The document discusses the importance of transforming customer data into strategic assets for enterprises, emphasizing the need for outside-looking-in strategies focused on customer experience. It highlights the challenges associated with low data quality and the benefits of leveraging high-quality data for improved customer engagement, retention, and profitability. The author outlines the holistic approach taken by TLC Intelligent Solutions to enhance data management and customer relationship strategies for sustainable business success.

1. Copyright TLC Intelligent Solutions PTY
Transforming Data into Assets
Point Of View
Document Version: Final
Date: 27-01-2017
Author: Thomas Lucey

2. Copyright TLC Intelligent Solutions PTY Thomas Lucey 27-01-2017 2Slide
Customer Strategies Fundamental Shift – enterprises in the past built growth & strategies by looking-out at
product & services performances; today with the power being with the customer and “experience” being the new
differentiator so building Outside-Looking-In strategies has never been so important as it is today
Customers expect a lot more from financial institutions
and wont wait around to get it
Outside-Looking-In Strategy This is how it is …
In the world we live in … customers now have the power, tools,
resources & time to critically review, compare & select enterprises value
propositions, products & services for the best deal
Every day … customers are reviewing, comparing & selecting but not
necessary telling you about it, until it is far too late in the day & they have
already left you for some one else
But … building Outside-Looking-In strategies are extremely complex
because it’s no longer about the product, but rather about the consistent
customer experience throughout the value chain, where experiences are
vaguely specified for actionable outcomes & direction strategies
So… if you approach the Outside-Looking-In strategies working
backwards from experience promises to journeys to actions & then to data
you will ensure a structured & effective execution path through all this
customer & intermediary channel & interaction complexity
This way … you strategy will have a specified experience outcome
delivered by a promise at a particular journey point and with it the
business action and data requirement to avoid any over reach
Don’t forget … strategy is not a strategy until it is implemented and
organisational cultural of the enterprise is adequately transformed and
continuously improved over time

3. Copyright TLC Intelligent Solutions PTY Thomas Lucey 27-01-2017 3Slide
Working Hypothesis – the value of customers experiences & positive customer behaviours will increase business
advocacy and therefore profitability growth between 2.3% and 4.4% year on year when correctly applied
How it fits together
High quality data enabling greater data utility enabling
effective actions delivering on promises resulting in positive
customer experiences & customer behavioural changes
The Business Benefits
Identify 1. Lead Routing other LOBS & vice verse (while on the telephone)
2. Identify up sell opportunities within existing customers
3. Identify cross sell CI to other LOB’s and brands
4. Identify New opportunities within the corporate customer book of business
5. Grow the book by partnering, broker lead sharing & broker digital offerings
6. Grow new markets by adopting new White Label, Digital & Mobile sales channels
Attract 7. Provide brokers & customers with a Gold, Silver & Bronze Omni Channel experience
8. Appropriate offerings by cultivate leads and opportunities prior to sales pipeline entry
9. More competitive pricing based on the complete customer picture (Whole account view)
Retain 10. Proactively action churn risk customers by timely executing Next-Best-Actions & Offers
11. Re-enter claimants & lost opportunity prospects into the sales & renewal pipeline
12. Activate Gold, Silver & Bronze service offerings as a part of renewal process

4. Copyright TLC Intelligent Solutions PTY Thomas Lucey 27-01-2017 4Slide
The challenge – is very often low & inconsistent levels of customer data quality & integrity as well as an
absence of front line customer data availability
Data Quality Index
1
2
3
4
6
7
8
5
Market Segmentation
Appropriately timed offerings
Appropriate Omni sales & marketing channel
Appropriate customer conversation
Appropriate products & offerings
Customer Centricity
at the point of engagement
10 20 30 40 50 60 70 80 90 100
Member Recognition (Golden Record & Unique customer ID)
Contacts
Demographics
Life Stage
Holdings
Performance
Preferences
Needs
Behaviours
Member assumptions
Desired Business
Capabilities
Attributes of a
complete view of
Members
Special Note: Data Quality Index is scored based on customer data Correctness, Completeness & Consistency

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The Cause – The TLC IS IMF Capability assessment reveals key causes which are often loosely connected
customer data capturing & provisioning processes causing Customer Identify, Attract & Retain inefficiencies
Untapped Business Opportunities
Identify 1. Lead Routing other LOBS & vice verse (while on the telephone)
2. Identify up sell opportunities within existing customers
3. Identify cross sell to other LOB’s and brands
4. Identify New opportunities within the corporate customer book of business
5. Grow the SME book by broker partnering, broker lead sharing & broker digital offerings
6. Grow new markets by adopting new White Label, Digital & Mobile sales channels
Attract 7. Provide brokers & customers with superior Omni Channel experience
8. Effectively cultivate leads and opportunities prior to sales pipeline entry
9. More competitive pricing based on the complete customer picture (Whole account view)
Retain 10. Identifying churn risk customers and timely executing Next-Best-Actions & Offers
11. Claimants & lost opportunity prospects re-entry into the sales & renewals pipeline
The Cause The Effect
Information Management Framework

6. Copyright TLC Intelligent Solutions PTY Thomas Lucey 27-01-2017 6Slide
TLC Intelligent Solutions – Takes an holistic end to end approach to data quality & utility from strategy &
concept right through to planning & implementation
Customer MDM Operational Analytics Customer CRM
Strategy &
Design
Plan &
Implement
Target Operating Model
“It Is All About The Data”
Strategy & Design: We disseminate the business strategy into 4 key capability; Trusted Customer
Data, Correct & Timely Customer Insights, Confident Customer Interactions, and Target Operating
Model so business success becomes clear and a balance set of balanced requirements can be
formed
MDM: Define & direction set what Master Data Management means for the enterprises in the
form of data quality and availability to enable to Identify, Attract & Retain customers
CRM: Define & direction set what is the appropriate Identify, Attract & Retain sales force
automation functionality for front line staff to hold the right conversation with the right customer
for the right outcome
Analytics: Define & direction set what is the correct customer Identify, Attract & Retain
insight to be developed for each individual customer and the journey they are on with the
enterprise
Target Operating Model: Define & direction set the customer centric business & support
processes, data model, ownership model, roles & responsibilities & governance framework to
sustain how the future state of customer data quality & utility
Plan & Implement: We provide program planning design & support as well as program
implementation execution support so the strategic commitments and business benefits don’t become
lost in the overall program execution detail
Business Case: Business problem or goal/aspiration definition, root cause analysis and to be
concept design and business benefits identification and stakeholder engagement
Project Plan: Concept to implementation by disseminating MDM, CRM, Analytics & TOM
capability goals into actionable user stories & sub-stores that form the basis for proof of
concept, vendor selection and project Epics, Sprints, Spikes initiation
Project Implementation: Project direct, the project Epics, Sprints, Spikes from concept to
initiation which includes MDM, CRM, Analytics & TOM artefacts detail design and
implementation there of including stakeholder and change management
• Business Process Standardisation
• Organisation centralisation & off shoring
• Data Governance / Data Council & Data Stewardship
• Solution sourcing and Implementations

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How – by reverse engineering the business objectives (Actions, Promises & Experiences) back into MDM, CRM &
Analytics capabilities and sustaining them through a fit for purpose Target Operating Model
Well thought out
customer technology
strategy
… Business Value …
Fit For Purpose
Solution Landscape

8. Copyright TLC Intelligent Solutions PTY Thomas Lucey 27-01-2017 8Slide
Why – Because customer experiences are emotional outcome from data enabled actions aimed at fulfilling
customer promises which determines customer behaviours and how customers will relate to products now and in
the future
The What
3. Actions 1. Identify customers – analysing internal & external data, and deploying
traditional & white label above & below the line marketing campaigns
2. Attract customers – using data to hold timely, business & life stage
applicable conversations with propositions that are meaningful & relevant
3. Retain customers – proactively utilise data to improve claimant journeys
and to predict & deploy at risk to churn customers mitigation actions
4. Promises 1. Coverage of known & unknown risks (products)
2. Competitive, relevant & timely offerings & services
3. Varity of product & service options (brads)
4. Accommodate your life style & business needs
5. Provide channel flexibility and product options & alternatives
6. Value your relationships & sphere of influences
7. Reward you as an valued customer
8. Easy to deal with & freeing you up to live life
9. Respect your decisions, your choices & your information
5. Emotion 1. Needs met
2. Value for money
3. Accommodating
4. Honesty
5. Trust
6. Secure
7. Importance
8. Understanding
9. Belonging
10. Advocate
6. Impact Vision – Become the company of choice
1. Customers providing Enterprises with quality business relevant data
2. Agencies prepared to place more business with carriers
3. Agencies wanting to partner & collaborate with carriers
4. Customers remaining with enterprises for the duration of their lifetime
5. Customers having all their financial service products provide by 1 company
6. Channels effectively cross & upsell products & services
7. Intermediaries & Customers advocating the company they just dealt with
Customer Experience; is not one off achievement but
rather a continuum of data quality & data utility enabling
business actions
1. Data Quality
2. Data Utility

9. Copyright TLC Intelligent Solutions PTY Thomas Lucey 27-01-2017 9Slide
Thomas Lucey’s Profile
Managing Director of TLC Intelligent Solutions
Executive Consultant,
Thomas is a qualified Management Consultant and talented business strategist with over 20 years’ experience in business strategy
development within the areas of Enterprise Resource Planning (ERP) Master Data Management (MDM) and Customer Relationship
Management CRM). Thomas has been leading ERP MDM & CRM consulting projects for multinational clients across the Financial Services
Sectors as well as Manufacturing and Oil & Gas industries within Europe and Australia.
Thomas track record in both business and IT has resulted in Thomas successfully supporting companies achieve great results in solution
adoption by playing a key role as the conduit between business and IT from Strategy development to Solution implementation
Key Strengths
 Developed a cross industry customer & distributor management framework that evaluates value propositions, business capabilities
and management structures against enterprise strategic goals
 Strong leader and can communicate throughout the management hierarchy while working well with ambiguity & complex
environments
 Understands the underlying need for change & identifies identifying change agents
 Able to think conceptually and out of the box while remaining focused on the task at hand
 Determines the exact requirements needed to make the change happen
 Demonstrates focus and determination in achieving results
 Working with solution providers during service purchasing and contract negotiating
M +61 41 665 91 80
thomas@tlcis.com.au

10. Copyright TLC Intelligent Solutions PTY Thomas Lucey 27-01-2017 10Slide
Reference Customers
Data Mgt Business Case
Data Governance
MDM Strategy Design
CRM Strategy Design
Data Quality Business Case
Data Mgt Business Case
CRM Strategy
Data Governance
CRM Strategy Design
MDM Strategy Design
Data Governance
CRM & MDM Strategy
ERP – LMS Implementation
MDM Strategy
ERP Business Case
ERP - Procurement
ERP – Capability Assessment
Leadership Strategy
EMEA Resource Mgt
Manufacturing & Logistics
Data Governance
Data Quality
MDM POC & Business Case
MDM Strategy Design & Implementation
Data Governance Design & Implementation
Target Operating Model Design & Implementation
MDM Strategy Design
CRM Strategy Design
Data Governance Design