMER CENTRICITY CATALYSTS

www.tmforumlive.org/the-event/catalysts/

Catalyst

which cause huge differences while comparing traditional commerce with E-commerce in product purchase and business handling. For example,

• The gap between the online and the offline consumes customer’s time and energy

• Order opaque of customer call center and E-commerce channel

Champion: ChunghwaParticipants: Huawei, EY Moscow

Customer Centric Service AssuranceThis Catalyst will show how service providers who have successfully migrated from a network centric to a service centric operational model can achieve the next step: Customer Centric Service Assurance. The contribution of this project is to develop a best practice around creating a customer centric approach to service assurance based on eTOM and other TM Forum assets. This is a Catalyst that will prove out how TM Forum assets can be used in this environment.

Champion: EirParticipants: Galileo, Monolith, Liverpool University

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OmnishopThe Catalyst is aiming to:

• Bring concrete implementations of Omnichannel use cases solving existing CSP’s challenges on their architecture landscape

• Propose digital architecture alignment with other legacy back end systems like product catalog, customer management etc. Challenge is to minimize disruption to legacy backend while reducing time to market to roll out new capabilities and offers across multiple channels.

• Propose approach for bundling of new age services like Digital Connected home along with traditional broadband services

• Propose guidelines for smart and consistent ordering, cross sell/upsell across traditional and digital channels by minimizing channel specific business logic, catalogs and features.

Champion: Liberty GlobalParticipants: Infosys, ESRI, IBM, Sigma Systems, ZIRA

OmnichannelThe TM Forum OmniChannel Catalyst teams looking to address three specific business problems operators face:

• Complexity – Existing and new customer channels create complexity. The challenge for operators is how to provide a common and consistent experience for the customer.

• Reactiveness – Multiple authentications, dropped contacts and poor visibility of the customer’s experience and intentions often place operators in reactive mode when they’re dealing with customers.

• Churn – Inconsistent customer experience and frustration lead to preventable churn for many operators.

They will produce an omnichannel solution that creates personalized, proactive customer care experiences using analytics to identify the next best action for customers.

Champions: Vodafone, ZAIN Group, ChinaMobileParticipants: Huawei, ESRI, MACCSA, IBM, Sigma

Virtual CPE Platform in the HomeThe focus of this project is the development of predictive analytics and enhanced diagnostics in a virtualized CPE (vCPE) environment to offer proactive care of residential IP services.

• Monitoring of home devices and distributed virtualized functions to detect service degradation issues proactively

• Collecting contextual data (trouble history, usage patterns, geographic issues) and identify service degradation signature patterns to help with predictive analytics and building a knowledge base to promote closed loop automation.

The champions would like to explore expanding the Virtualized CPE platform to support Smart Home services- assisted living, security, smart appliances etc. The main benefit is improved customer experience, lower OPEX and agility of offering additional innovative value-adds for service providers by leveraging a vCPE platform that reduces truck rolls and uses advanced analytics/ process automation to achieve proactive care.

Champions: AT&T, Orange, Telecom ItaliaParticipants: Ericsson, Infosys, SAS, Viavi Solutions

AGENDA DAY 3:

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CatalystCUSTOMER CENTRICITY CATALYSTS

www.tmforumlive.org/the-event/catalysts/