CENTRAL CUSTOMER DATABASE

Technology Reply has engineered the “Central Customer Database” for a multinational company which operates in the automotive sector. Aim of the platform is the collection and analysis of data related to the customer experience: all the information about the times and ways customers get in touch with the company, with its products and its services.

Scenario

Technology Reply has engineered the “Central Customer Database” for a multinational company which operates in the automotive sector. Aim of the platform is the collection and analysis of data related to the customer experience: all the information about the times and ways customers get in touch with the company, with its products and its services.

Below are summarized some of the requirements that the system meets:

  • To have the most correct and comprehensive view of company products and services perception and evaluation by both potential customers and existing ones
  • To provide the tools to identify, based on previous contact experiences, the most productive strategies to approach business processes
  • To evaluate sales network performance
  • To calculate efficiency KPI for marketing actions
  • To become the company register for the consent/denial information on usage of personal data


In order to meet the listed requirements, it is necessary to guarantee all information availability in terms of quality and usability. The information is collected from multiple sources (corporate legacy, sales network, web portals, surveys, providers, etc.) and stored in the database of the Central Customer Database.

The main feature of the Central Customer Database is therefore the ability to process, analyze, recognize, control, enrich and integrate the data received with the information already available in the database. As the system is active in Europe, South America, the Middle East and some African countries, the actions taken must be consistent with the characteristics of each individual country (legislation, topography, telephone coding, etc.)

SOLUTION

Technology Reply has been involved in the study, design and implementation of the data acquisition and processing components, together with a Front End environment dedicate to the data analysis and management.

The Back End component has been built in an Oracle 12c environment, using highly configurable PL/SQL native components that support different sources. End user can analyze and manage data through a web portal based on an MVC architecture using different frameworks such as Spring, Struts, Ibatis, jQuery. Main features of the portal have been exposed as web services using Apache AXIS engine for the implementation of the SOAP protocol, while the authentication phase has been realized through two-way-ssl handshake. A Business Intelligence environment has also been realized leveraging on the enterprise QlikView platform; this system provides a significant number of analyses and precalculated KPIs and allows advanced users to self produce reports to meet their specific needs.


Main functionalities of the solution:

  • Quality check and Standardization of input data, especially for private users and company personal and contact information. The activity is performed using Trillium, a market software (selected by Technology together with the Customer) that allows the control and normalization of names and addresses. The component, fully integrated with the solution, has been configured by Technology to respond to 25 different countries characteristics using the system
  • Personal subject uniqueness check through the implementation of dedicated deduplication algorithms. The task is carried out using similarity algorithms such as Levenshtein distance and amplitude search algorithms on graphs for the identification of the nodes to be merged
  • Data Quality KPIs evaluation, in order to identify any qualitative degradation of stored data
  • Possibility to perform personal name search in a high-performance mode through indexing, historicization and linguistic analysis using the features made available by the Oracle Text component
  • Centralized Master Data Management. The system is the owner of the privacy data. It governs the process of preserving the personal data, proceeding to the periodic deletion of obsolete information and following up the oblivion request that may come
  • The Central Customer Database is the main source of information to support:
    • operating marketing activities
    • after selling activities
    • surveys and related services

Advantages

  • The Central Customer Database has become the only certified source for Customer Experience information. This means a higher efficiency and effectiveness in the process which uses that information, especially for marketing activities
  • Thanks to the integration of all the information in a single consistent repository it has been possible to set up a comprehensive Business Intelligence environment, in constant evolution
  • Any Data Analysis performed on the Central Customer Database can trigger immediate and punctual actions
  • It is possible to size the contact pool according to the resources. There are functions available to simulate the pool of subjects in order to contact it quickly, directly from the system, before the activation of the operative process through the responsible system
  • Real-time availability of the whole customer history during the interaction with him. For example, the call center can consult the history of whom calls in order to improve the support given