computer world crm presentation - sap - final
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Computerwor ld Br ief ing
SAP CRM 2007Enabling Customer Driven Growth
Jennifer C. ReyesSolutions Architect LeadSAP Philippines
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The Comm on Denominat or Ac ross Dif ferent
Companies
"Without customers, you don't have a business.
Customers are the only reason you build factories,hire employees, schedule meetings, or engage in
any business activity.Source: Peppers & Rogers
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IncreasedCompetition
IncreasedMargins and
Pricing Pressures ChannelProliferation
ProductCommoditization
EmpoweredCustomers
Businesses are fac ing new c hal lenges
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So, What Is Custom er Relat ionshi p
Managem ent (CRM) ?
"The alignment of a company's resources toeffectively meet the ever-changing needs of its
customer base, while creating mutually profitable
relationships Source: Customer Centricity Inc.
Customer relationship management (CRM) is a term applied toprocesses implemented by a company to handle its contact with itscustomers. CRM software is used to support these processes, storinginformation on current and prospective customers.
Source: Wikepedia.com.
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How Impor tant Is CRM ?
Source: Trends 2007: Customer RelationshipManagement, Forrester
Source: Gartner 11/2007
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SAP CRM: Solut ion Map
E-Commerce
Field
ChannelManagement
Analytics
Marketing Marketing ResourceManagement
Segmentation & ListManagement
CampaignManagement
Trade PromotionManagement
Lead Management
SalesSalesPlanning &Forecasting
TerritoryManagement
Accounts &Contacts
OpportunityManagement
Quotation &OrderManagement
Pricing &Contracts
Incentive &CommissionManagement
Time &Travel
ServiceServiceOrderManagement
ServiceContractManagement
Complaints& Returns
In-HouseRepair
CaseManagement
InstalledBaseManagement
WarrantyManagement
ResourcePlanning
InteractionCenter
Enterprise
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Pipeline
management
Lead
management
Sales
forecasting
Budgeting
Cross
selling
Supply chain
management
Molexs CRM PathBrothers CRM Path
Interaction management
and help desk
Loyalty program
management
Campaign
management
Feature and fun ction
prioritization
Kimberly-Clarks CRM Path
Campaign
management
Promotion
Segmentation
Pricing
Early adopters of customer relationship management systems were often disappointed
by high costs and elusive benefits. Now some companies are reaping strong returns on their CRM benefits.
SAP CRM Cust om er St ra t egy
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SAP CRM 2007 is Simple and Pow erful
Simplified, PersonalizedUser Experience
Easy t o Use
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Easy User Int er face Conf igurat ion
Easily add, re-position orre-label fields
Visual Editor - what yousee is what you get
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Check l is t fo r succ ess
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SAP CRM:
Cust om er Dr iven Grow t h
Del ight
your c us tomers
Empower
your team
Grow
your bus iness
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Grow
your business
Del ightyour cus tomers
Empower your team
SAP CRM 2007 is Simple and Pow erful
Real-Time OfferManagement
Business CommunicationsManagement
Service PartsManagement
Solves Real Business Problem s
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Grow
your business
Del ightyour cus tomers
Empower your team
SAP CRM 2007 is Simple and Pow erful
Simplified, PersonalizedUser Experience
Pipeline PerformanceManagement
Microsoft OfficeIntegration
AdobeInteractive Forms
Easy t o Use
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Grow
your business
Del ightyour cus tomers
Empower your team
SAP CRM 2007 is Simple and Pow erful
360Customer View
Industry-Relevant(TPM & MDF)
End-to-End Processes
Makes t he Complex Simple
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SAP CRM 2007 is Simple and Pow erful
360Customer View
Industry-Relevant(TPM & MDF)
End-to-End Processes
Simplified, PersonalizedUser Experience
Pipeline PerformanceManagement
Microsoft OfficeIntegration
AdobeInteractive Forms
Real-Time OfferManagement
Business CommunicationsManagement
Service PartsManagement
Grow
your business
Del ightyour cus tomers
Empower your team
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SAP CRM benefi t sProven, robust solut ion, providing real value
30 - 50% expanded marketing campaign reach
Up to 20% enhanced cross-selling and up-selling
8 - 10% higher close rates
15 - 25% decreased service resolution time
10 - 20% reduced order errors
Up to 20% shortened order-to-delivery cycle times
Up to 20% improved margins
10 - 15% reduced cost-to-serve
5 - 10% increased customer retention rates
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How SAP CRM Helped Audi
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CUSTOMER PAIN POINTS
Expansion of brand relevance beyond product innovation
Leveraging customer and vehicle information spread over multipledatabases
Deregulation of the market requires new channel concepts
WHY SAP SOLUTION WAS SELECTED Integration of customer and vehicle data from multiple sources
Rich industry-specific capabilities of SAP CRM
Multi-channel management to integrate all customer touch points
CRM OBJECTIVE
Innovate customer experience
360 view on customer & vehicle information
Close collaboration with the dealer network
Increase visibility of business through indirect channels
With a history of excellence
that spans nearly a century,Audi is one of the worldsleading luxury automobilemanufacturers. Much of Audissuccess was founded ontechnological ingenuity.
Following its entry into theluxury sector in the early1990s, Audi capitalized on its
ingenuity and has competedwell on the luxury automotivesectors defining elements ofinnovative design, safety andperformance. Since that time,Audi has enjoyed recordsetting results.
How SAP CRM Helped Audi
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CUSTOMER PAIN POINTS
Expansion of brand relevance beyond product innovation
Leveraging customer and vehicle information spread over multipledatabases
Deregulation of the market requires new channel concepts
WHY SAP SOLUTION WAS SELECTED Integration of customer and vehicle data from multiple sources
Rich industry-specific capabilities of SAP CRM
Multi-channel management to integrate all customer touch points
CRM OBJECTIVE
Innovate customer experience
360 view on customer & vehicle information
Close collaboration with the dealer network
Increase visibility of business through indirect channels
With a history of excellence
that spans nearly a century,Audi is one of the worldsleading luxury automobilemanufacturers. Much of Audissuccess was founded ontechnological ingenuity.
Following its entry into theluxury sector in the early1990s, Audi capitalized on its
ingenuity and has competedwell on the luxury automotivesectors defining elements ofinnovative design, safety andperformance. Since that time,Audi has enjoyed recordsetting results.
How SAP CRM Helped Audi
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SOLUTION SCOPE & SCENARIOS
Geography: Pilot Germany, Worldwide rollout
Users: 1500 +
CRM Interaction Center 4.0, live since 04/2002 CRM Marketing 4.0 (with Channel Integration), live since 10/2003
FUNCTIONAL HIGHLIGHTS
Marketing & Brand Management
Multi-wave campaigns for new model launch
Lead sharing with dealers (DMS-Integration) Personalized customer newsletter
Interaction Center
Multi-channel customer support (phone, email, fax. letter)
Integrated customer and vehicle information
CTI integration
INDUSTRY
Automotive (Sales & Service)
Regardless of how ourcustomers reach us,our internal processesrun entirelyelectronically.
Christoph Wargitsch,Manager CRM at AUDI
How SAP CRM Helped Audi
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SOLUTION SCOPE & SCENARIOS
Geography: Pilot Germany, Worldwide rollout
Users: 1500 +
CRM Interaction Center 4.0, live since 04/2002 CRM Marketing 4.0 (with Channel Integration), live since 10/2003
FUNCTIONAL HIGHLIGHTS
Marketing & Brand Management
Multi-wave campaigns for new model launch
Lead sharing with dealers (DMS-Integration) Personalized customer newsletter
Interaction Center
Multi-channel customer support (phone, email, fax. letter)
Integrated customer and vehicle information
CTI integration
INDUSTRY
Automotive (Sales & Service)
Regardless of how ourcustomers reach us,our internal processesrun entirelyelectronically.
Christoph Wargitsch,Manager CRM at AUDI
How SAP CRM Helped Audi
Benefits:
Maximize profitabilityby generating 2.3 Mio viaintelligence based campaigns generated
Delivering Customer Value by increasing loyaltyand quality of dealers, resulting in 3.4 Mio ofrevenue
Improve performance by saving 400K bystreamlining processes and replacing legacy
systems
Resulted in an IRR Of 15%
Study Done By Peppers & Rogers
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Generated $2M in additionalrevenue through 100% cleanermailing lists
Improved marketing response rateby 50% with better targeting
Increased efficiency of leadqualification process, generatingadditional $800K
Reach t he r ight c us tomersClosed loop market ing campaigns del iver improved resul ts
mySAP CRM has allowed us tomake several important stridesand that has resulted incontinued growth for Waters.
Mike HarringtonSenior Director of U.S. Sales
Waters is the worlds leading supplier ofhigh-performance liquid chromatographyinstrumentation and consumables.
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22,000 additional customerconversations each month
3.5 more productive hours eachweek per sales person
Instant access to customer andproduct data enables better decisionmaking
Drive improved sales product iv i t yIncrease ef fect iveness and focus of 1,200 person sales force
Weve profited from mySAPCRM Sales with more time inthe field, more control in ourheadquarters, and simpleradministrative processes in
our offices.
Wolfgang HoffmannsDirector, Sales and Support Coordination
AstraZeneca is one of the worlds top fivepharmaceutical companies.
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Shortened campaign process from80 hours to 2, allowing morefrequency and targeting
Reduced time to service end usersby 40% and dealers by 50%
Reduced rate of returns by 15.8%while increasing unit shipments
Enhanc e c ustomer re la t ionsUni form acc ess to data enables a consistent c ustom er response
The valuable customer feedbackthat we can now report andanalyze allows us to recognizequality issues and take correctiveaction sooner to reduce returns
and customer calls.
Charles StadtlerVP of National Service
Brother International has over 330,000customers for its office products and machinery
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Growth of online sales to contribute$7M to the bottom line
Outse l l the compet i t i on on the w ebBet ter c us tomer unders tand ing to increase ef f ic iency
mySAP CRM enables us todeliver the optimal shoppingexperience for customers, whilegrowing revenues, buildinglifelong brand loyalty, and
lowering the cost of sales.Alexander Bakkeren
Director, Global CRM, CustomerService & E-Business
Philips is one of the worlds top consumerelectronics companies.
Order automation to save anestimated $7.5M
26% Internal Rate of Return (IRR)expected through 2007
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Grow your bus iness by foc using on c ustom ers
Innovate and differentiate acrosscustomer-facing processes
Evolve and adapt customerstrategies as needs change
Collaborate across theorganizations to serve customers
Turn industry changes intogrowth opportunities
Leverage Enterprise SOA toincrease agility and managecomplexity
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Take Aw ays
Enable customer-driven growth through SAP CRM 2007.Its available. Its for everyone.
Simple and Powerful:cornerstones of the SAP CRM strategy
Smart andend-to-end product innovations
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SAP CRM Prov en Wit h ROI!
Independent studies evaluated by: Peppers and Rogers Group, Gartner Consulting, Scalea & Associates, IDS Scheer AG
Please visit: http://www.sap.com/solutions/business-suite/crm/customersuccess/index.epx to download reports
Independent St ud ies Conf i rm t he Value m ySAP CRM
Del ivers t o Our Cust om ers :
26% ROI
15% IRR
129% IRR129% ROI
26% IRR
7% IRR
56% IRR
26% IRR
23% IRR
144% IRR
56% IRR
97% IRR 32% IRR
70% IRR
15% IRR
15% IRR
16% IRR
68% IRR 26% IRR
30% IRR
272% IRR 52% IRR
15% IRR
20% IRR
74% IRR35% IRR
23% IRR
http://www.sap.com/solutions/business-suite/crm/customersuccess/index.epxtohttp://www.sap.com/solutions/business-suite/crm/customersuccess/index.epxtohttp://www.sap.com/solutions/business-suite/crm/customersuccess/index.epxto -
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If we dont take care of our customers, someone else will.
UNKNOWN
Thank you!
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