Customer Engagement Executive Summary Contents I Customer Engagement

Customer Engagement Executive Summary

Contents I. Customer Engagement Overview § Customer Engagement Definition § Mission and Objectives II. Enabling Customer Engagement § Customer Engagement Roadmap § Customer Engagement Capabilities and Prioritized Initiatives § Customer Scenarios § Prioritized Initiative Impact III. Conceptual Architecture IV. Timeline and Investment for Prioritized Initiatives V. Implementation Approach and Governance VI. Appendix 2 Copyright © 2014 Deloitte Development LLC. All rights reserved.

Customer Engagement Definition Customer Journey § Leverage the 360 -degree view to boost the customer experience and relationship § Drive benefits across the organization by improving sales and loyalty, identifying valuable leads, and providing better customer insight Apps Events Email Promotions Telecom Customer Lifecycle Kiosks § Customer Engagement should extend across the entire customer lifecycle § Customer Engagement across emerging channels require solutions beyond legacy CRM platforms Handset / Device Network Guiding Principles Third Party Website Billing Service § Customer perspectives are based on a collective experience, not a single touch point or channel Social Media Sales § Provide a 360 -degree view of each customer across all touch points along the customer journey. Marketing Customer Engagement Customer Care Traditional Channels Retail Call Center / IVR Extended Channels Organizations must evolve from traditional, transactional based customer interaction to end-to-end Customer Engagement. Leading the industry is no longer about providing the best products, it’s about providing the best experience at every touch point 3 Copyright © 2014 Deloitte Development LLC. All rights reserved.

Customer Engagement Mission and Objectives Mission Statement Improve the effectiveness of customer touches across all channels in the customer journey, enabling Client X to establish an industry-leading customer experience Objectives Customer Engagement will address our business challenges while creating plans for initiatives that enhance high priority capabilities to retain customer and Average Revenue 4 Copyright © 2014 Deloitte Development LLC. All rights reserved.

Contents I. Customer Engagement Overview § Customer Engagement Definition § Mission and Objectives II. Enabling Customer Engagement § Customer Engagement Roadmap § Customer Engagement Capabilities and Prioritized Initiatives § Customer Scenarios § Prioritized Initiative Impact III. Conceptual Architecture IV. Timeline and Investment for Prioritized Initiatives V. Implementation Approach and Governance VI. Appendix 5 Copyright © 2014 Deloitte Development LLC. All rights reserved.

The Customer Engagement Roadmap defined the capabilities required to enable an industry-leading customer experience Customer Engagement Capabilities § 87 Customer Engagement Capabilities were defined across Sales, Service, Marketing, Data & Analytics and Technology § A maturity assessment was performed for each capability against industry trends and comparison to competition § Select capabilities and functions were identified for enhancement, either to fix fundamental issues or to leap-frog industry competitors 6 Copyright © 2014 Deloitte Development LLC. All rights reserved.

Initiatives were defined to enable the foundational capabilities for Customer Engagement Capabilities Prioritization Prioritized Initiatives Campaign MGT / RTD MGT RTD Auto Fulfillment Social Media Customer Touch § Started with 87 capabilities identified across key Customer Engagement domains § Analyzed industry trends and compared Client X current state to competitors for each of the 87 capabilities 7 § Validated capabilities findings with Client X teams and developed hypothesis on a shortlist of 27 Initiatives § Validated hypothesis with Industry SMEs and refined list to 10 Initiatives Immediate Focus § 2 initiatives were selected as Prioritized Initiatives to solidify the future vision for Customer Engagement. These initiatives are: - Customer Touch - Campaign Management / Real Time Decisioning Copyright © 2014 Deloitte Development LLC. All rights reserved.

Prioritized Initiatives of Customer Engagement Roadmap Campaign Management / RTD To enable intelligent business decisions and drive end-to-end marketing processes with the capability to offer the right product at the right time based on “session-based” intelligence and customer data, increasing offer fit and sales. Auto Fulfillment Social Media To unify order management and commerce functions across all channels and touch points, improving sales and service experiences. Auto Fulfillment is being addressed as part of the Omni. Channel initiative To provide foundational support of the growth and use of social data across all CRM systems, increasing marketing effectiveness, reducing churn, and increasing customer satisfaction. Although a social strategy is in place at Client X, the approach is not scalable and the licenses currently available are not being fully leveraged. Customer Touch To capture and analyze customer touches across all channels in order to enable Client X to personalize responses and provide their customers with an industry leading customer experience across their journey. 8 Immediate Focus Copyright © 2014 Deloitte Development LLC. All rights reserved.

Prioritized Initiatives Summary The Customer Engagement Roadmap helped define the leading capabilities associated with the varying domains and business entities in Customer Engagement. Each of initiatives below have been mapped to the Customer Engagement Roadmap based on the functions introduced and how those functions tie to capabilities and domains. Customer Touch Campaign Management / RTD Provides a 360 -degree view of each customer across all touch points along the customer journey, extending across the entire customer lifecycle and based on the customer’s collective experience. Campaign Management applications help organizations segment, target and manage multichannel marketing messages. Real-Time Decisioning (RTD) utilizes multi-channel “sessionbased” intelligence and customer data to score and present one or more predefined offers. Functions Capabilities Customer Data Capture 360 Degree View Customer Data Retrieval Summarized and Aggregated Customer Data Augmentation Functions Capabilities Marketing Operations Management Marketing Automation and Optimization Real-time Offer Management Marketing Mix Advisor & Performance Management Campaign Management Real-Time Decisioning Digital Marketing and Data Integration Customer Link Analytics 9 Copyright © 2014 Deloitte Development LLC. All rights reserved.

Customer Engagement Scenarios Interactions with customers across the entire life cycle will provide Client X with timely information required to attract and retain customers Customer Journey Aware / Learn Activate / Use Buy / Need Pay Bill / Refill Call Center 6. Client X. com Interaction Channels 2. Prospect researches website for plan / device Retail 3. 4. 1. Prospect posts complaint about Competitor’s service Customer contacts call center with mobile issue Customer reviews and pays bill using Client X. com Customer receives phone, activates and uses device 9. Customer adds an additional line Issue resolved and 7. Customer posts about excellent service Email 8. Channels span Sales, Service, and Marketing for all transactions. They are the mediums through which Client X supports marketing, customer care services, and sales transactions. 10 Modify Prospect goes into store to purchase plan / device My Client X Social Media 5. Seek Help Customer receives campaign offer for plan continuation Customer touch point Copyright © 2014 Deloitte Development LLC. All rights reserved.

Prioritized Initiatives to Scenario Mapping Customer Journey Aware / Learn Scenario Enabled By Channel Buy / Need Activate/ Use Pay Bill / Refill 5. Seek Help 1. 2. 3. 4. 6. 7. Prospect posts complaint about Competitor' s service Prospect researches website for plan / device Prospect goes into store to purchase plan / device Customer receives phone, activates and uses device Social Media Client X. com Retail On Device Client X. com Call Center Social Media N/A N/A 8. Customer Issue Customer reviews and contacts call resolved & receives pays bill center with Customer campaign using Client mobile posts about offer for X. com issue excellent plan service continuation Email 9. Customer adds an additional line My Client X Customer Touch Campaign Management / RTD Social CRM N/A N/A Customer Touch foundationally enables the scenario end-to-end and empowers Campaign Management / RTD to be increasingly impactful 11 Copyright © 2014 Deloitte Development LLC. All rights reserved.

Prioritized Initiatives Impact Core Metrics Gross Adds Avg. Customer Handling Time Average Revenue Loyalty Churn Customer Touch CM / RTD Social CRM Activate / Use Customer Journey Aware / Learn Need / Buy Activate / Use Pay Bill / Refill Need / Buy Seek Help Telecom Customer Journey Modify Customer Touch Aware / Learn CM / RTD Pay Bill / Refill Balance Seek Help Modify Social CRM Type of Impact Fundamental Issue Competitive Advantage Quick Win Degree of Impact High Medium Low Customer Touch CM / RTD Social CRM 12 Copyright © 2014 Deloitte Development LLC. All rights reserved.

Contents I. Customer Engagement Overview § Customer Engagement Definition § Mission and Objectives II. Enabling Customer Engagement § Customer Engagement Roadmap § Customer Engagement Capabilities and Prioritized Initiatives § Customer Scenarios § Prioritized Initiative Impact III. Conceptual Architecture IV. Timeline and Investment for Prioritized Initiatives V. Implementation Approach and Governance VI. Appendix 13 Copyright © 2014 Deloitte Development LLC. All rights reserved.

Conceptual Architecture Scope Prioritized initiatives allow Client X to serve it’s customers through a diverse set of channels, Customer Engagement encompasses an integrated customer data strategy to provide a single view of the customer 14 Copyright © 2014 Deloitte Development LLC. All rights reserved.

Contents I. Customer Engagement Overview § Customer Engagement Definition § Mission and Objectives II. Enabling Customer Engagement § Customer Engagement Roadmap § Customer Engagement Capabilities and Prioritized Initiatives § Customer Scenarios § Prioritized Initiative Impact III. Conceptual Architecture IV. Timeline and Investment for Prioritized Initiatives V. Implementation Approach and Governance VI. Appendix 15 Copyright © 2014 Deloitte Development LLC. All rights reserved.

Prioritized Initiatives Timeline 2013 Feb Mar Apr May June July Aug Maturity Lagging Gauge Sep Oct Nov Industry Standard Customer Touch FR Leading Customer Touch IR 1 Customer Touch IR 2 Deliverable: Extended data model to include social media and billing sourced data and initial delivery of 360 degree view Deliverable: Enhanced data model to contain additional sales, service and marketing data and improved 360 degree view to present all available data CM / RTD POC CM / RTD FR CM / RTD IR Deliverable: Vanilla out of the box capabilities for an integrated Campaign Management, RTD and reporting/analytics solution stack Deliverable: Enhanced UI and basic interfaces for Client X data, automated basic processes, and key workflows / KPIS Deliverable: Prioritized business enhancements to out-of-box features based on actual use of application, and additional workflows / customizations Deliverable: Operational database with data to support Campaign Management and RTD Social Landscape Deliverable: Landscape, heat map, and FSD/SSA documentation of requirements Social POCs Dec Social Implementation Deliverable: Implementation of social/big data consumption capabilities including land zone, normalization, and application development Deliverable: POCs for currently licensed social platforms and tools as wells as High-Level Architecture / HLSD Social Org Framework Deliverable: Implementation of sustainable social capabilities in an organization structure 16 POC Proof of Concept FR Foundational Release IR Incremental Release Copyright © 2014 Deloitte Development LLC. All rights reserved.

Prioritized Initiatives Investment Below are financial estimates for the implementation of the Customer Touch and Campaign Management / RTD initiatives Phase 1 Phase 2 Phase 3 Foundational Release Incremental Release 1 Incremental Release 2 $900 k to $1, 000 k $1, 800 k to $2, 000 k $1, 100 k to $1, 300 k Proof of Concept Foundational Release Incremental Release 1 $500 k to $600 k $1, 800 k to $2, 000 k $1, 400 k to $1, 500 k $1, 400 k to $1, 600 k $3, 600 k to $4, 000 k $2, 500 k to $2, 800 k Customer Touch Campaign Management & RTD Total Assumptions § These estimates assume both of these initiatives will run concurrently (synergies and shared resources have been factored into the estimates). Should these initiatives be implemented separately, the cost estimates are likely to change § These estimates are based on similar sized implementations for similar sized organizations § The estimates are based on utilizing the iterative based methodology defined in the Implementation Approach and Governance section 17 Copyright © 2014 Deloitte Development LLC. All rights reserved.

Contents I. Customer Engagement Overview § Customer Engagement Definition § Mission and Objectives II. Enabling Customer Engagement § Customer Engagement Roadmap § Customer Engagement Capabilities and Prioritized Initiatives § Customer Scenarios § Prioritized Initiative Impact III. Conceptual Architecture IV. Timeline and Investment for Prioritized Initiatives V. Implementation Approach and Governance VI. Appendix 18 Copyright © 2014 Deloitte Development LLC. All rights reserved.

Implementation Approach Overview § The approach utilizes iterative methodology based on concepts from industry leading IT practices. The § intent is provide collaboration across Business and IT throughout the program lifecycle and accelerate implementation speed by delivery A series of short implementation “sprints” will be used instead of a “big bang” approach. This will accelerate time to market and allow for new capabilities to meet changing business needs IT Drives Technology Enhancement, Business Leads Process Optimization Approach IT Facilitates, Business Prioritizes Estimated Sample Timing Activities Identify high priority functions using the Customer Engagement Roadmap 19 Hypothesis for solution Build & test rapidly with real users Learn Project Management Planning, Scope definition, Use Case Development JAR / JAD Sessions, Development/Configuration, Unit and Integration Tests, UAT, Cutover Planning 2 -4 weeks 8 -12 weeks Deploy Train the Trainer Sessions, Dress Rehearsal, Cutover 4 -6 weeks Copyright © 2014 Deloitte Development LLC. All rights reserved.

Sample Governance Model § Implementing an iterative approach requires a governance model which provides the mechanisms to § § support an accelerated program lifecycle and greater collaboration across Business and IT For Prioritized initiatives, the Governance Model examples below will be used to oversee the implementation of these programs and used a “pilot” for a target state model for EIT A joint Deloitte & Client X EIT team using the “Two in a Box” delivery model is suggested to drive collaboration and deliver better organizational performance Business and IT Led Initiative (Ex: Campaign Management / RTD) IT Led Initiative (Ex: Customer Touch) Executive Steering Committee EIT 20 CSD Marketing EIT CSD Delivery Leads Adoption Evangelists EIT CSD Marketing Copyright © 2014 Deloitte Development LLC. All rights reserved.

Contents I. Customer Engagement Overview § Customer Engagement Definition § Mission and Objectives II. Enabling Customer Engagement § Customer Engagement Roadmap § Customer Engagement Capabilities and Prioritized Initiatives § Customer Scenarios § Prioritized Initiative Impact III. Conceptual Architecture IV. Timeline and Investment for Prioritized Initiatives V. Implementation Approach and Governance VI. Appendix 21 Copyright © 2014 Deloitte Development LLC. All rights reserved.

1. Prospect customer posts complaint about Competitor's service Customer Journey Aware / Learn Buy / Need Activate / Use Pay Bill / Refill Call Center 6. Client X. com Interaction Channels 2. Prospect researches website for plan / device Retail 3. 4. 1. Customer contacts call center with mobile issue Customer reviews and pays bill using Client X. com Customer receives phone, activates and uses device Prospect posts complaint about Competitor's service 9. 7. 8. § Known Prospect Information: Name, Age Demographic 22 Client X Action § Recognize Client X relevant social media posts § Identify, research, and store prospect customers data § Categorize and extend promotional offers to strong prospect customers Customer adds an additional line Issue resolved and Customer posts about excellent service Email Scenario Info § Prospect customer posts a Twitter message complaining about his/her Competitor's product / service Modify Prospect goes into store to purchase plan / device My Client X Social Media 5. Seek Help Customer receives campaign offer for plan continuation Customer Action § Utilize Facebook / other social media outlets for posting telecom relevant information § Review offer extended by Client X using web link on the reply to the Twitter post Copyright © 2014 Deloitte Development LLC. All rights reserved.

2. Prospect researches website for plan / device Customer Journey Aware / Learn Buy / Need Activate / Use Pay Bill / Refill Call Center 6. Client X. com Interaction Channels 2. Prospect researches website for plan / device Retail 3. 4. 1. Customer contacts call center with mobile issue Customer reviews and pays bill using Client X. com Customer receives phone, activates and uses device Prospect posts complaint about Competitor's service 9. 7. 8. § Known Prospect Information: Name, Age Demographic, Client X Interests 23 Client X Action § Use offer landing page to capture and store prospect navigation on the Client X site § Identify device and plan searches to understand what the prospect’s interests in order to extend the most relevant offers Customer adds an additional line Issue resolved and Customer posts about excellent service Email Scenario Info § After receiving the offer response to the tweet, the prospect goes onto Client X. com to research Client X devices and plans Modify Prospect goes into store to purchase plan / device My Client X Social Media 5. Seek Help Customer receives campaign offer for plan continuation Customer Action § Navigate Client X website using promotional offer landing page § Review Client X devices, accessories, and plan pricing / availability Copyright © 2014 Deloitte Development LLC. All rights reserved.

3. Prospect goes into store to purchase plan / device Customer Journey Aware / Learn Buy / Need Activate / Use Pay Bill / Refill Call Center 6. Client X. com Interaction Channels 2. Prospect researches website for plan / device Retail 3. 4. 1. Customer contacts call center with mobile issue Customer reviews and pays bill using Client X. com Customer receives phone, activates and uses device Prospect posts complaint about Competitor's service 9. 7. 8. § Known Prospect Information: Name, Age Demographic, Client X Interests 24 Client X Action § Review promotional offer to identify prospect customer § Utilize previously captured data about the prospect (Tweet, Web Research) to form an understanding of the prospect in order to accurately cater to their needs Customer adds an additional line Issue resolved and Customer posts about excellent service Email Scenario Info § Following Client X web research, the prospect takes his/her promotional offer and goes into the local retail store to purchase a plan / device Modify Prospect goes into store to purchase plan / device My Client X Social Media 5. Seek Help Customer receives campaign offer for plan continuation Customer Action § Locate the local Client X retail store and go, in person, to the store to complete purchase § Interact with the Client X retail sales representative in order to select and purchase plan, device, and accessories Copyright © 2014 Deloitte Development LLC. All rights reserved.

4. Customer receives phone, activates and uses device Customer Journey Aware / Learn Buy / Need Activate / Use Pay Bill / Refill Call Center 6. Client X. com Interaction Channels 2. Prospect researches website for plan / device Retail 3. 4. 1. Customer contacts call center with mobile issue Customer reviews and pays bill using Client X. com Customer receives phone, activates and uses device Prospect posts complaint about Competitor's service 9. 7. 8. Scenario Info § Prospect decides on the device and plan that fits his/her needs and purchases, receives, and begins using activated device Client X Action § Capture customer information (including Name, Address, Email, Social Media accounts, Payment information) § Known Customer Information: Full Name, Age Demographic, Client X Interests, Email, Address, Phone Number, Payment information, Device, Plan § Create order for new device / plan and submit order for processing Customer adds an additional line Issue resolved and Customer posts about excellent service Email 25 Modify Prospect goes into store to purchase plan / device My Client X Social Media 5. Seek Help Customer receives campaign offer for plan continuation Customer Action § Provide Client X retail sales representative with required information for account creation § Provide payment information, and review / approve order § Begin using new Client X device § Present customer with activated device Copyright © 2014 Deloitte Development LLC. All rights reserved.

5. Customer reviews and pays bill using Client X. com Customer Journey Aware / Learn Buy / Need Activate / Use Pay Bill / Refill Call Center 6. Client X. com Interaction Channels 2. Prospect researches website for plan / device Retail 3. 4. 1. Customer contacts call center with mobile issue Customer reviews and pays bill using Client X. com Customer receives phone, activates and uses device Prospect posts complaint about Competitor's service 9. 7. 8. 26 Customer adds an additional line Issue resolved and Customer posts about excellent service Email Scenario Info § After receiving notification that a payment is due, the customer reviews and pays bill using Client X. com Modify Prospect goes into store to purchase plan / device My Client X Social Media 5. Seek Help Customer receives campaign offer for plan continuation Client X Action § Send reminder notification of summarized bill and due date Customer Action § Utilize Client X. com in order to make a payment on outstanding bill § Capture and process payment of bill § Provide payment details and submit for processing Copyright © 2014 Deloitte Development LLC. All rights reserved.

6. Customer contacts call center with mobile issue Customer Journey Aware / Learn Buy / Need Activate / Use Pay Bill / Refill Call Center 6. Client X. com Interaction Channels 2. Prospect researches website for plan / device Retail 3. 4. 1. Prospect posts complaint about Competitor's service Customer contacts call center with mobile issue Customer reviews and pays bill using Client X. com Customer receives phone, activates and uses device 9. 7. 8. 27 Client X Action § Customer care representative receives inbound call, identifies customer, and creates trouble ticket regarding the issue Customer adds an additional line Issue resolved and Customer posts about excellent service Email Scenario Info § Customer notices an issue with his/her mobile device and contacts call center for assistance Modify Prospect goes into store to purchase plan / device My Client X Social Media 5. Seek Help Customer receives campaign offer for plan continuation Customer Action § Place call into Client X Customer Care , providing maximum information to remedy issue Copyright © 2014 Deloitte Development LLC. All rights reserved.

7. Issue resolved and Customer posts about excellent service Customer Journey Aware / Learn Buy / Need Activate / Use Pay Bill / Refill Call Center 6. Client X. com Interaction Channels 2. Prospect researches website for plan / device Retail 3. 4. 1. Prospect posts complaint about Competitor's service Customer contacts call center with mobile issue Customer reviews and pays bill using Client X. com Customer receives phone, activates and uses device 9. 7. 8. 28 Client X Action § Customer care representative utilizes troubleshooting guide and available on-call SMEs to determine the device issue § Customer care representative sends the remedy info to the customer including easily understood directions (i. e. You. Tube video) Customer adds an additional line Issue resolved and Customer posts about excellent service Email Scenario Info § Customer care representative accurately identifies and remedies the customer’s phone issue, and customer posts to social site about positive experience Modify Prospect goes into store to purchase plan / device My Client X Social Media 5. Seek Help Customer receives campaign offer for plan continuation Customer Action § Use the remedy materials provided by the customer care representative to fix device issue § Post on social sites (i. e. Twitter, Facebook) about your positive experience with Client X (social self -identification) Copyright © 2014 Deloitte Development LLC. All rights reserved.

8. Customer receives campaign offer for plan continuation Customer Journey Aware / Learn Buy / Need Activate / Use Pay Bill / Refill Call Center 6. Client X. com Interaction Channels 2. Prospect researches website for plan / device Retail 3. 4. 1. Customer contacts call center with mobile issue Customer reviews and pays bill using Client X. com Customer receives phone, activates and uses device Prospect posts complaint about Competitor's service 9. 7. 8. Client X Action § Research historical offers extended to customer § Determine optimal offer Customer adds an additional line Issue resolved and Customer posts about excellent service Email Scenario Info § After 12 months on current plan and device, Client X extends a promotional campaign offer to the Customer for additional lines and upgraded devices Modify Prospect goes into store to purchase plan / device My Client X Social Media 5. Seek Help Customer receives campaign offer for plan continuation Customer Action § Research offer extended by Client X and compare to other offers available on the market § Extend promotional offer to customer via email § Capture research done by customer related to the offer extended 29 Copyright © 2014 Deloitte Development LLC. All rights reserved.

9. Customer adds an additional line Customer Journey Aware / Learn Buy / Need Activate / Use Pay Bill / Refill Call Center 6. Client X. com Interaction Channels 2. Prospect researches website for plan / device Retail 3. 4. 1. Customer contacts call center with mobile issue Customer reviews and pays bill using Client X. com Customer receives phone, activates and uses device Prospect posts complaint about Competitor's service 9. 7. Customer adds an additional line Issue resolved and Customer posts about excellent service Email 8. Scenario Info § After receiving a promotional campaign offer from Client X, the customer decides to add an additional line with their existing plan Modify Prospect goes into store to purchase plan / device My Client X Social Media 5. Seek Help Customer receives campaign offer for plan continuation Client X Action § Capture customer payment information Customer Action § Provide payment information, review, and approve order § Create order for new line / device and submit order for processing § Continue using Client X devices § Activate additional line and device 30 Copyright © 2014 Deloitte Development LLC. All rights reserved.

Customer Touch Event Tracking The Customer Touch initiative focuses on capturing, consolidating, and analyzing customer touches across all channels in order to build a 360° view. The following provides a conceptual landscape of the scope. Initiative activities in scope involve identifying all data sources with customer touchpoint data (prepaid and postpaid), integrating the data to a consolidated data store, making the data available for RTD/campaign management, and developing the 360° view 31 Copyright © 2014 Deloitte Development LLC. All rights reserved. 31

Customer Touch Assumptions Below are assumptions we made when defining the scope, timeline, resources and costs for the Customer Touch deployment project Scope § CAM will be utilized for the Marketing Data Mart and will support a full 360 -degree view across Pre-paid, Post-paid, No Contract, B 2 C and B 2 B customers. CAM will be implemented under a different initiative § Operational repository is included in the specific initiative (e. g. CM, MDM, RTD, Inbound Apps) § A purge/archive strategy and plan for the Customer Touch Event Tracking database will developed and refined during this initiative § Customer Hub will contain comprehensive batch and real-time Customer MDM functionality (e. g. standardization and correction of names and addresses; identification and merging of duplicate records) supported by Client X Data Stewards by the start of the foundational release § Any functional gaps for Customer Hub will be implemented under a different initiative and be available by the start of the foundational release § Social media data is available in a structured model for consumption § Event Tracking database / system will publish a common set of AP I/ web services. § All existing Client X data sources and/or Client X applications will consume the standard API/ web service published by Event Tracking System to push data into Event Tracking database 32 Timeline § The initial Proof of Concept release will have a duration of approximately 3 Months § Foundational Release 2 will have a duration of approximately 4 months § Incremental Release 3 will have a duration of approximately 4 months § Scope and duration for Incremental releases beyond the third release have not yet been defined Costs § Actual costs are expected to vary ± 30% and do not include expenses, HW/SW, or internal Client X resources. § The Define & Design Task of any release will involve validation of duration and cost estimates for the remainder of the release § This cost estimate is for a the Customer Touch initiative only. It does not include potential modifications to Front-end applications, Customer Hub/Analytics, ERP, provisioning/fulfillment, Service Request, Inventory, and the integrations between the data sources and integration layer Resources § Deloitte will leverage a “hybrid” resource model that incorporates on-site and offshore resources § Internal Client X resources will need to be identified by Client X leadership Copyright © 2014 Deloitte Development LLC. All rights reserved.

Campaign Management & RTD Assumptions (1 of 2) Below are assumptions that were made when defining the scope, timeline, resources and costs for the CM & RTD deployment project. Scope § Create one or more Sandbox s for review and final vendor selection for both Campaign Management and Real-time Decision functionality § Utilize an iterative approach to implement the selected single vendor platform. Timeline § Proof of Concept: 3 Months § Foundational Release: 4 Months § Incremental Release 1: 4 Months § Incremental Release x: TBD § Foundational Release will focus on “out-ofbox” functionality and enabling key interfaces. § Incremental Release will focus on key modifications to support Client X business requirements. Resources § A joint Deloitte & Client X EIT team will implement and deploy the selected vendor package § Actual costs do not include expenses, HW/SW, or internal Client X resources. § Deloitte will leverage a “hybrid” resource model that incorporates on-site and off-shore resources § The Define & Design Task of any release will involve validation of duration and cost estimates for the remainder of the release § Internal Client X resources will need to be identified Client X leadership 33 Costs § This cost estimate is for CM & RTD package implementation only. It does not include Event Capture or potential modifications to Front-end applications, Customer Hub/Analytics, ERP, provisioning/fulfillment, SR, Inventory, etc. Copyright © 2014 Deloitte Development LLC. All rights reserved.

Campaign Management & RTD Assumptions (2 of 2) Assumptions § The Proof-of-concept will utilize a “Sample” data set, not live customer data. Integrations to Client X systems such as Billing, Front-end applications, outbound channels, etc. will be developed in phases over subsequent releases § On-Site project members of the project team will be co-located in the same work area. Access to Client X applications will be provided for Off-site team members § All project resource will either have prior experience with the selected vendor package or attend vendor training prior to beginning the project § Deloitte Project Management and Documentation standards will be utilized § Joint Application Design (JAD) workshops will be limited to no more that 5 empowered business users § CAM will be utilized for the Marketing Data Mart and will support a full 360 -degree view across Pre-paid, Post-paid, No Contract, B 2 C and B 2 B customers. CAM will be implemented under a different initiative. § CAM will be able to support CM/RTD Segmentation, Reporting, and Analytics requirements § All customer interactions will be captured and recorded in a single events tracking database implemented under a different initiative § Customer Hub will contain comprehensive batch and real-time Customer MDM functionality (e. g. standardization and correction of names and addresses; identification and merging of duplicate records; enrichment of the customer profile) supported by Client X Data Stewards. Customer Hub will be implemented under a different initiative § Customer Hub will contain Account/Contact Profile & Preference information only. Not a full 360 view. § Client X will be responsible for potential modifications to Front-end applications, Customer Hub, ERP, provisioning/fulfillment, Service Request, Inventory, Middleware, etc. including the interfaces between these applications and the integration layer 34 Copyright © 2014 Deloitte Development LLC. All rights reserved.

Additional Initiatives Summary The Customer Engagement Roadmap helped define the leading capabilities associated with the varying domains and business entities in Customer Engagement. Each of initiatives below have been mapped to the Customer Engagement Roadmap based on the functions introduced and how those functions tie to capabilities and domains. Auto Fulfillment Social CRM 35 Auto Fulfillment is the minimization or removal of manual provisioning, fulfillment, and billing steps within the Order Orchestration process. Order Orchestration is the complete process from Point of Sales (POS) inquiry to delivery of a product or service to the customer and billing enablement. Social CRM is a channel that touches all aspects of the Customer Engagement Continuum. It consists of five dimensions that enable consumer engagement across all social platforms. These are: - Brand management - Customer care - Sales management, lead generation, & conversion - Campaign management - Engagement Functions Order Submission Capabilities Account Creation & (Re)Activation Order Orchestration Order Decomposition Order Fall-Out Management, Change, and Cancellations Customer Service Orders Order Lifecycle Policy Management Customer Order Lifecycle Management Adaptive Provisioning Automation Port-In / Port-Out Functions Listening, Lead Generation, and Trend Identification Social Data Segmentation and Enrichment Social Campaign Alignment and Analysis/ Refinement Capabilities Social Accounts and Contacts Social Media Social Commerce and Publishing Performance Monitoring and Amplification Social Trouble Shooting Copyright © 2014 Deloitte Development LLC. All rights reserved.