zte crm b2clocal b2b solution - executive summary v0解决方案执行摘要

CRMB2C&LocalB2B

ZTESolution

ExecutiveSummaryParis,le03/01/2014Version:V1.0ContentBackground&ChallengesZTEsolutionforanOrangeB2C&LocalB2BCRMZTEprojectapproachZTEsolutionHighlights&BenefitsZSmartSuccessStoriesOrangegroupislookingforaB2CandlocalB2BCRMsolutionthatcouldbeusedineachofitsaffiliates.Thissolutionmustcomplywith3levelsofrequirements:Corefunctionsapplicabletoalltheaffiliates;Advancedfunctionsapplicabletomaturemarket;AdditionalfunctionsforB2Blocalmarket.Severaldeploymentmodescouldbeconsidered:OnPremiseorinSaasMode:TheplatformishostedinOrangePremiseorhostedbythesupplier.Mono/Multi

organisations:TheaffiliatehasitsownCRMplatformortheplatformcouldbesharedbyseveralcountries.OurunderstandingofOrangerequirements(1/2)IntegrationtoSocialnetwork

Corporatecustomermanagement360°viewforCorporateSalesforceautomationOurunderstandingofOrangerequirement(2/3)

FunctionalscopeAdvancedindivudualcustomermanagementPersonalizationbasedonthecontactroleCustomerknowledgemanagementIntegrationtocontactchannels360°viewforindividualcustomersIndividualcustomermanagementCrosschannelInteractionmanagementCustomerTroubleticketMarketingcampaignexecutionSecuritySLA/KPImonitoringCorefeaturesMaturemarketLocalB2BmarketAdvancedfeaturesHighintegrationcapability:TheCRMsolutionwillpresentaunifiedviewofthecustomers:bydoingso,itwillhavetoputalltogethermanydatacomingfromvariousdatasources.

Highcustomizationcapability:TheCRMsolutionshouldallowtheaffiliatestolocalisetheCRMsolutioninseamlessway.Security:TheCRMsolutionshouldprovidesecurityfeaturestocontrolauthorisationonfunctionsanddata.ItshouldalsoprovidemechanismforsensitivedataprotectionPerformance:Thesolutionshouldsupportthefollowingsizing:

<1millioncustomers;from15to50simultaneousconnexions,From1to10millionscustomers;from50to250simultaneousconnexions,>10millionscustomers;>250simultaneousconnexions.OurunderstandingofOrangerequirement(2/3)

TechnicalContentBackground&ChallengesZTEsolutionforanOrangeB2C&LocalB2BCRMZTEprojectapproachZTEsolutionHighlights&BenefitsZSmartSuccessStoriesZTEproposesasolutioncomposedofZSmartCRMmodulespluggedonZSmart8.0Framework:CustomerCareforCustomermanagementandContactmanagement.Thismoduleincludesthe360°view.SPMforCustomerTroubletickets.SalesForceAutomationtomanageLead,OpportunityandDeal.CampaignmanagementtomanagetheCampaignexecution.Allthesemodulesshareasingleframeworkthatprovides:Auniquecentralizeddatabase;Administrationtoolstomonitortheplatform;Securitymanagementtocontroltheaccesstofunctionsanddata;AConfigurationtooltoadapttheplatformtothelocalrequirements.ZTEsolutionforOrangeCRMB2C&LocalB2B

ZSmart8.0suiteZTEsolutionforOrangeCRMB2C&LocalB2B

ZSmartCRMfeaturesUnifiedCustomerViewBuild&providecompletecustomerview(individual/corporatecustomer);Validatesdataandeliminatestheproblemsofinconsistentcustomerdata;ProvideUnifiedcustomerexperienceandUnifiedcustomercontactinterface.ComprehensiveMarketing&SalesSupportRealizewhole-processsaleschannelmanagement.Integratedchannelmanagement.Closedloopmanagementofmarketingandsales,supportcostandeffectevaluation,interactionbetweendifferentchannels.ComprehensiveCustomerServiceOne-stopservice.Voice,data,card,internet,content,3G,NGN…Personalizedservicereception.Scheduledservice,service-levelservice…Interactiveservicereception.Expiredservicereminding,salesopportunityreminding…Multi-channelservice.Businesscenter(commercialoffice),IVR,agent,selfservice,SMS,email…Sales&MarketingMakingannualsalesplanDesigningMarketingActivitiesExecutingMarketingActivitiesEvaluationActivityResultSales&MarketingMarketingPlanManagementMarketingCampaignsSales&OrderMgmtSalesManagementCustomerProfileMgmt.OrderManagementSalesSupportMgmt.SalesOpportunitySalesActivitySalesChannelsSalesTeamComprehensiveOrder

ManagementFosterCustomerRelationshipManageInteractiveActivityHandleServiceRequirementManageCustomerComplaintsEvaluation&RiskEliminationCustomerProfileUpdateManagecustomerSLA/QoSRetention&LoyaltyEnhancement360-degreeCustomerServiceCustomercontactServicerequest&responseSLA&QoSManagementCustomerManagementCustomerprofileupdateCustomerevaluationWorkflowFunctionalDomainZTEsolutionforOrangeCRMB2C&LocalB2BKeyElementsofCRMServiceSupportCRMprovidesfront-officeservicesupportforpre-sale,on-saleandafter-salephasesCustomerAcquisitionCustomerServicesCustomerRetentionZTEsolutionforOrangeCRMB2C&LocalB2B

ZSmart8.0Framework BusinessObjectdesignis

guidedbyTMFSIDmodel,enrichedforimplementationpurposeBPMN2.0CompliantRulerepositoryandcomponentlibraryintegrationZSmart8.0Frameworkincludesasetoftoolstomaximizetheconfigurationandminimizethesoftwarechanges.Itwillallowaseamlesslocalisationtoeachcountryspecificity.

ZTEsolutionforOrangeCRMB2C&LocalB2BFlexible

BusinessProcessPlatformIndependentWorkflowEngineGUI-basedtooltodefinebusinessflowDispatchacrossdifferentFlowInstancesExternalservicecomponentscanbepluggedinbusinessflowZTEsolutionforOrangeCRMB2C&LocalB2BLeverageCRMCapabilities(TCO/TTM)

WitharealintegratedsolutionZTEsolutionforOrangeCRMB2C&LocalB2B

IntegrationfacilityinZSmart8.0frameworkZTEsolutionforOrangeCRMB2C&LocalB2B

IntegrationFramework-PortalIntegrationZTEsolutionforOrangeCRMB2C&LocalB2B

IntegrationFramework-ServiceIntegrationZTESoftZTEsolutionforOrangeCRMB2C&LocalB2B

IntegrationFramework-DataIntegrationExternalSystemExtractionTransformation

LoadingModelingDatabaseDaily,MonthlyInterfaceprocessingDataQualityETLMetadataUnifiedCustomerViewComprehensive&UnifiedCustomerViewRawData:Customer,Product,Marketing,Event,Revenue,Resource,Network,Sale,ServiceQuality.ModelingComprehensive&UnifiedCustomerViewCRMcentralDatabaseProductCatalogueOrderMgmt.Billing……IsitreallyaDatawehouse?ZSmartCRMTypicalBusinessProcess

-eProcessChannelsCustomerRequestCustomerInterfaceMgmt.RequestIdentificationCustomerCareInteractionZSmartPositionBPMHandlingOrderHandlingTroubleTicketHandlingBillDisputeInformationInquiryExternalITsystemOrderEntryTechnicalTTBillAdjustmentServiceHandlingArchivingInteractionArchivingNotificationZSmartCRMTypicalBusinessProcess

-CampaignExecutionProcessCampaignDesignCampaignDefinition&DesignCampaignExecutionAnalyzingCustomerInterfaceMgmtFileBasedLoadingExecutionInteractionCustomerResponseBICampaignResultCampaignAnalysisNewRoundCampaignInputContextZSmartPositionZSmartCRMTypicalBusinessProcess

-SalesForceAutomationProcessChannelLeadCustomerInterfaceLeadCaptureSFAInputLeadAnalysisSFAWorkflowHandlingInteractionCustomer/FleetMgr.ResponseLeadtoCasheProcessNewRoundCampaignContextZSmartPositionBPMSFAArchivingZTEcouldproposeimmediatelyonpremisemodeeitherinmonoorganisationormulti-organisations.SaaSmode:ZTEisimplementingtheSaaSmodeontheZSmartsuite:PrivateSaaSmodecouldbeconsideredinshorttermeventhoughpricingisstillunderconstruction.PublicSaaSmodeisincludedinroadmap,inthe8.1version. ZTEcouldorganiseaworkshopwithOrangetopresentwhatwouldbetheSaaSmode.ItcouldbetheopportunitytotakeintoaccountOrangeconstraint.ZTEsolutionforOrangeCRMB2C&LocalB2BDeploymentmodeContentBackground&ChallengesZTEsolutionforanOrangeB2C&LocalB2BCRMZTEprojectapproachZTEsolutionHighlights&BenefitsZSmartSuccessStoriesZTEapproach–BuildanOrangebaselineOrangeCRMbaselinewillbebuiltapplyingthefollowingprinciples:usetheoutoftheboxfunctionsasmuchaspossible.definethescopebydeltawithwhatwasalreadydeployedinthecountriesinsteadofstartingfromawhitepage.

StandardizetheInterfacelayertominimizetheinterfaceimplementation.tohomogenizethetechnicalplatforms(HW,securityrules….)Orangebaselinewouldbebuiltiteratively:ThefirstOrangebaselinewillbebuiltonthefirstcountryscopebasedontheRFIrequirements.TheOrangebaselinewouldbeenrichedwiththenextcountryscopeandsoon.Maximizetheglobalcoverage,minimizelocaladaptation. ToacceleratethedeploymentoftheZSmartCRMsolution,ZTEproposesOrangetobuildanOrangeCRMbaselinethatwillmutualizethecustomizationandintegrationwhilekeepingahighleveloflocalisationthankstotheconfigurationcapabilityofZsmartframework.framework.CRMB2C&LocalB2BProjectDeliveryApproach

BaselinebuiltZSmartCRMprojectwilldependonOrangedeploymentroadmap.IncaseOrangewouldliketodeploythefullscopefirst,ZTEproposesthefollowingphasedapproach:CRMB2C&LocalB2BProjectDeliveryApproach

ProjectplanLot1.aLot1.bLot2Lot3ThinkingBuildingDelivery&RunY1Q1Y1Q2Y1Q3Y1Q4Y2Q1Y2Q2ThinkingBuildingDelivery&RunThinkingBuildingDelivery&RunThinkingBuildingDelivery&RunFunctionalarchitecture:AnalysethesolutionfromanEndtoEndpointofviewtoidentifyclearlyscopeoftheZSmartCRMSolutionanditsinteractionwiththelegacyIS.Gapanalysis:identifythemaingapsbetweenOrangerequirementsandZSmartearlyintheproject.Itisusuallyaonemonthactivity.Changemanagement:Identifytheimpactsonthebusinessprocessesearlyintheprojecttoanticipateachangemanagementplan.ZTEmethodologyforB2CandLocalB2BCRMAscopingphasetominimizethecustomizationandanticipatethechangesontheprocessesZTEwouldworkwithalocalpartnertosetupafunctionalteamtomanagetheseactivities.ZTEhasthewillingnesstoworkwithpartnertodelivertheOrangeCRMsolution:to

build

joint

team

to

deliver

the

project

and

drivebusiness

transformationWhile

business

transformation

is

foreseen

as

a

SIsResponsibility,Solutiondeliverymayfollow3models:ZTE

is

fully

responsible

for

solution

delivery,

no

SI.SI

partner

is

responsible

for

the

solution

delivery,

ZTE

beingSoftware

editor.ZTE

is

prime

contractor

with

SI

partner

embedded

in

the

projectteam

on

specific

activities

(e.g.

customer

facing

activities)CRMB2C&LocalB2B

ProjectDeliveryApproachZTEApproach:Regionalhubs(1/2)Regionalskillcenterwouldbesetup

Stableteamsthatsharethecountries’sbusinessknowledge.Forbetterreactivity(onasametimeslot)Theseteamwouldactlocallyondemand:BusinessrequirementscopingLocalassistanceMaintenanceTrainingItwouldremotelytakecareof:ChangerequestfollowupSystemconfigurationSharedManagedservices(Requestmanagement,Platformmonitoring,Reporting…)IfOrangehasacleardeploymentroadmap,ZTEcouldsetupapermanentteamnearbytheCountriesandaprogrammanagementfortransversalgovernance.ZTEApproach:Regionalhubs(2/2)LocalProjectTeamCustomerLocalTeamsConductRequirementanalysisHoldinglocalbusinessworkshopsIdentificationoflocalgaps(legal)LeadtheRealizationphasewiththehelpoffactoriesLocalIntegrationtestingTrainthetrainer,acceptancesupportCutover,Go-LiveandpostgolivesupportOrangeCorporateTeamTestingFactory(RegionalTeam)DatamigrationFactory(RegionalTeam)DevFactory(RemoteTeam)TrainingFactory(RegionalTeam)Drivecountryrollouts:LocalchangerequirementsAcceptanceEndusertrainingPostGO-LIVESupportPreCustomizationSystemLocalizedandCustomizedSolutionFoundationTests

CoresystemsolutionreferentsProvideDataGatheringtemplatesandDataQualityevaluationProvideDataConversionserviceUploaddataEarlySystemTestingBuildinglocalinterfacesAdaptationofreportstolocalDevelopmentsofspecificlocalgapsLocalize/maintaintrainingmaterialsPreparetrainthetrainerenvironmentSupportend-usertrainingTranslationasrequiredConfigurationFactory

(RegionalTeam)OptimizedcollaborationbetweenRemoteteamandRegionalteamContentBackground&ChallengesZTEsolutionforanOrangeB2C&LocalB2BCRMIntegrationinOrangeEcosystemZTEprojectapproachZTEsolutionHighlights&BenefitsZSmartSuccessStories

ZTEsolutionHighlights&Benefits1AFrameworkbuiltforintegrationZSmart8.0frameworkprovidesallthefacilitiesto