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CRM on HANA makes presales fly

Luc Boodts

Competence Lead BI, HANA

1

Ingeborg Buyle

Project Manager

SAPience.be User Day ‘14

Agenda

Partner introduction: Expertum

Customer Challenges: CRM performance

Solution: Proof of Concept CRM on HANA

Project approach

Results

Value CRM on HANA

SAPience.be User Day ‘14 2

Expertum

History

• Founded in April 2006 by 2 ex-SAP BeLux employees

• Partnerships

Today

• Team of 55+ SAP Experts and Project Managers

Mission

• Exceed client expectations by providing top-quality expertise

• Provide our people a safe environment for personal and professional growth

Strenght

• Highly skilled & experienced SAP consultants in all SAP areas, combined with a

wide industry knowledge in several domains

SAPience.be TECHday’13 3

Expertum Competence Areas

Focus BI + HANA team

• Business Warehousing

Strategy

• BI/BW modeling

• BO reporting & dashboard

development

• HANA stragey &

implementation

SAPience.be TECHday’13 4

Knowledge Management

- Product & Service

Development

Agenda

Partner introduction: Expertum

Customer Challenges: CRM performance

Solution: Proof of Concept CRM on HANA

Project approach

Results

Value CRM on HANA

SAPience.be User Day ‘14 5

CRM challenges

Since 6 years our customer is deploying a broad SAP CRM

scope cross different countries.

Pre-sales functionality, being the most mature and frequently

implemented solution, is complemented with limited Marketing

& Service Management functionality.

• Pre-Sales: Lead, Opportunity (including BW reporting), Quotation,

Activity, Account & Contact Management

• Services: CIC, Warranty, Complaint & Inst. Base Management

• Marketing: Campaign & List Management

• Ongoing projects & future releases:

Complex solution including Quote to Sales Order integration, Lead

Management, Marketing extensions, enhanced Pipe-Line Reporting

(BW), enhanced Field Service Management (including Service

Notifications & Contracts,… )…

SAPience.be User Day ‘14 6

CRM challenges

Current SAP CRM system, even after different code optimization efforts, still faces important performances issues on some key critical business transactions such as: • Complex quotation (+100 lines), creation, consultation, simulation including

pricing

• Complex flexible open inquiries using wild cards on the different implemented objects

• CIC Account & Inst. Base retrieval

Therefore our customer is considering putting CRM on HANA with 2 main purposes: • Improve the CRM performance (within the AS-IS usage)

• Discover new business scenario that will become feasible (e.g. Reporting, no need for BW anymore)

Since this is an IT strategic decision, our customer first invests in a POC (Proof of Concept) to verify the gain and the cost of a migration towards CRM on HANA.

SAPience.be User Day ‘14 7

Agenda

Partner introduction: Expertum

Customer Challenges: CRM performance

Solution: Proof of Concept CRM on HANA

Project approach

Results

Value CRM on HANA

SAPience.be User Day ‘14 8

Short term POC Objectives

Confirm, fact based, the following: • Improved performance of specific SAP CRM processes:

• Real time insights on complex quotations

• No latency in reporting on leads, activities, quotations,…

• 100% Full Search Flexibility: consistent search performance,

irrespective of search attributes (including wildcards) and complexity for

transactional and master data

• Performance gain for particular selected highly used & high value

adding our customer SAP CRM processes including relevant complex

custom code

• Exploration of the HANA Live delivered models

SAPience.be User Day ‘14 9

Quantitative outcomes of the

Proof of Concept

HANA installation effort

Upgrade effort: actuals

• IT staff

• External

• Business

5 Scenario’s: before/ after response time

Agenda

Partner introduction: Expertum

Customer Challenges: CRM performance

Solution: Proof of Concept CRM on HANA

Project approach

Results

Value CRM on HANA

SAPience.be User Day ‘14 11

Project Approach

Copy of CRP environment => CRX (ABAP Stack only)

Upgrade CRX to CRM 7.0 EHP3 and NW 7.4 => baseline

Migrate CRX to HANA

Test CRX on HANA

• 5 CRM scenarios: Top 5 performance issues

• Pre-sales (3)

• Services (2)

• Backup and restore test

Installation HANA Live Content & Browser for SAP CRM

Explore and analyze standard delivered HANA Live CRM content and assess fit with current CRM BW cubes

SAPience.be User Day ‘14 12

SAP CRM 7.0

(EHP2)

Traditional DB

SAP CRM 7.0

(EHP3)

Traditional DB

SAP CRM 7.0

(EHP3)

SAP HANA DB

1

2

Agenda

Partner introduction: Expertum

Customer Challenges: CRM performance

Solution: Proof of Concept CRM on HANA

Project approach

Results

Value CRM on HANA

SAPience.be User Day ‘14 13

Test Scenario’s

Pre-Sales:

• Search and copy of quotations

• Search of accounts, customer factsheet, project lead factsheet

• Create Quotation Lead - Quotation, search products

Services:

• Search warranty claim & escalation to a higher level of authority.

• Extension of a Help-Desk ticket with a large history

Summary of test results

Overall E2E Quotation process at least 2x faster

Search functionality, up to 15x faster

- Fundamental reduction of process time = efficiency increase

- Eliminates users’ frustration as 75% of all CRM processes start

with a system search

Copying and saving quotations

- No significant improvements noticeable

Results: Search

functionality

105

100

95

90

85

80

75

70

65

60

55

50

45

40

35

30

25

20

15

10

5

AS IS Run time error 51,91 s 13,57 s 99 s

HANA 5,05 s 3,55 s 1,17 s 34 s

Gain 15 x 12 x 3 x

Domain Pre-sales Pre-sales Pre-sales Services

Tasksearch quotation using 2

parameters

search quotation

using 2

parameters

search sold-To party

using 2 parameters

look for manual

claims

-48,36s -93%

-12,4s -91%

-65s -66%

Results w/o search:

Complete Process Quotation

Search quotation

Create output

Copy quotation

Add items (till 20)

Save quotation

Error

5,05

12,74

3,56

11,66

7,69

9,96

7,3

11,66

5,31

+ + + +

= 46,02 Oracle DB response time = 23,86 HANA DB response time

AS IS

HANA

GAIN: 1. Search functionality works efficiently 2. E2E process 2x faster on HANA

Results w search: Complete

Process Quotation

Search quotation

Create output

Copy quotation

Add items (till 20)

Save quotation

51,91

3,55

12,74

3,56

11,66

7,69

9,96

7,3

11,66

5,31

+ + + +

= 97,93 Oracle DB response time = 27,41 HANA DB response time

Search successful

AS IS

HANA

GAIN: 1. Search functionality works efficiently 2. E2E process 3,5x faster on HANA

What is HANA Live ?

Pre-delivered HANA Views for SAP Content

Consumable with BI Tools and other UI’s

Flexible reporting

Reporting on ALL available data

Cross domain reporting

Quick Start and customizable

20

Classic DB

SAP BW

SAP CRM

SoH : Simplification - TCO

21

BI Reporting

SAP Tables

Multiprovider

Bex Query

DataSource HANA

DB SAP Tables

HANA Live Views

SAP CRM

BI Reporting

HANA Live Reporting

Consume HANA (Live) with different tools

22

HANA Live Reporting

DEMO

Agenda

Partner introduction: Expertum

Customer Challenges: CRM performance

Solution: Proof of Concept CRM on HANA

Project approach

Results

Value CRM on HANA

SAPience.be User Day ‘14 25

Value CRM on HANA

Now

• Performance

• Real time reporting

Future

• User experience

• Platform for innovation

Productivity gains due to

increased performance

Pre-sales

75% of the quotes start from a search*

Search goes 15x faster

Resulting in the following Qualitative benefits

• Employee satisfaction

• Operational efficiency

• Improved customer experience

• User adoption

Productivity gains due to

increased performance

Services

Interaction Center

IC-

Man

ag

er

Incoming call

Account search

Accept call

Search for:

Ibase; Iobject

Search for:

Products

Search for:

Order Transactions

Call Center Analytics

Manager Work Distribution

Dashboard

Call close

Call Resolution

Customer Information Search

Search:

Knowledge Base

… and with Suite on HANA

Additonal Benefits:

Accelerated searches

IC Work Distribution Dashboard

Enrich with outside data, including unstructured

Value CRM on HANA

Now

• Performance

• Real time reporting

Future

• User experience

• Platform for innovation

Real time reporting on

HANA

Immediate Benefits :

• On the fly, one source of truth, real time information

• During sales meetings, ad hoc reporting on most up to date data,

no more grey zones

• Reporting on ALL available data

• Increase user adoption by having the right data at the right time

• Embedded self-service consumption of CRM Analytics without

BI or Business Objects

CRM Interactive Reporting…

…based on SAP HANA Live

Enables CRM users to define & deploy high performance embedded reports without need for additional tools,

consultants or IT support.

1. Report creation & sharing 2. Report consumption &

personalization

3. Advanced analysis in Excel,

SAP Visual Intelligence etc.

Embedded Self-Service Analytics - optimized for high data volume

Value CRM on HANA

Now

• Performance

• Real time reporting

Future

• User experience

• Platform for innovation

SAP Fiori role-based

experience for top tasks

Today Functional-based applications

SAP Fiori Design Role-based applications

One entry point for the user and UX following common d

esign directions

Multiple entry points for the user and inconsistent user ex

perience (e.g. ERP vs. CRM)

One transaction for multiple roles exposing all data & f

unctions to all users

Decomposed apps for each role exposing only relev

ant data & functions

User Experience powered by

SAP Fiori apps

Transactional

Task-based access

Access tasks to create,

change, approve processes

with guided navigation

Analytical

Insights

Get a visual overview of a

complex topic for monitoring

or tracking purposes

SAP Smart Business

Insight to action cockpit

Analyze and evaluate

strategic or operational

KPIs in real time and trigger

the right action

Factsheets

Search and explore

View essential information

about an object with

contextual navigation

between related objects

Runs on: Runs on:

SAP Fiori for Sales

Simulate Sales Pipeline

Smart Business for Sales Performance Management

…seamless Meeting the multi-device expectations of

business users today

Color-coded

KPIs and graphical

visualization

Mobile ready

for on-the-go

decision

making

Embedded

SAP jam for easier

collaboration

Simplified tile

design and drag &

drop capabilities

© 2014 SAP AG or an SAP affiliate company. All rights reserved.

Value CRM on HANA

Now

• Performance

• Real time reporting

Future

• User experience

• Platform for innovation

Optimize target groups for

omni-channel campaigns

A unified solution that brings all these pieces together

Social Contact

Intelligence

Understand and reach out

to the right people

Customer Value

Intelligence

Invest in the right

customers

Audience Discovery

& Targeting

Thank you!

SAPience.be User Day ‘14 45

Luc Boodts Competence Lead BI, HANA Expertum

+32 477 89 18 67 Luc.boodts@expertum.net www.expertum.net

Ingeborg Buyle Project Manager Expertum

+32 473 91 03 02 Ingeborg.buyle@expertum.net www.expertum.net