Service Transformation with SAP CRM @
Intuitive Surgical
Satish Subramanian
LEARNING POINTS
Hear how Intuitive Surgical transformed its service business with
an end to end implementation of SAP CRM Service scenarios.
Review the Solution Highlights built on SAP CRM 7.0 EHP 1
integrated with SAP ERP, SAP BusinessObjects - Webi, SAP
Dashboards, and Telephony integration with Cisco UCCE.
Review Benefits and Lessons learned
Contents
•
•
•
•
•
•
•
Company Overview
Project Objectives
Why SAP?
Project Overview
Implementation Details
Benefits
Summary/Lessons Learned
3
Company Overview
Founded in 1995, IPO 2000
2012 Financial Results
Revenue $2.18 Billion, up 24% from 2011
Net Income - $654 Million, up 33% from
2011
$2.9 Billion in cash & investments
~2400 employees
~1000 field based Sales and Service team
Approximately 450,000 da Vinci®
procedures performed in 2012
2585 da Vinci® System installed base as of
12/31/2012
1878 United States, 416 Europe, 291 Rest of
World
Target Markets – Urology, Gynecology,
General, Cardiac, Thoracic, Trans oral
Surgery
4
Company Overview –Recurring Revenue Model
5
Annual Worldwide Procedures
6
CRM Project Objectives
• Replace Legacy CRM System with SAP CRM 7.0
– Enable efficient delivery of different contract options to customer base
– Install a platform capable of globally supporting the management of all ISI
customers including Distributors
– Enable multi-platform/multi-product support
– Improve Customer Service efficiency
• Enable Integration with Remote FE (Robotic System Logs)
• Enable enhanced customer interaction with in bound e-mail handling and phone
system integration
• Establish the infrastructure for future improvements in Sales processes. E.g.:
– Pipeline to Invoice: In the future possibly Create a Lead Opportunity
Quote Sales Contract Sales Order Ship Invoice
– Online Web Ordering for I&A (Instruments and Accessories)
Why SAP?
1.
Integration – Need to integrate heavily with ERP- Equipment and Equipment
BOMs, financial and costing integration, Billing , Inventory Management and
FDA complaints
2.
Roadmap – SAP’s vision for CRM Service and its breadth of solutions
3.
Notable Usability improvements to CRM solution by SAP
4.
Ease of Support – leverage in house SAP expertise. Develop in house
employees to support CRM
Project Scope
from SAP CRM 7.0 Solution Map
Loyalty
Real-Time Offer Lead
Managemen
Management
Management
t
Sales
Quotation &
Incentive &
Performanc Territory
Opportunit
Sales Planning
Accounts
Order
Pricing & Commission Time &
e
Managey Manage& Forecasting
& Contacts
Manageme Contracts Manageme Travel
ment
Manageme ment
nt
nt
nt
Service
Field
Warranty
Service
Service
Installation Customer
Returns &
Service
Contracts &
Service
& Claims
Collaboratio
Sales &
s & Mainte- Service &
Depot
Logistics &
Agreement
ManageManagen, Analytics,
Marketing
nance
Support
Repair
Finance
s
ment
ment
Optimization
Green- Indicates in scope for project
Business Communication
Management
Campaign
Management
Trade Promotion Management
Service
Web Channel
Sales
Partner Channel
Management
Interaction Center
Marketing
Marketing
Segmentation
Resource
& List
Management Management
CRM Solution Architecture
10
SAP CRM @ ISI
Service Contracts and Entitlement management
Contract quotations with discount approval
Service Request ( Complaint) processing with Field Service dispatch
functions- Source of regulatory complaints
Standardized Customer Service and Technical Support Processes with CRM
Customer Interaction Center for Phone and e-mail- including inbound e-mail
handling
Processing Field Service activities- Install, Upgrade, complaint and PM cases
LPU Log Parts Used features
Auto Creation of Installed Base, Installation Field Service Orders, Warranty,
Contracts, Preventative Maintenance Field Service orders
RMA processing in CRM integrated with In House Service Depot repair in SAP
ERP and Third party repairs as well
Creation of Service requests from Robotic System Logs ( Remote FE)proactive escalation to Technical Support /Field Service
12
SAP CRM @ ISI
Standardized tool to manage FDA recalls and Upgrades
Central Source of Installed Base reporting with Feature List
Customer Service efficiency thru automation
Auto Creation of Installed Base, Installation Field Service Orders, Warranty, Contracts,
Preventative Maintenance Field Service orders
Service Profitability by customer, System , Distributors or Contracts –
SAP Business Objects reports with Xcelsius Dashboards
Distributor Partners’ on CRM to log their Service activities
CRM- Telephony Integration for CTI functionality – screen pops
Mass e-mail- Campaign Management Tool
We now have the CRM Platform to build on for our future initiatives
13
End to End System Order
Process with CRM integration
14
Screenshots of System
Sales Order and Warranty Contract
15
Screenshot of Installed base , its
hierarchy and Feature List
16
Preventive Maintenance tracking
– Auto creation of PM cases
17
Customer Interaction Center
to log customer calls
18
Service Request for
logging customer cases
19
ERP screens being
updated from CRM
20
Advanced Exchange ProcessScope and Camera exchanges
21
Mobility- Accept /Reject Field
Service Orders thru handheld
22
Field Service Orders for Field Engineers
23
LPU- Log Parts Used in CRM for Field EngineersDifferent kinds of Parts transactions
24
FE Inventory Visibility
from ERP within CRM
25
Resource Planning Application –Lite- Out of Office
calendar maintenance for Field Engineers
26
Product Service Letters – Mass Case creation
and tracking tool for Field Updates and Recalls
27
Automated FRU prices
28
Contract Profitability Analysis
in ERP – CO-PA
29
BOXI Reports within CRM
30
Lessons Learned- What worked well
• Business Leadership and commitment- Obvious Key to success
• Getting the right people on the team from Business and IT including our
partners .
• Conceptual Design and scope Decisions made in Project Prep Phase with a
working Prototype- (given Go Live Date was fixed) • Scope Review and Prioritization mid way thru Blueprinting Phase
• Playbacks done to users all thru realization Phase worked well
• Pilot for 1 week with Limited users ( ~15) prior to Go Live for rest of
worldwide users ( ~ 200 )
• Proved to be valuable in flushing out issues early.
• 5 rounds of Data Migration practice
Keys to our success
It is safe to say that we would not be here without the support of
partners
1.
ecenta America - Primary Consulting partner with Solution
Architect and Key Leads
2.
SAP and its Safeguarding team
3.
Other Consulting partners- DGN Technologies and Accrete
Solutions
What’s Next
• Looking at CRM on HANA
• Evaluating solution for Sales
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SESSION CODE: 213
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