Computerworld Briefing

SAP CRM 2007 Enabling Customer Driven Growth

Jennifer C. Reyes Solutions Architect Lead SAP Philippines

The Common Denominator Across Different 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

Customers Before and Now

Before:
“Any customer can have a car painted any color that he wants so long as it is black“- Henry Ford, Ford Motors

Now:
“In the world of Internet Customer Service, it’s important to remember your competitor is only one mouse click away.” – Doug Warner, General Electric Company

Businesses are facing new challenges Increased Competition Product Commoditization Increased Margins and Pricing Pressures Channel Proliferation Empowered Customers .

while creating mutually profitable relationships “ Source: Customer Centricity Inc. .” Source: Wikepedia.So. CRM software is used to support these processes. “Customer relationship management (CRM) is a term applied to processes implemented by a company to handle its contact with its customers. storing information on current and prospective customers.com. What Is Customer Relationship Management (CRM) ? "The alignment of a company's resources to effectively meet the ever-changing needs of its customer base.

How Important Is CRM ? Source: Gartner 11/2007 Source: “Trends 2007: Customer Relationship Management“. Forrester .

SAP CRM: Solution Map Channel Management Marketing E-Commerce Enterprise Marketing Resource Segmentation & List Management Management Campaign Management Trade Promotion Management Lead Management Interaction Center Analytics Field Sales Sales Quotation & Incentive & Territory Accounts & Opportunity Pricing & Planning & Order Commission Management Contacts Management Contracts Forecasting Management Management Service Service Complaints Order Contract & Returns Management Management In-House Repair Installed Case Warranty Base Management Management Management Time & Travel Resource Planning Service .

Now some companies are reaping strong returns on their CRM benefits. Kimberly-Clark’s CRM Path Campaign management Promotion Brother’s CRM Path Interaction management and help desk Loyalty program management Campaign management Feature and function prioritization Molex’s CRM Path Pipeline management Lead management Sales forecasting Budgeting Supply chain management Cross selling Segmentation Pricing .SAP CRM – Customer Strategy Early adopters of customer relationship management systems were often disappointed by high costs and elusive benefits.

Personalized User Experience .SAP CRM 2007 is Simple and Powerful Easy to Use Simplified.

re-position or re-label fields Visual Editor .what you see is what you get .Easy User Interface Configuration Easily add.

Checklist for success .

SAP CRM: Customer Driven Growth Delight your customers Empower your team Grow your business .

real-time visibility Foster collaboration across your business network Grow your business Makes the Complex become Simple Capitalize on customer insight Deliver customer value by streamlining complex processes Focus on your unique business value .SAP CRM 2007 is Simple and Powerful Delight your customers Solves Real Business Problems Consistent customer experiences Relevant context for all customer interactions Robust end-to-end processes Empower your team Easy to Use Enable adoption with intuitive and interactive user interface Drive action with comprehensive.

SAP CRM 2007 is Simple and Powerful Delight your customers Solves Real Business Problems Empower your team Real-Time Offer Management Grow your business Business Communications Management Service Parts Management .

SAP CRM 2007 is Simple and Powerful Delight your customers Easy to Use Empower your team Simplified. Personalized User Experience Pipeline Performance Management Grow your business Microsoft Office Integration Adobe Interactive Forms .

SAP CRM 2007 is Simple and Powerful Delight your customers Makes the Complex Simple Empower your team 360° Customer View Grow your business Industry-Relevant (TPM & MDF) End-to-End Processes .

Personalized User Experience Pipeline Performance Management Microsoft Office Integration Adobe Interactive Forms Grow your business 360° Customer View Industry-Relevant (TPM & MDF) End-to-End Processes .SAP CRM 2007 is Simple and Powerful Delight your customers Real-Time Offer Management Business Communications Management Service Parts Management Empower your team Simplified.

10% higher close rates 15 . robust solution.50% expanded marketing campaign reach Up to 20% enhanced cross-selling and up-selling 8 .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 .25% decreased service resolution time 10 .SAP CRM benefits Proven. providing real value 30 .10% increased customer retention rates .

How SAP CRM Helped Audi .

safety and performance. Much of Audi’s success was founded on technological ingenuity. Audi is one of the world’s leading luxury automobile manufacturers. Following its entry into the luxury sector in the early 1990s.How SAP CRM Helped Audi 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. Since that time. Audi has enjoyed record setting results. Audi capitalized on its ingenuity and has competed well on the luxury automotive sector’s defining elements of innovative design. CUSTOMER PAIN POINTS Expansion of brand relevance beyond product innovation Leveraging customer and vehicle information spread over multiple databases 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 .

Audi has enjoyed record setting results. Following its entry into the luxury sector in the early 1990s. Since that time.How SAP CRM Helped Audi 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. CUSTOMER PAIN POINTS Expansion of brand relevance beyond product innovation Leveraging customer and vehicle information spread over multiple databases 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 . Audi is one of the world’s leading luxury automobile manufacturers. Audi capitalized on its ingenuity and has competed well on the luxury automotive sector’s defining elements of innovative design. Much of Audi’s success was founded on technological ingenuity. safety and performance.

fax.0.0 (with Channel Integration).How SAP CRM Helped Audi INDUSTRY Automotive (Sales & Service) SOLUTION SCOPE & SCENARIOS Geography: Pilot Germany. Manager CRM at AUDI CRM Interaction Center 4.” – Christoph Wargitsch. our internal processes run entirely electronically. Worldwide rollout Users: 1500 + “Regardless of how our customers reach us. live since 04/2002 CRM Marketing 4. 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. letter) Integrated customer and vehicle information CTI integration .

resulting in €3. live since 10/2003 and quality us. letter) Integrated customer and vehicle information Study Done By Peppers & Rogers CTI integration .How SAP CRM Helped Audi INDUSTRY Benefits: Automotive (Sales & Service) SOLUTION by & SCENARIOS “Maximize profitability”SCOPE generating €2.3 Mio via Geography: Pilot Germany.0 (with Channel Integration). fax. Worldwide rollout intelligence based campaigns generated Users: 1500 + “Delivering our “Regardless of howCustomer Value” by increasing loyalty CRM Marketing 4. Manager CRM at AUDI Personalized customer newsletter Resulted in an IRRInteraction Center Of 15% Multi-channel customer support (phone. customers reach of dealers.4 Mio of our internal processes revenue run entirely FUNCTIONAL HIGHLIGHTS electronically. live since 04/2002 Multi-wave campaigns for legacy streamlining processes and replacingnew model launch – Lead sharing with dealers (DMS-Integration) systems Christoph Wargitsch. email.” performance” & Brand Management€400K by “Improve Marketing by saving CRM Interaction Center 4.0.

Sales Waters is the world’s leading supplier of high-performance liquid chromatography instrumentation and consumables.” Improved marketing response rate by 50% with better targeting Mike Harrington Senior Director of U. generating additional $800K . Increased efficiency of lead qualification process.Reach the right customers Closed loop marketing campaigns deliver improved results Generated $2M in additional revenue through 100% cleaner mailing lists “mySAP CRM has allowed us to make several important strides and that has resulted in continued growth for Waters.S.

200 person sales force 22. 3. and simpler administrative processes in our offices.000 additional customer conversations each month “We’ve profited from mySAP CRM Sales with more time in the field.Drive improved sales productivity Increase effectiveness and focus of 1. more control in our headquarters.” Wolfgang Hoffmanns Director. Sales and Support Coordination AstraZeneca is one of the world’s top five pharmaceutical companies.5 more productive hours each week per sales person Instant access to customer and product data enables better decision making .

allowing more frequency and targeting “The valuable customer feedback that we can now report and analyze… allows us to recognize quality issues and take corrective action sooner to reduce returns and customer calls.000 customers for its office products and machinery Reduced time to service end users by 40% and dealers by 50% Reduced rate of returns by 15.” Charles Stadtler VP of National Service Brother International has over 330.8% while increasing unit shipments .Enhance customer relations Uniform access to data enables a consistent customer response Shortened campaign process from 80 hours to 2.

Global CRM. Customer Service & E-Business Philips is one of the world’s top consumer electronics companies. while growing revenues. building lifelong brand loyalty.” Alexander Bakkeren Director.Outsell the competition on the web Better customer understanding to increase efficiency Growth of online sales to contribute $7M to the bottom line “mySAP CRM enables us to deliver the optimal shopping experience for customers. and lowering the cost of sales.5M 26% Internal Rate of Return (IRR) expected through 2007 . Order automation to save an estimated $7.

Grow your business by focusing on customers Innovate and differentiate across customer-facing processes Evolve and adapt customer strategies as needs change Collaborate across the organizations to serve customers Turn industry changes into growth opportunities Leverage Enterprise SOA to increase agility and manage complexity .

Take Aways Enable customer-driven growth through SAP CRM 2007. Simple and Powerful: cornerstones of the SAP CRM strategy Smart and end-to-end product innovations . It‘s for everyone. It‘s available.

SAP CRM Proven With ROI! Independent Studies Confirm the Value mySAP CRM Delivers to Our Customers: 97% IRR 56% IRR 15% IRR 32% IRR 144% IRR 68% IRR 26% IRR 15% IRR 26% IRR 15% IRR 15% IRR 129% ROI 35% IRR 74% IRR 129% IRR 7% IRR 26% ROI 23% IRR 20% IRR 30% IRR 56% IRR 272% IRR 52% IRR 26% IRR 16% IRR 23% IRR 70% IRR Please visit: http://www.sap. Scalea & Associates.com/solutions/business-suite/crm/customersuccess/index. Gartner Consulting. IDS Scheer AG .epx to download reports Independent studies evaluated by: Peppers and Rogers Group.

Thank you! If we don’t take care of our customers. UNKNOWN . someone else will.

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