Customer-Facing BI and AnalyticsLeveraging Easy-to-Use Self-Service Environments for Maximum Value

A White Paper

WebFOCUS iWay Software Omni

Information Builders helps

organizations transform data into

business value. Our business

intelligence, integration, and data

integrity solutions enable smarter

decision-making, strengthen

customer relationships, improve

performance, and drive growth.

WebFOCUS iWay Software Omni

1 Introduction

1 Internal vs. External BI and Analytics

3 Simple Concept: Big Impact

4 Other Reasons for Customer-Facing Applications

4 Customer Loyalty and Competitive Advantage

4 Customer Satisfaction

4 Improved Operational Performance and Minimized Expenses

5 Competitive Differentiation and Revenue Generation

5 One Self-Service Site – Countless Benefits

7 Buy vs. Build: Which is the Better Way to Create Customer-Facing BI and Analytics?

7 Reduced Time and Costs

7 Increased Efficiency

7 Broader Expertise

7 Increased Flexibility

8 Requirements for Successful Self-Service

8 Relevant, Reliable Information

8 Simple Web and Mobile Access

9 Scalability and Reliability

9 Customizability and Branding

10 Data Quality

12 Information Security

13 What’s Next?

13 Self Service: Providing Users With an Advantage

14 Conclusion

Table of Contents

Information Builders1

Introduction

Consumers are better informed than ever. Customer-facing websites make it easy for potential buyers to find details about products and services. These sites also help companies increase efficiency, reduce support costs, boost customer loyalty, and possibly even increase revenue.

Many organizations take this a step further, opening up their enterprise data to customers, partners, and other third parties. Product information, delivery status, and billing details serve as the basis for many self-service business intelligence (BI) and analytic applications today.

Internal vs. External BI and Analytics

Making information from enterprise sources readily accessible to external users provides a greater return on BI investments than back-office analytical projects. While BI and analytics empower employees with better information to improve decision-making and increase efficiency, these types of applications often fail to deliver the significant bottom-line impact that organizations are looking for.

Outward-facing BI deployments that include external stakeholders offer the most significant and demonstrable ROI, regularly saving millions of dollars and increasing revenues. Value-added information services are proven to drive customer acquisition and retention, increase wallet and market share, and even create new revenue streams.

Organizations like Travel and Transport, the nation’s sixth-largest travel management company, are benefiting greatly from customer-facing BI and analytics. Its eTTek Review allows 800 travel managers to obtain optimal pricing on flights, hotels, and car rentals, and to identify patterns and trends in travel spending. Users can even benchmark their travel spending against other similar companies. Enabling customers to better monitor and budget their travel expenses saves them millions of dollars.

An external product from Travel and Transport’s subsidiary, Data Visualization Intelligence, Inc. (DVI), incorporates WebFOCUS to help provide a suite of visualizations that graphically displays all aspects of a corporate travel program.

Customer-Facing BI and Analytics2

A global provider of relocation management and consulting services, Plus Relocation Services, created InformAgility, a customer-facing portal. Users can estimate relocation costs, track expenses, and review statistical information about employees, policies, and programs. Plus has increased customer acquisition and retention, improved productivity, and reduced costs, leading to a projected, cumulative three-year net benefit of $3,423,600, an ROI of 196 percent, and a payback period of nine months.

But many organizations avoid using their BI platforms to support customer-facing initiatives because they lack the required ease of use, scalability, and reliability. Information Builders has a proven track record of success with customer-facing BI and analytics, with close to 50 percent of our customers making their data accessible to external stakeholders like customers, suppliers, and business partners. The WebFOCUS platform serves as the backbone of some of the largest and most widely-used customer-facing and self-service environments in production today – ranging from several thousand to more than two million active users.

WebFOCUS has helped Paycor provide more advanced data visualization and analytic capabilities for its HR and payroll reports.

Information Builders3

Sometimes the simplest concepts have the greatest impact. For example, transferring college credits from one university to another used to be cumbersome, requiring students to obtain current transcripts and mail them to the admissions office at the university they wish to attend. It could take weeks before someone reviewed the information and replied with the status of the transfer request.

One university simplified this process with an intuitive web portal. Students can now go online, select their current university from a list organized by state, then choose their major. In just seconds, they can see how credits will transfer. This saves students hours of preparation and spares university administrators more than a month of manual labor and processing time.

Some believe that moving to an online support model simply replaces the cost of a call center representative with the cost of an IT professional to oversee the website. But savings typically far outweigh any new costs that arise. Plus, support websites give companies a competitive advantage because increased customer convenience boosts client satisfaction and retention.

A customer service transaction handled by a live agent usually costs between $2 and $10, compared with just pennies for, say, placing an order online, says John Goodman, vice chairman of Customer Care Measurement & Consulting.1 Customer-facing websites dramatically reduce incoming call volumes, saving significant amounts of money.

When valuable enterprise information is shared with outside stakeholders via the web, it can increase profits, drastically reduce overhead, or both.

To succeed in self-service, information must be reliable and consistent, as well as useful and relevant. For example, information that is not available through other online channels, or is unique in some way, has immeasurable value to consumers. Companies can use that data as a competitive offering, or charge a fee for access to it. This is known as data monetization.

The Appraisal Institute, an association of appraisers and property analysts, increased retention and revenue by providing its 25,000 members with value-added services. Using WebFOCUS, the organization built an Associate Status Dashboard, so members can track the requirements and goals needed to upgrade from associate status to designated distinction. The dashboard makes it easier for members to reach that status, increasing membership revenue for the institute because required course fees for designated memberships are higher than those for associate memberships.

Simple Concept: Big Impact

1 “When Customer Service Becomes Self-Service,” Consumer Reports, July 2014.

Customer-Facing BI and Analytics4

Besides cost savings, there are many other reasons to implement self-service and customer-facing applications.

Customer Loyalty and Competitive Advantage

Marvin F. Poer is one of the nation’s leading property tax advisors with expertise in real estate, personal property, and commercial properties. Its customer-facing BI and analytics application, Client Connect, has transformed the way the company delivers information on values, appeals, taxes, and more to its large customer base. Authorized users can log into Client Connect to view their property tax data from more than 120 different views, quickly homing in on valuation and tax payment details, collector profiles, tax rates, tax bills, appeal status, and many types of property-specific tax events.

“Being able to access all of this information on-demand is very valuable to our customers,” says Tom Rawlston, senior vice president of Information Services and Specialty Property, Marvin F. Poer. “We were certainly listening to our customers before. But we were not taking advantage of BI applications in the way that we are today. We hadn’t crossed that threshold, and we realized that no one else in our industry had either. Client Connect has given us a decisive competitive advantage. It is a differentiator that is helping us win new business and solidify customer relationships.”

Customer Satisfaction

First Rate Investment Systems, a developer of portfolio analysis and performance measurement solutions, helps its clients enhance services to account holders. Embedded BI and analytics, delivered via WebFOCUS, give more than 4,000 investment advisors access to in-depth details about hundreds of thousands of portfolios. They can also perform batch reporting for tens of thousands of accounts, and enhance communication with clients by generating and delivering customized presentations.

“What makes our company unique is its BI and information delivery capabilities,” says Terry Gaines, managing director and manager of Business Development at First Rate. “We add significant value with our web-based reporting and drill-down capabilities.”

Improved Operational Performance and Minimized Expenses

CentiMark, a commercial and industrial roofing contractor, created MyCentiMark.com, a customer-facing application – complete with InfoApps™ – to make interactive analytic content available to clients. Customers can access information from SAP R/3 applications, as well as a proposal-generating system, to obtain a complete inventory of their facilities, with a thorough itemization of past, present, and future roofing projects. Available information includes budget management reports, roof condition reports, open-project proposals, lists of current and complete projects, and a history of repair work, including before and after pictures.

Other Reasons for Customer-Facing Applications

Information Builders5

MyCentimark.com is used by thousands of engineers, facilities managers, financial personnel, and administrators responsible for commercial and industrial buildings, who – in just a few clicks – can view inventory, conditions, prospective work, recommended work, current projects, and historical views of work completed – both for fixed-price contracts and for occasional repairs. The application helps CentiMark obtain business from Fortune 100 corporations with property-intensive portfolios who are looking for better ways to manage their operations.

Competitive Differentiation and Revenue Generation

For Moneris Solutions, Canada’s leading credit card processor, the 1.7 billion purchases it handles each year have value beyond the fees generated. Moneris also sells the vital information collected during those transactions.

Through Merchant Direct, thousands of merchants can view their debit, Visa, and MasterCard transaction data online, access consolidated statements and reports, and obtain customized views of payment activity. The up-to-date data facilitates decision-making, forecasting, and trend analysis.

“The Merchant Direct application was built to scale substantially,” John Morgan, senior manager of Information Services at Moneris Solutions. “The architecture needed to be able to handle an immense user base in Canada, and many additional users in the future as we expand our business to support U.S. based-merchants.”

Offerings like these make it easier to attract new clients and retain existing ones. This, in turn, drives revenue and builds long-term value. “Merchant Direct provides benefits in the areas of cost reduction, revenue generation, and client satisfaction,” adds Morgan.

One Self-Service Site – Countless Benefits

Disc Brakes Australia (DBA) is an Australian producer of aftermarket and original equipment disc pads and brake rotors. It recently replaced its old-fashioned order entry processes (which required sales representatives to take phone orders, and manually enter them into an ERP system) with an automated, self-service e-commerce application called DBA Connect.

DBA Connect increases convenience by enabling customers to place orders anytime during their workday or after hours. This is important for overseas clients, who operate in different time zones than DBA’s call center. Users can also report on sales activity, view account balances, track previous orders, and more.

Customer-Facing BI and Analytics6

DBA Connect increases convenience by enabling customers to place orders anytime during their workday or after hours.

“Customers typically have questions, such as whether we have certain parts in stock,” explains Peter O’Connor, DBA’s general manager. “If not, they want to know what else is available. Do we have something slightly bigger that would fit a certain vehicle? What are the exact specifications? What is the warranty period? Now DBA Connect lets them easily search for products, check part numbers, verify dimensions, and resolve potential issues on their own, all through the portal.”

The application also increases efficiency, boosts order-handling capacity, and reduces related costs. The entire order process is now performed dynamically in just about a minute.

Information Builders7

Once the decision is made to open up enterprise information to customers and partners, organizations must determine whether to build the application in-house, or deploy a BI and analytics platform to support it. Some companies have concerns about purchasing a platform, mistakenly assuming it will be too cost-prohibitive, too complex for the masses, or limited to a single information source. In reality, the right BI platform will far more efficient and economical in the long run.

Reduced Time and Costs

Creating a customer-facing application from scratch can be a massive undertaking. Countless resources must be devoted to development and maintenance. A BI platform offers out-of-the-box capabilities that have already been created, tested, and proven. This drives faster return on investment, lowers total cost of ownership, accelerates deployment and time to value, and minimizes maintenance burden.

Increased Efficiency

A BI platform enables development of self-service analytic applications in just weeks, rather than the many months it would to take using code. Analytics built with code or low-end BI tools are typically difficult to change or modify. BI platforms often replace applications built by low-end tools when the man-hours and expenses associated with managing and upgrading them becomes too high.

Furthermore, building in-house diverts the attention of IT staff away from other strategic technology initiatives, which is unnecessary since the needed BI functionality already exists elsewhere. Deploying a best-of-breed BI and analytics platform delivers the needed capabilities, while keeping staff focused on other important projects.

Broader Expertise

Companies that create BI and analytics solutions have extensive knowledge of back-end information sources, integration and data preparation, and analysis techniques. This is a level of expertise that many organizations do not have in-house.

Increased Flexibility

Self-service applications are more agile when supported by a BI platform, because new features can be added rapidly in response to changing customer demands. BI capabilities will also remain current at all times, since platform vendors enhance their products on a continuous basis.

Buy vs. Build: Which is the Better Way to Create Customer-Facing BI and Analytics?

Customer-Facing BI and Analytics8

Relevant, Reliable Information

Companies considering a customer-facing website should first determine which information is in highest demand by the largest constituency. Billing information is a great example. All companies field a high volume of inquiries about client bills and invoices.

Organizations should also identify information that would be in high demand if made available to outside constituents. Securities America, one of the nation’s largest independent broker-dealers, has integrated investor profile, portfolio, and performance assets into a seamless BI environment with a simplified workflow. More than 17,00 financial advisors – who serve more than 300,000 investors – can visually explore client and portfolio information through customizable dashboards and reports. The environment, known as Dashboard 2.0, has improved recruiting efforts, increased data quality and visibility, and reduced financial risks through better data governance.

What makes Information Builders unique is its full suite of integration solutions. WebFOCUS has the widest reach of any BI platform on the market, and can tap into many disparate sources for self-service access – removing integration as a roadblock to success. Our integration offerings also include data quality management. The same platform that facilitates seamless information access can be leveraged to ensure consistency, accuracy, and integrity.

Simple Web and Mobile Access

If users can’t quickly find the information they need, the benefits of a customer-facing site will be moderate at best. Sites that are too complex alienate a portion of the audience. What today’s information consumers want is to submit simple queries and receive answers that are relevant and in context to their day-to-day activities.

“Most people don’t need multi-page reports or powerful ad hoc analysis capabilities,” says Patrick Yip, a director in the Technology Group at Pershing LLC. Pershing’s WebFOCUS portal allows investment professionals to generate reports and statistics on stock trade activities. “In fact, casual users shouldn’t have to interact with BI tools at all. Instead, they prefer targeted information that has been embedded in their familiar business applications. It is generally more effective if the BI technology operates under the covers.”

Pershing’s self-service system does more than give managers and executives the ability to generate month-end reports. It delivers aggregate views of account balances, financial holdings, and trades to tens of thousands of brokers directly from within familiar applications.

“One of the main reasons our BI environment has been adopted so widely is because it does not require any special experience or sophistication,” continues Yip. “If you can order a book, or make travel arrangements online, you’ll find our BI capabilities very easy by comparison. We rarely get calls about how to access information or run reports because people already know how to use this type of system.”

Requirements for Successful Self-Service

Information Builders9

WebFOCUS’ unique features drastically reduce development time and minimize maintenance for self-service sites:

■n Guided ad hoc technology enables the creation of simple, self-contained web forms, which provide intuitive access to information

■n Users can retrieve information in any format, including HTML, PDF, and Excel

■n Content can be deployed as a service inside another application, so data retrieval is easily blended into any website. This enables implementation outside of the BI infrastructure, resulting in applications that deliver optimum performance, with a small technology footprint

Scalability and Reliability

Customer-facing applications must be able to efficiently scale to support growing user audiences, while ensuring optimum performance at all times.

U.S. Bank used WebFOCUS to create Scoreboard, an innovative software-as-a-service (SaaS) BI dashboard for merchant customers. More than one million users rely on Scoreboard to aggregate, visualize, and analyze customer transactions, and track and manage spending. Trend analysis, peer reporting, and benchmarking is as simple as a mouse click. This value-added service reduces merchant attrition and support costs.

Reliability is paramount to continued self-service success. WebFOCUS includes built-in load-balancing, fail-over, and autonomic functions that ensure the highest performance of self-service applications at all times. Multiple servers can be chained together, guaranteeing back-up operation in case of a hardware failure. It also ensures that service loads are balanced across multiple machines, so sites run consistently during both peak and off-peak hours.

Customizability and Branding

A platform that enables efficient tailoring of the interface is crucial to ensuring a consistent customer experience and delivering immediate value. A fully branded self-service application that mirrors the look and feel of other company properties, including logos and color schemes, becomes an extension of its offerings, supporting brand identity and serving as a market differentiator.

“Our customers wanted to be able to run their own reports easily, filter data to meet their unique requirements, and make reports visually compelling,” says Joby George, product manager at Sparta Systems, an enterprise quality management software provider. “We saw this as an opportunity to embed an enterprise business intelligence solution that provides a range of capabilities for reporting, data visualization, and analysis. We also recognized that we could easily package these BI runtimes into reusable InfoApps.” InfoApps are interactive, lightweight, consumer-friendly analytic apps that allow mainstream users to visualize and analyze their data without having to learn a BI tool.

Customer-Facing BI and Analytics10

Unlike other BI tools that make customization cumbersome and time-consuming, branding a BI application in WebFOCUS is fast and easy. Sparta embedded WebFOCUS into its TrackWise application. The solution, called TrackWise Analytics, lets users analyze data from a multitude of sources. Customers can now run their own reports easily, filter data to meet their unique requirements, and make reports visually compelling – all from within TrackWise. The BI Portal carries the TrackWise brand so customers see one integrated solution that meets all their needs.

Sparta embedded WebFOCUS into its TrackWise solution, which lets users analyze data from a multitude of sources.

Data Quality

At RealD, the leading global provider of 3D and visual technologies, accuracy and trustworthiness of data used for analysis is ensured through a platform that automatically detects anomalies in information, alerts users when data falls outside of expected standards, and allows inaccurate fields to be corrected on the fly. Once data is validated and cleansed, users can visualize it on intuitive maps. This gives them deep understanding of the demographic profiles of moviegoers in specific regions; how much certain films, theaters, or exhibitors generate in box office admissions; and how they perform relative to competing theaters in the same area.

Information Builders11

“We confronted three primary problems – organizing information among information systems, addressing the integrity of the data in those systems, and visualizing that information in a meaningful way,” explained Joey Baloun, director, Business Intelligence Systems at RealD. “With its 3i technologies – intelligence, integration, and integrity – Information Builders was the ideal company to address these challenges. They demonstrated how their solutions could aggregate data from diverse sources, optimize information consistency and quality, and enable advanced visualization through easy to understand dashboards and reports.”

IFDS Insight is a customer-facing application for distributors, investors, and advisors. It gives users the freedom to directly manage and personalized settings.

Customer-Facing BI and Analytics12

One major concern with self-service websites is data protection. Confidential information and records will be accessible, so there can be no security gaps. Each user must be able to retrieve only their own information, while being prevented from viewing other users’ data. In some cases, there are even government regulations regarding the security of personal data, such as those imposed on the healthcare industry.

WebFOCUS provides a multi-faceted infrastructure that works seamlessly with and synchronizes multiple levels of security including website security, data and application security, and high levels of encryption. This ensures that data can’t be intercepted as it is being transferred from the self-service site to the user’s desktop.

Information Security

Information Builders13

Many companies use customer-facing sites to differentiate themselves from competitors. However, it’s not just the service itself that differentiates, it’s the application’s content and utility. In addition to benefiting the organizations that host them, these sites also provide demonstrable added value to end users.

Self Service: Providing Users With an Advantage

Ozburn-Hessey Logistics LLC (OHL) provides a user-friendly customer portal that displays information about OHL’s performance, and current metrics about all the company’s lines of business. Users can drill down from intuitive graphs (on-hand inventory levels, open order summary, orders to ship today, etc.) to detailed data when needed. The portal drives new sales, supports new lines of business, solidifies customer retention, cuts costs, and improves internal performance monitoring.

Special WebFOCUS features further enhance the creation and deployment of self-service applica-tions. Active Technologies deliver BI functionality inside of dynamically published In-Document Analytics. Static reports become interactive analytical environments where information can be sorted, filtered, highlighted, calculated, rolled up, and more. Charts and graphs can also be created to provide a better understanding of distributions.

Individual Active Technology licenses are free. Information can be delivered as WebFOCUS Active Reports to an unlimited number of users at absolutely no additional software cost. This increases the value of self-service websites and offers greater advantages to the casual end user.

What’s Next?

Customer-Facing BI and Analytics14

Unlike back-office analytics, which don’t always cut costs or make money, customer-facing applications deliver big returns, time and time again. Why do customer-facing websites work?

For customers, they offer:

■n Accessibility – Convenient access from home, office, or on-the-go

■n Usability – An intuitive interface

■n Timeliness – Rapid delivery of new, relevant information

For the self-service provider, they offer:

■n More opportunities – Customers spend more time on the website, increasing opportunities for interaction

■n Competitive advantage – Value-added services provide an edge over competitors

■n Process improvement – Bottlenecks are eliminated and costs are reduced

Companies seeking to leverage BI and analytics for maximum impact should think beyond the classic analytical application for back-office analysts, and envision how the wide distribution of data to customers, partners, or even the public can have an even greater effect on the bottom line.

Information Builders has a strong history of supporting successful customer-facing BI and analytics applications. Our WebFOCUS platform has been used to build some of the world’s largest self-service websites. Reliability, scalability, security, and high performance, combined with ease of use, rich functionality, embedded data quality, and flexible customization and branding capabilities make WebFOCUS the ideal choice for successful customer-facing BI and analytics environments.

Conclusion

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A White Paper

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