Download - Sapphire SAP crm
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SAPPHIRE 08 OR4135
May
5,
2008
SAPCustomerRelationship
Management(SAP
CRM)
at
EastmanChemicalCompany
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Agenda
EastmanChemicalCompanyhistory
CustomerValue
Creation
WhyaCallCenterApplication
GettingStarted
ProjectReadiness
assessment
EastmanSAPLandscape
InteractionCenterwithinSAPCRM
360 Views
Projectrequirements
Learnings
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Eastmanhistoryataglance Tennessee
Eastman,
aDivision
of
EastmanKodak: Beganin1920whenGeorgeEastman
acquiredwooddistillationplantinKingsport,TN,apartofEastmanKodak.
Spun
from
Kodak
in
1994;
independently
tradedcompanyontheNYSE,EastmanChemicalCo.(EMN)
EastmanChemicalCompanytoday
Global
manufacturer
of
chemicals,
plastics
andfibers
Leadingproducerofdifferentiatedcoatings,adhesives,andspecialtyplasticsproducts
Leadingsupplierofcelluloseacetatefibers
ProducesPETpolymersforpackaging
Corporateheadquarters
in
Kingsport,
Tennessee
Fortune500companywithsalesof$6.8Bandapproximately11,000employees
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CustomerValueCreation
CustomerValueCreation(CVC)isaninitiativethat
transforms
the
interface
with
the
customer FocusonbusinessprocessesandenablingITsolutions
Effectivelymanagethecustomerexperience
Support
growth
by
delivering
enhanced
capabilities
CVC=CRM+OtherCustomerRelatedInitiatives
EastmanChemicalCompanylaunchedanewinitiativein
support
of
corporate
growth
strategies
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KeyDecisions
9 Reviewof
the
Road
Map of
Initiatives,
sequence
9 UnderstandingSAPCRMreleasestrategy(5.0,5.x,rampup)
9 Alignmentwith
initial
Business
process
and
applicationneeds
DecisiontoimplementaCallCentersolution
InteractionCenter
within
SAP
CRM
Advancedtelephonycapability
CustomerValueCreation
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Customer Value Creation
WhyaCall
Center
application?
Businessneed
First,
its
not
about
the
call
volume EastmanContactCenterslocatedglobally Roughly200agentsworldwide
ItisaboutunderstandingourinteractionwiththeCustomer ManagingCustomerService
StrategicCustomers
ProjectExecution FirstCRMapplication successimportant
Initialusers locatedlocallyvs.remote
Controlledgroup
pilot
sized
implementation
Establishedsolidworkingrelationship
Keyvaluedrivers Engine forthe360degreeviewofthecustomer
Precedent forcultural
change
new
processes
and
changing
roles
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EastmanChemicalCompany
CRMGetting
Started
CRM:ITResearchInitiatives
Roughly14
Investigation
projects
/studies
to
set
direction
BestPracticesstudy
SolutionManager
UIinvestigation
Groupware,Duet
ContactManagement
PortalOptions
Analytics
Middleware Security
Basis
IPC
Etc.
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MASTERDATA
StandardFunctionality
Customer,
Contacts
Employee
OverallMasterDataReadinessREDRED YELLOWYELLOW GREENGREEN
MaterialMaster
SalesOrganizationINFRASTRUCTURE
LandscapeArchitecture
TelephonyIntegration
Systemadministration
OverallTeamReadiness
HighAvailability
SupportStrategies
Out ofBox BUSINESSFIT
StandardICFunctionality
Customerfollowup
Reporting
OverallTeamReadiness
TransactionProcessing
Fax/Email
management
ConductedaRampup ProjectReadinessAssessment
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EastmanChemicalCompany
Rampup Project
Readiness
Assessment
Actions
BestPracticeMethodology
SAPSolutionManager4.0selected
GeneralScope
Interactionmanagement(voice/email)
UsingstandardinteractioncenterWebclient(ICWC)withinSAPCRMsolution
development
for
gaps TaskManagement
Using(ICWC)groupwaresolutiondevelopmentforgaps
Infrastructure
Appliedfor
SAP
CRM
ramp
up
program
SAPCRM5.2release(2006s.2)BasisLandscape
AdvancedTelephony(CTI)study
SAPBusinessCommunicationsManagement5.5selected
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EastmanChemicalCompany
Rampup Project
Readiness
Assessment
Actions
SAPBusinessCommunicationsManagement5.5
Independentstudy
of
available
CTI
solutions
Keyselectioncriteria
9RequiredSAPCertified
9PreferredSwitch
independent
9GloballyScalablesolution
9CRM5.2integration
9SAPNetWeaver
BI
integration,
blended
analytics
9Outofboxmonitoringandreporting
9VendorSupport
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SAP
ECC5.0
SCM PMM BI
TELEPHONYVoIP
OtherSAP
Eastman Chemical CompanyBasic SAP Landscape
IC WebClient
PBX
In-boundCalls
Analytics
Gatewayappliance
Analogconversion
CRM5.2
IC WebClient
BCM5.5
AdvancedTelephony
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AdvancedCSRCockpit InteractionCenter
Delivering
and
Enhancing
Business
Processes
and
Systems
BuildingtheframeworkforCSR360 View
ofthe
Customer
Providingintegratedtelephony(screenpops)
Capturinginteractionactivitieswiththecustomer
Voice
Email
Followupmanagement
Makinginformation
available
to
key
account
teammembers
Whatsitlooklike?
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CSRAdvancedCockpit InteractionCenter
IncomingCustomer
Call
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CSRAdvancedCockpit InteractionCenter
AdvancedTelephony
Identifies
Incoming
Caller
and
Account
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CSRAdvancedCockpit InteractionCenter
CustomerRequests
Change
Action
Taken/
Recorded
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SalesRep360 View
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SalesRep360 View
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360 Views
AGlimpse
of
the
Future
InteractionsTelephoneCalls,Faxes,emails
Activities
Tasks,
Specials
Requests Opportunities
CallReports
PipelinePerformanceManagement
ActiveComplaints
AccountandContactManagement
Forecasting
LinkstoContracts
ReportsandOtherApplications
CustomizedtoRoleandIndividualAvailable AnywhereinRealTimeon
PCsandSmartPhones
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EastmanChemicalCompany
ICWC2006s.2
using
SAP
Business
Communications
Management
EastmanChemicalCompanyhistory
CustomerValue
Creation
WhyaCallCenterApplication
GettingStarted
ProjectReadiness
assessment
EastmanSAPLandscape
InteractioncenterwithinSAPCRM
360 Views
Projectrequirements
Learnings
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ProjectRequirements
Schedule/sourcingat
aglance
CoreteamEastmanandSAP ProgramManagementoversight
ProjectManager
(co
lead)
ITLeadandBusinessLead Scripting/IntegrationTesting
SolutionManager Foundation/Blueprinting
CRM
Basis CRMMiddleware CRMSecurity CRMICWebFunctional BCMLead/Functional BCMTechnical IC
WebClient
Developers
CRP
317
ConfigureAdvancedTelephonyBCM
EastmanInteractionCenterinitiative implementationprojection
Jan Feb
Blueprintsolution
ProjectRealization
ConfiguretheICWebClientsolution
Prodactivation
Mar
FinalPrep(Deployment)
Integratedtesting // Training
Rampup;CRX;BCMx CRD
Aug
SolutionManager
Telephony (BCMpilot)
CRQ
Sep Oct Nov Dec
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ProjectLearnings
Corporatestrategyfit Organizationalalignment
Changemanagement
CRMproductcapabilities
MasterDatareadiness Implementationpartner Process
modeling
and
methodology
Riskassessment,riskmanagement
Teamdefinition,roles,rulesofengagement
Understandtechnologymix/integration Phonevendor,Gatewayappliance,SAPCRM,SAPECC,SAPBusinessCommunicationsManagement,I.E7.0;computerHW,headsets;MicrosoftOutlook;exchangeserver;security
Thoroughscripts,becertain
Replicateproduction,
test,
test,
test
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Questions?
John Thompson CVC Initiative [email protected]
Craig Niermann CVC Program [email protected]
Ac c ess SAPPHIRE 08
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Ac c ess SAPPHIRE 08
Orlando Onl ine
www.sap.com/us/sapphire
Watch video recordings, download audio filesin MP3 format, and view the slides fromall keynotes and presentation sessions.