The Success Story Behind Contact and Account Management at OPUBCO Communications Group

Transcription

1 Orange County Convention Center Orlando, Florida May 15-18, 2011 The Success Story Behind Contact and Account Management at OPUBCO Communications Group Pam Harris, OPUBCO Communications Group Mohan Menon Global Soft Solutions ]

2 In this session Hear OPUBCO Communication Group s success story of our recent rollout of SAP s CRM Contact and Account Management functionality CRM Functionality Enhancement Project Contact and Account Management Groupware and Microsoft Outlook Marketing Campaigns Project approach and strategy Highlights of Interaction Center & CRM Web UI Prime advantages to SAP CRM 2

3 What We ll Cover Company background and SAP landscape Identifying the project scope Highlights of Integrating the Interaction Center Highlights of CRM Web User Interface Wrap-up 3

4 Who We Are OPUBCO Communications Group is an Oklahoma-based media company Privately owned for 100+ years, we are a multi-dimensional, technology leader in content and information for a digital world 4

5 Our SAP Landscape SAP ERP 6.0 Enhancement Pack 4 SAP CRM 7.0 (1 st in North America to convert from 5.0 to 7.0) SAP NetWeaver BW 7.0 Industry Solution for Media Annual support pack upgrades 5-6 weeks in summer SAP ERP HCM (Human Resources) updates again in December Upgrades done by internal staff Hardware, Basis, and Security outsourced Certified Center of Excellence (COE) 5

6 Our SAP Landscape (cont.) List 1-3 key points that attendees will take away from your session 6

7 Our Project Scope Live on SAP since March 2008 Replaced mainframe systems with SAP ERP, IS Media Solution 18-month, big bang implementation Limited implementation of SAP CRM initially 7

8 Our Project Scope (cont.) Enhancing our year 2020 solution to expand our Vision with 20/20 clarity views into our business and business partners Go-Live was January 2011 with Business Partner creation in CRM Go-Live was April 2011 for interactive scripting in call center 8

9 Our Project Scope (cont.) What is CRM? CONCERNED RELATIONSHIP MANAGEMENT 9

10 Return on Investment Business drivers Increase sales revenue Reach more customers Know our market Provide better customer service Secure contact info as a company asset Reduce impact of sales staff turnover Present specific product offerings to customers 10

11 Our Project Scope - Risk Versus Return Risk of overcomplicating the system Excessive customizations Restrictive controls (access/visibility) Excessive centralized tailoring of the UI Information overload Return of: Increased productivity Increased user adoption Tight integration with IS Media back-end solution Right info anytime, every time! 11

12 Our Project Scope Account and Contact Management Groupware Integration for MS Outlook and SAP CRM Campaign Management Marketing Planning Segmentation Integration to Exact Target Bulk Engine Campaigns for business customers Customer Interaction Center & CRM Web UI 12

13 Our SAP CRM Team Core team of five Two SAP CRM/SAP NetWeaver BW Developers Three Systems/Technical Analysts who support business Plus: Expanded team of 12 Functional Analysts/power users who support general SAP community Third-Party Consultant One onsite consultant One onshore remote consultant Four offshore developers Middleware and security offshore 13

14 Highlights - Account Management 360-degree view of the accounts Enables users to access relevant SAP ERP media transactions like Subscription orders, Advertising orders, etc., from within the account overview Branch off to SAP ERP/IS Media transactions from within the account overview Business role-based control of ability to change, create new, and/or add information in the account master data Business Partner role-based field properties (mandatory/display only, etc.) SAP ERP/IS Media table-driven assignment of employee responsible Business Partner role-based replication of BP to SAP ERP/IS Media 14

15 Highlights - Account Management (cont.) Filtered default search to list accounts belonging to Sales execs Accounts created in SAP CRM directly in the CRM Web UI or through the Interaction Center User parameter-driven default of BP created field values BP role-based field value validation Dynamic address validation check based on address control table in SAP ERP No new accounts or new addresses created in SAP CRM from synchronization of contacts from MS Outlook Custom assignment block to display BP-dependent campaign information 15

16 Customer Interaction Center 16

17 Customer Interaction Center (cont.) 17

18 Customer Interaction Center (cont.) 18

19 Customer Interaction Center (cont.) 19

20 Customer Interaction Center (cont.) 20

21 Customer Interaction Center vs ECC CIC0 21

22 Highlights - Contact Management Contacts created in three ways Contacts created directly in SAP CRM system Contacts created in Microsoft Outlook Synchronized to SAP CRM Contacts created in SAP CRM from external databases Access in field to contacts via MS Outlook on smartphones 22

23 Highlights Contact Conversion Administrative assistants gathering information Tie existing SAP account to each contact Data clean up Used Microsoft Excel as data source for conversion Upload companies to SAP CRM as prospects via custom program Manual entry of contacts into MS Outlook Range of electronic contact usage among sales Some had 1,000+ contacts in MS Outlook Some had rolodex of business cards (not converted!) 23

24 Highlights - Groupware Groupware Integration for MS Outlook and SAP CRM Plan for sales staff to use MS Outlook for contact maintenance Outlook is a familiar interface Available on smartphones Ability for sales managers to better follow sales efforts Challenges in setup of synchronization settings Can be client-based or server-based OPUBCO chose client-based Will look at future integration with Duet Enterprise 24

25 Highlights - Client-Based Groupware Synchronization of contacts Bi-directional synchronization of contacts: SAP CRM to MS Outlook and from MS Outlook to SAP CRM Use Relate to CRM functionality to assign an SAP CRM account to a contact created in MS Outlook Use Selective Synchronization of Contacts accelerator to facilitate flexible selection of contacts for synchronization with MS Outlook s can only be linked from SAP CRM Use Relate to CRM functionality to assign an to an SAP CRM account 25

26 Highlights - Client-Based Groupware (cont.) Synchronization of Appointments and Tasks Bi-directional synchronization of appointments and tasks Use Relate to CRM functionality to assign an SAP CRM account or contact person to an appointment created in MS Outlook Standardized field mapping of contacts, appointments, and tasks between SAP CRM and MS Outlook 26

27 Highlights Customer Interaction Center Multiple IC business roles covering the spectrum of IC users Hybrid IC and CRM Web UI Business roles for certain group of users No telephony integration Account search integrated with IS Media solution; IS Media transaction-based search Custom work center for launching IS Media-specific SAP ERP transactions 27

28 Highlights Customer Interaction Center (cont.) Launching of interactive scripts from within a BP-dependent custom assignment block in the account master data Potential for extensive scripting of entire customer interaction Great training tool for high turnover workforce Reuse of SAP ERP Client Interaction Center functionalities through the CRM Web UI Use of alerts and broadcast messages Will use alerts for customers without Will use broadcast messages for outages in the field 28

29 Business Partner Dependent Campaigns 29

30 Business Partner Dependent Campaigns (cont.) 30

31 Highlights Customer Interaction Center (cont.) Before Episode II: SAP ERP: Used for entering new business partners, order entry, account maintenance, and business transactions After Episode II: SAP ERP: Used for order entry, account maintenance, and business transactions SAP CRM: Used for entering new business partners, account maintenance, and WIGYOTP 31

32 Highlights - Customer Interaction Center (cont.) What is WIGYOTP WHILE I VE GOT YOU ON THE PHONE! 32

33 Highlights - Customer Interaction Center (cont.) Before Episode II: s were sent via MS Outlook with no record visible to other call center agents After Episode II: s can be sent to customers and managers out of SAP CRM activity recorded for future interactions with the customer 33

34 Highlights CRM Web User Interface (UI) Standardization of business roles across SAP CRM users Usage of CRM Web UI roles, IC roles, and hybrid roles (blend of CRM Web UI and IC role features) Customized views of accounts, contacts, opportunities, leads, etc., for different business roles (See only what you need!) Standardization and distribution of saved searches Standardization and distribution of CRM Web links 34

35 CRM Web User Interface 35

36 Highlights Marketing Management Campaign creation and execution from SAP CRM system Segmentation based on marketing attributes and SAP NetWeaver BW queries Integration of campaign management with Exact Target campaign solution for high volume, customized campaigns 36

37 Highlights Marketing Management 37

38 Highlights Marketing Management 38

39 Highlights Marketing Attributes Can be set at account level and contact level Programmatically set Industry codes, last access date Manually maintained Hobbies, product interests Maintained programmatically and manually Do not call lists 39

40 User Training Train-the-Trainer/Super User model Core team trains power users Power users train general SAP community Scheduled 4-6 workshops a week for power users Open training room for hands-on practice Core team available to provide support Initial Call Center training was 2 hours; follow-up training for scripting was an additional hour Contact & Account Management training for Sales Managers was 2 hours 40

41 Highlights Productivity Accelerators Presentation of My Open Activities on the homepage Capability of Sales and Marketing management to broadcast news Selective synchronization (addition, removal) of contacts from SAP CRM to groupware by sales users Offline Activity Summary report of sales team members delivered to the Sales managers 41

42 Key Learnings Partner with your integration partner Create a win-win atmosphere Win together, lose together More business area knowledge needed than expected Knew we needed business involvement and ownership Needed our technical subject matter experts as much as our SAP CRM team Needed to understand the process flow and redesign it in light of the new SAP CRM GUI Development environment was different; pulled an ABAP resource for knowledge transfer 42

43 Summary Advantages of using SAP CRM Fits with our existing architecture One solution does everything Interfaces available Integrated with back-end transactional SAP ERP system Helps to manage total cost of IT support SAP support skills already in-house World-class vendor support Diverse range of functionality Endless number of possibilities! 43

44 Thank you for participating. ] Please remember to complete and return your evaluation form following this session. For ongoing education in this area of focus, visit SESSION CODE: 0206