Turkcell is Turkey’s leading provider of mobile communication services (MCS) and is the third-largest European MCS provider, based on customer subscriptions as of Q4 2007. Offering a wide range of wireless and associated services, Turkcell has a reputation as an innovator in applying technology to achieve excellence in customer relationship management (CRM).

In the mobile telecom industry, each customer encounter represents an opportunity to increase customer satisfaction and potentially up sell additional products. Therefore, our salespeople and managers must have fast, ready access to high-quality, up-to-date information. Adding to this need for timely, accurate information, customer volume is another significant consideration. On a daily basis, almost 200,000 business transactions are executed by salespeople on our corporate sales force automation (SFA) system for up to 2 million corporate lines, resulting in almost 500,000 new transactions on the current CRM system.

Our high-volume, high customer service environment runs 24x7, requiring us to introduce new systems as quickly as possible to minimize potential service disruptions. When we began discussing how to update our corporate SFA reporting system with the goal of reducing the time to generate reports and integrate more real-time information, our projected timeline was three to four months. Therefore, we decided to simultaneously implement a reporting project with the ongoing corporate SFA project, even though reporting generally follows business process implementation.

Further, we needed to minimize the load on our online transaction processing (OLTP) system, promote near real-time (hourly) data availability and reduce the time required to produce accurate yet highly visual management reports to aid our business users, including the sales team and management executives, in achieving our company objectives. Finally, we wanted to leverage the investment in our existing systems, rather than spend money on new ones, so as not to raise the project’s budget.

We considered three alternatives for maximizing our corporate SFA reporting environment:

  1. Build an in-house, customized reporting solution based on the extract, transform and load (ETL) data mart toolset,
  2. Deploy an out-of-the-box reporting solution or
  3. Create a data virtualization layer to federate data.

Although the first option was highly compatible with our future architecture plans, we gave it up because of the lengthy project period and high implementation costs involved.
The second option offered a proven, robust architecture with a low-implementation effort and acceptable project period. However, we rejected it because it would introduce extra ETL and front-end reporting tools that conflict with our goal of a consolidated reporting environment.

Ultimately, we selected the third option, deploying the Siebel CRM-SFA application with Cognos 8 BI Dashboard, Composite Software Composite Information Server and Composite Application Data Services for Siebel. We turned to Meteksan Sistem, one of Turkey’s largest systems integration companies, to conduct a test pilot project that would demonstrate results internally with the idea of facilitating the Cognos 8 BI Dashboard and Composite Information Server and Composite Application Data Services. We conducted a short (three day) proof of concept (POC) with assistance from two consultants from the UK Cognos office, during which we made the connection to Siebel and generated sample reports. We were greatly impressed by how quickly we were able to complete the integration and generate the reports. This proved to be the key factor influencing our final decision.

In June 2007, we completed the project implementation of reporting SFA activities and activity results managing 360,000 corporate accounts of 2 million lines. Using a native adapter to Siebel, it was possible to implement the reporting simultaneously with the application, to create a reporting model and generate more than 100 operational reports in three months. Typically, CRM application projects must be nearly complete, with business applications and rules in place, before significant progress can be made in the reporting aspect of the project.

The corporate SFA reporting project with Siebel CRM-SFA produced the following results:

  • Near real-time (one hour) data delivery resulting in faster business decisions,
  • Flexible, expandable architecture that accessed more sources and reports,
  • Rapid development time with easy-to-build data services that leveraged prepackaged Siebel objects and reports,
  • Low total cost of ownership by leveraging existing data and tools and
  • Complex business intelligence reports generated, with 75 percent of all reports rendered in less than 15 seconds.

Based on the success of the Siebel CRM-SFA reporting project, we are currently enriching the reporting environment with the data fed from other systems, as well as planning to add more complex analytics to our commercial segment.

About Composite Software: The multithreaded, Java-based Composite Information Server accesses data from disparate sources - combining, abstracting, simplifying and delivering the data via Web services or relational views. Composite Application Data Services provide instant access to packaged applications such as SAP, Siebel and Oracle E-Business Suite via pre-built, reusable data services.

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