Achieving a single view of customer using Siebel UCM.

1. Achieving a Single View of
Customer
© 2010 Oracle Corporation – Proprietary and Confidential 1

2. <Insert Picture Here>
Achieving a Single View of Customer with
Siebel Universal Customer Master
Tony Boyle
Director, MDM
Oracle Asia Pacific Division

3. 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.
The development, release, and timing of any
features or functionality described for Oracle’s
products remains at the sole discretion of Oracle.
© 2010 Oracle Corporation – Proprietary and Confidential 3

4. Single View of Customer
Name & Contact Info
Name & Contact Info
Relationships
Relationships • Identifiers Privacy Privacy
• Employee of a Company • Names
• Addresses • Communication Preferences
• Customer of a Company • Contact Numbers • Privacy Option
• Affiliations with Org • E-mail Addresses • Don’t e-mail
• … • Don’t call
• Member of a Household • Don’t mail
• Advised by Financial Planner • ….
• …..
Applications
Processes Consumer Profile
Consumer Profile
• Applications • Demographics
• Segmentation
• Leads • Customer Value
• Collections • ….
Product & Services
Products & Services Financial Profile
Financial Profile
• Customer Bundling Interactions
Interactions • Annual Income
• Employment
• Internal Products • Tax Bracket
• External Products • Consultations
• Credit Score
• Next Best Offer • Branch visits • Income Source
• Interests • Customer service calls • Risk Assessment
• Campaigns • Investment Goals
• Balances & Transactions • Needs analysis
• …. • Responses
© 2010 Oracle Corporation – Proprietary and Confidential 4

5. But there are Challenges…
Customer data is dispersed across ...leading to incorrect and duplicate
multiple siloed systems… customer profiles and hierarchies…
Channel Product
Silos Silos
Call
Center
Customer Customer
Information Information
Internet
Customer Customer
Field Information Information
Sales
Customer Customer
Information Information Name Name
Geographic Silos Organizational Silos Name Mary Smith Mary Evans Mary Smith
Address1 1867 Pierce Address1 1867 Pierce Address1 2333 Harrison
Customer Customer City San Francisco City San Francisco City Piedmont
Information Information State State
State CA 94110 CA 94110 CA 95810
Customer Customer Tel. 510-681-1399 Tel. 415-437-1790 Tel. 415-437-1790
Information Information
SSN 117-78-1856 SSN 117-78-1856 SSN 117-78-1586
Customer Customer
Information Information
Custom-built solutions are …leaving companies with excessive
expensive and difficult to change… costs and missed revenue
Data Mgmt Customer Credit Missed Total
Attrition Exposure Revenue
© 2010 Oracle Corporation – Proprietary and Confidential 5

6. Traditional Approaches to Customer Master Data
Management
Custom-Built Core Banking /
Data Warehouse as
Customer Product System as
Customer Master
Information File (CIF) Customer Master
• Requires • Inflexible data model • One-way information
organisational flow to the
• Weak support for
consensus warehouse
contact information
• Expensive to build and • Does not allow real-
• Weak support for
maintain time matching and
prospects, leads, etc.
customer data
• Limited flexibility to
• Multiple deployments updates
accommodate evolving
of CBS systems
requirements • Little to no
• Expensive to operational benefit
• Limited Functionality
integrate
• 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 buying a solution for managing
customer master data. Since 2003, the trend has swung heavily toward buying.
Gartner Magic Quadrant for Customer Data Integration Hubs,
© 2010 Oracle Corporation – Proprietary and Confidential 6

7. The CRM approach
…and the CRM followed by MDM approach
CRM System Learn from others
• Does not allow real- Old, established bank in APAC
time matching and Implemented CRM first, then went back and
merging implemented an MDM solution.
• No Data Quality or Data Why: Older bank, existing CIS system in place.
Governance
capabilities
Newer bank in APAC
• Doesn’t provide a
Implemented MDM first, then started CRM while MDM
Single View of
solution was being implemented.
Customer while other
systems have Why: Younger bank, few legacy systems, was able to
customer data get it right from the start with no waste or re-work.
• CDI “invented” to
overcome problems The Lesson.
with CRM
implementations 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.
© 2010 Oracle Corporation – Proprietary and Confidential 7

8. Single Customer View Imperatives
• Grow revenues from
existing customer base
• Realise value of combined
Increased
customer base through up-
Competition
sell / cross-sell
• Reduce cost of integrating
customer data • Increase profitability by
Commoditised moving from product to
Mergers and Products and relationship based
Acquisitions Services pricing
Customer
Comply with Customer
• Meet regulatory Regulations Churn
• Provide differentiated
requirements, privacy laws, customer experience based
etc. on value
• Enforce security and
permissions across value
chain
© 2010 Oracle Corporation – Proprietary and Confidential 8

9. How can we get a Single view of Customer
…when our data is fragmented?
Ever proliferating islands of information
…in disparate applications covering
multiple channels, divisions & functions
…duplicated, incomplete, inaccurate,
Call Web Fusion
SFA Partner
Center site App
Key enterprise processes based on
unclean / incomplete data
Marketing, sales, service & customer retention
processes, regulatory compliance, new product
introduction,…
Unclean data makes Analytics invalid
Call Fusion
Error prone integration
ERP 1 ERP2 Legacy
SCM App
Slow enterprise agility and
innovation
© 2010 Oracle Corporation – Proprietary and Confidential 9

10. MDM: The source of clean data for the enterprise
Nurture one of your most valuable asset
Call Name Phone Contact
Center ID Consolidate shared
BO004 Tony 0294911877 Anthony.boyle information into one place
Boyle @oracle.com
ETL Cleanse data centrally
Call Web Fusion
Share data as a single point
SFA Partner of truth as a service
Center site App
Middleware
Application Integration Architecture MDM
BI/
ID Name
DW Call ERP1 Email Office Mobile
Centre
123456 Anthony BO004 490111 Anthony.boyle
Consistency siloed0294911877 041428
environments
Boyle @oracle.com 8669
(Integrated Best of Breed)
Lower data management costs
Call Fusion
ERP 1 ERP2 Legacy Better reporting
ERP1 ID Name SCM Mobile App
490111 Anthony 0414288669 ETL Enterprise foundation for agility
Boyle
& innovation
© 2010 Oracle Corporation – Proprietary and Confidential 10

11. Client Information Model • Key Identifying Information
• Duplicated amongst CRM
and multiple product
systems
• “Ownership” of core data
Transactional in multiple systems
• High potential for
discrepancy
Leads
• Requires matching &
Extended cross-reference for source
linking
Relationships Privacy
Campaigns Core
Preferences
Identifiers Interactions
Name
Products and Addresses
Consumer
Services Contact Details
Profile
• Combination of data
Transactions
Financial Profile elements to create
consolidated / derived
view
Orders /
• Federated data – • Sourced from multiple
mastered and accessed Applications
systems
at source
• Clear master – slave
• Requires cross- Balances roles “ownership”
reference and real-time
integration to source
© 2010 Oracle Corporation – Proprietary and Confidential 11

12. Oracle Customer Hub: Key Components
Siebel Siebel
EBS EBS
Trusted
SAP SAP
Customer
Data
Custom Apps Custom Apps
Other BI
Oracle Customer Hub Delivers
• Consolidate shared customer information into a
trusted, global," single source of truth” master - Global master for customer information
repository - Consistent representation of shared data
• Maintain a high quality customer profile using state - Clean, accurate, de-duplicated, and enriched data
of the art data quality and governance tools - Compliance with governance legislation
• Leverage pre-built integration with Oracle - 360º view of a customer’s products and services
applications
© 2010 Oracle Corporation – Proprietary and Confidential 12

13. Oracle Customer Hub: Master
• Comprehensive Customer Profile
Master Trusted
Customer Data
• Master Policies, Financial Accounts,
Party
Interactions, Notes, Campaigns, etc
Roles & Relationships
Related Data Entities
Trusted • Complex hierarchies, roles &
Vertical Variants
Customer relationships
Data
• Provides industry-specific data
attributes
• Configuration of custom child entities
• Data Model Extensibility while
protecting Upgradeability
© 2010 Oracle Corporation – Proprietary and Confidential 13

14. 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
organizations
• Decision maker, influencer for specific
purposes (e.g. procurement)
• New types of relationships can be
easily defined by business users
Relationship • Advanced Hierarchy Mgmt with
explorer Oracle DRM - Hierarchy/version
comparison, blending and merging
© 2010 Oracle Corporation – Proprietary and Confidential 14

15. Oracle Customer Hub : Consolidate
• High Volume Batch & Real time
Consolidate Integration
Import
Workbench • Enterprise-wide UUID
Identification Trusted
& Cross- • 1:M Cross-Referencing
Reference Customer
Data
Source Data • Track all changes to Master Record
History
Survivorship • Provides data stewards the ability to
restore customer profiles
• Highly configurable and granular
survivorship rules
© 2010 Oracle Corporation – Proprietary and Confidential 15

16. Cross Referencing
CRM
• Stores all customer identifiers for
Legacy Customer ID: the operational applications
ERP
GH78GH connected to UCM
Customer ID: Customer ID:
A31-32Z 23-3445
Customer ID: • Provides critical mappings used for
B37-84U data synchronization, reporting,
and analytics
PLM Custom
• Supports 1-to-many cases in which
Universal ID: multiple customer records exist in
1ASCLSCC an application that map to one
Partner Web
master customer record
UID App ID
1ASCLSCC Legacy A31-32Z
OSS
1ASCLSCC Legacy SCM
B37-84U
1ASCLSCC CRM GH78GH
1ASCLSCC ERP 23-3445
… … …
© 2010 Oracle Corporation – Proprietary and Confidential 16

17. Oracle Customer Hub : Cleanse
• Leading Embedded Data Quality
Tools & integration to 3rd Party Data
Sources
Trusted • Universal Connector provides uniform
Customer way for partners to integrate
Data
• Intelligent merge, Auto merge &
unmerge capabilities
Cleanse & Enrich • D&B and Acxiom Integration
Standardize Cleanse
Match & Merge / Unmerge • Data Steward UI to manage duplicate
Parse suspects via queues
© 2010 Oracle Corporation – Proprietary and Confidential 17

18. Oracle Data Quality Solutions
Oracle Data Quality Servers
Feature Functionality (IDQ)
Profiling/Pattern Understand Data Status /
Detection Patterns ODQ Profiling Server
Parsing and Create structured records
from unstructured data ODQ Parsing &
Standardization Standardization Server
Address Spot and correct data
Validation / errors ODQ Address
Cleansing ValidationServer
Spot / eliminate
Matching and duplicates & identify ODQ Matching Server
Linking related entities
Attach additional
attributes and Universal DQ Connector +
Enrichment D&B / Acxiom
categorizations
© 2010 Oracle Corporation – Proprietary and Confidential 18
18

19. 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
rules set for the source of the
data
• Automerge duplicates with very
high match scores
• Unmerge reverses an
erroneous merge process
© 2010 Oracle Corporation – Proprietary and Confidential 19

20. Oracle Customer Hub : Share
• Provides commonly used functions as
business services & web services
Share
Web Services
Library • Real-time & batch publish
Publish &
Trusted Subscribe • Support MQ Series, MSMQ, and JMS
Customer queues, outbound web services or
Data Transports & other EAI technologies
Connectors
Authorization • Differentiated CRUD privileges based
Registry on source
• Leveraging AIA - Enterprise Business
Objects, Services & PIP’s in FMW
© 2010 Oracle Corporation – Proprietary and Confidential 20

21. Pre-built Business Services
• Supports Rapid composite Siebel UCM Services
application development Lookup Contact Update Contact
Lookup Contact Insert Contact Product
• An efficient and optimized approach Relationship
for integrating with Siebel UCM Update Personal Address Update Contact Product
Insert Household Lookup Household
• 140+ pre-packaged services Update Contact Profile Insert Contact Profile
Delete Contact Profile Insert Contact Activity
• Deployed as Web Services, MQ, Update Contact Lookup Account
Relationship
HTTP/XML, JMS, etc.
Insert Account Update Account
Lookup Account Activity Update Account Activity
• Supports “Out of the Box”
functionality plus Self Built Update Account Address Delete Account Product
Update Account Insert Account
Relationship Relationship
• Services defined declaratively, no Lookup Account Profile Insert Account Product
code required
Lookup Contact External etc…
ID
• Different Applications may have
different service priviliges
© 2010 Oracle Corporation – Proprietary and Confidential 21

22. Pre-Integrated with Siebel CRM / Oracle EBS
Support diverse business requirements
Push Mode
Pull Mode
1. Consolidate from operational systems 1. Match Process: returns the list of candidates to a
list of selection criteria
2. Cleanse & Enrich: in UCM
2. Fetch Process: Once candidate selected, returns
3. Dedup & build golden record: in UCM the entire profile of the customer / prospect
4. Publish to participating applications 3. Sync Process: Data is entered in the application
and synchronised back to UCM
• Asynchronous or Batch, Non intrusive • Real time interaction with the hub
• Fast Implementation (<3-4 months) • The right data at the time of entry
• Does not assume UCM is the data master (Authoring is • Out of the box integration with Siebel CRM and Oracle
decentralized) EBS
• Out of the box integration with Siebel CRM and Oracle EBS
© 2010 Oracle Corporation – Proprietary and Confidential 22

23. Oracle Customer Hub : Govern
Govern • Customer lifecycle management
History Events &
& Audit Policies
Profile & Privacy
Correct Mgmt • Data Profiling
• DQ Dashboards leveraging Siebel
Analytics
Trusted • Maintain history & audit trail
Customer
Data
• Enterprise-wide Policy Hub for
privacy compliance
• Best of Breed embedded business
rules engine
© 2010 Oracle Corporation – Proprietary and Confidential 23

24. Analytics – Data Profiling & Insight
• Data Profiling Dashboards
– Data completeness
– Data accuracy and validity
– Data duplication
• Customer Insight Dashboards
– Hierarchical rollups
– Market and LOB segmentation
– Customer value
• Integration with Siebel Analytics
– Dashboards for Data stewards
and Business users
© 2010 Oracle Corporation – Proprietary and Confidential 24

25. Single Customer View Imperatives
Cross-organisational customer • Grow revenues from
matching and merging, with links to
source systems
existing customer base
• Realise value of combined Comprehensive and Accurate
Increased Customer Profile available
customer base through up- across Enterprise, providing up-
Competition
sell / cross-sell sell & cross-sell opportunity
• Reduce cost of integrating
customer data • Increase profitability by
Commoditised moving from product to
Mergers and Products and relationship based
Acquisitions Services pricing
• Maintain KYC information,
hierarchies and affiliates
• Trusted Enterprise Wide Manage Complex Relationships,
source of Privacy Permissions Customer Hierarchies and House-holding –
understand customer value
Comply with Customer
• Meet regulatory Regulations Churn
• Provide differentiated
requirements, privacy laws, customer experience based
etc. on value
• Enforce security and
permissions across value Consistent and Accurate View of
Customer, Products and Services
chain across channels
© 2010 Oracle Corporation – Proprietary and Confidential 25

26. Categories of MDM Benefits we have benchmarked
from our customers’ implementations
GROWTH EFFICIENCY IT AGILITY COMPLIANCE
Improve CRM Operational Increase IT Reduce operational
performance to efficiency across resiliency in a risk and improve
increase revenue multi-functions of an changing business regulatory
and market share enterprise landscape compliance
CUSTOMERS ON AVERAGE EFFICIENCY OF OPERATIONS EFFICIENCY OF IT EFFICIENCY OF IT OPERATIONS
GENERATED 2%-5% INCREASED INCREASE WITH IMPROVED OPERATIONS RESULTING IN RESULTING IN GREATER
REVENUE FROM SALES WITH PROCESSES AND DATA GREATER AGILITY OF AGILITY OF BUSINESS MODELS
MDM GOVERNANCE BUSINESS MODELS
© 2010 Oracle Corporation – Proprietary and Confidential 26

27. Siebel UCM Offers Two Deployment Options
Combined Instance Standalone instance
UCM
UCM CRM
CRM
Benefits • Leverage implementation work done for both CRM • CRM and UCM deployments have complete
and UCM implementation autonomy
• No need for synchronization between UCM and • Easier to ensure that master data is clean, unique,
Siebel CRM data and correct
• Simple topology: Easier to manage hardware and • Distributes performance load
platform software • Easier to get broad participation
Tradeoffs • Need to keep CRM and UCM on the same version • Need to synchronize data between UCM and CRM.
of Siebel • Can require separate hardware and software
• CRM users directly impact the quality of master
data
• Can be challenging politically
Usage • Relatively simple IT topology with small number of • Complex IT environment with large number of
applications => overhead of managing one more (specialized) applications. Turning one of these
Scenario application outweighs the benefit of independent applications into a customer master is not feasible
customer master for
•Political reasons
•Performance reasons
© 2010 Oracle Corporation – Proprietary and Confidential 27

28. Start Fast & Gain Early Benefits
Implement MDM over time
• Understand current state of
business • Maximize value
• Know pain points • Reinvest in new opportunities
• Determine future state of business Operate & • Continuous improvement
• Develop MDM strategy Optimize
• Align project goals w/
4
companywide objectives
• Deploy in phases
• Keep it simple at first – manage
the change
Understand • Apply lessons learned
Define, Build,
Value
Value
& Envision • Confirm and validate processes,
Confirm
3 flows, rules, practices, etc.
• Confirm and validate production
environment and operations
1 • Start fast
• Gain benefits early
• Improve organizational
Build proficiencies
2 Foundation • Prove the solution works
• Obtain valuable lessons learned
Time
© 2010 Oracle Corporation – Proprietary and Confidential 28

29. Formalize a Governance Framework
The key to a successful MDM implementation
• Central executive leadership
• Enterprise steering committee
Data Management Governance
to arbitrate issues and enforce
the rules
Leadership • Coordination and compliance
• Define & communicate data
Compliance quality expectations
Monitoring and Policy Definition
Enforcement
• Establish policies, procedures,
Master Data
success metrics and processes
to maintain quality data
• Identify all business and
Execution and Planning and application stakeholders across
Decision-Making Coordination the enterprise – data owners
• Conduct audit and control
• Communication and change
management
© 2010 Oracle Corporation – Proprietary and Confidential 29

30. UMB Financial Corporation
COMPANY OVERVIEW CUSTOMER PERSPECTIVE
• One of the largest independent banks in America “It is easy to make fact-based
UMB offers complete banking and related financial
services to both individuals and business
decisions when the facts are right in
customers front of you. That is what ClientLink
• UMB’s vision is to be recognized for the does, It puts the facts in front of you.”
unparalleled customer experience Kevin Kramer, Senior Vice President,
• Over 140 branch locations in 8 US States Enterprise Sales
• Employees: 3,500 associates
• Assets: US$ 8 Billion RESULTS
CHALLENGES/OPPORTUNITIES • A decrease in the research time
• Multiple sources of customer information and required for associates to quantify
multiple versions of the truth the customer relationship
• Wanted a flexible platform on which to build • Improved cross sale opportunities
• A need to empower their associates to fulfill UMB’s due to complete customer view
mission: To know our customers and anticipate • Successful blending of nightly batch
their needs; advocate and advise; innovate and
surprise
updates and real-time integration
leveraging MQ Series
SOLUTIONS
• Customer Hub (UCM)
• Customer Relationship Management
• Trillium for Data Quality
© 2010 Oracle Corporation – Proprietary and Confidential 30

31. Toyota Financial Services
COMPANY OVERVIEW CUSTOMER PERSPECTIVE
• Toyota Financial Services (TFS) is the finance “We selected Siebel CDI because of its
and insurance subsidiary of Toyota Motor
Corporation in the U.S. TFS is the 7th largest
out-of-the-box, rich customer master
finance company in the US functionality, its industry-specific best
• Industry: Financial Services practices, and its ability to integrate
• Revenue: US$ 1 Billion many different applications”
• Customers: 2.1 Million in the US Shaun Coyne, VP & CIO
CHALLENGES / OPPORTUNITIES RESULTS
• Financing arm of Toyota Motor Corporation, • Achieve 360-degree view of the
with 10M+ accounts
customer across multiple systems
• Need to increase loyalty with both dealers and
consumers • Enhances customer service at all touch
• Customer ask for one-and-done service points
experience • Deepening customer loyalty
• Compliance with privacy regulation
SOLUTIONS mandated by Gramm-Leach-Bliley Act
• Customer Hub (UCM)
• Automotive Captive Finance
© 2010 Oracle Corporation – Proprietary and Confidential 31

32. The Home Depot
COMPANY OVERVIEW CUSTOMER PERSPECTIVE
• The Home Depot was founded in 1978 in Atlanta, “In less than 60 days, Home Depot was
Georgia and has since become the world's
largest home improvement retailer, operating
convinced that Siebel’s CDI solution was the
more than 1,800 stores across North America only solution that could give them a single
• Industry: Retail view of their customers”
• Employees: 234,000 Les Rechan, Senior VP & General Manager,
• Revenue: US$ 90 Billion Manufacturing and Distribution
CHALLENGES / OPPORTUNITIES
• Need to provide every store with a single view of RESULTS
its 60M+ customers
• Streamline their closed-loop marketing
• 1,800 stores across the US
and complex account management
• Poor quality of customer data
• Approximately 10M duplicate records
processes
• Achieve a single view of the customer
SOLUTIONS across the enterprise
• Customer Hub (UCM) • Reduce customer data management costs
• Call Center • Solution is five times cheaper and faster
• Order Management than the custom-built alternative
• Partner Relationship Management
© 2010 Oracle Corporation – Proprietary and Confidential 32

33. MDM Partner Program
• Evangelize
• Enablement
• Joint go to market
• Co-development
© 2010 Oracle Corporation – Proprietary and Confidential 33

34. MDM Partner’s special offer….
© 2010 Oracle Corporation – Proprietary and Confidential 34

35. Tell us what you think…
• http://feedback.insync10.com.au
© 2010 Oracle Corporation – Proprietary and Confidential 35