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Achieving Business Visibility with Business Process Management and Business IntelligenceKen NgPrincipal Product Manager, Oracle Fusion Middleware

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Business Expecatations

Which processes in my organization are least

efficient?

How much would it cost to improve these processes? What is the expected ROI?

How can I ensure that IT delivers what I expect?

How do I monitor my business performance?

Can I take action if KPIs don’t look right?

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Process Leadership

IMPROVE

How can business drive

process improvement?

MONITOR

How can business achieve visibility into processes?

IDENTIFY

Which processes to improve and

what is expected ROI?

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Business Process Visibility

Adaptive BPM Smart BPMIntelligent BPMBusiness Process Intelligence (BPI)

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Why Business Visibility matters?

Business Driver

– How do I make sound business decisions with disconnected data?

– How can I measure my KPIs and improve them in real-time?

Challenges

– No unified platform to handle “what-if” and “how” analysis

– BI dashboards not actionable by business users

– No real-time intelligence for on-the-fly decision making

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• Business Users care about visibility; not BAM, BI or OEP

• Visibility should not only give insight, but also offer the ability to take actions

Business Visibility

Visibility

How the business is performing now (REAL TIME)

What can I learn from past

performance (HISTORIC)

Based on current and past

performance, what should I do next

(PRESCRIPTIVE)

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BUSINESS VISIBILITYIN ACTION

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Business Visibility Demo

• Demonstrate how visibility can drive business decisions at different levels within an organization

• Business Scenario

• Credit Card Call Center Process (inspired by IDC Credit Card Scenario)

• Role based insight

• Components at work

• BPM - Process orchestration

• BAM - Real-time visibility

• BI EE - Role based insights using BI Dashboards

• RTD - Guided decision making

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Demo: Credit line increase at ViMAD

ViMad is a call center company specializing in handling customer service for credit card

– Credit Card companies like Visa, MasterCard, AMEX, Discover have outsourced their customer service operations to ViMad

ViMad performance is measure by 2 goals– Improve customer satisfaction

– Higher call center efficiency

To begin with, ViMad has decided to get more visibility into “Credit Line Increase” request

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ViMAD Credit Card Call CenterCurrent Process flow

Customer submits credit limit increase request

Call Center Agent is notified via email about customer request.

Customer is notified about the decision via email. Rejected requests cause customer disappointments

Call Center Manager asks IT developer to run daily reports to monitor request status

Call Center VP is interested in improving customer satisfaction, but lacks data to measure/improve it

1

2

3

45

Agent manually investigates customer spending history before deciding to approve/reject

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Current Challenges

1. Manual processing of “Credit Line

Increase” requests

2. Call center agent lacks enough data to

make informed decisions

3. Rejected requests negatively impact

customer satisfaction

4. Call Center Manager has no

visibility into agent workload and

outstanding requests

5. VP of Call Center cant manage 2 levers: Call center efficiency

& Customer Satisfaction

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Areas of Improvement

1. Orchestrate “Credit Line

Increase” process to eliminate email

2. Offer insights on customer spending to Call Center Agent

3. Deliver personalized offers to customers when

requests are rejected

4. Deliver real-time dashboard to Call center manager

5. Allow VP to measure/improve

call center efficiency & optimize offers

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ViMAD Credit Card Call CenterImproved Process Flow

Customer submits credit limit increase request

Rules driven BPM process auto-approves, auto-rejects or sends for review

BI dashboards provide customer insights

WebCenter provides personalized and contextual view

Analyzes customer satisfaction & call center efficiency trends on mobile/iPad using BI

BAM provides real-time insight into KPIs and bottlenecks

RTD presents relevant promotion offers to rejected requests

Receives alerts when Fraud pattern detected

CEP analyzes incoming requests for fraud detection

Call Center VP

Call Center Manager

Call Center Rep

Reviews RTD correlations to identify and prioritize promotional offers

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Roles & Responsibilty• Review “Credit Line Increase Requests” in customized WebCenter BPM Portal• Analyze customer’s spending history with BI Dashboards integrated with BPM

Tasklist• Insight to action: Approve requests from BI Dashboardsa• RTD & BPM Integration: Present RTD marketing offers when a request is rejected.

MelissaCall Center Agent

• Monitor Request Status & Offer Performance at real time BAM dashboards• Get email notification when pending requests exceed a certain threshold

SamCall Center Manager

• Interactive BI dashboard: Gather insights on call center performance and take action to rectify performance issue

• RTD Insights: Analyze which offers are working/not working and ask Marketing Analyst to take action

• Mobile based analytics : Leverage iPad/iPhone/desktop to access dashboards

JohnVP, Call Center

• RTD Decision Center: Increase the marketing priority of specific offers based on feedback from VP, Call Center

AaronMarketing Analyst

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“Credit Line Increase” BPM Process

RTD Integration

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Call Center VP Dashboard

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Marketing Analyst

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Mobile enabled Call Center VP Dashboard

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DEMO

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American Express Optimizes Charge Write-Offs Providing Consistent Resolution

• Improve “Question a fee” service treatment

• Expedite processing while minimizing fraud

• Deployed to across 2000 Call Center Agents for “Question a Fee” Service Treatment Recommendations

• Minimized fraud and escalation

• Charge write-off enriched with RTD

• Instrumented with BPM

OPPORTUNITY SOLUTION RESULTS

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With intelligent processes, Motability manages Vehicle Remarketing across different channels Need:

– Maximize profitability of used car sales taking into account market conditions

Solution: – Oracle BIEE, Oracle SOA &

Oracle Rules– Insight provided by BI

Dashboards triggers alerts that automatically makes changes to the Business Process

Benefit:– Optimal & cost saving

business strategy for marketing vehicles

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Graphic Section Divider

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