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Mobilize CRM Applications to Drive High Performance

Philip HanDirector, CRM Global Service LineAccenture

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Agenda

Evolution of Business Mobility1CRM Mobility – Case Nokia China2Mobilising Your CRM System3

Summary4

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Workforce Is Going Mobile…

Employees spend on average, one third of their time out of the office, and almost half their time in the office away from their desks.

Simpson Carpenter surveySeptember 2005

By 2009, there will be more than 878 million mobile workers worldwide.

IDC, 2005

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Wireless Email Key Features

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Pathway for the Next Generation of Businesses

Increasing ROI, Productivity, Agility, Competitiveness, and

Creativity

Voice•Personal Contact

Email/PIM•Increased

responsiveness

Applications•Instant

interaction with business systems

VoIP•Cost-

effective Telecoms

Collaboration•Team working •Increased accessibility of

subject matter experts•Real-time information•Faster work rates

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Windows Mobile Symbian/S60

J2METM Palm and UIQ

Managementand control

Over-the-air deployment

One simple interface

Common user experience

Self-serviceweb portal

Reduced support burden

Supporting a Diverse Range of Devices

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Example- A Few Mobile Data Customers of Nokia

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Agenda

Evolution of Business Mobility1CRM Mobility – Case Nokia China2Mobilising Your CRM System3

Summary4

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Context & Background

• Nokia is the mobile phone leader in China with over 40% market share (2007)

• The mobile phone marketplace in China is competitive and dynamic – the high performers need to be agile and responsive

• Nokia launched this initiative to improve channel coordination and drive efficient management of sales activities

• Nokia engaged Accenture’s industry & CRM expertise to enable this robust mobile CRM business capability

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Key Business Drivers for the Project

• Provide real-time business insight to outlets, market & competitive info

• Optimize the usage of field sales personnel

• Leverage robust and proven features from packaged software • Define and implement “configurable” functionality to support changing

business environment• Leverage efficient mobility management system for optimizing TCO

• Increase responsiveness to customer needs across distribution channels

Insight-Driven Decision Making

Flexible & Scalable Solution Platform

Consistent Closed Loop Processes

Customer-Focused Account

Management

Business Drivers

• Integrated processes across function teams • Automate manual processes to maximize operational efficiency

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Track & Report Sales

Manage Account& DP

Forecast Market & Allocate Target

Analyze & Review Results

Roll-Up &Measure

Performance

Closed LoopInsight-Driven

Sales Processes

Target - Ubiquitous Siebel Access for Mobile Workforce

ApplicationBackbone

User Groups & Characteristics

SecuredCommunication

Channel

Mobile employees

Sales Force

Sales & Business Director

• Requires the occasional mobile access to company email and to Siebel data

• Mostly satisfied with online Siebel access

• Requires mobility – in the field• Need offline access as often perform

work in offline (plane, train), relatively unstable network connection

• Requires data insight• Some users require tools to customize

the reports

Field Force

MiddlewareElements

• Requires access to customer data• Requires access to product

documentation• Needs to fill in task reports in the field

Mobile CRM

Device management

Security

Mobile email

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Implemented Change

TYPICAL DAY OF A MOBILE SALES REP TYPICAL DAY OF A MOBILE SALES REP WITHWITH

MOBILE CRM ACCESS…MOBILE CRM ACCESS…

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The Customer Visit…

Joe’s key task is to find out the current inventory situation of the retail customer and provide that data to the CRM & sales

management system

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Updating Inventory Reports…

Incomplete:

Complete:

Sending: Sent:

Joe discusses with the retail manager and

simultaneously updates the inventory report

using his mobile terminal

Joe clicks the mobile CRM

application icon to start

Joe selects the inventory report from the menu

Joe picks the correct outlet from

the list

Joe updatesthe inventory data

of the current outlet

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Key Building Blocks

1. Secure mobile access gateway for Siebel Consumer Goods

Mobile access to Siebel data – mobile retrieval & updating Ensure proper security & user authentication

2. Mobile Siebel access client for Nokia devices: Access to accurate, up-to-date business, customer or

product information anytime, anywhere Similar kind of functionality with Siebel PC client No network coverage needed – data stored in a device Possibility to download various reports, edit them offline and

update them into Siebel automatically when connected

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Initiative Summary Accenture delivered project from pre-study to

launch in 13.5 months. Currently release 4 on-going

~6000 daily users, ~2.5M annual outlet visits, 4M annual field sales report submissions

Optimizes the usage of mobile workforce Information available at the point-of-business,

automatic real-time updates Easy-to-use, always-on device – no need for

laptop Cost-efficient network usage

Dual-mode: WiFi, cellular Data available also in offline mode

Significant Business Results Achieved

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Agenda

Evolution of Business Mobility1CRM Mobility – Case Nokia China2Mobilising Your CRM System3

Summary4

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You Can Apply Our Solution Offering To …

Logistics

Mobilization of existing CRM/ Business process applicationsIncreased service level for logistics and delivery force

Field Service OperationsEfficient management of field

service tasks and timeAccess to customer

information on the premises

Sales Force Applications

Mobilization of existing CRM Business process

applicationsImproved service level & sales efficiency, real-time

view on inventory & sales

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Step 1.. Defining the Right Scope of the Solution

Connecting mobile

Workforce with mobile device

to any business critical CRM

dataand to corporate

email & PIM

Anytime,over Any wirelessnetwork

Who needs it?

Type of connection available?

How is it distributed?

What is the critical

content ?

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Step 2 – Decide on the Full View on the Essential Mobility Elements

Security & Authentication

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Device Management , Why Implement??

A well-defined theft-loss process provides users peace of mind and reduces risk

Easy self-service provisioning – Reduces roll-out time and implementation costs– Reduces ongoing support costs– Enables reliable backup and restore

Well-informed troubleshooting provides effective support and minimizes users’ downtime

Asset management and reporting enables efficient lifecycle management and planning“A mobility project without a clear device management strategy is a

shortsighted approach”Yankee Group, May 2005

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Step 3 - Defining the Right Device Range - Right Functionality and Price point per User Group

Nokia E65 Nokia E90 Communicator Nokia E61i

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Agenda

Evolution of Business Mobility1CRM Mobility – Case Nokia China2Mobilising Your CRM System3

Summary4

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Mobility is Business Critical.. Business mobility is becoming a

significant competitive benefit and – your competitors are moving as well

Organizations using mobile business processes as strategic differentiator can increase market visibility and ability to react fast in business changes

Nokia and Accenture have a joint “on-the-shelf” solution that allows you to mobilize your CRM fast with optimum costs

Focus on business process and platform design as it secures scalability & cost efficiency

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Thank You

Contacts:philip.han@accenture.com

www.nokiaforbusiness.comwww.accenture.com