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John Burton

Maximizing Your SAP CRM


Interaction Center

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Contents at a Glance
1

Introduction .............................................................................

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2 Computer Telephony Integration (CTI) and Multi-Channel


Integration ..............................................................................

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IC User Interface and Technology ............................................

81

IC Marketing ............................................................................ 115

IC Sales . ................................................................................... 153

IC Service . ................................................................................ 183

IC Management and Analytics ................................................. 221

Interactive Scripting ................................................................ 263

Rule Modeler and Category Modeler . ..................................... 295

10 Back-Office Interaction Centers for Industries and


Shared Services ........................................................................ 337
11 Partnerships and Certifications . .............................................. 367
12 Frequently Asked Questions ................................................... 385
13 Conclusion . .............................................................................. 413
A

SAP Partners ............................................................................ 437

The Author ............................................................................... 453

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Contents
Dedication ..................................................................................................
Acknowledgments ......................................................................................

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1 Introduction ............................................................................... 21
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 Efficiency 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 .....................................................................................

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2 Computer Telephony Integration (CTI) and Multi-Channel


Integration ................................................................................ 49
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Telephony . ..................................................................................
2.1.1 Queuing ............................................................................
2.1.2 Call Treatment ...................................................................
2.1.3 Routing .............................................................................

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2.2 Computer Telephony Integration (CTI) .........................................


2.2.1 Automatic Number Identification (ANI) Lookup ................
2.2.2 Dialed Number Identification 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) ..................................................
2.3 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 .........................................................................
2.4 SAPs Multi-Channel Integration Strategy ....................................
2.4.1 SAPs Certified Multi-Channel Interfaces ...........................
2.5 SAPs Multi-Channel Partners ......................................................
2.5.1 PBX/ACD Switches ............................................................
2.5.2 Communication Management Software (CMS) Products ....
2.6 SAP Business Communications Management (BCM) ....................
2.7 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 ................
2.8 Summary .....................................................................................

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3 IC User Interface and Technology . ............................................ 81


3.1 Browser Versions and Settings .....................................................
3.2 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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3.3
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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 Profile ...........................
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 .....................................................................................

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4 IC Marketing . ............................................................................ 115


4.1 Campaigns ...................................................................................
4.2 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 . .............................................
4.3 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 ..............................................................
4.4 Interactive Scripting . ...................................................................
4.5 Questionnaire/Survey and Lead Integration .................................
4.5.1 Survey Integration .............................................................
4.5.2 Lead Integration ................................................................
4.6 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 .............
4.7 SAP Real-Time Offer Management (RTOM) . ................................
4.8 Summary .....................................................................................

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5 IC Sales ...................................................................................... 153


5.1 Leads and Opportunities . ............................................................
5.2 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 ...................
5.3 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 .............................................
5.4 Configurable Products . ................................................................
5.5 Product Proposals ........................................................................
5.6 Available-to-Promise (ATP) and Pricing ........................................
5.7 Summary .....................................................................................

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6 IC Service ................................................................................... 183


6.1 About Help Desks . ......................................................................
6.2 Information Help Desk . ...............................................................
6.2.1 Customer Identification and Registration ...........................
6.2.2 Product Identification and Registration . ............................
6.2.3 Customer Overview and Details ........................................
6.2.4 Knowledge Search .............................................................
6.3 Service Order Management .........................................................
6.3.1 IC Service Order ...............................................................
6.4 Service Desk (for External Customers) ..........................................
6.5 Complaint Management ..............................................................
6.6 Case Management .......................................................................
6.7 A Few Words About Self Service ..................................................
6.8 Summary .....................................................................................

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7 IC Management and Analytics .................................................. 221


7.1

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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 .....................................................................................

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8.1

Interactive Script Editor ............................................................... 264


8.1.1 Accessing the Interactive Script Editor ............................... 265

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Contents

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 ...........................................................
8.2 Launching Interactive Scripts in the Interaction Center ................
8.2.1 Manual Selection of Scripts ...............................................
8.2.2 Automatically Launching Scripts ........................................
8.3 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 ............................................................
8.4 Summary .....................................................................................

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9 Rule Modeler and Category Modeler ........................................ 295


9.1 Rule Modeler . .............................................................................
9.2 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 ....................................
9.3 Order Routing (Ticket Dispatching/Escalation) .............................
9.4 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 . ..........................................................
9.5 Category Modeler ........................................................................
9.5.1 Multi-Level Categorization of Business Transactions ..........
9.5.2 Interaction Center Automation Using Categorization
Schemas ............................................................................
9.6 Summary .....................................................................................

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Contents

10 Back-Office 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 .....................................................................................

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11 Partnerships and Certifications ................................................. 367


11.1 Types of SAP Partnerships and Certifications ................................
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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12 Frequently Asked Questions .................................................... 385


12.1 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 ...................................................
12.2 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 . ...............................
12.3 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 ...........................................
12.4 CTI Questions ..............................................................................
12.4.1 Certified CTI Hardware (PBX/ACD) and Software .............
12.4.2 How to Configure CTI .....................................................
12.4.3 How to Identify Account via Call Attached Data (CAD) ...
12.4.4 How to Configure the CCSUI Tool ...................................
12.4.5 SAPphone or ICI .............................................................
12.5 ITIL and IT Service Desk Questions ..............................................
12.5.1 ITIL Certification .............................................................
12.5.2 Interaction Center or Solution Manager ..........................
12.5.3 Business Process Outsourcing . ........................................
12.6 Workforce Management (WFM) Questions ..................................
12.6.1 SAP and Workforce Management (WFM) Functionality ...

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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 .....................................................................................

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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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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 ...........................................................................................

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