SAP Customer Success Story

Siemens mobile, a market leader in mobile networks, is breaking new ground in sales and marketing. In 2001, the field sales team implemented the mobile sales capability of mySAP Customer Relationship Management (mySAP CRM) to support this specialized trade. In September 2002, Siemens mobile extended its CRM solution with marketing analytics and campaign management capabilities. SAP Consulting supported Siemens mobile in the successful implementation of both projects.

SIEMENS mobile
MORE POWER IN SALES AND MARKETING WITH mySAP CRM

Siemens mobile covers the complete range of mobile solutions, including mobile devices, network infrastructure, and mobile applications. Its product line includes mobile telephones, messaging, location-dependent services, and solutions for mobile payment. The company, headquartered in Munich, Germany, has approximately 28,600 employees worldwide, and generated sales of 11 billion in the 2002 (September 30) fiscal year.
MEET DIVERSE CHALLENGES WITH SAP SOLUTIONS

In the mobile sales market, it is essential for a company to compile information about its end customers. To support its sales and marketing team in this business process, Siemens mobile is relying on forward-looking IT solutions. In the spring of 2001, Siemens mobile went live with the mobile sales capability of mySAP Customer Relationship Management (mySAP CRM) to support the German field sales team. The deciding factors in favor of the SAP application were the solutions seamless integration with the existing SAP R/3 Enterprise software and its innovative technology.

MORE FLEXIBILITY FOR THE FIELD SALES TEAM

ACCESS TO END-CUSTOMER DATA IN ALL LANGUAGES

mySAP CRM gives us a secure basis for seamless communication between HQ and the field sales team, says Dr. Heinz Baur, SAP CRM mobile sales project lead at Siemens mobile. The situation was very different before the implementation. The company needed to replace its stand-alone solutions with standardized, universal sales processes. The most important aspect is that field sales personnel, who previously documented their activities on paper, have been equipped with laptops and can now enter and send customer data and initiate sales campaigns electronically at any time.
IMPROVEMENTS IN CONSULTING AND SERVICE QUALITY

A new era in global marketing started at Siemens mobile in September 2002, when the company went live with their CRM solution. To support international marketing activities in the business-to-customer area, Siemens mobile needed to compile data from different sources all over the Siemens mobile world into one system. Because the data is recorded in different languages, Unicode technology had to be implemented to use the data globally. Because Unicode reconciles different character sets, including Chinese and Japanese, it is an essential prerequisite for recording and exchanging customer data in different languages on a worldwide scale.
SAP CONSULTING WITH COMPETENCY AND TRUST

Field sales employees draw on a wealth of information for customer relationship management. They manage their daily tasks, such as data maintenance on contact persons, customer activity monitoring, mailings, and advertising campaigns, using activity management. In addition, a sophisticated reporting process ensures that information is transparent and up-to-date. Field sales employees can compare plan fulfillment or deviation per customer, and they can use market data from third-party administrators. It lived up to all our expectations, says Baur. mySAP CRMs comprehensive range of functions supports targeted sales activities and improves our market activities. However, the story doesnt end here. The positive experience in the sales area was a decisive factor in the implementation of mySAP CRM for global marketing of mobile phones.

Siemens mobile relied on the competency and experience of SAP Consulting to support them during their mySAP CRM project. The company chose SAP Consulting not only for their successful teamwork on previous SAP projects, but also because their consultants had in-depth industry knowledge and extensive expertise with SAP solutions. Because the mySAP CRM implementation was technically very demanding, the close connection between SAP Consulting and product development was a key advantage. According to Baur, one source for both the solution and consulting made it possible to implement individual requirements in the customer solution quickly and accurately, and to take the most recent developments into account.

ACCURATE PICTURE OF THE CUSTOMER

AT A GLANCE
Customer Siemens mobile, a leading global enterprise in mobile networks Optimize sales for specialized trade and support global marketing for end customers with a standard CRM solution mySAP CRM Fujitsu Siemens computer

With mySAP CRM, Siemens mobile is setting the course for a worldwide standardization of a heterogeneous system landscape. Customer data, which can originate from a worldwide call center, online registrations, and indirect sales via marketing partners, is now brought together in one system. The fact that mySAP CRM is closely integrated with mySAP Business Intelligence ensures that the marketing and sales departments have access to detailed analyses about customer response to specific campaigns. These evaluations also called analytical CRM enable the continual adjustment of marketing strategies as soon as required, based on current market and customer data. mySAP CRM provides Siemens mobile with an accurate picture of each customer, says Dr. Stefan Marx, SAP CRM marketing project lead at Siemens mobile. This enables us to determine target groups more accurately and, as a consequence, we can design marketing campaigns tailored to address their needs. In addition, marketing campaigns can be coordinated across country borders an essential factor to increasing the effectiveness of campaigns while keeping costs to a minimum. In the future, marketing employees in different countries will access customer data in their relevant language, start the corresponding marketing activities, and contact their end customers using a wide range of communication channels. External marketing agencies can be included in these activities in a supporting role. It is easy to determine how successful a marketing campaign has been. Each customers response is recorded and analyzed so that the company can decide which follow-up activities to execute. The results of the analyses are the basis for future campaigns, and enable the accurate determination of target groups.

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WITH THE CUSTOMER IN MIND

The standardized system landscape gives employees the customer data they need at the click of a button. This creates a basis for addressing end customers in their specific target groups. Central access to customer data, global implementation of marketing campaigns, and comprehensive analyses combine to make marketing the cornerstone of customer relationship management that is looking to the future.

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