Customer Centricity: How the MDM Journey Creates Business Success

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18 Νοε 2013 (πριν από 3 χρόνια και 6 μήνες)

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1

Customer Centricity: How the MDM
Journey Creates Business Success



Anne Ratcliffe

WW InfoSphere MDM

Sales Executive

Information Management

IBM Software Group

2

Agenda


The Information Supply Chain


Master Data Management Overview


The IBM® InfoSphere™ MDM Portfolio


Customer Success Stories


3

Variety of Information


80% of new data growth is unstructured content


Emails, images, audio, video..

Volume of Digital Data


57% CAGR for enterprise data through 2010


Machine generated data : Sensors, RFID, GPS..

Velocity of Decision Making


Rapidly changing business climate


Need to get ahead of the curve : predict issues
and fix them

Data Explosion in a Smarter World!

New Data

New Information!

4

But, How Do We Leverage Information

for Smarter Business Outcomes?

47% of users

don’t have
confidence in their
information

59% of managers
miss information
valuable to their
jobs because they
can't find it

42% of managers use
wrong information at
least once a week

Sources:
Accenture Survey, January 2007
,
AIIM Survey, July/August 2007

5

Think Differently to Drive Smarter

Business Outcomes

Call Center

Operations

Human Resource

Management

ERP &

Financials

Automation

Application

Agenda

Optimization

6

6

Key Business Drivers for MDM

Revenue


Identify cross
-
sell, up
-
sell opportunities


Customize product offerings

and bundles


Introduce new products quickly


Identify high value customers


Improve customer retention

Cost


Automate manual business processes


Reduce data errors


Eliminate excess mailings


Identify risk (credit)


Supports system consolidation
initiatives

Agility/Strategic Initiative


Consolidate data from silos/integrate
new systems quickly (M&A)


Meet demands of new

business channels


Grow with the business


Identify key relationships

and hierarchies

Compliance


Reduce risk


Control access to data


Adhere to government and

corporate regulations


Manage customer privacy

preferences

7

7

7

What is Master Data? Why is it important?


Master data is a subset

of all enterprise data


Master data is the high
-
value, core information
used to support critical
business processes across
the enterprise


Master Data is information
about customers,
suppliers, partners,
products, materials,
employees, accounts and
more


Master Data is at the heart
of every business
transaction, application
and decision

Master data


8

8

What is Master Data Management?


Provides a consistent understanding and trust of master data entities


Provides mechanisms for consistent use of master data across

the organization


Is designed to accommodate and manage change

John Jones

Customer Valiue High

Risk Score Low

Do Not Call

jjones@abcCo.com

MDM

CRM

Data Warehouse

ERP

eBusiness Application

J. Jones

1500 Industrial

Customer Value


Low

Risk Score


High

Solicit


No data

John Jones

112 Main Street

Customer Value


High

Risk Score


Low

Solicit


Do Not Call



John Jones

112 Main Street

Customer Value


High

Risk Score


Low

Solicit


Do Not Call



9

Batch Connectivity (e.g. ETL Tools)

Current Business Automation…Since

the Beginning of Info Technology

Security,


Mail, etc

Real
-
time/Near
-
Real
-
Time Connectivity Services (ESB, EAI, Web Services, MQ, etc.)

Billing

System

Product

Order

System

Call Center

Web

Phone

Agent /
Sales

Other Users
(e.g business
partners)

Headquarters
(e.g Risk Mgr,
Administrator)

CRM/

Call Center

Sales

Force

Automation

New
Systems
(e.g. SOA

based)

Service

System

IVR

Web

External
Business
Partners

Customer

Product

Account

Others

Customer

Product

Account

Others

Customer

Product

Account

Others

Comp.

System

& Others

Customer

Product

Account

Others

Content
Management

(e.g. FileNet)

Process
Server


Business
Intelligent


(e.g. COGNOS)






IT Applications
built in silo to
solve specific
business problems
(Order, billing,
service,
compensation,

etc)



Line
-
of
-
business
focused (by
product)



Common data

(e.g Customer)

in disparate
systems resulting
in duplicates and
non
-
trusted data

Application
Agenda Era …

10

Non
-
Trusted Data

Common Data in Disparate Systems Cause

Data Quality Problems…


Are they the same person?


Are they related to other customers?


Is the customer also an agent


Which address is correct

Name:

System A

Nancy Smith

Gender:

Female

Birth Date:

1 Aug 1980

ID:

Passport: BA26355

Address:

1 Main St, …

Marital
Status:

Single

System B

Nancy Jones

F

1/8/1980

DLN:800801
-
2311711

1 Main Street, …

Married

System C

Mark Jones

Male

9/2/1963

DLN:630902
-
1212212

No 1 Main St, …

Married

Sales

Comp
-

ensation


Nancy Jones

Female

8/1/80

DLN: 800801
-
2311711

2 Main Street, …

M

11

In Context




Real
-
time delivery of relevant
information when and where it’s
needed

Complete




Related information reconciled into a
single and holistic view

Accurate

Complex and disparate data transformed,
cleansed and delivered

Insightful



Derive meaning from
information changes


Leaders Investing to Optimize

Information Assets


Clients Tell Us What They Are Looking for…Trusted Data

12

INFOSPHERE INFORMATION SERVER

Understand

Cleanse

Transform

Deliver

COMMON META DATA

IBM® InfoSphere™ Solutions to Provide
Trusted Data to Drive Business Optimization…

Security,


Mail, etc

Real
-
time/Near
-
Real
-
Time Connectivity Services (ESB, EAI, Web Services, MQ, etc.)

Billing

System

Product

Order

System

Call Center

Web

Phone

Agent /
Sales

Other Users
(e.g. business
partner)

Headquarters
(e.g Risk Mgr,
Administrator)

CRM/

Call Center

Sales

Force

Automation

New
Systems
(e.g. SOA

based)

Service

System

IVR

Web

External
Business
Partners

Customer

Product

Account

Others

Customer

Product

Account

Others

Customer

Product

Account

Others

Comp.

System

& Others

Customer

Product

Account

Others

Content
Management

(e.g. FileNet)

Process
Server


Business
Intelligent


(e.g. COGNOS)





IBM
®

InfoSphere™

Information Server


Every capability
needed to
understand,
cleanse, integrate

& deliver
information across
heterogeneous
systems


Broad native
connectivity to any
data source


Massive scalability
for integrating large
data volumes in
batch or real
-
time


Unique metadata
-
driven design

for
acceleration &
business
-
IT
alignment

13

Non
-
Trusted Data

Common Data in Disparate Systems Cause

Data Quality Problems…


Are they the same person?


Are they related to other customers?


Is the customer also an agent


Which address is correct

Name:

System A

Nancy Smith

Gender:

Female

Birth Date:

1 Aug 1980

ID:

Passport: BA26355

Address:

1 Main St, …

Marital
Status:

Single

System B

Nancy Jones

F

1/8/1980

DLN:800801
-
2311711

1 Main Street, …

Married

System C

Mark Jones

Male

9/2/1963

DLN:630902
-
1212212

No 1 Main St, …

Married

Sales

Comp
-

ensation


Nancy Jones

Female

8/1/80

DLN: 800801
-
2311711

2 Main Street, …

M

INFOSPHERE INFORMATION SERVER

Understand

Cleanse

Transform

Deliver

COMMON META DATA

14




Master Data Management


The Path to Managing & Providing Trusted Data…

Master Data …


Common
Data


Directory

(X
-
ref) Data


Summary
Data

ADDRESS &

CONTACT METHOD

(Phone, e
-
Mail, etc)

PERSON or ORG
(Party)

NAME

DEMOGRAPHIC

(Gender, Birth Date,

Establish Date, etc)

IDENTITY

PARTY

HIERARCHY

PARTY

RELATIONSHIP

PARTY

X
-
REF

ACCOUNT/

POLICY X
-
REF

PRIVACY &

PREFERENCE

CAMPAIGN

SUMMARY

PARTY

VALUE

INTERACTION
HISTORY

15

Master Data Management


Centralized Management of Master Data via Services

to Provided Trusted Operational View of Business …

INTEGRATION

service

INTEGRITY

service

INTELLIGENCE

service

AUTHORIZATION

service

16

INFOSPHERE INFORMATION SERVER

Understand

Cleanse

Transform

Deliver

COMMON META DATA

Batch Load

INFOSPHERE

WAREHOUSE

IBM® InfoSphere™ Solutions to Provide Trusted
Data to Drive Business Optimization…

Security,


Mail, etc

Real
-
time/Near
-
Real
-
Time Connectivity Services (ESB, EAI, Web Services, MQ, etc.)

Billing

System

Product

Order

System

Call Center

Web

Phone

Agent /
Sales

Other Users
(e.g. business
partner)

Headquarters
(e.g Risk Mgr,
Administrator)

CRM/

Call Center

Sales

Force

Automation

New
Systems
(e.g. SOA

based)

Service

System

IVR

Web

External
Business
Partners

Customer

Product

Account

Others

Customer

Product

Account

Others

Customer

Product

Account

Others

Comp.

System

& Others

Customer

Product

Account

Others

Content
Management

(e.g. FileNet)

Process
Server


Business
Intelligent


(e.g. COGNOS)


INFOSPHERE MDM SERVER

Real
-
time

17

5 of top 6 US HC Payers; EMPI & HIE leader

Over 10 Years Experience & 600+ Customers

4 of top 6 US Insurance Companies

6 of top 10 US Financial Services

10 of top 12 US Retailers

http://money.cnn.com/magazines/fortune/fortune500/2009/full_list/

Leader for large national & local governments

18

Government

Healthcare

Telco


Improve
Case

management


Reduce fraud
across benefit
Applicants



Improve revenue
collection across
Taxpayers


Improve
Citizen
services


Streamline
Asset

management across
Locations


Improve
Customer
service and billing
Contracts
, and
reduce churn


Support Regulatory
compliance for
Customers /
Organizations


Grow
Customer
wallet share through
tailored
Product

offerings and bundles


Improve
Patient

care
and reduce medical
errors


Encourage

Physician

loyalty


Improve Compliance
and
Patient
privacy


Streamline Hospital
Asset

management
or medical
Products
across supply
-
chain
and
Locations

Energy & Utilities


Energy
Price

data
management


Asset

and
Location
management (e.g.,
reservoir, oil field,
meter)


Improve
Customer
service

Customers Across Industries are Addressing a
Broad Set of Business Challenges With MDM

19

Insurance


Regulatory
compliance for
Customers


Improve
Customer

satisfaction


Grow Customer wallet
share through tailored
Product

offerings and
bundles


Understand full
exposure and reduce
credit risk across
Accounts


Streamlined
Asset

management


Improve
Supplier /
Dealer

financial
management


Food
Products
safety compliance


Manage
Customer

preferences and
lifecycle


Faster
Product

launch across
Locations


Superior
Customer
multi
-
channel
experience


Improve
Customer

loyalty


Faster
Product

launch across
Locations


Improve
Vendor /
Supplier
on
-
boarding


Streamline Member
enrolment


Improve claims
processing for
Members


Create custom
Product

offerings
and bundles


Optimize
Policy
management


Manage compliance
and privacy across
Members

Manufacturing

Retail

Financial Services

Customers Across Industries are Addressing a
Broad Set of Business Challenges With MDM

20

20

IBM® InfoSphere™ Master Data Management


Adaptive MDM for diverse requirements


World’s largest MDM customers and
implementations


Rapid time to value with multiple deployment
options


Support for any data domain and industry


Strong master data stewardship capabilities


Pre
-
packaged capabilities speed time to market


Customizable and extensible foundation


Seamless scaling as data volumes grow

A broad set of capabilities to enable adaptive master data
management solutions

21

Phased Implementation


Drive Business Optimization with Positive ROI

Reduce cost and improve customer satisfaction via
once
-
and
-
done processing … e.g. address change

COST
REDUCTION

Reduce risk exposure via holistic view customer
household and product holdings

IMPROVE
RISK

MANAGMENT

Improve up
-
sell and cross
-
sell with relevant offers
meeting customer requirements

IMPROVE
SALES
CAMPAIGN

Comply with government regulations…privacy act,
risk exposure reporting, etc

REGULATORY
COMPLIANCE

Forming a customer chassis to reduce M&A integration
points and improve integration speed and cost

ASSIST
MERGER &
ACQUISITION

22

The Facts:


Multiple customer information
systems

from acquisitions


Inability to identify value of
customer

across mortgage, bank
account, sales, and life administration
systems

Bottom line:


Removed 400,000 duplicate records

to date


Greater ability for cross
-
sell and up
-
sell


Led to
increased revenue

and
improved customer loyalty

"Now that we manage our
customer information as an asset,
the opportunities for innovation and
optimization are endless. We can
respond to the dynamics of our
business twice as fast."



IBM MDM Customer Success Story

23

The Facts:


Create and maintain product
information
10% faster


Data entry errors reduced
from 5% to
0.1%

Bottom line:


Anticipated operational
savings of

5
million

annually


Partners
reduce costs by 25%


Two additional weeks of sales for new
products leading to
3.5% increase

in
revenue

IBM MDM Customer Success Story

24

The Facts:


Integrates over 52M customer records
within and across disparate systems


Acts as the single point of management
for a global customer identifier

Bottom line:


Reduced

data standardization costs by
50%

and marketing costs by
10%


Decreased

customer churn by
5%

and
increased cross
-
sell, up
-
sell revenue by
10%


Recognize a
300% increase

in customer
privacy compliance across the entire
organization

IBM MDM Customer Success Story

25

Q & A / Thank You

Anne Ratcliffe

WW InfoSphere MDM

Sales Executive

Information Management

IBM Software Group

Ph: +1 415 867
-
0895

Email: aratclif@us.ibm.com

For More Information,
Please Contact:

26

Appendix

Applications

& Processes

Delivering Business Insight Requires

Mastering Your Information

Going Beyond Simply Managing… to Optimizing Business Results

Analyze

Integrate

Data

Warehouse

Master Data

Clients’ Information Supply Chain

Reports &

Dashboards

Business

Intelligence

Applications

Transactional

Business

Applications

Content

Database

Infrastructure

Business

Applications

Streaming

Data

27

28

28

IBM MDM Product Portfolio

29

29

29

IBM MDM Product Portfolio

IBM
®

InfoSphere™

MDM Server

Physical master repository
of customer, account and
product data for the
business to consume

as services

IBM
®

Initiate
®

Master
Data Service
®

Virtual master registry for
delivering single, trusted
versions of master data

and their relationships

IBM
®

InfoSphere™
MDM Server
(for PIM)

Capabilities to flexibly
manage products and other
entities across enterprise

Single View

Governance

Common

Components

IBM
®

InfoSphere™
Identity Insight

Analytical capabilities to
discover where threat
and fraud exists to
enable immediate action.

30

30

IBM® Initiate® Master Data Service®:

Functional Overview

30


Data Stewardship


Inspect and resolve data quality issues


Visualize and manage relationships


Master Data Engine


Highly accurate and flexible matching and
searching across multiple data domains


Load, match and link master data in hours


Flexible & Extensible Data Model


Model complex master domains and
relationships


Employ data models that are built and optimized
specifically for master data management


MDM
-
Powered Solutions Framework


Streamline creating MDM
-
powered

solutions for end users


Integration


Integrate with multiple real
-
time and

batch options


Deliver trusted master data to downstream data
warehouse, analytics and BI systems


Message
-
based support (HL7, JMS, MQ Series)

IBM
®

Initiate
®

Master Data Service
®

Data Stewardship

Master Data Engine

Data Model

Integration

SOA

Java/.Net

Industry

Match & Link

Relationships

Workbench

Solutions Framework

Components

Blueprints

31

31

31

IBM® InfoSphere™ MDM Server:

Functional Capabilities

MDM Domains

Business Services

Pre
-
built

Customizable

Data Stewardship

Party

Account

Product

Custom

Integration

Content

Data

Analytics

IBM
®

InfoSphere™ MDM Server


Business Services


Enables business process to easily leverage
master data


Speed time
-
to
-
value, reduce subsequent

phase investment


Functionality


Stewardship: Data Quality, Stewardship,

& User Interfaces


Events: Event Management

& Business Rules


Security & Entitlement: ROV


Multi
-
domain


Extensible data model supporting domains
including Party, Product, Account & Location


Relationships between domains


MDM Workbench


Tooling for easy extensions to data

and UI generation


Robust Data Integration


Pre
-
built Data Integration & Quality

32

32

32

IBM® InfoSphere™ MDM Server (for PIM):

Functional Capabilities

IBM® InfoSphere™ MDM Server (for PIM)

Product

Location

Supplier

Others

Collaborative Authoring

Business Process workflow

MDM Custom
-
Built Domains

NPI

Catalog Mgt

Multi
-
Commerce

GDS


Collaborative Business Processes


Workflows for Collaborative Tasks


Extendable Authoring UI


Business User Interface for Authoring
and Search


Flexible Data Model


Product Catalogs, Category
Hierarchies, Attributes, Relationships


Data Synchronization


Imports and Exports with Deltas

and Versioning


Job Scheduler



User and Role Security


Granular Access privileges to enforce
complete and accurate data


User and Role Security


Attribute Level Security