Case%20Study:%20My%20SAP%20Implementation%20at%20the%20Associated%20Press - PowerPoint PPT Presentation

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Case%20Study:%20My%20SAP%20Implementation%20at%20the%20Associated%20Press

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Title: Case%20Study:%20My%20SAP%20Implementation%20at%20the%20Associated%20Press


1
Case Study My SAP Implementation at the
Associated Press
  • Fernando Ferre
  • Director of Finance Operations
  • Newspaper New Media Markets
  • The Associated Press

2
Company Overview
  • Founded in 1848, The Associated Press is the
    oldest and largest news organization in the
    world, serving as a source of news, photos,
    graphics, audio and video to the media market and
    corporations.

3
About The AP
  • 1,700 U.S. newspapers
  • 5,000 U.S. radio/TV outlets
  • 8,500 international media customers
  • 500 new media and corporate customers
  • 121 countries served by AP
  • Total 242 bureaus worldwide
  • 3,700 employees worldwide

4
SAP CRM Initiatives at AP
  • Live Sept. 2002 for AP Digital, new media
    division of AP.
  • Enhancements to AP Digital implementation in 2003
  • Project organized for Newspaper implementation
    beginning of 2004.
  • Go live November 2004
  • By then, CRM will support substantial revenue
    base for AP.

5
New Media Market (AP Digital) CRM Implementation
6
Landscape Pre-CRM
  • Systems
  • Excel prospect, sales activity and contract
    management
  • Filemaker order processing, trials and customer
    database
  • SMART service management and billing
  • PA Billing invoicing
  • Manual entry, redundant data between systems
  • No integration of systems
  • No standardized reporting from a central system
  • No reporting flexibility for analysis

7
CRM Objectives
  • Centralize account, contact, order, opportunity,
    and contract management
  • Support customer interaction cycle from
    customer acquisition, order fulfillment to
    billing and support
  • Provide a single customer view
  • Deploy reporting tools for business analysis
  • Align systems with corporate direction

End Goal Better customer and business management
8
Software Selection Process
  • SAP HR implemented
  • SAP CRM had the required functionality
  • SAP provided a platform
  • phase in functionality as we were ready
  • ride SAPs product development curve

9
SAP Production Versions
  • SAP R/3 Release 4.6C Live with SAP HR Master
    data, Org Data Benefits, Payroll
  • CRM Release 3.0, Upgraded to 4.0
  • Business Warehouse 3.0B

10
Business Process
11
Functionality Implemented
  • Campaign Management
  • Customer Interaction Center
  • Order Processing
  • Product Management
  • Opportunity Management
  • Service Contract Management
  • Business Warehouse

12
Implementation Timeline
  • Total implementation time 5 Months
  • Project Started on April 2002
  • Live on September 2002
  • Staffing
  • Internal 3
  • External 4

13
Campaign Management
  • Two types of Campaigns
  • E-mail and phone campaigns
  • Target Groups are created based on
  • CRM Master Data (Marketing Attributes, SIC Codes,
    Est.Rev, of employees, Address information etc)
  • Information from BW

14
Call Lists in CIC
15
Customer Interaction Center
  • Used to track customer interaction history
  • Used to create/modify all the transactions e.g.
  • Activities, Opportunities, Service Contracts,
    Business Partners, etc from a single screen.
  • Configuration Flexibility based on user
    requirements

16
Customer Interaction Center
17
Business Activities
  • Used for Order Processing
  • Trial Order Notifications
  • Service Order Notifications

18
Activity Screen
19
Activity Monitor
  • The Activity Monitor is used to call up lists of
    all the activities that have been created in the
    system, according to various criteria such as
    date and completion status

20
Activity Monitor
  • The output can be sorted by any column
  • Layout can be customized for each user

21
BWOrder Fulfillment Report
22
Product Management
  • Product hierarchies
  • Flexibility of reassigning product categories
  • Product pricing
  • Customer Product
  • Product
  • Billing frequencies
  • Monthly
  • Quarterly
  • Yearly
  • One Time Fees

23
Opportunity Management
  • Logs sales prospects, requested products, sales
    prospects budget, potential sales size ,
    estimated sales probability and expected closing
    date
  • Information is used in sales pipeline

24
Opportunity Management
25
BW- Sales Pipeline report
26
BW Lost Opportunities Report
27
Service Contract Management
  • Represents relationships with customers.
  • Contains detailed information about contract with
    customer
  • Contract Start Date, End Date, Renewal Date
  • Terms, Services, Delivery methods
  • Billing Frequency, Billing Plan for Services,
    Royalty Information

28
BW Reports Service Contracts
  • Contracts signed in the current year
  • Contracts terminated in the current year
  • Contracts renewed in the current year
  • Contract to be renewed for a given period
  • List of contracts based on sales reps, royalty
    information, territories other criteria

29
Business Warehouse
  • Used for reporting data analysis
  • Used for creating target groups for campaign
    management based on complex queries
  • Generate ad hoc reports for managerial decisions

30
CRM Billing
  • Billing through CRM application, which is
    integrated with current non-SAP invoicing and
    financial application
  • Contracts have billing documents
  • Billing Due Lists
  • Processing of incorrect billing due lists
  • Cancellation of Billing Documents
  • Credit Memos/Debit Memos
  • Much work went into mid-period billing rate
    changes

31
CRM 4.0 Upgrade
  • Territory management
  • Alerts for contracts
  • Customer hierarchies
  • External list management
  • Workflow functionality
  • Web client not yet implemented
  • Royalties and sales commissions not yet
    implemented

32
Benefits of SAP CRM
  • Orders dont get lost
  • Interaction History for future reference, with
    ability to store customer, product, transaction
    information
  • No Redundant data entry resources redeployed
  • Eliminated costs of - 130K
  • Standardized reporting from a Central System

33
Benefits - CRM Data Sharing
Campaign Management
Opportunity Management
Trial Contracts
Service Contract
Billing
Marketing
Sales
Client Relations
Customer Support / Management / Entitlements
Billing
  • Enhanced coordination of the various functions
  • Better information about our customers and
    business

34
Newspaper Market CRM Implementation
35
CRM Objectives in Newspapers
  • Improve customers experience with the AP
  • Produce efficiencies in ordering and fulfillment
    processes
  • Provide analytic tools to assess customer
    relationships and behavior
  • Improve Sales

36
Newspapers CRM Deployment
Customer-facing AP Activities
Back-office Execution
37
Customer Hierarchy
38
CRM Functionality
  • Order processing
  • Opportunity management
  • CRM Pricing
  • Contract management
  • Workflow functionality

39
Get Organized
  • Right team with clear accountability
  • Project management and tools
  • Communication and teamwork
  • Have a good grasp of the big picture, but no
    detail is too small

40
Lessons Learned
  • Set realistic expectations
  • Dont underestimate data migration
  • Involve users from start requirements, testing,
    data migration, training
  • Phase in CRM with sight on the future, new
    modules, other business units (scalability)
  • If you encounter errors, check the SAP notes,
    then create a OSS message
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