Jump Start Your SAP E-Commerce Deployment with Both SAP CRM and SAP ERP. Dominik Feiden VP Product Management CRM

Transcription

1 Jump Start Your SAP E-Commerce Deployment with Both SAP CRM and SAP ERP Dominik Feiden VP Product Management CRM

2 In This Session... Your business is asking for a leading e-commerce solution. Your customers are asking for better service and more information online. Your CFO would like to reduce cost. Does this sound familiar? Imagine if you could add e-commerce processes to your existing SAP CRM or SAP ERP deployments in a matter of weeks. In this session, we will cover how you can: Leverage current business processes as well as customer and product data residing in your SAP CRM or SAP ERP systems. Reuse existing customization, business rules, and industry-specific functionality to set up your SAP E-Commerce processes and grow the solution as your business requires. Get a look at our roadmap for the future of SAP Web Channel SAP AG. All rights reserved. Confidential 2

3 Agenda SAP E-Commerce: What is this? Demo: See B2B and B2C Web shops in action Integration points: E-Commerce SAP CRM and SAP ERP What needs to be done to complete the setup? Vision: Take a glimpse to the future of Web Channel capabilities Wrap-up 2011 SAP AG. All rights reserved. Confidential 3

4 Web Channel Capabilities in SAP CRM Leverage the Internet as a valuable sales, marketing, and service channel for businesses and consumers E-marketing E-commerce E-service Web channel analytics Functional scope depicted as in SAP CRM. Compare with functionality available with SAP ERP SAP AG. All rights reserved. Confidential 4

5 Feature Comparison Chart for Web Channel Capabilities (SAP CRM vs. SAP ERP) 2011 SAP AG. All rights reserved. Confidential 5

6 The Web Channel Process Continuous business improvement Market Sell Service Analyze Generate demand Target content Personalize experiences Provide interactive selling Manage pricing Enable orderto- cash Share knowledge Support customers Enable billing and payment Monitor e-business operations Analyze e-business trends Track customer behavior 2011 SAP AG. All rights reserved. Confidential 6

7 Simplified Architecture Overview SAP e-commerce capabilities can be connected to SAP CRM or SAP ERP directly (without CRM server deployment) 2011 SAP AG. All rights reserved. Confidential 7

8 Ready-To-Run Solution Building On The Enterprise Ecosystem CRM Predefined best practice processes Standard UI and navigation flow Multi-language multi currency Run multiple applications on one platform Fully tested application templates (security, accessibility) Covered by maintenance contract Built-in enhancement concept Configuration Navigation Pages & Views Styling & UI ERP Lead Partner Integration Customer Service Pricing Billing Product Configuration Delivery Order Processing Order Quote Contract Service Request Products Web Channel Pricing Billing Product Configuration Returns Processing Account Management Campaigns Product Recommendations Loyalty Management ATP Product Substitution Production Scheduling Returns Processing SCM 2011 SAP AG. All rights reserved. Confidential 8

9 Agenda SAP E-Commerce: What is this? Demo: See B2B and B2C Web shops in action Integration points: E-Commerce SAP CRM and SAP ERP What needs to be done to complete the setup? Vision: Take a glimpse to the future of Web Channel capabilities Wrap-up 2011 SAP AG. All rights reserved. Confidential 9

10 Live Demo of B2C and B2B SAP E-Commerce Web Shops This demo features customer implementations of SAP E-Commerce for B2C and B2B deployments, using SAP CRM or SAP ERP back-end systems 2011 SAP AG. All rights reserved. Confidential 10

11 2011 SAP AG. All rights reserved. Confidential 11

12

13

14

15 Agenda SAP E-Commerce: What is this? Demo: See B2B and B2C Web shops in action Integration points: E-Commerce SAP CRM and SAP ERP What needs to be done to complete the setup? Vision: Take a glimpse to the future of Web Channel capabilities Wrap-up 2011 SAP AG. All rights reserved. Confidential 15

16 Full Access to Your Master Data SAP E-Commerce utilizes your existing master data Business partners Marketing attributes Settings for order split Address information Sales area Credit levels Products Texts and pictures Accessories Cross- or up-selling rules 2011 SAP AG. All rights reserved. Confidential 16

17 Contact Person Representation in SAP ERP, SAP CRM, and SAP E-Commerce CRM: Account & Contact Persons ERP Contact Persons Contact Person in E-Commerce 2011 SAP AG. All rights reserved. Confidential 17

18 Reuse Product Data for Catalog Creation Products assigned to catalog layout areas use existing material masters like: Long and short descriptions Multimedia files Bill-of-material explosion in shopping cart possible Alternatively, descriptions and multimedia files can also be maintained manually 2011 SAP AG. All rights reserved. Confidential 18

19 Reuse Product Data for Catalog Creation (cont.) Products assigned to catalog layout areas use existing material masters like: Long and short descriptions Multimedia files Bill-of-material explosion in shopping cart possible Alternatively, descriptions and multimedia files can also be maintained manually 2011 SAP AG. All rights reserved. Confidential 19

20 Full Access to Your Master Data Additional Integration Points Further master data integration points: Product configuration Product hierarchies Product determination (SAP CRM) Customer product number (SAP CRM) Solution Configurator for product packages or bundles (SAP CRM) External product catalog via Open Catalog Interface (OCI) Integration 2011 SAP AG. All rights reserved. Confidential 20

21 Product Configuration Variant configuration ensures data consistency Uses variant configuration rules defined in SAP ERP Ensures that customers can only select valid combinations of options Surcharges for options are included in the price in real-time On top you get interactive configuration on the Web Enables products to be configured in a Web environment Visual representation of the product options 2011 SAP AG. All rights reserved. Confidential 21

22 Solution Configurator for Selling of Product Packages Web shop allows customers to configure a package based on package modeling via interlinkages in SAP CRM Solution Configurator interprets these interlinkages in real-time and provides the Web shop with the relevant options If the Solution Configurator is called to display the details for a product, the product details page will be rendered according to the configuration options transferred by the Solution Configurator Solution Configurator 2011 SAP AG. All rights reserved. Confidential 22

23 2011 SAP AG. All rights reserved. Confidential 23

24 Step 2: Customer reviews package details and package options and chooses desired package components 2011 SAP AG. All rights reserved. Confidential 24

25 Step 2: Customer reviews package details and package options and chooses desired package components 2011 SAP AG. All rights reserved. Confidential 25

26 Expand Internal Tools to Your Customers Product Determination + Substitution Maintained as before in SAP ERP Used within Web shop to guide customers to the right products Inform customers automatically about successor products Let them use their own product codes for order entry 2011 SAP AG. All rights reserved. Confidential 26

27 Full Access to Your Master Data Additional Integration Points Pricing/scales and tax determination Maintained in SAP ERP, downloaded to SAP CRM, used in SAP E-Commerce Tax determination set up in SAP CRM or SAP ERP is used in Web shop to determine relevant taxes Sales contracts Access to real-time information on contract status Customer hierarchy (SAP CRM) Can be used to assign special authorizations Real-time or list pricing Scales 2011 SAP AG. All rights reserved. Confidential 27

28 Transparency Throughout the Buying Process Allow customers to gain more insight into: Quotations Work collaboratively with customers to create quotes (RFQ process) Orders Status tracking: Status information is available in Web shop including delivery tracking Schedule lines: Allow customers to be informed about potential split of deliveries and current planned availability Easy re-ordering: Conveniently select from previous orders, quotes, or templates Delivery priority: Let customers decide on the priority Delivery information Availability information 2011 SAP AG. All rights reserved. Confidential 28

29 Transparency Throughout the Buying Process (cont.) Contract call-offs (SAP CRM) Show live contract call-off data Available-to-Promise (ATP) Show real-time information on availability, whether from SAP ERP or from your APO system Credit check Credit card payment Extend your existing payment card integration for the Web shop Real-time contract information 2011 SAP AG. All rights reserved. Confidential 29

30 SAP ERP Sales Quotation and Sales Order in SAP CRM Web Channel Access from SAP CRM Web Channel B2B Web shop to already configured SAP ERP sales quotation or sales order Reuse already existing Order Management set up in SAP ERP SD together with the benefits of SAP CRM marketing Web UI Browser CRM WebClient CRM B2B Shop UI Support Layers Presentation Layer Business Server Pages Business Layer CRM J2EE Presentation Layer Java Server Pages Business Layer Underlying ERP + CRM Application CRM ERP LORD (I +II) APIs Business Engine: ERP-SD Marketing/Pre-Sales 2011 SAP AG. All rights reserved. Confidential 30

31 SAP ERP Sales Quotation and Sales Order in SAP CRM Web Channel Details SAP ERP sales quotations, standard SAP ERP sales orders, and SAP ERP quantity contracts release orders can be processed in the SAP CRM B2B Web shop Transferring of SAP CRM product proposal, cross-selling, up-selling, accessories into SAP ERP sales quotation and sales order Configuration of products is supported Bill-of-material explosion in SAP ERP sales transactions is supported Pricing Pricing in the product catalog based on SAP CRM pricing After transfer of the products to the SAP ERP sales quotation or sales order, the actual SAP ERP price is displayed for the items in the sales document Availability information Availability check in the product catalog After transfer of a product to the SAP ERP quote or order item, the actual ATP check result is displayed in the item list 2011 SAP AG. All rights reserved. Confidential 31

32 Expand SAP CRM Marketing Reach to the Web Campaign execution is integrated into the Web shop (SAP CRM) Campaigns, coupons, free goods determination Personalization using target groups information (e.g., product recommendations) Have customers maintain their own marketing profile, allowing for even better targeting, newsletter subscription, etc. Enter coupon or campaign code in catalog or shopping cart 2011 SAP AG. All rights reserved. Confidential 32

33 Expand SAP CRM Marketing Reach to the Web (cont.) Loyalty Management integration into Web Channel Increase brand loyalty and encourage specific customer behaviors Reward specific customer behaviors with points. Points can be redeemed for specified rewards. Customers can enroll in loyalty programs and manage their accounts online View and use eligible rewards within the shopping basket 2011 SAP AG. All rights reserved. Confidential 33

34 Agenda SAP E-Commerce: What is this? Demo: See B2B and B2C Web shops in action Integration points: E-Commerce SAP CRM and SAP ERP What needs to be done to complete the setup? Vision: Take a glimpse to the future of Web Channel capabilities Wrap-up 2011 SAP AG. All rights reserved. Confidential 34

35 Some Steps Are Specific to the SAP E-Commerce Deployment* Landscape Installation and configuration of SAP NetWeaver Web AS Java Installation and configuration of TREX Installation and configuration of SAP NetWeaver Development Infrastructure (NWDI) Deployment of SAP Web Channel applications CRM server (ABAP + Java) BI server CRM Web Channel (Java) * Simplified, please check Master or Installation Guide for details 2011 SAP AG. All rights reserved. Confidential 35

36 Some Steps Are Specific to the SAP E-Commerce Deployment* (cont.) Functional Product catalog creation or creation of sales view User management Consider creation of a special pricing procedure to optimize performance Web shop UI design Others ( confirmations, Web channel analytics, ) Make use of SAP Best Practice documents to take short cuts where possible! ( Cross-Industry Packages E-Commerce with SAP ERP) * Simplified, please check Master or Installation Guide for details 2011 SAP AG. All rights reserved. Confidential 36

37 Agenda SAP E-Commerce: What is this? Demo: See B2B and B2C Web shops in action Integration points: E-Commerce SAP CRM and SAP ERP What needs to be done to complete the setup? Vision: Take a glimpse to the future of Web Channel capabilities Wrap-up 2011 SAP AG. All rights reserved. Confidential 37

38 Disclaimer This document outlines our general product direction and should not be relied on in making a purchase decision. This presentation is not subject to your license agreement or any other agreement with SAP. SAP has no obligation to pursue any course of business outlined in this presentation or to develop or release any functionality mentioned in this presentation. This presentation and SAP's strategy and possible future developments are subject to change and may be changed by SAP at any time for any reason without notice. This document is provided without a warranty of any kind, either express or implied, including but not limited to, the implied warranties of merchantability, fitness for a particular purpose, or non-infringement. SAP assumes no responsibility for errors or omissions in this document, and shall have no liability for damages of any kind including without limitation direct, special, indirect, or consequential damages that may result from the use of this document. This limitation shall not apply in cases of intent or gross negligence SAP AG. All rights reserved. Confidential 38

39 SAP Web Channel Experience Management 1.0 Overview

40 Strong Investment in the Web Channel SAP s Next Generation Web Channel Solution New SAP CRM Web Channel Enablement SAP Web Channel Experience Management Proven Web channel solution with a 10+ year history including strong customer momentum across industries Major investment building a new Web channel platform and solution built from the ground up using the latest Web standards and functionality 2011 SAP AG. All rights reserved. 40

41 Paradigm Shift Single Web Channel To Sales, Service & Marketing From silos to integrated and consistent customer experience E-Commerce Find product in Web Shop Receive price and stock info Register, complete checkout E-Marketing Search for product Check product details Receive news letter promoting product just bought E-Service Click on Support Find forum dealing with product Register and post question in forum Check order status Web Channel Search for product Check product details incl. price and stock info Review forum posts in product details page Register and post question Add product to cart, receive relevant cross/up sell items in real time Checkout using existing log on, offering option to register product Suggest relevant news letters based on purchase Check order status and loyalty points Push latest updated FAQ on product and new accessory item 2011 SAP AG. All rights reserved. 41

42 A Single E-Commerce, E-Marketing & E-Service Platform For Everyone Consumers Enjoy quick and easy online shopping experiences as well as consistent experiences across all touch points Businesses Leverage powerful and convenient self-services & manage all sales and service interactions from one place Web Channel Managers Easily set up and manage your Web presence with simple, step-by-step Web site management 2011 SAP AG. All rights reserved. 42

43 A Single E-Commerce, E-Marketing and E-Service Platform Web Channel Enablement Separate deployments Web Channel Experience Management Common, configurable application B2B Shop B2C Shop B2B E-Service B2C E-Service Web Channel New B2B UI B2C UI B2B UI B2C UI Common UI B2B User Mgmt. B2C User Mgmt. B2B User Mgmt. B2C User Mgmt. User Mgmt. Service Request Installed Base Complaint Backend Cart Java Cart Service Request Service Request Shopping Cart Checkout Order Mgmt. Product Registration Payment Payment Complaint Complaint Payment Campaigns Store Locator Forum Product Catalog Checkout Installed Base Product Registration Product Catalog Solution Search... Service Contract... Product Catalog Campaigns SAP AG. All rights reserved. 43

44 How to Entice Customers With Rich Personalized Content Empowers Business Users to deliver the right product at the right time at the right price in a personalized, rich experience Seamlessly Combines Rich Content Authoring and Powerful Web Channel Process Integration Only Solution that Empowers Business Users to Design and Preview Contextualized Experiences Drives Revenue by leveraging integrated CRM, ERP, Situational, Behavioral, Historical, and Social Context in Customer Experience Leverages SAP as the Central Context Hub Proof of Concept shown here at Sapphire! 2011 SAP AG. All rights reserved. 44

45 Highly Interactive and Relevant E-Commerce and E-Marketing Experiences We deliver Innovative user interfaces for highly interactive shopping experiences Community-generated product ratings and reviews Enhanced payment methods through easy integration of payment service providers Powerful catalog management to create, target, and manage content Consistent customer experiences via multichannel integration So you can Differentiate customer online experiences Drive Web site traffic and user adoption Increase conversion rates and customer loyalty 2011 SAP AG. All rights reserved. 45

46 Friendly, Proactive, and Helpful E-Service Experiences We deliver Guided processes for selfnavigation Self-service management of accounts Service requests including appointment scheduling Service contract management Complaints and returns management Online product registration Knowledge management connectors to deliver community forums and selfservice support So you can Drive support traffic to lower-cost online channel Empower customers to research and resolve issues Foster customer community and crowd-sourcing 2011 SAP AG. All rights reserved. 46

47 Deploy, Configure, and Extend Web Channel Platform We deliver Step-by-step Web site setup and maintenance by business users So you can Reduce TCO and time to market Set up and configure your Web presence Make adjustments to Web sites as needs evolve Modular architecture enables organizations to flexibility configure the site as business needs change Flexible site extension for site customization via common Web design tools and a flexible UI framework Delivered with professional development tools (NWDI) and enhancement concept Complete, integrated business processes 2011 SAP AG. All rights reserved. 47

48 Web Channel Faster and at Lower Cost Meet Business Demands Now and Grow into the Future SAP Web Channel Experience Management, version for SAP CRM Provide customers with a fully integrated Web experience with consistency across all touch points E-Commerce E-Marketing E-Service SAP Web Channel Experience Management, version for SAP ERP Enable E-Commerce with SAP ERP without the need for a full SAP CRM implementation E-Commerce 2011 SAP AG. All rights reserved. Confidential 48

49 New Web Channel Solution Enables Paradigm Shift - SAP Web Channel Experience Management - Next Generation Offers comprehensive B2B, B2C, E-Service solution on a modular platform Modular architecture provides as flexible environment that allows to configure the site as business needs change Innovative User Interface featuring Web 2.0 capabilities Community generated content Flexible site extension for site customization via common Web design tools and a flexible UI framework Availability planned for selected ramp-up customers July 2011 Right choice for customers Who want to use the latest UI technologies providing innovative and enticing user experience Who want to blend sales and service processes Who want to run an integrated E-Service scenario or would like to offer rich Knowledge Management capabilities Who plan to go live in late 2011 or SAP AG. All rights reserved. Confidential 49

50 Unique Advantages of The New Solution Interactive, innovative, and rich user experiences Powerful customer loyalty management functionality online Intuitive for business users to set up, manage, and extend Web sites Consistent customer experiences across all customer touch points Comprehensive e-commerce, e-marketing, and e-service on a single platform Ready for global rollout Robust, highly scalable, and customizable Web channel platform Works directly with SAP CRM or SAP ERP 2011 SAP AG. All rights reserved. Confidential 50

51 Agenda SAP E-Commerce: What is this? Demo: See B2B and B2C Web shops in action Integration points: E-Commerce SAP CRM and SAP ERP What needs to be done to complete the setup? Vision: Take a glimpse to the future of Web Channel capabilities Wrap-up 2011 SAP AG. All rights reserved. Confidential 51

52 Recommendations Before You Start Evaluate and choose SAP CRM vs. SAP ERP version Build proof of concept or prototype Don t underestimate UI: Functionality is important, but make sure UI is very attractive before showing your business Clean up SAP ERP and SAP CRM data to fit external viewing purpose (e.g., order history, product descriptions) Familiarize yourself with SAP NWDI Combine Java developer with ABAP or process consultant Don t be afraid to enhance; check the Development and Extension Guide and tutorials Check with your consulting partner for offers to build a prototype 2011 SAP AG. All rights reserved. Confidential 52

53 Resources * Learning Maps for SAP CRM (all releases) * SAP CRM 7.0 EhP1 Operate Development and Extension Guide Dev. and Extension Guide: Tutorial BPX Community for CRM in SDN SAP Web Channel forum in SDN Web Channel Wiki in SDN 2011 SAP AG. All rights reserved. Confidential 53

54 Thank You! Contact information: Dominik Feiden

55 2011 SAP AG. All rights reserved. No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP AG. The information contained herein may be changed without prior notice. Some software products marketed by SAP AG and its distributors contain proprietary software components of other software vendors. Microsoft, Windows, Excel, Outlook, and PowerPoint are registered trademarks of Microsoft Corporation. IBM, DB2, DB2 Universal Database, System i, System i5, System p, System p5, System x, System z, System z10, System z9, z10, z9, iseries, pseries, xseries, zseries, eserver, z/vm, z/os, i5/os, S/390, OS/390, OS/400, AS/400, S/390 Parallel Enterprise Server, PowerVM, Power Architecture, POWER6+, POWER6, POWER5+, POWER5, POWER, OpenPower, PowerPC, BatchPipes, BladeCenter, System Storage, GPFS, HACMP, RETAIN, DB2 Connect, RACF, Redbooks, OS/2, Parallel Sysplex, MVS/ESA, AIX, Intelligent Miner, WebSphere, Netfinity, Tivoli and Informix are trademarks or registered trademarks of IBM Corporation. Linux is the registered trademark of Linus Torvalds in the U.S. and other countries. Adobe, the Adobe logo, Acrobat, PostScript, and Reader are either trademarks or registered trademarks of Adobe Systems Incorporated in the United States and/or other countries. Oracle and Java are registered trademarks of Oracle and/or its affiliates. UNIX, X/Open, OSF/1, and Motif are registered trademarks of the Open Group. Citrix, ICA, Program Neighborhood, MetaFrame, WinFrame, VideoFrame, and MultiWin are trademarks or registered trademarks of Citrix Systems, Inc. HTML, XML, XHTML and W3C are trademarks or registered trademarks of W3C, World Wide Web Consortium, Massachusetts Institute of Technology. SAP, R/3, SAP NetWeaver, Duet, PartnerEdge, ByDesign, SAP BusinessObjects Explorer, StreamWork, and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG in Germany and other countries. Business Objects and the Business Objects logo, BusinessObjects, Crystal Reports, Crystal Decisions, Web Intelligence, Xcelsius, and other Business Objects products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of Business Objects Software Ltd. Business Objects is an SAP company. Sybase and Adaptive Server, ianywhere, Sybase 365, SQL Anywhere, and other Sybase products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of Sybase, Inc. Sybase is an SAP company. All other product and service names mentioned are the trademarks of their respective companies. Data contained in this document serves informational purposes only. National product specifications may vary. The information in this document is proprietary to SAP. No part of this document may be reproduced, copied, or transmitted in any form or for any purpose without the express prior written permission of SAP AG SAP AG. All rights reserved. Confidential 55