1. Customer Acquisition Initiative

2. Table of Contents Definition of Customer Touch Initiative
Value of the 360° View
Enabling Customer Touch with Client
Customer Touch Scenario
Proposed Scope
Conceptual Architecture
Detailed Event Tracking Architecture
Summarized Technical Scope
Implementation Timeline
High Level
Detailed
Team Structure
Appendix
Assumptions
Required Resources (Details)

3. Definition of Customer Touch Initiative
Prospect Data Management
Builds a system to intake and process consumer data from vendors
Existing customers and undesirables are suppressed to generate a database of qualified prospects
Customer Journey
Marketing
Handset / Device
Social Media
Apps
Network
Events
Sales
Telecom Customer Lifecycle
Hotspots
Guiding Principles
Leverage state-of-the-art campaign management solution to manage Prospects data we increase the value of our marketing spend
Ability to leverage the current marketing solution as the single communication channel
Extend the solution to a full “Customer Master” in the future
Kiosks
Third Party Website
Billing
Website
Service
Customer
Care
Call Center / IVR
Retail
Traditional Channels
Extended Channels
Emerging Channels
Organizations must evolve from traditional, transactional based customer interaction to end-to-end customer engagement. Leading the industry is no longer about providing the best products, it’s about providing the best experience at every touch point

4. patterns and ultimately increase sales
Value of the 360° View
Business functions bring their own set of tools and data sources (sales, user reviews, market research, social media), but likely fail short of a truly inclusive picture of the customer. Each business function will gain value from a consolidated view of data that includes data from all other functions
Business Functions
Customers
Marketing
Marketing personnel can utilize sales and service data within the 360° view to compile a customer feed to determine customer buying
patterns and ultimately increase sales
Service
Service personnel can utilize marketing and sales data within the 360° view to measure
effectiveness and identify the most valuable customers in order to establish a tiered service plan to reduce churn and increase loyalty
Sales
Sales personnel can utilize marketing and service data within the 360° view to frame more personal and proactive sales strategy to the most profitable customer segments in order to increase gross adds

5. Enabling Marketing Acquisition
Capabilities
Solution
Marketing Acquisition would like to build a solution to manage current prospect lists and market to prospects
The solution needs to address:
Ability to import prospects from Vendor source files and potentially internal sources in the future
Import and assign a unique ID in the prospects data management system
Ability for users to create, distribute and maintain prospects data in one central location, thus establishing a single-source-of- truth for company wide prospects data
Ability to manage and govern prospects data with standard policy, definitions and processes to increase efficiency and create a scalable foundation
Ability to send direct mail campaigns for prospect customers
Ability to extend the solution to a full “Customer Master” in the future
Marketing team would like to leverage the current marketing solution as the single communication channel
The team will configure the existing SAP CRM Campaign Management system to support the building and execution of Direct Mail prospect campaigns
The solution will leverage select Master Data Management (MDM) functionality to create the Prospect data management solution. Future releases may require additional MDM functionality.
Interfaces will be required to batch load data into the MDM application and to batch load data into the Campaign Management solution

6. Prospect Data Management Prospect Campaign Management
Prospect Management – Move Capabilities in House
By leveraging our state-of-the-art campaign management solution to manage Prospects data we increase the value of our marketing spend.
Customer Acquisition Technology
Customer Acquisition Project Components
Prospect Data Management
This project builds a system to intake and processes consumer data from vendors. Existing customers and undesirables are suppressed to generate a database of qualified prospects.
Consumers
Prospect
Data
Prospect Data
Management
Prospect Campaign Management
Configuration of the current campaign management system supports prospect segmentation and acquisition marketing campaigns
Prospect Campaign
Management
New Customers

7. Application Solution New Applications:
The Prospects Marketing DB Management project will utilize existing applications in the Campaign Management Solution in addition to SAP Master Data Governance (MDG)
New Applications:
SAP Master Data Governance 7.0 (MDG) on HANA
Existing Applications:
SAP Business Objects Data Services (BODS) on HANA
Campaign Data Mart (CDM) on HANA
ABAP Development Tools (ADT) on HANA*
SAP CRM on HANA
Environment Platform:
All existing applications are hosted in the HANA Enterprise Cloud (HEC)
SAP MDG will be hosted in the HEC

8. Customer Touch Event Tracking
The Customer Touch initiative focuses on capturing, consolidating, and analyzing customer touches across all channels in order to build a 360° view. The following provides a conceptual landscape of the scope
Initiative activities in scope involve identifying all data sources with customer touch-point data, integrating the data to a consolidated data store, making the data available for RTD/campaign management, and developing the 360° view

9. Application Flow (Foundation)
Identify Prospects
Deduplication
Enrich Data
Data Labs
/ DRG
DRG
/DST
Direct Mail
End Users
Batch Loading
Deduplication
Prospect Master
Campaign Management
Direct Mai
Modify Workflow
SAP
MDG
Extend Data Model
…….
CDM
CRM
.CSV
List/Batch Load
List/Batch Load
List/Batch Load
Request for Prospects
ADT
(Seg.)
SAP
BODS
Extend Attributes
Modify Target Groups
New Target Group
Direct Mail for Prospects
ETL Jobs
Legend
New
Pre-Existing
Modified

10. High Level Scope Assumptions
Prospects Data Management will deliver foundational functionality in R1 which will enable the management of Prospects data and the ability to campaign to Prospects
Category
Prospect Master – R1
HW and SW Setup
Initial HW and SW setup for MDG
Development QA
Prod
Data Sources
One Source File
(Estimated 1M to 5M records)
Data Models
Extend Customer Data Model
Load Method
Batch Load
Deduplication
Identification of Duplicate Records
Matching Logic
Based on Leading Practices (FN, LN, Address, Zip..)
3rd Party Integration
None
Interfaces
File to MDG (For Prospects)
MDG to CDM (For Prospects)
CDM to CRM
Export Jobs
Prospects
Campaign Type
Direct Mail
External Vendors
Vendors
External system- where you’re getting prospects- prospective people
Getting loaded into PDM system –
De-dupe/cleanse
Assign unique acct #
Cleansed prospects ready for PCM

11. Implementation Timeline
Timeline (Week Starting)
Workstream
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
Week 7
Week 8
Week 9
Week 10
Week 11
Week 12
Week 13
Week 14
Week 15
Week 16
Week 17
Week 18
Planning and Requirements
&
Functional Design
Environment
Build
Testing and Deployment
Planning & Requirements
Functional Spec
Installation
Environment Validations
Environment Stabilization
Technical Spec
PCM Build
PDM Build
Testing
Deployment
Hyper Care
Trending Up (Improving)
Flat Trend (Steady)
Trending Down (Declining)
Not started
On track
Behind Schedule, not critical path
We Are Here
At Risk, significant issues
Complete

12. High Level System Design

13. Solution Architecture with Master Data Governance

14. Sample Team Structure TMO Sponsors Deloitte Leadership TMO Managers
Deloitte Managers
IM SME Support
Data Model Lead
IM ETL Dev Lead
360 Degree View Lead
Application Integration Lead
Test Lead
Solution Architect Specialist
Data Model Analyst
IM ETL Developer
360 Degree View Developer
Application Integration Specialist
Tester
IM Data Migration Specialist
IM Business Analyst
IM ETL Developer
Reporting Analyst
Application Integration Specialist
Tester
IM Data Migration Specialist
IM Business Analyst
IM ETL Developer
Application Integration Specialist
Tester
Solution Architect
Data Model Analyst
IM ETL Developer
Application Integration Specialist
Tester
IM Data Migration Specialist
IM Business Analyst
IM Data Migration Specialist
IM Business Analyst
Database Admin
Deloitte Resources
Internal Resources
Database Admin
A joint Deloitte & Client EIT team using the “Two in a Box” delivery model to drive collaboration and deliver better organizational performance

15. Required Project Resources
A joint Deloitte & Client EIT team will implement and deploy the Customer Touch event tracking database and 360° view.
Resource
Responsibilities
Skills
Program Management
Responsible for the successful delivery of the initiative
Participation in Program Steering Committee
Manage communications with Stakeholders
Issue Resolution & Change Management
Program/Project Management
Project Manager
Project Plans & Status Reporting
Staffing & Staff Management
Manage Budgets & Expenses
Day-to-Day project operations, governance & risk management
Project Management (PMP)
Architect
Coordination with other teams
Assist with conceptual cross-initiative Solution Designs
Detailed Architectural and Integration Designs for selected vendor
Knowledge of technical infrastructure
Knowledge of HW/SW standards
Knowledge of selected vendors architecture and design options
Negotiation & Documentation skills
Business Analyst
Map “as-is” Business Processes to selected vendor application
Document “to-be” processes
Identify Functional Requirements & Gaps
Design User Interface
Assist with Scope Management, Change Control, Defect assessment, and Training
Knowledge of selected vendors out-of-box processes & capabilities
JAD Workshop facilitation
Process Design
UI Design