how to find the elusive single view of customer – your crm initiative depends on it jean paquet...

How to Find the Elusive Single View of How to Find the Elusive Single View of Customer –Customer –

Your CRM Initiative Depends on ItYour CRM Initiative Depends on It

Jean PaquetJean Paquet

Chief Technology OfficerChief Technology OfficerDelos TechnologyDelos Technology

The Information Reliability CompanyThe Information Reliability Company

Agenda

The Data Issue Managing Data Today The Value of Multiple Data Sources Introducing the concept of Trust The Operational Reference Store Case Study Summary

The Data Issue

“Data is the No. 1 Failure of CRM”Source: Gartner Group

The Data Issue

“50% of time and resources must be spent on data or a CRM implementation will fail”

Source: Gartner Group

“The backbone of any CRM solution is the data behind it. Enterprises have invested considerable effort and expense in deploying CRM solutions to make their customers’ experiences more satisfying, increase retention and foster loyalty. Despite this expense and effort, however, many of these enterprises still fail to understand that a CRM solution is only as good as the quality of the customer data that feeds it.”

The Data Issue

Moving data from its various sources into an easily accessible repository is only part of the challenge in delivering BI. Without paying attention to the accuracy of the data, BI quickly leads to misguided decision making….

BI is all about making business decisions based on dataBad data leads to bad business decisions. Enterprises deploying BI solutions must be "paranoid" about potential data quality issues and fanatical about finding and fixing them…..

SourceData Quality: Don't Sacrifice the 'Intelligence' in BITed Friedman, Eric HwangGartner Group, June 2001

The Data Issue

SourceData Quality in the Customer Databases Mary KnoxGartner Group, September 1999

Agenda

The Challenge Managing Data Today The Value of Multiple Data Sources Introducing the concept of Trust The Operational Reference Store Case Study Summary

Types of DataReference Data Transactional Data Derived Data

Descriptive Facts Calculated

Defines the Keys Attaches facts to Keys Aggregates by Keys

Look Up Tables (Dimensions)

Uses Codes from Look Up Tables

Uses codes as indexes for slicing and dicing

Complex Relatively Simple Both Simple or Complex

Multiple Overlapping and Conflicting Sources

Multiple Non-overlapping Sources

Interpretation can conflict when handling multiple sources

Types of Data

Managing reference data today

CRM

Enterprise Applications

SCM ERP Warehouse Legacy Migration

Customer Product Broker Employee Location

Internal Legacy Data Feeds

Dunn and Bradstreet

Acxiom

Standard and Poors

External Data Feeds

Customer Product Broker Employee Location

Dunn and Bradstreet

Acxiom

Standard and Poors

CRM

External Data Feeds

Enterprise Applications


Managing reference data today


Customer Product Supplier Employee PartCustomer Product Supplier Employee PartCustomer Product Supplier Employee PartCustomer Product Supplier Employee PartCustomer Product Supplier Employee PartCustomer Product Broker Employee Location

Dunn and Bradstreet

Acxiom

Standard and Poors

CRM

External Data Feeds

Business Intelligence Applications


Multiple Reference Data Sources


CRM SCM ERP Warehouse Legacy Migration



Customer Product Supplier Employee PartCustomer Product Supplier Employee PartCustomer Product Supplier Employee PartCustomer Product Supplier Employee PartCustomer Product Supplier Employee PartCustomer Product Broker Employee Location

Dunn and Bradstreet

Acxiom

Standard and Poors

CRM

External Data Feeds



The Cost of Point to Point Solutions


Agenda


Customer Reference Data

Name Address Zip Phone Fax SymbolSIC Bank Acc Login Id Password

eSupportCall CenterAccounts ReceivableDistributionOrder ProcessingSalesCustomereSupportCall CenterAccounts ReceivableDistributionOrder ProcessingSalesMarketing eSupportCall CenterAccounts

ReceivableDistributionOrder

ProcessingSalesMarketing

eSupportCall CenterExternal Data Provider

DistributionSalesSalesMarketing eSupportCall CenterExternal Data Provider

DistributionSalesOrder Processing

Marketing eSupportSales External Data Provider

Call CenterMarketing DistributionOrder Processing

eSupportSales Call CenterMarketing DistributionOrder Processing

Customer Reference Data Overlap

Name Address Zip Phone Fax SymbolSIC Bank Acc Login Id Password

External Data Provider

Overlapping and Conflicting Data

Phone

eSupportAccounts Receivable

Call CenterDistributionSales eSupportCall CenterDistributionOrder Processing

External Data Provider

Sales

Historic Selection of Authorative Source

Select Applications with 100% population Select Attributes from Applications with greatest

accuracy: Domain Edits Relevance to business process

Minimize Overlap and Conflict Across disparate divisions

Managing Overlap Today

ACXIOM

Name Mr. Robert Smith

Address 4 Green Street, Brownsville, TX 78520-6399

Phone Number (560) 340 4540

TRADING SYSTEM

Name Robert Smith

Address 4 Green Street,Brownsville, TX, 78520-6399


CRM

Name Robert Smith



TRADING SYSTEM Aug 14th

Name Robert Smith



CRM

Name Robert Smith



ACXIOM Sept 20th

Name Mr. Robert Smith

Address 4 Green Street, Brownsville, TX 78520-6399


CRM

Name Robert Smith



TRADING SYSTEM

Name Robert Smith



Benefit of Overlapping and Conflicting DataSales Force Automation

Correct Incorrect75% 25%

Call Center

Correct Incorrect80% 20%

Population: 550,000 Population: 320,000

Benefits of Managing Multiple Sources

Combined Sales Force Automation and Call Center

Shared Correct Shared Incorrect

Total Correct Information85%

Total Population: 600,000

Challenge: Which Data is Correct and Which is

Incorrect?

25 Attributes

70%Reliability

Application 1

40 Attributes

1,400,000Customers

80%Reliability

Application 2

80 Attributes

400,000Customers

65%Reliability

Application 3

15 Attributes

800,000Customers

75%Reliability

Application 4

3,400,000 Unique Customers

110 Attributes

90% Reliability

5,000,000Customers

Consolidated

Building the Consolidated View

Consumer Customer Attributes

Contact First Name Billing Address Home Owner Gender Last Name Delivery Address Dwelling Type Date of Birth Middle Initial Account # Dwelling # Rooms Married Mother Maiden Name Password Current Employer # Dependants Credit Card (CC)# PIN # Months Current Employer Bank Account # CC Billing Address Title Previous Employer Bank Address CC Billing Name Professional Title # Months Previous Employer Bank ABA # CC Expiration Employer Email Address ACH Credit Rating SS # / Tax ID Email Attachment Size Home Phone # Annual Income Billing Date Mkt Source of Customer Mobile Phone # Net Worth Payment Method Travels Overseas Pager # Job Title Loyalty Program Highest Professional Qual Pager PIN Management Level Date 1st Customer Years of Higher Education RIM # Years in profession Fax High School Outlook User Retired Work Phone College

Corporate Customer AttributesName 401K Carrier Annual Employee Growth % Legal Status Dental Provider Annual Revenue Growth % Legal Address Net Assets Health Care Provider HQ Address Email Carrier Debt to Asset Ratio Years in Business Max Email Size # Employees Market Cap # Locations # Professional Employees Listed Exchange Switch Board Phone # Unionized Employees Exchange Symbol EDI VAN # Company Vehicles Years Listed Customer Account # Vehicle Ownership Bank Address Annual Revenue Office Space Bank ABA # Credit Rating Retail Space Bank Account # Industry Manufacturing Space Bank Name Accountants Employee Retaining Ratio Web URL Legal Council Average Employee Service Fiscal Year End Video Conferencing Employee Pension Fund

Corporate Contact AttributesContact First Name Location Address # Years with Company Gender Last Name Mail Address Email Address Date of Birth Middle Initial User ID Mkt Source of Contact Married Budget Authority Password Highest Professional Qual Spouse Name Spending Limit PIN Years of Higher Education # Children Reports to Title High School Children Names Sales Influence Professional Title College Hobbies Pager # Job Title Management Level Work Phone # Pager PIN Assistant Name Years in Profession Home Phone # RIM # Assistant Email Fax Mobile Phone # Promotion Prospects Assistant Phone # Preferred Communication Outlook User Date Contact Made Office Hours Champion Rating

Agenda


Trust

Trust is a factor of: Reliability

– Source Application, Relevance of Attribute to Business Process, Decay – Type, Timeline, Rate, Range

Validation Rules– Dependency, Referential Integrity, Domain, Existence, Pattern

Consistency

Trust allows you to: Source reference data from multiple applications Choose the current most dependable source

What Trust Needs

Attribute/Cell Level Meta Data At the Instance Level Date Last Refreshed Data Last Changed

Cross Reference from Application View to Consolidated View

History Of Consolidated Record Of Source Records

Business Rules

Initial Trust

Phone

eSupportAccounts Receivable

Call CenterDistributionSales

65 50 60 80 30

eSupportExternal Data Provider

Call CenterMargin CallOrder Processing

Sales

40

EXTERNAL DATA PROVIDERInitial CurrentTrust Trust

Name Mr. Robert Smith 60 60

Address 4 Green Street, 60 50Brownsville, TX

78520-6399

Phone Number (560) 340 4540 60 50

ORDER PROCESSING SYSTEMInitial Current Trust Trust

Name Robert Smith 75 75

Address 4 Green Street, 75 45Brownsville, TX, 78520-6399

Phone Number (560) 340 4540 65 40

TIME

Trust Example - Decay

CONSOLIDATED Current

Trust

Name Robert Smith 75

Address 4 Green Street, 50Brownsville, TX,78520-6399

Phone Number (560) 340 4540 50




78520-6399

Phone Number (560) 340 4540 60 49

ORDER PROCESSING SYSTEMInitial Current Trust Trust



Phone Number (560) 340 4540 65 38

TIME



Trust



Phone Number (560) 340 4540 49




78520-6399

Phone Number (560) 340 4540 60 42

ORDER PROCESSING SYSTEM AUG 14Initial Current Trust Trust



Phone Number (560) 852 7600 65 65

TIME



Trust



Phone Number (560) 852 7600 65

EXTERNAL DATA PROVIDER SEPT 30Initial CurrentTrust Trust


Address 4 Red Street, 60 60Brownsville, TX

78520-6399

Phone Number (560) 340 4540 60 42

ORDER PROCESSING SYSTEM Initial Current Trust Trust



Phone Number (560) 852 7600 65 62

TIME



Trust


Address 4 Red Street, 60Brownsville, TX,78520-6399

Phone Number (560) 852 7600 62

CRM Initial Current Trust Trust

Name Sam Jones 75% 75%

Address 4 Green Street, 75% 65%Boston, MA, 01701

Phone Number (617) 934 4000 60% 55%

DELIVERY SYSTEM Initial CurrentTrust Trust

Name Mr. Sam Jones 50% 50%

Address 4 Red Street, 65% 50%Boston, MA,

01701

Phone Number (617) 934 4000 60% 55%

BILLING SYSTEM Initial Current Trust Trust



Phone Number (617) 934 4000 50% 40%

TIME

Trust Example - Validation




Phone Number (617) 934 4000 60% 53%




01701

Phone Number (617) 934 4000 60% 53%




Phone Number (617) 934 4000 50% 40%

TIME




Address 4 Red Street, 75% 48%Boston, MA, 01701

Phone Number (617) 934 4000 60% 53%




01701

Phone Number (617) 934 4000 60% 53%




Phone Number (617) 934 4000 50% 40%

TIME


eBilling Initial Current Trust Trust

Name Robert Smith 75% 75%

Email [email protected] 95% 93%

Phone Number (617) 934 4000 40% 35%

Consolidation

Name Address Zip Phone Fax SymbolSIC Bank Acc Login Id PasswordCitibank 3800 CITIBANK CTR33610 813-604-2500 813-604-2501 CITI 001 2738 2637 gefstsd ********

SSB 390 GENICH ST10013 212 978 2345 212 978 2346 SSB038 003 2536 2637 gdfstye ********

Travelers 1 TOWER SQ 06101 860-277-1000 860-277-1001 TRAV032 002 4657 3536 trav03 ********212-657-7199 212-657-7144 CITI040 001 2536 2733 cc32527 ********

Name Annual Revenue Phone Fax IndustrySIC Credit RatingCiti 212-657-7144 Retail BankingSaloman $10,000,000,000 212 978 2345 212 978 2000 Merchant Banking038 AAATravelers $10,572,000,000 860-277-1000 860 277 1001 Insurance032 AAA

Name Address Phone Fax IndustrySIC SymbolZipCiti Group 111 WALL ST 212-657-7000040 CITI10005Travelers 1 TOWER SQ 860-277-1000 860-277-1000 Insurance - Property & Casualty Insurance032 TRAV06101

Accounts Receivable

Credit

Marketing

212-657-7000

040

Citicorp 111 WALL ST 10005

212-657-7000 AAA

Financial Services

040$111,826,000,000

Consolidation


SSB 390 GENICH ST10013 212 978 2345 212 978 2346 SSB038 003 2536 2637 gdfstye ********


Name Annual Revenue Phone Fax IndustrySIC Credit RatingCiti 212-657-7144 Retail BankingSaloman 10,000,000,000 212 978 2345 212 978 2000 Merchant Banking038 AAATravelers $10,572,000,000 860-277-1000 860 277 1001 Insurance032 AAA


Accounts Receivable

Credit

Marketing

Name Address Zip Phone Fax IndustrySIC Credit RatingCiticorp 111 Wall Street10005 212-657-7000 212-657-7000 Financial Services040 AAA

CRM

212-657-7000

040


$111,826,000,000 212-657-7000 AAA

Financial Services

040

Annual Revenue$111,826,000,000

Consolidation


SSB 390 GRENICH ST10013 212 978 2345 212 978 2346 SSB038 003 2536 2637 gdfstye ********


Name Annual Revenue Phone Fax IndustrySIC Credit RatingCiti 212-657-7144 Retail BankingSaloman $10,000,000,000 212 978 2300 212 978 2000 Merchant Banking038 AAATravelers $10,572,000,000 860-277-1000 860 277 1001 Insurance032 AAA


Accounts Receivable

Credit

Marketing

212-657-7000

040


212-657-7000 AAA

Financial Services

040$111,826,000,000

Name Address Zip Phone Fax IndustrySIC Credit RatingCiticorp 111 Wall Street 10005 212-657-7000 212-657-7000 Financial Services040 AAA

CRMAnnual Revenue$111,826,000,000

Salomon Smith390 Grenwich Strett06101 212 978 2300 212 978 2346 Merchant Banking038 AAA$10,000,000,000

Agenda





Customer Product Supplier Employee PartCustomer Product Supplier Employee PartCustomer Product Supplier Employee PartCustomer Product Supplier Employee PartCustomer Product Supplier Employee PartCustomer Product Supplier Employee PartCustomer Product Broker Employee Location

Dunn and Bradstreet

Acxiom

Standard and Poors

CRM

External Data Feeds



OperationalReferenceStore

Re-use of Reference DataInternal Legacy Data Feeds

Current Enterprise Architecture

HRGL DrCr

Billing Plant ops Inventory Warehse Call Centre

SFAPOS Wirelesse commAnalysis Mktg Help Desk

Inventory mgmt

Supply planning

Manu planning

Order mgmt

Demand planning

Logistics mgmt

LEGACY

Business Process

EAI

InternetApplications

SCM ERPCRM

DataWarehouse

Other

Tibco, Vitria, Webmethods

BEA Tuxedo, IBM MQSeriesInformatica, Information Builders

ORS Positioning: The Data Layer

HRGL DrCr

Billing Plant ops Inventory Warehse Call Centre

SFAPOS Wirelesse commAnalysis Mktg Help Desk

Inventory mgmt

Supply planning

Manu planning

Order mgmt

Demand planning

Logistics mgmt

LEGACY

Business Process

EAI

Data Layer

WebApplications

SCM ERPCRM

DataWarehouse

Other

Process Rules

Application Rules

Data Rules

Operational Reference Store (ORS)

Configuration Server

Business DataManagement

Operational Reference Store

Rules

ReferenceData

XREF

Operational Data Store

AdministrationConsole

BusinessConsole

ANALYTICS

SCM

ERP

CRM

LEGACY

XML

Data

Cle

an

sin

g

C o

m m

u n

i c a

t i o n

Messag

e Q

ueu

eD

ata M

ovem

ent

Web

Complementing Data Movement Tools

ORS does not move data but houses reference data Data Movement tools used to move reference data to

ORS staging areas and from the ORS The ORS provides the Data Movement tools with:

Consolidated Keys Cross Reference of all foreign keys for each application

Definitive view of reference data History

Complementing Data Cleansing Tools Captures the

Before Cleanse & History After Cleanse & History Consolidated Image & History

Comprehends the dirty to clean mapping Prevents unnecessary cleansing of unchanged data Ensures cleansing is an ongoing and continual task Prevents having to make all data available for the matching

process handled by the cleansing tools Manages the entire process and provides an audit trail

ORS Contains Persistent store of reference data History of changes to consolidated reference data History of changes to source reference data Comprehensive Cross Reference between each

ORS element and the source Rules

Matching Consolidation (Trust) Impact Synchronization

CRUD security model

ORS Capabilities – Real Time & Batch Matching objects Merge objects based on trust Calculate deltas of incoming data Rollback changes (including incorrect merges) Business console to view and modify data Control synchronization of changes to source Apply data rules consistently XML communication capability View lineage of any data element

Including the elements that were not chosen

25 Attributes

70%Reliability

Application 1

40 Attributes

1,400,000Customers

80%Reliability

Application 2

80 Attributes

400,000Customers

65%Reliability

Application 3

15 Attributes

800,000Customers

75%Reliability

Application 4

3,400,000 Unique Customers

110 Attributes

90% Reliability

5,000,000Customers

Re-using the Consolidated View

New System

ORS

Agenda


Real Life Case Study Large financial services company with four operating divisions

(life insurance, health insurance, employee benefits and investments) and many sources of data

Company assumed it had: 500,000 customers 40 products and believed each customer bought multiple products 25 individual points of information on each customer data warehouse provided only 70% reliability

Significant investment in CRM and e-Business initiatives Lacked reliable and consistent corporate information since no

way to resolve conflicts in overlapping data from different systems

Wanted to effectively use expensive investments in legacy systems and external market intelligence databases

ORS: Core of the Enterprise Nervous System

OperationalReference

Store

The ORS Solution

Client Implemented a reliable Operational Reference Store Provided consolidated view of the company’s client base.

200,000 unique corporate customers not 500,000 100 points of information for each corporate client and not 25 Corporate clients used an average of 1.3 products of 40 available

Reliable data easily shared with operational systems with updates to information consistent across the enterprise

Single consolidated customer record showing all relevant components of the customer relationship

Accessible through an easy to use read and write interface ORS is so core to their operations that company will not

pay commissions to its insurance brokers without it.

The ORS Solution

Implemented a complete solution that: Required no custom coding by the customer Scalable Leveraged existing systems and expenditures quickly

without a rewrite Solved their real business problem 2 strategic business initiatives implemented – 9 further

planned – All reusing the Operation Reference Store

Agenda


The Failure of Single Authorative Source

Restricts the reliability of the CRM solution to the reliability of the single source applications

Fails to address the impact of change as new applications are implemented

Fails to tap into high quality information applications with small population sets

Misses too many touch points for an up-to-date and complete view of reference data

Fails to recognize and manage data conflict

ORS Value Proposition Ensure CRM delivers on its ROI

Guarantee reliability of reference and cross sell data Provide a sustainable platform to maintain data reliability Immediate adoption of application by the business

Reduce the cost, risk and time to market Data migration consolidation through rules not code Re-use corporate asset – Operational Reference Store Predefined rules expedite implementation

Data Management Strategy for and by the business Provides business with a definitive single view of:

– Customer, Product, Part, Supplier, Broker, Employee, Household, etc Provides single application where business can manage single view

– Resolve conflicting views from different applications– Understand how each application represents its data– Comprehend the how one applications view compares with another

ROI

ORS delivers A reusable corporate asset providing:

– Definitive view of reference data– Understanding on how and why information has been consolidate– Cross reference back to all applications’ perspective on the definitive

view

Reduced data migration phases on all future projects A practical solution to evolve to a single authorative

store of reference data saving:– Cost of poor data in operation systems– Cost of managing multiple sources

How Gartner Views Existing e-Business Integration Market

Source: Ebiz and Computer WorldGartner EAI Conference, May, 2001

InformationIntegration

BusinessProcessIntegration

Integration Market with an ORS

Operational Reference Store

Thank YouLeave business card for white paper on ORS and Reference Data

how to find the elusive single view of customer – your crm initiative depends on it jean paquet...

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