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RTOM Part 1
RTOM Part 1
RTOM Part 1
0
RKT Live Expert Presentation
Maya Kidron
Product Manager
Workshop Objectives
Agenda
Today - Part 1 [2 hours]
Introduction [45 min] product overview, new 7.0 functionality, demo and value proposition
Go To Market [45 min] positioning, competition, available sales tools.
Demo basics [15 min] overview of demonstration environments and available demo
recordings
Q&A [15 min]
It is RTOM Time!
Background
RTOM is a real-time recommendation technology that was acquired by
SAP from Ingeneo at the end of 2006
RTOM is part of SAP CRM Marketing offering and is integrated with CRM
master data and Interaction Center (2006s/5.2 and on)
RTOM is also available as a standalone product
RTOM pricing model is value based proportional to the number of
recommendations
Our Taxonomy
Product(s) recommendation
Typically related to sales and/or contract modification (e.g. upgrade handset)
Success is measured and is used for self learning
RTOM Foundations
Offer Management
Environment
Real-Time
Decisioning Engine
Self Learning
and Analytics
Offer Definition
Offers
Offers
Productsand
and
Products
NextBest
BestAction
Action
Next
Design Time
Business User
Who: target profiles
When: triggering events
What: offers
Where: interaction channels
RTOM
Optimal recommendation
Interaction Time
Interaction channels
RTOM Recommendations
Why RTOM?
Use case
Expected Benefits
Design
RTO
M
Business Logic Studio
Recommend best
offers
Prioritized real-time
recommendations
Interaction
Analysis
Measure and
provide insights
RTOM
Analytics
BW / DWH
2. Events
5. Recommendations
RTOM
Business
Logic
Studio
(BLS)
5. Recommendation is provided
to the application
6. Recommendation result is fed
back to RTOM for self-learning
7. [optional] RTOM triggers other
relevant activities
6. feedback
RTOM Recommendation
Engine
Offers
Experienc
e
3. Info retrieval
Product Catalog
7. Activities
(optional)
downstream
processes
RTOM
Online
Cockpit
CRM Master
data
XML /http,
ODBC, WS
8. Analytics
DWH / BW
RTOM Cockpit
RTOM
Engine
RTOM recommendation
services
Events
RTOM Router
RTOM
Engine
Experience base
SAP 2007 / Page 19
RTOM
Engine
RTOM
Controller
Multichannel RTOM
Demo
2. Events
5. Recommendations
RTOM
Business
Logic
Studio
(BLS)
5. Recommendation is provided
to the application
6. Recommendation result is fed
back to RTOM for self-learning
7. [optional] RTOM triggers other
relevant activities
6. feedback
RTOM Recommendation
Engine
Offers
Experienc
e
3. Info retrieval
Product Catalog
7. Activities
(optional)
downstream
processes
RTOM
Online
Cockpit
CRM Master
data
XML /http,
ODBC, WS
8. Analytics
DWH / BW
RTOM Analytics
Create & manage
offers portfolio
Recommend best
offers
Measure and
provide insights
Enhance the ability to manage and optimize the efficiency of online offering,
allowing control over offers effectiveness and agents performance
Offer performance analytics analyzes the performance of offers along with
customer profiles, and interaction events over time
Agent performance analytics analyzes the utilization of RTOM and the success
of offering by different agents, as well as the impact on productivity over time
Customer analytics analyzes the response profiles of the various offers
Channel analytics provides insights about the offer performance in different
channels as well as channel specific offering profitability
Recommend best
offers
Measure and
provide insights
Agenda
Today - Part 1 [2 hours]
Introduction [45 min] product overview, new 7.0 functionality, demo and value proposition
Go To Market [45 min] positioning, competition, available sales tools.
Demo basics [15 min] overview of demonstration environments and available demo
recordings
Q&A [15 min]
Table of Contents
1 - RTOM Go-To-Market Essentials
2 - More Go-To-Market Tools
3 - RTOM Competition
4 - Industry Specific Materials
5 - Architecture and Implementation
6 - Customer Handouts
1
GTM
Essentials
6
Customer
Handouts
More GTM
Tools
RTOM
https://wiki.wdf.sap.corp/display/SAPCRMHub/SAP+RTOM
Architecture &
Implementatio
n
Competition
4
Industry
Specific
FAQ
GTM
Essentials
6
Customer
Handouts
More GTM
Tools
RTOM
If you just want to understand What s In It For Me read the one pager
5
Architectur
e&
Implement.
Competition
4
Industry
Specific
SAP 2008 / Page 28
1
GTM
Essentials
6
Customer
Handouts
More GTM
Tools
RTOM
Learn more about the Market and RTOM functionality via e-books, recorded
and narrated demos, presentation and more.
Calculate and demonstrate the value of RTOM for your prospect using
Case studies
Pricing information
Return On Investment (ROI) calculator
Architectur
e&
Implement.
Competition
4
Industry
Specific
SAP 2008 / Page 29
Business Challenges
Complex offering the bank manages a comprehensive offering environment :
banking, brokerage, insurance, investment, mortgage, trust and payment
services
Wish to create and manage a multitude of cross line of business offers (e.g.
mortgage + insurance)
All product should be available over all channels
CRM Strategy and Objectives
We are always here for you (all services and bankers available 24 hours a day,
7 days a week) need to empower agents and provide on stop-shop for sales
and service on all channels.
We have the product you need and if not we will create it need to facilitate
offer management and ensure short TTM
We will bring down the walls among our Marketing, Service and Sales
departments to create a customer focused ecosystem
Results with RTOM
18% positive response to RTOM offers ; additional 12% requested follow up
5 hours to launch a new offer from idea to production
3 hours to train new agents
Agents using RTOM made 52-60% better than agents not using RTOM ;
agents offering effectiveness improves month to month (see graph)
Up and running in call center within 2 months
ROI within 6 months
Offers
Checking Offers
Retention Offers
Free Checking
Certificate of Deposit
Savings Account
Elite Checking
Checking Account
Mesa Checking
Student Checking
Visa Platinum
College Visa
Goal Savings
Credit Line
Money Market
Reserve Line
Other Products
Maturing CD
Auto Pay
Promotional CD
Overdraft Protection
Price formula
(EUR)
.30
n *.30
Price formula
(EUR)
.15
n* .15
Definition of Metric: Number of recommendations created by the RTOM system in a calendar year.
If usage is exceeded, minimum purchase is in blocks of 20,000 recommendations.
Minimum Quantity for agent assisted channel 200,000 recommendations (60K EUR)
Minimum Quantity for self-service channel 400,000 recommendations (60K EUR)
Guidelines
Licenses for RTOM are perpetual licenses
Metric is based on number of recommendations created by RTOM in a calendar year
Linear price based on total number of recommendations by channel
Minimum quantity varies per channel
Customers who exceed usage must pay for any additional recommendations (sold in blocks of
20,000 recommendations)
Standard regional uplifts apply
Database license fees apply
Real non-simplified banking models and ROI calculations are also available
3. Competition
1
GTM
Essentials
Customer
Handouts
More GTM
Tools
RTOM
5
Architectur
e&
Implement.
Competition
4
Industry
Specific
SAP 2008 / Page 35
37
39
40
Positioning Tips
Real time offer management competitors are mainly in the FS and Telcos, the early adopters
of this technology . SAP can be lead the 2nd wave that starts now in its strong verticals like
Utilities and Retail
Ingeneo was considered to be best-of-breed: Best-of-breed solutions are available
from:Chordiant (Recommendation Advisor), Epiphany (Interaction Advisor), Ingeneo, SAS
Institute (Interaction Management), SPSS (Predictive Call Center) and Unica (Affinium
Interact) How to Achieve Real-Time CRM, Gartner May 2005
Wherever SAP CRM is the main CRM system RTOM should not loose to a competitor
product the cost of integration and TCO should eliminate such option
RTOM standalone can be a wedge into SAP CRM Greenfields and in large Orcale/Siebel
installations where Oracle offering cannot scale
RTOM standalone can be a wedge into Amdocs/Clarify customers since Telco are looking
for such technology and Amdocs does not have an offering for that
RTOM can also be positioned in web-shops and service scenarios where the mentioned
competitors are not present
RTOM is always conceived as the better tool by business users. It their eyes, it is easier to
use and its recommendation more intuitive than our competition (not some black-box
analytics). Marketing / Sales / Service managers should be targeted.
SAP 2007 / Page 41
1
GTM
Essentials
6
Customer
Handouts
More GTM
Tools
RTOM
Architectur
e&
Implement.
Competition
4
Industry
Specific
1
GTM
Essentials
Customer
Handouts
More GTM
Tools
RTOM
5
Architectur
e&
Implement.
Competition
4
Industry
Specific
SAP 2008 / Page 43
6. Customer Handouts
GTM
Essentials
6
Customer
Handouts
More GTM
Tools
RTOM
5
Architectur
e&
Implement.
Competition
4
Industry
Specific
SAP 2008 / Page 44
WIIFM?
Why?
What?
Agenda
Today - Part 1 [2 hours]
Introduction [45 min] product overview, new 7.0 functionality, demo and value proposition
Go To Market [45 min] positioning, competition, available sales tools.
Demo basics [15 min] overview of demonstration environments and available demo
recordings
Q&A [15 min]
Thank You!
Q&A