Enabling an Enterprise Customer View

Transcription

1 Enabling an Enterprise Customer View David Shepherd April 17,2013 1

2 David Shepherd Employment 2003 present Senior Vice President, Technology and Chief Technology Officer, NexJ Systems Partner, XJ Partners Vice President, Technology, Siebel Systems Senior Vice President, Technology and Chief Technology Officer, Janna Systems Senior Management Consultant, Advanced Technology, Andersen Consulting Standards Bodies and Other Projects 2011 presentboard Member, Connected Health and Wellness Project ( presentarchitecture Council Member, Open Health Tools ( Education Bachelor of Applied Science, Engineering Science, University of Toronto 2

3 Enabling an Enterprise Customer View What is a CRM Enterprise Customer View Customer Case Studies Technical Architecture and Tools for Making it Work 3

4 NexJ Systems 2012 NexJ Systems Inc. Confidential and Proprietary. 4

5 Evolution of CRM First Generation CRM Without Integration Second Generation CRM Data Replication Next Generation CRM Seamlessly Integrated CRM CRM CRM Account Opening Financial Planning copy Siloed CRM without integration to other applications Time consuming, complex and error prone All data was copied into the CRM data to get a complete view Difficult to maintain and expensive to deploy Seamless integration with existing systems and data Model, service based architecture that performs at scale Security and privacy ensured 5

6 Next Generation CRM Understand Your Customer Personalize Service Maximize Value Customer Profile Intelligent Service Model Proactive Interactions Virtualization Interactions Transactions News, Events &Social Media Business Intelligence Relationship Building Customer Loyalty Programs Product Recommendations Encourage Action Provide Superior Service Improve Client Loyalty Drive Up sell and Cross sell Comprehensive Customer View Best Practices Service Model Increased Opportunity 6 Maximize Customer Value

7 Integrated Agent Desktop Client Dashboard Search Social Media Integration Suggested Next Steps Portfolio Performance Key Interactions Financial Accounts Secure Messaging Profile and Interests Relationship Hierarchy Coverage Team 7 Save Time, Make More Money

8 Its More than CRM Now Data Governance & Master Data Management Data Integration, Quality & Conversion Comprehensive Customer View Integrated Desktops Data Analytics & Business Intelligence Enterprise Mobilization 8

9 What we are hearing companies want Integrated Financial Institution Corporate & Investment Banking Asset Management & Commercial Banking Consumer & Community Banking Your Objectives Investment Bank Treasury & Securities Services Global Corporate Bank Commercial Bank Asset Mgmt Consumer & Business Banking Mortgage Banking Card Services & Auto Leverage the Wholesale Platform IB Leverage for Treasury & Securities Services TSS Leverage for Commercial Banking CB Leverage for Asset Management AM Leverage the Retail Branch Platform CBB Leverage for Card Services & Auto CSA One Brand Customer Experience 9 Leverage the Franchise cross LOB

10 Getting to True Enterprise CRM Integrated Desktop Enterprise Mobility Cross-bank Referrals Business Intelligence Dashboards Next Best Offer Data Services Microsoft Outlook Enterprise Customer View Business Intelligence Data Hub MS Exchange Synch Line of Business CRM Capital Markets Departmental CRM Commercial Banking Legacy CRM Wealth Management Retail Banking Bespoke CRM Insurance Departmental CRM Enterprise Dashboards & Reporting BI Tools Master Data Management Transactional Systems & Data Capital IQ Company Profiles Market News Loan Origination Profitability Engine Risk Mgmt. Financial Planning Portfolio Mgmt. Market News & Data Credit Scoring CTI Bank Accounts Quoting Claims Policy Admin Data Warehouse Customers / Products MS Exchange 10 Maximize Enterprise Customer Value

11 Key to Making it Work Introduce a virtual CRM layer as the Enterprise Customer View between the LOB applications and MDM system Facilitates the orchestration between the MDM system and the LOB systems to create a customer view suitable for relationship management, sales and service functions Allows appropriate enhancement of the MDM data from LOB systems without having to add non mastered data to the MDM store Enables definition of workflows and processes without having to impact the data governance constraints built into the MDM system Insulates the MDM from the continuous change to the LOB systems across the company that will help me make sense of the 25+ client stores and CRM implementations scattered around the company Enterprise CRM Prospect, April

12 Understand Your Customer a Data Perspective Virtualization Understand Your Customer Customer Profile Interactions Transactions News, Events &Social Media Virtual Holistic Customer View Create customer and household entities by rationalizing line of business CIFs/CRMs and other client/account information with the client master Integrate to line of business transactional systems by accessing data at source to aggregate and rollup transactional data into a client and household view Enforce a comprehensive security model which meets all of the business security requirements All enterprise customer information is made available through the common business model: User Interface In reports For Querying Workflows and Business Rules Mobile Devices 12 Creating a Holistic Customer View

13 Enterprise CRM Requires MDM Support Integrated Desktop Enterprise Mobility Cross-bank Referrals Business Intelligence Dashboards Enterprise Customer View Web Services Customer / Product Hub Line of Business Transactional Systems & Data Capital Markets Capital IQ Company Profiles Market News Commercial Banking Loan Origination Profitability Engine Risk Mgmt. Wealth Management Financial Planning Portfolio Mgmt. Market News & Data Retail Banking Credit Scoring CTI Bank Accounts Insurance Quoting Claims Policy Admin Exposed Service Layer Internal Service Layer MDM Hub Master Data Management SOA Programs 13 Leverage MDM Data Services

14 Intelligent Service Models Business Intelligence Personalize Service Intelligent Service Model Relationship Building Customer Loyalty Programs Product Recommendations Best Practices Service Model Enable business rules and workflows to be defined against the client centric information model Enable Analytics and Dashboard against the Holistic Customer View to: Discover hidden relationships from cross line of business aggregation Determine Enterprise Customer Value Tier and segment customers based on all their products and service consumption across the enterprise to drive increased client satisfaction and customer loyalty Enable compliance processes for: Know Your Client Anti Money Laundering 14 Operationalizing a Customer View

15 Enterprise Analytics & Compliance Dashboard Compliance Dashboard Compliance Activities Anti Money Laundering LOB KYC Business Intelligence Capital Markets Commercial Banking Wealth Management Retail Banking Insurance Dashboards & Reporting KYC KYC KYC KYC KYC Data Warehouse 15 Fulfill Regulatory Obligations

16 Drive Intelligent Proactive Interactions Encourage Action Personalize Maximize Service Value Proactive Interactions Provide Superior Service Improve Client Loyalty Drive Up sell and Cross sell Drive actions to users through Product Recommendations for up sell Lead Referrals for cross sell and cross line of business referrals Work Queues Tasks Activity Plans Wizards Actionable Badges Best Increased Practices Service Opportunity Model 16 Maximizing Enterprise Customer Value

17 Enterprise CRM Driving Cross Bank Referrals Cross-bank Referrals Compliance Dashboard Leads Generated Compliance Activities Next Best Offers Enterprise KYC / AML / Transactions LOB KYC/AML Business Intelligence Capital Markets Commercial Banking Wealth Management Retail Banking Insurance Dashboards & Reporting Lead KYC Lead KYC Lead KYC Lead KYC Lead KYC Data Warehouse 17 Turn Obligation Into Opportunity

18 A Unique Perspective Traditionally MDM is a back office infrastructure project Value is when it is combined with operational systems like a CRM system to address enterprise issues and automate processes Cross sell, relationship modelling, compliance, analytics We have been approaching MDM issues from a front office / CRM perspective I have spend the last 10 years driving the development of products, framework, tooling and techniques to address where the front end processes and views meet the back office transactional and MDM systems 18

19 Approach Banker Platform User Interface User Interface Portal Web Mobile Pre-Built Models and Tools Business Domain Model Clients Accounts Products Business Model Documents Activities Integrate with Enterprise Applications Expose Services Web Services ESB Enterprise Schedule Sync MDM / CIF/CRM Customer Map to Data Hub Sources and Systems Portfolio Holdings Trades 19 Model Driven Engineering

20 Model Driven Engineering Framework NexJ Studio is used to design the solution Solution Design is stored as Metadata in a repository Server and Client Frameworks use the repository Metadata to drive behavior Separation of functional and technical complexity Develop complex integrated enterprise applications by separating business logic definition from technical data environment Hide technology issues from the developers Data abstraction heterogeneous queries, security and hardening, and standards support Allows each developer to focus on the business function they are trying to achieve using the tooling Environment and features based on Patterns of Enterprise Application Architecture, Martin Fowler Enterprise Integration Patterns: Designing, Building, and Deploying Messaging Solutions, Gregor Hohpe and Bobby Woolf Domain Specific Languages, Martin Fowler and Rebecca Parsons 20 Abstract Away Complexity

21 MDE Framework NexJ Studio Client Framework Executive Dashboards Thomson ONE Agent Portal Presentation Customer Portal Mobile Existing Enterprise Applications Business Model Entities Relationships Workflows/Processes Business Rules Presentation UI Design Specification Screens, Forms & Reports Events Data Persistence Data Sources & Channels Persistence Mappings Integration Services Messaging & Transformation Web Services (SOA) Security & Authentication Workflow & Rules Engine Audit & Archive Business Domain Model Clients Documents Accounts Activities Coverage Campaigns Data Persistence Opportunities Alerts Systems Integration Data and Systems Integration Web Services Enterprise Services Bus Enterprise Schedule Sync Financial Planning Microsoft Exchange Book of Record Compliance Approved Documents Data and Systems Virtualization Your CIF Portfolio Trades Customer Hub Enterprise Data 21

22 Key Technology: Virtual Data Persistence Layer Logical Presentation Layer Business Model Layer NexJ Application Server Persistence Layer Adapter Layer SQL Adapter XML Adapter Teradata Persistence Adapter Service Persistence Adapter Service Persistence Adapter JDBC Driver XML Teradata Adapter Scripted Service Definition Scripted Service Definition Oracle MS SQL DB2 Sybase MySQL PostgreSQL Relational Database File System TeraData Web Services Back Office Applications 22

23 MDE is used to Aggregate data from multiple back office systems into a common business model on the server tier through the abstracted data layer Define services to automate business processes and enable cross functional workflows across backend systems against the common business model Expose the services: To users via Portal component, Rich Web Applications and/or Blackberry To developers and systems via service interfaces using a variety of protocols including XML/SOAP and JSON We provide pre build business functionality on an extensible platform designed for customization and integration 23 Designed to Integrate Seamlessly

24 Flexible and Customizable Security is Key User Authentication SSO support (SiteMinder, WebSEAL, OpenAM, Layer 7, Active Directory ) Functional Entitlements Controlled at a method invocation level through privileges and privilege groups Data Visibility Regular expressions can be added to any read method to allow dynamic context aware data security rules Support for protected attributes that are restricted to the server tier Encryption Individual object attributes can be encrypted through the persistence model Client requests encrypted using SSL DB Requests can be encrypted with supported JDBC drivers Audit Domain class events can be selectively audited Ability to intercept audit event, and format information, and persisted to data source 24 Exactly Match Enterprise Requirements

25 Integrated Capabilities HTML 5 ODBC Driver Oracle, DB2, MSSQL, Sybase, Teradata, MySQL Device Independent Screen Design Deployment Tool Source Code Control Support Multiple Deployment Environments XML, JSON, Flat File, CSV, vcard, Zip TCP, Message Queue, UDP, HTTP, SOAP, SMTP 25 Performance Tests Self Documenting Data Schema Tool Improve Productivity Dynamic Charts

26 NexJ Studio Integrated Development Environment for Model Driven Engineering Editors employ standard UML techniques including class diagrams and activity diagrams Models are validated, run, tested, debugged, and deployed from within NexJ Studio Studio toolbar Element outline Model elements Model navigator Element editor Element properties Model layers 26 SDK to Develop, Integrate, Customize, and Upgrade the NexJ Product Offerings

27 Business Model Layer Defines the solution s central business domain model Model business concepts in class diagrams, classes and enumerations Model long running business processes in workflows and workflow queues Model complex run time editable business rules with rule sets Run unit tests to ensure quality of the business logic 27

28 Security Layer Design and implement your own security model for all aspects of your solution Coordinate multiple security entitlement models Enforce rule based security on the business model Attach permission levels to the system functionality at design time Assign permissions to users at run time 28

29 Persistence Layer Use Data Sources to model logical representations of your physical storage Wrap web services in business model classes with the Service Persistence Adapter Manage upgrades to the data schema as your solution evolves and make upgrades easy Define ETL Activities in terms of the domain model and logical data sources 29

30 Integration Layer Model how the solution will integrate with external messaging systems Create messages to define the structure of information to exchange XML, SOAP, JSON, CSV, Fixed (Copybook), vcard, Zip Define channels to send & receive messages HTTP(S), JMS, FTP, TCP, UDP, Mail, Custom Use services to orchestrate message workflow Send/Receive, Try/Catch, Branch, Loop, Fork/Join, Transform, Persist Use transformations to map from message to message Implement Service Definitions to expose an SOA service 30

31 Data Integration Tooling BI Models map data from Domain Model to any BI data model Integration Editor define how messages flow through integration channels and services ETL Activities orchestration workflows for batch movement of data from one system to another 31

32 Data Match Service Designed for use in MDM data processing and cleansing Highly configurable and able to be implemented as a fully automated service or as a semi automated data flow process that supports: Clean the Lake Batch scrubbing of existing data (e.g. periodic cleansing) Clean the River Batch scrubbing of a subset of records (e.g. import) Clean the Rain Real time data matching of individual records (e.g. add) The Data Match Service will: Iterate over any source and target collection in parallel using NexJ Object Queues Compare two records and invoke configurable matching algorithms against attributes Aggregate weighted scores to compare against provided thresholds Provide possible matches with flexible granularity to explain result set Operates on the Virtualized Model 32

33 Enterprise CRM Integrated Desktop Enterprise Mobility Cross-bank Referrals Business Intelligence Dashboards Next Best Offer Data Services Microsoft Outlook Enterprise Customer View Business Intelligence Data Hub MS Exchange Synch Line of Business CRM Capital Markets Departmental CRM Commercial Banking Legacy CRM Wealth Management Retail Banking Bespoke CRM Insurance Departmental CRM Enterprise Dashboards & Reporting BI Tools Master Data Management Transactional Systems & Data Capital IQ Company Profiles Market News Loan Origination Profitability Engine Risk Mgmt. Financial Planning Portfolio Mgmt. Market News & Data Credit Scoring CTI Bank Accounts Quoting Claims Policy Admin Data Warehouse Customers / Products MS Exchange 33 Enabling an Enterprise Customer View

34 Lessons Learned Finance and insurance companies struggle to build a digital image of a client due to the transactional data paradigm Companies don t just have one CRM system they have many Integration is key to success and it s very difficult Exactly matching enterprise security model is critical Can t have any approximations Must deal with a large number of complex exceptions Introduce a virtual CRM layer as the Enterprise Customer View between the LOB applications and MDM system Facilitates the orchestration between the MDM system and the LOB systems to create a customer view suitable for relationship management, sales and service functions Insulates the MDM from continuous change to the LOB systems across the company 34

35 35 Thank You