2010 Oracle Corporation Proprietary and Confidential

Achieving a Single View of

Customer

Tony Boyle
Director, MDM
Oracle Asia Pacific Division

Achieving a Single View of Customer with

Siebel Universal Customer Master

<Insert Picture Here>

 2010 Oracle Corporation Proprietary and Confidential

The following is intended to outline our general

product direction. It is intended for information
purposes only, and may not be incorporated into any
contract. It is not a commitment to deliver any
material, code, or functionality, and should not be
relied upon in making purchasing decisions.
The development, release, and timing of any
features or functionality described for Oracles
products remains at the sole discretion of Oracle.

Applications
Leads
Collections

Customer Bundling
Internal Products
External Products
Next Best Offer
Interests
Balances & Transactions
.

Product
& Services
Products
& Services

Consultations
Branch visits
Customer service calls
Campaigns
Responses

Interactions
Interactions

Communication Preferences
Privacy Option
Dont e-mail
Dont call
Dont mail
.

Annual Income
Employment
Tax Bracket
Credit Score
Income Source
Risk Assessment
Investment Goals
Needs analysis

Financial
Profile
Financial
Profile

Demographics
Segmentation
Customer Value
.

Privacy Privacy

Identifiers
Names
Addresses
Contact Numbers
E-mail Addresses

Consumer
Profile
Consumer
Profile

Name&&Contact
ContactInfo
Info
Name

Applications
Processes

Employee of a Company
Customer of a Company
Affiliations with Org
Member of a Household
Advised by Financial Planner
..

2010 Oracle Corporation Proprietary and Confidential

Relationships
Relationships

Single View of Customer

Customer
Information
Organizational Silos
Customer
Information
Customer
Information
Customer
Information

Customer
Information
Customer
Information
Customer
Information

2010 Oracle Corporation Proprietary and Confidential

Custom-built solutions are

expensive and difficult to change

Field
Sales

Customer
Information
Geographic Silos

Customer
Information
Customer
Information

Customer
Information

Product
Silos

Customer
Information

Internet

Channel
Silos
Call
Center

Customer data is dispersed across

multiple siloed systems

Mary Smith

Name

Mary Evans

Name

Mary Smith

510-681-1399
117-78-1856

SSN

Tel.

415-437-1790
117-78-1856

SSN

Tel.

415-437-1790
117-78-1586

Data Mgmt

Customer
Attrition

Credit
Exposure

Missed
Revenue

Total

leaving companies with excessive

costs and missed revenue

SSN

Tel.

Address1 2333 Harrison

Address1 1867 Pierce
Address1 1867 Pierce
City
Piedmont
San Francisco City
San Francisco City
State
State
State
CA 95810
CA 94110
CA 94110

Name

...leading to incorrect and duplicate

customer profiles and hierarchies

But there are Challenges

 Expensive to
integrate

Limited Functionality

Batch updates after

the event

Little to no
operational benefit

Does not allow realtime matching and

customer data
updates

One-way information
flow to the
warehouse

Data Warehouse as
Customer Master

2010 Oracle Corporation Proprietary and Confidential

Gartner Magic Quadrant for Customer Data Integration Hubs,

Organizations that lack a consistent, complete and accurate single view of the customer in a
heterogeneous environment have the choice of building or buying a solution for managing
customer master data. Since 2003, the trend has swung heavily toward buying.

Multiple deployments
of CBS systems

Weak support for

prospects, leads, etc.

Weak support for

contact information

Inflexible data model

Core Banking /
Product System as
Customer Master

Limited flexibility to
accommodate evolving
requirements

Expensive to build and

maintain

Requires
organisational
consensus

Custom-Built
Customer
Information File (CIF)

Traditional Approaches to Customer Master Data

Management

 2010 Oracle Corporation Proprietary and Confidential

CDI invented to
overcome problems
with CRM
implementations

Doesnt provide a
Single View of
Customer while other
systems have
customer data

No Data Quality or Data

Governance
capabilities

Does not allow realtime matching and

merging

CRM System

CRM will not provide a Single view of Customer but an

MDM solution will deliver the foundation upon which to
deploy your CRM system with quality data.

The Lesson.

Why: Younger bank, few legacy systems, was able to

get it right from the start with no waste or re-work.

Implemented MDM first, then started CRM while MDM

solution was being implemented.

Newer bank in APAC

Why: Older bank, existing CIS system in place.

Implemented CRM first, then went back and

implemented an MDM solution.

Old, established bank in APAC

Learn from others

and the CRM followed by MDM approach

The CRM approach

 2010 Oracle Corporation Proprietary and Confidential

Customer

Increased
Competition

Comply with
Regulations

Mergers and
Acquisitions

Meet regulatory
requirements, privacy laws,
etc.
Enforce security and
permissions across value
chain

Realise value of combined

customer base through upsell / cross-sell
Reduce cost of integrating
customer data

Customer
Churn

Provide differentiated
customer experience based
on value

Increase profitability by
Commoditised moving from product to
relationship based
Products and
pricing
Services

Grow revenues from

existing customer base

Single Customer View Imperatives

Legacy

Fusion
App

Call
SCM

ERP2

ERP 1

2010 Oracle Corporation Proprietary and Confidential

Partner

Fusion
App

Web
site

Call
Center

SFA

when our data is fragmented?

Slow enterprise agility and

innovation

Error prone integration

Unclean data makes Analytics invalid

Marketing, sales, service & customer retention

processes, regulatory compliance, new product
introduction,

Key enterprise processes based on

unclean / incomplete data

duplicated, incomplete, inaccurate,

in disparate applications covering

multiple channels, divisions & functions

Ever proliferating islands of information

How can we get a Single view of Customer

Fusion
App

0294911877

Phone

Anthony
Boyle

490111

0414288669

Call
Fusion
SCM Mobile App

2010 Oracle Corporation Proprietary and Confidential

Name

ERP1 ID

ERP2

Middleware
Application Integration Architecture

ERP 1

SFA

Web
site

Tony
Boyle

BO004

Call
Center

Name

Call
Center ID

Legacy
ETL

123456

ID

MDM

Partner

Anthony.boyle
@oracle.com
ETL

Contact

Anthony
Boyle

ERP1

Email

Office

Mobile
BO004

10

490111
Anthony.boyle
041428

Consistency
siloed0294911877
environments
@oracle.com
8669
(Integrated Best of Breed)

Lower data management costs

Better reporting

Enterprise foundation for agility
& innovation

Centre

BI/
DW Call
Name

 Share data as a single point

of truth as a service

 Cleanse data centrally

 Consolidate shared
information into one place

Nurture one of your most valuable asset

MDM: The source of clean data for the enterprise

Contact Details

Services

Balances

Financial Profile

Addresses

Name

Identifiers

Core

Extended

Products and

Relationships

2010 Oracle Corporation Proprietary and Confidential

Requires crossreference and real-time

integration to source

Federated data
mastered and accessed
at source

Transactions

Campaigns

Leads

Transactional

Client Information Model

Orders /

Clear master slave

roles ownership

11

Sourced from multiple

systems

Combination of data
elements to create
consolidated / derived
view

Interactions

Applications

Profile

Consumer

Preferences

Privacy

Requires matching &

cross-reference for source
linking

High potential for

discrepancy

Ownership of core data

in multiple systems

Duplicated amongst CRM

and multiple product
systems

Key Identifying Information

 2010 Oracle Corporation Proprietary and Confidential

trusted, global," single source of truth master

repository
Maintain a high quality customer profile using state
of the art data quality and governance tools
Leverage pre-built integration with Oracle
applications

Consolidate shared customer information into a

Other

Custom Apps

BI

Custom Apps

SAP

12

Oracle Customer Hub Delivers

- Global master for customer information
- Consistent representation of shared data
- Clean, accurate, de-duplicated, and enriched data
- Compliance with governance legislation
- 360 view of a customers products and services

Trusted
Customer
Data

EBS

EBS

SAP

Siebel

Siebel

Oracle Customer Hub: Key Components

 2010 Oracle Corporation Proprietary and Confidential

Trusted
Customer
Data
Vertical Variants

Related Data Entities

Roles & Relationships

Party

Master Trusted
Customer Data

Data Model Extensibility while

protecting Upgradeability

13

Configuration of custom child entities

Provides industry-specific data

attributes

Complex hierarchies, roles &

relationships

Master Policies, Financial Accounts,

Interactions, Notes, Campaigns, etc

Comprehensive Customer Profile

Oracle Customer Hub: Master

 2010 Oracle Corporation Proprietary and Confidential

Relationship
explorer

New types of relationships can be

easily defined by business users
Advanced Hierarchy Mgmt with
Oracle DRM - Hierarchy/version
comparison, blending and merging

14

Member of a household
Employee of a company
Member of company boards
Member of professional service
organizations
Decision maker, influencer for specific
purposes (e.g. procurement)

Manage Complex account

hierarchies and relationships
Complete list of relationships both
professional and personal

Model Complex Roles & Relationships

Trusted
Customer
Data

2010 Oracle Corporation Proprietary and Confidential

Survivorship

Source Data
History

Identification
& CrossReference

Import
Workbench

Consolidate

Highly configurable and granular

survivorship rules

15

Provides data stewards the ability to

restore customer profiles

Track all changes to Master Record

1:M Cross-Referencing

Enterprise-wide UUID

High Volume Batch & Real time

Integration

Oracle Customer Hub : Consolidate

App
Legacy
Legacy
CRM
ERP

UID

1ASCLSCC
OSS
1ASCLSCC

1ASCLSCC

1ASCLSCC

23-3445

GH78GH

ERP

Web

Custom

Customer ID:
23-3445

A31-32Z
SCM
B37-84U

ID

Universal ID:
1ASCLSCC

Customer ID:
GH78GH

2010 Oracle Corporation Proprietary and Confidential

Partner

PLM

Customer ID:
B37-84U

Customer ID:
A31-32Z

Legacy

CRM

Cross Referencing

multiple customer records exist in

an application that map to one
master customer record

Supports 1-to-many cases in which

data synchronization, reporting,

and analytics

Provides critical mappings used for

the operational applications

connected to UCM

Stores all customer identifiers for

16

Cleanse

Enrich

2010 Oracle Corporation Proprietary and Confidential

Match & Merge / Unmerge

Parse

Cleanse &
Standardize

Trusted
Customer
Data

17

Data Steward UI to manage duplicate

suspects via queues

D&B and Acxiom Integration

Intelligent merge, Auto merge &

unmerge capabilities

Universal Connector provides uniform

way for partners to integrate

Leading Embedded Data Quality

Tools & integration to 3rd Party Data
Sources

Oracle Customer Hub : Cleanse

Attach additional
attributes and
categorizations

2010 Oracle Corporation Proprietary and Confidential

Enrichment

Matching and
Linking

Spot and correct data

errors

Address
Validation /
Cleansing
Spot / eliminate
duplicates & identify
related entities

Create structured records

from unstructured data

18

Universal DQ Connector +
D&B / Acxiom

ODQ Matching Server

ODQ Address
ValidationServer

ODQ Parsing &

Standardization Server

ODQ Profiling Server

Understand Data Status /

Patterns

Profiling/Pattern
Detection

Parsing and
Standardization

Oracle Data Quality Servers

(IDQ)

Functionality

Feature

Oracle Data Quality Solutions

18

 2010 Oracle Corporation Proprietary and Confidential

Unmerge reverses an
erroneous merge process

Automerge duplicates with very

high match scores

Intelligent Update selectively

update fields for the master
record based on confidence
rules set for the source of the
data

Intelligent Merge create best

of breed surviving record by
selecting fields from the
duplicate records

Create Best Customer Record Merge/Unmerge

19

 2010 Oracle Corporation Proprietary and Confidential

Trusted
Customer
Data

Registry

Authorization

Transports &
Connectors

Publish &
Subscribe

Web Services
Library

Share

20

Leveraging AIA - Enterprise Business

Objects, Services & PIPs in FMW

Differentiated CRUD privileges based

on source

Support MQ Series, MSMQ, and JMS

queues, outbound web services or
other EAI technologies

Real-time & batch publish

Provides commonly used functions as

business services & web services

Oracle Customer Hub : Share

 2010 Oracle Corporation Proprietary and Confidential

Different Applications may have

different service priviliges

Services defined declaratively, no

code required

Supports Out of the Box

functionality plus Self Built

Deployed as Web Services, MQ,

HTTP/XML, JMS, etc.

140+ pre-packaged services

An efficient and optimized approach

for integrating with Siebel UCM

Supports Rapid composite

application development

Lookup Account
Update Account
Update Account Activity
Delete Account Product
Insert Account
Relationship
Insert Account Product
etc

Insert Account
Lookup Account Activity
Update Account Address
Update Account
Relationship
Lookup Account Profile
Lookup Contact External
ID

Insert Contact Activity

Delete Contact Profile

Update Contact
Relationship

Insert Contact Profile

Lookup Household

Insert Household
Update Contact Profile

Update Contact Product

Insert Contact Product

Lookup Contact
Relationship
Update Personal Address

Update Contact

Lookup Contact

Siebel UCM Services

Pre-built Business Services

21

 2010 Oracle Corporation Proprietary and Confidential

Asynchronous or Batch, Non intrusive

Fast Implementation (<3-4 months)
Does not assume UCM is the data master (Authoring is
decentralized)
Out of the box integration with Siebel CRM and Oracle EBS

4. Publish to participating applications

3. Dedup & build golden record: in UCM

2. Cleanse & Enrich: in UCM

1. Consolidate from operational systems

Push Mode

Pull Mode

Real time interaction with the hub

The right data at the time of entry
Out of the box integration with Siebel CRM and Oracle
EBS

22

3. Sync Process: Data is entered in the application

and synchronised back to UCM

2. Fetch Process: Once candidate selected, returns

the entire profile of the customer / prospect

1. Match Process: returns the list of candidates to a

list of selection criteria

Support diverse business requirements

Pre-Integrated with Siebel CRM / Oracle EBS

Trusted
Customer
Data

Events &
Policies

2010 Oracle Corporation Proprietary and Confidential

Profile &
Correct

History
& Audit

Govern
Privacy
Mgmt

23

Best of Breed embedded business

rules engine

Enterprise-wide Policy Hub for

privacy compliance

Maintain history & audit trail

DQ Dashboards leveraging Siebel

Analytics

Data Profiling

Customer lifecycle management

Oracle Customer Hub : Govern

 2010 Oracle Corporation Proprietary and Confidential

Dashboards for Data stewards

and Business users

24

Integration with Siebel Analytics

Hierarchical rollups
Market and LOB segmentation
Customer value

Customer Insight Dashboards

Data completeness
Data accuracy and validity
Data duplication

Data Profiling Dashboards

Analytics Data Profiling & Insight

 2010 Oracle Corporation Proprietary and Confidential

Customer
Churn

Consistent and Accurate View of

Customer, Products and Services
across channels

Customer

Provide differentiated
customer experience based
on value

25

Manage Complex Relationships,

Hierarchies and House-holding
understand customer value

Increase profitability by
Commoditised moving from product to
relationship based
Products and
pricing
Services

Comprehensive and Accurate

Customer Profile available
across Enterprise, providing upsell & cross-sell opportunity

Grow revenues from

existing customer base

Increased
Competition

Comply with
Regulations

Mergers and
Acquisitions

Meet regulatory
requirements, privacy laws,
etc.
Enforce security and
permissions across value
chain

Trusted Enterprise Wide

source of Privacy Permissions

Maintain KYC information,

hierarchies and affiliates

Realise value of combined

customer base through upsell / cross-sell
Reduce cost of integrating
customer data

Cross-organisational customer
matching and merging, with links to
source systems

Single Customer View Imperatives

EFFICIENCY OF OPERATIONS
INCREASE WITH IMPROVED
PROCESSES AND DATA
GOVERNANCE

EFFICIENCY
Operational
efficiency across
multi-functions of an
enterprise

2010 Oracle Corporation Proprietary and Confidential

CUSTOMERS ON AVERAGE
GENERATED 2%-5% INCREASED
REVENUE FROM SALES WITH
MDM

GROWTH
Improve CRM
performance to
increase revenue
and market share

EFFICIENCY OF IT
OPERATIONS RESULTING IN
GREATER AGILITY OF
BUSINESS MODELS

IT AGILITY
Increase IT
resiliency in a
changing business
landscape

EFFICIENCY OF IT OPERATIONS
RESULTING IN GREATER
AGILITY OF BUSINESS MODELS

COMPLIANCE
Reduce operational
risk and improve
regulatory
compliance

Categories of MDM Benefits we have benchmarked

from our customers implementations

26

27

Complex IT environment with large number of

(specialized) applications. Turning one of these
applications into a customer master is not feasible
for

Relatively simple IT topology with small number of

applications => overhead of managing one more
application outweighs the benefit of independent
customer master

Usage
Scenario

2010 Oracle Corporation Proprietary and Confidential

Need to synchronize data between UCM and CRM.

Can require separate hardware and software

Need to keep CRM and UCM on the same version

of Siebel
CRM users directly impact the quality of master
data
Can be challenging politically

Tradeoffs

Political reasons
Performance reasons

CRM and UCM deployments have complete

implementation autonomy
Easier to ensure that master data is clean, unique,
and correct
Distributes performance load
Easier to get broad participation

CRM

Leverage implementation work done for both CRM

and UCM
No need for synchronization between UCM and
Siebel CRM data
Simple topology: Easier to manage hardware and
platform software

UCM

Standalone instance

Benefits

CRM

UCM

Combined Instance

Siebel UCM Offers Two Deployment Options

Build
Foundation

2010 Oracle Corporation Proprietary and Confidential

Understand
& Envision

Time

Maximize value
Reinvest in new opportunities
Continuous improvement

Deploy in phases
Keep it simple at first manage
the change
Apply lessons learned
Confirm and validate processes,
flows, rules, practices, etc.
Confirm and validate production
environment and operations

Operate &
Optimize

Start fast
Gain benefits early
Improve organizational
proficiencies
Prove the solution works
Obtain valuable lessons learned

Define, Build,
Confirm

Understand current state of

business
Know pain points
Determine future state of business
Develop MDM strategy
Align project goals w/
companywide objectives

Implement MDM over time

Start Fast & Gain Early Benefits

Value

28

Master Data

2010 Oracle Corporation Proprietary and Confidential

Execution and
Decision-Making

Compliance
Monitoring and
Enforcement

Leadership

Planning and
Coordination

Policy Definition

Data Management Governance

29

Central executive leadership

Enterprise steering committee
to arbitrate issues and enforce
the rules
Coordination and compliance
Define & communicate data
quality expectations
Establish policies, procedures,
success metrics and processes
to maintain quality data
Identify all business and
application stakeholders across
the enterprise data owners
Conduct audit and control
Communication and change
management

The key to a successful MDM implementation

Formalize a Governance Framework

 2010 Oracle Corporation Proprietary and Confidential

Customer Hub (UCM)

Customer Relationship Management
Trillium for Data Quality

SOLUTIONS

mission: To know our customers and anticipate

their needs; advocate and advise; innovate and
surprise

Wanted a flexible platform on which to build

A need to empower their associates to fulfill UMBs

multiple versions of the truth

Multiple sources of customer information and

CHALLENGES/OPPORTUNITIES

UMB offers complete banking and related financial

services to both individuals and business
customers
UMBs vision is to be recognized for the
unparalleled customer experience
Over 140 branch locations in 8 US States
Employees: 3,500 associates
Assets: US$ 8 Billion

One of the largest independent banks in America

COMPANY OVERVIEW

UMB Financial Corporation

A decrease in the research time

required for associates to quantify
the customer relationship
Improved cross sale opportunities
due to complete customer view
Successful blending of nightly batch
updates and real-time integration
leveraging MQ Series

RESULTS

Kevin Kramer, Senior Vice President,

Enterprise Sales

It is easy to make fact-based

decisions when the facts are right in
front of you. That is what ClientLink
does, It puts the facts in front of you.

CUSTOMER PERSPECTIVE

30

 2010 Oracle Corporation Proprietary and Confidential

SOLUTIONS
Customer Hub (UCM)
Automotive Captive Finance

with 10M+ accounts

Need to increase loyalty with both dealers and
consumers
Customer ask for one-and-done service
experience

CHALLENGES / OPPORTUNITIES
Financing arm of Toyota Motor Corporation,

and insurance subsidiary of Toyota Motor

Corporation in the U.S. TFS is the 7th largest
finance company in the US
Industry: Financial Services
Revenue: US$ 1 Billion
Customers: 2.1 Million in the US

COMPANY OVERVIEW
Toyota Financial Services (TFS) is the finance

Toyota Financial Services

Achieve 360-degree view of the

customer across multiple systems
Enhances customer service at all touch
points
Deepening customer loyalty
Compliance with privacy regulation
mandated by Gramm-Leach-Bliley Act

RESULTS

We selected Siebel CDI because of its

out-of-the-box, rich customer master
functionality, its industry-specific best
practices, and its ability to integrate
many different applications
Shaun Coyne, VP & CIO

CUSTOMER PERSPECTIVE

31

Approximately 10M duplicate records

Customer Hub (UCM)

Call Center
Order Management
Partner Relationship Management

2010 Oracle Corporation Proprietary and Confidential

SOLUTIONS

Need to provide every store with a single view of

its 60M+ customers

1,800 stores across the US

Poor quality of customer data

Streamline their closed-loop marketing

and complex account management
processes
Achieve a single view of the customer
across the enterprise
Reduce customer data management costs
Solution is five times cheaper and faster
than the custom-built alternative

RESULTS

In less than 60 days, Home Depot was

convinced that Siebels CDI solution was the
only solution that could give them a single
view of their customers
Les Rechan, Senior VP & General Manager,
Manufacturing and Distribution

The Home Depot was founded in 1978 in Atlanta,

Georgia and has since become the world's
largest home improvement retailer, operating
more than 1,800 stores across North America
Industry: Retail
Employees: 234,000
Revenue: US$ 90 Billion

CHALLENGES / OPPORTUNITIES

CUSTOMER PERSPECTIVE

COMPANY OVERVIEW

The Home Depot

32

Evangelize
Enablement
Joint go to market
Co-development

2010 Oracle Corporation Proprietary and Confidential

MDM Partner Program

33

 2010 Oracle Corporation Proprietary and Confidential

MDM Partners special offer.

34

 2010 Oracle Corporation Proprietary and Confidential

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