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Hands-on Implementation of Pega’s ‘Wrap-and-Renew’ Solution for Aging Siebel CRM SystemsOrganizations 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 SummaryAs businesses grow and evolve, their objectives can reach beyond the capabilities of their existing technology investments. Often, these invest-ments are substantial not only in terms of costs, but also in terms of their tight integration with operations — and the resulting reliance on them by the business and users.

By modernizing their existing technology to support shifting business needs, organiza-tions can retain and build on their systems — as opposed to a more drastic “rip and replace” alter-native that:

• Negates the company’s original investment.

• May involve time-consuming development and implementation.

• May require specialized user training for effective adoption and proper use once deployed.

An important technology investment that com-monly is affected by shifts in business processes and growth is the area of customer relationship

management (CRM). Organizations typically make large investments in their CRM systems and often have spent years deploying them. And while their CRM implementations at one time may have sup-ported their customer lifecycle effectively, new demands — including increased customer expecta-tions, exploding volumes of information, emerging channels and multiple customer touch points — drive the need to extend these legacy implemen-tations beyond their existing configurations.

While the CRM vendor landscape has changed over the years, a substantial percentage of orga-nizations around the world continue to utilize Siebel as their CRM system. This white paper presents a focused and effective approach that offers these organizations the opportunity to extend and modernize the functionality of their current Siebel implementations to meet today’s demanding business environment — with an innovative “wrap and renew” interface that uses Pegasystems® PegaRULES Process Commander® (PRPC™), an advanced, rules-based work manager for business process automation.

• Cognizant 20-20 Insights

cognizant 20-20 insights | june 2012

cognizant 20-20 insights 2

The Solution — and Its Business BenefitsThe innovative “Pega: Wrap and Renew Siebel” approach applies industry best practices to integrate an organization’s current Siebel components into the PRPC. An effective alter-native to a disruptive “rip and replace” solution, the resulting interface is built for change, enables much-needed agility in the face of a challenging business landscape, and improves the customer experience — all at a reduced cost, and while sustaining the company’s original investment.

Even more specifically, the interface with PRPC extends existing functionality and enhances the Siebel implementation with valuable additional capabilities that are designed to handle today’s complex business and customer challenges. There are multiple business benefits of the Pega: Wrap and Renew Siebel approach that enable Siebel-based organizations to address their toughest business challenges head on. Figure 1 presents a snapshot of how this solution addresses business challenges — with impressive results.

Renewing Siebel with Pega

Business ChallengeExtending Siebel

with PegasystemsBusiness Impacts

Increased customer complexity as a result of new customer communication channels and devices.

Pega includes processes that can be deployed across all channels, including social and mobile .

•Consistent cross-channel customer experience.

•Reduced cost to maintain.•Faster time to deployment.

Avoiding low-value, repetitive customer inquiries.

The Pega Process Engine looks at standard cases and automatically suggests additional activities and treatments to avoid future contacts.

•Increased first contact resolution.•Reduced call volumes.

Current contact center desktop is outdated, static, and requires extensive training, but cannot afford to replace.

Processes and screens can be created within the Pega solution through a model-driven approach — screens and content can be passed seamlessly between Pega and Siebel with no loss of context.

•Reduced training costs.•Improved CSR productivity.•Reduced cost to maintain.

The organization’s service process extends beyond the call center to other departments, such as claims processing, billing, and finance .

A Pega process that’s embedded directly within Siebel can pass work off between various parties in the service process and present them with role- based user interfaces .

•Increased first contact resolution.•Fewer errors.•Reduction of manual procedures.

Limited reporting capabilities across the complete customer service process.

Pega can orchestrate multiple systems and give management visibility into how customer service issues are being resolved across the complete process.

•Improved management visibility.•Enhanced automation and control.

Changes to the customer service process (such as routing, escalation, etc.) are not easy to implement.

Processes can be configured within Pega using business-friendly tools that enable the configuration of service levels.

•Faster time to deployment.•Decreased cost to maintain.•Increased CSR utilization.•Decreased training times.•Improved customer satisfaction.

Service process cannot be adapted rapidly to new products or regulations.

Within Pega, organizations can configure additional process flows easily that recommend the right process for the right product and regulation – decisions and pre-sentations can be embedded within Siebel.

•Improved compliance.•Increased CSR productivity.•Reduced cost to maintain.•Reduced training times.

Each contact requires complex logic to come to a resolution.

Pega can handle complex interactions that require a guided process for resolution.

•Fewer errors.•Reduced training times.•Increased first contact resolution.•Decreased cost to maintain.•Improved business control.

Figure 1


A Business Use CaseAny new process can be implemented in the PRPC (“wrapped”) and integrated into the Siebel desktop with user-friendly tools and wizards. The wrapped process extends (“renews”) the capa-bilities of the current Siebel system, while the user experience remains seamless — there is no need to switch between applications. The new processes implemented in the PRPC also can reuse any existing business services that are already implemented in Siebel. By wrapping and renewing new and old services and processes, the organization derives a higher return on its existing Siebel implementation.

To demonstrate the effectiveness, seamlessness and ease-of-use of the wrap and renew Siebel interface more clearly, we have developed a prototype of a sample business use case in which a new service request process is implemented in the PRPC and integrated into the Siebel desktop. While there are several approaches to integrat-ing the two systems, the prototype uses a loosely coupled integration that leverages Web services and XML. The Siebel services are wrapped using a SOAP/HTTP wrapper that’s invoked from the PRPC process engine — and wrapped PRPC services that are invoked from the Siebel system.

Technologies Used

• Siebel 8.1 Tools.

• Siebel 8.1 Client.

• SOAP 3.5.

• HTTP 1.1.

• IAC 4.1.

• Pega PRPC 6.1.

The Wrap and Renew Interface ArchitectureThe wrapper is an interface layer between the Siebel process engine and the PRPC. The interface layer enables processes to be invoked by either the PRPC or by Siebel using different solution approaches. These solutions were run through a proof-of-concept to test their ability to meet the technical objective, and include:

Pega integrating with Siebel:

• Using SOAP protocol.

• Using HTTP protocol.

Siebel integrating with Pega:

• Using SOAP protocol.

• Using the Internet application gateway.

The components are designed to ensure that they are independent and scalable with minimal dependency.

Rendering the PRPC Process Within the Siebel DesktopCreating User Interfaces

Standard IAC gadgets are created in the PRPC for the View/Add/Modify/Approver screen and the Service Request Search screen.

Wrap and Renew Interface Architecture View

Figure 2

SOAP

HTTP

HTTP/XML

Pega RULES Process Commander

Internet ApplicationComposer

SEBL Advisor Desktop

HTTP/XML

SEBL Application

Access Mechanism

HTTP/XML

SOAP

HTTPRULES EngineProcess Engine


Obtaining the Appropriate Approver

Figure 4

Siebel Process Engine

Pega RULES

Integration Service

SIEBEL ENGINE

SOAP

Request

Response

Creating User Interfaces

Figure 3

Process Engine

RULES Engine

PegaRULES

IAC Gateway

SIEBEL UI

Pega UI Gadget

<Process Name>

Invoking Siebel and PRPC Services: Functionality to Obtain Approver Based on the incoming parameters (request) from Siebel, the PRPC provides a SOAP service WSDL

and a connector rule is set up in Siebel. The PRPC searches a table for the appropriate approver. The response is sent back to the Siebel Process Engine.

SOAP Service WSDL

Figure 5


Pega SOAP Service and Service Package Rule

Figure 8

SOAP Service Request Code

Figure 6

Response Code

Figure 7


Invoking Siebel and PRPC Services: Functionality to Search Service Request in SiebelBased on the incoming parameters from PRPC, Siebel provides a SOAP service WSDL file, and a connector rule is set up in the PRPC. Siebel searches a table for the appropriate service request information. The response is sent back to the PRPC.

Pega SOAP Connector DetailsA SOAPAction header and service endpoint URL are provided in a WSDL file. The related rules are created by a wizard.

Obtaining the Appropriate Service Request in Siebel

Figure 10

Request

Response

Process Engine

SIEBEL Engine

Integration Service

SOAP

PegaRULES

RULES Engine

Pega SOAP Service and Service Package Rule

Figure 9

Obtaining the Appropriate Service Request in Siebel

Figure 11


SOAPAction Header and Service Endpoint URL

SOAPAction: document/http://siebel.com/CustomUI:SiebelPegaEAIAdapterQuery_1MQNTQ3686

Endpoint URL: http://ctsincalstoe/eai_enu/start.swe?SWEExtSource=WebService&SWEExtCmd=Execute&UserName=sadmin&Password=sadmin

Adding a New User Interface

All user interfaces are created using the out-of-the-box features in the PRPC. After creating the user interfaces for Add/Modify/Approver and Service Request Search, separate IAC gadgets are generated using the IAC Gateway Configura-tion Console.

SOAP Request

Figure 12

SOAP Response

Figure 13

A Wizard Creates Related Rules

Figure 14

http://ctsincalstoe/eai_enu/start.swe?SWEExtSource=WebService&SWEExtCmd=Execute&UserName=sadmin&Password=sadmin




The Siebel Configuration ProcessFollowing 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/epharma_enu/SA_IAC/SA.html

10.227.30.60 Default IFrame

MrkPdmSymbURLSR http://10.227.30.60/epharma_enu/SA_IAC/Search SR.html

10.227.30.60 Default IFrame

NOTE:

The folder SA_IAC/SA.html should be placed in the following two server locations:

• <siebsrvr>\SWSE\Public\ENU

• <siebsrvr>\C\Inetpub\WWWRoot

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

http://10.227.30.60/epharma_enu/SA_IAC/SA.html




Figure 15

Pega Decision Table

Figure 17

Modifying the Approval Limit in the Pega Decision Table

Pega Service Request Query

Figure 16


Figure 18

Siebel Service Request Shown in Pega Widget

Inbound Web Service Configuration in Siebel

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

Siebel ToolsConfigure 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 Component

External Sequence

XML Tag External Name

Service Request 1 ServiceRequest Service Request

LS Medical Product Issue

Service Request 2 LsMedicalProductIssue LS Medical Product 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


Figure 19

The WSDL File Is Sent to the PegaRULES Engine

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.

Figure 20

Service Request Query Request

Figure 21

Service Request Query Response


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.

Figure 22

Administration - Web Service

Siebel Administrative TasksNavigate to Administration-Web Service -> Inbound Web Services from the Siebel application.

Figure 23

Request and Response XML Tested Using the SOAP Protocol


Outbound Web Service Configuration in SiebelThe 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:

Name Data TypeIntegration

ObjectType Optional Storage Type

CustomHeaderContext Hierarchy Input/Output Y Hierarchy

SiebelRequest: parameters

Integration Object SiebelRequest Input Y Hierarchy

SiebelRequest Response: parameters

Integration Object SiebelRequest-Response

Output Y Hierarchy

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.


Workflow - Test Outbound Generic Workflow

Figure 24

Start Connector Query SR Map Request XML

Proxy BS

XML Write To File

End

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

No WF Steps name TypeBusiness

Service NameBusiness

Service Method

1 Start Start

2 Query SR Business Service EAI Siebel Adapter Query

3 Map Business Service EAI Data Transfor-mation Engine

Execute

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


Step 3: Map

Input Arguments


9 MapName Literal Siebel Pega SR Map NA

10 SiebelMessage Process Property NA SMessage

Output Arguments


8 OutMsg Output Argument SiebelMessage

Step 4: Request XML

Input Arguments


1 FileName Literal \\ctsincalstoe\siebel81\

XML\requesteai.xml

NA

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


12 OutMsg Output Argument SiebelRequestResponse:parameters

Step 6: XML Write-to-File

Input Arguments


13 FileName Literal \\ctsincalstoe\siebel81\

XML\eai.xml

NA

12 SiebelMessage Process Property NA OutMsg

Step 7: End

Siebel GUI LayerIn 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


A Script Is Written in the PreCanInvoke Event

Figure 25

A Script Is Written in PreInvoke Event

Figure 26


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.


Gross Margin Gross Margin Budget

Product Administration List Applet

Figure 28

Product Mvg Applet

Figure 29


Product Pick Applet

Figure 30

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


Approval Limit Approval Limit Approval Limit

ConclusionToday’s organizations rely on technology to support their business. But as business and customer demands push beyond the capabilities of existing technology investments, organizations are faced with impacts to productivity, availability, and customer satisfaction.

Addressing the problem comes down to a few alternatives. On one hand, while they address the situation with cutting-edge technology, “rip and replace” solutions are costly — both in terms of the loss of the original technology investment, and in the time and effort needed to make the often extensive changes. Modernizing the current system can offer a less disruptive alternative that also sensibly sustains the organization’s investment.

For organizations with substantial investments in legacy Siebel CRM implementations, the “Pega: Wrap and Renew Siebel” approach offers the enhancements needed to meet today’s tough business challenges.

By optimizing their current Siebel system with the power of Pega’s process-powered CRM capa-bilities, Siebel-based businesses have a clear path to taking ownership of the customer experience — delivering the personalized experiences their customers are demanding, unifying multiple customer touches for better visibility and service and delivering a seamless, multichannel customer experience.

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 Headquarters500 Frank W. Burr Blvd.Teaneck, NJ 07666 USAPhone: +1 201 801 0233Fax: +1 201 801 0243Toll Free: +1 888 937 3277Email: [email protected]

European Headquarters1 Kingdom StreetPaddington CentralLondon W2 6BDPhone: +44 (0) 20 7297 7600Fax: +44 (0) 20 7121 0102Email: [email protected]

India Operations Headquarters#5/535, Old Mahabalipuram RoadOkkiyam Pettai, ThoraipakkamChennai, 600 096 IndiaPhone: +91 (0) 44 4209 6000Fax: +91 (0) 44 4209 6060Email: [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.

AcknowledgementsThe 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 the AuthorsSandeep Panigrahi is Associate Director of Projects at Cognizant’s BPM Practice. In this role, he is respon-sible 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 responsi-bilities 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 responsibili-ties 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 devel-opment 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].

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