Salesforce UK comms industry architecture summit (30 september 2015)

All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenu

UK Communications Industry Architecture Summit

30 September 2015

London

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Summit Agenda

Welcome

Building a Customer Success Platform for Communications

Reinventing BSS/OSS Architecture using Salesforce – A Customer Story

Future Digital Service Provider – New Business Models

Building a Customer Success Platform for Communications Chris Bauschka, Senior Director, Salesforce Industries,

Telecommunications and Media, Salesforce

• Use a Platform of Engagement

• How Operators are Using Salesforce as a Platform

• How we are Adapting Salesforce for Communications

• The TCO Benefits of the Salesforce Cloud

Agenda

Customers Expect Simpler Experiences

situation Give me control

Lengthy & Complex Ordering Process Fast & Intuitive Ordering Process

Ordering Silo’d by Channel Omni-Channel Ordering Experience

Order Errors Ensure Lead to Costly work Accurate Orders Ensure Flow-Through Activation

Re-Streamline the Subscriber Ordering Journey

Swivel-Chair Access to Customer Data Unified Access to Customer Data

Long Handling Time Rapid Call Handling Time

Repeat calls and call transfers First contact resolutions

Simplify the Subscriber Service Experience

Systems of

Record

Systems of Record Simply Cannot Deliver

Effortless Customer Experiences

Technology focused on internal operations, not engagement

Service Assurance

Order Management Provisioning

Internal Focus Content Delivery – Content Management – Infrastructure

Field Techs Direct

Sales

Indirect Channel Retail CentersCall eCare Comm-unities

Social Mobile Cloud

Data Science

Service Assurance

Order Management Provisioning

Heroku Enterprise AppExchange

SalesforceSuccess Services Customer SuccessEcosystem

Customer Success Services

Developer Success Platform

Solutions Powering Traditional & Disruptive Models

Customer Success Platform for Communications

Cloud Mobile Social Data Science

Business Customer Lead to Order

B2B Service Assurance

Wholesale

Connected Customer Subscriber Ordering Subscriber Service

IoT Value Chain Management OTT Subscriber Management

B2B B2C Disruptive Business Models

How Operators are Using Salesforce as a Platform

Sky Italia Uses Salesforce to Take

Customer Engagement to the

Next Level, Across the Entire

Lifecycle for Both B2B & B2C

The solution integrates more than 40 back-end and legacy systems, such as Comverse Kenan and Adobe AEM 6

Deploying Salesforce in B2C as a full Siebel replacement for call center, retail, and online, rolling out to up to 8K users

6 Channels and 5M B2C Subscribers in Scope

Increased diversion and reduced average call handling time through a complete review of the way Sky is engaging and serving its customersThe journey started in 2011 with B2B, and is now moving to full B2C adoption

Logo

“Salesforce helps us

connect more closely

with 600,000+ customers.”

Went from three disparate systems to one unified agent console

Enabled Unified Agent, Call Flow Scripting, Next Best Action & Call Flow Analytics

Reduced AHT and cost of upgrades while increasing agent efficiency and NPS

23000 B2C call center agents; Siebel co-exist/retirement

DIRECTV Transformed Their Agent Experience with Salesforce

Logo

Telefonica Uses Salesforce to

Deliver B2B Sales to Order

Across Multiple Affiliates

The solution enables B2B sales, CPQ, ordering and service processes across eight channels, including social, web, mobile, field sales, third party channels, retail, telesales and field service personnel.

The solution includes a single agent desktop, partner portal and customer portal, integrated to multiple BSS/OSS back-end and legacy and third party systems

38% reduction in system development and maintenance costs

End to end project delivered to affiliates in 12 countries in one year!

12B Euro B2B Business with 1M B2B customers and 8000 Telefonica users across 12 countries

Logo

Telus Created a

Customer-Centered Culture using

Salesforce

Fastest growing multi-play operator in Canada, leader in customer experience

Successfully implemented Salesforce for B2B Sales, Service and Partner Management

Then decided to expand Salesforce implementation into B2C for Omni Channel Experience

12% reduction in call transfers and repeat calls, 4% improvement in first call resolution, 24% improvement in order accuracy, 10% improvement in Likelihood to Recommend (L2R)

Retired 21 legacy systems

Virgin Media Transforms Its

B2C Lead Management

Across Channels

Transformed Prospect Management across Web, Mobile, Call Center and Retail

Triggers follow ups for abandoned online shopping carts

Shopping cart and be transitioned to call center and/or store

5% increase in lead conversion rates

Salesforce Communications Architecture

Salesforce Comms Data Model ~37 Entities

Salesforce Communications Data Model ~37

Entities

Partners

Salesforce Comms Data Model – validated by partners and key customers – aligned with TMF Frameworx, focused on next-gen concept-to-cash-to-care business process

Salesforce Communications Data Model

Contacts

Account/Contact Rel.

Acct/Contact Relationship

Salesforce Works with Your BSS/OSS Environment

Product Catalog Marketing Sales Customer Management Order Capture Trouble & Case Management Billing Inquiry & Resolution

Network

Rating &

Billing

Service Assurance Problem

Billing Order Management

Product Master

Order Orchestration Supply Chain Workforce Management

Order Management

Service &

Resource Inventory

Billing

Rating &

Billing

Policy &

Products Inventory Scheduling

Amdocs Ordering

Order Orchestration

Order Decomposition

Salesforce Works with Your BSS Environment

Product Catalog Marketing Sales Order Capture Customer Management Billing Inquiry & Resolution Trouble & Case Management

Amdocs Enterprise Product Catalog

Balance Management

Rating, Charging and Billing

AR and Collections

Workforce Management (e.g., Click Software)

Billing Adjustments

ERP (e.g., SAP)

Communications Enterprise Capability Map

Order Fallout Mgmt.

Catalog Management

Application Integration Infrastructure

Service Resource

Marketing /Sales Management

Supplier Partner Management

Self-Customer Service

Knowledge Management

Risk Management Charging

Provisioning / Activation Network Inventory [API, Communication, Development Environment] Integration

Financial Management

Supply Chain, Logistics

Partner Account Management

Business Intelligence

Sales Accounts Management

Physical Inventory

Salesforce Salesforce Extended

On-platform Partner*

Off-platform Partner

* Application built on the Salesforce platform

Salesforce Communications is Aligned with TMForum Frameworx

Information Framework (SID)

Common enterprise information model for end-to-end service management

Integration Framework

Blueprint for combining components using standardized SOA- based interfaces

Business Process Framework (eTOM)

Common process architecture for both business and functional processes

Application Framework (TAM)

Describes systems and their functions

TM Forum Frameworx

Order Fallout Management

Partner Catalogs

Catalog Federation

Product Repository

Product Sync

Application Integration Infrastructure

Enterprise Application Integration

Business Process Management

API Management

Service

Service Quality

Service Catalog

Service Inventory

Service Order

Service Problem

Service Performance

Resource

Resource Location

Resource Lifecycle

Resource Inventory

Workforce

Resource Order

Resource Performance

Marketing /Sales Management

Sales Portals

Campaign Lead Management

Sales Account Mgmt.

Channels Sales

Analytics

Contract Management

Supplier Partner Management

Supplier Partner Workflow

Supplier Partner Account Management

Supplier Partner Product Management Supplier Partner Order Management

Supplier Partner Portals

Supplier Partner Settlement

Supplier Partner Reporting

Customer

Customer care

Self-Customer Insight

Customer Order

Customer Loyalty

Customer Service

Financial Management

Knowledge Management

Revenue Assurance

Supply Chain / Logistics

SFDC Extensible Capability

SFDC capability

Out of CEM Scope

SFDC Partner Capability

Telecom Application Map

Customer Experience Perspective

Cloud TCO Comparisons

Third Party Analysts confirm the TCO Savings of Cloud-based CRM

5 Year TCO per User

Cloud cost savings

IT labor/services Infrastructure Software

Sep 2012: TCO for a Cloud solution is

48% lower than On premise

Methodology - The data for this model was drawn from 5 studies of over 50 companies

Source: McKinsey “TCO Whitepaper- McKinsey Report on SaaS”, IDC “Cloud Software Market Opportunity Analysis”, Yankee Group “On-Demand & On-Premise Total Cost of Ownership”

analysis and Gartner “Gartner- SaaS TCO is 13% Less Than On-premise” paper

Gartner

Analyst reports validate TCO Savings

from Cloud over On-premise

Infrastructure: server, networking and storage hardware, power and facilities

9

Simple customization of out of the box

functionality (e.g., add a field to a

screen) including development and

unit/system testing

Cost (labor) 0.25-1 person months 1-2 person hours

Duration to production Minimum 6 calendar months 1 calendar week to production

Resources / Skillset The vendor’s professional

services The customer (Salesforce administrator)Complex customization (create a

screen/ logic/ data objects) including

design, development and unit/system

testing

Cost (labor) 3-5 person months 2 person weeks

Duration to production 6-8 calendar months One calendar week

Resources / Skillset The vendor’s professional

services The customer (certified SF developer)API Integration to an external system

including design, development and

The customer (certified SF developer)

Examples of TCO Savings of a Cloud-based CRM Solution

For a Sample Implementation in a Call Center of 50,000 users

• Current Situation & Platform of Engagement Approach

• How Operators are Using Salesforce as a Platform

• Salesforce Communications Architecture

• TCO Comparisons

Summary

Thank you

Reinventing BSS/OSS using Salesforce – Customer Story Guido Roda, CIO, Fastweb

(Restricted availability)

Erik Meijer DTAG Presentation

External PDF

Architects Roundtable

Discussion

Facilitated by Chris Bauschka, Senior Director, Industry Business Unit, Telecommunications and Media, Salesforce

• Product & Partner strategy

• Our views on CPQ & Order Mgt partners

• Salesforce fit with BSS/OSS Architecture & TMForum Frameworx

• Continuous Integration

• Integration to fulfillment & payment systems

• Supporting complex business processes like Pega

• Communications Analytics

• B2C Model

Topics from the UK Comms Architect Summit