Recipes for Improving Customer Relationships (Part 2)

November 2, 2004 by admin

Any implementation of mySAP Customer Relationship Management (mySAP CRM) involves some tailoring. You must distinguish between the networks of customer relationships that must be driven to reach the target groups. In the pharmaceutical industry, these groups consist of physicians with various specialties, hospitals and clinics, pharmacies, and consumers. Companies can choose the functions they wish to implement from the industry-specific solution portfolio of mySAP CRM for the pharmaceutical industry. Which sales channels should be supported? What will be implemented first? What will be implemented later? The following examples illustrate this approach to implementation.

A step-by-step implementation

Hexal AG, an international pharmaceutical company, chose a step-by step implementation of mySAP CRM organized along business lines. The first step of the implementation was limited to business with clinics. Hexal simultaneously developed a stable and expandable foundation for additional CRM processes. The industry solution for the pharmaceutical industry of mySAP CRM was integrated with the company’s existing SAP R/3, replacing a legacy system for customer maintenance used in the front office and by the sales staff. Because the sales process is now integrated with the maintenance of master data, staff members can call up customer, order, and pricing information at any time. They can also trigger a process to modify the sales conditions and have the modification approved by the front office – even while they are on the road.

Hexal

Hexal

SAP Mobile Sales supports this interaction in a version specifically tailored for the pharmaceutical industry. Sales employees receive it on their laptops to plan visits with customers, create reports on the visits, and manage the pharmaceutical samples they distribute in accordance with legal requirements. The front-office part of mySAP CRM handles master data, quotations, and modified conditions. It also controls sales activities and highlights their progress. SAP Business Information Warehouse (SAP BW) enables users to review evaluations, statistics, and reports – both online and offline. After the first implementation phase (including the approval process) at Hexal ended after only five months, the CRM solution went live for approximately 20 users. In 2003, the pharmaceutical company expanded mySAP CRM to include business with pharmacies and in 2004 to include pharmaceutical sales to physicians. Each expansion took six months to plan and implement.

Starting with all contact channels

Another implementation approach sets up as many contact channels as possible simultaneously, albeit with limited functionality of mySAP CRM. Heraeus Kulzer GmbH, a leading company in the dental industry, opted for this implementation strategy and set up mySAP CRM solutions in parallel for its sales staff, the front office, and for communicating with its customers over the Internet. Heraeus Kulzer implemented mySAP CRM with SAP Mobile Sales. The project also included a customer interaction center with computer–telephony integration. The project helps Heraeus Kulzer enter orders with a call center.

Heraeus Kulzer

Heraeus Kulzer

Agents in the call center can now respond to customer inquiries and offer advice on customer problems. They have access to a central solution database that contains structured information. The implementation also included Internet sales with order processing for dental labs over the Internet. The solutions were integrated into the existing SAP R/3 and SAP BW. A little extra effort was required to program interfaces to other systems, but the CRM implementation took only 12 months.

Implementations for the front office

Schwarz Pharma Deutschland GmbH, the German distribution company for Schwarz Schwarz Pharma AG, oriented its mySAP CRM implementation toward processes in the front office. Business excellence is the company’s primary goal, and the implementation of mySAP CRM was to support that goal. The project was to create a CRM solution that offered the best possible support to the sales force in the front office and that allowed the company to plan, budget, execute, and monitor the progress of marketing campaigns.

Schwarz Pharma

Schwarz Pharma

Schwarz Pharma implemented the front-office functionality of mySAP CRM, marketing planning and campaign management functionality, and the interaction center. It then integrated the new components with the SAP R/3 and SAP BI solutions it already operated. mySAP CRM stores data on business partners in a data base. mySAP CRM filters customer groups from the master data and helps drive and monitor marketing campaigns for the company’s customer base of 120,000 health professionals. The interaction center supports customer communications and processes the distribution of pharmaceutical samples. Because mySAP CRM also provides open interfaces to non-SAP systems, the project could configure an interface to the existing sales force system. The implementation was completed in 12 months and went live for about 100 users. In the future, the company plans to replace its legacy system with a portal solution. It also plans to implement SAP Mobile Sales running on personal digital assistants (PDAs).

Experience gained

Projects that are limited at first to individual groups of customers and contact channels, such as telephone, Internet, or direct marketing, enable mySAP CRM to be implemented in just a few months and with a limited budget. They also allow a company to build up its knowledge. However, when compared with comprehensive implementations, this approach generally demands more time to enhance the CRM applications for additional target groups, such as physicians, clinics, or pharmacies. The incorporation of additional groups requires separate project planning and rollouts. It also demands additional effort: the step-by-step integration of contact channels means that the interfaces to inventory systems being added later on must be defined in a later step.

Uli Müller

Joerg Rudat

Joerg Rudat

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