Selling Customers A Complete Solution

When you hear the name Lockheed Martin, what do you think of? If your answer includes F-16 fighter jets, cruise missiles and the space shuttle, you would be only partially correct. While the multi-billion dollar company is best known for securing national defense and space contracts, it is also a significant player in the information management and services market.

Lockheed Martin came into being through a series of mergers involving Lockheed, Martin Marietta, and Loral Corporations. Following the mergers, the company organized itself into five sectors: 1) Space and Strategic Missiles 2) Electronics 3) Aeronautics 4) Energy and Environmental Services 5) Information and Services. The Information and Services sector is composed of 20 separate companies including Integrated Business Solutions (IBS). IBS handles commercial systems integration, IT (information technology) outsourcing, consulting and training. IBS is headquartered in Orlando, FL, with offices throughout the United States and Europe. Lockheed Martin had gross sales of $28.1 billion in 1997 and the Information and Services sector accounted for $6.5 billion of that total.

Just as Lockheed Martin is composed of many different companies, the systems integration solutions it provides are composed of many different pieces. Document and image management is a main component, but not a solution unto itself. "A couple of years ago, it was common for us to install a stand-alone imaging system for a department. In that case, imaging was the solution," says Tom Murray, systems integration product marketing manager at IBS. "Today, almost all of our efforts are toward integrated information management where document imaging is only one piece of a total solution."

Offering Business Solutions
"Today, customers are concentrating on solving a business problem across their enterprise versus implementing technology in a department. They understand the efficiencies and the economies-of-scale factor," states Murray. "Some customers look for an out-of-the box business solution, and others want a system integrator to build a solution to meet the specific needs of their business and environment.

This customization is exemplified by the installation IBS is currently performing for Nabisco (Wilkes Barre, PA). The system is built around a set of business requirements that flowed directly from user business needs. While document imaging is the underlying implementation technology, the system addresses Nabisco's business requirements. The core technology is TREEV's integrated suite of document management software. TREEV's architecture enabled IBS to provide seamless integration with Nabisco's existing line-of-business applications. IBS will implement a solution that spans several business units and leverages the existing IT infrastructure. The total solution will also support planned growth as business units are added to the system.

Document Imaging Enhances Customer Relationships
Sure, every company expects to cut costs by installing a document imaging system. However, IBS identifies customers who want more than cost savings. Typically, improving customer service is at the top of a client's list. "Offering a unique product will give a company a competitive edge for only a certain amount of time. If the product is successful, another company will come into the market," explains Murray. "When a company has an advantage in a market, it is important for it to build relationships and learn all it can about its customers." To that end, IBS is focusing on integrating document imaging systems with technologies such as data mining and decision support applications.

Save Money With Data Mining
The more you know about your customers, the more effectively you will be able to market products and services to them - at least that is the theory behind integrating document imaging with data mining applications. "Customer support becomes a bigger issue every day and is becoming a bigger differentiator between companies," states Jim Bogaert, IBS project manager. "A small increase in customer retention for a big company can give rise to significant savings and added revenues."

For example, using a profile for each customer, a bank can selectively sell its services. Customers who have recently paid off their mortgages, may receive literature on remortgaging. Customers with multiple credit card balances could receive information on loan consolidation. "This is the beginning of integrating the back off with the front office. Companies which are proactive in their customer care will thrive," states Murray. "Customer care is a strong market for IBS. We help our customers help their customers."

Document Imaging And Workflow Improve Efficiency
For Swiss Reinsurance (Swiss Re), with headquarters in Zurich and New York, integrating document imaging and workflow increased efficiency and accuracy. As a reinsurer, Swiss Re insures other insurance companies. Before Swiss Re signs a contract, the company has to know what it is getting into. In the past, Swiss Re employees needed to sort through file cabinets to find documents dealing with similar contexts, such as a tobacco or lead paint. Using TREEV's OmniTREEV software, Swiss Re employees can access documents in seconds from their desktops.

IBS also used TREEV document management software to develop a claims processing system for Swiss Re. Employees can now view a customer's claim and associated contract from their desktops. The Swiss Re representative can then determine if a claim is valid and process payment.

A Market For High-End Solutions
While Lockheed Martin is a global entity and IBS only targets Fortune 500 customers, some of its high-end installations are becoming less high end. "The technology that we integrate is increasing in capability and becoming less expensive," states Murray. "Smaller companies are now budgeting for what were once considered high-end projects. It used to be that only large companies could show a return on investment in these types of installations; that is not the case anymore."