IBM信息服務(wù)運營商CRM系統(tǒng)架構(gòu)探索

1、ibm global telecommunications industry信息服務(wù)運營商crm系統(tǒng)架構(gòu)探索ibm global telecommunications industry從通信運營商向信息服務(wù)運營商的新跨越通信運營商信息服務(wù)運營商這是一個轉(zhuǎn)型的時代這是一個轉(zhuǎn)型的時代 業(yè)務(wù)轉(zhuǎn)型 支撐能力轉(zhuǎn)型 支撐能力組織轉(zhuǎn)型 支撐系統(tǒng)功能架構(gòu)轉(zhuǎn)型 支撐系統(tǒng)技術(shù)實現(xiàn)架構(gòu)轉(zhuǎn)型ibm global telecommunications industry產(chǎn)業(yè)融合正在推動通信行業(yè)進(jìn)行業(yè)務(wù)轉(zhuǎn)型telecomip core networksiptv, wirelessbroadband, wanaccess /

2、 bandwidthfmcconsumerelectronicspcs, smart-phonespvr, games consolesfaster, cheaper chiptechnology battery technologyitservices applicationsmiddlewareweb servicesmanaged servicesmediarich contentdigital rights mgtbrandingpackagingbroadcastingconverging ecosystemoperatorstelecom networkconvergence an

3、d consolidation are blurring industry boundaries and lowering barriers to entry, while expanding the definition of “service provider”.convergence within the telecom segmentmove to all ip networksvoice + video + datafixed + mobilelowered barriers to entryconvergence across sectors telecom + informati

4、on technologytelecom + digital mediatelecom + consumer electronicsemerging standardsconvergent suppliersconsolidationmergers and acquisitions continueregional and global brandsvno/mvno/mnveibm global telecommunications industry中國移動正在面對全業(yè)務(wù)運營轉(zhuǎn)型中國移動中國移動全業(yè)務(wù)運營全業(yè)務(wù)運營3g資費管制資費管制電信對廣電的開放電信對廣電的開放重組重組互聯(lián)網(wǎng)公司的影響互聯(lián)

5、網(wǎng)公司的影響終端設(shè)備商的競爭終端設(shè)備商的競爭ibm global telecommunications industry higher expectations greater sophistication increasingly varied needs digitalisation cutting entry barriers cross-network cannibalisation rise of niche service providers greater service quality complexity and sophistication pricing and volu

6、me flexibility digitalisation driving convergence new wave of m&a activity driving consolidation unrivalled pressure to find new markets and cut operational costs expanding cost base from parallel networks, processes, infrastructures complexity from proliferation of plans, products and programme

7、s need for ever greater flexibility and nimbleness new emerging eco-systemsconvergence and consolidation 融合和整合融合和整合fight for customer control 爭取客戶控制權(quán)爭取客戶控制權(quán)new players driving more competitive intensity 新進(jìn)入者的競爭新進(jìn)入者的競爭service proliferation 業(yè)務(wù)快速開發(fā)和推廣業(yè)務(wù)快速開發(fā)和推廣constant states of enterprise transformatio

8、n 持續(xù)管理優(yōu)化持續(xù)管理優(yōu)化電信運營商向信息服務(wù)運營商轉(zhuǎn)型的過程中，面臨的挑戰(zhàn)ibm global telecommunications industry創(chuàng)新業(yè)務(wù)發(fā)展不斷突破電信運營商既有的支撐能力營銷銷售/開通客戶服務(wù)計費業(yè)務(wù)承載 市場拓展突破傳統(tǒng)產(chǎn)品發(fā)展和營銷模式市場拓展突破傳統(tǒng)產(chǎn)品發(fā)展和營銷模式新業(yè)務(wù)發(fā)展迅速，需要迅速投放市場，但是新業(yè)務(wù)上線相關(guān)準(zhǔn)備工作周期長，不同業(yè)務(wù)一致性差，差異大；新業(yè)務(wù)推廣，需要頻繁策劃和執(zhí)行營銷戰(zhàn)役，目前營銷策劃與數(shù)據(jù)分析的互動不夠，難以形成有效的策劃和執(zhí)行；營銷策劃和執(zhí)行脫節(jié)，營銷方案分解和下發(fā)主要靠人工方式，效率低且難以進(jìn)行狀態(tài)和結(jié)果追蹤；缺少電子渠道的整合

9、，營銷任務(wù)執(zhí)行主要靠人工方式，營銷執(zhí)行效率低且難以進(jìn)行跟蹤評估；營銷與銷售訂購脫節(jié)，難以將營銷成果迅速轉(zhuǎn)換為價值； 新業(yè)務(wù)突破傳統(tǒng)新業(yè)務(wù)突破傳統(tǒng)gsm業(yè)務(wù)管理邏輯業(yè)務(wù)管理邏輯增值業(yè)務(wù)組合業(yè)務(wù)跨系統(tǒng)開通的邏輯突破過去單一hlr開通模式；固線業(yè)務(wù)人工活動參與的開通業(yè)務(wù)邏輯突破g網(wǎng)全自動的開通模式； 統(tǒng)一客戶服務(wù)的發(fā)展方向突破傳統(tǒng)支撐能力聚合形式統(tǒng)一客戶服務(wù)的發(fā)展方向突破傳統(tǒng)支撐能力聚合形式客戶服務(wù)與營銷缺乏客戶信息共享，業(yè)務(wù)發(fā)展與客戶服務(wù)出現(xiàn)矛盾；客戶服務(wù)與與新業(yè)務(wù)、新產(chǎn)品發(fā)展缺乏信息共享，業(yè)務(wù)開發(fā)沒有客戶需求針對性；多個客戶接觸渠道之間缺乏信息共享和能力互通，無法形成跨渠道協(xié)同服務(wù)能力和跨渠道交

10、叉銷售能力；市場口營銷服務(wù)管理與網(wǎng)絡(luò)口建設(shè)維護(hù)管理沒有形成面向客戶的閉環(huán)管理和端到端的客戶服務(wù)能力，頻繁出現(xiàn)工程進(jìn)度問題和客戶服務(wù)困難； 扁平化、精細(xì)化管理需求突破傳統(tǒng)縱向?qū)蛹壒芾砟Ｊ奖馄交?、精?xì)化管理需求突破傳統(tǒng)縱向?qū)蛹壒芾砟Ｊ娇缡　⑹?、地市多層級營銷和服務(wù)執(zhí)行的閉環(huán)監(jiān)控和管理無法落實；營銷服務(wù)執(zhí)行橫向?qū)Ρ热鄙傩畔⒅?；跨專業(yè)協(xié)作的閉環(huán)管理和性能監(jiān)控?zé)o法落實；網(wǎng)管/網(wǎng)優(yōu)ibm global telecommunications industry信息服務(wù)運營需要更為完整的能力地圖面向客戶全生命周期整合的服務(wù)能力端到端整合的業(yè)務(wù)管理能力高效的信息服務(wù)產(chǎn)品運營能力開放的多元化信息服務(wù)業(yè)務(wù)“熔接”

11、能力ibm global telecommunications industry信息服務(wù)運營呼喚創(chuàng)新能力框架承載和發(fā)展支撐能力業(yè)務(wù)信息技術(shù) 流程 操作 信息 架構(gòu) 系統(tǒng) 產(chǎn)品bssmssoss業(yè)務(wù)信息技術(shù) 流程 操作 信息 架構(gòu) 系統(tǒng) 產(chǎn)品 customer oriented mgnt product oriented mgnt performanceoriented mgnt面向客戶的管理能力整合面向產(chǎn)品的管理能力整合業(yè)務(wù)支撐和業(yè)務(wù)承載能力的融合扁平化、精細(xì)化管理能力ibm global telecommunications industry運營能力轉(zhuǎn)型驅(qū)動業(yè)務(wù)承載和支撐系統(tǒng)架構(gòu)融合重構(gòu)gs

12、m/gprsbossccossenterprisebisdpnetworkplmcrmbillingbisa/sqmenterpriseportalproductsorientedcustomerorientedibm global telecommunications industryboss系統(tǒng)功能架構(gòu)轉(zhuǎn)型之路-專業(yè)功能聚合的三中心松耦合結(jié)構(gòu)boss以帳務(wù)處理為核心boss以帳務(wù)處理為核心ratingdbsellingcboss-crm以客戶服務(wù)和營銷為核心marketingsale/provisioningcustomercaresid-ccboss-billing以實時計費、內(nèi)容計費、

13、結(jié)算為核心ocssettlementacc-pacc-cpboss以產(chǎn)品管理和交付為核心sdpplmsid-pservice assurance ibm global telecommunications industry面向客戶能力整合和面向績效能力整合的crm系統(tǒng)能力框架特征跨越客戶全生命周期的不同業(yè)務(wù)管理階段對客戶信息都能夠有一致的全面的認(rèn)識和使用針對每一個管理階段，端到端的業(yè)務(wù)過程（用戶系統(tǒng)）都能夠在業(yè)務(wù)完整性的基礎(chǔ)上具備隨需應(yīng)變的靈活性能夠跨越多個管理階段，將多個端到端業(yè)務(wù)過程根據(jù)面向客戶管理和服務(wù)的需要進(jìn)行靈活組合，建立面向客戶的生命周期的業(yè)務(wù)過程（跨越管理階段）跟蹤和展現(xiàn)端到端、

14、生命周期流程的業(yè)務(wù)質(zhì)量和績效，持續(xù)優(yōu)化管理過程和提升業(yè)務(wù)支撐質(zhì)量營銷面向客戶的服務(wù)能力整合銷售/開通客戶服務(wù)帳務(wù)/計費面向運營的管理能力整合customer orientedperformance orientedproduct orientedibm global telecommunications industry創(chuàng)新業(yè)務(wù)能力挑戰(zhàn)支撐系統(tǒng)技術(shù)實現(xiàn)方式，呼喚新的技術(shù)實現(xiàn)方式能力能力是實現(xiàn)實現(xiàn)特定業(yè)務(wù)需求業(yè)務(wù)需求的行動行動組合組合行動是改變被加工對象屬性的操作行動是改變被加工對象屬性的操作執(zhí)行的承載可以是自動化設(shè)備執(zhí)行的承載可以是自動化設(shè)備也可以是人也可以是人自動化設(shè)備的優(yōu)勢是效率和準(zhǔn)確性自

15、動化設(shè)備的優(yōu)勢是效率和準(zhǔn)確性組合是將更多特定動作組合是將更多特定動作按照最佳方式組織在一起按照最佳方式組織在一起最佳就是在靈活性和效率最佳就是在靈活性和效率以及成本之間尋求一種平衡以及成本之間尋求一種平衡能力問題根源20：行動的有效性和效率80：組合的管理組合的管理問題30：組合被固化和僵化，業(yè)務(wù)變化需要調(diào)整或重新組合行動時困難30：被組合行動對對象屬性（信息）理解不一致導(dǎo)致的無效組合20：選擇了不能控制質(zhì)量的組合方式（人工、固化組合的應(yīng)用存在缺陷）20：采用低效率方式進(jìn)行組合（例如人工）ibm global telecommunications industry實現(xiàn)面向客戶生命周期整合的支撐

16、能力的技術(shù)關(guān)鍵 信息整合信息整合：360 客戶信息，面向營銷、客戶信息，面向營銷、銷售和服務(wù)提供簡潔高效的客戶信息共享銷售和服務(wù)提供簡潔高效的客戶信息共享 信息全面性：信息全面性：全面刻畫和持續(xù)保持客戶特征，特別是業(yè)務(wù)相關(guān)或潛在相關(guān)的特征； 開放客戶信息給業(yè)務(wù)：開放客戶信息給業(yè)務(wù)：面向全生命周期客戶管理甚至業(yè)務(wù)對信息的不同需求，按需供應(yīng)客戶相關(guān)信息； 信息有效性：信息有效性：保持所供應(yīng)信息的時效性（ up to date）和準(zhǔn)確性； 性能：性能：能夠支持實時業(yè)務(wù)和大規(guī)模業(yè)務(wù)并發(fā)；營銷面向客戶的業(yè)務(wù)能力整合銷售/開通客戶服務(wù)帳務(wù)/計費面向運營的管理能力整合信息整合信息加工過程整合（流程整合）信息

17、交互整合ibm global telecommunications industry實現(xiàn)面向客戶生命周期整合的支撐能力的技術(shù)關(guān)鍵 面向客戶信息加工過程整合：面向客戶信息加工過程整合： 端到端流程整合與優(yōu)化端到端流程整合與優(yōu)化關(guān)聯(lián)營銷需求與策劃能力：關(guān)聯(lián)營銷需求與策劃能力：通過正確關(guān)聯(lián)分析需求和分析能力，實現(xiàn)理性的、數(shù)據(jù)支撐的營銷策劃與市場活動策劃；關(guān)聯(lián)營銷策劃與執(zhí)行，提升營銷執(zhí)行能力：關(guān)聯(lián)營銷策劃與執(zhí)行，提升營銷執(zhí)行能力：引入任務(wù)管理，幫助計劃和執(zhí)行營銷戰(zhàn)役，合理利用和管理交互渠道，提升執(zhí)行效率和可管理性；引入策略管理機制，建立策略樹管理執(zhí)行方案，進(jìn)一步提升營銷自動化，營銷提速；提升訂單管理提

18、升訂單管理/開通管理能力：開通管理能力：引入bsr，da和bpm，提升復(fù)合業(yè)務(wù)復(fù)雜業(yè)務(wù)開通邏輯管理能力；流程調(diào)度提升混合業(yè)務(wù)流程管理能力；整合市場口和網(wǎng)絡(luò)口管理流程；整合市場口和網(wǎng)絡(luò)口管理流程； 生命周期流程整合與優(yōu)化生命周期流程整合與優(yōu)化關(guān)聯(lián)營銷策劃與執(zhí)行，營銷提速：關(guān)聯(lián)營銷與銷售開通，迅速轉(zhuǎn)化營銷成果：關(guān)聯(lián)客戶服務(wù)與營銷，實施交叉營銷：營銷面向客戶的業(yè)務(wù)能力整合銷售/開通客戶服務(wù)帳務(wù)/計費面向運營的管理能力整合信息整合信息加工過程整合（流程整合）信息交互整合改進(jìn)，完善行動優(yōu)化組合ibm global telecommunications industry實現(xiàn)面向客戶生命周期整合的支撐能力的

19、技術(shù)關(guān)鍵 信息交互整合信息交互整合 電子渠道能力服務(wù)化：電子渠道能力服務(wù)化：業(yè)務(wù)邏輯與電子渠道交互服務(wù)分離；電子渠道負(fù)責(zé)信息傳遞的 transaction 完整性； 交互歷史提供：交互歷史提供：交互渠道能夠記錄并提供詳細(xì)的交互歷史供后續(xù)使用；營銷面向客戶的業(yè)務(wù)能力整合銷售/開通客戶服務(wù)帳務(wù)/計費面向運營的管理能力整合信息整合信息加工過程整合（流程整合）信息交互整合ibm global telecommunications industrycmcc ng1-crm規(guī)范提出的技術(shù)實現(xiàn)特征1. 渠道和訪問界面的邏輯統(tǒng)一控制2. 流程管理與應(yīng)用分離的業(yè)務(wù)邏輯控制3. 規(guī)則驅(qū)動的業(yè)務(wù)功能實現(xiàn)4. 組件化

20、，公共能力服務(wù)化的應(yīng)用開發(fā)方式5. 共享信息方式提升業(yè)務(wù)實時性和保障信息一致性6. 消息接口的集成方式7. 跨系統(tǒng)多階段事務(wù)完整性保障8. 業(yè)務(wù)連續(xù)性與高可用技術(shù)實現(xiàn)架構(gòu)ibm global telecommunications industry5層邏輯分層技術(shù)實現(xiàn)架構(gòu)dataservicecomponentaccesspresentationbizservicebizprocessgpfsdbother tabcubetabsubscriberemployeepartner webatmenterprise data busqos, security, mgnt, monitoringent

21、erprise service bus customapplicationooapplicationpackagedapplicationinfrastructurebsrtsrmdribm global telecommunications industry總線集成的模塊化技術(shù)實現(xiàn)架構(gòu)service component container enterprise integration busenterprise service busenterprise data busmdrtsrprocess engine & biz service bsrdynamic assembler m

22、aster data mgnt information servicedbmgntweb 2.0portal billingcall centerbi/cmpsms/email/policyserviceserviceserviceserviceservicebusiness monitoring dbinformation servicedbdbdbdbibm global telecommunications industry架構(gòu)組件集成總線 eibmdmmdm-db enterprise integration busenterprise service busmdm-c service

23、crm servicebilling servicecrm servicebilling serviceenterprisemeta datalegacy system legacy system dbdblegacy system dbenterprise data businformation anaetlquality controlreal time copymeta data wbibm global telecommunications industry架構(gòu)組件信息共享主數(shù)據(jù)管理 mdmlarge grained business servicesfine grained busi

24、ness servicesbusiness object modeldatabasereal-timermi-iiopweb servicesmdb adapterbatchbatch processordata formatsxmlobjectsuser definedeai hubfront office appsback office appsnote: “transactions” and “services” are used interchangeably in this presentationout-of-the-boxexternal apis business servic

25、esimplementation, not exposed to clientsclient composites and applicationsibm global telecommunications industrybells long-term goals holistic, consistent customer knowledge across bch create a data store to become the system of record for customer information across the bch companies one single mas

26、ter reference for each customer connect to existing operational systems to ensure up to date informationbells current challenges lack of an integrated view of its customers to provide complete and consistent information. lack of processes and tools for operationalizing customer segmentation and anal

27、ysis. no defined process for the analysis of data and the generation of insight. organizational silos fragment customer treatment across channels and offerings. upstream processes inadequate for effective customer data collection. lack of defined product hierarchy and maintenance process. cost of ma

28、intaining technology infrastructure exceeds benefits achieved.mdm in bell canadas cdiibm global telecommunications industrybell canadas cdi requirements summarybased on our interviews, the cmf will need to provide:a clear, concise definition of a “customer,” independent of the bch organizational str

29、ucturewho are they?what accounts do they hold across bch?what is their behaviour across those accounts?what are their sales potential and vulnerability indices (spis/vis, e.g., predictive model scores)?an understanding of how customers are aggregated into a “household” / legal entitytheir “share of

30、wallet” and product ownershipwhat products and services does the customer have?how much of their telecom budget is spent on bell products & services and competitors?a view of the customers interactions with bellinbound contacts (sales, service, support / repair)outbound contacts (marketing, info

31、rmational messaging)contact preferences (timing, channel, etc.)consistent customer treatment between channels and meaningful segmentscoordinated campaigns across all channels and bch business units in a timely manner to support operational efforts (sales, support, repair, and self-svc.)value validat

32、e customer information through all channels creation of a “customer pin” (a standard, cohesive identifier of a customer) enabling a complete history of a customers tenure the ability to update information in the customer profile more accurate recognition of the true value of a customer the agent wil

33、l have complete near-to-real-time knowledge about the customer, (e.g. including contact history, transactions and needs) and use it to tailor or personalize each interaction based on customer value, regardless of bch touch-point . providing a more complete and accurate customer information to the ch

34、annels enhanced targeting accuracy (the right bundles and offers to the right customers) enabling improved targeting of individual and household / legal entity marketing and sales offers additional improvements to overall marketing roi by not re-marketing to customers who already have the product or

35、 serviceibm global telecommunications industryimproved customer servicingprovide service agents with complete view of the customer as an individualsimplify support for and access to cross-line-of-business informationincreased employee satisfactionsupport product bundlingrelevant offers meeting custo

36、mer requirementsmore complete view of customer valueimproved data qualitysignificant roi /time to market for capabilities roadmapbell canada cdi benefitsibm global telecommunications industryedwbell canadaagent portalo/e manual legacy viewoperational support systems (back office)billingorder entryin

37、ventory / provisioningtrouble ticketinternal researchexternal research3rd party infodemographicsgeo- spatialmobilityagent portalo/esympatico agent portal data marts o/eexpressvu agent desktop o/eebccsodmnumerous operational systems1. architecture was designed to support customer interactions through

38、 the agent channels2. each entity had its own agent desktop interaction and recommendation tool with repository3. each database has its own view of the customer. 4. operational support systems sent information to data cleansing customer matching system (enterprise data warehouse)complex analytical s

39、ystems5. enterprise data warehouse (edw) consolidation at back end6. supporting many analytical systems- offer recommendation tools- campaign planning- campaign optimization- network planning- work force analysis7. all by separate lines of businessseparate subscriber profile in each line of business

40、etlcommon customer identifier (cci)common household identifier (chi)customer interaction channelsf2fsalesself serviceivremaildirect mailoriginal technology environmentagentibm global telecommunications industryback officebillingo/eo/mtrouble ticketinteraction layerbell canada cdi path (customer mast

41、er file)customer interacts through a channeldata validation and cleansing is consistently applied to support data integrityfor outbound and self service interactions, the cmf is updated with cleansed and validated customers informationfor one bill and inbound interactions, legacy systems are updated

42、 with cleansed and validated datacmf updates the edw with up-to-date customer informationlegacy systems update the edw on a periodic basis based on business process requirementsthe edw updates the cmf on a periodic basis based on business process requirementsthe cmf contains all up-to-date customer

43、information (e.g. profile, treatments, lifestyle, etc.) required to support consistent, interaction experience3rd party data enhancements are applied to the cmf on a periodic basis required to support business requirementscustomer master fileidaccount / addressproduct ownership internal research external research 3rd party information demographics geo- spatialedwdata validation and cleansingevery channel suppo