sap crm online training in sweden,denmark,delhi,bangalore

1
Why Customer Relationship Management for
industries?
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Competitive advantage

• In the past we had 3 aspects of competition- time
  , costs and quality
• Less costly more profitable to maintain a
  relationship with an existing customer
• CRM concepts allow the purchaser to offer
  additional services that are valued by the
  customer
• Customers can choose from many alternative
  manufacturers
• This increase in the number of products, models
  and types increases the pressure on companies to
  include greater flexibility responsiveness in
  their internal processes and performance levels.

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Software solutions for CRM

1. Operative CRM - improves and automates business
   processes in marketing, sales service
   departments
2. Analytical CRM - prepare, support, optimize
   customer-oriented decision processes based on a
   customer database
3. Cross-company CRM enables long-term cooperation
   between the company and its business partners
   (direct sales/ Channel Management)

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One size does not fit all

• There is not only one CRM solution that can be
  applied to all industries
• Who is the customer?
• What does he want?
• What does the company want to achieve?

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1.Trends

• 1 Interaction channels-multi channel
  concepts(banks,insurance,utilities,TC)
• 2. Extended Sales Scenarios- usage based billing
  (UBB)
• 3. Extended after salescustomer service
  scenarios- warranty, sub-contracting, rotables
  mgt
• 4.The influence of mobile devices-real-time
  connections are still not available
• 5. Service level monitoring- service level
  agreements (SLAs)
• 6. Real-time connection to customer
  installations- expensive scenario
• 7. Loyalty Reward- systems for rewarding
  customer royalty (telephony, courier service,
  credit cards, airlines)
• 8. Future of CRM- more data for customer and his
  behavior

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2. Structuring of Industry solutions

• 2.1 Many of the goals of CRM are
  cross-industry(new customers or increasing
  loyalty)
• 2.2 Industry classification by NACE european
  mandatory statistical classification of economic
  activity.

NACE segment Economic sectors contained Examples
A,B Agriculture forestry,fisheries fish farming Arable farming, fishing
C Mining,oil gas, stone earth quarrying Coal mining, oil recovery
D Processing industries Food industry, tobacco, textiles,, paper, chemicals industry Weaving, beverage manufacturing, instrument making
E Energy water supply Energy, water, gas suppliers
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2.3 Industry Sector Classification for Software
solutions
SAP Industry solutions NACE Sectors NACE Sectors NACE Sectors NACE Sectors NACE Sectors NACE Sectors
SAP Industry solutions A B C D E F
Cross-industry mySAP CRM X X X X X X
SAP for aerospace X X
SAP Automotive X
SAP Banking
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3. Software solutions for CRM in industries

• CRM software solutions must offer substantial
  analytical functions that enable the continual
  monitoring of all customer relationship measures
• It should be possible to structure sales areas
  hierarchically according to user-defined grouping
  criteria
• 3.1 Business partner
• Pan-Enterprise Partner Relationships using many
  different partners for various task groups
• 3.2 Industry specific products and services
• 3.2.1Industry specific business processes-
  Splitting work processes into smaller units
  provides benefits of specialization,but the tasks
  are no longer transparent.

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Industry specific approaches to satisfying
requirements of consumers along the hierarchy of
needs
Leisure industry, sport facility operators,
universities
Car brands, high-tech gadgets, luxury goods
Telecomm, postal system, publishers,
printers,broadcasting
Public authorities, national defense, pension
schemes, hospitals
Consumer products, estate agents, clothing
industry, utilities, construction industry
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Customer related business progress with SAP

• 1. Each enterprise has individual requirements-
  basic solution from a respectable manufacturer
• 2. Structure of SAP industry solutions
• 23 Industry solutions
• SAP solution maps with example of the consumer
  products industry
• To provide a quick overview of the processes and
  functions of all industry business scenarios and
  display graphically the details

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Solution map
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3.1 From industry specific to enterprise specific
solutions

• SAP NETWeaver- provides prerequisites for the
  creation, composition and operation of
  company-specific solutions.
• SAP Enterprise Portal- offers each user a
  role-dependent central point of access for
  transactions
• SAP Mobile Business- enables mobile devices to
  access the applications of mySAP Business suite
• SAP Business Information Warehouse ( SAP BW)-
  analyzes structured business data,products,busines
  s transaction data.
• SAP Knowledge Management (KM) intgrated in the
  SAP EP- objects are indexed and classified and
  stored in various formats at various locations in
  the company.
• SAP Exchange Infrastructure (XI)-is the basis of
  the SAP MASTER DATA MANAGEMENT (MDM) enables the
  standards-based and open, process-oriented
  integration of components (queuing, mapping,
  recipient determination, routing and monitoring
  of collaborative processes)
• SAP Solution Manager- supports implementation
  operation of the solution made from the SAP
  components, offers tools for planning execution
  of SAP implementation projects

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Fine-Tuning of Business Processes by configuration

• The main functionality of SAP software solutions
  can be customized in 3 ways
• 1 Customizing settings
• 2 Using interface configuration
• 3. Enhancement of business objects with
  additional attributes
• The CRM business objects can be enhanced by
  marketing attributes
• From a technical point of view marketing
  attributes are additional fields that are
  generated for the business partner object before
  being made available to mobile devices

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3.2 Flexible Enhancement with composite
applications

• The goal of CA is to implement additional
  business processes quickly and flexibly by
  leveraging existing investments for the company.
• This is done by using the functionality of
  already existing applications.
• SAP Composite application framework(CAF)- offers
  an abstraction layer with an environment for
  development and execution of composite
  applications

3.3 Outlook for the following chapters
The industries are divided according to their CRM
requirements Many demands made on CRM affect
more than 1 industry
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4. Manufacturing industries

• 4.1 Automotive industry requirements
• Faultless vehicle, equipped and configured
  according to the needs
• Services such as after-sales services, breakdown
  services or mobility guarantees
• Financial service, installment purchase plans,
  credit,leasing
• A certain brand image,so that it represents a
  lifestyle
• Marketing- make sure the products stand out from
  the competition. Different customer,different
  expectation
• 4.1.1 Transition from Make-to-stock production to
  make-to-order production
• Make-to-stock production- common in the USA- the
  dealer checks if there is a suitable vehicle if
  not he if there is a planned configuration
• Make-to-order -

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Individual object

• A product or model with a uniquely identifiable
  instance, for example,truck/car/motorcycle/tractor
  /bus which has a unique registration number. This
  enables to track vehicle-specific info
• The IB is not only used the automotive industry
  washing machines with manufacturing info,
  buildings with their apartments and the
  location,size, number of rooms

Object family
Category
Attribute set
Attribute
Van Car Truck
Basic Technical Data
Type Engine Transmission
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History of individual objects

• Event history shows who created the event, when
  it was created, what type it is
• Attribute history all changes made to the
  object itself
• Partner history- shows how the business partners
  for an individual object has changed throughout
  its lifetime
• Counter history displays counter readings
  (mileage)

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Interaction center

• It is central interaction channel where business
  transactions are processed by phone, email, fax
  or web chat.
• Functions for automotive industry
• Registration of customer requests processing of
  chats,emails..
• Checking all business-partner/vehicle
  relationships
• Customer interaction in service,sales or
  marketing activities
• Finding solutions in the solution database, to
  anser queries directly
• Forwarding inquiries to the responsible
  departments areas
• Checking updating vehicle-related warranty
  contact info
• Entering,processing problem messages, complaints
  orders
• Selling spare parts
• Updating customer relationships

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Critical success factors for CRM implementation

• What is the goal of the project? To increase
  customer satisfaction? Do new customers need to
  be found or should the company identify valuable
  customer relationships?
• Companies should focus on integrating strategy,
  processes and technology. CRM software does not
  solve problems of badly organized CRM processes.

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Selection of important customer-oriented business
scenarios
Business Scenario Short Description
Campaign mgt Optimization of running a campaign form the market analisis to the results check
Lead mgt Automation of pre-sales steps Focus on most promising purchasers sales possibilites
Customer segmentation Personalizing the range of products services offered
Service order processing Support processes in the service area,taking account of inquiries quotations, order creation, spare parts planning
Mgt of services on contractual warranty bases Special requirements extension of service order
Spare parts procurement Functions to sell spare parts based on service processing
Leasing Supports the leasing process,contract mgt,changing current leasing agreements
Interaction center for the automotive industry Grouping info about customers,vehicles parts, customer enquiries,claims, return calls
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Relationship network
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Marketing campaigns with effectiveness reviews

• It is important to target customers individually,
  existing customers are the easiest to target
• Email campaign done by the Marketing manager
• planning the marketing campaign
• Determining the target group- grouped by selected
  attributes
• Executing the marketing campaing
• Conducting the follow-up activities
• Analyzing the campaign success- number of users
  upgraded, activities/revenue

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Consumer Products Industry
Supply Production Distribution
Business to consumer (B2C) Business 2 Business
(B2B)
Supplier of Raw/ Packaging Material
Retail Grocery/ Mass Merchandiser
Consumer Products Company
  Consumer
  Distributor
Supplier of services

• 7.1.1 Brand Products the significance of
  Marketing
• The clever use of advertising PR plays a major
  role
• Lack of transparency in Marketing Sales
• Growing number of singles, graphic circumstances,
• Difficult to analyze the success of specific
  advertising measures

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SAP for consumer products

• Marketing- evaluations analyses offer marketing
  mgrs an overview of market share,sales,
  familiarity of a brand compared to that of its
  competitors
• Use this info to plan in advance retail
  promotions,marketing events etc
• Account mgt- access to all relevant customer
  info. Customers are assigned to representatives
  or sales employees to help to plan,start, log
  activities for the account,check order
  receipts,promotions,trade fairs
• Category mgt- planning optimizing the
  presentation of their products on site,
  merchandise of product category.

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SAP Trade promotion MGT

• Avarage 23 of the annual sales marketing.
• -planning strategies activities in MS
• -analysis evaluation tools for campaigns
  trade promotions
• -mobile laptop solution
• -fully automatic integrated mgt of all
  logistics processes
• -integration of mySAP ERP SCM to plan cover
  additional requirements for a promotion
• -role-based access using the SAP enterprise portal

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Customer Relationship Management for industries?

• We offer you
• 1. Interactive Learning at Learners
  convenience2. Industry Savvy Trainers3. Learn
  Right from Your Place4. Customized Curriculum5.
  24/7 system access6. Highly Affordable
  Courses7. Support after Training a. Resume
  Preparation b. Certification Guidance c.
  Interview assistance

USA 1-6786933994,16786933475 India-
91-9052666558,91-9052666559 Emailinfo_at_magnific
training.com Visit www.magnifictraining.com
27
Customer Relationship Management

• CONTACT US For Additional Assistance , Course
  Details, Demo and Batch Scheduling Information,
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• Contact
• USA 1-6786933994,1-6786933475
• India 91-9052666558,91-9052666559,
  040-69990056
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28
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SAP CRM Online Training
Contact USA 1-6786933994,1-6786933475 India
91-9052666558,91-9052666559,
040-69990056 E-mail info_at_magnifictraining.com Vi
sit www.magnifictraining.com
http//www.magnifictraining.com/