Join Naveen Kandasami to learn how Sealed Air, the inventor of Bubble Wrap and a leading knowledge-based provider, combines its knowledge, science and technologies with SAP Hybris Cloud for Customer, to provide solutions that address customer needs and re-imagine the industries which it serves to create a world that works better. For more information, visit us at: https://www.hybris.com/

1. Digital Transformation Journey at Sealed Air
Leveraging SAP Solutions for Customer
Engagement
Naveen Kandasami, Sealed Air

2. FPO
2
SEALED AIR FROM HUMBLE BEGINNINGS

3. PRODUCT CARE SOLUTIONS

4. FOOD CARE SOLUTIONS

5. SEALED AIR KNOWLEDGE BASED COMPANY

6. FOOD CARE KNOWLEDGE & SOLUTION PROVIDER

7. PRODUCT CARE KNOWLEDGE & SOLUTION PROVIDER

8. SYSTEMS & APPLICATIONS UTILIZED
Legend
SAPECC, CS
SAPCRM
SAPBW
JDE
Galaktika(RU)
CRM on Demand
Mastersoft(LA)
Lotus Notes
Excel
ClickSoft
Vendavo
Gadgetto Go
Food Care Diversey Care Product Care
Invoices
Service orders/requests
Inventorymanagement
Invoices
Service orders/requests
Inventorymanagement
Invoices
Service orders/requests
Inventorymanagement
Service workflow Service execution SalesandService
Service reports
Salesreports
CRM – Lotus Notes(Swiss) Reporting
Finance
Inventorymanagement(RU)
Fieldservice management Replicationof CRMinformation
Price andMargin management Mobility Price andMargin management
Finance
Inventorymanagement
Customerservice (LA)
SchedulingSoftware (Click)
Price and Margin Management

9. 9
E
C X
i
USTOMER
NGAGEMENT
EXPERIENCE
INSIGHT
• Business Process Harmonization
• Customer Segmentation /Offer
• Customer Profiling
• Measure sales , service
marketing effectiveness based
on synthesised data points from
first 3 pillars.
• Drive Sales & Service Effectiveness
• Reduce cost to serve
• Drive new revenue streams
• Margin Expansion
C
E
X
I
• Deliver seamless internal and
external engagement across the
Omni channel
SALES , SERVICE , MARKETING OBJECTIVES

10. 1010
E
X
iNGAGEMENT
EXPERIENCE
INSIGHT
CUSTOMER
• SAP Hybris Cloud for Customer
• Vendavo
(Profit Analyzer, Deal Manager, Price Manager)
• SAP Hybris Marketing
• Big Data AnalyticsSystem –
(AWS)
C
E
X
I
• SAP ERP Rollout
• Master Data Management
• SAP Hybris Product Content Management
• SAP Hybris solutions: E-Commerce
• Self-Service Portals
OPERATIONALIZING THE JOURNEY

11. Legend
SAPECC, CS
SAPCRM
SAPBW
JDE
Galaktika(RU)
CRM on Demand
Mastersoft(LA)
Lotus Notes
Excel
ClickSoft
Vendavo
Gadgetto Go
Food Care Diversey Care Product Care
Invoices
Service orders/requests
Inventorymanagement
Invoices
Service orders/requests
Inventorymanagement
Invoices
Service orders/requests
Inventorymanagement
Service workflow Service execution SalesandService
Service reports
Salesreports
Fieldservice management Reporting
Finance
Inventorymanagement(RU)
Fieldservice management
Replicationof CRM
information
Price andMargin
management
Mobility
Price andMargin
management
Finance
Inventorymanagement
Customerservice (LA)
SchedulingSoftware (Clicksoft)
Price andMargin Management
SAP
SYSTEMS & APPLICATIONS FUTURE OUTLOOK

12. SEALED AIR STRATEGY AND VISION
SALES AND SERVICE EFFECTIVENESS AND EFFICIENCY
Sales Service
More Effective SalesForce
• Understand the journey (Flight Plan) from the Want Stage to the
How Stage
• Segment customers into Trusted Relationship, Strategic Partner,
Easy Switchers & Bleeder accounts to execute 1:1
targeted/personalized campaigns based upon needs of segment
360° Customer View at Sales Person’s Fingertips
• Mobile solutions, supporting an Opportunity-to-Close process
within one system for complete customer intelligence - past
interactions, customer history, fact sheet
• Sphere of influence - key influencers (add based on linked in/big
data) in an account to move opportunity to close
Seamless Customer Interaction
• New products/marketing collateral available to DC sales
professional on a mobile device tied into CRMto create
excitement during a customer engagement and improve
pipeline
Data-driven Process
• Codify sales process based on KPI’s – expected/actual
revenue/margin
More Effective and Efficient Service
• Differentiation through Service –superior customer experience via
fastest, better quality service
• Efficiency improvement - diagnose issue and make informed
decision regarding dispatching technician during first 2-3 minutes
of emergency call to avoid unnecessary visits
• Flexibility in allocating service tasks based on availability, skillset
and location of all service resources (own technicians, 3rd party
providers and sales reps)
• Dynamic changes of technician schedule intraday, accounting
for changed priorities. Involve 3rd party technicians
360° Customer View for sales, service and support people:
Anytime & Anywhere
Knowledge base integration
• Deliver consistent customer experience across multiple channel
environment (i.e. faqs, support, report service complaint or
failure via Twitter or Facebook)
Data-driven Process
• Strong analytics and reporting to identify root causes and predict
preventive maintenance
Objective – One Platform for Sales and Service- Efficiency,Effectiveness,360
Customer view, Customer Interaction, Analytics

13. RETURN ON INVESTMENT
POTENTIAL BUSINESS BENEFITS
Source:SAP analysis and joint workshops
Benefit Area Value Drivers Typical Benefits
Increasedsales and service
productivity
• Ease of use of the CRM tool
• Ease of report generation and viewing
• Availability on mobile devices
• Ability to exploit social networking information
5% improvementin productivity
Reduced sales cycle time
• Increased efficiencyof sales members
• Access to marketing information electronically
• Visibility to exec managementofpipeline and activities in key
accounts
10% reduction in sales cycle time
Increasedforecasting
capability
• Visibility into pipeline progression.
• View into Stage 3 -> S&OP planning 1% improvementin Days of Inventory
Increasedrevenue / win rates
• Increased collaboration between sales teams
• Improve sales process through execution ofcompetitive plays
• Faster time to closure
Significantimprovementdeals won /
revenues booked
Reduce Service Costs
• Using Customer SelfService and Knowledge base – service calls
can be avoided
• First time issue fix/resolution. Reduced customer downtime
5% improvementin Service Productivity
1% improvementin DSO
Improved Customer
Satisfaction
• Create service tickets through multiple channels. Track issue
through resolution
Customer satisfaction improving sales
competiveness and reducing customer
churn
Validated through a recent analysis named “The Total Economic Impact Of SAP Cloud for Sales” by Forrester Consulting shows that the
following benefits have been derived by SAP customers across a cross section of industry verticals.

14. Sales requirements enable effectiveness and efficiency
Customer
satisfaction
Improved DSO
Service reps
productivity
Sales reps
productivity
Sales
effectiveness
(Revenue growth)
OneIntegrated SolutionCRM for Sales& Service and 3 party
- One UI for all devices
- Easy toonboard(incl.distributors/VARs)
- Role-basedaccesstoinformation
Client360 visibility
- Installedequipment,pastsales, A/Rbalance,pastdue,CurrentOpportunitiesinflight,
margin/competitiveinformation
IntelligentClassificationandstrategy
- Customerintelligenceacrossmultiple channels
- Segmentcustomersbasedonmargin, propensitytobuy
- Target productsfor the customerbasedonanalytics
Sphere of Influence
- Enhance customer/opportunityinformationby externaldata,incl.Social networks
Usability– alternative inputs of information
- Capture contacts (OCR),synchronizewithGooglecontacts, calendar,activitieseasily
(Voice),annotate noteswithpictures/video(compet.products),share mktgmaterialsviaJAM
GPSenablementofsalescalls
Collaboration– differentiation,solutioninnovation,knowledgeinnovation
- Share informationusingawebportal acrossentire team
- Codifybestpractices, competitiveplaysacross entire organization
Integratedworkflow withvisibilityintomarginandabilitytoapprove marginsusingVendavo
Deal Manager
Automatedcreation of quotesand proposals
- Integratedtoback end SAP ERP
Real time analytics on a mobile/desktopvs batchmode – real time queriestoprovide real
time information
Impact Requirement/enabler Benefit area

15. Sales requirements impact tracking KPIs
Process Step Requirement/enabler Impact Benefit area (used in business
case)
KPI's (can be used for value realization tracking)
Overall:
CRM adoption,collaboration
and real-time information for
all stakeholders
One Integrated Solution CRM for Sales & Service and 3 party
- One UI for all devices
- Easy to onboard (incl.distributors/VARs)
- Role-based access to information
Sales & Service reps productivity
Revenue& margin growth
% of active users in CRM vs. registered/eligible (Clickstream analysis)
Sales/Service/Business SupportFTE costas % of revenue
Revenue growth | Customer churn | Operating margin
Customer Satisfaction surveyscores linked to Net promoter
% share of wallet
Sales strategy
Customer acitivity planning
Client 360 visibility
- Installed equipment,pastsales, A/R balance,pastdue,Current
Opportunities in flight,margin/competitive information
Sales effectiveness/Increased
revenue
Sales reps productivity
Improved DSO
Customer satisfaction
Pipeline Growth | Average time to close deal|% ofTotal Revenue from New
Customers | Sales Transactions Where Cross/Up-sell Offered
Sales FTE Costas a % of Revenue
DSO | Bad debt write off | Creditnotes
Customer Churn | Average Discount| Customer Satresults
Sales strategy
Customer activity planning
Intelligent Classification and strategy
- Customer intelligence across multiple channels
- Segmentcustomers based on margin,propensityto buy, Target products for
the customer based on analytics
Sales effectiveness/Increased
revenue
Sales reps productivity
Customer satisfaction
Revenue Growth | Increased Win Rate/Deal Closure Rate (Pipeline/Revenue)
Sales FTE Costas a % of Revenue
Customer Churn | Average Discount
Pipeline size and quality
Customer activity planning Sphere of Influence
- Enhance customer/opportunityinformation by external data, incl.Social
networks
Sales reps productivity Sales FTE cost as % of revenue
increased # of competitive wins
Improved Win Rate/Deal Closure Rate
Customer activity execution Usability – alternative inputs of information
- Capture contacts (OCR), synchronize with Google contacts, calendar,
activities easily(Voice), annotate notes with pictures/video (compet.products),
share mktg materials via JAM
Sales reps productivity Sales FTE cost as % of revenue
Reduction in time spend entering CRMactivities
Improve Avg time to close deals
Cust.ac-ty execution GIS enablement of sales calls Sales reps productivity # of sales calls(activities)/rep/month
Customer activity planning
Quote-to-Cash
Collaboration
- Share information using a web portal across entire team
- Codify bestpractices,competitive plays across entire organization.
Sales effectiveness/Increased
revenue
Improve Win Rate | Deal closure rate
Quote-to-Cash Integrated workflow with visibility into margin and abilityto approve margins
using Vendavo Deal Manager
Sales effectiveness/Increased
revenue
Reduce Quote creation cycle time | Reduce Avg Discountrate/Improve Margin
Quote-to-Cash Automated creation of quotes and proposals
- Integrated to back end SAP ERP
Sales effectiveness/Increased
revenue
Reduced Quote creation cycle time | Reduce # of calls to back office for quote
creation
Sales pipeline management Real time analytics on a mobile/desktop vs batch mode – real time queries
to provide real time information
Sales effectivenes/Increased
revenue
Improve Average time to close deals
Forecastaccuracy (% actual of forecast)
Pipeline size and quality (velocity) - Pipeline aging reports

16. Service requirements enable productivity and lower costs
Cost of service
Inventory turnover
Improved DSO
Service rep
productivity
Customer satisfaction
Integrated Solution CRM for Sales & Service and 3rd party
- One UI for all devices
- Easy to onboard (incl. 3rd party installers)
- Role-based access to information
Visibility to customer interactions - Current sales activities, A/R, escalations
Integration with back end systems
- Access to service records, equipment master data, service orders…
Integrated to Service Scheduling Software (ClickSoft)
GIS enabled service calls
Telephony integration/Collaboration using Video with other service personnel
Knowledge base
- Access to tech repair information, manuals to Improve using of service time
Visual aids to diagnose/fix issues
- To enable customers, distributors, 3rd party reps
Internet of Things
- Ability to diagnose, predict and proactively schedule service before failure
Manage installs using Project functionality
- Track install progress, improve resource utilization across multiple projects.
Capture Value added activities – report on value creation
Ability to record activities easily on ONE Platform - Integrated seamlessly to ERP
Impact Requirement/enabler Benefit area

17. Service requirements impact tracking KPIs
Process Step Requirement/enabler Impact Benefit area (used in business case) KPI's (can be used for value realization tracking)
Overall Integrated Solution CRM for Sales & Service and 3rd party
- One UI for all devices
- Easy to onboard (incl.3rd party installers)
- Role-based access to information
CRM adoption
Service and sales rep productivity
Costof service
Sales/Service/Business SupportFTE costas % of revenue
Service costs as % of revenue
Logins/updates byService user/week
Request
validation
Visibility to customer interactions
- Currentsales activities,A/R, escalations
Service and sales rep productivity
Improved DSO
# of emergencyservice visits
DSO | Bad debt write offs. Down time,First time fix. Benchmark based on task
Request
validation
Integration with back end systems
- Access to service records,equipmentmaster data,service
orders…
Service rep productivity
Inventory turnover
# of closed tickets per Service rep | Average time for open ticket | # of emergency
service visits
DII for spareparts inventory
Visit schedulingIntegrated to Service Scheduling Software (ClickSoft) Service rep productivity Service costs as % of revenue |# of calls per service rep/week| # of closed tickets
per Service rep | Average time for open ticket|
Visit schedulingGIS enabled service calls Service rep productivity Service costs as % of revenue | # of closed tickets per Service rep | Average time for
open ticket
Execution Telephony integration/Collaboration using Video with other
service personnel
Service rep productivity Service costs as % of revenue | # of closed tickets per Service rep
Execution Knowledge base
- Access to tech repair information,manuals to Improve using of
service time
Service rep productivity Service costs as % of revenue | # of closed tickets per Service rep| reduction in # of
emergencyservice calls
Execution Visual aids to diagnose/fix issues
- To enable customers,distributors,3rd
party reps
Service rep productivity Service costs as % of revenue | # of closed tickets per Service rep
Execution Internet of Things
- Ability to diagnose,predictand proactively schedule service before
failure
Costof service
Customer satisfaction
Service costs as % of revenue
Customer churn |Average discount
Execution Returns processing
- Available in a seamless mobile,web enabled application integrated
to ERP
Costof service Costof return management(# of hours spenton returns)| Reduce # of Customer
Disputes | Reduction in Customer Credits
Execution Manage installs using Project functionality
- Track install progress,improve resource utilization across multiple
projects.
Costof service
Customer satisfaction
Costper 1 installation | Average duration of 1 installation
Customer churn |Average discount
Reporting Capture Value added activities – report on value creation Customer satisfaction
Service rep productivity
Customer churn |Improve Av. Selling Price (Food Care)
% of time spenton reporting
Reporting Ability to recordactivities easily on ONE Platform
- Integrated seamlesslyto ERP
Service rep productivity % of time spenton reporting | # of closed tickets per Service rep

18. SUMMARY
• Stakeholder buying/engagement is key for Transformation.
• Aligning Business Requirements to a Valueg based Outcomes is key to creating a rollout strategy/plan
• Agreement on KPI’s on measuring Program success enables us to establish a Baseline Measurement,
Identify Areas of Improvement and after go-live measure if Value has been achieved
• Designingfor the Future – while Business Requirements are for the next 2-3 years, always understand
and take into account future business trends such as IoT, Big Data, Predictive Analytics, Customer
Centricity etc into solution design.