Achieving a single view of customer

Achieving a Single View of

Customer

© 2010 Oracle Corporation –Proprietary and Confidential

1

Customer

<Insert Picture Here>

Achieving a Single View of Customer with

Siebel Universal Customer Master

Tony Boyle

Director, MDM

Oracle Asia Pacific Division

The following is intended to outline our general

product direction. It is intended for information

purposes only, and may not be incorporated into any

contract. It is not a commitment to deliver any

material, code, or functionality, and should not be

relied upon in making purchasing decisions.


3

relied upon in making purchasing decisions.

The development, release, and timing of any

features or functionality described for Oracle’s

products remains at the sole discretion of Oracle.

Consumer Profile

•Demographics

•Segmentation

Single View of Customer

Relationships

•Employee of a Company

•Customer of a Company

•Affiliations with Org

•Member of a Household

•Advised by Financial Planner

•…..

Name & Contact Info

•Identifiers

•Names

•Addresses

•Contact Numbers

•E-m

ail Addresses

•…

Privacy

•Communication Preferences

•Privacy Option

•Don’t e-m

ail

•Don’t call

•Don’t m

ail

•….

Applications

•Applications

Relationships

Name & Contact Info

Privacy

Consumer Profile

Processes


4

•Segmentation

•Customer Value

•….

Financial Profile

•Annual Income

•Employment

•Tax Bracket

•Credit Score

•Income Source

•Risk Assessment

•Investm

ent Goals

•Needs analysis

Product & Services

•Customer Bundling

•Internal Products

•External Products

•Next Best Offer

•Interests

•Balances & Transactions

•….

Interactions

•Consultations

•Branch visits

•Customer service calls

•Campaigns

•Responses

•Applications

•Leads

•Collections

Financial Profile

Interactions

Products & Services

But there are Challenges…

Customer data is dispersed across

multiple siloed systems…

Customer

Customer

Inform

ation

Inform

ation

Customer

Customer

Inform

ation

Inform

ation

Customer

Customer

Inform

ation

Inform

ation

Customer

Customer

Inform

ation

Inform

ation

Customer

Customer

Inform

ation

Inform

ation

Customer

Customer

Customer

Customer

Inform

ation

Inform

ation

Customer

Customer

Inform

ation

Inform

ation

Customer

Customer

Inform

ation

Inform

ation

Customer

Customer

Inform

ation

Inform

ation

Customer

Customer

Inform

ation

Inform

ation

Customer

Customer

Channel

Silos

Geographic Silos

Product

Silos

Organizational S

ilos

Call

Center

Internet

Field

Sales

...leading to incorrect and duplicate

customer profiles and hierarchies…

CA 941

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ns

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e

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Francisco

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Address1

Mary Eva

ns

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e

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City

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nAddress

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Name

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City

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nAddress

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Mary Smith

Name


5

Customer

Customer

Inform

ation

Inform

ation

Customer

Customer

Inform

ation

Inform

ation

…leaving companies with excessive

costs and m

issed revenue

Data Mgmt

Customer

Attrition

Credit

Exposure

Missed

Revenue

Total

Custom-built solutions are

expensive and difficult to change…

Traditional Approaches to Customer Master Data

Management

Custom-Built

Customer

Inform

ation File (CIF)

•Requires

organisational

consensus

•Expensive to build and

maintain

•Lim

ited flexibility to

•Inflexible data m

odel

•Weak support for

contact inform

ation

•Weak support for

prospects, leads, etc.

•Multiple deployments

Core Banking /

Product System as

Customer Master

•One-w

ay inform

ation

flow to the

warehouse

•Does not allow real-

time m

atching and

customer data

updates

Data W

arehouse as

Customer Master


6

•Lim

ited flexibility to

accommodate evolving

requirements

•Lim

ited Functionality

•Multiple deployments

of CBS systems

•Expensive to

integrate

updates

•Little to no

operational benefit

•Batch updates after

the event

Organizations that lack a consistent, complete and accurate single view of the customer in a

heterogeneous environment have the choice of building or buyinga solution for managing

customer master data. Since 2003, the trend has swung heavily toward buying.

Gartner Magic Quadrant for Customer Data Integration Hubs,

The CRM approach

…and the CRM followed by M

DM approach

CRM System

•Does not allow real-

time m

atching and

merging

•No Data Quality or Data

Governance

capabilities

Implemented CRM first, then went back and

implemented an MDM solution.

Why: Older bank, existing CIS system in place.

Learn from others

Old, established bank in APAC

Newer bank in APAC


7

•Doesn’t provide a

Single View of

Customer while other

systems have

customer data

•CDI “invented” to

overcome problems

with CRM

implementations

Implemented MDM first, then started CRM while MDM

solution was being implemented.

Why: Younger bank, few legacy systems, was able to

get it right from the start with no waste or re-work.

The Lesson.

CRM will not provide a Single view of Customer but an

MDM solution will deliver the foundation upon which to

deploy your CRM system with quality data.

Newer bank in APAC

Single Customer View Imperatives

Commoditised

Products and

Services

Mergers and

Acquisitions

•Increase profitability by

moving from product to

relationship based

pricing

•Realise value of combined

customer base through up-

sell / cross-sell

•Reduce cost of integrating

customer data

•Grow revenues from

existing customer base

Increased

Competition


8

Customer

Churn

•Provide differentiated

customer experience based

on value

•Meet regulatory

requirements, privacy laws,

etc.

•Enforce security and

perm

issions across value

chain

Comply with

Regulations

Customer

Ever proliferating islands of inform

ation

…in disparate applications covering

multiple channels, divisions & functions

…duplicated, incomplete, inaccurate,

�Key enterprise processes based on

unclean / incomplete data

How can we get a Single view of Customer

Web

site

Call

Center

SFA

Partner

Fusion

App

…when our data is fragmented?


9

unclean / incomplete data

Marketing, sales, service & customer retention

processes, regulatory compliance, new product

introduction,…

�Unclean data makesAnalytics invalid

�Error prone integration

�Slow enterprise agility and

innovation

Fusion

App

Call

SCM

ERP2

Legacy

ERP 1

�Consolidateshared

information into one place

�Cleanse data centrally

�Share

data as a single point

of truthas a service

MDM: The source of clean data

for the enterprise

Nurture one of your most valuable asset

ETL

Web

site

Call

Center

SFA

Partner

Fusion

App

Call

Center ID

Name

Phone

Contact

BO004

Tony

Boyle

0294911877

Anthony.boyle

@oracle.com


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�Consistencysiloed environments

(Integrated Best of Breed)

�Lowerdata m

anagement costs

�Better reporting

�Enterprise foundationfor agility

& innovation

ETL

Middleware

Application Integration Architecture

BI/

DW

Fusion

App

Call

SCM

ERP2

Legacy

ERP 1

MDM ID

Name

Call

Centre

ERP1

Email

Office

Mobile

123456

Anthony

Boyle

BO004

490111

Anthony.boyle

@oracle.com

0294911877

041428

8669

ERP1 ID

Name

Mobile

490111

Anthony

Boyle

0414288669

Interactions

Leads

Campaigns

Transactional

Extended

Privacy

Preferences

Relationships

Identifiers

Name

Client Inform

ation M

odel

Core

•Key Identifying Inform

ation

•Duplicated amongst CRM

and m

ultiple product

systems

•“Ownership” of core data

in m

ultiple systems

•High potential for

discrepancy

•Requiresmatching &

cross-reference for source

linking


11

Transactions

Balances

Orders /

Applications

•Federateddata –

mastered and accessed

at source

•Requires cross-

reference and real-time

integration to source

Products and

Services

Consumer

Profile

Financial Profile

•Combination of data

elements

to create

consolidated / derived

view

•Sourced from m

ultiple

systems

•Clear master –slave

roles “ownership”

Name

Addresses

Contact Details

Oracle Customer Hub: Key Components

Trusted

Customer

Data

Trusted

Customer

Data

Siebel

Siebel

EBS

EBS

SAP

SAP

Custom Apps

Custom Apps

Siebel

Siebel

EBS

EBS

SAP

SAP

Custom Apps

Custom Apps


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Other

Other

•Consolidate shared customer inform

ation into a

trusted, global," single source of truth” m

aster

repository

•Maintain a high quality customer profile using state

of the art data quality and governance tools

•Leverage pre-built integration with Oracle

applications

Oracle Customer Hub Delivers

-Global master for customer inform

ation

-Consistent representation of shared data

-Clean, accurate, de-duplicated, and enriched data

-Compliance with governance legislation

-360ºview of a customer’s products and services

BI

BI

Oracle Customer Hub: Master

Master Trusted

Customer Data

Party

Roles & Relationships

Related Data Entities

Vertical Variants

Trusted

Customer

Data

Trusted

Customer

Data

•Comprehensive Customer Profile

•Master Policies, Financial Accounts,

Interactions, Notes, Campaigns, etc

•Complex hierarchies, roles &

relationships

•Provides industry-specific data


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•Provides industry-specific data

attributes

•Configuration of custom child entities

•Data Model Extensibility while

protecting Upgradeability

Model Complex Roles & Relationships

•Manage Complex account

hierarchies and relationships

•Complete list of relationships –both

professional and personal

•Member of a household

•Employee of a company

•Member of company boards

•Member of professional service


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•Member of professional service

organizations

•Decision maker, influencer for specific

purposes (e.g. procurement)

•New types of relationships can be

easily defined by business users

•Advanced Hierarchy Mgmt with

Oracle DRM -Hierarchy/version

comparison, blending and merging

Relationsh

ip

explore

r

Oracle Customer Hub : Consolidate

Consolidate

Consolidate

Import

Workbench

Import

Workbench

Identification

& Cross-

Reference

Identification

& Cross-

Reference

Source Data

History

Source Data

History

Trusted

Customer

Data

Trusted

Customer

Data

•High Volume Batch & Real time

Integration

•Enterprise-wide UUID

•1:M Cross-Referencing

•Track all changes to Master Record


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History

History

Survivorship

Survivorship

•Track all changes to Master Record

•Provides data stewards the ability to

restore customer profiles

•Highly configurable and granular

survivorship rules

Cross Referencing

ERP

ERP

CRM

CRM

PLM

PLM

Legacy

Legacy

Customer ID:

23-3445

Customer ID:

GH78GH

Customer ID:

B37-84U

Customer ID:

A31-32Z

•Stores all customer identifiers for

the operational applications

connected to UCM

•Provides critical mappings used for

data synchronization, reporting,

and analytics

Custom


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Web

Web

SCM

SCM

OSS

OSS

PLM

PLM

UID

App

ID

1ASCLSCC

Legacy

A31-32Z

1ASCLSCC

Legacy

B37-84U

1ASCLSCC

CRM

GH78GH

1ASCLSCC

ERP

23-3445

……

…

Universal ID:

1ASCLSCC

•Supports 1-to-many cases in which

multiple customer records exist in

an application that map to one

master customer record

Partner

Trusted

Customer

Data

Trusted

Customer

Data

Oracle Customer Hub : Cleanse

•Leading Embedded Data Quality

Tools & integration to 3rdParty Data

Sources

•Universal Connector provides uniform

way for partners to integrate

•Intelligent merge, Auto merge &


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Cleanse

Cleanse

Parse

Parse

Cleanse &

Standardize

Cleanse &

Standardize

Enrich

Enrich

Match & M

erge / Unmerge

Match & M

erge / Unmerge

•Intelligent merge, Auto merge &

unmerge capabilities

•D&B and Acxiom Integration

•Data Steward UI to manage duplicate

suspects via queues

Functionality

Feature

Profiling/Pattern

Detection

Profiling/Pattern

Detection

Parsing and

Standardization

Parsing and

Standardization

Address

Address

Oracle Data Quality Solutions

Understand Data Status /

Patterns

Create structured records

from unstructured data

Spot and correct data

ODQ Parsing &

Standardization Server

ODQ Profiling Server

Oracle Data Quality Servers

(IDQ)


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Address

Validation /

Cleansing

Address

Validation /

Cleansing

Matching and

Linking

Matching and

Linking

Enrichment

Enrichment

Universal DQ Connector +

D&B / Acxiom

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Spot and correct data

errors

Spot / eliminate

duplicates & identify

related entities

Attach additional

attributes and

categorizations

ODQ Matching Server

ODQ Address

ValidationServer

Create “Best” Customer Record –

Merge/Unmerge

•Intelligent Merge –create best

of breed surviving record by

selecting fields from the

duplicate records

•Intelligent Update –selectively

update fields for the master

record based on confidence


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record based on confidence

rules set for the source of the

data

•Automerge duplicates with very

high match scores

•Unmerge reverses an

erroneous merge process

Trusted

Customer

Data

Trusted

Customer

Data

Oracle Customer Hub : Share

Share

Share

Web Services

Library

Web Services

Library

Publish &

Subscribe

Publish &

Subscribe

Transports &

Connectors

Transports &

Connectors

•Provides commonly used functions as

business services & web services

•Real-time & batch publish

•Support MQ Series, MSMQ, and JMS

queues, outbound web services or

other EAI technologies


20

Connectors

Connectors

Authorization

Authorization

Registry

Registry

•Differentiated CRUD privileges based

on source

•Leveraging AIA -Enterprise Business

Objects, Services & PIP’s in FMW

Pre-built Business Services

•Supports Rapid composite

application development

•An efficient and optimized approach

for integrating with Siebel UCM

•140+ pre-packaged services

•Deployed as Web Services, MQ,

HTTP/XML, JMS, etc.

Siebel UCM Services

Siebel UCM Services

Lookup Contact

Update Contact

Lookup Contact

Relationship

Insert Contact Product

Update Personal Address

Update Contact Product

Insert Household

Lookup Household

Update Contact Profile

Insert Contact Profile

Delete Contact Profile

Insert Contact Activity

Update Contact

Relationship

Lookup Account


21

HTTP/XML, JMS, etc.

•Supports “Out of the Box”

functionality plus Self Built

•Services defined declaratively, no

code required

•Different Applications may have

different service priviliges

Relationship

Insert Account

Update Account

Lookup Account Activity

Update Account Activity

Update Account Address

Delete Account Product

Update Account

Relationship

Insert Account

Relationship

Lookup Account Profile

Insert Account Product

Lookup Contact External

ID

etc…

Push Mode

Pull Mode

Pre-Integrated with Siebel CRM / Oracle EBS

Support diverse business requirements


22

•Asynchronous or Batch, Non intrusive

•Fast Implementation (<3-4 months)

•Does not assume UCM is the data master (Authoring is

decentralized)

•Out of the box integration with Siebel CRM and Oracle EBS

1.Consolidate from operational systems

2.Cleanse & Enrich: in UCM

3.Dedup& build golden record: in UCM

4.Publish to participating applications

1.Match Process: returns the list of candidates to a

list of selection criteria

2.Fetch Process: Once candidate selected, returns

the entire profile of the customer / prospect

3.Sync Process: Data is entered in the application

and synchronisedback to UCM

•Real time interaction with the hub

•The right data at the time of entry

•Out of the box integration with Siebel CRM and Oracle

EBS

Trusted

Trusted

Oracle Customer Hub : Govern

Govern

Govern

Profile &

Correct

Profile &

Correct

History

& Audit

History

& Audit

Privacy

Mgmt

Privacy

Mgmt

Events &

Policies

Events &

Policies

•Customer lifecycle management

•Data Profiling

•DQ Dashboards leveraging Siebel

Analytics


23

Trusted

Customer

Data

Trusted

Customer

Data

•Maintain history & audit trail

•Enterprise-wide Policy Hub for

privacy compliance

•Best of Breed embedded business

rules engine

Analytics –Data Profiling & Insight

•Data Profiling Dashboards

–Data completeness

–Data accuracy and validity

–Data duplication

•Customer Insight Dashboards

–Hierarchical rollups


24

–Hierarchical rollups

–Market and LOB segmentation

–Customer value

•Integration with Siebel Analytics

–Dashboards for Data stewards

and Business users

Single Customer View Imperatives

Commoditised

Products and

Services

Mergers and

Acquisitions

•Increase profitability by

moving from product to

relationship based

pricing

•Realise value of combined

customer base through up-

sell / cross-sell

•Reduce cost of integrating

customer data

•Grow revenues from

existing customer base

Increased

Competition

Comprehensive and Accurate

Customer Profile available

across Enterprise, providing up-

sell & cross-sell opportunity

•Maintain KYC inform

ation,

Cross-organisational customer

matching and m

erging, with links to

source systems


25

Customer

Churn

•Provide differentiated

customer experience based

on value

•Meet regulatory

requirements, privacy laws,

etc.

•Enforce security and

perm

issions across value

chain

Comply with

Regulations

Customer

Manage Complex Relationships,

Hierarchies and House-holding –

understand customer value

Consistent and Accurate View of

Customer, Products and Services

across channels

•Maintain KYC inform

ation,

hierarchies and affiliates

•Trusted Enterprise W

ide

source of Privacy Perm

issions

Categories of MDM Benefits we have benchmarked

from our customers’ im

plementations

GROWTH

Improve CRM

performance to

increase revenue

and market share

EFFICIENCY

Operational

efficiency across

multi-functions of an

enterprise

IT AGILITY

Increase IT

resiliency in a

changing business

landscape

COMPLIANCE

Reduce operational

risk and improve

regulatory

compliance

CUSTOMERS ON AVERAGE

EFFICIENCY OF OPERATIONS

EFFICIENCY OF IT

EFFICIENCY OF IT OPERATIONS


26

GENERATED 2%-5% INCREASED

REVENUE FROM SALES W

ITH

MDM

EFFICIENCY OF OPERATIONS

INCREASE W

ITH IMPROVED

PROCESSES AND DATA

GOVERNANCE

EFFICIENCY OF IT

OPERATIONS RESULTING IN

GREATER AGILITY OF

BUSINESS MODELS

EFFICIENCY OF IT OPERATIONS

RESULTING IN GREATER

AGILITY OF BUSINESS MODELS

Siebel UCM Offers Two Deployment Options

Combined Instance

Combined Instance

Standalone instance

Standalone instance

Benefits

Benefits

•Leverage implementation work done for both CRM

and UCM

•No need for synchronization between UCM and

Siebel CRM data

•Simple topology: Easier to manage hardware and

•CRM and UCM deployments have complete

implementation autonomy

•Easier to ensure that master data is clean, unique,

and correct

•Distributes performance load

CRM

CRM

UCM

UCM

CRM

CRM

UCM

UCM


27

•Simple topology: Easier to manage hardware and

platform software

•Distributes performance load

•Easier to get broad participation

Tradeoffs

Tradeoffs

•Need to keep CRM and UCM on the same version

of Siebel

•CRM users directly impact the quality of master

data

•Can be challenging politically

•Need to synchronize data between UCM and CRM.

•Can require separate hardware and software

Usage

Usage

Scenario

Scenario

•Relatively simple IT topologywith small number of

applications => overhead of managing one more

application outweighs the benefit of independent

customer master

•Complex IT environment with large number of

(specialized) applications. Turning one of these

applications into a customer master is not feasible

for •Political reasons

•Performance reasons

4

Operate &

Optimize

Define, Build,

Understand

•Deploy in phases

•Keep it sim

ple at first –manage

the change

•Apply lessons learned

•Maxim

ize value

•Reinvest in new opportunities

•Continuous improvement

•Understand current state of

business

•Know pain points

•Determ

ine future state of business

•Develop MDM strategy

•Align project goals w/

companywide objectives

ValueStart Fast & Gain Early Benefits

Implement MDM over time


28

2

•Start fast

•Gain benefits early

•Im

prove organizational

proficiencies

•Prove the solution works

•Obtain valuable lessons learned

Build

Foundation

3

Define, Build,

Confirm

1

Understand

& Envision

Tim

e

•Apply lessons learned

•Confirm

and validate processes,

flows, rules, practices, etc.

•Confirm

and validate production

environment and operations

Value

Leadership

Policy Definition

Compliance

Monitoring and

Enforcement

Data Management Governance

•Central executive leadership

•Enterprise steering committee

to arbitrate issues and enforce

the rules

•Coordination and compliance

•Define & communicate data

quality expectations

•Establish policies, procedures,

success metrics and processes

Form

alize a Governance Framework

The key to a successful MDM implementation


29

Planning and

Coordination

Execution and

Decision-M

aking

Master Data

success metrics and processes

to maintain quality data

•Identify all business and

application stakeholders across

the enterprise –data owners

•Conduct audit and control

•Communication and change

management

UMB Financial Corporation

CUSTOMER PERSPECTIVE

“It is easy to m

ake fact-based

decisions when the facts are right in

front of you. That is what ClientLink

does, It puts the facts in front of you.”

Kevin Kramer, Senior Vice President,

Enterprise Sales

COMPANY OVERVIEW

•One of the largest independent banks in America

UMB offers complete banking and related financial

services to both individuals and business

customers

•UMB’s vision is to be recognized for the

unparalleled customer experience

•Over 140 branch locations in 8 US States

•Employees: 3,500 associates

•Assets: US$ 8 Billion

CHALLENGES/OPPORTUNITIES

RESULTS

•A decrease in the research tim

e


30

CHALLENGES/OPPORTUNITIES

•Multiple sources of customer information and

multiple versions of the truth

•Wanted a flexible platform on which to build

•A need to empower their associates to fulfill UMB’s

mission: To know our customers and anticipate

their needs; advocate and advise; innovate and

surprise

SOLUTIONS

•Customer Hub (UCM)

•Customer Relationship Management

•Trillium for Data Quality

•A decrease in the research tim

e

required for associates to quantify

the customer relationship

•Im

proved cross sale opportunities

due to complete customer view

•Successful blending of nightly batch

updates and real-time integration

leveraging M

Q Series

COMPANY OVERVIEW

•Toyota Financial Services (TFS) is the finance

and insurance subsidiary of Toyota Motor

Corporation in the U.S. TFS is the 7thlargest

finance company in the US

•Industry: Financial Services

•Revenue: US$ 1 Billion

•Customers: 2.1 Million in the US

CHALLENGES / OPPORTUNITIES

•Financing arm of Toyota Motor Corporation,

with 10M+ accounts

CUSTOMERPERSPECTIVE

“We selected Siebel CDI because of its

out-of-the-box, rich customer master

functionality, its industry-specific best

practices, and its ability to integrate

many different applications”

Shaun Coyne, VP & CIO

RESULTS

•Achieve 360-degree view of the

Toyota Financial Services


31

with 10M+ accounts

•Need to increase loyalty with both dealers and

consumers

•Customer ask for one-and-done service

experience

SOLUTIONS


•Automotive Captive Finance

•Achieve 360-degree view of the

customer across m

ultiple systems

•Enhances customer service at all touch

points

•Deepening customer loyalty

•Compliance with privacy regulation

mandated by Gramm-Leach-Bliley Act

COMPANY OVERVIEW

•The Home Depot was founded in 1978 in Atlanta,

Georgia and has since become the world's

largest home improvement retailer, operating

more than 1,800 stores across North America

•Industry: Retail

•Employees: 234,000

•Revenue: US$ 90 Billion

CHALLENGES / OPPORTUNITIES

•Need to provide every store with a single view of

its 60M+ customers

RESULTS

The Home Depot

CUSTOMERPERSPECTIVE

“In less than 60 days, Home Depot was

convinced that Siebel’s CDI solution was the

only solution that could give them a single

view of their customers”

Les Rechan, Senior VP & General Manager,

Manufacturing and Distribution


32

its 60M+ customers

•1,800 stores across the US

•Poor quality of customer data

•Approximately 10M duplicate records

SOLUTIONS


•Call Center

•Order Management

•Partner Relationship Management

RESULTS

•Streamline their closed-loop m

arketing

and complex account management

processes

•Achieve a single view of the customer

across the enterprise

•Reduce customer data m

anagement costs

•Solution is five tim

es cheaper and faster

than the custom-built alternative

•Evangelize

•Enablement

•Joint go to m

arket

•Co-development

MDM Partner Program


33

MDM Partner’s special offer…

.


34

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•http://feedback.insync10.com.au


35

Technology

Achieving a single view of customer