Salesforce UK comms industry architecture summit (30 september 2015)

UK Communications
Industry Architecture
Summit
30 September 2015
London


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Summit Agenda
Topic

Schedule

Breakfast

08:30 – 09:00

Welcome

09:00 – 09:15

Graham Rowe, Senior Director, Solution Engineering

Building a Customer Success Platform for Communications
Chris Bauschka, Snr Director,Salesforce Industries, Telecommunications and Media

09:15 – 10:00

Break

10:00 – 10:15

Reinventing BSS/OSS Architecture using Salesforce – A Customer Story

10:15 – 11:00

Guido Roda, CIO, Fastweb

Future Digital Service Provider – New Business Models
Erik Meijer, Strategy GPM, Deutsche Telekom AG Developer Garden

11:00 – 11:45

Break

11:45 – 12:00

Architects Round Table discussion

12:00 – 13:00


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


Agenda
• 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


Customers Expect Simpler Experiences

Know me

Give me control

Help me as a team

Adapt to my
situation


Streamline the Subscriber Ordering Journey

Lengthy & Complex Ordering Process

Fast & Intuitive Ordering Process

Ordering Silo’d by Channel

Omni-Channel Ordering Experience

Order Errors Ensure Lead to Costly Rework

Accurate Orders Ensure Flow-Through
Activation


Simplify the Subscriber Service Experience

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


Systems of Record Simply Cannot Deliver
Effortless Customer Experiences
Technology focused on internal operations, not engagement

Systems of

Record

Billing

Order
Management

Internal Focus

Provisioning

Service
Assurance

Product
Master

Content Delivery – Content Management – Infrastructure

WFM


A Platform of Engagement
Enables an Omnichannel
Experience

Cloud

Mobile

Social

Customer-centric
Agile
Powered by data science

Data
Science

Platform of

Engagement
Systems of

Record

Billing

Order
Management

Retail

Indirect
Channel

Direct
Sales

Provisioning

MDU

Call
Centers

Service
Assurance

Field

Self Service

Social

Techs

.COM

Care

Product
Master

eCare

Communities

WFM

Apps


Sales Reps

Customer
Success
Services

Salesforce
Customer Success
Customer
Success
Platform
Communications
Platform for

Solutions
Communications
Complete

CRM

Contact Center
Agents

Salesforce
Success Services

Field Technicians

Customer Success
Ecosystem

Success
Community

CSM / Ignite /
Program Architects

MVPs / Events /
Community

B2B

Sales
Apps

B2C

IoT

Analytics

Partners

CPQ / WFM / Inventory

Disruptive
Business Models

Service
Community

Marketing

Metadata Customization

Developer
Success
Platform

Wave

Force.com
Lightning

Heroku Enterprise

Trailhead

Thunder

Shield
AppExchange

4 million apps
Multitenant Cloud


Solutions Powering Traditional & Disruptive Models
Business Customer Lead to Order
B2B Service Assurance
Wholesale

Disruptive Business Models

B2C

B2B

Connected Customer
Subscriber Ordering
Subscriber Service

IoT Value Chain Management
OTT Subscriber Management

Customer Success Platform for Communications
Cloud

Mobile

Social

Data Science


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

Logo

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 customers
The journey started in 2011 with B2B, and is now moving to full B2C adoption


“Salesforce helps us

connect more closely
with 600,000+ customers.”
Logo

DIRECTV Transformed Their Agent Experience with Salesforce
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


Telefonica Uses Salesforce to
Deliver B2B Sales to Order
Across Multiple Affiliates

Logo

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


Telus Created a CustomerCentered Culture using
Salesforce

Logo

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
Logo

Online

Social

Face to
Face

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

Mobile

Store

Telesales

Salesforce Communications
Architecture


Salesforce Communications Data Model
​Specifically designed for e2e communications business processes
~37 entities
Frameworx
Shared Information Data Model (SID)

Salesforce
Comms
Data Model
~37
Entities
Salesforce
Standard
Entities

~25 new entities
~12 extended 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

Oppty

Lead & Opportunities

Split
Customer
and Account
into two
entities

Contacts

Profile
Profile
2 1

Contacts

Dealer

Dealer

Contracts

Customer
Profile 2
Account

Products

Assets

Contracts

Assets

Orders
Orders

Profile
Profile
2 1

Products

Ship

Price

Pricing

Customer Account

inventory

Acct/Contact
Relationship

Account/Contact Rel.

$
Balances, Billing &
Payments

Location
Line Items

Orders

Activities

Location

Cases
Object Mastered in Salesforce

Object Mastered in External Systems


Salesforce Works with Your BSS/OSS Environment
Channels

Indirect

Channel

Retail

Direct
Sales

Call
Centers

MDU

Field
Techs

Self
Service.com

eCare &
Social Care

Communities

Apps

Telephony

CommonProduct
Catalog
Objects

Marketing

Products

BSS

Customer
Management

Sales

Orders

Inventory

Scheduling

Order Management
Product
Master

Network

Trouble & Case
Management

Trouble
Tickets

Billing Inquiry &
Resolution

Billing

Billing

Service Assurance
Order
Orchestration

Supply Chain

Workforce
Management

Order Management

OSS

Order Capture

Provisioning

Problem
Management

Service &
Resource
Inventory

Activation

Network

Diagnostics

Rating
Rating&&
Billing
Billing

Billing
Policy & Realtime Charging

Mediation


PLATFORM OF
ENGAGEMENT

Salesforce Works with Your BSS Environment
Retail

Indirect
Channel

Product
Catalog

Marketing

Products &
Promotions
Amdocs Enterprise
Product Catalog

Door to
Door

Call
Centers

Sales

Scheduling

Amdocs Ordering
Order
Decomposition

ERP
(e.g., SAP)

Order Fulfillment

Social Care

Communities

Channels

Function
s

Trouble & Case
Management

Billing Inquiry &
Resolution

Billing
Inquiries

Mobile
Apps

Billing
Adjustments

Bill
Disputes

Amdocs Convergent Charging & Billing

Order
Orchestration

Amdocs
Service Order

Management

Self Service

Customer
Management

Order Capture

Orders

Inventory

Field
Techs

Billing Account
Management

BSS

Product Master

Direct
Sales

Workforce
Management
(e.g., Click
Software)

Balance
Management

Rating,
Charging and
Billing

AR and
Collections


Communications Enterprise Capability Map

Salesforce

On-platform Partner*

Salesforce Extended

Off-platform Partner

*Application built on the Salesforce platform

Product

Service

Concept

Resource

Catalog
Management

Quote

Retail

Contact Center

Technical
Service
Catalog

CPQ

Cash

Web

Supplier
Partner
Management

Order Management

Partner
Account
Management

Social

Financial
Management
Customer
Service

Marketing

Analytics

Channel Partners

Sales Accounts
Management

Workforce
Management

Application
Integration
Infrastructure

Enterprise
Management

Care

Mobile

Order Capture

Provisioning / Activation

Order Fallout
Mgmt.

Customer

Order

E-Commerce
Enterprise
Product
Catalog

Marketing
/Sales
Management

Customer Selfcare

Charging
Supply Chain,
Logistics

Knowledge
Management

Network Inventory

Contract
Management

Risk
Management

Business
Intelligence

Physical
Inventory

Integration
[API, Communication, Development Environment]


Salesforce Communications is Aligned with TMForum
Frameworx
TM Forum Frameworx

Business Process
Framework (eTOM)
Common process
architecture for both
business and functional
processes

Application

Framework (TAM)

Describes systems and
their functions

Information
Framework (SID)
Common enterprise
information model for
end-to-end service
management

Integration
Framework
Blueprint for combining
components using
standardized SOAbased interfaces