As above figure depicts, building a customer data
hub requires both bulk data movement from ERP, CRM and other
operational systems as well as transaction level data validation and
customer master management from the customer touch points.
In reality, most data is
generated by the operational systems, such as an SAP R/3 system or a
Siebel application. Customer name and address data will be maintained
by the various operational components that need to communicate with the
customer. These systems perform tasks such as invoicing, campaign
execution and shipping – each of which provide customer touch points
that can aggregate more customer information. One approach for
maintaining data integrity would be to attack the problem at the
operational system level. This seems to be a practical approach. After
all, operational systems are the place where detailed transactions are
completed. However, these applications are dedicated to performing one
function that represents specific business requirements. The data
collected in this environment is a by-product of the transactions that
have been executed, and for the most part, the applications found here
are not integrated with any other applications. Furthermore, each
application is its own standalone environment and is optimized for the
particular needs of the application. While this data is optimized for
the operational system, to fully understand your customer, you need to
consolidate that data, by customer, into a single customer-centric
database.
The goal of CDI is to provide the best information from the
combination of the customer systems. By combining the systems, you know
the customer at each touch point across every line of business. This
requires an accurate, coherent customer view.
Specifically, the goal is to:
 Resolve customer data duplications and ambiguities throughout the entire enterprise. Supplement gaps in the knowledge of customers from external sources. Support customer data extraction and creation of an integrated customer database |
No comments:
Post a Comment