How to Find the Elusive Single View of Customer

1
How to Find the Elusive Single View of Customer
Your CRM Initiative Depends on It Jean
PaquetChief Technology OfficerDelos
TechnologyThe Information Reliability Company
2
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

3
The Data Issue
Data is the No. 1 Failure of CRM
Source Gartner Group
4
The Data Issue
50 of time and resources must be spent on data
or a CRM implementation will fail
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.
Source Gartner Group
5
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 data Bad
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.. Source Data Quality
Don't Sacrifice the 'Intelligence' in BI Ted
Friedman, Eric Hwang Gartner Group, June 2001
6
The Data Issue
Source Data Quality in the Customer Databases
Mary Knox Gartner Group, September 1999
7
Agenda

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

8
Types of Data
9
Types of Data
10
Managing reference data today
11
Managing reference data today
Internal Legacy Data Feeds
Customer
Product
Broker
Employee
Location
External Data Feeds
Dunn and Bradstreet
Acxiom
Standard and Poors
CRM
SCM
ERP
Warehouse
Legacy Migration
Enterprise Applications
12
Multiple Reference Data Sources
Internal Legacy Data Feeds
Customer
Product
Supplier
Employee
Part
Customer
Product
Supplier
Employee
Part
Customer
Product
Supplier
Employee
Part
Customer
Product
Supplier
Employee
Part
Customer
Product
Supplier
Employee
Part
Customer
Product
Broker
Employee
Location
External Data Feeds
Dunn and Bradstreet
Acxiom
Standard and Poors
CRM
SCM
ERP
Warehouse
Legacy Migration
Business Intelligence Applications
13
The Cost of Point to Point Solutions
Internal Legacy Data Feeds
Customer
Product
Supplier
Employee
Part
Customer
Product
Supplier
Employee
Part
Customer
Product
Supplier
Employee
Part
Customer
Product
Supplier
Employee
Part
Customer
Product
Supplier
Employee
Part
Customer
Product
Broker
Employee
Location
External Data Feeds
Dunn and Bradstreet
Acxiom
Standard and Poors
CRM
SCM
ERP
Warehouse
Legacy Migration
CRM
ERP
Warehouse
SCM
Legacy Migration
CRM
SCM
ERP
Warehouse
Legacy Migration
CRM
SCM
ERP
Warehouse
Legacy Migration
Business Intelligence Applications
14
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

15
Customer Reference Data
16
Customer Reference Data Overlap
eSupport
Sales
Call Center
Marketing
Distribution
Order Processing
External Data Provider
17
Overlapping and Conflicting Data
eSupport
Call Center
Distribution
Order Processing
External Data Provider
Sales
18
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

19
Managing Overlap Today
ACXIOM Name Mr. Robert Smith Address
4 Green Street, Brownsville, TX
78520-6399 Phone Number [phone]
TRADING SYSTEM Name Robert
Smith Address 4 Green
Street, Brownsville, TX, 78520-6399 Phone
Number [phone]
CRM Name Robert Smith Address
4 Green Street, Brownsville, TX,
78520-6399 Phone Number [phone]
20
Benefit of Overlapping and Conflicting Data
Population 550,000
Population 320,000
21
Benefits of Managing Multiple Sources
Combined Sales Force Automation and Call Center
Total Correct Information
85
Total Population 600,000
Challenge Which Data is Correct and Which is
Incorrect?
Shared Correct
Shared Incorrect
22
Building the Consolidated View
40 Attributes
25 Attributes
80 Reliability
1,400,000 Customers
70 Reliability
Consolidated
5,000,000 Customers
3,400,000 Unique Customers 110 Attributes 90
Reliability
Application 2
Application 1
15 Attributes
80 Attributes
75 Reliability
800,000 Customers
400,000 Customers
65 Reliability
Application 4
Application 3
23
Consumer Customer Attributes
24
Corporate Customer Attributes
25
Corporate Contact Attributes
26
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

27
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

28
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

29
Initial Trust
eSupport
External Data Provider
Call Center
Margin Call
Order Processing
Sales
65
50
60
80
30
40
30
Decay
31
Trust Example - Decay
ORDER PROCESSING SYSTEM Initial Current
Trust Trust Name Robert Smith 75
75 Address 4 Green Street, 75
45 Brownsville, TX, 78520-6399 Phone
Number [phone] 65 40
EXTERNAL DATA PROVIDER Initial Current
Trust Trust Name Mr. Robert Smith 60
60 Address 4 Green Street, 60
50 Brownsville, TX 78520-6399 Phone
Number [phone] 60 50
CONSOLIDATED Current
Trust Name
Robert Smith 75 Address 4 Green
Street, 50 Brownsville, TX, 78520-6399 Phon
e Number [phone] 50
TIME
32
Trust Example - Decay
ORDER PROCESSING SYSTEM Initial Current
Trust Trust Name Robert Smith 75
75 Address 4 Green Street, 75
44 Brownsville, TX, 78520-6399 Phone
Number [phone] 65 38
EXTERNAL DATA PROVIDER Initial Current
Trust Trust Name Mr. Robert Smith 60
60 Address 4 Green Street, 60
49 Brownsville, TX 78520-6399 Phone
Number [phone] 60 49
CONSOLIDATED Current
Trust Name
Robert Smith 75 Address 4 Green
Street, 49 Brownsville, TX, 78520-6399 Phon
e Number [phone] 49
TIME
33
Trust Example - Decay
ORDER PROCESSING SYSTEM AUG 14 Initial Curr
ent Trust Trust Name Robert Smith 75
75 Address 4 Green Street, 75
39 Brownsville, TX, 78520-6399 Phone
Number [phone] 65 65
EXTERNAL DATA PROVIDER Initial Current
Trust Trust Name Mr. Robert Smith 60
60 Address 4 Green Street, 60
42 Brownsville, TX 78520-6399 Phone
Number [phone] 60 42
CONSOLIDATED Current
Trust Name
Robert Smith 75 Address 4 Green
Street, 42 Brownsville, TX, 78520-6399 Phon
e Number [phone] 65
TIME
34
Trust Example - Decay
ORDER PROCESSING SYSTEM Initial Current
Trust Trust Name Robert Smith 75
75 Address 4 Green Street, 75
36 Brownsville, TX, 78520-6399 Phone
Number [phone] 65 62
EXTERNAL DATA PROVIDER SEPT
30 Initial Current Trust
Trust Name Mr. Robert Smith 60
60 Address 4 Red Street, 60
60 Brownsville, TX 78520-6399 Phone
Number [phone] 60 42
CONSOLIDATED Current
Trust Name
Robert Smith 75 Address 4 Red
Street, 60 Brownsville, TX, 78520-6399 Phon
e Number [phone] 62
TIME
35
Trust Example - Validation
DELIVERY SYSTEM Initial Current Trust Tr
ust Name Mr. Sam Jones 50 50 Address
4 Red Street, 65 50 Boston, MA,
01701 Phone Number [phone] 60 55
BILLING SYSTEM Initial Current
Trust Trust Name Sam Jones 75 75 Addres
s 4 Green Street, 75 65 Boston, MA,
01701 Phone Number [phone] 50 40
CRM Initial Current
Trust Trust Name Sam Jones 75 75 Address
4 Green Street, 75 65 Boston, MA,
01701 Phone Number [phone] 60 55
TIME
36
Trust Example - Validation
DELIVERY SYSTEM Initial Current Trust Tr
ust Name Mr. Sam Jones 50 50 Address
4 Red Street, 65 48 Boston, MA,
01701 Phone Number [phone] 60 53
BILLING SYSTEM Initial Current
Trust Trust Name Sam Jones 75 75 Addres
s 4 Green Street, 75 63 Boston, MA,
01701 Phone Number [phone] 50 40
CRM Initial Current
Trust Trust Name Sam Jones 75 75 Address
4 Green Street, 75 63 Boston, MA,
01701 Phone Number [phone] 60 53
TIME
37
Trust Example - Validation
DELIVERY SYSTEM Initial Current Trust Tr
ust Name Mr. Sam Jones 50 50 Address
4 Red Street, 65 48 Boston, MA,
01701 Phone Number [phone] 60 53
BILLING SYSTEM Initial Current
Trust Trust Name Sam Jones 75 75 Addres
s 4 Green Street, 75 43 Boston, MA,
01701 Phone Number [phone] 50 40
eBilling Initial Current
Trust Trust Name Robert
Smith 75 75 Email
rsmith_at_aol.com 95 93 Phone Number (617)
934 4000 40 35
CRM Initial Current
Trust Trust Name Sam Jones 75 75 Address
4 Red Street, 75 48 Boston, MA,
01701 Phone Number [phone] 60 53
TIME
38
Consolidation
Accounts Receivable
Name
Address
Zip
Phone
Fax
Symbol
SIC
Bank Acc
Login Id
Password
Citibank
3800 CITIBANK CTR
33610
813-604-2500
813-604-2501
CITI
001 2738 2637
gefstsd

040
SSB
390 GENICH ST
10013
212 978 2345
212 978 2346
SSB
038
003 2536 2637
gdfstye

Travelers
1 TOWER SQ
06101
860-277-1000
860-277-1001
TRAV
032
002 4657 3536
trav03

212-657-7199
212-657-7144
CITI
040
001 2536 2733
cc32527

Citicorp
111 WALL ST
10005
Credit
Name
Annual Revenue
Phone
Fax
Industry
SIC
Credit Rating
Citi
212-657-7144
Retail Banking
212-657-7000
AAA
040
111,826,000,000
Saloman
10,000,000,000
212 978 2345
212 978 2000
Merchant Banking
038
AAA
Marketing
Travelers
10,572,000,000
860-277-1000
860 277 1001
Insurance
032
AAA
Name
Address
Phone
Fax
Industry
SIC
Symbol
Zip
Citi Group
111 WALL ST
212-657-7000
040
CITI
10005
212-657-7000
Financial Services
Travelers
1 TOWER SQ
860-277-1000
860-277-1000
Insurance - Property Casualty Insurance
032
TRAV
06101
39
Consolidation
Accounts Receivable
Name
Address
Zip
Phone
Fax
Symbol
SIC
Bank Acc
Login Id
Password
Citibank
3800 CITIBANK CTR
33610
813-604-2500
813-604-2501
CITI
001 2738 2637
gefstsd

040
SSB
390 GENICH ST
10013
212 978 2345
212 978 2346
SSB
038
003 2536 2637
gdfstye

Travelers
1 TOWER SQ
06101
860-277-1000
860-277-1001
TRAV
032
002 4657 3536
trav03

212-657-7199
212-657-7144
CITI
040
001 2536 2733
cc32527

Citicorp
111 WALL ST
10005
Credit
Name
Annual Revenue
Phone
Fax
Industry
SIC
Credit Rating
Citi
212-657-7144
Retail Banking
111,826,000,000
212-657-7000
AAA
040
Saloman
10,000,000,000
212 978 2345
212 978 2000
Merchant Banking
038
AAA
Marketing
Travelers
10,572,000,000
860-277-1000
860 277 1001
Insurance
032
AAA
Name
Address
Phone
Fax
Industry
SIC
Symbol
Zip
Citi Group
111 WALL ST
212-657-7000
040
CITI
10005
212-657-7000
Financial Services
Travelers
1 TOWER SQ
860-277-1000
860-277-1000
Insurance - Property Casualty Insurance
032
TRAV
06101
CRM
Name
Address
Zip
Phone
Fax
Industry
SIC
Credit Rating
Annual Revenue
Citicorp
111 Wall Street
10005
212-657-7000
212-657-7000
Financial Services
040
AAA
111,826,000,000
40
Consolidation
Accounts Receivable
Name
Address
Zip
Phone
Fax
Symbol
SIC
Bank Acc
Login Id
Password
Citibank
3800 CITIBANK CTR
33610
813-604-2500
813-604-2501
CITI
001 2738 2637
gefstsd

040
SSB
390 GRENICH ST
10013
212 978 2345
212 978 2346
SSB
038
003 2536 2637
gdfstye

Travelers
1 TOWER SQ
06101
860-277-1000
860-277-1001
TRAV
032
002 4657 3536
trav03

212-657-7199
212-657-7144
CITI
040
001 2536 2733
cc32527

Citicorp
111 WALL ST
10005
Credit
Name
Annual Revenue
Phone
Fax
Industry
SIC
Credit Rating
Citi
212-657-7144
Retail Banking
212-657-7000
AAA
040
111,826,000,000
Saloman
10,000,000,000
212 978 2300
212 978 2000
Merchant Banking
038
AAA
Marketing
Travelers
10,572,000,000
860-277-1000
860 277 1001
Insurance
032
AAA
Name
Address
Phone
Fax
Industry
SIC
Symbol
Zip
Citi Group
111 WALL ST
212-657-7000
040
CITI
10005
212-657-7000
Financial Services
Travelers
1 TOWER SQ
860-277-1000
860-277-1000
Insurance - Property Casualty Insurance
032
TRAV
06101
CRM
Name
Address
Zip
Phone
Fax
Industry
SIC
Credit Rating
Annual Revenue
Citicorp
111 Wall Street
10005
212-657-7000
212-657-7000
Financial Services
040
AAA
111,826,000,000
Salomon Smith
390 Grenwich Strett
06101
212 978 2300
212 978 2346
Merchant Banking
038
AAA
10,000,000,000
41
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

42
Re-use of Reference Data
Internal Legacy Data Feeds
Customer
Product
Supplier
Employee
Part
Customer
Product
Supplier
Employee
Part
Customer
Product
Supplier
Employee
Part
Customer
Product
Supplier
Employee
Part
Customer
Product
Supplier
Employee
Part
Customer
Product
Broker
Employee
Location
Customer
Product
Supplier
Employee
Part
External Data Feeds
Dunn and Bradstreet
Operational Reference Store
Acxiom
Standard and Poors
CRM
SCM
ERP
Warehouse
Legacy Migration
CRM
SCM
ERP
Warehouse
Legacy Migration
CRM
SCM
ERP
Warehouse
Legacy Migration
CRM
SCM
ERP
Warehouse
Legacy Migration
Business Intelligence Applications
43
Current Enterprise Architecture
ERP
SCM
CRM
Internet Applications
Other
Data Warehouse
Business Process
Tibco, Vitria, Webmethods
EAI
BEA Tuxedo, IBM MQSeries Informatica, Information
Builders
LEGACY
Help Desk
Call Centre
Mktg
SFA
POS
Wireless
e comm
Inventory mgmt
Logistics mgmt
Plant ops
Inventory
Warehse
Analysis
Supply planning
Manu planning
Order mgmt
Demand planning
HR
Billing
GL
Dr Cr
44
ORS Positioning The Data Layer
ERP
SCM
CRM
Web Applications
Other
Data Warehouse
Business Process
Process Rules
Data Rules
Data Layer
Application Rules
EAI
45
Operational Reference Store (ORS)
Administration Console
Business Console
XML
ANALYTICS
Business Data Management
Configuration Server
C o m m u n i c a t i o n
SCM
Message Queue
Operational Reference Store
ERP
Data Cleansing
CRM
Rules
Reference Data
Web
XREF
Data Movement
LEGACY
Operational Data Store
46
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

47
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

48
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

49
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

50
Re-using the Consolidated View
40 Attributes
25 Attributes
New System
80 Reliability
1,400,000 Customers
70 Reliability
ORS
5,000,000 Customers
3,400,000 Unique Customers 110 Attributes 90
Reliability
Application 2
Application 1
15 Attributes
80 Attributes
75 Reliability
800,000 Customers
400,000 Customers
65 Reliability
Application 4
Application 3
51
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

52
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

53
ORS Core of the Enterprise Nervous System
Operational Reference Store
54
The ORS Solution

• Client Implemented a reliable Operational
  Reference Store
• Provided consolidated view of the companys
  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.

55
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

56
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

57
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

58
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

59
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

60
How Gartner Views Existing e-Business
Integration Market
Business Process Integration
Information Integration
Source Ebiz and Computer World Gartner EAI
Conference, May, 2001
61
Integration Market with an ORS
Operational Reference Store
62
QA
63
Thank You
Leave business card for white paper on ORS and
Reference Data