omnichannel experience and typical customer journeys
TRANSCRIPT
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Comarch Omnichannel Experience
Bartlomiej Kordas
CRM Product Manager
How telecoms can enhance their customer experience through omnichannel journeys
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Omnichannel in Telco
• What does it mean and why it is as important in Communication as in other industries
Comarch Omnichannel Experience
• How omnichannel is realized within Comarch BSS suite and what are the key features
Omnichannel Demo
• Typical customer journey through various channels shown on the porting use case
Summary
AGENDA
• The road to success
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OMNICHANNEL IN
TELECOMMUNICATIONS
• Why is omnichannel
important in telecoms?
• Where is the money
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EVOLUTION FROM MULTICHANNEL TO OMNICHANNEL
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WHAT IS OMNICHANNEL
Channel choice and channel hopping
Customer choose when and where to interact with
CSP, and can seamlessly switch the channel at any
time
Access to consistent customer data
Customer data must be consistent and shared over
channels, the same applies to customer’s identity
Contextual customer experience
Any activities in any channel should be guided
accordingly to deliver the right experience for given
channel and customer’s life cycle stage
Product catalog management
Product catalog must be capable to synchronize
consistently across all channels with
accommodation of the fact that some instances are
specific to the channel
1
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WHY NOW AND WHERE IS THE MONEY?
• According to TMForum research 74% of
telco customers use 3 or more channels to
complete a single transaction
• According to Forrester Research a
customer contact in call center can range
from more than $12 in call center to less
than $0.1 for online self service
• With personalized offerings in an
omnichannel environment ARPU can
increase by over 18% according to
Analysys Mason
• Omnichannel CRM could save mobile
operators $4.6 billion annually if
implemented correctly, says Northstream
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TRUE OMNICHANNEL
EXPERIENCE
• How omnichannel is
realized within Comarch
BSS suite and what are
the key features
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OMNICHANNEL APPROACH IN COMARCH BSS SUITE
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COMARCH BSS SUITE – KEY OMNICHANNEL FEATURES
• Synchronized product catalog management
and catalog-driven order management
• Access to consistent, complete customer data
across online and offline channels
• Build-in, centralized business processes with
business logic shared across channels
• Self service (web and mobile), CRM for sales
and service, mobile sales, social media and
REST API for external channels
• Recommendation engine – the right offer at the
right time and personalization to suggest
appropriate content
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OMNICHANNEL DEMO
• A typical customer
journey through various
channels on the porting
use case
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TYPICAL CUSTOMER JOURNEY WITH CHANNEL SWITCH
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John Cage is an active social media user and particularly likes to
exchange information with his friends viaFacebook
He has just moved from Frankfurt to Munich and wants to keep in touch with his friends and have some entertainment during evenings.
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Demo Telco is an international
Communication Service Provider delivering both
fixed and mobile services to European
customers
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JOHN STARTS HIS COMMERCE JOURNEY ON FACEBOOK
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JOHN IS REDIRECTED TO OPERATOR WEBPAGE,
WHERE HE CAN LEARN MORE DETAILS
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CHECKS SIMILAR OFFERS AND BUNDLES THAT ARE RECOMMENDED TO HIM
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RECONFIRMS HIS BELIEF THAT THIS IS THE RIGHT OFFER FOR HIM
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JOHN MAKES A PURCHASE DECISION AND SEES HIS JOURNEY PLAN
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STARTS WITH AVAILABILITY VERIFICATION
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SUCCESS! SERVICE IS AVAILABLE AT JOHN’S ADDRESS
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JOHN IS NOT A DEMO TELCO CUSTOMER YET:
USES FACEBOOK CEREDENTIALS TO LOG IN
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JOHN CONFIGURES BASIC PARAMETERS,
SUCH AS HIS FIXED PHONE NUMBER
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… AND HIS MOBILE NUMBER, WHICH JOHN WOULD LIKE TO MAINTAIN…
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…SO HE REQUESTS IT IN HIS SELF-SERVICE PORTAL
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ORDER SUMMARY IS PRESENTED TO JOHN
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IN THE LAST STEP JOHN HAS TO PROVIDE HIS PERSONAL DATA
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COMARCH USER GROUP 2016 WWW.USERGROUP.COMARCH.COM
John is having somesecond thoughts.
Is the bundled bandwidthsufficient for him?
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HE COULD EASILY CHANGE IT HIMSELF, BUT HE WOULD LIKE TO GET AN ADVICE
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JOHN CONTACTS THE CALL CENTER
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THE CUSTOMER CARE AGENT OPENS JOHN’S ORDER AND CHANGES THE INTERNET OPTION
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THE RESULT IS IMMEDIATELY VISIBLE IN THE AGENT’S DASHBOARD
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…AND IN JOHN’S ORDER SUMMARY. JOHN LETS THE AGENT CARRY ON…
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THE AGENT INFORMS JOHN ABOUT THE OPERATOR’S GREAT MOBILE APP AND SUBMITS THE ORDER
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JOHN’S MOBILE NUMBER IS MOVED TO DEMO TELCO, ALL SERVICES ARE DELIVERED
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JOHN LOGS INTO THE MOBILE APP
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VERIFIES HIS INVOICE DETAILS
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TAKES A QUICK LOOK AT
THE MOBILE PRODUCT
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AND INTERNET, WHERE JOHN DECIDES TO CHANGE THE BANDWIDTH BACK
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JOHN SHARES THE OFFER ON FB AND GOTS REWARDED
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SUMMARY
The road to the success
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THE ROAD TO SUCCES
• Catalog driven approach
• Omnichannel BSS solution
• Ordering process driven by Product
Catalog
• Centrally defined business
processes driven by Product Catalog
• Happy customer
• Cost reduction
• ARPU increase
• Short time to market
TOOLS
ACHIEVEMENTS
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Thank you
Questions?
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al. Jana Pawła II 39 a
31-864 Kraków
Poland
Phone: +48 12 64 61 000
E-mail: [email protected]
www.comarch.com