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Process documentationUsing SAP Real-Time Offer Management

 

You use SAP Real-Time Offer Management (RTOM) to improve your inbound campaigns to suit your customers' needs better. For inbound campaigns, the customer has to contact the company and not the other way round. The SAP Real-Time Offer Management engine can learn from customer reactions to real-time offers and make them more suitable next time around.

To use this process, you must activate the business function SAP Real-Time Offer Management (CRM_RTOM_1).

Prerequisites

You have made the following settings:

  • You have installed RTOM and have configured it using the RTOM application toolkit. For more information about the RTOM application toolkit, see the SAP Real-Time Offer Management Integration Guide on SAP Service Marketplace at Start of the navigation path http://service.sap.com/instguidesInformation published on SAP site Next navigation step Focused Business Solutions Next navigation step SAP Real-Time Offer Management End of the navigation path.

  • You have made the required settings in Customizing for Customer Relationship Management under:

    • Start of the navigation path CRM Cross-Application Components Next navigation step Rule Builder Next navigation step Define Rule Policy Types End of the navigation path

    • Start of the navigation path Marketing Next navigation step Marketing Planning and Campaign Management Next navigation step Basic Data Next navigation step Define Types/Objectives/Tactics End of the navigation path

    • Start of the navigation path Marketing Next navigation step Marketing Planning and Campaign Management Next navigation step Basic Data Next navigation step Define Priorities for Marketing Projects End of the navigation path

    • Start of the navigation path Marketing Next navigation step Marketing Planning and Campaign Management Next navigation step SAP Real-Time Offer Management End of the navigation path

Process

You perform the following steps when you define real-time offers on the WebClient UI:

  1. Log on to the WebClient UI using the MARKETINGPRO business role.

  2. Create a campaign of campaign type Real-Time Offer.

  3. In the Description field, enter a name for the real-time offer.

  4. Enter the purpose of the real-time offer:

    • Product Offer: you have to create a product offer. For more information, see Product Assignments.

    • Message: enter the message in the Display Description field.

  5. Enter a display option:

    • Always Show: the real-time offer will always be presented.

    • Show by Default: the real-time offer will be presented only if it is suitable for the customer and there are no other offers available.

    • Show by Priority: choose a priority from the Priority dropdown list and real-time offers with this priority will be presented.

  6. In the Display Description field, enter a description for the real-time offer. The description can also be seen and edited in the Notes assignment block.

  7. Enter all other required information such as planned start and end date and a channel.

  8. Enter one or more business goals for each real-time offer campaign. Later you can search for all campaigns that are assigned to specific business goals and mass change their priority.

  9. When you create the rules for your real-time offers, you are automatically transferred to the rule builder UI. You are automatically transferred back to your campaign when you have finished defining the rules.

    For more information about the rule builder, see Rule Builder.

  10. Create a recipient profile.

    Every customer that contacts the company and matches the rules that are created in the recipient profile, has a product offer or message offered to them.

  11. Add a related outbound campaign to your real-time offer campaign (optional).

    You can extend the number of eligible recipients of a real-time offer campaign. In the Related Campaigns assignment block, search for an existing outbound campaign that has a target group assigned and add the campaign to your real-time offer campaign. The target group of the related campaign will be used as an additional profile for your real-time offer campaign.

    Example Example

    You can use a related campaign in the following cases:

    • To remind customers that have already received an offer by e-mail (outbound campaign) in case they contact the company. Then the real-time offer (inbound campaign) can be offered to them.

    • To make a product offer to customers that have not received offers by e-mail (outbound campaign) for technical reasons but who happen to contact the company. Then the real-time offer (inbound campaign) can be offered to them.

    End of the example.

Result

After a successful publish of new or changed real-time offers, the system displays the product offer or message only if they are valid for a specific customer session. The Interaction Center agent can read this offer out to the customer on the phone to either tell the customer the message or make a product offer that is suitable particularly for that customer.