case study: turbo charging the customer experience with mdm (kiva group)l
TRANSCRIPT
1©2015 Talend Inc
Turbo charging the customer experience with MDM
Mike Baker – KIVA Group
Tina Baker – KIVA Group
Jean-Michel Franco – Talend
2
See the online version of this presentation
You can access this online webinar with a customer testimonial on MDM of customer data with Talend MDM at the following address
• https://info.talend.com/Webinar_KivaGroup_150924.html?mktNetwork=twitter&token:_mch-talend.com-1363022583563-29888
3©2015 Talend Inc
Turbo charging the customer experience with MDM
Mike Baker – KIVA Group Tina Baker – KIVA Group Jean-Michel Franco – Talend
4
Connecting the Data-Driven Enterprise
Data-Driven companies…
· 23 times greater customer acquisition
· 6 times greater customer retention
· 19 times more profitability
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But “Customer Data” is everywhere
And the data gap seems insurmountable
Centralized Cloud Big DataSocial, Mobile
Return On
Information(ROI)
Value
Time
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There must be a way
Creating the golden record that makes every click personal
Benefits: Deliver customer experience where it’s most needed
Transform customer facing tasks into data driven process :
1. Collect data across touch-points
2. Transform into a 360°view
3. Turn data into insights with segments, scores, forecasts and recommendations
4. Connect in real-time with your customer and take action
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• 20+ Years of CRM\CEM experience
• Both IBM Systems and Microsoft expertise
• Technical Skills include both CRM\CEM Application Development and Systems Integration
• Business Application expertise includes Sales, Service, and Relationship Management Approaches
• Large Project Management experience
• Global Vision
• Partner Relationships
About KIVA Group
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Customer Base in Asia
Kasikorn Bank, Thailand ($60B; 824 branches)
OCBC, Malaysia ($29B; 34 branches)
DBS, Hong Kong ($35B; 34 branches)
Bank of East Asia, Singapore (Single branch)
Landbank, Philippines ($15B; 329 branches)
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Customer Base in USA
• SSFCU
• First American Bank
• One Nevada CU
• Tower FCU
• Allied First Bank
• First CU
• Golden1 CU
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Unify, Unify, Unify
• Technology
• Applications
• Processes
Adding the 4th dimension
, Unify!
• Data
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Integrated Desktop
SupervisorReal-timeMonitoring
Inbound andOutbound Calls,Web Chat, EmailFace-to-face, Social Media
Inbound/Outbound
Phone
Web Chat
External Application Access
Schedule Call Backs
Integrated Soft Phone
Face
to Face
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• Financial Technology and Service Provider in the U.S.
• Serving over 500 financial services clients
• Annual revenue over $300M
• 12 operating units
Turbo charging KIVA Respect with MDM
Client Profile
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• Acquisition growth resulted in siloed operating groups
• Siloes created Customer Service and Account Management redundancies
• Inconsistent and outdated customer data
• Single view of the customer relationship was not attainable
• Inconsistent service delivery
• Cross selling initiatives were cumbersome
Challenges
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• Organizational Users and Roles • 60 roles and 400 users who provide customer service
• System Requirements • Service request volume over 28,000/month
• Resulting in approximately 42,000 customer interactions/month
• 250 required data fields
• 60 systems utilized to provide support delivery
• Over 400 service request workflows
• Manual processes identified
• Co-exist with current CRM and servicing systems
Customer Service Metrics
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Co-Existence Approach
• Assumptions• Disparate systems maintaining like data will need to run in parallel during the migration phases
• Eliminating the need for the “big bang” approach while maintaining data consistency• Disparate systems are “open systems”• SMEs will participate in the initial master modeling and data profiling effort
• Constraints• Data governance/stewardship enforced• Real-time/near real-time synchronization required• Master Data Management implementation is transparent to the disparate systems• Synchronized systems will provide consistent views of data
• Risks• Differences in schemas across systems are significant• SMEs unavailable• Data is highly volatile• Disparate systems expose “unfriendly” APIs
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System Architecture for Master Data Management
Overview of Data Integration Strategy – Master Data Management leveraging an enterprise service bus
Design & Admin
Data Stewardship
View Data
Data Source
Data Source
Data Source
MDM Hub
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Game Plan
• Unify the technology to eliminate the siloes
Utilize the Enterprise Service Bus for real-time data integration
• Unify the Customer Service and Account Management applications
Master customer data with Talend Master Data Management
• Ensure the quality of customer data
Enforce data governance with the Talend Data Stewardship
• Unify the process to enhance service delivery
Utilize KIVA Respect for customer interaction management
• Unify customer data for a single 360° view of the customer relationship
Utilize KIVA Respect to service and cross sell the customer
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Our Blueprint for delivering the MDM project
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Existing environments
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Unified systems and business processes
Turbo Charged with Talend MDM
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Initial Flow
CCS updates and
closes their ticket
Handles the request
Caller chooses 0, 3, 4, or
6 and receives the
interceptionist
Collect bank number
Search AlbertTransfers call to CCS
Collect bank name
Not
Found
Not
Found
Unable to
handle
Qualifies ticket to their
watch list
Updates ticket with
who the call was
transferred to
CCS creates a case
from scratch in CRM
CRC closes their ticket
Call comes into 4274 and
goes to the auto attendant
Search Secure Connect
Search Albert
for name
Not
Found
Determines
reason for the
call (i.e. CCS)
Search
accounting list
Manually type in bank
information
CCS will update CRC
on the status via
phone call or email.
(doesn’t always occur)
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Re-engineer /Collapse steps or manual tasks
CCS updates and
closes their ticket
Handles the request
Caller chooses 0, 3, 4, or
6 and receives the
interceptionist
Collect bank number
Search Albert
Transfers call to CCSCollect bank name
Not
Found
Not
Found
Unable to
handle
Qualifies ticket to their
watch list
Updates ticket with
who the call was
transferred to
CCS creates a case
from scratch in CRM
CRC closes their ticket
Call comes into 4274 and
goes to the auto attendant
Search Secure Connect
Search Albert
for name
Not
Found
Determines
reason for the
call (i.e. CCS)
Search
accounting list
Manually type in bank
information
CCS will update CRC
on the status via
phone call or email.
(doesn’t always occur)
23
Resulting Flow
CCS updates and
closes their ticket
Handles the request
Caller chooses 0, 3, 4, or
6 and receives the
interceptionist
Transfers call & ticket
to CCS
Unable to
handle
Call comes into 4274 and
goes to the auto attendant
Determines
reason for the
call (i.e. CCS)
Manually type in bank
information
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Project Lessons Learned
• Stumbling Blocks• Identify ALL customer data and any related service delivery data
• Ensure data governance is in place for ALL data
• Secure and monitor system resources
• Keys to our success • Open communication and collaboration with all team members
• Stay focused on the objective
• Plan to succeed
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PayBacks
• Infrastructure is in place to support Acquisition growth
• Increased sales• Single view of the customer relationship increases cross sales capabilities
• Customer Satisfaction• Quality customer data provides consistent service delivery
• Efficiencies gained• Automation of manual processes
• Streamline processes and standardize the flow of client calls
• Redundant systems are reduced
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Talend Master Data Management
The shortest path to trusted & actionable Customer data
Model
Explore & Cleanse
Enable Stewardship
Consolidate & Enrich
Operationalize
• Total flexibility (-> your customer
data, rules & processes)
• Active Data Model (including
embedded controls and role
based access, data propagation
and audit trails)
• Manage customer data in
real time
• Bring customer data to
the customer touch points
and customer facing
processes and apps.
• Profiling and parsing of
unstructured, semi
structured
• Powerful matching and
contact management
capabilities
• Organize the daily tasks
for manual data curation
• Orchestrate collaborative
data governance
• Create the golden record
• Create the Augmented
Customer 360° view with Big
Data
MDM
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Talend MDM key differentiators
Unified
• All in one solution for
Modeling, Data Quality,
Real Time/Batch
Integration and BPM
• “Start small , expand
quickly” approach
• Minimized TCO through
shared resources
• Any use case, any
implementation style,
any organization
• Plan and drive your own
MDM journey
• Adapts to your data
domains and industry
• Grow your program at
the pace of your
business outcomes
• Adapt/Grow/Expand
through predictable
pricing and pay as you go
Flexible
• Connect to any data sources and targets
• Leverage the best of the open source communities
• Get beyond your enterprise data with external sources
• Extend core capabilities with custom connectors, data quality rules and patterns
Open
• Augment your 360°
views with new data sources
• Connect the physical with the digital world
• Connect your big data with your business entities
• Add Data Governance capabilities into your Big Data initiatives
Ready For Big Data
28©2015 Talend Inc
Turbo charging the customer experience with MDM
Mike Baker – KIVA Group
Tina Baker – KIVA Group
Jean-Michel Franco – Talend
Learn more about :
KIVA Group : http://www.kivagroup.com/Talend : www.talend.comTalend MDM : www.talend.com/mdm