Huawei and Vodafone Demonstrate Live Omnichannel Experience at TM Forum in Nice

Huawei, a leading global Information and Communications Technology (ICT) solutions provider and Vodafone, a leading global Communications Service Provider (CSP), presented the successful results of their collaboration at TM Forum Live in Nice, France, where a live demonstration of Omnichannel Experience Management for operators was shown. APPEX (Adaptive, Predictive, Personalized, Experience excellence) is a complex, innovative catalyst project comprising multiple organizations working closely together to create a firm foundation for future Omnichannel Experience Management. This eco-system of partners and applications enabled the team to achieve its desired customer experience outcomes including prediction and personalization in real time across the entire customer journey in multiple channels. This project demonstrated the value of leveraging existing and new analytics capabilities to make channels more intelligent. The project scope also included business, applications and data architecture design based on an outside in approach using agile and enterprise architecture methods, for rapid time to market solution implementation while maintaining focus on customer experience improvement. Customers expect a choice of channels to suit their lifestyle and expect a consistently good experience regardless of channel. Failing to meet expectations leads to churn, reduced sales and usage and increased costs to service their needs. Critical to meeting and exceeding customer expectations is allowing customers to do what they need, when they need it and how they want to do it, in a seamless and easy manner. We put customers in charge, within a guided journey, to provide a consistent customer experience regardless of the channel used. A live cloud based reference implementation of a retention use case demonstrating these capabilities was shown to attendees in Nice to unanimous approval. This use case involved integration of 7 application providers and is enabled by the use of TMF APIs and best practices based on Frameworx. The project will enrich Frameworx with innovative customer experience contributions including new metrics, APIs, business processes and capabilities. The value of a trusted Prime System Integrator (PSI) with an eco-system of application partners was very obvious in this project, as the catalyst to translate business ambition to tangible outcomes. Our Omnichannel solution leverages powerful personalization capabilities based on stored and persistent customer information. Inference and decision capabilities and data integration from multiple operator systems including BSS, OSS, location, web and app touch point analysis and persona are analyzed to create automated real-time ‘next best’ actions towards customers, reducing cost and first contact resolution times. The open analytics platform supporting these capabilities was provided by Huawei. An Eco-system of partners The APPEX Omnichannel partner eco-system Garikoitz Garcia, Enterprise Architect Customer Management, Vodafone said, “The APPEX Catalyst has definitely enriched Vodafone’s digital vision. It not only allowed us to prototype the creation of an Omnichannel eco-system by using distinct applications, but we learned from the overall process, which started by defining and prioritizing our business outcomes and ended up with the realization of the idea. “For Vodafone, Customer Experience is at the heart of what we do, and we are now in a better position to apply a more holistic and innovative methodology to our new Omnichannel initiatives.” Rebecca Sendel, Senior Director, Customer Centricity Program in the TM Forum said, “The APPEX Omnichannel Catalyst is an outstanding collaborative effort to accelerate the process of meeting and exceeding customer expectations in a CSP environment, all while providing thought leadership in the industry.” Summary Delivering a consistent customer experience is key to creating customer loyalty and value. Omnichannel Experience Management is a complex undertaking for Operators and requires both business and operational transformation. Huawei, Vodafone and our eco-system of application partners are leading the way in Omnichannel Experience Management based on customer journey management, personalization, responsive intelligent systems and channel consistency. The reference implementation and business architecture templates represent a significant step forward in the realization of Omnichannel Experience Management for operators. Follow this link for more information on the APPEX catalyst project and its partner contributions：https://vimeo.com/167384580.