REVIEWER: Stephen Iddings, manager of application, integration and self-services for LexisNexis.
BACKGROUND: LexisNexis is a leading provider of information and services solutions, including its flagship Web-based Lexis and Nexis research services, and is a member of Reed Elsevier Group plc.
PLATFORMS: LexisNexis currently uses Siperian Master Reference Manager (MRM) on the Microsoft SQL Server platform. Siperian MRM is used in conjunction with the following systems and sources: Siebel 6, Siebel 7.5, marketing data warehouses, business intelligence data warehouses, IDMS, Vista and Oracle.
PROBLEM SOLVED: Siperian helped us solve our need for a customer data management solution that would uniquely identify our customers and enable our North American Legal Markets (NALM) group to be more effective in the way they treat customers based on an aggregated view of more than 3 million subscribers.
PRODUCT FUNCTIONALITY: The LexisNexis NALM Telephonics Group leveraged Siperian MRM in order to establish a front-office environment that focuses on improving both the customer experience and the effectiveness and efficiency of their telephone sales efforts. As a result of deploying Siperian, we have realized a threefold match increase, continuous data improvement, enhanced sales campaign support, increased revenue by avoiding missed sales opportunities and an increased emphasis and company-wide focus on data quality and data stewardship. Over the next year, we plan to extend the sources that map to Siperian MRM in order to tie in to other sales systems within the company. In doing so, we will be able to identify which products our customers currently own across our various business units so that we can communicate more effectively, minimize unnecessary or duplicate customer outreach efforts and identify possible product bundles based on actual user preferences. Further, our ultimate goal is to leverage Siperian to identify and manage not only customer data, but also product data so that we can create a unified view of customer, products and business units. As part of this plan, LexisNexis will deploy Siperian beyond the NALM Group to incorporate the U.S. Corporate and Federal Markets (CFM) side of our business. Additionally, Siperian MRM has become the cornerstone architecture for our major CRM initiative and, as a result, will soon map to more than seven new sources and be tailored to meet any Siebel-specific requirements.
STRENGTHS: We have been extremely pleased with the completeness of the Siperian solution. Unlike other vendor offerings, Siperian had an already-developed user interface and a truly flexible data model. For instance, other vendors came with a pre-configured data model which would have required us to adapt to their approach, whereas Siperian MRM leveraged an "open slate" flexible approach. Also, their formalized data steward support is a major strength of the product and was one of our key selection criteria.
WEAKNESSES: As the first Siperian customer using Siperian MRM for MS SQL Server, we originally had some issues with Siperian's outsourced MS SQL Server support. They have since corrected this weakness by bringing seasoned MS SQL Server support staff in house.
SELECTION CRITERIA: We chose Siperian MRM due to its inherent data stewardship capabilities, the overall completeness of the product and its ability to run on MS SQL Server. Siperian was chosen after carefully evaluating a variety of offerings/approaches, including our own custom-built solution.
DELIVERABLES: Utilizing Siperian MRM, we were able to create unique and actionable views of our vast customer base, integrate this data with our front- and back-office systems in near real time and leverage a common data model throughout. This enables us to ensure territories are aligned for optional effectiveness and that the consolidation of accounts and contacts are performed nightly. This is a significant improvement as consolidation of accounts used to take us a month to fulfill.
VENDOR SUPPORT: LexisNexis received superior custom pre-implementation support, being the first customer on the MS SQL Server product. Post-implementation support started slow but eventually picked up to meet our needs. For instance, due to the combined team efforts, we have been problem free for several months now.
DOCUMENTATION: The documentation provided by Siperian is complete and is, in many ways, superior to what other vendors provide.
Siperian Master Reference Manager for SQL
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San Mateo, CA 94404
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