Multichannel Interaction Center Detailed View. SAP Enhancement Package 1 for SAP CRM 7.0 CRM Interaction Center

Transcription

1 Multichannel Interaction Center Detailed View SAP Enhancement Package 1 for SAP CRM 7.0 CRM Interaction Center 1

2 Agenda 1. Trends and Challenges Interaction Center 2. Multichannel Interaction Center 2.1 Overview 2.2 Details Communication Management Software Partners SAP Business Communications Management Handling Call List Execution Multichannel Analytics 3. Positioning and Benefits SAP 2009 / Page 2 2

3 Interaction Center Trends and Challenges Shift of Strategy Shift from cost-reduction tactics to revenue-maximization and customer-retention strategies Evolution of Communication Channels and Interaction Modes Increased use of Web self-service; greater integration of self-service with Interaction Center Increased use of IP-based communication Increased blending of communication channels (e.g., self service and agent-assisted service) Restructuring of Interaction Center Increased use of remote and home-based agents to enable virtual Interaction Centers Consolidation of back-offices (IT, HR, Accounting) into global shared service centers Evolution of Metrics and Analytics Move from traditional operational metrics (e.g., average talk time) to performance-based metrics (e.g., first contact resolution) Blended analytics combining communication performance data with CRM business data Alignment with business metrics like ROI and TCO SAP 2009 / Page 3 3

5 Interaction Center Scenarios and Processes Customer Telephony Fax and letters Web Chat IVR Interaction Center: capabilities Telemarketing Telesales Customer service Shared services Campaign execution Account and contact management Customer service and support Employee Interaction Center Lead management Lead and opportunity management Complaint management Accounting Interaction Center Personalization Quotation and order management Help desk IT service desk Interaction Center Management Communication channels response management Process modeling and agent guidance Interaction Center Analytics Communication analytics Process-based analytics Blended analytics SAP 2009 / Page 5 SAP CRM Interaction Center consists of five basic building blocks, supplemented with interaction center analytics. The customer is the focus as the top, and all of the customer interaction channels, such as telephony and web chat, are integrated with the application s capabilities. Let s cover each building block briefly here; we will go over each one in detail in the following slides: Telemarketing: This building block covers how marketing organizations can use interaction center capabilities to coordinate call lists and agent scripts for campaign execution and lead management, as well as personalization, to enable the right product and offer to be presented to the right person. Telesales: This building block covers how sales organizations can use interaction center capabilities to drive more leads into the pipeline through accounts and contacts information, as well as activity and opportunity management Customer Service: This building block covers how service organizations can use interaction center capabilities to quickly and easily resolve customer issues, often on first contact. Shared Services: This building block covers the diverse areas which can be covered by a shared service center, like Employee Interaction Center, Accounting Interaction Center, and IT Service Desk. IC Management: This building block covers how interaction center managers can control and monitor the interaction center, including managing the knowledge base, as well as the business rules that route contacts to agents. Interaction Center Analytics: Three analytics building blocks cover ever-more intelligent interaction center analytics: Communication analytics, process-based analytics, and blended analytics 5

6 SAP CRM Interaction Center SAP Interaction Center is an integral part of SAP CRM and integrates with Communication Management Systems, Data Warehouses and ERP Processing Focus for this presentation my SAP CRM Interaction Center Communication & Interaction Processes Communication Management System* CRM Marketing Sales & Service Processes Legacy and Backend System ERP Processes (Logistics, Accounting, ) SAP BW / KPI Reporting SAP 2009 / Page 6 * Contact center infrastructure software 6

7 Multichannel Communications (1/2) Communication Channels Telephony Screen Pop and Contact-Attached Data Soft-phone controls Automatic Number Identification (ANI) Dialed Number Identification Service (DNIS) Integration with Interactive Voice Response (IVR) units, and Voice Portals Integration with automated dialers for Predictive, Progressive and Preview dialing , Fax, and Letter Screen pop and Contact-Attached Data Response Management (ERMS) Agent inbox Integration with workflow for routing and escalation Web Text chat, Voice over IP, Call-me-back request Integration with E-service / Web self-services SAP 2009 / Page 7 7

8 Multichannel Communications (2/2) Analytics & Monitoring Statistics Interface Interaction Statistics Blended Analytics Standard content for communication and business based reporting IC Manager Dashboard Response Management System (ERMS) Rule based handling of incoming s and Web forms Automatic routing Automatic acknowledgement / response Automatic preparation of response SAP 2009 / Page 8 8

10 Current Solution for Multichannel Interaction Center SAPphone and SAPconnect Softphone/Telephony SAPphone Interface , Letter, Fax Agent Inbox based on SAPConnect with contact pull Integrated Communication Interface (ICI) Softphone/Telephony, , Web Chat with active contact push to agent s desktop Leverage existing investment in contact center technology Telephony Interface Recommendation ICI is the recommended interface, especially for new customers SAPphone is targeted to existing SAPphone customers who need to temporarily continue using SAPphone for a period of time after migrating from IC WinClient to IC WebClient SAP 2009 / Page 10 10

11 Multichannel Options for Interaction Center WebClient SAP CRM Interaction Center Contact Push Integrated Communication Interface Contact Push SAPphone (*) Contact Pull SAPconnect ICI Connector Telephony gateway Communication Management Software PBX/ACD Chat PBX/ACD * For existing SAPphone customers moving to IC Webclient SAP 2009 / Page 11 11

12 Integrated Communication Interface: Multichannel SAP CRM Interaction Center Communication Management Software Queuing PBX / ACD Integrated Communication Interface ICI Connector Router server Chat server 3rd party components ICI interfaces with the following channels: Phone Chat ICI is a Web services based interface. Contact center software vendors can integrate via XML/SOAP. Adaptors for each channel can be certified. Published interface Description available Used in SAP CRM and SAP ERP (HCM) SAP 2009 / Page 12 12

13 Login Options for IC WebClient via ICI User Login Agent information needs to be maintained in contact management software (CMS) Phone Extension: Simple CTI Support for business environments where requirements include simple telephony support and an inbox for asynchronous communication channels No agent information needs to be maintained in the contact management software (CMS) the CTI connection is established between an IC WebClient session and a phone extension during log on Enabled interaction center functionality: Softphone controls (desktop telephony) Screen pop Call-attached data User & Phone Extension: Free Seating Capability of a contact center that allows agents to use communication services provided through ICI at different work places. SAP 2009 / Page 13 13

14 Multichannel: CTI Enhancements CTI capabilities are further enhanced by added multichannel capabilities, resulting in better customer service. Display and maintenance of attached data Enables further collaboration between agents and enhanced capabilities to retrieve additional information via CTI Increases agent s ability for first-call resolution, thereby enhancing the customer experience Availability information for transfers Ensures an appropriate target is available for a contact transfer Reduces the rate of unsuccessful transfers Ability to send duel tone multiple frequency (DTMF) tones Extends business process for interaction center agents Further utilizes capabilities of PBX/ACD/CTI SAP 2009 / Page 14 14

15 SAPphone: Interface to Phone Systems SAP CRM Interaction Center SAPphone Interfaces to the Phone System: Via the SAPphone Server for connection to TAPI-compatible service providers SAPphone Server TAPI SAPphone RFC Interface Telephony Gateway Via the SAPphone RFC interface with direct connection to the telephony software Published interface Description available Used in SAP CRM, ERP and R/3 PBX / ACD TAPI = Telephony Application Programming Interface SAP 2009 / Page 15 Since different CTI system vendors implemented different interpretation of the TAPI interface, there are slight functional restrictions when using the TAPI interface. Predictive dialing is actually not supported for the TAPI interface 15

16 Multichannel Integration in IC WebClient Telephony Integration Integration Chat Integration SAP 2009 / Page 16 16

17 Multiple Sessions 4It is often a necessity for agents to handle multiple interactions at one time. 4The Interaction Center has the ability for IC agents to process multiple customer interactions across different communication channels in parallel (i.e., accept phone call while processing ). 4Up to five non-cti sessions can be opened by an agent. The sixth session is reserved in case a call, , or chat arrives, so an agent always has a free session available in order to accept it. SAP 2009 / Page 17 17

18 Multi-Chat Multi-chat is available in SAP CRM IC since demand calls for skilled agents to be able to handle multiple chat customers simultaneously. Very skilled agents can handle up to six chat sessions at the same time. SAP 2009 / Page 18 18

19 Communication-Enabled CRM Processes CRM 7.0 integrates communications with CRM processes allowing companies to leverage organizational know-how independent of location; enhance marketing, sales, and service activities; and reduce total cost of ownership. CRM Instant Messaging 4CRM users will now be able to have instant messaging conversations with their peer CRM users both interaction center agents and CEBP users. 4Users will also be able to call, , and send CRM context data through instant message conversations. 4Enables more efficient and effective interactions within the organization. Media Blending 4Ability to blend the different communication channels available ex. convert instant message/chat conversations into a voice conversation. 4Supports call centers to become contact centers and enables more flexible use of communication channels in customer service. SAP 2009 / Page 19 19

21 Communication Management Software Partners Linking contact center infrastructure applications to SAP s open communication interfaces allows you to leverage your investment in communication technology. SAP CRM Interaction Center s Integrated Communication Interface (ICI) and SAPPhone Interface both have partner certification programs. Joint Partnerships supported through: Global Software Partnerships Cooperative Support Agreements Interface Certification Programs Information on certified software partners: Most current information available on -> choose Certification Category Computer Telephony and click Search SAP 2009 / Page 21 21

23 Enable Communication-Enabled Business Processes (CEBP) With SAP Business Communications Management Manage distributed cross-functional resources Leverage corporate knowledge Provide a seamless customer experience across channels From isolated communications and systems silos to integrated all software-based Communication-Enabled Business Processes Customers Phone Mobile/ SMS Contact Center / Fax/ Chat SAP CRM SAP Business Communications Management SAP CRM Data network Customerfacing employees & systems SAP 2009 / Page 23 23

24 SAP BCM Offers End-to-End Customer Interaction Functionality With Out-of-the-Box Integration to SAP CRM Interaction Center Customer SAP BCM SAP CRM Interaction Center Sales Logistics Contact Channels Interaction and Communications Marketing Accounting Service SAP CRM SAP Business Suite SAP BW /Analytics SAP 2009 / Page 24 24

25 SAP BCM Overview Customer Telephony Web Chat IVR Fax SMS Inbound Contact Center Business Communications Management: Capabilities Outbound Contact Center Enterprise-wide Communications Management Unified Contact Routing Automated Dialing Corporate Communication Services Customer Interaction Handling Outbound Call Handling Fixed and Mobile Terminals Operations and System Management Online Monitoring Business Communications Management Reporting Reporting SAP CRM BW Integration Blended Analytics Business Communications Management Interactive Voice Response (IVR) Caller Recognition Voice Menus Automated Voice Services Info and Off-hour Services SAP 2009 / Page 25 25

26 Unified Contact Routing Increases First Time Contact Resolution BCM Communication Channels voice IVR fax SMS web mail Increase first time contact resolution with unified contact routing based on business data in CRM matched with employee skills and availability. Agent Skills Agent Availability CRM Business data BCM User Types Agents and supervisors Mobile specialists Remote agents Corporate telephony users Field workers Traveling experts Automated services SAP 2009 / Page 26 26

27 Improve Customer Interaction Handling by an Integrated Agent User Interface Accelerate, simplify and improve quality of business interactions through BCM softphone integrated with SAP CRM Interaction Center BCM softphone functionality integrated with Interaction Center toolbar BCM routes both voice calls and push s to Interaction Center agents SAP 2009 / Page 27 27

28 Browser Based SAP BCM Softphone Browser based BCM softphone offers comprehensive real time queue management and monitoring functionality for agents Personal presence management Active customer interactions info Real time queue view including login status management Special call handling tools: e.g. recording, conference, callback, audio settings and quick dialing keys Call handling tools: answer, hold, transfer, consult, hang-up Link to message panel SAP 2009 / Page 28 28

30 Handling in Interaction Center WebClient Push (ICI) routing via routing rules defined in CMS software pushed to available agent through ICI interface Pull (SAPconnect) processed and handled via ERMS (for example, auto-acknowledge and autoprepare) routed to Agent Inbox based on rules defined in ERMS ERMS Push s processed and handled via ERMS (for example, auto-acknowledge and autoprepare) and then handed over to the third-party CMS for routing content analysis done by ERMS pushed to available agent through ICI interface SAP 2009 / Page 30 30

31 Options for IC WebClient SAP CRM Interaction Center ERMS Push Push Pull ERMS Integrated Communication Interface SAPconnect SAPconnect Integrated Communication Interface SOAP/XML SMTP SMTP SOAP/XML ICI Connector ICI Connector Communication Management Software Communication Management Software Server Server Server SAP 2009 / Page 31 31

32 Pull Example Agent Inbox SAP 2009 / Page 32 32

33 Agent Inbox Agent inbox for s Fax & letter CRM business transactions (service requests, sales orders,...) ERP sales orders Cases Workflow items Predefined quick searches Option to execute agent inbox searches in background, allowing agents to perform other tasks while search query is executed Ability to cancel inbox search (and refine search criteria) if results are not returned quickly Enhanced advanced search; ability to save search criteria View inbox results in table/tree structure Multi-select in inbox result list Worklist for back-office processes: Reserve and reset reservation: changes the employee responsible of the selected inbox item Display, edit, delete Interact: starts an new interaction Link: links the selected inbox item to the active interaction Forward: manually assign an inbox item to another department SAP 2009 / Page 33 33

34 Editor Integrated Editor Send and receive HTML or plain text s Insert solutions with attachments Insert standard response ( templates) via mail forms Insert at cursor position: standard responses can be inserted at the end of an or at the cursor position Auto-suggest responses Include reusable agent signatures in outgoing s Automatic insertion of Tracking ID possible Integration possible with Spell checker Integration to Groupware (MS Outlook or Lotus Notes) possible for address look-up SAP 2009 / Page 34 34

35 Editor Screen HTML Formatted SAP 2009 / Page 35 This shows the editor for the agent. You see the standard responses here the agent can select from a list of templates. The first part of these templates is static available for any response, the second part is determined by content analysis of the . The interaction log shows the category of the this is pre-filled by content analysis and can be manually overridden by the agent. This category drives the suggested response templates. Also you see all the usual fields and attachments. 35

36 Editor With Attachments SAP 2009 / Page 36 36

37 Editor Standard Response Insertion SAP 2009 / Page 37 37

38 Agent Signature Creation via Mail Form SAP 2009 / Page 38 38

39 Editor Agent Signature Insertion SAP 2009 / Page 39 39

41 Call List Execution Call lists originating from marketing campaigns and other sources can be executed by agents in the interaction center. Agents select first the call list they will work on and then execute the calls from the selected list. Interactive scripts can be assigned to call lists so that the right script is available when agents start executing the call list. Call lists can be transferred to external dialers to automate the dialing process. SAP 2009 / Page 41 41

42 Call List Execution Using Automated Dialing SAP CRM IC Manager initial / delta download Call list Communication Management Software Dialer statistical information IC Agent Agent desktop Integrated Communication Interface CAD ICI Connector PBX / ACD Call list generated in SAP CRM Initial download to external dialer Delta update possible Dialer can be part of CTI Suite or can be separate software connected to CTI Dialer attemps to establish call, using progressive, predictive, or preview calling methods When call is connected, CMS routes call to available agent, including Call Attached Data (CAD) Telephone number Planned call Information about unsuccessfull calls can be updated from Dialer to SAP CRM call list Answering machine Busy signal SAP 2009 / Page 42 Download call list from SAP CRM to external dialer using function module SPS_PDLISTTRANSFER Delta update from SAP CRM to external dialer using function modules SPS_MODIFY_PDCALL and SPS_DELETE_PDCALL SAP CRM can retrieve statistical information about a call list using function module SPS_STATCAMPAIGN XSLT programs are available to unpack the Contact Attached Data 42

44 Statistics Interface The Statistics Interface retrieves statistical information from the CTI and exports it into the SAP Business Warehouse (BW), and standard content for communication and business based reporting Volume analytics (trends, peak hours, and so on) Service level agreement compliance (historic, trends, etc, ) Average handling time Average speed of answer Call abandonment rates Chat analytics (abandonment rate, average handling time, ) analytics SAP 2009 / Page 44 44

45 Blended Live Interaction Reports With Computer Telephony Integration (CTI) Live interaction reports (for example: connection volume, and service level) currently provide a snapshot of the call center. By blending these reports with categories and schemas, the interaction center (IC) manager is able to determine and analyze certain problem areas more accurately. Concept Extending the existing reports to include the categories and schemas defined in the category modeler creates business value that only SAP can provide. Drilldown on, for example, connection volume or service level by product, and damage code More granular view of problem areas, service cost drivers, and knowledge demands in the interaction center Each IC event tracks the category of the related document making it possible to generate specific KPIs Total handling time of all sales documents related to a particular category Connection volume of a certain product type Service levels of problem categories SAP 2009 / Page 45 45

46 IC Manager Dashboard All levels of management can access the dashboard to monitor operations and bring operational excellence to their fingertips. Through personalization profiles, the IC manager has a comprehensive view of business operations by: Real-Time Monitoring based on external data Threshold based alerts and notifications Identifies sudden trends or potential emergencies Displays agent volume and activity statistics Monitoring statistics for queues from multiple CMS systems SAP 2009 / Page 46 46

48 Summary: Benefits of the Interaction Center Better Customer Relationships The entire customer interaction cycle is captured and tracked, starting with initial engagement and ending with fulfilment Obtain insights into customer behaviour and tailor offerings to match their needs Gain competitive advantage by increased loyalty and retention Unique Integration Capabilities Select and flexibly deploy processes that suit your business needs Integrate with existing SAP and non-sap enterprise functions, including supply chain management, product life cycle management, financial management, and HR management Do More with Less Automated and streamlined processes reduce costs Revenue is increased through efficient customer interactions and enhanced cross-selling and up-selling opportunities SAP 2009 / Page 48 48

49 Further Information SAP Online Knowledge Products SAP Service Marketplace SAP EHP1 for SAP CRM 7.0 Learning Maps SAP Service Marketplace > SAP EHP1 for SAP CRM 7.0 Online Documentation SAP Help Portal > Documentation > SAP Business Suite > SAP Customer Relationship Management SAP 2009 / Page 49 Here you`ll find useful links. 49

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