Enabling an Enterprise Customer View ECV 2013 FINAL.pdf2000– 2001Vice President, Technology, Siebel Systems ... Best Practices ... in workflows and workflow queues Model complex

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Enabling an Enterprise Customer View

David ShepherdApril 17,2013

2 © 2013 NexJ Systems Inc.

David Shepherd

Employment 2003 – present Senior Vice President, Technology and Chief

Technology Officer, NexJ Systems 2001 – 2003 Partner, XJ Partners 2000 – 2001 Vice President, Technology, Siebel Systems 1991 – 2000 Senior Vice President, Technology and Chief

Technology Officer, Janna Systems 1989 – 1991 Senior Management Consultant, Advanced

Technology, Andersen Consulting

Standards Bodies and Other Projects 2011 – present Board Member, Connected Health and Wellness

Project (www.chwp.org) 2009 – present Architecture Council Member, Open Health Tools

(www.openhealthtools.org)

Education 1985‐1989 Bachelor of Applied Science, Engineering Science,

University of Toronto



What is a CRM Enterprise Customer View

Customer Case Studies

Technical Architecture and Tools for Making it Work

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© 201

2 NexJSystems Inc. Co

nfiden

tial and

Proprietary.

NexJ Systems


Evolution of CRM

First Generation CRM Without Integration

Second Generation CRMData Replication

Next Generation CRM Seamlessly Integrated

Siloed CRM without integration to other applications

Time consuming, complex and error prone

All data was copied into the CRM data to get a complete view

Difficult to maintain and expensive to deploy

Seamless integration with existing systems and data

Model, service based architecture that performs at scale

Security and privacy ensured

CRM

copy

Financial Planning

CRM

Account Opening

CRM


Next Generation CRM

Maximize Value

Understand Your Customer

Personalize Service

Increased Opportunity

Best Practices Service Model

Comprehensive Customer View

Virtua

lization

Busine

ss In

telligence

Encourage Ac

tion

Customer Profile

Interactions

Transactions

News, Events & Social Media

Intelligent Service Model

• Relationship Building• Customer Loyalty Programs• Product Recommendations

• Provide Superior Service• Improve Client Loyalty• Drive Up‐sell and Cross‐sell

Proactive Interactions

Maximize Customer Value


Integrated Agent Desktop

Save Time, Make More Money

Suggested Next Steps

Social Media Integration

Key Interactions

Coverage Team

Secure Messaging

Profile and Interests

Financial Accounts

Client Dashboard

Portfolio Performance

Relationship Hierarchy

Search


Its More than CRM Now…

Data Integration, Quality & Conversion

Data Governance & Master Data Management

Enterprise Mobilization

Integrated Desktops

Data Analytics & Business Intelligence

Comprehensive Customer View


What we are hearing companies want

Leverage the Franchise cross LOB

Your Objectives

Leverage the Wholesale Platform

Leverage the Retail Branch Platform

“One Brand” Customer Experience

Leverage forAsset Management

Leverage for Treasury & Securities Services

Leverage for Commercial Banking

Leverage for Card Services & Auto

Integrated Financial InstitutionCorporate &

Investment BankingAsset Management & Commercial Banking

Consumer & Community Banking

Global Corporate

BankInvestment

BankTreasury & Securities Services

Commercial Bank

Asset Mgmt

Consumer & Business Banking

Mortgage Banking

Card Services &

Auto

TSS

IB

CB

AM

CBB

CSA


Getting to True Enterprise CRM

Enterprise Customer View

Business Intelligence Dashboards

Enterprise Mobility

Integrated Desktop

Maximize Enterprise Customer Value

Cross-bank Referrals

Line of

Busines

sCRM

Tran

sactional

System

s & D

ata

Commercial Banking

Capital Markets

Retail Banking InsuranceWealth

Management

Capital IQ

Loan Origination

Credit Scoring QuotingFinancial

Planning

ProfitabilityEngine

Portfolio Mgmt.

Company Profiles CTI Claims

Risk Mgmt.

Market News & Data

Market News

Bank Accounts

Policy Admin

Bespoke CRMLegacy

CRM

Departmental

CRM

Departmental

CRM

Business Intelligence Data Hub MS Exchange

Synch

MicrosoftOutlook

Data Services

Next Best Offer

MSExchange

Customers / Products

Data Warehouse

BI Tools

Dashboards & Reporting

Master Data Management

Ente

rprise


Key to Making it Work

Introduce a virtual CRM layer as the Enterprise Customer View between the LOB applications and MDM system• Facilitates the orchestration between the MDM system and the LOB systems to create a customer view suitable for relationship management, sales and service functions Allows appropriate enhancement of the MDM data from LOB systems

without having to add non‐mastered data to the MDM store Enables definition of workflows and processes without having to impact

the data governance constraints built into the MDM system

• Insulates the MDM from the continuous change to the LOB systems across the company

“… that will help me make sense of the 25+ client stores and CRM implementations scattered around the company”

‐ Enterprise CRM Prospect, April 2013


Understand Your Customer – a Data Perspective Create customer and household entities by rationalizing line of business CIFs/CRMs and other client/account information with the client master

Integrate to line of business transactional systems by accessing data at source to aggregate and rollup transactional data into a client and household view

Enforce a comprehensive security model which meets all of the business security requirements

All enterprise customer information is made available through the common business model: User Interface In reports For Querying Workflows and Business Rules Mobile Devices

Creating a Holistic Customer View

Understand Your Customer

Virtual Holistic Customer View

Virtua

lization

Customer Profile

Interactions

Transactions

News, Events & Social Media


Enterprise CRM Requires MDM Support

Leverage MDM Data Services

Line of

Busines

s

Customer/ Product

Hub

Commercial Banking

Capital Markets


Management

MDM Hub

Exposed Service Layer

Internal Service Layer

Tran

sactional

System

s & D

ata

Capital IQ

Loan Origination


Planning

ProfitabilityEngine

Portfolio Mgmt.


Risk Mgmt.

Market News & Data

Market News

Bank Accounts

Policy Admin



Enterprise Mobility

Integrated Desktop


SOA Programs

WebServices



Intelligent Service Models

Enable business rules and workflows to be defined against the client centric information model

Enable Analytics and Dashboard against the Holistic Customer View to: Discover hidden relationships from cross line of

business aggregation Determine Enterprise Customer Value Tier and segment customers based on all their

products and service consumption across the enterprise to drive increased client satisfaction and customer loyalty

Enable compliance processes for: Know Your Client Anti‐Money Laundering

Operationalizing a Customer View

Personalize Service


Busine

ss In

telligence

Intelligent Service Model

• Relationship Building• Customer Loyalty Programs• Product Recommendations


Enterprise Analytics & Compliance Dashboard

Fulfill Regulatory Obligations

Business Intelligence

Data Warehouse


KYC KYC KYC KYC KYC

ComplianceDashboard

Anti Money Laundering

LOB KYC

Compliance Activities

Commercial Banking

Capital Markets


Management


Drive Intelligent Proactive Interactions

Drive actions to users through Product Recommendations for up‐sell Lead Referrals for cross‐sell and cross line of business referrals

Work Queues Tasks Activity PlansWizards Actionable Badges

Maximizing Enterprise Customer Value

Personalize Service


Maximize Value

Increased Opportunity

Encourage Ac

tion

• Provide Superior Service• Improve Client Loyalty• Drive Up‐sell and Cross‐sell

Proactive Interactions


Enterprise CRM – Driving Cross Bank Referrals

Turn Obligation Into Opportunity

Business Intelligence

Data Warehouse



KYC KYC KYC KYC KYC

ComplianceDashboard

Leads Generated

Enterprise KYC / AML / TransactionsNext Best Offers

LOB KYC/AML

Lead Lead Lead Lead Lead

Commercial Banking

Capital Markets


Management

Compliance Activities


A Unique Perspective

Traditionally MDM is a back office infrastructure project • Value is when it is combined with operational systems like a CRM system to address enterprise issues and automate processes Cross‐sell, relationship modelling, compliance, analytics

We have been approaching MDM issues from a front office / CRM perspective• I have spend the last 10 years driving the development of products, framework, tooling and techniques to address where the front‐end processes and views meet the back office transactional and MDM systems


User Interface

Approach

Expose Services

Map to Data Sources and Systems

Pre-Built Models

and Tools

Model Driven Engineering

Business Model

Business Domain Model

AccountsClients

ActivitiesDocuments

Products

CIF/CRMMDM /

Customer Hub

Portfolio Holdings Trades

WebServices

EnterpriseSchedule

SyncESB

Integrate with Enterprise Applications

BankerPlatform Portal Web Mobile

User Interface


Model Driven Engineering Framework

NexJ Studio is used to design the solution• Solution Design is stored as Metadata in a repository

Server and Client Frameworks use the repository Metadata to drive behavior

Separation of functional and technical complexity• Develop complex integrated enterprise applications by separating business logic definition from technical data environment

• Hide technology issues from the developers ‐ Data abstraction heterogeneous queries, security and hardening, and standards support

• Allows each developer to focus on the business function they are trying to achieve using the tooling

Environment and features based on• Patterns of Enterprise Application Architecture,Martin Fowler• Enterprise Integration Patterns: Designing, Building, and Deploying Messaging Solutions, Gregor Hohpe and Bobby Woolf

• Domain Specific Languages, Martin Fowler and Rebecca Parsons

Abstract Away Complexity


MDE Framework

Data Persistence

Business Domain Model

NexJ Studio

Business Model• Entities• Relationships• Workflows/Processes• Business Rules

Presentation• UI Design Specification• Screens, Forms & Reports• Events

Data Persistence• Data Sources & Channels• Persistence Mappings

Integration Services• Messaging &

Transformation• Web Services (SOA)

AlertsActivitiesDocuments Campaigns

Coverage

Client Framework

Security & Authentication

Workflow &Rules Engine

Audit & Archive

Executive Dashboards

Accounts OpportunitiesClients

Thomson ONE

AgentPortal

Data and Systems Virtualization

…

Book of Record

ComplianceApprovedDocuments

Existing Enterprise Applications

FinancialPlanning

MicrosoftExchange

Presentation

System

s Integratio

n

Data and

SystemsIntegratio

n

WebServices

EnterpriseServices Bus

EnterpriseSchedule

Sync

CustomerPortal Mobile

Enterprise Data

…Your CIF

Portfolio Trades Customer Hub


Logical Presentation Layer

Business Model Layer

Persistence Layer

Adapter Layer

JDBC Driver Scripted Service Definition

SQL Adapter XML Adapter

Relational DatabaseFile System

XML

Service Persistence Adapter

Service Persistence Adapter

Web Services Back Office Applications

NexJ ApplicationServer

OracleMS SQLDB2

SybaseMySQL

PostgreSQL

Teradata Adapter

Teradata Persistence Adapter

TeraData

Key Technology: Virtual Data Persistence Layer

Scripted Service Definition


MDE is used to…

Aggregate data from multiple back office systems into a common business model on the server tier through the abstracted data layer

Define services to automate business processes and enable cross‐functional workflows across backend systems against the common business model

Expose the services:• To users via Portal component, Rich Web Applications and/or Blackberry• To developers and systems via service interfaces using a variety of protocols

including XML/SOAP and JSON

We provide pre‐build business functionality on an extensible platform designed for customization and integration

Designed to Integrate Seamlessly


Flexible and Customizable Security is Key

User Authentication• SSO support (SiteMinder, WebSEAL, OpenAM, Layer 7, Active Directory …)

Functional Entitlements• Controlled at a method invocation level through privileges and privilege groups

Data Visibility• Regular expressions can be added to any read method to allow dynamic context aware data security rules

• Support for protected attributes that are restricted to the server tier

Encryption• Individual object attributes can be encrypted through the persistence model• Client requests encrypted using SSL• DB Requests can be encrypted with supported JDBC drivers

Audit• Domain class events can be selectively audited• Ability to intercept audit event, and format information, and persisted to data source

Exactly Match Enterprise Requirements


Oracle, DB2, MSSQL, Sybase, Teradata, MySQL…

XML, JSON, Flat File, CSV, vCard, Zip…

TCP, Message Queue, UDP, HTTP, SOAP, SMTP…

Performance Tests

Multiple Deployment EnvironmentsSource Code Control Support

ODBC Driver

Dynamic Charts

Device Independent Screen Design

HTML 5

Self Documenting Data Schema Tool

Deployment Tool

Integrated Capabilities

Improve Productivity


NexJ Studio Editors employ standard UML

techniques including class diagrams and activity diagrams

Models are validated, run, tested, debugged, and deployed from within NexJ Studio

Integrated Development Environment forModel Driven Engineering

SDK to Develop, Integrate, Customize, and Upgrade the NexJ Product Offerings

Model layers

Model navigator

Model elements

Element editor

Element outline

Element properties

Studio toolbar


Business Model Layer

Defines the solution’s central business domain model

Model business concepts in class diagrams, classes and enumerations

Model long running business processes in workflows and workflow queues

Model complex run‐time editable business rules with rule sets

Run unit tests to ensurequality of the business logic


Security Layer

Design and implement your own security model for all aspects of your solution

Coordinate multiple security entitlement models

Enforce rule‐based security on the business model

Attach permission levels to the system functionality at design time

Assign permissions to users at run time


Persistence Layer

Use Data Sources to model logical representations of your physical storage

Wrap web services in business model classes with the Service Persistence Adapter

Manage upgrades to the data schema as your solution evolves and make upgrades easy

Define ETL Activities in terms of the domain model and logical data sources


Integration Layer Model how the solution will integrate with

external messaging systems Create messages to define the structure of

information to exchange XML, SOAP, JSON, CSV, Fixed (Copybook), vCard, Zip

Define channels to send & receive messages HTTP(S), JMS, FTP, TCP, UDP, Mail, Custom

Use services to orchestrate messageworkflow Send/Receive, Try/Catch, Branch, Loop, Fork/Join,

Transform, Persist

Use transformations to map from message to message

Implement Service Definitions to expose an SOA service


Data Integration Tooling

BI Models – map data from Domain Model to any BI data model

Integration Editor – define how messages flow throughintegration channels and services

ETL Activities –orchestration workflows for batch movement of data from one system to another


Data Match Service

Designed for use in MDM data processing and cleansing• Highly configurable and able to be implemented as a fully‐automated service

or as a semi‐automated data flow process that supports: Clean the Lake – Batch scrubbing of existing data (e.g. periodic cleansing) Clean the River – Batch scrubbing of a subset of records (e.g. import) Clean the Rain – Real‐time data matching of individual records (e.g. add)

The Data Match Service will:• Iterate over any source and target collection in parallel using NexJ Object

Queues• Compare two records and invoke configurable matching algorithms against

attributes• Aggregate weighted scores to compare against provided thresholds• Provide possible matches with flexible‐granularity to explain result set

Operates on the Virtualized Model


Enterprise CRM



Enterprise Mobility

Integrated Desktop



Line of

Busines

sCRM

Tran

sactional

System

s & D

ata

Commercial Banking

Capital Markets


Management

Capital IQ

Loan Origination


Planning

ProfitabilityEngine

Portfolio Mgmt.


Risk Mgmt.

Market News & Data

Market News

Bank Accounts

Policy Admin

Bespoke CRMLegacy

CRM

Departmental

CRM

Departmental

CRM

Business Intelligence Data Hub MS Exchange

Synch

MicrosoftOutlook

Data Services

Next Best Offer

MSExchange

Customers / Products

Data Warehouse

BI Tools



Ente

rprise


Lessons Learned

Finance and insurance companies struggle to build a digital image of a client due to the transactional data paradigm

Companies don’t just have one CRM system – they have many Integration is key to success – and it’s very difficult Exactly matching enterprise security model is critical

• Can’t have any approximations • Must deal with a large number of complex exceptions

Introduce a virtual CRM layer as the Enterprise Customer View between the LOB applications and MDM system• Facilitates the orchestration between the MDM system and the LOB systems

to create a customer view suitable for relationship management, sales and service functions

• Insulates the MDM from continuous change to the LOB systems across the company

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Thank You