What Do I Know About My Customers - Human Inference
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The added value of an Integrated Customer ViewEmile van de Klok
Brussel, March 2009Sr. Product Manager – Human Inference
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An integrated customer view?
Inbound Logistics
OperationsOutboundLogistics
Marketing&
SalesService
Technical Infrastructure & Development
Procurement
Human Resources
Margin
Bu
sin
es
s U
nit
A /
La
be
l A
Bu
sin
ess
Un
it C
/ L
abel
C
Bu
sin
ess
Un
it B
/ L
abel
B
Based on Value Chain, Porter 1985
Why a decentralized customer view:- Business processes / departments- Business Unit’s / (product) labels- Customer role’s (b2c, b2b) - Communication channels- Multiple entry by employees- M&A’s
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What do we need?
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• CRM : the vision
• CDI (MDM for Customer Data) : the reality
How to create an integrated customer view?
Move customer datato one single system
Accept current infrastructure:
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Example MDM for Customer Data
OperationalSystem
A
OperationalSystem
B
OperationalSystem
C
ESB
CDI Database
Data model
Cre
ate
Re
ad
Up
da
te
De
lete
A - 113 B - 76 C - 986
Romford 113A Gubbins LaneJ. Jameson
Romford, RM3 5TH76B Gubbins LaneJ.H. Jameson
Romford, RM3 5TH986C 1, Gubbins LaneJohn H. Jameson
A - 113 B - 76 C - 986
Record: System B - 76
Name: J.H. Jameson Address: Gubbins LaneCity: RomfordPostal code: RM3 5TH
Record: System C - 986
Name: John H. Jameson Address: 1, Gubbins LaneCity: RomfordPostal code: RM3 5TH
Record: System A - 113
Name: J. Jameson Address: Gubbins LaneCity: RomfordPostal code:
RomfordJ.
CDI
Gubbins LaneJameson
Source records (keys and attributes)
Golden Record
Marketing / Sales Finance Service
Customer Data Records
12 1 RM3 5TH H.
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What is the value of an integrated customer view?
Source: Gartner, Creating the Single Customer View with Customer Data Integration, January 2006
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Scenario 1 – Inbound Call Center
• Without an integrated customer view
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Call Center EmployeeCustomer
Order AdminOperational
SystemAA - 113
Call Center Portal
Bill Degado Search
System: Order Admin Record: A – 113- 5 laptops, delivery status: sent today
RING
RING
Good morning,
how can I help you?
Good morning,
Bill Delgado speaking.
When can I expect my laptops?
Please hold on the line sir,
I’ll check the order.
Search Bill Degado
We have send the laptops today so I expect you to receive them tomorrow.
Ok that’s great! Thanks for your call and have a nice day.
Another thing. I sent you my broken router and it took a week before it was fixed, while I needed it to be fixed straight away. I’m not too happy about that.
I’m sorry to hear that, but I can’t help you with that. You can call our Service Department on telephonenumber: 0123456789
Ehmm. OK.
William Delgado, 34 Legget DriveEhmm… Did he say Degado or
Delgado?
Lets try Degado…
I’m sorry but I can’t find you in our system. Could you please spell your name?
It’s D E L G A D O Once again, thanks for your call and have a nice day.
System: Order Admin No Match Found
Delgado
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Scenario 2 – Inbound Call Center
• With integrated customer view
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Call Center EmployeeCustomer
Communication Infrastructure
DataStorag
e
Single Customer View Order AdminOperational
SystemA
ServiceOperational
SystemB
MarketingOperational
SystemCC - 986A - 113 B - 76
Call Center Portal
Bill Degado Search
System: Order Admin Record: A – 113- 5 laptops, delivery status: sent today
System: Service Record: B – 76- 1 Router, service status: fixed 3 days ago
System: Marketing Record: C – 986- Mailing Subject: “Express Service” Mailing Sent: yesterday
RING
RING
Good morning,
how can I help you?
Good morning,
Bill Delgado speaking.
When can I expect my laptops?
Please hold on the line sir,
I’ll check the order.
Search Bill Degado
Request detailed Info Source SystemsA-113, B-76, C-986
Return detailed Info Source SystemsA-113, B-76, C-986
We have send the laptops today so I expect you to receive them tomorrow.
Ok that’s great! What about your router? I see it has been fixed a couple of days ago. Does everything work fine now?
Yes, thanks for asking! Only problem is it took a week before it was fixed, while I needed it to be fixed straight away.
I’m sorry to hear that, but have you received our mailing we sent yesterday about our new offering “Express Service” - repair within 24 hours?
Yes sound actually very attractive.
Would you like me to register you for this service Mr. Delgado?
William Delgado, 34 Legget Drive
William Delgado
A-113
B-76
C-986
Ehmm… Did he say Degado or
Delgado?
Lets try Degado…
Is your address:
“34 Legget Drive”?
That’s right!
William Delgado
A-113
B-76
C-986
- Bill is a nickname for William
- Degado should be Delgado
Yes please. Ok. Thanks for your call and have a nice day.
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Advantages scenario
Customer focuses instead of product / department focused
• Improved customer experience• Cross and up-sell opportunities• Efficiency• Customer retention• Cost reductions (time reductions)
• Reduce risks (credit risks, black list)
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Where to start?A Single Customer View within: - organization level- business unit / label level- department level
Impact on:- lead time- risk (cancellation / financial)- feasibility (data governance / technical
complexity)- required investment- added value- commitment (top)
• Terugkoppeling naar value chain. Moet je nou bedrijfsbreed doen of eerst op een business unit of op afdelingsniveau
• Begin klein • Logische stappen (organisatie, BU, (poel)
afdeling(en)) haalbaarheid (data governance, technisch), (afbreuk) risico, impact, investering (tijd en geld), complexiteit, commitment top
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1203600
Simple value calculationThis example only includes one of the many value generators within the call center scenario
Hourly wage
call centeremployee
€35,- 100
Averagenumber of concurrentcall centeremployeeslogged in
X X 12
Calls per hour per
employee
15%X
Percentage calls
delayed byincorrect,
fragmented or multiple
customer data
Average delay
X
Without integrated customer
view
With integratedcustomer
view
Wasted call
centerCost per
hour
€210=
€35,- 100X X 12 3%X 1003600X €35=
Cost reduction per hour by integrated customer view:
€175
Hours per year (40 * 52): 2080
Yearly cost reduction call center: € 364.000
hours
hours
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Summary• Combination of strategy and implementation = key to
success• Value chain to map decentralized customer view• MDM for Customer Data accepts current database
infrastructure• Scenario’s to identify the real value • Start implementation smart and leverage the success• Simple ROI doesn’t give you a complete picture but a
quick insight