Management Summary

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The optimum path to direct customer contact
ProSales Marketing andmySAP CRM
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Agenda

• The Banking Lifecycle
• The scenario ProSales Marketing and mySAP CRM
• Campaign planning with mySAP CRM
• Target group definition with mySAP CRM
• Campaign steering by ProSales marketing
• Campaign execution by ProSales Marketing
• Campaign reporting in ProSales Marketing
• Campaign reporting in mySAP CRM
• Customers benefit
• Factors for success and services of
• Wincor Nixdorf
• SAP Deutschland AG Co. KG

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Bank transactions in Europe 2010 Distribution
of the sales channels
Quelle Celent, An overview of the European
Branch Technology 05/2004
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The Banking Lifecycle
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Process description of ProSales Marketing and
mySAP CRM
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Steps and requirements in detail - I
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Steps and requirements in detail - II
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CRM Marketing Process
mySAP CRM
1.
2.
Marketing- and Campaign planning
Target group selection

• Analyse
• Planning
• Budgeting
• Controlling

• Modelling
• Profiling
• Selection

3.
4.
Campaign execution
Campaign analysis
ProSales Marketing
Leads,activities

• ROI
• Host-Data
• Profil

mySAP BI
SB-Terminal
branch bank
Costs and turnover
Contact trace
Project System, Financials, Accounting
SAP R/3
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Marketing Planner
Entrance via marketing Planner for planning the
campaign.
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Marketing Planner
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Selektion of the campaign and view of the
detailed information.
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If the campaign realization should occur through
an external system (ProSales marketing), the
export canal must be chosen as a communication
medium.
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Segment Builder
Entrance in the segment Builder for the creation
of a target group.
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Entrance in the segment Builder for the creation
of a target group.
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Announcement of the attributes available for the
selection.
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View of the target group
View of the built up target group
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Back in the campaign for assigning the target
group
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Selektion of the target group and assignment to
the campaign.
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Allocation target group to the campaign
Selektion of the target group and assignment to
the campaign.
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Now the target group is assigned to the campaign
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The campaign is begun and handed over to "
ProSales Marketing .
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mySAP CRM and ProSales Overview of the
architecture
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ProSales Marketing-Architecture in detail I
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ProSales Marketing Architecture in detail II
CRM-System of the bank
SB- Client
J2EE Application Server
Advertisment http request
Web enabling layer

XML/CSV
http response
ProSales Marketing
Customer response

• Interfaces
• Import Customer data
• Import Campaigns
• Export Customer response

html / xml content
ads

• Database system
• Oracle gt V8
• DB2 7
• MySQL

Marketing Database
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Imported target groups in ProSales Marketing
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Target groups details
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Campaign status list
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Allocation of the sights, target groups,
announcement frequency and priorities
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Simulation of the campaign "investment
consultation"
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Creation of individual reports
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Behind the scenery of ProSales Maketing
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ProSales Marketing/Building loan contract
ja
nein
weiter
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ProSales Marketing/Investment advisory
ja
nein
weiter
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ProSales Marketing/Default-Advertisment
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Import of the results in mySAP CRM

• The results from ProSales marketing are loaded
  via the External List Management (ELM) in mySAP
  CRM besides, Leads are automatically put on (per
  business partner from the target group one Lead).
  
• According to reaction of the customers the Leads
  can be automatically qualified (e.g., in Hot,
  Warmly, Cold Leads).
• Based on this status of the Leads an activity can
  be automatically generated. e.g., all "Hot Leads"
  should be contacted by the Call centre.

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Leads are automatically generated.
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Customers benefit

• Use of the data by integrating the self-service
  canal in the customer management of the bank
• Analysis of the customer behavior on the
  self-service device
• Use of the self-service canal for the campaign
  management of the bank
• Direct, personal sales pitch on the
  self-service device
• Use of the self-service canal as a distribution
  and interaction canal
• Revaluation of the self-service canal of the pure
  service canal to the real distribution canal and
  with it from the cost unit to the profit resource
  of the bank

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Results by mySAP CRM and ProSales Marketing

• Increase product sales by utilizing all cross-
  and upselling potential
• Grow the share of wallet through offers targeting
  specific situations and needs
• Win new customers, for instance, by promoting
  services to non-banking customers using
  self-service terminals
• Enhance customer loyalty through offers targeting
  customer needs
• Reduce costs through targeted customer contact
  and minimize stray losses through the use of the
  self-service channel

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Successful factors and services of the Wincor
Nixdorf

• Wincor Nixdorf is one of the leading suppliers of
  IT services and solutions for the retail and
  banking sector
• 19 of the 25 European top banks are our customers
  
• Certified mySAP service partner of the SAP AG
• Wincor Nixdorf disposes of an excellent SAP
  know-how and a huge number of references in the
  retail and banking sector
• Wincor Nixdorf offers a complete consulting
  package which also encloses the implementation
  and project management beside the process and
  organisational consulting.
• Thus we guarantee a successful introduction and
  efficient use of the software ProSales Markting
  and mySAP CRM.

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Main Consulting Activities
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Why banks use mySAP CRM?
Manufacturer vision
The SAP CRM vision goes out a pure front
office-functionality. She allow industry specific
End-to End customer processes above the whole
enterprise and allows the adaptable picture of
changing commercial requirements.
Manufacturer reliability
SAP is the only manufacturer who can
guarantee lasting developing investments for
years away to bring into line the CRM solution
and the underlying platform to the market
requirements of the future
Product functionality
mySAP CRM has entire CRM processes and
efficient analysis functionalities. Only mySAP
CRM offers a seemless integration with Core
Banking applications, Financials and Human
Resources out of the box.
mySAP CRM is based on the efficient SAP
NetWeaver platform and offers One stop shopping
for the integration of human beings, information
and processes. SAP's massive investments in the
development extend the technology for the
customer.
Product, technology, architectur
SAP offers an unmatched Service-and Support
offer - exactly like a big partner ecological
system and allows quick implementing with low
risk by Best Practices on the basis of the SAP
Solution manager.
Partner and manufacturer services
SAP offers an adaptable and clear prize
system - not only for CRM, but for the whole
Enterprise solution. SAP NetWeaver allows a low
TCO and quick adaptation possibilities in
commercial requirements, for the protection of
effected investments.
Costs and prices
ProvenTrack Record
Many independent ROI studies with customers
prove that mySAP CRM brings real and concrete
business benefit.
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SAP at a glance

• SAP AG annual turnover 10 Mrd. USD
• 91,500 installations overall
• more than 26,150 companies run SAP
• SAP offers more than 25 industrial solutions
• 35,022 SAP employees
• 14,000 of it in the area of Service and Support
• 11,000 of it in the area or research
  development
• Größtes RD Investment in der gesamten
• Industrie
• Mehr als 1,500 Partner
• 12 Millionen Anwender in 120 Ländern
• Integration von Geschäftsprozessen
• Ausbau von Wettbewerbsvorteilen
• Optimierung des Return on Investments bei
• gleichzeitiger Reduzierung der Total Cost of
  
• Ownership
• Weltweit 1 Enterprise Application Solution
  Provider