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The Fluid Customer Experience Model
Accelerating shift from CSP to DSP
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• The Challenge
• Catalyst Project Scope & Solution approach
• Catalyst Participants
• Demo - Onboarding
• Future State
• Technology Highlights
Agenda
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CSP Priorities & Industry Challenges3
1. Customer Experience Management
2. Organisational Agility
3. Business Cost Control & Investments
4. Network Upgrades & Modernisation
5. New Digital Services Deployment
6. Improved IT Systems & Processes
• Customer Retention
• Disruptive Competition from OTT
• Increase in Smartphone Usage
• Increasing Capex
• Complex, rigid and slow BSS/OSS
• Faster go-to-market for New Services
STRATEGIC PRIORITIES INDUSTRY CHALLENGES
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C U S T O M E R L I F E C Y C L E
A C Q U I S I T I O N R E T E N T I O NF U L F I L M E N T S E R V I C I N G E X P A N D I N G /
D E E P E N I N G
T R I G G E R
M O M E N T S
Identify & build
strategies around
specific switch or
sign-up motivations
Remove
complications, time,
technical details from
the joining process
Minimise customer
effort in set-up and
installation process
Serve customers
with empathy,
automation and
predictive/proactive
tools
Build more robust
customer profiles
to provide better
rewards/recommen
dations
Demonstrate
value of long-
term relationships
Opportunities to RETHINK EFFICIENCY,
across the customer lifecycle.
GREATER CUSTOMER EMPATHY
REDUCE FRICTION
REDUCE EFFORT
INCREASE TRANSPARENCY
VALUE BEYOND CONNECTIVITY
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TMF Catalyst – championed by BT
This Catalyst demonstrates the ‘fluid customer experience’, showing a new paradigm of connecting ‘human-centred’ design of customer journeys with real-time data on an advanced analytics platform that continuously optimizes the experience to ensure relevancy and personalization across all digital touch points. By using this approach, CSPs can move customers from static to fluid omni-channel experiences.
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At the core - a data driven journey optimisation engine….
E X P E R I E N C E
T E C H N O L O G Y
A N A LY T I C S
B U S I N E S S M O D E L
Human Centred
• Efficient redefined customer journeys. • Omni-channel by design• AI enabled• Cognizant Digital Business,
Digital BSS
• Process automation, Q2C, COM• Self-serve (zero-touch)• Native SFDC Applications• Cloudsense CPQ and OM
Big Data Platform • Predictive analytics – connecting ‘Thick & Big Data’
• ‘Insight to Algorithms’• Real-time network data• Bulb Technologies, Cognizant Big Decisions & CJAI
• 360° customer segmentation• CEM KPIs• Pro-active customer care• CJAI, Bulb Technologies
Analytics Driven*
• Real-time journey optimisation• One-to-one personalisation• Enriched NBA • Cognizant Big Decisions, CJAI
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Catalyst Benefits
Customer retention – driven by intelligent pro-active notifications
C A T A L Y S TB E N E F I T S5G readiness – focus
on industry verticals
Fluid Customer Experience – dynamic CEM measures
Personalised - human like decision making
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Catalyst Participants
PA R T I C I PA N T SC H A M P I O N
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Technology Highlights
- Big Decisions Platform
- CJAI Platform- Human Centric
Design
- CPQ- Order Management- Self Care
- Network Analytics- Chat Bot
Catalyst Demo
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Device SDK
TMF Catalyst Architecture
Portal/Chat Bots Retail Voice
Business Processes
Business Rules
API Layer
Customer Retail Agent Voice Agent
Business Users
Smart Connectors
Event Queues
In ScopeComponents
Integration – In Scope
Unified Information Store
Process Design Time
Tools
Telco BSS Platforms
CRM BillingAny Other
System
Telco OSS
Network. Inventory Provisioning/NMS
QueryEngine
App
COGNIZANT BIG DECISION PLATFORM
Product Catalogue
Contract Management
Price and Quote
Order Management Customer Hub
ETL
Data Ingestion Workbench Data Transformation Workbench
Data Discovery Workbench Data Visualization Workbench
Interactive Analytics
Workbench
CLOUD SENSE CPQ & FULFILLMENT
COGNIZANT CUSTOMER JOURNEY ANALYTICS
Predictive Models Scoring Algorithms
Feature Extraction & normalization
Next Best ActionAdvisor/Designer
BULB DIAGNOSTICS AND SERVICE AS:
Diagnostics N/W Analytics
Service Assurance
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GDPR Considerations
1. CJAI is Business App or Downstream application which is built on a Data lake or Data repository
2. Typically all the GDPR needs should be taken care in Data lake or Data repository before data is made available to CJAI i.e. for e.g. Filtering out customer details who have not provided consent for marketing etc
3. Sensitive/PII Data should be encrypted / anonymized at rest in the data lake or repository with appropriate access provided based on roles and requirements
4. #2, #3 addresses key aspects of GDPR likeI. Handling Personal Identifiable Information (PII)II. Subject Access requests (like - Right to data
portability, Right to erasure, Right not to be profiled)
III. Privacy by Design
From a Catalyst Demo Perspective:-
Some of the use cases need the agent to see relevant customer details (some of the elements may be PII) to perform the work or process involved. CJAI provides role based access. This can ensure only the agents mapped to a particular roles can access customer information and rest of the roles cannot access.
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Future State - Levers for Innovation
Reshaping Interactions Around the
Customer
Redefining Contracts & Adjacent Services
Improving Current & Planning for 5G
Sweet Spot for Innovation
C U S T O M E R E X P E R I E N C E
B U S I N E S SM O D E L
T E C H N O L O G Y /C A P A B I L I T I E S
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Fully automated Customer experience engine.
Reduce Costs
Reduced Time to Market
Consolidated Digital apps
Assured Digital Transformation with Zero Risk
Operating Model to deliver Fluid Customer Experience & Digital Capabilities
Digital Business model with innovation incubation
Customer delight with new Digital fluid experiences
Innovation led by seamless Omni channel customer experience and moments of truth , AI and Personalized offering
Human centric Digital journey design
Big Data platform - Customer Journey Analytics + AI + NBA
New CEM measures
Digital BSS overlay
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Industry convergence
Fluid Customer Experience is an expectation that applies across CMT and other industry sectors. The concept of Designed for humans by humans together with AI and ML will significantly enhance customer experience.
Our approach is Industry agnostic and we look forward to leveraging this concept jointly with our partners and customers.
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Big Decision – Data Driven Intelligence
System of Intelligence Platform Suite
Artificial IntelligenceStreams Enterprise Data Analytics
Pre-built BizApps - Library of industry specific apps
DeviceHealth
Analytics
Drone Analytics
SightPrism Telematcis nXg RA 360
Information Architecture & Analytics
Application Telemetry
IoT Analytics
Smart Grid Analytics
Stream Processing & Analytics Fast, Streaming Data Analytics | Edge Analytics Complex Event Processing | Streaming ML Libs
Data Ingestor –
For Real time streaming
Event hub
BOTS
Human like Decision Making
Apps
(Conversational UI)
AI capabilities
Computer Vision | Speech & Audio Processing | NLP | NLG |
Knowledge Graphs | Analytical Pipeline Using ML Framework
AI Engines
Deep Learning Frameworks | Deep Learning Studio
BI
Canned Reports | Dashboards
| Adhoc /self-service
Information Architecture
Data Storage | Knowledge Graph Data Models
Alert & Monitoring | System Telematics
Information Architecture
System Telematics
FraudAnalytics
Analytics at ‘Now’
Core Capabilities
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Big Decisions - Technical Component view
AI Engines
Data Discovery and Exploration WorkbenchSelf-service | Unified View | Search | Ad hoc
Deep Learning Studio | AI Notebooks | Interactive Analytics WorkbenchSandbox | Statistical Algorithms | Machine Learning & AI
Deep Learning Framework
Tensorflow | Keras| Theano | Caffe | CNTK | DarkNet | MXNet
InformationArchitecture
Smart Connectors
Industry Specific Cross-Industry
Custom Alert & Monitoring | System Telematics | Metadata Workbench
Data Flow pipeline Data Storage(Data Lake & Search based)
Knowledge Graph Data Models
Analytics Infrastructure
Infrastructure Provisioning Workbench ( MLOPS\DEVOPS)Provision | Deploy | Schedule | Monitor
Public Cloud On PremiseMulti-tenant Hosted
AI Capabilities
Computer Vision Speech & Audio Processing Natural Language Processing & Generation
Analytical Pipeline Using ML FrameworkKnowledge Graphs |
Inference Engine
Leverage Universal DataFrom structured data to complex, fast digital data.Robust Information Architecture to support all analytics needs.
Scalability & FlexibilityHarness the power of Cloud.Or deploy on premise.
Insights for AllEnabling analytical democracy across the organization. For business users, analysts and data scientists.
Leveraging Cognitive Making the platform support itself – totally hands-off
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CJAI – Key Use Case Enablers
Customer Journeys are at the Heart of Digital Transformation
Getting deep insight and intelligence about your Customers
Pre-Delinquency Predictive
+ Collections Analytics
Total Customer Visualization
Total JourneyVisualization
Customer Dissatisfaction
Cross Channel
Social Harvesting
Customer Journey Data Across ALL Digital
Channels
Operational Cost Reduction
Revenue Optimization
Actionable Social
Harvesting
Key Lifestyle
Indicators
Digital Leakage
Next Best Actions
CustomerAcquisition
Attrition & Customer Churn
Anti Money Laundering
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4 Key Pillars of Insight Data
CREATE
CJAI – Insight to AI Overview
BehaviorJourney
Analytics
Third Party Data Integration
Key Lifestyle Indicators
Social Data Capture and
Analytics
Integrated AI Ecosystem• Feeds and cross pollenates data and analytics across all four key pillars of insight data
to make analytics from each more powerful• CJAI data model, analytics and visualization sits in the white space between all the
pillars to create powerful new insights not possible before
Insight must be actionable and attributable…
In a format that’s understandable
…and quickly delivered to the
right people
To an organization optimized to
action quickly
Key Tenets of Effective Insights
EXECUTE
Action – Attribution – Accuracy• Full 360 Machine Learning feedback to enhance AI and analytic models• Role based scheduled delivery of Insights• Thought leadership to effect organizational change• Integral attribution to measure ROI of Insights
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Digital Benefits of Bulb Cempresso Platform
• Omni channel Customer Experience Diagnostics available through all channels on one platform
• Automated standard telco processes to reduce manual intervention
• Easy-to-use, intuitive customer support dashboard with step-by-step guidance
• Workflow driven, guided support flows (web, mobile apps, chatbot) that empower subscribers and offload customer support centre
• No business logic implemented in application code
• Design process flow once and simply deploy it on all channels (CSR console, Self-care app, chatbot)
• Advanced and powerful analytics capabilities that provide valuable and actionable insights
ACCESS AND TRANSPORT NETWORK
HOME NETWORK OSS/BSS SYSTEMS
SERVICE DELIVERY PLATFORMS
OTT APPLICATIONS
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CloudSense Order Capture & Fulfilment
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CloudSense Platform Digital Benefits
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Thank You