sap crm internet sales online services for prospective students nataša gerbscheid-rakić university...

SAP CRM Internet SalesOnline Services for Prospective Students

Nataša Gerbscheid-Rakić

University of Amsterdam

Intro

What online services for prospective students are available at your university?

What online services for prospective students would you like to be available at your university?

Are the back-office processes behind the online services at your university efficient enough?

Theme

How can SAP CRM Internet Sales be used to improve the on-line services and the back-office processes

Agenda

University of Amsterdam (UvA) and SAP CRM Processes prior to the implementation of SAP CRM

Internet Sales Goals of the implementation project & business case Project results: functional & technical Processes after the implementation www.uva.nl (demo) Implementation & subsequent projects

University of Amsterdam

Number of students 23.375 Students admitted in 2004 5.053 Staff: 3.258 fte

4.192 persons

UvA and SAP CRM

End 2001: decision to implement SAP CRM 3.0 Live date: 2nd December 2002 Targets groups: prospective students

students

press connections

PhDs

(Alumni still to follow in 2005-2006)

70 users

Processes in SAP CRM

Prospective students Brochure orders en Events registrations Marketing Analytics

Foreign student application Colloquium Doctum

Students Scholarschips & financial aid: applications, decisions, payment

approval Registration of different appointments: psychologist, job service,

exchange programme service, etc.

Processes in SAP CRM

Press connections Press adresses & attributes Segmentation & Mailings

PhDs Promovendi PhD data Defenses

CIC (Customer Interaction Center)

Person (SAP Business Partner)

Student (SAP relations)

Brochure order (SAP order)

Event registration (SAP order)

Brochure (SAP product)

Event (SAP product)

Foreign Students Application(SAP activity)

Processes before the implementation

Brochures orders & events registrations Web orders/registrations received as e-mails at SIC E-mails to printers From printers to a pile of paper Manually in SAP CRM Daily batch run: printing letters of confirmation (invoices in SAP)

Foreign students application Preliminary application form (PAF) by post Manually in SAP CRM Reply (n different letters) by post Phone inquires about status by applicant

Business case

Brochures/events 100 – 400 orders/registrations a day 5 min work for one order 8 – 33 hours work a day 2.6 fte (based on 20 hour work a week)

Foreign students procedure Mailing expenses Personnel expenses: manual data enter in SAP CRM Personnel expenses: phone info Reply sometimes after one month

Project goals

Improving of the processing of web orders of academic programme brochures web registrations for info-events applications for foreign students procedure

by using SAP CRM Internet Sales.

faster, less effort, less paper, fewer mistakes

Project assumptions

No changes of SAP CRM No changes of procedures Standard SAP CRM Webshop Availability of UvA project members Processes after the implementation

Results functional

Dutch webshop for brochures and events English webshop for brochures and events English webshop for Foreign Students Procedure

with a direct link to SAP CRM

Results technical

Processes after the implementation

Brochures orders & events registrations Web orders/registrations automatically in SAP CRM Confirmation directly by e-mail Daily batch run: printing letters of confirmation (invoices in SAP)

Foreign students application Preliminary application form (PAF) only via web automatically in SAP CRM Confirmation directly by e-mail Inquiries about status via web

Implementation

Phases: Release 1 (Sept – Dec 2004)

Release 2 (Jan – March 2005) Project organisation project evaluation: lessons learned subsequent actions

Subsequent projects

Webshop “Introduction Week”

Internet Customer Self-Service: FAQs

Questions

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