Customer Responsiveness for Germany's T-Mobile
First mySAP® CRM 3.0 Internet Sales 'Web Shop' Project
- Industry
- Telecom, Media & Entertainment
- Region
- Germany
- Alliance partner
- SAP
- Sun Microsystems
- Solution
- MSS Transformation
- SAP
Germany’s premier communications network operator and service provider, T-Mobile Deutschland GmbH, is focused on expanding both its customer relations and services to its sales partners (distributors, wholesalers and specialised dealers). Capgemini developed a B2B “web shop” solution based on SAP’s mySAP CRM 3.0 Internet Sales application and Sun Java technology. It enables sales partners of T-Mobile via the Internet to access product catalogues, order mobile phones and accessories and easily locate and download online brochures and flyers. This was one of the first mySAP CRM 3.0 Internet Sales projects ever carried out in Germany. The solution connects employees, partners, processes, and technology in a closed-loop customer interaction cycle
Client Profile
T-Mobile is Germany’s premier mobile communications network operator and service provider with approximately 9 000 employees. As a market leader in Germany, T-Mobile has attracted more than 24 million customers corresponding to a market share of 41.1%. T-Mobile Deutschland GmbH is the largest subsidiary of T-Mobile International AG owned by Deutsche Telekom AG.
Business Issues
The mobile telephone market in Germany has reached a high penetration. Competition
is fierce; according to industry analysts only a few mobile network providers
will survive. The effort to strengthen competitiveness led to several issues with
its legacy Dealer Order processing:
- overall process quality had to be optimised because of partially missing automation support and frequent manual interaction
- throughput time was extensive due to frequent media brakes.
T-Mobile’s future strategy was focussed on expanding both customer relations and service to its sales partners.
Customer responsiveness was key for T-Mobile and the ability to offer the latest products to their sales partners. An Internet-based web shop would improve internal business processes resulting in fewer mistakes, faster throughput and automation for a streamlined workforce.
The primary goal was to provide T-Mobile’s sales partners with a more manageable order process by offering a new level of service. The use of an internet-based web shop meant improvements could be met in both productivity and quality excellence.
Solution
Capgemini had partnered with T-Mobile on previous SAP related projects over a five-year period to implement:
- SAP Production Planning (PP) module
- a phone card data base management system
- a sales process for mobile phone upgrades comprising an interface between Clarify and SAP
- Sales Logistics processes based on the SAP R/3 Sales & Distribution (SD) module
- individual functional modules for order processing of mobile phones and phone cards (completed interfaces between SAP and proprietary software as well as functional enhancements within SAP R/3.
T-Mobile selected Capgemini to develop a B2B web shop solution based on SAP’s mySAP CRM 3.0 Internet Sales application. The engagement is very significant as the first mySAP CRM 3.0 Internet Sales project in Germany.
The project was carried out at the T-Mobile headquarters in Bonn, Germany. The web shop developed by Capgemini is an integral part of T-Mobile’s Sales Partner Portal. It enables Sales partners of T-Mobile to access product catalogues, order mobile phones and accessories and be able to view and download online brochures and flyers. Users can also download up-to-date price lists.
The solution covers both small and big sales partners that sell phones and electronic gear as well as ‘phone only’ shops.
The Capgemini project team comprised seven expert consultants - a project manager, two Java developers, two CRM application specialists, an ABAP developer and a web designer working closely together with T-Mobile’s SAP team.
SAP’s mySAP CRM 3.0 Internet Sales application is partly based on the application model of Sun Java 2 Enterprise Edition (J2EE). It allows use of the Java Application Server, which contains a servlet engine from InQMy.
The back office technology employed at T-Mobile is SAP R/3 4.5. The solution implemented for T-Mobile comprises an individual non-frame based web shop application, which builds upon and enhances the mySAP CRM 3.0 Internet Sales standard.
The T-Mobile Web Shop features a:
- pictured product catalogue
- comfortable on-line ‘shopping cart’
- quick order entry and use of personal order templates
- on-time status for orders
- personalised environment according to user profiles
- downloadable sales partner-specific price lists
- product search using product number or name.
The web shop is available to T-Mobile’s sales partners 24/7 enabling them to place and check orders anytime. More than 1,500 sales partners are already “activated” and can take advantage of the services offered.
Benefits
Capgemini shares a long-lasting relationship with T-Mobile as well as a strategic partnership with SAP. According to mySAP CRM experts, “The success of this project confirms Capgemini’s position as a special expert partner in mySAP CRM.”
Most important project benefits include:
- accelerated time-to-market
- increased effectiveness of T-Mobile order processing
- more accurate product & pricing information for sales partners
- richer customer and market insights
- faster availability of goods
- calculations confirmed in confidence through automatic pricing
- T-Mobile sales force concentrates on core functions
- decrease of errors due to automated processes
- concentration on core business due to reduction in time spent on ‘pre-verification’ for work orders
- no wrong or incomplete orders thanks to an easy user interface.
- competitive advantage through increased customer loyalty and retention
The mySAP CRM 3.0 Internet Sales solution connects employees, sales partners, processes, and technology in a closed-loop customer interaction cycle.
Written in co-operation with T-Mobile
