Leading Salesforce Customer Engagement and

Data Management Practices

Mehmet Orun, CDMP
Salesforce Services, Data Strategy Leader
@DataMinstrel
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Key Principles for Effective CRM

1. Know your Customer relationship

across channels, processes, records
Accounts

2. Empower your employees with

integrated insights across
Leads Contacts Marketing, Sales, Service…

3. Make finding, capturing, maintaining

data is as easy as possible
Effective Customer CRM Requires Effective Customer MDM

Customer Centric CRM as Customer CRM as System of

CRM Hub Engagement
​Customer (vs. Account) at ​Focus on Relationships vs ​User, Architectural, and
the heart of the model Golden Record Data Quality benefits for
better data management,
analytics, collaboration
Customer Centric CRM

Vision and Challenges with the Traditional Approaches

True Customer 360 is about the Holistic Relationship

Connected Connected
Connected
Partners Products Connected
Employees Devices

Connected
Customers
Common Challenge: Accounts vs.. Customers
Who is your Customer and what is your overall relationship?
​Can you relate accounts for each
entity across CRM, ERP, …?
Salesforce.com, Inc
One Market St., Suite 300
San Francisco ​How do you detect and maintain
relationships?

​How do you leverage your

understanding for Contact, Lead,
Account Team Management…?
Salesforce Salesforce ExactTarget
1 California 50 Fremont 36 S. Pennsylvania
San Francisco San Francisco Indianapolis
​How do you expose relevant
details to different user groups?
Leading Practices for Customer Data Management
Key Messages of the Session
1. MDM Implementation Priority:
Understanding Business Relationships over Golden Record mastery

2. Using cloud-based Data Services for faster Time-to-Value

3. CRM as System of Engagement for better collaboration, data quality,

adoption, investment value

With discussions on Data Architecture, Data Governance, Data Stewardship …

CRM as a Customer Hub
Challenges with the Traditional Approaches
Cloud Based Services For Faster Time to Value
Co-Existence with the Greater MDM Echo System
 Traditional Approach: Consolidation & Back Office Integration

Customer
Self Service Reports
Portal?

Analytics
Data
Warehouse

Contract Quote
Case Mngt
Mngt
ERP
Mngt
SFA ETL MDM Hub

Data
Quality Application Integration (e.g. ESB)
Modules
Key Challenge #1: MDM Hub First Delays Business Value
​Typical Rollout $1-5M (SW, HW, People, Data) + 9-18 Months
Centralized Integrate Visible
Implement
Governance MDM & Business
CRM BI MDM Hub
Definition Applications Value
• ~3-6 months • ~3-12 months
• Important, Often Not Agile • Many features to support:
• Risk: Focus on Definitions only Search Before Create
MDM vs. Visible Results Duplicate Prevention
ERP DW Ongoing Updates
Hub Enabling User Feedback
Merge Support
• Separate effort for data cleanup
TCO Framework Business IT
• ~3-12+ months • Promise:
Data Acquisition • Focus on match % vs. matched Integrated, quality Customer
Data data quality and Transactional Insights
• Risk: X-Source reconciliation • Success drives new
Stewardship
vs. against reference data set requirements for additional
Data • Risk: Over-reliance on rules data sources, fields
Reconciliation without tribal knowledge
Data Delivery
Key Challenge #2: Technology Itself Is Not Sufficient
​User Engagement + Reference Data is Essential To Quality Data

Data Changes Often It is about Understanding Customers vs. cleaning records…

In 30
Software Only Solutions Cannot Relate Different Location and Entities to “Customers”
minutes
Salesforce.com, Inc (HQ)
One Market St., Suite 300
120 businesses change addresses
San Francisco

75 phone numbers change

30 new businesses are formed

20 CEO’s leave their job

1 company gets acquired or merged Salesforce Salesforce ExactTarget (White Space)

1 California 50 Fremont 36 S. Pennsylvania
Source: D&B Sales & Marketing Research Institute San Francisco San Francisco Indianapolis
Alternative: Cloud Based Data Services for Faster Delivery

MDM Hub/Software Only approach: Cloud Services approach (e.g. Data.com):

+ Address standardization • Integrated Trade Style matching
+ Geo-coding (with geo-proximity search) (Legal Name, DBA, PKA, AKA, Founder, Owner, ...)
+ Fuzzy string matching configuration • Integrated Geo-Proximity matching (incl to Prev. Address)
+ Company name synonym setup & maintenance • Additional data enrichment with standardized data

Implementation: Implementation:
• Cost: ??? • Cost: Depends on Use Case
• Predictability: ?? • Predictability: Yes
• Duration: ?? • Duration: 1 day+  Identify the gap, prioritize, address

Not just B2B (Space is evolving)

• For HLS: Veeva, Reltio, …
• For B2C: Axciom…
Cloud Based Services Deliver Real Results
​Data.com Business Benefit Examples
​Consumer Goods Manufacturer
​Business Need:
Robust understanding of “Customers” including
Customer Stores that carriers its products
​Telecommunications Company
​Business Need:
Understand relationships with national and multi-national
entities for effective segmentation, sales routing

Challenge: Challenge:
Point of Sale data not linked to what’s in SAP (orders) or Large stewardship team (20+) required to steward MDM
CRM (Sales Rep engagement) software results.
SW Matching yielded 15% match rate after an unknown Batch processes time consuming, expensive.
months effort
Results: Results:
Data.com Clean yielded 50% match rate in 8 days Data.com Clean, custom UI & workflows engaged users,
(3 week PoC, ended early), including account record provided “linked” (vs. overridden data) allowing more
affiliation to legal entities business units to participate due to choice,
replaced and enhanced prior solution within 3 months
(vs. prior cancelled effort: 18+ months)
Salesforce as System of Engagement
Sample Customer Data Architecture
​Use Account Object as Registry, Use Configuration to Hide Complexity

Account Account
Source Account Transaction Type
Type
SFA Customer Salesforce Opportunity Account
Customer
SFA Customer Exact Target Opportunity Team
ERP Sell To Salesforce.com Sale
ERP Sell To Salesforce Inc Sale Contacts
ERP Ship To Salesforce PTY Shipment
Related
ERP Ship To Salesforce.com Shipment
Accounts
ERP Ship To Salesforce Shipment
ERP Sell To ExactTarget Shipment
ERP Ship To Exact Target Shipment
Internal External
Support Contact Salesforce Case
Insights Insights
Best of Breed MDM Architecture with the Power of the Cloud
Salesforce B2B Sample Architecture
MDM Function
Address Check/Standardization
Initial Matching
Legal Name Cleansing
Data Enrichment (e.g. Firmographics)
Hierarchy Definition / Maintenance
Stewardship Report and Work Flows
Secondary Matching
Golden Record Maintenance
Global ID Maintenance
Ongoing Data Updates
Merge & Integrate
Recommended Solution
e.g. AddressDoctor
Data.com
Data.com
Data.com
Start with Legal Hierarchy,
Rule driven automation TBD
Where users work (with DDC)
Dedupe Tools, MDM Hub
(e.g. Infa Cloud MDM)
MDM Hub
MDM Hub
Data.com (data)
MDM Hub (facilitate updates)
MDM Hub Facilitated
Apps must be capable
Why
Better data at source, Consistency
Rich matching, ability to bring in and build
parent/child hierarchies
Benefit of 3rd Party Reference Data
Fills gaps with Reference Data
Leverage D&B Family Tree, end user input
vs. back office function
Focuses on data, with Tx context, routing
Handles records not found in D&B and/or
deeper granularity matching
Core competence
Independence from 3rd party sets
Reference Data Updates (e.g. alerts on
ownership change, OOB)
Core competence, use data from DDC
Key Message: Start with What’s Pre-Built for Faster Value
​Add Capability & Enhance Over Time As Needed

Increased sales Increased sales Improved data

opportunities productivity completeness

+29% +37% +44%

Pipeline Increased Additional
Growth Sales Insights
Productivity

While Improving Predictability and Flexibility of your Solutions

Source: Salesforce.com Customer Relationship Survey conducted April-May 2013 by independent third-party, Confirmit Inc.,
CRM as your System of Engagement
How to increase Employee and Customer Engagement,
and Data Quality through the Salesforce CRM platform
What are Systems of Engagement?
​Source:
A Billion Smartphones Require
New Systems Of Engagemen
t
​Ted Schadler, Forrester,
February 14, 2012
Challenges
Persona with Traditional
vs. Technology IT Architecture
Driven Customer 360 Planning
​1. Users
​Identify are Expected
Users’ toInformation
Integrated Integrate Information
Needs (What, When, Where…)
Profile: Sales Rep Profile: Service Rep Profile: Customer

Incentive: Close deals, Make Club,
Avoid being blind sighted
Need: Simplified, Holistic
Understanding of their Customer:
• Past and Present Opportunities
• Service Satisfaction (SLAs, …)
• Product Growth Opportunity
(penetration & white space)
Incentive: Effective, efficient respond Desire: Minimize time spent with
to inquiries, meeting customer needs vendors, while maximizing value
Need: Rapid access to real time Need: Simplify interactions, visibility:
Order, Shipment, Payment, … data
• See my orders, status
Able to bi-directionally communicate
with the customer, across channels. • Initiate, track support cases
• Get relevant alerts
• Manage my preferences
securely, collaboratively

Common Desire: Avoid having to wade through many many disconnected records.
Even with MDM Hubs, Users and Information is Disconnected

Reports

MDM Data
Warehouse
Phone, Email,
Social
Integration Layer Self Service?

SFA ERP Case Mngt

• Customers • Sold To(s) and • Cases

• Opportunities Sales
• Ship To(s) and
Shipments
Systems of Engagement
​Unify Data, Engage Employees, Customers, Partners, Enable Collaboration

Sales View Self Service Service View

Opportunities
Common

Cases
“Account”
View
Common
Sales Ops “Product” View Partners
CRM Platform
Just in Time Integration (Real Time & Batch)

Sales Shipments Payments Other

Back Office Sources
Salesforce as System of Engagement
Sample Customer Data Architecture
​Use Account Object as Registry, Use Configuration to Hide Complexity

Source
Account
Account Transaction Type Sales View
Type Simple aggregates
SFA Customer Salesforce Opportunity Ability to raise cases
Get alerts, updates
SFA Customer Exact Target Opportunity
ERP Sell To Salesforce.com Sale
Customer View
ERP Sell To Salesforce Inc Sale See “my” interactions
ERP Ship To Salesforce PTY Shipment New orders, cases
ERP Ship To Salesforce.com Shipment
ERP Ship To Salesforce Shipment
ERP Sell To ExactTarget Shipment
Service View
ERP Ship To Exact Target Shipment Fast, real time access
Support Contact Salesforce Case to current and
historical data
Develop UIs for Each Users Need
Combined With Security, Collaboration, Actionable Intelligence
Other Leading Practices
Social Data Stewardship
Empowering Employees to Leverage Tribal Insights
Customer Hierarchy Management
​Business + Data Driven Techniques, Empowered by Data Governance Rules
Ultimate Customer: Sutter Medical
Health
Parent organization of two or ​Customer:
more distinct customers Eden Medical
California
Pacific Medical
Alta Bates Legal entity with whom we conduct
Center
Summit business, typically a distinct legal
entity, identified by…
Customer
Account Team
Contacts

Location/Facility:
Accounts Locations
A location Customer
conducts business. Used
ERP Account (Sold To, ERP St. Luke’s
for tracking location
Ship To..):
specific firmographics,
One or more accounts CRM Pacific Campus installations…
setup to track specific
transactions in ERP
Co-Existence with MDM Hubs
​Balancing Best of Breed and Time to Value

Salesforce MDM Hub (e.g.

Informatica, Oracle)

Transactional Contacts, “Custome

“Custome
Acct Teams r”
r” Accounts
Use Accounts
Accounts

Matching, Simple
Master Data Ongoing Source Async (Text Based) 3rd Party
Accounts integration
CDH
Updates Search Data
Management
Before Create
Data
D&B Data.com
Driven
Clean
SBC
IDQ Data Steward:
Data Steward: Merge Mngt,
Match, Accuracy Checks Address Granular Match
Other
Validation
Services
Thank
you