Notes on Single View of

the Customer

Alan McSweeney
Objectives

• Providedetails on approach to implementing Single

View of the Customer (SVC)

November 26, 2009 2

IBM Infosphere

• IBM Infosphere (formerly Websphere Customer Center)

• Partof the IBM master data management (MDM) family

of products

November 26, 2009 3

Gartner Rating of Customer Data Integration Hubs

November 26, 2009 4

The Forrester Wave Customer Hubs, Q4 2006

November 26, 2009 5

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

November 26, 2009 6

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
November 26, 2009 7
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
November 26, 2009 8
Approaches to MDM
Consolidation Registry Coexistence Transaction

Matches and Matches and links to Matches and Matches and

physically stores a create a "skeleton" physically stores physically stores the
consolidated view of system of record consolidated view of up-to-date
master data master data consolidated
view of master data

Updated after the Physically stores the Updated after the Supports transactional
event and not global ID, links to data event and not applications directly
guaranteed up-to date. in source systems guaranteed up to – both new and legacy –
Authoring and transformations date. Authoring typically through service
remains distributed remains distributed oriented architecture
interfaces
Virtual consolidated Publishes the
No publish and view is assembled consolidated view. Central authoring of
subscribe. Not used for dynamically and is Not usually used for master data
transactions, but often read-only. transactions, but
could be used for Authoring remains could be used for
Reference distributed reference

Transaction
Coexistence Acts as System
Registry For Harmonization of Record
For Reporting, Mainly for Across Databases to Support
Analysis and Real-
Real-Time and for Central Transactional
Central Reference Central Reference Reference Activity
November 26, 2009 9
WCC — Transactional Approach

• Allowsyou 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

November 26, 2009 10

MDM Location in Enterprise Architecture

Reports / Self Service Customer Portal

Dashboards IVR Inbound Contact channels Agent App

Business Process Composition Business Process Layer Business Process Orchestration

Governance and Security

Business services Service Layer Data services

Customer UI / Access Manager

Master Data Hub

Operational

Intelligence
Data Store

Profile
Business

ODS CDW

Metadata
Data Mart Business Events

Customer Hub MRD Transaction

instance

Staging Area
Integration

Information Integration Infrastructure

Layer

Staging area for Business

Data Source system
ETL EAI EII transformation and Rules
Quality Interface Layer
consolidation
Application
& Data

UI for MRD MRD Authoring Billing Campaign 3rd Party

instance Service Channels Data
System Management

November 26, 2009 11

MDM Reference Architecture
Data Stewards
Data

Data
Warehouses &
BI applications

Data
Interface for Configuration both real

Validation Matching
Standardiza

Business Services
Engines Engine
tion tools
External
time and batch

marketing
Rules for database
Rules
Security suspect
Engine
processing

Transaction Workflow Key Operation

Rules of
Audit Management Systems: CRM,
Visibility
Log Engine SFA etc.

Central Hub

November 26, 2009 12

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

November 26, 2009 13

Phase 1

Applications
Supported
Campaign
• Single unified view of Management
customer with the
usage and other
relevant data. Integration Channels 1 Reports / Dashboards

Customer
• Integrated Customer MRD -

Intelligence
Profile

Operational
Hub implemented

Data Store
CDW

Business
Transactional
ODS Data Mart
with customer profile Instance

data mart for 1 1

enhanced BI
functionality
1 1 1
• Data Quality tool
implemented to clean,
de-duped and
Integration

Data Access Layer

standardized data to
Layer

Staging Business
Data
customer hub and ETL
Quality Interface Layer Area
Rules
other referencing
applications which
leads to better
Application &

consolidation of
Data

customer data and

improve results MRD Authoring
instance Service Channels
Billing 3rd Party
System Data

November 26, 2009 14

Phase 2

Applications
Supported
Campaign
Management
• A CDI hub is
implemented with single
unified view of customer
for other applications to Integration Channels 1 Reports / Dashboards
query .
Customer
MRD - Customer Hub

Intelligence
Profile
• An end user interface for CDW

Business
Data Mart Transactional

Phase 2
SMEs and data stewards

CDI
Instance
for configuring data
governance and data ODS
quality framework

1 2
• A unique customer 1 1
identification that can be
used for reference across
the enterprise.
Integration

Data Access Layer

Layer

Staging Business
Data Rules
ETL/ EAI/EII
• A complete Integrated Quality Interface Layer Area
Customer Hub with a
single version of the truth
for authentic customer
Application &

profile for other

Data

applications to query.
MRD Authoring Billing 3rd Party
instance Service Channels System Data

November 26, 2009 15

Phase 3

Applications
Supported
Campaign
• CDI with enhanced BI capabilities Management
is synchronized with CDW for
analytical customer data

• Data services feed new Integration Channels 1 Reports / Dashboards

applications for synchronized and
efficient results
3
• An advanced business driven Customer MRD - Data Services
meta data model to enable Transactional

Intelligence
Profile CDW
relational linking of different

Business
Instance 2A
Customer Hub

Phase 2
Data Mart

CDI
customer data to enable cross sell
capabilities

• Data services to help different

new applications with
accessibility & enrichment
functionalities ODS 2
1 1

• Reduced data redundancy with

Integration

synchronization between DW and Data Access Layer

Layer

Customer Hub (CDI) Staging Business

Data Rules
ETL
Quality Interface Layer Area
• Configurable data model based on
history, lineage and other
parameters for enhancing BI
functionalities
Application &
Data

MRD Authoring Billing 3rd Party

instance Service Channels System Data

November 26, 2009 16

Phase 4

Interaction
Channels
• CDI capability with full Reports / Self Service Inbound Contact
synchronization of Dashboards Customer Portal IVR channels
Agent App
standardized data across the
enterprise. Data is stored for
multiple domains including 4 4
customer and other essential
master data. Data Service Layer

4 4
• Full synchronized updated
customer data across all Customer UI / Access Manager

Master Data Hub

systems including publishing
Operational

Intelligence
Data Store
Profile CDW

Business
the data to the external ODS
Data Mart Business Events
systems.

CDI
MRD
Customer
Transaction
Hub
• Full operational support with Instance
updated customer profile 1 3 2
data consolidated and
integrated across all the
Integration

systems. Staging
Layer

Data Access Layer Business

ETL/ EAI/EII
Data
Area Rules 4
Quality Interface Layer
• Enablement of Industries’
best practices of Information
Management and SOA
capabilities with completely
Application &

normalized data and single

version of truth across the
Data

enterprise MRD Authoring Billing 3rd Party

instance Service Channels System Data

November 26, 2009 17

 Customer
Customer Data Problem

• Today most companies have Wireless

Call Center
Distributor
multiple repositories for Self-service

Web Self- IVR

customer data Service Self-service

• Inaccurate and incomplete

view of the customer
relationship Real Time
Analytics
Data
Warehouse

• Inability to understand the

value of the customer
• Difficult to determine the
correct product offer based on
inaccurate customer data ERP New
System
• Inefficient customer service Financials Billing
Product

November 26, 2009 18

IBM WebSphere Customer Center Overview
Customer
• Customer Data Integration (CDI)
manages the complete master Wireless
Call Center
record for operational customer Self-service Distributor

• Capable of being the system of Web Self- IVR

record — with full transaction Service Self-service

processing and business logic

capabilities
• Provides accurate and complete
customer data to all operational Real Time
Analytics
Data
Warehouse
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, ERP New
and multi-channel interactions System
− Regulatory compliance Financials Billing
Product
November 26, 2009 19
WebSphere Customer Center Overview
• At its core, a CDI Hub is:
− Customer master data
− Business services for Business Applications WebSphere Customer Center
maintaining master data
• WebSphere Customer Customer
Integration Hubs Business
Center™
Center™ is a transaction Master
Services
processor Data
• Designed to support multiple Batch Jobs
interfaces
− Real-time
− Middleware
− Batch routines
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.

November 26, 2009 20

Customer Master Profile Design — a Party-Centric
Model
Location Demographics
Party-
Party-centric model:
• Party is the central entity Interaction Relationships

• A unique party is stored once

Party
• Parties play one or more roles Roles
Privacy

• A party has relationships to other

objects — contracts, locations, other Person Organization
Financial
parties, etc. Contract
& Product Profile

• Other ‘important concept’ objects

have significant function
Data
•Contract & product Events & Insight Stewardship

•Location Identification

•Groups & hierarchies

November 26, 2009 21

Customer Master Profile - Reference Data
Customer-centric
Cross reference keys
History/Audit Account Cross
Data base Reference Keys

Last Update Source System

Date & User Data

Transaction Data Decay

Audit Log Meta Data

Effectivity Application
Dating Meta Data

November 26, 2009 22

WebSphere Customer Center - Multiple Input, Multiple
Output Design
Example — Build a party-
party-centric master with account-
account-centric processes
Request — inbound message Add Contract Contract
New Contract (Account) Component A Component B

Input key = Contract key Role: Account Owner

Contract ABC Data Party:

Jane Smith
Contract component data
Contract
Party profile 12345
Location Data
Identifier Data

Home Address Identifier

November 26, 2009 23

WebSphere Customer Center
Business Service Example

November 26, 2009 24

Business Service Interface — Overview
Interface Layer

Adapters / Interfaces File Formats

WebSphere Customer
Transaction Server
Center Central
XML Interface Messaging
Adapter
WebSphere Composite
Customer Center Transaction
Real-time
Real-

XML Framework
Request Web Services IBM
WBI XML
Response
COBOL Flat File
Java Object Event Manager /

WebSphere Customer
Copybook

Transaction Server
Evergreen

Center Fast Track

COBOL CICS
Adapter Interface Customer Custom
Parser Constructor
Batch

Batch Transaction
Processor

Message Notification
Queue Framework
November 26, 2009 25
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

November 26, 2009 26

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
November 26, 2009 27
WebSphere Customer Center Overview
• WebSphere Customer Center is a service-oriented WebSphere Customer Center™
business application (SOBA)
Central Transaction Server
• WCC Central transaction server
• 100% service oriented — every function is a business Action Manager
service to maintain the master customer profile CDI Business Services
• Integrated with business logic components that
Integrity Manager

Service Interfaces
govern the behavior of a business service
Data Quality Management Knowledge
• Data quality — detection of duplicate parties, data
validation rules Customer
• Business rules — event detection, critical data Intelligence Manager Master
change management Business Rules & Event Profile
• Privacy & data security — manage user/role access to Detection
data at a granular level
Intelligence Manager Data
• WCC applications Access &
Governance Rules
• Data stewardship UI — managing data and data
quality within WCC customer master profile
• Administration UI — WCC configuration and
administration capabilities Data Event Batch
Stewardship & Manager & Transaction
• Event Manager / Evergreen — time-based triggering Administration Evergreen Processor
of data quality and event management processes User Interfaces
• Batch transaction processor — processing batch files WebSphere Customer Center Applications

November 26, 2009 28

IBM WebSphere Customer Center

• Themost experience - numerous proven high volume

Customer Data Integration (CDI) implementations
• Ranked as leader by industry analysts
• Themost complete CDI application available to the
market - significant out-of-the box CDI application
functionality
• Enablesany 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
November 26, 2009 29
More Information

Alan McSweeney
alan@alanmcsweeney.com

November 26, 2009 30