Sensis lays foundation to unlock power of CRM through integration

With revenue in excess of A$1 billion, Sensis is a leading Australian information, advertising and directories business. For many years the business centred around publishing the printed Yellow Pages® and White Pages® telephone directories.

The Telstra subsidiary has recently undergone a significant transformation into a content company offering internet, voice and interactive mapping services that provide the directions and means by which people can buy, meet, sell, trade, search and communicate.

To support this change in strategic direction, it was necessary to ensure that existing major systems could be moulded to fit the new services and business processes, and this meant integration - enabling those systems to 'talk' to each other.

The Need for Integration

The strategy for Sensis was to integrate its mobile sales force, call centre and all other customer interactions to provide a customercentric view of the entire customer relationship. It upgraded its core systems and capabilities for its flagship print products - the White Pages® and Yellow Pages®. Around the same time the company also started consolidating its customer interaction processes around the Siebel Customer Relationship Management (CRM) product.

To ensure all parts of the business operate on consistent customer and product information Sensis decided to integrate the systems one at a time, with a long-term view of total business integration using a mature platform and comprehensive infrastructure that minimises future integration effort.

Drawing on extensive architectural and systems integration experience, the technical integration team from Object Consulting worked with Sensis to deliver the overall requirements and solution architecture for the core systems integration.

Using TIBCO ActiveEnterprise™ software as the Enterprise Application Integration (EAI) platform, Object designed and implemented the architecture and the first phase of real-time integration of the business systems.

"With their experience in business integration and the use of their standard processes, Object Consulting has delivered a strategic corporate asset, using TIBCO ActiveEnterprise, that has enabled integration of our CRM to the back of house."

Richard Bahnsen
Project Director Core Systems, Sensis

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