Foundational  Tools  Needed  to  Deploy  a  Successful  Customer  MDM  Program  

Jack  C  Crawford,  Senior  Director  Business  Practice  Management  

Allergan,  Irvine,  California      

All  views  and  statements  are  the  author’s  and  not  those  of  my  employer  or  any  other  organization  or  individual.  Business  title  used  for  identification.  

All  images  and  quotations  provided  for  fair  use  educational  purposes.  

Disclaimer  All the contents of

this presentation and discussion are the personal views

of the author/presenter and do not represent the

position of his employer or any

other entity  

“If  anything  is  certain,  it  is  that  change  is  certain.”  “The  world  we  are  planning  for  today  will  not  exist  in  this  form  tomorrow.”  

Philip  Bayard  Crosby,  DPM  The  Father  of  “Zero  Defect  Management”  

In  our  industry  today:  !   Needs  are  rapidly  

increasing  

!   Customer  master  data  management  (MDM)  is  expanding  

!   Successful  change  will  rely  on  a  solid  MDM  foundation  

!   We  each  have  a  unique  combination  of  systems  in  our  enterprises  

Evolving  requirements  

Today  

Expanding  customer  master  data  

Source:    Eyerman,  J.R.,  Life,  July  1950,  “Expanding  balloon  illustrates  in  two  dimensions  the  theory  of  the  expanding  universe,  Los  Angeles.  

Who  touches  master  data?  

Promotion  

Commercial Analytics  

Information Services  Finance  

Compliance  

MDM!

Change  needs  an  MDM  foundation  

!  Commercial  spend  tracking  

!  Clinical  trials  and  studies  

!  Data  warehouse  design  and  analytical  tools  

Image:  City  of  Newport  Beach,  California,  Civic  Center  Construction.  

A  mythical  beast?    

We  each  have  a  different  hydra  of  

applications,  systems  and  programs  

Image:    John  Singer  Sargent  (1856-­‐1925),  Boston  Museum  of  Fine  Arts.  

Seek  and  ye  shall  …  

Process  integration  

Mashup  example:  Business  client  view  

Strategic  intent?  !   Strategy  –  strat·∙e·∙gy  /ˈstratəjē/στρατηγία  

!   “Office  of  general,  command,  generalship”  1  !   “A  pattern  in  a  stream  of  decisions”  2  !   “the  determination  of  the  basic  long-­‐term  goals  and  

objectives  of  an  enterprise,  and  the  adoption  of  courses  of  action  and  the  allocation  of  resources  necessary  for  carrying  out  these  goals”  3  

!   “A  plan  of  action  or  policy  designed  to  achieve  a  major  or  overall  aim.”  4  

1  Liddell,  H.G.  and  Scott,  R.,  A  Greek-­‐English  Lexicon,  on  Perseus  Digital  Library  2  Mintzberg,  Henry,  PhD,  McGill  University  

3  Chandler,  A.D.,  Strategy  and  Structure,  MIT  Press,  Cambridge,  Mass.,  1962  4  Google  Dictionary  

The  Requirement  

1  

2  

3  

4  

!  Strategic  business  process  improvement  

!  How  is  data:  !   acquired?  !  managed?  !  maintained?  !   shared  cross-­‐

functionaly?  

Factors  in  “production”  

Acquisition  • Third  party  • Organic  • Data  capture  • Before  the  fact  • Post-­‐event  

Management  • In-­‐house  • Headcount  • Training  • Independence  • Authority  

• Out-­‐sourced  • Not  core  competency?  

• Security  

Maintenance  • Data  quality  • Governance  • Resources  

Sharing  across  functions  and  regions  • Culture  • Regional  laws  • Data  integration  &  timing  

• Executive  leadership  &  mandate  

• Vigilance  • Sustenance  (vitamins)  

“Doing  it  right  the  first  time”  –  Phil  Crosby  

!   The  definition  of  quality  is  conformance  to  requirements    !   Product  !   Customer  

!   The  system  of  quality  is  prevention  

!   The  performance  standard  is  zero  defects  !   Relative  to  

requirements  

!   The  measurement  of  quality  is  the  price  of  nonconformance  !   If  you  let  mistakes  

happen,  the  costs  can  be  far  higher  

Source:  Creech,  Bill  (1994).  ”A  TQM  Path  to  Tomorrow:  New  Ways  for  New  Days".    

Business  practice  management  principles  

Foundation  for  success  !   Deploy  and  enhance  

an  enterprise-­‐wide  customer  master  and  team  structure:  !   Standalone  

stewardship  !   Governance  !   Independent  !   Vested  authority  

!   Achieve  and  maintain  compliance:  !   Effectively  

(complete)  !   Error  free  

(accurate)  !   Efficiently  

(sustained)  

Thank  you!  

Discussion