Customer Engagement Executive Summary

Customer Engagement Executive Summary

Contents Customer Engagement Overview Customer Engagement Definition
Mission and Objectives Enabling Customer Engagement Customer Engagement Roadmap Customer Engagement Capabilities and Prioritized Initiatives Customer Scenarios Prioritized Initiative Impact Conceptual Architecture Timeline and Investment for Prioritized Initiatives Implementation Approach and Governance Appendix

Customer Engagement Definition
Provide a 360-degree view of each customer across all touch points along the customer journey. Leverage the 360-degree view to boost the customer experience and relationship Drive benefits across the organization by improving sales and loyalty, identifying valuable leads, and providing better customer insight Customer Journey Marketing Handset / Device Telecom Customer Lifecycle Apps Website Call Center / IVR Third Party Website Billing Kiosks Social Media Customer Care Events Retail Network Sales Promotions Guiding Principles Customer Engagement should extend across the entire customer lifecycle Customer perspectives are based on a collective experience, not a single touch point or channel Customer Engagement across emerging channels require solutions beyond legacy CRM platforms Service Traditional Channels Extended 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

Customer Engagement Mission and Objectives
Mission Statement Improve the effectiveness of customer touches across all channels in the customer journey, enabling Client X to establish an industry-leading customer experience Objectives Customer Engagement will address our business challenges while creating plans for initiatives that enhance high priority capabilities to retain customer and Average Revenue

Customer Engagement Capabilities
The Customer Engagement Roadmap defined the capabilities required to enable an industry-leading customer experience Customer Engagement Capabilities 87 Customer Engagement Capabilities were defined across Sales, Service, Marketing, Data & Analytics and Technology A maturity assessment was performed for each capability against industry trends and comparison to competition Select capabilities and functions were identified for enhancement, either to fix fundamental issues or to leap-frog industry competitors

Customer Engagement Capabilities Prioritized Initiatives
Initiatives were defined to enable the foundational capabilities for Customer Engagement Customer Engagement Capabilities Prioritization Prioritized Initiatives Customer Touch Campaign MGT / RTD Auto Fulfillment Social Media Campaign MGT / RTD Started with 87 capabilities identified across key Customer Engagement domains Analyzed industry trends and compared Client X current state to competitors for each of the 87 capabilities Validated capabilities findings with Client X teams and developed hypothesis on a shortlist of 27 Initiatives Validated hypothesis with Industry SMEs and refined list to 10 Initiatives 2 initiatives were selected as Prioritized Initiatives to solidify the future vision for Customer Engagement. These initiatives are: Customer Touch Campaign Management / Real Time Decisioning Immediate Focus

Prioritized Initiatives of Customer Engagement Roadmap
Campaign Management / RTD Auto Fulfillment Social Media To enable intelligent business decisions and drive end-to-end marketing processes with the capability to offer the right product at the right time based on “session-based” intelligence and customer data, increasing offer fit and sales. To unify order management and commerce functions across all channels and touch points, improving sales and service experiences. Auto Fulfillment is being addressed as part of the Omni-Channel initiative To provide foundational support of the growth and use of social data across all CRM systems, increasing marketing effectiveness, reducing churn, and increasing customer satisfaction. Although a social strategy is in place at Client X, the approach is not scalable and the licenses currently available are not being fully leveraged. Customer Touch To capture and analyze customer touches across all channels in order to enable Client X to personalize responses and provide their customers with an industry leading customer experience across their journey. Immediate Focus

Prioritized Initiatives Summary
The Customer Engagement Roadmap helped define the leading capabilities associated with the varying domains and business entities in Customer Engagement. Each of initiatives below have been mapped to the Customer Engagement Roadmap based on the functions introduced and how those functions tie to capabilities and domains. Customer Touch Provides a 360-degree view of each customer across all touch points along the customer journey, extending across the entire customer lifecycle and based on the customer’s collective experience. Functions Capabilities Customer Data Capture Customer Data Retrieval Summarized and Aggregated Customer Data 360 Degree View Data Augmentation Campaign Management / RTD Campaign Management applications help organizations segment, target and manage multichannel marketing messages. Real-Time Decisioning (RTD) utilizes multi-channel “session-based” intelligence and customer data to score and present one or more pre-defined offers. Functions Capabilities Marketing Operations Management Marketing Automation and Optimization Campaign Management Real-time Offer Management Real-Time Decisioning Marketing Mix Advisor & Performance Management Digital Marketing and Data Integration Customer Link Analytics

Customer Engagement Scenarios
Interactions with customers across the entire life cycle will provide Client X with timely information required to attract and retain customers Customer Journey Aware / Learn Buy / Need Activate / Use Pay Bill / Refill Seek Help Modify Call Center Client X.com Retail My Client X Social Media Customer contacts call center with mobile issue 6. Prospect researches website for plan / device Customer reviews and pays bill using Client X.com 2. 5. Prospect goes into store to purchase plan / device 3. Interaction Channels Customer receives phone, activates and uses device Customer adds an additional line 4. 9. Prospect posts complaint about Competitor’s service Issue resolved and Customer posts about excellent service 1. 7. Customer receives campaign offer for plan continuation 8. Channels span Sales, Service, and Marketing for all transactions. They are the mediums through which Client X supports marketing, customer care services, and sales transactions. Customer touch point

Prioritized Initiatives to Scenario Mapping
Customer Journey Aware / Learn Buy / Need Activate/ Use Pay Bill / Refill Seek Help Scenario Prospect posts complaint about Competitor's service Prospect researches website for plan / device Prospect goes into store to purchase plan / device Customer receives phone, activates and uses device Customer reviews and pays bill using Client X.com Customer contacts call center with mobile issue Issue resolved & Customer posts about excellent service Customer receives campaign offer for plan continuation Customer adds an additional line Channel Social Media Client X .com Retail On Device Call Center My Client X Enabled By Customer Touch Campaign Management / RTD N/A Social CRM 1. 2. 3. 4. 5. 6. 7. 8. 9. Customer Touch foundationally enables the scenario end-to-end and empowers Campaign Management / RTD to be increasingly impactful

Prioritized Initiatives Impact
Core Metrics Gross Adds Average Revenue Avg. Customer Handling Time Loyalty Churn Customer Touch CM / RTD Social CRM Seek Help Modify Aware / Learn Need / Buy Activate / Use Pay Bill / Refill Balance Telecom Customer Journey Customer Journey Aware / Learn Need / Buy Activate / Use Pay Bill / Refill Seek Help Modify Customer Touch CM / RTD Social CRM Type of Impact Degree of Impact Fundame-ntal Issue Competitive Advantage Quick Win High Medium Low Customer Touch CM / RTD Social CRM

Conceptual Architecture Scope
Prioritized initiatives allow Client X to serve it’s customers through a diverse set of channels, Customer Engagement encompasses an integrated customer data strategy to provide a single view of the customer

Prioritized Initiatives Timeline
2013 Feb Mar Apr May June July Aug Sep Oct Nov Dec \ Maturity Gauge Lagging Industry Standard Leading Customer Touch FR Deliverable: Operational database with data to support Campaign Management and RTD Customer Touch IR 1 Deliverable: Extended data model to include social media and billing sourced data and initial delivery of 360 degree view Customer Touch IR 2 Deliverable: Enhanced data model to contain additional sales, service and marketing data and improved 360 degree view to present all available data CM / RTD POC Deliverable: Vanilla out of the box capabilities for an integrated Campaign Management, RTD and reporting/analytics solution stack CM / RTD FR Deliverable: Enhanced UI and basic interfaces for Client X data, automated basic processes, and key workflows / KPIS CM / RTD IR Deliverable: Prioritized business enhancements to out-of-box features based on actual use of application, and additional workflows / customizations Social Landscape Social Implementation Deliverable: Implementation of social/big data consumption capabilities including land zone, normalization, and application development Deliverable: Landscape, heat map, and FSD/SSA documentation of requirements Social POCs Deliverable: POCs for currently licensed social platforms and tools as wells as High-Level Architecture / HLSD Social Org Framework Deliverable: Implementation of sustainable social capabilities in an organization structure POC Proof of Concept FR Foundational Release IR Incremental Release

Prioritized Initiatives Investment
Below are financial estimates for the implementation of the Customer Touch and Campaign Management / RTD initiatives Phase 1 Phase 2 Phase 3 Customer Touch Foundational Release Incremental Release 1 Incremental Release 2 $900k to $1,000k $1,800k to $2,000k $1,100k to $1,300k Campaign Management & RTD Proof of Concept $500k to $600k $1,400k to $1,500k Total $1,400k to $1,600k $3,600k to $4,000k $2,500k to $2,800k Assumptions These estimates assume both of these initiatives will run concurrently (synergies and shared resources have been factored into the estimates). Should these initiatives be implemented separately, the cost estimates are likely to change These estimates are based on similar sized implementations for similar sized organizations The estimates are based on utilizing the iterative based methodology defined in the Implementation Approach and Governance section

Implementation Approach Overview
The approach utilizes iterative methodology based on concepts from industry leading IT practices. The intent is provide collaboration across Business and IT throughout the program lifecycle and accelerate implementation speed by delivery A series of short implementation “sprints” will be used instead of a “big bang” approach. This will accelerate time to market and allow for new capabilities to meet changing business needs Approach Sample Activities Estimated Timing IT Facilitates, Business Prioritizes IT Drives Technology Enhancement, Business Leads Process Optimization Identify high priority functions using the Customer Engagement Roadmap Hypothesis for solution Build & test rapidly with real users Learn Deploy Project Management Planning, Scope definition, Use Case Development Train the Trainer Sessions, Dress Rehearsal, Cutover JAR / JAD Sessions, Development/Configuration, Unit and Integration Tests, UAT, Cutover Planning 2-4 weeks 8-12 weeks 4-6 weeks

Sample Governance Model
Implementing an iterative approach requires a governance model which provides the mechanisms to support an accelerated program lifecycle and greater collaboration across Business and IT For Prioritized initiatives, the Governance Model examples below will be used to oversee the implementation of these programs and used a “pilot” for a target state model for EIT A joint Deloitte & Client X EIT team using the “Two in a Box” delivery model is suggested to drive collaboration and deliver better organizational performance Business and IT Led Initiative (Ex: Campaign Management / RTD) IT Led Initiative (Ex: Customer Touch) Executive Steering Committee Executive Steering Committee EIT CSD Marketing EIT CSD Delivery Leads Delivery Leads Adoption Evangelists Adoption Evangelists EIT EIT CSD CSD Marketing Marketing

1. Prospect customer posts complaint about Competitor's service
Customer Journey Aware / Learn Buy / Need Activate / Use Pay Bill / Refill Seek Help Modify Call Center Client X.com Retail My Client X Social Media Customer contacts call center with mobile issue 6. Prospect researches website for plan / device Customer reviews and pays bill using Client X.com 2. 5. Prospect goes into store to purchase plan / device 3. Interaction Channels Customer receives phone, activates and uses device Customer adds an additional line 4. 9. Prospect posts complaint about Competitor's service Issue resolved and Customer posts about excellent service 1. 7. Customer receives campaign offer for plan continuation 8. Scenario Info Client X Action Customer Action Prospect customer posts a Twitter message complaining about his/her Competitor's product / service Known Prospect Information: Name, Age Demographic Recognize Client X relevant social media posts Identify, research, and store prospect customers data Categorize and extend promotional offers to strong prospect customers Utilize Facebook / other social media outlets for posting telecom relevant information Review offer extended by Client X using web link on the reply to the Twitter post

2. Prospect researches website for plan / device
Customer Journey Aware / Learn Buy / Need Activate / Use Pay Bill / Refill Seek Help Modify Call Center Client X.com Retail My Client X Social Media Customer contacts call center with mobile issue 6. Prospect researches website for plan / device Customer reviews and pays bill using Client X.com 2. 5. Prospect goes into store to purchase plan / device 3. Interaction Channels Customer receives phone, activates and uses device Customer adds an additional line 4. 9. Prospect posts complaint about Competitor's service Issue resolved and Customer posts about excellent service 1. 7. Customer receives campaign offer for plan continuation 8. Scenario Info Client X Action Customer Action After receiving the offer response to the tweet, the prospect goes onto Client X.com to research Client X devices and plans Known Prospect Information: Name, Age Demographic, Client X Interests Use offer landing page to capture and store prospect navigation on the Client X site Identify device and plan searches to understand what the prospect’s interests in order to extend the most relevant offers Navigate Client X website using promotional offer landing page Review Client X devices, accessories, and plan pricing / availability

3. Prospect goes into store to purchase plan / device
Customer Journey Aware / Learn Buy / Need Activate / Use Pay Bill / Refill Seek Help Modify Call Center Client X.com Retail My Client X Social Media Customer contacts call center with mobile issue 6. Prospect researches website for plan / device Customer reviews and pays bill using Client X.com 2. 5. Prospect goes into store to purchase plan / device 3. Interaction Channels Customer receives phone, activates and uses device Customer adds an additional line 4. 9. Prospect posts complaint about Competitor's service Issue resolved and Customer posts about excellent service 1. 7. Customer receives campaign offer for plan continuation 8. Scenario Info Client X Action Customer Action Following Client X web research, the prospect takes his/her promotional offer and goes into the local retail store to purchase a plan / device Known Prospect Information: Name, Age Demographic, Client X Interests Review promotional offer to identify prospect customer Utilize previously captured data about the prospect (Tweet, Web Research) to form an understanding of the prospect in order to accurately cater to their needs Locate the local Client X retail store and go, in person, to the store to complete purchase Interact with the Client X retail sales representative in order to select and purchase plan, device, and accessories

4. Customer receives phone, activates and uses device
Customer Journey Aware / Learn Buy / Need Activate / Use Pay Bill / Refill Seek Help Modify Call Center Client X.com Retail My Client X Social Media Customer contacts call center with mobile issue 6. Prospect researches website for plan / device Customer reviews and pays bill using Client X.com 2. 5. Prospect goes into store to purchase plan / device 3. Interaction Channels Customer receives phone, activates and uses device Customer adds an additional line 4. 9. Prospect posts complaint about Competitor's service Issue resolved and Customer posts about excellent service 1. 7. Customer receives campaign offer for plan continuation 8. Scenario Info Client X Action Customer Action Prospect decides on the device and plan that fits his/her needs and purchases, receives, and begins using activated device Known Customer Information: Full Name, Age Demographic, Client X Interests, , Address, Phone Number, Payment information, Device, Plan Capture customer information (including Name, Address, , Social Media accounts, Payment information) Create order for new device / plan and submit order for processing Present customer with activated device Provide Client X retail sales representative with required information for account creation Provide payment information, and review / approve order Begin using new Client X device

5. Customer reviews and pays bill using Client X.com
Customer Journey Aware / Learn Buy / Need Activate / Use Pay Bill / Refill Seek Help Modify Call Center Client X.com Retail My Client X Social Media Customer contacts call center with mobile issue 6. Prospect researches website for plan / device Customer reviews and pays bill using Client X.com 2. 5. Prospect goes into store to purchase plan / device 3. Interaction Channels Customer receives phone, activates and uses device Customer adds an additional line 4. 9. Prospect posts complaint about Competitor's service Issue resolved and Customer posts about excellent service 1. 7. Customer receives campaign offer for plan continuation 8. Scenario Info Client X Action Customer Action After receiving notification that a payment is due, the customer reviews and pays bill using Client X.com Send reminder notification of summarized bill and due date Capture and process payment of bill Utilize Client X.com in order to make a payment on outstanding bill Provide payment details and submit for processing

6. Customer contacts call center with mobile issue
Customer Journey Aware / Learn Buy / Need Activate / Use Pay Bill / Refill Seek Help Modify Call Center Client X.com Retail My Client X Social Media Customer contacts call center with mobile issue 6. Prospect researches website for plan / device Customer reviews and pays bill using Client X.com 2. 5. Prospect goes into store to purchase plan / device 3. Interaction Channels Customer receives phone, activates and uses device Customer adds an additional line 4. 9. Prospect posts complaint about Competitor's service Issue resolved and Customer posts about excellent service 1. 7. Customer receives campaign offer for plan continuation 8. Scenario Info Client X Action Customer Action Customer notices an issue with his/her mobile device and contacts call center for assistance Customer care representative receives inbound call, identifies customer, and creates trouble ticket regarding the issue Place call into Client X Customer Care , providing maximum information to remedy issue

7. Issue resolved and Customer posts about excellent service
Customer Journey Aware / Learn Buy / Need Activate / Use Pay Bill / Refill Seek Help Modify Call Center Client X.com Retail My Client X Social Media Customer contacts call center with mobile issue 6. Prospect researches website for plan / device Customer reviews and pays bill using Client X.com 2. 5. Prospect goes into store to purchase plan / device 3. Interaction Channels Customer receives phone, activates and uses device Customer adds an additional line 4. 9. Prospect posts complaint about Competitor's service Issue resolved and Customer posts about excellent service 1. 7. Customer receives campaign offer for plan continuation 8. Scenario Info Client X Action Customer Action Customer care representative accurately identifies and remedies the customer’s phone issue, and customer posts to social site about positive experience Customer care representative utilizes troubleshooting guide and available on-call SMEs to determine the device issue Customer care representative sends the remedy info to the customer including easily understood directions (i.e. YouTube video) Use the remedy materials provided by the customer care representative to fix device issue Post on social sites (i.e. Twitter, Facebook) about your positive experience with Client X (social self-identification)

8. Customer receives campaign offer for plan continuation
Customer Journey Aware / Learn Buy / Need Activate / Use Pay Bill / Refill Seek Help Modify Call Center Client X.com Retail My Client X Social Media Customer contacts call center with mobile issue 6. Prospect researches website for plan / device Customer reviews and pays bill using Client X.com 2. 5. Prospect goes into store to purchase plan / device 3. Interaction Channels Customer receives phone, activates and uses device Customer adds an additional line 4. 9. Prospect posts complaint about Competitor's service Issue resolved and Customer posts about excellent service 1. 7. Customer receives campaign offer for plan continuation 8. Scenario Info Client X Action Customer Action After 12 months on current plan and device, Client X extends a promotional campaign offer to the Customer for additional lines and upgraded devices Research historical offers extended to customer Determine optimal offer Extend promotional offer to customer via Capture research done by customer related to the offer extended Research offer extended by Client X and compare to other offers available on the market

9. Customer adds an additional line
Customer Journey Aware / Learn Buy / Need Activate / Use Pay Bill / Refill Seek Help Modify Call Center Client X.com Retail My Client X Social Media Customer contacts call center with mobile issue 6. Prospect researches website for plan / device Customer reviews and pays bill using Client X.com 2. 5. Prospect goes into store to purchase plan / device 3. Interaction Channels Customer receives phone, activates and uses device Customer adds an additional line 4. 9. Prospect posts complaint about Competitor's service Issue resolved and Customer posts about excellent service 1. 7. Customer receives campaign offer for plan continuation 8. Scenario Info Client X Action Customer Action After receiving a promotional campaign offer from Client X, the customer decides to add an additional line with their existing plan Capture customer payment information Create order for new line / device and submit order for processing Activate additional line and device Provide payment information, review, and approve order Continue using Client X devices

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 touchpoint data (prepaid and postpaid), integrating the data to a consolidated data store, making the data available for RTD/campaign management, and developing the 360° view

Customer Touch Assumptions
Below are assumptions we made when defining the scope, timeline, resources and costs for the Customer Touch deployment project Scope Timeline CAM will be utilized for the Marketing Data Mart and will support a full 360-degree view across Pre-paid, Post-paid, No Contract, B2C and B2B customers. CAM will be implemented under a different initiative Operational repository is included in the specific initiative (e.g. CM, MDM, RTD, Inbound Apps) A purge/archive strategy and plan for the Customer Touch Event Tracking database will developed and refined during this initiative Customer Hub will contain comprehensive batch and real-time Customer MDM functionality (e.g. standardization and correction of names and addresses; identification and merging of duplicate records) supported by Client X Data Stewards by the start of the foundational release Any functional gaps for Customer Hub will be implemented under a different initiative and be available by the start of the foundational release Social media data is available in a structured model for consumption Event Tracking database / system will publish a common set of AP I/ web services. All existing Client X data sources and/or Client X applications will consume the standard API/ web service published by Event Tracking System to push data into Event Tracking database The initial Proof of Concept release will have a duration of approximately 3 Months Foundational Release 2 will have a duration of approximately 4 months Incremental Release 3 will have a duration of approximately 4 months Scope and duration for Incremental releases beyond the third release have not yet been defined Costs Actual costs are expected to vary ± 30% and do not include expenses, HW/SW, or internal Client X resources. The Define & Design Task of any release will involve validation of duration and cost estimates for the remainder of the release This cost estimate is for a the Customer Touch initiative only. It does not include potential modifications to Front-end applications, Customer Hub/Analytics, ERP, provisioning/fulfillment, Service Request, Inventory, and the integrations between the data sources and integration layer Resources Deloitte will leverage a “hybrid” resource model that incorporates on-site and offshore resources Internal Client X resources will need to be identified by Client X leadership

Campaign Management & RTD Assumptions (1 of 2)
Below are assumptions that were made when defining the scope, timeline, resources and costs for the CM & RTD deployment project. Scope Timeline Create one or more Sandbox s for review and final vendor selection for both Campaign Management and Real-time Decision functionality Utilize an iterative approach to implement the selected single vendor platform. Foundational Release will focus on “out-of- box” functionality and enabling key interfaces. Incremental Release will focus on key modifications to support Client X business requirements. Proof of Concept: 3 Months Foundational Release: 4 Months Incremental Release 1: 4 Months Incremental Release x: TBD Resources Costs A joint Deloitte & Client X EIT team will implement and deploy the selected vendor package Deloitte will leverage a “hybrid” resource model that incorporates on-site and off-shore resources Internal Client X resources will need to be identified Client X leadership Actual costs do not include expenses, HW/SW, or internal Client X resources . The Define & Design Task of any release will involve validation of duration and cost estimates for the remainder of the release This cost estimate is for CM & RTD package implementation only. It does not include Event Capture or potential modifications to Front-end applications, Customer Hub/Analytics, ERP, provisioning/fulfillment, SR, Inventory, etc.

Campaign Management & RTD Assumptions (2 of 2)
The Proof-of-concept will utilize a “Sample” data set, not live customer data. Integrations to Client X systems such as Billing, Front-end applications, outbound channels, etc. will be developed in phases over subsequent releases On-Site project members of the project team will be co-located in the same work area. Access to Client X applications will be provided for Off-site team members All project resource will either have prior experience with the selected vendor package or attend vendor training prior to beginning the project Deloitte Project Management and Documentation standards will be utilized Joint Application Design (JAD) workshops will be limited to no more that 5 empowered business users CAM will be utilized for the Marketing Data Mart and will support a full 360-degree view across Pre-paid, Post-paid, No Contract, B2C and B2B customers. CAM will be implemented under a different initiative. CAM will be able to support CM/RTD Segmentation, Reporting, and Analytics requirements All customer interactions will be captured and recorded in a single events tracking database implemented under a different initiative Customer Hub will contain comprehensive batch and real-time Customer MDM functionality (e.g. standardization and correction of names and addresses; identification and merging of duplicate records; enrichment of the customer profile) supported by Client X Data Stewards. Customer Hub will be implemented under a different initiative Customer Hub will contain Account/Contact Profile & Preference information only. Not a full 360̊ view. Client X will be responsible for potential modifications to Front-end applications, Customer Hub, ERP, provisioning/fulfillment, Service Request, Inventory, Middleware, etc. including the interfaces between these applications and the integration layer

Additional Initiatives Summary
The Customer Engagement Roadmap helped define the leading capabilities associated with the varying domains and business entities in Customer Engagement. Each of initiatives below have been mapped to the Customer Engagement Roadmap based on the functions introduced and how those functions tie to capabilities and domains. Auto Fulfillment Auto Fulfillment is the minimization or removal of manual provisioning, fulfillment, and billing steps within the Order Orchestration process. Order Orchestration is the complete process from Point of Sales (POS) inquiry to delivery of a product or service to the customer and billing enablement. Functions Capabilities Order Submission Account Creation & (Re)Activation Order Orchestration Customer Service Orders Order Decomposition Order Fall-Out Management, Change, and Cancellations Customer Order Lifecycle Management Order Lifecycle Policy Management Adaptive Provisioning Automation Port-In / Port-Out Social CRM Social CRM is a channel that touches all aspects of the Customer Engagement Continuum. It consists of five dimensions that enable consumer engagement across all social platforms. These are: Brand management Customer care Sales management, lead generation, & conversion Campaign management Engagement Functions Capabilities Listening, Lead Generation, and Trend Identification Social Accounts and Contacts Social Data Segmentation and Enrichment Social Campaign Alignment and Analysis/ Refinement Social Media Social Commerce and Publishing Performance Monitoring and Amplification Social Trouble Shooting

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