Canadian Blood Services Integrates CRM in Appointment Management Solution. Annette Blackwell and Kevin MacDonald

Transcription

1 [ Canadian Blood Services Integrates CRM in Appointment Management Solution Annette Blackwell and Kevin MacDonald

2 [ Learning Points CBS integrates CRM with external applications both in real time and through daily batch processes. CBS uses CRM Campaign Management capabilities to automate and optimize call lists based on information from external systems. CBS creates a single application consisting of both SAP and non- SAP components. CBS interfaces custom built mobile and web applications with CRM. 2

3 [ Who Is CBS? Canadian Blood Services (CBS) is a not-for-profit, charitable organization who manages the blood and blood products supply for Canadians Over a million whole blood and apheresis donations from volunteer donors will be made this year Blood is collected at blood donor clinics held across Canada with the exception of Quebec CBS manages donations by appointment

4 [ 22,000 Clinic Events a year 43 Permanent Collection Sites 1000 Mobile Sites 16 Apheresis Sites Serving 550 Hospitals 3,480 employees (FTEs)

5 [ National Contact Centre Call Volume per month: 400,000 Recruitment calls 60,000 Appointments booked 60,000 Inbound calls answered 20,000 Nursing calls 13,000 Live Reminder calls The National Contact Centre is a 7X24 operation managing inbound and outbound calls on behalf of all regional sites across the country AVM and Volume per month: 12,000 Recruitment s 90,000 AVM Reminders 4,000 Reminder s

6 [ Goals of the Appointment Management Solution Align to strategy to recruit, schedule and retain donors Form a foundation for marketing and recruitment Assist in donor retention Support current collections target and future business model Provide a flexible appointment booking solution Align appointments to blood type targets Increase recruitment channels Deliver efficiency and productivity gains Eliminate multiple platforms at the front-end of business Provide effective set of tools to manage relationships Improve customer service to donors

7 [ The AMS System SAP CRM 6 being upgraded to CRM AMS Users 5 User Roles Single integrated system SAP CRM Interaction Centre Non-SAP components displayed through custom BSPs Single Sign-on for third party apps

8 Donor Management Daily update from: Blood Management system Other donor programs Eligibility calculated Interaction History Contact by NCC Results from service providers Business Activities: Donation History Appointment Activity

9 Event Planning Real time link to Event Management System Changed Events automatically put on hold fed real time to CRM campaign automation Scheduling Create Appointment slots Copy schedules Appointments Impacted if event hours change fed real time to CRM Donors contact by NCC

10 Campaign Management Processes Recruitment Campaigns Reminders Campaigns Ad hoc Campaigns

11 Automated Recruitment Campaigns Creation Based on upcoming Events Multi-channel 3 week process first week Call list second and third week Selection Eligible Donors Favourite location same as event No future appointment No previous contact for 21 days Target List Uses available slots, applies uptake ratio Blood type distribution Priority set based on nearness of event date and percent booked

12 Automated Reminder Campaigns Creation 3 days prior to Event 2 days prior to Event Automated Voice Messaging (AVM) 1 day prior to Event AVM second try 1 day prior to Event Live Call Selection Appointment booked more than 3 days before event Reminder preference respected Target List Flow down of donors between lists Results visible in contact history

13 Ad hoc Campaigns Creation By Campaign Staff at the NCC If automated campaigns do not satisfy needs Special recruitment drive Standing Orders CRM Graphic Modeler Build target group Multiple attribute lists

14 Campaign Automation Automation includes Creation Assignment Deactivation Archival and AVM Campaigns Create Idocs based on appointments /eligible donors Convert to XML file FTP to service providers for processing Receive response from service provider Convert back to Idocs Update donor interaction history

15 Appointment Booking Donor profile supplied via single sign on Shows available time slots for which donor is eligible at donor favourite site Ability to search for other events Geographic search available

16 Appointment Management Real time link to CRM using Web Services Created as a CRM Business Activity Remains in progress until dispositioned attended cancelled Modifications tracked through appointment life cycle

17 Mobile client Application used at connected and disconnected clinics Streamlined process for greeting and rebooking Uses Web Services to sync with CRM Donor profile change Appointment dispositions

18 Web Self Serve Real-time access to available appointment slots Geographic search for events available Only shows available time slots for which donor is eligible Donors ability to maintain own profile Changes to fed real time to CRM Notification sent to other donor programs

19 Reporting Analytics available through SAP BI Uses IBM tool to present reports to users Use of existing tool reduced training costs

20 [ Return on Investment Efficiency gains Staff reductions Elimination of paper recruitment lists Call lists optimized to meet targets Integrated calling with scheduling Web self-service available to donors Integration with mobile application 20

21 [ Best Practices Include time and resources project plan to deal with integration issues. Include the role of Solution and/or Data Architect in project team. Define integration points and agree with external system owners how and when data will be transferred. 21

22 [ Key Learnings SAP CRM can be updated from a variety of sources in real time and through daily batch processes SAP CRM Interaction Center can be used to integrate both SAP and non-sap components into one cohesive application. SAP CRM Campaign Management can be used to automate multichannel campaigns triggered by upcoming events. SAP CRM can interface with custom built mobile and web applications using web services. 22

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