The replacement of the old CRM system was intended to make daily work easier for the employees of Bochum Wirtschaftsentwicklung while reducing administrative activities. With SAP Customer Experience, processes can now be carried out intuitively and deals can be concluded more quickly. 

Bochum Wirtschaftsentwicklung is a service provider that supports companies in their efforts to locate, invest or modernize in Bochum. What’s more, Bochum Wirtschaftsentwicklung provides advice on saving resources and optimizing processes, and it helps start-ups to apply for funding and building networks.

The existing CRM system was getting on in years and no longer adequately supported the extensive tasks carried out by Bochum Wirtschaftsentwicklung. The switch to SAP Customer Experience (SAP CX) was intended to reduce administrative work and therefore make processes more efficient.

SAP Customer Experience – One Solution for all Business Areas

The implementation of an independent CRM Excellence Test served as a decision-making aid when selecting a suitable CRM system. Camelot ITLab built an holistic SAP CX test scenario for this test, focusing on marketing, sales, service and integration. Based on this, the management of Bochum Wirtschaftsentwicklung chose SAP’s CRM system with Camelot as the ideal implementation partner.

With the intelligent integration of processes as well as communication, collaboration and social media, SAP CX makes work easier for employees in many areas, such as customer and activity management. Above all the implementation of new, innovative marketing processes were a decisive factor for the sales department and management with regard to the introduction of SAP CX.

Requirements for the New Solution

For Bochum Wirtschaftsentwicklung, it was important to transfer the existing data from the legacy system into the new SAP CX solution and to integrate the processes of the different departments. The requirements of Bochum Wirtschaftsentwicklung included activity, opportunity, lead and order management. These business processes can be fulfilled with the standard approach offered and the functionalities of the SAP Sales Cloud. A function extension was only required for the automation of a few fields.

The specific requirements and the needs of sales and the different departments were covered by a newly established, opportunity-based sales cycle, which was simplified by different document types in the customer orders.

Implemented Solution

In order to meet the requirements of Bochum Wirtschaftsentwicklung, the master and transaction data of the legacy CRM system FlowFact, together with processes and functionalities mapped therein, had to be successfully transferred to the SAP Sales Cloud. In the legacy system of Bochum Wirtschaftsentwicklung, there was no business partner differentiation, and interactions between customers and employees were linked to one another using emails and notes. Properties or spaces were created as objects, which meant they behaved in a similar way to customers or employees, who related to one another other through activities. It was therefore particularly difficult to separate and structure the data. For this reason, the first task was to separate this information appropriately, clean up the master data, and then integrate and import it into the SAP Sales Cloud customer and activity management process in a structured manner. Rules and validations during customer creation also mean the company will be able to continue filling the customer base in a structured way in future, with meaningful contact information. For the “Parking” department, long-term parking contracts have been created in the form of customer orders, which can be printed out when concluding the contract with the customer.

The user interface of the opportunities had to be significantly modified, especially for processes regarding the brokerage of commercial space and in relation to start-up consultancy services. These areas needed additional fields for defining and entering the objects or start-ups when selling and renting space and property and when advising start-ups.

In order to meet the required marketing processes of Bochum Wirtschaftsentwicklung in full, marketing functionalities had to be added to the Sales Cloud. The solution was therefore extended with the “Marketing Segmentation Enhancement” add-on developed by Camelot, as well as with an interface to the email marketing software CleverReach. This approach made it possible to create an extended target group.

In the standard system, the target group members could only be determined on the basis of the business partner object (customer, contact person or private customer), however, it is now possible for Bochum Wirtschaftsentwicklung to take all business objects such as opportunities, leads and orders into account when making the selection. Queries such as “Find me all customers with opportunities whose expected value is greater than amount X” are now easy to perform. 

With the help of the CleverReach interface, target groups and campaigns can be synchronized from the SAP Sales Cloud to CleverReach, and mailing statistics and interactions can be synchronized from CleverReach to the SAP Sales Cloud and displayed clearly. A list of recipients is generated in CleverReach when a new subscriber registers for newsletters or events. Through the integration, a lead is automatically created in the SAP Sales Cloud, which ensures that no business is lost and the sales force can improve its performance.  

What’s more, a connection to snapADDY has been implemented. Among other things, this tool enables the scanning of business cards. This process generates leads, which can be converted into customers in the SAP Sales Cloud. Integration with Outlook makes it possible to synchronize emails and appointments between Outlook and the SAP Sales Cloud and, for example, enrich opportunities and sales orders with this information. External communication has also been enhanced with additional interfaces to OneOffixx template management and a document management system. 

The Result 

After just a few months of implementation, Bochum Wirtschaftsentwicklung is now using the system successfully. With the cloud-based SAP CX solution, business processes and tasks can now be handled much more efficiently. What’s more, the highest requirements for optimal customer centricity are met. 

Do you have the same needs as those mentioned above? Are you planning something similar? Then please feel free to get in touch with us! 

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