How to provide an omnichannel customer experience to Telecommunications clients? How to integrate physical shops with social and digital? Where is the money for operators in these new scenarios?

1. Comarch Omnichannel Experience
Bartlomiej Kordas
CRM Product Manager
How telecoms can enhance their customer experience through omnichannel journeys

2. 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

3. OMNICHANNEL IN
TELECOMMUNICATIONS
• Why is omnichannel
important in telecoms?
• Where is the money

4. EVOLUTION FROM MULTICHANNEL TO OMNICHANNEL

5. 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
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6. 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

7. TRUE OMNICHANNEL
EXPERIENCE
• How omnichannel is
realized within Comarch
BSS suite and what are
the key features

8. OMNICHANNEL APPROACH IN COMARCH BSS SUITE

9. 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

10. OMNICHANNEL DEMO
• A typical customer
journey through various
channels on the porting
use case

11. TYPICAL CUSTOMER JOURNEY WITH CHANNEL SWITCH

12. 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.

13. Demo Telco is an
international
Communication Service
Provider delivering both
fixed and mobile
services to European
customers

14. JOHN STARTS HIS COMMERCE JOURNEY ON FACEBOOK

15. JOHN IS REDIRECTED TO OPERATOR WEBPAGE,
WHERE HE CAN LEARN MORE DETAILS

16. CHECKS SIMILAR OFFERS
AND BUNDLES THAT ARE RECOMMENDED TO HIM

17. RECONFIRMS HIS BELIEF THAT
THIS IS THE RIGHT OFFER FOR HIM

18. JOHN MAKES A PURCHASE DECISION
AND SEES HIS JOURNEY PLAN

19. STARTS WITH AVAILABILITY VERIFICATION

20. SUCCESS! SERVICE IS AVAILABLE AT JOHN’S ADDRESS

21. JOHN IS NOT A DEMO TELCO CUSTOMER YET:
USES FACEBOOK CEREDENTIALS TO LOG IN

22. JOHN CONFIGURES BASIC PARAMETERS,
SUCH AS HIS FIXED PHONE NUMBER

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

24. …SO HE REQUESTS IT IN HIS SELF-SERVICE PORTAL

25. ORDER SUMMARY IS PRESENTED TO JOHN

26. IN THE LAST STEP JOHN HAS TO
PROVIDE HIS PERSONAL DATA

27. COMARCH USER GROUP 2016  WWW.USERGROUP.COMARCH.COM
John is having some
second thoughts.
Is the bundled bandwidth
sufficient for him?

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

29. JOHN CONTACTS THE CALL CENTER

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

31. THE RESULT IS IMMEDIATELY VISIBLE
IN THE AGENT’S DASHBOARD

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

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

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

35. JOHN LOGS INTO THE
MOBILE APP

36. VERIFIES HIS INVOICE
DETAILS

37. TAKES A QUICK LOOK AT
THE MOBILE PRODUCT

38. AND INTERNET, WHERE
JOHN DECIDES TO CHANGE
THE BANDWIDTH BACK

39. JOHN SHARES THE OFFER ON FB AND GOTS REWARDED

40. SUMMARY
The road to the success

41. 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

42. Thank you
Questions?

43. al. Jana Pawła II 39 a
31-864 Kraków
Poland
Phone: +48 12 64 61 000
E-mail: info@comarch.com
www.comarch.com