NorCal – TCA Customer Alignment June 15, 2006
Michele Dour
Director, Order Management
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Aspect Software
• Worlds largest company solely focused on the contact center industry.
• Sept. 2005 Merger - Concerto Software and Aspect Communications
• Market leaders in Work Force Management and Outbound dialing
• Total pro forma combined revenue in excess of $600M• 5000 customer sites in 54 countries
Two thirds fortune 50 in financial, transportation, insurance, telecommunications, retail, outsourcing and government
9 of top 10 telecommunications, 9 of top 10 commercial banks, 9 of top 10 airlines
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The Vision – A Perfect World
A very satisfied Aspect Customer Orders book same day, ship
complete and are delivered on time.
Customers pay on time More time generating new
business and less time reconciling old business
Provide scalable solutions for managing future business
Provide seamless reporting to leverage customer data across the organization
It is easy for Aspect to do business with Aspect
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Systems Architecture
LMS System
Marketing DataBase
CustomerAgreements(Access &
Papervision)
Clarify
Siebel
Salesforce.com
Customer OrderSchedule
Statement ofWork
Quote ModuleSales Online
OrderManagement
Module
Sales OrderPacking List
ProjectAccounting
Module
Project
ProcurementModule
DocumentsPurchase
Requisitons
Support ContractsRenewals
ReceiptsInventory
ServiceContracts
Module
AccountsReceivable
InvoicesStatements
TCA CustomerMaster
AdvancedPricing
Configurator
BOMS
Item Master
Install Base
OrderManagement
Module
Sales OrderPacking List
ProcurementModule
DocumentsPurchase
Requisitons
Support ContractsRenewals
ReceiptsInventory
ServiceContracts
Module
AccountsReceivable
InvoicesStatements
Oracle 11i TransactionApplications
Oracle 11i DataApplications
TCA CustomerMaster
AdvancedPricing
BOMS
Item Master
Install Base
AQS Quote Module
CCT Quote Module
Customer OrderSchedule
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Customer Master Initiative - A Simple Concept?
• Build a foundation for a world class customer information data base.
• A unified customer view to gain, maintain and service better than the competition
• Develop a customer architecture to enable seamless customer interactions across the enterprise.
• Unify business rules across platforms and lines of business.
• Create a robust business model to enable strategic reporting and analysis
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Customer Master Initiative – The Approach
• Assemble a cross functional team Representatives from each strategic LOB Representatives could operate at both a strategic and execution able
level
• Engage appropriate internal and external subject matter experts to facilitate best business practices methodology.
• Empower the functional lines of business to own the data and drive process change.
• Address business processes, data values and tool functionality in an end to end process model
• Adopt a phased implementation roadmap
• Develop an ongoing data governance and stewardship culture
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Goals
1. Build a foundation for a world class customer data base2. Align the customer master with Oracle’s TCA architecture3. Standardized the naming conventions & address protocols across
integrated applications4. Empower Aspect’s functional lines of business to drive process
change and alignment5. Conduct conference room pilot6. Perform clean-up and consolidation of the customer records in
production7. Research (automated) methods and solutions available to capture
and eliminate erroneous records8. Appoint champions in the LOB’s to ensure ongoing data quality9. Implemented data quality dashboard for ongoing data management 10.Obtain executive sponsorship, commitment and funding
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A Phased Approach – Define Customer Roadmap & Strategy
Define CustomerRoadmap & Strategy
Business ReqData Models
Source of TruthProof of Concept
Culture & EnvironmentReadiness
Data ProtocolsDQM Council
CRPEducation
Cleansing & Analytics
PreparationDiagnosis
Production Clean-upEducation
Data QualityData Profiling
Data MonitoringData Augmentation
Data Integration
Data Management& Governance
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The Challenges
The Culture Recognizing the problem and the associated costs
Customer Sat Operational Efficiency Business Optimization
Overcoming the myth That it is an technology tool issue That it is an IT reporting issue That we are experts and can do this ourselves
Recognizing and making the investment Time Talent Funding
Widely differing cross functional perspectives on customer data and the size of the ocean
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The Challenges
Data Variety of data models
Customer structures are not consistent with how the business should run Models based on historic billing account structure vs. TCA
Duplicate data Duplicate data exists in customer and address records Duplicate data exists in one system and also across systems
Cumbersome Users unable to do fuzzy match Users fumbling through multiple records to process transactions – sift through too
many records Lack of standard naming conventions - “TBDCY Factor” Undefined relationships
Process Undefined (data entered casually from many sources) Multiple points of data penetration Silo’s among functional groups and systems
• Customer They keep buying and selling themselves
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Customer Master Initiative Structure
Project Sponsor
CIOVP Finance
Program Manager – Michele DourProject Manager
Chair: IT
MarketingSupport Sales
FinanceOM
Sales OperationsSupport Delivery
Education ServicesProfessional Services
DQM Council
Project Managers
Customer Architect Data Research Specialist 100%Data Research Specialist 100%
– IB Move Specialist– IB Move Specialist
Core Team
ContractsSales Credit & CollectionsIT Business AnalystTechnical Support Subject Matter Advisors
Extended Support Teams
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Gaining Cross Functional Consensus
• Leveraged SPG’s BP2A methodology
• Focus on processes, key activities and key data elements by functional lines of business
Customers
Manage Prospects and Customers Add-on Sales
Activities
Monitor Order Management Activities
Build and Maintain Customers
Provide Customer Service
Process Decomposition and Flows
Manage Key Customers Profitability
Reports
Manage and Monitor
Responsibilities or Relationship
Manager
Assign Account Manager to
Each Account
Monitor Account Manager
Performance
Perform Periodic
Customer Credit Review
Define Annual Business Plan
for Key Customers
Leverage ERP Pakage
functionalities to Support Customer
Relationship
Manage and Maintain Customer
Credit Profile
Manage Service
Delivery and tracking
Provide Field Support and
Service
Monitor Customer
Satisfactions
Process Transactions and Inquiries
Manage Product Recalls
Manage Product Repairs
Manage Warranties and
Renewal
Leverage ERP Package
functinalities to manage service
delivery
Business Groups Sales and MarketingOperations -
Revenue Management
Credit and Collections
Service Contracts and Support
Manage Competitive
Market Intelligence
activities
Develop Alliance and Partnership
Conduct Customer
Satisfaction Surveys
Leverage relevant ERP
Package functionalities
Manage Sales and Marketing
Collateral
Manage Sales and Marketing Trade Events
activities
Manage product
Education and Brand
awareness activities
Manage company and
brand awareness activities
Process Quotes
Process Orders
Manage Customer Price
List
Maintain Customer/Order Data
Review and Manage
Prospect and Customer
Credit Profile
Manage and Track Orders
Manage Backorders
Manage Returns and Exchanges
Key Activities
Key Elements
Touchpoint Focus
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Data Quality Council - Role
• Govern policy, protocols and data models
• Act as strategic change agents and advocates
• Assume stewardship role driving data quality and integrity across the enterprise
• Architectural review and oversight related to core data models and processes
• Communication and education champions within LOBS
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The Secret to Our Success
• Appointed business champions Create vision and lead change Understand the problems and realize the benefits Understand and can articulate the importance of the initiative from a
business perspective.
• Broke down silos Built a cross functional team DQM Council
• Understood issues impacting data were people, processes and tools• Invested time and resources up from on discerning business
requirements and business process needs• Executive sponsorship and timing• Established goals and scope – What are we solving for?• Adopted a phased approach – Don’t boil the ocean• Emulated best practices approach
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Lessons Learned
• Customer data quality is more about enterprise wide consensus and process than technology.
• Everyone in your organization is a steward of customer data.
• Customer data integration is a journey, not a destination • Don’t wait until you feel 100% comfortable to take the
first step start small, align with strategic goals and build upon success.
• You are the experts about your customers. • Beware of “Perfection Paralysis” - There are reasons we
have add and edit buttons• The TCA Architecture is a solid solution when a best
practices model is followed • Beware of Scope Creep…
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Reaping The Benefits – Quote to Cash
• Sales Increased accuracy of standard search functionality Reduced Quote Administration time by 5 – 10 minutes per quote for
major enterprise and channel partner deals Leverage 360 degree view of customer relationships and transactions –
Sales Online
• Order Management Reduced redundant updates to orders (15% occurrence) Significantly reduced billing issues due to multiple bill to addresses and accounts Streamlined queries and reporting
• Invoicing & Cash Collections Minimized manual invoice requirements to provided unified front to customer Ease of Cash application (1 account versus multiple)
• Support Sales and Install Base Reduce manual IB and support contract moves associated with duplicate / non
install base record id’s and locations
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Questions & Answers