ENABLING DATA MIGRATION AND IMPROVED CUSTOMER EXPERIENCE THROUGH DATA QUALITY ENHANCEMENT 2011 RUNNER UP AWARD A YEAR

LATER
Nonna Milmeister Group Manager, Enterprise Data Quality (EDQ) Telstra March 2012

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THE DATA QUALITY JOURNEY

Enabling data migration & improved customer experience through Data Quality enhancement

LEGACY SYSTEMS

STRATEGIC SYSTEMS

CRM

1. Data Quality Enhancement & Consolidation

Billing

11M+ customers 1,600+ source data items

2. IQ Architecture & Optimisation

Single CRM and Billing system for all product types

3. Data Governance & Prevention

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STREAM 1 - ENHANCEMENT AND CONSOLIDATION

Key Achievement:
Identified and consolidated the best point of truth data to build a single, enriched customer Golden Copy. Utilised Direct Marketing Campaigns and external points of truth to enhance and supplement customer data. Built sophisticated matching and merging capability. Created a state of the art, web based portal for manual verification and optimisation of customer records. Established a virtual team (Business, IT, Migration, Marketing and Customer Communications). Utilised regular data extracts and infrastructure developed for data migration to perform data analysis and optimisation activities. Integrated learnings into CRM architectural design and improved data definitions, standards and business rules for single customer identity.

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STREAM 2 - IQ ARCHITECTURE AND OPTIMISATION

Key Achievements:
Completed data mapping from legacy to strategic data models, and established business rules and definitions. Optimisation, enhancement and survivorship of data to align to strategic IT & process architecture. ? Data mapping application designed and built in-house. ? Mapped more than1,600 data attributes to deliver complete and accurate data profile for migration to CRM and billing systems. ? Facilitated Data Architecture design workshops to drive best practice data capture in new systems and provided optimal data definitions for target data model. ? Designed, built and implemented an automated process to match addresses and allocate address IDs. ? More than 50 mini data optimisation projects managed simultaneously and timed to achieve the maximum benefit for each migration event. ? Improved on-line work instructions and information provided to customer facing staff to deliver sustainable solutions in the new systems.
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STREAM 3 - DATA GOVERNANCE AND PREVENTION

Key Achievements:
Engaged an Executive Champion From Telstra Finance to lead Data Governance. Initial Focus on Business Intelligence, Enterprise Data Warehouse and Reporting Established Data Stewardship across key data domains and all Business Units. Continued development of Data Quality scorecards to measure and control DQ health. Designed and implemented mandatory Information Quality on-line training for all Telstra employees.

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THE DATA QUALITY JOURNEY

Enabling data migration & improved customer experience through Data Quality enhancement

LEGACY SYSTEMS

Cost savings were realised when customers moved to a Single bill as a result of consolidated Single customer identity. Reduced time for order activation and resolution of customer queries. More holistic view of customer data enabled more targeted product offerings and bundles increasing customer satisfaction and improving competitive position. Improved on-line capabilities leading to increased take-up rates. Contributed to Telstras vision To improve the way people live and work.

STRATEGIC SYSTEMS

CRM

Billing

11M+ customers 1,600+ source data items

Single CRM and Billing system for all product types

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A YEAR LATER

Moving from Finance led Governance to Corporate Governance Executive management commitment in place Establishing Centres of Excellence (CoEs) Data Management CoE and Business Intelligence CoE Training and Certification embracing Certified Information Quality Professional program (CIQP) Participation in IAIDQ and IAIDQ Asia Pacific events, webinars Focus on Prevention all new IT projects reviewed to identify impact on data quality NBN Program of Work

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Data quality is a journey, not a project ...and the journey continues !