Matthias Göhler, VP, Product Management Multi Channel, SAP AG
November 2012
Hear How Bose Overcomes the Challenges of
a Multichannel World
© 2012 SAP AG. All rights reserved. 2
Digitally
connected
Socially
networked
Better
informed
Empowered customers are changing the rules
© 2012 SAP AG. All rights reserved. 3
Reliability High-quality products
Exceptional customer service
Accurate, on-time delivery
Responsiveness Proactive problem identification and resolution
Rapid delivery and execution
Immediate response to customer needs
Convenience Making my life easier
Any time, any place, any device
Simple and fast interactions
Personalized offers
Tailored products and services
Helpful information
… based on individual needs
Relevance
© 2012 SAP AG. All rights reserved.
Customer expectations continue to rise
(Bose EU – Confidential)
Renke Conjin CRM Team Lead Bose Corporate Information Services Europe
Bose Reseller Portal
General Introduction
Bose Profile
1964 Dr. Amar Bose
Private
Global company
Multi Billion in global sales
> 9,000 employees
Research
Automotive Professional Products Noise Reduction Tech Home Entertainment
And… thousands of employees located around the world
Today…more than 400 products
Consumer Electronics
Automotive Systems
Professional Systems
Noise Reduction Technology
ElectroForce Systems
Bose Global and IT Landscape EU
EU Platforms ECC 4.7 CRM 7.0 BW 7.3 BObj 4.0
BWA 7.2 GTS 8.0 BCS
EU User Community SAP Users: 850 Countries: 17
Bose EU SAP Landscape and Infrastructure
CRM
ECC
BI
Call Centers B2C
Bose Stores
www & mobile
Marketing & Campaigns
Invoicing
Shipping
Reporting
Payment proc.
B2B
Business Strategy: Sales Channels
B2C Call Centers (6)
Websites bose.eu
Bose Stores (44)
B2B Resellers (4.000)
Professional Installations
Mid-Term European Growth Strategy aims at Increasing sales revenue without a proportional increase in expenses.
Bose Europe sales staff should focus on value add activities while other tasks will be automated.
Bose Europe will implement the tools, methods and processes to handle the increase in activity without proportionally increasing costs.
Business Strategy: Growth
Project Bose B2B Portal
Reseller Portal: Make or Buy
Building capability in house
Strategy to remain current
Comparison with Bose B2C website
Investigation SAP PCM
Investigation SAP WCEM
Web Channel Experience Management
Web Channel Managers
Easily set up and manage your Web presence with simple,
step-by-step Web site management
Businesses
Leverage powerful and convenient self-services &
manage all sales and service interactions from
one place
Consumers
Enjoy quick and easy online shopping
experiences as well as consistent experiences across all touch points
Dealer Portal Survey
500%
400%
300%
200%
100%
0%
NL
GE
FR
EN
BE
In order of importance, please rate the following factors that would convince you to use a BOSE website dedicated to resellers
75%
Project Overview
Order Management (R1)
Customer Service (R2)
Contract Management (R3)
Stargate KPIs (Ys)
Streamline and automate the 3 main business interactions
between Bose EU and its resellers
Accessibility
SAP
Reseller’s equipment
Business Rules
Submitted information
USE
SERVICE LEVEL
AUTOMATION
USE
SERVICE LEVEL
SATISFACTION
EFFICIENCY
Key Performance Indicators
Order Management (Phase 1) # Orders via Portal
# Orders in EU (Non-EDI)
Time from order submission to order validation
(P) 95%
(S) <= 1 cal. day
# Fully automated placed orders # Orders placed via Portal
(C) 90%
USE
SERVICE LEVEL
AUTOMATION
B2B Portal: R1 Scope
B2B resellers of Consumer Electronics
Order placing and order management
Product Catalogue
285 Products
160 Accessories
Pilot countries: UK and FR
Roll out to 12 other countries
Project Management Approach
Sprint 0 – Product content (continuous)
Sprint 1 – Logon and landing
Sprint 2 – Order placing
Sprint 3 – Order tracking and notification
Sprint 4 – Personalization and contact
Sprint 5 – Improvements
Screen Shots
Lessons Learned & Way Forward
Team’s Challenges
Product content From SAP
From B2C sites
ATP Hard requirement
Has to be reliable
Content management
Change management Change behavior of resellers and sales reps
Change daily routine sales admins
Support 24/7?
New technology
Way Forward
Roll-out Dealer Portal to US and others interested
Leverage Web Channel Experience Management 2.0 & 3.0 Filtering
Gift Cards
e-Gain, e-chat
Order Template
Order Up- and Download
Catalogue Views
Self Registration
Investigate WCEM for B2C
B2B Portal R2 & R3 Customer Service
Contract Management
Thank You
© 2012 SAP AG. All rights reserved. 34
Collect and target Sales and marketing
planning
Customer segmentation
Products and pricing
Decide and execute Personalized and
contextualized content
Multi channel campaigns
Loyalty management
Order management
Order fulfillment
Service processes
Measure, learn, and optimize Cross-channel visibility and
insight
Multi channel performance
Real-time analytics
Insight to action
Multi Channel is your face to your customers,
inviting them into your existing business processes
Multi Channel Foundation
Phone, E-Mail, Chat, Fax
Contact Center
Communities, etc.
Social Media
Web Mobile
Online
Store Kiosk
Store
Partner Network
Partner
© 2012 SAP AG. All rights reserved. 35
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