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SAP is one of the world’s largest software companies with 55,000 worldwide employees, 32,000 customers and €14B in annual revenue.
THE PROBLEM AND THE FOLIO3 SOLUTION
The SAP marketing team develops positioning and messaging for the company’s broad range of products and solutions. They had a challenge in providing consistent messaging across multiple audiences and channels. The messages also needed to be tailored to specific industries, customer roles, geographic regions and other criteria.
Given the sophistication of SAP software, the marketing team needs to get many experts within the company to collaborate in the writing and review process. The existing process required emailing documents and spreadsheets around the company. This made it difficult to consolidate feedback, maintain the most current version and ensure consistency. SAP therefore wanted to create a web-based workflow to centralize and manage their marketing messages.
Working in close collaboration with the client’s management, Folio3 designed and developed three separate applications for the client’s platform, a native iOS based mobile app, a responsive web app (for mobile browsers) and a web based admin console. The iOS and responsive web apps allow customers to send complaints or feedback to the company in form of secure, one on one, IM chat messages. The company’s chat responses are automated messages, which pose a series of questions to the customer in order to capture the complete context of their complaint. The customer’s responses to these questions are captured in a form at the backend, which is then added to the company’s CRM as a complaint ticket. Updates to this ticket in the CRM are then conveyed to the customer via automated IM chat. Key features of the iOS and web apps include:
SAP partnered with Folio3 based on the company’s expertise in workflow automation solution/s, high quality results and ability to turn a vision into a solution. Folio3 proposed a requirements discovery project to help SAP determine the specifications for the full solution. Folio3 then created prototypes over multiple iterations to help SAP test different implementation options. These functional prototypes were then tested with users to determine the optimal solution. Throughout the process Folio3 collaborated with SAP to collect user feedback and make design changes.
The ultimate solution was an automated workflow system called “Positioning Central”, a system that allows SAP’s marketing team to completely automate the process of creating and distributing marketing messages. Positioning Central enables users to:
A unique capability of Positioning Central is its message creation workflow and syndication. A user can send the preview messaging content to solution/geography owners for review. The system knows who to route to for review, based on roles in the company. Once the messaging is final it can be syndicated for use in Video demos, Brochures, Web pages, Case Studies and other material.
The Positioning Central workflow automation solution delivered numerous benefits to SAP over their previous process including:
- Consistent and aligned messages
- Improved messaging quality through testing, oversight and evaluation
- Higher degree of transparency and accountability
- Improved productivity of stakeholders
- Reports on messaging usage
- APIs that enable other applications to access content from Positioning Central