Success Story: koelnmesse's experience with SAP & SYBIT

Task

With the growing number of trade fairs, events, exhibitors, visitors and services, it was necessary for the employees from marketing, trade fair management, sales and customer service to introduce a CRM solution that would provide sustainable support for all associated processes. Over time, individualized processes for managing customers, trade fairs, visitors and partners had emerged that no longer provided complete transparency. In order to optimize the processes, more than two million customer data, business partners and associated documents and attributes had to be clearly displayed in a single system. Trade fair-specific processes and rules were to be established.

Integration with SAP ERP and the HAPLA configuration tool for planning trade fair stands was to ensure an overview of all offers, sales opportunities and the status quo of the trade fairs. The connection to SAP Hybris Marketing and SAP HCP was a building block to enable the mass creation of documents in SAP Hybris Cloud for Customer. 

One challenge was the mapping of territory management with more than 100 foreign agencies and the resulting automated derivation of leads and opportunities as well as customer responsibility to the responsible employees. The development of intuitive reporting functions based on SAP Hybris C4C Analytics and the associated presentation of real-time data in the form of dashboards complement the end-to-end process.

Solution

• Global harmonization and standardization of all data in a CRM system through the introduction of SAP Hybris Cloud for Customer

• Replacement of the existing SAP CRM on Premises solution (CRM 4.0)

• Data migration from SAP CRM 4.0 and SAP ERP

• 360° view of customers, contacts, trade fairs, events and products through 

  • Mapping trade fairs in SAP Hybris C4C and linking trade fairs with exhibitors 

  • Mapping of the respective events for the trade fairs with individualized opportunity types differentiated by industry and segment

  • Differentiated mapping of national and international trade fairs

  • Mapping and linking of internal contact persons with responsibility and substitution rules

  • Development of a cockpit for transparent presentation of all relevant customer information 

• Development of a comprehensive authorization and role system: individual access rights depending on trade fair, event, region and industry, coordinated with the underlying area management (automated)

• Establishment of the lead-to-order process for all sales areas and roles

• Connection to SAP ERP, SAP HCP, SAP Hybris Marketing, HAPLA via SAP HCI