Discuss the importance of the big picture: What Customers owe us money? What Customers spend the most money with us? What are the outstanding orders for each customer? What is being shipped this week inside my territory? In order to gain a 360 degree view we’ll need to integrate with other Enterprise Apps.
Data Integration is well understood and the tools market is mature.
Contrast to Data Integration It won’t be in real time, some batch oriented process would move the data during the next batch window. Need a little ‘Swivel Chair’ Integration in order to perform the look-up for product availability. Can’t do that with data integration.
The business process spans four applications systems. The information needed to complete and book the order is Data updated in the CRM Inventory Checked for Product Availability Opportunity Converted to a Sale in ‘Sales Order’ Engagement Scheduled.
EAI Solutions – using middleware or message oriented middleware is invasive and labor intensive. Web Services are a great option but may need to be built. Infrastructure needs to be invested in and potentially developers trained in the new technology. Data integration doesn’t solve this zero latency problem How would a composite application work?
The composite app reads from and optionally writes to each of the systems
What is CRM? CRM – Customer Relationship Management Manages: Party Information (Company, People) and relationships. Sales Opportunities, Activities and Salespeople Sales Leads Forecasting, Products and Price Lists (catalogs) CRM Goal: 360 Closed Sales & Contracts degree view of Customer Support (Cases, Solutions, etc.) customer. Manage and monitor all Software Functions: customer touch Sales Force Automation points. Marketing Automation Customer and Technical Support AnalyticsCopyright Collective Intelligence Inc 2004, 2005 2
Emergence of Strategic CRM Integration with the Extraprise. B2B CRM via SOA Integration with Enterprise Applications, Embedded Analytics and Data Warehousing Full CRM Suite Multilingual, Multicurrency, Customization and Integration Forecasting and Offline Functionality Synchronize with PDA and Wireless Hosted CRM Debuts with Sales Force AutomationCopyright Collective Intelligence Inc 2004, 2005 3
360 Promise versus Reality Most CRM Solutions Need to Draw from Enterprise Applications in Order to Provide the Whole Picture • Financials – AR, AP, GL • Inventory Management • Sales • Order Management – order entry, shipment tracking, return goods management, A/R reporting.Copyright Collective Intelligence Inc 2004, 2005 4
CRM Integration Paths Data Integration Process Integration • Data is extracted from external • Composite processes are systems and inserted into the created that envelope a CRM CRM data store in order to business process and some augment the application. ‘back-end’ functionality like Sale • Can happen in real-time (zero Order Processing. latency), throughout the day • Data is most likely updated in (low latency) or on an real-time. infrequent basis (high latency). • Transactional. • Informational. Example: Sales revenue is added Example: A sales person converts to each customer account in an opportunity within the CRM order to provide sales people application automatically into a with a method to rank high sales order volume customers.Copyright Collective Intelligence Inc 2004, 2005 5
Target: CRM Financials Extract, Transform & Load CRM Sales Order ERP Data is written directly to the CRM data store. The CRM is the final resting place for the data.Copyright Collective Intelligence Inc 2004, 2005 6
Levels of CRM Integration • Data Integration – combining multiple sources of Customer Information into a cohesive, well- formed, business rule driven repository. • Process Integration –a common business process model that defines the sequence, hierarchy, events, execution logic, and information movement between systems residing in the same organization (EAI) and system residing in multiple organizations (B2B).Copyright Collective Intelligence Inc 2004, 2005 7
Data IntegrationAn alternative is to extract data from the CRM system andother Enterprise Applications moving the data into anOperational Data Store (ODS) or Data Warehouse. Business Intelligence CRM ODS, Data Warehouse Decision Support Or Data Mart EIS, Dashboards FinancialsCopyright Collective Intelligence Inc 2004, 2005 8
CRM Data Integration Observations • Data Integration is more Common than Process Integration. • Data Quality is a Critical Issue Often Overlooked or Underestimated in Integration Efforts. • Getting the data right is the important first step to getting the business process right. Integrated data facilitates integrated business process.Copyright Collective Intelligence Inc 2004, 2005 9
CRM Data Integration Process • Requirements Gathering – Data requirements dictate the necessary data to be deployed or analyzed. Many CRM integration projects omit this step which leaves the implementation guessing about the needed data. • Metadata Requirements – Metadata is literally “data about data”. In its most basic form metadata provides business definitions of data for end-users (does “revenue” mean ‘booked revenue or ‘billed revenue’. • Source Profiling – Find the various customer related data at its source. Data quality is evaluated as well as its relevance to the requirements. • Data Mapping – Most data originating from operational systems often lacks the format or meaning to be useable by business people. Data mapping involves translating the data from its source to the destination system and establishing any transformation rules necessary to migrate that data. • Data Loading – Loading data into the target platform is often complicated even with advance tools. Data extraction, transformation and loading (ETL) is the most often underestimated or omitted activity in CRM integration plans, often resulting in many-month project delays. • Acceptance – End user validation of key data elements prior to loading all the data into the targets especially if some sophisticated transformation logic has been written.Copyright Collective Intelligence Inc 2004, 2005 10
A Closer Look at Data Quality Inaccurate and low-quality data costs U.S. businesses $611 BILLION dollars each year according to the Data Warehousing Institute.Copyright Collective Intelligence Inc 2004, 2005 11
Low Quality Data Costs • According to the Gartner Group, in 2004, businesses managed 30 times more data than in 2000. • Through 2006, greater than 50% of Business Intelligence (BI), CRM and Enterprise Resource Planning investments will suffer limited user acceptance despite the cost and effort necessary to implement them. • These same companies will continue to invest heavily in Customer Relationship Management (CRM) spending a staggering $206 billion on direct marketing media (internet, traditional mail, telephone). • Assume that 25% of the $206B is destined to failure due to BAD DATA. (That’s about $52B).Copyright Collective Intelligence Inc 2004, 2005 12
Misspent Marketing Dollars • Loss results vary but often these losses result from activities/programs such as low quality marketing or sales campaigns, direct mailings, associated staff overhead, etc. • Loss is usually associated with targeted prospects who no longer reside at a particular address, or customer campaigns that end up sending the same customer 2-10 of the same promotional packages. • More injurious than the unnecessary printing, postage and staffing costs is the slow but steady erosion of the enterprise’s creditability among customers and prospects.Copyright Collective Intelligence Inc 2004, 2005 13
Obsolescence 2% of an enterprise’s customer master file contains records that become obsolete every month as their customers move, die, divorce, marry, etc. Given this fact, it easy to see how the all important Customer Master File, which is the cornerstone of CRM, quickly degenerates over time.Copyright Collective Intelligence Inc 2004, 2005 14
Extraction from Data SourcesMost modern CRM applications provide some type of data-oriented web services. Salesforce.com’s “SFORCE” technologyprovides complete web service access to the underlying CRMobject model (www.sforce.com). CRM Web Services, ODS, Legacy ETL or Data Warehouse Bulk Load Or Data Mart ERPCopyright Collective Intelligence Inc 2004, 2005 15
Synchronization with CRMThe ODS or Warehouse can be used as a data target forconsolidation and a source for data cleansing. It supportsthe collection of enterprise data and the distribution of thatdata back to the CRM or through a web portal or…. SYNCH Data Distribution portlets CRM Web Portal Web Services, ETL or ODS, Bulk Load Data Warehouse Or Data Mart Click Stream Data ETL Leads Support Requests ERP Etc.,Copyright Collective Intelligence Inc 2004, 2005 16
The Decision Support End Game Data Distribution SYNCH (Query/Update) portlets CRM Web Portal Web Services, ETL or ODS, Bulk Load Data Warehouse Or Data Mart Click Stream Data ETL Leads Support Requests ERP Etc., Decision Support, EIS, Dashboards Performance Management, KPI, CPMCopyright Collective Intelligence Inc 2004, 2005 17
Single Source of Facts Subject Oriented and Personalized Summary Information Ranked DataCopyright Collective Intelligence Inc 2004, 2005 18
Remember: These Steps are Essential • Requirements Gathering – Ask your user’s for the ‘end-game’ strategy. What do they want to see? How do they make decisions? • Metadata Requirements – Define your metrics just as you’d define your data. • Source Profiling – Identify subject areas within the warehouse or other operation systems that support the requirements. • Data Mapping – How will you move the data into your Visualization tools? OLAP, Reports, Dashboards. • Data Loading –Data extraction, transformation and loading (ETL) is the most often underestimated or omitted activity in CRM integration plans, often resulting in many-month project delays. Is an SOA available? Do you need to build one? • Acceptance – EIS is iterative. Build engineering process whereby users can comment on your designs early and often.Copyright Collective Intelligence Inc 2004, 2005 19
CRM Data Management • Web Services Are a Powerful Tool – Provide an appropriate level of data abstraction. – Removes the need to ‘navigate’ the data store and the need to know and understand all business rules. – A great example is Salesforce.com’s SFORCE. A fully documented, hosted SOA. • ETL Plays a Large Part in this Equation – Used to make the process more efficient and productive. Less code, more design. – Many ETL tools can read from and write to EAI components (message queues). – A great example is Embarcadero’s dtStudio. • Change Data Capture – Only Process changes made to the source data. – More efficient, need for smaller batch update windows – These features are often built into the web services implementation (witness SFORCE). • Remember the ProcessCopyright Collective Intelligence Inc 2004, 2005 20
Integration Across Customizations • CRM is rarely implemented in a vanilla form. • Customizations consist of: – Additional Attributes – New Objects – New Relationships between Objects – Refined Business Rules with Workflow • Customization Doesn’t Just Happen Pre- Implementation. It’s a continuous process.Copyright Collective Intelligence Inc 2004, 2005 21
Insulation from Change • Web Services Adapt – Custom WSDL generated as a result of a CRM Change. – Caution, these are often ‘data-oriented’ services. • ETL provides the productivity needed to adapt to object, attribute or business rule changes. Less coding, Business Analyst friendly. • Your ODS and Warehouse must be built to adapt. Example slowly changing dimensions. • Accept Change and Prepare for it.Copyright Collective Intelligence Inc 2004, 2005 22
CRM Integration Paths Data Integration Process Integration • Data is extracted from external • Composite processes are created systems and inserted into the CRM that envelope a CRM business data store in order to augment the process and some ‘back-end’ application. functionality like Sale Order • Can happen in real-time (zero Processing. latency), throughout the data (low • Integration across heterogeneous latency) or on an infrequent basis systems. (high latency). • Data is most likely updated in real- • Informational. time. • Transactional. Example: Sales revenue is added to each customer account in order to provide sales people with a method to rank high volume customers. Example: A sales person converts an opportunity within the CRM application automatically into a sales orderCopyright Collective Intelligence Inc 2004, 2005 23
Composite Applications • Business tasks span multiple functions and require knowledge workers to interact with multiple applications. • This has given way to the Composite CRM Application that combines functionality that may span multiple existing application silos. • A composite CRM application provides a user with a single interface to complete business tasks and helps support the notion of a 360 degree view of customers or suppliers.Copyright Collective Intelligence Inc 2004, 2005 24
Composite Process IntegrationA CRM Example: • A salesperson has just closed a sale and is in the process of updating that opportunity in CRM. • She needs to check on product availability in her geographical region before booking the order. • She also must convert the opportunity into a sales order and alert her technical support team that an installation is pending.“For most enterprises, composite applications will prove to be inevitable.”Gartner Report, (October, 2003)Copyright Collective Intelligence Inc 2004, 2005 25
The Scenario CRM Inventory Management Closed Sale Sales Ordering Engagement ManagementCopyright Collective Intelligence Inc 2004, 2005 26
Integration Options • EAI Solution • Web Services • Combination of Inventory Management Messaging and CRM Services • Data Integration won’t work Closed Sale because inventory lookup needs to be Sales Ordering Engagement Management done in real time.Copyright Collective Intelligence Inc 2004, 2005 27
Enter the Composite Application ODBC Connect Query Only CRM Inventory Management Web Service Query/Update Composite App Sale Closure ODBC Connect Query/Update Message Queue Query/Update Sales Ordering Engagement ManagementCopyright Collective Intelligence Inc 2004, 2005 28
Technology Components Can be delivered over Technology Provided by Service the web in a thin- ODBC Connect Web Several Companies. Most Query/Update Query Only client or on the Notably: CRM AboveAll desktop as Management Inventory a fat- Software. client application. Query/Update Query/Update ODBC Connect Message Queue Sales Ordering Engagement ManagementCopyright Collective Intelligence Inc 2004, 2005 29
Composite App Advantages • Very Agile Solution – can be created with no invasive adjustment to the operational systems. • No data redundancy and near zero-latency capability. • Data does not need to move from system to system. The composite application supports the business process naturally. • Processes become more efficient and accurate. • Extracts value from existing applications. • The duration and labor costs associated with this type of project is reduced.Copyright Collective Intelligence Inc 2004, 2005 30
Web Portal Integration • Deploying the common customer truth to the enterprise from within a web portal. • Allows partners to access data via personalized portal ‘spaces’. • Allows customers to maintain their own personal or corporate data adding to data quality and ensuring that the data evolves. • Execute many B2B CRM transactions in real- time. • Web Portal is a perfect location for deploying comCopyright Collective Intelligence Inc 2004, 2005 31
The Web Portal and CRM High Latency Integration – The data is moved from the portal into some operational data store and then synchronized with CRM during some batch cycle. Portlets are small transactional units that execute within a Web Portal. SYNCH Data Distribution portlets CRM Web Portal Web Services, ETL or ODS, Bulk Load Data Warehouse Or Data Mart Click Stream Data ETL Leads Support Requests ERP Etc.,Copyright Collective Intelligence Inc 2004, 2005 32
Direct Connect Web Service Access portlets CRM Web Portal Marketing Management – Lead collection, Product Registration, Direct Marketing Customer Support – Case Submission, Case TrackingCopyright Collective Intelligence Inc 2004, 2005 33