Customer Acquisition Initiative

Table of Contents Definition of Customer Touch Initiative Value of the 360° View Enabling Customer Touch with Client Customer Touch Scenario Proposed Scope Conceptual Architecture Detailed Event Tracking Architecture Summarized Technical Scope Implementation Timeline High Level Detailed Team Structure Appendix Assumptions Required Resources (Details)

Definition of Customer Touch Initiative Prospect Data Management Builds a system to intake and process consumer data from vendors Existing customers and undesirables are suppressed to generate a database of qualified prospects Customer Journey Marketing Handset / Device Social Media Apps Network Events Email Sales Telecom Customer Lifecycle Hotspots Guiding Principles Leverage state-of-the-art campaign management solution to manage Prospects data we increase the value of our marketing spend Ability to leverage the current marketing solution as the single communication channel Extend the solution to a full “Customer Master” in the future Kiosks Third Party Website Billing Website Service Customer Care Call Center / IVR Retail Traditional Channels Extended Channels Emerging Channels Organizations must evolve from traditional, transactional based customer interaction to end-to-end customer engagement. Leading the industry is no longer about providing the best products, it’s about providing the best experience at every touch point

patterns and ultimately increase sales Value of the 360° View Business functions bring their own set of tools and data sources (sales, user reviews, market research, social media), but likely fail short of a truly inclusive picture of the customer. Each business function will gain value from a consolidated view of data that includes data from all other functions Business Functions Customers Marketing Marketing personnel can utilize sales and service data within the 360° view to compile a customer feed to determine customer buying patterns and ultimately increase sales Service Service personnel can utilize marketing and sales data within the 360° view to measure effectiveness and identify the most valuable customers in order to establish a tiered service plan to reduce churn and increase loyalty Sales Sales personnel can utilize marketing and service data within the 360° view to frame more personal and proactive sales strategy to the most profitable customer segments in order to increase gross adds

Enabling Marketing Acquisition Capabilities Solution Marketing Acquisition would like to build a solution to manage current prospect lists and market to prospects The solution needs to address: Ability to import prospects from Vendor source files and potentially internal sources in the future Import and assign a unique ID in the prospects data management system Ability for users to create, distribute and maintain prospects data in one central location, thus establishing a single-source-of- truth for company wide prospects data Ability to manage and govern prospects data with standard policy, definitions and processes to increase efficiency and create a scalable foundation Ability to send direct mail campaigns for prospect customers Ability to extend the solution to a full “Customer Master” in the future Marketing team would like to leverage the current marketing solution as the single communication channel The team will configure the existing SAP CRM Campaign Management system to support the building and execution of Direct Mail prospect campaigns The solution will leverage select Master Data Management (MDM) functionality to create the Prospect data management solution. Future releases may require additional MDM functionality. Interfaces will be required to batch load data into the MDM application and to batch load data into the Campaign Management solution

Prospect Data Management Prospect Campaign Management Prospect Management – Move Capabilities in House By leveraging our state-of-the-art campaign management solution to manage Prospects data we increase the value of our marketing spend. Customer Acquisition Technology Customer Acquisition Project Components Prospect Data Management This project builds a system to intake and processes consumer data from vendors. Existing customers and undesirables are suppressed to generate a database of qualified prospects. Consumers Prospect Data 0110100100 1110001001 Prospect Data Management Prospect Campaign Management Configuration of the current campaign management system supports prospect segmentation and acquisition marketing campaigns Prospect Campaign Management New Customers

Application Solution New Applications: The Prospects Marketing DB Management project will utilize existing applications in the Campaign Management Solution in addition to SAP Master Data Governance (MDG) New Applications: SAP Master Data Governance 7.0 (MDG) on HANA Existing Applications: SAP Business Objects Data Services (BODS) on HANA Campaign Data Mart (CDM) on HANA ABAP Development Tools (ADT) on HANA* SAP CRM on HANA Environment Platform: All existing applications are hosted in the HANA Enterprise Cloud (HEC) SAP MDG will be hosted in the HEC

Customer Touch Event Tracking The Customer Touch initiative focuses on capturing, consolidating, and analyzing customer touches across all channels in order to build a 360° view. The following provides a conceptual landscape of the scope Initiative activities in scope involve identifying all data sources with customer touch-point data, integrating the data to a consolidated data store, making the data available for RTD/campaign management, and developing the 360° view

Application Flow (Foundation) Identify Prospects Deduplication Enrich Data Data Labs / DRG DRG /DST Direct Mail End Users Email Batch Loading Deduplication Prospect Master Campaign Management Email Direct Mai Modify Workflow SAP MDG Extend Data Model ……. CDM CRM .CSV List/Batch Load List/Batch Load List/Batch Load Request for Prospects ADT (Seg.) SAP BODS Extend Attributes Modify Target Groups Email New Target Group Direct Mail for Prospects ETL Jobs Legend New Pre-Existing Modified

High Level Scope Assumptions Prospects Data Management will deliver foundational functionality in R1 which will enable the management of Prospects data and the ability to campaign to Prospects Category Prospect Master – R1 HW and SW Setup Initial HW and SW setup for MDG Development QA Prod Data Sources One Source File (Estimated 1M to 5M records) Data Models Extend Customer Data Model Load Method Batch Load Deduplication Identification of Duplicate Records Matching Logic Based on Leading Practices (FN, LN, Address, Zip..) 3rd Party Integration None Interfaces File to MDG (For Prospects) MDG to CDM (For Prospects) CDM to CRM Export Jobs Prospects Campaign Type Direct Mail External Vendors Vendors External system- where you’re getting prospects- prospective people Getting loaded into PDM system – De-dupe/cleanse Assign unique acct # Cleansed prospects ready for PCM

Implementation Timeline Timeline (Week Starting) Workstream Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Planning and Requirements & Functional Design Environment Build Testing and Deployment Planning & Requirements Functional Spec Installation Environment Validations Environment Stabilization Technical Spec PCM Build PDM Build Testing Deployment Hyper Care Trending Up (Improving) Flat Trend (Steady) Trending Down (Declining) Not started On track Behind Schedule, not critical path We Are Here At Risk, significant issues Complete

High Level System Design

Solution Architecture with Master Data Governance

Sample Team Structure TMO Sponsors Deloitte Leadership TMO Managers Deloitte Managers IM SME Support Data Model Lead IM ETL Dev Lead 360 Degree View Lead Application Integration Lead Test Lead Solution Architect Specialist Data Model Analyst IM ETL Developer 360 Degree View Developer Application Integration Specialist Tester IM Data Migration Specialist IM Business Analyst IM ETL Developer Reporting Analyst Application Integration Specialist Tester IM Data Migration Specialist IM Business Analyst IM ETL Developer Application Integration Specialist Tester Solution Architect Data Model Analyst IM ETL Developer Application Integration Specialist Tester IM Data Migration Specialist IM Business Analyst IM Data Migration Specialist IM Business Analyst Database Admin Deloitte Resources Internal Resources Database Admin A joint Deloitte & Client EIT team using the “Two in a Box” delivery model to drive collaboration and deliver better organizational performance

Required Project Resources A joint Deloitte & Client EIT team will implement and deploy the Customer Touch event tracking database and 360° view. Resource Responsibilities Skills Program Management Responsible for the successful delivery of the initiative Participation in Program Steering Committee Manage communications with Stakeholders Issue Resolution & Change Management Program/Project Management Project Manager Project Plans & Status Reporting Staffing & Staff Management Manage Budgets & Expenses Day-to-Day project operations, governance & risk management Project Management (PMP) Architect Coordination with other teams Assist with conceptual cross-initiative Solution Designs Detailed Architectural and Integration Designs for selected vendor Knowledge of technical infrastructure Knowledge of HW/SW standards Knowledge of selected vendors architecture and design options Negotiation & Documentation skills Business Analyst Map “as-is” Business Processes to selected vendor application Document “to-be” processes Identify Functional Requirements & Gaps Design User Interface Assist with Scope Management, Change Control, Defect assessment, and Training Knowledge of selected vendors out-of-box processes & capabilities JAD Workshop facilitation Process Design UI Design