from near-time to real-time crm processes

8/14/2019 From Near-time to Real-time CRM Processes

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From near-time to real-timeCRM processesImproving operational efficiency with

Communications Enabled BusinessProcesses - CEBP

SAP SA Impuls Sweden



© SAP 2007 /

OP + NT = EOP



© SAP 2007 /

….and changing!



© SAP 2007 / © SAP 2007 / Page 6

Gartner on Communication-Enabled BusinessProcesses

Source: Gartner Inc., ”Achieving Agility Through Communication -Enabled Business Processes”

Competitive andrevenue differentiation

Through 2010, 80% of businesses that have deployed CEBP

will obtain significant competitive and revenue differentiationbecause of it (0.8 probability).

Efficiencyimprovement

Through 2010, 10% of the business processes thathave been communication-enabled will experience a 50%

efficiency improvement (0.6 probability).

Communicationssolution vendor focus

By 2008, leading unified communications solutionvendors will incorporate tools designed to enable CEBP(0.8 probability).

Gartner defines CEBPs as business systems that are able to directly integrate withcommunication systems and networks. These are used to support interpersonal and person-tosystem interactions. Key features are seen in Contextual Presence, Flexible Media Blending andIntelligent Notifications.



© SAP 2007 /

OP + NT = EOP


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Communication Enabled Business Processes:Challenges

© SAP 2007 / Page 8

How do you execute a businessprocess in distributed teams (acrossgeographies, partners, and functions)?

DistributedTeams

How do you seamlessly leverage thebest expertise, especially if they arenot part of the call center operation orone organizational unit?

DistributedKnow How

How do you manage business

processes when customers contactyour company through manycommunication channels (phone,email, web, fax, SMS)?

Distributed

Contact Channels

ChallengesCEBPs

Customer-facing sales, marketing,service, and other Communication-Enabled Business Processes

Support Transact

Attract



Inbound contact centers are typicallycharacterized by 6 challenges

Outboundcontact center

Inbound

contact center

Enterprise-widecommunications

DistributedResources & Skills

Flexibilityis Required

High ContactVolumes

ComplexCustomer Requests

Various ContactChannels

Fluctuations inVolumes

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I would like to connect you through withour specialist, but he is on the road…

Those challenges strongly impactperformance and cost

Contact Center

Customer

Customer ServiceManager

Sorry, I cannot answer your question.Someone in Site 2 might help you, but I

cannot connect you through…

How to provide superb customer service when teams, resources and knowledge are distributedacross geographies, partners, and functions?How to optimize the contact center utilization and have a central overview when contact centers aredispersed?How to centrally service and maintain the distributed contact centers with normal ICT skills?

I hope I get a fast and accurate response

Can I also reach them viamail, SMS, Fax or chat?

I expect a temporary increase in calls, but I

cannot easily add a new site

Maintaining this Contact Center is a tedious and

expensive job

Maintenance



Operational costs for contact center related business processes

People, process, planningand other Labor related costs 60-70%

20-30%

10-20%

CEBP based systems reduces the costs ofcommunications infrastructure and transmission

CEBP based systems drives organizationalperformance and business process execution

CEBP based systems drives organizationalperformance

Traffic, connectivity and otherTransmission related costs

Infrastructure, maintenanceand other System related costs



SAP CRM – BCM based CEBP Use Case ExampleSAP UI Embedded Communications Toolbar

■ Users need to copy-paste numbers to a notintegrated soft phone.

■ For inbound calls no screen pop-ups or onlywith tedious custom coded desktopintegration.

■ Inefficient switching between applications.

■ Little benefits over the desk phones.

■ “High inconvenience factor”.

■ Users can click to dial within the businesscontext /process without changing apps.

■ For inbound calls, user screen is populatedwith caller (and context) details.

■ Enables interchange of data and eventsbetween communications and businesssystems.

■ Highest personal productivity potential.

■ Better grip of all communication events in abusiness context.

Without the capability Capability not integrated CEBP approach

■ Without a soft phone, user needs tolook-up phone numbers on the screenand punch them in to the desk or mobilephone.

■ For inbound calls no CTI linkage to appson the PC (e.g. screen pop-ups).

■ Probability for errors as high as with theyellow pages. Use of CRM andcommunications is detached.

■ “High inconvenience factor”.

Increasing personal productivity with SAP CRM UI embedded communications toolbar

Call controls User’s own status indicator

Directory and presence



SAP CRM – BCM based CEBP Use Case ExampleContext Transfer

■ Minor improvement in finding and initiatingthe collaboration with the right person(s).

■ Increased frustration and inefficient as thebusiness context can not be transferredbetween users.

■ The amount of manual work is same aswithout the capability.

■ Presence, collaboration and businesscontext seamlessly integrated.

■ Finding the right and available person(s),initiating the collaboration and transferringthe business context before or during thecollaboration made simple and easy.

■ Significantly increases personal and teamproductivity.

■ While made convenient, encourages people

to collaborate.

Without the capability Capability not integrated CEBP approach

■ Already difficult to find and initiate thecollaborating with the right person(s).

■ Once the right person is eventuallyfound, business context cannot betransferred with the communicationevent.

■ Increased frustration and inefficientwhile the contacted person needs tostart from the beginning by manually

searching the respective businesscontext.

Increasing efficiency and convenience with context transfer

Accepting the call and receiving business context with it

Transferring business context with a call


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In summary: CEBP Capabilities improvesoperational efficiency in your organization

Always put customer in focusBe Proactive NOT Reactive

More satisfied and inspired staff to meet the customers

Inboundcontact center

Outboundcontact center

Back-Office telephony Interactive VoiceResponse (IVR)

Communications capabilities in CEBP supporting systems

Business Process capabilities

*Communication-Enabled Business Processes



OP + NT = EOP



Old Process + New Technology =

Expensive Old Process



Magnus ClementsonDirector BCM Business DevelopmentEMEASAP Business CommunicationsManagement

Phone +46 709 [email protected]://www.sap.com

Thank you! – Questions?

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