DB brews up sales efficiencyHow we delivered a complete CRM

solution including customer portal

(WCEM), SAP CRM, SAP Call

Centre, SAP Retail Execution (to

iPhone & iPad via MDM), and SAP

Biller Direct in a 6 month project.

Who am I?

DB Breweries:

Mike Rawson – IS Manager

Agenda

- About DB

- Business Drivers

- The Approach

- The Road Map

- The Journey

- Continuing Enablement

- Partners

- Questions?

- MyDB Demo

About DBFounded 1929, parent company APB bought by Heineken in 2013

Products: Beers, Ciders, RTDs & Merchandise

Production: 4 Breweries in NZ

Channels: On Premise (Hospitality); Off Premise (Grocery, Wholesale, Specialist

Liquor Stores)

Business Drivers

Business case for change:• Customers had a disjointed view of our products

• DB had a fragmented view of their customers

• DBs direct contact with their customers needed to be more consistent and branded

• DB were going through a very successful commercial restructure, centralising many

of their sales and channel processes

Customer connect:• Initiated CRM Roadmap - clear view on how DB could leverage technology to

support our business programme

Engage the business early on

• When putting together the roadmap, UXC Oxygen wanted to understand the people

and culture from exec to user level and most importantly – the customers, how

would they interact with DB?

Rapid prototyping approach

• Proof of concept (PoC) presented to the exec, demonstrating the business value

early on to gain signoff

Customer pilot groups

• Identified use cases and worked with customers to get instant feedback as part of the

build. This was one of our most useful tools as it insured user buy-in and reduced multiple changes in test

The Approach

FutureSales

WCEM

CIC

REx

MOBILITY

SALES

FINANCE

SUPPLY CHAIN

BO

HR

FI

TPM

APO

Biller Direct

RCC

Export

Drinkworks

Finance

CRM

SUP & Afaria

BW Upgrade

ERP Upgrade

SOLMAN

Backend

The Road Map

The Journey in 15 Months

• ERP6 Upgrade

• AMS Support Contract

• CRM Roadmap

• Customer Portal Phase 1 Blueprint

• Customer Portal Phase 1 Realisation

• Product Pricing Consolidation

• Redwood Cider Rollout

• Biller Direct Phase 1

• BW & NW Portal Upgrade

• Full Systems Refresh

• Customer Portal Phase 2 Blueprint

• Customer Portal Phase 2 Realisation

• Customer Contact Centre

• Inbound, Outbound & Complaints

• Telephony Integration (AVAYA)

• SUP (Sybase Unwired Platform) & Afaria

• Roll out iPhones & iPads

• Back Office Support & Field Sales

• REx (SAP Retail Execution)

• And all the other smaller projects…

FutureSales

WCEM

SALES

Finance

CRM

Backend

Focus on Engagement

Customer Portal

“to provide a customer centric

portal to enable self service and

proactive two way

communication.”

WCEM

SALES

CRM

Focus on Engagement

• Key contact details

• Delivery service info

• Xmas Service plans

• Promotions

• Customer Complaints,

feedback, surveys

• Links to Brand Websites

• Product catalogues

• SKU details

• New product launches

• EANnet database

• Quality Assurance• Order Status

• Proof of delivery

• Transport information

• Price Catalogue

• Web-based sales –

Merchandise, Beer, Cider, RTD

• Standard orders / templates

• Credit Card Payments

• Invoice copies

• Account balances

• Order status

• Credits status

• Customer service level

reporting

• Customer Contact details

update

Product Information

Pricing / Ordering

CommunicationInquiries

AccountInfo

WCEM

SALES

CRM

fitting the jigsaw together

Focus on Engagement

At the time, WCEM was still in Ramp-up globally and had the following benefits:

• Latest user experience technologies

• Based on SAP CRM platform

• Highly flexible user defined templates

• Integration with 3rd party applications if required• Kentico for Marketing Content• Secure PayTech for Credit Card Payments

• Includes Master Data Management

• Less development than other SAP technologies

• Future focus and R&D investment from SAP

• Lower risk than solutions requiring bespoke development

Focus on Engagement

WCEM

SALES

CRM

Why WCEM?

mydb.co.nz… demo

WCEM

SALES

CRM

Wireframes Examples: Home Page

the union difference

warning

next slide... contains finance

FutureSales FinanceBackend

Focus on Engagement

FINANCE

Biller Direct

• Key contact details

• Delivery service info

• Xmas Service plans

• Promotions

• Customer Complaints,

feedback, surveys

• Links to Brand Websites

• Product catalogues

• SKU details

• New product launches

• EANnet database

• Quality Assurance• Order Status

• Proof of delivery

• Transport information

• Price Catalogue

• Web-based sales –

Merchandise, Beer, Cider, RTD

• Standard orders / templates

• Credit Card Payments

• Invoice copies

• Account balances

• Order status

• Credits status

• Customer service level

reporting

• Customer Contact details

update

Product Information

Pricing / Ordering

CommunicationInquiries

AccountInfo

fitting the jigsaw together

Focus on Engagement

FINANCE

Biller Direct

Focus on Engagement

FINANCE

Biller Direct

FINANCE

Biller Direct

Focus on Engagement

Focus on EngagementFutureSales

CIC

SALES

Finance

CRM

Backend

Focus on Engagement

CIC

SALES

CRM

360o view of the customer

• Single version of the truth

• System of record common across all users

• Customer Portal, Contact Centre, Back Office & Field Sales

Focus on usability for individual roles

• Inbound, Outbound, Supervisor & Manager Roles

Telephony integration (AVAYA)

Central point for complaints handling

First line of support for Customer Portal users

Focus on Engagement

CIC

SALES

CRM

FutureSales

REx

MOBILITY

SALES

Finance

SUP & Afaria

Backend

Focus on Engagement

CRM

Focus on Engagement

360o view of the customer

• Single version of the truth

• System of record common across all users

• Customer Portal, Contact Centre, Back Office & Field Sales

Focus on usability for Field Sales

• No longer “order takers”

• Focus on added value services

• On & Offline scenarios

Focus on Security

• AFARIA Mobile Device Management

REx

MOBILITY

SALES

SUP & Afaria

CRM

REx

MOBILITY

SALES

SUP & Afaria

Focus on Engagement

CRM

Focus on Engagement

REx

MOBILITY

SALES

SUP & Afaria

CRM

Focus on Engagement

REx

MOBILITY

SALES

SUP & Afaria

CRM

FutureSales

MOBILITY

SALES

SUPPLY CHAIN

BO

HR

FI

TPM

APO

FinanceBackend

and then…

MOBILITY

BO

MOBILITY

HR

MOBILITY

FI

UXC Oxygen • Programme and project management

• Solution architecture

• Technical design, installation, integration and DR

• Business process design, build, realisation and support

Union Media • User and shopping experience

• Look and feel

• Content design and hosting (Kentico)

SAP• Vendor for main software components & QA

IP Payments• 3rd party credit card processing

Agile• Telephony Systems and Integration (AVAYA)

DB’s Partners

That was crystal clear

- Thanks!

Questions?