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0106 Canadian Blood Services - Implementation of SAP CRM Campaign Management
0106 Canadian Blood Services - Implementation of SAP CRM Campaign Management
LEARNING POINTS CBS uses CRM Campaign Management capabilities to automate and optimize call lists based on information from external systems.
CBS creates a single application consisting of both SAP and non-SAP components. CBS creates customer lifecycle campaigns (recruit / contact/ remind) to promote customer engagement.
LEARNING POINTS
CBS Statistics 22,000 Clinic Events a year 43 Permanent Collection Sites 1000 Mobile Sites 16 Apheresis Sites Serving 550 Hospitals
3,480 employees(FTEs)
Call Volume per month: 400,000 Recruitment calls 60,000 Appointments booked 60,000 Inbound calls answered 20,000 Nursing calls 13,000 Live Reminder calls
AVM and Email Volume per month: 12,000 Recruitment Emails 90,000 AVM Reminders 4,000 Reminder Emails
The AMS System SAP CRM 7 750 AMS Users 5 User Roles Single integrated system SAP CRM Interaction Centre Non-SAP components displayed through custom BSPs Single Sign-on for third party apps
Support current collections target and future business model Provide a flexible appointment booking solution Align appointments to blood type targets Increase recruitment channels
Deliver efficiency and productivity gains Eliminate multiple platforms at the front-end of business Provide effective set of tools to manage relationships Improve customer service to donors
AMS Campaigns
Event Planning
Real time link to Event Management System Changed Events automatically put on hold fed real time to CRM campaign automation
Scheduling
Create Appointment slots Copy schedules Appointments Impacted if event hours change fed real time to CRM Campaign Management
Automated Recruitment Campaigns - Segmentation Creation Based on upcoming Events Multi-channel 3 week process Email first week Call list second and third week Selection Eligible Donors favourite location same as event No future appointment No previous contact for 21 days Target List Uses available slots, applies uptake ratio Blood type distribution Priority set based on nearness of event date and percent booked
Creation 3 days prior to Event Email 2 days prior to Event Automated Voice Messaging (AVM) 1 day prior to Event AVM second try 1 day prior to Event Live Call Selection Appointment booked more than 3 days before event Reminder preference respected Target List Flow down of donors between lists Results visible in contact history
Ad hoc Campaigns
Creation By Campaign Staff at the NCC (users - not SAP IT) If automated campaigns do not satisfy needs Special recruitment drive Standing Orders (Donor Care / Apherisis/ Lapse) CRM Graphic Modeler Build target group Multiple attribute lists
BEST PRACTICES Include time and resources project plan to deal with integration issues Ensure Campaign Management user base is fully trained to use this key functionality
KEY LEARNINGS SAP CRM Campaign Management can be used to automate multichannel campaigns triggered by upcoming events. SAP CRM can be updated from a variety of sources in real time and through daily batch processes Campaign Management is key functionality for your Business to connect with your customers.