Notes On Single View Of The Customer
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Notes On Single View Of The Customer Notes On Single View Of The Customer Presentation Transcript

  • Notes on Single View of the Customer Alan McSweeney
  • Objectives
    • Provide details on approach to implementing Single View of the Customer (SVC)
  • IBM Infosphere
    • IBM Infosphere (formerly Websphere Customer Center)
    • Part of the IBM master data management (MDM) family of products
  • Gartner Rating of Customer Data Integration Hubs
  • The Forrester Wave Customer Hubs, Q4 2006
  • WCC Key Features
    • Well-architected for SOA, has a comprehensive generic data model and business services layer, and has improved data quality and loading capabilities following Ascential Quality Stage and Data Stage integration.
    • Operate in combination with IBM’s Entity Analytics Solutions to provide identity and relationship resolution.
    • Base data model is configurable and extensible so that one can customize it to add , change or rename entities and  relationships
    • Integrates well with third party cleansing tools like trillium , Axiom and first logic. Quality Stage
    • Provides packaged functionality for data stewardship, event management, preferences management, and customer management (360-degree customer portal) and also takes into account  vertical account-based systems for financial services.
    • Hery good API’s functionality and  provides excellent services to search for and report on party suspect data.
    • Integrates well with most EAI tools for application to application integration and  ETL tools  for database-to-database integration
    • Shipped with the Business Admin UI, which is used for configuring the Rules of Visibility
    • Capable of storing history information
  • WCC Advantages
    • Flexible and extensible data model and business services.
    • Comprehensive out of the box Data model – 158 Entities and 1795 Attributes
    • Fully SOA enabled with excellent pre-defined suite of Services – over 520+
    • Highly scalable, high performance implementations, high volume, transactional CDI hub
    • Strong Survivorship and Duplicate Suspect Management capabilities, with flexible, externalized rules for ease of customisation
    • Application Neutral – Can be integrated into a very wide set of scenarios
    • Can interface with various data quality vendors like Ascentials, Acxiom, Trillium and First Logic
  • WCC
    • WCC has the strength of IBM’s R&D, sales and marketing behind it
    • Achieved strong growth rate of 140% between 2005 and 2006, and it was the largest selling CDI hub product in 2006
    • IBM’s WCC has a strong customer base with good references and numerous strategic, multiphase rollouts in progress. Strong relationships with cleansing and third parties
    • The experience and knowledge of IBM’s core personnel is often a differentiator with prospects, but IBM needs to ensure the availability of sufficient experienced implementation consultants to complement the success in license sales
    • Large integrator following and resource polls High-volume B2C and hierarchies for B2B
  • Approaches to MDM Matches and physically stores a consolidated view of master data Updated after the event and not guaranteed up-to date. Authoring remains distributed No publish and subscribe. Not used for transactions, but could be used for Reference For Reporting, Analysis and Central Reference Consolidation Registry Coexistence Transaction Matches and links to create a "skeleton" system of record Physically stores the global ID, links to data in source systems and transformations Virtual consolidated view is assembled dynamically and is often read-only. Authoring remains distributed Registry Mainly for Real-Time Central Reference Matches and physically stores consolidated view of master data Updated after the event and not guaranteed up to date. Authoring remains distributed Publishes the consolidated view. Not usually used for transactions, but could be used for reference Coexistence For Harmonization Across Databases and for Central Reference Matches and physically stores the up-to-date consolidated view of master data Supports transactional applications directly — both new and legacy — typically through service oriented architecture interfaces Central authoring of master data Transaction Acts as System of Record to Support Transactional Activity
  • WCC – Transactional Approach
    • Allows you to create an MDM system that can directly support transaction-processing requirements, including operation in an SOA environment
    • Most examples of central-authoring-style MDM systems involve CDI at banking and insurance companies, where they are creating central customer profiles and integrating with operational systems, such as core banking and payment systems, as well as claims and policy management systems in insurance
  • MDM Location in Enterprise Architecture Business Process Layer ODS Customer Profile Data Mart Business Intelligence MRD Authoring instance Application & Data Service Channels Billing System Campaign Management 3 rd Party Data CDW UI for MRD Integration Layer Information Integration Infrastructure Data Quality ETL Staging Area Source system Interface Layer Business Rules Operational Data Store Staging area for transformation and consolidation Self Service Customer Portal Reports / Dashboards Inbound Contact channels Agent App IVR Master Data Hub Business Events UI / Access Manager MRD Transaction instance Customer Hub Service Layer Business services Business Process Composition Business Process Orchestration Data services EAI EII Governance and Security Metadata
  • MDM Reference Architecture Data Rules Engine Rules of Visibility Security Business Services Matching Engine Rules for suspect processing Validation Engines Transaction Audit Log Data Standardiza tion tools Workflow Management Engine Central Hub Interface for Configuration both real time and batch Data Warehouses & BI applications External marketing database Key Operation Systems: CRM, SFA etc . Data Stewards
  • Phased Approach to MDM Implementation
    • Phase 1
      • A single unified view of customer with the usage and other relevant data
      • Integrated Customer Hub implemented with customer profile data mart for enhanced BI functionality
    • Phase 2
      • A CDI hub is implemented with single unified view of customer for other applications to query
    • Phase 3
      • CDI with enhanced BI capabilities is synchronised with CDW for analytical customer data
    • Phase 4
      • CDI capability with full synchronization of standardized data across the enterprise. Data is stored for multiple domains including customer and other essential master data
  • Phase 1
    • Single unified view of customer with the usage and other relevant data.
    • Integrated Customer Hub implemented with customer profile data mart for enhanced BI functionality
    • Data Quality tool implemented to clean, de-duped and standardized data to customer hub and other referencing applications which leads to better consolidation of customer data and improve results
    Supported Applications Integration Layer MRD Authoring instance Application & Data Billing System 3 rd Party Data ODS Customer Profile Data Mart Business Intelligence CDW Operational Data Store MRD -Transactional Instance Campaign Management Integration Channels Data Quality ETL Staging Area Interface Layer Business Rules Data Access Layer Reports / Dashboards 1 1 1 1 1 1 Service Channels
  • Phase 2
    • A CDI hub is implemented with single unified view of customer for other applications to query .
    • An end user interface for SMEs and data stewards for configuring data governance and data quality framework
    • A unique customer identification that can be used for reference across the enterprise.
    • A complete Integrated Customer Hub with a single version of the truth for authentic customer profile for other applications to query.
    Supported Applications Integration Layer MRD Authoring instance Application & Data Billing System 3 rd Party Data ODS Campaign Management Integration Channels Data Quality ETL/ EAI/EII Staging Area Interface Layer Business Rules Data Access Layer Reports / Dashboards Customer Hub CDI Phase 2 1 2 1 1 MRD -Transactional Instance 1 Service Channels Customer Profile Data Mart CDW Business Intelligence
  • Phase 3
    • CDI with enhanced BI capabilities is synchronized with CDW for analytical customer data
    • Data services feed new applications for synchronized and efficient results
    • An advanced business driven meta data model to enable relational linking of different customer data to enable cross sell capabilities
    • Data services to help different new applications with accessibility & enrichment functionalities
    • Reduced data redundancy with synchronization between DW and Customer Hub (CDI)
    • Configurable data model based on history, lineage and other parameters for enhancing BI functionalities
    Supported Applications Integration Layer MRD Authoring instance Application & Data Billing System 3 rd Party Data Campaign Management Integration Channels Data Quality ETL Staging Area Interface Layer Business Rules Data Access Layer Reports / Dashboards Customer Profile Data Mart CDW Business Intelligence ODS 2A 1 1 3 Customer Hub CDI Phase 2 MRD -Transactional Instance 1 2 Data Services Service Channels
  • Phase 4
    • CDI capability with full synchronization of standardized data across the enterprise. Data is stored for multiple domains including customer and other essential master data.
    • Full synchronized updated customer data across all systems including publishing the data to the external systems.
    • Full operational support with updated customer profile data consolidated and integrated across all the systems.
    • Enablement of Industries’ best practices of Information Management and SOA capabilities with completely normalized data and single version of truth across the enterprise
    Reports / Dashboards Inbound Contact channels Agent App IVR Integration Layer MRD Authoring instance Application & Data Billing System 3 rd Party Data Data Quality ETL/ EAI/EII Staging Area Interface Layer Data Access Layer Master Data Hub Business Events UI / Access Manager Customer Hub CDI Data Service Layer Interaction Channels Self Service Customer Portal 4 4 4 4 4 MRD Transaction Instance 1 Business Rules 2 3 Service Channels Customer Profile Data Mart CDW Business Intelligence ODS Operational Data Store
  • Customer Data Problem
    • Today most companies have multiple repositories for customer data
    • Inaccurate and incomplete view of the customer relationship
    • Inability to understand the value of the customer
    • Difficult to determine the correct product offer based on inaccurate customer data
    • Inefficient customer service
    Customer Web Self- Service IVR Self-service Wireless Self-service Call Center Distributor Real Time Analytics Data Warehouse ERP New System Billing Financials Product
  • IBM WebSphere Customer Center Overview
    • Customer Data Integration (CDI) manages the complete master record for operational customer
    • Capable of being the system of record – with full transaction processing and business logic capabilities
    • Provides accurate and complete customer data to all operational business processes that require customer data
      • Improved and differentiated customer service
      • Increased revenue via improved cross-selling and event management
      • Ability to persist ‘new’ customer data such as privacy preferences, events, and multi-channel interactions
      • Regulatory compliance
    Customer Web Self- Service IVR Self-service Wireless Self-service Call Center Distributor Real Time Analytics Data Warehouse ERP New System Billing Financials Product
  • WebSphere Customer Center Overview
    • At its core, a CDI Hub is:
      • Customer master data
      • Business services for maintaining master data
    • WebSphere Customer Center™ is a transaction processor
    • Designed to support multiple interfaces
      • Real-time
      • Middleware
      • Batch routines
    WebSphere Customer Center™ is a transaction-style CDI hub. In order to pre-package a significant number of business services, it is designed around a packaged data model. Both the business services and the model are designed to accommodate configuration and change. WebSphere Customer Center Customer Master Data Business Services Business Applications Integration Hubs Batch Jobs
  • Customer Master Profile Design – a Party-Centric Model
    • Party-centric model:
    • Party is the central entity
    • A unique party is stored once
    • Parties play one or more roles
    • A party has relationships to other objects – contracts, locations, other parties, etc.
    • Other ‘important concept’ objects have significant function
      • Contract & product
      • Location
      • Groups & hierarchies
    Demographics Relationships Location Financial Profile Privacy Contract & Product Events & Insight Identification Data Stewardship Party Interaction Roles Person Organization
  • Customer Master Profile - Reference Data Customer-centric Cross reference keys History/Audit Data base Account Cross Reference Keys Last Update Date & User Source System Data Transaction Audit Log Data Decay Meta Data Effectivity Dating Application Meta Data
  • WebSphere Customer Center - Multiple Input, Multiple Output Design Input key = Contract key Request – inbound message Add New Contract (Account) Contract ABC Data Contract component data Party profile Location Data Identifier Data Contract 12345 Contract Component A Contract Component B Role: Account Owner Home Address Identifier Party: Jane Smith Example – Build a party-centric master with account-centric processes
  • WebSphere Customer Center Business Service Example
  • Business Service Interface – Overview Interface Layer XML Interface Web Services Java Object Batch Transaction Processor Event Manager / Evergreen IBM WBI WebSphere Customer Center XML File Formats Real-time Batch WebSphere Customer Center Central Transaction Server WebSphere Customer Center Fast Track Transaction Server COBOL Adapter CICS Interface Messaging Adapter Composite Transaction Framework XML COBOL Copybook Flat File Customer Parser Custom Constructor Adapters / Interfaces Message Queue Notification Framework Request Response
  • Data Stewardship Application
    • In the current product release the data stewardship UI supports the following functions:
      • Party Maintenance
        • Party Search
        • Add Party
        • Party Maintenance
      • Duplicate Suspect Processing
        • Suspect search
        • Compare suspect records
        • Collapse party records & collapse parties with rules
        • Split party records
        • Mark parties as duplicates
        • Unmark parties as duplicates
      • Hierarchy
        • Create hierarchy
        • Add nodes to hierarchy
        • Hierarchy maintenance
      • Grouping
        • Create groups and add parties to a group
  • Administration Services Application
    • The Administration UI supports the following functions:
      • Rules
        • Maintain Rules of Visibility
        • External Validation Rules
      • Metadata
        • Maintain Data Associations
      • Code Tables
        • Maintain Code Tables
        • Edit Error Messages
      • Security
        • Manage User Groups
        • Maintain Transaction Associations
      • System
        • Transaction Audit Log
        • Extension Framework
  • WebSphere Customer Center Overview
    • WebSphere Customer Center is a service-oriented business application (SOBA)
    • WCC Central transaction server
    • 100% service oriented – every function is a business service to maintain the master customer profile
    • Integrated with business logic components that govern the behavior of a business service
    • Data quality – detection of duplicate parties, data validation rules
    • Business rules – event detection, critical data change management
    • Privacy & data security – manage user/role access to data at a granular level
    • WCC applications
    • Data stewardship UI – managing data and data quality within WCC customer master profile
    • Administration UI – WCC configuration and administration capabilities
    • Event Manager / Evergreen – time-based triggering of data quality and event management processes
    • Batch transaction processor – processing batch files
    WebSphere Customer Center™ Central Transaction Server WebSphere Customer Center Applications Action Manager CDI Business Services Integrity Manager Data Quality Management Intelligence Manager Business Rules & Event Detection Intelligence Manager Data Access & Governance Rules Knowledge Customer Master Profile Service Interfaces Data Stewardship & Administration User Interfaces Event Manager & Evergreen Batch Transaction Processor
  • IBM WebSphere Customer Center
    • The most experience - numerous proven high volume Customer Data Integration (CDI) implementations
    • Ranked as leader by industry analysts
    • The most complete CDI application available to the market - significant out-of-the box CDI application functionality
    • Enables any CDI strategy - simple or the most complex – or anything in between
    • Begin with our proven rapid start implementation
    • Evolve to any level of complexity and scale using the same platform, technology and skills
  • More Information
        • Alan McSweeney
        • [email_address]