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Data Warehousing and Data Mining

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Case Study
Bt groups
A global communications company runs the Trillium Software System® at the heart of its
customer-focused operations.
the company
BT Group is one of Europe’s leading providers of telecommunications services. Its principal
activities include local, national, and international telecommunications services, higher-
value broadband and internet products and services, and IT solutions.

In the UK, BT serves over 20 million business and residential customers with more than 29
million exchange lines, and provides network services to other licensed operators.
Reducing customer dissatisfaction by 25% a year is a key target in BT Group’s drive to
deliver the highest levels of customer satisfaction. In the 2003 financial year, the Group as
a whole achieved a 37% reduction in customer dissatisfaction.
the challenge
BT’s well-established strategy puts customers first and includes ensuring that customers
are recognized and properly managed by appropriate account teams who can access all
relevant information rapidly. This is made possible behind the scenes by a well-developed
and strategic approach to customer information management and data quality.
“BT recognizes that there is a link between the quality and completeness of customer
information and good account management, customer service, and effective operations.
Customer data is a key business asset. We must manage it with strategic intent,” said Nigel
Turner, Manager of Information & Knowledge Management Consultancy, BT Exact (BT’s
research, technology, and IT operations business), which is assisting BT in its information
management strategy.

Three initiatives take center stage in BT’s customer information strategy: the Name and
Address System (NAD), a Customer Relationship Management (CRM) system from Siebel,
and the Customer Service System (CSS).
NAD is being built from multiple legacy data sources to provide what is to become a single
definitive customer name and address repository. The multimillion-dollar Siebel-based
CRM solution commenced rollout in what is destined to become one of the largest Siebel
implementations anywhere in the world. CSS provides a complete and accurate view
of each customer from 28 million customer records across 29 disparate repositories and
11 mainframes, where many customers have multiple records. The system, now central
to customer services, determines the availability of services, the location of a prospect,
account management, billing, and fault repair.
A significant challenge in each of these enormous and mission-critical business investments
is ensuring the quality of source data in order to deliver output that is accurate, complete,
and valuable enough to deliver a strong return on investment (ROI). Garbage in, garbage
out applies! BT has needed a process capable of taking tens of millions of customer records
from multiple disparate sources, then cleansing and standardizing address formats, then
accurately identifying, grouping and linking records that are common to one customer
account, household or business. Furthermore, the strategy has had to be capable of building
and maintaining customer data quality over time, encompassing both existing data offline
and new data entered by call center operatives and others in real time.
Contd...

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