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)進行業(yè)務(wù)轉(zhuǎn)型 telecom ip core networks iptv, wireless broadband

2、, wan access / bandwidth fmc consumer electronics pcs, smart-phones pvr, games consoles faster, cheaper chip technology battery technology it services applications middleware web services managed services media rich content digital rights mgt branding packaging broadcasting converging ecosystem oper

3、ators telecom network convergence and consolidation are blurring industry boundaries and lowering barriers to entry, while expanding the definition of “service provider”. convergence within the telecom segment move to all ip networks voice + video + data fixed + mobile lowered barriers to entry conv

4、ergence across sectors telecom + information technology telecom + digital media telecom + consumer electronics emerging standards convergent suppliers consolidation mergers and acquisitions continue regional and global brands vno/mvno/mnve ibm 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

5、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)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 s

6、ervice quality complexity and sophistication pricing and volume 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 compl

7、exity from proliferation of plans, products and programmes need for ever greater flexibility and nimbleness new emerging eco-systems convergence 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 新進入者的競爭新進入者的競爭 service proliferation

8、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 transformation 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

9、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 難以進行狀態(tài)和結(jié)果追蹤； 缺少電子渠道的整合，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

10、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)工程進度問題和客戶服務(wù)困難； 扁平化、精細化管理需求突破傳統(tǒng)縱向?qū)蛹壒芾砟Ｊ奖馄交⒕毣芾硇枨笸黄苽鹘y(tǒng)縱向?qū)蛹壒芾砟Ｊ?跨省、市、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危?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

11、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” 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 perform

12、ance oriented 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) gsm/gprs bosscc ossenterprise bi sdp network plm crm billing bi sa/sqmenterprise portal products oriented customer oriented ibm global telecommunications industry

13、boss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 rating db selling cboss-crm 以客戶服務(wù)和營銷為核心 marketing sale/ provisioning customer care sid-c cboss-billing 以實時計費、內(nèi)容計費、結(jié)算為核心 ocs settlement acc-p acc-c pboss 以產(chǎn)品管理和交付為核心 sdpplm sid-p service assurance ibm global telecommunications industry 面向客戶能力

14、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 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、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 orien

15、ted performance oriented product oriented ibm 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

16、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

17、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） 信息交互整合 ibm global telecommunications

18、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，進一 步提升營銷自動化，營銷提速； 提升訂單管理提升訂單管理/開通管理能力：開通管理能力： 引入b

19、sr，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，完善行動優(yōu)化組合 ibm global telecommunications industry 實現(xiàn)面向客戶生命周期

20、整合的支撐能力的技術(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 industry cmcc 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

21、. 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，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 industry 5層邏輯分層技術(shù)實現(xiàn)架構(gòu) data service component access presentation biz service biz process gpfs dbother tab cube tab subscriber employee pa

22、rtner web atm enterprise data bus qos, security, mgnt, monitoring enterprise service bus custom application oo application packaged application infrastructure bsr tsr mdr ibm 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 bus enterprise service b

23、us enterprise data busmdr tsr process engine & biz service bsr dynamic assembler master data mgnt information service db mgnt web 2.0 portal billing call center bi/cmp sms/em ail/ policy service serviceservice service service business monitoring db information service db db db db ibm global telecomm

24、unications industry 架構(gòu)組件集成總線 eib mdm mdm-db enterprise integration bus enterprise service bus mdm-c service crm servicebilling servicecrm servicebilling service enterprise meta data legacy system legacy system dbdb legacy system db enterprise data bus information anaetlquality control real time copy

25、meta data wb ibm global telecommunications industry 架構(gòu)組件信息共享主數(shù)據(jù)管理 mdm large grained business services fine grained business services business object model database real-time rmi-iiop web services mdb adapter batch batch processor data formats xml objects user defined eai hub front office apps back o

26、ffice apps note: “transactions” and “services” are used interchangeably in this presentation out-of-the-box external apis business services implementation, not exposed to clients client composites and applications ibm global telecommunications industry bells long-term goals holistic, consistent cust

27、omer knowledge across bch create a data store to become the system of record for customer information across the bch companies one single master reference for each customer connect to existing operational systems to ensure up to date information bells current challenges lack of an integrated view of

28、 its customers to provide complete and consistent information. lack of processes and tools for operationalizing customer segmentation and analysis. no defined process for the analysis of data and the generation of insight. organizational silos fragment customer treatment across channels and offering

29、s. upstream processes inadequate for effective customer data collection. lack of defined product hierarchy and maintenance process. cost of maintaining technology infrastructure exceeds benefits achieved. mdm in bell canadas cdi ibm global telecommunications industry bell canadas cdi requirements su

30、mmary based on our interviews, the cmf will need to provide: a clear, concise definition of a “customer,” independent of the bch organizational structure who are they? what accounts do they hold across bch? what is their behaviour across those accounts? what are their sales potential and vulnerabili

31、ty indices (spis/vis, e.g., predictive model scores)? an understanding of how customers are aggregated into a “household” / legal entity their “share of wallet” and product ownership what products and services does the customer have? how much of their telecom budget is spent on bell products & servi

32、ces and competitors? a view of the customers interactions with bell inbound contacts (sales, service, support / repair) outbound contacts (marketing, informational messaging) contact preferences (timing, channel, etc.) consistent customer treatment between channels and meaningful segments coordinate

33、d campaigns across all channels and bch business units in a timely manner to support operational efforts (sales, support, repair, and self-svc.) value validate customer information through all channels creation of a “customer pin” (a standard, cohesive identifier of a customer) enabling a complete h

34、istory 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 will have complete near-to-real-time knowledge about the customer, (e.g. including contact history, transactions and needs) and use it to tailor

35、or personalize each interaction based on customer value, regardless of bch touch- point . providing a more complete and accurate customer information to the channels enhanced targeting accuracy (the right bundles and offers to the right customers) enabling improved targeting of individual and househ

36、old / legal entity marketing and sales offers additional improvements to overall marketing roi by not re-marketing to customers who already have the product or service ibm global telecommunications industry improved customer servicing provide service agents with complete view of the customer as an i

37、ndividual simplify support for and access to cross-line-of-business information increased employee satisfaction support product bundling relevant offers meeting customer requirements more complete view of customer value improved data quality significant roi /time to market for capabilities roadmap b

38、ell canada cdi benefits ibm global telecommunications industry edw bell canada agent portal o/e manual legacy view operational support systems (back office) billing order entry inventory / provisioning trouble ticket internal research external research 3rd party info demographics geo- spatial mobili

39、ty agent portal o/e sympatico agent portal data marts o/e expressvu agent desktop o/e ebccs odm numerous operational systems 1. architecture was designed to support customer interactions through the agent channels 2. each entity had its own agent desktop interaction and recommendation tool with repo

40、sitory 3. 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 systems 5. enterprise data warehouse (edw) consolidation at back end 6. supporting many analytical syste

41、ms - offer recommendation tools - campaign planning - campaign optimization - network planning - work force analysis 7. all by separate lines of business separate subscriber profile in each line of business etl common customer identifier (cci) common household identifier (chi) customer interaction c

42、hannels f2f sales self service ivremail direct mail original technology environment agent ibm global telecommunications industry back office billing o/e o/m trouble ticket interaction layer bell canada cdi path (customer master file) customer interacts through a channel data validation and cleansing

43、 is consistently applied to support data integrity for outbound and self service interactions, the cmf is updated with cleansed and validated customers information for one bill and inbound interactions, legacy systems are updated with cleansed and validated data cmf updates the edw with up-to-date c

44、ustomer information legacy systems update the edw on a periodic basis based on business process requirements the edw updates the cmf on a periodic basis based on business process requirements the cmf contains all up-to-date customer information (e.g. profile, treatments, lifestyle, etc.) required to

45、 support consistent, interaction experience 3rd party data enhancements are applied to the cmf on a periodic basis required to support business requirements customer master file id account / address product ownership internal research external research 3rd party information demographics geo- spatial edw data validation and cleansing every channel su