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7.4B
In 2014
7.3B
cloud
Voice
will be
free
People
81%
traffic
12 month
modern interactions
digital customer acquisition
social interactions
retail store of the future
empower everyone
collaboration
proactive and preventative
process and IT agility
Oracle CX Portfolio
STORE
SOCIAL
MOBILE
FIELD SALES
CONTACT
CENTER
FIELD
SERVICE
WEB
IOT
CX INDUSTRY SOLUTIONS
FINANCIAL SERVICES
COMMUNICATIONS
CONSUMER GOODS
LIFE SCIENCES
MANUFACTURING
AUTOMOTIVE
PROFESSIONAL SERVICES
HOSPITALITY
HICH TECH
RETAIL
HEALTHCARE
UTILITIES
CX APPLICATIONS
MARKETING
SALES
CPQ
COMMERCE
SERVICE
SOCIAL
MARKETPLACE
CX FOUNDATION LAYER
COMMON MODERN
USER INTERFACE
CUSTOMER MASTER
DATA AS A SERVICE
STANDARDIZED APIs
COLLABORATION
ANALYTICS
PLATFORM AS A
SERVICE
Digital
Marketing
Social
Engagement
transform
differentiate
innovate
Cross-/OmniChannel
Commerce
Customer Care
Empowered
Customer Care
Concept to
Cash to Care
Agile and
Collaborate
Selling
Spotlight on Oi
Sales
Optimization
Digital
Marketing
Social
Engagement
transform
differentiate
innovate
Cross-/OmniChannel
Commerce
Customer Care
Empowered
Customer Care
Concept to
Cash to Care
Agile and
Collaborate
Selling
Presenters
JOO PEDRO
CAVALCANTI
SANTANNA
Customer
Relationship Director,
Oi
ABOUT Oi
OI PIONEERED CONVERGENT SERVICES IN BRAZIL!
BRAZIL WIDE
WIRELINE
VOICE
WIRELINE
BROADBAND
TV
MOBILE
TRADICIONAL
PSTN
NGN
IMS
xDSL
FTTH
MPLS
ATM
FRAME RELAY
[22K KM OF
SUBMARINE
CABLES]
DTH
IPTV
2G
3G
4G
WIFI
PUBLIC PHONE
Region I
Region II
Region III
15.2 MM
6.8 MM
1.2 MM
50.2 MM
STRATEGIC GUIDELINES
DIGITAL
CHANNELS
E-COMMERCE
E-CARE
DIGITAL
EXPERIENCE
ANALYTICS
Provide customers
with the best
content and user
experience in
digital channels ,
maximizing
business results
Leveraging customer
behavior insights on
sales and
relationship to
accelerate the
customer migration
to digital channels
IT SUPPORT
Deploy new
services layer
Ensure
availability of
platforms
Structure agile
process
11
79 MM
RGUs*
* Revenue Generating
Units
69 MM
Retail
43 MM
Incoming
Calls/month
17 MM
Derived to
Human Agent /
month
1.3 MM
Calls/day
in Peak to CallCenter
BRASIL TELECOM
ACQUISITION
TELEMAR
PRIVATIZATION
26 REGIONAL
OPERATIONS
1998
MOBILE SERVICE
LAUNCH
1999
2000
2001
CONTAX
SPIN-OFF
2002
2003
PEGASUS
ACQUISITION
2004
SATELLITE TV
SERVICE LAUNCH
WAYTV ACQUISITION
2005
2006
2007
2008
2009
AMAZNIA CELUAR
ACQUISITION
MOBILE SERVICE
LAUNCH SP
2010
2011
SYSTEMS
UGRS
(CONSUMER
AND B2B)
R2-Brasil Telecom
R1&2&3
FIXED
MOBILE
FIXED
MOBILE
CRM
CRM
CRM
CRM
CRM
CRM
OM
OM
OM
OM
OM
OM
Inventory
Inventory
Inventory
Inventory
Inventory
Inventory
Billing
Billing
Billing
Billing
Billing
Billing
Collection
Collection
Collection
Collection
Collection
Collection
14.6MM
50.8MM
8.7MM
0.3MM
FIBER
2K
TV DTH
1.032K
Clients
BCV
Redundancy
Frontend
Silos
Silos
Monolitico
Backend
DB
DB
DB
NON TECHNICAL
COMPLAINT
CRM TV
Invoice complaint for
convergent offers is done
in the Mobile CRM only
TECHNICAL
COMPLAINT
CRM
Fixed R2
Interaction
Complaint
R1
R2
R1&2
Collectio Arrec.
n
STC
SIS Falhas
xDSL
SAC
MASC
Fibra
Mobile
Clarify
STC
SAC
Siebel 8
Expe
diter
OMS
OM
Granite
Objectel
Netwin
SIS
GEN
SISGEN
SIS
Ativao
Fixa
ASAP
Dados
SIS
Ativao
Fixa
SIS
Ativa o
Mvel
ASAP
Mvel
SFA
Siebel 6.3
OMS
SFA
Arbor
SISRAF
SAG
SCB
SISRAF
DTH
SAG
SCB
ICS
SINN
Fixed
xDSL
Fixed
Cobran Arrec.
a
AS-IS
Fibra
CRM OE
OM
Inventario
Ativaao
Billing
Arrecadaao
Cobrana
Mobile
DTH
TODAY
INTERMEDIATE
FUTURE
DIRECT APPROACH:
Implement the final
vision
PHASED APPROACH:
Consolidate in existing
platform and afterwards
implement final vision
CRM CLOUD IS
USING THIS
APPROACH
R2
R1&2
Collection
R1
Arrec.
xDSL
STC
Fibra
SAC
Mobile
DTH
Clarify
Siebel 8
SAC
Expe
OMS
OM
diter
Several Customer
& Account identifiers OMS
SIS Falhas
SAG
SCB
SISRAF
SAG
SCB
ICS
Fixed
Billing Ativa Invent. Order CRM &
o
Mgmt
OE
Fixed
xDSL
Fibra
Mobile
DTH
CRM
CLOUD
CRM
OE
Cobran Arrec.
a
AS-IS
Billing
Arrecadaao
Cobrana
SCOPE
CUSTOMER
SEGMENTS
Retail
PRODUCTS
Bundles
Fiber
TV
Mobile
ADSL
Wireline
PROCESSES
Front Office Customer Care
Back Office Workflow
Functional Administration
Incident Bulk Load
SLA Management
Report / KPIs
SYSTEMS
INTEGRATION
Mainframe
Siebel 8
Siebel 6.3
Siebel UCM / CDI
Clarify
TV custom system
NEXT PHASES
NEXT PHASES
NEXT PHASES
NEXT PHASES
Corporate Products
Inventory
Billing
Order Entry
EMAIL / SMS
LETTER/ FAX
PORTALS
PRESENTIAL
CRM LEGACIES
Pre-Sales
CHANNEL INTEGRATION
FRONT-END
Sales
CADASTRO
Customer &
Account
CAMPAIGNS
Execution &
Lookup
CUSTOMER CARE
Information
Dispute
complaints
Workflow - FO
TROUBLE TICKET
Opening
Scheduling
Workflow - BO
SALES
Profiling
Cadastro
OS Status
Service Mgmt
Billing
Dispute
SOLUTION ADMINISTRATION
BACK-END
Trouble Ticketing
CRM REPORTING
INTEGRATION WITH OTHER SYSTEMS
Customer Interactions
Customer requests
Invoice Disputes
Repairs
Campaigns
CLOUD COMPONENTS
INTEGRATION
STACK
REPLICA DATABASE
Online
Integration
ODBC Driver
Batch Integration
Stage
ON PREMISE COMPONENTS
AGENT
DESKTOP
LEGACIES
LEGACIES
LEGACIES
LEGACIES
ODS / DW
CALL CENTER
AGENT
22
CRM CLOUD
WEVE CHANGED OUR APPROACH TO IMPLEMENT THE PROJECT
FROM WATERFALL
We had a 23 month implementation
within Siebel with all mapped scope at
once
TO AGILE APPROACH
We decided to create small sprints to
prove the solution and get benefits faster.
Well probably take longer to implement
all mapped scope (if), but were
generating savings from month 4!
Pic source:
http://www.origin-digital.com/tech-start-company-tips-success-product-development/
1:WORKFLOW BO
2016
A
1: ROLLOUT
2: FOBO + INFORMATIONAL
Automatic distribution of
activities to Back Office
agents
Functional Admin
SLA Management
Reporting
Retail
FO/BO Processes
Fixed+ADSL+TV+Mobile
Simplified 360 Customer View
FO/BO Analytics
Retail
2017
A
3: BO OPTIMIZATION
4: CUSTOMER MDM
5: UNIFIED CRM
2: ROLLOUT
Billing Inquiries
Campaign Management
Regulatory BO
Retail
Customer Master
Complete 360 Customer
View
Sales Call Center
Retail
Corporate Products
Trouble Tickets
Order Entry
OSvC web-based
Retail
Corporate
Whole-sale
AS-WAS SCENARIO
Front Office
Customer Inquiries
Legacy System 1
CRM Mainframe 2
CRM Mainframe 3
CRM Custom
Others
CRM Mainframe 1
Billing Mainframe 1
Reporting
Back Office
Incidents Distribution
Manual extraction
and transformation
of files to be loaded
in Back Office
systems
Legacy System 2
Incidents Distribution
Reporting
Back Office
Extract and load incidents
CRM Mainframe 1
Legacy System 1
CRM Mainframe 2
Billing Mainframe 1
CRM Mainframe 3
CRM Custom
Others
Incidents Distribution
Manual extraction
and transformation
of files to be loaded
in Back Office
systems
Legacy System 2
Incidents Distribution
1. Consolidation of
platforms
Reporting
Back Office
Extract and load incidents
CRM Mainframe 1
CRM Mainframe 2
Incidents Distribution
Billing Mainframe 1
CRM Mainframe 3
CRM Custom
Others
ETL
Automated
Extraction and
Load process
2. Automation of
extraction and load
process
Functional Administration
3. New Functional
Administration
Module
Reporting
Back Office
Extract and load incidents
CRM Mainframe 1
Managers and
Supervisors
CRM Mainframe 2
Incidents Distribution
Billing Mainframe 1
CRM Mainframe 3
CRM Custom
Others
ETL
Operational Reports
Automated
Extraction and
Load process
Functional Administration
4. New SLA
Management for
Back Offices
5. Ability to manage
operations through
analytical reports
Service Management (SLA)
29
REALIZED BENEFITS
Process
standardization
Reporting
(full control of
Operations)
Productivity Gains
30% plus (so far)
650 Users
22k planned
Cloud
Classic
CRM
Issues
Agile
Phase 1 delivered
in 4 Months !
Reporting
Back Office
Extract and load incidents
CRM Mainframe 1
Managers and
Supervisors
CRM Mainframe 2
Incidents Distribution
Billing Mainframe 1
CRM Mainframe 3
CRM Custom
ETL
Automated
Extraction and
Load process
Operational Reports
Functional Administration
Others
Service Management (SLA)
Reporting
Back Office
Extract and load incidents
CRM Mainframe 2
Multi-channel Integration
Call-Center
CRMCustomer
Siebel 6.3
Portfolio
POS
Incidents
BillingCustomer
Mainframe
1
Network Inventory Queries
CRM Mainframe 3
Web
E-mail /
SMS
6. Expansion to
Multi Channel Front
Office
Incidents Distribution
ETL
Operational Reports
Automated
Extraction and
Load process
Functional Administration
7. End-to-End SLA
Management
CTI Integration
Others
End-to-end Service Management
Q&A
ORACLE CX CLOUD
COMPLETE
-
INNOVATIVE
-
PROVEN
-
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