A Case Study: Benefits Realisation in Banking with SAP CRM

2008, Cognizant Technology Solutions. All Rights Reserved. The information contained herein is subject to change without notice.

Summary
Achievements Overall business efficiency increased by 30%. Sales Executives DOUBLED prospect conversion ratio. Some projects Firsts Deployment of SAP CRM v5 in Banking. Integration of SAP CRM v5 with Blackberry in Banking.

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Agenda
Our customer. Their business and IT challenges. Solving these challenges with SAP CRM. The benefits we realised. Overcoming challenges in SAP CRM programmes. Q&A. Close.

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Our Customer
Leading Bank focusing on Wealth Management. Provides a full complement of Banking, Trust and Investment services. Specialized and highly personalized services and complete financial solutions for:
Small- and mid-size businesses. Affluent individuals, professionals and entrepreneurs.

60 offices, including full-service Regional Centers.

2008, Cognizant Technology Solutions.

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Their Business and IT Challenges

Business Challenges Technology doesnt support the way in which the sales team work. High proportion of sales time spent administering data. Lack of common / standardised processes for sales and marketing inconsistent customer engagement processes - lost business opportunities. No single view of the customer / prospect. Information held in silos. No sales / marketing insight based on actual data. IT Challenges Heterogeneous mix of sales and marketing applications results in high costs and difficulty in maintenance. No synchronization of master data across sales and marketing. Users required to refer to multiple source systems for different information. Lack of flexibility to adapt to business change / new requirements.
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Complex Legacy Architecture

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Solving these challenges with SAP CRM

Desired Characteristics
Robust: Support current user base of 1200 and also be scalable in the future. Single Platform: Common platform provides significant tactical and operational benefits, including standardization of sales & marketing processes, training and support. Best Practices: System should provide insight into industry best practices. Innovative: Allow remote devices in use by the sales force (i.e. Blackberry / Laptop) to performed asynchronous updates. Simple Data Model: Centralization of client and prospect data. Holistic reporting capabilities on both the departmental and enterprise-wide level.

SAP CRM provides a proven, scalable, standalone, enterprise strength sales & marketing application with built in best practice processes which can be accessed from common mobile devices and uses a single data model.

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Solving these challenges with SAP CRM

Phase 1: Sales Force Automation
Account & Contact Management. Opportunity Management. Activity Management (Referral/Visit/Call).

No. of Users No. of Concurrent Users

1200 600

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Solving these challenges with SAP CRM

Phase 2: Marketing
Campaign Management & Segmentation. Campaign Responses. External List Management. Lead & Prospect Management.

No. of Users No. of Concurrent Users

700 200

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SAP CRM Architecture

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Benefits Realized
Overall business efficiency increased by 30% !
Standardization
by streamlining business processes (calls handled by representatives increased by 100%). by deploying technology that aligns with the clients standard sales processes. of sales-force & marketing processes onto a single, integrated environment. reap the benefits of centralized master data and transaction management. consistency in sales processes lead to greater predictability in customer response.

Consolidation and Simplification

improved analytics, e.g. sales projections, win ratio etc. elimination of many unnecessary business process steps. elimination of errors due to manual upload of data and duplication of efforts. de-duplication of master data, ensuring better operations & reporting for sales and marketing.

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Benefits Realized
Sales Executives DOUBLED prospect conversion ratio ..!
Flexibility
sales force work the way they want to work. update data from anywhere, using any device (Blackberry, Laptop, Desktop, Home PC). sales-force is freed up from maintaining customer data.

Insight
deeper account penetration, increased yield vs potential of existing clients. increased ability to meet customer demands and ward-off stiff competition. lever and share prospects and client data for marketing, cross-sell / up-sell, research, analytics. manage campaigns by channelizing the review process and better handling of customer responses.

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Overcoming challenges in SAP CRM programmes

Situation Change Management: Client was new to package implementation processes and was apprehensive about change management / adoption of a packaged solution. User Acceptance / Adoption: Client was used to a 100% fix, bespoke environment. The SAP look & feel (People Centric User Interface) and the display of data in the standard screens were new to the Client. Performance of the system in field: The system is used by the field agents through their mobile devices, real time availability of data at the right time, in the right place, anytime and always was seen as a challenge. Resolution Efforts were taken to convince the top management and users about SAP CRM benefits and value addition. The stakeholders were taken through extensive demos with business relevant examples. This was overcome by developing some new screens, and making data field additions to existing screens in order to minimize the differences in look & feel of SAP CRM and the legacy applications, and provide the minimum number of screens per transaction. The system was delivered on high performance databases and applications which were developed and maintained for the Client. Extensive analysis of each deliverable was done to segregate efficient applications. Extensive performance testing was done on each application.

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Overcoming challenges in SAP CRM programmes

Situation Data Migration: Data Migration saw major challenges in terms of data sharing owing to its confidentiality. This had impact on the testing and validation of Data Migration entities. Resolution A comprehensive Data migration testing strategy was followed. The entities were developed in Development environment and tested with sample data which had all the confidentialities Masked. Then these entities were tested by the business user with real data in the QA system under an agreed security framework. Coaching on the nuance of the Global Delivery Model and setting realistic expectations in terms of delivery, culture and other parameters such as data security, communication protocols, background checks helped overcome this challenge.

Perceptions about the Global Delivery Model: This was the clients first engagement using the global delivery model and a lot of obstacles were faced early on, both at operational and cultural levels.

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Ready-to-Run SAP CRM Solution for Banking

N A T S D

E K A T

A W A

EM D Y

V A O

E L B A L I A

FRO

G O C

T N A Z I N

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Who is Cognizant ?
Founded 1994, Dun & Bradstreet Leading global services provider Fourth largest & fastest growing Born global, proven delivery model Passion for customer intimacy 43 out of Fortune 100 as clients

Scale to deliver Revenues: $2 Billion+ (forecast $2.95bn) Employees: 57,000+ (forecast 70,000) Customers: 445+ (forecast 500) Over 35 global delivery and development centers Based in Teaneck, NJ (CTSH, Nasdaq, S&P 500)

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What makes Cognizant different in SAP...?

DEEP RELATIONSHIPS WITH OUR CUSTOMERS
3400+ SAP consultants world-wide with domain, technology and subject matter expertise, plus 1000+ in our SAP Ecosystem and 900+ Business Objects resources. Delivery experience across 80+ clients. SEI CMMi Level-5 & 6- Quality standards. SAP Delivery centres in India, China, Argentina and Eastern Europe.

DELIVERING VALUE TO OUR CUSTOMERS

Verticalized SAP Delivery team for better focus on industry-specific requirements. Robust Tools & Methodologies; Investments in proprietary tools and solution accelerators.

360 DEGREE RELATIONSHIP WITH SAP

Board-level Relationship SAP Labs Relationship; NetWeaver OTC (Offshore Testing Center) SAP Services Partner SAP Education Partner SAP R2R CRM for Banking Partner Port at Waldorf; Ranked 3rd worldwide on SAP SDN Customer solutions: POCs, Prototypes, Training, Demos

Dedicated SAP COEs for Industry solutions, as well as technologies (NetWeaver, CRM, SRM, Solution Manager etc.). Ready-to-deploy on-premise SAP solutions & templates. PBNW (Powered by NetWeaver) industry and crossindustry solutions. TwP (Transform While Perform) array of services for leading-edge SAP solutions. Dedicated Global Delivery Centers for SAP services in Argentina, India and Europe.
Cognizants SAP Competency, Methodologies and Tools would equip your organization to get the best out of your SAP systems. Cognizants flexible and tailored solutions, based on 4th Generation Outsourcing model, can provide you with solutions that meet all parameters of seamless execution, customer satisfaction, best practices, and cost-benefits.

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Q&A

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Thank You!

2008, Cognizant Technology Solutions. All Rights Reserved. The information contained herein is subject to change without notice.