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Manufacturing

Enabling access to critical customer information

The client

A leading maker of UNIX-based servers

The business challenge

The client’s data of one million customers was spread across 60 applications in more than 10 different divisions of the company. Each division maintained their own customer database and used their own ID to identify customers. As a result data existed in multiple, disjointed silos.

The client was unable to leverage customer information in its marketing strategy resulting in poorly targeted campaigns. There were redundancies and inefficiencies in maintaining customer data, since multiple groups were maintaining similar information.

The solution

After analyzing the client’s business requirements, Wipro designed and developed a solution which enhances, standardizes and, validates data in a centralized data repository. The solution has changed the way the client manages their customer database.

To meet technology requirements Wipro used JSPs with Struts Framework to design the presentation layer, EJBs to capture business logic, data from Oracle RDBMS interfaces with the business layer via the Data Access Objects. JAX-RPC was used to create web services architecture for future application integration.

Key features of the solution:

	Elimination of redundant data entry
	Speed and ease of application integration through ready to use Web services framework
	Unique identification of the client ‘s customers
	Standardization of data based on business rules
	Four second response time in Web services
	All customer information is validated against third party database
	Quality of data is enhanced based on customer address

Benefits of the solution

Reduced costs and improved efficiencies

	Savings of USD 5 million in 3 years due to improved efficiency, resource reduction & cycle time improvements.
	Improved efficiencies in customer data management due to elimination of redundant entry and validation.
	Resource reduction and cycle time improvements. The application is integrated to the ERP application resulting in instantaneous validation resulting in faster turn around time.

Effective customer segmentation

A 360-degree view of customer interaction, enables customer segmentation resulting in easier purchase decisions for the end-customer

Closed loop marketing

	Centralized data and detailed reports allow effectively targeted campaigns based on segmentation and historical buying patterns.
	Easier tracking of response rates to measure effectiveness of campaigns.

Accurate customer database

The new program ensures automated data enhancement, standardization and validation. As a result, the client was able to obtain 250000 customer names that are unique and validated. This has also resulted in company-wide understanding of customer value and segmentation.

Technology used