John Burton
Maximizing Your SAP CRM Interaction Center ®
www.sap-press.com
Bonn
�
Boston
Contents at a Glance
1
Introduction ............................................................................
21
2
Computer Telephony Integration (CTI) and Multi-Channel Integration .............................................................................
49
3
IC User Interface and Technology ...........................................
81
4
IC Marketing ........................................................................... 115
5
IC Sales .................................................................................... 153
6
IC Service ................................................................................. 183
7
IC Management and Analytics ................................................ 221
8
Interactive Scripting ................................................................ 263
9
Rule Modeler and Category Modeler ...................................... 295
10 Back-Ofce Interaction Centers for Industries and Shared Services ....................................................................... 337 11 Partnerships and Certications ............................................... 367 12 Frequently Asked Questions .................................................. 385 13
Conclusion ............................................................................... 413
A
SAP Partners ............................................................................ 437
B
The Author ............................................................................... 453
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Contents
Dedication ................................................................................................. Acknowledgments .....................................................................................
1 Introduction .............................................................................. 1.1
1.2
1.3
1.4
1.5
Terminology ................................................................................ 1.1.1 Call Center, Contact Center, Interaction Center ................. 1.1.2 Interaction Center Employees – Agents, CSRs, TSRs .......... Functions of an Interaction Center .............................................. 1.2.1 The Interaction Center is the Front Door ......................... 1.2.2 The Interaction Center is the Emergency Room ................. History and Evolution of Interaction Centers ............................... 1.3.1 History of the Call Center ................................................. 1.3.2 From “Call Center” to “Interaction Center” ....................... 1.3.3 Evolving Metrics and Mindsets ......................................... 1.3.4 Modern Metrics ............................................................... 1.3.5 Leveraging Economies of Scale via Consolidated Call Centers ............................................................................. 1.3.6 Leveraging Efciency via Shared Service Centers ............... 1.3.7 Outsourcing and Homesourcing ........................................ 1.3.8 The Typical Interaction Center .......................................... The SAP CRM Interaction Center ................................................ 1.4.1 The History of the Interaction Center ................................ 1.4.2 The Interaction Center Moves from SAP GUI to the Web Browser .................................................................... 1.4.3 Capabilities of the SAP CRM Interaction Center ................ Summary ....................................................................................
5 19
21 22 22 24 24 24 25 26 26 27 28 29 31 32 34 36 39 40 41 44 48
2 Computer Telephony Integration (CTI) and Multi-Channel Integration ............................................................................... 49 2.1
Telephony ................................................................................... 2.1.1 Queuing ........................................................................... 2.1.2 Call Treatment .................................................................. 2.1.3 Routing ............................................................................
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50 51 51 51
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2.2
2.3
2.4 2.5
2.6 2.7
2.8
Computer Telephony Integration (CTI) ........................................ 2.2.1 Automatic Number Identication (ANI) Lookup ............... 2.2.2 Dialed Number Identication Service (DNIS) .................... 2.2.3 Interactive Voice Response (IVR) and Voice Portals ........... 2.2.4 Screen Pop ....................................................................... 2.2.5 Call-Attached Data (CAD) ................................................. 2.2.6 Softphone Control ............................................................ 2.2.7 Screen Transfer ................................................................. 2.2.8 Outbound Dialing Integration (Preview, Progressive, and Predictive/Power Dialing) ................................................. Multi-Channel Integration .......................................................... 2.3.1 Email ............................................................................... 2.3.2 E-Mail Response Management System (ERMS) & Web Forms ....................................................................... 2.3.3 Fax, Letter, and SMS ......................................................... 2.3.4 Web Chat ........................................................................ SAP’s Multi-Channel Integration Strategy ................................... 2.4.1 SAP’s Certied Multi-Channel Interfaces .......................... SAP’s Multi-Channel Partners ..................................................... 2.5.1 PBX/ACD Switches ........................................................... 2.5.2 Communication Management Software (CMS) Products ... SAP Business Communications Management (BCM) .................... Adding CTI or Multi-Channel Integration to an Existing Project ... 2.7.1 Building a Business Case for CTI/Multi-Channel Integration ...................................................................... 2.7.2 Implementing CTI or Multi-Channel Integration ............... Summary ....................................................................................
3 IC User Interface and Technology ............................................. 3.1 3.2
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Browser Versions and Settings ..................................................... Interaction Center User Interface ................................................ 3.2.1 Title Bar ............................................................................ 3.2.2 Context Area .................................................................... 3.2.3 Communication Toolbar ................................................... 3.2.4 Scratch Pad ....................................................................... 3.2.5 System Messages .............................................................. 3.2.6 Navigation Bar & Index Page ............................................ 3.2.7 Breadcrumbs ....................................................................
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52 52 53 54 55 57 57 59 60 60 61 63 64 66 69 69 71 72 74 76 77 77 78 79
81 82 83 84 84 86 87 88 89 92
Contents
3.3 3.4
3.5
3.6
3.2.8 Agent Dashboard ............................................................. 3.2.9 Broadcast Messaging ........................................................ Interaction Record ...................................................................... Getting the Interaction Center Up and Running .......................... 3.4.1 CRM Business Role/IC WebClient Prole .......................... 3.4.2 Navigation Bar .................................................................. 3.4.3 Transaction Launcher ........................................................ 3.4.4 HR Organizational Model ................................................ Architecture and Technology ....................................................... 3.5.1 BOL/GenIL ....................................................................... 3.5.2 BSP Applications .............................................................. Summary ....................................................................................
92 93 94 97 98 100 103 107 108 108 109 112
4 IC Marketing ............................................................................. 115 4.1 4.2
4.3
4.4 4.5
4.6
4.7 4.8
Campaigns .................................................................................. Call Lists and Planned Activities .................................................. 4.2.1 Call List Creation .............................................................. 4.2.2 Planned Activities Creation ............................................... 4.2.3 Processing Call Lists from the Interaction Center ............... 4.2.4 Do Not Call List Integration .............................................. Outbound Dialing ....................................................................... 4.3.1 Manual Outbound Dialing ................................................ 4.3.2 Preview Dialing/Auto Dialing ............................................ 4.3.3 Power Dialing/Progressive Dialing .................................... 4.3.4 Predictive Dialing ............................................................. Interactive Scripting .................................................................... Questionnaire/Survey and Lead Integration ................................. 4.5.1 Survey Integration ............................................................ 4.5.2 Lead Integration ............................................................... Marketing-Based Product Proposals ............................................ 4.6.1 Maintaining Accessories and Spare Parts (Service Parts) .... 4.6.2 Maintaining Cross-Sellers, Up-Sellers, and Down-Sellers ... 4.6.3 Using Product Proposals in the Interaction Center ............ SAP Real-Time Offer Management (RTOM) ................................. Summary ....................................................................................
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116 120 121 124 126 129 131 133 133 134 134 135 136 137 138 142 143 145 148 149 150
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5 IC Sales ..................................................................................... 153 5.1 5.2
5.3
5.4 5.5 5.6 5.7
Leads and Opportunities ............................................................. Searching for Products ................................................................ 5.2.1 Standard Product Search ................................................... 5.2.2 Product Catalog ............................................................... 5.2.3 Add-to-Cart Button and Product List Preview .................. IC Sales Transactions ................................................................... 5.3.1 Sales Order for Interaction Center ..................................... 5.3.2 Sales Ticket for Interaction Center .................................... 5.3.3 PC-UI Sales Order ............................................................ 5.3.4 R/3 Sales Order for Interaction Center .............................. 5.3.5 ERP Sales Order for Interaction Center ............................. 5.3.6 CRM WebClient ERP Sales Order ..................................... 5.3.7 CRM WebClient Sales Order ............................................ Congurable Products ................................................................. Product Proposals ....................................................................... Available-to-Promise (ATP) and Pricing ....................................... Summary ....................................................................................
155 157 158 161 165 166 166 168 170 171 172 173 175 176 178 180 181
6 IC Service .................................................................................. 183 6.1 6.2
6.3 6.4 6.5 6.6 6.7 6.8
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About Help Desks ....................................................................... Information Help Desk ................................................................ 6.2.1 Customer Identication and Registration .......................... 6.2.2 Product Identication and Registration ............................. 6.2.3 Customer Overview and Details ........................................ 6.2.4 Knowledge Search ............................................................ Service Order Management ........................................................ 6.3.1 IC Service Order .............................................................. Service Desk (for External Customers) ......................................... Complaint Management ............................................................. Case Management ...................................................................... A Few Words About Self Service ................................................. Summary ....................................................................................
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184 184 186 189 193 197 204 205 208 212 216 219 220
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7 IC Management and Analytics ................................................. 221 7.1
7.2
7.3
7.4
7.5
7.6 7.7
Monitoring Operations ............................................................... 7.1.1 Business Transaction Assignment ...................................... 7.1.2 IC Manager Dashboard ..................................................... 7.1.3 E-Mail Status Overview & E-Mail Volume ......................... Managing Operations ................................................................. 7.2.1 Business Transaction Assignment ...................................... 7.2.2 E-Mail Workbench ........................................................... 7.2.3 ERMS Simulator ............................................................... 7.2.4 Business Role Assignment ................................................. 7.2.5 E-Mail Status Overview .................................................... 7.2.6 Broadcast Messaging ........................................................ 7.2.7 Call List Generation .......................................................... Knowledge Management ............................................................ 7.3.1 Categorization Schemas .................................................... 7.3.2 Document Templates ........................................................ 7.3.3 Mail Forms ....................................................................... 7.3.4 SDB Detailed Feedback .................................................... 7.3.5 SDB Usage Report ............................................................ 7.3.6 SAF Compilation Administration ....................................... Process Modeling ....................................................................... 7.4.1 Alerts ............................................................................... 7.4.2 Rule Policies ..................................................................... 7.4.3 Interactive Script Editor .................................................... 7.4.4 Scripting Evaluation .......................................................... Reports ....................................................................................... 7.5.1 Service Ticket Reports ...................................................... 7.5.2 Live Interaction Reports .................................................... 7.5.3 E-Mail Reports ................................................................. 7.5.4 Blended Analytics ............................................................. 7.5.5 Intent-Driven Interaction .................................................. Dashboards ................................................................................. Summary ....................................................................................
224 224 226 229 233 233 234 236 239 239 240 241 242 243 244 244 246 248 248 250 250 252 252 252 254 255 257 258 259 259 259 260
8 Interactive Scripting ................................................................. 263 8.1
Interactive Script Editor .............................................................. 264 8.1.1 Accessing the Interactive Script Editor .............................. 265
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8.2
8.3
8.4
8.1.2 Working with the Interactive Script Editor ........................ 8.1.3 Creating Scripts ................................................................ 8.1.4 Creating Objection Scripts ................................................ 8.1.5 Transporting Scripts .......................................................... Launching Interactive Scripts in the Interaction Center ................ 8.2.1 Manual Selection of Scripts .............................................. 8.2.2 Automatically Launching Scripts ....................................... Using Interactive Scripts in the Interaction Center ....................... 8.3.1 Questions and Answers .................................................... 8.3.2 Objection Scripts .............................................................. 8.3.3 Updating Master Data and Marketing Attributes .............. 8.3.4 Survey Integration ............................................................ 8.3.5 Creating and Qualifying Leads .......................................... 8.3.6 Chat Integration ............................................................... 8.3.7 Transferring Scripts ........................................................... Summary ....................................................................................
265 270 273 274 275 276 277 285 286 287 288 289 290 292 292 293
9 Rule Modeler and Category Modeler ....................................... 295 9.1 9.2
9.3 9.4
9.5
9.6
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Rule Modeler .............................................................................. E-Mail Response Management System (ERMS) ........................... 9.2.1 Send Auto Acknowledgement .......................................... 9.2.2 Auto Respond .................................................................. 9.2.3 Auto Prepare .................................................................... 9.2.4 Routing Actions ................................................................ 9.2.5 Integrating ERMS with Web Forms ................................... Order Routing (Ticket Dispatching/Escalation) ............................ Intent-Driven Interaction (IDI) .................................................... 9.4.1 Triggering and Terminating Alerts ..................................... 9.4.2 Launching Scripts ............................................................ 9.4.3 Navigation ........................................................................ 9.4.4 Additional Actions ........................................................... Category Modeler ....................................................................... 9.5.1 Multi-Level Categorization of Business Transactions .......... 9.5.2 Interaction Center Automation Using Categorization Schemas ........................................................................... Summary ....................................................................................
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296 299 300 301 303 304 310 312 315 319 320 321 323 324 328 331 334
Contents
10 Back-Ofce Interaction Centers for Industries and Shared Services ......................................................................... 337 10.1 Shared Service Centers ................................................................ 10.1.1 IT Help Desk .................................................................. 10.1.2 Employee Interaction Center .......................................... 10.1.3 Accounting Interaction Center (Consulting Solution) ...... 10.2 Industry Solutions ....................................................................... 10.2.1 Interaction Center for Utilities ........................................ 10.2.2 Telco Interaction Center ................................................. 10.2.3 Insurance Interaction Center (Consulting Solution) ......... 10.2.4 Automotive Interaction Center ....................................... 10.3 Summary ....................................................................................
338 339 346 351 354 354 358 361 361 364
11 Partnerships and Certications ................................................ 367 11.1 Types of SAP Partnerships and Certications ............................... 11.1.1 SAP Software Solution Partners ...................................... 11.1.2 SAP Service Partners ....................................................... 11.2 Contact Center Infrastructure Partners ........................................ 11.2.1 Genesys Telecommunications Laboratories ..................... 11.2.2 Avaya Inc. ...................................................................... 11.2.3 SAP Business Communications Management (BCM) Software ......................................................................... 11.3 Workforce Optimization Partners ............................................... 11.3.1 Verint Systems ............................................................... 11.4 Systems Integration/Consulting Partners ..................................... 11.4.1 ecenta ............................................................................ 11.4.2 Axon Consulting ............................................................. 11.4.3 The Principal Consulting (TPC) ....................................... 11.4.4 Sparta Consulting ........................................................... 11.4.5 iServiceGlobe ................................................................ 11.4.6 MindTree Consulting ...................................................... 11.4.7 EoZen ............................................................................ 11.4.8 enapsys .......................................................................... 11.4.9 SAP Consulting ............................................................... 11.4.10 The “Big 5” .................................................................... 11.5 Summary ....................................................................................
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368 368 371 373 374 374 375 376 377 378 378 379 379 380 380 380 381 381 382 382 383
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12 Frequently Asked Questions ................................................... 385 12.1
12.2
12.3
12.4
12.5
12.6
16
User Interface and Framework Questions ................................... 12.1.1 Browsers That are Supported ......................................... 12.1.2 Windows Vista Support .................................................. 12.1.3 Interaction Center Requirement for a J2EE Server ........... 12.1.4 JRE Requirements ........................................................... 12.1.5 ActiveX Browser Plug-Ins ............................................... 12.1.6 Extranets, VPNs, and Firewalls ........................................ 12.1.7 WinClient or WebClient ................................................. 12.1.8 WebDynpro Usage or Future Plans ................................. 12.1.9 Spell-Check Integration .................................................. Migration/Upgrade Questions ..................................................... 12.2.1 Effort Required to Migrate from WinClient to WebClient 12.2.2 WinClient Availability in CRM 2006s/CRM 2007 ............ 12.2.3 PC-UI Availability in CRM 2006s/CRM 2007 .................. 12.2.4 Effort Required to Upgrade from CRM 2005 to CRM 2006s/CRM 2007 ........................................................... 12.2.5 Automated Tool for Converting PC-UI Screens to BSP .... 12.2.6 Problem/Solution Maintenance in WebClient ................. 12.2.7 Call List Maintenance in WebClient ................................ Performance and Benchmarking Questions ................................. 12.3.1 High-Volume IC Customers ............................................ 12.3.2 System Performance of IC WebClient Compared to IC WinClient ....................................................................... 12.3.3 Performance Benchmark Tests .......................................... CTI Questions ............................................................................. 12.4.1 Certied CTI Hardware (PBX/ACD) and Software ............ 12.4.2 How to Congure CTI ..................................................... 12.4.3 How to Identify Account via Call Attached Data (CAD) ... 12.4.4 How to Congure the CCSUI Tool ................................... 12.4.5 SAPphone or ICI ............................................................. ITIL and IT Service Desk Questions ............................................. 12.5.1 ITIL Certication ............................................................ 12.5.2 Interaction Center or Solution Manager ......................... 12.5.3 Business Process Outsourcing ......................................... Workforce Management (WFM) Questions ................................. 12.6.1 SAP and Workforce Management (WFM) Functionality ..
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385 386 386 386 387 387 387 388 388 388 389 389 390 390 390 391 392 392 392 393 394 394 394 395 395 396 397 397 398 398 398 399 399 400
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12.6.2 The Size of an Interaction Center That Needs WFM ........ 12.6.3 Call/Screen Recording or Quality Monitoring Functionality .................................................................. 12.7 “Which One Should We Choose” Questions ............................... 12.7.1 Employee Interaction Center: CRM or HCM ................... 12.7.2 CRM Billing or ERP Billing .............................................. 12.7.3 Interaction Record, Service Ticket, Service Order, Complaint, Case ............................................................ 12.7.4 Creation or Suppression of the Interaction Record .......... 12.7.5 Sales Order, Sales Ticket, ERP Sales Order, R/3 Sales Order ............................................................................. 12.7.6 Alerts, System Messages, Broadcast Messages ................ 12.7.7 JavaScript or ABAP for Multi-Level Categorization .......... 12.7.8 IC Knowledge Search or SAP NetWeaver Knowledge Management .................................................................. 12.8 Bonus: Top 20 SAP Notes for the Interaction Center .................. 12.9 Summary ....................................................................................
400 400 401 401 402 403 404 405 407 408 408 409 410
13 Conclusion ................................................................................ 413 13.1 Real Customers, Real (Short) Stories ............................................ 13.1.1 ICICI Prudential AMC, Presented by MindTree ............... 13.1.2 Sloan Valve Company, presented by Sloan Valve Company ........................................................................ 13.1.3 “CAD-CAM Systems,” Presented by ecenta ..................... 13.1.4 Data Domain Presented by ecenta ................................. 13.1.5 Eclipse Aviation, Presented by Eclipse Aviation ............... 13.2 A Case Study: Portugal Telecom .................................................. 13.2.1 Service Ticket Processing ................................................ 13.3 SAP Future Roadmap and Strategy .............................................. 13.3.1 Upgrade Strategy ............................................................ 13.3.2 CRM 2007 Interaction Center New Features .................. 13.3.3 SAP Roadmap for the Interaction Center ........................ 13.3.4 SAP Long-Term Future Strategy of the Interaction Center .......................................................... 13.4 Thank You! .................................................................................
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413 414 416 417 419 420 421 422 428 429 431 433 435 436
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Appendices ....................................................................................... 437 A SAP Partners ........................................................................................ A.1 Avaya .......................................................................................... A.1.1 Company Overview .......................................................... A.1.2 Value Proposition ............................................................. A.1.3 Core Areas of Expertise ..................................................... A.2 Axon Consulting ......................................................................... A.2.1 Company Overview .......................................................... A.2.2 Value Proposition ............................................................. A.3 ecenta ........................................................................................ A.3.1 Company Overview .......................................................... A.3.2 Value Proposition ............................................................. A.3.3 Core Areas of Expertise ..................................................... A.3.4 Core Industries ................................................................. A.4 enapsys ....................................................................................... A.4.1 Company Overview .......................................................... A.4.2 Value Proposition ............................................................. A.4.3 Core Industries ................................................................. A.5 EoZen ......................................................................................... A.5.1 Company Overview .......................................................... A.5.2 Value Proposition ............................................................. A.5.3 Core Areas of Expertise ..................................................... A.6 Genesys ...................................................................................... A.6.1 Company Overview .......................................................... A.6.2 Core Areas of Expertise ..................................................... A.7 MindTree .................................................................................... A.7.1 Company Overview .......................................................... A.7.2 Value Proposition ............................................................. A.7.3 Core Areas of Expertise ..................................................... A.7.4 Core Industries ................................................................. B The Author ...........................................................................................
439 439 439 440 440 442 442 442 443 443 443 444 445 445 445 446 446 447 447 447 448 448 448 448 449 449 449 449 451 453
Index ...........................................................................................................
455
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