nonna milmeister

ENABLING DATA MIGRATION AND IMPROVED CUSTOMER EXPERIENCE THROUGH DATA

QUALITY ENHANCEMENT

Nonna Milmeister

Group Manager, Enterprise Data Quality (EDQ)

Telstra

March 2011

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2`

CONTENT

About Telstra and data migration project 11

About Enterprise Data Quality Group 12

Stream 1 Data Quality Enhancement and Consolidation 14

Stream 2 IQ architecture and Optimisation 17

Stream 3 Data Governance and Prevention 19

Benefits Achieved 24

Best Practices Learned 25

Page

Australia’s leading telecommunicationsand information services company

“To improve the waypeople live and work”

Full range of products & services

Vast geographicalcoverage

Many millions ofAustralian customers

Sales Revenue*

$24.8Billion

EBIT

$10.8Billion*Figs as at 30 June 2010

CALLS IN OURCONTACT CENTRESEACH DAY

300,000

23,000 CUSTOMER SERVICEJOBS A DAY

Customer driven culture

11`

TELSTRA AND CONSUMER CUSTOMER MIGRATION

Telstra is Australia’s largest telecommunications and information services company.

Telstra employs approximately 36,000 people.

Telstra has undertaken a large scale data migration project to progressively migrate Consumer Customers to new CRM and Billing Systems.

This project involved migrating more than 11 million customers from multiple customer and product systems, including fixed, internet, mobiles and PayTV.

To support this effort the Enterprise Data Quality Group (EDQ) was engaged to establish a data quality enhancement project to enhance and consolidate data.

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ENTERPRISE DATA QUALITY GROUP – OUR ROLE

TelstraStrategy

InvestSatisfyGrow

Profitable revenue growth

Corporate Brand & Image

Innovation & Products

Operational Excellence

Customer Service & Satisfaction

Strategic Imperatives EDQ Key Functions

Data Matching

Data Alignment

Data Optimisation

DQ Metrics

Data Analysis

Partnership

EDQ Role

Deliver improvements in key data areas impacting operational effectiveness, customer satisfaction, migration, and accuracy, useability and confidence of data in both legacy and strategic systems.

Customer

Address

Product and Discounts

Cross Systems Alignment

Legal and Regulatory

DQ Scorecard and Partnership

13`13

LEGACY SYSTEMSLEGACY

SYSTEMS

11M+ customers

1,600+ source data

items

THE DATA QUALITY JOURNEYEnabling data migration & improved customer experience through Data Quality enhancement

1. Data Quality Enhancement & Consolidation

2. IQ Architecture & Optimisation

3. Data Governance & Prevention

STRATEGIC SYSTEMS

STRATEGIC SYSTEMS

CRMCRM

BillingBilling

Single CRM and Billing

system for all product types

14`14


SYSTEMS

11M+ customers

1,600+ source data

items


1. Data Quality Enhancement & Consolidation

STRATEGIC SYSTEMS

STRATEGIC SYSTEMS

CRMCRM

BillingBilling



The Challenge

Develop a single customer identity from data spread across multiple systems for same customer for different products (fixed, mobile, etc).

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STREAM 1 - ENHANCEMENT AND CONSOLIDATION

Identified and consolidated the best point of truth data to build a single, enriched customer Golden Copy.

• Utilised Direct Marketing Campaigns and external points of truth to enhance and supplement customer data.

• Built sophisticated matching and merging capability.

• Created a state of the art, web based portal for manual verification and optimisation of customer records.

• Established a virtual team (Business, IT, Migration, Marketing and Customer Communications).

• Utilised regular data extracts and infrastructure developed for data migration to perform data analysis and optimisation activities.

• Integrated learnings into CRM architectural design and improved data definitions, standards and business rules for single customer identity.

Key Achievement:

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ON-LINE DATA PORTAL

17`17


SYSTEMS

11M+ customers

1,600+ source data

items


2. IQ Architecture & Optimisation

STRATEGIC SYSTEMS

STRATEGIC SYSTEMS

CRMCRM

BillingBilling



The Challenge

Transform data held in multiple systems, with different data structures & formats into quality migration ready data to be moved to strategic CRM and Billing systems.

18`

STREAM 2 - IQ ARCHITECTURE AND OPTIMISATION

Key Achievements:

Completed data mapping from legacy to strategic data models, and established business rules and definitions.

Optimisation, enhancement and survivorship of data to align to strategic IT & process architecture.

Developed a data mapping methodology and process to identify points of truth, and establish business rules and definitions.

Data mapping application designed and built in-house.

Mapped more than1,600 data attributes to deliver complete and accurate data profile for migration to CRM and billing systems.

Facilitated Data Architecture design workshops to drive best practice data capture in new systems and provided optimal data definitions for target data model.

Designed, built and implemented an automated process to match addresses and allocate address ID’s.

More than 50 mini data optimisation projects managed simultaneously and timed to achieve the maximum benefit for each migration event.

Improved on-line work instructions and information provided to customer facing staff to deliver sustainable solutions in the new systems.

19`19


SYSTEMS

11M+ customers

1,600+ source data

items


3. Data Governance & Prevention

STRATEGIC SYSTEMS

STRATEGIC SYSTEMS

CRMCRM

BillingBilling



Data Policies, Data Councils, Data Stewards, Metrics, Continuous Improvement, DQ Awareness & Training

20`

STREAM 3 - DATA GOVERNANCE AND PREVENTION

Key Achievements:

Engaged an Executive Champion to lead Data Governance.

Partnered with other Business Units to establish corporate-wide Data Governance.

Established Data Stewardship across key data domains and all Business Units.

Continued development of Data Quality scorecards to measure and control DQ health.

Designed and implemented mandatory ‘Information Quality’ on-line training for all Telstra employees.

Continuous improvement and next steps.

21`

DATA GOVERNANCE CORPORATE MODEL

Operational Data Stewards are Process and Information SMEs responsible for operational data management activities within their area and assisting Domain Data Stewards.

Domain Data Stewards are Business SMEs who are responsible for data within defined data domains based on business needs.

Data & Information Governance Forum - The Strategic Data Stewards are GMD delegates responsible for overseeing the management of information corporately. They represent the entire business, have authority to make corporate decisions across business units & processes, and form the Information Governance Board

Executive Sponsors – essential champions providing support and endorsement.

Informal Data Stewards:We ALL have an important role to play in maintaining and improving the quality of Telstra’s information assets.

22`

TELSTRA ON-LINE TRAINING COURSE

23`


Data Policies, Data Councils, Data Stewards, Metrics, Continuous Improvement, DQ Awareness & Training

LEGACY SYSTEMS

The Challenge

Develop a single customer identity f rom data spread across multiple systems for same customer for dif ferent products.(fixed, mobile, etc)

Achievement

Identif ied & consolidated the best point of truth data to build a single, enriched customer Golden Copy.

Data Quality Enhancement & Consolidation

STRATEGIC SYSTEMS

11M+ customers

14M+ billing accounts

21M+ services

291 tables

1,600+ source data items

3,285 data f ields

The Challenge

Transform data held in multiple systems, with dif ferent data structures & formats into quality migration ready data to be moved to strategic CRM and Billing systems.

Achievement

Completed data mapping f rom legacy to strategic data models, & established business rules & def initions.

Optimisation, enhancement & survivorship of data to align to strategic IT & process architecture.

IQ Architecture & Optimisation

Data Governance & Prevention

6.5% more single customer identities

Optimised 10% of data to create golden copies

Enriched 4.7% of customer data from best points of truth

Addresses validated against point of truth &

ID allocated

Mapped 1600+ data attributes to deliver integrated profile for

migration

21M instances of consolidation, enhancement,

survivorship to align to new structures

CRM

Billing

Single CRM & Billing system for all

product types

Improved single bill & bundling options

More targeted marketing & up sell

opportunity

Addresses high useability for

emergency service organisations

24`

KEY BENEFITS

Data optimisation decreased the number of customer migration roll-outs required which in turn reduced the system outages required for data migration.

Cost savings were realised when customers moved to a Single bill as a result of consolidated Single customer identity.

Reduced time for order activation and resolution of customer queries.

More holistic view of customer data enabled more targeted product offerings and bundles increasing customer satisfaction and improving competitive position.

Improved on-line capabilities leading to increased take-up rates.

Contributed to Telstra’s vision “To improve the way people live and work”.

25`

LESSONS LEARNED

Culture change should be at the forefront of everything. Always look for opportunities to influence people, process and system design.

Foster co-operation between Business, IT and vendors. The strength of these relationships can really make a difference.

Start data enhancement project before you start migrating customers.

Identify people with the right skills and knowledge as early as possible and bring them into the project as part of the virtual team.

Always plan ahead – start thinking about new world systems, processes and governance.

Celebrate and publicise your successes!!

Please vote for Telstra.

You are voting for people who put their hearts and minds into being the customer champions!

nonna milmeister

Documents

improved customer

single customer

data governance

iq architecture

data migration

business units

product types

line training