the integrated customer view - wipro presentation

© 2012 WIPRO LTD | WWW.WIPRO.COM 1

The Integrated

Customer View


With consumer expectations at an all

time high, most companies have

improved their customer-facing

operations.

Enterprises have implemented a

range of customer-centric

improvements, but there is one major

flaw - the lack of an integrated

customer view.

The cost of replacing a customer

is five times as much as the cost of

retaining one.


One Customer, Divided

• In a typical banking scenario, there are two ways customer

information is bifurcated:

Customer Information residing in group-wide databases

Technology

Local data systems specific to each product

Multiple channels and

product processing

systems

Organizational Structure

Multiple Lines of Business like

Insurance, Deposits and

Customer Lending

Multiple outlets, such as

branch networks, telephony

operations, and Internet

channels

Not only does the company bear the expense of customer churn, it

misses the opportunity to deliver new sales leads based on complete

knowledge of the customer


The Integrated (not ‘Single’) Customer View

An "Integrated" customer view is:

• More accepting of technical constraints, and focuses on

operations - making data,intelligence, and process

activation available to all customer touch points as and

when needed.

• A business-led capability that is delivered through process

and technology change.

• Does not require "big bang" expenditure and major

systems overhaul.

Such a view can be achieved progressively through a Common Service

Layer solution that enables your organization to map customer data from

various databases into a common view for the people, processes, and

systems that deliver your customer experience.


Key requirements for a Common Service Layer solution

Flexible and scalable

• Ability to support rapid business process change without compromising speed and efficiency

Standards based

• Ability to facilitate integration with the applications it exploits and those that consume its services

Process oriented

• Ability to support process automation, including the configurability of business processes, workforce management, and work distribution

Implement

Progressively

• Support for incremental realization of benefits without putting the implementation program at risk

Secure

• Use of standards-based encryption


Initial steps prior to solution design

• Initiate a customer experience and capability

analysis.

• Define the target optimum customer experience.

• Identify the key capabilities required to improve

and achieve the optimum customer experience.

This requires a commitment from the top of the company - including

identification of someone who 'owns' the customer experience and

can drive change.


Conclusion

• Remember that your focus is on business change,not simply

technology change.

• Keep your eye on the customer, who wants to deal with your

organization through any available channel at any time .

• See your business through the experience of the customer.

• Create a customer experience that feels truly joined up,

understands customer needs and aspirations.

This may even have your customers raving about you on

Facebook!


For more details please visit the link below :

http://www.wipro.com/Documents/resource-

center/The_Integrated_Customer_View.pdf

http://www.wipro.com/Documents/resource-center/The_Integrated_Customer_View.pdf




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Wipro Consulting Services helps companies solve today's business issues while thinking ahead to future challenges and opportunities. As a business unit of Wipro Technologies, one of the world's leading providers of integrated consulting, technology and outsourcing solutions, we bring value to our clients through end-to-end business transformation – think, build and operate.

Our model for the includes implementing lean process transformation, exploiting new technology, optimizing human capital and physical assets and structuring next generation partnering agreements that create value and win/win business outcomes for our clients.

For more information, visit www.wipro.com/consulting or contact us by email at [email protected]


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authors.

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on the views presented in this document. For specific

implementation clients should take advise from their

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