How to keep your data quality in top shape

Hubert Lissens & Frank Yseboot

ING BELGIUM

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120,000 employees in more than 50 countries

120,000 employees in more than 50 countries

ING: a financial group present worldwide

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Organisational structure

ING

Retail Wholesale OIB Support

Payments Customer Data

Channels Lending

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Vertical Customer Data

Customer Data

Solution Delivery Service Delivery

Requirement Mgt

Delivery Team

Operations team SPM

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What where the challenges ?

• Provide a 360° view of a customer within ING Belgium

• Insure fast and easy access to the master data (inquiry + update) for 5000 front-employees + organize update of contact data by the customer himself

• Install a logical view of hard data able to support marketing strategy

• Provide unique data input

• Work paperless as much as possible

• Convince product factories not to store customer data

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An 80’s-ish statement…

IT people look like they are coming from Mars

and we think they should stay there

(Peter Hinsen)

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Our approach : a joint venture

Step 1 : an intensive collaboration between Operations and IT

to define roles & responsabilities

Step 2 : involvement of business for sponsoring and committment

Step 3 : creation of Customer Domain and dedicated value chain

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Our approach : the basics

Install a service-based environment, using a solid and reliable IT-architecture

Define one single source of truth for party-related data ( customers, prospects, suppliers : in short every entity dealing with ING Belgium)

Insure high quality data input using business rules to prevent pollution and 4-eyes principle for sensitive data update

Stress the importance for keeping data up-to-date by all end-users

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ING Belgium IT Architecture

Party Information Management

CSI

...

• Sales Support– Party Contact Mgt.– Opportunity & Action Mgt.– Customer Communications

• Product Support– Commercial Prod. Assembly– Customer Agreement Mgt– Customer Order Mgt

• Marketing Support– Analytical CRM– Campaign Development &

Mgt

Marketing & Sales SupportServices

InternetING Contact CenterSelf’Bank

Branches• Contact Execution

& Dialog Services• Operational

Channel Mgt

Channel ServicesParty Referential

Services

Generic Production Services

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FX / Moneymarkets

Savings

Mortgages

Securities

Payment Products• Direct Debits (DOM)• Recurrent Orders (DOP)• Checks (CHQ)• …

Product Processing Services

Risk Management Services

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Staff & Support Services

TACSY Application busTACSY Application bus

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High quality data input and coherence check

• Data are updated where the info is collected (taking into account all access rules)using business rules and HI software

• Automatic internal and external event propagation (e.g. a move, the decease of a person,…)

• Automatic periodical processes (e.g. coming of age, a future address becoming effective,…)

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New challenges in 2008

• Changing of the ING Belgium business model towards a universal direct bank keeping the existing branches for specialised services (2/3 without cashier)

• 86 % of all financial transactions, service and info demands are already done through e-channels or call centre

• Consequence : less informal face-to-face contacts which possibly could result in a degrading data quality

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New challenges in 2008

• Solution :

working with external partner

to keep contact data up-to-date (address, phone, mobile, e-mail,…)

and pre-verify identity of new internet customers

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Must do’s to keep your DQ up-to-date ?

• Tight mail return follow-up

• Public datasources usage

• DQ-stewards performing a permanent controle on a maximum number of internal parameters (> 50) :

e.g. age><product occupation><product family links >< civil status …..

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Who is Ronaldinho ?