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CON8993 - Oracle Customer MDM Applications: Implementation Best Practices, Data Governance, and ROI

CON8993 - Oracle Customer MDM Applications: Implementation Best Practices, Data Governance, and ROI. Narayanarao Machiraju, Product Management Director Panel Members Ram Nakappan, Auto Desk Bill Szilasi , Credit Suisse Carlos Merida, RCCL. Safe Harbor.

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CON8993 - Oracle Customer MDM Applications: Implementation Best Practices, Data Governance, and ROI

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  1. CON8993 - Oracle Customer MDM Applications: Implementation Best Practices, Data Governance, and ROI Narayanarao Machiraju, Product Management Director Panel Members Ram Nakappan, Auto Desk Bill Szilasi , Credit Suisse Carlos Merida, RCCL

  2. Safe Harbor 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 Oracle’s products remains at the sole discretion of Oracle.

  3. Join The CX Conversation @ OpenWorld #CX #OOW13 @OracleCX

  4. Program Agenda • Our panelists, their Customer MDM implementations • What we hear • Key implementation questions • Open Q&A

  5. Credit Suisse

  6. Credit Suisse provides companies, institutional clients and high-net-worth private clients worldwide, as well as retail clients in Switzerland, with advisory services, comprehensive solutions, and excellent products. Organized into Private Banking & Wealth Management and Investment Banking divisions Client-focused integrated bank strategy, focusing on complex client needs and value-added businesses, leveraging the global expertise of our divisions. Credit Suisse Overview

  7. Multiple Client Management, CRM, Sales Credit, Credit, Pricing, Operations systems Different Client Identifiers, limited Client linkages Different levels of hierarchy used by each system (Global Counterparty, Client Entity, Legal Hierarchy) No way to look at the Client in it’s entirely or it’s subsidiaries Difficult to understand Client revenues and touchpoints across systems Challenges – Client Structures

  8. Challenges - Contacts System 1 System 2 System 3 Which last name does Tom use today? Which address is correct? Is this his latest phone number? • Different CRM systems define same contact in a different manner • No way to report on a contact across all systems and divisions • No way to know which system has most accurate and up-to-date information

  9. Solution Implemented Oracle Customer Hub to manage the master client hierarchy Integration with several source systems which feed updates to the client hierarchy Client hierarchy exported from Customer Hub to business warehouse to enable accurate revenue reporting Timeline: 4th year of the program, 6 months for Phase 1 Under budget & time

  10. Value Achieved Achieved 360-degree view of the customer and contacts across multiple systems Enhanced customer service at all touch points Augmented party data with third party data Leveraged enterprise relationships and activities to better coordinate client coverage Centralized coordination of sub-account and account mappings and roll-up Established Data Governance team and processes 10

  11. RCCL

  12. Royal Caribbean Cruise Lines - Facts • We are a Global vacation company • World’s second largest cruise company • 5 core brands: Royal Caribbean International, Celebrity Cruises, Pullmantur S.A., Azamara Club Cruises, CDF • 40 ships, guest capacity of approximately 94k • 50,000+ global employees across 10+ Global offices • Headquarters located in Miami, FL

  13. Royal Caribbean Cruise LinesMDM 1.0 Implementation • Live on 2007 with UCM integrated in batch mode with key customer touch points • Core MDM Functionality • Creation of Customer Profile and unique Enterprise CID • Cleansing, Matching, De-dupping, Merging and Survivorship • Customer Profiles were primarily leveraged by our Marketing department for analysis and segmentation purposes • Creating Cross References for all data sources • 2007-2011: Foundation for our Customer Experience platform • Key Challenges: • Latency • Redundancy • Data Quality

  14. Siebel Sales Siebel Loyalty Siebel Marketing Res System Siebel Service Website DW Royal Caribbean Cruise LinesCX/MDM 2.0 Implementation Project Principles • Reduce Data Latency • Eliminate Data Redundancy • Improve Data Quality • Leverage Customer Profile across the enterprise UCM Functional Highlights • Real time synchronization between touch points and UCM • Universal Search - Fuzzy and Exact Match • Real Time Merge - Forced and Requested • 360 Dashboard available across the enterprise • Real time publishing • Data steward functionality • Ongoing De-duplication and Auto Merge

  15. Key Implementation Challenges • ROI/ Business Case • Information Governance • Integration Challenges • Resources/Skills • Deployment Ambiguity – Cloud/On-Premise/Hybrid • Trends – Big Data/Social/Mobile • Product Capability

  16. Stay Connected With CX

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