Transform CRM Processes for Real-Time Business Value , Dietmar E. Gasch

Transcription

1 Transform CRM Processes for Real-Time Business Value , Dietmar E. Gasch

2 Agenda Bayer MaterialScience CRM on HANA - Proof of Concept CRM on HANA - Ramp Up Project Our expectations Page 2 Dietmar E. Gasch May 20131

3 Bayer Science For A Better Life Bayer Group Employees Turnover 2012: 39.8 bn Bayer MaterialScience Employees Turnover 2012: 11.5 bn Subgroups: HealthCare Pharma Consumer Care Medical Care Animal Health MaterialScience Polycarbonates Polyurethanes Coatings, Adhesives and Specialties CropScience Crop Protection EnvironmentalScience BioScience Page 3 Bayer MaterialScience

4 BMS One single instance each: ERP, SCM, CRM, GTS, MDM, BW SAP CRM is part of our global system landscape CRM is single source for the 360 customer view Replaced > 15 legacy systems Very huge number of functionalities are available and used Sales, Marketing and Service processes Interaction Center Web Shop including process automation (High e-commerce ratio) Overall approximately users internal and external Page 4 Dietmar E. Gasch May 20131

5 Past to present BMS CRM 2007 New region, functions New region, functions Go Live Mid 2009 Account Management Sales Order Management Activities Management Opportunity Management Customer Interaction Center Web shop Start in NAFTA Go Live 2011 Request Management Campaign Mangement Offer Management Adobe Interactive Forms EMEA, multiple subsidiaries Go Live 2012 Complaint Management Market Information System APAC, all other subsidiaries Continuous Improvement Page 5 Dietmar E. Gasch May 20131

6 Past to present BMS CRM 7.0 HANA Go Live Upgrade from CRM 2007 to CRM 7.0 Incl. SP 1? PoC Continuous Improvement CRMonHANA Page 6 Dietmar E. Gasch May 20131

7 Question mark on HANA Speed CRM is about finding 360 customer data quickly Non-indexed searches are slow = no acceptance With HANA most searches will improve. Users acknowledge the improvement and tend to accept the system better. Analytics Today CRM returns information on a detailed document level With HANA we hope to leverage analytical capabilities and to present results on aggregate level while enabling drilldown options Mobility and Web Shop With HANA the mobile applications can be used Faster access to relevant information for our customers (via web shop) Page 7 Dietmar E. Gasch May 20131

8 Past to present BMS CRM 7.0 HANA PoC CRMonHANA Go Live Upgrade from CRM 2007 to CRM 7.0 Incl. SP 1! of Continuous Improvement Finished in November 2012 Selected test cases Combine HANA and custom data Successful, joint project SAP and BMS Page 8 Dietmar E. Gasch May 20131

9 The Approach and Results of the Proof of Concept CRM on HANA A copy of the productive CRM system was upgraded to the HANA version Another copy acted as reference system Use cases have been defined to compare both versions High Performance Analytics have been installed and evaluated Results of Test Cases - comparing Any DB, HANA, optimized HANA System Increased Performance 90% -27,1s 93% -22,5s 88% -27,5s 94% -20,2s High Stability of the System Small adjustments HPA created high business interest Page 9 Dietmar E. Gasch May 20131

10 Ramp Up Project CRM on HANA PoC CRM on HANA Update of core CRM Enhance with value scenario Finished in November 2012 Selected test cases Combine HANA and custom data Successful, joint project of SAP and BMS Planned for July, 8th 2013 Update in progress Several SAP teams involved Project is running as expected Start of project planned for 2013, 2nd half Analytical customer insights High Performance Analytics Preparation will start soon Page 10 Dietmar E. Gasch May 20131

11 CRM on HANA Ramp Up approach Sandbox Gain experience with most recent software versions Document findings for fast productive Implementation Interact with SAP for fast solution and optimization Intensive functional and integrated testing Load testing in a close to productive setup Development QA System Production Update system, implementation of solutions from sandbox Refine and implement optimization recommendations Integrated business process test Saveguarding the Go Live Page 11 Dietmar E. Gasch May 20131

12 Findings so far Hardware Data base migration is as short and problem free as described by SAP. Data base size from Old DB = 450 GB to HANA = 150 GB The application server might be a bottleneck when sized too small. So far the integration of the application server on our HANA machine was not certified by SAP yet. SAP standard Not all SAP standard function modules were ready for HANA during our proof of concept and ramp-up project. Some code can eliminate the performance advantage. SAP is working on this as part of the Suite on HANA roadmap. Optimization of own coding needed to adjust to the HANA development guidelines Data Base Performance: truly a speedy system Page 12 Dietmar E. Gasch May 20131

13 Our expectations Immediate search framework on click (e.g. account management) Performance of searches Quicker call center response times After moving ERP and SCM on HANA full benefit on time consuming web shop functions like real time ATP checks High Performance Applications (Customer engagement intelligence - CEI) will add real time benefit in different areas. Mobile real time information for sales representatives Logistics analytics leading to optimized supply chain (e.g. VMI) Implementation of interactive reporting based on HANA virtual data model to allow analytical and aggregated view on CRM data and transactions Real time sales pipeline analytics Financial analytics to quickly react on customer behavior Sentiment management to include the web 2.0 into company strategies Page 13 Dietmar E. Gasch May 20131

14 Our decision drivers 1. Higher acceptance of system driven by improvement of performance. (Speeding up daily transactions will result in a greater acceptance and usage of our systems) 2. Broad visibility of and deeper insight into customer related information allows faster and better business decisions. (The in memory computing will enable real time business reports that allow us to react faster to customer and market developments) 3. Reduction of complexity throughout the system landscape by leveraging analytical functions directly on the CRM system. 4. Expectation of reduction of TCO, since large parts of BW can be replaced by interactive reporting, thus no redundant data storage. Page 14 Dietmar E. Gasch May 20131