Maximizing Your SAP CRM Interaction Center

John Burton (Palo Alto, CA) has been involved with CRM at SAP since 1999. He is currently a Product Manager for SAP for the CRM Interaction Center. He has written numerous articles for CRMExpert and is the editor for the SAP-internal IC Newsletter. Burton attends the annual ASUG/SAPPHIRE conferences, SAP Field Kick-Off meetings, and SAP CRM Insider Events.

1 ... Introduction ... 21 ... 1.1 ... Terminology ... 22 ... 1.2 ... Functions of an Interaction Center ... 24 ... 1.3 ... History and Evolution of Interaction Centers ... 26 ... 1.4 ... The SAP CRM Interaction Center ... 39 ... 1.5 ... Summary ... 48 2 ... Computer Telephony Integration (CTI) and Multi-Channel Integration ... 49 ... 2.1 ... Telephony ... 50 ... 2.2 ... Computer Telephony Integration (CTI ... 52 ... 2.3 ... Multi-Channel Integration ... 60 ... 2.4 ... SAP's Multi-Channel Integration Strategy ... 69 ... 2.5 ... SAP's Multi-Channel Partners ... 71 ... 2.6 ... SAP Business Communications Management (BCM ... 76 ... 2.7 ... Adding CTI or Multi-Channel Integration to an Existing Project ... 77 ... 2.8 ... Summary ... 79 3 ... IC User Interface and Technology ... 81 ... 3.1 ... Browser Versions and Settings ... 82 ... 3.2 ... Interaction Center User Interface ... 83 ... 3.3 ... Interaction Record ... 94 ... 3.4 ... Getting the Interaction Center Up and Running ... 97 ... 3.5 ... Architecture and Technology ... 108 ... 3.6 ... Summary ... 112 4 ... IC Marketing ... 115 ... 4.1 ... Campaigns ... 116 ... 4.2 ... Call Lists and Planned Activities ... 120 ... 4.3 ... Outbound Dialing ... 131 ... 4.4 ... Interactive Scripting ... 135 ... 4.5 ... Questionnaire/Survey and Lead Integration ... 136 ... 4.6 ... Marketing-Based Product Proposals ... 142 ... 4.7 ... SAP Real-Time Offer Management (RTOM) ... 149 ... 4.8 ... Summary ... 150 5 ... IC Sales ... 153 ... 5.1 ... Leads and Opportunities ... 155 ... 5.2 ... Searching for Products ... 157 ... 5.3 ... IC Sales Transactions ... 166 ... 5.4 ... Configurable Products ... 176 ... 5.5 ... Product Proposals ... 178 ... 5.6 ... Available-to-Promise (ATP) and Pricing ... 180 ... 5.7 ... Summary ... 181 6 ... IC Service ... 183 ... 6.1 ... About Help Desks ... 184 ... 6.2 ... Information Help Desk ... 184 ... 6.3 ... Service Order Management ... 204 ... 6.4 ... Service Desk (for External Customers ... 208 ... 6.5 ... Complaint Management ... 212 ... 6.6 ... Case Management ... 216 ... 6.7 ... A Few Words About Self Service ... 219 ... 6.8 ... Summary ... 220 7 ... IC Management and Analytics ... 221 ... 7.1 ... Monitoring Operations ... 224 ... 7.2 ... Managing Operations ... 233 ... 7.3 ... Knowledge Management ... 242 ... 7.4 ... Process Modeling ... 250 ... 7.5 ... Reports ... 254 ... 7.6 ... Dashboards ... 259 ... 7.7 ... Summary ... 260 8 ... Interactive Scripting ... 263 ... 8.1 ... Interactive Script Editor ... 264 ... 8.2 ... Launching Interactive Scripts in the Interaction Center ... 275 ... 8.3 ... Using Interactive Scripts in the Interaction Center ... 285 ... 8.4 ... Summary ... 293 9 ... Rule Modeler and Category Modeler ... 295 ... 9.1 ... Rule Modeler ... 296 ... 9.2 ... E-Mail Response Management System (ERMS ... 299 ... 9.3 ... Order Routing (Ticket Dispatching/Escalation ... 312 ... 9.4 ... Intent-Driven Interaction (IDI) ... 315 ... 9.5 ... Category Modeler ... 324 ... 9.6 ... Summary ... 334 10 ... Back-Office Interaction Centers for Industries and Shared Services ... 337 ... 10.1 ... Shared Service Centers ... 338 ... 10.2 ... Industry Solutions ... 354 ... 10.3 ... Summary ... 364 11 ... Partnerships and Certifications ... 367 ... 11.1 ... Types of SAP Partnerships and Certifications ... 368 ... 11.2 ... Contact Center Infrastructure Partners ... 373 ... 11.3 ... Workforce Optimization Partners ... 376 ... 11.4 ... Systems Integration/Consulting Partners ... 378 ... 11.5 ... Summary ... 383 12 ... Frequently Asked Questions ... 385 ... 12.1 ... User Interface and Framework Questions ... 385 ... 12.2 ... Migration/Upgrade Questions ... 389 ... 12.3 ... Performance and Benchmarking Questions ... 392 ... 12.4 ... CTI Questions ... 394 ... 12.5 ... ITIL and IT Service Desk Questions ... 398 ... 12.6 ... Workforce Management (WFM) Questions ... 399 ... 12.7 ... "Which One Should We Choose" Questions ... 401 ... 12.8 ... Bonus: Top 20 SAP Notes for the Interaction Center ... 409 ... 12.9 ... Summary ... 410 13 ... Conclusion ... 413 ... 13.1 ... Real Customers, Real (Short) Stories ... 413 ... 13.2 ... A Case Study: Portugal Telecom ... 421 ... 13.3 ... SAP Future Roadmap and Strategy ... 428 ... 13.4 ... Thank You ... 436 A ... SAP Partners ... 439 ... A.1 ... Avaya ... 439 ... A.2 ... Axon Consulting ... 442 ... A.3 ... ecenta ... 443 ... A.4 ... enapsys ... 445 ... A.5 ... EoZen ... 447 ... A.6 ... Genesys ... 448 ... A.7 ... MindTree ... 449 B ... The Author ... 453