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The added value of an Integrated Customer ViewEmile van de Klok
Brussel, March 2009Sr. Product Manager – Human Inference
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
What do we need?
• 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:
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.
What is the value of an integrated customer view?
Source: Gartner, Creating the Single Customer View with Customer Data Integration, January 2006
Scenario 1 – Inbound Call Center
• Without an integrated customer view
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
Scenario 2 – Inbound Call Center
• With integrated customer view
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.
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)
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
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
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