Standardize, organize customer data

BMC Software improves quality, consistence of data

Like many growing companies, BMC Software has been adding customer information to its primary customer relationship management (CRM) system for years. Although the company was a longtime Siebel customer, data quality was an issue. Different employees added data to the company's CRM system, often creating nonstandard or duplicate records.

Adding SAS to our CRM efforts has enhanced our ability to meet customer demands – and find ways to grow into new markets.

Kelly Williams
Data Analyst

The challenge

The impact of inconsistent, inaccurate and unreliable data directly affected the sales team's productivity. If the sales team had poor-quality data in the CRM system, they would not be able to communicate effectively with customers. Additionally, bad data could lead to inaccurate sales forecasts and affect other aspects of new business efforts.

"Put simply, data quality has a dramatic effect on any of our customer-facing initiatives," says Kelly Williams, Data Analyst for BMC Software. "We needed a solution capable of codifying our business rules for data quality – and then enforcing those in both batch and real-time environments."

The solution

To meet the growing need for high-quality data, BMC Software began a data quality and data integration program designed to identify and resolve duplicate records (in batch and real time). The data improvement initiative also concentrated on validating addresses – both primary and secondary – to help build a more unified view of the customer.

BMC Software selected the award-winning SAS® Data Management to visually design workflows for data quality and data integration rules. SAS DataFlux technology provides an environment to utilize those rules via service-oriented architecture (SOA) in real time, allowing the company to find and resolve poor-quality data before it reaches the application.

The results

As BMC expanded its sales efforts, SAS provided high-quality data that fueled better outreach to prospects and customers. Now, as new data enters the Siebel application, SAS real-time data quality and data integration rules ensure that a new customer or a new account isn't a duplicate of an existing record. If it is a duplicate, the user has the ability to append the record of an existing customer.

"With SAS, we have the power to look at more than the primary address for matching accounts," Williams says. "SAS was the only vendor that allowed us to use secondary addresses and other details to match duplicates."

SAS technology also gave managers and executives more confidence in sales forecasts and pipeline projections. Now, the list of prospects is more consistent and reliable, leading to a more accurate view of the sales cycle. "In that way, adding SAS to our CRM efforts has enhanced our ability to meet customer demands – and find ways to grow into new markets."

Challenge

BMC's data suffered from issues such as nonstandard entry and duplications.

Solution

SAS® Data Management

Benefits

BMC used SAS Data Management to standardize and organize customer data.

本文中所展示的成果取决于文中所述的特定场景、业务模式、数据输入和计算环境。每位SAS客户的体验都因其业务和技术特性而不同,请勿将本文观点视为通用观点。实际的成本节约、成果和效果最终取决于每位客户的实际配置和条件。SAS不保证每位客户都能取得本文类似的成果。SAS仅对SAS的产品和服务提供保证,请参阅SAS的产品服务质保条款,本文中提及的内容不能视为质保条款。客户可以按照合约商定的条款分享SAS软件实施项目的成功案例,相应的品牌和产品名称归属相应的公司所有。

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