Implementa procesos de calidad de datos para obtener visibilidad de 360 grados del consumidor.
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Transcript of Implementa procesos de calidad de datos para obtener visibilidad de 360 grados del consumidor.
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Making Salesforce Your Single Customer View.
Fernando Ruiz – Sales SpecialistWednesday, 9th November 2016.
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Cloud BI Tools(e.g. SF Wave)
Internet of ThingsMicro Apps
Firewall
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The Cloud Continuum. The March Is On…Where does your business sit??
100% Behind
the Firewall
100% Cloud
Cloud is niche
Core IT Architecture
We Need a Plan
Scale & Grow
All customers are heading the same way – and quickly in most cases!
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My ‘Top 10’ tips for Cloud Integration
• Find the initial need – fund that, deploy that and grow.• Have a strategy.• Predict the need as best you can…• Betting the mortgage.• Cloud integration is ‘mission critical’ and needs 24x7 support.• The market is moving rapidly.• Customer requirements evolve mid-project.• Hybrid is critical – very few ‘pure-play’ cloud architectures.• Cloud integration is only one element of the need.• Avoid the ‘technical trap’.
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Making Salesforce your single customer view….
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A Single Customer View….why it’s crucial.
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You probably hold your data in various containers...
Point of Sale
Salesforce
Other CRMs
ERP/Finance
Service Platforms
Loyalty Platforms (s)
Various Databases
Web interactions
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It’s a common problem – with common issues…
• Masses of duplicate customer records.• P Turton; Phillip Turton, Philip Turton, Phil Turton, PA Turton
• Customer purchases through various channels.• And under different customer duplicate records.
• Customer issues/complaints.
• Invoice/Billing challenges AND bad debtors.
Upsell/cross-sell becomes almost impossible to influence.Just keeping your customers happy may be the primary concern!
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Companies
Core Problem: Data Degrades
• 240 businesses will change addresses
• 150 business telephone numbers will change or be disconnected
• 112 directorship (CEO, CFO, etc.) changes will occur
• 20 corporations will fail • 12 new businesses will open
their doors
Source: D&B, US Census Bureau, US Department of Health and Human Services, Administrative Office of the US Courts, Bureau of Labor Statistics, Gartner, A.T Kearney, GMA Invoice Accuracy Study
• 5,769 individuals in the US will change jobs
• 2,748 individuals will change address
• 515 individuals will get married
• 263 individuals will get divorced
• 186 individuals will declare a personal bankruptcy
Individuals Products
• On average 20% duplicates in product data
• 90% of new product introductions fail
• Retailers lost 40 billion or 3.5% of total sales lost each year due to item info inefficiencies
• 60% error rate for all invoices generated
In one hour… In one hour… In one year…
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Can I improve contact center efficiency?
Why can’t I see the quality of all the data in one place?
Why do I have conflicting marketing attribution reports and ROI analysis?
I need better data, not more data?
How can we improve customer experience and reduce churn?
How do I identify the best opportunities?
Customer Service
DataSteward
Sales
Marketing
BusinessUser
Data Analyst
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Salesforce can be your customer master record!
Point of Sale
Other CRMs
ERP/Finance
Service Platforms
Loyalty Platforms (s)
Various Databases
Web interactions
Trade/Channel
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When you get a complete view of your customers...
Increase Your Revenues
• Improve pipeline conversion
• Expand cross/up-sell• Help plan/execute
M&A
$$$Reduce Your
Business Risk• Credible forecasts• Trusted reporting• Visible ROI• Improve adoption
EnsureCustomer Success
• Increase customer retention
• Avoid incident escalation
• Deepen relationship through account insights
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My argument is that this should be the goal.….
• All your customer-related data connects to Salesforce to create your ultimate source of customer truth….
• You master the data to create a single customer view.• Whilst maintaining the history and roots of that data.
• The data quality is tackled in Salesforce – the right telephone #, address, email convention.
• Point of entry duplication is eliminated – creating uncontaminated data across the platform.
• Data quality processes check consistency and are measured on an on-going basis.
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Step One – Integrate Your Data Sources.
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As we’ve discussed previously…it’s complicated.ConnectedEmployees
ConnectedPartners
ConnectedProducts
ConnectedDevices
ConnectedChannels
Sales MarketingService
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Integration is always the first step…
Connecting the data has never been easier with Informatica.
• Connect the data sources to Salesforce.• In batch uploads or in real-time.
• “Out of the box” connectors for standard packages.
• SOAP/REST and other API options where you need it.
• Popular connections to Salesforce include the likes of:• ERP platforms (SAP/MS/Oracle).• Customer databases• Marketo and other marketing applications.
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Step 2 - Cloud MDM for Salesforce.
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What is Cloud Customer 360 (CC360 for short)…
• The market leading ‘Master Data Management’ tool for Salesforce.
• Deployed as a force.com application.
• Implemented frequently across the Salesforce customer base.• Commonly at the start of a project.
• Ensuring clean data from the get-go.• Consolidating and cleaning data from old data sources.
• Or implemented when data becomes a major challenge….• Duplicates out of control.• Multiple Salesforce platforms.• Complex customer heirachies.
Key features include the following….
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• Point of Entry Duplicate Protection
• Fuzzy Matching Engine• Native Merge Functionality• Advanced Lead Conversion• Advanced Hierarchy
Management• Multi-dimensional
Visualization• Multi-org Coordination
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Step 3 – Data Quality Radar
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DQ Radar – to assess and fix your Salesforce data
21
Overall Score and Trending
Historical Trend
Object Score & Trending
What are the
issues?
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The Result!
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Our data is now accurate and in one place!
I can see the full customer history and market the right products at the right time to the right person!
I can now trust the data – I know where it came from and that it is real. I might update that record!
DataSteward
Sales
Marketing