A

ALUXTEL COMMUNICATION

BOOT CAMP PROJECT HANDOUT REPORT

Deloitte Consultants!

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 INDEX

1. Rich Picture3

2. Root Definition and CATWOE.4

3. USE CASE Diagram..4

4. Class Diagram6

5. Cut-over plan..7

6. Functional requirements and additional capabilities..9

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 RICH PICTURE:

This diagram shows the people involved in the project and their perceptions about it.
The potential conflicts that would arise are:

Between the Sales Department and the Marketing Department, due to the
communication problems that they already have.
Between the COO and the CIO, because of the constraints regarding data
migration, and the misunderstanding from the part of the COO of the
complexity of the transfer of the data.
The Call Centre Staff would feel threatened by the idea of removing some
call centres, or some call centre staff positions, after the new CRM is
implemented.

New CRM and Billing

New system could New CRM to improve
systems are critical to the
increase profits! client management!
core business

Hilary Roth
Sam Roddick CIO CEO
Manager Partner
Increase customer
Will the migration be base
costly?
Offer special deals Remove some call
Migration of data is a Will be necessary stop the through the set-top centers and cut cost
complicated process!! system during migration? box

Profiling and
Sam Dawson segmentation to
Daleep Jones Marketing Director increase customer
How will be the COO satisfaction
migration process?
Will the new system
be easy to manage? Could I lose my job?
Will we fix the
IT Department
data?
Will we know about We dont know so We prefer the old
new offers? much about the new Call Center system
system Staff
Will sales
increase? Interact with the set-top Will our communication
Alex Granger Is the system secure? box willbe a great idea! problems increase?
Sales Director

Could I pay by cash

or cheque? I prefer to talk
Customers with someone by
phone
Can I go online and
use facilities?
Technology

New
market Bank
Competitors Government (check credit cards)
regulations

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 ROOT DEFINITION:

A system to push sales by means of profiling customers and offering interactive

services through their set-top box in order to increase sales and profits.

C Company (Aluxtel)
A Marketing Department
T Fragmented consumer data Coherent data (which will provide value
through exploitation, i.e. profiling, segmentation)
W Customer profiling and segmentation are necessary to increase sales,
support the marketing department plan and to improve customer
satisfaction.
O Marketing Director, CEO
E Competitors

This root definition is based on the perceptions of the CEO and the marketing
director regarding customer growth and expectations about improving customer
satisfaction and increasing sales. From this root definition, the system proposed
will be focus on the Marketing staff and their activities related to profiling and
segmentation using the current channels, such as internet, email and phone, and also
using the set-top box as a mean of interaction with the customer base. In this
manner the marketing department would respond in effective manner to the fast
Aluxtel development.

USE CASE DIAGRAM:

CRM System

Categorize
<<includes>
customers
Create Group
Profiles

<<includes>

Analyze Customer
feedback

<<includes>

Create New Offer

<<includes>

Marketing Staff Notify customer Customer

<<includes> <<includes>

Publish offers to set services and

other departments rules to customers

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 These are the main activities performed by the marketing staff:

Create Group Profiles: It refers to define and create profiles after categorizing
customers according to different information, such as age, gender, income,
product preferences, location, buying behaviour, etc. This activity can also be
done by analyzing customers feedback which can be received by e-mail,
through the company web site and through the set-top box. In this manner the
new profiles can be created by attending specific customer needs or suggestions.

Create new offer: It refers to make new offers based on the different existing
profiles or responding to a new market strategy directly from the senior
management. The offer creation includes publish the offer in the system, it
means activate the offer on the system permitting that other departments, such as
the Sales department can has access in advance to the offers detail in order to
deliver a better service to the customer.
In addition to publish the offer, this use case includes set services and rules to
customers. Services and rules depend on the offer features and customer details.

Notify customer: Is related to publish the information to the customers via e-

mail, web site and set-top box. Through the set-top box, customers can register
to have a new package, update their personal information, buy a new package
and upgrade to an updated package.

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CLASS DIAGRAM

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CUT OVER PLAN:

Steps for the cutover plan:

A replica of the old database will be made and the data will be copied from the
old system into a test database that will be used for the corrections and a beta
testing. This will take about 14 hours. It means, that Aluxtel will have to
shutdown the call centres for 2 hours on the next day, since our call centres are
off-line only for 12 hours. During these 2 hours, the customers can leave their
messages in the voice mail, e-mailetc. This will have a small cost impact on
the company since the early hours its off peak times.
The old system will remain operation. In the mean, we will use the test database,
and some intelligent software, to correct the split field problems, and make the
new database into a more coherent structure. This will take approximately 11
hours.
A testing and training program will take place for a week. In all the call centers,
certain slots will be allocated for the call centre staff, as well as the managers,
for training purposes. This will happen mostly in the off-peak hours, when the
call centre staff is less busy. The training will take place in rotation of managers
and call centre staff.
During all this time in the old system, the company will be keeping track of the
changes, updates, new customers, in a log file. The log file will contain dates
that a change in a customer has happened, in a customers profile. And, the date
and the customer id, when there are new customers that enroll with the company.
After the training is done, we will merge the log file with the testing database,
which has generated a week of changed data. We can assume, that if on average
every call centre staff receives 20 calls per day, then 20 calls x 1500 staff =
30000 calls. Roughly 30% is probably gonna be queries, so around 21000 calls
will be for new customers, changes to packages ..etc. For a week, we will have
147000 call logs to be resolved. Through the intelligent software, it will take less
than an hour to correct and resolve the intermediate changes that have happened
in the old database.
After all the changes, and the training has finished, then we can put the new
CRM into operation. As well as the billing system.
The 5-6% of data that are still unchecked by the previous processes, can be fixed
by the following initiatives:
o The 4 call centres will be send notifications regarding manual
cleansing/fixing of the data.
o 50 pence per record will be given to a call centre agent who will fix the
incorrect record manually. This way during the off peak hours of call
centre the call centre agents can fix the records and earn extra cash.
o This will help company in fixing all the incorrect data plus increase the
productivity of their call centre staff.
o Another option is to give customer incentives who will correct their data
online via set up box and through post every customer who will respond
to this request will be eligible to view any of his/her favourite channel
for 1 week time free of cost.

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 o Incentives will also be given to the call centre staff that will clean most
records in 1 month time.
o according to an estimate there are 1500 call centre staff fixing 50 records
a week per call centre staff will be 75,000 records per week plus the
record fixed and send by the customer so over all operation is estimated
to be between 2-4 weeks with overall maximum cost of 60-70k pound
sterling.

FUNCTIONAL REQUIREMENTS

Delivery
Name Description
Priority
Delivery Priority:
1. Essential
2. Desirable and would be anticipated as being available in the near future
3. Desirable in the long term
R1 The system should integrate with the set-top box. Through the set-top box, 1
customers should have the option to register into the system; modify their
personal details; view package details and request an upgrade and/or a new
product.
R2 The system should manage customers complaints. A user would make a 1
complaint through phone or internet.
R3 The system should integrate with the billing system in order to get all of the 1
information related to a customer
R4 The system should generate predictions about customer behaviour based on 2
their products and preferences
R5 The system must have a security module that guarantees the confidentiality of 1
de customer data
R6 The system should generate reports regarding sales, profiles, market segment 1
and predictions in order to support the decision-making process
R7 The system should use models to predict the probability of cross-sell and up- 1
sell.
R8 The system should permit gathering data from other sources (e.g. database form 3
the mobile company)
R9 The system should permit the interaction with mobile services 2
R10 The system should manage the customer data in terms of their packages (TV 2
and broadband) as well as their mobile plan.

This format is based on that of presented in

http://www.connectingforhealth.nhs.uk/eprescribing/docs/functional_requirements_epre
scribing.pdf