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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.

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Presentation on theme: "1 Customer Centricity: How the MDM Journey Creates Business Success Anne Ratcliffe WW InfoSphere MDM Sales Executive Information Management IBM Software."— Presentation transcript:

1 1 Customer Centricity: How the MDM Journey Creates Business Success Anne Ratcliffe WW InfoSphere MDM Sales Executive Information Management IBM Software Group

2 2 Agenda The Information Supply Chain Master Data Management Overview The IBM® InfoSphere MDM Portfolio Customer Success Stories

3 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 4 But, How Do We Leverage Information for Smarter Business Outcomes? 47% of users dont 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 2007Accenture Survey, January 2007AIIM Survey, July/August 2007

5 5 Think Differently to Drive Smarter Business Outcomes Call Center Operations Human Resource Management ERP & Financials Automation Application Agenda Optimization

6 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 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 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 Master Record Single View

9 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 CenterWebPhone 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 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 11 In Context Real-time delivery of relevant information when and where its 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 12 INFOSPHERE INFORMATION SERVER UnderstandCleanseTransformDeliver 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 CenterWebPhone 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 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 UnderstandCleanseTransformDeliver COMMON META DATA

14 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 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 16 INFOSPHERE INFORMATION SERVER UnderstandCleanseTransformDeliver 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 CenterWebPhone 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 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 18 GovernmentHealthcare 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 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 ManufacturingRetailFinancial 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 Worlds 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 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 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 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 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 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 26 Appendix

27 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 Govern Data Quality Security Lifecycle Management Business Intelligence Applications Transactional Business Applications Content Database Infrastructure Business Applications Streaming Data 27

28 28 IBM MDM Product Portfolio

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 SOAJava/.NetIndustry Match & LinkRelationshipsWorkbench Solutions Framework Components Blueprints

31 31 IBM® InfoSphere MDM Server: Functional Capabilities MDM Domains Business Services Pre-builtCustomizable Data Stewardship PartyAccountProductCustom 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 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


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