中国电信Siebel CRM交流(1).ppt

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1、中国电信 Siebel CRM交流,议题,Siebel 公司介绍电信市场的挑战与为什么需要CRM？Siebel电信CRM 解决方案的最佳平台Siebel 带给电信企业的最佳应用模式与经验B/OSS系统的集成成功的实施案例介绍Q&A,Siebel Systems,Inc.,创建于1993年总部位于美国硅谷，圣马田(San Mateo)全球雇员总数超过5,500人在28多个国家,设有100办事处年销售收入16亿美元全球客户关系管理(CRM)软件的领跑者,CRM 市场趋势,Industry-SpecificCRM,Marketing Automation,Internet,CRM,CSS,SFA,1

2、990,1995,2002,1998,Business Process Computing,Gartner 2003年的最新CRM各厂家分析,Siebel 市场领导地位,Preliminary estimates for 3Q01,pending earnings releases after 10/17/02Siebel Confidential Sources:SEC filings,analyst estimates,Siebel estimates,CRM 产品市场份额,在不同行业中的成功(4000+企业客户）,电信市场的挑战及为什么需要CRM?,日益激励的竞争正改变着运营模式,旧模式

3、:注重产品,新模式:注重客户需求,利润驱动：网络效率投资侧重：网络与支持主要的客户关系：账单,利润驱动：留住客户关系投资侧重：客户满意度主要的客户关系：多渠道客户沟通,增加的效率=成本减少,增加的效率=寻找-保留-发展,固网运营商的挑战,经济因素,社会因素,政治因素,主要挑战,核心业务增长放缓利润压力新的收入来源不确定资本市场融资压力,企业要求,优越的服务质量准确销售产品及服务套餐提高运行效率,电信移动行业 面临关键挑战,电信运营商,以业务产品为中心的组织架构面临的挑战,客户,Legacy,OSS,HR,Custom,CIF,ERP,CIF,SCM,Custom,SAP,ERP,Custom,

4、ERP,Legacy,固线业务,移动业务,数据业务,企业战略，运营及管理的需要,统一的市场战略分层次市场活动计划保持现有客户获得潜在客户专业的销售、服务业务流程与方法论大客户销售与服务企业客户的销售与服务广大普通客户的销售与服务电信业特有的业务运营流程服务订单管理：最准确的产品配置业务开通，最快速的服务实施计费账单付款：业务保障：故障单处理，现场修复内部员工的激励与优化KPI考核清晰明了的奖励制度,电信运营商经营模式的转变,What to do?,维持客户亲近力并改善客户服务降低运营成本提升客户价值并保留高端客户客户及产品利润最优化服务的迅速推广业务流程自动化,Siebel电信CRM 解决方案

5、的最佳平台,从全球4,000家客户实施中汲取业界成功的最佳应用模型，并已融入到产品中,22 行业应用方案3,200 应用功能界面,商业逻辑，标准应用集成,200+CRM,ERM,PRM 应用,分析工具,业务处理过程,Legacy,SAP,PSFT,CIF,OSS,Oracle,Billing,Siebel 多渠道解决方案,渠道,市场,销售,服务,多渠道全方位联络客户,客户信息,客户,渠道,网络&Email,呼叫中心,现场销售,合作伙伴,Web/eCRM,呼叫中心/,销售自动化,合作伙伴关系管理,后台系统,网络服务,交互式,市场自动化,应用集成,业务处理、集成,语音,宽带、数据,增值服务,员工关

6、系管理,BI 及经营分析,销售、市场、服务最佳应用,多渠道客户接触,客户,Legacy,OSS,HR,Custom,SAP,ERP,UCM,SCM,to 客户为导向的电信运营商,Siebel在通信行业的信誉与倾注,致力于行业的队伍1000名软件工程与测试人员30名产品经理，10名工业主管 400年行业经验以客户为中心的市场、销售、咨询、服务及支持一体化运作致力于整体解决方案将世界主要运营商，如AT&T，MCI WorldCom,BT，TELSTRA等的运营案例事先嵌入于产品功能合作伙伴重大技术投资10亿美元软件开发投资160个产品模块400万条代码，200万人开发小时,市场领导者：67%市场占

7、有率,Siebel电信行业解决方案的发展演变过程,Comms 99.0(Configuration),Product Functionality,Comms 2000(Integration,Billing,Credit,Fraud Management),Comms 2000.3(Mktg Analytics),Comms 7(Complex Orders,OSS Connectors),第7代电信行业解决方案,Comms 7.5(UAN,Process Library),行业内的专家知识和实践带来重大的收益,Industry-SpecificCRM,Marketing Automation

8、,Internet,CRM,CSS,SFA,MultichanneleBusiness,1990,1995,2002,1998,Business Process Computing,不断增加的在CRM和具体行业领域的专家知识和实践,更低的风险，实施时间，和总成本,全球前20大电信运营商中的18个使用Siebel 解决方案作为CRM标准平台,Wireless,Wireline,Media,8,500Users,40,000Users,20,000Users,22,000Users,15,000Users,4,000Users,12,000Users,“We chose Siebel System

9、s because its software has remarkable industry-specific functionality.This has helped us reduce the deployment time by 20%as compared to our original schedule.”Bill Demakakos MIS Director Vodafone Greece,方案设计,开发,实施安装,再设计、再开发、提高,操作测试,自行开发,Siebel Communications,项目方案成本与时间比较,电信运营架构图,服务产品计划和发展,服务产品配置,故障排

10、除流程,服务质量控制,价格和折扣,网络资源规划及发展,网络资源控制,网络设备储备,网络维护&修复,网络数据管理,市场、销售,订单接受,问题与故障处理,客户投诉处理,收款,网络与系统管理部分,业务发展部分,客户关系部分,客户交往管理流程,Information Systems Management Processes,物理网络平台,客户,Siebel 方案范围,Siebel 方案以外领域,多渠道应用总体构架,Siebel eCommunications 电信版关键功能,服务区域管理,Siebel 带给电信企业的最佳应用模式与经验,Siebel 电信行业应用解决方案图,销售营业厅,网站,代理商代理

11、网点,员工,呼叫中心,现场服务,服务保障、故障排除管理,市场资料发布,客户信息管理,解决方案销售管理,订单获取,客户忠诚度、客户保持,客户服务请求,客户服务质量控制,前台帐单查询与调整,业务支持,市场、销售、及促销管理,客户订单管理 及业务开通,客户关怀,订单管理,服务产品配置,资源预留与获取,派工与调度,项目管理,员工资源管理,业务流程保障,研究与分析,市场分析,产品开发,促销计划,市场活动管理,销售管理,销售运作,市场运作,计划与工程,网络基础建设信息,服务实施,服务资源管理与运行,故障排除,资源储备,合同条款管理,知识库管理,商业计划,员工绩效,代理商绩效,代理商生命期管理,备件保障,公

12、司资产管理,安全与欺诈,网络资源管理,安全与欺诈管理,计费管理,Relationship Management,Channel,OSS,法律法规,质量管理,人力资源管理,网络系统,财务管理,ERP,网络操作管理,电信的产品模型支持电信订单,支持电信订单获取PRI,Centrex,ADSL多层次产品构架产品类模型附带产品属性 多层产品结构每个产品可以具有计费属性和服务属性属性可以在任何产品结构层多对象服务属性电信属性规则价格属性规则,ADSL,1.1,1.1,1.4,Modem,Service Plan,Email,Web Space,1.1,5 MB10 MB,Siebel Workflow

13、业务流程设计工具,市场管理与分析,挑战,目标,巩固市场地位,推广新的服务,提高利润,Siebel 方案,Long Order Processing TimesManual Processing of UNE&Wholesale OrdersNo Self Service Capabilities for Reseller&CustomersNo Visibility of Circuit Revenue vs.Circuit CostFCC Mandate to Price UNE at 17%to 21%DiscountRestrictive Union Contracts,Siebel 电

14、信版：市场与分析,Lack Single View of the CustomerLack Product Knowledge to Up/Cross Sell EffectivelyPoor Visibility&Coordination with Resellers&AgentsCannot Identify Churner vs.High Value CustomerCannot Enable Online Billing ResolutionCannot Consolidate Billing Systems,Legacy OSS Expensive to Update for New

15、 ServicesMultiple Systems based on Product Line&GeographyCannot Identify Appropriate Targets for New ServicesProtect Revenue while Up-selling to New ServicesTA Sec.271 Compliance to Provide Long DistanceDifficult to Access Capital Markets,市场、销售、及促销管理,研究与分析,市场分析,产品开发,促销计划,市场活动计划,销售管理,销售运作,市场运作,Siebel

16、 解决方案 完整闭合的市场运作促销及推广,分析客户及市场活动反馈,实时计分定位客户价值及决定响应计划,执行促销战役,提供效应套餐,客户细分,客户反馈,建立交叉销售促销计划,流失管理/新产品推广,市场活动促销应用流程,市场计划预算,市场活动管理,渠道促销管理,客户种程度客户流失管理,会展,市场运作,品牌管理,建立计划与预算,设计促销渠道,设计促销内容,准备信息,分校效果,设计客户忠诚计划,管理跟踪反馈,采集数据,数据清理,管理内容,市场调查,开发促销,定位客户群,执行市场活动,个性化内容,分析结果,制定市场战略,设计市场项目,多渠道执行,制定客户评价标准,执行呼入客户保持,执行呼出计划,会展计划

17、,会展登记,组织实施,分析效果,网站管理,准备信息,涉及相应市场活动,整合,市场客户回报流程,执行市场促销计划活动的流程(第一层）,Please keep confidential;Siebel IP,实际案例：AT&T市场促销流程第三层的一个环节利用促销计划引导客户,Please keep confidential;real customer case,实际案例：AT&T市场促销流程第三层的一个环节：利用客户资料及分析工具引导客户及促销,Please keep confidential;real customer case,客户细分-客户价值,Siebel Marketing&Analyti

18、cs 产品分析,销售及订单流程管理,销售管理,销售管理,活动管理,潜在客户管理,组织分析,联系人管理,商机管理,销售预测、Pipeline,产品、服务销售信息,电信行业 销售与订单最佳应用模型,营业厅,绩效考核,指标下达,提成及奖励管理,方案建议书、起草合同,代理商合作,业绩分析,业务培训,销售助理功能,故障处理,安全与可靠性控制,历史跟踪,补充订单服务内容修改,订单状态跟踪,更新计费系统,预留内部资源,工作日程表,拆分成工单,网络配置,网络测试,网络开通,安装局外设备,为客户配置产品,了解服务内容,需求分析,创建并审核订单,合理报价,建议方案,产生合同,分配电信资源,预定安装信息,安装客户端

19、设备,更新客户资产信息,通知客户,销售运作,客户管理,商机管理,大客户管理,个人客户管理,内部协作管理,从潜在客户中创建商机,分配商机,商机管理,销售/服务协作活动,报价-订单,客户创建,订单获取,订单拆分,订单跟踪,账户信息创建,用户信息创建,套餐销售可提高ARPU值并降低流失率,套餐销售客户的流失率比单一销售客户的流失率低40%,Source:US Wireline Carrier,套餐客户平均单客户销售收入高于单一销售73%,捆绑套餐业务支持,复杂套餐配置An N-Level product hierarchy supports bundling of several levels an

20、d types of services(I.e.data,voice,internet)Services are modeled once and can be sold independently or as a part of a bundleSimple Bundles:Non-substitutable packageDynamic Bundles:Substitutions can be made to package by end-user动态灵活的套餐价格The bundle price can be a summation of the children products or

21、 a promotion price Complex rules can be written to vary the bundle price depending on account,campaign or bundle composition捆绑产品及套餐的内在规则的设计工具,挑战,目标,巩固市场地位,推广新业务,提高利润率,Siebel 方案,Long Order Processing TimesManual Processing of UNE&Wholesale OrdersNo Self Service Capabilities for Reseller&CustomersNo V

22、isibility of Circuit Revenue vs.Circuit CostFCC Mandate to Price UNE at 17%to 21%DiscountRestrictive Union Contracts,Siebel 电信版：订单管理,Lack Single View of the CustomerLack Product Knowledge to Up/Cross Sell EffectivelyPoor Visibility&Coordination with Resellers&AgentsCannot Identify Churner vs.High Va

23、lue CustomerCannot Enable Online Billing ResolutionCannot Consolidate Billing Systems,Legacy OSS Expensive to Update for New ServicesMultiple Systems based on Product Line&GeographyCannot Identify Appropriate Targets for New ServicesServices Leveraging PSTN Network Grand-fatheredTA Sec.271 Complianc

24、e to Provide Long DistanceDifficult to Access Capital Markets,客户订单管理 及业务开通,订单管理,服务产品配置,资源预留与获取,派工与调度,项目管理,员工资源管理,业务流程保障,电信订单处理,支持从头至尾的订单处理过程足够的订单、客户信息产生合理的报价方案配合合理的价格销售订单可以获得重要的电信属性信息订单完成后把订单转换成客户服务资产信息支持多种订单类型新建修订停机追加移机,无差错的订单管理及核实业务流程,Sales toOrder Process,TODAY,WITH SIEBEL,Avg.Timeper Order,Avg.T

25、imeper Order,Productivity Gain,TOTAL,65%,TerritoryManagement,AccountManagement,Solution Management,ContractManagement,Order Management,Fax switched services contractor enter private line order in BOEOrder verificationAddress any order kickbacksReview order manager for statusOrder provisionedWelcome

26、calls madeFollow-up on service,Enter account information into Sales Link or manual toolContact other appropriate team members about opportunitySchedule meetingForecast probability of opportunity(close,sale,revenue potential),Leads generated from D&B data and entered into Sales LinkPerform pre-credit

27、 check Accounts assigned by manager via Sales Link or manual process,Submit customer info for credit checkIf credit passes assign BAN ID or provide follow up information Generate contract via templates Present proposalGet contract signed,Get pricing information,product descriptions from Marketing Gu

28、ide to configure solution and develop quoteSubmit NSR if special discounting appliesDevelop business case if new facilities necessaryPrepare ad-hoc proposal with availablePresent to customer,Send switched services contract or enter private line order in BOEOrder VerificationAddress any order kickbac

29、ksReview order manager for statusOrder provisionedWelcome calls madeFollow-up on service,Generate activities for self and other team membersEnter account infoShare account info with other team membersForecast probability of opportunity(close,sale,revenue potential)and link to account,Profile data an

30、d credit info automatically pulled from D&BAccounts assigned by manager Reps review assigned accountsLeads automatically assigned unless overridden by manager,Perform credit check if necessaryIf credit passes assign BAN ID,provide follow up info if necessary Generate contract via templates and link

31、to opportunityPresent proposalGet contract signed,Configure solution and quote and generate proposalSubmit NSR if special discounting applies and link to opportunity/accountDevelop business case if new facilities necessary Present to customer,80%,83%,9.5%,67%,5-10 days,1/2-1 day,2-4 days,2 hours-3 d

32、ays,Varies,71/2-18 days,1-2 days,1 hour,1 day,1/2 hour-3 days,Varies,2 1/4-6 1/2 days,案例：简化本地业务销售及订单流程的建议图,Please keep confidential;real customer case,服务管理及客户关怀,挑战,目标,巩固市场地位,推广新产品,增加利润率,Siebel 方案,Long Order Processing TimesBusiness complexity offloaded to CSR,not systemNo Self Service Capabilities f

33、or Reseller&CustomersNo Visibility of Circuit Revenue vs.Circuit CostFCC Mandate to Price UNE at 17%to 21%DiscountCSRs must navigate&learn multiple systems,Siebel 电信版：客户关怀,Unable to resolve inquiry in a single contactLack Product Knowledge to Up/Cross Sell EffectivelyPoor Visibility&Coordination wit

34、h Resellers&AgentsCannot Identify Churner vs.High Value CustomerCannot Enable Online Billing Self ServiceCannot effectively Manage eMail Correspondence,Legacy OSS Expensive to Update for New ServicesMultiple Systems based on Product Line&GeographyCannot Identify Appropriate Targets for New ServicesS

35、ervices Leveraging PSTN Network Grand-fatheredTA Sec.271 Compliance to Provide Long DistanceDifficult to Access Capital Markets,市场资料发布,客户信息管理,解决方案销售管理,订单获取,客户忠诚度、客户保持,客户服务请求,客户服务质量控制,前台帐单查询与调整,客户关怀,首问答复率对客户的忠实度的影响,Issue Resolved on First Contact,Those who would recommend carrier to others,Issue Unre

36、solved at Time of Survey,47%,Issue Resolved After Three or More Contacts,64%,Issue Resolved on Second Contact,“Definitely”or“Probably”will switch providers within year,25%,17%,13%,77%,First Call Resolution Impact on Loyalty,32%,46%,请注意:如果两次投诉后问题没有解决流失的可能性将成倍增加,客户信息管理,建立客户关系树,客户关键信息,管理客户服务信息,维护客户、用户、

37、账户信息,服务管理,Siebel 电信版客户关怀应用模型,管理客户资信,维护,跟踪资源,管理资源数据,资源更新,问题发现,问题处理,资产创建及跟踪,收发件管理,维护服务备件库存,备件补充,储运,调整资信,显示帐单,预存款,返还金额,收费基本信息,特殊处理,分析SLA,分析客户使用,执行产品查询,查询故障单,统一服务队列,客户满意度管理,企业信息,网络有效性查询,管理服务内容状况,服务业务变更,再销售促销提示,浏览当前促销,停止当前服务业务,暂停业务,恢复业务,更改当前服务业务,帐单复查、修改,处理重复收费,完成帐单处理,客服质量管理,帐单管理,库存管理,资源管理,付款信息,以客户价值和客服技能

38、为基础服务客户的流程,提高座席工效增加客户满意度降低服务运行成本,整体集成的一站式计费账单付款管理应用,2,4,5,6,7,8,1,2,4,5,6,7,8,Sync Invoice Header,Query Invoice Details,Query Account Balance,Request Bill Adjustment,Update Bill Adjustment Status,Sync Payment,Update Payment Status,1,暂定业务处理,故障申诉处理应用,闭环式的服务,Siebel eService,Siebel Call CenterSiebel eMa

39、il ResponseSiebel eCollaboration,Siebel SchedulerSiebel Wireless,Siebel Analytics,客户,CustomerInformation,Siebel Field ServiceSiebel Professional Services Automation,Best Practice Analyses 服务分析,提高服务等绩与客户满意度服务请求统计与趋势服务问题解决率分析服务营业额分析现场服务（Field service）活动分析服务工作负载分析销售与服务订单分析服务成本分析客户满意度分析,Siebel Service A

40、nalytics,合作伙伴管理,渠道副总,渠道市场经理,渠道运营经理,渠道销售经理,分销商,代理商,战略伙伴,服务供应商,PartnerPortal合作伙伴窗口,Partner Manager合作伙伴管理器,合作伙伴分析,Siebel eChannel,可评估的企业运营及利润关键指标,提高客户的忠实度和挽留率降低客户的流失率服务的再销售和交叉销售按人口分布属性捕获重要的客户群,成本降低的商业成果,通过客户自我服务降低呼叫量 最大化首问答复率减少平均呼叫处理时间平衡各个渠道的工作量负载减小计费周期降低故障排除人员,销售收入增加的商业成果,与其它B/OSS系统的集成,Siebel Enterpri

41、se Server,Siebel Server(s),数据库 DB Server,Siebel Web ServerExtension,Web Server,WAP Gateway Server,Wireless Web,Browser User Interface,Mobile Web,Object Manager,Data Manager,Browser User Interface,Local DB,Siebel Web ServerExtension,Web Server,Connected Web,Browser User Interface,Regional SiebelDB Se

42、rver,PDA,Replication Manager,SiebelRemote,Siebel 企业系统构架,客户端,Web 服务器层,应用服务器层,数据层,TMF发展的历程及CRM的位置,Enterprise Management,Financial&Asset Mgt,Stakeholder&External Relations Mgt,Human Resource Mgt,Disaster Recovery,Security&Fraud Mgt,R&D&Technology Acquisition,Enterprise Quality Mgt,Process&IT Planning,B

43、rand Mgt,Market Research&Advertising,Strategy&Enterprise Planning,Financial Mgt,Real Estate Mgt,Procurement Mgt,PR&Community Relations,Shareholder Relations Mgt,Regulatory Mgt,Legal Mgt,Process Architecture Mgt&Support,Info Systems Strategy&Planning,Enterprise Quality Mgt,Knowledge Mgt,Research&Deve

44、lopment,Technology Acquisition,HR Policies&Practices,Workforce Strategy,Workforce Dev,Employee&Labor Relations Mgt,Disaster Recovery&Contingency Planning,Fraud Mgt,Security Mgt,Strategic and Business Planning,Business Dev,Brand Mgt,Market Research&Analysis,Advertising,Enterprise Architecture Plannin

45、g,Group Enterprise Mgt,Siebel Communications在eTOM v3.0中的脚印,Strategy,Infrastructure&Product,Infrastructure Lifecycle Management,Product Lifecycle Management,Strategy&Commit,Service Development&Management,Marketing&Offer Management,Product&Offer Portfolio Strategy,Policy&Planning,Product Development&R

46、etirement,Marketing Communications&Promotions,Sales&Channel Development,Product,Marketing&Customer Performance Assessment,Market Strategy&Policy,CRM Capability Delivery,Marketing Capability Delivery,Supply Chain Development&Management,Service Performance Assessment,Resource Development&Management,Re

47、source&Technology Strategy&Policy,Resource&Technology Plan&Commitment,Resource&Operations Capability Delivery,Resource Performance Assessment,Supply Chain Performance Assessment,Supply Chain Capability Availability,Supply Chain Strategy&Policy,Supply Chain Development&Change Mgt,Service Development&

48、Retirement,Service Strategy&Policy,Service&Operations Capability Delivery,Supply Chain Planning&Commitment,Service Planning&Commitment,Resource Development,Product&Offer Business Planning&Commitment,Product&Offer Capability Delivery,Operations,Fulfillment,Assurance,Billing,Operations Support and Rea

49、diness,Customer Interface Management,S/P Interface Management,CRM Operations Support&Process Mgt,Resource Provisioning&Allocation to Service instance,Resource Problem Mgt,Resource Quality Analysis,Action&Reporting,Resource Data Collection,Analysis&Control,S/PRM Operations Support&Process Mgt,S/PRM O

50、perations Readiness,S/P Buying,S/P Purchase Order Mgt,S/P Performance Mgt,S/P Problem Reporting&Mgt,S/P Settlements&Billing Mgt,Service Configuration&Activation,SM&O Readiness,SM&O Support Process Mgt,RM&O Support Process Mgt,RM&O Readiness,Billing&Collections Mgt,Service Specific Instance Rating,Se