Precentation - Speaker at CA World Conference Orlando, Florida US, on the subject of “Mobile...

Shell’s Online ServiceShell’s Online ServiceThe Scandinavian eBusiness platformThe Scandinavian eBusiness platform

Built on COOL:Plex and WebsydianBuilt on COOL:Plex and WebsydianInternet and WAP Internet and WAP Enable your ERPEnable your ERP

July 2001

Kasper Kronmann NielsenIT-planner and eBusiness Manager Commercial Denmark

July 2001

Kasper Kronmann NielsenIT-planner and eBusiness Manager Commercial Denmark

The History of Shell’s The History of Shell’s online serviceonline service

The Software That Manages eBusiness ™

Shell Denmark offered customers four different ways to get heating oil in 1999

1. Self ordering(~18,000 customers)

Customer places orders himself each time he thinks he needs heating oil (via phone (CSC))

Order processing, delivery and

payment

2a. Automatic delivery “degree date”(~17,000 customers)

System estimates the next time to deliver heating oil to the customer based on the customer’s living conditions and the outside temperatures


payment

Source: interviews

System monitors real tank levels and determine next time to deliver. Real time tank informationis send through by GSM to Shell. Shell acts when power failure is detected

2c. Automatic delivery “real time” (Shell Line, 3,000 customers)


payment

2b. Automatic delivery “fixed date” (~4,000 customers)

Deliveries are planned on fixed dates independent oftank levels


payment

The History of Shell’s online The History of Shell’s online serviceservice


2000 2001July Nov

November1999:

Idea

March2000:

Decision“Go!”

SoftDesign engage

July2000:

Launchpilot DK

November2000:

LaunchFI

April 2000:

SSI & Adcorechosen

Mar AprNov

December 2000:

Resellersolution FI

September 2001:

B-2-Bsolution NO

December2000:

LaunchNO

June2001:

LaunchSE

Dec

Total cost: 200.000 US$ includes: FTE, Infrastructure, Hosting 1 year, Consultants, license no cost, roll out 4 countries

Aug.2001:

LaunchEL NO



How did we manageHow did we manageandand

why can we talk about a successwhy can we talk about a success



NORDCAP ERP systemNORDCAP ERP system– Business process optimisation and Business process optimisation and

customer focus in mid 90.customer focus in mid 90.– A single customer database (B-to-C, B-to-B, A single customer database (B-to-C, B-to-B,

B-to-R)B-to-R)– AS/400 platform - build for exchanging dataAS/400 platform - build for exchanging data– A common Scandinavian platform (80-95%)A common Scandinavian platform (80-95%)– IT people who understand business IT people who understand business

processesprocesses– We want to ride the hypeWe want to ride the hype

Disadvantage - MP, run and maintain Disadvantage - MP, run and maintain environmentenvironment

Shell ReadyShell Ready


Development toolDevelopment tool– COOL:Plex/WebsydianCOOL:Plex/Websydian

• Cheap (no license fee), real time, CA Cheap (no license fee), real time, CA support, IBM support (webSphere), support, IBM support (webSphere), development resources available.development resources available.

• Split of design and functionalitySplit of design and functionality• Proven by HyTex who have same type Proven by HyTex who have same type

backofficebackoffice

Shell ReadyShell Ready


Customer focusCustomer focus– Personalisation and profilingPersonalisation and profiling– Services functionality should be based on customerServices functionality should be based on customer– Solution has to take the highest nominator into account Solution has to take the highest nominator into account

(Country and customer segment)(Country and customer segment)– Work with the customer “It is a journey together”Work with the customer “It is a journey together”

TrustTrust (privacy politics), security (128bit), (privacy politics), security (128bit), Single coherent front endSingle coherent front end The easiest company to do business with on The easiest company to do business with on

the Internetthe Internet

Decisions MadeDecisions Made


CSC workload focusCSC workload focus (automation of process) (automation of process)– No additional work to handle customersNo additional work to handle customers– Look at cost to serveLook at cost to serve– Focus on process that could be moved from Focus on process that could be moved from

CSC to self service.CSC to self service. Small scale pilot quick to scaleSmall scale pilot quick to scale

– Independent service conceptIndependent service concept– If not used turn it offIf not used turn it off

Real time online - no e-mail or batch solutionReal time online - no e-mail or batch solution



Reuse Reuse ReuseReuse Reuse Reuse– existing business processexisting business process– hardwarehardware

We start with B-to-C,We start with B-to-C, but prepare for B-to-B but prepare for B-to-B Build on a home-banking conceptBuild on a home-banking concept Align with EnergyHouse conceptAlign with EnergyHouse concept


What is in What is in Shell’s online service?Shell’s online service?


Data

ERP/CRM:

Nordcap(AS/400s)

NordcapeCommerce interface:

Websydian(MIIS with NT)

Shell customerwith internet access

Shell

Data aboutShell’s customers

Shell staff users

Shell reseller

Reseller’sCustomer

Data aboutmy customers

BrandedReseller

Shell Customer

Any portal,i.e. Shell@homeTransport portal

eHome

PaymentmoduleAnybody

Data aboutme

Shell customerwith WAP

Shell

Data aboutShell’s customers

Shell's Sales forcewith or without WAP

Alldata about

me

Content on www.shell.dk

Data

Pro

du

ct

ca

talo

gu

ee

tc.

Customers:B-to-C, B-to-B SMEReseller customerGlobal LPG ScanEuropean Shell lineRetail station

Products:Card, Fuels, LubsLPGElectricityWood pelletsServiceetc.

What is Shell’s Online What is Shell’s Online Service?Service?


Data

ERP/CRM:

Nordcap(AS/400s)

NordcapeCommerce interface:

Websydian(MIIS with NT)

Shell customerwith internet access

Shell

Products:Card, Fuels, LubsLPGElectricityWood pelletsServiceetc.

Customers:B-to-C, B-to-B SMEReseller customerGlobal LPG ScanEuropean Shell line

Direct marketing module- messages- cross selling- up selling- one to one

eCRM logging customerbehaviour- messages received- services used- order process- etc.

SMS and e-mail- password- order confirmation- card confirmation- invoice- notifications- etc.

eMetric- KPIs-Customer behaviour

What is Shell’s Online What is Shell’s Online Service?Service?


Shell online supports heating oil and card fuels

• Check invoices

• Check payment history

(Internet/WAP)

• Change payment terms

Current Web Features for Current Web Features for Heating OilHeating Oil



• Ordering heating oil:

• Quantity

• Preferred delivery date

• More than one tank

• Price calculation

• Order confirmation online and via e-mail

• Order overview

• Order tracking & tracing




• Shell Line and Degree day customers

only: Information on tank levels,

consumption and contact data

• Card blocking (Internet/WAP)

• Card transactions

• Reseller/commission agent solution

(CSC web-interface to ERP)



Truly integrated in real timeTruly integrated in real time

•Internet orders for heating oil do not need any manual processing by Shell personnel since there is a real time link between the e-commerce solution and the ERP-system

•The only part that is not real time is the link between the order processing in the ERP and the route planning by the truck driver


Enter quantity needed

Enter preferred

delivery date

Generate proposed time

frame of delivery based on current

date

Calculate price based on list price

and rebate

Check price and

confirm order

Order automatically entered in

AS-400

Send order to OTC* based on

location of customer

Customer

Shell AS-400system

* OTC = on truck computer

Source: interviews

Internet order to payment process (part 1)

Shell e-commerceinterface

Continue on next page



Send order to OTC* based on

location of customer

Customer

Shell AS-400system

* OTC = on truck computerSource: interviews

Internet order to payment process (part 2)

Transportationcontractor

View new orders on

*OTC when log-in

Deliver heating oil

to locations

Schedule deliveries

Print invoice on location and send data

to Shell

Update account info

Pay invoice Check

order status

Shell e-commerceinterface

all ERP-functions e.g. Accounts Receivable, General Ledger, Man Info (MARKIS) and Stocks are updated with the data from the order



Sunday Dec 3rd 23.40 - Customer orders via Sunday Dec 3rd 23.40 - Customer orders via Shell on line servicesShell on line services

Sunday Dec 3rd 23.41 - Orders ready to be Sunday Dec 3rd 23.41 - Orders ready to be transferred to OTC-trucktransferred to OTC-truck

Sunday Dec 3rd 23.50 - Orders placed on Sunday Dec 3rd 23.50 - Orders placed on OTC-truck (time dependent on when truck OTC-truck (time dependent on when truck calls in for orders)calls in for orders)

Interrelation with ERPThe Real World – an e-order The Real World – an e-order at Dansk Shellat Dansk Shell


Monday Dec 4th 9.18 - Driver delivers order Monday Dec 4th 9.18 - Driver delivers order and hand over invoice to customerand hand over invoice to customer

Monday - Tuesday night Dec 4th-5th all ERP-Monday - Tuesday night Dec 4th-5th all ERP-functions e.g. Accounts Receivable, General functions e.g. Accounts Receivable, General Ledger, Man Info (MARKIS) and Stocks are Ledger, Man Info (MARKIS) and Stocks are updated with the data from the orderupdated with the data from the order

Interrelation with ERP

No one except the customer and the truck driver have “touched” the order

The Real World – an e-order The Real World – an e-order at Dansk Shellat Dansk Shell

Precentation - Speaker at CA World Conference Orlando, Florida US, on the subject of “Mobile...

Technology

Transcript of Precentation - Speaker at CA World Conference Orlando, Florida US, on the subject of “Mobile...