SAP CRM

1
SAP CRM
2
Concepts and definitions

• CRM is a strategy for optimizing the lifetime
  value of customers (CLV). (Todman 2000)
• Three types of CRM operational, analytical and
  collaborative
• Customer lifecycle stages Acquire, Introduce,
  Profile, Grow, Cultivate, End.

Designing a Data Warehouse Supporting Customer
Relationship Managementby Chris Todman. Prentice
HallPub.December 29, 2000
3
SAP CRM areas

• Marketing
• Sales
• Service
• E-commerce
• Interaction center operations and management
• Channel management

4
Sales process steps

• Campain
• Lead
• Opportunity
• Quotation
• Contract
• Order
• Invoice

5
Master Data
Transactional Data

• Business Partners
• Products
• Organizational Management
• Conditions
• Partner/Product Ranges
• Installed Base Management

• Activities
• Leads
• Opportunities
• Quotations
• Order objects
• Invoices

6
Marketing

• Marketing resource management -- Control and
  manage budget and marketing spend facilitate
  collaboration among team members and coordinate
  marketing activities across the enterprise,
  increasing the speed and effectiveness of
  marketing processes.
• Segment and list management -- Manage enterprise
  customer and prospect data create and capture
  customer profile data to better target and
  personalize marketing messages view all relevant
  enterprise customer information from a central
  point with an interactive, drag-and-drop
  interface perform ad hoc, high-speed customer
  segmentation and segment analysis, quickly
  identify opportunities and gain insights into
  customer segments with data visualization
  features. ERP, BI.
• Campaign management -- Analyze, plan, execute,
  and measure marketing activities through all
  inbound and outbound interaction channels to
  build long-term profitable relationships develop
  and execute the best marketing strategy, using
  constraint-based optimization techniques to
  determine the optimum marketing mix.
• Trade promotion management -- Effectively manage
  trade promotions that increase brand equity and
  achieve sales objectives gain complete
  visibility into trade programs at each stage of
  their life cycles reduce error, improve
  efficiency, and control trade spend.
• Lead management -- Generate highly qualified,
  prioritized leads and automate lead distribution
  process to handle leads faster align marketing
  and sales organizations extend lead management
  process to partner organizations.
• Marketing analytics -- Leverage a wide range of
  analytics, such as customer values, churn scores,
  and satisfaction scores, to make profitable
  decisions understand why marketing activities
  did or did not work identify business challenges
  and opportunities predict customer behaviors,
  anticipate their needs, and create more relevant,
  targeted messages.

7
1. Create a marketing plan in the CRM Marketing
Planner, maintain details, define the
hierarchical structure of a plan, and assign
marketing plan elements. MP is transferred to the
BI system for reporting purposes. 2. Plan
marketing key figures. The planned key figures
are transferred to the BI system where they can
be used to plan the budget. 3. Release marketing
plan. The data is transferred to SAP ERP
Profitability Analysis (CO-PA). 4. Commit and
release budget data to ERP (BI). It is
transferred to CO-PA, where it can be used to
evaluate the costs of the project. 5. Compare
plan/actual revenue and cost (BI). Monitor
response and success rates in BI, monitor open
orders, and compare plan/actual revenues and
costs.
8
Sales

• Sales planning and forecasting -- Forecast
  accurately, manage budgets and opportunities, and
  allocate resources efficiently. Proactively
  handle trends, shortfalls, and opportunities
  plan and forecast across all sales channels and
  optimize supply chain planning and execution.
• Territory management -- Optimize account coverage
  with clear territory definition and complete
  visibility into team distribution monitore sales
  force respond to constantly shifting market
  demand, and place the right resources in the
  right locations to optimize team performance.
• Account and contact management -- Ensure that
  sales professionals remain focused on activities
  that develop loyal and profitable customer
  relationships complete visibility into all sales
  activities fosters collaboration and team
  efficiency.
• Lead and opportunity management -- Manage the
  sales cycle more effectively and predictably --
  at a lower cost of sales get full visibility
  into the opportunity pipeline, improve team
  communication, and route leads to the best-fit
  sales representative. Both manual and automatic
  lead creation.
• Quotation and order management -- Generate
  accurate quotes, place orders, confirm real-time
  product availability, and track order status
  integrate order information with the supply chain
  for planning and fulfillment.
• Configuration -- Guide sales professionals
  through the product configuration process with
  customers.
• Contract management -- Develop and manage
  long-term customer contracts, incorporate
  customer agreements into ongoing customer
  processes, and monitor the sales process from
  inquiry to completion.
• Incentive and commission management -- Develop,
  implement, and manage compensation plans with
  improved visibility into team performance Sales
  professionals can track their current performance
  and evaluate potential compensation for
  opportunities in the pipeline.
• Time and travel management -- Keep sale force
  focused on tracking opportunities, not expenses.
  Eliminate paper-based processes, enforce travel
  policy compliance, and monitor and control costs
  associated with sales professionals' activities.
• Sales analytics -- Monitor and respond in
  real-time. Ensure forecast accuracy, remain below
  budget, optimize resource alignment, and position
  the team to achieve revenue goals. Enable sales
  force to address trends, measure customer
  retention, monitor revenue shortfalls, and assess
  future opportunities.

9
Service

• Customer service and support -- Access complete
  customer data such as service history, warranty
  and SLA information, and accounts receivable
  information maintain a problem-resolution
  database and manage incoming service requests
  efficiently and effectively. Manage
  installed-base assets and associated
  configurations.
• Field service -- Automate the process of
  dispatching field technicians to perform services
  in remote locations. Keep field service
  professionals connected through laptops or
  ruggedized handheld devices.
• E-service -- Coordinate e-service activities --
  including e-mail, service-ticket routing, and
  lead routing -- from one central point of
  command. Manage large volumes of incoming e-mail
  using features such as auto-reply and
  auto-suggest, and enable comprehensive Web-based
  customer self-service.
• Service sales and marketing -- Drive the sale of
  services and service-related products through the
  service department with full sales and marketing
  support, from targeted marketing to lead
  qualification and contract management.
• Service-contract management -- Confirm a
  customer's entitlement to service before
  providing service, meet service-level agreements
  (SLAs), and drive contract renewals by alerting
  service agents when a customer's contracts are
  about to expire.
• Warranty and claims management -- Manage the
  entire warranty and claims process, from return
  materials authorization (RMA) to receipt and
  inspection. Coordinate with third-party logistics
  providers to ensure timely customer credits and
  avoid unnecessary goodwill allowances.
• Depot repair -- Automate the entire in-house
  repair process, from creating the RMA to billing
  and shipping repaired products to customers.
  Issue and track loaner units as necessary.
• Channel service -- Manage third-party service
  relationships, and reduce the cost of channel
  service by delivering service and
  problem-resolution capabilities to the partners.
• Service analytics -- Identify problems and trends
  and take corrective action. Compare the
  effectiveness of service territories, and see how
  actual values compare with target values.

10
E-commerce

• E-marketing -- Support demand generation and
  customer loyalty processes via the Internet.
  Personalize customers' Web experiences with the
  most relevant and convenient online interactions
  and information. A store locator, as well as
  comprehensive support for catalog management,
  content management, campaign execution, customer
  segmentation, and personalization, enable to
  generate additional revenue through a Web-based
  channel.
• E-selling -- Run business-to-business (B2B) or
  business-to-consumer (B2C) selling processes on
  the Internet. Provide customers with personalized
  content and interactive, easy-to-use sales and
  self-service features, and streamline sales and
  fulfillment operations with an end-to-end
  order-to-cash process.
• E-service -- Offer customers an intuitive channel
  to perform service tasks, from requesting a
  service visit to logging a complaint or
  registering a product enable customers to
  perform service-related tasks such as checking
  order status, obtaining order tracking
  information, managing accounts and payments, and
  researching and resolving product problems. The
  application can support personalized,
  portal-based service of complex products that
  require sophisticated maintenance.
• E-analytics -- Get the right business information
  to measure and optimize the success of Web shop
  and online content track and use Web behavior to
  target customers and drive future marketing
  activities.

11
Interaction Center Operations and Mgmt

• Telemarketing -- Seamlessly coordinate all
  interaction center efforts -- including call
  lists, agent scripts, promotions, and additional
  channels -- and coordinate interaction center
  agents with broader marketing activities to
  ensure a focus on qualified prospects. Give
  agents all the information they need to deliver
  relevant messages to prospects.
• Telesales -- Enable agents to drive more
  qualified leads into the pipeline, target
  existing customers with cross-and up-selling
  opportunities, and process orders and status
  information.
• Customer service within the interaction center --
  Enable agents to research and diagnose problems,
  handle complaints, confirm contract entitlements,
  address customer concerns, assist with returned
  materials, answer technical questions, make
  exchanges, and even schedule internal or
  third-party field service personnel.
• E-service -- Handle large volumes of incoming
  e-mail using functions such as auto-reply and
  auto-suggest. Enable Web-based self-services,
  such as searching for FAQs and solutions to
  problems, checking service contract entitlements,
  creating service requests, tracking the status of
  service requests, and contacting customer
  service.
• Employee interaction center management -- Combine
  advanced CRM techniques with HR information in an
  integrated HR help desk. Streamline employee
  access to information through a central point of
  contact, and enable HR professionals to provide
  consistent, personalized service to employees
  across multiple communication channels, including
  telephone, e-mail, or chat forums.
• Interaction center operations and administration
  -- Manage multichannel interaction center through
  a role-based portal interface. Support agent
  activities with scripts, alerts and messages, and
  knowledge management features. Provide managers
  with workforce management tools, and enable
  forecasting and advanced scheduling.
• Interaction center analytics -- Measure, predict,
  plan, and optimize interaction center. Analyze
  customer interactions, business processes, and
  market opportunities -- and then apply the
  knowledge gained toward improving all
  customer-focused operations. Predictive functions
  help to uncover hidden patterns, helping to
  anticipate risks and exploit opportunities in
  marketing, sales, and service.

12
Channel management

• Partner management -- Manage channel partner
  relationships throughout the partner life cycle
  plan and forecast channel sales and revenues,
  segment the partner base for more effective
  partner programs and management, and track
  partner training and certifications.
• Channel marketing -- Motivate partners to sell
  products and services rather than competitive
  offerings provide relevant information to
  partners, maintain consistent branding, and
  manage partner incentives, manage content,
  catalogs, collateral, campaigns, and leads -- as
  well as personalization features and a partner
  locator drive demand for products through
  channel partners.
• Channel sales -- Give partners and direct sales
  force the same knowledge, tools, and expert
  advice, and gain insight into demand across all
  selling channels to effectively forecast future
  business have full range of channel sales
  processes, including account and contact
  management, activity management, opportunity
  management, interactive selling and
  configuration, quotation and order management,
  multi-tier sales tracking and forecasting, and
  partner compensation management.
• Channel service -- Ensure consistent and timely
  service to end customers by providing partners
  with the tools and expertise to manage problem
  resolution and ongoing service relationships
  enable partner knowledge management, request
  management, real-time partner support,
  installed-base management, and complaints and
  returns management.
• Channel commerce -- Include partners in
  collaborative selling across organizational
  boundaries, and enable end customers to order
  products and services across the demand network
  create a collaborative showroom environment and
  manage distributed catalogs and content support
  distributed and hosted order management.
• Partner and channel analytics -- Get a broad
  range of standard reports and analyses to
  determine partner coverage and gaps, partner and
  channel performance, revenue and sales
  statistics, the return on partner investments,
  gross margins with partners, and partner
  utilization provide channel partners with
  reports and analyses relevant to their business.

13
Industry-specific CRM solutions

• Aerospace and defense
• Automotive
• Chemicals
• Consumer products
• Retail
• Telecommunications
• Professional services
• Public sector
• High tech
• Industrial machinery and components
• Media
• Utilities
• Logistic service providers
• Oil and gas
• Wholesale distribution
• http//www.sap.com/solutions/business-suite/crm/de
  mos/index.epx