REVIEWER: Dale Prillaman, enterprise analytical systems manager for First Union National Bank.
BACKGROUND: First Union National Bank is the sixth largest U.S. bank holding company and the sixth largest broker/dealer based on registered representatives. First Union provides complete banking services, complete brokerage services and innovative products for individual customers. First Union prides itself on its outstanding customer service and support.
PLATFORMS: First Union is running the Trillium Software System on an IBM SP/2 and is seamlessly integrated with Ab Initio's Co>Operating System, which manages the daily and monthly extraction, movement and loading of First Union's customer information. Trillium processes records from legacy systems, profiles data, enhances it with geographic and demographic information and matches customer and business records, householding them when appropriate. The Trillium Software System also operates on IBM mainframes, UNIX systems, AS/400 and Windows NT/2000/98/95. Trillium runs under Java, Com+ and CORBA.
PROBLEM SOLVED: In order to build and maintain strong, profitable customer relationships, First Union embarked on the development of a new data warehouse. The implementation of the customer data management process from Trillium Software ensured a single source of accurate customer data and a unified view of their 16 million customers. While developing the warehouse, First Union consolidated customer data from over 25 disparate sources. First Union knew that a single, clean source of customer information would provide it with the ability to identify new customers and households, cross-sell products to existing business customers and target their marketing campaigns more effectively. First Union decided to embark on a process that allowed them to identify and profile all of the elements in customer records, apply their own business rules for cleansing and converting the data, and match individual, business and household records to obtain a unified view of their customer base.
PRODUCT FUNCTIONALITY: Once the data is loaded, the Trillium Software System is run to do matching, geocoding, ZIP code correction and census tracking. After these processes have been completed, the data is provided to marts. The Parser, a context sensitive processor, allows companies to identify, by line type, exactly what is in each field of a record. The Geocoder matches addresses against directories of address-related information. The geocoding functionality is CASS certified, enabling First Union to take advantage of available postal discounts. The Matcher enables the organization to accurately identify and develop relationships with its customers.
STRENGTHS: The Trillium Software System is packaged with business rules that can be customized. First Union's challenges of not being able to see the unified view of a customer were overcome by purchasing the Trillium Software System and doing householding internally. The Trillium Software System is a complete data quality software solution that provides investigation, reengineering, cleansing and customer relationship matching functionality.
WEAKNESSES: Trillium does not provide functions such as extraction and propagation. However, Trillium has several partnerships with ETL vendors.
SELECTION CRITERIA: First Union chose the Trillium Software System for its ability to enhance their CRM initiatives by preparing data for analytical applications. This allows business managers to identify, analyze and predict changing customer behavior and make strategic decisions.
DELIVERABLES: With the use of the Trillium Software System, First Union has accurate customer information that ensures the consistency of querying, reporting and analytical applications used for business intelligence. The benefits range from increased customer service with personalized, configured product offerings to customized campaigns for targeted audiences. First Union's model, with the use of Trillium, provides accurate and consistent customer data management more effectively, which gives their business an extra edge and competitive advantage. This enables the company to keep profitable customers and acquire new ones.
VENDOR SUPPORT: Trillium's customer support and services personnel have been very professional and eager to help First Union when needed. Trillium has a broad range of experience and expertise and is very responsive to First Union's questions and needs.
DOCUMENTATION: Trillium's documentation provides useful support and product information, including technical bulletins. All of the documentation is also available online, which is very convenient and useful to First Union.
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