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Case Study: Lessons from Bona to Optimize Your Service Center with SAP Cloud for Service and SAP ERP Integration
Todd Schutte Bona
1
In This Session
• Hear how Bona tackled their customer service journey by replacing their highly
customized local database for service ticket
• Reduced system complexity through a single integrated solution
• Hear the benefits achieved by driving customer interactions, and integrated service
processes with SAP Cloud for Customer
• Realization of Global Service transformation through SAP Cloud for Customer and related
technologies
• Improved Analytics for increased visibility of trends and patterns
2
What We’ll Cover
• Introduction to Bona
• Our challenges and our approach to solving them
• Rolling out SAP Cloud for Customer at Bona
• Driving customer service efficiency with SAP ERP integration
• Building a customer self-support portal using SAP Cloud for Service and Knowledge Base
• Wrap-up
3
Passion for Wooden Floors
• Since 1919, we have been committed to the whole lifetime of a wooden floor with a
complete sand and finish system and floor care
• Innovation, consistent performance, and the highest quality the industry
has to offer
• Family-owned company
• World-wide presence
4
Bona Around the World
Bona sites
Distributors
Bona plants
5
Our Sales and Service Channels
Territory Managers
National Acct
Managers
Field Sales
Force
Machine Repair Service
Centers (Int and Ext) Distributors BCCP
6
Our SAP Landscape
SAP ERP
(HANA)
SAP CRM
HCI
SAP C4C
Mindtouch
A
v
a
y
a
7
What We’ll Cover
• Introduction to Bona
• Our challenges and our approach to solving them
• Rolling out SAP Cloud for Customer at Bona
• Driving customer service efficiency with SAP ERP integration
• Building a customer self-support portal using SAP Cloud for Service and Knowledge Base
• Wrap-up
8
Customer Service Challenges
• Inefficient manual processes
• Lack of consistent support info and materials for questions
• Inability to update records from field
• No historical caller views
• Inefficient machine repair quotes and billing
• No reporting to track ticket resolution or source
• No trending/forecasting data for capital intensive Bona CCP
9
Our Goal: Building the Ultimate Customer Service Environment at Bona
Fully Integrated
CS Processes
Real-Time
Analytics
Best-of-Breed,
Multi-Channel
Communication Tools
Standardized
Knowledge Base
Mobile Ready
& Enabled
$
ERP
Integration
10
Partner Selection Criteria
• Deepest experience in the SAP ERO + CRM + Commerce space (for our requirements)
• Knowledgeable about emerging technology trends (SAP Cloud for Customer)
• Understanding of how the solution would enable us to realize business goals of building
the ultimate customer service environment
• Flexible timelines and deliverables to meet the evolving scope of the project from small
pilot program in phase 1 to Global Service transformation
• Global presence to meet global scope and future projects
• Desire to invest the time to re-engage even after initially not selected
• Strong analytics experience to ensure integration to ECC would provide an integrated
platform to give a view into our Sales and Service organizations
11
What We’ll Cover
• Introduction to Bona
• Our challenges and our approach to solving them
• Rolling out SAP Cloud for Customer at Bona
• Driving customer service efficiency with SAP ERP integration
• Building a customer self-support portal using SAP Cloud for Service and Knowledge Base
• Wrap-up
12
The Backbone of Our Ultimate CS Environment: SAP Cloud for Service and Social
Mobility • Manage service requests on iPad –
anytime, anywhere
Solution Finder • Integration with existing knowledge base
• Context-sensitive recommendations
• Easily share content with customers
• Phone (CTI) with Screen Pops
• Web self-service portal
• Chat
• Branded communities
• Social Media* (Twitter, Facebook)
• Service Tickets
• Work Tickets
Multi-channel service
Collaboration
• Contextual social collaboration with integrated feed
Integration • Native integration with SAP ERP and SAP CRM
• Open API
Analytics • Real-time service
performance with pre-built dashboards
• Embedded reports response times, handle times, priority and escalation trends
Productivity • Email response management
• Routing and escalation rules
*Social Media channels with SAP Cloud for Social Engagement
13
Bona Global Customer Care Requirements
Track Calls and Emails for the Call Center and Tech Support with Service Ticket Management
Claims Process
Collaboration among Team
Ability to Search
Automated Email Integration
Allow ways to track calls from same phone number with Screen pop with Existing Telephony Integration
Knowledge base
Real-Time Analytics and Reporting
Mobile Capable
Integrated Claims Process
Machine Service Center functionality (Distinct “module”) – automate within SAP
Sales Functionality with Lead Management
Create Marketing/Service Campaigns
Full Integration with SAP ERP
Live Chat functionality
Searchable via website for field support (Web Self Service)
Internal and external users
Multiple Language Compatibility for global use
Automated Call Distribution and Intelligent Call Routing
Call Recording
Real-Time Reporting/Metrics
14
Phase 1: US Customer Support
• Call center support with:
Inbound email
CTI with Caller ID screen pop
Knowledge base to
standardize product help
Service tickets created – SAP Cloud for Customer
standalone
Tracking to resolution
Analysis of call reasons
15
Phase 2: Machine Repair Center
• Bona floor finishing equipment
• Commercial sanders and buffers for
installation and refinishing
• Damaged and worn machines are sent to
Bona’s repair center for repair and
refurbishment
• Sold through distributors and used by
contractors
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Phase 2 Drivers
• Improve customer service via better communication by linking the service (repair) center
with the call center process
• Improve service quote efficiency by providing pricing information directly to service
center employees
• Improve inventory efficiency by eliminating manual re-entry of parts and labor used for
repairs
• Improve billing efficiency by linking service center work ticket to SAP ECC billing
17
What We’ll Cover
• Introduction to Bona
• Our challenges and our approach to solving them
• Rolling out SAP Cloud for Customer at Bona
• Driving customer service efficiency with SAP ERP integration
• Building a customer self-support portal using SAP Cloud for Service and Knowledge Base
• Wrap-up
18
Master Data Integration
• Integration of master data between SAP Cloud for Customer and SAP ERP is a huge
benefit for us
Source: SAP
19
Service Ticket with Contractor and Distributor
• Collaboration with various external parties involved
• Access to quick information for follow up
20
Service Teams Collaboration
All interconnected sales and
service touchpoints associated
with the customer ticket/issue
21
Service Center Manages Repair via Work Ticket
• End-to-end process flow from SAP Cloud for Customer to SAP ERP for ticket and repair
process Service Ticket Process
Dist
ribut
orCo
ntra
ctor
Cust
omer
Ser
vice
Se
rvic
e Ce
nter
Phase
Contacts Bona regarding machine
issue
Assign Service Ticket to Service Center
Machine to be sent to SC?
Contacts Bona regarding machine
issue
Create Work Ticket and provide as RGA
number
Create Work Ticket and provide as RGA
number
Creates Service Ticket to Record
InteractionYes
No
Service Center Assistance Needed?
Yes
No Does Ibase Exist? Yes
No
Work Ticket Process
Service Ticket assigned to
Service Center
Is Work Ticket Required?
Does Ibase Exist?Create
Equipment in ECC
No
No
22
Transaction Integration C4C to ECC
Service Ticket
SAP ERP
Source: SAP
23
Logistics Integration with ERP
• Internal order for
cost collection of
Work Ticket
• Material movement
status
• External processing
Status
24
ERP Billing document
• SAP ECC billing document as result of
work ticket
• Distributor as bill to and payer
• Parts used and pricing
25
What We’ll Cover
• Introduction to Bona
• Our challenges and our approach to solving them
• Rolling out SAP Cloud for Customer at Bona
• Driving customer service efficiency with SAP ERP integration
• Building a customer self-support portal using SAP Cloud for Service and Knowledge Base
• Wrap-up
26
Self-Service Knowledge Base Portal
27
What We’ll Cover
• Introduction to Bona
• Our challenges and our approach to solving them
• Rolling out SAP Cloud for Customer at Bona
• Driving customer service efficiency with SAP ERP integration
• Building a customer self-support portal using SAP Cloud for Service and Knowledge Base
• Wrap-up
28
Bona Customer Service Roadmap
• Global rollout of customer service
Standardized recording of consumer interactions
Improved analysis of potential product issues
• Workforce performance builder
Need-based training for employees and users
Training management for contractors and distributors
Product and machine certification tracking
Prerequisite tracking
Managed access and delivery for refresher information
29
Where to Find More Information
• SAP Cloud for Customer on the SAP Help Portal
https://help.sap.com/cloud4customer
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7 Key Points to Take Home
• Look at the big picture and think global strategy if you have not done so already
• Get all levels of people involved early in the transformation
• Take small steps. Start with a pilot and build upon the foundation.
• Take care of data quality and start early in that process
• Use standard features and choose configuration over custom-coded solutions
This is an opportunity to look at complexity in the processes you have
• Establish local super user champions who will own and drive adoption – key to success
• Stay on alignment with SAP and new technology, or be disrupted
31
Your Turn!
How to contact me:
Todd Schutte
Please remember to complete your session evaluation
32
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Disclaimer
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countries. All other product and service names mentioned are the trademarks of their respective companies. Wellesley Information Services is neither owned nor controlled by SAP SE.
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