A communications company in Canada operates a variety of distinct media and telecommunications offerings. The corporation has millions of cable television and high-speed Internet subscribers as well as wireless telephone customers across Canada. In addition, this diversified company operates a network of radio and television stations.
Like any large business, this communications company struggles with selling products across product lines. The questions are common for any multi-faceted communications organization. How can the company turn a valuable cable customer into a wireless customer? Are there effective ways to market to existing wireless customers to maximize cross-sell opportunities? Which existing customers could be enticed to try another product at a reduced price?
But first, the communications provider had to answer a more basic question: who, exactly, are its customers? Because each business unit (cable, wireless, Internet) had different lists of customers, the organization had no comprehensive view of the customer across product silos. And that lack of a true view of the customer hindered cross-promotional efforts.
The company decided to implement a customer data integration (CDI) project, which would consolidate subscriber information from different data sources into one master file. From that, they could discern who its most valuable customers were – and begin to intelligently market different services to customers.
To help create a single, unified view of the customer, the company turned to DataFlux data management technology. With DataFlux, IT and business users could collaborate to create a set of business rules that would guide the process of creating a master set of customer data.
Moreover, with DataFlux, those business rules could be used for both batch and real-time processing. So, once the company created a master customer reference database, they could enforce the business rules on a transactional basis to keep high-quality data within the master customer database.
Business users within the communications company used the unique DataFlux GUI-based interface to profile data to uncover anomalies, errors or inconsistencies. The DataFlux single-platform architecture allowed the business users (also known as data stewards) to immediately begin building rules to correct data problems.
DataFlux technology saves all business rules to the same metadata repository. Once established, the schemes and rules created by one business user can be replicated across the enterprise. Instead of duplicating efforts across business units, the company could effectively create routines once and reuse them over time.
After the initial project, the company had a clean, accurate customer master file – and now knows what products its customers have across different business units. That information is invaluable as the company targets cross-sell opportunities across business lines. Customer service reps can quickly resolve customer issues - and spend more time helping them select the products and services that make sense for their lifestyles.