Hands-On Implementation of Pega's 'Wrap-And-Renew

• Cognizant 20-20 Insights Hands-on Implementation of Pega’s ‘Wrap-and-Renew’ Solution for Aging Siebel CRM Systems Organizations with large investments in Siebel CRM software implementations that want a lower-cost, feature-rich, standard- protocol option to renew their system can follow these step-by-step instructions and determine if the Pegasystems solution is the right fit. Executive Summary management (CRM). Organizations typically make large investments in their CRM systems and often As businesses grow and evolve, their objectives have spent years deploying them. And while their can reach beyond the capabilities of their existing CRM implementations at one time may have sup- technology investments. Often, these invest- ported their customer lifecycle effectively, new ments are substantial not only in terms of costs, demands — including increased customer expecta- but also in terms of their tight integration with tions, exploding volumes of information, emerging operations — and the resulting reliance on them channels and multiple customer touch points — by the business and users. drive the need to extend these legacy implemen- By modernizing their existing technology to tations beyond their existing configurations. support shifting business needs, organiza- While the CRM vendor landscape has changed tions can retain and build on their systems — as over the years, a substantial percentage of orga- opposed to a more drastic “rip and replace” alter- nizations around the world continue to utilize native that: Siebel as their CRM system. This white paper • Negates the company’s original investment. presents a focused and effective approach that • May involve time-consuming development and offers these organizations the opportunity to implementation. extend and modernize the functionality of their • May require specialized user training for current Siebel implementations to meet today’s effective adoption and proper use once demanding business environment — with an deployed. innovative “wrap and renew” interface that uses Pegasystems® PegaRULES Process Commander® An important technology investment that com- (PRPC™), an advanced, rules-based work manager monly is affected by shifts in business processes for business process automation. and growth is the area of customer relationship cognizant 20-20 insights | june 2012 The Solution — and Its Even more specifically, the interface with PRPC Business Benefits extends existing functionality and enhances the Siebel implementation with valuable additional The innovative “Pega: Wrap and Renew Siebel” capabilities that are designed to handle today’s approach applies industry best practices to complex business and customer challenges. There integrate an organization’s current Siebel are multiple business benefits of the Pega: Wrap components into the PRPC. An effective alter- and Renew Siebel approach that enable Siebel- native to a disruptive “rip and replace” solution, based organizations to address their toughest the resulting interface is built for change, enables business challenges head on. Figure 1 presents a much-needed agility in the face of a challenging snapshot of how this solution addresses business business landscape, and improves the customer challenges — with impressive results. experience — all at a reduced cost, and while sustaining the company’s original investment. Renewing Siebel with Pega Extending Siebel Business Challenge Business Impacts with Pegasystems Increased customer complexity Pega includes processes that can be • Consistent cross-channel customer as a result of new customer deployed across all channels, including experience. communication channels and social and mobile . • Reduced cost to maintain. devices. • Faster time to deployment. Avoiding low-value, repetitive The Pega Process Engine looks at standard • Increased first contact resolution. customer inquiries. cases and automatically suggests additional • Reduced call volumes. activities and treatments to avoid future contacts. Current contact center desktop Processes and screens can be created • Reduced training costs. is outdated, static, and requires within the Pega solution through a model- • Improved CSR productivity. extensive training, but cannot driven approach — screens and content can • Reduced cost to maintain. afford to replace. be passed seamlessly between Pega and Siebel with no loss of context. The organization’s service A Pega process that’s embedded directly • Increased first contact resolution. process extends beyond the call within Siebel can pass work off between • Fewer errors. center to other departments, various parties in the service process • Reduction of manual procedures. such as claims processing, and present them with role- based user billing, and finance . interfaces . Limited reporting capabilities Pega can orchestrate multiple systems • Improved management visibility. across the complete customer and give management visibility into how • Enhanced automation and control. service process. customer service issues are being resolved across the complete process. Changes to the customer Processes can be configured within Pega • Faster time to deployment. service process (such as using business-friendly tools that enable • Decreased cost to maintain. routing, escalation, etc.) are not the configuration of service levels. • Increased CSR utilization. easy to implement. • Decreased training times. • Improved customer satisfaction. Service process cannot be Within Pega, organizations can configure • Improved compliance. adapted rapidly to new products additional process flows easily that • Increased CSR productivity. or regulations. recommend the right process for the right • Reduced cost to maintain. product and regulation – decisions and pre- • Reduced training times. sentations can be embedded within Siebel. Each contact requires complex Pega can handle complex interactions that • Fewer errors. logic to come to a resolution. require a guided process for resolution. • Reduced training times. • Increased first contact resolution. • Decreased cost to maintain. • Improved business control. Figure 1 cognizant 20-20 insights 2 Wrap and Renew Interface Architecture View HTTP/XML Internet SEBL Advisor Application Desktop Composer HTTP/XML HTTP/XML SEBL Application Pega RULES Process Commander SOAP SOAP Access Mechanism Process Engine RULES Engine HTTP HTTP Figure 2 A Business Use Case • HTTP 1.1. Any new process can be implemented in the • IAC 4.1. PRPC (“wrapped”) and integrated into the Siebel • Pega PRPC 6.1. desktop with user-friendly tools and wizards. The wrapped process extends (“renews”) the capa- The Wrap and Renew bilities of the current Siebel system, while the Interface Architecture user experience remains seamless — there is no The wrapper is an interface layer between the need to switch between applications. The new Siebel process engine and the PRPC. The interface processes implemented in the PRPC also can layer enables processes to be invoked by either reuse any existing business services that are the PRPC or by Siebel using different solution already implemented in Siebel. By wrapping and approaches. These solutions were run through a renewing new and old services and processes, proof-of-concept to test their ability to meet the the organization derives a higher return on its technical objective, and include: existing Siebel implementation. Pega integrating with Siebel: To demonstrate the effectiveness, seamlessness • Using SOAP protocol. and ease-of-use of the wrap and renew Siebel Using HTTP protocol. interface more clearly, we have developed a • prototype of a sample business use case in which Siebel integrating with Pega: a new service request process is implemented in the PRPC and integrated into the Siebel desktop. • Using SOAP protocol. While there are several approaches to integrat- • Using the Internet application gateway. ing the two systems, the prototype uses a loosely The components are designed to ensure that coupled integration that leverages Web services they are independent and scalable with minimal and XML. The Siebel services are wrapped using dependency. a SOAP/HTTP wrapper that’s invoked from the PRPC process engine — and wrapped PRPC Rendering the PRPC Process Within services that are invoked from the Siebel system. the Siebel Desktop Technologies Used Creating User Interfaces • Siebel 8.1 Tools. Standard IAC gadgets are created in the PRPC for • Siebel 8.1 Client. the View/Add/Modify/Approver screen and the Service Request Search screen. • SOAP 3.5. cognizant 20-20 insights 3 Creating User Interfaces PegaRULES SIEBEL UI RULES <Process Name> Engine Pega UI Gadget IAC Gateway Process Engine Figure 3 Invoking Siebel and PRPC Services: and a connector rule is set up in Siebel. The PRPC Functionality to Obtain Approver searches a table for the appropriate approver. The response is sent back to the Siebel Process Based on the incoming parameters (request) from Engine. Siebel, the PRPC provides a SOAP service WSDL Obtaining the Appropriate Approver Request Pega RULES SIEBEL ENGINE Integration Service SOAP Siebel Process Engine Response Figure 4 SOAP Service WSDL Figure 5 cognizant 20-20 insights 4 SOAP Service Request Code Figure 6 Response Code Figure 7 Pega SOAP Service and Service Package Rule Figure 8 cognizant 20-20 insights 5 Pega SOAP Service and Service Package Rule Figure 9 Invoking Siebel and PRPC Services: Obtaining the Appropriate Functionality to Search Service Service Request in Siebel Request in Siebel Based on the incoming parameters

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