Case Study Vodafone Turkey: Transforming to become Customer Centric

The Turkish mobile market is one of the most dynamic in the region, with over 75 million subscribers and 100% penetration rate. It is a highly competitive market, driven by innovation and quality of service.

The Challenge

Back in 2009, Vodafone Turkey faced a significant challenge. It needed to evolve and transform itself into a modern operator, ready to tackle the future.

Vodafone Turkey’s IT architecture was billing centric, with many bespoke applications, proving to be difficult and costly to keep up with the business requirements and market dynamics. Furthermore, customer satisfaction has always been crucial for the Vodafone Group, and in order to achieve the highest levels of service, the entire operation needed to be leaner, simplified from process and technology perspective, and refocus on customers and their needs.

Vodafone Turkey underwent a profound transformation that included both the EBU (Enterprise Business Unit) and CBU (Consumer Business Unit).

How we do it

In 2012, Celfocus’ engagement began with an assessment of the ongoing EBU transformation project by:

  • Reviewing architectural and functional deliverables
  • Improving project governance teams support
  • Actively participating and restructuring development testing and both configuration and fast track, and solution architecture teams
  • Ensuring proper alignment between all involved parties

Together with Vodafone Turkey, and following the assessment conclusions, Celfocus was awarded with the CBU transformation project for post-paid customers, focusing on ensuring that the end-result would deliver the best real-time customer experience based on the most efficient and effective business processes, supported by the most flexible IT systems in the Turkish Telco Market.

The Solution

Celfocus’ approach was plinth on a set of key architecture principles followed closely when designing the overall Convergent IT Architecture for CBU/EBU at Vodafone Turkey:

  • Data ownership / Mastering - In order to be able to determine which information should be trusted when performing customer and product data inquiries and updates.
  • Single update path for data (SUPD) - Data should only be updatable through the master system.
  • Componentization - There shouldn’t be any functional overlaps among systems.
  • Systems Decoupling - Every two systems in the IT Architecture should be as independent as possible from each other.
  • Single front-end for users - Reducing most business process requirements (from a user perspective) to a single system.

The outlined core architectural principles converge and are bound to each other in what Celfocus has dubbed the “virtualization” model – the creation of a systems independent working model for products and services.

A key technological success factor was the use of a dedicated Order Management system, responsible for decomposing and orchestrating Vodafone Turkey’s commercial orders, ensuring every order is correctly instantiated and processed, regardless of its origin, and thus mitigating costly errors and poor customer experience.

Project in a nutshell

  • 2012 - 2017
  • 900 people involved
    • 400 from Vodafone Turkey
    • 500 from partners
    • 275 from Celfocus simultaneously on project peak
  • 50 systems impacted, many of them mission critical
  • 500 interfaces affected
  • 11 million subscribers and over 3 thousand shops successfully migrated in less than 6 months

Benefits

The transformation of both EBU and CBU stacks, including the decommissioning of the legacy systems and customer migration allowed Vodafone Turkey to:

  • Reposition itself as a customer centric operator - with simplified customer journeys and processes
  • Empowering costumers to have more visibility, flexibility and control over consumption and usage, with real-time charging.
  • Ready for future growth such as the launch convergent services - including Digital TV and fixed operations.

Celfocus and Vodafone Turkey worked closely as one team, leveraging each other’s strengths to commit and deliver a major transformation project, which has revamped Vodafone Turkey, both at a business and technological level.