Improvesapcrmeffectivity

Exploiting existing SAP CRM capabilities to realize additional benefits Ajay Uppal

Untapped SAP CRM Capability Enterprise GT’s strategy ‘sweat the existing SAP assets’ UNTAPPED SAP CRM CAPABILITY AT ROYAL MAIL CAPABILITY IN USE

UNTAPPED CAPABILITY

BUSINESS is just using a part of SAP CRM E-Commerce Capability

BUSINESS can realize business benefits (=KPIs) by tapping SAP CRM capabilities ROI, IRR Customer Satisfaction

%age of Customer complaints Contract Negotiation Time Project set-Up Time Operating Expense

Employee Productivity Average Utilisation

Av Processing Time

Contact Efficiency

Cycle Times

Delivery Date Accuracy

Number of Incidents

Data Transparency Process Auditability

Complaints & Returns Backlog

Budget Accuracy Schedule Accuracy First Time Right User Experience

Costs, FTEs, TCO

Starting Point – Enrich & Consolidate OBA Centralised Product Catalogue Customers Web Experience

News Ticker/ Flash

Better Product Mix, Market Reach

Enhance OBA Functionality

Complaints & Returns Online Handling

Firefox Web Server

Real-time ATP & Credit Checks Facilitate Sales Order Entry, Processing & Fulfilment of all types of sales orders

Quick (< 3months) to Medium Changes (4-6 months) SAP CRM Capability

Impact/ Size of Change

Centralised Online Catalogue

External/ Quick

Sales Planning & Forecast

Internal/ Medium

Accuracy

Lower FTEs

Use CIC0 for Sales Order Entry, Customer Complaints & Activity Management

Internal/ Medium

Higher Employee Productivity, More Sales Orders/ FTE,

Lower Inbound Calls,

Move Complaints Management to SAP CRM

Customer Satisfaction Index

Return Rate,

Personalisation, Customer Segmentation & Profiling,

External, Internal/ Medium

Customer Satisfaction Index,

Integrate Smart Forms for order capturing rather than ‘calling 950’

Customer Web Experience Faster Decisions, Better Sales

Fewer FTEs, Operational Cost

Market Success Factor, Move functionality from Siebel to SAP CRM

% New Customers per Year ,

External, Internal/ Medium

Increased Employee Productivity, More Sales Orders/ FTE

Reduction in Customer Services Cost

% Revenue Growth – Existing Automate - eliminate errors due to manual processes Fewer FTEs

Significant Changes ( > 6 months) SAP CRM Capability

Impact/ Size of Change

Lead, Opportunity & Territory Management

External/ Significant

Win/lost Ratio,

Replaces MARS

Improved Pipeline Visibility

Design, Evaluate, Run Personalised Campaigns

External/ Significant

Customer Satisfaction Index,

Replaces Siebel

Market Success Factor,

Lower FTEs, Operational Cost,

% New Customers per Year ,

Time-to-market

% Revenue Growth –Existing

CRM FUNCTIONALITY

SAP CRM

MARS

SIEBEL

100% 80% 60% 40% 20% 0% 2007

2008

2009

SUGGESTED TIMELINE

2010

Customer Segmentation & Personalization 





Customer Profiling & Segmentation for determining & enhancing the effectiveness of segmentation. Target Group Management - Allows RMG to create & manage target groups of customers for marketing activities. Dynamic Personalization – RMG can personalize customers‘ web experiences & content based on predefined rules and customer segments

 Provide a

centralised product

catalog that contains product descriptions, multimedia displays, pricing & associated literature.

quick and easy customer access to timely and

 The catalog will enable

personalized product information and availability via OBA.  Personalized Content Presentation - Using SAP CRM’s product catalog, RMG can structure product information in categories that are most relevant to their customers.

Increased customer service & satisfaction  Browse & Search Catalog  Side-by-side product comparisons for effective decision making & instant ordering through OBA  Cross- Sell / Up-Sell alternate products, related and complementary products, and accessories to customers as they enter OBA.

 Product Promotions – BUSINESS can promote product recommendations to customers as they enter OBA.

 Enable services through Firefox

Web Server - maximise market reach & customers’ web experience

 Web Surveys - BUSINESS can improve OBA, customers’ web experience & quality of BUSINESS services by gathering customer preferences & feedback through online surveys.  Web Search Support - Users searching the Web (Google, AltaVista) for products can find these products and request registration through OBA.

Improvements in business process efficiency 





By Integrating Interactive Forms, BUSINESS can automate the process of uploading Sales Order using Adobe forms thereby saving the effort lost in logging sales order manually into OBA on behalf of customers calling 950. Strong case for enabling SAP CRM CICO (SAP CRM Interaction Center) for logging Sales Order directly into SAP CRM rather than going through OBA.

Alert Management - Alerts, such as "lost opportunity," can be triggered using flexible conditions.

CICO __=> Customer Service  



External customers can report complaints / issues. The call center agent can then by various tools (knowledge search, alerts, messages, FAQs) try to resolve the query. Facilities for communication include mail, fax, chat

BUSINESS can use Workflow Templates for  approving quotations  automatically releasing quotations  opportunity from lead  lead processing by external partners  credit management  approving marketing campaigns  status of mail transmission process  long texts in Sales Orders

SAP CRM Sales Planning & Forecasting  Various views of forecasted revenue

can be generated, charted & reported for a complete view of future revenue commitments.  Rolling forecasts that can be updated

continuously throughout the year thus potentially improving accountability.  RM can conduct performance reviews

with feedback and adjust strategies where necessary. SAP CRM will monitor the performance with plan/actual comparisons as part of the analysis.

Benefits  Accelerated Account Planning  Better Accuracy  Quickly adapt & respond to changes  Greater Visibility

Easy to adjust & adapt plans / forecasts on daily, weekly ….. basis inline with actuals, & changing market conditions

Complaints & Returns Management 



BUSINESS can enable targeted Dynamic Messaging / Alerts that will appear as tickers carrying real-time distribution / transportation problems at RM & expected delays in order fulfilment, if any.

Complaints Management on OBA will allow customers to create & track complaints directly. They can also request a credit, return, or replacement for each referenced product.



Returns Management will allow customers to create and track their returns and request for a credit, exchange, or replacement for each referenced product..

 BUSINESS can manage complaints (delay

of service and returns) more effectively. A

pilot can be run for Tracked+ products to demonstrate.  Analysis can be done on the basis of key figures that provide information about the quality of the services and enable BUSINESS to draw conclusions about the level of customer satisfaction. (e.g. check the service levels in case of Special Delivery).

Better management of Customer Expectations around Last-Mile Delivery, complaints & returns

Effective Campaign Management 

BUSINESS employees can create targeted & personalised campaigns based upon clean data available in OBA.



Graphical Campaign Modelling tool can be used for designing of complex campaigns.



Campaign Optimisation – BUSINESS will benefit from embedded analytics and data-mining capabilities for better campaign segmentation and increased ROI.



Campaign Simulation – BUSINESS can evaluate campaign ROI and effectiveness prior to campaign execution.

 Fewer employees will be required to

design & run campaigns  Campaign-Specific Pricing

BUSINESS can monitor campaignspecific pricing for products associated with a campaign, with the ability to apply percent or discrete value discounts.  Call Lists – can be generated for the

interaction Move from MARS to SAP CRM to leverage best practices & industry standard solution thereby lowering operational & maintenance costs

Lead & Opportunities Management using SAP CRM Lead Generation 



based on external lists, web forms for end customers, events, or manual entries.

Automatically based on surveys and associated scoring models or manually (based on judgment by the qualifying person) by internal organizations, third parties, or channel partners.

Lead Notification 

Attract new customers of BUSINESS



Convert “hot leads” into opportunities.



Integrated with groupware – Outlook/ Lotus Notes for task management through calendar synchronisation.



Analysis can also be done of the current business development and expected future revenue. It can contain information about open sales documents, such as opportunities, sales orders and sales contracts and therefore enables them to forecast future revenues.



Pre Sales effort analysis enables a channel manager to see how much effort, as time and resources, was expended in order to generate a particular sale.

Provides lead download capabilities.

Lead Qualification 



Provides automatic notification of distributed leads to partners via email, workflow .Partners can take action on leads (e.g. accept, decline, update) within email without having to log in to OBA partner portal with Interactive Forms

.

Enable Mobile Applications CRM Mobile Sales    

Field Account and Contact Management Field Campaign Management Field Opportunity Management Field Quotation and Order Management

CRM Mobile Sales for Handheld 

Field Quotation and Order Management

CRM Mobile Service  

Field Complaints Management Field Service Order Management

Benefits  Competitive Advantage  Empower field workforce  Real-time Information  Faster response

Benefits all the way Gain Valuable Customer Insight Consolidate & maximize your customer data  Drive revenue through customer centric strategies  Identify shifts in customers’ behaviours & needs 

KPIs for Improved Reporting    

Create More Effective Business Processes Arm your customer facing employees with the information they need to make better decisions  Innovate & align your customer facing processes with end to end visibility and proactive alerts  Break down organizational & technical barriers across the enterprise 

     

Reduce Cost Reduce IT costs with pre-built & integrated business content  Increase user adoption by delivering real value back to the users  Get insights to the right person, at the right time, in the right format 

      

Contact Efficiency Customer Satisfaction Index Cost ratio Salesperson's Time Spent Selling (Percentage) Campaign/Event Cost Revenue Ratio Churn Market Success Factor Percent of New Customers per Year Percent Revenue Growth – Existing Customers Sales Sales Cycle Time (Orders) Win/lost Ratio Productivity Rate Turnover Rate Percentage of Customer Complaints Percentage of Escalations Return Rate Returns

Risks, Mitigation & Management Plan Description

Probability (1-5) / Impact (L,M,H)

Mitigation

Deployment is to a large geographically spread group

3 / Low

Viewed as challenge not as a problem.

Obtaining business resource with the correct skills at right time to support these.

4 / High

Engage with business from the initial stage.

Network connectivity / bandwidth & impact upon Infrastructure has not yet been evaluated

2 / Medium

This will be evaluated & qualified during conceptual design

The business will not be ready and/or prepared for the new system

4 / High

Engage with business from the initial stage.

Solution does not deliver intended business benefits

2 / High

Qualified benefits can be demonstrated through POC / Prototypes

4 / Medium

RM Business & IT strategy to define the timelines

Transitional strategy for both (existing & proposed) systems & business change is complex

Suggested next steps  Define BUSINESS stakeholders (in light of current restructuring)  Agree target area of improvement (s)  Produce ROM for each of the selected areas  Jointly document requirements  Develop business case  Prepare detailed proposition