1. Omni Channel Collaboration Experience Catalyst
Theater Presentation

2. Operator Channel Offer
Customer Expectation
Customer Expectations Lead Channel Evolution
Customer Expectation
Operator Channel Offer
Wants
Needs
Fears
Zero Wait
Sharing
Any time
Any where
Personalization
Invisibility
Promotion
Inconsistent
Easy to buy
Customized Price
Convenient Payment
Channels
Unknown
Real-time
Personal Information Inquiry
Purchase and Fulfillment
Recommendation
Notification and Reminders
ROADS
On-Demand
Product Recommendation/Product On-Demand
One-click Purchase/Purchase On-Demand
Bandwidth and Service Allocation/Resource On-Demand
Social
Social Network Marketing
Social Network based Customer Care and Experience
All-online
All-online Business Experience – Join, Use, Pay, Change, Help, Retain, Join and Share.
Omni-channel, Multi-device and One-screen
Do It Yourself (DIY)
DIY Personal Package
C2C Trading and Sharing of Products and Services
数字化渠道的客户接触体验需求越来越高
ROADS化极致客户接触体验需求驱动运营商向互联网化全渠道全业务运营转型
用户的核心诉求：
快（快速的打开应用，快速的找到想要的东西，快速的获取详细信息，快速的下单，快速的支付和快捷的物流以及快速的服务响应速度），
准（精准的客户定位，精确的互动），
好（服务响应及时，客户对服务满意）

3. Front end & back end silos
Business Challenge being addressed
Evolution from Silo Channels to Omni-Channel
One channel connected to multiple services
Customer information, context, transaction stored in separated channels and systems
Decoupled channels and services: unified transaction & convergent customer order
Context, information shared in all channels
Retail
Retail
Retail
Store
Store
Apps
wholesale
wholesale
Apps
Front end & back end silos
Payment
Payment
Web
Web
Interaction hub
Order handling
Order handling
Settlement
Front end
Back
end
Complaints
Social
Complaints
Social
Retention
Retention
Call Center
Logistics
Call Center
Logistics
Campaign
Campaign
Shopping cart
Shopping cart

4. Team Introduction and Architecture
Participating Members

5. Use Cases & Pain Points in Customer Lifecycle Journey
Use Case1: ROADS Buying Experience (from NTT & CHT)
Awareness
Choose
Purchase
Use
Get Help
Loyalty
Use Case2: Marketing Strategy Optimization Based on Monitoring (from CHT)
Use Case3: Proactive Customer Care (from CHT)
Marketing Strategy Optimization based on Experience and Operation Monitoring

6. Use Cases & Pain Points in Customer Lifecycle Journey CSP Pain Points:
Lack of Offline Experience
Not Support Customized Product Price
Separated Order Fulfillment
Complex Order & Payment Process
Use Case1: ROADS Buying Experience (from NTT & CHT)
Awareness
Choose
Purchase
Use
Get Help
Loyalty
Use Case2: Marketing Strategy Optimization Based on Monitoring (from CHT)
Use Case3: Proactive Customer Care (from CHT)
Marketing Strategy Optimization based on Experience and Operation Monitoring

7. Use Case 1: ROADS Buying Experience
KPIs
Reservation Respond Time
Cover Rate of Personalized Products
Time Delay of Cross Channel Coordination
New Subscriber
Arrival Rate of Reservation Cover
Rate of Mobile Payment Channel
Cover Rate of Mobile Channel
Customer selects Smart Home Offering
Appending order and customer installation confirmation
START
Customer Logs into CSP portal to order Broadband service.
Business hall experience
During installation, Customer asks to add an extra wireless camera
Installation
Customer receives the new package recommendation via APP.
The customer manager submits CPQ requirement to Customer Manager.
Customer submits the order and pays the fee.
Customer receives notification from CSP that the business process has been handled successfully
Order Fulfillment OM
Smart Home Offer is recommended as NBA
The system calculates the payable fee according to the CPQ requirement information.
Activation
END
Customer can now use the service
Customer selects Broadband from E-Shop, system recommends Smart Home based on criteria. Customer experiences at Business Hall. Customer makes Pricing Quotation then place order. Order is fulfilled, technician visits customer for installation and customer requests additional camera during installation.
Channels

8. Use Cases & Pain Points in Customer Lifecycle Journey CSP Pain Points:
Use Case1: ROADS Buying Experience (from NTT & CHT)
Awareness
Choose
Purchase
Use
Get Help
Loyalty
Use Case2: Marketing Strategy Optimization Based on Monitoring (from CHT)
Use Case3: Proactive Customer Care (from CHT)
CSP Pain Points:
Invisible Measurement Metrics for Experience Management and Business Operation
How to optimize Marketing Strategy
Marketing Strategy Optimization based on Experience and Operation Monitoring

9. Recommendation conversion Rate
Use Case 2: Marketing Strategy Optimization Based on Monitoring
KPIs
Recommendation conversion Rate
Order Conversion Rate
New Subscriber
Dear Customer, Get 30% discount when you subscribe in both broadband and smart home services. Subscribe now and get extra one month for free.
Send campaigns to broadband users and new customers
Push discount voucher to smart home App
Customer
END
Mobile Apps
SMS/USSD
Monitoring Sales
Improve Sales
Smart Home sales for last month?
Why low sales last month?
START
System
records
last month
sales below
expectation
Sales < Target
Operator
cross selling campaign of broadband and smart home service bundle with 30% discount.
How to increase sales?
Analyze Sales Performance
Cross/up Selling
Operator finds that sales volume of smart home is far behind expectation, operator analyzes the metrics of the recent month and finds the recommendation rate is very low and campaigns were targeting invalid customers. Operator designs proper campaign promoting cross selling bundle of broadband and smart home services to broadband user and new comer with 30% discount.

10. Use Cases & Pain Points in Customer Lifecycle Journey CSP Pain Points:
Use Case1: ROADS Buying Experience (from NTT & CHT)
Awareness
Choose
Purchase
Use
Get Help
Loyalty
Use Case2: Marketing Strategy Optimization Based on Monitoring (from CHT)
Use Case3: Proactive Customer Care (from CHT)
CSP Pain Points:
Unknown Next Best Action for Customer Loyalty
Without Continuous Tracing cross channels
Isolated Handling via Silo Channel
Fulfillment NOT Synchronized in time
Marketing Strategy Optimization based on Experience and Operation Monitoring

11. Use Case 3 : Proactive Customer Care
KPIs
Personalized Next Best Action to Maximize Revenue Opportunity
Churn Prediction
New Subscriber
New Subscriber
Smart Home Device KPI comparison
Maintenance notification sent to customer through Smart Home APP (customer’s preferred channel)
Customer schedules a home visit to fix the issue
START
Two Next Best Actions are suggested for customer on all Outbound Channels
Customer selects to upgrade the device in a retail store
Operator has insight into customer persona and buying behavior
Customer receives notification from CSP that the business process has been handled successfully
Operator get Temperature & Humidity Sensor device failure alarm
Operator sends SMS to confirm maintenance
Customer Care calls to inform customer about best NBA - Device Upgrade at at discount
Maintenance person goes to customer home and fixes the issue. He has access to Customer’s Device Health Status, which indicates current device has known issues
END
Operator proactively discovers Smart Home error and opens up a trouble ticket for the respective customer, engages with the customer to handle it through a home visit
Channels

12. Key Capability Involved In - Next Best Action
Delivering On-Time and Automated Insights to Address Business Drivers
Data Sources
Business Drivers:
Personalized Next Best Action
_________
Enhanced Customer Experience
Maximize Revenue Opportunity
Guavus Analytics
Telemetry / Sensor Data
Care Calls & IVR
Continuous Collection
Churn Prediction
Purchase / Transaction Data
Fusion, Correlation &
Aggregation
Device KPI Comparison
Product Catalog
Customer Persona
Customer Activity on various channels
Collaborative Filtering
Retail Store - Point of Sale Data
Affinity Modeling – Buyer Behavior
Predictive Modeling
Customer Account Info
Maintenance / Service Data
Ontology based Customer Profiling
Next Best Action Generate personalized next best action based product catalog and by fusing and correlating multiple data sources
Customer Profiles Maximize results for targeted marketing by segmenting customer
Device KPI comparison with its peers (make, model) for known issues provides contextual information about the what, when, and where of the problem
Churn prediction Analysis Predict churn propensity for a customer based on care interactions – calls, IVR, web chat, maintenance history and customer’s past buying behavior

13. Key Capability Involved In – Enabling Digital Operation
Huawei BES Enables Digital Business Operation
Channel
Front layer is customer experience centric, collaborated multi-channel customer experience
Middle layer is business agility centric, providing business orchestration engineering environment
Back layer is business operation centric, providing basic service capability API
Deployable on cloud platform, enabling elastic scaling
Interaction Hub
Interaction control
Communication engine
Dynamic assets
Marketing
Sales
Service
Orchestration
Static assets
Rule
Gadget
API
Object
Product mgmt
Order mgmt
Revenue mgmt
Resource mgmt
Partner mgmt
Customer mgmt
Basic capabilities
Cloud platform (PaaS)

14. Business Benefits CSP Customer Champion Quote ROADS Buying Experience
Customer Lifecycle Journey Measurable Metrics
Marketing Strategy Optimization based on Experience and Operation Monitoring
Proactive Customer Care and NBA for Customer Satisfaction and Loyalty
ROADS Buying Experience
O2O based on Omni-channel Collaboration
Customer Price Quotation(CPQ)
Flexible Valet Order & Convenient Payment
Order Coordination and Tracing via Cross Channel
Champion Quote
The catalyst project is an important key for CHT to move from multi-channel service provider to Omni-channel service provider. In this project, end to end Omni-channel solution is suggested and best practice is proved. CHT believes that user experience will be big improved by results of this project.
This Catalyst project is hugely important to create innovative solutions for Omni-channel services and it is a great honor to participate in the program. We believe this Catalyst project collaboration will bring best practices and standards to our life in real world scenarios.

15. What Innovation Provided
Summary
What TMF Asset Used
What Innovation Provided
What Step Planed
CEM
BDA
API
Frameworx(eTOM/SID/TAM)
ROADS experience based on Omni channel collaboration Customer Engagement System
Experience & Operation Measurement Metrics KPIs
Business & Customer Analysis, and NBA capability based on Big Data Analytics Platform
Involve CMCC in for further collaboration
Contribution feedback
Metrics
CEM Journey maps
CEM use cases
Omnichannel Ref Model
Omnichannel Requirement
B2B2X Scenarios

16. Welcome and see you in our booth!