The Irish telecommunications market is one of the most competitive in the western world, with a very high penetration rate and more than 40 suppliers covering different segments. Differentiation through innovation is pivotal to ensure customer loyalty and business survival.
As CSPs worldwide move towards strengthening their role as a value-added partner for customers and enterprises by purveying a complete offering that includes mobile, broadband, fixed line and television, Vodafone Ireland wanted to extend its market leadership and innovation streak.
To adjust to a new market dynamic, driven by new customer needs and more aggressive competition, Vodafone Ireland embarked on a digital transformation journey – covering all customer touchpoints and with a profound impact on the core CRM and billing systems, and reducing go-to-market times for new products and services by 80%.
How to be more agile, deliver great customer experiences and reduce product and service go-to-market across different customer segments?
Addressing this need entailed a complete overhaul of Vodafone Ireland’s business model and IT architecture. The digital transformation was anchored in three main building blocks:
- Digital First;
- Business Model Simplification;
These building blocks were pivotal in driving efforts and defining priorities, ensuring alignment between all stakeholders and a sense of purpose regarding the defined objectives.
Building on the virtualisation principle, Vodafone Ireland designed a reference IT architecture defining a clear demarcation between Systems of Engagement and System of Record. At the core of this architecture is Celfocus Digital Overlay framework, playing a determinant role in reaching out to the business teams and in fulfilling their new demands.
Celfocus Digital Overlay Architecture was the first step towards fully embracing digital. It consists of a phased approach that paves the way to digital architecture and is instantiated through CELFOCUS Omnichannel Core.
Vodafone Ireland IT Architecture
CELFOCUS Omnichannel is a telco-oriented solution, developed to ensure a consistent customer journey, regardless of the touchpoint. Know more about this product here.
CELFOCUS Omnichannel Core is the foundation for a truly omnichannel experience and acts as the backbone for many customer touchpoints across different devices and channels. It’s the central component of a holistic and transformative channel architecture which enhances customer experience by eliminating the software silos when customers interact with the company.