Notes On Single View Of The Customer

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

April 7, 2023 30

More Information

Alan [email protected]