1. DB brews up sales efficiency
How we delivered a complete CRM
solution including customer portal
(WCEM), SAP CRM, SAP Call
Centre, SAP Retail Execution (to
iPhone & iPad via MDM), and SAP
Biller Direct in a 6 month project.
3. Agenda
- About DB
- Business Drivers
- The Approach
- The Road Map
- The Journey
- Continuing Enablement
- Partners
- Questions?
- MyDB Demo
4. About DB
Founded 1929, parent company APB bought by Heineken in 2013
Products: Beers, Ciders, RTDs & Merchandise
Production: 4 Breweries in NZ
Channels: On Premise (Hospitality); Off Premise (Grocery, Wholesale, Specialist
Liquor Stores)
5. Business Drivers
Business case for change:
• Customers had a disjointed view of our products
• DB had a fragmented view of their customers
• DBs direct contact with their customers needed to be more consistent and branded
• DB were going through a very successful commercial restructure, centralising many
of their sales and channel processes
Customer connect:
• Initiated CRM Roadmap - clear view on how DB could leverage technology to
support our business programme
6. Engage the business early on
• When putting together the roadmap, UXC Oxygen wanted to understand the people
and culture from exec to user level and most importantly – the customers, how
would they interact with DB?
Rapid prototyping approach
• Proof of concept (PoC) presented to the exec, demonstrating the business value
early on to gain signoff
Customer pilot groups
• Identified use cases and worked with customers to get instant feedback as part of the
build. This was one of our most useful tools as it insured user buy-in and reduced
multiple changes in test
The Approach
10. Customer Portal
“to provide a customer centric
portal to enable self service and
proactive two way
communication.”
WCEM
SALES
CRM
Focus on Engagement
11. • Key contact details
• Delivery service info
• Xmas Service plans
• Promotions
• Customer Complaints,
feedback, surveys
• Links to Brand Websites
• Product catalogues
• SKU details
• New product launches
• EANnet database
• Quality Assurance• Order Status
• Proof of delivery
• Transport information
• Price Catalogue
• Web-based sales –
Merchandise, Beer, Cider, RTD
• Standard orders / templates
• Credit Card Payments
• Invoice copies
• Account balances
• Order status
• Credits status
• Customer service level
reporting
• Customer Contact details
update
Product
Information
Pricing /
Ordering
Communication
Inquiries
Account
Info
WCEM
SALES
CRM
fitting the jigsaw together
Focus on Engagement
12. At the time, WCEM was still in Ramp-up globally and had the
following benefits:
• Latest user experience technologies
• Based on SAP CRM platform
• Highly flexible user defined templates
• Integration with 3rd party applications if required
• Kentico for Marketing Content
• Secure PayTech for Credit Card Payments
• Includes Master Data Management
• Less development than other SAP technologies
• Future focus and R&D investment from SAP
• Lower risk than solutions requiring bespoke development
Focus on Engagement
WCEM
SALES
CRM
Why WCEM?
21. Focus on Engagement
CIC
SALES
CRM
360o view of the customer
• Single version of the truth
• System of record common across all users
• Customer Portal, Contact Centre, Back Office & Field Sales
Focus on usability for individual roles
• Inbound, Outbound, Supervisor & Manager Roles
Telephony integration (AVAYA)
Central point for complaints handling
First line of support for Customer Portal users
24. Focus on Engagement
360o view of the customer
• Single version of the truth
• System of record common across all users
• Customer Portal, Contact Centre, Back Office & Field Sales
Focus on usability for Field Sales
• No longer “order takers”
• Focus on added value services
• On & Offline scenarios
Focus on Security
• AFARIA Mobile Device Management
REx
MOBILITY
SALES
SUP &
Afaria
CRM
33. UXC Oxygen
• Programme and project management
• Solution architecture
• Technical design, installation, integration and DR
• Business process design, build, realisation and support
Union Media
• User and shopping experience
• Look and feel
• Content design and hosting (Kentico)
SAP
• Vendor for main software components & QA
IP Payments
• 3rd party credit card processing
Agile
• Telephony Systems and Integration (AVAYA)
DB’s Partners
