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
%age of Customer
complaints
Contract Negotiation
ROI, IRR Time
Project set-Up Time
Customer Satisfaction
Operating Expense
Employee Productivity
Av Processing Time
Average Utilisation

Contact Efficiency Cycle Times

Delivery Date Accuracy Number of Incidents

Data Transparency
Complaints & Returns
Process Auditability
Backlog
Budget Accuracy

Schedule Accuracy Costs, FTEs, TCO

First Time Right

User Experience
 Starting Point – Enrich & Consolidate OBA

Centralised Product Catalogue

Customers Web Better Product Mix,

Experience Market Reach

Firefox Web
News Ticker/ Enhance OBA
Functionality Server
Flash

Complaints & Returns Real-time ATP &

Online Handling 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 External/ Quick Customer Web Experience

Catalogue Faster Decisions, Better Sales

Sales Planning & Forecast Internal/ Medium Accuracy Lower FTEs

Use CIC0 for Sales Order Internal/ Medium Higher Employee Productivity, Lower Inbound Calls,
Entry, Customer More Sales Orders/ FTE, Fewer FTEs,
Complaints & Activity Customer Satisfaction Index
Move Complaints Return Rate,
Management Management to SAP CRM Operational Cost

Personalisation, External, Internal/ Medium Customer Satisfaction Index, Reduction in Customer

Customer Segmentation & Market Success Factor, Services Cost
Profiling, Move functionality from % New Customers per Year ,
Siebel to SAP CRM % Revenue Growth – Existing

Integrate Smart Forms for External, Internal/ Medium Increased Employee Automate - eliminate
order capturing rather Productivity, More Sales errors due to manual
than ‘calling 950’ Orders/ FTE processes
Fewer FTEs
 Significant Changes ( > 6 months)
SAP CRM Capability Impact/ Size of Change

Lead, Opportunity & Territory External/ Significant Win/lost Ratio,

Management Replaces MARS Improved Pipeline Visibility

Design, Evaluate, Run External/ Significant Customer Satisfaction Index, Lower FTEs,
Personalised Campaigns Market Success Factor, Operational Cost,
Replaces Siebel % New Customers per Year , Time-to-market
% Revenue Growth –Existing

SAP CRM MARS SIEBEL

CRM FUNCTIONALITY

100%

80%

60%

40%

20%

0%
2007 2008 2009 2010

SUGGESTED TIMELINE
 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
 The catalog will enable
easy customer access to timely and
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  Enable services through Firefox
Web Server - maximise market reach
 Side-by-side product comparisons & customers’ web experience
for effective decision making & instant
ordering through OBA
 Web Surveys - BUSINESS can
improve OBA, customers’ web
 Cross- Sell / Up-Sell alternate
experience & quality of BUSINESS
products, related and complementary
services by gathering customer
products, and accessories to customers
preferences & feedback through online
as they enter OBA.
surveys.

 Product Promotions – BUSINESS

 Web Search Support - Users
can promote product recommendations
to customers as they enter OBA. 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 Benefits
can be generated, charted & reported for  Accelerated Account Planning
a complete view of future revenue  Better Accuracy
commitments.  Quickly adapt & respond to changes
 Greater Visibility
 Rolling forecasts that can be updated
continuously throughout the year thus
potentially improving accountability.
Easy to adjust & adapt
plans / forecasts on daily,
 RM can conduct performance reviews weekly ….. basis inline with actuals,
with feedback and adjust strategies & changing market conditions
where necessary. SAP CRM will monitor
the performance with plan/actual
comparisons as part of the analysis.
 Complaints & Returns Management
 BUSINESS can manage complaints (delay
 BUSINESS can enable targeted Dynamic
of service and returns) more effectively. A
Messaging / Alerts that will appear as pilot can be run for Tracked+ products
tickers carrying real-time distribution /
to demonstrate.
transportation problems at RM & expected
delays in order fulfilment, if any.
 Analysis can be done on the basis of key
figures that provide information about the
 Complaints Management on OBA will
quality of the services and enable
allow customers to create & track
BUSINESS to draw conclusions about the
complaints directly. They can also request
level of customer satisfaction. (e.g. check
a credit, return, or replacement for each
the service levels in case of Special
referenced product.
Delivery).

 Returns Management will allow Better management of Customer

customers to create and track their
Expectations around
returns and request for a credit,
exchange, or replacement for each Last-Mile Delivery,
referenced product.. 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 campaign-
specific 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.
 Provides lead download capabilities.
Lead Qualification
 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
 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
 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.
.
Enable Mobile Applications
CRM Mobile Sales
 Field Account and Contact
Management
 Field Campaign Management
 Field Opportunity Management
 Field Quotation and Order
Management
Benefits
 Competitive Advantage
 Empower field workforce
 Real-time Information
 Faster response

CRM Mobile Sales for Handheld

 Field Quotation and Order
Management

CRM Mobile Service

 Field Complaints Management
 Field Service Order Management
 Benefits all the way
Gain Valuable Customer Insight KPIs for Improved Reporting
 Consolidate & maximize your customer data  Contact Efficiency
 Drive revenue through customer centric strategies  Customer Satisfaction Index
 Identify shifts in customers’ behaviours & needs  Cost ratio
 Salesperson's Time Spent Selling
Create More Effective Business Processes (Percentage)
 Arm your customer facing employees with the
 Campaign/Event Cost Revenue Ratio
information they need to make better decisions  Churn
 Innovate & align your customer facing processes  Market Success Factor
with end to end visibility and proactive alerts  Percent of New Customers per Year
 Break down organizational & technical barriers  Percent Revenue Growth – Existing
across the enterprise Customers Sales
 Sales Cycle Time (Orders)
Reduce Cost
 Win/lost Ratio
 Reduce IT costs with pre-built & integrated
 Productivity Rate
business content  Turnover Rate
 Increase user adoption by delivering real value  Percentage of Customer Complaints
back to the users  Percentage of Escalations
 Get insights to the right person, at the right time, in  Return Rate
the right format  Returns
 Risks, Mitigation & Management Plan
Description Probability (1-5) Mitigation
/ Impact (L,M,H)
Deployment is to a large geographically 3 / Low Viewed as challenge not as a problem.
spread group

Obtaining business resource with the 4 / High Engage with business from the initial
correct skills at right time to support these. stage.

Network connectivity / bandwidth & impact 2 / Medium This will be evaluated & qualified during
upon Infrastructure has not yet been conceptual design
evaluated

The business will not be ready and/or 4 / High Engage with business from the initial
prepared for the new system stage.

Solution does not deliver intended 2 / High Qualified benefits can be demonstrated
business benefits through POC / Prototypes

Transitional strategy for both (existing & 4 / Medium RM Business & IT strategy to define the
proposed) systems & business change is timelines
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