Download - Asug 5 stepscustomermasterdatainteg
ATUL PATANKAR [ ASUG INSTALLATION MEMBER
MEMBER SINCE: 2000
LINDA WILSON [ ASUG INSTALLATION MEMBER
MEMBER SINCE: 1999
JUERGEN LINDNER [ SAP POINT OF CONTACT
MEMBER SINCE: 1998
[
] 5 Steps to Customer
Master Data Integration
[ October 28, 2011/
Mary Levins, CIBA VISION
Sofia Menchaca, Experian QAS
[
Real Experience. Real Advantage.
Agenda – 5 Steps to Customer Data Integration
Overview - CIBA VISION/ Alcon/ Novartis Merge
Overview - Experian QAS
The Business Problem
The 5 Steps – Challenge, Purpose and Approach
Step 1 – Extract
Step 2 – Standardize
Step 3 – Match
Step 4 – Group
Step 5 – Maintain
Technology as a solution
Lessons Learned
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Real Experience. Real Advantage.
Silicone Hydrogel Material Technology
Lightstream Process Technology
Lens Wetting Technology
Global Leader in Contact Lenses and Lens Care Products
#2 Weekly / Monthly Contact Lens
#2 Disposable Contact Lens
#1 Multi-Purpose Solution
#1 Peroxide Solution
Continued Innovation:
Leveraging Core
Competencies
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Real Experience. Real Advantage.
Novartis is a world-leading healthcare company
Leading market position
One of 25 largest companies by market capitalization
Among most respected companies globally
| Novartis company presentation | March 2011 | Business use only
2010 USD billion
Net sales: 50.6
Net income: 10.0
R&D investment: 8.1
Canada/
Latin America
US
Europe
Asia/Africa/
Australasia
Sales by region – 2010 Key figures
Alcon, Inc.1
1 Regional data for Alcon, Inc. not available
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Real Experience. Real Advantage.
We believe our portfolio best meets the varied and often complex needs of patients and societies
| Novartis company presentation | March 2011 | Business use only
Environment Patient needs Novartis portfolio
Pharmaceuticals
Vaccines and
Diagnostics
Sandoz (Generics)
Full range of healthcare
options
Innovative medicines
Prevention
Affordable options
Self-care
Alcon
(Eye care)
Consumer Health (OTC and Animal Health)
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Real Experience. Real Advantage.
The New Alcon: World Leader in Eye Care
Surgical Pharmaceutical Vision Care
Most complete line of
ophthalmic surgical
products • Cataract
• Vitreoretinal
• Refractive
Products for chronic
and acute diseases of
the eye • Glaucoma
• Allergy
• Anti-infective / Anti-
inflammatory
• Dry eye
Alcon Multi-purpose
disinfecting solutions
Novartis Ophthalmic
portfolio
CIBA VISION portfolio
of contact lenses and
lens care products • Silicone hydrogel
• Daily disposable
• Color
• Hydrogen peroxide
= $3.2 bn = $3.5 bn = $2.7 bn
2010 pro-forma sales
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Real Experience. Real Advantage.
About Experian QAS
Contact data verification,
standardization, & enrichment
tools
Division of Experian Marketing
Services
11,000 global clients / 2,000
clients in North America
Thought leader in contact data
quality
Best practice contact data
quality standards
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Enter our raffle contest!
[
Real Experience. Real Advantage.
Strategic Goals are Supported by Data
Success is driven by the level of data quality collected,
stored, and managed on a daily basis
Optimize CRM/ERP experience
Create a singular customer view
Biggest challenges:
Not physical asset
Identifying and consolidating across the right channels
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New Business
Sales
Customer
Retention
Cost
Reductions
Compliance Satisfaction Productivity
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Real Experience. Real Advantage.
Definitions: What is Master Data and Customer Data Integration?
Customer Master Data
Finance/ Credit
CRM
BI/ Reporting
ERP (Transactions)
Marketing
Web Services
Master Data:
Data that is a critical company
asset used by multiple businesses,
functions, and users across one or
many systems.
Customer Data Integration:
Wikipedia definition: “customer
data integration (CDI) combines
the technology, processes and
services needed to set up and
maintain an accurate, timely,
complete and comprehensive
representation of a customer
across multiple channels, business-
lines, and enterprises — typically
from multiple sources of associated
data in multiple application systems
and databases”.
Single version of the Truth
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Real Experience. Real Advantage.
Primary Business Driver to Integrate Master Data
A single view of the
customer was
needed to support
1. New CRM/Sales
Force Realignment
2. Supply Chain and
Distribution Changes
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Novartis
- Pharma Ophtha
CIBA VISION
- Ophthalmologists, Optometrist,
Opticians; Retail stores, other
Alcon – Surgeons,
Ophthalmologists, Optometrist, Opticians,
Retail Stores, other
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Real Experience. Real Advantage.
Challenge: Create a Single View of the Customer
Sold-to Party:
Dr. Joe Brown
• Address
• Partner Functions
• Banking Data
Customer Master
Address Banking Data
Partner Functions
CIBA VISION
SAP
Customer (Front Office)
“F” Accounts
Commercial (Back Office)
JDE Accounts
Sales Calls
Sales Objectives
Sales Sample Drops
CTI Screen Pops
CS SRs
Commercial (Back Office)
JDE Accounts
CPaks ($$)
Commercial (Back Office)
JDE Accounts
IOLs ($$)
Commercial (Back Office)
JDE Accounts
Equipment ($$)
Commercial (Back Office)
JDE Accounts
Shipments
TS SRs
TS Service
Agreements
CARS Contracts
Customer-to-Commercial
Account Affiliations
CRM (Siebel)
ERP (JDE)
Business Value: Minimize customer impact by ensuring customer data
is available to support integrated business functions.
Alcon
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Real Experience. Real Advantage.
The 5 Steps to Customer Data Integration
Step 1: Extract
Step 2: Standardize
Step 3: Match
Step 4: Group
Step 5: Maintain
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Real Experience. Real Advantage.
Step 1 – Extract Data
Challenge: What data needs to be integrated?
Purpose: Identify data to be integrated
Approach: Identify all Source Systems
Understand Data Model across source systems
Data Attributes
System of Record
Define Criteria
Account type
Partner Function (Bill to/ ship to)
Definition of „Active‟
Complete Data Profile and Measures
Manage Extract Date
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“Devil is in the details”
[
Real Experience. Real Advantage.
Step 2 - Standardize
Challenge: How do we ensure we keep the right record?
Purpose: To support the matching process
Approach:
Identify a common industry reference
Standardize address data in extract file against the same
source
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“Data is dirtier than you think”
[
Real Experience. Real Advantage.
Step 3 - Match
Challenge: How do we get to a single customer record?
Purpose: De-duplicate
Approach:
Initial Match
Standardized records
Source to Target
Detailed Match
Custom Tool for Business to compare initial matches
Define more detailed business rules (“Survivorship”)
Automated Match
Using verified business rules
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“Survivorship”
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Real Experience. Real Advantage.
Step 4 - Group
Challenge: How do we support the business integration
needs first?
Purpose: Categorize the work to prioritize
Approach:
Define Categories
High Match
Low Match
No Match
Define Action for each category
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“Get Quick wins”
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Real Experience. Real Advantage.
Step 5 - Maintain
Challenge: How do we ensure customer master data
administration across multiple systems
Purpose: Minimize the risk while on separate ERP systems
Approach:
Define a new system of record moving forward
Define an on going maintenance process
New customer accounts
Changes to existing customers
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“Centralize Data Administration”
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Real Experience. Real Advantage.
How do we know if we are successful?
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Wrong accounts
matched, not available,
data quality degrades,
duplicates created, CDA
process overwhelmed
Customers not called
on by Sales Rep
resulting in loss of
sales.
Can‟t meet customer
expectations and lose
customers and
business
Wrong customer
account or not
available, ship to wrong
customer.
High resource impact to
request new setup.
Worst
nightmare
Majority of customer
data available in Alcon
and stable. Volume of
new creates does not
overwhelm process.
Sales Reps are calling
on the right account.
Can meet customer
expectations.
Able to take orders and
ship in JDE or SAP.
As planned
100% fully integrated
No data quality issues.
Higher level of
customers called on;
increase in business;
no distractions
resolving data related
issues.
100% seamless and
transparent to the
customer.
Exceed customer
expectations.
Customers easily
identified
Best day
dream
Data Sales Force Customers Order
Processes
Impact
Scenario
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Real Experience. Real Advantage.
Customer Master Data Integration – High Level Process
Alcon CDA
Alcon CDA
Extract Files
Experian QAS Load Cross
Reference
CDA Tool Manual Verification
One to One match
Address
Standardization
and
Auto Match
Proposed Good
Matches (> 86%)
Proposed
Low Match
(50%<X<
87%)
Verify results
Maintain
Apply Rules to
improve
one to one
match
CIBA VISION
Yes
No Create as
New Alcon
Customer
IT - Alcon
One to One
Match?
IT – CIBA VISION
IT - Alcon
IT – CIBA VISION
IT – Alcon
Steps (high level)
1. Extract
2. Standardize
3. Match
4. Group
5. Maintain
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Real Experience. Real Advantage.
Where Experian QAS Fits
Data management needs to be a company-wide initiative
An address is more than a physical mailing location
Verification: accuracy
Standardization: duplicate identification
Enrichment: profiling & intelligence
IT needs to empower data users (and eliminate the
potential for human error)
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Customer Spotlight: CIBA VISION
• 64% High Match
• 27% Low Match
• 9% No Match
% normalized
versus
% requiring rework
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Real Experience. Real Advantage.
Products & Services
Products
• Real-time verification
• Bulk processing - Lists & DBs
• De-duplication
Data Verification
• Addresses
• Phone numbers
• Demographics
Deployment & Services
• Integrations in mySAP and other enterprise applications
• On premise & On-demand (hosted web services)
• Bureau Services
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Real Experience. Real Advantage.
Experian QAS & SAP
Seamless integration into every version of SAP ERP &
CRM
12 year accredited software solution partner
SAP‟s only provider of real-time interactive functionality
Pre-packaged native integration
The ideal solution:
User-friendly
Interactive
Enforced
Available across all channels: back office, web, call center,
and EDI/IDOC
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Real Experience. Real Advantage.
The Journey of an Address
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Confusion Lack of
knowledge
Metrics Customer
volume &
diversity
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Real Experience. Real Advantage.
Market Problems
Organizations have multiple data collection channels
Common errors :
Incomplete responses
Outdated information
Misspelled entries
Barriers to accurate data entry:
Knowledge of changes
Human error
Budget
98% say budget is wasted on contact data errors
The average % of budget wasted was 16-20%
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Real Experience. Real Advantage.
Current Strategies
82% currently have a data quality strategy
Data cleansing responsibilities lie within IT
Data quality efforts tend to be manual
Staff measurement
Manual review
Training
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Real Experience. Real Advantage.
Key Lessons Learned
Customer name and address are at the core of every
record
Defining “success” up-front ensures project is aligned with
business drivers
Focus on “quick wins” first
Full circle: Point of capture and Batch tools
High confidence in data quality and integrity unleashes
the potential of your SAP platform
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Real Experience. Real Advantage.
Questions?
Remember – visit us at the Experian QAS table following
this session. Learn more – and enter for a chance to win.
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[
Real Experience. Real Advantage. 28
] Thank you.