crm presentation
TRANSCRIPT
CRM CRM ––Concepts & Functional Concepts & Functional AspectsAspects
IIFT MBA(IB) 2007 IIFT MBA(IB) 2007 -- 10, Trimester 10, Trimester -- VIII VIII
Lecture 4 Lecture 4 –– 6 (146 (14thth November 2009) November 2009)
ReRe--cap of the last classcap of the last class
18-Nov-2009 3
AgendaAgenda
IntroductionIntroductionStakeholder ExpectationStakeholder ExpectationOverview of CRMOverview of CRMGroup Exercise #1Group Exercise #1Detail Discussion on each functionalitiesDetail Discussion on each functionalitiesGroup Exercise #2Group Exercise #2Case StudiesCase StudiesExam PreparationExam PreparationConclusion of the courseConclusion of the course
18-Nov-2009 4
Definition of CRMDefinition of CRM
There are many perspectives and definitions of There are many perspectives and definitions of CRM. At its most simple, CRM could be CRM. At its most simple, CRM could be thought of at three levels:thought of at three levels:
CRM is about the implementation of a specific CRM is about the implementation of a specific technology solution projecttechnology solution projectCRM is the implementation of an integrated series of CRM is the implementation of an integrated series of customercustomer--oriented technology solutionsoriented technology solutionsCRM is a holistic strategic approach to managing CRM is a holistic strategic approach to managing customer relationships in order to create shareholder customer relationships in order to create shareholder valuevalue
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Relationship MarketingRelationship Marketing
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Classification of CRMClassification of CRM
Analyst firms classify CRM into several types:Analyst firms classify CRM into several types:Operational CRMOperational CRMAnalytical CRMAnalytical CRMCollaborative CRMCollaborative CRM
Other terminology used in the CRM market Other terminology used in the CRM market includesincludes
Strategic CRMStrategic CRMee--commerce CRMcommerce CRMPartner relationship marketing or PRMPartner relationship marketing or PRM
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CRM Strategic FrameworkCRM Strategic Framework
Class 4 Class 4 -- 55
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CRM DistributionCRM Distribution
Retail
6%
not assigned
1%
Public
Services
5%Financial
Services
2%
Service
Industries
26%
Process
Industries
18%
Discrete
Industries
26%Consumer
Products
16%
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CRM Strategic FrameworkCRM Strategic Framework
CustomerCustomer--Centric Centric EE--Business Business with CRMwith CRM
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Components of CRMComponents of CRM
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CRM Major ComponentsCRM Major Components
CRM MarketingCRM MarketingCRM SalesCRM SalesCRM ECRM E--CommerceCommerceCRM ServiceCRM ServiceCRM Interaction CentreCRM Interaction CentreCRM AnalyticsCRM Analytics
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CRM SalesCRM Sales
Ensures consistency, effectiveness, and predictability Ensures consistency, effectiveness, and predictability throughout the sales cyclethroughout the sales cycle
Sales Planning and ForecastingSales Planning and ForecastingTerritory ManagementTerritory ManagementAccount and Contact ManagementAccount and Contact ManagementActivity ManagementActivity ManagementOpportunity ManagementOpportunity ManagementQuotation and Order ManagementQuotation and Order ManagementContract Management and LeasingContract Management and LeasingIncentive and Commission ManagementIncentive and Commission ManagementSales AnalyticsSales Analytics
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Entire CRM Sales SuiteEntire CRM Sales Suite
Enterprise Sales Sales Planning & Forecasting
Territory Management
Account & Contact
Management
Activity Management
Opportunity Management
Quotation & Order
Management
Contract Management &
Leasing
Incentive & Commission Management
Field Sales Sales Planning & Forecasting
Territory Management
Account & Contact
Management
Activity Management
Opportunity Management
Quotation & Order
Management
Contract Management
Incentive & Commission Management
E-Selling Quotation & Order Management
Shopping Basket Management Price Management Interactive Selling
& Configuration Web Auctions Collaborative Selling
Telesales Account & Contact Management Activity Management Opportunity
ManagementQuotation & Order
Management
Incentive & Commission Management
Channel SalesAccount &
Contact Management
Activity Management
Opportunity Management
Pricing & Contract
Management
Interactive Selling &
Configuration
Quotation & Order
Management
Multi-tier Sales Tracking & Forecasting
Partner Compensation
Channel Commerce Collaborative Showroom
Distributed Catalog & Content Management
Distributed Order & Inventory Management
Hosted Order Management Hosted Partner Sites
Analytics Customer Analytics Product Analytics Marketing Analytics Sales Analytics Service Analytics Interaction Channel Analytics
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Customer Order FulfillmentCustomer Order Fulfillment
Qualifies a lead as a “hot lead”
9944
22 33
55
11
66
Plans activities per phase (Sales Methodology)
Maintains sales team and assigns products or product categories
Receives the “hot lead”, checks and accepts it
Develops value proposition
Qualifies opportunity (Sales
Methodology)
Monitors Win/Loss Analyses
Sales Representative
Lead Qualifier
Sales Representative
Sales Representative
Sales Representative
Sales Representative
SalesManager
Sales Representative
Sales Representative
77
88
Creates quotationCreates
sales order
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Sales Planning & ForecastingSales Planning & Forecasting
Delivers market-driven sales plan by Accounts,
Territories & Opportunities
Valuates the planned quantity & calculates the expected profit
44
22
3355
11
66
Sets sales targets& conducts
performance reviewsPerforms market
analysis & defines strategies
Plans & monitorstransactions with
the partner
Ensures the availability of capacity & establishes a
logistical quantity
Sales Representative
Sales Manager
Strategic Planner
Supply ChainPlanner
Channel Manager
FinancialPlanner
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Activity ManagementActivity ManagementInititiates marketing campaign for new
product
99
44
22
33
55
11
66
Creates task list, gathers information
and prepares visit
Checks calendarand creates Activity “Customer Demo”
Customer calls to request product demonstation
Creates follow-up
activity
Sales Representative
Sales Representative
Sales Representative
Sales Representative
88
Visits theCustomer
Creates a quotation
Campaign Manager
Customer
Sales Representative
Sales Representative
77
Writes visit report
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Contract ManagementContract Management
Sales representative wins opportunity
77
44
22
33
55
11
88
66
Sales representative
creates contract with favorable
conditions
Customer releases products against contractat regular intervals
Near contract completion date, sales representative contacts customer to renew contract
Customer agrees to continue buying product
Customer negotiates terms & conditions for buying product
Customer accepts contract
Sales manager releases contract
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CRM Sales CRM Sales -- Market TrendsMarket Trends
Prompt reactions to market dynamics require an Prompt reactions to market dynamics require an integratedintegrated ee--business planningbusiness planningComplex and fastComplex and fast--changing business requires changing business requires great great flexibilityflexibilityPlanning will shift away from instantaneous and Planning will shift away from instantaneous and retrospective budgeting tasks toward a retrospective budgeting tasks toward a rollingrollingand and continuouscontinuous predictive modelingpredictive modelingBehavioral patterns witnessed using past data are Behavioral patterns witnessed using past data are being used to being used to predictpredict future behaviorfuture behavior
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CRM & Territory Mgmt.CRM & Territory Mgmt.
Territory Management enables you to structure Territory Management enables you to structure and organize your sales market by dividing it and organize your sales market by dividing it into territories according to criteria of your into territories according to criteria of your choice, such as size, region, or product linechoice, such as size, region, or product line
Use flexible territoryUse flexible territorystructures to plan andstructures to plan andanalyze your sales quotasanalyze your sales quotasMonitor and manage your Monitor and manage your plan/actual achievement plan/actual achievement in a rolling forecastin a rolling forecast
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Sales Order CycleSales Order Cycle
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Lead management CycleLead management Cycle
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Lead ManagementLead Management
Leads Leads facilitatefacilitate your companyyour company’’s chance to make s chance to make business. business. With the help of leads, you can provide a With the help of leads, you can provide a streamlined streamlined linklink between marketing and sales so as to between marketing and sales so as to accelerateacceleratethe process between first interest and sales. the process between first interest and sales. Leads do not provide you with complete details of Leads do not provide you with complete details of potential business opportunities, but they can help you potential business opportunities, but they can help you to find out more about a to find out more about a potential opportunitypotential opportunity..Lead Management is designed to help Lead Management is designed to help automateautomate the the initial preinitial pre--sales process, sales process, freeing up your sales freeing up your sales departmentdepartment to focus on the most valuable prospects to focus on the most valuable prospects and opportunities.and opportunities.
CRM MarketingCRM Marketing
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CRM Marketing TopicsCRM Marketing Topics
Marketing Planning & Campaign ManagementMarketing Planning & Campaign ManagementMarketing CalendarMarketing CalendarPersonalized Mail FormsPersonalized Mail FormsSegmentationSegmentationProduct ProposalsProduct ProposalsCampaign AutomationCampaign AutomationExternal List ManagementExternal List Management
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Applications in MarketingApplications in Marketing
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Marketing Planning CycleMarketing Planning Cycle
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Marketing Calendar ViewsMarketing Calendar Views
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Marketing Calendar ViewsMarketing Calendar Views
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Designing a MDesigning a M--PlanPlan
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MM--Plan & CampaignPlan & Campaign
Marketing Plan (strategic planning)Defining strategic goals
Targeted market share, budget, etc.Top-down allocation to brand, region, etc.
Campaign/Promotion (operative level)Defining event characteristics
Dates, objectives, tactics, etc.Defining execution parameters
Products, prices, etc.Defining intended audience (customer segmentation)Execution
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18-Nov-2009 34
18-Nov-2009 35
WBS StructuresWBS Structures
Work breakdown structure (WBS) elements can Work breakdown structure (WBS) elements can be used as a container for collecting actual costs be used as a container for collecting actual costs and revenues resulting from your marketing and revenues resulting from your marketing projects.projects.WBS elements as collectors of actual costs or WBS elements as collectors of actual costs or revenues can be matched up with marketing revenues can be matched up with marketing elements (CRM) as collectors of planned costs elements (CRM) as collectors of planned costs or revenues to calculate campaign success.or revenues to calculate campaign success.
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Campaign ManagementCampaign Management
Marketing activities can be planned at various levels, from campaigns for individual products at a local level to high-level marketing plans for the entire company.
Use of marketing activitiesUse of existing data / historical data such as customer data and profilesStart marketing actions.
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Customer SegmentationCustomer Segmentation
To communicate with your customers in a To communicate with your customers in a targeted way, you must know who your targeted way, you must know who your customers are and you must have information customers are and you must have information on their interests and purchasing behavior.on their interests and purchasing behavior.
Dividing your customer master into different Dividing your customer master into different groups is called customer segmentation and groups is called customer segmentation and depends to a great extent on planned marketing depends to a great extent on planned marketing activity.activity.
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Customer SegmentationCustomer Segmentation
Customer segmentation used to be Customer segmentation used to be ‘‘mass marketmass market’’ and and ‘‘key customerskey customers’’. . With data warehousing solution, we are now better able With data warehousing solution, we are now better able to analyze each customerto analyze each customer’’s use of different services, as s use of different services, as well as an individualwell as an individual’’s total net worth to the s total net worth to the organization. organization. We can understand the profit and costs associated with We can understand the profit and costs associated with each customer, which means better, more customized each customer, which means better, more customized services for customers and increased profitability for services for customers and increased profitability for the organization.the organization.Customer profiles/models are then created and used to Customer profiles/models are then created and used to feed information into campaign management software.feed information into campaign management software.
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Customer SegmentationsCustomer Segmentations
Attributes (e.g. Hobbies)Attributes (e.g. Hobbies)
Information Sets (e.g. Postal Code)Information Sets (e.g. Postal Code)
Data History (e.g. past Sales History)Data History (e.g. past Sales History)
External List data External List data
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Customer SegmentationCustomer Segmentation
18-Nov-2009 41
ELMELMThe The External List ManagementExternal List Management business scenario business scenario provides you with a comprehensive solution to provides you with a comprehensive solution to manage your external address lists to acquire new manage your external address lists to acquire new customers, increase market share, and increase customers, increase market share, and increase brand awareness.brand awareness.Address lists can be obtained from external Address lists can be obtained from external providers of marketing data (for example, providers of marketing data (for example, ClaritasClaritas, , Dun & Bradstreet, or Dun & Bradstreet, or SchoberSchober).).Marketing campaigns can be prepared and triggered Marketing campaigns can be prepared and triggered from CRM to enable customer acquisition.from CRM to enable customer acquisition.
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Sample QuestionnaireSample Questionnaire
18-Nov-2009 43
Customer Identification & ELMCustomer Identification & ELM
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Customer Master Data Customer Master Data
EE--Mail CampaignsMail CampaignsTele Calling / Cold CallingTele Calling / Cold CallingExternal Lists (data agency)External Lists (data agency)SurveysSurveys
18-Nov-2009 45
Rented AddressRented Address
Rented address is list of Master data which is Rented address is list of Master data which is rented out for a fixed period of time.rented out for a fixed period of time.
ERP treats rented address as virtual customers ERP treats rented address as virtual customers and automatically deletes the rented address and automatically deletes the rented address after the validity period.after the validity period.
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Lead to Sales TransactionLead to Sales Transaction
18-Nov-2009 47
Lead ProcessingLead Processing
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Sample QuestionnaireSample Questionnaire
18-Nov-2009 49
Opportunity Success StepsOpportunity Success Steps
18-Nov-2009 50
END END –– QUESTIONS & QUESTIONS & DISCUSSIONSDISCUSSIONS
CRM CRM –– Concepts & Functional Concepts & Functional
AspectsAspects
IIFT MBA(IB) 2007 IIFT MBA(IB) 2007 --
10, Trimester 10, Trimester --
VIII VIII
Lecture 11 Lecture 11 ––
13 (2113 (21stst
November 2009) November 2009)
ReRe--cap of the last classcap of the last class
CRM ServiceCRM Service
16/Aug/10 4
Components of CRMComponents of CRM
16/Aug/10 5
CRM ServiceCRM Service
CRM service offers a blend of rich CRM service offers a blend of rich functionalities and capabilities focused on after functionalities and capabilities focused on after sales service / support, service contract sales service / support, service contract management, service resource management, management, service resource management, installedinstalled--base management, etc base management, etc
16/Aug/10 6
OfferingsOfferings
Service Order ProcessingService Order Processing
Warranty Claim ManagementWarranty Claim Management
Complaint ProcessingComplaint Processing
Recall ManagementRecall Management
Service Contract ManagementService Contract Management
Service Resource PlanningService Resource Planning
Service AnalyticsService Analytics
16/Aug/10 7
Service Organization StructureService Organization Structure
Global Service
Americas Service
EMEAService
APACService
India Service
JapanService
Office Delhi Office Bangalore
Group Del 2 Group Del 1
16/Aug/10 8
Service Organization StructureService Organization Structure ––
Position and HoldersPosition and Holders
Office Delhi
Group Del 1 Group Del 2
Service Manager
Service Representative
RameshKumar
RKUMAR
Position
Employee
User
16/Aug/10 9
Service Products Service Products --
DefinitionDefinition
A service product is a master record that is used to represent A service product is a master record that is used to represent services. These can be internal services or services performed aservices. These can be internal services or services performed at t a customera customer’’s site. s site.
Service products are used in:Service products are used in:
Service Process ItemService Process Item
Service Confirmation ItemService Confirmation Item
Service Contract ItemService Contract Item
Product data includes the information required for specific Product data includes the information required for specific business processes (such as customer inquiries, sales orders, business processes (such as customer inquiries, sales orders, service processes, contracts), and other basic data that essentiservice processes, contracts), and other basic data that essentially ally describes and categorizes the product. For example:describes and categorizes the product. For example:
Data of a descriptive nature such as size and weightData of a descriptive nature such as size and weight
Data with a control function such as the item category group forData with a control function such as the item category group for
determining the item category for each item in a CRM orderdetermining the item category for each item in a CRM order
16/Aug/10 10
Service Order CycleService Order Cycle
16/Aug/10 11
Service Order ManagementService Order Management
ContentsContents
Service QuotationService Quotation
Service OrderService Order
Contract / Warranty checkContract / Warranty check
Resource PlanningResource Planning
Service ConfirmationService Confirmation
Amount AllocationAmount Allocation
Service BillingService Billing
Controlling IntegrationControlling Integration
Controlling IntegrationControlling Integration
Product Service LetterProduct Service Letter
ObjectivesObjectivesTo understand the functions, To understand the functions, features, structure and features, structure and contents of Service Ordercontents of Service OrderTo understand the steps for To understand the steps for service order processingservice order processingTo understand creation of To understand creation of service order and quotation.service order and quotation.To understand the additional To understand the additional functions like amount functions like amount allocation, contract and allocation, contract and warranty determinationwarranty determinationTo understand the controlling To understand the controlling and logistic integrationand logistic integration
16/Aug/10 12
Amount Allocation FlowAmount Allocation Flow
Enter actual quantities
Change allocation items
Close billing request items
Transfer Billingdocument
Set status to Complete
Post actual costs
Store distribution rule & account
assignment object
Post actual revenue
Report cost & revenue
Create service Conf with amount allocation
Create billing request
Create billing Tx from billing due list
ERP
CR
M
16/Aug/10 13
Splitting RulesSplitting Rules
Splitting RulesSplitting Rules
can be defined in service order, service can be defined in service order, service confirmation, or billing request, according to which the costs aconfirmation, or billing request, according to which the costs and nd revenues from the items in the document are distributed to revenues from the items in the document are distributed to various cost recipients such as payers or billvarious cost recipients such as payers or bill--to parties. to parties.
The splitting rules can be created for cost distribution at bothThe splitting rules can be created for cost distribution at both header and item level. header and item level.
For Example: A rule can be created to bill the customer and InsuFor Example: A rule can be created to bill the customer and Insurer.rer.
Grouping of items links them together and the items inherit the Grouping of items links them together and the items inherit the Split rule Split rule applied to the group. Grouping of items can also be derived fromapplied to the group. Grouping of items can also be derived from
product product typestypes
Type of replacements of CarType of replacements of Car Bill to CustomerBill to Customer Bill to InsurerBill to Insurer
Rubber Fittings (Incl of Labor charges)Rubber Fittings (Incl of Labor charges) 90%90% 10%10%
Plastic Fittings (Incl of Labor charges)Plastic Fittings (Incl of Labor charges) 60%60% 40%40%
Metal Parts (Incl of Labor charges)Metal Parts (Incl of Labor charges) 40%40% 60%60%
16/Aug/10 14
Service BillingService Billing
Service Contract Item
Service Process Item
Service Confirmation item
Transaction related?
Resource Relatedaccording to the
service performed &price agreements
in the confirmation
Flat-rateAccording to Contractual
price agreements
Flat-rateAccording to service &price
agreements in the Transaction
Release for Billing
As Order is placed
Periodically – as per the contract conditions
After completion of order and release
for Billing
After completion of Confirmation & release
for Billing
Contract related?
What is Billed ? How is Billing performed ? When is Billing performed ?
Y
Y
N
N
16/Aug/10 15
Flow to Backend ERPFlow to Backend ERP
Service OrderHeaderItem
Spare Part 1Spare Part 2
ATP Check result(on plant level)
Reservation (On plant Level)
Disposition
Delivery
Stock movement update
Reservation of
Materials
Purchase requisition
of Material
Purchase Order for Material & Services
Service technician dispatched
Material Confirmation
Goods Issue – Update Reserv ation
Reserva tion
ATP Info
16/Aug/10 16
WarrantyWarranty
Warranties can be categorized as follows:Warranties can be categorized as follows:
Category based on enterprise partner:Category based on enterprise partner:
Customer Warranty Customer Warranty
Vendor WarrantyVendor Warranty
Validity: Validity:
TimeTime--dependent: Example Warranty for 1 yeardependent: Example Warranty for 1 year
CounterCounter--dependent: Warranty for first 10000 Kms in case dependent: Warranty for first 10000 Kms in case of a carof a car
Time and counter dependent: Warranty for first 1000 Time and counter dependent: Warranty for first 1000 Kms or less than one year (whichKms or less than one year (which--ever is earlier)ever is earlier)
16/Aug/10 17
Warranty Claim CycleWarranty Claim Cycle
16/Aug/10 18
Warranty ValidationWarranty Validation
Automatic check in Service Order, Repair Order and Automatic check in Service Order, Repair Order and ComplaintComplaint
Coverage of a product is checked to be serviced against the Coverage of a product is checked to be serviced against the scope of coveragescope of coverage
Warranty validation / updateWarranty validation / update
Warranted data is visible in service transactionWarranted data is visible in service transaction
Warranty Pricing and Billing integrationWarranty Pricing and Billing integration
Immediate determination of influence on pricing & billingImmediate determination of influence on pricing & billing
Accounting indicator is copies as default from warrantyAccounting indicator is copies as default from warranty
Pricing conditions based on accounting indicatorPricing conditions based on accounting indicator
RuleRule--based Warranty Cost Assignmentbased Warranty Cost Assignment
Immediate determination of influence on cost settlementImmediate determination of influence on cost settlement
Complaint & ReturnComplaint & Return
16/Aug/10 20
TopicsTopics
Complaint ManagementComplaint Management
Logistics IntegrationLogistics Integration
Escalation ManagementEscalation Management
Defect TrackingDefect Tracking
Task managementTask management
16/Aug/10 21
Complaint & Return CycleComplaint & Return Cycle
16/Aug/10 22
Process Process ––
Best PracticesBest Practices
Complaints and Return should be created directly from Complaints and Return should be created directly from items in the original transactionitems in the original transaction
FollowFollow--up action must be chosen such as a credit up action must be chosen such as a credit memo or delivering a replacementmemo or delivering a replacement
Catalogs can be defined with damage codes enabling a Catalogs can be defined with damage codes enabling a quick complaint creation and statistical evaluationquick complaint creation and statistical evaluation
Status information provides an overview of process at Status information provides an overview of process at any timeany time
Links to all relevant document for an access to Links to all relevant document for an access to complete informationcomplete information
Recall Management & Recall Management & Product Service LettersProduct Service Letters
16/Aug/10 24
PSL ProcessingPSL Processing
16/Aug/10 25
Process Process ––
Best PracticesBest Practices
PSL are documents given out by OEMPSL are documents given out by OEM’’s or s or authorized vendors to avoid risk or complex authorized vendors to avoid risk or complex repairs.repairs.
PSLPSL’’ss
are used in product reare used in product re--call processcall process
PSLPSL’’ss
should update a separate Inventory and should update a separate Inventory and
should be replenished with additional product of should be replenished with additional product of the same product type.the same product type.
PSLPSL’’ss
should be linked to Service Order, and should be linked to Service Order, and
ERP to update the inventory. ERP to update the inventory.
Service Contract Service Contract ManagementManagement
16/Aug/10 27
Service Contract CycleService Contract Cycle
16/Aug/10 28
Service ContractService Contract
Service Contract is a long-term service agreement with customer (s) about content and coverage of services
Describes and records:
The period during which the services are to be provided
Service Level agreements
Parts that are covered by contracted services
Product list containing services and spare parts included in contract entitlements
Price agreements for services and parts
Limit contracted services or spare parts in terms of value and /or quantity
16/Aug/10 29
Service Contract CreationService Contract Creation
Service Agreement Service Contract Quotation
Service Contract W/o Reference
Follow up ServiceTransaction
e.g., Service Order
16/Aug/10 30
Service Level AgreementService Level Agreement
SLAsSLAs
define the attributes (such as content, scope and means) define the attributes (such as content, scope and means) for the service products (for example, maintenance, Hotline) for the service products (for example, maintenance, Hotline) agreed on with the customer in the service contract.agreed on with the customer in the service contract.
Escalation procedures monitors and assist in ensuring Escalation procedures monitors and assist in ensuring Compliance of service with SLACompliance of service with SLA
Impacts the pricing of service based on Service level (ResponseImpacts the pricing of service based on Service level (Response time of 2 hours to breakdown will be expensive to response time time of 2 hours to breakdown will be expensive to response time
12 hours.) Done by condition technique of pricing.12 hours.) Done by condition technique of pricing.
Controls processing of service processes referring to contractsControls processing of service processes referring to contracts
Service and Response Profiles:Service and Response Profiles:
Are assigned to a the service product masterAre assigned to a the service product master
Profiles are copied when a service product is added to service cProfiles are copied when a service product is added to service contractontract
Can be viewed in Service Data tab Can be viewed in Service Data tab
16/Aug/10 31
SLA ContinuedSLA Continued……
Standard SLA parameters can defined as:Standard SLA parameters can defined as:
Time frame of service availabilityTime frame of service availability
Reaction TimeReaction Time
Closure timeClosure time
Service window and Response Time Profiles are defined as:Service window and Response Time Profiles are defined as:
Service product masterService product master
Service contract itemService contract item
Examples of parameters within a SLA:Examples of parameters within a SLA:
Response time (technician on site within a specified time)Response time (technician on site within a specified time)
Operating time/availability time (working time of the service orOperating time/availability time (working time of the service or
support support center)center)
Downtime (maximum number of breakdowns per year)Downtime (maximum number of breakdowns per year)
Availability (assured system availability in %)Availability (assured system availability in %)
Solution time (maximum period of time allowed for the solution oSolution time (maximum period of time allowed for the solution of a f a problem)problem)
InIn--House RepairsHouse Repairs
16/Aug/10 33
The ProcessThe Process……
Service organization receives a request for a repair via email oService organization receives a request for a repair via email or phone. The r phone. The agent enters the repair request and the system checks for an exiagent enters the repair request and the system checks for an existing warrantysting warranty
The defective product is returned by the customer using the retuThe defective product is returned by the customer using the return material rn material authorization number issuedauthorization number issued
Technical analysis of the returned product is performed by serviTechnical analysis of the returned product is performed by service employee ce employee and he / she decides that the customer should be given a replaceand he / she decides that the customer should be given a replacement for the ment for the defective productdefective product
The system then calculates the price for the planned repair and The system then calculates the price for the planned repair and required spare required spare parts, as per the price agreements in the service contract and tparts, as per the price agreements in the service contract and the warranty he warranty contract. A service quotation is generated by the agent.contract. A service quotation is generated by the agent.
The quotation is accepted by the Customer and after this the serThe quotation is accepted by the Customer and after this the service vice representative repairs the product and confirms his working timerepresentative repairs the product and confirms his working times and s and materials used, subsequently service representative records his materials used, subsequently service representative records his finding by finding by documenting it.documenting it.
Subsequently the billing is triggered by the service representatSubsequently the billing is triggered by the service representative based on ive based on confirmed time and spare parts used in accordance to existing waconfirmed time and spare parts used in accordance to existing warranties and rranties and price agreementsprice agreements
Service managers performs analysis to understand the main defectService managers performs analysis to understand the main defect
reasonsreasons
16/Aug/10 34
Process ChartProcess ChartIn-house Repair Order
Repair Request Items
Return Request
Repair Steps
ERP
CRM
Resource Planning
SUB-ITEMS
Return repaired Product Request
Loan Device
Request
Loan Device
RequestScrapping Spare
PartsSpare PartsSpare
Parts
Return Item
(Inbound)
Return repaired Product
Item (Outb)
Loan Device
Item (Outb)
Loan Device
Item (Inb)
Goods Issue Reservation
16/Aug/10 35
Diagnostics in InDiagnostics in In--House RepairHouse Repair
In-House Repair
Repair Request
Return Request
Diagnostic
Repair step 1
Repair step 2
Inspection result
Recording
Sales Order
Return Item
Spare Part 1
•By reviewing the diagnostic of sub-items the defects of the receipt goods can be analyzed
•The sub-item is a service item represented by a service product
16/Aug/10 36
Functions in InFunctions in In--House RepairHouse Repair
Reference ObjectsReference Objects
To provide additional information about the product that is a suTo provide additional information about the product that is a subject of bject of repairrepair
Can be also assigned at header level of the inCan be also assigned at header level of the in--house repair orderhouse repair order
Contract determinationContract determination
For any Service contracts from inFor any Service contracts from in--house repair order processing, based onhouse repair order processing, based on
Business partner, validity period, object listBusiness partner, validity period, object list
Product list and value / quantity limitsProduct list and value / quantity limits
Based on the agreed SLA and InBased on the agreed SLA and In--house repair order pricing a service house repair order pricing a service contract assignment affects the calculation of the delivery datecontract assignment affects the calculation of the delivery dates.s.
Warranty determinationWarranty determination
An automatic check determine an existing warrantyAn automatic check determine an existing warranty
Return Material AuthorizationReturn Material Authorization
The Unique CRM inThe Unique CRM in--house repair order numberhouse repair order number
16/Aug/10 37
Integration with ERP (Logistics)Integration with ERP (Logistics)
Availability InformationAvailability Information
To view ATP informationTo view ATP information
ERP ReservationERP Reservation
On creating the inOn creating the in--house repair order the system house repair order the system creates an ERP reservation in the Increates an ERP reservation in the In--house repair house repair service plant for all spare part itemsservice plant for all spare part items
Update Reservation and Spare Part StockUpdate Reservation and Spare Part Stock
Integration of Loan Device ProcessingIntegration of Loan Device Processing
To deliver loan device to the customerTo deliver loan device to the customer
16/Aug/10 38
Pictorial View of IntegrationPictorial View of Integration
Resource PlanningResource Planning
16/Aug/10 40
Resource Planning CycleResource Planning Cycle
Interaction CentreInteraction Centre
16/Aug/10 42
ClosedClosed--loop interaction cycleloop interaction cycle
CRM AnalyticsCRM Analytics
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Steps for CRM AnalyticsSteps for CRM Analytics
...
Master
Data
......
CRM Analytics helps you capture and integrate your data into a single 360 degree view of your customer
Analytical methods can be used to analyze your relationships with your customers and the
efficiency of your actions
Relationship Planning helps you to coordinate your actions and focus your employees on common targets
Relationship OptimizationThe insights gained from the analysis enable personalized, customer-oriented actions to be triggered
Data
Insights
Insi
ght s
Targets
Act
ions
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BW ArchitectureBW Architecture
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Analytics in CRM SalesAnalytics in CRM Sales
Sales Analytics contains the followingSales Analytics contains the following: :
Territory Management AnalysisTerritory Management Analysis
Activity Management AnalysisActivity Management Analysis
Opportunity Management AnalysisOpportunity Management Analysis
Sales Quotation and Order Management AnalysisSales Quotation and Order Management Analysis
Contract Management AnalysisContract Management Analysis
Sales Pipeline AnalysisSales Pipeline Analysis
Sales Funnel AnalysisSales Funnel Analysis
Sales Performance AnalysisSales Performance Analysis
Billing AnalysisBilling Analysis
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Methods for Supporting Methods for Supporting CRM AnalyticsCRM Analytics
Critical steps to success:Critical steps to success:
Capture all relevant customer information from different sourcesCapture all relevant customer information from different sources
and and integrate it into a customer knowledge base with a 360integrate it into a customer knowledge base with a 360°° viewview
Measure and monitor the relevant key performance indicators to aMeasure and monitor the relevant key performance indicators to assess ssess the success of your businessthe success of your business
Uncover hidden patterns and trends that impact your business, anUncover hidden patterns and trends that impact your business, and apply d apply these these learningslearnings
to predict future shifts in your customersto predict future shifts in your customers‘‘
behaviorbehavior
Plan clear objectives for your business and Plan clear objectives for your business and coordinate your resources in order to achieve coordinate your resources in order to achieve your goalsyour goals
Deploy analytical results to optimize your Deploy analytical results to optimize your operational processes and empower your operational processes and empower your employees to make informed decisionsemployees to make informed decisions
End of SessionEnd of Session