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Case Studies
Literature Request Application Helps Reduce Costs, Expand Capabilities
Project at a Glance |
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RDA developed a streamlined document request application that expanded document seach capabilities while reducing labor costs with the implementation of an intuitive, easy-to-use interface. The new system also reduced costs associated with traditional collateral mailings through the integration of customer database information and literature email links for associates’ use. |
About Our Client
RDA’s client is an investment management firm offering individuals and institutions around the world investment management guidance and expertise.
Background
Our client’s corporate call center is responsible for servicing customer requests as well as marketing products offered by the firm. Often, associates need to send out various types of print collateral (literature) to callers, such as tax forms or funds prospectuses.
Previously, associates had to enter specific code numbers associated with the items they requested from the supply department to be sent to clients. Given the relatively short tenure of associates that work at the call centers, this was not efficient, since the codes took time to learn. The original system included a client server-based front end application that provided request information to a back end fulfillment system. The existing system contained business logic strewn throughout legacy code. New edits and rules were difficult to impossible to implement. Additionally, the existing system did not fit in with the web-based desktop being designed for use by client associates manning the call centers.
RDA’s client sought to develop a new, streamlined application that was more intuitive and easier to use. In addition, our client was launching a corporate-wide initiative to modernize all of their retail systems, seeking to integrate their customer service applications in a way that represents customers holistically.
Solution Detail
After conducting a thorough analysis of our client’s business process, RDA developed a single system that enables retail operations to process and fulfill customer requests for literature and product information. The new system fully integrates with the suite of applications that were developed as part of the system modernization effort. The resulting Literature Request system is one of several major “portlets” that is now integrated into the client’s retail desktop.
The new system seamlessly ties into the customer database and allows associates to send literature as email links. With the old code-based system, associates had to make separate entries to send documents traditionally or electronically.
Benefits
The new system offers numerous advantages compared to the original application:- It allows associates to enter more advanced search criteria as part of their document request process, such as full text searches, and offers more meaningful categories.
- The user interface is more intuitive in its organization. This is a distinct benefit for new associates, who may not be familiar with all of the nuances of the corporate processes.
- The application enables associates to reference customer demographics and tag items with special alerts if necessary.
- To help curb the costs associated with mailing literature, our client has encouraged their customers to use electronic versions of many documents. The new system has streamlined this process for the associates, saving time and labor costs.
Technically Speaking
RDA’s Literature Request System utilizes Java-based IBM portal technology, IBM Portal Server and Web Sphere. It also uses Ajax (shorthand for Asynchronous JavaScript and XML) technology to provide a more responsive, rich client look and feel to the interface. Ajax incorporates:- standards-based presentation using XHTML and CSS;
- dynamic display and interaction using the Document Object Model;
- data interchange and manipulation using XML and XSLT;
- asynchronous data retrieval using XMLHttpRequest;
- and JavaScript binding everything together.
An Ajax application eliminates the start-stop-start-stop nature of interaction on the Web by introducing an intermediary — an Ajax engine — between the user and the server. This enhances the responsiveness of the application. 1
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Ajax: A New Approach to Web Applications, by Jesse James Garrett
