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MSO/Telco Convergence: Changing Front Office Dynamics
Mark Jacobs, Regional VP, NASA CRM Sales
Chris Bauschka, Industry Director, Communications
Agenda
• Cable and Telco Market Dynamics
• Channel Transformation
• Self Service & Retail
• Commercial Sales
• Contact Center
Thanks for being here!
• Mark Jacobs – RVP - Comms – CRM – NASA
• Mission
• To grow with our Partner’s in these accounts for repeatable,
definable success and revenue!
• Health or our Business – Going Strong and growing!
• Our pipeline is your pipeline! Quadrupled in 2 years!
• Our joint Customers – Cox, Comcast, ATT & Verizon, others too.
• Where we are seeing Solution traction in CRM
• Every effort in Comms currently employ’s joint efforts with our CGBU
& ERP teams.
• Cox Model is a repeatable event.
• Loyalty Programs - to push customers to take advantage of cost
saving systems that have been deployed.
Nature of Competition Shifting
Yesterday
Today
Product Line
Bundle
Call Center Optimization
Channel Optimization
Mass Market Selling
Relationship/Targeted Selling
Extend Existing Services
Launch New Services
CLECs, MVNOs
Google, Clearwire, Vonage,
Broadband Content
Cable-Telco Convergence
Wireless
Commercial Services
IPTV and Fiber Build-Out
Business Change Drives IT Change
Example: Commercial Services Requirements
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Robust Sales Force Automation for Direct Sales force
Support for complex Account Hierarchies
Contract Based Incentive Compensation
The ability to quote – approve – contract – order complex
commercial offerings
Flow-through provisioning and asset management
Non-Standard bid support for Network build-out and custom
solution creation
Enterprise grade customer service
Billing Flexibility
Customer Self-Care
Analytics Capabilities across all functions of Sales and Service
IT Transformation Parallels Business
Transformation
Today’s Core BSS/OSS
Goal: Fixed approach to specific services
Tomorrow’s Core BSS/OSS
Goal: Adapt to changing business needs
• Contact Center
• Order Capture
Cable
• Billing
Billing System
Provisioning
Rating
Front Office
Workforce Mgt
• Provisioning
• Workforce Mgt
Cable
• Inventory Mgt
SOA
Supply Chain
Web
Commercial
Challenges
• Support for new services
Billing
Provisioning
Benefits
• Time to market
• N-Play platform: support all services,
divisions, customers
• Integration
• Launch and modify services quickly
• Cost
• Launch new offers quickly
• Flexibility
• Open and flexible integration
• Bundling and n-Play
• Lower cost
• Multiple systems across services/
divisions
Siebel CRM in Oracle Communications
Operational, Analytical, Social
• Modular channel
applications
• SOA services
• Common CRM
Platform across
channels
Siebel Customer Relationship Management
Order
to Bill
Billing and Revenue
Management
Sales
Call Center
Partner
eCommerce
eSupport
Marketing
Loyalty
Customer
Order Mgmt
Field
Service
eBilling
Agent
Assisted
Billing
Care
Order
Management
Billing
Self Service
Revenue
Accounting
Enterprise
Management
Complete, Open, Integrated
Order to
Activate
Service
Management
• Communications
Grade
• Convergent: N-Play,
Consumer &
Business
Master
Data
Mgmt
• Prebuilt BSS/OSS
Integration
Master Data
Management
Agenda
• Cable and Telco Market Dynamics
• Channel Transformation
Format: Challenges-Approach-Go to Market-Customer Examples
• Self Service & Retail
• Commercial Sales
• Contact Center
Self Service & Alternate Channel Goals
Stakeholder
Goals
Customer
• Get better convenience
• Do more online
Product Management and
Marketing
• Create more targeted offers; shift
to relationship marketing
• React faster to competitive offers
IT & Channel Management
• Improve web adoption and shift
calls to lower cost channels
• Drive efficiency and cost benefits
in web channel and front office
administration
• Deploy faster at less cost
eCommerce and Product Catalog Approach
• Strategy Elements
• Existing systems unable to directly support web and
alternative channels – product mgt, order capture, etc.
• Supplement existing BSS/OSS with channel-facing product
catalog and eCommerce
• Extend catalog use to other channels, services, divisions
eCommerce
Dealer
Product
Catalog
Legacy Order
Legacy Billing
Retail
Selling Self Service to Prospects
Capability
Benefit
1. Flexible UI Configuration
• Marketing can tailor portal as needed
2. Flexible Product Modeling
• Faster time to market
• Enable product mgrs and marketers to configure
products and offers
• Cost benefit to IT
3. Powerful product and pricing rules
• Tie offers and eligibility to customer attributes for
targeted marketing
4. Web service enabled ordering
• Central sales catalog
• Configure products and offers once across
multiple channels
• Cost benefit through reduced customization and
redundancy
5. Prebuilt AIA Integration
• Accelerate integration to Billing & OSS
components; lower cost deployment
• Extensible and upgradeable
6. Proven solution across Tier 1
Communications
• Low risk approach
7. Productized, Upgradeable
Approach
• Deploy faster at less cost
• Easier to maintain and upgrade
Holistic Retail Strategy
• Oracle provides the only comprehensive retail solution for Communications
• Oracle enables product managers to configure retail and other channels centrally
• Productized integrations to back office
• Cash Settlement and Cash Drawer
• Application launch pad
• Store reporting
Retail POS
• Sales
• Returns/Exchanges
Siebel
• Launched from POS
• Account Mgt and Order Capture
Retail Clerk
Order to Cash PIP
• Inventory Mgt
• Replenishment
• Transfers
EBS
Order to Bill PIP
BSS/OSS Stack
• Store inventory management
• Physical fulfillment
• Inventory replenishment
• Provisioning
• Billing
Self Service and Retail Go to Market
• Characteristics of Prospects
• Channels apps are disconnected from BSS (separate order,
product mgt)
• Channels apps are customized and difficult to maintain
• Dissatisfied with self service adoption
• Consumer market (wireless, n-play)
• Rapid service/offer changes: business pressure on IT to improve
• Good entry point for non-Siebel customer
• Initial sale on value of self-service/alternate channel capability
• Expand to other channels, front office functions
Cox Communications
Siebel eCommerce and Oracle Retail
Business Challenges
• Support their “Quad Play” bundle – TV,
Internet, Phone, and Wireless
• Support their eMergence initiative of
consolidating 21 separate eCommerce
instances
• Move 15% of their call center orders to
the web
• Streamline administration of the web
channel
Technical Requirements
• Integrate to their back office BSS Convergys
• Support a J2EE / SOA architecture
based on Oracle WebLogic portal
• Web-based configuration with
externalized business logic
Functional Requirements
• Be able to sell products and services
either a-la-carte or bundled
• Provide personalized, targeted content
to the customer, including promotions
and other marketing content
• Tailor shopping experience based on
customer’s profile
• Common product catalog for
eCommerce quad-play and wireless
BSS
Quad Play
Agenda
• Cable and Telco Market Dynamics
• Channel Transformation
• Self Service & Retail
• Commercial Sales
• Contact Center
Commercial Sales Challenges
Stakeholder
Challenges
Sales
• Coordination across sales, delivery, and
service
• Quote creation and approval process
• Order handoffs
• Lead routing
Commercial Business
Management
• Pipeline analysis
• Managing larger accounts across sales
teams
• Customer service
IT
• Manual/Non-standard processes for
Commercial
• Pressure from commercial business to
improve system support
Commercial Services Approach
• Strategy Elements
• Existing systems have significant gaps regarding commercial
services support
• Specific BSS platform deployed for the commercial business
• Single sales desktop for pipeline and quote/order/contract mgt
• Account information shared across sales/delivery/service
eCommerce
Direct Sales
Customer Care
Channel Sales
Product
Catalog
Provisioning
Legacy Order
OR
Legacy Billing
Billing
Commercial Services Go to Market
• Characteristics of Prospects
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Immature commercial services business
Aggressive schedule for service rollouts
High dependency on point solutions (SFDC, etc.)
Significant functional gaps (account mgt, order mgt, etc.)
Limited integration to billing and provisioning
Business pressure on IT for better systems
• Good entry point for non-Siebel customer
• Superior solution for commercial compared to existing
consumer systems
• Prove commercial success; expand to consumer
Agenda
• Cable and Telco Market Dynamics
• Channel Transformation
• Self Service & Retail
• Commercial Sales
• Contact Center
The Contact Center Renaissance
• Several factors are driving more interest in
CRM/Contact Center Transformation:
• Commercial services maturity requiring complete solution
• New service launches and new market entrants (wireless,
video, voice) requiring core CRM
• Large number of late CRM adopters moving from legacy
systems
• Deregulation and competition driving focus on efficiency
and time to market
• Recession brings focus on cost savings and call center
consolidation
• Prospects want systems with open, flexible integration
• Similar dynamics in Europe drove very high Oracle
CRM penetration in tier 1 communications accounts
Approach #1: Launch New Services on New
Platform
• Strategy Elements
• New service (i.e. wireless, commercial services) has many
requirements not supported by existing systems
• Launch next generation platform to support new service
• Minimize legacy impact; 1 bill to the customer
• Migrate other services over time as needed
Legacy Order
Legacy Billing
New CRM
Rating
Order Mgt &
& Billing
Provisioning
Common Supply Chain, Financials
Approach #2: Migration to new CRM or BSS
Platform
• Strategy Elements
• Need for cost savings, time to market improvement, and new
business requirements drive selection of new core CRM
and/or BSS/OSS platform
• Migration accomplished through geography/division sequence
• New platform manages all services for all customers
Contact Center/CRM Go to Market
• Characteristics of Prospects
• Many agent desktop systems
• You need to know the customer location, customer type, service,
and question to know the right system to use
• Customer uses the billing application on the agent desktop
• Core agent desktop is 20+ years old and/or a custom application
• There is no CRM system, or CRM system manages contacts only
• Customer service mgt thanks you for talking to them
• Difficult to adapt systems quickly for service or marketing changes
• Expensive and lengthy agent training required
• Agents must memorize hundreds of codes to order products
• Front office and/or billing integration is challenging/impossible
• Customer experiencing recent step change in competition