Who is my customer, how does he behave? Where is he? Is my customer really who he says he is? Correct customer knowledge and up-to-date data that are of good quality is essential to companies. Especially when the economic outlook is not very positive.

1. The added value of an Integrated Customer View Emile van de Klok Brussel, March 2009 Sr. Product Manager – Human Inference

3. What do we need?

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

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

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

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