Organizations with much invested in their Siebel customer relationship management (CRM) system implementations can make best use of Pegasystems' new wrap-and-renew approach to offering the necessary software upgrades, enhancements, and capabilities. We offer a step-by-step guide to putting the Pega system in place.

1. • Cognizant 20-20 Insights
Hands-on Implementation of Pega’s
‘Wrap-and-Renew’ Solution for Aging
Siebel CRM Systems
Organizations with large investments in Siebel CRM software
implementations that want a lower-cost, feature-rich, standard-
protocol option to renew their system can follow these step-by-step
instructions and determine if the Pegasystems solution is the right fit.
Executive Summary management (CRM). Organizations typically make
large investments in their CRM systems and often
As businesses grow and evolve, their objectives
have spent years deploying them. And while their
can reach beyond the capabilities of their existing
CRM implementations at one time may have sup-
technology investments. Often, these invest-
ported their customer lifecycle effectively, new
ments are substantial not only in terms of costs,
demands — including increased customer expecta-
but also in terms of their tight integration with
tions, exploding volumes of information, emerging
operations — and the resulting reliance on them
channels and multiple customer touch points —
by the business and users.
drive the need to extend these legacy implemen-
By modernizing their existing technology to tations beyond their existing configurations.
support shifting business needs, organiza-
While the CRM vendor landscape has changed
tions can retain and build on their systems — as
over the years, a substantial percentage of orga-
opposed to a more drastic “rip and replace” alter-
nizations around the world continue to utilize
native that:
Siebel as their CRM system. This white paper
• Negates the company’s original investment. presents a focused and effective approach that
• May involve time-consuming development and offers these organizations the opportunity to
implementation. extend and modernize the functionality of their
current Siebel implementations to meet today’s
• May require specialized user training for demanding business environment — with an
effective adoption and proper use once
deployed. innovative “wrap and renew” interface that uses
Pegasystems® PegaRULES Process Commander®
An important technology investment that com-
(PRPC™), an advanced, rules-based work manager
monly is affected by shifts in business processes
for business process automation.
and growth is the area of customer relationship
cognizant 20-20 insights | june 2012

2. The Solution — and Its Even more specifically, the interface with PRPC
Business Benefits extends existing functionality and enhances the
Siebel implementation with valuable additional
The innovative “Pega: Wrap and Renew Siebel”
capabilities that are designed to handle today’s
approach applies industry best practices to
complex business and customer challenges. There
integrate an organization’s current Siebel
are multiple business benefits of the Pega: Wrap
components into the PRPC. An effective alter-
and Renew Siebel approach that enable Siebel-
native to a disruptive “rip and replace” solution,
based organizations to address their toughest
the resulting interface is built for change, enables
business challenges head on. Figure 1 presents a
much-needed agility in the face of a challenging
snapshot of how this solution addresses business
business landscape, and improves the customer
challenges — with impressive results.
experience — all at a reduced cost, and while
sustaining the company’s original investment.
Renewing Siebel with Pega
Extending Siebel
Business Challenge Business Impacts
with Pegasystems
Increased customer complexity Pega includes processes that can be • Consistent cross-channel customer
as a result of new customer deployed across all channels, including experience.
communication channels and social and mobile . • Reduced cost to maintain.
devices. • Faster time to deployment.
Avoiding low-value, repetitive The Pega Process Engine looks at standard • Increased first contact resolution.
customer inquiries. cases and automatically suggests additional • Reduced call volumes.
activities and treatments to avoid future
contacts.
Current contact center desktop Processes and screens can be created • Reduced training costs.
is outdated, static, and requires within the Pega solution through a model- • Improved CSR productivity.
extensive training, but cannot driven approach — screens and content can • Reduced cost to maintain.
afford to replace. be passed seamlessly between Pega and
Siebel with no loss of context.
The organization’s service A Pega process that’s embedded directly • Increased first contact resolution.
process extends beyond the call within Siebel can pass work off between • Fewer errors.
center to other departments, various parties in the service process • Reduction of manual procedures.
such as claims processing, and present them with role- based user
billing, and finance . interfaces .
Limited reporting capabilities Pega can orchestrate multiple systems • Improved management visibility.
across the complete customer and give management visibility into how • Enhanced automation and control.
service process. customer service issues are being resolved
across the complete process.
Changes to the customer Processes can be configured within Pega • Faster time to deployment.
service process (such as using business-friendly tools that enable • Decreased cost to maintain.
routing, escalation, etc.) are not the configuration of service levels. • Increased CSR utilization.
easy to implement. • Decreased training times.
• Improved customer satisfaction.
Service process cannot be Within Pega, organizations can configure • Improved compliance.
adapted rapidly to new products additional process flows easily that • Increased CSR productivity.
or regulations. recommend the right process for the right • Reduced cost to maintain.
product and regulation – decisions and pre- • Reduced training times.
sentations can be embedded within Siebel.
Each contact requires complex Pega can handle complex interactions that • Fewer errors.
logic to come to a resolution. require a guided process for resolution. • Reduced training times.
• Increased first contact resolution.
• Decreased cost to maintain.
• Improved business control.
Figure 1
cognizant 20-20 insights 2

3. Wrap and Renew Interface Architecture View
HTTP/XML Internet
SEBL Advisor Application
Desktop Composer
HTTP/XML HTTP/XML
SEBL Application Pega RULES Process Commander
SOAP
SOAP
Access Mechanism Process Engine RULES Engine
HTTP
HTTP
Figure 2
A Business Use Case • HTTP 1.1.
Any new process can be implemented in the • IAC 4.1.
PRPC (“wrapped”) and integrated into the Siebel • Pega PRPC 6.1.
desktop with user-friendly tools and wizards. The
wrapped process extends (“renews”) the capa- The Wrap and Renew
bilities of the current Siebel system, while the Interface Architecture
user experience remains seamless — there is no The wrapper is an interface layer between the
need to switch between applications. The new Siebel process engine and the PRPC. The interface
processes implemented in the PRPC also can layer enables processes to be invoked by either
reuse any existing business services that are the PRPC or by Siebel using different solution
already implemented in Siebel. By wrapping and approaches. These solutions were run through a
renewing new and old services and processes, proof-of-concept to test their ability to meet the
the organization derives a higher return on its technical objective, and include:
existing Siebel implementation.
Pega integrating with Siebel:
To demonstrate the effectiveness, seamlessness
and ease-of-use of the wrap and renew Siebel
• Using SOAP protocol.
interface more clearly, we have developed a • Using HTTP protocol.
prototype of a sample business use case in which Siebel integrating with Pega:
a new service request process is implemented in
the PRPC and integrated into the Siebel desktop. • Using SOAP protocol.
While there are several approaches to integrat- • Using the Internet application gateway.
ing the two systems, the prototype uses a loosely
The components are designed to ensure that
coupled integration that leverages Web services
they are independent and scalable with minimal
and XML. The Siebel services are wrapped using
dependency.
a SOAP/HTTP wrapper that’s invoked from the
PRPC process engine — and wrapped PRPC
Rendering the PRPC Process Within
services that are invoked from the Siebel system.
the Siebel Desktop
Technologies Used Creating User Interfaces
• Siebel 8.1 Tools. Standard IAC gadgets are created in the PRPC for
the View/Add/Modify/Approver screen and the
• Siebel 8.1 Client. Service Request Search screen.
• SOAP 3.5.
cognizant 20-20 insights 3

4. Creating User Interfaces
PegaRULES
SIEBEL UI
<Process Name> RULES
Engine
Pega UI Gadget IAC Gateway
Process Engine
Figure 3
Invoking Siebel and PRPC Services: and a connector rule is set up in Siebel. The PRPC
Functionality to Obtain Approver searches a table for the appropriate approver.
The response is sent back to the Siebel Process
Based on the incoming parameters (request) from
Engine.
Siebel, the PRPC provides a SOAP service WSDL
Obtaining the Appropriate Approver
Request
Pega RULES SIEBEL ENGINE
Integration Service
SOAP Siebel Process
Engine
Response
Figure 4
SOAP Service WSDL
Figure 5
cognizant 20-20 insights 4

5. SOAP Service Request Code
Figure 6
Response Code
Figure 7
Pega SOAP Service and Service Package Rule
Figure 8
cognizant 20-20 insights 5

6. Pega SOAP Service and Service Package Rule
Figure 9
Invoking Siebel and PRPC Services: Obtaining the Appropriate
Functionality to Search Service Service Request in Siebel
Request in Siebel
Based on the incoming parameters from PRPC, Request
Siebel provides a SOAP service WSDL file, and
a connector rule is set up in the PRPC. Siebel PegaRULES
SIEBEL Engine
searches a table for the appropriate service
Integration Service Process Engine
request information. The response is sent back to
SOAP
the PRPC.
Pega SOAP Connector Details RULES
Engine
A SOAPAction header and service endpoint URL
are provided in a WSDL file. The related rules are
Response
created by a wizard.
Figure 10
Obtaining the Appropriate Service Request in Siebel
Figure 11
cognizant 20-20 insights 6

7. SOAP Request
Figure 12
SOAP Response
Figure 13
SOAPAction Header and Service Endpoint URL Adding a New User Interface
SOAPAction: document/http://siebel.com/Custo All user interfaces are created using the out-of-
mUI:SiebelPegaEAIAdapterQuery_1MQNTQ3686 the-box features in the PRPC. After creating the
user interfaces for Add/Modify/Approver and
Endpoint URL: http://ctsincalstoe/eai_enu/start. Service Request Search, separate IAC gadgets
swe?SWEExtSource=WebService&SWEExtCmd= are generated using the IAC Gateway Configura-
Execute&UserName=sadmin&Password=sadmin tion Console.
A Wizard Creates Related Rules
Figure 14
cognizant 20-20 insights 7

8. The Siebel Configuration Process
Following is a description of the Siebel configuration process.
Siebel Business Layer
Add a calculated field for a business component (Service Request) that references a symbolic URL
Name Calculated Calculated Value
MrkPdmSymbURL Y “MrkPdmSymbURL”
Siebel GUI Layer
Create an applet that exposes the new business component field and set its retrieval type to symbolic
URL. This value for the retrieval type indicates that data for the underlying field comes from an external
Web server rather than the Siebel database.
Name Business Component
MRK PDM PreCall Analytics Applet Service Request
Create a new list column named in MRK PDM PreCall Analytics applet.
Name Field Display Name Field Retrieval Type
MrkPdmSymbURL MrkPdmSymbURL MRK PDM Symbolic URL Symbolic URL
Expose the list column on the applet Web layout in the base mode.
View-Agent SR Chart — Aging Analysis by Priority
Create a view that contains the applet and then add the view to a screen. Add the new applet in the View
Web Template item of the view and expose the applet in the Base mode.
Siebel Administrative Tasks
Administer the view in the Siebel client.
Navigate to Administration-Integration -> WI Symbolic URL List.
Select the Host Administration view from the view drop-down and create a new record with the following
details:
Name Virtual Name
10.227.30.60 PegaURL
Administer the symbolic URL in the client to associate the symbolic URL with a target Web server.
Select the Symbolic URL Administration view from the drop-down and create two records as follows:
Name URL Host Name Fixup Name SSO Disposition
MrkPdmSymbURL http://10.227.30.60/ 10.227.30.60 Default IFrame
epharma_enu/SA_
IAC/SA.html
MrkPdmSymbURLSR http://10.227.30.60/ 10.227.30.60 Default IFrame
epharma_enu/SA_
IAC/Search SR.html
NOTE:
The folder SA_IAC/SA.html should be placed in the following two server locations:
• <siebsrvr>SWSEPublicENU
• <siebsrvr>CInetpubWWWRoot
The browser Security Settings should be customized in order to enable browser cookies and the applica-
tion URL should be added to the Trusted Websites under Privacy Settings.
cognizant 20-20 insights 8

9. Pega Decision Table
Figure 15
Modifying the Approval Limit in the Pega Decision Table
Figure 16
Pega Service Request Query
Figure 17
cognizant 20-20 insights 9

10. Siebel Service Request Shown in Pega Widget
Figure 18
Inbound Web Service Configuration in Siebel
The following is a description of the configuration of the inbound Web service in Siebel.
Siebel Tools
Configure the inbound Web service in the Siebel Tools and Administrative module of the application.
Create an Integration Object in Siebel based on the Service Request Business Object that contains the
Service Request Bus Comp and the necessary fields to be sent to the PRPC.
Name Business Object
Service Request New Service Request
The Integration Object has the following Integration Components:
Name Parent Integration External XML Tag External Name
Component Sequence
Service Request 1 ServiceRequest Service Request
LS Medical Product Service Request 2 LsMedicalProductIssue LS Medical Product
Issue Issue
LS Medical PI Product LS Medical Product Issue 4 LsMedicalPiProduct LS Medical PI
Product
Create a Custom Business Service by copying the EAI Siebel Adapter vanilla business service. This
business service uses the integration object that already has been created, queries the Siebel database
based on the Service Request Number field and retrieves the desired information about the service
request created by the call center agent.
Name Project Display Name
Siebel Pega EAI Adapter New Siebel Pega Integration Siebel Pega EAI Adapter
In the query method of the business service use the following method argument:
Name Data Type Integration Object Type Storage Type
SiebelMessage Integration Object Service Request New Input / Output Hierarchy
cognizant 20-20 insights 10

11. The business service is deployed as a Web Service, and a WSDL file is generated to be sent to the
external system, in this case, the PegaRULES® Engine.
The WSDL File Is Sent to the PegaRULES Engine
Figure 19
Service Request Query Request
Figure 20
Service Request Query Response
Figure 21
cognizant 20-20 insights 11

12. Siebel Administrative Tasks
Navigate to Administration-Web Service -> Inbound Web Services from the Siebel application.
Administration - Web Service
Figure 22
Query with the name of the deployed Web service (in this case, Siebel Pega EAI Adapter New), and click
on Generate WSDL button to obtain the WSDL file. Before sending to the PRPC, the WSDL file should be
in Siebel using the SOAP protocol.
Request and Response XML Tested Using the SOAP Protocol
Figure 23
cognizant 20-20 insights 12

13. Outbound Web Service Configuration in Siebel
The following is a description of the configuration of the outbound Web service in Siebel.
Siebel Business Layer
A WSDL file provided by the PRPC is consumed by the Siebel system. Create two external Integration
Objects (SiebelRequest and SiebelRequestResponse) in Siebel Tools using the New Object wizard, and
also create a proxy Business Service SiebelType.
Add a new field in the Product List applet for Approval Limit in the GUI layer. Add one new field for each
of the following business components in the business layer: Position, Service Request, and LS Medical PI
Product. These newly created fields are exposed in the Service Request List applet and the Position List
applet in the GUI layer. The display name is changed for a field in the Administration Product List applet.
Business Component: Position
Name Join Column
Approval Limit S_POSTN BL_RT_AMT
Business Component: Service Request
Name Column
Approver Name ALT_CONTACT_NAME
Business Component: LS Medical PI Product
Name Join Column
Gross Margin S_PROD_INT GROSS_MGN
Integration Object: SiebelRequest, SiebelRequestResponse
Name Base Object Type External Name
SiebelRequest XML SiebelRequest
SiebelRequestResponse XML SiebelRequestResponse
The Business Service Method: SiebelRequest has the following method arguments:
Integration
Name Data Type Type Optional Storage Type
Object
CustomHeaderContext Hierarchy Input/Output Y Hierarchy
SiebelRequest: Integration Object SiebelRequest Input Y Hierarchy
parameters
SiebelRequest Integration Object SiebelRequest- Output Y Hierarchy
Response: parameters Response
XMLHierarchyOutput Hierarchy Output Y Hierarchy
faultactor String Output Y Property
Faultcode String Output Y Property
Faultstring String Output Y Property
Siebel Workflow Process
The Siebel workflow in Figure 24 is configured to invoke the PegaRULES Engine using the proxy Business
Service and to populate the Find Approver field in the Service Request List applet. A code (script) is
written in the Service Request List applet to populate the Approver Name in the GUI.
cognizant 20-20 insights 13

14. Workflow - Test Outbound Generic Workflow
Start Connector Query SR Map Request Proxy BS
XML
XML Write
To File
End
Figure 24
Process Properties
Name In/Out Business Object Default String Data Type
Error Code In/Out Service Request String
Error Message In/Out Service Request String
Object Id In/Out Service Request 1-76SH String
OutMsg In/Out Service Request Hierarchy
Process Instance Id In/Out Service Request String
SMessage In/Out Service Request Hierarchy
Siebel Operation Object Id In/Out Service Request String
Business Business
No WF Steps name Type
Service Name Service Method
1 Start Start
2 Query SR Business Service EAI Siebel Adapter Query
3 Map Business Service EAI Data Transfor- Execute
mation Engine
4 Request XML Business Service EAI XML Write to File WriteEAIMsg
5 Proxy BS Business Service SiebelType SiebelRequest
6 XML Write To File Business Service EAI XML Write to File WriteEAIMsg
7 End End
The Workflow:
Step 1: Start
Step 2: Query Service Request
Input Arguments
Sequence Input Argument Type Value Property Name
1 OutputIntObjectName Literal Service Request New NA
2 PrimaryRowId Process Property NA Object Id
Output Arguments
Sequence Property Name Type Output Argument
3 SMessage Output Argument SiebelMessage
cognizant 20-20 insights 14

15. Step 3: Map
Input Arguments
Sequence Input Argument Type Value Property Name
9 MapName Literal Siebel Pega SR Map NA
10 SiebelMessage Process Property NA SMessage
Output Arguments
Sequence Property Name Type Output Argument
8 OutMsg Output Argument SiebelMessage
Step 4: Request XML
Input Arguments
Sequence Input Argument Type Value Property Name
1 FileName Literal ctsincalstoesiebel81 NA
XMLrequesteai.xml
2 SiebelMessage Process Property NA OutMsg
Step 5: Proxy BS
Input Arguments
Sequence Input Argument Type Property Name
11 SiebelRequest:parameters Process Property OutMsg
Output Arguments
Sequence Property Name Type Output Argument
12 OutMsg Output Argument SiebelRequestResponse:parameters
Step 6: XML Write-to-File
Input Arguments
Sequence Input Argument Type Value Property Name
13 FileName Literal ctsincalstoesiebel81 NA
XMLeai.xml
12 SiebelMessage Process Property NA OutMsg
Step 7: End
Siebel GUI Layer
In the Service Request List Applet, a new list column called Approver Name is created and exposed. A
new Find Approver button is created in this applet.
Name Field Display Name
Approver Name Approver Name Approver Name
Name Caption Method Invoked HTML Type
Find Approver Find Approver FindApprover MiniButton
cognizant 20-20 insights 15

16. A Script Is Written in the PreCanInvoke Event
Figure 25
A Script Is Written in PreInvoke Event
Figure 26
cognizant 20-20 insights 16

17. Service Request List Applet
Figure 27
In the SIS Product List Admin applet, LS Medical Product Issue-Related Product Mvga applet, and the LS
Medical Product Pick applet, the list column name is modified and exposed in user interface.
Name Field Display Name
Gross Margin Gross Margin Budget
Product Administration List Applet
Figure 28
Product Mvg Applet
Figure 29
cognizant 20-20 insights 17

18. Product Pick Applet
Figure 30
A new list column, Approval Limit, is created and exposed in the Position List applet.
Name Field Display Name
Approval Limit Approval Limit Approval Limit
Conclusion For organizations with substantial investments in
legacy Siebel CRM implementations, the “Pega:
Today’s organizations rely on technology to
Wrap and Renew Siebel” approach offers the
support their business. But as business and
enhancements needed to meet today’s tough
customer demands push beyond the capabilities
business challenges.
of existing technology investments, organizations
are faced with impacts to productivity, availability, By optimizing their current Siebel system with
and customer satisfaction. the power of Pega’s process-powered CRM capa-
bilities, Siebel-based businesses have a clear path
Addressing the problem comes down to a few
to taking ownership of the customer experience
alternatives. On one hand, while they address the
— delivering the personalized experiences their
situation with cutting-edge technology, “rip and
customers are demanding, unifying multiple
replace” solutions are costly — both in terms of
customer touches for better visibility and service
the loss of the original technology investment,
and delivering a seamless, multichannel customer
and in the time and effort needed to make the
experience.
often extensive changes. Modernizing the current
system can offer a less disruptive alternative
that also sensibly sustains the organization’s
investment.
cognizant 20-20 insights 18

19. About the Authors
Sandeep Panigrahi is Associate Director of Projects at Cognizant’s BPM Practice. In this role, he is respon-
sible for managing BPM portfolio programs for healthcare and manages a team of BPM consultants
who provide specialized BPM services to strategic customers. He is also responsible for BPM thought
leadership and solutions development in North America. Sandeep has 15-plus years of experience in
business consulting and IT services including 12 years spent in the field of CRM and BPM (Siebel and
Pega). His responsibilities for Cognizant includes business consulting, client and account management,
large services portfolio and program management and practice development. He has an undergraduate
degree in engineering and a post-graduate degree in business management. Sandeep can be reached at
Sandeep.Panigrahi@cognizant.com.
Malay Patra is Senior Consultant within Cognizant’s CRM Practice. In this role, he is responsible for
architecting CRM projects specializing in Siebel and manages a team of CRM consultants who provide
specialized CRM services to strategic customers. He is also responsible for CRM solutions development
in India. Malay has seven-plus years of experience in IT services in the field of Siebel CRM. His responsi-
bilities include leading projects, solution architecting and technical leadership. He has an undergraduate
degree in engineering. Malay can be reached at Malayranjan.Patra@cognizant.com.
Soumyajit Surai is Manager of Projects within Cognizant’s BPM Practice. In this role, he is responsible
for architecting BPM projects specializing in Pega and manages a team of BPM consultants who provide
specialized BPM services to strategic customers. He is also responsible for BPM solutions development
in India. Soumyajit has seven-plus years of experience in IT services in the field of Pega. His responsibili-
ties include leading projects, solution architecting and technical leadership. He has an undergraduate
degree in engineering. Soumyajit can be reached at Soumyajit.Surai@cognizant.com.
Chinta Subrahmanyam is Senior Manager of Projects within Cognizant’s BPM Practice. In this role, he
is responsible for managing BPM programs with a team of consultants who provide specialized BPM
services to strategic customers. He is also responsible for BPM thought leadership and solutions devel-
opment in India. Chinta has 10-plus years of experience in business consulting and IT services. His
responsibilities include business consulting, client and account management, large services portfolio
and program management and practice development. He has an undergraduate degree in engineering.
Chinta can be reached at Subrahmanyamvenkata.Chinta@cognizant.com.
Acknowledgements
The authors would like to acknowledge the contributions of Pegasystems’ Steve Kraus and Madhu
Kota, Senior Director of Product Marketing and Director of Product Management for CRM Products and
Solutions, respectively.
About Cognizant
Cognizant (NASDAQ: CTSH) is a leading provider of information technology, consulting, and business process out-
sourcing services, dedicated to helping the world’s leading companies build stronger businesses. Headquartered in
Teaneck, New Jersey (U.S.), Cognizant combines a passion for client satisfaction, technology innovation, deep industry
and business process expertise, and a global, collaborative workforce that embodies the future of work. With over 50
delivery centers worldwide and approximately 140,500 employees as of March 31, 2012, Cognizant is a member of the
NASDAQ-100, the S&P 500, the Forbes Global 2000, and the Fortune 500 and is ranked among the top performing
and fastest growing companies in the world. Visit us online at www.cognizant.com or follow us on Twitter: Cognizant.
World Headquarters European Headquarters India Operations Headquarters
500 Frank W. Burr Blvd. 1 Kingdom Street #5/535, Old Mahabalipuram Road
Teaneck, NJ 07666 USA Paddington Central Okkiyam Pettai, Thoraipakkam
Phone: +1 201 801 0233 London W2 6BD Chennai, 600 096 India
Fax: +1 201 801 0243 Phone: +44 (0) 20 7297 7600 Phone: +91 (0) 44 4209 6000
Toll Free: +1 888 937 3277 Fax: +44 (0) 20 7121 0102 Fax: +91 (0) 44 4209 6060
Email: inquiry@cognizant.com Email: infouk@cognizant.com Email: inquiryindia@cognizant.com
©
­­ Copyright 2012, Cognizant. All rights reserved. No part of this document may be reproduced, stored in a retrieval system, transmitted in any form or by any
means, electronic, mechanical, photocopying, recording, or otherwise, without the express written permission from Cognizant. The information contained herein is
subject to change without notice. All other trademarks mentioned herein are the property of their respective owners.