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SCHOTT is an international technology company with 130 years of experience in the areas of speciality glass, materials and cutting-edge technologies. SCHOTT is the global leader with many of its products. Its primary markets are in the household appliance, pharmaceutical, electronics, optics and transportation industries. The company seeks to contribute to its clients' success with high-quality products and intelligent solutions. The SCHOTT Group has production and sales locations in 35 countries and during the 2012/2013 financial year, 15,400 employees achieved a global turnover of 1.84 billion euros.
In a company-wide project, SCHOTT first analysed its processes in sales, back office, marketing and customer service and assessed them in terms of their sustainability. The analysis highlighted that the existing CRM system was a significant weakness. It had reached its limits in terms of performance and functionality. Following the analysis phase, a target situation was developed in which processes, steps and tasks were to be made more effective and efficient. The new CRM system is intended to support this approach and to ensure increased transparency, process improvements and standardisation in sales processes.
After evaluating various CRM solutions SCHOTT chose SAP CRM for its technical platform. A significant factor in the decision was that integration into the existing SAP ERP and SAP BW systems must be seamless.
Together with the central market development specialist department, Syskoplan Reply's consultants developed an adaptable and flexible approach to the implementation of the CRM solution, which considered SCHOTT's particular challenges and requirements.
One exciting feature of the SAP CRM solution implemented for SCHOTT was the use of methods to improve use of the CRM system through motivation mechanisms as used in computer and video games. This was piloted for one of Schott’s business units and aimed to help improve the user experience of the solution by, for example, rewarding the updating of important information in the sales process by the relevant employees.
The CRM solution successfully implemented by Syskoplan Reply contributes to improving SCHOTT's competitiveness and to developing its leading position as a technology company. The international, cross-area implementation of the CRM solution allowed processes, steps and tasks to be made more effective and efficient. Overall, this leads to increased transparency and standardisation in sales processes. In-memory technologies such as SAP HANA and innovative gamification methods support SCHOTT in orientating itself even more closely according to its clients' requirements and achieving more sustainable competitive differentiation.
This is also confirmed by
KLAUS AARESTRUP, VICE PRESIDENT MARKET DEVELOPMENT SCHOTT AG: "Our new SAP CRP system allows much faster access to relevant client information. Integration into the existing SAP ERP landscape and the linking of processes further leads to increased transparency and data quality. Reports for sales, back office and quality processes are available at the press of a button. This allows us to continuously improve the basis of our client-relevant processes and to focus entirely on our clients' requirements.“
INGA-JANINA SCHULZ, SAP CRM PROJECT HEAD BUSINESS, AND BERND WEIßENFELS, SAP CRM PROJECT HEAD IT, SUMMARISES: "A CRM system is only successful if it makes its users successful. We have achieved this goal for our users in six business units and 35 countries while coming in on time and under budget. We are proud that our team has mastered this task together with Syskoplan Reply."
Syskoplan Reply is specialised in SAP solutions within the Reply Group. The leading IT service provider in the SAP environment creates innovative, flexible and reliable IT solutions, in particular in the areas of Customer Relationship Management (CRM) and Business Intelligence (BI). To do so, the company uses adaptable and agile SAP standard software and expands it using client-specific components. This allows clients to differentiate themselves in the market and to achieve sustainable competitive advantages. Syskoplan Reply clients also benefit from the many years of experience and close partnership with SAP.