ANAYSIS AND DESIGN OF ENTERPRISE ARCHITECTURE USING TOGAF ADM IN ANALYTIC OF CUSOTMER CARE MANAGEMENT AT TELECOMMUNICATION COMPANY
ISSN : 2355-9365 e-Proceeding of Engineering : Vol.4, No.3 Desember 2017 | Page 4591
ANAYSIS AND DESIGN OF ENTERPRISE ARCHITECTURE USING TOGAF
ADM IN ANALYTIC OF CUSOTMER CARE MANAGEMENT AT
TELECOMMUNICATION COMPANY
1
2
3 Lanusgana Amerta, Yuli Adam Prasetyo, S.T., M.T.,
Dr. Basuki Rahmad, CISA.,
CISM., CRISC
123
Information System Program, Industrial and System Engineering Faculty, Telkom University
1
2
3
[email protected], [email protected], [email protected]
Abstract
PT XYZ is one of the biggest cellular telecommunication provider in Indonesia. One of its main concern is
Customer Care Management. This research focuses on the Analytic of Customer Care Management, which
positioned under Sales Directorate. Analytic of Customer Care Management has the main purpose to do
analytical services and strategies, policies, and processes management for Customer Care Management. In
this research, TOGAF is being used to develop Analytic of Customer Care Management’s enterprise
architecture. This research is limited only from preliminary phase to migration planning phase. In each of
these phase, existing architects are being identified and also target architectures are being proposed.
Hopefully, this research could help provide insight to the telecommunication company regarding baseline of
Analytic of Customer Care Management.Keywords: Enterprise Architecture, TOGAF ADM, Customer Care Management, Telecommunication Company 1.
Introduction PT XYZ is one of the biggest cellular telecommunication provider in Indonesia. There are a lot of products to offer to customer, these products are categorized to two big categories. The first category is core product or legacy, which consists of voice, text, and data bunding services. The second category is the content product, which mainly consists of third- parties’ products that bundled with company services.
Customer Care activity is one of the most important thing a telecommunication company must managed properly to maintain customer satisfaction, hence gaining growth for the company as the whole. Therefore, it has been establishing Customer Care Management to take care of this activity. Positioned under the Sales Directorate, Customer Care Management or CCM has main task to manages customer interaction (information, request, and complain) via various touch point (walk-in, call-in, e-care, and self-care). Moreover, it is important for the company to manages the Customer Care properly, therefore company could establish good relation with the customers (Bianchi, Schiavotto, & Svobod, 2014).
Customer Care Management currently being divided into two big section. The first section is the operational section, this section is responsible to the operation of managing customer interaction through multiple touch point on the daily basis. The next section is the analytic section, which responsible to provide analytic, such as planning, system development and maintenance, and facility for the operational section.
To provide analytic for the operational section, analytic section has been developing and maintaining some crucial systems for the Customer Care Management. These systems are combination of in-house developed system and cost-off-the-shelf system provided by vendors. However, more systems might be needed to adapt to the ever- changing business environment, and so could maintain high level of growth for the company.
Hopefully, by using the approach adapted from TOGAF ADM, analysis and design of enterprise architecture
- Tactical, strategic, and forecast analytic dashboard are needed to support the business service, hence better decision-making and overall improved performance could be achieved.
- More agile policies and processes improvement are needed to accommodate dynamic business situation.
Phase Application
Perform gap analysis Confirm the technoogy architecture
Design the appropirate roadmap
ANAYSIS AND DESIGN OF ENTERPRISE ARCHITECTURE USING TOGAF ADM IN ANALYTIC OF CUSOTMER CARE MANAGEMENT AT TELECOMMUNICATION COMPANY
Create the conclusion and recommendation
Analysis and Design Phase
Fase Pelaporan Preliminary Phase
Architecture Vision Business
Architecture Phase Data Architecture (IS)
Architecture (IS) Phase
Identify the technology architecture
Technology Phase Opportunities and
Solution Phase No
No No
No Yes
Yes Yes
Yes End
Figure 1 Research Systematic
3. Literature Study
ISSN : 2355-9365 e-Proceeding of Engineering : Vol.4, No.3 Desember 2017 | Page 4592
Design the target technology architecture
Confirm the application architecture Determine the technoogy requirement
There are two problems that could be identified in this research, the problems are as follow:
Analytics Customer Care Management
2. Research Systematic
This section has the purpose to shows the concept o the research that being done based on TOGAF Architecture Development Method. In this research, the research systematic is as follows:
Preparation Phase Start
Problem Identification
Determine the problem Data gathering
Literature Study Field Study Problem scope
Research purpose Research and interview
Business identification Analytics Customer
Care Management Data identification
Application identification Analytics Customer Care Management
Design the target application architecture Perform gap analysis
Technlogy identification
Identifiaction Phase
Determine the principles Determine the stakeholders Create company s value chain
Deterimine the business requirement Identify the business architecture
Design the target business architecture Perform gap analysis
Confirm the business architecture Determine the data requirement
Identify the data architecture Design the target data architecture
Perform gap analysis Confirm the data architecture
Deterimne the application requirement Identify the application architecture
3.1 The Open Group Architecture Framework (TOGAF)
ISSN : 2355-9365 e-Proceeding of Engineering : Vol.4, No.3 Desember 2017 | Page 4593
The Open Group Architecture Framework or TOGAF is a framework that can be used to developed an enterprise architecture for a company or an organization (The Open Group, 2011) (Dwi, Prasetyo, & Hanafi, 2016) (Christini & Rahmad, 2015). TOGAF plays an important role in the development of enterprise architecture as a standardization and also as an effort to reduce risk during the development of the enterprise architecture.
Phase A: Architecture Vision
This phase explains about the vision of the architecture, including the scope, definition of related stakeholders, and also an approval to start the development of the enterprise architecture
Phase B: Business Architecture
This phase explains about the strategy, products or services, organization, function, processes, and other information related to business of the organization
Phase C: Information Systems Architectures
This phase explains about the information system architecture. There are two big division in this section:
- Data Architecture, which explains about the data involved in the information system architecture
- Application Architecture, which explains about the application involved in the architecture
Phase D: Technology Architecture
This phase explains about the technology architecture that being used and/or will be used in the enterprise architecture
Phase E: Opportunities and Solutions
This phase identifies the architecture deliverables, such as project, program, and/or portfolio that effectively realize the target architecture from the previous phase
Phase F: Migration Planning
This phase aim to deliver the plan of migration from the previous architecture (baseline) to the target architecture
Phase G: Implementation Governance
This phase explains about the monitoring of the plan of implementation, to ensure the implementation is going as it should be
Phase H: Architecture Change Management
This phase organizes the procedure to manage the change of enterprise architecture, hence ensuring continuity of the life cycle of the enterprise architecture
ADM Architecture Requirements Management
This section explains about the process to manage the requirement of all phases in the TOGAF ADM
3.2. Customer Relationship Management (CRM)
Customer Relationship Management or CRM is a term that being used to describe the strategy and technology used by a company or an organization to manage and analyze its interaction between the company or organization and the customers. In CRM, business will be helped to arrange and log customer information centrally, therefore further customer identification, including customer satisfaction measurement could be well executed (Jaelani, 2016).
3.3. Performance Dashboard
According to Wayne W. Eckerson, performance dashboard is essentially a performance management system. It ha s the purpose to translate organization’s strategy into objectives, metrics, initiatives, and tasks for each group and/or individual within the organization. It works by providing information and insights to enable business users to improve the decision-making processes (Eckerson, 2010).
4. Discussion
Preliminary Phase a.
This is the first phase of the TOGAF ADM. During this phase, a set of principles is developed.
Table 1 Principle Catalog
Category PrincipleAdaptive CCM Maximizing Benefit for Company
Business Continuity Beyond Customer Expectation
Business Principles Common Use Applications
Information Management is Everyone’s Business b.
Architecture Vision
Processes Analysis and Development
Customer Care Operational Analytic Reporting
Customer care tactical analytics service Customer Care Tactical
Analytic Reporting Customer care strategic analytics service
Customer Care Strategic Analytic Reporting
Customer Care Forecast Analysis
Policies and processes management service Customer Care Policies and
: Target d.
Customer Care Management Customer care operational analytics service
Data Architecture
Data architecture phase has the purpose to define all related matter regarding data architecture. This is the third Data Principles
Data is Shared Data is Assets
Data Security Application Principles
Ease-of-Use Technology Independence
Technology Principles
Interoperability Control Technical Diversity
Customer Satisfaction Identification
Table 3 Business Service/Function/Processes Catalog
Function Business Service Processes
This phase also the initial phase in the TOGAF ADM. This phase has the objective to define the vision of the architecture. Furthermore, this phase includes, defining the scope and identifying stakeholders. One of the artifact that being explained in this phase is Architecture Vision, as in this phase, the Architecture Vision is as follow:
CCM Operational CCM Analytic
Finance Planning and Transformation Human Capital Management
Network Marketing Sales Charging Billing Payment Customer Care Management
Information Technology
V a lu e / P ro fi t
Support Activities Core Activites
Customer Care Management Operational CCM Planning CCM Assurance CCM System Management
Figure 2 Value Chain Diagram
4 Ensure business continuity throughout customer care management Moreover, this business architecture also explains the proposed improvement of business processes by adding new analytical processes and imrpove current processes of development of policies and processes as shown in the table below.
: Focused in the research c.
Business Architecture
This section provides the architecture of business of analytic of Customer Care Management. One of the artifact used in this section is Business Requirement that has the purpose to identifies the requirement of business needed by the analytic of Customer Care Management. Furthermore, this requirement then will be used as guidance of developing necessary business architecture, if needed.
Table 2 Business Architecture Requirement
No Requirement1 Provide agile policies and processes improvement
2 Every policy and process must be aligned with the strategic plan
3 Provide analytic and decision support for each level of stakeholder (operational, tactical, and strategic)
ISSN : 2355-9365 e-Proceeding of Engineering : Vol.4, No.3 Desember 2017 | Page 4594
ISSN : 2355-9365 e-Proceeding of Engineering : Vol.4, No.3 Desember 2017 | Page 4595
Generally, this phase has the purpose to explains about the relationship of data, applications with corresponding data entities, and mapped the data for application development. One of the artifact that being used in this phase is data dissemination diagram, this artifact has the purpose to provide information regarding the relationship between application and its corresponding data entities. MSISDN Product Product Product Customer Unit Problem Activation Report Report Report Report Product Problem Case Problem Case Registration Unit Problem Finansial Account Postpaid Order MSISDN Unit Customer Problem Order Machine Unit Order Problem Unit Internasional Resolution First Call Order Customer Selfcare Prepaid Call Center Unit Interaction Report Unit Order Summary Report Billing Financial Account Order Problem MSISDN Finansial Account Unit Order Walk-In Summary Customer Billing Customer Billing Customer Problem Refund Payment Partner Report Adjustment Customer MSISDN Billing Financial Account Unit Transaction Registration Report
Revenue Report Problem Order
Problem Spike ReportUnit Sales Order Survey Response Survey Response Customer
Report E-Bil Delivery Billing Customer AR Outstanding Report Report Customer Problem Survey Question Customer Problem Order Survey Question Satisfaction Score Summary Resolution Resolution Time Report Trend Report First Call Area Problem Customer Problem Summary Report Problem Report Area Satisfaction Per Average Revenue Report Revenue Trend Satisfaction Customer Care Operational Analytics Service Customer Care Tactical Analytics Service Customer Care Strategic Analytics Service Customer Care Policies and Process Management Service Satisfaction Score Summary Problem Report Revenue Report Customer Process Satisfaction Score Strategy Strategy Policy Strategy Policy Satisfaction Score Effectiveness Policy Summary Satisfaction Report Area Trend Report Product Policy Customer Area Order Process Trend Report Report Revenue Product Order Effectiveness Process Problem Forecast Forecast Satisfaction Score Report Summary Problem Revenue Report Customer Customer Area Trend Forecast Satisfaction Report Area
Figure 3 Data Dissemination Diagram
Application Architecture e.Application architecture identifies the applications that being used to processes data within the Analytics Customer Care Management. Application could help provide useful information that supports business activities, hence improve business performance.
In this architecture, existing application would be analyzed and mapped. Then, new or improved applications would be proposed. Furthermore, these proposed applications aim to fulfil business requirement while also considering the data architecture needed to develop this architecture.
One of the artifact used in this phase is application communication diagram. This artifact helps determine the application proposed and identified, and then also provide information of the relationship between those application.
ISSN : 2355-9365 e-Proceeding of Engineering : Vol.4, No.3 Desember 2017 | Page 4596
Customer care strategic analytics service<<Physical Application>> Customer Care Forecast Analysis
<<Logical Application>> <<Logical Application>> <<Logical Application>> <<Logical Application>> Problem Forecast Problem Forecast
Customer Interaction Volume Forecast Customer Interaction Volume Forecast <<Logical Application>> <<Logical Application>>
<<Logical Application>> <<Logical Application>> Revenue Forecast Revenue Forecast
Customer Satisfaction Trend Forecast Customer Satisfaction Trend Forecast <<Physical Application>>
Customer Care Strategic Analytic Dashboard <<Logical Application>> <<Logical Application>>
Customer Satisfaction Score Trend Customer Satisfaction Score Trend Dashboard Dashboard
<<Physical Application>> <<Logical Application>> <<Logical Application>>
Customer Care Information System Revenue Trend Dashboard Revenue Trend Dashboard
<<Logical Application>> <<Logical Application>> <<Logical Application>> <<Logical Application>> <<Logical Application>> <<Logical Application>>
Interaction Summary Reporting Interaction Summary Reporting Product Activation Reporting Product Activation Reporting Problem Case Reporting Problem Case Reporting
<<Logical Application>> <<Logical Application>> <<Logical Application>> <<Logical Application>> <<Logical Application>> <<Logical Application>>
Postpaid Registration Reporting Postpaid Registration Reporting Customer Order Reporting Customer Order Reporting First Call Resolution Reporting First Call Resolution Reporting
<<Logical Application>> <<Logical Application>> <<Logical Application>> <<Logical Application>> <<Logical Application>> <<Logical Application>>
Call Center Dashboard Call Center Dashboard Adjustment Refund Reporting Adjustment Refund Reporting
Selfcare Transaction Reporting Selfcare Transaction Reporting <<Physical Application>>
Customer Care Tactical Analytic Dashboard <<Logical Application>> <<Logical Application>> <<Logical Application>> <<Logical Application>>
<<Logical Application>> <<Logical Application>> <<Logical Application>> <<Logical Application>> <<Logical Application>> <<Logical Application>>
Problem on First Call Resolution per Problem on First Call Resolution per Average Resolution Time per Area Average Resolution Time per Area Walk-In International Dashboard Walk-In International Dashboard Revenue Reporting Revenue Reporting
Prepaid Registration Reporting Prepaid Registration Reporting Area Area
<<Logical Application>> <<Logical Application>> <<Logical Application>> <<Logical Application>> <<Logical Application>> <<Logical Application>> <<Logical Application>> <<Logical Application>>
<<Logical Application>> <<Logical Application>> Customer Satisfaction Trend per Area Customer Satisfaction Trend per Area Customer Satisfaction per Problem Customer Satisfaction per Problem
Incident Spike Reporting Incident Spike Reporting E-Bill Delivery Reporting E-Bill Delivery Reporting Account Receivable Dashboard Account Receivable Dashboard
<<Logical Application>> <<Logical Application>> <<Logical Application>> <<Logical Application>>
Product Order Trend per Area Product Order Trend per Area Process Effectiveness Process Effectiveness
<<Logical Application>> <<Logical Application>> <<Logical Application>> <<Logical Application>>
Data Checker Data Checker Payment via Partner Reporting Payment via Partner Reporting <<Logical Application>> <<Logical Application>>
Policy Effectiveness Policy Effectiveness <<Physical Application>>
Customer Experience Survey
Customer care tactical analytics service
<<Logical Application>> <<Logical Application>> <<Logical Application>> <<Logical Application>> Survey Designer Survey Designer Survey Deployer Survey Deployer
<<Logical Application>> <<Logical Application>> <<Logical Application>> <<Logical Application>> Survey Retriever Survey Retriever Customer Experience Score Reporting Customer Experience Score Reporting <<Physical Application>>
Customer Care Policies and Process Management System
<<Logical Application>> <<Logical Application>> Strategy Manager Strategy Manager
Customer care operational analytics service
<<Logical Application>> <<Logical Application>> Non CCM Application
Policy Manager Policy Manager <<Application>> <<Application>> Process Manager Process Manager
Non CCM Application Policies and processes management service
Figure 4 Application Communication Diagram
f. Technology Architecture
Technology architecture identifies usage of technology to enables applications within the company, hence business performance could be improved. In this phase, relevant technology architecture would be developed by considering application architecture that has been developed previously. One of the artifact produced in this architecture is environment and location diagram. Environment and location diagram shows the identified and proposed technology to support the application and data requirement.
Router Switch Switch
Smoother and more agile strategies, policies, and processes management
Benefit
Higher customer care overall score whcih lead to higher revenue for the company
Objective
Smoother and agile strategies, policies, and processes management
Solution
Provide integrated application to manage strategies, policies, and processes management
Outcome
Measu rement
Measurement
Higher ability to adapt new strategies, policies, and processes
Benefit
More agile policies and processes in Customer Care might leads to better perceived customer care
Benefit
Better customer overall satisfaction could lead to better revenue
Figure 6 Benefit Diagram
h. Migration Planning
Migration planning is a phase within the TOGAF Architecture Development Method that has the purpose to ensure implementation and migration plan coordination. Moreover, it ensures the migration from the baseline to the target architecture. One of the artifact used in this application is architecture roadmap, it helps identify what project need to be met in certain timeline.
Higher custmer care satisfaction overall score
Better decision-making in the middle and upper management of customer care
VPN CES Application Server Analytics Application Server CCPPMS Application Server Exadata Database Server Virtual Machine Server Virtual Machine Server
Management System (CCPPMS) Active Directory Server
Load Balancer Firewall <<Physical Application>>
Customer Care Information System (CCIS) <<Physical Application>>
Customer Experience Survei (CES) <<Physical Application>>
Customer Care Tactical Analytic Dashboard (CCTAD)
<<Physical Application>> Customer Care Strategic Analytic
Dashboard (CCSAD)
<<Physical Application>>
Customer Care
Forecast Analysis
(CCFA)
<<Physical Application>> Customer Care Policies and Processes
Data Center Data Center Celcius Database Server MySQL Database Server Hadoop Database Server SAN
Outcome
Forecast Application Service
Figure 5 Environment and Location Diagram
g. Opportunities and Solution Architecture
Opportunities and Solutions is one of TOGAF Architecture Development Method phase that has the purpose to evaluate the design model of developed architecture. This phase will then be the foundation or guidance for the implementation plan. This phase helps the implementation plan to achieve its target of implementation. One of the artifact used in this application is benefit diagram. This diagram has the purpose to explain the relationship of benefit of the opportunities identified and proposed.
Objective
Provide insight fo r middle managament and upper management of
Customer Care
Solution
Provide tactical, strategic, and fo recast analysis application
ISSN : 2355-9365 e-Proceeding of Engineering : Vol.4, No.3 Desember 2017 | Page 4597
ISSN : 2355-9365 e-Proceeding of Engineering : Vol.4, No.3 Desember 2017 | Page 4598
2018 2019 2020 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4Customer Care Tactical Analytic Dashboard Development Customer Care Strategic and Forecast Analytic Dashboard
Development Technology Upgrade
Figure 7 Architecture Roadmap
5. Conclusion and Recommendation
5.1 Conclusion
To be sustainable in current business situation Customer Care Management must be able to adapt to the dynamic business situation. Therefore, some improvement needed to be done to the business. One of solution is to employ enterprise architecture to help company to determine better architecture for the enterprise.
TOGAF ADM is used to perform development of the enterprise architecture. This framework consists of several architecture phases, they are: preliminary architecture, architecture vision, business architecture, information system architecture, technology architecture, opportunities and solutions, and migration planning. This phase then produce identification of current architecture, and based on that current architecture, target architecture is developed.
This research finds that business architecture is need improvement, it needs new services and processes, especially in analytic services and improvement in policies and processes management. Furthermore, improvement in data architecture is needed and some new entities are introduced to enrich the analytical application needed to improve analytical services. Moreover, to be able to develop and maintain the target application technology architecture also need to be improved. Then roadmap is being determined as explain in the discussion above.
Hopefully, this research could help analytic of Customer Care Management in telecommunication industry to improve it business which may leads to higher benefit or value of the company.
5.2 Recommendation
As the end of the research, it is recommended to:
- Consider this research to be guidance of IT development in Analytic of Customer Care • Continue the phase TOGAF ADM as necessary to establish enterprise architecture capabilities in the
Analytic of Customer Care Management
Bibliography
Bianchi, R., Schiavotto, D., & Svobod, D. (2014). Why companies should care about e-care | McKinsey & Company. Retrieved from http://www.mckinsey.com/business-functions/marketing-and-sales/our- insights/why-companies-should-care-about-ecare
Christini, C., & Rahmad, B. (2015). PRESENTING ENTERPRISE ARCHITECTURE STRATEGIES USING BUSINESS MODEL CANVAS (CASE STUDY OF E-COMMERCE PT XYZ), (1), 77 –87. Dwi, T. Y. P., Prasetyo, Y. A., & Hanafi, R. (2016). INFORMATION SYSTEM STRATEGIC PLANNING
BASED ON TOGAF ADM FRAMEWORK IN 1ST REVENUE FUNCTIONS DEPARTMENT OF REVENUE. Eckerson, W. W. (2010). Performance Dashboards: Measuring, Monitoring, and Managing Your Business, Second Edition . Jaelani, E. (2016). the Effect of Customer Relationship Management Toward Product Innovation At Football Distro in Bandung.