IEEE Enhances the User Experience with Customer Relationship Management Upgrade That Accelerates Transaction Processing
 
 

IEEE Enhances the User Experience with Customer Relationship Management Upgrade That Accelerates Transaction Processing

  • Oracle Customer:  IEEE
    Location:  Piscataway, NJ, United States
    Industry:  Professional Services
    Annual Revenue:  $100 to $500 Million

IEEE is the world’s largest organization dedicated to advancing technological innovation and excellence for the benefit of humanity. IEEE and its members inspire a global community through IEEE’s highly cited publications, conferences, technology standards, and professional and educational activities. A 501(c)(3) organization, IEEE has more than 400,000 members from more than 160 countries and more than 1,300 standards and projects under development. In addition the organization publishes more than 150 standards, journals, and magazines, and it sponsors more than 1,200 conferences.

To manage hundreds of thousands of members and transactions, IEEE required a comprehensive customer relationship management (CRM) system that was easy to use for internal stakeholders and external customers. IEEE’s previous application had a poor user interface that limited the end-user experience. For example, new members had to fill out seven pages of information online to successfully join IEEE. In addition, it was difficult for customers and members to update profile information. Accessing purchase history and downloading purchased articles was disjointed, as well.

To develop an intuitive user experience for 1.6 million end users and internal stakeholders, IEEE implemented IEEE Business Platform (IBP), its next-generation e-commerce platform using Oracle’s Siebel Customer Relationship Management 8.1 as the back-end. The new system is now much easier for current IEEE members and prospective customers to use. Customers can now easily browse a catalog of options—including different memberships and subscriptions—and the system’s process flows to automatically price the products and services the customer chooses, based on various criteria. When a customer decides to join IEEE, he or she now only has to fill out a one-page application. In addition, once the transaction is completed, instant fulfillment is just a click away—as opposed to the old system’s disjointed integration with IEEE’s digital library.

 
 

 
 

Challenges

A word from IEEE

  • "IEEE Business Platform’s integration with Oracle’s Siebel CRM provides an easy-to-use e-commerce platform that our customers can leverage to purchase IEEE products and services efficiently. This implementation is critical, as our membership has grown beyond 400,000 members, and we continue to increase the number of journals and services we provide to advance technological innovation and excellence for the benefit of humanity." – Dr. Alexander Pasik, Chief Information Officer, IEEE

  • Deploy an easy-to-use, intuitive CRM environment for internal account representatives and a best-in-class user experience for external customers, who join IEEE as members and purchase subscriptions and other products
  • Ensure the CRM system can handle peak transaction loads—which occur between September and December when most institute membership renewals are due—and meet service level agreements (SLAs) for transaction processing times
  • Enable automatic membership renewals and instantaneous fulfillment for paid orders, such as automatic download of articles purchased, as opposed to requiring users to log onto a different system
  • Provide customers with easy access to their account history, enabling views of membership status and previous transactions
  • Transition customer usernames to e-mail addresses to consolidate multiple data stores

Solutions

  • Established a new user interface through which customers purchasing a membership only need to fill out one page of information, as opposed to seven pages, providing a better user experience through the use of service-oriented architecture (SOA) services and integration with Oracle’s Siebel CRM
  • Improved application performance with the ability to complete customer transactions in four to eight seconds, which meets IEEE’s SLA, and performed extensive testing to prepare the system for peak loads
  • Enhanced annualized membership renewal user interface to support automatic renewals, helping to improve the membership renewal rate
  • Provided customers with the ability to customize products they purchase—such as subscriptions or bundles using Oracle Product Configurator, Oracle Advanced Pricing and Siebel Web services
  • Enhanced membership catalog to enable members to find products easily, enhance the user experience, and boost sales using Oracle Endeca Content Management System Connectors
  • Enabled customers and account representatives to access a customer’s profile quickly and easily view information concerning membership status and previous purchases
  • Standardized user names as e-mail addresses, helping ensure a single data store for each customer—completing the transition for 100,000 users with the remaining transitions occurring as members renew using Oracle Internet Directory, Oracle Virtual Directory, and Oracle Access Manager
  • Enabled automatic order fulfillment once a customer completes a transaction, which allows customers to instantly download a technical journal article they purchased, as opposed to logging on to a separate system to obtain the product using Web services exposed through Oracle Service Bus
  • Instituted location-based services, which enables the system to determine the country a customer is logging in from, and adjust product offerings accordingly
  • Enhanced the process of adding products into the cart, helping to facilitate a smoother cart-to-cash process for customers using SOA services and integration with Siebel CRM
  • Provided a highly available platform—based on Oracle Database with Real Application Clusters

Why Oracle

After reviewing many options, IEEE chose to work with Oracle Consulting to upgrade to Siebel CRM 8.1. It completed the upgrade in May 2011 and concluded the rest of the IBP implementation in March 2012. The project came in under budget.

“We have had no issues with the system since completing the implementation. Our internal users are very satisfied with the system, and we have processed more transactions between April and June than in previous years. We are prepared for the upcoming peak season with the IEEE Business Platform (IBP) project and Oracle’s Siebel CRM,” said Dr. Alexander Pasik, chief information officer, IEEE.