Modernize Siebel CRM with Open UI

Modernize Siebel CRM with Open UI

A Perficient Webinar June 2016

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Presented By

Brent Buck

Director, Perficient Oracle Customer Experience

[email protected]

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Agenda

What will you get from this webinar?

Perficient overview

Summary of the common problems faced by Siebel customers

A framework of options for Siebel

Pros and cons of investing in Siebel

Recommendation for a modern approach to Siebel projects

Case study of Siebel modernization

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About PerficientOur Oracle CX Practice

Practice Started

1999

Successful Projects

500+

Services & Expertise

• CX Strategy• Experience Design• Portal Integration• Architecture• Sales Automation• Marketing Automation• Service Automation

• Call Center• Field Sales• Field Service

• CPQ• Integration• Upgrade & Technical

Architecture• Program Leadership• Change Management

Our Oracle Partnership

Oracle Platinum partner with multiple specializations including Siebel

Deep technical, functional, operational and strategic expertise across the Oracle CX portfolio that enables us to create strategy, design, architect, implement, train and optimize

Go-To Partner for Oracle Sales Cloud

CX invested Partner Community Member

Work closely with Oracle Product Management to provide feedback for future product enhancements

Strong partnerships with Oracle executives, field sales and marketing organizations

Perficient Fast Facts

Founded 1997

Public Company - PRFT

Annualized revenues - $500 million

Dedicated Industry & Technology Practices

27 locations in North America

2,800+ employees

90% repeat business rate

Serving Global 2,000 clients in North America

Offshore in Europe, China, and India

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Selection of Perficient CX Clients

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Internet Explorer is end-of-life. What do we do with Siebel?

Our user base hasn’t seen major improvements in years and they want more.

Department <X>/Users want <insert cloud application>, but Siebel is embedded in our business processes.

Siebel is old technology. How can we modernize?

Corporate strategy says ‘get all systems into the cloud’. How do we do that?

We need a customer portal/mobile solution. What are our options?

Siebel CRM: Where do we go from here?

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Framework of Options

Modernize with Siebel Innovations

This approach:

Involves upgrading Siebel and enhancing business processes using new Siebel features such as the Open UI framework and Siebel Mobile

Can optionally move the servers to cloud infrastructure-as-a-service

Works well for complex Siebel applications with well-defined business processes.

Slow Migration or Hybrid Synergy

This approach:

Involves implementing cloud solutions in strategic functional areas over time, replacing pieces of current applications

Involves upgrading Siebel

Facilitated by the development of interim integrations that will evolve into a final architecture

Requires business transformation, yet with managed risk

This approach:

Replaces existing on-premises application features with cloud applications in one shot.

Involves heavy business transformation to shift processes into the focused, and limited, capabilities of various cloud solutions

Works well for simple Siebel application use

Replace Siebel with Cloud Solutions

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Pros:• Moves functionality into standardized,

managed services• Consolidates cost of ownership• Reduces effort involved in management

Cons:• May require significant business

transformation and change management• Reduces flexibility to adapt to changing

business needs


Pros:• Leverages existing investment• Maintains flexibility in business rules and

processes• Maintains control over corporate data

Cons:• Continued maintenance and ownership costs• May not leverage best-in-class feature sets

prevalent in leading cloud solutions


Pros:• Leverages existing investment while also

gaining best-in-class feature sets• Maintains a common centralized data store

with business rules and logic• Controls and limits business transformation

and change

Cons:• Increased integration and data management

needs• Overall cost of ownership and subscription

costs

Replace Siebel with Cloud Solutions

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Common Dependencies



Upgrade Siebel

Why?1. Enables Open UI

a. Removes dependencies on end-of-life softwareb. Provides the framework for:

• Creating impressive and efficient user interactions• Coupling cloud applications with Siebel CRM in

seamless user interactions

2. Brings you into the simplified Siebel Innovation Pack release cycle

STEP

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What is the Siebel Open UI Framework?ActiveX Control

HTML5/ CSS3/JS

Replaces IE ActiveX browser code with a modern web framework

UI developed to responsive web standards, use any browser on any device

Provides a framework for advanced development of the user experience

Enables user experience enhancements to the Siebel interface equal to any modern web application

Siebel DB

Siebel Servers & Configuration

Siebel Web Servers

Existing logic and configuration investment remains when deploying Siebel Open UI.

Open UI is a new presentation layer for the Siebel application.

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Modern Technology – Modern Approach

UX Worksho

ps

Planning &

Staffing

Development & Testing

Deployment

Support & Fine Tuning

Open UI Enhancement Process• Open UI ideation through User Experience best-

practices• Executive Interviews• Journey Mapping• Contextual Interviews

• Identify high-value scope items• Prune-the-Product• Interactive Wireframes• Backlog Prioritization

• Staff appropriately for the release activities• Web-developers• User Experience Architects• Visual Designers• Highly Experienced Siebel Architects

• Develop and test in iterations• Deploy and support

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Case Study 1Modernizing Siebel to Address Longstanding User Concerns

Problem Statement Vision Journey Mapping Wireframes Design Build Demo Video

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Case Study: Problem StatementTop User Complaints

Can’t easily search Searching in general is difficult, but biggest complaint is product level search issues

Too many fieldsScreens are overwhelming with information since screens supports multiple user roles: Sales, Marketing, Operations

Too many screensExample: Sales has to leave the screen, go to another screen to make an edit and then back to the original screen to continue on with a process

No Business Process GuidanceNot sure what to do to accomplish what they need

Slow PerformanceRelated to too many applets and fields on screens

Project Goals

Centered around only Sales and their needs• Other roles would continue to use

current user interfaceBased upon frequent Sales activities

• Preparing for an Account Visit• Creating a new Opportunity• Maintaining key attributes of an

Opportunity (dates, revenue forecast)

• Declaring a Design Win• Accepting a Design Registration

from a DistributorUsable and available for Mobile (tablets)

• Makes use of the new Open UI / Web enable user interface options

Past Improvement Attempts

Smart Scripts• Created smart scripts to assist

with Opportunity creation and maintenance

• Screens are so cluttered, sales does not “see” the buttons to launch the smart scripts

TBUIs• Can be business process

focused, so user does not get screen errors

• Hard for users to find and launch not intuitive

• Limited usability options for screen design

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Case Study: Problem Statement

52 Columns on Opty Header since screens support multiple roles and not just Sales

Sales user doesn’t see smart script buttons

Not obvious how to launch TBUIs

No visibility to which products are on the Opportunity

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Case Study: Problem Statement

Attempt to create a screen where “all edits” can be done

- Overwhelming- Cluttered

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Project Vision

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Journey Mapping

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Design

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Development: Week 1

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Development: Week 2

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Development: Week 3

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Development: Week 4

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Development: Final

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Outcome

“This is the most impactful improvement to Siebel that [IT] has delivered in years” - Freescale Sales User

Virtually Bug-Free Production Deployment

Cut sales user/system engagement times by 80%Regular user interactions that took 12 user minutes on average now take 2.5 min

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Internet Explorer is end-of-life. What do we do with Siebel? Simple Upgrade

Our user base hasn’t seen major improvements in years and they want more.Modernize the Interface

Department <X>/Users want <insert cloud application>, but Siebel is embedded in our business processes.Hybrid Siebel/SaaS

Siebel is old technology. How can we modernize?Find your real business drivers, then Modernize or Hybrid Siebel/SaaS.

Corporate strategy says ‘get all systems into the cloud’. How do we do that?Find your real business drivers. Siebel on IaaS, Hybrid Siebel/SaaS, or Replace

We need a customer portal/mobile solution for Siebel. What are our options?Modernize the Interface

Siebel CRM: Where do we go from here?

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This approach: Replaces existing on-premise application

features with cloud applications in one shot.

Involves heavy business transformation to shift processes into the focused, and limited, capabilities of various cloud solutions

Works well for simple Siebel application use

This approach: Involves upgrading Siebel and

enhancing business processes using new Siebel features such as the Open UI framework and Siebel Mobile

Can optionally move the servers to cloud infrastructure-as-a-service

Works well for complex Siebel applications with well-defined business processes.

This approach: Involves implementing cloud solutions in

strategic functional areas over time, replacing pieces of current applications

Involves upgrading Siebel

Requires the development of interim integrations that will evolve into a final architecture

Requires business transformation, yet with managed risk

Replace Siebel with SaaS Solutions

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Key Takeaways

• Siebel is still the largest, most complete, CRM application in the space• Every Siebel customer is facing the same decisions • Options can be boiled down to:

• Replace Siebel• Modernize using Siebel• Move into a hybrid Siebel/SaaS architecture

• Software-as-a-Service solutions provide excellent department-level functionality – at the risk of creating silos within the organization

Modernize Siebel CRM with Open UI

Technology

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