Custom Enterprise Application Integration improves Dun & Bradstreet delivery model.

Background

Dun & Bradstreet (D&B) is a worldwide provider of business information and related decision-support services. At the core of D&B's business is a database which offers an array of products, services and applications to consumers of business information.

The Challenge

D&B identified significant revenue growth potential in the small and medium size business market in Canada, however, their traditional product offerings were not well suited to the unique needs and buying preferences of this market segment.

D&B had to come up with an attractive, simple and cost-effective delivery model for their product offerings which could be scaled down to the small business. When serving enterprise clients, products sold required a minimum of a one-year service contract and a commitment to purchase reports in volume. D&B could manage with the higher transaction costs associated with account representatives assigned to accounts and multiple points of customer support during client acquisition and product delivery (including the paperwork that came with the process). Although, with the small business market the products offered to clients had to be sold more efficiently, maintaining the integrity of the product and the high level of customer service associated with the D&B brand.

The Solution

D&B chose a custom EAI (Enterprise Application Integration) solution which would integrate their web site with a back-end reporting system and also provide for electronic commerce functionality.

We worked with the D&B team to develop DnBDirect.ca, whereby customers have the ability to serve themselves. The solution has two main components. The first is the direct sale of credit information and related reports through DnBDirect.ca, leveraging the D&B database. The second is a co-branded version of DnBDirect.ca offered through partner sites that cater to the small and medium size business market, expanding the reach of D&B.

The new report service provides small and medium size businesses with a simple, flexible and affordable way to determine and manage their credit exposure. Online, clients have the ability to search the database of companies directly, review which reports are available and complete the purchase online. DnBDirect.ca customers can use the reports delivered from the site to evaluate the risk of extending credit to their clients and research how quickly those clients historically pay bills. They can also qualify new sales opportunities and evaluate vendors.

This solution was delivered quickly and cost-effectively by re-using components of an existing extranet application used by D&B's larger clients. The application was modified to reflect an online retail environment by simplifying its navigation and adding appropriate help information throughout the purchase process. In addtion, we created extensive partner and product administration capabilities as well as reporting tools for non-technical D&B staff.

D&B's small and medium size business customers can now access information on 67 million businesses worldwide. DnBDirect.ca provides D&B with:

• A cost-effective and flexible channel through which to reach the small and medium size business market in Canada
• A new tool used to leverage D&B's brand in a new market space
• Reduced cost and improved customer service by allowing customers to serve themselves through the internet
• The ability to leverage the market reach of partners through a co-branded DnBDirect.ca offering
• A platform for D&B to expand product and service offerings in the future Our Enterprise Application Integration Reporting and E-commerce Solutions, has given D&B a powerful and flexible direct channel to the small and medium size business market in Canada and have been exceptionally well received.