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Offer/Product catalog decoupled from the CRM

  • 1.  Offer/Product catalog decoupled from the CRM

    TM Forum Member
    Posted Mar 02, 2020 12:52
    Edited by Caui Leal Mar 02, 2020 12:53
    Good afternoon, everybody

    Based in a scenario that we have many different Sales Channels and CRM's systems, I'd like to list pros and cons of have a architecture with the catalog decoupled from the CRM.
    Besides that, I'd like to know if it is a market trend have the catalog decoupled from the CRM or is a market consent have the catalog be develop inside the own CRM?
    #DigitalEcosystems
    #OpenDigitalArchitecture
    #TMForumGeneral

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    Caui Leal
    Telefonica Brasil S.A.
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  • 2.  RE: Offer/Product catalog decoupled from the CRM

    TM Forum Member
    Posted Mar 02, 2020 13:35
    Hi Caui
    I think that you will find many commercial vendors (including ourselves at Amdocs :) ) have a complete separation between the product catalog and CRM. And you refer to ODA, which also suggests separating between the customer management aspects (that are not dependent on telco-specific functionality, would include CRM) as against the commerce aspects (telco business specific, would include product catalog).

    There could be a loose dependency when coming to evaluate eligibility for offerings (product offering qualification), since the qualification rules may need a knowledge of customer details.

    Hope it helps

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    Jonathan Goldberg
    Amdocs Management Limited
    Any opinions and statements made by me on this forum are purely personal, and do not necessarily reflect the position of the TM Forum or my employer.
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  • 3.  RE: Offer/Product catalog decoupled from the CRM

    TM Forum Member
    Posted Mar 02, 2020 16:03
    Even with many vendors providing a CRM solution with catalog separated to customer management I am used to face both solutions together, due to the reason that customer asset's use to be attached to the catalog. Following a solution with catalog separated to customer management make us all the time the necessity of accessing the customer asset's I'll need to consult a external base and interpret it or it's possible to have a customer care without consulting a external base?

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    Caui Leal
    Telefonica Brasil S.A.
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  • 4.  RE: Offer/Product catalog decoupled from the CRM

    TM Forum Member
    Posted Mar 03, 2020 04:07
    Hi Caui

    The way the world is going is to have separate components, also a CRM will no longer be monolithic, but could have components such as Order Capture, Product Inventory, etc., that "live" in the Commerce layer, and Customer Management, Problem Management, etc., that "live" in the party layer.

    We can argue whether this is "good" or not, but not sure that this will be a helpful discussion.

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    Jonathan Goldberg
    Amdocs Management Limited
    Any opinions and statements made by me on this forum are purely personal, and do not necessarily reflect the position of the TM Forum or my employer.
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  • 5.  RE: Offer/Product catalog decoupled from the CRM

    TM Forum Member
    Posted Mar 04, 2020 13:03
    Hi Caui,
    Agree with Jonathan and the world moving away from having centralized catalog concept. You would see Sales/ offer catalog, Service catalog, Resource catalog so on. Depend on the use, each these components used to provide solution and support.

    Sincerely,
    Srini Gokidi
    Charter Communications

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    Srinivasa Gokidi
    Charter Communications
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  • 6.  RE: Offer/Product catalog decoupled from the CRM

    TM Forum Member
    Posted Mar 03, 2020 07:18
    Hi Caui,

    When you say Catalog, You refer to the concept of an Enterprise Product Catalog that has the Offer, Specification and Resource View of the Service being sold or are you referring to only the Sales Catalog where Only offers are stored that customer is sold in any online/mobile channels or via Agent facing channels like store/callcenter. ?

    Regards

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    samarth devadas
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    All Inputs are my Personal Opinion
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  • 7.  RE: Offer/Product catalog decoupled from the CRM

    TM Forum Member
    Posted Mar 03, 2020 08:45
    Hi Caui,
    In my opinion, it is better to decouple CRM and the product catalog (PC) as PC is not just holding product definitions , it also must serve the whole ecosystem for the marketing rules such as eligibility, compatibility, availability, pricing, etc. Also, a catalog centric  design is required for most of the organizations to realize the same customer experience in different sales channels. Thus, the workload of the PC is increased intensively and its management, administration, configuration become more intensive. You may find that adapting or customizing standalone PC systems are much easier as they will provide many features specific to product management out-of-the-box whereas CRM systems' main focus would be customer related entities and transactions.
    Nevertheless, it all depends on the budget, cost (short & long term) and satisfaction triangle in which we must all find a solution. It'll be your choice where to stand.

    Bugra

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    Bugra SAMLI
    ETIYA
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  • 8.  RE: Offer/Product catalog decoupled from the CRM

    TM Forum Member
    Posted Mar 04, 2020 08:46
    Hi to all of you,

    In my opinion, EPC and CRM belong to different worlds where your EPC must be Telco specific while your CRM is not industry specific. The EPC is part of the whole activation chain from Product Browsing,  Quoting, Order Capture down to the Provisioning. And these activities can be done through digital channels and/or other internal channels. To that extent, the content of the EPC shall stretch from the pure commercial definitions including the configuration rules, eligibility, etc. And it goes down to the services and resources to activate to fulfill an order. Especially if your IT stack is made of several components, then the EPC will become the necessary "glue" between each of them. And CRM will be one of the many consumers of the information contained in your EPC. Now to have a real Catalog Driven Architecture to speed up your TTM requires to go a bit further where all the scattered catalogs are actually fed by your EPC in a master-slave mode. To achieve this, you cannot use a Catalog from a CRM suite that are usually not Telco specific. It has to be a specialized Telco Catalog that can ideally be deployed independently from any other components.

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    Patrick Evrard
    Orange Belgium NV/SA
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  • 9.  RE: Offer/Product catalog decoupled from the CRM

    TM Forum Member
    Posted Mar 05, 2020 08:48
    Hi Patrick,  thanks for your view point , are you suggesting centrlized catalog ? or shouldn't EPC be product master and have it federated across systems CRM - to consume Sales catalog , Billing - commercial and service catalog with relevant activation. Most of the system in flow of activation does require product definition to be local.

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    Mohamed Umar
    Vlocity
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  • 10.  RE: Offer/Product catalog decoupled from the CRM

    TM Forum Member
    Posted Apr 15, 2020 07:05
    Edited by ZAINUL ABIDEEN Apr 15, 2020 07:08
    Usually Product is coupled with CRM. However we have it decoupled it and coupled to Billing since billing also requires it. CRM can call for the PLM when required. Also product can be pure product catalog and can also be combined to service catalog based on services of the provider.

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    ZAINUL ABIDEEN
    NMSWorks Software Pvt. Ltd.
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