SAP CRM @ NCN

Case Study

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+7 (495) 225 9905

Mikhail Berman
CIO
National Cable Networks
Dmitry Sidnev
CEO
Masterdata, NCN
Implementation partner

What Well Cover

SAP CRM 2007 Telecommunications at NCN: Overview

Solution at a glance
Results, lessons learned, and roadmap
Wrap-up

About NCN

One of the leading cable operators in Russia

Serving 5 million households
Represented in 6 regions of Russia
3000 employees
Consists of 7 acquired companies
Revenue RUR 6bn (EUR 230mln) in 2009
Innovation leader
3-play: Internet / Digital TV / VoIP
Value Added Services (VOD, etc.)

3-play: Internet / Digital TV / VoIP

Business And Technical Context

Large installed base in transition to new technologies

NCN is serving over 5m analogue cable TV subscribers
Rapid growth of digital subscribers base (over 0.5m)
Rapid growth
Adding more than 15.000 new subscribers a month
Continuous innovation
Releasing new complex products or opening new markets
almost every month
Fragmented IT Landscape
Various customer management, billing, activation and
infrastructure management systems
Different IT systems in different business units
4

Challenges And Drivers For Selection of SAP CRM Telco

Business challenges
Lack of 360-degree customer data
Inconsistent client information across several systems
Need to launch and manage complex products and bundles
High volume of new orders; need for deeper order analytics
Lack of customer interaction and order history
IT challenges
Rapid addition of new products and product bundles
Multiple order management & order fulfillments systems
Agility of legacy IT systems not sufficient to support
evolving business processes

2009 Gartner & 1to1 Customer Award Winners

The new system has helped service agents and salespeople deliver a consistent
customer experience. As a result, conversions have gone up 12 percent, customer
satisfaction has increased 27 percent, and churn is down 11 percent. "Thanks to the
success, we'll be expanding functionally and geographically," Berman says. "We're
very pleased with the metrics we've improved, especially with customer
satisfaction."

What Well Cover

SAP CRM 2007 Telecommunications at NCN: Overview

Solution at a glance
Results, lessons learned, and roadmap
Wrap-up

Project Scope current status

Business Partner and Business Agreement (B2C and B2B)

Product configuration and packaging
Address base, connection possibility check
Processes
Initial connection order
Change processes, connection lock/unlock
Trouble ticketing
Customer information service and financial customer care
Delayed connection order / change order
Customer claims
Autogeneration of tasks and activities
Integration with billing and activation systems
Interaction Center (telephony, e-mail), integration with Avaya
Reporting
Customer self-service portal
Additional functions

Customer Identification

Full customer overview in CIC

address, billing information,
orders, contracts, tasks, trouble
tickets. Access to Knowledge
Base and reporting

Connection availability check

Connection availability is
integrated to network inventory
system

Financial and Technical Information

Comprehensive history of the

contract, change of statuses,
available services, rate plans,
technical summary of the
connection, all rating and billing
parameters.

Customer Interaction History

Full customer interaction history

with detailed information about
the contact reasons
(commercial, service, other) and
follow-up actions

Customer Order with Product Configuration

Dynamic multi-level product

configuration

Order with Dependent Components

Customer order with
interdependent components.
Technical checks and planned
delivery dates are retrieved from
external systems.

Order services with Technical data

Technical data can be maintained
separately for different services

Order and contract print forms

Service Activation
Product Catalog
Management

Order
Capturing

Order Processing
and Monitoring

Capture
Order

Order Management
Workflow

Fulfillment
Service Activation,
Billing Activation,
Logistics

SAP CRM

Execute
Order

Process
Order

Order Management Layer

Product Activation
1.1
Technical Workflow
micro-flows

SAP XI

1
1.2

Provisioning Layer
Service Activation

Back-End
System A

Back-End
Quative

Back-End
ASRZ

Back-End
Activation

17

Service Activation Document Flow

Document Flow: New Connection
CRM

Create Provider
Contract

XI

ACRZ

Quative SDP

ONYMA

XML Provider
Order Received

2
Return address
from database

Request address
from database

Create Customer
Account

Refresh BUAG

Account Number
(Contract)

Create Channel
Request
(position 10 )

Update item in
Provider Contract

Create Customer
Account (Contract)

Request ID

Transfer Request
ID to CRM

Create Overlay
Request
(position 30 IPTV)

Overlay Request
ID

Product Features
Create Account
ID, assign
subscrip.profile

STB Activation

Update item in
Provider Contract

s/n STB
MAC Adress
S/n Smart Card

s/n STB
MAC Adress
S/n Smart Card

Link STB to
account

Provider Contract
Activation

Confirmation of all
positions of the
Provider Order

Tariff ID (Varcond)

Tariff ID (Varcond)

Overlay Request
Status

Create Contract,
Activate Line

Contract Management and Order Status Control

Customer order management,

tracking and analysis of service
activation workflow statuses

Task Auto-generation

Auto-generation of tasks with

task statuses. Link to workflow.

Internet customer self-service

Account information
Service management
Check bills and statistics
Turbo button
Parent control

Turbo button in Internet self-service

Order maximum speed for some
period
Checks account and available
money

Turbo button in Customer care frontend

B2B

Agent works with the same

screen but in another role
All organization specifics
Multiple addresses, account etc.
Special services like VPN
SLA control

Other features
Marketing campaigns
SMS information
Modem ping
Switch restart

CRM Online reporting list of reports

CRM Online reporting daily report

CRM Online reporting new connections

CRM Online reporting service requests

What Well Cover

SAP CRM 2007 Telecommunications at NCN: Overview

Solution at a glance
Results, lessons learned, and roadmap
Wrap-up

30

The First Live CRM2007 Telco Project

Sep 07 Jan 08: SAP CRM 5.0 implementation

Need for extended scope was identified:

Telco Order and Contract management

Complex Telco Products : packages and configurable products & services

Feb 08: Joined the ramp-up of CRM2007 Telco order management

Mar Aug 08: Introduced new functionality
SAP NetWeaver PI (XI)
Core SAP CRM 2007 Telco scenarios
Integration with billing, provisioning & activation systems
Sep 08: Go-Live with Internet Service product
Since that:

Roll-out of new products support

New business processes (like WFM, B2B, new campaigns etc.)
31
Geographical rollout

Project Stats

9 month project
700 man-days consulting
60 production users
50 call-center agents
10 back-office users
15,000 orders a month
One system for ALL customer-relation information and order
management

32

Lessons Learned

It DOES work ;)
As one the first CRM2007 Telco customers we worried that it would
be far from being ready, but it proved to be the most mature solution
in our IT landscape
We found most of the required processes and objects out of the
box
All identified gaps were covered with minor custom development
Agile and flexible to integrate with other systems
System architecture allowed for extension of the business logics
where needed
SOA and use of PI enabled integration with most of legacy systems
UI integration enabled integration with UI of legacy systems in the
CRM front-end

Lessons Learned (cont.)

Integration is not about IT only !

While integrating systems you have to deal with misalignment
of people, processes and organizational units Integration is a
major business engineering and coordination effort
Need a VERY strong program management to ensure
participation from the part of vendors/experts of integrating
systems and process owners within your organization
Strong PI development team is extremely critical
BONUS: A well implemented PI can be used outside of SAP
landscape
Contact center is the Primary Customer
CRM accelerated execution of ALL customer-related processes
enabling rapid growth of customer transactions and service
requests without overload or additional human resources

What Custom Development Did We Do?

Integration with Moscow specific address base

Telecom-specific scenarios for promo actions
Enhancement of status management (intermediate status
update during activation process)
Customer specific internet self-service (based on CRM SOA
services)
CRM Web UI enhancements
CRM Online reporting

Roadmap for This Year

B2B Telco order management

Enhanced VoIP service platform integration (for VAS)
CRM Service order management
Workforce management
Dealer portal
Automated Change process
Additional integration processes
Reporting
Customer Loyalty Management
Marketing Campaigns Management
Upgrade to CRM 7.0
Corporate SAP BI
36

What Well Cover

SAP CRM 2007 Telecommunications at NCN: Overview

Solution at a glance
Results, lessons learned, and roadmap
Wrap-up

37

7 Key Points To Take Home

Industry- specific solution (CRM Telco) is the key

Take SAP best practice as business template and not other way
round
SAP CRM + SAP NetWeaver PI (XI) combination is highly flexible
to support integration with other systems and evolving
requirements
Work with experienced and trusted consulting partner
Keep all project participants in one team you, SAP and
consulting partner
Set up a strong program office to involve key users, business
owners as 3rd party experts
Move fast, generate results soon!

Resources

Customer web-site
http://www.onlime.ru/
SAP TV: NCN - Winning Customers in Russia
http://www.youtube.com/watch?v=Tfk2Ki2MkWk
http://www.sap-tv.com/trends
SAP Press release
http://www.sap.com/cis/success/NKS.pdf
NCN go-live press release
http://www.sap.com/cis/company/press/2008/NKS.epx
NCN Gartner & 1to1 Customer Awards
http://www.ncnet.ru/ru/news/1145.shtml

Your Turn!

Mikhail Berman

Dmitry Sidnev

mberman@ncnet.ru

dmitry.sidnev@masterdata.ru
40

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