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Engaging your customers
to increase value in a connected world
A Configurable Digital Experience for an
Established Multi-Operations Provider
Ratko Popovski, Liberty Global
VP Business & Solution Architecture

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About Liberty Global
27 mln
Customers
56 mln
RGUs
38,000
Employees
over
$18 bn
of revenue
3 play
pioneers
2.1
products per
customer
44%
3 play
customers
founded
25 yrs
ago
EuropeLatin America
14
countries
90%
business
in Europe

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Behind the scene: A complex IT environment
Established Provider
Existing business model &
established business
processes
Multi-Vendor eco-systems
Multi vendor and multi brand
stacks across the footprint
Complex IT landscapes per
country
Each country having distinctive and
complex IT landscape
Sizable Legacy
Due to M&A nature
voluminous legacy systems
remained as part of IT
stacks
Geographical stacks
Multiple stacks per market
segment (region based)
Overlapping capabilities
Capabilities overlap across
various assets.

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Customer Experience high in the Leadership Agenda
Liberty 1.0
Network
Liberty 2.0
Product
Liberty 3.0
Customer
Customer First Mentality in the Liberty 3.0
Transformational Program
Customer Promise & Value Proposition Focus
Creation of Seamless
Omnichannel Customer
Experiences
Digitize customer touch-
points to modernize
customer‟s journey
Customer Experience
Organization at level
of Managing Director
20% of the Yearly
Bonus entitlement is
based on NPS
company performance

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A Digital Customer Experience Product
Productize Customer
Experience (like any
other product)
Customer Experience
Product Owners in
charge of „defining‟ the
Experience
Standardized Agile
Development Process for
Customer Experience
User Stories are fully
Customer Journey Driven
Experience Becoming a
Key Business Differentiator
Outlining is based on
how customers
experiences the
interactions rather than
system capabilities

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Digital Experience Architecture Commandments
Adapt based on business
Insights & Findings
Eliminate
Domain Boundaries
Evolve following trends in
Technologies & Lifestyle
Need to be able to adapt to
changing needs of a customer for
seamless & consistent experience
across different channels and
technologies, targeting higher
omnichannel maturity
Need to be able to adapt to
continuously evolving business
requirements resulting from new
insights and findings from testing
and analysis
Need to be able to define
experience independent of
traditional domain boundaries and
blend to define the optimal
customer journey.
Site Sales Care Marketing

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An emerging Role: The Digital Customer Experience Author
Web Authors
Configure Pages
& Web Content
Product Ops
Configure
Product Catalogues
CEX
Authors
Configure Digital
Customer Experience
A new age digital customer experience role
part of a smart digital business operations
Traditional
Roles
Emerging
Role
New
skillset
 Empowered to configure the Digital
Customer Experience Journey enabling
journey transition among various
channels.

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Architectural approach: Decouple Customer Experience
Experience Building Blocks to
enable easier CEX authoring
and reuse across multiple
markets
“Headless” capabilities
and components to enable
customer experience
building blocks
Traditional IT (BSS) Stack
Digital Customer Experience
Experience Enablers

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IT Enablers for the Customer experience
Experience Building Blocks: The core elements used
by CEX experts to define the customer experience
Experience APIs: Microservices integrating the
experience building blocks and IT enablers
Experience Enablers: Components and capabilities
providing functionalities and enabling CEX building
blocks.
Core IT Systems: Legacy systems providing core
Telco IT capabilities

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Experience Architecture embedded into Digital Framework

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Simplified Architecture based on Experience Authoring
Customer
Experience APIs
Customer
Order
Management
360 view
Inventories
Product
Catalog
Hub
Identity
Management
Customer
Interaction
Management
System Integration
Experience
Enablers
Experience
Channels
Core IT
Functions
Service
Orchestration
Resource
Catalog and
Inventory
Logistics
Porting
Rating &
Billing
Other systems
…
Customer
Portals
Agent DesktopMobile AppsSelf Care e-Commerce

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Authoring Example – Product Discovery
Customer
Experience
Building Blocks
Compiling the
Customer
Experience
Promotion
Add to Basket
button Price
Product
Image

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Address CheckProduct Selection
Authoring Example – Dynamic Branded Sales Checkout
Customer Details
Product Selection Address CheckCustomer Details
Adapt visual elements based on brand
Adjust flow and fields based on country (cultural) preferences

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Library of Experience Components

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Notable Outcomes / Achievements
Launch of rebranded site included new
product line (mobile) in 4 months for IE
30%+ Reduced Business Operational
costs due to reusability of experience
components
22% increased conversion rate & 20%
increased revenue per commercial visit
in Unitymedia with the new Digital
Commerce solution

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Pitfalls & Recommendations
Balance Flexibility with Cost Effectiveness
• High level of experience configurability
increases solution complexity
• Ensure a default experience configuration and
then start fine tuning
Ensure maturity of business operations to
embrace the new capabilities
• To minimize the need for IT involvement
increased business engagement is required
• Skills & knowledge to fulfill the experience
authoring requirements have been challenging
CEX Authors

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Use of TM Forum Guidelines and Frameworx
T
Use of Business
Framework
(eTOM) to
measure process
coverage of Digital
Enablers
Ecosystem
M
Use of Application
Framework (TAM)
to define
experience scope
and communicate
with business
stakeholders
F
Use of Information
Framework (SID)
to drive the
information model
of our Digital
Enablers
Ecosystem
Starting from customer experience and using TM Forum Frameworx to define capabilities
required to achieve better customer experience
Standardized APIs
driving customer
channels based on
TM Forum REST
API Design
Guidelines

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Thank you for listening!
 Reachable at rpopovski@libertyglobal.com
 Please check the Omnishop Catalyst