Presentation: CRM/Customer Data Hub (CDH)
Speaker(s): J. David Judd, Oracle Corporation

How many customer accounts need to be consolidated to get sales figures for each of your large customers, and how easy is it to find all accounts that belong to one of your customers anyway? "Customer" is an entity that directly and indirectly touches every part of a selling organization.

Accurate and complete customer information is both critically important and hard to get. According to a recent study by the Data Warehouse Institute, poor data quality costs US business billions of dollars every year in misdirected resources and billions more recovering lost or dissatisfied customers. Everyone knows how important good customer information is. But over the years, so many point applications have been deployed, each with its own definition of a customer, that reconciliation seems to be impossible.

The Trading Community Architecture (TCA) has acted as the shared customer data model for E-Business Suite applications for more than five years. This same flexible, proven data model has now been opened for use by non-Oracle applications as part of the Customer Data Hub solution. This allows organizations to build a single, shared customer data repository across a heterogeneous IT environment of multiple vendor and custom applications.

This session will describe how organizations are using the TCA based Customer Data Hub solution to generate a single customer view, while simplifying some of the more complex IT environments. A well-defined customer will aid in harvesting the gold from your customers by enabling you to better understand your customer.