CRM (General Example from the Automobile Aftermarket) Identifying the most suitable Tool and Approach Supplement: Advanced Media and Process Support

Transcription

1 Tomorrow's Mobile Enterprise, Today. CRM /// Process & Operations CRM (General Example from the Automobile Aftermarket) Identifying the most suitable Tool and Approach Supplement: Advanced Media and Process Support Applaud GmbH, Munich, September 2014, 2014 Prof. Dr. Alyosh Agarwal, Dr. Ulrich Baltzer, Wolfgang Riegel 1

2 Executive Summary A number of tools and approaches exist for CRM. The various options have common ground, but vary in functionality, design, technology, customization options, and in pricing. Applaud can provide experience and support in this evaluation process. Applaud also provides process support and advanced media features for CRM. The user interface is based on standard mobile technology. Ø Ø Ø Ø The system is designed to provide a broader range of information about products, with an extensive use of digital media, including Augmented Reality. A process map is introduced to show the sales process status and to allow the user to easily and quickly initiate the next sales activities. An innovative speech to text feature is proposed (and demonstrated), to allow sales reps to capture information with limited typing. This feature is also designed to increase acceptance of the CRM system. The Customer Fact Sheet provides a 360 view of each customer. It serves to ease and expedite many tasks essential to the sales and services process. It also serves to improve communication between Sales and Marketing. Februar 15 2

3 Table of Contents 1. Introduction 2. Proposal Overview 3. Proposal Detail 3.1 Accelerating and Automating the Sales Process 3.2 Providing Contract, Pricing and Discount Details 3.3 Efficiency and Ease with Voice to Text and Voice Commands 3.4 Innovative Training and Onboarding 3.5 Task-driven Access to Relevant Media 3.6 Customer Fact Sheet 4. Summary and Next Steps 5. Team at Applaud Februar 15 3

4 1. Introduction 4

5 1.1 Introduction - Business Case The revised system must improve efficiency. The cost of doing business and the related processing time and waiting periods must decrease. The revised system should motivate staff to use it on a regular basis. Ideally, the use should be both for organizational tasks, training; as well for demonstration and explanation of advanced products or news to clients. The revised system must provide additional, media-rich options for distributing information and materials for multiple target groups and purposes: internal training, international marketing, and the point-of-sale. Based on the above, the new system must pay for itself in a short period and be profitable thereafter. 5

6 2. Proposal Overview 6

7 2.1 Applaud Proposal Select CRM Data (Mobile) New Mobile User Interface (by Applaud) API for Data Single source of truth Sales Process Automation Sales Documents and Media Showtime including Augmented Reality Mobile ipad or Android Tablet and/or Smartphone Native Apps, Rich Media Advisory and Point-of-Sale Existing ERP System or Database Browser, Thin Client Primary Focus on Data Februar 15 7

8 2.2 CRM System Overview Februar 15 8

9 2.3 CRM System - Tasks Overview with Messaging Februar 15 9

10 2.4 Process Management Example 1 Februar 15 10

11 2.5 Process Management Example 2 Februar 15 11

12 2.6 Sales Activity Location-based Initiatives Februar 15 12

13 2.7 Point-of-Sale and Advisory Showtime Februar 15 13

14 2.8 Meeting Notes (During or After Client Interaction) Februar 15 14

15 2.9 Process Initiation Creating Action Items Februar 15 15

16 2.10 Showtime Augmented Reality Example 1 Februar 15 16

17 2.11 Showtime Augmented Reality Example 2 Februar 15 17

18 3. Proposal Detail 18

19 3.1 Accelerating and Automating the Sales Process Sales Reps have many repetitive tasks: Ø Documentation of customer calls and visits Ø Tracking Leads and Opportunities Ø Sending marketing material, proposals, pricing and contracts Ø Closing the deal Ø Building the client relationship Supporting Reps complete these tasks consistently (quality), quickly (clients waiting) and efficiently (cost) is of obvious value. Potential advantages: Ø Turn more opportunities into sales (Revenue, Margin) Ø Increase satisfaction at the customer, and internally Ø Expand capacity for sales and other tasks (cost) Ø Increase staff motivation Ø Reduce staff attrition (cost) 19

20 3.1.1 Tracking Process Status within Sales Tasks and decisions are to be colour-coded. Green Task completed. Yellow - Awaiting action or decision Red Problem encountered, Process stopped! The user should be able to see the status and to initiate next steps. When initiating next steps, just the required information should be collected and the process automated (message, action items). Information should be updated to ERP system or related databases. Februar 15 20

21 3.1.2 Representation within the System Februar 15 21

22 3.2 Contract Management Sales and Marketing require documentation and accessibility of pricing and other contractual information. Complex inter- and intra-company relations challenges transparency in regular and promotional pricing as an essential part of sales. The system may be designed to provide all of the above, to allow for compelling, accurate, and quick proposals and contracts. The system can help the Sales Rep with answers or the process - if the Client is asking for further discounts or marketing activities. A graphical overview can be generated to illustrate discount structures, running campaigns and actions awarded to a specific client, respective to the peer-group. An approval system can be implemented if certain conditions require this. 22

23 3.3 Efficiency and Ease with Voice to Text & Commands Dragon (IBM) has had professional voice capture software for over a decade. Apple and Google have introduced voice-based search and commands for consumers including mobile access, such as SIRI and Google Search over the past year(s). Many Sales Reps are not efficient with a keyboard and not particularly fond of typing (especially sales visit reports). There seems to be no reason to delay the use of voice in the sales environment, providing it is reliable and efficient (comfortable, time saving). Minor mistakes can always be corrected (keyboard). Many systems today have machine learning, to improve systematically, with use. Current voice capture technology allows for low-cost, high recognition solutions. As will be demonstrated (live), the visit report can be captured in a structured client visit form. Separately, action items can be initiated by voice command. 23

24 3.3.1 Creating Meeting Minutes (during or after the meeting) Februar 15 24

25 3.4 Innovative Training and Onboarding Most AA companies have a wide range of products. Some of which require sophisticated training and explanation. Training and onboarding should have the appropriate level of detail, be easy to access and attractive (even fun!). They should ideally be so compelling, that they are even shared with wholesalers and workshops, to facilitate explanation and sales. After many years in research and early stages, Augmented Reality (AR) technology has recently grown rapidly in the enterprise and consumer markets. This is because of the maturity of (simple) AR-tools and the low development cost of applications, together with the availability of mobile devices for access. Sources: and 25

26 3.5 Task-driven Access to Relevant Media Sales requires a large number of materials (printed marketing materials, specific product brochures, price lists, video etc.) A CRM system should provide access to the most suitable (current!) material at any given time. This proposal displays a graphical option for displaying, accessing, attaching and forwarding marketing material. The graphical navigation should have a functional value for users, beyond aesthetic considerations. It should provide a (sorted) overview of available documents and allow for quickly identifying and loading the most suitable document(s). Related media, such as video, 3 rd party printed sources and reviews, such as social media may also be provided over this interface. 26

27 3.6 Customer Fact Sheet The following initial design is being proposed for the Customer Fact Sheet. This functionality serves to provide quick and focused access to customer information. Obviously, it is designed for use by sales and service team members. However, it may also be suited for focused access to customer information for other departments. 27

28 3.6.1 Customer Fact Sheet Februar 15 28

29 3.6.2 Customer Fact Sheet Financials (Turnover) Februar 15 29

30 3.6.3 Customer Fact Sheet Contact Details Februar 15 30

31 3.6.4 Customer Fact Sheet Product Group Listing Februar 15 31

32 3.6.5 Customer Fact Sheet Logistics Februar 15 32

33 4. Summary and Next Steps 33

34 4.1 Summary of CRM Proposal Objectives Training, Onboarding Process Support Sales Rep Client Advisory Fun, Mo<va<on, News Februar 15 34

35 4.2 Next Steps 1. Defining Objectives (CRM and other topics) - Functions(useful, popular, creating value) - Requirements, critique and process change requests from management and team - New features and functions which may add value or increase efficiency Effort required: days 2. Selecting the appropriate CRM tool and prioritizing features - Salesforce, SugarCRM, SAP or Applaud - Architecture and Data (APIs) - Design (Functionality and related GUI) - Priorities and sequence for international development, Pilot-system and roll-out 3. Development Phase 1 Effort and price depends on the scope of specification. Fixed-price contracts are possible. 4. Pilot system (limited Geography, e.g. some countries in Europe) Preceded by various Demo and Pilot systems for feedback and trial. 5. Development Phase 2 (Phase 1 completion, new features, new content, international versions) Februar 15 35

36 5. Team at Applaud and MHMK 36

37 5. Team at Applaud Alyosh Agarwal, Ph.D., U.S. citizen, 15+ years experience with large scale enterprise applications in financial services and (since 2011) in the Automobile industry and Aftermarket. Managing Partner at Applaud. Also Professor for Digital Media at MHMK University for Applied Sciences (recognized by the Bavarian State and FIBAA). Provided CRM systems for over 15 German, Swiss and U.S. enterprise clients. Specialization: CRM, Mobile, International Management, and Enterprise IT. Wolfgang Riegel, German, 14 years as a senior executive in the European Automotive Aftermarket. Managing Director and later Executive Board member at Trost AG, in Germany. Managing Partner at Applaud. Specialization: Operations, Logistics, Management Consultation. Experience with Enterprise systems. Ulrich Baltzer, Ph.D., German, Senior Systems Architect, 15+ years experience with a wide variety of enterprise IT. Studied Engineering and Management in Germany, followed by Philosophy. Projects included multiple BMW and Audi projects in recent years, as well as financial services IT projects. Extensive CRM, mobile and API experience across industries: manufacturing, insurance and retail. Le Mu, MSc., Chinese, BSc in China followed by MSc in Germany with research at the Max-Planck- Institute in Dresden. Mobile software specialist and project manager at Applaud since June Specialization: Cross-platform mobile applications, ESM, and graphical navigation systems. Februar 15 37

38 Applaud GmbH Attn: Prof. Dr. Alyosh Agarwal Marsstrasse 4 D München agarwal@applaud-mobile.com (152) M Applaud GmbH Attn: Wolfgang Riegel Marsstrasse 4 D München riegel@applaud-mobile.com (170) M Mobile Enterprise Systems Februar 15 38