More than just data storage: Informed decisions thanks to Data Warehouse
In customer service, countless data is generated daily in various systems - data that is extremely valuable: Used correctly, they can be the basis for well-founded business decisions, for example.This makes modern data management, as with Arvato CRM Solutions, a competitive advantage.
The central element of data storage at Arvato CRM Solutions is the Corporate Data Warehouse (CDWH). This includes data from SAP, various internal and external CRM systems, shift or personnel planning – in short: from as many systems as possible. A wide variety of data is collected. The data landscape is therefore highly diverse. “The diversity of our businesses is also reflected in the range of systems we use. This creates an extremely heterogeneous data structure,” explains Juan Gomez Fernandez, Head of CDWH & Reporting at Arvato CRM Solutions.
An example of this is the connection of various communication channels such as call, chat, email and social media. Depending on the communication channel, the data set’s depth of information will differ. When connecting various systems, the main focus is not only on the provision of data, but also on data security and quality. To create knowledge from data, it is crucial that the right data be collected. Connecting source systems begins with inspecting the data and its logical and functional traceability. “Data governance is a central concept for us. The significance of a report is limited by the quality of its underlying data. A lack of data governance guarantees only one thing: a poor foundation for business decisions,” adds Lisa Brenner, Manager Business Integration.
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Transparency and synergies
This is where the CDWH comes in. On the one hand, it makes all data and the calculation logic centrally available. On the other hand, it involves users in the creation of reports. “For us, the transformation of data into knowledge takes place in business. Context and experience in a business are crucial factors for us.” No users develop their report on their own. The highlight: The architecture of the CDWH makes it possible to prepare individually generated reports on all transactions in compliance with data protection regulations.
One central element is the exchange of the business key users in the so-called CDWH Key User Circle. “It’s regularly the case that users will discuss formulas with each other and improve on them together,” says Gomez Fernandez. “For us, this is a sign that our concept works. The exchange promotes transparency and contributes to the continuous improvement of our CDWH.” The discussions among the users also help to identify and eliminate errors in the data as early as possible. Moreover, users in younger businesses can benefit from the experience of mature businesses, and easily adopt proven calculations.
All of this shows that the CDWH isn’t just a topic for IT. The users themselves are an important part, because it’s them, with their knowledge of the business, who turn the data into knowledge. “With the CDWH, we ensure data availability, quality, and security. The data analysis and the reporting are made by the key users,” says Gomez Fernandez. And it is technology-independent: The reports can be displayed in various programs, such as Microsoft Power BI or Excel. In addition, each user can create their own dashboard. This visualization can also be used by all users afterwards. “With this mandate, we quickly grew out of the infancy of a project. In the age of digitalization, data management and especially data governance are crucial competitive factors for companies going beyond the boundaries of a single IT product or system,” says Lisa Brenner.
Data Warehouse as a competitive advantage
In short, the CDWH offers several benefits at once:
Decisions are made on the clean foundation of data.
Data is provided efficiently.
The comprehensive security concept ensures that data can only be seen by authorized users.
The ability to compare data makes outliers in key figures visible more quickly.
The CDWH promotes transparency and creates synergies.
The shared standard of comparison enables benchmarking and the identification of potentials within industries, processes and structures.
The modern form of data storage thus opens up a real competitive advantage. All in the spirit of the CDWH Mission Statement: “Know your data, know your peers!”