AN OVERARCHING 3M FRAMEWORK TO EXTRACT BDV

To execute a holistic 5C process for Big data, CSPs need to implement an overarching framework that integrates the various pools of customer related data residing in CSPs enterprise systems, create an actionable customer profile, deliver insight based on that profile in real time customer interaction event and effectively match sales and service resources to take proactive actions, so as to monetize ultimate value on the fly.

Collaborate Collect

Converge Control

Correlate

Customer Product

Service Order Promotion

Figure 2: Harness BDV with a Holistic 5C Process Source: Infosys Research

The overarching framework needs to incorporate 3M modules, i.e. Model, Monitor and Mobilize

■ Model Profile: It models customer profile based on all the transactions that helps CSPs gain insight at the individual-customer level. Such a profile requires not only integration of all customer facing systems and enterprise systems, but integration with all the customer interactions such as email, mobile, online and social in enterprise systems such as OMS, CMS, IMS and ERP in parallel with CRM paradigm, and model an actionable customer profile to be able to effectively deploy resources for a distinct customer experience.

■ Monitor Pattern: It monitors customer interaction events from multiple touch points in real time, dynamically senses and triggers matching patterns of events with the defined policies and set models, and makes suitable recommendations and offers at right time through an appropriate channel. It enables CSPs to quickly respond to changes in the marketplace—a seasonal change in demand, for example—and bundle offerings that will appeal to a particular customer, across a particular channel, at a particular time.

■ Mobilize Process: It mobilizes a set of automations that allows customers enjoy the personalized engaging journey in real time that spans outbound and inbound communications, sales, orders, service and help intervention, and fulfil customer’s next immediate demand.

The 3M framework needs to be based on an event-driven architecture (EDA) incorporating Enterprise Service Bus (ESB) and Business Process Management (BPM) and should be application and technology agnostic. It needs to interact with multiple channels using events;

match patterns of a set of events with pre-defined policies, rules, and analytical models; deliver a set of automations to fulfil personalized experience that spans the complete customer lifecycle.

Furthermore, the 3M framework needs to be supported with key high-level functional components, which include:

■ Customer Intelligence from Big data:

A typical implementation of customer intelligence from Big data is the combination of Data Warehouse and real time customer intelligence analytics. It requires aggregation of customer and product data from CSP’s various data sources in BSS/OSS, leveraging CSP’s existing investments with data models, workflows, decision tables, user interface, etc. It also integrates with the key modules in CSP’s enterprise landscape, covering:

■ C u s t o m e r M a n a g e m e n t : A complete customer relationship management solution combines a 360 degree view of the customer with intelligent guidance and seamless back-office integration to increase first contact resolution and operational efficiency.

■ O f f e r M a n a g e m e n t : CSP-specific specialization and re-use capabilities that define new services, products,

bundles, fulfilment processes and dependencies and rapidly c a p i t a l i z e o n n e w m a r k e t opportunities and improve customer experience.

■ O r d e r M a n a g e m e n t : The configurable best practices for creating and maintaining holistic order journey that is critical to the success of such product-intensive functions as account opening, quote generation, ordering, contract generation, product fulfilment and service delivery.

■ Service Management: Case based work automation and a complete view of each case enables an effective management of every case throughout its lifecycle.

■ Event Driven Process Automation:

A dynamic process automation engine empowered with EDA leverages the context of the interaction to orchestrate the flow of activities, guiding customer service representatives (CSRs) and self-service customers through every step in their inbound and outbound interactions, in particular for Campaign Management and Retention Management.

■ Campaign Management: Outbound interactions are typically used to target products and services to particular customer segments based on analysis of customer data through appropriate channels.

It uncovers relevant, timely and actionable consumer and network

insights to enable intelligently driven marketing campaigns to develop, define and refine marketing messages and target customer with a more effective planand meet customers at the touch points of their choosing through optimized display and search results while generating demand via automated email creation, delivery and results tracking.

■ R e t e n t i o n M a n a g e m e n t : Customers offer their attention, e i t h e r i n t r u s i v e l y o r n o n -intrusively to look for the products and services that meet their needs through the channel of their choices. It dynamically captures consumer data from highly active and relevant outlets such as social media, websites and other social sources and enables CSPs to quickly respond to customer needs and proactively deliver relevant offers for upgrades and product bundles that take into account each customer’s personal preference.

■ Experience Personalization: It provides the customer with personalized, relevant experience, enabled from business process automation that connects people, processes and systems in real time and eliminates product, process and channel silos. It helps CSPs extend predictive targeting beyond basic cross-sells to automate more of their cross-channel strategies and gain valuable insights from hidden, consuming and interaction patterns.

Overall, the 3M framework will empower BDV solution for CSP to execute on the real-time decision that aligns individual needs with business objectives and dynamically fulfils the next best action or offer that will increase the value of each personalized interaction.

BDV IN ACTION- CUSTOMER EXPERIENCE