Oracle CX For Communications Final

Transform Your
Customer Experience
Oracle CX for Communications
Joao Pedro Calvalcanti Sant Anna, Oi

Rui Pedro Saraiva, Oi
David Fan, Oracle
October 28, 2015
Copyright 2015, Oracle and/or its affiliates. All rights reserved. |
Program Agenda
Oracle CX for Communications
Customer Spotlight Oi
Q&A
The Hyper-Connected World of Data
7.4B
In 2014
Mobile Devices for
7.3B
cloud
Voice
-based applications account for
will be
free
People
81%
within the next
of the mobile data
traffic
12 month
new way of working

digital experiences
omni- and cross-channel
personalize and optimize
unified customer view
modern interactions
digital customer acquisition
social interactions
retail store of the future
empower everyone
collaboration
proactive and preventative
process and IT agility
Oracle CX Portfolio
STORE
SOCIAL
MOBILE
FIELD SALES
CONTACT
CENTER
FIELD
SERVICE
WEB
IOT
CX INDUSTRY SOLUTIONS
FINANCIAL SERVICES
COMMUNICATIONS
CONSUMER GOODS
LIFE SCIENCES
MANUFACTURING
AUTOMOTIVE
PROFESSIONAL SERVICES
HOSPITALITY
TRAVEL AND TRANSPORTATION

MEDIA AND ENTERTAINMENT
HICH TECH
RETAIL
HEALTHCARE
UTILITIES
EDUCATION AND RESEARCH
CX APPLICATIONS
MARKETING
SALES
CPQ
COMMERCE
SERVICE
SOCIAL
MARKETPLACE
CX FOUNDATION LAYER
COMMON MODERN
USER INTERFACE
CUSTOMER MASTER
DATA AS A SERVICE
STANDARDIZED APIs
COLLABORATION
ANALYTICS
PLATFORM AS A
SERVICE
Choose Your Digital Transformation Journey

Sales
Optimization
Digital
Marketing
Social
Engagement
transform
differentiate
innovate
Cross-/OmniChannel
Commerce
Customer Care
Empowered
Customer Care
Concept to
Cash to Care
Agile and
Collaborate
Selling
Spotlight on Oi
Sales
Optimization
Digital
Marketing
Social
Engagement
transform
differentiate
innovate
Cross-/OmniChannel
Commerce
Customer Care
Empowered
Customer Care
Concept to
Cash to Care
Agile and
Collaborate
Selling
Presenters
JOO PEDRO
CAVALCANTI
SANTANNA
Customer
Relationship Director,
Oi
Joo is the Functional Director of the

CRM Cloud and HCM Projects and
responsible for leverage technology
and analytics to create business
value, improve customer experience
and gain operational efficiency.
RUI PEDRO SARAIVA

IT Governance,
Architecture &
Transformation
Director, Oi
Rui Pedro Saraiva leads the IT

Strategic Transformation Program,
being responsible for its definition
and implementation, and is also
responsible
for
corporate
IT
architecture, blueprint and strategy,
as well as IT Governance (process,
PMO and Metrics)
ABOUT Oi
OI PIONEERED CONVERGENT SERVICES IN BRAZIL!
BRAZIL WIDE
DIVERSIFIED OFFERING, B2B & B2C

73.4 MM
Customers
WIRELINE
VOICE
WIRELINE
BROADBAND
TV
MOBILE
TRADICIONAL
PSTN
NGN
IMS
xDSL
FTTH
MPLS
ATM
FRAME RELAY
[22K KM OF
SUBMARINE
CABLES]
DTH
IPTV
2G
3G
4G
WIFI
PUBLIC PHONE
Region I
Region II
Region III
15.2 MM
6.8 MM
1.2 MM
50.2 MM
STRATEGIC GUIDELINES
DIGITAL
CHANNELS
Digital channels with the best

user experience, making
easier the customers life
E-COMMERCE
Be the most efficient sales

channel in volume and cost,
with exclusive offers and the
best shopping experience
E-CARE
To be the preferred customer

service channel providing the
best experience
DIGITAL
EXPERIENCE
ANALYTICS
Provide customers
with the best
content and user
experience in
digital channels ,
maximizing
business results
Leveraging customer
behavior insights on
sales and
relationship to
accelerate the
customer migration
to digital channels
IT SUPPORT
Deploy new
services layer
Ensure
availability of
platforms
Structure agile
process
11
Oi CUSTOMER CARE FACTS: 1.3MM CALLS / DAY

10 MM
Corporate
SMB
26 MM
Resolved by IVR
/ month
79 MM
RGUs*
* Revenue Generating
Units
69 MM
Retail
43 MM
Incoming
Calls/month
17 MM
Derived to
Human Agent /
month
1.3 MM
Calls/day
in Peak to CallCenter
EACH CALL CAN

GENERATE ONE OR
MORE INCIDENTS
40K CALL CENTER AGENTS

2 OUTSOURCED CALL CENTER PROVIDERS FOR SELLING
3 OUTSOURCED CALL CENTER PROVIDERS FOR CUSTOMER CARE
12
OI BORN FROM THE MERGER OF SEVERAL COMPANIES, WHICH CREATED

IMPORTANT BUSINESS AND IT CHALLENGES
BRASIL TELECOM
ACQUISITION
TELEMAR
PRIVATIZATION
26 REGIONAL
OPERATIONS
1998
MOBILE SERVICE
LAUNCH
1999
2000
2001
CONTAX
SPIN-OFF
2002
2003
PEGASUS
ACQUISITION
2004
SATELLITE TV
SERVICE LAUNCH
WAYTV ACQUISITION
2005
2006
2007
2008
2009
AMAZNIA CELUAR
ACQUISITION
MOBILE SERVICE
LAUNCH SP
2010
2011
AS A CONSEQUENCE OF THIS REALITY THERE ARE MORE THAN 5 FULL

APPLICATION STACKS
R1-Telemar
SYSTEMS
UGRS
(CONSUMER
AND B2B)
R2-Brasil Telecom
R1&2&3
FIXED
MOBILE
FIXED
MOBILE
CRM
CRM
CRM
CRM
CRM
CRM
OM
OM
OM
OM
OM
OM
Inventory
Inventory
Inventory
Inventory
Inventory
Inventory
Billing
Billing
Billing
Billing
Billing
Billing
Collection
Collection
Collection
Collection
Collection
Collection
14.6MM
50.8MM
8.7MM
0.3MM
FIBER
2K
TV DTH
1.032K
THAT CREATES SEVERAL TYPES OF IMPACTS IN DIFFERENT BUSINESS AREAS

Time to market impacting the launch of new
offers
Clients
BCV
Redundancy
Frontend
Silos
Silos
Monolitico
Absence of standard functionalities by stack
Backend
Different processes by stack adding complexity

and dificulties to capture synergies
Management
Information
System (MIS)
DB
DB
DB
Lack of holistic vision of business indicators
REGARDING CONVERGENT OFFERS, THIS IMPACT IS PARTICULARLY VISIBLE IN

THE CUSTOMER CARE
CRM
CRM Mobile Fixed R1
NON TECHNICAL
COMPLAINT
CRM TV
Invoice complaint for
convergent offers is done
in the Mobile CRM only
TECHNICAL
COMPLAINT
CRM
Fixed R2
Interaction
Complaint
Technical complaints are

in the respective legacy
CRM depending on the
product and a interaction
record is done in the
Mobile CRM
APPLICATION CONSOLIDATION IN A SINGLE STACK FOR ALL PRODUCTS AND

SEGMENT IS THE LONG TERM SOLUTION
TO-BE
R1
R2
R1&2
Collectio Arrec.
n
STC
SIS Falhas
xDSL
SAC
MASC
Fibra
Mobile
Clarify
STC
SAC
Siebel 8
Expe
diter
OMS
OM
Granite
Objectel
Netwin
SIS
GEN
SISGEN
SIS
Ativao
Fixa
ASAP
Dados
SIS
Ativao
Fixa
SIS
Ativa o
Mvel
ASAP
Mvel
SFA
Siebel 6.3
OMS
SFA
Arbor
SISRAF
SAG
SCB
SISRAF
DTH
SAG
SCB
ICS
SINN
Fixed
xDSL
Billing Ativa Invent. Order CRM &

o
Mgmt
OE
Billing Activati Invent.

on
Order CRM &

Mgmt
OE
Fixed
Cobran Arrec.
a
AS-IS
Complex process that requires considerable investments,

resource allocation and risk management over a 5 years period
Fibra
CRM OE
OM
Inventario
Ativaao
Billing
Arrecadaao
Cobrana
Mobile
DTH
COMPLEX TRANSFORMATION REQUIRES SIGNIFICANT INVESTMENTS

(MONEY & RESOURCE ALLOCATION) THAT SHOULD MAKE PHASED
DELIVERIES OVER TIME
CURRENTLY WEVE DIFFERENT APPROACHES BEING USED: (1) DIRECT E (2) PHASED
TODAY
INTERMEDIATE
FUTURE
DIRECT APPROACH:
Implement the final
vision
PHASED APPROACH:
Consolidate in existing
platform and afterwards
implement final vision
CRM CLOUD IS
USING THIS
APPROACH
CRM CLOUD DIRECTLY IMPACTS THE QUALITY OF THE SERVICES PROVIDED TO

THE CUSTOMER
TO-BE
R2
R1&2
Collection
R1
Arrec.
xDSL
STC
Fibra
SAC
Mobile
DTH
Clarify
Siebel 8
Several systems providing CRM functions

Siebel 6.3
STC
SAC
Expe
OMS
OM
diter
Several Customer
& Account identifiers OMS
Different business processes per region &

SIS
SISGEN
segment Granite Objectel Netwin
GEN
SIS
SIS to product &
Different Customer
vision SIS
according
ASAP
ASAP
MASC
Ativao
Ativao
Ativa o
SINN
Dados
Mvel
CRM systemFixa
Fixa
Mvel
SIS Falhas
Customer information spread over the several

SFA
SFA
legacy systems, making it difficult to consolidate
Arbor
info and get reports
SISRAF
SAG
SCB
SISRAF
SAG
SCB
ICS
Fixed
Billing Ativa Invent. Order CRM &
o
Mgmt
OE
Billing Activati Invent.

on
Order CRM &

Mgmt
OE
Fixed
xDSL
Fibra
Mobile
DTH
CRM
CLOUD
CRM
OE
Single system for CRM functions

OM
Single Customer & Account
identifier
Same processes regardless of region or segment

Inventario
360 Customer vision regardless of product or

region
Ativaao
Customer information centralized in one

system, making it easier to get reports
Cobran Arrec.
a
AS-IS
Complex process that requires considerable investments,

resource allocation and risk management over a 5 years period
Billing
Arrecadaao
Cobrana
SCOPE
CUSTOMER
SEGMENTS
Retail
PRODUCTS
Bundles
Fiber
TV
Mobile
ADSL
Wireline
PROCESSES
Front Office Customer Care
Back Office Workflow
Functional Administration
Incident Bulk Load
SLA Management
Report / KPIs
SYSTEMS
INTEGRATION
Mainframe
Siebel 8
Siebel 6.3
Siebel UCM / CDI
Clarify
TV custom system
NEXT PHASES
NEXT PHASES
NEXT PHASES
NEXT PHASES
Small and Medium Business

Corporate
Corporate Products
Trouble Ticket Management

Campaign Management
Customer Master
Billing Inquiries
Inventory
Billing
Order Entry
ORACLE SERVICE CLOUD FOUNDATION OF CRM CLOUD

VOICE/ IVR
EMAIL / SMS
LETTER/ FAX
PORTALS
PRESENTIAL
UNIFIED CRM (ORACLE SERVICE CLOUD)
CRM LEGACIES
Pre-Sales
CHANNEL INTEGRATION
FRONT-END
Sales
CADASTRO
Customer &
Account
CAMPAIGNS
Execution &
Lookup
CUSTOMER CARE
Information
Dispute
complaints
Workflow - FO
TROUBLE TICKET
Opening
Scheduling
Workflow - BO
SALES
Profiling
Cadastro
OS Status
Service Mgmt
Billing
Dispute
SOLUTION ADMINISTRATION
BACK-END
Access Profiles & Forwarding flows
Trouble Ticketing
CRM REPORTING
INTEGRATION WITH OTHER SYSTEMS
Customer Interactions
Customer requests
Invoice Disputes
Repairs
Campaigns
ORACLE SERVICE CLOUD COMPONENTS

ORACLE SERVICE CLOUD
Custom Process Model
CLOUD COMPONENTS
INTEGRATION
STACK
REPLICA DATABASE
Connect Web Services
Online
Integration
ODBC Driver
Batch Integration
Stage
ON PREMISE COMPONENTS
AGENT
DESKTOP
ORACLE SOA SUITE
LEGACIES
LEGACIES
INFORMATICA POWER CENTER
LEGACIES
LEGACIES
ODS / DW
CALL CENTER
AGENT
22
CRM CLOUD
WEVE CHANGED OUR APPROACH TO IMPLEMENT THE PROJECT
FROM WATERFALL
We had a 23 month implementation
within Siebel with all mapped scope at
once
TO AGILE APPROACH
We decided to create small sprints to
prove the solution and get benefits faster.
Well probably take longer to implement
all mapped scope (if), but were
generating savings from month 4!
Pic source:
http://www.origin-digital.com/tech-start-company-tips-success-product-development/
USING AN AGILE APPROACH, WEVE MANAGED TO DELIVER A MINIMUM

VIABLE PRODUCT QUICKER
2015
J
1:WORKFLOW BO
2016
A
1: ROLLOUT
2: FOBO + INFORMATIONAL
Automatic distribution of
activities to Back Office
agents
Functional Admin
SLA Management
Reporting
Retail
FO/BO Processes
Fixed+ADSL+TV+Mobile
Simplified 360 Customer View
FO/BO Analytics
Retail
2017
A
3: BO OPTIMIZATION
4: CUSTOMER MDM
5: UNIFIED CRM
2: ROLLOUT
Billing Inquiries
Campaign Management
Regulatory BO
Retail
Customer Master
Complete 360 Customer
View
Sales Call Center
Retail
The scope of each phase to be confirmed
Corporate Products
Trouble Tickets
Order Entry
OSvC web-based
Retail
Corporate
Whole-sale
AS-WAS SCENARIO
Front Office
Customer Inquiries
Extract and load incidents
Incidents distribution to Back

Office Agents
Legacy System 1
CRM Mainframe 2
CRM Siebel 6.3
CRM Mainframe 3
CRM Custom
Others
Handling and closure in Back Offices
Back Office Cells
CRM Mainframe 1
Billing Mainframe 1
Reporting
Back Office
Incidents Distribution
Manual extraction
and transformation
of files to be loaded
in Back Office
systems
Legacy System 2
Back Office Management
AS-IS AFTER PHASE 1 IMPLEMENTATION

Front Office
Customer Inquiries
Reporting
Back Office

Office Agents
Back Office Cells
CRM Mainframe 1
Legacy System 1
CRM Mainframe 2
CRM Siebel 6.3
Billing Mainframe 1
CRM Mainframe 3
CRM Custom
Others
Manual extraction
and transformation
of files to be loaded
in Back Office
systems
Legacy System 2
1. Consolidation of
platforms

Front Office
Customer Inquiries
Reporting
Back Office

Office Agents
Back Office Cells
CRM Mainframe 1
CRM Mainframe 2
CRM Siebel 6.3
Billing Mainframe 1
CRM Mainframe 3
CRM Custom
Others
ETL
Automated
Extraction and
Load process
2. Automation of
extraction and load
process
3. New Functional
Administration
Module
Functional Administration team working with

reference data to manage profiles and LOVs

Front Office
Customer Inquiries
Reporting
Back Office

Office Agents
Back Office Cells
CRM Mainframe 1
Managers and
Supervisors
CRM Mainframe 2
CRM Siebel 6.3
Billing Mainframe 1
CRM Mainframe 3
CRM Custom
Others
ETL
Operational Reports
Automated
Extraction and
Load process
4. New SLA
Management for
Back Offices
5. Ability to manage
operations through
analytical reports
Service Management (SLA)
MAIN CHALLENGES OF PHASE 1
Minimum viable product: simple but relevant
Balance between requirement complexity and business benefits
Change of paradigm for IT to take a Core system to the Cloud
Standardization of business processes: the biggest process

transformation ever
Reference Data definition for implementation of workflows
Mobilization of 200+ people from Oi and partners
29
REALIZED BENEFITS
Process
standardization
Reporting
(full control of
Operations)
Productivity Gains
30% plus (so far)
650 Users
22k planned
CRITICAL SUCCESS FACTORS: SIMPLE BUT RELEVANT

1. Establish measurable business goals
2. Align business and IT operations
Cloud
Classic
CRM
Issues
3. Get executive support up front
4. Let business goals drive functionality

5. Minimize customization by leveraging out-ofthe-box functionality
Agile
6. Use trained, experienced consultants

7. Actively involve end users in solution design
8. Invest in training to empower end users
Phase 1 delivered
in 4 Months !
9. Use a phased rollout schedule

10. Measure, monitor, and track

Front Office
Customer Inquiries
Reporting
Back Office

Office Agents
Back Office Cells
CRM Mainframe 1
Managers and
Supervisors
CRM Mainframe 2
CRM Siebel 6.3
Billing Mainframe 1
CRM Mainframe 3
CRM Custom
ETL
Automated
Extraction and
Load process
Operational Reports
Others
TO-BE AFTER PHASE 2 IMPLEMENTATION

Front Office
Customer Inquiries
Reporting
Back Office

Office Agents
Expansion to Front Office

CRM Mainframe 1
Back Office Cells

Managers and
Supervisors
CRM Mainframe 2
Multi-channel Integration
Call-Center
CRMCustomer
Siebel 6.3
Portfolio
POS
Incidents
BillingCustomer
Mainframe
1
Network Inventory Queries
CRM Mainframe 3
Web
E-mail /
SMS
6. Expansion to
Multi Channel Front
Office
Customer Interaction History

CRM Custom
ETL
Operational Reports
Automated
Extraction and
Load process
7. End-to-End SLA
Management
CTI Integration
Others
End-to-end Service Management
Q&A
ORACLE CX CLOUD
COMPLETE
-
Best-in-Class Cloud Portfolio

Spanning All Customer Interactions
Connecting Key Business Processes
INNOVATIVE
-
Deepest Customer Insight

Providing Personalized Engagement
Differentiating The Brand Experience
PROVEN
-
Trusted By The Worlds Largest Brands

Recognized Industry Experience
Secure & Scalable Global Operations
SAVE THE DATE

April 26-28, 2016
Las Vegas, NV
modernmarketingexperience.com
oracle.com/modern-service-experience
oracle.com/modern-sales-experience
oracle.com/modern-commerce-experience
Copyright 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential Internal/Restricted/Highly Restricted
Safe Harbor Statement

The preceding is intended to outline our general product direction. It is intended for
information purposes only, and may not be incorporated into any contract. It is not a
commitment to deliver any material, code, or functionality, and should not be relied upon
in making purchasing decisions. The development, release, and timing of any features or
functionality described for Oracles products remains at the sole discretion of Oracle.
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Copyright 2015, Oracle and/or its affiliates. All rights reserved. |