New Omni-channel Sales Approach For Personalized Customer Experience At .

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New omni-channel sales approach for personalized Customer Experience at a leading Media company Customer Experience Management with Salesforce.com Prague – June 17, 2014

Agenda The New Selling Experience at Telco and Media Companies Trasforming Sales with Salesforce.com at Sky Italia The Basic Components The Journey How it looks like 2014 Deloitte Touche Tohmatsu Limited

The New Selling Experience at Telco & Media Companies 3 2014 Deloitte Touche Tohmatsu Limited

Improved competition, change in the consumer’s behavior and rapid technology adoption are shaping a new sales process Electronic trade boost 1 Low cost devices Intuitive usability Advanced connectivity E-Commerce M-Commerce F-Commerce Sales Process Processo di vendita 3 Consumer’s style 4 Rapid technology adoption 2 Perception gap Customer Journey SoLoMo & Store 3.0 2014 Deloitte Touche Tohmatsu Limited

More than 75% of consumers use two or more purchasing channels and expect a consistent and personalized experience Research from Multi-Channel Web Shop Comparative sites Buy PickUp Service Online Purchase Online Purchase Chat Contact Center Post Sale Order Verification Store Visit Store Pick up In-Store Return to Store Kiosk Catalog Mobile Browsing through catalog Product Selection Google Research Product Information Confirmation E-Mail E-Mail Social Facebook Fan Club Comments and opinions Twitter Sharing Blog Questioning .to an Omni-Channel Customer Journey 5 Source: 4th Annual MyBuys/E-tailing Group Consumer Insights Survey 2014 Deloitte Touche Tohmatsu Limited

As a result, companies are moving to a new level of sales maturity embracing a combination of Social, Local and Mobile features The remote past: “Store 1.0” Physical The recent past: “Store 1.5” E-commerce The present: “Store 2.0” Multi-Channel 57% of Italians consider the physical store as fundamental 90% of sales is influenced by Social Networks 6 One out of two consumers uses the mobile device before making the store purchase SOcial LOcal Social media discussion Products comparison Like, reviews and opinions Social Games Check-In Store research through maps Local Offers Geo-localization Source: Deloitte Analysis The future: “Store 3.0 ” Omni-channel MObile Research on products and prices Review and Opinions Local Store App Purchase and payment 2014 Deloitte Touche Tohmatsu Limited

Trasforming Sales with Salesforce.com at Sky Italia 7 2014 Deloitte Touche Tohmatsu Limited

Sky Italia reviewed its go to market strategy and launched a new sales platform to improve the shopping experience Leading Operator Italian satellite pay TV, 100% owned by 21st Century Fox, started in 2003 to propose the best content with the most innovative technologies Solid Subscribers Base 4.75M Subscribers, audience 15M viewers with 3.8% average share Premium Offer High Quality Broadcasting Wide Variety of Services On the move proposition Continuous Innovation 8 An unparalleled premium offer of Sports, Movies, Series, Kids, News, on a digital platform with 170 thematic channel The first Italian TV to broadcast in HD (now 65 channels), and Live 3D A unique experience built around MySkyHD, enriched by web access to Sky on Demand (1M subs), a large library of premium content With SkyGo, it is possible to watch on the move a wide selection of Sky’s channels and the Sky on Demand library (VOD services) In 2014 Sky has launched Sky Online, a new OTT service, and signed a deal with Telecom Italia to allow customers’ access to the full offering through high-speed ultra-broadband service 2014 Deloitte Touche Tohmatsu Limited

The first step toward a seamless experience across the whole customer lifecycle Touch points Customer Profitability Call center Web Site Mobile Email Social Prevention Retail Order Communication Up-cross selling OTT Cancellation Tracking Retention Troubleshooting Sign-in Win back Order Subscription Welcome pack explore Browse products, services and content On boarding Growth Consolidate At Risk Customer Life Stages 9 2014 Deloitte Touche Tohmatsu Limited

Sky adopted Salesforce.com and Sigma Systems catalog and CPQ for all Sales Channels Prospect Easy to Use Online Sales Mobile 10 Tele-selling Lead Oriented Scalable Field Sales Partners Order Taking Prospect DB Lead & Contacts Configure Price Catalog Quote SIGMA Back End Systems (20 ) 2014 Deloitte Touche Tohmatsu Limited

The Expected Benefits span from higher conversion rates to a better customer experience Before 11 After Expected Benefits Higher Conversion Rate Order Entry Customer Engagement One Way Selling Interactive Selling Complex processes Streamlined Process More contracts per unit of time Web 1.0 Social Media Integration Marketing Awareness Fragmented Systems Omni-channel Better Customer Experience Promotions in real time Low Usability Easy ToTo Use Easy Use Increase Customer Spending Reduce Customer Attrition One to One Personalization Increase Partners network easily 2014 Deloitte Touche Tohmatsu Limited

The Basic Components 12 2014 Deloitte Touche Tohmatsu Limited

We identified three basic elements underlying the Sales Transformation Process 13 Offer Digital 2014 Deloitte Touche Tohmatsu Limited

1st driver: The Process Process Project Scope New Partners Design and implementation of sales processes dedicated to the new Partners and to the DSF Streamlined Process Sales processes optimization for Web channel, Sky Service, Sky Center and Teleselling Lead management Tracking, sharing, and omnichanneling the lead management 14 2014 Deloitte Touche Tohmatsu Limited

2nd driver: The Offer A dynamic and interactive offer will guide the purchase process Offer Project Scope Interactive selling New sales process driven by the offer Catalogue New centralized product catalog for all sales channels Development New single offer quotation engine for the all sales channels 15 2014 Deloitte Touche Tohmatsu Limited

3rd driver: The Digital Platform A new innovative platform for the sales front end Digital Project Scope Multi-device, Cross-platform New Front-end with an easy-to-use User Interface compatible with all browsers Mobile Enabling of the sale functionality for all mobile devices Social Introduction of enterprise collaboration and social networking functions and components 16 2014 Deloitte Touche Tohmatsu Limited

The Journey 17 2014 Deloitte Touche Tohmatsu Limited

A journey to redefine the sales experience at Sky, with the first release just after 4 months from the kick off FY 13 Q4 FY 14 Q1 Wave 1 Q2 Nov ‘13 New Partners Web Channel FY 15 Q3 Q4 Q1 A multiphase approach to reduce risks and impacts Milestones affected by ongoing business initiatives and other IT projects Jun ‘14 Wave 2 Tele-selling Point of Sales Wave 3 Total Users: 3,000 Jul ‘14 Change Order Mobile – Retail Sales Force What’s next A full redesign of the sales experience, to reinforce the Customer Engagement A full replacement of a number of consolidated technologies 18 2014 Deloitte Touche Tohmatsu Limited

An Iterative and Incremental delivery method Innovative development frameworks 19 Prebuilt Components Agile Development Zero Downtime 2014 Deloitte Touche Tohmatsu Limited

A key enabler of insights for Sky’s digital strategy Customer & Digital users Sales & Marketing Privacy Consensus Right targeting criteria and messaging mix to improve campaign effectiveness and customer loyalty Email Usage CHANNELS USERS Transactions/Upgrades Funnel / Navigation Data from multiple source channels are collected and compared in order to identify customers’ behavior and patterns RTD Unassisted channels Effectiveness Assisted Channels Data from multiple sources in order to better identify channel pains & issues, needed improvement actions WEB ANALYTICS Performance Cross - channel NPS Customer Experience Sentiment Analysis Integrated Voice of the Customer Social 20 2014 Deloitte Touche Tohmatsu Limited

How it looks like 21 2014 Deloitte Touche Tohmatsu Limited

Example: how we trace and manage leads on the web John Brown 39 123 4567890 j.brown@mail.com j.brown@mail.com Leads Centralized Configure Price & Quote engine with a single product catalog for a wide range of promotions and cross channels offers Acquire and manage omni-channel real-time leads data in order to offer a personalized shopping experience and provide a seamless and coherent customer journey across all touch points DB Prospect, Insights and Big Data 22 2014 Deloitte Touche Tohmatsu Limited

and align the Retail Channel Lead of Mr. Brown Leads are shared on line across all sales channels and are used for personalization and one-to-one offers Enterprise Product Catalog 23 2014 Deloitte Touche Tohmatsu Limited

Lessons learned and what is next 24 Omnichannel Rules New Channels (Mobile App, Installer, New partners, ) Target Operating Model New Segments / Processes (B2B, Customer Change Order) Organizational Change Customer Database Enrichment Architectural Complexity Integration with Real Time Decisioning marketing engine Lead Commissioning Policy Web Analytics and Big Data 2014 Deloitte Touche Tohmatsu Limited

2014 Deloitte Touche Tohmatsu Limited

Multi-Channel The future: "Store 3.0 " Omni-channel Social media discussion Products comparison Like, reviews and opinions Social Games SOcial Check-In Store research through maps Local Offers Geo-localization Research on products and prices Review and Opinions Local Store App Purchase and .

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