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Deloitte Consulting LLP
May 17, 2011
Teleport to the Future of CRM with SAP and Adobe Flex
OfficeMax: Transforming Customer Service and Sales with SAP CRM and Adobe Flex
SAP Sapphire 2011
Charlie Baugh
SVP IT
OfficeMax
Jaco Van EedenDeloitte Consulting
Agenda
OfficeMax overview and scope
SAP CRM/Adobe Wins Against SalesForce.Com
Productivity, Usability and Business Benefits
Adobe Flex and SAP solutions
Demo
Questions and comments
As used in this document, “Deloitte” means Deloitte Consulting LLP, a subsidiary of Deloitte LLP. Please see www.deloitte.com/us/about for a
detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the
rules and regulations of public accounting.
OfficeMax overview and
scope
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OfficeMax Incorporated (NYSE: OMX) is a leader in office products solutions for business and consumers.
The company provides office supplies, paper, in-store print and document services, technology and
furniture in both the B2B and B2C space.
OfficeMax Overview
3 Lines of business
1) Contract
OfficeMax distributes office products to
corporate offices and government
offices
2) Direct
OfficeMax operates approximately 1000
retail store and also sells products
online directly to the customer
3) Reliable
OfficeMax engages in catalog sales to
small business through the web and the
customer service centers
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Deloitte was engaged to implement a customer service center system that would seamlessly integrate with
OMX’s current technical landscape and also be technologically advanced. The capabilities in scope were:
Project Scope
OfficeMax’s Customer
Service Centers
Problem Faced
The current legacy CRM system
caused inefficiencies and increased
costs in OfficeMax’s customer
services call centers
History
A consulting firm gathered high level
requirements and recommended
Salesforce.com as the CRM solution
Complication
OfficeMax IT was looking for a way
to use SAP CRM to fit the overall
SAP strategy for OfficeMax
Customer Service
• Case Magenement
• Interaction Management
• CTI/IVR telephony
• Accounts and Contact Mangement
• Reports
Telesales
• Lead and Prospect Management
• Opportunity Management
• Activity Management
• Campaigns & Workflows
• Reports
SAP CRM/Adobe Wins
Against SalesForce.Com
SAP CRM/Adobe Win Against SalesForce.Com
Before Deloitte was selected as the implementation partner for SAP CRM, OfficeMax was
considering using salesforce.com, which was recommended by a competitor.
Providing industry
best practices and
experience in
SAP CRM
implementations
Leveraging leading -
ledge Adobe Flex
technology to
enhance the front end
UI
• Provided a technical environment that matched OfficeMax IT’s system requirements
• Created a User Interface that achieved the seamless functionality and usability
• Will help OfficeMax achieve forecasted productivity gains over the next 5 years
Deloitte’s Winning Solution for:
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Customer Service Center Transformation
Deloitte brought to the table:
Best Practices and Adobe Flex CRM Framework for
SAP CRM
A single screen/UI bringing together SAP and Legacy
systems
Reduce clicks and provides onscreen field level help
(with mouse-over functionality)
Provides seamless integration with all of SAP and non-
SAP applications to create a combined master data view
Leverages the existing core SAP CRM Functionality
while extending the user interface to be rich and intuitive,
providing tools such as drag-and-drop functionality
Delivers powerful, intuitive reporting with role-based
security
Avaya Telephony
Legacy Systems
SAP CRM
Adobe Flex
Deloitte was engaged to define and implement OfficeMax’s contact center processes for
their customer services and telesales division by replacing their existing CRM system with
SAP CRM application and an Adobe Flex User Interface.
Productivity, Usability and
Business Benefits
66% increase in agent productivity with
fully integrated agent facing UI
Enhanced user experience with 60%
fewer clicks to complete calls
9 Clicks 4 Clicks
Unified communication enabled through
multi-channel interactions
Allowed agent to be more productive and
decreased average call handle time
Productivity And Usability As Drivers
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Tangible benefits to our clients:
23% increase in customer facing selling
time for outside sales
60% faster system response times
66% Clicktivity™ improvement for
users dealing with customers/citizens
55% reduction in training time
21% uplift in upsell/cross sell
(Commercial)
Tangible Business Benefits
Easy to use
Accurate
Memorable
Productive
Satisfaction
SAP CRM/Adobe Wins
Against SalesForce.Com
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Replacing Legacy CRM With SAP CRM And Adobe
SAP CRM with Adobe Flex and Telephony IntegrationLegacy CRM
Adobe Flex Front End provides seamless integration between third party systems
Avaya Telephony System Order Entry ApplicationsKnowledge Management
System
Business Intelligence and
Analytics Solution
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Implementation Approach For Usability
High level requirements
Deloitte accelerators
Process Issue / SymptomBaseline
MetricsID Root Causes to be Addressed Pp
l
Proc
Tech
Cust
Magn
itude
Ease
of Re
solut
ion
Prior
ity
Prior
ity O
verri
de
Issue Group Potential SolutionsPotential
Metric Δ
1
Non-standard sales package and pricing - constant need to
create new sales packages (most quotes require a new sales
package); even minor content or cost difference must be
treated as a separate sales package
X X H M 1 1Long quote lead time due to
custom service packages
Services and pricing
standardization
2 VAS and one-offs require a new sales package X M L 5
3Most roles do not know what sales packages are available to
themX X H M 2
Long quote lead time due to
custom service packages
Services and pricing
standardization; quote-to-cash
process training
4Sales package definition requires actual costs, and obtaining
actual costs involve some lag timeX H M 2
Long quote lead time due to
custom service packages
Services and pricing
standardization
5Subcontractors may not want to provide costs until the scope
of services is firmed upX M L 5
Long quote lead time due to
custom service packages
Services and pricing
standardization
6Not all sales package info may be ready yet in SAP, but FPQ
is already being generatedX H M 2
Long quote lead time due to
custom service packages
Services and pricing
standardization; quote-to-cash
process training
7
Solutions Managers handoff to C&P Manager and F&C
Manager about new sales packages and tracking is adhoc
and inconsistent
X M H 3Long quote lead time due to
custom service packages
Services and pricing
standardization; quote-to-cash
process training
8FPQs have 45-day validity - if validity is increased, this may
address the quoting workloadX L M 5
Insufficient reporting and
metrics for managing the end-
to-end order process
9
Workload distribution - some markets may have very high
quoting workload while some others have low quoting
workload
X M H 3
Insufficient reporting and
metrics for managing the end-
to-end order process
10Old quotes not tracked / lost (re-work), e.g. because quote
versions are not being tracked and reusedX X M H 3
Insufficient reporting and
metrics for managing the end-
to-end order process
11Different regions / markets have different people / roles doing
quotes, reporting to different levels / people in the organizationX M M 4
Lack of understanding and
ownership of the end-to-end
process
Quote-to-cash process training
12 Lack of end-to-end quoting ownership X H H 1
Lack of understanding and
ownership of the end-to-end
process
Quote-to-cash process
training; Metrics and reporting
13
FPQ is generated and approved at region level, but customer
PO is issued from national - centralized Cingular purchasing
creates errors due to communication problems/breakdowns
between region and national, e.g. Cingular National may
receive trigger from region to already start creating the PO
based on some version of the FPQ while the region is still
finalizing the work scope, therefore resulting in a PO that is
inconsistent with the finalized agreed-upon FPQ in FOM.
X X H L 4Rework associated with Quote-
Customer PO reconciliation
14
Customer PO may not be using the same agreed-upon
version of the FPQ (versioning is sometimes done by using a
new FPQ number, sometimes by adding the version as a
suffix)
X M H 3Rework associated with Quote-
Customer PO reconciliationQuote-to-cash process training
15Sales package may not yet be set up in SAP, and hence not
in the quantity contractX M M 4
Rework associated with Quote-
Customer PO reconciliationQuote-to-cash process training
16
Solution Manager is not aware of POs that arrive, and
therefore is not able to track down delayed POs or check if
PO is correct
X X H H 1Rework associated with Quote-
Customer PO reconciliationQuote-to-cash process training
17
Changes can be made to eTracker work packages, but
incorrect work packages deletion can only be handled by
global
X L M 5Rework associated with Quote-
Customer PO reconciliationQuote-to-cash process training
18
No process for at-risk orders - no PO (NE dummy PO issue),
therefore, customer sends request referencing a PO number
without PO details and an FPQ number that may not yet be
the final FPQ
X X H M 2Initiating work without
customer Purchase OrderQuote-to-cash process training
19
Mismatch between original request and final request - e.g.
with Cingular's EPL process, Nokia now does not have
visibility to equipment delivery/shipment vs. site needs or any
changes Cingular may do / need due to different equipment
configuration
X X M L 5
Lack of understanding and
ownership of the end-to-end
process
20Site may not be ready, therefore, extra site visits may be
neededX X M L 5
Lack of understanding and
ownership of the end-to-end
process
High volume of order
changes
Order
Management
High volume of PO
mismatches (with FPQ
and quantity contract)
Quoting
40% to 60%
(95% in
Carolinas)
High volume of rework 40%
Inconsistent quoting
process
4 weeksLong quote lead time
n/a
High quoting volume
Validation sessions ask the following
Do the personas make it
easierApp to do the job of
selling?
Do the business processes
support the personas?
Do the business rules and
alerts support the personas
Does the data support the
jobs for the users?
Do the usability KPIs support
the business benefits of the
project?
Do the roles defined in SAP
support the personas?
Overall, does the solution
make it easier for the user to
do the job in Adobe Flex vs
Existing/Native software
Key outputs
Updated To-Be
Processes
Updated Master Data
and Transactional Data
Design
Personas
Persona based Use
Cases
Persona based test
cases
Updated Solution
Transformation
Decisions
Usable application
Usability KPIs
Process flows
Key inputs
User Roles
Use CasesWireframes
Define metricsMap to Business Case
Prototype
Define Roles
User research
Personas
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Flex Architecture With Backend Application
Adobe LiveCycle Data Services
AIR Executable
JBoss Web Server
Request / Response
J2EE Application Server
SOAP Adapter Java Adapter
Citrix – Virtual Desktop
Webservice Interface RFC Interface
SAP Database
Data
Request / Response
.net Wrapper
Avaya SDK/CTI
eHllapiRumba Integration
SOAP integration/SQL server DB Connect
TIBCO ESB Main Menu/KM
Adobe Flex and SAP
solutions
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Deloitte vertical/horizontal solutions
eCommerce and customer self-service
Built with Flash Platform to improve the customer experience and usability, can
collaborate information from various sources including SAP.
Wholesale Food & Beverage
Consumer & Industrial products
Field service management
Gets the right information—datasheets, manuals, warranty status—to the right field
service people at the right time. UI built using Adobe Flash/Air has functionality to enable
online and offline access.
Research Services
Appliances-Consumer goods
Collaborative opportunity management and sales force automation
Front end to the marketing functionality of SAP CRM to deliver the business processes to
both in-house and Channel Partner users.
Software and Services — Technology
Application Software
Professional Services
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Deloitte vertical/horizontal solutions (cont.)
Vendor collaboration/Supply chain
Provides insight to companies that can plan supply based on demand, and gives visibility
to the client on the status of purchase orders.
Software and Services — Technology
Application Software
Professional Services
Maintenance, repair, and overhaul
The MRO Solution is built as a pre-configured UI that encompasses a lot of features that
achieve total 360 degree visibility.
Aviation — Services
Engineering
Human capital management
Built using Adobe Flash, employees and management can manage and record efforts,
tasks and work plans. Integrated with SAP ECC HR and capable of collaborating
information from multiple sources
Energy and Resources
Financial Services
Demo
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Deloitte’s Sales Force Automation(SFA) Solution Demo
Questions and comments
