How General Mills Extended Sales Force Automation Functions on the Apple ipad

Transcription

1 Orange County Convention Center Orlando, Florida May 15-18, 2011 How General Mills Extended Sales Force Automation Functions on the Apple ipad Kerry Gustafson Muna Bitew from General Mills ]

2 [ Learning Points Challenges you can expect to encounter when extending your SAP CRM solution to an idevice Strategies for deploying ipad applications Tips & Tricks for supporting ipad applications 2

3 [ General Mills Today The Company of Champions World s 6 th largest food company $16.9 billion in FY10 net sales* 33,000 employees Marketed in more than 100 countries * Includes proportionate share of JV sales 3

4 [ Championship Brands 4

5 [ Business Overview Bakery and Foodservice Division 5

6 [ Project Overview Timeline Phase 1-General Mills Foodservice Blueprinting: Discovery & Requirements Refine Requirements Functional & Technical specificatio ns, Configuratio n (Dev) RICEF item development completion (Dev) Cutover to QA; Integration Testing Transports to Production/ Data in Production Mobility Project Dec 10 Jan-Apr 10 May 10 Jun Aug 10 Oct 10 Nov 10 Jun Sep 10 6

7 [ Project Objectives Existing CRM system: Replace Speed: Simplify/streamline input and deliver 3 minute mile Give me mobility: Enable just-in-time information access Drive prioritization: Focus on top accounts, opportunities, and distribution Enable dynamic Q&A: Sales surveying capability in the field Reporting and insights: daily dashboards, content integration Paint the whole picture: Establish/manage relationships within operators and across partners Build foundation for expansion: Future capabilities 7

8 [ How Should We Mobilize (Hardware & Software) Do we need a device agnostic solution? Do we need offline capabilities? Will the device be company owned or personal? Build or buy (short timeline; packaged solution covers 60%)? Surveyed the field and conducted user experience sessions. What devices work best for them? How will integration with SAP CRM be handled? What size of screen is necessary for the tasks to be completed while mobile? What type of battery life is necessary to support mobile use? 8

9 [ What to Mobilize, Benefits and Decision What WebUI Functions Should We Mobilize? What is the value of the functionality on the mobile device? How does using it fit naturally into the sales person s day? What are we trying to gain by offering a mobile application? Expected Mobile Benefits: More timely recording of sales call results. More accurate recording of sales call results. Quick access to information about the customer The right information at the sales person s fingertips Quick updating of key attributes creates rich customer information Survey results critical to future evaluation of the campaign After Investigation, Two Leading Options Custom To meet our timeline, we chose Sybase CRM for Mobile Sales Sybase 9

10 [ Each Foodservice Outlet has Multiple Relationships Distributors FMC s & GPO s Healthcare Other Lodging Colleges & Universities Schools Business & Industry

11 [ Technology to Manage the Sales Process Campaigns-Segmentation-Opportunities Opportunities-Activities- Groupware Integration- Relationship Management Business Intelligence Opportunities- Surveys

12 [ icrm Functionality Standard Functionality We Enabled: Account Management Contact Management Activity Management Opportunity Management with customization. Custom Functionality We Implemented. Dynamic Survey - Activity and Opportunity Line Item driven survey Marketing Attributes Multiple Opportunity types 12

13 [ Standard : Home Page 13

14 [ GMI Custom : Home Page 14

15 [ Standard : Account Search Screen 15

16 [ Standard : Account Detail View 16

17 [ GMI Custom : Account Detail View 17

18 [ GMI Custom : Marketing Attribute View Customer X 18

19 [ GMI Custom : Opportunity & Line Item View 19

20 [ GMI Custom : Opportunity and Line Item View 20

21 [ GMI Custom : Opportunity and Line Item View 21

22 [ GMI Custom : Opportunity Line Item Survey 22

23 [ GMI Custom : Opportunity Line Item Survey 23

24 [ Standard : Account Centric Activity 24

25 [ Standard : Account Centric Contact 25

26 [ Standard : Contact 26

27 [ Standard : Activity Search 27

28 [ Standard : Activity Detail 28

29 [ GMI Custom : Activity Driven Survey 29

30 [ GMI Custom : Activity Driven Survey 30

31 [ Standard : Opportunity Search 31

32 [ Standard : Opportunity Detail 32

33 [ Standard : Opportunity Line Items 33

34 [ Standard : Opportunity Detail Edit 34

35 [ Standard : Opportunity Line Item Edit/ Add/ Delete 35

36 [ Custom GMI : Opportunity & Line Item View 36

37 [ Standard : Add Line Item 37

38 [ Custom GMI : Opportunity and Line Item View 38

39 [ Challenges During Development : Multi-Layer Customizations Require Changes Across Many Layers CRM Custom dynamic survey Customized opportunity to account for survey NetWeaver Mobile Distribution Model Create and update BAPI wrappers Update ESDMA bundle Client Application Incorporated the survey module Customized opportunity and added UI modifications 39

40 [ Architecture 40

41 [ Challenges During Development : Testing Troubleshooting is time consuming CRM, NetWeaver Mobile, SUP, Client Application Apple developer certificate and deployment on the ipad Each Device has to be registered on Apple developer certificate You can only register limited number of devices under one certificate Testing on a device (ipad) Data needs to be downloaded to the device Very time consuming to download and synch No indicator when initial download is complete 41

42 [ Challenges During Development : Other How to build and deploy: 5 pages of instructions on automating the build and deploy process with a single click Complex Distribution Model Customized the Distribution Model to bring down data which is essential for the field user 42

43 [ Challenges of Go Live: Deployment and Training Could not train in QA: timeline and license restrictions Inability to stress or performance test Deployment Deployed OS3 on Wi-fi only model Our environment does not support itunes Apple app store deployment not flexible enough Over-the-air not available until OS4 Deployed using iphone configuration utility (each user had to download this software) User support and troubleshooting No tool to remote troubleshoot on the ipad Redeploying or re-subscribing 43

44 [ Benefits Realized at Go Live Immediate More timely recording of sales call results More accurate recording of sales call results Quick access to information about the customer The right information at the sales person s fingertips Quick updating of key attributes creates rich customer information Survey results provide key information critical to future evaluation of the campaign UI is very easy to use with high user appeal, ease-of-use High user adoption at Go live Future Platform for future growth Opened new areas of technology Shaped SAP s ipad solution??? 44

45 [ Current Challenges Slow data flow between SUP and ipad System Upgrades Adequate testing for impact on existing subscriptions Forced to monitor queues on a daily basis Single queue issue can block the entire system CRM outbound queues Netweaver Mobile inbound and outbound queues SUP subscriptions packet drops Building a new development expertise around this new technology Apple Roadmap 45

46 [ Best Practices Data volumes and test case variations Each tier should allow for complete scenario and volume testing Pilot Verify the impact of your data volume and architecture design with a pilot Support network At go live, a solid support network for end-users able to assist with how-to support on the idevice and mobile system administration Architecture Includes a Dev, QA and Prod environment QA environment should mirror Prod 46

47 [ Key Learnings Make a conscious effort to limit the amount of data flowing to your mobile device solution What is truly required? What is not? Have devices dedicated for QA testing Switching from one environment to another requires an unsubscribe and subscribe which doesn t allow for a true replication of long term use 47

48 [ Thank you for participating. ] SESSION CODE: 205 Please remember to complete and return your evaluation form following this session. For ongoing education in this area of focus, visit