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A large petroleum company's mergers and acquisitions had left it with poorly coordinated data spread across multiple systems.
Accenture helped the company with a new SAP-based master data management program, leading to enhanced customer service and a basis for further strides toward high performance.
This global petroleum company operates in more than 100 countries. The US division sells more than 15 billion gallons of gasoline to US consumers each year. After growing through mergers and acquisitions, the company found itself with master data spread across more than six transaction platforms.
Each system supported business units and teams with their own terminologies, code sets, processes and demands for the same data elements. Redundant customer data entry, manual handoffs between teams and minimal system controls for validating data accuracy significantly increased the company's risk of data corruption and transaction errors.
Ultimately, this put collections at risk and increased credit exposure. The lack of well-organized data governance and the absence of a consolidated view of customer master data limited the company's flexibility to provide fast, competitive customer service.
Accenture's ongoing research into high-performance businesses confirms that this organization faced a common challenge: despite years of investment in information technology, many companies find that their data is still not accurate, complete, secure and available when and where it is needed.
Accenture teamed with the company to implement a consolidated customer master data management system. The goal was to ensure that everyone could draw on the same high-quality information to serve customers.
The company selected Accenture due to our extensive experience in the oil and gas industry, expertise with SAP-based solutions and ability to help clients become high-performance businesses. Our dedicated group, Accenture Information Management Services, provided on-site presentations to explore the locked potential of the company’s master data.
We developed a phased program. First, the team cleaned the data to eliminate incomplete, incorrect and inconsistent entries. Removing the complexity of poor data quality would ease the migration to a better system. The effort also established data rules that would be enforced going forward.
The team then focused on process design. We held interviews and workshops with business users to understand existing processes. The team used SAP NetWeaver Portal Guided Procedures to model 23 new core business processes, down from over 100 local and individual variations. The new processes covered the interaction of users and data, each type of customer setup and maintenance process and management oversight of process completion.
With quality data and processes defined, we deployed SAP NetWeaver Master Data Management as the data repository and SAP NetWeaver Exchange Infrastructure to enable, simplify and streamline the new processes.
The company’s customer service team members are now more efficient thanks to the ability to enter and view accurate and complete customer data using a single interface. Each team member can also access a role-specific task inbox and notifications of workflow status.
Management can draw on point-in-time intelligence on all ongoing customer projects. This enables more informed decisions and more timely action.
The company can now effectively manage credit risk—and as an added benefit, can free up cash for additional energy transactions. Data integrity increased significantly across multiple data stores, while a single “record of reference” reduced data errors. The solution resulted in faster time to bill with increased invoice accuracy and simpler communication among workgroups.
The solution’s flexible and standardized data model gives this petroleum company a platform to more easily launch future initiatives. These include tighter integration with refining and supply management operations, integration with management information capabilities, additional master data migrations and harmonization with other organization-wide master data initiatives.
By managing its data more effectively, the company was able to position itself better for high performance.
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