Post on 21-May-2018
1< >MAN Diesel & Turbo Klaus Blüm SAP Automotive Forum 2016 June 2016
Putting the customer first- C4C at MDT
Klaus Blüm
Vice Presient Commercial Solutions
MAN Diesel & Turbo SE
3< >MAN Diesel & Turbo Klaus Blüm SAP Automotive Forum 2016 June 2016
Revenue ‘15:
€ 0.5 bn
Power EngineeringBusiness
areas
Divisions
Commercial Vehicles
MAN
Truck & Bus
Revenue ‘15: € 8.9 bn
MAN
Latin America
Revenue ‘15: € 1.0 bn
The MAN Group in 2015: €13.7 billion revenue, 55,030 employees
Investments Sinotruk (25.0 % +1 share), Scania (17.4 %*)
* Voting rights
MAN
Diesel & Turbo
Revenue ‘15: € 3.3 bn
Renk(76 %)
MAN GroupKey Figures 2015
MAN SE
4< >MAN Diesel & Turbo Klaus Blüm SAP Automotive Forum 2016 June 2016
Design and production networkMAN Diesel & Turbo sites in Europe and Asia
AugsburgSaint Nazaire
Frederikshavn
Copenhagen
Velká Bíteš
Aurangabad
Berlin
Oberhausen
Hamburg
Deggendorf
Zürich
Changzhou
Turbo Plants
Diesel Plants
Diesel & Turbo Plant
Holeby
Bangalore
5< >MAN Diesel & Turbo Klaus Blüm SAP Automotive Forum 2016 June 2016
Worldwide locationGlobal network of service hubs
6< >MAN Diesel & Turbo Klaus Blüm SAP Automotive Forum 2016 June 2016
Market environmentMain parameters
Main parameters for growth:
- Oil price,
- Growth rate of global economy, How to grow?
- Global political stability
7< >MAN Diesel & Turbo Klaus Blüm SAP Automotive Forum 2016 June 2016
Customer centricity
Dr. Uwe Lauber (CEO)
8< >MAN Diesel & Turbo Klaus Blüm SAP Automotive Forum 2016 June 2016Tommy Andreasen Oct 2012IT Masterplan SCM
CRM project triggered by Group IT
Nov
2013
Dec
2013
Jan
2014
Feb
2014
Mar
2014
Apr
2014
May
2014
Jun
2014
Jul
2014
Aug
2014
Sep
2014
Oct
2014
Nov
2014
Dec
2014
Jan
2015
Feb
2015
IPA in
ITC
Meeting
Go
ve
rna
nce
Executive
Interviews
Review
Interviews &
Feedback
Preperation
Scope
WS
Executive
WS Scope
definition
Sco
pe
Def.
Executive
WS Scope
definition
Yes
on hold
Sponsorship
unclear
Project was stopped due to unclear sponsorship.
9< >MAN Diesel & Turbo Klaus Blüm SAP Automotive Forum 2016 June 2016Tommy Andreasen Oct 2012IT Masterplan SCM
Web
Cha
nn
el
Inte
ractio
n C
en
ter
Pa
rtne
r Cha
nn
el M
an
ag
em
en
t
Tra
de
Pro
mo
tion
Ma
na
ge
me
nt
Bu
sin
ess C
om
mu
nic
atio
n
Ma
na
ge
me
nt
Marketing
SalesSales
Planning &
Forecasting
Sales
Performance
Managemen
t
Territory
Manage-
ment
Accounts &
Contacts
Opportunity
Manage-
ment
Quotation &
Order
Managemen
t
Pricing &
Contracts
Time &
Travel
Service
Incentive &
Commission
Managemen
t
Marketing
Resource
Management
Segmentation &
List
Management
Campaign
Management
Real-Time Offer
Management
Lead
Management
Loyalty
Management
Service
Logistics &
Finance
Service
Sales &
Marketing
Service
Contracts &
Agreement
s
Installation
s & Mainte-
nance
Field
Service
Manage-
ment
Warranty &
Claims
Manage-
ment
Service
Collaboratio
n, Analytics,
Optimization
Returns &
Depot
Repair
Customer
Service &
Support
“CRM” Before customer centricity
Reference database
(BU-M)
Address lists in access
and excel (BU-TC)
Lead management
sharepoint (BU-D)
Licencees order book
(BU-L)
Sales action manager
(Lotus-Notes, FRH)
MARS (BU-P)
Customer snapshot
Reporting based on
Microsoft BW
Visiting report on
sharepoint (BU-S)
Pricing tools (e.g. EDP,
Camos...)
FACTS (BU-S) „Repair report“ on
sharepoint (BU-D)
Quote follow-up
functionality (BU-D)
Single tools not connected.
Data redundancy
No end-to-end processes
No 360° view on
customers
10< >MAN Diesel & Turbo Klaus Blüm SAP Automotive Forum 2016 June 2016
CRMScope determined during preparation project
Red = score 1-5 | Yellow = score 6-10 | Green = score 11-15
11< >MAN Diesel & Turbo Klaus Blüm SAP Automotive Forum 2016 June 2016
CRM Based on customer centricity
12< >MAN Diesel & Turbo Klaus Blüm SAP Automotive Forum 2016 June 2016
CRM for MDTOne group-wide approach to manage our customers
13< >MAN Diesel & Turbo Klaus Blüm SAP Automotive Forum 2016 June 2016
CRM for MDTTargets
More professional way to
communicate between HQs
and IGCs
Increased customer knowledge
Securing intellectual property
Integrated platform
Sales history access
Reports on customer contacts
Faster reaction time
Reduce costs of sales through
synergies
14< >MAN Diesel & Turbo Klaus Blüm SAP Automotive Forum 2016 June 2016
Architectural conceptFirst concept
Hybrid SAP CRM on premise (1000+ User) + C4C for (50+) mobile User
Reasons for CRM on-premise:
More functionality
Licenses have already been purchased
Data and hardware under „our“ control
Developer know-how in-house
Multiple back end option is proven technology
Reasons for C4C in mobile area:
No in-house mobile infrastructure required
Easy-to-use surface
15< >MAN Diesel & Turbo Klaus Blüm SAP Automotive Forum 2016 June 2016
Architectural conceptFirst concept
16< >MAN Diesel & Turbo Klaus Blüm SAP Automotive Forum 2016 June 2016
C4C only
Pro Con
No in house infrastructure Multiple back end option
Future proof solution New development environment, no in
house knowledge
Easy-to-use surface Less functionality
Project can put focus on change
management
Customization limited
Mobility comes for “free” Additional license cost
Strong standardization Long negation process due to
complete new legal frame work for
cloud solutions
Short implementation project
Architectural conceptFinal decision
17< >MAN Diesel & Turbo Klaus Blüm SAP Automotive Forum 2016 June 2016
03/2015 04 05 06 07 08 09 10 11 12 01/2016
Organization
Communication
System
achrchirecture
Commercials
Scope
Project work
Nominate
team
Validate
Scope
(locations,
BU’s,
FPA)
Org-chart:
STC,
Business
PM
Kick
-off
Tender consulting partner
System
architecture
Clarify
data
protection
issues
Publish
project
launch
Set-up Sandbox in CPH data
room
Prepare D-, Q- and P-systems
(TSI)Tender infrastructure (TSI)
Prepare process
organization workshop
Implementation Pilot ?
Christm
as
Prepare
tender
process
Timeline CRM on-premise + C4C
critical pathtoday
18< >MAN Diesel & Turbo Klaus Blüm SAP Automotive Forum 2016 June 2016
03/2015 04 05 06 07 08 09 10 11 12 01/2016
Organization
Communication
System
achrchirecture
Commercials
Scope
Project work
Nominate
team
Validate
Scope
(locations,
BU’s,
FPA)
Org-chart:
STC,
Business
PM
Kick
-off
System
architecture
Clarify
data
protection
issues
Publish
project
launch
Set-up Sandbox in CPH data
room
Prepare process
organization workshop
Implementation Pilot ?
Christm
as
Prepare
tender
process
Timeline C4C only
critical pathtoday
Tender C4C licences
Tender consulting partner
19< >MAN Diesel & Turbo Klaus Blüm SAP Automotive Forum 2016 June 2016
Lessons learned
Fast prototype
Fast implementation project (3 month)
Focus on change management possible
Users interface extremely appreciated (…”First time IT gives me what I need”)
On- and offline mobility is a “selling point” (iPad etc.)
Long negotiation period due to new legal framework
Limited functionality still fits our needs
Currently no performance issues
Faster roll-out than expected
Security concept
German based cloud much more attractive than other alternatives
20< >MAN Diesel & Turbo Klaus Blüm SAP Automotive Forum 2016 June 2016
What does CRM mean for MDT?