How to Use Workflow to Automate Business Processes

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How to Use Workflow to Automate Business Processes
Track Administrators

• Varadarajan Rajaram, Senior Product Manager,
  salesforce.com
• Jon Keener, Ashland Inc.
• Maryann Najmola, CIGNA International Expatriate
  Benefits

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Varadarajan Rajaram Product Manager
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Agenda

• Salesforce CRM Workflow and Approvals Overview
• Winter 09 Feature Highlights
• Customer Case Studies
• QA

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Workflow? What? Why?

• Automation
• Productivity
• Visibility
• Enforcement
• Document
• Compliance
• Audit
• Adaptability
• Change sans code
• Rapid deployment

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Force.com WorkflowAutomate, Enforce, Adapt

• Simple rules UI
• Point and click interface
• Sophisticated rules
• Formulas to trigger rules
• Time-based rules
• Automated actions
• Email alerts
• Tasks
• Field Updates (Same and Parent)
• Web Services Outbound Messages

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Salesforce CRM Approvals

• Automate manual approval processes
• Point and click designer
• Single, multi-step, skip step
• Route to Manager
• Ad-hoc routing
• Route to queues
• Dynamic routing (Apex)
• Email Approvals
• Parallel approvers
• Perform Actions
• Email alerts
• Tasks
• Field Updates
• Web Services Outbound Messages

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Agenda

• Salesforce CRM Workflow and Approvals Overview
• Winter 09 Feature Highlights
• Customer Case Studies
• QA

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Winter 09 Cross Object Workflow
Set the case status from Awaiting Customer
Response to New when a new case comment is
added to the case
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Winter 09 Cross Object Workflow
Rule on Child Object
Update Fields on Parent
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Winter 09 Cross Object Workflow

• Standard objects
• Email Message (Need to enable email-to-case)
• Case Comments
• All custom-to-custom master-detail relationships
• Including Many-to-Many relationships!

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Winter 09 Parallel Approvers

• Current Process

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Winter 09 Parallel Approvers

• Current Process

• New Process

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Winter 09 Parallel Approvers
Parallel Approvers
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Winter 09 Parallel Approvers

• Any combination of recipient types
• User
• Related user
• Approval response options
• Unanimous (require approvals from all approvers)
• First response (just one approval is sufficient)

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Agenda

• Salesforce CRM Workflow and Approvals Overview
• Winter 09 Feature Highlights
• Customer Case Studies
• QA

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The Future is Here Apply what youve learned

• Design, Design, Design, and Understand the
  Exceptions
• One of the biggest user acceptance challenges was
  conveying that having a standard process did not
  mean an inflexible rigid process
• Use the developer forums at developer.salesforce.c
  om

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Jonathan Keener Technology Consultant GBS
Customer Acquisition Team
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All About Ashland
Ashland Inc. (NYSEASH), a FORTUNE 500,
diversified chemical company provides innovative
products, services and solutions to customers
around the globe. Ashland has sales and
operations in the United States and in more than
100 countries worldwide. Our operations include
four divisions Performance Materials,
Distribution, Valvoline and Water Technologies.

• INDUSTRY Chemicals
• EMPLOYEES 11,700
• GEOGRAPHY Global
• USERS 3,200
• PRODUCT(S) USED Salesforce CRM Unlimited
  Edition, BlueWolf DRE, DreamFactory Snapshot

FORTUNE 500 is a registered trademark of Time
Inc.
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Key Challenges Business Challenge

• Existing method of providing samples to customers
• Each business had their own processes
• Approval requirements were not commonly followed
  phone/email
• Some businesses managed Samples as orders, others
  did not
• No standardized review process was performed
• Samples were given to customers for the wrong
  reasons
• Considered by all to be an expense of doing
  business vs. a potential opportunity for new
  business
• Basic Need A Common Global Sample Request
  Process
• Key Challenges What should the solution do?
• How do we get everyone to agree to using
  it?

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Key Challenges Technology Challenge

• Key Requirements
• Users notification when required to take action
• If users are not taking action in a set amount of
  time, additional notifications need to be sent
• Complete process must be enforced by the system
• Goal for Sample Submitter was to have process be
  similar to a regular internet shopping cart
• Strong but Flexible Approval Processing
• Key Challenge How should this be designed in
  Salesforce CRM?

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The Solution The Simple Answer
Sample Coordinator is responsible for managing
the fulfillment process
Customer Receives the Sample
Approval is Received
Seller submits a Sample Request
Email Communications Throughout the Process
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The Solution The Reality

• The Workflow is a little more complex
• A sample can have the following Statuses
• Draft, In Approval Process, Approved, Waiting for
  Order Creation, Order Created for Sample Request,
  Request Completed, Rejected, Cancelled, On-Hold
• Sample Coordinator managed from Approved to
  Request Completed
• Extremely Complex Approval Processing
• 86 Possible Approval Processing/Sample
  Coordinator Combinations
• End Result Salesforce CRM Workflow and
  Approval, combined with APEX and
  Visualforce, was able to provide a rapid solution

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The Results

• What were the improvements?
• The common process was rolled into production on
  March 17th
• The new process has been very well accepted by
  all of our users
• What was your ROI?
• Since go-live 4,134 samples have been submitted
  through Salesforce CRM

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What did we Learn?

• Design, Design, Design, and Understand the
  Exceptions
• One of the biggest user acceptance challenges was
  conveying that having a standard process did not
  mean an inflexible rigid process
• Use the developer forums at developer.salesforce.c
  om

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Customer Hero Jonathan Keener
Michael Murphy, Manager of Process Improvement,
CA says Having visions of what a tool can do is
one thing, putting them into action is another
and Jonathan does that for Ashland. Constantly
presented with the challenges across the multiple
Global businesses within Ashland, Jonathan just
does not wait for the business to present ideas,
he pro actively looks at ways to automate current
processes and remove the non value work, which
makes him a hero among the Sales teams in
Ashland.
Famed Statistics 40 Custom Tabs 105 Custom
Objects Apps Downloaded BlueWolf DRE,
DreamFactory Snapshot
Jonathan Keener Ashland Inc. Technology Consultant
Sessions How to Use Workflow to Automate
Business Processes
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Maryann Najmola Database Administrator
Specialist, Sales and Client Management
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CIGNA International Expatriate Benefits (CIEB)
CIGNA International Expatriate Benefits (CIEB)
is the only company that exclusively focuses on
employee benefits coverage for U.S. and non-U.S.
expatriates. All of our services and systems have
been expressly designed to support international
companies and their globally mobile employees.

• INDUSTRY Insurance
• EMPLOYEES 360
• GEOGRAPHY Delaware (Home Office)
• USERS 244
• PRODUCT(S) USED Salesforce CRM SFA Outlook
  Edition, Office Edition, Mobile Edition
• AppExchange Vertical Response, Demand Tools,
  Mass Contact Address Change

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Key Challenges Performance Guarantee Process

• Business Challenges
• No standardized review or approval process
• Inconsistent business and communication processes
  
• Unclear metrics
• Unreliable data quality
• No executive sponsorship
• No reporting or audit process for Finance
• Key Challenge What is the process and who needs
  to be involved?

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Key Challenges Technology

• Challenges
• Lengthy manual process
• Documentation repository
• Tracking system (paper-based)
• Requirements
• Standardized tracking
• Strict Approval Process
• Consistent notification communication process
• Managed turn-around time

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The Solution

• Combination of approvals and workflow alerts
• Created a customized PG case page layout
• Used status field to manage the process
• Approval Process
• Approval / Rejection tracking
• Outlook / Mobile solution
• Multiple user approver delegation
• Workflow Alerts
• Update fields
• Email Alerts

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The Results

• Transparency and visibility into the approval
  process
• Single repository offer One Source of the Truth
• System-generated email reminders to drive closure
  to pending PG requests
• Clone functionality reduces data entry efforts
• Enhanced reporting on sold PGs vs. requested PGs
• Elimination of large PG emails

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The Future is Here Apply what youve learned

• Sandbox is the key
• Include the end user in the process dont let
  the business dictate
• Documentation / cheat sheets are important
• Use a Whats in it for me? training approach

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Customer Hero Maryann Najmola
Maryann has taken SFDC at CIEB from 51 licenses
to 112 and expanded use of the tool from 2
departments to12 in just 2 years! Her knowledge
of SFDC and skill in customizing the tool to meet
the needs of the organization has truly
transformed our Sales and Marketing organization
says Glenn Maykish, VP of North American Sales
for CIEB. She is undoubtedly the SFDC expert and
has convinced the entire management team of the
importance of the tool to our overall success.
Famed Statistics 75 Login Rate 6 Custom
Objects Apps Downloaded Vertical Response
Maryann Najmola CIGNA International Specialist,
Sales Client Mgt
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