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SAP CRM 2007

Detailed View

SAP CRM 2007 – Interaction Center

Interaction Center Agent

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Content

1. Trends and Challenges – Interaction Center


2. Interaction Center Agent
2.1. Overview
2.2. Details
2.2. Details
2.2.1 Agent Desktop Details
2.2.2 Account Identification Details
2.2.3 Interaction Record Details
2.2.4 E-Mail Editor Details
2.2.5 Agent Inbox Details
2.2.6 Interactive Scripting Details
3. Positioning and Benefits

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Interaction Center Environment

Customers choose the interaction channel


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Emergence of the Customer Interaction Hub


„ Provide 360° View and Process Access
„ Enablement across all communication channels

Re-composition of the value chain


„ Business Agility
„ Incremental Adaption and Flexible Deployment Options

Evolution of Interaction Channels


„ Move towards self services
„ Enriched channel mix

Measurability and Analytics


„ Blended Analytics
„ Compliance with business measures (ROI, TCO,..)

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Content

1. Trends and Challenges – Interaction Center


2. Interaction Center Agent
2.1. Overview
2.2. Details
2.2.1 Agent Desktop Details
2.2.2 Account Identification Details
2.2.3 Interaction Record Details
2.2.4 E-Mail Editor Details
2.2.5 Agent Inbox Details
2.2.6 Interactive Scripting Details
3. Positioning and Benefits

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Interaction Center – Scenarios and Processes

Telephony Postal letters Web IVR E-mail

Interaction Center: capabilities


Telemarketing Telesales Customer service IC management
Account and contact Customer service
Campaign execution Communication channels
management and support

Lead and opportunity Email Response


Lead management Complaint management
management Management

Personalization Quotation and Help desk & Process modeling and agent
order management Shared Service Centers guidance

Interaction center: analytics


Basic analytics Process-based analytics Blended analytics Profitability analytics

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Speaker Notes:

SAP CRM Interaction Center consists of four basic building blocks, supplemented with
interaction center analytics. The customer is the focus as the top, and all of the customer
interaction channels, such as telephony and web, are integrated with the application’s
capabilities. Let’s cover each building block briefly here; we will go over each one in detail
in the following slides:

Telemarketing: This building block covers how marketing organizations can use interaction
center capabilities to coordinate call lists and agent scripts for campaign execution and lead
management, as well as personalization, to enable the right product and offer to be
presented to the right person.
Telesales: This building block covers how sales organizations can use interaction center
capabilities to drive more leads into the pipeline through accounts and contacts information,
as well as activity and opportunity management
Customer Service: This building block covers how service organizations can use interaction
center capabilities to quickly and easily resolve customer issues, often on first contact, as
well as provide shared services through IT or HR help desks

IC Management: This building block covers how interaction center managers can control
and monitor the interaction center, including managing the knowledge base, as well as the
business rules that route contacts to agents.

Interaction Center Analytics: Four analytics building blocks cover ever-more intelligent
interaction center analytics, from basic analytics, such as average handling time, to
profitability analytics, such as service contract profitability

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Overview of Interaction Center Agent (1/2)

Account Identification
„ The account identification screen allows agents to search for and identify, display, change and
create accounts, their related partners as well as related objects like registered products

Account Fact Sheet


„ The Account Factsheet (AFS) gives the agents access to the most relevant customer related
information, e.g. Service Ticket History, Sales History, Open marketing campaigns, ...

Interaction Record
„ The Interaction Record allows agents to log all inbound and outbound interactions (phone
calls, emails, chat, ...)

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Overview of Interaction Center Agent (2/2)

Agent Inbox
„ The Agent Inbox is a universal inbox for Emails, Fax, Letters, CRM Business Transactions
(service tickets, sales orders, ...), ERP Sales Orders, Cases, and Workflow items

Email editor
„ The Email editor allows agents to handle inbound and outbound email, using pre-defined
responses, email templates, and solutions from the knowledge database

Interactive Scripting
„ Interactive scripts help interaction center agents by leading through certain interactions they
have to do while working with customers

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Content

1. Trends and Challenges – Interaction Center


2. Interaction Center Agent
2.1. Overview
2.2. Details
2.2.1 Agent Desktop Details
2.2.2 Account Identification Details
2.2.3 Interaction Record Details
2.2.4 E-Mail Editor Details
2.2.5 Agent Inbox Details
2.2.6 Interactive Scripting Details
3. Positioning and Benefits

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Interaction Center – Agent Desktop

Scratch Account info Alerts Communication information


pad

Toolbar

Navigation
bar

Broadcast Workspace
messages

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Context Area

Keeping the most important information visible


„ Scratch pad – Allows the agent to write down notes
„ Account info – Shows the most relevant information about the current interaction, such
as the customer’s name and company
„ Alerts – Shows important alerts for the agent from the alert modeler, such as automatic
suggestions and reminders to wrap up
„ Communication information – Shows information from the communication
management software, like talk time, automatic number identification, agent state, and
queue status

Account info Alerts

Scratch pad Communicatio


n
information

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The context area is a combination of account info, alerts, and communication information
that together provide background information for the current interaction.

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Personalization & Skins

Overview
„ With SAP CRM 2007, several skins are provided in the Interaction Center to allow individual
users to select their own look-and-feel
„ With SAP CRM 2007, it is also possible to configure columns in the Interaction Center to let
individual users to enlarge the width of important fields and to suppress unimportant fields
„ Users can also drag and drop the different blocks onto their preferred location on screen
„ Also, the columns in the tables can be dragged and placed in their preferred location on
screen, and enlarged in width!

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Personalization – Skin Selection

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Personalization – Skin Options

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Personalization – Configurable Columns

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Personalization – Configurable Blocks

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Personalization – Filterable Columns

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Content

1. Trends and Challenges – Interaction Center


2. Interaction Center Agent
2.1. Overview
2.2. Details
2.2.1 Agent Desktop Details
2.2.2 Account Identification Details
2.2.3 Interaction Record Details
2.2.4 E-Mail Editor Details
2.2.5 Agent Inbox Details
2.2.6 Interactive Scripting Details
3. Positioning and Benefits

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Interaction Center: Account Identification

The account identification screen allows agents to search for and identify, display,
change and create accounts, their related partners as well as related objects like
registered products.
Account Identification Scenarios
„ A Business to Business scenario as well as a Business to consumer scenario is supported.
„ In addition a new scenario blends B2B and B2C in a Mixed scenario.
„ Employee interaction Center scenarios are supported by an Employee Identification screen.

Late Account Identification


„ Account confirmation can be done even after transactions and actions are triggered.
„ On confirmation at any point, the account details will be transferred to the transactions that were
created before.

Automatic Account Identification


„ Business Partners can be identified automatically based on their communication data (Telephone
number, email address)

Interaction History
„ To provide information on the current situation of the customer the latest entries of the interaction
history are integrated into the account identification screen

Account Fact Sheet


„ The Account Fact Sheet (AFS) gives the agents access to the most relevant customer related
information, e.g. Service Ticket History, Sales History, Open marketing campaigns, ...
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Account Identification Screen

Account and related partners


Related Objects

Search result Lists and


interaction history

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New Features in Account Handling

Business Partner Relationship Handling


The enhancement enables agents to chose the relevant relationship type from a list
when searching or creating related business partners in the Interaction Center.
Mixed Account Identification
The mixed business partner search is a new account identification scenario that
allows searching for both consumers and contact persons in organizations.
Index Based Search
The index-based business partner search offers a tool to build indices that speed up
the search for business partners in the IC WebClient.
Address validation and duplicate check
Address validation and duplicate check is now offered in the IC WebClient to support
address maintenance.
Account Identification View Set: Customizability
The enhancement makes the content of the upper right view of the account
identification view set replaceable – the area where business objects related to the
business partner can be determined.

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Mixed B2B and B2C Scenario: Screen

Standard B2B screen Mixed B2B and B2C screen

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Content

1. Trends and Challenges – Interaction Center


2. Interaction Center Agent
2.1. Overview
2.2. Details
2.2.1 Agent Desktop Details
2.2.2 Account Identification Details
2.2.3 Interaction Record Details
2.2.4 E-Mail Editor Details
2.2.5 Agent Inbox Details
2.2.6 Interactive Scripting Details
3. Positioning and Benefits

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Interaction Center: Interaction Record Details
(1/2)

The interaction record allows agents to log all inbound and outbound
interactions (calls, emails, chat, ...)

Interaction record
„ An interaction record is created when an
account is confirmed, or when an email (new
or reply email) is created
„ Interaction timestamps can be stored inside
the interaction record (interaction waiting
time, start time, end time)
„ Can be linked to a marketing campaign

Activity Clipboard
„ The Activity Clipboard provides a complete
overview of all interaction related, business-
relevant documents (sales orders, service
ticket, solutions, emails, chat transcript,
follow-up transactions, ...)

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Interaction Center: Interaction Record Details
(2/2)

The interaction record allows agents to log all inbound and outbound
interactions (calls, emails, chat, ...)

Follow-up & Actions


„ Pre-defined actions can be executed
manually or automatically
„ Agents can create any type of follow-up
transaction from within the interaction record

Multilevel categorization
„ The agent can categorize the interaction
record based using multilevel categorization

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Content

1. Trends and Challenges – Interaction Center


2. Interaction Center Agent
2.1. Overview
2.2. Details
2.2.1 Agent Desktop Details
2.2.2 Account Identification Details
2.2.3 Interaction Record Details
2.2.4 E-Mail Editor Details
2.2.5 Agent Inbox Details
2.2.6 Interactive Scripting Details
3. Positioning and Benefits

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E-Mail Editor

Integrated E-Mail Editor


„ Send and receive HTML or plain text e-mails
„ Insert solutions with attachments
„ Insert standard response (e-mail templates) via mail forms
„ Insert at cursor position: standard responses can be inserted at the end of an e-
mail or at the cursor position
„ Auto-suggest responses
„ Include reusable agent signatures in outgoing e-mails
„ Automatic insertion of Tracking ID possible
„ Integration possible with Spell checker
„ Integration to Groupware (MS Outlook or Lotus Notes) possible for email address
look-up

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E-Mail Editor Screen – HTML Formatted E-Mail

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This shows the e-mail editor for the agent. You see the standard responses – here the
agent can select from a list of templates. The first part of these templates is static –
available for any response, the second part is determined by content analysis of the e-mail.

The interaction log shows the category of the e-mail – this is pre-filled by content analysis
and can be manually overridden by the agent. This category drives the suggested response
templates.

Also you see all the usual e-mail fields and attachments.

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E-Mail Editor – Solution With Attachments

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E-Mail Editor – Standard Response Insertion

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Agent Signature Creation via Mail Form

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E-Mail Editor – Agent Signature Insertion

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Content

1. Trends and Challenges – Interaction Center


2. Interaction Center Agent
2.1. Overview
2.2. Details
2.2.1 Agent Desktop Details
2.2.2 Account Identification Details
2.2.3 Interaction Record Details
2.2.4 E-Mail Editor Details
2.2.5 Agent Inbox Details
2.2.6 Interactive Scripting Details
3. Positioning and Benefits

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Agent Inbox

Universal Agent inbox for


„ Emails
„ Fax & Letter
„ CRM Business Transactions (service tickets, sales orders, ...)
„ ERP Sales Orders
„ Cases
„ Workflow items

Predefined quick searches


Multi-select in inbox result list
Worklist for back-office processes
„ Reserve and reset reservation: changes the employee responsible
of the selected inbox item
„ Display, Edit, Delete
„ Interact: starts an new interaction
„ Link: links the selected inbox item to the active interaction
„ Forward: manually assign an inbox item to another department

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Agent Inbox

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Content

1. Trends and Challenges – Interaction Center


2. Interaction Center Agent
2.1. Overview
2.2. Details
2.2.1 Agent Desktop Details
2.2.2 Account Identification Details
2.2.3 Interaction Record Details
2.2.4 E-Mail Editor Details
2.2.5 Agent Inbox Details
2.2.6 Interactive Scripting Details
3. Positioning and Benefits

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Interactive Scripting

Interactive scripts help interaction center agents by


leading through certain interactions they have to do
while working with customers.
„ A script is predefined and can be chosen by the agents or it is automatically
assigned e.g. through a campaign
„ A script is mostly created as a tree structure
„ Interaction path depends on answers the agent gets from the customer
„ Answers are represented by buttons

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Interactive Scripting -- Features

Interactive Scripting
„ Guide agents through complex service calls via scripts
„ Handle common customer objections during sales calls
„ Launch proper scripts based on business rules
„ Update customer data or marketing attributes via form-based scripts
„ Leverage script survey integration for campaign target-group generation

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Interactive Scripting – Guide Agents Through
Service Calls

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Interactive Scripting – Handle Common
Objections

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Interactive Scripting – Launch Script via
Business Rule

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Interactive Scripting – Update Customer
Master Data

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Interactive Scripting Evaluation

„ The answers of customer can contain useful information for marketing


„ What kind of animal food do you want to buy? [ Cat | Dog | Bird ]
„ Do you want to buy a HD DVD or a Blu-ray DVD?
„ Do you prefer buying [Online | in Shops | by phone | by catalogue ]?
„ When do you want to be called? [ Morning | Noon | Evening ]
„ The call center agents receives valuable information just by doing his work
„ This information could help to create target groups for new campaign
„ Optimize scripts by checking the usage of questions and answers

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Interactive Scripting Evaluation

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Content

1. Trends and Challenges – Interaction Center


2. Interaction Center Agent
2.1. Overview
2.2. Details
2.2.1 Agent Desktop Details
2.2.2 Account Identification Details
2.2.3 Interaction Record Details
2.2.4 E-Mail Editor Details
2.2.5 Agent Inbox Details
2.2.6 Interactive Scripting Details
3. Positioning and Benefits

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Interaction Center Capability in SAP CRM

SAP CRM Interaction Center drives both


operational and management excellence to
make every interaction count

It does this by providing a platform that supports multi-channel


customer interactions in the domain of telesales, telemarketing
and customer service.

Manager Agent Front End Infrastructure &


Desktop Framework

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Summary: Benefits of the Interaction Center

Better customer relationships


„ The entire customer interaction cycle is captured and tracked, starting with initial
engagement and ending with fulfilment
„ Obtain insights into customer behaviour and tailor offerings to match their needs
„ Gain competitive advantage by increased loyalty and retention

Unique integration capabilities


„ Select and flexibly deploy processes that suit your business needs
„ Integrate with existing SAP and non-SAP enterprise functions, including supply chain
management, product life cycle management, financial management, and HR
management

Do more with less


„ Automated and streamlined processes reduce costs
„ Revenue is increased through efficient customer
interactions and enhanced cross-selling and up-selling
opportunities

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Further Information

„ SAP CRM - Roll-Out Map


https://portal.wdf.sap.corp/go/crm-rollout-map

„ SAP CRM - Ramp-Up Knowledge Transfer (RKT)


http://service.sap.com/rkt-crm

„ SAP CRM – Demo Portal


http://crmportal.wdf.sap.corp:1080

„ SAP CRM – WiKi


https://wiki.wdf.sap.corp/display/SAPCRMHub/Home

„ SAP CRM - Help Portal


http://help.sap.com/crm

„ SAP Public Web


http://www.sap.com/solutions/business-
suite/crm/featuresfunctions/index.epx

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