Customer Relationship Management Prof. Dr. Hasso Plattner SAP AG

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1 Customer Relationship Management Prof. Dr. Hasso Plattner SAP AG SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /1

2 From Reducing Costs to Generating Value Relationship Centric Customer Relationship Management Business Network Redesign Knowledge Management Resource Centric Business Process Redesign Business Function Automation Time SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /2

3 Customer Relationship Management (CRM) - Drivers Market Pressure Competitive Pressure Customers force suppliers to change their offerings Enterprises have to differentiate their offerings in the market Need to make business processes more efficient and effective CRM Enables new ways to communicate with customers Cost Pressure Information Technology SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /3

4 New Relationship-Centric Scenarios Company Customer Logistics Financials Marketing Sales Customer Profiling Relationship Management One-to-One- Marketing Human Resources Service Customer Service... Total Customer Care Relationship-centric scenarios Resource-oriented scenarios SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /4

5 Relationship-Centric Scenarios Marketing Product/brand management Relationship marketing Mass marketing Marketing analysis Web marketing Telemarketing Marketing management Contract management Call management Field Service Mobile service Return / repair processing Self service Installation management Mobile sales Telesales Internet sales Key account management Sales support Sales management Sales Service SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /5

6 CRM Scenarios vs. Enterprise Execution System Supplier Supplier SAP Marketing CRM CRM SAP Sales Customer/ Customer/ Partner Partner SAP Service Enterprise Execution System Relationship-Centric Scenarios SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /6

7 Integrated Process Chains Order Taking SAP Sales Opportunity Management Account Management Order Process SAP Marketing Shipment Mass Marketing Lead Generation Relationship Management Customer Transport R/3 SAP Service Installation Management Post sales services Service Management SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /7

8 Semantic Integration People Identity Roles Responsibilities Skills Products UPC Catalogues Bundles Configurable products Category Serial Numbers Strategies Price agreements Personalization Plans Contracts Customers Identity Roles Relationships Contact History Installation Information Sharing Execution Processes Management Processes Front Office Processes SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /8

9 Important Success Factors End User Centricity Internet / e-commerce Mobile Technology CRM Telephony Fulfillment Business Intelligence SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /9

10 Overview End User Centricity Internet / e-commerce CRM SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /10

11 End User Centricity The objective CRM software acceptance heavily depends on how easily it is to learn, tailor, and use The way Very strong end user involvement Give interaction and visual design high priority Establish usability as a first-class quality measure The effect Software becomes a natural extension of the way people work The software works the way I do. SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /11

12 Provide Role-Specific Support Marketing MarCom Manager Telemarketing Agent Telesales Rep. Field Sales Rep. Sales Product/ Brand Manager Marketing Manager Sales Manager Key Account Manager Depot Repair Tech. Field Service Tech. Service Service Manager Call Center Operator Techn. Support Agent Customer Service Agent Sales Admin. Relationship Manager SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /12

13 Role-Specific Combination of Applications User-Information Role-Specific Business Scenarios Applications Single Logon Single System Entry-Point ( SAP Portal ) Scenario-Driven Combination of Applications SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /13

14 The EnjoySAP Initiative in R/3 New Interaction Design New Visual Design Personal, Role- Based Interfaces SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /14

15 Overview End User Centricity Internet / e-commerce CRM SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /15

16 User-Centric e-commerce User Supply Chain Planning User Company User User Employee Self Service Knowledge Mgmt. Strategic Enterprise Mgmt. ser Sales Management Procurement User User Partner Consumer Dealer User er... User User Corporation Corporate Services Transportation Outsourcing Operations Insourcing Portal Customer SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /16

17 One-to-One Web Marketing Use the web as an interactive forum to create a dynamic interchange of information Accelerate the direct marketing cycle from data collection to offer Build customer relationships on a mass scale Dynamically created, personalized web pages Catalog content tailored to the preferences of the consumer SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /17

18 Pandesic: Internet Selling Hosting of Virtual Companies Evergreen service Completely built on Microsoft Technology Active Server Pages Microsoft Site Server Microsoft Internet Information Server DCOM Component Connector Windows NT Microsoft SQL Server SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /18

19 SAP Internet Selling Product catalog brows Shopping basket management Customer registration Quotation and availability checks Payment transactions Order status International capabilities SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /19

20 SAP Service: Web Enabled Service Real-time adaptation of service hours Personalized self-service using knowledge base Technology for proactive customer service (Push Newsletters, Patches) Higher level of individualized customer service and satisfaction with decreasing service costs SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /20

21 SAP Knowledge Management 38 country-specific sites 23 languages Per week > 350,000 users > 3 million page views > 275,000 brochure downloads More shopping soon SAP Knowledge Products CBT Delta study guides Books CDs (documentation and collateral) Personalization SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /21

22 Outside-In Approach Needs of customers/business partners are center of solution Additional application server holds application logic and can integrate multiple systems Functionality is created, integrated, and maintained within the application server Configurable and flexible, enabling customization for individual user communities Good to integrate other best-ofbreed applications or legacy systems, or if the solution requires significant user interface customizing SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /22

23 Inside-Out Approach ERP system is the center of the solution (holds the application logic) ERP system is extended using a Web-interface Inside-out approach is good to provide simple ERP functionality (e.g., employee self service scenarios) Solutions are not configurable and flexible SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /23

24 E-Commerce Driven Business Models SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /24 Source: Gartner Group, 1998

25 Main Trends The cyber economy goes main street The wired workforce arises Companies tear down information boundaries Products become commodities Online behaviour becomes valuable data Communities are formed Networks allow new forms of learning SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /25

26 Summary Relationship Centric Customer Relationship Management Business Network Redesign Knowledge Management Resource Centric Business Process Redesign Business Function Automation Time SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /26

27 Customer Relationship Management Prof. Dr. Hasso Plattner SAP AG SAP AG 1999 Wirtschaftsinformatik 99, Feb. 99 (Hasso Plattner) /27

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