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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