0106 canadian blood services - implementation of sap crm campaign management
DESCRIPTION
0106 Canadian Blood Services - Implementation of SAP CRM CampaignTRANSCRIPT
LEARNING POINTS
• CBS uses CRM Campaign Management capabilities to automate and optimize call lists based on information from external systems.
• CBS creates a single application consisting of both SAP and non-SAP components.
• CBS creates customer lifecycle campaigns (recruit / contact/ remind) to promote customer engagement.
Campaign Management Solution
Who Is CBS?
Canadian Blood Services (CBS) is a not-for-profit, charitable organization who manages the blood and blood products supply for Canadians
Over a million whole blood and apheresis donations from volunteer donors will be made this year
Blood is collected at blood donor clinics held across Canada with the exception of Quebec
CBS manages donations by appointment
LEARNING POINTS
CBS Statistics
22,000 Clinic Events a year 43 Permanent Collection Sites 1000 Mobile Sites 16 Apheresis Sites Serving 550 Hospitals 3,480 employees(FTEs)
National Contact Centre 24 x 7 Operations (Inbound/Outbound)
Call Volume per month: 400,000 Recruitment calls 60,000 Appointments booked 60,000 Inbound calls answered 20,000 Nursing calls 13,000 Live Reminder calls AVM and Email Volume per month: 12,000 Recruitment Emails 90,000 AVM Reminders 4,000 Reminder Emails
The AMS System
SAP CRM 7
750 AMS Users
5 User Roles
Single integrated system
SAP CRM Interaction Centre
Non-SAP components displayed through custom BSPs
Single Sign-on for third party apps
Campaign Management Solution
Goals of the Campaign Management Solution
Align to strategy to recruit, schedule and retain donors
Form a foundation for marketing and recruitment
Assist in donor retention
Support current collections target and future business model
Provide a flexible appointment booking solution
Align appointments to blood type targets
Increase recruitment channels
Deliver efficiency and productivity gains
Eliminate multiple platforms at the front-end of business
Provide effective set of tools to manage relationships
Improve customer service to donors
CRM Campaign Management
AMS Campaigns
Event Planning Real time link to Event Management System Changed Events automatically put on hold fed real time to CRM campaign automation
Scheduling Create Appointment slots Copy schedules Appointments Impacted if event hours change fed real time to CRM Campaign Management
CRM Campaign Management
AMS Campaign Functionality Campaign Management Processes Recruitment Campaigns Reminders Campaigns Ad hoc Campaigns
CRM Campaign Management
Automated Recruitment Campaigns - Segmentation Creation Based on upcoming Events Multi-channel 3 week process Email first week Call list second and third week Selection Eligible Donors favourite location same as event No future appointment No previous contact for 21 days Target List Uses available slots, applies uptake ratio Blood type distribution Priority set based on nearness of event date and percent booked
CRM Campaign Management
Automated Reminder Campaigns
Creation
3 days prior to Event – Email
2 days prior to Event – Automated Voice Messaging (AVM)
1 day prior to Event – AVM second try
1 day prior to Event – Live Call
Selection
Appointment booked more than 3 days before event
Reminder preference respected
Target List
Flow down of donors between lists
Results visible in contact history
Ad hoc Campaigns
Creation
By Campaign Staff at the NCC (users - not SAP IT)
If automated campaigns do not satisfy needs Special recruitment drive
Standing Orders (Donor Care / Apherisis/ Lapse)
CRM Graphic Modeler
Build target group
Multiple attribute lists
CRM Campaign Management
Campaign Automation Automation includes Creation Assignment (Org Structure to Call Lists) Deactivation Archival Email and AVM Campaigns Create Idocs based on appointments /eligible donors Convert to XML file FTP to service providers for processing Receive response from service provider Convert back to Idocs Update donor interaction history within User Interface
RETURN ON INVESTMENT
• Efficiency gains
• Staff reductions
• Elimination of paper recruitment lists
• Call lists optimized to meet targets
• Integrated calling with scheduling
BEST PRACTICES
• Include time and resources project plan to deal with integration issues
• Ensure Campaign Management user base is fully trained to use this key functionality
KEY LEARNINGS
• SAP CRM Campaign Management can be used to automate multichannel campaigns triggered by upcoming events.
• SAP CRM can be updated from a variety of sources in real time and through daily batch processes
• Campaign Management is key functionality for your Business to connect with your customers.