USER REQUIREMENTS- OMNI-

CHANNEL CRM & CLIENTELING

 ACCENTURE  

Table of Contents
1. Document information........................................................................................................................................................................................ 2
1.1 Version history............................................................................................................................................................................................. 2
1.2 Document review and sign-off..................................................................................................................................................................... 2
1.3 References................................................................................................................................................................................................... 2
2. Introduction......................................................................................................................................................................................................... 3
3. Business requirements......................................................................................................................................................................................... 4
Display detailed customer service request history for that brand received through all channels, using graphical representation where possible,
to display actions/follow ups required if any...........................................................................................................................................................4
4. Appendix.............................................................................................................................................................................................................. 0
4.1 Definitions & acronyms................................................................................................................................................................................0
1. Document information

Authors
Status
Location <Link/Path>

1.1 Version history

Version Date Modified by Changes

1.2 Document review and sign-off

Name Role Action Date Reviewed
<Review>
<Approve>

1.3 References
Reference Document Link/Path
2. Introduction
The document will list out different functionalities and capabilities required for:
 The Omni-Channel CRM System
 The Clienteling System.

3. Business Functionalities
3.1 Omni-Channel CRM
High Level Req
Business Topic Functional Area Functionality Description
Id
Integrate customer databases of all brands to serve as the ‘single source of truth’ for
customer Loyalty and demographic data. This integrated repository will provide customer
Centralized Data profile & loyalty information to the 360 customer database.
CRM.1 Loyalty Management Repository Each brand will have the flexibility to customize data and define access/restrictions.
Enable registration to the Loyalty program across all channels. Enable access to real-time
Cross-Channel Loyalty loyalty information across all offline & digital channels; enable earn/burn of Loyalty points
CRM.2 Loyalty Management Management across all channels
Cross-Channel Campaign Enable usage of data from the 360 customer database to create intelligence-based,
CRM.3 Campaign Management Management personalized campaigns across channels
CRM.4 Reporting Real time reporting Enable generation of real time customer reports
 3.2 Clienteling
High Level Req
Business Topic Functional Area Functionality Description
Id
The system should function on a tablet
C.1 Application Application The UI/UX should be configured as per Business requirements
Enable identification of customers and methods to search for customers that already exist
in the system. Enable access to customer preferences, transaction and interaction history
from the 360 customer database. Enable creation of tasks/activities by the CCA against
C.2 Customer Management Search/Identify Customers customers
Display customer preferences, transaction and interaction history, wish-list, service
requests etc. Display campaigns that the customer is eligible for; enable modifications to
C.3 Customer Interaction Customer Interaction customer information/wish-list
Enable access to and reservation of stock in-store, nearby stores, online (at SKU level).
C.4 Products Search/Reserve Stock Enable recommendations of products based on customer preferences/history
C.5 Campaign Management Offers/Promotions Trigger campaigns that the customer is eligible for based on defined qualifiers
Enable creation of tasks, activities, service requests by the CCAs based on customer
C.6 CCA Task Management CCA Task Management interaction
C.7 Reporting Reporting Enable generation of store-level reports for CCAs and Store Managers
Enable adding/removing/modification of users to the system. Enable access to and from
C.8 Administration Administration the 360 customer database
4. Business Requirements

4.1 Omni-Channel Enhancements to Capillary CRM

High
Business Functional Functional
Level Requirement Description
Topic Area Requirement Capillary
Req Id
Milestones
CRM 1.1 Loyalty Centralized Integrated Integrate customer databases of each brand at the backend to create a single Feature to be available
Management Repository Loyalty repository for customer Loyalty and demographic data in Capillary by August
Database 2015
CRM 1.2 Loyalty Centralized Integrated Provide each brand the flexibility to customize data according to their own Feature to be available
Management Repository Loyalty needs in Capillary by August
Database 2015

CRM 1.3 Loyalty Centralized Access Controls Enable each brand to define levels of access and restrictions to their Feature to be available
Management Repository brand/customer data in Capillary by August
2015
CRM 1.4 Loyalty Centralized Data Volumes Enable management of larger data volumes to accommodate the integrated Feature Currently
Management Repository customer database Available
(Refer to embedded PPT in Appendix 4.1 for additional details)
CRM 1.5 Loyalty Centralized Data All demographic/loyalty/customer interaction history collected should be Feature Currently
Management Repository Management shared with the 360 Customer Database Available
CRM 2.1 Loyalty Cross- Real Time Enable access to real-time Loyalty information from all channels, including, but Feature Currently
Management Channel Integration not limited to, Ecommerce Platform, Mobile App, Call Center, Mission Available
Loyalty Happiness (MH), Clienteling, Endless Aisle, PoS etc.
Management
CRM 2.2 Loyalty Cross- Registration Enable registration to the Loyalty Program and modifications to existing Feature Currently
Management Channel information from all channels as per defined business rules in real time Available
Loyalty
Management

CRM 2.3 Loyalty Cross- Display Loyalty Display consistent, real-time Loyalty information across all channels as per Feature Currently
Management Channel Information business rules Available
Loyalty
Management
CRM 2.4 Loyalty Cross- Manage Manage Earn/Burn of Loyalty points across all channels, including, but not Feature Currently
Management Channel Earn/Burn limited to, Ecommerce Platform, Mobile App, Call Center, Clienteling, Endless Available
Loyalty Aisle, PoS etc. in real time
 Management
CRM 3.1 Campaign Cross- Flexible Enable configuration options of campaigns/promotions (“as a service” vs. self- Feature to be available
Management Channel configuration of service) to enable quicker turn-around of campaign configuration in the in Capillary by
Campaign Campaigns system December 2015
Management (Refer to embedded PPT in Appendix 4.1 for additional details)
CRM 3.2 Campaign Cross- Campaign Enable use of customer data from the 360 Customer database to generate Feature to be available
Management Channel Qualifiers intelligence-based, personalized multi-channel campaigns, that are triggered in Capillary by
Campaign across all channels, based on business rules December 2015
Management
CRM 3.3 Campaign Cross- Cross-Channel Enable social, mobile campaigns as per Capillary’s Campaign 3.0 module Feature to be available
Management Channel Campaign in Capillary by
Campaign Management December 2015
Management
CRM 3.4 Campaign Cross- Cross-Channel Enable campaign qualifiers/triggers/events to be populated in an automated
Management Channel Campaign manner
Campaign Management
Management
CRM 4.1 Reporting Real time Real time Reports should include customer interaction, response etc. details from all
reporting reporting channels in real time, based on criteria defined by the Business
 4.2 Business Requirements – Clienteling
High
Functional
Level Business Topic Functional Area Requirement Description
Requirement
Req Id
C 1.1 Application Application Mobility The application should function on a tablet
C 1.2 Application Application UI/UX The UI/UX should be configurable as per business requirements
C.1.3 Application Application UI/UX CCA should be able to switch between tabs and search for desired
information on real time basis
C 2.2 Customer Search Customer Search Customer Enable finding customer details on the system by using single or multiple
Management search criteria in real time
C 2.3 Customer Search Customer Search Customer Enable access to customer interaction, purchase, transaction history across
Management all channels in real time
C 2.4 Customer Identify Customer Identify Customer through Enable scanning of the customer’s Loyalty card to identify the customer in
Management Loyalty Card real time
C 2.5 Customer Data Validation Data Entry Prompt the CCA while entering customer data in real-time (e.g. email
Management address, phone no. etc.) or for missing data while entering customer
information
C 2.6 Customer Data Validation Existing Customer Warn the CCA in real-time if the customer potentially already exists in the
Management system
C 2.7 Customer Assign CCA to customer Assign CCA to customer Enable manual or automatic assignment of CCAs to Customers
Management
C 2.8 Customer Display Data/Reporting Display Summary Enable display of customer information on a single screen in real time to
Management information allow the CCA to pick up key points for a relevant interaction with the
customer
C 2.9 Customer Display Data/Reporting Customer Reports for CCA Generate reports about customers based on specified criteria for CCA’s (e.g.
Management customers of that store, missing information, location, customers requiring
follow-ups etc.)
C 2.10 Customer Display Data/Reporting Customer Reports for Store Generate reports about customers based on specified criteria for Store
Management Manager Managers
C 2.11 Customer Display Customer Display detailed customer Display detailed customer information (name, contact information,
Management Information information birthdays/anniversaries etc.)
C 3.1 Customer Display Customer Display customer Display detailed customer transaction history in real time for that brand
Interactions Information transaction history received through all channels, using graphical representation where
possible, to display actions/follow ups required if any
C 3.2 Customer Display Customer Display customer Display detailed customer interaction history in real time for that brand
Interactions Information interaction history received through all channels, using graphical representation where
possible, to display actions/follow ups required if any
C 3.3 Customer Display Customer Display customer service Display detailed customer service request history in real time for that brand
Interactions Information request history received through all channels, using graphical representation where
 possible, to display actions/follow ups required if any
C 3.4 Customer Display Customer Display Wish-list Display the customer’s wish-list/favorites in real time
Interactions Information
C 3.5 Customer Display Customer Modify Wish-list Enable the CCA to add/modify the wish-list in real time based on
Interactions Information products/combination of products selected by the customer in the store
C 3.6
Customer Display Customer Display campaigns Display campaigns that have been sent to the customer in real time
Interactions Information
C 3.7 Customer Create Service Request Creation & modification of Enable creation and modification of service requests/actions classified into
Interactions service requests various types (e.g. complaints, orders etc.) with a due date in real time
C 4.1 Products View Catalog View product catalog and Display product catalog and information on the product based on specified
product information criteria (including information like ratings, reviews etc.)
C 4.2 Products Recommendations Display recommendations Display recommended products based on inputs from the Recommendation
Engine in real time
C 4.3 Products Recommendations Allow recommendations to Enable the CCA to accept or reject the recommendation
be accepted/rejected
C 4.4 Products Feedback Collect feedback Enable the CCA to enter feedback on the recommendation (e.g.
like/bought/didn’t like etc.) in real time
C 4.5 Products View Stock Display availability of stock Display availability of product in the store; and if the product is unavailable,
display availability in nearby stores in real time
C 4.6 Products Reserve Stock Reserve Stock Enable the CCA to reserve stock in a nearby store or order online based on
customer input to complete the purchase in real time
C 4.7 Products Scan Stock Scan Stock Enable scanning a product to retrieve additional information including
ratings, comments etc. in real time
C 4.8 Products Buy Stock Buy Stock Enable the CCA to add selected items to cart to complete the purchase in
real time
C 5.1 Campaigns Offers/Promotions Receive Offers/Promotions Enable receipt of campaigns running in the store/region with associated
target list/qualifiers
C 5.2 Campaigns Offers/Promotions Trigger/Display Trigger and display campaigns based on qualifiers/specified criteria etc. in
Offers/Promotions real time
C 6.1 CCA Task Create an Create an Allow the CCA to create and an action under defined topology (e.g. call-back,
Management Action/Interaction Action/Interaction send email etc.)
C 6.2 CCA Task Assign Tasks / Service Assign Tasks / Service Enable automatic & manual assignment of task/service request to a CCA
Management Request to sale agents / Request to sale agents / with a due date
user user
C 6.3 CCA Task Reminders Generate Reminders/Alerts Trigger reminders/alerts for the CCA for any tasks/service requests assigned
Management to them based on defined SLA’s/Business Rules
C 6.4 CCA Task Update/Modify Actions Enable user to Enable modification of the task status by the CCA & Store Manager based on
Management and tasks update/modify actions and defined business rules
tasks
C 6.5 CCA Task Search for a Search for a Request/Task Allow the CCA to search for a request/task through single or multiple search
 Management Request/Task criteria
C 6.6 CCA Task Integrate Actions/Tasks Integrate Actions/Tasks Enable integration of an addition/modification of a task or activity from
Management another source/system
C 6.7 CCA Task Execute actions Execute actions through Enable generation of emails/SMS in real time
Management email/SMS
C 6.8 CCA Task Notes Notes from the interaction Enable a field for the CCA to take notes on the interaction with the customer
Management
C 6.9 CCA Task Generate Reports Generate reports on Enable generation of dashboards/reports of actions/interactions based on
Management tasks/actions single or multiple specified criteria
C 6.10 CCA Task Display calendar view Generate calendar view of Generate calendar view of CCA’s to-do list, including actions
Management list of ‘to-dos’
C 6.11 CCA Task Display calendar view Generate calendar view of Enable CCAs to view store events, marketing launches, campaigns etc. in a
Management list of events calendar view
C 7.1 Reporting Management Reporting Display reports & KPIs Enable tracking of objectives vs. actual results
C 7.2 Reporting Management Reporting Display reports & KPIs Enable display of dashboards/reports/indicators of performance based on
criteria and a format specified by store managers and business
C 7.3 Reporting Management Reporting Display reports & KPIs Enable graphical representation of reports
C 8.1 Administration Manage User Manage list of values Enable creation/modification of data entered
C 8.2 Administration Manage User Create/Modify Enable manual creation of users/employees
users/employees
C 8.3 Administration Manage User Inactive users Enable deactivation of users/employees, ensuring that data collected by
them is still stored
C 8.4 Administration Manage User Inactive users Warn the user if the customer/task/activity is being assigned to an inactive
user
C 8.5 Administration Manage User Create Profile Enable creation of user profiles with access levels as defined by business
C 8.6 Administration UI Template Provide a white label template with all clienteling functionality that can be
personalized to each brand
C 8.7 Administration UI Functionalities/Features Enable features/functionality based on brand, store type etc.
Selection
C 8.8 Administration Manage Data Organization Hierarchy Enable definition of hierarchies (e.g. central team, business units, stores etc.)
C 8.9 Administration Manage Data Data Visibility Enable access to data/reports by brand/hierarchy etc.
C 8.10 Administration Manage Data Data Collection Enable data collection from the central data repository (CAR) in real time
C 8.11 Administration Manage Data Data Transmission Enable data transmission to the central data repository (CAR) in real time
5. Appendix
5.1 Omni-Channel CRM Requirements – Capillary

Capillary_OmniChann
el.pptx