K.R. “Vish” Vishwanath VP Risk Management and Credit Analytics, Sears, Roebuck & Co. “Enterprise Relationships, the Possibilities of a Seamless, 360-Degree.

K.R. “Vish” Vishwanath VP Risk Management and Credit Analytics, Sears, Roebuck & Co. “Enterprise Relationships, the Possibilities of a Seamless, 360-Degree View”

Sears CRM Vision Statement
World Class Customer-Centric Organization that Uniquely Enriches the Customer Experience Enabling Associate Job Satisfaction While Maximizing Sustainable, Profitable Revenue Growth.

3 Essential CRM Principles
Customer Centrism Anytime Anywhere Anyway Optimize Global Channel Economics Revenue Maximization

Triangulation of Principles A Disciplined Approach
Infrastructure Channel Connection Disparate Database Systems Analytic Platforms Operationalization Business Processes Business Policies Business Procedures

Sears Credit Solvitur4 Proof of Concept Approach
Pilot the Concept Test the Solution Train the Staff, Partners and Others Learn any Lessons Identify Opportunities

Why Acxiom Corporation?
AbiliTec – CDI Core Competency Data Expertise and Augmentation Privacy Advocate

Sears Credit Solvitur4 Proof of Concept Learning Objectives
Recognition/authentication of customers and prospects Integrate information from multiple data sources in real time 360 Degree View Use business rules to make the “best” offer Track offer response – create institutional memory

Sears Credit Solvitur4 Proof of Concept CRM Data Architecture
Real Time Delivery Channels Privacy Preferences Customer Interactions Sales Tracking Back Office Systems CDI Processing Operational Data Store Accounts Balances Transactions Names Addresses Relationships Architectural Improvement at Rollout External Data Demographics Credit Campaigns Segment Next Product Profitability Information Warehouse CDI Processing Customers Demographics Accounts Transactions 90o 270o 360o 180o Analytics Marketing Profitability Risk Interactions Sales

Sears Credit Solvitur4 Proof of Concept -- Logical View
Delivery Channels Knowledge Broker EAI & Data Integration Rules Decision Support Analytics, Data Mining, Modeling Financial Portal Internet Voice Response Wireless PegaSystems Call Center Knowledge Broker EAI & Data Integration Rules Decision Support Analytics, Data Mining, Modeling Financial Portal Internet Voice Response Wireless PegaSystems Call Center Batch CDI Architecture Acxiom Data Network AbiliTec Knowledge Base PegaSystems Call Center Financial Portal Internet Voice Response Wireless Mail VALEX Campaign Mgmt Knowledge Broker EAI & Data Integration Rules Knowledge Broker EAI & Data Integration Rules Decision Support Analytics, Data Mining, Modeling Prospect (GRMAS) Database Operational Data Store Activity Tracking Acxiom Data Network ELS (PDB) Batch CDI Architecture AbiliTec Knowledge Base Data Sources List Select Accounts CorWorks Repository Acxiom Data

Sears Credit Solvitur4 Proof of Concept Knowledge Broker
Call Center Branches / Stores Internet Voice Response Kiosk / ATM Wireless Enterprise Services Recognition Manager 360o View Interaction Manager Personal- ization Real-time Campaign Mgmt Data Services Operation Data Store AbiliTec Best Address InfoBase Reference Custom Partner or Existing Applications ATF Services Partner’s Component Operational Data Store Acxiom Data & Services Reference Data Existing Databases Acxiom Component

Sears Credit Solvitur4 Proof of Concept – Operational Data Store
Enterprise-wide cross reference facility for real-time customer recognition Provides linkage information for the 360o View of your customers AbiliTec link, names, addresses, account relationships Collects information on customer interactions Who, what, when, where Stores transformed analytical information Marketing, profitability, risk, etc. Call Center Branches / Stores Internet Voice Response Kiosk / ATM Wireless Enterprise Services Recognition Manager 360o View Interaction Manager Personal- ization Real-time Campaign Mgmt Data Services Operation Data Store AbiliTec Best Address InfoBase Reference Custom Partner or Existing Applications ATF Services Partner’s Component Operational Data Store Acxiom Data & Services Reference Data Existing Databases Acxiom Component

Sears Credit Solvitur4 Proof of Concept
Access to Acxiom Data Call Center Real-time access to Acxiom data products and services AbiliTec linking technology BestAddress address cleansing and enhancement InfoBase demographics Branches / Stores Internet Voice Response Kiosk / ATM Wireless Enterprise Services Recognition Manager 360o View Interaction Manager Personal- ization Real-time Campaign Mgmt Data Services Operation Data Store AbiliTec Best Address InfoBase Reference Custom Partner or Existing Applications ATF Services Partner’s Component Operational Data Store Acxiom Data & Services Reference Data Existing Databases Acxiom Component

Access to Reference Data Real-time access to reference information May includes Credit reports Bankruptcy information Motor vehicle records Regional macroeconomic/competitive information Call Center Branches / Stores Internet Voice Response Kiosk / ATM Wireless Enterprise Services Recognition Manager 360o View Interaction Manager Personal- ization Real-time Campaign Mgmt Data Services Operation Data Store AbiliTec Best Address InfoBase Reference Custom Partner or Existing Applications ATF Services Partner’s Component Operational Data Store Acxiom Data & Services Reference Data Existing Databases Acxiom Component

Access to Existing Data Call Center Branches / Stores Internet Voice Response Kiosk / ATM Wireless Real-time integration of other data sources as appropriate Linked through the Operational Data Store or AbiliTec Enterprise Services Recognition Manager 360o View Interaction Manager Personal- ization Real-time Campaign Mgmt Data Services Operation Data Store AbiliTec Best Address InfoBase Reference Custom Partner or Existing Applications ATF Services Partner’s Component Operational Data Store Acxiom Data & Services Reference Data Existing Databases Acxiom Component

Recognition Manager Call Center Branches / Stores Internet Voice Response Kiosk / ATM Wireless Enterprise Services Recognition Manager 360o View Interaction Manager Personal- ization Real-time Campaign Mgmt Provides channel media with the ability to recognize & authenticate customers and prospects in real-time Using information provided by channel media Name and address, phone numbers, account numbers, address Data Services Operation Data Store AbiliTec Best Address InfoBase Reference Custom Partner or Existing Applications ATF Services Partner’s Component Operational Data Store Acxiom Data & Services Reference Data Existing Databases Acxiom Component

360o View 360o 270o 90o 180o Call Center Branches / Stores Internet Voice Response Kiosk / ATM Wireless Enterprise Services Recognition Manager 360o View Interaction Manager Personal- ization Real-time Campaign Mgmt Uses the Operational Data Store Presents channel media with A comprehensive view of customers A necessary view of prospects Data Services Operation Data Store AbiliTec Best Address InfoBase Reference Custom Partner or Existing Applications ATF Services Partner’s Component Operational Data Store Acxiom Data & Services Reference Data Existing Databases Acxiom Component

Interaction Manager Call Center Branches / Stores Internet Voice Response Kiosk / ATM Wireless Enterprise Services Recognition Manager 360o View Interaction Manager Personal- ization Real-time Campaign Mgmt Provides channel media mechanism to collect information on customer interactions Customer, employee, service provided, offers presented, time, channel Stores information in the Operational Data Store for use by the 360o View and analytical applications Data Services Operation Data Store AbiliTec Best Address InfoBase Reference Custom Partner or Existing Applications ATF Services Partner’s Component Operational Data Store Acxiom Data & Services Reference Data Existing Databases Acxiom Component

Scenario Call Center Branches / Stores Internet Voice Response Kiosk /
Elizabeth Allen Elizabeth Allen 200 Chestnut Street Name Addresses Relationships Interactions Demographics Marketing Profitability Risk Sears Credit Premier Card Charge Plus Call Center – Acct Dispute Marketing Information Next Product: Sears/MC Privacy Preferences No not share information BestAddress 200 Chestnut Street InfoBase Estimated Income $65K Call Center Branches / Stores Internet Voice Response Kiosk / ATM Wireless Enterprise Services Recognition Manager 360o View Interaction Manager Personal- ization Real-time Campaign Mgmt Data Services Operation Data Store AbiliTec Best Address InfoBase Reference Custom ATF Services Operational Data Store Acxiom Data & Services Reference Data Existing Databases

Scenario “You have been pre-approved for a Sears MasterCard at X% APR and a credit limit of $5,000. Call Center Branches / Stores Internet Voice Response Kiosk / ATM Wireless Enterprise Services Pre-approved Sears MasterCard Product value Credit Limit X Interest Rate Y Marketing rules Recognition Manager 360o View Interaction Manager Personal- ization Real-time Campaign Mgmt Data Services Operation Data Store AbiliTec Best Address InfoBase Reference Custom ATF Services Operational Data Store Acxiom Data & Services Reference Data Existing Databases

Scenario “I accept your offer.” Call Center Branches / Stores Internet
Voice Response Kiosk / ATM Wireless Enterprise Services Recognition Manager 360o View Interaction Manager Personal- ization Real-time Campaign Mgmt Data Services Operation Data Store AbiliTec Best Address InfoBase Reference Custom Elizabeth Allen Inquiry on Closing Acct Presented offer: Sears MC, X APR, Y Credit Limit: Accepted 8:00 pm 2/26/2001 Call Center channel ATF Services Operational Data Store Acxiom Data & Services Reference Data Existing Databases

Expanded Vision of a Customer-Centric Driven Sears
Contact Centers 62 Contact Centers > 16,000 Seats Dealer 653 Dealer Stores Business Support Home Services Auto 789 Sears Auto Centers 347 NTB Customer Touches Product Services 17,000 Technicians 14,000 Trucks 15 Million Visits/Year Data Centers IBM Total Systems Acxiom Development Support @ Connected Home Sears Online E-commerce (Appliances, Tools, Parts,etc.) Credit Relationship with 60 Million Households

The Role of Partners

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K.R. “Vish” Vishwanath VP Risk Management and Credit Analytics, Sears, Roebuck & Co. “Enterprise Relationships, the Possibilities of a Seamless, 360-Degree.

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K.R. “Vish” Vishwanath VP Risk Management and Credit Analytics, Sears, Roebuck & Co. “Enterprise Relationships, the Possibilities of a Seamless, 360-Degree.

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