Service Transformation with SAP Intuitive Surgical. Satish Subramanian

Transcription

1 Service Transformation with SAP Intuitive Surgical Satish Subramanian

2 LEARNING POINTS Hear how Intuitive Surgical transformed its service business with an end to end implementation of SAP CRM Service scenarios. Review the Solution Highlights built on SAP CRM 7.0 EHP 1 integrated with SAP ERP, SAP BusinessObjects-Webi, SAP Dashboards, and Telephony integration with Cisco UCCE. Review Benefits and Lessons learned

3 Contents Company Overview Project Objectives Why SAP? Project Overview Implementation Details Benefits Summary/Lessons Learned 3

4 Company Overview Founded in 1995, IPO Financial Results Revenue $2.18 Billion, up 24% from 2011 Net Income -$654 Million, up 33% from 2011 $2.9 Billion in cash & investments ~2400 employees ~1000 field based Sales and Service team Approximately 450,000 da Vinci procedures performed in da Vinci System installed base as of 12/31/ United States, 416 Europe, 291 Rest of World Target Markets Urology, Gynecology, General, Cardiac, Thoracic, Trans oral Surgery 4

5 Company Overview Recurring Revenue Model 5

6 Annual Worldwide Procedures 6

7 CRM Project Objectives Replace Legacy CRM System with SAP CRM 7.0 Enable efficient delivery of different contract options to customer base Install a platform capable of globally supporting the management of all ISI customers including Distributors Enable multi-platform/multi-product support Improve Customer Service efficiency Enable Integration with Remote FE (Robotic System Logs) Enable enhanced customer interaction with in bound handling and phone system integration Establish the infrastructure for future improvements in Sales processes. E.g.: Pipeline to Invoice: In the future possibly Create a Lead Opportunity Quote Sales Contract Sales Order Ship Invoice Online Web Ordering for I&A (Instruments and Accessories)

8 Why SAP? 1. Integration Need to integrate heavily with ERP-Equipment and Equipment BOMs, financial and costing integration, Billing, Inventory Management and FDA complaints 2. Roadmap SAP s vision for CRM Serviceand its breadth of solutions 3. Notable Usability improvements to CRM solution by SAP 4. Ease of Support leverage in house SAP expertise. Develop in house employees to support CRM

9 Project Scope from SAP CRM 7.0 Solution Map Marketing Sales Service Web Channel Interaction Center Partner Channel Management Marketing Segmentation Resource & List Management Management Sales Performanc Sales Planning e & Forecasting Manageme nt Service Sales & Marketing Service Contracts & Agreement s Territory Management Installation s & Maintenance Campaign Management Real-Time Offer Management Quotation & Opportunit Accounts Order y Management & Contacts Manageme nt Field Returns & Service Depot Management Repair Customer Service & Support Loyalty Lead Managemen Management Pricing & Contracts Warranty & Claims Management t Incentive & Commission Manageme nt Service Logistics & Finance Time & Travel Service Collaboratio n, Analytics, Optimization Trade Promotion Management Business Communication Management Green- Indicates in scope for project

10 CRM Solution Architecture 10

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12 Service Contracts and Entitlement management Contract quotations with discount approval SAP ISI Service Request ( Complaint) processing with Field Service dispatch functions- Source of regulatory complaints Standardized Customer Service and Technical Support Processes with CRM Customer Interaction Center for Phone and -including inbound handling Processing Field Service activities-install, Upgrade, complaint and PM cases LPU Log Parts Used features Auto Creation of Installed Base, Installation Field Service Orders, Warranty, Contracts, Preventative Maintenance Field Service orders RMA processing in CRM integrated with In House Service Depot repair in SAP ERP and Third party repairs as well Creation of Service requests from Robotic System Logs ( Remote FE)- proactive escalation to Technical Support /Field Service 12

13 SAP ISI Standardized tool to manage FDA recalls and Upgrades Central Source of Installed Base reporting with Feature List Customer Service efficiency thru automation Auto Creation of Installed Base, Installation Field Service Orders, Warranty, Contracts, Preventative Maintenance Field Service orders Service Profitability by customer, System, Distributors or Contracts SAP Business Objects reports with XcelsiusDashboards Distributor Partners on CRM to log their Service activities CRM- Telephony Integration for CTI functionality screen pops Mass -campaign Management Tool We now have the CRM Platform to build on for our future initiatives 13

14 End to End System Order Process with CRM integration 14

15 Screenshots of System Sales Order and Warranty Contract 15

16 Screenshot of Installed base, its hierarchy and Feature List 16

17 Preventive Maintenance tracking Auto creation of PM cases 17

18 Customer Interaction Center to log customer calls 18

19 Service Request for logging customer cases 19

20 ERP screens being updated from CRM 20

21 Advanced Exchange Process- Scope and Camera exchanges 21

22 Mobility-Accept /Reject Field Service Orders thru handheld 22

23 Field Service Orders for Field Engineers 23

24 LPU-Log Parts Used in CRM for Field Engineers- Different kinds of Parts transactions 24

25 FE Inventory Visibility from ERP within CRM 25

26 26 Resource Planning Application Lite-Out of Office calendar maintenance for Field Engineers

27 Product Service Letters Mass Case creation and tracking tool for Field Updates and Recalls 27

28 Automated FRU prices 28

29 Contract Profitability Analysis in ERP CO-PA 29

30 BOXI Reports within CRM 30

31 Lessons Learned- What worked well Business Leadership and commitment- Obvious Key to success Getting the right people on the team from Business and IT including our partners. Conceptual Design and scope Decisions made in Project Prep Phase with a working Prototype-(given Go Live Date was fixed) - Scope Review and Prioritization mid way thru Blueprinting Phase Playbacks done to users all thru realization Phase worked well Pilot for 1 week with Limited users ( ~15) prior to Go Live for rest of worldwide users ( ~ 200 ) Proved to be valuable in flushing out issues early. 5 rounds of Data Migration practice

32 Keys to our success It is safe to say that we would not be here without the support of partners 1. ecenta America - Primary Consulting partner with Solution Architect and Key Leads 2. SAP and its Safeguarding team 3. Other Consulting partners- DGN Technologies and Accrete Solutions

33 What s Next Looking at CRM on HANA Evaluating solution for Sales

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35 THANK YOU FOR PARTICIPATING Please provide feedback on this session by completing a short survey via the event mobile application. SESSION CODE: 213 For ongoing education on this area of focus, visit