This presentation gives an overview about the business rationale for customer data management, about current challenges and the state-of-the-art. It was given at the 9th CC CDQ3 workshop organized by the Institute of Information Management at the University of St. Gallen. The workshop took place on June 21, 2012, in Mainz, Germany.

1. Customer Data Management
Overview of Current Challenges and Approaches
Prof. Dr. Boris Otto, Assistant Professor
Mainz, June 21, 2012

2. Agenda
 Business Rationale for Customer Data Management
 Current Challenges
 State-of-the-Art
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3. Why companies must move toward customer-centricity
Meeting customer expectations through a 360 degree view
Achieving competitive advantage through understanding the customer process
Engaging in customer community and communication activities (such as social
media, consumerization etc.)  and not reacting to it
Anticipating compliance and legal issues caused by customers
Spending marketing budgets effectively and increasing sales
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4. Innovative business models require thinking in
customer solutions
Production costs, Value for the
standard products customer
Amount of
Broken rock
explosives
Compressor Compressed air
Individualized
Overall package portfolio of
standard services
Value of music
MP3 player, songs, ...
experience
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5. Endress+Hauser manages the entire customer process
Endress+Hauser Customer
Automation
370,000 downloads p.a. Spare Finder Solutions
Endress+Hauser
Download Area Tool Homepage
Specification
Applicator Configuration
Common 2.5 mill. and Purchase
equipment
Equipment Record
records
Installation
eCatalog
Field Care Operations
eShop
Maintenance
Order Status
Installed Base
Analyst Disposal,
Replacement
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6. Customer-centricity presupposes a paradigm shift in
the way companies organize for success
Business Customer
Processes Processes
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7. Agenda
 Business Rationale for Customer Data Management
 Current Challenges
 State-of-the-Art
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8. Are you ready?
 Who is your customer?
 Do you know the customer process?
 Is there an unambiguous definition of the business object “customer” in your
organization?
 Do you know who owns and maintains customer data?
 Is there a conceptual model in your organization relating the business object
“customer” to other objects such as “contact”, “employee”, “product”, “prospect”?
 Do you know where your customer data is stored?
 Do you know about the quality of your customer data?
 Do you know the value of your customer data?
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9. Customer data quality implications at Carl Zeiss
Customer data quality issues
 Missing data
 Data not up-to-date
 Incorrect data
 Meaning of data fields are interpreted differently
 Misuse of data fields (not used as intended)
 Obsolete data is not marked for deletion/ archiving
 Duplicates
Business impact of poor customer data quality
 Introduction of CRM blocked
 Inefficiencies in processes
 No integrated reporting (no 360° view; all customer information at one glance)
 Automation of processes not possible
 High effort for data migration from Legacy to CRM system
 High call back rate result in unnecessary efforts
Source: Ilg, D.: Master Data Management at Carl Zeissi. In: Procesdings of the 4 th CC CDQ3 Workshop (Hamburg, 2011-06-09). University of St. Gallen, 2011.
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10. Customer data management relates to a number of
different business objects
Partner Roles
Ship-to Party Sold-to Party
Prospect
B2B Customer
Active Customer Customer
B2C Customer
Inactive
Customer
Business Segment
Contact
Customer Engagement Lifecycle
Employee
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11. Different perceptions of the “customer” exists across
the company
Department Customer View
Marketing Customer is a prospect
Strategic Sales Customer is a global entity composed of many buying organizations
Team
Product Team Customer needs features and functions
IT Department Customer is a linked entity with a unique ID across all systems
Source: Hitachi Consulting: Creating the Single Customer View. Hitachi, Ltd.: Tokyo, 2010.
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12. Customer data typically is managed in a variety of
different information systems along the value chain
Account Sales Accounts Service &
Fulfillment
Management (“Innendienst”) Receivables Support
4 0 0 0 0
4 4 0 0 4
CRM 4 4 0 0 4
ERP 0 4 4 4 4
Legende: 4 used to support process; 4 partially used; 0 not used.
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13. Agenda
 Business Rationale for Customer Data Management
 Current Challenges
 State-of-the-Art
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14. The internet service “Business Dictionary” proposes a
set of business definitions
A party that receives or consumes products (goods or services) and has the ability to choose
Customer between different products and suppliers.
Active Customers who have bought a firm's products at least once in a 12 month period. Active
Customers customers are more likely (than the non-active or occasional customers) to buy again.
Potential customer or client qualified on the basis or his or her buying authority, financial
Prospect capacity, and willingness to buy. Also called sales lead.
A place or location where a particular piece of information is stored, or where an entity can be
Address communicated with.
An individual's private or personal information by which another person, business, or entity
Contact can use to reach the individual.
Source: WebFinance, Inc.: Business Dictionary. © 2012. http://www.businessdictionary.com/. Requested on 2012-06-19.
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15. Also, some not-so-frequently used definitions can be
found on “Business Dictionary”
An enterprise controlled by another (called the parent) through the ownership of greater than
Subsidiary 50 percent of its voting stock.
Inquiry, referral, or other information, obtained through advertisements or other means, that
Sales Lead identifies a potential customer (prospect).
Source: WebFinance, Inc.: Business Dictionary. © 2012. http://www.businessdictionary.com/. Requested on 2012-06-19.
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16. Different standards organizations define customer data
and related information
OASIS SID ebXML GS1 UPU
Logo
Specification OASIS CIQ TM Forum Shared Core Components n/a n/a
(Customer Information/Data Technical
Information Quality) Model V8 Specification V2.01
V3.0
Standards Body Non-profit, users Industry UN/CEFACT Industry Industry
and technology association association association
companies
Industry Focus Cross-industry Telecom Cross-industry Retail, CPG, Postal services
transportation
Scope Names, names and Customer, Many business n/a Address formats in
addresses, Customer Bill, information entities, different countries
address, party Customer Order, most relevant
Customer Service “address”
Level Agreement
etc.
Status Most recent version Version 8 from Version 2.01 from Initiative just Wide adoption
from 2008 2008 2003 started within industry
Initial Assessment Technically sound, Widely-used, good Limited functional No results yet, but Limited focus on
semantics structure, industry- coverage, low needs to be addresses
addressed focused adoption watched
Legend: n/a – not applicable.
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17. The TM Forum Shared Information/Data Model at a
glance
NB: See www.tmforum.org for more detailed information.
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18. SAP provides definitions of core business objects used
in CRM 7.0
Business Object Definition
Business Partner Business partners are any parties in which your company has a business interest. You can
create and manage your business partners centrally for different business transactions, and
reflect the different roles they play, such as sold-to party and ship-to party.
Account An account is a company, individual, or group with which you have a business relationship.
An account can be, for example, a customer, prospect, vendor, or competitor. Accounts are
subdivided into the following types:
 Corporate accounts (companies or organizations)
 Individual accounts (private individuals)
 Groups (any groupings, such as households)
Contact A contact is a person with whom you have a business relationship, and is mostly assigned
to a corporate account.
Employees An employee is a member of your company, and involved in the interactions between your
company and customers, prospects, vendors, and other parties.
Account hierarchy The account hierarchy allows you to map complex organizational structures of a business
partner (for example, buying group, co-operative or chain of retail outlets).
Source: SAP AG: SAP Library - SAP Customer Relationship Management. © 2012. http://help.sap.com. Requested on 2012-06-19.
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19. Other vendors offer customer data models, too
Vendor Logo Solution/Approach Conditions of Use Brief Assessment
Teradata Logical Data Models Usage fee Wide range of data models for
(LDM) various industries, fairly well
adopted
IBM Industry Models Usage fee Wide range of information
models for various industries
Oracle Customer data model as Available through Sound data model, but linked
part of Oracle Fusion software license to software
Customer Hub
SAS Unified customer data Available through Sound data model, but linked
model as part of Customer software license to software
Intelligence solution
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20. Customer data quality management instantiates the
CDQ Framework
Strategy
Strategy for CDQ
Organization
CDQ Controlling
Organization CDQ Processes and
for CDQ Methods
local global
Corporate Data Architecture
Applications for CDQ
System
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21. Contact Information
Prof. Dr. Boris Otto
Assistant Professor
University of St. Gallen
CC Corporate Data Quality
boris.otto@unisg.ch
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