Omnichannel experience and typical customer journeys

Comarch Omnichannel Experience

Bartlomiej Kordas

CRM Product Manager

How telecoms can enhance their customer experience through omnichannel journeys

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

OMNICHANNEL IN

TELECOMMUNICATIONS

• Why is omnichannel

important in telecoms?

• Where is the money

EVOLUTION FROM MULTICHANNEL TO OMNICHANNEL

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

2

3

4

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

TRUE OMNICHANNEL

EXPERIENCE

• How omnichannel is

realized within Comarch

BSS suite and what are

the key features

OMNICHANNEL APPROACH IN COMARCH BSS SUITE

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

OMNICHANNEL DEMO

• A typical customer

journey through various

channels on the porting

use case

TYPICAL CUSTOMER JOURNEY WITH CHANNEL SWITCH

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.

Demo Telco is an international

Communication Service Provider delivering both

fixed and mobile services to European

customers

JOHN STARTS HIS COMMERCE JOURNEY ON FACEBOOK

JOHN IS REDIRECTED TO OPERATOR WEBPAGE,

WHERE HE CAN LEARN MORE DETAILS

CHECKS SIMILAR OFFERS AND BUNDLES THAT ARE RECOMMENDED TO HIM

RECONFIRMS HIS BELIEF THAT THIS IS THE RIGHT OFFER FOR HIM

JOHN MAKES A PURCHASE DECISION AND SEES HIS JOURNEY PLAN

STARTS WITH AVAILABILITY VERIFICATION

SUCCESS! SERVICE IS AVAILABLE AT JOHN’S ADDRESS

JOHN IS NOT A DEMO TELCO CUSTOMER YET:

USES FACEBOOK CEREDENTIALS TO LOG IN

JOHN CONFIGURES BASIC PARAMETERS,

SUCH AS HIS FIXED PHONE NUMBER

… AND HIS MOBILE NUMBER, WHICH JOHN WOULD LIKE TO MAINTAIN…

…SO HE REQUESTS IT IN HIS SELF-SERVICE PORTAL

ORDER SUMMARY IS PRESENTED TO JOHN

IN THE LAST STEP JOHN HAS TO PROVIDE HIS PERSONAL DATA

COMARCH USER GROUP 2016 WWW.USERGROUP.COMARCH.COM

John is having somesecond thoughts.

Is the bundled bandwidthsufficient for him?

HE COULD EASILY CHANGE IT HIMSELF, BUT HE WOULD LIKE TO GET AN ADVICE

JOHN CONTACTS THE CALL CENTER

THE CUSTOMER CARE AGENT OPENS JOHN’S ORDER AND CHANGES THE INTERNET OPTION

THE RESULT IS IMMEDIATELY VISIBLE IN THE AGENT’S DASHBOARD

…AND IN JOHN’S ORDER SUMMARY. JOHN LETS THE AGENT CARRY ON…

THE AGENT INFORMS JOHN ABOUT THE OPERATOR’S GREAT MOBILE APP AND SUBMITS THE ORDER

JOHN’S MOBILE NUMBER IS MOVED TO DEMO TELCO, ALL SERVICES ARE DELIVERED

JOHN LOGS INTO THE MOBILE APP

VERIFIES HIS INVOICE DETAILS

TAKES A QUICK LOOK AT

THE MOBILE PRODUCT

AND INTERNET, WHERE JOHN DECIDES TO CHANGE THE BANDWIDTH BACK

JOHN SHARES THE OFFER ON FB AND GOTS REWARDED

SUMMARY

The road to the success

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

Thank you

Questions?

al. Jana Pawła II 39 a

31-864 Kraków

Poland

Phone: +48 12 64 61 000

E-mail: info@comarch.com

www.comarch.com