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 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 from PRPC, Request Siebel provides a SOAP service WSDL file, and a connector rule is set up in the PRPC. Siebel PegaRULES SIEBEL Engine searches a table for the appropriate service Integration Service request information. The response is sent back to Process Engine SOAP the PRPC.

Pega SOAP Connector Details RULES Engine A SOAPAction header and service endpoint URL are provided in a WSDL file. The related rules are created by a wizard. Response

Figure 10

Obtaining the Appropriate Service Request in Siebel

Figure 11

cognizant 20-20 insights 6 SOAP Request

Figure 12

SOAP Response

Figure 13

SOAPAction Header and Service Endpoint URL Adding a New User Interface SOAPAction: document/http://siebel.com/Custo All user interfaces are created using the out-of- mUI:SiebelPegaEAIAdapterQuery_1MQNTQ3686 the-box features in the PRPC. After creating the user interfaces for Add/Modify/Approver and Endpoint URL: http://ctsincalstoe/eai_enu/start. Service Request Search, separate IAC gadgets swe?SWEExtSource=WebService&SWEExtCmd= are generated using the IAC Gateway Configura- Execute&UserName=sadmin&Password=sadmin tion Console. A Wizard Creates Related Rules

Figure 14

cognizant 20-20 insights 7 The Siebel Configuration Process Following is a description of the Siebel configuration process. Siebel Business Layer Add a calculated field for a business component (Service Request) that references a symbolic URL

Name Calculated Calculated Value

MrkPdmSymbURL Y “MrkPdmSymbURL”

Siebel GUI Layer Create an applet that exposes the new business component field and set its retrieval type to symbolic URL. This value for the retrieval type indicates that data for the underlying field comes from an external Web server rather than the Siebel database.

Name Business Component MRK PDM PreCall Analytics Applet Service Request

Create a new list column named in MRK PDM PreCall Analytics applet.

Name Field Display Name Field Retrieval Type MrkPdmSymbURL MrkPdmSymbURL MRK PDM Symbolic URL Symbolic URL

Expose the list column on the applet Web layout in the base mode. View-Agent SR Chart — Aging Analysis by Priority Create a view that contains the applet and then add the view to a screen. Add the new applet in the View Web Template item of the view and expose the applet in the Base mode.

Siebel Administrative Tasks Administer the view in the Siebel client. Navigate to Administration-Integration -> WI Symbolic URL List. Select the Host Administration view from the view drop-down and create a new record with the following details:

Name Virtual Name 10.227.30.60 PegaURL

Administer the symbolic URL in the client to associate the symbolic URL with a target Web server. Select the Symbolic URL Administration view from the drop-down and create two records as follows:

Name URL Host Name Fixup Name SSO Disposition MrkPdmSymbURL http://10.227.30.60/ 10.227.30.60 Default IFrame epharma_enu/SA_ IAC/SA.html

MrkPdmSymbURLSR http://10.227.30.60/ 10.227.30.60 Default IFrame epharma_enu/SA_ IAC/Search SR.html

NOTE: The folder SA_IAC/SA.html should be placed in the following two server locations: • \SWSE\Public\ENU • \C\Inetpub\WWWRoot

The browser Security Settings should be customized in order to enable browser cookies and the application URL should be added to the Trusted Websites under Privacy Settings.

cognizant 20-20 insights 8 Pega Decision Table

Figure 15

Modifying the Approval Limit in the Pega Decision Table

Figure 16

Pega Service Request Query

Figure 17

cognizant 20-20 insights 9 Siebel Service Request Shown in Pega Widget

Figure 18

Inbound Web Service Configuration in Siebel The following is a description of the configuration of the inbound Web service in Siebel.

Siebel Tools Configure the inbound Web service in the Siebel Tools and Administrative module of the application.

Create an Integration Object in Siebel based on the Service Request Business Object that contains the Service Request Bus Comp and the necessary fields to be sent to the PRPC.

Name Business Object Service Request New Service Request

The Integration Object has the following Integration Components:

Name Parent Integration External XML Tag External Name Component Sequence Service Request 1 ServiceRequest Service Request LS Medical Product Service Request 2 LsMedicalProductIssue LS Medical Product Issue Issue LS Medical PI Product LS Medical Product Issue 4 LsMedicalPiProduct LS Medical PI Product

Create a Custom Business Service by copying the EAI Siebel Adapter vanilla business service. This business service uses the integration object that already has been created, queries the Siebel database based on the Service Request Number field and retrieves the desired information about the service request created by the call center agent.

Name Project Display Name Siebel Pega EAI Adapter New Siebel Pega Integration Siebel Pega EAI Adapter

In the query method of the business service use the following method argument:

Name Data Type Integration Object Type Storage Type SiebelMessage Integration Object Service Request New Input / Output Hierarchy

cognizant 20-20 insights 10 The business service is deployed as a Web Service, and a WSDL file is generated to be sent to the external system, in this case, the PegaRULES® Engine.

The WSDL File Is Sent to the PegaRULES Engine

Figure 19

Service Request Query Request

Figure 20

Service Request Query Response

Figure 21

cognizant 20-20 insights 11 Siebel Administrative Tasks Navigate to Administration-Web Service -> Inbound Web Services from the Siebel application.

Administration - Web Service

Figure 22

Query with the name of the deployed Web service (in this case, Siebel Pega EAI Adapter New), and click on Generate WSDL button to obtain the WSDL file. Before sending to the PRPC, the WSDL file should be in Siebel using the SOAP protocol.

Request and Response XML Tested Using the SOAP Protocol

Figure 23

cognizant 20-20 insights 12 Outbound Web Service Configuration in Siebel The following is a description of the configuration of the outbound Web service in Siebel.

Siebel Business Layer A WSDL file provided by the PRPC is consumed by the Siebel system. Create two external Integration Objects (SiebelRequest and SiebelRequestResponse) in Siebel Tools using the New Object wizard, and also create a proxy Business Service SiebelType.

Add a new field in the Product List applet for Approval Limit in the GUI layer. Add one new field for each of the following business components in the business layer: Position, Service Request, and LS Medical PI Product. These newly created fields are exposed in the Service Request List applet and the Position List applet in the GUI layer. The display name is changed for a field in the Administration Product List applet.

Business Component: Position

Name Join Column Approval Limit S_POSTN BL_RT_AMT

Business Component: Service Request

Name Column Approver Name ALT_CONTACT_NAME

Business Component: LS Medical PI Product

Name Join Column Gross Margin S_PROD_INT GROSS_MGN

Integration Object: SiebelRequest, SiebelRequestResponse

Name Base Object Type External Name SiebelRequest XML SiebelRequest SiebelRequestResponse XML SiebelRequestResponse

The Business Service Method: SiebelRequest has the following method arguments:

Integration Name Data Type Type Optional Storage Type Object CustomHeaderContext Hierarchy Input/Output Y Hierarchy SiebelRequest: Integration Object SiebelRequest Input Y Hierarchy parameters SiebelRequest Integration Object SiebelRequest- Output Y Hierarchy Response: parameters Response XMLHierarchyOutput Hierarchy Output Y Hierarchy faultactor String Output Y Property Faultcode String Output Y Property Faultstring String Output Y Property

Siebel Workflow Process The Siebel workflow in Figure 24 is configured to invoke the PegaRULES Engine using the proxy Business Service and to populate the Find Approver field in the Service Request List applet. A code (script) is written in the Service Request List applet to populate the Approver Name in the GUI.

cognizant 20-20 insights 13 Workflow - Test Outbound Generic Workflow

Start Connector Query SR Map Request Proxy BS XML

XML Write To File

End

Figure 24

Process Properties

Name In/Out Business Object Default String Data Type Error Code In/Out Service Request String Error Message In/Out Service Request String Object Id In/Out Service Request 1-76SH String OutMsg In/Out Service Request Hierarchy Process Instance Id In/Out Service Request String SMessage In/Out Service Request Hierarchy Siebel Operation Object Id In/Out Service Request String

Business Business No WF Steps name Type Service Name Service Method 1 Start Start 2 Query SR Business Service EAI Siebel Adapter Query 3 Map Business Service EAI Data Transfor- Execute mation Engine 4 Request XML Business Service EAI XML Write to File WriteEAIMsg 5 Proxy BS Business Service SiebelType SiebelRequest 6 XML Write To File Business Service EAI XML Write to File WriteEAIMsg 7 End End

The Workflow:

Step 1: Start Step 2: Query Service Request Input Arguments

Sequence Input Argument Type Value Property Name 1 OutputIntObjectName Literal Service Request New NA 2 PrimaryRowId Process Property NA Object Id

Output Arguments

Sequence Property Name Type Output Argument 3 SMessage Output Argument SiebelMessage

cognizant 20-20 insights 14 Step 3: Map Input Arguments

Sequence Input Argument Type Value Property Name 9 MapName Literal Siebel Pega SR Map NA 10 SiebelMessage Process Property NA SMessage

Output Arguments

Sequence Property Name Type Output Argument 8 OutMsg Output Argument SiebelMessage

Step 4: Request XML Input Arguments

Sequence Input Argument Type Value Property Name 1 FileName Literal \\ctsincalstoe\siebel81\ NA XML\requesteai.xml 2 SiebelMessage Process Property NA OutMsg

Step 5: Proxy BS Input Arguments

Sequence Input Argument Type Property Name 11 SiebelRequest:parameters Process Property OutMsg

Output Arguments

Sequence Property Name Type Output Argument 12 OutMsg Output Argument SiebelRequestResponse:parameters

Step 6: XML Write-to-File Input Arguments

Sequence Input Argument Type Value Property Name 13 FileName Literal \\ctsincalstoe\siebel81\ NA XML\eai.xml 12 SiebelMessage Process Property NA OutMsg

Step 7: End

Siebel GUI Layer In the Service Request List Applet, a new list column called Approver Name is created and exposed. A new Find Approver button is created in this applet.

Name Field Display Name Approver Name Approver Name Approver Name

Name Caption Method Invoked HTML Type Find Approver Find Approver FindApprover MiniButton

cognizant 20-20 insights 15 A Script Is Written in the PreCanInvoke Event

Figure 25

A Script Is Written in PreInvoke Event

Figure 26

cognizant 20-20 insights 16 Service Request List Applet

Figure 27

In the SIS Product List Admin applet, LS Medical Product Issue-Related Product Mvga applet, and the LS Medical Product Pick applet, the list column name is modified and exposed in user interface.

Name Field Display Name Gross Margin Gross Margin Budget

Product Administration List Applet

Figure 28

Product Mvg Applet

Figure 29

cognizant 20-20 insights 17 Product Pick Applet

Figure 30

A new list column, Approval Limit, is created and exposed in the Position List applet.

Name Field Display Name Approval Limit Approval Limit Approval Limit

Conclusion For organizations with substantial investments in legacy Siebel CRM implementations, the “Pega: Today’s organizations rely on technology to Wrap and Renew Siebel” approach offers the support their business. But as business and enhancements needed to meet today’s tough customer demands push beyond the capabilities business challenges. of existing technology investments, organizations are faced with impacts to productivity, availability, By optimizing their current Siebel system with and customer satisfaction. the power of Pega’s process-powered CRM capabilities, Siebel-based businesses have a clear path Addressing the problem comes down to a few to taking ownership of the customer experience alternatives. On one hand, while they address the — delivering the personalized experiences their situation with cutting-edge technology, “rip and customers are demanding, unifying multiple replace” solutions are costly — both in terms of customer touches for better visibility and service the loss of the original technology investment, and delivering a seamless, multichannel customer and in the time and effort needed to make the experience. often extensive changes. Modernizing the current system can offer a less disruptive alternative that also sensibly sustains the organization’s investment.

cognizant 20-20 insights 18 About the Authors Sandeep Panigrahi is Associate Director of Projects at Cognizant’s BPM Practice. In this role, he is responsible for managing BPM portfolio programs for healthcare and manages a team of BPM consultants who provide specialized BPM services to strategic customers. He is also responsible for BPM thought leadership and solutions development in North America. Sandeep has 15-plus years of experience in business consulting and IT services including 12 years spent in the field of CRM and BPM (Siebel and Pega). His responsibilities for Cognizant includes business consulting, client and account management, large services portfolio and program management and practice development. He has an undergraduate degree in engineering and a post-graduate degree in business management. Sandeep can be reached at [email protected].

Malay Patra is Senior Consultant within Cognizant’s CRM Practice. In this role, he is responsible for architecting CRM projects specializing in Siebel and manages a team of CRM consultants who provide specialized CRM services to strategic customers. He is also responsible for CRM solutions development in India. Malay has seven-plus years of experience in IT services in the field of Siebel CRM. His responsibilities include leading projects, solution architecting and technical leadership. He has an undergraduate degree in engineering. Malay can be reached at [email protected].

Soumyajit Surai is Manager of Projects within Cognizant’s BPM Practice. In this role, he is responsible for architecting BPM projects specializing in Pega and manages a team of BPM consultants who provide specialized BPM services to strategic customers. He is also responsible for BPM solutions development in India. Soumyajit has seven-plus years of experience in IT services in the field of Pega. His responsibilities include leading projects, solution architecting and technical leadership. He has an undergraduate degree in engineering. Soumyajit can be reached at [email protected].

Chinta Subrahmanyam is Senior Manager of Projects within Cognizant’s BPM Practice. In this role, he is responsible for managing BPM programs with a team of consultants who provide specialized BPM services to strategic customers. He is also responsible for BPM thought leadership and solutions development in India. Chinta has 10-plus years of experience in business consulting and IT services. His responsibilities include business consulting, client and account management, large services portfolio and program management and practice development. He has an undergraduate degree in engineering. Chinta can be reached at [email protected].

Acknowledgements The authors would like to acknowledge the contributions of Pegasystems’ Steve Kraus and Madhu Kota, Senior Director of Product Marketing and Director of Product Management for CRM Products and Solutions, respectively.

About Cognizant Cognizant (NASDAQ: CTSH) is a leading provider of information technology, consulting, and business process out- sourcing services, dedicated to helping the world’s leading companies build stronger businesses. Headquartered in Teaneck, New Jersey (U.S.), Cognizant combines a passion for client satisfaction, technology innovation, deep industry and business process expertise, and a global, collaborative workforce that embodies the future of work. With over 50 delivery centers worldwide and approximately 140,500 employees as of March 31, 2012, Cognizant is a member of the NASDAQ-100, the S&P 500, the Forbes Global 2000, and the Fortune 500 and is ranked among the top performing and fastest growing companies in the world. Visit us online at www.cognizant.com or follow us on Twitter: Cognizant.

World Headquarters European Headquarters India Operations Headquarters 500 Frank W. Burr Blvd. 1 Kingdom Street #5/535, Old Mahabalipuram Road Teaneck, NJ 07666 USA Paddington Central Okkiyam Pettai, Thoraipakkam Phone: +1 201 801 0233 London W2 6BD Chennai, 600 096 India Fax: +1 201 801 0243 Phone: +44 (0) 20 7297 7600 Phone: +91 (0) 44 4209 6000 Toll Free: +1 888 937 3277 Fax: +44 (0) 20 7121 0102 Fax: +91 (0) 44 4209 6060 Email: [email protected] Email: [email protected] Email: [email protected]

© Copyright 2012, Cognizant. All rights reserved. No part of this document may be reproduced, stored in a retrieval system, transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the express written permission from Cognizant. The information contained herein is subject to change without notice. All other trademarks mentioned herein are the property of their respective owners.