db nzsug crm in 6 months
Post on 23-Feb-2017
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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.
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…
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?
• 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
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
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
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
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