Dokumenten-Output-Management im SAP-Umfeld 2009

Strategic Document Management with SAP and StreamServe: Cost Savings, Improved Value, and Customer Satisfaction Joshua Greenbaum EAC Principal Enterprise Applications Consulting SPRING 2009 2303 Spaulding Avenue ▪ Berkeley CA 94703 tel 510.540.8655 ▪ fax 510.540.7354 ▪ josh@eaconsult.com ▪ www.eaconsult.com Table of Contents Introduction: The Business Case for Document-Driven Customer Satisfaction .............................. 1 Documents, Enterprise Software, and the Customer Service Imperative ....................................... 2 Beyond Content: Customer Satisfaction, E-billing, Sustainability, and Strategic Printing ............... 6 The StreamServe/SAP Solution: Satisfied Customers and Customer Satisfaction ........................ 9 Conclusion: Meeting the Need of the Line of Business, and Removing the Burden from IT ........ 13 Strategic Document Management in the SAP Market Introduction: The Business Case for Document-Driven Customer Satisfaction Customer service and customer satisfaction are key components of a successful corporate strategy in the best of times, and in times of economic uncertainty, the ability to retain and leverage existing customers becomes a powerful tool for survival and success. Study after study shows that companies with high levels of customer service and support can take those capabilities literally to the bank in terms of higher rates of customer retention, revenue per customer, and shareholder value. This leveraging of the existing customer base can take many forms, but all have one thing in common: the ability to inform customer contacts on all levels with information, offers, and assistance that is tailored to the needs and interests of each customer. While this is relatively easy for companies with few products and fewer customers, companies in industries that measure their customers in the tens and hundreds of thousands tend to find supporting the “mass customization” of customer-facing interactions to be complex, expensive, and fraught with error. One reason this has been so difficult is that some of the most common forms of customer interactions – bills, invoices, statements, or delivery documents – are rarely optimized to leverage the customization that would lead to improved customer satisfaction and retention. Most billing and invoicing systems – such as the system available from SAP AG in its flagship Business Suite product – are designed to support a relatively modest degree of flexibility and advanced functionality in addition to creating the output. While systems like SAP are replete with the data a company needs to support a more personalized billing and invoicing function, many of the advanced capabilities needed to truly optimize the data in customer service are lacking or only available through an IT-centric set of processes. These limitations need not stand in the way of achieving the levels of customization and personalization that are the hallmark of the customer-centric organization. One of SAP’s close partners, StreamServe, Inc., has been successfully augmenting SAP Business Suite’s and SAP Industry Solutions’ document output capabilities across over 300 joint customers across the globe. The result is an integrated SAP/StreamServe solution that has been instrumental in improving everything from the costs and complexity associated with standard printing functions, to the delivery of highly personalized invoices in print, on-line, and even text message format, Copyright 2009 EAC 1 Strategic Document Management in the SAP Market in every case delivering higher levels of customer satisfaction while using significantly less IT and capital resources. Enterprise Applications Consulting (EAC) recently researched the impact of StreamServe’s document composition, management, and output solutions in the SAP market. That research – which included interviews with multiple StreamServe/SAP customers across key industries such as utilities, oil and gas, supply chain and government – reveals a solution that significantly augments the functionality and value of SAP implementations, while providing line of business capabilities that improve customer satisfaction and retention. This report has three sections. The first is a discussion of the overall issue of strategic document management in the context of customer service and customer satisfaction. The second section details how joint StreamServe/SAP customers have been able to use the combined offering to streamline operations, improve customer service, support key initiatives like sustainability, and derive important costs saving in the process. This report concludes with a discussion of the overall impact of a StreamServe/SAP solution in terms of aligning business goals with IT while simultaneously removing the IT burden for meeting these goals. Documents, Enterprise Software, and the Customer Service Imperative Companies continually struggle with how to improve the value and quality of their customer interactions, and much effort has gone into improving the direct, person-to-person interactions such as those handled by a contact center’s sales and service functions. Investments in software and training have sought, in many cases successfully, to improve that which many companies think of as their most common and most important forum for customer interaction and influence. For many companies, however, particularly those in the services sector – utilities, financial institutions, insurance companies, and other service providers – there is a more frequent and potentially more valuable customer interaction that is all too often ignored as a potential medium for improving customer centricity. This is the invoice or monthly statement sent out, usually by mail but increasingly in on-line form, which is more often than not designed to be informational without being part of a larger, customer satisfaction initiative. Copyright 2009 EAC 2 Strategic Document Management in the SAP Market This missed opportunity for a net positive customer interaction is staggering in size. SAP AG’s customers, in the utility sector alone, send out over 3 billion bills per year, each one representing an opportunity for a positive interaction that reinforces customer satisfaction and opens the possibility for the up-sell and cross-selling of new goods and services in an extremely low-cost of sales. Making the bill or invoice customer centric, particularly when the volume of bills produced at any one time by a company is measured in the tens of thousands, requires an important capability: the ability to leverage existing data about an individual customer, his or her usage history, and any preferences or personal information contained in the customer record, with the design and content of the specific bill that each individual receives. In other words, the bill must be personalized to a sufficient extent that what the customer receives every month is targeted to what he or she might need in terms of information and new service or product offerings, as well as simply offering a personalized greeting or other indication of personal connection between service provider and customer. The value of the personalization of something as apparently mundane as a monthly gas or electric bill is surprisingly high. A study conducted in Europe by market research firm Bonpago showed a very powerful correlation between personalized statement presentment and the willingness on the part of the customer to buy more goods and services from their vendor. (See Figure 1.) Figure 1: Research Results B O N P A G O B A N K IN G C U S T O M E R S U R V E Y R E S U L T S • Over 50% of customers were interested in customized, relevant product information • 30% of customers were dissatisfied with current account statement design • 32% of banking customers were very likely to buy additional products • 62% of customers welcomed information to help them manage their investments Source: BonPago Copyright 2009 EAC 3 Strategic Document Management in the SAP Market The Bonpago study looked at the banking sector in Germany. In that country over 600 million account statements are delivered each year to bank customers. Bonpago interviewed a representative sample of customers from a major German bank, seeking to establish a correlation between customer satisfaction and the content of the customers’ banking statements. The results show both the positive and negative side of statement or document content. On the negative side, reflecting the status quo of most statement content, 30 percent of the customers surveyed were dissatisfied with their statement design, and at the same time two-thirds of the customers expressed an interest in information that would help them manage their investments. On the positive side, the opportunity for well-designed, content rich, and highly customized statements was shown to be significant. In the Bonpago survey, over half the customers surveyed were interested in customized content in their statements, and over 32 percent said they were “very likely” to buy additional products from the bank based on suggestions contained in their statements. That last data point is perhaps the most relevant of all: Customer satisfaction, as promoted by a more personalized and personally relevant statement presentment, can potentially have a net positive effect on up-sell and cross-sell opportunities.

in 2 Minutes… StreamServe has proven time and again its ability to cut document processing costs, transform the impact of customer communications, and deliver exceptionally fast ROI Customers say their StreamServe solution has helped to: » Increase sales by 20% » Decrease paper consumption by 60% » Cut development costs by 80% Communicate profitably— the StreamServe way W hile enterprises worldwide generate billions of documents a year, most This has been a companies haven’t exploited their bottom-line potential for reducing dream product; costs and generating additional business. Yet, enterprise documents and it has been the information they contain are critical assets for any organization, and can be used proactively to strengthen customer relationships, fuel sales, and communicate absolutely trouble- more effectively. free. StreamServe has delivered With no change to existing business systems, StreamServe enables companies to automatically create and present dynamically adjustable documents to customers, partners, suppliers huge savings in and employees in the format and through the channel they desire. both efficiency and The results? Significant cost savings, better operational efficiencies, increased revenue opportunities, paper cost. Peter Skanberg elevated market awareness, and faster reaction to market conditions and possibilities. Technical Project Manager, Handelsbanken What could this mean for your company? Better customer communication Reinforced customer loyalty Sustainable, economical delivery Expanded customer self-services Enhanced brand consistency The combination of print, fax, Whether it’s welcome packs, order Companies are saving millions Customers appreciate self-service Consistent corporate format, email, mobile, RFID, Web and other confirmations, delivery notices, annually by sending high-volume options, and it saves you money. style and messaging drives market electronic channels allows flexible, invoices or statements, personalized documents like bills and statements StreamServe lets each customer awareness and raises your brand’s timely, targeted and efficient documents build customer loyalty. electronically. For many of our easily choose among multiple value. But since they communicate delivery of communications. It Even at high output volumes and customers, e-invoicing alone saved options, so they can interact with through a complex set of systems, enables you to communicate with significant processing speeds, enough paper, print, and postal you in the way they prefer. sometimes even in multiple customers through their preferred StreamServe personalizes every costs to pay for the StreamServe Call center reps can view identical languages, most organizations channel, and also gives you document, including cross/up-sell solutions in just a few months. copies of documents customers find it difficult to maintain multiple channels for new services offers or other notices tuned to received, making calls faster and consistency. StreamServe simplifies or business development initiatives. each customer. more productive. managing and implementing branded communications. How can we help you? Every day, over 5,000 enterprises around the world prove the value of StreamServe’s solutions Since 1997, customers in StreamServe Banking StreamServe Insurance StreamServe Supply Chain StreamServe Utilities all kinds of industries around “Our clients are now more likely to “StreamServe has made it possible “StreamServe have saved 52,000 “With StreamServe, we are able the world, including those buy products and services from us for us to communicate more hours annually for Media Logistics to deliver superior customer because we’re able to give them consistently over different markets drivers, and have led to improved service because we can manage highlighted here, have been more personalized, relevant offers while saving costs and increasing output quality and significant the document design, printing and reaping benefits from their than ever before.” productivity.” savings in the internal document distribution directly from SAP.” StreamServe solutions. Constantin Nicolaidis, IT Manager, Metzler Jean Marc Henaff, General Manager IT, management process.” Vivian Young, Technical Delivery Manager, Tokio Marine Asia Bob Furrer, Media Logistics/Audax Electricity Supply Board (Ireland) To learn how a modernized StreamServe solutions enable document environment Banks to automatically create Insurance customers value prompt, StreamServe’s automated Industry changes are driving can pay fast and high personalized, easy-to-understand clear and timely correspondence. document processing solutions utilities to cut costs while customer documents that solidify It’s key to customer satisfaction improve on-time delivery and simultaneously trying to protect dividends for you, too, and loyalty, especially when and expand their customer relationships. On the back end, increase margins by synchronizing please contact us at the StreamServe capabilities lower resolving claims. document flow with supply chain base. StreamServe enables you nearest office, or visit us at costs and enhance the ROI of the processes, and document content to provide a substantially better Modernized correspondence massive IT systems that run the with supply chain systems. They customer experience at measurably www.StreamServe.com enables more customer-friendly reduced cost, including more business. presentation of collections, eliminate most, if not all, manual processing steps to improve efficient and effective customer- Even at very high volumes, disbursements, statements, inventory accuracy and help ensure service capabilities. StreamServe individually and claims documents, and policy information. It also provides perfect orders. Even at massive volume and high dynamically generates customer correspondence and statements.

Composition Center ™ Individuelle Dokumente leicht gemacht Composition Center durch Transpromo (Transaktions- richtig sind, den Unternehmens- dokumente, die individuelle richtlinien und gesetzlichen Vor- StreamServes Composition Center ist Marketingbotschaften enthalten) zu gaben entsprechen eine webbasierte Lösung, mit der unterstützen. Anwender – beispielsweise Business • Dokumente durch eine Preview- User in der Schadensregulierung eines Funktion in ihrer Qualität sichern Versicherungsinstituts – selbstständig Mit der StreamServe-Lösung • die Produktion und die Versandart und ohne Beteiligung der IT- Composition Center können (Brief, E-mail, Web etc.) managen Abteilung personalisierte Geschäfts- Unternehmen: dokumente erstellen können – sei es Ad-hoc, interaktiv oder in der Batch- • Individuelle, personalisierte Texte im Verarbeitung. Corporate Design erstellen Zentrales Element der Lösung ist • Bilder, Grafiken und zusätzliche ein Editor. Mit dessen Hilfe können Elemente wie Unterschriften in Anwender workflowbasiert Doku- Dokumente einfügen mente wie Rechnungen oder Briefe verfassen. Ohne starre Makrobaustei- • mit Hilfe von Logiken festlegen, ne wie in herkömmlichen Textver- wann Dokumente für wen mit „Die hohe Kunst des Enterprise arbeitungsprogrammen lassen sich welchem Inhalt erstellt werden Document Presentment ist es, alle Dokumente mit bestehenden • Mitarbeiter aus unterschiedlichen Layout-Vorlagen, Text- und Grafik- Kunden trotz Massenversands Abteilungen dazu befähigen, auch elementen wie Charts, Fotos oder zu unterschiedlichen Zeiten am individuell anzusprechen. Wer sie Logos kombinieren. Marketing- gleichen Dokument zu arbeiten verantwortliche erhalten mit beherrscht, verfügt über einen Composition Center ein Tool an die • über Freigabe-Workflows sicher- klaren Wettbewerbsvorteil.“ Hand, um zeitgemäße Kampagnen stellen, dass Dokumente inhaltlich „Transaktionsdokumente wie Rechnungen oder Kontoauszüge werden fast immer gelesen. Dort enthaltene Marketingbot- schaften haben eine wesentlich höhere Chance wahrgenommen zu werden.“ Volle Kontrolle über die Unternehmens-Korrespondenz Szenario 1: Handarbeit mente sie versenden. Für die Verant- banken. Unternehmen setzen deshalb wortlichen ist das angesichts scharfer auf Transpromo und Whitespace- Über eine Milliarde Dokumente pro Compliance-Anforderungen eine un- Management. Dabei werden nicht Jahr senden Unternehmen wie Versi- tragbare Situation. genutzte Flächen mit Marketing- cherungsinstitute, Banken oder Ener- informationen, die auf den einzelnen gieversorger ihren Kunden über den Szenario 2: Jedes Dokument ein Kunden zugeschnitten sind, bestückt. standardisierten Massenversand. Doch Verkäufer ebenso viele Dokumente müssen von Problem: Hoher Abstimmungsbedarf Unternehmen verschenken Millionen Sachbearbeitern individuell bearbei- Marketing-Möglichkeiten – wenn sie Wollen Business User die Dokumente, tet werden – etwa bei einer Schadens- Geschäftsdokumente, die sie an ihre die an Kunden versendet werden, für regulierung oder einer Reklamation. Kunden senden, nicht personalisieren. eine Aktion nutzen, müssen sie in der In diesem Fall greifen Business User Hinzu kommt: Oft sind Rechnung oder Regel einen Antrag bei der IT-Ab- auf bestehende Textbausteine zu, die Lieferschein der einzige direkte Kon- teilung stellen. Diese kümmert sich als Makros abgelegt sind – oder sie takt, den Unternehmen mit ihren dann um die Umsetzung in der IT – verfassen einen neuen Text, den sie Kunden pflegen, denkt man beispiels- ein sehr zeit- und kostenaufwändiger wieder als Baustein ablegen. weise an Internethändler oder Direkt- Prozess. Problem: Makro Wildwuchs Im Laufe der Zeit häuft sich in Unter- nehmen eine nicht mehr überschau- bare Zahl an Textbausteinen, die zum Teil veraltet, schlicht falsch sind oder doppelt abgelegt wurden und das Corporate Design nicht berücksichti- gen. Die Folge: Unternehmen haben keinen Überblick mehr, welche Doku- „Es gibt Unternehmen, die verkaufen die freie Fläche auf ihren Transaktionsdokumenten an Partner. Warum auch nicht?“ Lösung: Individuelle Informationen Weitere Vorteile von • Composition Center erstellt automa- für individuelle Kunden Composition Center tisch eine Historie aller Dokumente und archiviert eine Kopie Mit Hilfe von Composition Center sind • Composition Center unterstützt Anwender der Fachabteilungen in der als End-to-End-Lösung sämtliche • Compostion Center unterstützt den Lage, im Rahmen des Corporate De- Dokumentenformate und Versand über alle Kanäle wie Print, sign personalisierte Schriftstücke zu gewährleistet eine nahtlose Web, E-mail, SMS, Blackberry etc. erstellen und mit Elementen zu kom- Anbindung an alle gängigen • Composition Center ist rollenbasiert binieren, die für sie freigegeben wur- Backendsysteme. aufgebaut den. Bevor die Dokumente an die Kunden gesendet werden, • Composition Center trennt den • Composition Center erfordert keine durchlaufen sie einen workflow-ges- Inhalt vom Corporate Design. hohen Migrationskosten. teuerten Freigabeprozess. Handelt es Dadurch wird die Zahl der Layout- sich um Massenaussendungen können Templates auf ein Minimum redu- Anwender dank hinterlegter Logiken ziert. Eine Vorlage kann für eine automatisch personalisierte Informa- Vielzahl an Dokumenten verwendet tionen einfügen – wenn es sein muss werden. für jeden einzelnen Empfänger. • Composition Center ermöglicht es, Ergebnis: Starke Kundenbindung Ad-hoc-Dokumente über einen Web Service in einen bestehenden Die Kundenbindung wird gestärkt, Geschäftsprozess einzubringen. wenn Kunden richtig angesprochen werden und sie Informationen er- • Composition Center ist Ajax-basiert halten, die ihnen nutzen. Daraus re- und läuft ohne Client-Software. Un- sultieren höhere Up- und Crossselling- ternehmen brauchen keine Software Möglichkeiten. von Drittanbietern für die Verarbei- tung hochvolumiger und Ad-hoc- Dokumente. „Wenn Unternehmen ihre Kunden als Individuen wahrnehmen und ebenso ansprechen, erhöht dies die Bindung zum Unternehmen.“ Technische Voraussetzungen Unterstützte Software: Unterstützte Datenbanken: Directory Services: • Microsoft Windows XP Professional, • Microsoft SQL Server 2005 • Microsoft Active Directory Microsoft Windows 2003 Server, • Oracle 10.2 • OpenDS 1.0.0 und höher Microsoft Windows Vista Business Unterstützte Application Server: Unterstützte Webbrowser: • Sun Solaris 10, IBM AIX 5.3.x und 6.1.x, HP-UX 11i V2 und V3, • Apache Tomcat 5.0.0 und 5.5.0 • Microsoft Internet Explorer 6.x und 7.