1. SingTel and Accenture: Partnering to Achieve a Bold Future SingTel BCC Solution Demonstration 10 th December 2012

2. Scenario 2: Sales Strategy Execution

3. Copyright © 2012 Accenture All rights reserved. 3 Scenario 2: Sales Strategy Execution In this scenario, we will demonstrate how the SingTel BCC solution is used in a day in the life of… Sales and Marketing who define and implement upsell and cross sell strategies that provide the targeted offers to specific customer segments across all channels A Retail Customer who enjoys convenience and flexibility of completing order across multiple channels at different times. The CSR is able to retrieve the saved order and complete the sale over the phone 1.How customer insights can be used to drive upsell/cross sell strategies across all channels 2.Capturing a hard bundle sales opportunity from the dealer then completing the sale at a later point in time through a call centre 3.Demonstrating soft and hard bundling recommendations and upsell based on shopping cart contents

4. Copyright © 2012 Accenture All rights reserved. 4 An existing customer steps into the dealer shop, is identified and qualified for fixed line services The agents helps and INFORMS the customer about recommended products and UPSELL options Customer decides to defer purchase, but understands that he can continue where he left off later, giving him a seamless multi channel experience Customer contacts the call center to BUY the products. Next Best Action recommends additional upsell products Marketing release campaigns and define upsell propositions Inform, Sell, Buy, Service Retail Concept InformSell BuyService Scenario 2: Flow of Sales Strategy Execution

5. Copyright © 2012 Accenture All rights reserved. 5 Chapter 1 Marketing Mastermind Chapter 2 Understanding the Customer Chapter 3 Save & Resume Scenario 2: Synopsis of Sales Strategy Execution Using the BCC Solution, SingTel is able to centrally manage tailored recommendations that is aligned to its sales strategy. This also enable the rapid delivery of relevant and compelling offers coherently across multiple channels and customer touch points which ensures a consistent customer experience that meets their needs. SingTel’s Sales and Marketing team centrally manages tailored recommendations across channels. Dealer Portal analyses the customer’s profile and intent to execute the right upselling strategies. SingTel customer enjoys the flexibility of completing his purchase via a different channel.

6. Copyright © 2012 Accenture All rights reserved. 6 Chapter Synopsis SingTel’s Sales and Marketing team centrally manages tailored recommendations across channels How the story begins… While looking over the latest customer analytics report, when a brainwave hit her about marketing broadband plans. Chapter 1: Marketing Mastermind Configure Rules & Proposition Preview Recommendations Marketing Manager Tanya Chew Highly creative with strong ability to distill customer insights from complex data. Develops new upselling strategies almost weekly while munching on Kaya toast during tea breaks. Super-efficient and believes that doing today’s task yesterday is already too slow.

7. at the Marketing Department Offices at the Marketing Department Offices

8. Copyright © 2012 Accenture All rights reserved. 8 Screen Shot 1 – Create New Rules & Propositions PEGA NBA Screen InformSell BuyService Tanya settles in and immediately translates her idea into business rules in PEGA NBA. Key Features Intuitive rule configurations Highly flexible rules with ability to drive campaigns based on available attributes Central configuration, rapid nation-wide propagation through standards based integration with customer facing applications Configure Rules & Propositions Preview Recommendations

9. Copyright © 2012 Accenture All rights reserved. 9 2 – Preview Sports Bundle Recommendation PEGA NBA Screen The number justified Tanya’s belief that if you mention sports to any young to middle-age men, there’s a good chance there will be a game he wants to rave about. So if he already intents to get broadband, why not entice him with a sports TV package for just a little more? Key Criteria Gender: Male Age: 25-55 Intent: Purchase broadband Proposition mio Home Sports Bundle Configure Rules & Propositions Preview Recommendations InformSell BuyService

10. Copyright © 2012 Accenture All rights reserved. 10 3 – Review Soft Bundle Recommendation PEGA NBA Screen InformSell BuyService It is worth investing a little margin to retain high lifetime value customers, by creating barriers to exit. Tanya knows from the report that if a customer is all bundled in, the customer saves money and leaving for a competitor would mean having to give-up a lot more. Key Criteria Payment History: Good Lifetime Value: High Proposition Broadband and telephony soft bundle Configure Rules & Propositions Preview Recommendations

11. Copyright © 2012 Accenture All rights reserved. 11 4 – Review Bad Payment History Recommendation PEGA NBA Screen InformSell BuyService Tanya knows that even bad boys deserve a second chance, especially when the second chance does not allow them to behave badly. Customers constantly late with their payments are still worth serving over the long term. They just need a little prepaid guidance. Key Criteria Payment History: Bad Proposition Prepaid wireless broadband The new upselling strategies and propositions are then subsequently tested and deployed into production. Configure Rules & Propositions Preview Recommendations

12. Copyright © 2012 Accenture All rights reserved. 12 Chapter Synopsis The Dealer Portal analyses the customer’s profile and intent to execute the right upselling strategies. How the story continues… Over at the SingTel store at Nex, a customer walks into the store during his lunch break to find out more about the new fibre offering. Chapter 2: Reading the Customer Retrieve Customer Account Information Customer Intent Discovery Contextual Upselling Order TakingOrder Saving SingTel Customer James Lee Wants to sign up for broadband as his new job involves working from home. A huge fan of the EPL, but aside from watching one game live at Chicago, has been limited to watching replays on YouTube. Retail Consultant Jeanette Lu Bubbly personality and enjoys talking with the customer. Can be distractible at times, focusing too much on talking and too little on selling.

13. at the SingTel Exclusive Retailer at Nex at the SingTel Exclusive Retailer at Nex

14. Copyright © 2012 Accenture All rights reserved. 14 5 – Retrieve Existing Customer Account Sales Dashboard InformSell BuyService Jeanette approaches James with a smile as he walks into the store. James explains that he’s a SingTel customer and wants to know more about fibre. Jeanette retrieves his account using his phone number and verifies his identity using his NRIC. Key Features Search customer account by different parameters with single search field Retrieve Customer Account Information Customer Intent Discovery Contextual Upselling Order TakingOrder Saving

15. Copyright © 2012 Accenture All rights reserved. 15 6 – Review Services & Recommendations Dashboard with Customer Account InformSell BuyService Noticing that James previously purchased an iPhone 4s, and that he is eligible for an upgrade, the system makes a recommendation for an iPhone 5 upgrade, which Jeanette highlights. James focuses on the fibre offering. Key Features Single view of customer’s services Tailored customer recommendations Seamless transition between inform, sell and buy actions Retrieve Customer Account Information Customer Intent Discovery Contextual Upselling Order TakingOrder Saving

16. Copyright © 2012 Accenture All rights reserved. 16 7 – Display Intent-Based Recommendation Broadband Plans Jeanette brings up the broadband plans page. With service qualification done automatically, she confirms that he wants to use his billing address for the service, and notices that fibre coverage has not arrived in James’s area. Instead she recommends the mio Home ADSL Sports bundle, which the system recommended based on James’s intent and profile, and later upgrading to fibre when it is available. Key Features Intent-driven upsell recommendations Contextual presentation of recommendations InformSell BuyService Retrieve Customer Account Information Customer Intent Discovery Contextual Upselling Order TakingOrder Saving

17. Copyright © 2012 Accenture All rights reserved. 17 8 – View Bundle Plans Bundle Plans InformSell BuyService Drawn by the notion of being able to watch his EPL games in high resolution, James asks for more details. Jeanette clicks-through the recommendation and suggests the 6Mbps plan, which James is keen on for starters. Key Features Slider-based plan selection to guide decision-making Embedded and automatic service qualification with ability to enter alternative addresses if needed Retrieve Customer Account Information Customer Intent Discovery Contextual Upselling Order TakingOrder Saving

18. Copyright © 2012 Accenture All rights reserved. 18 9 – Review VAS and Options Bundle VAS & Options InformSell BuyService Jeanette guides James through the journey of selecting his set-top box and VAS. Getting James excited talking about basketball along the way. Key Features Bundle and service specific VAS aggregation Retrieve Customer Account Information Customer Intent Discovery Contextual Upselling Order TakingOrder Saving

19. Copyright © 2012 Accenture All rights reserved. 19 10 – Save Order Book Appointment InformSell BuyService Having initially came in to just enquire about the fibre offering, James explained that he does not want to rush into a purchase. Unfazed, Jeanette saves the order and informs James that he can return to the store or just call 1688 to retrieve all his selections any time in the next 14 days. Happy that his efforts have not been wasted, James returns to work. Key Features Mid-purchase order saving Retrieve Customer Account Information Customer Intent Discovery Contextual Upselling Order TakingOrder Saving

20. Copyright © 2012 Accenture All rights reserved. 20 Chapter Synopsis SingTel customer enjoys the flexibility of completing his purchase via a different channel. How the story continues… Drawn by the thought of being able to watch all the EPL games he could get his hands on, James calls the SingTel customer service line and asks to complete his order from earlier in the day. Chapter 3: Save & Resume Retrieve Saved Order Conditional Upselling Order Completion CSR Joanne Tan Experienced specialist who has spent most of her time with SingTel handling customer support calls. Anxious, yet excited, about the new focus on outbound upselling and customer retention. SingTel Customer James Lee Spent the whole afternoon in the office thinking about unlimited EPL action.

21. at the SingTel Call Centre at the SingTel Call Centre

22. Copyright © 2012 Accenture All rights reserved. 22 11 – Retrieve Saved Order InformSell BuyService James’s account is automatically displayed on Joanne’s screen, when he called in with his SingTel mobile line. Joanne quickly verifies his identity before asking if he was calling about his order earlier today. Delighted that SingTel “remembers” his earlier visit, James answers yes and Joanne proceeds to verbally review the order. James confirms the order. Key Features Single view of customer Cross-channel order preservation and retrieval Customer intent anticipation Retrieve Saved Order Contextual Upselling Order Completion Order Search

23. Copyright © 2012 Accenture All rights reserved. 23 12 – Upsell Value Added Services InformSell BuyService PEGA prompts Joanne to upsell the order, identifying 3 broadband VAS as products most likely to be accepted. James elects to take up the additional VASes. Key Features Conditional upselling driven by PEGA next-best-action decisioning PEGA Recommendations Retrieve Saved Order Contextual Upselling Order Completion WIP

24. Copyright © 2012 Accenture All rights reserved. 24 13 – Complete Order InformSell BuyService Retrieve Saved Order Contextual Upselling Order Completion Joanne obtains a verbal acknowledgement of the Sales Agreement and proceeds to submit the order. Key Features Cross-channel order completion Order Submission

25. Copyright © 2012 Accenture All rights reserved. 25 Scenario 2: Summary of Key Events Chapter 1 Marketing Mastermind Chapter 2 Understanding the Customer Chapter 3 Save & Resume Ability to define and implement ‘next best offer’ strategies based on customer and context Seamless and integrated service qualification Expose ‘next best offer’ recommendation to all channels Multi-channel sales and ordering

26. Copyright © 2012 Accenture All rights reserved. 26 Acquisition The guided sales flow that would transform the SingTel retail experience, driving analytic insight, customer context and channel collaboration From channel separation to 1:1 personalization across all touch-points. A buyer lifecycle that supports origination in one channel and closure in another so that no customer opportunity is lost ARPU Growth Rapid service introduction and tailored variants based on customer analytics Cross-channel customer targeting, with richer services Single view of customer, real-time decisioning and Next Best Action management based on location, context and relationship history to drive greater revenue Retention Understanding of customer based on who you are, where you are and what you’re doing Deeper relationships with customers, supporting longer and bundle driven stickiness in the consumer market Efficiency Operational strengths as market differentiators - a model where data is considered an asset and its use is industrialized to create value for the business Ease of use and right information for the right task to improve overall customer interaction efficiency Scenario 2: Summary of Key Capabilities