Success Stories  to overview

CRM at a fixed price at KARL STORZ GmbH & Co. KG

At KARL STORZ, several individual solutions were being used for managing business partner and customer data. This gave rise to different address masters and duplication, and made coordination between marketing, sales and service difficult. Processes which had only been partially defined, particularly in sales, also led to frictional losses between in-house and field staff.

Using the FUZZY! software from SAP, heterogeneous databases were consolidated and central storage and maintenance of address data set up in SAP CRM. Processes and information flow in sales, marketing and service were harmonized and reproduced in SAP CRM. As a functional, clearly defined entry to CRM was important to the company, Sybit’s ready to use implementation package, SAP CRM Quick&Easy, was decided upon which combines SAP CRM technology with Sybit’s project experience.

Challenges

• Consolidation and cleansing of the address databases
• Setting up and permanently assuring a high degree of address data quality
• Connecting sales representatives
• Defined communication processes between in-house and field staff

Success factors

• The pre-configured and modularly designed fixed price solution, Quick&Easy, for quick entry into CRM with a clearly specified range of functions
• Professional and reliable project management provided by Sybit
• Many years of industrial and solution experience
• Close cooperation enabling cost-effective project implementation
• Integration of all the departments involved at KARL STORZ (marketing, sales, service and IT) in all phases of the project 
• Positive user attitude to the new system

Technologies

• SAP ERP
• SAP CRM Quick&Easy from Sybit
• FUZZY! software from SAP

Results

• Cleansed, central address database
  Previously, there was different customer data in marketing, sales and service:
  a central database on AS/400, local databases (e.g. Outlook, Excel), as well as ERP debtor master data. These were merged and cleansed.
  - SAP data is made available to sales which supplements it with information on contact
    persons.
  - Marketing receives the latest data from sales.
  Cleansing the ERP debtor master data is carried out using FUZZY!.
  Comparing the AS/400 with the SAP data and the subsequent adoption into the SAP world is currently being undertaken. SAP CRM as a central customer information platform for sales, marketing and service for both in-house and field staff thus creates an integrated view of customer data.
• Ensuring address quality in future using special software for data quality management
  - Checking addresses for postal correctness
  - Duplicate check
  - Uniform spelling of addresses, e.g. no use of abbreviations
• Improved sales pipeline monitoring
  - Opportunity management in SAP CRM replaces the previous weekly reports, enabling the
    latest data to be available at any time.
  - Monthly reports can be generated per export from CRM data.
• Defined quotation process
  Until now, product combinations requested by customers were communicated by various means (email, telephone) to in-house sales staff. The response was not consistent, at times sales representatives were not informed of the latest status of the offer. Now there is a clearly defined quotation process.
  - Sales representatives enter the products required by customers as a combination in CRM
    and forward it to the ERP system and in-house sales. There, a quotation including prices is
    generated and sent to the customers.
  - When in-house sales staff have finished a quotation, the CRM quote is marked as
    completed.
  - Via the new CRM web interface, sales representatives can also view ERP quotations
    directly.
• Effective service processes
  The SAP Customer Interaction Center facilitates the logging of each telephone contact to customers and the processing of service requests.
  - Incoming service requests are automatically logged and transferred to the suitable person
    in charge.
  - The entire processing procedure can be followed at any time and actual responsibility is
    clearly regulated.
  - Allocating service requests to equipment enables a link between service case and device.

Picture: Opportunity

 

Picture: Service Ticket