CASE STUDY: Verizon Business Markets Digital Transformation · • Orchestrating BSS and OSS across business units • Architecture had to be flexible for future line of products
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Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
CASE STUDY: Verizon Business Markets Digital Transformation
Suma Manoraj, Director, Digital Technology
Verizon Business Markets
Chris Bauschka, RVP Communications
Salesforce
Barriers to Customer Engagement
Call Center
Retail Store
Field Service
Social Media
Web Self Service
2. Multiple Employee Screens = Low Engagement
1. Channel Silos =Disjointed Customer Experience
Creating a Platform for Transformation
Intelligent Customer Service
Commerce
Unify the Prospect Journey
55% faster order entry12% less pre-activation churn
93% faster campaigns
200% higher cross sell
4M leads captured
40% increase in lead conversion
20% less calls per customer10pt higher NPS
Phasing a Digital Transformation Program
By Channel
By Use Case/Call Type
By Customer Lifecycle
Call Center Retail Self Service
Ordering Billing Care Trouble Mgt
OmnichannelProspect
OmnichannelService
Upsell &
Retention
By Product Line Internet Voice Security
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
“I’ve learned that people will forget what you said,people will forget what you did, but people will never forget how you made them feel.”
–Maya Angelou
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 7
Delivering a Transformative Digital Experience
Verizon Wireless
(VZW)
Consumer
Verizon Consumer
Markets (VCM)
Consumer
Verizon Enterprise
Solutions (VES)
Enterprise &
Government
Verizon Partner
Solutions (VPS)
Wholesale
Partners
Verizon Business
Markets (VBM)
Small & Medium
Business
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 8
Our Journey Towards A Digital First Experience
Customer
Study
Customer
Experience
Big
Rules
Digital
Technology
What do our
customers want?
Customer feedback Framework
provided by CEO
Build vs buy
Understand Key
Experience Factors
Developing
& Prioritizing Journeys
Product &
Experience Rules
Time to Market
(8 months)
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 9
Our Principles Based on Customer Feedback
Keep
It Simple
Seamless
Experience
Personalized
Experience
Time
to
Resolution
Sense
of
Community
Consistent
Pricing
Embed
Transparency
Reduce
Time & Effort
Offer
Flexibility
Design for
Consistency
Communicate
Proactively
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 10
Our Challenges
Technology• Products across 3 lines of business with independent IT stacks
• Orchestrating BSS and OSS across business units
• Architecture had to be flexible for future line of products
• Leveraging legacy systems with the goal of a modern digital experience
Process• Unifying business processes across lines of business
• Security challenges with SaaS model
• Challenge legacy processes
People• Teams with experience with legacy processes
• Working Agile to deliver in 8 months
• Training on new technology
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
1. Operating Model
1. Transparent pricing
2. Straightforward contracts
3. Simplified qualification rules
2. Digital Service
1. Digital sales and service
2. Seamless commerce
3. Digital Product
1. Simple unified solution
2. Digital product and feature management
11
VBM Experience – Big Rules
Design ParametersDigital End-To-End Excellent Experiences
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
CARE STRATEGY
12
VBM Winning Aspirations – The Magic Carpet
Proactively Anticipate Needs
Self Service
Agent Support
• Anticipate next activities based on events
• Stay proactive with the customer and keep them informed
• Searchable knowledge base with intelligent recommendations
• Guidance via ChatBOT, FAQ, Videos to resolution / transaction
• Agent and customer functions are the same
• Available after self service attempt
• “Call Me” and Chat functionality
88%Digitally Enabled
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distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 13
VBM Winning Aspirations - Sales
Traditional
Partners
Digital Assist
Internal &
Vendor
Digital
Mobile, Social,
& Web
60%Digitally Enabled
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 14
Digital Platform Capabilities
OMNI Channel
Seamless experience
across any channel
Web
Contact Center
Partners
Mobile First
Account
Home
Shopping
& Service
Service
Alerts
One Talk
Setup
Intelligence
Extended Ecosystem –
Communities/Partners/
Social
Partner Relationship
Management and Social
Google Maps
Mobile - Social
Predictive & Cross-Channel
Customer AnalyticsRich UX Experience
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 15
Architecture Delivering Customer Experience
Benefits
• Extensible to our catalog of products
• Multi-Channel
• Can leverage existing IT assets
• API first approach at a micro- service
layer
• Moving towards a low-code platform
8 Month Delivery
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 16
TakeawaysIdentify customer
priorities
Create Big Rules
Reduce friction
Build in Security
Iterate & get
input quickly
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