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Omnichannel experience and typical customer journeys

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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?

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Omnichannel experience and typical customer journeys

  1. 1. Comarch Omnichannel Experience Bartlomiej Kordas CRM Product Manager How telecoms can enhance their customer experience through omnichannel journeys
  2. 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. 3. OMNICHANNEL IN TELECOMMUNICATIONS • Why is omnichannel important in telecoms? • Where is the money
  4. 4. EVOLUTION FROM MULTICHANNEL TO OMNICHANNEL
  5. 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 1 2 3 4
  6. 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. 7. TRUE OMNICHANNEL EXPERIENCE • How omnichannel is realized within Comarch BSS suite and what are the key features
  8. 8. OMNICHANNEL APPROACH IN COMARCH BSS SUITE
  9. 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. 10. OMNICHANNEL DEMO • A typical customer journey through various channels on the porting use case
  11. 11. TYPICAL CUSTOMER JOURNEY WITH CHANNEL SWITCH
  12. 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. 13. Demo Telco is an international Communication Service Provider delivering both fixed and mobile services to European customers
  14. 14. JOHN STARTS HIS COMMERCE JOURNEY ON FACEBOOK
  15. 15. JOHN IS REDIRECTED TO OPERATOR WEBPAGE, WHERE HE CAN LEARN MORE DETAILS
  16. 16. CHECKS SIMILAR OFFERS AND BUNDLES THAT ARE RECOMMENDED TO HIM
  17. 17. RECONFIRMS HIS BELIEF THAT THIS IS THE RIGHT OFFER FOR HIM
  18. 18. JOHN MAKES A PURCHASE DECISION AND SEES HIS JOURNEY PLAN
  19. 19. STARTS WITH AVAILABILITY VERIFICATION
  20. 20. SUCCESS! SERVICE IS AVAILABLE AT JOHN’S ADDRESS
  21. 21. JOHN IS NOT A DEMO TELCO CUSTOMER YET: USES FACEBOOK CEREDENTIALS TO LOG IN
  22. 22. JOHN CONFIGURES BASIC PARAMETERS, SUCH AS HIS FIXED PHONE NUMBER
  23. 23. … AND HIS MOBILE NUMBER, WHICH JOHN WOULD LIKE TO MAINTAIN…
  24. 24. …SO HE REQUESTS IT IN HIS SELF-SERVICE PORTAL
  25. 25. ORDER SUMMARY IS PRESENTED TO JOHN
  26. 26. IN THE LAST STEP JOHN HAS TO PROVIDE HIS PERSONAL DATA
  27. 27. COMARCH USER GROUP 2016  WWW.USERGROUP.COMARCH.COM John is having some second thoughts. Is the bundled bandwidth sufficient for him?
  28. 28. HE COULD EASILY CHANGE IT HIMSELF, BUT HE WOULD LIKE TO GET AN ADVICE
  29. 29. JOHN CONTACTS THE CALL CENTER
  30. 30. THE CUSTOMER CARE AGENT OPENS JOHN’S ORDER AND CHANGES THE INTERNET OPTION
  31. 31. THE RESULT IS IMMEDIATELY VISIBLE IN THE AGENT’S DASHBOARD
  32. 32. …AND IN JOHN’S ORDER SUMMARY. JOHN LETS THE AGENT CARRY ON…
  33. 33. THE AGENT INFORMS JOHN ABOUT THE OPERATOR’S GREAT MOBILE APP AND SUBMITS THE ORDER
  34. 34. JOHN’S MOBILE NUMBER IS MOVED TO DEMO TELCO, ALL SERVICES ARE DELIVERED
  35. 35. JOHN LOGS INTO THE MOBILE APP
  36. 36. VERIFIES HIS INVOICE DETAILS
  37. 37. TAKES A QUICK LOOK AT THE MOBILE PRODUCT
  38. 38. AND INTERNET, WHERE JOHN DECIDES TO CHANGE THE BANDWIDTH BACK
  39. 39. JOHN SHARES THE OFFER ON FB AND GOTS REWARDED
  40. 40. SUMMARY The road to the success
  41. 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. 42. Thank you Questions?
  43. 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
  • buzul

    Feb. 10, 2019
  • CalvinNg8

    Sep. 8, 2018

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?

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