Agenda. 1 Enterprise Systems & Customer 2 Customer Hub: Overview 3. 4 Customer Hub Implementation Methodology

Transcription

1 Methodology for Defining, Planning, and Implementing Customer Hub Solutions Paul Bertucci December, 2009

2 Agenda Enterprise Systems & Customer 2 Customer Hub: Overview 3 Customer Hub Building Methodology (within a development lifecycle) 4 Customer Hub Implementation Methodology Q & A

3 Typical Architectural Landscape Galiego Mkt Insight TAM (AD HOC SQL SVR) DW/DM ODS Market Insight Trillium Aprimo Transaction Systems D&B SFDC (AMER) SFDC (MGLO SaaS/Hosted SFDC (Ger) Revenue (DM REV) Opex Point of Sale ( ) Purch 2 Pay (DM P2P) Subscription (DM SUB) Sub Metrics (SAWR) Renewals ( ) elearn (DM ELRN) Cust Touch (MSG) Cust Master (CDIM) Callidus (TCDMGCO) ADSK W/H (EDW) Siebel Analytics W/H Extract/Transform/Load (ETL) ODS Various ERP ODS Misc Siebel Analytics Staging Tables Business Objects - OBI - Portal - Dashboard Extract/Transform/Load (ETL) Direct Reporting Cust SVC Siebel ecustomer Call Center Partner Center PIPs SAP Entitlements Contracts, Licenses, Subscriptions & Install Base Activation Customer Error Reporting Customer Involvement (CIP) Siebel Customer Master ereg HR OM MFG Fin User Hierarchy Ariba Opportunity Mgmt FIN AOE Asset SVC Application Integration Services EAI (Tibco) FL Intraware (EF) Web Services

4 Evolved Architectural Landscape Mkt Mgmt Campn Mgmt Lead/Prospcts Install Base (Lic, Contracts, Subs) Acct Activity (Subs, Renew, Upg) Sub/Renewals Entitlement Cust Interact Prod Metrics Mkt Metrics Cust Metrics Web Metrics Ops Metrics Revenue Opex COGS Pricing/POS Procure 2 Pay HR Incent Mgmt elearn DW/DM D&B, other MDM W/H Marketing W/H Sales W/H Product Metrics W/H Ops & Finance W/H Incentive Mgmt W/H Extract/Transform/Load (ETL) ODS ODS Others D&B, other MDM ODS ERP Sales & MKT ERP Orders SAP/BW FIN ETL REPL (Real Time) Trillium SAP Remedy Market Insight Siebel Aprimo Transaction Systems Call Center D&B Customer Hub Product/Pricing Hub HR OM MFG Customer Error Reporting Customer Involvement (CIP) MDM Hier Mgmt Entitlements/Assets FIN Fin User Hierarchy PRO ecommerce SaaS/Hosted Partner Center Direct Sales Varicent (Incentive Comp) Activation Registration Direct/channel Orders Intraware (EF) Business Objects - Portal - Dashboard Cust Asset AB SVC Pr SVC SVC SVC Application Integration Services/Enterprise Service Bus EAI/ESB Cleansing SVC NEW Web Services Metadata Services

5 Business Processes & Systems Perspective Marketing Sales Fulfillment Service Sales Market Contacts / Responses Leads Opportunities / Deals Quotes Orders Service / Fulfillment Support Registration / Activation Renewals CUSTOMER CONTACT LEAD OPPORTUNITY CUSTOMER OPPORTUNITY PROSPECT Parent (Company) Account Hierarchy PARTNER PRODUCT & PRICING Campaign / Event DEALS QUOTES ORDERS CUSTOMER PROFILE/SEGMENTATION ASSETS/ENTITLEMENTS CONTRACTS / AGREEMENTS SUBSCRIPTIONS SALES TERRITORY/GEO REGISTRATIONS/ACTIVATIONS COMP PLANS/QUOTAS COMMISSIONS

6 Enterprise Customer Sample Highest level Sales Entity General Electric Org (Party) Person (Party) Parent to Subsidiary Org (Party) General Electric Corporate Hierarchy Jane Doe Contact DUNS# Parent to Subsidiary Party General Electric Satellite Div Org (Party) ERP Customer # (Bill to) SFDC Reference Partner/Channel (sell thru) DUNS# Org (Party) Extended Attributes 3689 IM

7 Customer Hub: Overview Partner D&B.... M&A Siebel Governed/Owned by the Business (steward) SFDC Recognition Enrichment Business Rules Technically enabled by IT (custodian) ERP Standardization Auditing Cleansing Customer Model Purge/Arch Hierarchy Mgmt Must have a Customer Identity Strategy!

8 In simple terms Party Sales Entity Customer Classification Person Organization Group Classification Code Party Site Electronic Contact Point Party Relationship Account Code Assignment Party Site Use Phone Account Role Account Relationship Sub Code Physical Contact Point / Location URL Relationship Type Account Site Contact Preferences Relationship Type Group Internal Org Interaction History

9 Customer Hub Methodology Broader Architecture Integration Spoke 2 Analysis / Assessment (spokes) Analysis / Master Model (Hub) Outbound Inbound Hub 3 Define Business Logic / Process Flow rd party service 4 5 Identify / Define Participation Model Overall architecture participation 5 6 Define Governance and Stewardship Build / Deploy

10 Customer Hub Methodology Analysis / Assessment (spokes) Broader Architecture Spoke Definitions, Attributes & Models Use cases / data accesses Outbound Inbound Integration Hub Volatility / Frequency / Velocity Quality assessment 3 rd party service Dependencies Upstream/Downstream Rules being applied Standards being applied Logic being applied What we have and what we need

11 Customer Hub Methodology 2 Analysis / Master Model (Hub) Broader Architecture Outbound Inbound Integration Hub 2 Spoke 3 rd party service Definitions, Models Identify Core Attributes and Relationships (scope) Use cases/ accesses Starting with CRUD Understand the data Volatility, Frequency, Velocity Identify Cross Reference & Registry needs Extended Attributes Start identifying Rules, Standards, & Logic that we need applied

12 Customer Hub Methodology 3 Define Business Logic / Process Flow Broader Architecture Integration Spoke Identify and map out the hub based business logic needed Validate that all Use cases and accesses are addressed Outbound Inbound Hub Factor in Volatility, Frequency, Velocity 3 3 rd party service Clearly identify all major Workflows (automated or one s with human interface) Dependencies identified Identify rules logic to be applied at the hub (cleansing rules, so on) Identify standards to be applied at the hub

13 Customer Hub Methodology 4 Identify / Define Participation Model Broader Architecture Outbound Inbound Integration Hub Spoke Identify and define how each spoke interacts with the hub AND with each other (termed participation model) Clearly identify and define each inbound and outbound behavior in terms of publish, subscribe (provider/consumer) 4 3 rd party service Remember, we are defining a microcosm of organisms that must now live together (not a silo)

14 Customer Hub Methodology 5 Overall architecture participation Broader Architecture Spoke Clearly identify how the MDM customer data is to be utilized in the broader company architecture. 5 Outbound Inbound Integration Hub 3 rd party service Examples are with ODS, Sales, Marketing, Finance, EDW, WS s, SOA, so on. This new microcosm must now fit into the broader universe of your other systems

15 Customer Hub Methodology 6 Define Governance and Stewardship Broader Architecture Outbound Integration Spoke Clearly identify how the MDM of Customer data is managed from the business side (process, workflow, ownership, coordination, and with a liaison into IT the custodians) Inbound Hub 3 rd party service Create a stewardship model and organization. This may include a steering committee that acts as a policy maker and compliance arm of this key data 6

16 Customer Hub Methodology Deliverables & Artifacts Metadata/Model Core attributes to be managed Party-based mappings (hub/spoke) Cross Reference Identities/Registry Ownership model Models (hub/spokes) life cycle (archive, purge, availability) Broader Architecture Integration Outbound Inbound Hub Spoke 3 rd party service Participation Model Inbound/Outbound definitions Contributing Attributes from each spoke to the hub Overall publishing/subscribing needs (frequency/volatility) Business Logic Workflow Merge, match logic Standardization, cleansing sync needs Mappings/context Transformations needed Logical/physical merge approach Frequency/Velocity requirements Broader Architecture Other system interfaces (Upstream/downstream) General exposure methods (WS, API, Services)

17 Customer Hub Methodology Phase-: Architecture Siebel 7.7 Aprimo (MKTG) Next Aprimo Accounts Contacts Integration Broader Architecture Accounts Contacts Match Publish Subscribe Enrich Hub Accounts ADSK.com DNB (enrichment) SOA / Web Services Master Management [TIBCO] Siebel/ CRM Next Spoke Trillium (Cleansing & Match) UCM 8.. D&B Trillium Quality

18 Overall Methodology Autodesk Governance Envision Inception Elaboration Construction Transition Production Maintain Change Management MDM implementation involves both art (experience) and science (technology). Establish MDM vision, goals and phased solution roadmap Phased deployment Faster, Easier, Better Define your customer data for enterprise use. Profile your data to understand and derive data quality rules Leverage profiling results for defining cleansing, matching, data enrichment and master data survivorship rules Design and develop reusable master data migration process for initial data load, ongoing batch, and M&A activities Validate your data migration with validation scripts and processes Establish data stewardship and governance policies and procedures Develop through use case based validation process for data stewardship and integrations. Manage Enable your business and data intelligence methods and processes with master data. Assemble the right team skilled resources with experience and plan knowledge transfer Methodology Oracle Unified Method enhanced with MDM implementation content rich templates

19 Our success factors Agreement to start small and get it right! Get a customer identity strategy defined FIRST Put into place data governance (DGCT at ADSK). Get legacy data as clean as you can beforehand. Get MDM specialists to help you (Oracle MDM team) it is too important for our existence to screw up Often requires top-down mandate to participate in the Hub a must participate approach Don t master something that doesn t belong in the Hub.

20 Q&A

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