What Do I Know About My Customers - Human Inference
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The document discusses the importance of creating an integrated customer view for businesses to enhance operations and customer experience, particularly in call center scenarios. It contrasts two scenarios: one with a fragmented customer view leading to inefficiencies and customer dissatisfaction, and another with a single integrated view that improves communication and service. The document emphasizes the need for a structured approach to implement customer data integration, highlighting its potential benefits, including cost reductions and improved customer relationship management.
What Do I Know About My Customers - Human Inference
- 1. The added value of an Integrated Customer View Emile van de Klok Brussel, March 2009 Sr. Product Manager – Human Inference
- 2. An integrated customer view? Business Unit A / Label A Business Unit C / Label C Business Unit B / Label B Based on Value Chain, Porter 1985 Why a decentralized customer view: Business processes / departments Business Unit’s / (product) labels Customer role’s (b2c, b2b) Communication channels Multiple entry by employees M&A’s Inbound Logistics Operations Outbound Logistics Marketing & Sales Service Technical Infrastructure & Development Procurement Human Resources Margin
- 3. What do we need?
- 4. How to create an integrated customer view? CRM : the vision CDI (MDM for Customer Data) : the reality Move customer data to one single system Accept current infrastructure:
- 5. Example MDM for Customer Data Operational System A Operational System B Operational System C ESB CDI Database Data model Create Read Update Delete A - 113 B - 76 C - 986 A - 113 B - 76 C - 986 Record: System B - 76 Name: J.H. Jameson Address: Gubbins Lane City: Romford Postal code: RM3 5TH Record: System C - 986 Name: John H. Jameson Address: 1, Gubbins Lane City: Romford Postal code: RM3 5TH Record: System A - 113 Name: J. Jameson Address: Gubbins Lane City: Romford Postal code: Romford J. CDI Gubbins Lane Jameson Source records (keys and attributes) Golden Record Marketing / Sales Finance Service Customer Data Records 12 1 RM3 5TH H. Romford 113 A Gubbins Lane J. Jameson Romford, RM3 5TH 76 B Gubbins Lane J.H. Jameson Romford, RM3 5TH 986 C 1, Gubbins Lane John H. Jameson
- 6. What is the value of an integrated customer view? Source: Gartner, Creating the Single Customer View with Customer Data Integration, January 2006
- 7. Scenario 1 – Inbound Call Center Without an integrated customer view
- 8. Call Center Portal Bill Degado Search System: Order Admin Record: A – 113 - 5 laptops, delivery status: sent today Good morning, how can I help you? Good morning, Bill Delgado speaking. When can I expect my laptops? Please hold on the line sir, I’ll check the order. Search Bill Degado We have send the laptops today so I expect you to receive them tomorrow. Ok that’s great! Thanks for your call and have a nice day. Another thing. I sent you my broken router and it took a week before it was fixed, while I needed it to be fixed straight away. I’m not too happy about that. I’m sorry to hear that, but I can’t help you with that. You can call our Service Department on telephonenumber: 0123456789 Ehmm. OK. William Delgado, 34 Legget Drive Ehmm… Did he say Degado or Delgado? Lets try Degado… I’m sorry but I can’t find you in our system. Could you please spell your name? It’s D E L G A D O Once again, thanks for your call and have a nice day. System: Order Admin No Match Found Delgado Call Center Employee Customer Order Admin Operational System A A - 113 RING RING
- 9. Scenario 2 – Inbound Call Center With integrated customer view
- 10. Call Center Portal Bill Degado Search System: Order Admin Record: A – 113 - 5 laptops, delivery status: sent today System: Service Record: B – 76 - 1 Router, service status: fixed 3 days ago System: Marketing Record: C – 986 - Mailing Subject: “Express Service” Mailing Sent: yesterday Good morning, how can I help you? Good morning, Bill Delgado speaking. When can I expect my laptops? Please hold on the line sir, I’ll check the order. Search Bill Degado Request detailed Info Source Systems A-113, B-76, C-986 Return detailed Info Source Systems A-113, B-76, C-986 We have send the laptops today so I expect you to receive them tomorrow. Ok that’s great! What about your router? I see it has been fixed a couple of days ago. Does everything work fine now? Yes, thanks for asking! Only problem is it took a week before it was fixed, while I needed it to be fixed straight away. I’m sorry to hear that, but have you received our mailing we sent yesterday about our new offering “Express Service” - repair within 24 hours? Yes sound actually very attractive. Would you like me to register you for this service Mr. Delgado? William Delgado, 34 Legget Drive Ehmm… Did he say Degado or Delgado? Lets try Degado… Is your address: “ 34 Legget Drive”? That’s right! - Bill is a nickname for William - Degado should be Delgado Yes please. Ok. Thanks for your call and have a nice day. Call Center Employee Customer Communication Infrastructure Data Storage Single Customer View Order Admin Operational System A Service Operational System B Marketing Operational System C C - 986 A - 113 B - 76 RING RING William Delgado A-113 B-76 C-986 William Delgado A-113 B-76 C-986
- 11. Advantages scenario Customer focuses instead of product / department focused Improved customer experience Cross and up-sell opportunities Efficiency Customer retention Cost reductions (time reductions) Reduce risks (credit risks, black list)
- 12. Where to start? A Single Customer View within: organization level business unit / label level department level Impact on: lead time risk (cancellation / financial) feasibility (data governance / technical complexity) required investment added value commitment (top) Terugkoppeling naar value chain. Moet je nou bedrijfsbreed doen of eerst op een business unit of op afdelingsniveau Begin klein Logische stappen (organisatie, BU, (poel) afdeling(en)) haalbaarheid (data governance, technisch), (afbreuk) risico, impact, investering (tijd en geld), complexiteit, commitment top
- 13. Simple value calculation This example only includes one of the many value generators within the call center scenario 120 3600 Hourly wage call center employee € 35,- 100 Average number of concurrent call center employees logged in X X 12 Calls per hour per employee 15% X Percentage calls delayed by incorrect, fragmented or multiple customer data Average delay X Without integrated customer view With integrated customer view Wasted call center Cost per hour € 210 = € 35,- 100 X X 12 3% X 100 3600 X € 35 = Cost reduction per hour by integrated customer view: € 175 Hours per year (40 * 52): 2080 Yearly cost reduction call center: € 364.000 hours hours
- 14. Summary Combination of strategy and implementation = key to success Value chain to map decentralized customer view MDM for Customer Data accepts current database infrastructure Scenario’s to identify the real value Start implementation smart and leverage the success Simple ROI doesn’t give you a complete picture but a quick insight