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Multichannel, Personalized, Real Time
Tonino Bellini Sales Consultant SAP Italia
Vimercate, 23 Febbraio 2010
This presentation 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, except if such damages were caused by SAP intentionally or grossly negligent.
© SAP 2008 / Page 2
SAP CRM Solutions Address Media’s Opportunities & Enable Business Excellence
Emerging Markets & Channels Empowered, Social Customer Full Multichannel Enabled Web Channel Framework & Applications Innovative solutions for web 2.0 on Twitter & Facebook Mobile Solution from Partners Communication Enabled Business Process Customer Centricity Shopper Insight Real Time Offer Management High Volume Segmentation Integration of Text Analytics into CRM Fully leveraging Business Objects Tools
Campaign Automation Digital Asset Management by Open Text
Ease of Doing Business
SAP CRM …
… simple to use
Intuitivo – easy to use Built for business users productivity Simple to customize – flexible
Business Communication Management Office and Adobe integration End-to-end processes
… easy to access
Role based access Only specific role functionalities enabled Predefined roles
Header Area Navigation Area Work Area .
. attachments.. . templates..Customer Database Business Partners Addresses Communication channels Sales team Marketing Profile for easy master data extension Hierarchies Credit information Customer Fact Sheet Relationships Notes. ..
SAP Data Quality for CRM Business Partner Description 01010101101110 10101001010110 10101110110101 11010101111010 10101010101101 10101010101010 10101010100101 01010101010110 01010101010100 Transfer Data to BAS Business Address Services (BAS) The third-party tool integrated by BAS is used to check the business partners for duplicates. File import and export are not required Identify Duplicates Create Cleansing Cases Steps Identify Duplicates Internally Create Cleansing Cases Merge Business Partners (Automatically) Account Merge © SAP 2007 / Page 7 . and standard phone number. This includes postal addresses (street and PO boxes). standard e-mail.
Customer Profiling Attributes Values < 1000 1000-2000 >2000 x Profile Attributes Acquistato (KEUR) Livello Riservatezza Classif. Cliente Max Alta Media Bassa Minima A B C x x .
marketing and customer service.Interaction Center SAP CRM Interaction Center drives both operational and management excellence to make every interaction count It does this by providing a platform that supports multi-channel customer interactions in the domain of sales. Managers Track operations and ensure performance goals are met Agents Everything needed to serve customers on a single screen IT / Communications Easily integrate with a wide range of corporate multichannel communications solutions .Multichannel .
Interaction Center Communication Information Account Information Alert Scratch Pad Toolbar System Messages Context Information Work Area Navigation Bar Broadcast Messages .
SAP CRM Service Management Role-Based Analytics Dashboards Service Dashboards Provide comprehensive information at a single glance – for Customer Service Professionals and optionally Customer Service Desk Agents Available for: Service Requests / Incidents Problems Requests for Change Service Level Management Incident & Service Request Managemen t Problem Management Customer InstalledBase & Object Management Knowledge Management Change Management Benefits Gain insight of IT service processes Measure IT service performance and service level compliance Provide basis for intelligent business decisions CRM Analytics / Page 11 .
Sales Force Automation Activity Management Activities Calendar Fast Creation .
SAP CRM Sales Force Automation Pipeline Performance Management Filtro opportunità per stadio Filtro opportunità per mese chiusura .
SAP CRM Sales Force Automation Role-Based Analytics Dashboards CRM Analytics / Page 14 .
Marketing & Campaign Management SAP Solution SAP Solution Marketing Planning & Budgeting Campaign Planning Marketing Planning Provides ability to setup a marketing plan and perform key figure planning Provide tools to do efficient campaign planning and management Support campaign execution through different channels Allows to track campaign costs and success Campaign Modeling Segmentation Campaign Execution Campaign Analysis Campaign Management SAP Differentiators Integration: Seamlessly integrate all marketing and campaign tasks with sales force activity management as well as sales & services processes based on comprehensive customer profiles including advertising and product sales order history . Scalability: Scales up to largest data volumes for B2C processes Flexibility: Provides rich set of functionality with highest ease-of-use .
SAP Digital Asset Management by Opentext confidential .
eventtriggered Support Multi-wave / multi-channel Decision tree logic with rules based on customer profile survey results customer behavior real time analytics Specifically designed for marketing users .Campaign Automation Campaign Automation Grahical interface to design and implement real time campaigns.
Customer Base Segmentation High Volume Segmentation – Waterfall Approach Segmentation Step Segment Model Segment .
....Campaign Execution Example E-Mail Execute personalized mail campaigns Marketing Plan E-mail Form Target Group Business Partner 1 Send personalized E-mails with link to specific web content Campaign . . Campaign Business Partner n .
SAP CRM Marketing Role-Based Analytics Dashboards © SAP 2008 / / Page Bohn / Page 20 CRM AnalyticsDietmar 20 .
Web Channel Sample User Interface .
This way. innovative sales channel” .From Web to Mobile Powered by SAP Web Channel – Customer Case COOP. Coop neither has to maintain additional data nor adapt existing processes. Thus there are no ongoing costs for this new. available in iTunes store Multi-channel shopping experience: Start on the iPhone & complete purchase on the web 12.5 Million member households CHF 17 Billion in annual sales The iPhone Application Built 100% on the existing c oop@home internet shop based on SAP CRM .Named one of the best web sites in Switzerland #1 Downloaded iPhone App in Switzerland Built as an iPhone application. © SAP 2007 / Page 23 . easy shopping lists Built by Movento – SAP partner company 1st iPhone App of its kind in the world ‘‘…The fascinating thing is that the iPhone application builds 100% on the existing coop@home Internet shop.Christian Heim. Managing Director of movento Schweiz AG. Switzerland Second largest retail trading company in Switzerland 2.000+ products can be ordered online.
rate.Increased Differentiation • Real-Time Transactions My New Pricing Plan Per event charge Lookup event type in my table Check historical usage Tariffs based on Time & Date If event class is premium Update historical usage tracking Charge a flat fee Otherwise Charge a calculated fee Monthly recurring charge Old: Code-Driven New: Business Configuration Check historical usage Calculate corresponding fee . and charge) service business models.Media Offering and Packaging with SAP Convergent Charging • SAP Convergent Charging enables customers to monetize (Design price. including: • New Services / Flexible Models • Multi-sided value chain .
Monetize Web Events and Compensate Stakeholders EDR = Event Detail Records Event = Download of song Event = Purchased voucher Event = Call Event = SMS Event = Download Event is translated into a chargeable amount splitted and distributed between every stakeholder .
Contextual & Interaction triggered offers result in much higher response rates ! © SAP 2009 / Page 26 .Make the right offer at the right time Real-time customer information Customer Profile and Transactions Previous Customer’s Responses Offer Entry Offers and their Value Target Audience Channels Triggers and Events SAP Real Time Offer Management RTOM Optimal Recommendation Cross/up sell offers Retention offers Next Best Action Real-time session information Interaction Context Current Level of Service Agent Skills. etc Relevant.
viewed products.Real Time Offer Management in the Web Channel Contextual personalized recommendations Real time browsing data (click-stream) Context . Customers that bought <x> also bought <y> 2. purchase… Web shop Buy now RTOM Offers and policies Buy now Customer & Sales Order information Customer and product enrichment information e. view product. checkout.g. available bundles.login. product price. add to cart. active promotions CRM Product clicks and Sales events (e. … ) Product Associations 1. paid baskets. removed from cart. Customers that viewed <x> eventually bought <y> Associations Analysis (APD / BIA / 3rd party) BW . product categories. recent sales orders.g.
offers and customer response profiles Benefits Improved usability and accesability New analytics to improve business owners control .Real Time Offer Management Analytics Real Time Offer Management Analytics now leverage the most recent NetWeaver BI improvements and Business Objects xCelsius Dashboards Integration into SAP CRM business roles of RTOM analytics (IC Manager and Marketing Manager roles) Easy to use xCelsius dashboard enable point and click analytics of agents.
” . including developing better back-end collection management capabilities and exploiting rights more vigorously.” Gartner 2009 Success means driving… “content hard for massmarket exploitation. manual rights in/rights out licensing models (which can restrict the flow of new content to new distribution services. such as moving from static.2007 © SAP 2010 / Page 29 confidential .PWC Media & Entertainment Outlook 2009-2013 IDC .Digital Supply Chain: SAP Real Time Rights Management The Industry agrees that 2010 is the year for rights management: Intellectual Property Management is one of the top 3 areas of importance to the Digital Supply Chain – AMR Research 2009 The market for Rights Management in 2010 is nearly $900M The content industry is coming to grips with the massive changes caused by “ “Behind the content company firewall” issues.
format. integrated method of managing Intellectual Property Rights assigned to products on a granular basis – territory. language. etc Single system provides global visibility over all rights owned and product availability License Sales RIGHTS RIGHTS RIGHTS RIGHTS RIGHTS RIGHTS Licensors/Authors License Sales Editorial Dept/ Editorial Dept Production Rights Dept Rights Dept CONTENT OWNER Easy for sales to package content for distribution through multiple channels Business Affairs Business Affairs Royalty & Participations Royalty & Participations Real-time per-title profitability information allows faster reaction time Integration with financials provides automated tracking and settlement of royalties Channels to Market Consumers Discover the value of your content assets and cost-effectively monetize it © SAP 2008 / Page 30 . seamless.IPM: A centralized.
IP & Rights Availabilities Real-time Analysis Event Planning Sales Planning 8. Royalty Statement Flexible output Multiple Channels 7. IP Acquisition Contract Management Status Management Partner Relationship Mgmt Detailed Rights Definition IP Attributes Relationships between IPs 1. IP Creation & Production Asset Ownership & Usage 4. IP & Rights Management 2. Closed-Loop Process All Areas of Managing IP are Integrated and Seamless 3. Rights/License Sales 6. Incoming Royalties Invoicing Collective Billing Partial Payment – title allocation Opportunity Analysis Contract Management Status Management © SAP 2007 / Page 31 . Outgoing Royalties Royalty calculations Collective royalties Cross-collateralization 5.Intellectual Property Management (IPM) Fully Integrated.
packages.Intellectual Property Intellectual Property Master Specific material master for IP products Specific set types to describe / extend IP master IP relationships (parts.) for IP royalty (inbound / outbound) calculation Link to Rights Inventory © SAP 2007 / Page 32 .. underlying components..
Rights Availability Check Key Best Practices Single rights repository for enterprise view of rights Exploitation analysis Real-time rights availabilities analysis Automatic generation of deal memo based on availability analysis Automated license clearance based on rights availability .
License Acquisition and Sales Contract License Contract License Acquisition Contracts specifying agreements with licensors and relevant royalties License Sales Contracts with a licensee for the use of owned IP with relevant time/content restrictions and incoming royalties definition Collision check in the sales phase to provide an overview of all available righs (and sub-rights) needed and missing rights .
service feedback…) User generated content Unstructured data Many-to-many relationships .Web 2.0 Enable action based on feedback from direct customer interactions and the social web Leverage collaboration across business processes and beyond business boundaries Structured and unstructured data Web 2.0: Robustness & Efficiency Transactional efficiency Interaction excellence Enterprise-driven content Structured data One-to-many relationships CRM 2.0: CRM + Web 2.0 Centric Applications: Enrich The Enterprise Data & Co CRM 1.0:Social Media. Collaboration Peer-to-peer collaboration Information sharing (product ratings.
SAP CRM social product strategy Leveraging the social Web within your CRM business processes SAP BusinessObjects Analysis of Unstructured Content SAP CRM Web 2.0 & Web Service Enabled Agent Filters Tweets Agent Follows Up with Customer Agent Creates CRM Request Customer Notified via CRM .
Design Principles For Web 2.0 In SAP CRM Collaboration: Facilitate collaboration capabilities across all roles and business processes Insight: Consolidated view of the enterprise (Operational and ‘Social’) Social Media Interface: Ability to leverage new communication channels to gain better customer insight and improve customer experience Technology Enablers Widgets Social Tagging OpenSocial AJAX Mashups Flash Islands RSS Facebook Connect .
sdn.SAP CRM Target Marketing on Facebook Target Marketing via Facebook on the EcoHub: http://ecohub. as combination of SAP software & partner consulting services .sap.com/irj/ecohub/solutions/targetmarketingFacebook * Scenarios available via Ecohub consulting packages.
com/irj/ecohub/solutions/Twittermarketingcampaign * Scenarios available via Ecohub consulting packages. as combination of SAP software & partner consulting services .sap.SAP CRM Marketing Campaign Scenario on Twitter SAP CRM & Social Media Access Marketing Dashboard Create a campaign View Campaign on Twitter Analyse the success Access SAP CRM & Social Media cockpit Compare the sucess of your twitter activities with your other campaigns Run a new successful campaign on Twitter managed by SAP CRM View the campaign on Twitter Analyse the impact of campaign on your sales. Twitter Marketing Campaign on the EcoHub: http://ecohub.sdn.
sap.SAP CRM Customer Service Scenario on Twitter SAP CRM & Social Media Check Inbox & Tag Cloud Sentiment Analysis Reply or Create service ticket Service Dashboard Access SAP CRM & Social Media cockpit Check your Twitter inbox and use the tag cloud to get a clear picture on what the conversation is about Run a Sentiment Analysis Filter Tweets based on sentiments Reply or create a service ticket to react to a customer sentiment Analyse the impact of Twitter on your sales Twitter Customer Service on the EcoHub: http://ecohub. as combination of SAP software & partner consulting services .com/irj/ecohub/solutions/Twittercustomerservice * Scenarios available via Ecohub consulting packages.sdn.
SAP CRM Customer Service Scenario on Twitter Dynamic Tag Cloud based on the key topics being discussed in Social Media Sentiment of the conversation addressed to the company .
subject. SAP CRM & SAP BusinessObjects Text Analysis Mine social media. object. from a conversation © SAP 2009 / Page 42 . etc.Twitter. turning unstructured data into insight Social Metrics Dynamic Tag Cloud based on the key topics being discussed in Social Media Sentiment of the conversation addressed to the company SAP’s Text Analysis engine can parse sentiment and entities such as key topics.
Business Models Are Changing … Integrated lines of business Flexible lines of business Adaptive business networks The relatively stable business models of the past have to become very flexible Flexibility Mergers and acquisitions Business process outsourcing Moving operational orientation and enlargement Enlargement of business of product area portfolio Efficiency Openness Transparency Excessive IT costs Time-to-market is too long Legal deregulation opens protected markets Frequently changing cooperation with business partners Increased stress of competition .
event. task. UI) throughout their lifecycle Combine human interaction and system integration in one model Direct path from business view to process execution Nothing ‘lost in translation’ Dynamic role-based views Single active model Flexible execution Embedded in SAP NetWeaver CE Service-based connectivity Model-driven development Integrated toolset Out-of-the-box ESR integration Lifecycle management Process Server © SAP 2008 / SOA Partner Infoday / Page 44 . roles. context.SAP NetWeaver BPM Business Process Management Graphical modeler based on BPMN Process Composer Process Process Desk Desk Eclipse-based Support key process concepts (workflow.
‘What If’s’ and analysis Rule Execution High performance rules engine Reusable Rules Services End-to-End Change Management Business user rules management interface Rules versioning & repository services Permissions. access control & governance Rules Repository .SAP NetWeaver BRM Business Rules Management SAP NetWeaver Composition Environment FCL Handling Rates – Decision Table Rules Rules Rules Composer Manager Analyzer Rules Engine Rules Modeling & Implementation Business user-friendly rich rule formats Support for multiple data models for rules implementation Data model independent business vocabularies Rule Testing & Refinement Rules validation. simulation. testing & refinement Optimization.
and at least 25 percent of those will rely primarily on RIA.Web Service Enabled CRM to Deliver Rich Composite Internet Applications New Area of End-User Computing By 2010. © SAP 2008 / Page 46 . at least 60 percent of new application development projects will include RIA technology.
Personalized.SAP CRM Multichannel. Real Time Tonino Bellini Sales Consultant SAP Italia Vimercate. 23 Febbraio 2010 .
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