1. Customer Service Solutions using SOA The Seamless Customer Experience Improve Customer Care through Multi- Channel Integration Rajesh Shewani Software IT Architect Leader rshewani@in.ibm.com

2. Agenda What’s changed in the customer’s world in the past 5 years? What are the guiding principles of a seamless customer experience? What is the impact on multi-channel architectures? Summary

3. Think about what has changed in the world in the past five years….

4. These days customers use multiple devices, channels, and social computing technologies

5. Customers use multiple channels to reach buying decisions, often beginning online and continuing in the store/branch

6. More and more people are participating in social communities To meet and share information To see the experience of the people who bought it, tried it, read it, made it, or visited it first To learn from other’s ideas and opinions To provide their opinions and wisdom To get the inside scoop To tell a company what they like – and what they don’t The social community is a highly flexible concept, held together by several types of users, including…

7. Customer Service refers to… Pre-Sales and Sales Experience Post-Sales Service Experience

8. Today, providing a homepage, IVR, and contact center doesn’t even scratch the surface of the new customer experience Website A collection of web pages, images, videos and other digital assets hosted on a particular domain or sub-domain on the World Wide Web

9. Improving the customer experience pays off but…..Customers have new expectations and demands Customer advocates deliver better financially But also have new expectations and demands Antagonists Advocates

10. Agenda What’s changed in the customer’s world in the past 5 years? What are the guiding principles of a seamless customer experience? What is the impact on multi-channel architectures? Summary

11. Designing the seamless customer experience should take into account several guiding principles

12. Agenda What’s changed in the customer’s world in the past 5 years? What are the guiding principles of a seamless customer experience? What is the impact on multi-channel architectures? Summary

13. Design points to consider in the multi-channel architecture Gap Multi-channel Architecture Service Orientated Architecture

14. Multi-channel Logical Reference Architecture

15. 1. MDM – Customer Data Integration

16. 2. Single version of product catalog, order configuration, and pricing

17. 3. Channel user interface

18. Typical Front Office End State Deliverables for Insurance Prospect Publishing Info Company Info Product brochures Quotations Illustrations Buying policy on net Online premium payments General Information on Insurance Career Customers Publishing Info & utilities on web Product Brochures, Quotations, Industry News, Illustrations View Portfolio Customer personal data Policy summary Proposal status Personal Profile maintenance Unit Statements Fund Switch Complaint registration Agents Publishing Info & utilities on web Product Brochures, Quotations, Industry News, Illustrations Agent Portfolio Commission data Client Diary – policy details/client details/reminders proposal status Lead Tracking Personal Profile maintenance Statements & Reports Complaint Registration Corporate Member’s Enquiry Change in Members Name Add/Delete Member Enquiry on due date Claim Detail Fund Status Employees Single Sign on Publishing Info & utilities on web Product Brochures, Quotations, Industry News, Illustrations, Industry/Co. News Career / E – Mails Pay Roll/E Travel Reimbursement Advance Settl. / Complaint Registration Discussion forum Knowledge Management Business Dashboards

19. 4. Recording and tracking of customer dialogues

20. SOA and automation unlocks true value The AS-IS Process The TO-BE process MetricAS-ISTO-BEDifference Process elapsed time15-67 days12-42 days3-25 days Average TAT18.1 days16 days~ 11.6% Variance52 days30 days~ 57.7% Productivity (Apps/month)300600~ 200% Cost per appINR 1500INR 900~ 60% lower

21. Tracking Customer Service

22. 5. Event based marketing and “Real time” analytics

23. These capabilities require a common, shared platform based on SOA

24. Agenda What’s changed in the customer’s world in the past 5 years? What are the guiding principles of a seamless customer experience? What is the impact on multi-channel architectures? Summary

25. A lot has changed in the last 5 years –Technologies –Channels –Customer expectations Our customers are more informed, collaborative, and sophisticated than ever before Customer dialogues span multiple channels – from research to order-taking to service and support And now, with a customer experience driven design (CEDD) and technologies such as web 2.0, SOA, MDM, and analytic engines, companies have the know-how to give customers what they are demanding…

26. Thank you