Life in the Fast Lane: Driving Digital Transformation
Here’s a statistic that’s worth reflecting on in the new year: over the last year, 89% of companies expected to compete mostly on the basis of customer experience.
One of the world’s leading automobile associations was one of them. After years of under-investment in IT, the organization’s new leadership team quickly realized the need to do away with its legacy systems—and there were many of them.
The association had three “master” customer databases for its consumer business, and even more for its business-to-business dealings. From there, each business unit had its own mix of technologies and platforms, resulting in several customer profiles that were often times neither consistent nor accurate.
For customers, this meant a few extra steps to complete simple processes, such as updating an address. Employees also had to learn to work within the parameters of IT, which resulted in extra time and effort that could have been spent on other activities.
Making it easier for employees to provide an excellent customer experience was a priority. The organization also wanted to enhance the effectiveness of its marketing practices to maximize up- and cross-selling opportunities.
But the bottom line was the need to know its customers better to provide a smooth, tailored experience or customized offerings. With millions of consumer customers and varying amounts of information on each one, the organization had a major data challenge on its hands.
Driving Transformation: Behind the Wheel
To accomplish these goals, the association embarked on an initiative designed to replace its legacy customer sales and administration systems with an integrated platform that manages customer data and delivers an outstanding customer experience.
While the underlying principles driving the project were simple enough—customer-centricity, enhanced service delivery and roadside assistance, omni-channel experience, and consistency—actual execution isn’t always easy, especially when decoupling from legacy systems and re-building from scratch.
That’s why this the organization selected Informatica: our credibility was supported by our position on the Gartner Magic Quadrant and our cohesive set of product offerings. Specifically, the customer deployed Informatica MDM, Data Quality, and PowerCenter to help solve its data challenges.
A project of this magnitude is delivered in increments, with tight deadlines. The first step was to tackle the customer master database, matching and merging records to identify duplicate data. Once this critical step was completed, the organization then began enriching its data with supplementary records, including data from its legacy transaction, service-delivery, and third-party sales systems.
Not only did the customer achieve a single view of its customers, the first release of the project was completed on time! One of the most important success factors was the sense of urgency fostered by the executive team, which created a common goal and undeterred focus. The association also operated on the premise that 90% is good enough to begin with, because it’s not possible to know 100% of the business needs. Finally, the IT team gained trust early by meeting their first deadline, giving everyone confidence that they could see the project through to the finish line.
Are you interested in hearing more about Informatica’s customers and their successes? Join us at Informatica World in San Francisco, May 15 – 18, 2017.