SAP CRM Internet Sales
Online Services for Prospective Students
Nataša Gerbscheid-Rakić
University of Amsterdam
Intro
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What online services for prospective students are
available at your university?
What online services for prospective students would
you like to be available at your university?
Are the back-office processes behind the online
services at your university efficient enough?
Theme
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How can SAP CRM Internet Sales be used to
improve the on-line services and the back-office
processes
Agenda
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University of Amsterdam (UvA) and SAP CRM
Processes prior to the implementation of SAP CRM
Internet Sales
Goals of the implementation project & business case
Project results: functional & technical
Processes after the implementation
www.uva.nl (demo)
Implementation & subsequent projects
University of Amsterdam
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Number of students
Students admitted in 2004
Staff:
23.375
5.053
3.258 fte
4.192 persons
UvA and SAP CRM
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End 2001: decision to implement SAP CRM 3.0
Live date: 2nd December 2002
Targets groups: prospective students
students
press connections
PhDs
(Alumni still to follow in 2005-2006)
70 users
Processes in SAP CRM
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Prospective students
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Brochure orders en Events registrations
 Marketing
 Analytics
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Foreign student application
Colloquium Doctum
Students
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Scholarschips & financial aid: applications, decisions, payment
approval
 Registration of different appointments: psychologist, job service,
exchange programme service, etc.
Processes in SAP CRM
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Press connections
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Press adresses & attributes
 Segmentation & Mailings
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PhDs
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Promovendi
 PhD data
 Defenses
CIC (Customer Interaction Center)
Person (SAP Business Partner)
Student (SAP relations)
Brochure order (SAP order)
Event registration (SAP order)
Brochure (SAP product)
Event (SAP product)
Foreign Students Application
(SAP activity)
Processes before the implementation
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Brochures orders & events registrations
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Web orders/registrations received as e-mails at SIC
E-mails to printers
From printers to a pile of paper
Manually in SAP CRM
Daily batch run: printing letters of confirmation (invoices in SAP)
Foreign students application
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Preliminary application form (PAF) by post
Manually in SAP CRM
Reply (n different letters) by post
Phone inquires about status by applicant
Business case
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Brochures/events
100 – 400 orders/registrations a day
 5 min work for one order
 8 – 33 hours work a day
 2.6 fte (based on 20 hour work a week)
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Foreign students procedure
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Mailing expenses
 Personnel expenses: manual data enter in SAP CRM
 Personnel expenses: phone info
 Reply sometimes after one month
Project goals
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Improving of the processing of
 web orders of academic programme brochures
 web registrations for info-events
 applications for foreign students procedure
by using SAP CRM Internet Sales.
faster, less effort, less paper, fewer mistakes
Project assumptions
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No changes of SAP CRM
No changes of procedures
Standard SAP CRM Webshop
Availability of UvA project members
Processes after the implementation
Results functional
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Dutch webshop for brochures and events
English webshop for brochures and events
English webshop for Foreign Students Procedure
with a direct link to SAP CRM
Results technical
Processes after the implementation
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Brochures orders & events registrations
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Web orders/registrations automatically in SAP CRM
 Confirmation directly by e-mail
 Daily batch run: printing letters of confirmation (invoices in SAP)
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Foreign students application
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Preliminary application form (PAF) only via web
 automatically in SAP CRM
 Confirmation directly by e-mail
 Inquiries about status via web
Implementation
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Release 1 (Sept – Dec 2004)
Release 2 (Jan – March 2005)
Project organisation
project evaluation: lessons learned
subsequent actions
Phases:
Subsequent projects
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Webshop “Introduction Week”
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Internet Customer Self-Service: FAQs
Questions
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…