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Tuesday, October 6, 2015

1:00 p.m. - 1:30 p.m.
Track: Master Data Management: CDI - Sponsored by Informatica View Track

CASE STUDY: CONSUMING MASTER DATA IN THE CLOUD - AT REST & IN MOTION

David deMilo, Distinguished Engineer, CISCO

Over the past 10 years, Cisco IT has evolved its enterprise CRM program to leverage both SFDC Sales Force Automation and SFDC Service Cloud.  This e-customer program evolved from its global technical support business to include customer service to support customers, partners and internal sellers.  How to leverage cloud technology for Master Data (customer account information, contacts, product information, etc.) quickly became the central issue for CRM. Without a “golden thread” of consistent data flowing through the CRM lifecycle – prospect, lead, opportunity, quote, order, service, customer care – Cisco could not get a holistic view of customers and partners. 

[START OPTIONAL 2nd PARAGRAPH] Like most enterprise IT shops over the last 20 years, Cisco ran its businesses on applications hosted on or closely coupled to ERP platforms, with a business operation tied to each part of the customer lifecycle, delivering its own applications. That led to silo’d data stewardship, and a customer experience that sometimes felt “like doing business with several companies, not one." CRM set out to fix that. But CRM, and particularly CRM in the cloud, requires data at rest and data in motion to be commonly sourced and shared cross–functionally, across the entire customer lifecycle.  Cisco had to reinvigorate its Data Governance program to focus on cross-functional data stewardship, and retool its system architecture to expose common business objects to a variety of consuming applications, securely, via web (ReST) APIs. [END OPTIONAL 2nd PARAGRAPH]

This session will discuss the evolution of Cisco’s CRM architecture to unify both ERP and Cloud customer data and processes together, discussing such topics as:

  • Applying business      architecture to define a common customer definition across marketing,      sales & services – as well as changed data governance
  • Leveraging Data      Virtualization to simplify creation of web services to source data      elements from multiple physical sources
  • Understanding the      importance of abstracting customer identity management & access      control into a common set of services

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