IBM信息服务运营商CRM系统架构探索

1、ibm global telecommunications industry信息服务运营商crm系统架构探索ibm global telecommunications industry从通信运营商向信息服务运营商的新跨越通信运营商信息服务运营商这是一个转型的时代这是一个转型的时代 业务转型 支撑能力转型 支撑能力组织转型 支撑系统功能架构转型 支撑系统技术实现架构转型ibm global telecommunications industry产业融合正在推动通信行业进行业务转型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中国移动正在面对全业务运营转型中国移动中国移动全业务运营全业务运营3g资费管制资费管制电信对广电的开放电信对广电的开放重组重组互联网公司的影响互联

5、网公司的影响终端设备商的竞争终端设备商的竞争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 争取客户控制权争取客户控制权new players driving more competitive intensity 新进入者的竞争新进入者的竞争service proliferation 业务快速开发和推广业务快速开发和推广constant states of enterprise transformatio

8、n 持续管理优化持续管理优化电信运营商向信息服务运营商转型的过程中，面临的挑战ibm global telecommunications industry创新业务发展不断突破电信运营商既有的支撑能力营销销售/开通客户服务计费业务承载 市场拓展突破传统产品发展和营销模式市场拓展突破传统产品发展和营销模式新业务发展迅速，需要迅速投放市场，但是新业务上线相关准备工作周期长，不同业务一致性差，差异大；新业务推广，需要频繁策划和执行营销战役，目前营销策划与数据分析的互动不够，难以形成有效的策划和执行；营销策划和执行脱节，营销方案分解和下发主要靠人工方式，效率低且难以进行状态和结果追踪；缺少电子渠道的整合

9、，营销任务执行主要靠人工方式，营销执行效率低且难以进行跟踪评估；营销与销售订购脱节，难以将营销成果迅速转换为价值； 新业务突破传统新业务突破传统gsm业务管理逻辑业务管理逻辑增值业务组合业务跨系统开通的逻辑突破过去单一hlr开通模式；固线业务人工活动参与的开通业务逻辑突破g网全自动的开通模式； 统一客户服务的发展方向突破传统支撑能力聚合形式统一客户服务的发展方向突破传统支撑能力聚合形式客户服务与营销缺乏客户信息共享，业务发展与客户服务出现矛盾；客户服务与与新业务、新产品发展缺乏信息共享，业务开发没有客户需求针对性；多个客户接触渠道之间缺乏信息共享和能力互通，无法形成跨渠道协同服务能力和跨渠道交

10、叉销售能力；市场口营销服务管理与网络口建设维护管理没有形成面向客户的闭环管理和端到端的客户服务能力，频繁出现工程进度问题和客户服务困难； 扁平化、精细化管理需求突破传统纵向层级管理模式扁平化、精细化管理需求突破传统纵向层级管理模式跨省、市、地市多层级营销和服务执行的闭环监控和管理无法落实；营销服务执行横向对比缺少信息支撑；跨专业协作的闭环管理和性能监控无法落实；网管/网优ibm global telecommunications industry信息服务运营需要更为完整的能力地图面向客户全生命周期整合的服务能力端到端整合的业务管理能力高效的信息服务产品运营能力开放的多元化信息服务业务“熔接”

11、能力ibm global telecommunications industry信息服务运营呼唤创新能力框架承载和发展支撑能力业务信息技术 流程 操作 信息 架构 系统 产品bssmssoss业务信息技术 流程 操作 信息 架构 系统 产品 customer oriented mgnt product oriented mgnt performanceoriented mgnt面向客户的管理能力整合面向产品的管理能力整合业务支撑和业务承载能力的融合扁平化、精细化管理能力ibm global telecommunications industry运营能力转型驱动业务承载和支撑系统架构融合重构gs

12、m/gprsbossccossenterprisebisdpnetworkplmcrmbillingbisa/sqmenterpriseportalproductsorientedcustomerorientedibm global telecommunications industryboss系统功能架构转型之路-专业功能聚合的三中心松耦合结构boss以帐务处理为核心boss以帐务处理为核心ratingdbsellingcboss-crm以客户服务和营销为核心marketingsale/provisioningcustomercaresid-ccboss-billing以实时计费、内容计费、

13、结算为核心ocssettlementacc-pacc-cpboss以产品管理和交付为核心sdpplmsid-pservice assurance ibm global telecommunications industry面向客户能力整合和面向绩效能力整合的crm系统能力框架特征跨越客户全生命周期的不同业务管理阶段对客户信息都能够有一致的全面的认识和使用针对每一个管理阶段，端到端的业务过程（用户系统）都能够在业务完整性的基础上具备随需应变的灵活性能够跨越多个管理阶段，将多个端到端业务过程根据面向客户管理和服务的需要进行灵活组合，建立面向客户的生命周期的业务过程（跨越管理阶段）跟踪和展现端到端、

14、生命周期流程的业务质量和绩效，持续优化管理过程和提升业务支撑质量营销面向客户的服务能力整合销售/开通客户服务帐务/计费面向运营的管理能力整合customer orientedperformance orientedproduct orientedibm global telecommunications industry创新业务能力挑战支撑系统技术实现方式，呼唤新的技术实现方式能力能力是实现实现特定业务需求业务需求的行动行动组合组合行动是改变被加工对象属性的操作行动是改变被加工对象属性的操作执行的承载可以是自动化设备执行的承载可以是自动化设备也可以是人也可以是人自动化设备的优势是效率和准确性自

15、动化设备的优势是效率和准确性组合是将更多特定动作组合是将更多特定动作按照最佳方式组织在一起按照最佳方式组织在一起最佳就是在灵活性和效率最佳就是在灵活性和效率以及成本之间寻求一种平衡以及成本之间寻求一种平衡能力问题根源20：行动的有效性和效率80：组合的管理组合的管理问题30：组合被固化和僵化，业务变化需要调整或重新组合行动时困难30：被组合行动对对象属性（信息）理解不一致导致的无效组合20：选择了不能控制质量的组合方式（人工、固化组合的应用存在缺陷）20：采用低效率方式进行组合（例如人工）ibm global telecommunications industry实现面向客户生命周期整合的支撑

16、能力的技术关键 信息整合信息整合：360 客户信息，面向营销、客户信息，面向营销、销售和服务提供简洁高效的客户信息共享销售和服务提供简洁高效的客户信息共享 信息全面性：信息全面性：全面刻画和持续保持客户特征，特别是业务相关或潜在相关的特征； 开放客户信息给业务：开放客户信息给业务：面向全生命周期客户管理甚至业务对信息的不同需求，按需供应客户相关信息； 信息有效性：信息有效性：保持所供应信息的时效性（ up to date）和准确性； 性能：性能：能够支持实时业务和大规模业务并发；营销面向客户的业务能力整合销售/开通客户服务帐务/计费面向运营的管理能力整合信息整合信息加工过程整合（流程整合）信息

17、交互整合ibm global telecommunications industry实现面向客户生命周期整合的支撑能力的技术关键 面向客户信息加工过程整合：面向客户信息加工过程整合： 端到端流程整合与优化端到端流程整合与优化关联营销需求与策划能力：关联营销需求与策划能力：通过正确关联分析需求和分析能力，实现理性的、数据支撑的营销策划与市场活动策划；关联营销策划与执行，提升营销执行能力：关联营销策划与执行，提升营销执行能力：引入任务管理，帮助计划和执行营销战役，合理利用和管理交互渠道，提升执行效率和可管理性；引入策略管理机制，建立策略树管理执行方案，进一步提升营销自动化，营销提速；提升订单管理提

18、升订单管理/开通管理能力：开通管理能力：引入bsr，da和bpm，提升复合业务复杂业务开通逻辑管理能力；流程调度提升混合业务流程管理能力；整合市场口和网络口管理流程；整合市场口和网络口管理流程； 生命周期流程整合与优化生命周期流程整合与优化关联营销策划与执行，营销提速：关联营销与销售开通，迅速转化营销成果：关联客户服务与营销，实施交叉营销：营销面向客户的业务能力整合销售/开通客户服务帐务/计费面向运营的管理能力整合信息整合信息加工过程整合（流程整合）信息交互整合改进，完善行动优化组合ibm global telecommunications industry实现面向客户生命周期整合的支撑能力的

19、技术关键 信息交互整合信息交互整合 电子渠道能力服务化：电子渠道能力服务化：业务逻辑与电子渠道交互服务分离；电子渠道负责信息传递的 transaction 完整性； 交互历史提供：交互历史提供：交互渠道能够记录并提供详细的交互历史供后续使用；营销面向客户的业务能力整合销售/开通客户服务帐务/计费面向运营的管理能力整合信息整合信息加工过程整合（流程整合）信息交互整合ibm global telecommunications industrycmcc ng1-crm规范提出的技术实现特征1. 渠道和访问界面的逻辑统一控制2. 流程管理与应用分离的业务逻辑控制3. 规则驱动的业务功能实现4. 组件化

20、，公共能力服务化的应用开发方式5. 共享信息方式提升业务实时性和保障信息一致性6. 消息接口的集成方式7. 跨系统多阶段事务完整性保障8. 业务连续性与高可用技术实现架构ibm global telecommunications industry5层逻辑分层技术实现架构dataservicecomponentaccesspresentationbizservicebizprocessgpfsdbother tabcubetabsubscriberemployeepartner webatmenterprise data busqos, security, mgnt, monitoringent

21、erprise service bus customapplicationooapplicationpackagedapplicationinfrastructurebsrtsrmdribm global telecommunications industry总线集成的模块化技术实现架构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架构组件集成总线 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架构组件信息共享主数据管理 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