2014.04.22 expert session crm on sap hana @ expertum - how hana brings value in your crm processes

How HANA brings value in your CRM processes

Ingeborg BuyleProject Manager, Expertum

Luc BoodtsCompetence Lead BI, HANA, Expertum

Jürgen Thielemans, Solution Expert HANA, SAP

Intro

What SAP HANA brings on top of speed is changing the way we do business. And the service we can deliver to our customers.

HANA’s added value in the CRM processes lies in different areas:

increased performance

accelerated information processing

improved customer service

strategic insights that keep us that crucial one step ahead.

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“Let’s be clear - Improved process performance is a prerequisite to buy HANA.

But the story is a lot bigger than that. Now we can talk about the future.”

Today’s topics:

Our implementation experience of a HANA CRM Proof of Concept: the benefits tried and tested , the technical effort, the complexities, and the lessons we learned.

HANA Live: key in any HANA business case through fast, flexible and real-time reporting

Strategically building on HANA – once you’ve got the speed, what more can HANA offer a business?

Predictive Analysis

SAP CRM applications

Improved user experience through FIORI

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Our implementation experience of a HANA CRM Proof of Concept

The benefits tried and tested, the technical effort, the complexities, and the lessons we learned

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Customer Challenges: CRM performance

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Today

Since 6 years our customer is deploying a broad SAPCRM scope cross different countries.

Pre-sales functionality, being the most mature andfrequently implemented solution, is complemented withlimited Marketing & Service Management functionality.

Pre-Sales: Lead, Opportunity (including BW reporting), Quotation, Activity, Account & Contact Management

Services: CIC, Warranty, Complaint & Installed Base Management

Marketing: Campaign & List Management

Ongoing projects & future releases: Complex solution including Quote to Sales Order integration, Lead Management, Marketing extensions, enhanced Pipe-Line Reporting (BW), Field Service Management (including Service Notifications & Contracts,… )…

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CRM challenges

Current SAP CRM system, even after different code optimization efforts, still faces important performances issues on some key critical business transactions such as:

Complex quotation (+100 lines), creation, consultation, simulation including pricing

Complex flexible open inquiries using wild cards on the different implemented objects

CIC Account & Installed Base retrieval

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CRM challenges

Therefore our customer is considering putting CRM on HANA with 2 main purposes:

Improve the CRM performance (within the AS-ISusage)

Discover new business scenarios that will becomeachievable (e.g. Reporting, no need for BW anymore)

Since this is an IT strategic decision, our customer firstinvests in a POC (Proof of Concept) to verify the gain andthe cost of a migration towards CRM on HANA.

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Solution: Proof of Concept CRM on HANA

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Short term POC Objectives

Confirm, fact based, the following:

Performance gain for particular selected frequently used & high value adding SAP CRM processes including relevant complex custom code

Real time insights on complex quotations

100% Full Search Flexibility: consistent search performance, irrespective of search attributes (including wildcards) and complexity for transactional and master data

Exploration of the HANA Live delivered modelsNo latency in reporting on leads, activities, quotations,…

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Quantitative outcome of the POC

Preparation effort

HANA installation effort

IT staff

External

Business

5 Scenario’s: before/ after response time

Project approach

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Project Approach: Preparation

Copy of CRP environment => CRX (ABAP Stack only)

Upgrade CRX 7.0 EHP2 to CRM 7.0 EHP3 and NW 7.4 => baseline

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SAP CRM 7.0

(EHP2)

Traditional DB

SAP CRM 7.0

(EHP3)

Traditional DB

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Project Approach: Migration and HANA live

Migrate CRX to HANA

Test CRX on HANA

5 CRM scenarios: Top 5 performance issues

Pre-sales (3)

Services (2)

Backup and restore test

Installation HANA Live Content & Browser for SAP CRM

Explore and analyze standard delivered HANA Live CRM content and assess fit with current CRM BW cubes

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SAP CRM 7.0

(EHP2)

Traditional DB

SAP CRM 7.0

(EHP3)

Traditional DB

SAP CRM 7.0

(EHP3)

SAP HANA DB

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2

Results

Sizing

Performance

HANA live

Effort and lessons learned

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Sizing database

General rule

(Size DB / 4) *2

Rule of thumb, compression factor of 4

Double the memory for operations (work memory)

Server size: Medium: 512 GB

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Sizing database

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CRX

CRH

1443 Classic = ~4380 HANA

1443 GB

Sizing largest tables (top 15)

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TAB_NAME TABLE_ CRH CRX

SWWCNTP0 ROW 70.996.054 87.610.882 19%

BALDAT COLUMN 35.647.972 58.258.946 39%

CRMD_PARTNER COLUMN 8.134.232 42.232.066 81%

PRCD_COND COLUMN 5.426.830 38.959.488 86%

CRM_JCDS COLUMN 13.374.097 34.769.473 62%

CRM_JEST COLUMN 9.783.436 23.779.840 59%

IBIN COLUMN 5.085.175 23.401.285 78%

WBCROSSGT COLUMN 2.254.478 18.981.634 88%

SWWLOGHIST COLUMN 2.269.688 17.000.259 87%

CRMD_ORDER_INDEX COLUMN 4.962.698 16.013.062 69%

BALHDR COLUMN 2.109.678 15.056.195 86%

IBST COLUMN 2.355.391 11.590.916 82%

CRM_JSTO COLUMN 6.740.883 11.129.856 39%

CRMD_SCHEDLIN COLUMN 3.071.226 10.485.185 71%

IBIB COLUMN 2.004.697 10.300.869 81%

Compression

on the tables

in the

column store

Test Scenario’s

Pre-Sales:

Search and copy of quotations

Search of accounts, customer factsheet, project lead factsheet

Create Quotation Lead - Quotation, search products

Services:

Search warranty claim & escalation to a higher level of authority.

Extension of a Help-Desk ticket with a large history

Summary of test results

Overall E2E Quotation process at least 2x faster

Search functionality, up to 15x faster

- Fundamental reduction of process time = efficiency increase

- Eliminates users’ frustration as 75% of all CRM processes start with a system search

Copying and saving quotations

- Minor improvements

Results: Search functionality

-48,36s

-93%

-12,4s

-91%

-65s

-66%

Results w search: Complete Process Copy Quotation

Search

quotation

Create

output

Copy

quotation

Add items

(till 20)

Save

quotation

51,91

3,55

12,74

3,56

11,66

7,69

9,96

7,3

11,66

5,31

+ +++

= 97,93 Oracle DB response time

= 27,41 HANA DB response time

AS IS

HANA

GAIN:

1. Search functionality works efficiently

2. E2E process 3,5x faster on HANA

Additional actions outside POC to evaluate

Task Potential improvement Priority

Activate switches for Business Function

Performance and Large Contracts

Medium impact on processing time 1

Activate switches for Performance-

Optimized Pricing

Medium impact on processing time 1

Asses potential to build the customer

fact sheet via HANA Live view

High impact on processing time 2

Put application server on HANA server Low impact on DB time 3

Review partner determination logic High impact on processing time 3

SAP HANA LiveReal-time operational reporting

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What is HANA Live ?

Pre-delivered HANA Views for SAP Content

Consumable with BI Tools and other UI’s

Flexible reporting

Reporting on ALL available data

Cross domain reporting

Quick Start and customizable

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Classic

DB

SAP BW

SAP

CRM

SoH : Simplification - TCO

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BI Reporting

SAP Tables

Multiprovider

Bex Query

DataSource

HANA

DBSAP Tables

HANA Live Views

SAP

CRM

BI Reporting

HANA Live Reporting

Consume HANA (Live) with different tools

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CRM Interactive Reporting… …based on SAP HANA Live

Enables CRM users to define & deploy high performance embedded reports without need for additional tools,

consultants or IT support.

1. Report creation & sharing2. Report consumption &

personalization

3. Advanced analysis in Excel, SAP Visual Intelligence etc.

Embedded Self-Service Analytics - optimized for high data volume

HANA Live Reporting: Demo

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Conclusion

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Effort POC

IT 40 MD

Infrastructure

Consulting CRM

Consulting BI

Project Mgmt

Key User testing

10 MD

Infrastructure Hosting

9 MD

Total = 59 MD spread over 9 weeks

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Lessons learned

At least 2 migration runs to HANA required:

Parallel load of tables can cause failures

Fine-tuning of parameters to optimize load

Use objective measurement tools (trace)

To eliminate network influence

Expectation management:

Specify potential benefits of different technical layers

ABAP vs HANA DB time

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Lessons learned

There is more to CRM on HANA than transactional speed

Some users may perceive transaction performance as still too slow

Business buy-in through added value of zero latency in reporting with HANA Live

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Value CRM on HANA

Today

Performance: Pre-Sales

Reporting flexibility through HANA live

Performance: Pre-Sales

Productivity gains due to increased performancePre-sales

75% of the quotes start from a search

Search goes 15x faster

Resulting in the following qualitative benefitsEmployee satisfaction

Operational efficiency

Improved customer experience

User adoption

HANA Live for CRM Benefits

Immediate Benefits :

During sales meetings, ad hoc reporting on most up to date data, no more grey zones

on the fly

one source of truth

real time information

all available data

always available (no more time dumps)

HANA Live for CRM Benefits

Extra Benefits :

Increase user adoption by self service

Flexible BI reporting tools

Mobile ready

Shorter time to deliver new reports

Embedded self-service consumption of CRM Analytics

Value CRM on HANA

Today

Performance: Pre-Sales

Reporting flexibility through HANA live

Moving forward

Performance: Services

Improved user experience through FIORI

Predictive technologies

SAP CRM applications

Productivity gains due to increased performanceServices

Interaction Center

IC-

Man

ag

er

Incoming callAccount search

Accept call

Search for:Ibase; Iobject

Search for:Products

Search for:

Order Transactions

Call Center Analytics

Manager Work Distribution

Dashboard

Call close

Call Resolution

Customer Information Search

Search:

Knowledge Base

… and with Suite on HANA

Moving forward

Strategically building on HANA – once you’ve got the speed, what more can HANA offer a business?

Predictive Analysis

SAP CRM applications

Improved user experience through FIORI

20140422_expertum_session.pdf

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Thanks for listening!

Any questions?