notes on single view of the customer
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Notes on Single View of the Customer
Alan McSweeney
April 7, 2023 2
Objectives
• Provide details on approach to implementing Single View of the Customer (SVC)
April 7, 2023 3
IBM Infosphere
• IBM Infosphere (formerly Websphere Customer Center)
• Part of the IBM master data management (MDM) family of products
April 7, 2023 4
Gartner Rating of Customer Data Integration Hubs
April 7, 2023 5
The Forrester Wave Customer Hubs, Q4 2006
April 7, 2023 6
WCC Key Features
• Well-architected for SOA, has a comprehensive generic data model and business services layer, and has improved data quality and loading capabilities following Ascential Quality Stage and Data Stage integration.
• Operate in combination with IBM’s Entity Analytics Solutions to provide identity and relationship resolution.
• Base data model is configurable and extensible so that one can customize it to add , change or rename entities and relationships
• Integrates well with third party cleansing tools like trillium , Axiom and first logic. Quality Stage
• Provides packaged functionality for data stewardship, event management, preferences management, and customer management (360-degree customer portal) and also takes into account vertical account-based systems for financial services.
• Hery good API’s functionality and provides excellent services to search for and report on party suspect data.
• Integrates well with most EAI tools for application to application integration and ETL tools for database-to-database integration
• Shipped with the Business Admin UI, which is used for configuring the Rules of Visibility
• Capable of storing history information
April 7, 2023 7
WCC Advantages
• Flexible and extensible data model and business services.
• Comprehensive out of the box Data model – 158 Entities and 1795 Attributes
• Fully SOA enabled with excellent pre-defined suite of Services – over 520+
• Highly scalable, high performance implementations, high volume, transactional CDI hub
• Strong Survivorship and Duplicate Suspect Management capabilities, with flexible, externalized rules for ease of customisation
• Application Neutral – Can be integrated into a very wide set of scenarios
• Can interface with various data quality vendors like Ascentials, Acxiom, Trillium and First Logic
April 7, 2023 8
WCC
• WCC has the strength of IBM’s R&D, sales and marketing behind it
• Achieved strong growth rate of 140% between 2005 and 2006, and it was the largest selling CDI hub product in 2006
• IBM’s WCC has a strong customer base with good references and numerous strategic, multiphase rollouts in progress. Strong relationships with cleansing and third parties
• The experience and knowledge of IBM’s core personnel is often a differentiator with prospects, but IBM needs to ensure the availability of sufficient experienced implementation consultants to complement the success in license sales
• Large integrator following and resource polls High-volume B2C and hierarchies for B2B
April 7, 2023 9
Approaches to MDM
Matches andphysically stores a
consolidated view of master data
Updated after theevent and not
guaranteed up-to date. Authoring
remains distributed
No publish andsubscribe. Not used for transactions, but
could be used forReference
For Reporting,Analysis and
Central Reference
Consolidation Registry Coexistence Transaction
Matches and links tocreate a "skeleton"system of record
Physically stores theglobal ID, links to
datain source systems
and transformations
Virtual consolidatedview is assembleddynamically and is
often read-only.Authoring remains
distributed
RegistryMainly forReal-Time
Central Reference
Matches andphysically stores
consolidated view ofmaster data
Updated after theevent and not
guaranteed up todate. Authoring
remains distributed
Publishes theconsolidated view.
Not usually used fortransactions, butcould be used for
reference
CoexistenceFor HarmonizationAcross Databases
and for CentralReference
Matches andphysically stores the
up-to-dateconsolidated
view of master data
Supports transactionalapplications directly
— both new and legacy — typically through
service oriented architectureinterfaces
Central authoring ofmaster data
TransactionActs as System
of Recordto Support
TransactionalActivity
April 7, 2023 10
WCC – Transactional Approach
• Allows you to create an MDM system that can directly support transaction-processing requirements, including operation in an SOA environment
• Most examples of central-authoring-style MDM systems involve CDI at banking and insurance companies, where they are creating central customer profiles and integrating with operational systems, such as core banking and payment systems, as well as claims and policy management systems in insurance
April 7, 2023 11
MDM Location in Enterprise Architecture
Business Process Layer
ODS
Customer Profile
Data Mart
Busi
ness
Inte
lligence
MRD Authoring instanceA
pplic
ati
on
& D
ata
Service Channels BillingSystem
Campaign Management
3rd Party Data
CDW
UI for MRD
Inte
gra
tion
Layer Information Integration
Infrastructure DataQuality
ETL
Staging Area
Source system Interface Layer
Business Rules
Opera
tional
Data
Sto
re
Staging area for transformation and consolidation
Self Service Customer Portal
Reports / Dashboards Inbound Contact channels Agent AppIVR
Mast
er
Data
H
ub
Business Events
UI / Access Manager
MRD Transaction
instance
Customer Hub
Service LayerBusiness services
Business Process Composition Business Process Orchestration
Data services
EAI EII
Govern
an
ce a
nd
Secu
rity
Meta
data
April 7, 2023 12
MDM Reference Architecture
Data
Rules Engine
Rules of Visibility
Security
Busin
ess S
erv
ices
MatchingEngine
Rules for suspect
processing
Validation Engines
Transaction Audit Log
Data Standardiza
tion tools
WorkflowManagement
Engine
Central Hub
Inte
rface
for C
onfi
gura
tion
both
re
al tim
e a
nd b
atch
Data Warehouses & BI applications
External marketing database
Key Operation Systems: CRM,
SFA etc.
Data Stewards
April 7, 2023 13
Phased Approach to MDM Implementation
• Phase 1− A single unified view of customer with the usage and other
relevant data− Integrated Customer Hub implemented with customer profile
data mart for enhanced BI functionality
• Phase 2− A CDI hub is implemented with single unified view of customer
for other applications to query
• Phase 3− CDI with enhanced BI capabilities is synchronised with CDW for
analytical customer data
• Phase 4− CDI capability with full synchronization of standardized data
across the enterprise. Data is stored for multiple domains including customer and other essential master data
April 7, 2023 14
Phase 1
• Single unified view of customer with the usage and other relevant data.
• Integrated Customer Hub implemented with customer profile data mart for enhanced BI functionality
• Data Quality tool implemented to clean, de-duped and standardized data to customer hub and other referencing applications which leads to better consolidation of customer data and improve results
Support
ed
Applic
ati
ons
Inte
gra
tion
Layer
MRD Authoring instance
Applic
ati
on
& D
ata
BillingSystem
3rd Party Data
ODS
Customer Profile
Data Mart
Busi
ness
Inte
lligence
CDW
Opera
tional
Data
Sto
re
MRD -Transactional Instance
Campaign Management
Integration Channels
DataQuality
ETLStaging
AreaInterface Layer
Business Rules
Data Access Layer
Reports / Dashboards
1111 11
11
11 11
Service Channels
April 7, 2023 15
Phase 2
• A CDI hub is implemented with single unified view of customer for other applications to query .
• An end user interface for SMEs and data stewards for configuring data governance and data quality framework
• A unique customer identification that can be used for reference across the enterprise.
• A complete Integrated Customer Hub with a single version of the truth for authentic customer profile for other applications to query.
Customer Profile
Data MartCDW
Busi
ness
Inte
lligence
Support
ed
Applic
ati
ons
Inte
gra
tion
Layer
MRD Authoring instance
Applic
ati
on
& D
ata
BillingSystem
3rd Party Data
ODS
Campaign Management
Integration Channels
DataQuality
ETL/ EAI/EIIStaging
AreaInterface Layer
Business Rules
Data Access Layer
Reports / Dashboards
Customer Hub
CD
I
Ph
ase
2
11
221111
MRD -Transactional Instance
11
Service Channels
April 7, 2023 16
Phase 3
• CDI with enhanced BI capabilities is synchronized with CDW for analytical customer data
• Data services feed new applications for synchronized and efficient results
• An advanced business driven meta data model to enable relational linking of different customer data to enable cross sell capabilities
• Data services to help different new applications with accessibility & enrichment functionalities
• Reduced data redundancy with synchronization between DW and Customer Hub (CDI)
• Configurable data model based on history, lineage and other parameters for enhancing BI functionalities
Support
ed
Applic
ati
ons
Inte
gra
tion
Layer
MRD Authoring instance
Applic
ati
on
& D
ata
BillingSystem
3rd Party Data
Campaign Management
Integration Channels
DataQuality
ETLStaging
AreaInterface Layer
Business Rules
Data Access Layer
Reports / Dashboards
Customer Profile
Data MartCDW
Busi
ness
Inte
lligence
ODS
2A2A
11
11
33
Customer Hub
CD
I
Ph
ase
2
MRD -Transactional Instance
11 22
Data Services
Service Channels
April 7, 2023 17
Phase 4
• CDI capability with full synchronization of standardized data across the enterprise. Data is stored for multiple domains including customer and other essential master data.
• Full synchronized updated customer data across all systems including publishing the data to the external systems.
• Full operational support with updated customer profile data consolidated and integrated across all the systems.
• Enablement of Industries’ best practices of Information Management and SOA capabilities with completely normalized data and single version of truth across the enterprise
Reports / Dashboards
Inbound Contact channels Agent AppIVR
Inte
gra
tion
Layer
MRD Authoring instance
Applic
ati
on
& D
ata
BillingSystem
3rd Party Data
DataQuality
ETL/ EAI/EII
Staging
AreaInterface Layer
Data Access Layer
Mast
er
Data
H
ub
Business Events
UI / Access Manager
Customer Hub
CD
I
Data Service Layer
Customer Profile
Data MartCDW
Busi
ness
Inte
lligence
Inte
ract
ion
Ch
an
nels
Self Service Customer
Portal
44 44
4444
44
ODSO
pera
tiona
l D
ata
Sto
reMRD
Transaction Instance
11
Business Rules
2233
Service Channels
April 7, 2023 18
Customer Data Problem
• Today most companies have multiple repositories for customer data
• Inaccurate and incomplete view of the customer relationship
• Inability to understand the value of the customer
• Difficult to determine the correct product offer based on inaccurate customer data
• Inefficient customer service
Customer
Web Self-Service
IVRSelf-service
WirelessSelf-service
Call CenterDistributor
Real TimeAnalytics
DataWarehouse
ERP NewSystem
BillingFinancialsProduct
April 7, 2023 19
Customer
Web Self-Service
IVRSelf-service
WirelessSelf-service
Call CenterDistributor
Real TimeAnalytics
DataWarehouse
ERP NewSystem
BillingFinancialsProduct
IBM WebSphere Customer Center Overview
• Customer Data Integration (CDI) manages the complete master record for operational customer
• Capable of being the system of record – with full transaction processing and business logic capabilities
• Provides accurate and complete customer data to all operational business processes that require customer data− Improved and differentiated
customer service− Increased revenue via improved
cross-selling and event management
− Ability to persist ‘new’ customer data such as privacy preferences, events, and multi-channel interactions
− Regulatory compliance
April 7, 2023 20
WebSphere Customer Center Overview• At its core, a CDI Hub
is:− Customer master data− Business services for
maintaining master data
• WebSphere Customer Center™ is a transaction processor
• Designed to support multiple interfaces− Real-time− Middleware− Batch routines
WebSphere Customer CenterWebSphere Customer Center
CustomerMasterData
CustomerMasterData
BusinessServicesBusinessServices
Business ApplicationsBusiness Applications
Integration HubsIntegration Hubs
Batch JobsBatch Jobs
WebSphere Customer Center™ is a transaction-style CDI hub. In order to pre-package a significant number of business services, it is designed around a packaged data model. Both the business services and the model are designed to accommodate configuration and change.
April 7, 2023 21
Demographics
Relationships
Location
FinancialProfile
Privacy
Contract& Product
Events & Insight
Identification
DataStewardship
Party
Interaction
Roles
Person Organization
Customer Master Profile Design – a Party-Centric Model
Party-centric model:
•Party is the central entity
•A unique party is stored once
•Parties play one or more roles
•A party has relationships to other objects – contracts, locations, other parties, etc.
•Other ‘important concept’ objects have significant function
•Contract & product•Location•Groups & hierarchies
April 7, 2023 22
Customer Master Profile - Reference Data
Customer-centric Cross reference keys
History/Audit Data base
Account CrossReference Keys
Last Update Date & User
Source SystemData
TransactionAudit Log
Data Decay Meta Data
EffectivityDating
Application Meta Data
April 7, 2023 23
WebSphere Customer Center - Multiple Input, Multiple Output Design
Input key = Contract key
Request – inbound message Add New Contract (Account)
Contract ABC Data
Contract component data
Party profile
Location Data
Identifier Data
Contract 12345
Contract Component A
Contract Component B
Role: Account Owner
Home Address Identifier
Party: Jane Smith
Example – Build a party-centric master with account-centric processes
April 7, 2023 24
WebSphere Customer CenterBusiness Service Example
April 7, 2023 25
Interface Layer
XML Interface
Web Services
Java Object
Batch Transaction Processor
Event Manager / Evergreen
IBM WBI
WebSphere Customer
Center XML
File Formats
Real-tim
eB
atc
h
Web
Sp
here
C
usto
mer C
en
ter
Cen
tral
Tra
nsactio
n
Serv
er
Web
Sp
here
C
usto
mer C
en
ter
Fast T
rack
Tra
nsactio
n
Serv
er
COBOL Adapter
CICS Interface
Messaging Adapter
Composite Transaction Framework
XML
COBOL Copyboo
k
Flat File
Customer Parser
Custom Construct
or
Adapters / Interfaces
Message Queue
Notification Framework
Request
Response
Business Service Interface – Overview
April 7, 2023 26
Data Stewardship Application
• In the current product release the data stewardship UI supports the following functions:− Party Maintenance
• Party Search• Add Party• Party Maintenance
− Duplicate Suspect Processing• Suspect search• Compare suspect records• Collapse party records &
collapse parties with rules• Split party records• Mark parties as duplicates• Unmark parties as duplicates
− Hierarchy• Create hierarchy• Add nodes to hierarchy• Hierarchy maintenance
− Grouping• Create groups and add parties
to a group
April 7, 2023 27
Administration Services Application
• The Administration UI supports the following functions:
− Rules• Maintain Rules of
Visibility• External Validation Rules
− Metadata• Maintain Data
Associations
− Code Tables• Maintain Code Tables• Edit Error Messages
− Security• Manage User Groups• Maintain Transaction
Associations
− System• Transaction Audit Log• Extension Framework
April 7, 2023 28
WebSphere Customer Center Overview
• WebSphere Customer Center is a service-oriented business application (SOBA)
• WCC Central transaction server• 100% service oriented – every function is a
business service to maintain the master customer profile
• Integrated with business logic components that govern the behavior of a business service
• Data quality – detection of duplicate parties, data validation rules
• Business rules – event detection, critical data change management
• Privacy & data security – manage user/role access to data at a granular level
• WCC applications• Data stewardship UI – managing data and
data quality within WCC customer master profile
• Administration UI – WCC configuration and administration capabilities
• Event Manager / Evergreen – time-based triggering of data quality and event management processes
• Batch transaction processor – processing batch files
WebSphere Customer Center™
Central Transaction Server
WebSphere Customer Center Applications
Action Manager CDI Business Services
Integrity ManagerData Quality Management
Intelligence Manager Business
Rules & Event Detection
Intelligence Manager Data Access
&Governance Rules
Knowledge
Customer Master Profile
Serv
ice Inte
rface
sData
Stewardship &
Administration
User Interfaces
EventManager & Evergreen
Batch Transactio
n Processor
April 7, 2023 29
IBM WebSphere Customer Center
• The most experience - numerous proven high volume Customer Data Integration (CDI) implementations
• Ranked as leader by industry analysts• The most complete CDI application available to the
market - significant out-of-the box CDI application functionality
• Enables any CDI strategy - simple or the most complex – or anything in between
• Begin with our proven rapid start implementation• Evolve to any level of complexity and scale using
the same platform, technology and skills