This Catalyst is in its second phase, the objectives of the project are to create anagile omnichannel management framework that supports business goals and isflexible and open to all current and future omnichannel ecosystem participants.
Champion:Vodafone
Participants:Apptium, Huawei, ESRI
TM Forum Catalysts are proof-of-concept projects developed collaboratively by TMForum members. These projects bring together companies large and small tocreate innovative solutions to common challengesand demonstrate how this can beachieved leveraging key TM Forum best practices and standards. This approachensures scalability, reusability, and reduced costs and risk. Some projects aretotally new; others are ongoing phases of already-successful Catalysts movingon to the next level of maturity. This might be fine-tuning them for commercialuse, or adding features suggested by observers at TM Forum Live!
APPEX Omnichannel
The APPEX Omnichannel Catalyst is an example of the latter. ‘APPEX’ stands forAdaptive Predictive Personalized Experience excellence. The Catalyst’sobjectives are to create an agile omnichannel management framework thatsupports business goals and is flexible and open to all current and futureomnichannel ecosystem participants. Personalization was the key component ofthe last phase — for example, creating offers to acquire or retain customers,or generating offers during ongoing care interactions. This involved leveragingpowerful personalization capabilities based on persona-driven, real-timeanalytics and customer information to detect and infer intent and generate nextbest actions. The objective was to reduce response times and deliver right-first-timeresponses to change potentially negative interactions into positive experiencesand outcomes.
Churn to return
At TM Forum Live!, the APPEX Omnichannel team also demonstrated a ‘churn toreturn’ use case running fully integrated on the Amazon Web Services cloud. Theproject also generated anumber ofAPIs, process impact assessments and metrics from a maturity-level assessmentpoint of view. Work will continue with these but the next phase will also beconcentrating on net promoter score (NPS) uplift capabilities. Huawei’s TimMorgan, project manager for the Catalyst, said of this phase that, “Paramountwill be the application of a business-led architecture ensuring the outcome ofthe Catalyst meets the business objectives.”
Catalystteam members gain extensive benefit, both business and technical, through theirparticipation. The short-term duration and common goals of the projects lead toclose working relationships that often blossom into long-term businessrelationships.
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