Microsoft Communications Sector

Customer Case Study

Large Telco Improves Customer Care

and Contact Center Productivity

Overview “In 2005 we received an award…for the

Country or Region: Brazil
Industry: Telecommunications
quality of service we've been able to deliver
to our subscribers. That's a good reflection of
Customer Profile
Oi is the largest integrated
the results we've been getting from the
Telecommunications company in Customer Care Framework.”
Brazil, providing fixed-line services
Tobias Pereira, the IT Development Manager at Oi
to 14.3 million subscribers and Brazilian wireline telecommunications service provider
wireless services to 13.6 million
subscribers. Telemar merged with wireless service provider Oi in
2003, but quickly realized that they had no easy way to
Business Situation
Telemar and Oi merged in 2003, but merge their customer relationship management
they retained separate customer systems. Both operator efficiency and customer
relationship management systems.
Oi officials wanted to create a single satisfaction diminished as contact center operators
solution for accessing all customer- logged on and off multiple systems to try to answer
related data.
customer questions. Outside the contact center, Oi
Solution managers realized that it was difficult to implement
Working with Accenture and
Microsoft, Oi built a new contact upsell and cross-sell campaigns, as they lacked a
center system based on the complete view about the customer, the services they
Microsoft® Customer Care
Framework. This enables access to had, and which services were available to them. Oi
all customer data through a single officials worked with Accenture and Microsoft to figure
interface.
out how to consolidate all the customer data the newly
Benefits created company had, and found the perfect solution in
Single interface to multiple data
sources a single customer care application built on the
Single sign-on to multiple systems Microsoft® Customer Care Framework.
Highly extensible solution
Contact center personnel respond
 Situation
Brazilian telecommunications service
providers Telemar and Oi merged in
2003 to create the new Oi. The new
company was suddenly the largest
integrated operations provider in the
country, offering wireline and wireless
services, broadband and data network
services, and more. It served
customers in 16 states and provided
support from 5 call centers around
the country.
However, certain aspects of the two
companies did not integrate quite so
"We had only been cleanly. All the information about wire
working with CCF for line customers, their services and
their accounts remained in a
three or four weeks mainframe-based customer
when we ran a trial relationship management (CRM)
system. All the information about the
to see whether we Oi customers remained in a separate
could access the CRM (Intel-based) system. Contact
center personnel often had to log on
CRM systems on the to twelve separate systems to help a
wireline and customer get information, change a
service, or solve a problem.
wireless sides—and
it worked very well," Oi managers saw this as a problem
from not only a customer service
Tobias Pereira, the IT Development standpoint—which was serious
Manager, Oi enough—they also saw this lack of
integration as a problem from a
strategic business standpoint. Oi
needed to be able to see and serve its
customers holistically. Company
managers and strategists wanted to
be able to know all about how
customers were interacting with the
company. They also wanted their
customer service representatives to
know how many members of a single
household were interacting with the
company, exposing information that
was only available internally at Oi.
Not only did they want to be able to
offer customers convergent service
bundles, but they also wanted to be
able to identify opportunities to upsell
and cross-sell services that the
customers might not already have.
Something had to be done and done
quickly
Solution
Oi officials looked at numerous
options, including consolidating the
existing CRM systems and creating an
entire new CRM infrastructure from
scratch. Neither of those options
appeared feasible in the near term.
Accenture suggested a different
approach using the Microsoft®
Customer Care Framework (CCF).
An Architecture for Integration
The CCF is an architecture that
supports the development of efficient
and versatile customer service
applications for deployment within
contact centers and self-service
channels. Using the capabilities of the
Microsoft Windows Server SystemTM
integrated server software and the
Microsoft .NET Framework (an integral
component of the Microsoft Windows®
operating system that provides a
programming model and runtime for
Web services, Web applications, and
smart client applications), the CCF
blends object-oriented architecture
and service-oriented architecture
(SOA) methods to create an
infrastructure that Oi could use to
create a convergent CRM
environment.
Specifically, the CCF would enable the
rapid development and deployment of
a single customer care application
that would integrate the information
residing in the company’s different
CRM systems. Instead of having to
 navigate among different systems to
see all the services to which a
customer subscribes, a contact center
operator could use the CCF
application to see a consolidated
picture of the customer’s
subscriptions. The data creating that
consolidated picture might still come
from a variety of different back-end
systems, but from the perspective of
the contact center operator it would
be as though it were all a single,
integrated system.
Oi officials were intrigued early on by
this approach. If the CCF worked as
described, it would enable Oi to
“All the information create a solution that would
effectively merge the Siebel-based
we can access and mainframe-based customer data.
through CCF helps Moreover, that would be just the
starting point. The CCF could enable
us retain our Oi to integrate other systems and
customers.” data stores into this single interface,
enabling the incorporation of
Tobias Pereira, the IT Development customer data from still other
Manager, Oi corporate systems and data stores.
Upon completion of the eight-week
pilot, Accenture and Microsoft worked
with Oi to deploy the new CCF system
in production. The first phase of this
rollout took 10 weeks and involved
building the infrastructure and
integrating the wireless side CRM
application. This activity took place in
a single contact center. The second
phase took an additional 12 weeks
and integrated the wireline side CRM
applications while replicating the
expanded CCF solution in three
additional contact centers. In the third
phase, which lasted 8 weeks,
Accenture and Microsoft helped Oi
add cross-sell and upsell capabilities
to the CCF system and began rolling
out the solution to the remaining Oi
contact centers.

Testing the Concept

Oi decided to test the CCF in a pilot
implementation developed with
Accenture and Microsoft. It was only a
matter of weeks before Oi managers
knew that the CCF would provide
them with a solution to the challenges
they were facing.

“The people at Accenture already

knew CCF,” says Tobias Pereira, the IT
Development Manager at Oi, “so was
easy for them to help us deploy the
solution. We had only been working
with CCF for three or four weeks when
we ran a trial to see whether we could
access the CRM systems on the
wireline and wireless sides—and it
worked very well.”
 Benefits
Working with Accenture and
Microsoft, Oi has used the CCF to
create a new contact center
application that provides a single view
of integrated customer data. Today,
the CCF integrates four different
customer care systems. It has
increased the productivity and
responsiveness of the company’s
contact center personnel—so much so
that Oi won a nationwide award at the
end of 2005 for outstanding customer
service.
“We believe that Single Interface Accesses Multiple
CCF is the key to Data Sources
Today, when a contact center
the convergence operator sits down to work, he or she
that we offer. It's logs into the new CCF-based
application and gains access to a
really a competitive single user interface that presents
differentiator for information culled from as many as
nine different customer care systems.
us.” These include the CRM systems that
had previously supported both the
Tobias Pereira, the IT Development
wire line and the wireless operations
Manager, Oi
of Oi; these also include the systems
that had been supporting the
company’s broadband and Wi-Fi
services. Now it is easy for a contact
center operator to see what services
a subscriber has adopted, how much
he or she uses the services, what calls
the subscriber may have made to the
contact center recently, and more.
"All the information we can access
through CCF helps us retain our
customers,” says Pereira. “We know
what the customer has purchased in
the past, we know what services are
available in the customer's area, and
we can cross-sell and upsell services
that will help us retain that person as
a customer."
Nor is Oi finished integrating systems
into the CCF. Pereira anticipates
integrating the systems supporting
still other service offerings, such
video and banking services, so that
CCF will ultimately become the single
place to turn for all customer
information.
Single Sign-on Speeds Information
Retrieval
Although the customer information in
CCF has always been accessible, it
was never before accessible in one
place. The CCF system helps
overcome this problem through a
single sign-on feature a that enables
the operator to see information from
all these systems without ever having
to log off or log on to other systems to
view it. That makes it easy for
customer care representatives to find
the answers to a subscriber question
or deal with a subscriber concern
faster than ever before, which
customers appreciate.
Contact Center Personnel Respond 10
to 15 Percent Faster
Because contact center operators are
able to view so much customer
information so quickly, in a single
user interface, their productivity has
increased. “We're probably reduced
the time it takes to our
representatives to solve problems for
customers by 10 to 15 percent,” says
Pereira, “and maybe even more.
That's a big benefit. In 2005 we
received an award from the Brazilian
Association For Customer
Relationships for the quality of service
we've been able to deliver to our
subscribers. That's a good reflection
of the results we've been getting from
the Customer Care Framework.”
For More Information
For more information about
Microsoft products and services, call
the Microsoft Sales Information
Center at (800) 426-9400. In
Canada, call the Microsoft Canada
Information Centre at (877) 568-
2495. Customers who are deaf or
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Outside the 50 United States and
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Microsoft subsidiary. To access
information using the World Wide
Web, go to: www.microsoft.com
For more information about
Accenture products and services,
call +55 (21) 4501 9000 or visit the
Web site at: www.accenture.com
For more information about Oi
products and services, visit the Web
site at: www.oi.com.br
This case study is for informational purposes only.
MICROSOFT MAKES NO WARRANTIES, EXPRESS OR
IMPLIED, IN THIS SUMMARY.
Document published October 2007
Enabling the Future of Services
Ultimately, the CCF is doing more
than presenting information in an
integrated manner and enabling
operator productivity. It is helping to
shape a truly convergent
infrastructure, and that is a key
component of a long term Oi vision
that links together wireline, wireless,
data, video, and many other services.
“To our board of directors,” Pereira
notes, “convergence is the solution.
It’s what Oi is trying to sell. It’s a way
to gain and retain subscribers, and Oi
is the first company in Brazil to make
the kinds of investments that
convergent services demand. We
believe that CCF is the key to the
convergence that we offer. It's really
a competitive differentiator for us.”
Software and Services
 Products
− Microsoft Customer Care
Framework 2005
− Microsoft Windows Server 2003
Enterprise Edition
− Microsoft SQL Server 2005
Microsoft Visual Studio® .NET 2005
Microsoft Communications
Sector
Microsoft Communications Sector
delivers integrated, adaptable,
comprehensive solutions built on
innovative software. These solutions
help communications service
providers develop, deploy, and evolve
customized and differentiated
offerings that enhance the user
experience.
For more information about Microsoft
solutions for the Communications
Sector, go to:
www.microsoft.com/serviceproviders
Technologies
 Internet Information Services 6.0
 Microsoft .NET Framework 2.0
Partners
 Accenture