Notes on Single View of the Customer

Notes on Single View of the Customer:

Notes on Single View of the Customer Alan McSweeney

Objectives:

January 11, 2011 2 Objectives Provide details on approach to implementing Single View of the Customer (SVC)

IBM Infosphere:

January 11, 2011 3 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:

January 11, 2011 4 Gartner Rating of Customer Data Integration Hubs

The Forrester Wave Customer Hubs, Q4 2006:

January 11, 2011 5 The Forrester Wave Customer Hubs, Q4 2006

WCC Key Features:

January 11, 2011 6 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:

January 11, 2011 7 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:

January 11, 2011 8 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:

January 11, 2011 9 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:

January 11, 2011 10 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:

January 11, 2011 11 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:

January 11, 2011 12 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:

January 11, 2011 13 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:

January 11, 2011 14 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:

January 11, 2011 15 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. Customer Profile Data Mart CDW Business Intelligence 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

Phase 3:

January 11, 2011 16 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:

January 11, 2011 17 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 Customer Profile Data Mart CDW Business Intelligence Interaction Channels Self Service Customer Portal 4 4 4 4 4 ODS Operational Data Store MRD Transaction Instance 1 Business Rules 2 3 Service Channels

Customer Data Problem:

January 11, 2011 18 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:

January 11, 2011 19 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

WebSphere Customer Center Overview:

January 11, 2011 20 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 Customer Master Data Business Services Business Applications Integration Hubs Batch Jobs 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.

Customer Master Profile Design – a Party-Centric Model:

January 11, 2011 21 Demographics Relationships Location Financial Profile Privacy Contract & Product Events & Insight Identification Data Stewardship Party Interaction Roles Person Organization 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

Customer Master Profile - Reference Data:

January 11, 2011 22 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:

January 11, 2011 23 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:

January 11, 2011 24 WebSphere Customer Center Business Service Example

Business Service Interface – Overview:

January 11, 2011 25 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 Business Service Interface – Overview

Data Stewardship Application :

January 11, 2011 26 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:

January 11, 2011 27 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:

January 11, 2011 28 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:

January 11, 2011 29 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:

January 11, 2011 30 More Information Alan McSweeney alan@alanmcsweeney.com