Creating Business Value with Communication-Enabled CRM Processes

CREATING BUSINESS VALUE WITH
COMMUNICATION-ENABLED CRM PROCESSES
ENHANCING MARKETING, SALES,
AND SERVICE
White PaperSAP Business Communications ManagementCONTENT
4 Executive Summary 10 Creating Value Through Enhanced Service Processes 5 Two Companies with a 10 Service Process IssuesRange of CRM Challenges 10 Measurable Improvements to Service Process Performance 6 Creating Value with Communication-Enabled 11 Maximizing Business Value Processes with CEBP 6 Different Industries with Common 11 Best Practices for CEBP AdoptionIssues 11 Selecting the Highest Yield 6 Enabling Visibility and Reducing OpportunitiesLatency 12 The Value of End-to-End 8 Creating Value Through Process Integration Enhanced Marketing Processes 12 SAP Business Communications 8 A Rapid, Low-Cost CEBP Management SoftwareImplementation for Marketing 8 Measurable Improvements to Marketing Process Performance
9 Creating Value Through Enhanced Sales Processes 9 Liberating Customer InformationEXECUTIVE SUMMARY
Customer relationship management (CRM) issues can often be traced to ineffective business processes that involve human communication. Comp anies can overcome the limitations inherent in those marketing, sales, and service processes by pursuing communication-enabled business processes (CEBPs) - processes enabled by communication systems that are tightly integrated with business applications. With CEBP, firms can reduce latency, enhance the ability to locate people with the right skills, provide recording of and visibility into interactions, and better enable end-to-end processes involving employees, customers, suppliers, and partners.
CEBP yields the most value in contact-intensive situations where service requests are complex. In particular, when Executives in every business requirements call for a high industry . . . are facing volume of interpersonal interactions, when customers demand service customer relationship through multiple contact channels, and management issues where there are globally distributed resources, CEBP can bring the greatest that can be traced to benefits. When CEBP is well deployed a common source: for CRM and other processes, it results in simplified interactions for a ineffective business firm and its customers, faster response processes involving times, greater accuracy, a breaking down of organizational silos, and a better human communication.social context for communication.
4 White Paper - Creating Business Value with Communication-Enabled CRM Processes TWO COMPANIES WITH A RANGE
OF CRM CHALLENGES
LIMITED VISIBILITY, OUTDATED DATA,
COLD LEADS
At first, the chief marketing officer (CMO) "Cold leads," proclaimed the CEO in a of the global consumer electronics different company, "are no excuse!" firm was quite pleased - management For this European telecommunications was finally shifting from a technology operator, the key issue driving sales focus to a marketing focus to enhance strategy in business-to-business markets differentiation. But in the rush to initiate was commoditization. The CEO asked new programs, there was little time to his VP of sales exactly why revenue carefully revamp customer relationship targets weren't being met. Was pricing management-based marketing pro- the key factor - or were results tied to cesses. Telemarketing staff across a the motivation of individual sales staff? dozen locations worldwide handled Were outcomes related to deteriorating new campaign materials - including call customer service levels? Since data lists and scripts - using paper, spread- entry into the customer relationship sheets, and e-mail. Sales leads result- management (CRM) application was at ing from the campaigns were simply least two weeks late - and customer distributed by e-mail, and related call interaction history and telephone call information wasn't recorded. content weren't centrally recorded - the VP of sales didn't know the answer. After months of stepped-up marketing investments, the CMO's C-level peers were deeply disappointed with the outcome. Marketing staff didn't have meaningful insights into responses to individual campaigns, and customer data was perpetually out-of-date. By the time new leads reached the sales force, they were cold.
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