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1. CRM INTEGRATION 2005
Chuck Russell, Senior Partner
Copyright Collective Intelligence Inc 2004, 2005 1

2. What is CRM?
CRM – Customer Relationship Management
Manages:
Party Information (Company, People) and relationships.
Sales Opportunities, Activities and Salespeople
Sales Leads
Forecasting, Products and Price Lists (catalogs) CRM Goal: 360
Closed Sales & Contracts degree view of
Customer Support (Cases, Solutions, etc.) customer. Manage
and monitor all
Software Functions: customer touch
Sales Force Automation points.
Marketing Automation
Customer and Technical Support
Analytics
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3. Emergence of Strategic CRM
Integration with the Extraprise.
B2B CRM via SOA
Integration with Enterprise
Applications, Embedded
Analytics and Data Warehousing
Full CRM Suite
Multilingual, Multicurrency,
Customization and
Integration
Forecasting and
Offline Functionality
Synchronize with
PDA and Wireless
Hosted CRM
Debuts with Sales
Force Automation
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4. 360 Promise versus Reality
Most CRM Solutions Need to Draw from Enterprise
Applications in Order to Provide the Whole Picture
• Financials – AR, AP, GL
• Inventory Management
• Sales
• Order Management –
order entry, shipment
tracking, return goods
management, A/R
reporting.
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5. CRM Integration Paths
Data Integration Process Integration
• Data is extracted from external • Composite processes are
systems and inserted into the created that envelope a CRM
CRM data store in order to business process and some
augment the application. ‘back-end’ functionality like Sale
• Can happen in real-time (zero Order Processing.
latency), throughout the day • Data is most likely updated in
(low latency) or on an real-time.
infrequent basis (high latency). • Transactional.
• Informational.
Example: Sales revenue is added Example: A sales person converts
to each customer account in an opportunity within the CRM
order to provide sales people application automatically into a
with a method to rank high sales order
volume customers.
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6. Target: CRM
Financials
Extract, Transform & Load
CRM Sales
Order
ERP
Data is written directly to the
CRM data store. The CRM is the
final resting place for the data.
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7. Levels of CRM Integration
• Data Integration – combining multiple sources
of Customer Information into a cohesive, well-
formed, business rule driven repository.
• Process Integration –a common business
process model that defines the sequence,
hierarchy, events, execution logic, and
information movement between systems
residing in the same organization (EAI) and
system residing in multiple organizations (B2B).
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8. Data Integration
An alternative is to extract data from the CRM system and
other Enterprise Applications moving the data into an
Operational Data Store (ODS) or Data Warehouse.
Business Intelligence
CRM
ODS,
Data Warehouse Decision Support
Or Data Mart EIS, Dashboards
Financials
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9. CRM Data Integration Observations
• Data Integration is more Common than
Process Integration.
• Data Quality is a Critical Issue Often
Overlooked or Underestimated in Integration
Efforts.
• Getting the data right is the important first
step to getting the business process right.
Integrated data facilitates integrated
business process.
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10. CRM Data Integration Process
• Requirements Gathering – Data requirements dictate the necessary data
to be deployed or analyzed. Many CRM integration projects omit this step
which leaves the implementation guessing about the needed data.
• Metadata Requirements – Metadata is literally “data about data”. In its
most basic form metadata provides business definitions of data for end-users
(does “revenue” mean ‘booked revenue or ‘billed revenue’.
• Source Profiling – Find the various customer related data at its source.
Data quality is evaluated as well as its relevance to the requirements.
• Data Mapping – Most data originating from operational systems often lacks
the format or meaning to be useable by business people. Data mapping
involves translating the data from its source to the destination system and
establishing any transformation rules necessary to migrate that data.
• Data Loading – Loading data into the target platform is often complicated
even with advance tools. Data extraction, transformation and loading (ETL) is
the most often underestimated or omitted activity in CRM integration plans,
often resulting in many-month project delays.
• Acceptance – End user validation of key data elements prior to loading all
the data into the targets especially if some sophisticated transformation logic
has been written.
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11. A Closer Look at Data Quality
Inaccurate and low-quality data
costs U.S. businesses $611
BILLION dollars each year
according to the Data
Warehousing Institute.
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12. Low Quality Data Costs
• According to the Gartner Group, in 2004, businesses
managed 30 times more data than in 2000.
• Through 2006, greater than 50% of Business
Intelligence (BI), CRM and Enterprise Resource
Planning investments will suffer limited user acceptance
despite the cost and effort necessary to implement
them.
• These same companies will continue to invest heavily in
Customer Relationship Management (CRM) spending a
staggering $206 billion on direct marketing media
(internet, traditional mail, telephone).
• Assume that 25% of the $206B is destined to failure
due to BAD DATA. (That’s about $52B).
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13. Misspent Marketing Dollars
• Loss results vary but often these losses result from
activities/programs such as low quality marketing or
sales campaigns, direct mailings, associated staff
overhead, etc.
• Loss is usually associated with targeted prospects
who no longer reside at a particular address, or
customer campaigns that end up sending the same
customer 2-10 of the same promotional packages.
• More injurious than the unnecessary printing,
postage and staffing costs is the slow but steady
erosion of the enterprise’s creditability among
customers and prospects.
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14. Obsolescence
2% of an enterprise’s customer master
file contains records that become
obsolete every month as their customers
move, die, divorce, marry, etc. Given this
fact, it easy to see how the all important
Customer Master File, which is the
cornerstone of CRM, quickly degenerates
over time.
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15. Extraction from Data Sources
Most modern CRM applications provide some type of data-
oriented web services. Salesforce.com’s “SFORCE” technology
provides complete web service access to the underlying CRM
object model (www.sforce.com).
CRM
Web Services, ODS,
Legacy ETL or Data Warehouse
Bulk Load Or Data Mart
ERP
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16. Synchronization with CRM
The ODS or Warehouse can be used as a data target for
consolidation and a source for data cleansing. It supports
the collection of enterprise data and the distribution of that
data back to the CRM or through a web portal or….
SYNCH Data Distribution
portlets
CRM Web Portal
Web Services,
ETL or
ODS,
Bulk Load Data Warehouse
Or Data Mart Click Stream Data
ETL Leads
Support Requests
ERP Etc.,
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17. The Decision Support End Game
Data Distribution
SYNCH
(Query/Update)
portlets
CRM Web Portal
Web Services,
ETL or
ODS,
Bulk Load Data Warehouse
Or Data Mart Click Stream Data
ETL Leads
Support Requests
ERP Etc.,
Decision Support, EIS, Dashboards
Performance Management, KPI, CPM
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18. Single Source of Facts
Subject Oriented and
Personalized
Summary Information
Ranked Data
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19. Remember: These Steps are Essential
• Requirements Gathering – Ask your user’s for the ‘end-game’
strategy. What do they want to see? How do they make decisions?
• Metadata Requirements – Define your metrics just as you’d
define your data.
• Source Profiling – Identify subject areas within the warehouse
or other operation systems that support the requirements.
• Data Mapping – How will you move the data into your Visualization
tools? OLAP, Reports, Dashboards.
• Data Loading –Data extraction, transformation and loading (ETL) is
the most often underestimated or omitted activity in CRM integration plans,
often resulting in many-month project delays. Is an SOA available? Do you
need to build one?
• Acceptance – EIS is iterative. Build engineering process whereby
users can comment on your designs early and often.
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20. CRM Data Management
• Web Services Are a Powerful Tool
– Provide an appropriate level of data abstraction.
– Removes the need to ‘navigate’ the data store and the need to know and
understand all business rules.
– A great example is Salesforce.com’s SFORCE. A fully documented, hosted
SOA.
• ETL Plays a Large Part in this Equation
– Used to make the process more efficient and productive. Less code, more
design.
– Many ETL tools can read from and write to EAI components (message
queues).
– A great example is Embarcadero’s dtStudio.
• Change Data Capture
– Only Process changes made to the source data.
– More efficient, need for smaller batch update windows
– These features are often built into the web services implementation (witness
SFORCE).
• Remember the Process
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21. Integration Across Customizations
• CRM is rarely implemented in a vanilla form.
• Customizations consist of:
– Additional Attributes
– New Objects
– New Relationships between Objects
– Refined Business Rules with Workflow
• Customization Doesn’t Just Happen Pre-
Implementation. It’s a continuous process.
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22. Insulation from Change
• Web Services Adapt
– Custom WSDL generated as a result of a CRM
Change.
– Caution, these are often ‘data-oriented’ services.
• ETL provides the productivity needed to adapt to
object, attribute or business rule changes. Less
coding, Business Analyst friendly.
• Your ODS and Warehouse must be built to
adapt. Example slowly changing dimensions.
• Accept Change and Prepare for it.
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23. CRM Integration Paths
Data Integration Process Integration
• Data is extracted from external • Composite processes are created
systems and inserted into the CRM that envelope a CRM business
data store in order to augment the process and some ‘back-end’
application. functionality like Sale Order
• Can happen in real-time (zero Processing.
latency), throughout the data (low • Integration across heterogeneous
latency) or on an infrequent basis systems.
(high latency). • Data is most likely updated in real-
• Informational. time.
• Transactional.
Example: Sales revenue is added to
each customer account in order to
provide sales people with a method
to rank high volume customers. Example: A sales person converts an
opportunity within the CRM
application automatically into a sales
order
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24. Composite Applications
• Business tasks span multiple functions and
require knowledge workers to interact with
multiple applications.
• This has given way to the Composite CRM
Application that combines functionality that may
span multiple existing application silos.
• A composite CRM application provides a user
with a single interface to complete business
tasks and helps support the notion of a 360
degree view of customers or suppliers.
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25. Composite Process Integration
A CRM Example:
• A salesperson has just closed a sale and is in
the process of updating that opportunity in CRM.
• She needs to check on product availability in her
geographical region before booking the order.
• She also must convert the opportunity into a
sales order and alert her technical support team
that an installation is pending.
“For most enterprises,
composite applications will
prove to be inevitable.”
Gartner Report, (October, 2003)
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26. The Scenario
CRM Inventory Management
Closed Sale
Sales Ordering
Engagement Management
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27. Integration Options
• EAI Solution
• Web Services
• Combination of Inventory Management
Messaging and CRM
Services
• Data Integration
won’t work Closed Sale
because inventory
lookup needs to be Sales Ordering
Engagement Management
done in real time.
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28. Enter the Composite Application
ODBC Connect
Query Only
CRM Inventory Management
Web Service
Query/Update
Composite App
Sale Closure
ODBC Connect
Query/Update Message Queue
Query/Update
Sales Ordering
Engagement Management
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29. Technology Components
Can be delivered over
Technology Provided by Service the web in a thin-
ODBC Connect
Web
Several Companies. Most
Query/Update
Query Only client or on the
Notably: CRM
AboveAll desktop as Management
Inventory a fat-
Software. client application.
Query/Update Query/Update
ODBC Connect Message Queue
Sales Ordering
Engagement Management
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30. Composite App Advantages
• Very Agile Solution – can be created with no
invasive adjustment to the operational systems.
• No data redundancy and near zero-latency
capability.
• Data does not need to move from system to
system. The composite application supports the
business process naturally.
• Processes become more efficient and accurate.
• Extracts value from existing applications.
• The duration and labor costs associated with this
type of project is reduced.
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31. Web Portal Integration
• Deploying the common customer truth to the
enterprise from within a web portal.
• Allows partners to access data via personalized
portal ‘spaces’.
• Allows customers to maintain their own personal
or corporate data adding to data quality and
ensuring that the data evolves.
• Execute many B2B CRM transactions in real-
time.
• Web Portal is a perfect location for deploying
com
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32. The Web Portal and CRM
High Latency Integration – The data is moved from the portal into some operational
data store and then synchronized with CRM during some batch cycle.
Portlets are small transactional units that execute within a Web Portal.
SYNCH Data Distribution
portlets
CRM Web Portal
Web Services,
ETL or
ODS,
Bulk Load Data Warehouse
Or Data Mart Click Stream Data
ETL Leads
Support Requests
ERP Etc.,
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33. Direct Connect
Web Service Access portlets
CRM Web Portal
Marketing Management – Lead collection, Product Registration,
Direct Marketing
Customer Support – Case Submission, Case Tracking
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34. Q &A
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