SAP CRM Overview

Dilip K Sadh

Module objectives
In this module, you will: Know the SAP CRM value proposition Know the main features of SAP CRM Describe the process categories of SAP CRM Log on to the SAP CRM system and navigate through the application

Dilip K Sadh

SAP CRM Overview: Agenda

1. 2. 3. 4. SAP CRM Value Proposition and Main Features Overview for SAP CRM Process Categories Industry Solutions Cross Process Features

Dilip K Sadh

The Value Proposition of SAP for CRM

SAP Customer Relationship Management: Provides the insight and analysis to anticipate customer needs and build lasting, profitable customer relationships. Enables integrated industry-specific processes to support customer-facing departments in marketing, sales, and service. Provides a 360 degree view across all customer touch-points and interaction channels, including the Internet, interaction centers, and channel partners, as well as powerful analytics.

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SAP CRM Solution Map

SAP Customer Relationship Management (SAP CRM) is a software solution for managing your customer relationships. It supports all customer-focused business areas, from marketing to sales and service, as well as customer interaction channels, such as the Interaction Center, the Internet, and mobile clients.

The solutions offered by SAP CRM are categorized in the following way:

Source: https://websmp101.sap-ag.de/~form/sapnet?_SHORTKEY=01100035870000338980&

Dilip K Sadh

Key points
In this topic, you: Explored the value proportion of SAP for CRM Listed the main features of SAP CRM Analyzed a scenario where SAP CRM is useful

Dilip K Sadh

SAP CRM Overview: Agenda

1. 2. 3. 4. SAP CRM Value Proposition and Main Features Overview for SAP CRM Process Categories Industry Solutions Cross Process Features

Dilip K Sadh

SAP CRM supports different channels and marketing processes

Mike is working for BMV, a leading vehicle manufacturer. As a product manager he is responsible for the new product Scoot-Light, which is a new type of scooter with extremely low petrol consumption, but enough space for three persons plus baggage. Before Mike launches this product, he starts a survey via email, asking existing customers who bought scooters from BMV for features they are missing in todays scooters. Two weeks after launching the campaign Mike checks the results : 20% feedback from customers, where 5% asked for more information through a call-back via phone! Betty is working as an agent in BMVs call center. In her to-do-list, she got the Scoot-Light calls. When calling back Mr. Chang, she realizes his high interest in the new scooter. Mr. Chang owns a chain of washing saloons and searches for a more economic way to deliver the cleaned laundry. Betty writes down, that Mr. Chang is interested in twelve scooters, but they should be configured as optimized for transportation of laundry. As the feedback from customers is positive, the new scooter is produced. Mike goes through his list of interested customers and compares their demand with the product as actually produced. To be objective he uses a questionnaire that he agreed upon with the sales department. Mike estimates the number of scooters that could be sold and evaluates which share could be sold in which region. He forwards information about customers with high interest to his colleague Ben from the sales department. Ben visits Mr. Chang and gives him an offer for twelve transportation scooters. Two weeks later after Mr. Chang has discussed the investment with his wife Mr. Chang signs the contract with Ben. In addition, Ben is able to close a service agreement for the scooters. When going through Mr. Chang.s data, Ben realizes that Mr. Chang also owns one of BMVs extra-long limousines, which meanwhile are available with hybrid technology. When asked, Mr. Chang. is delighted that this model is available and that Tom can give him an extra discount. Three months later the scooters are delivered and the BMV-technician Tom shows up at Mr. Chang, to carry out the regular maintenance service as planned. Mr. Chang complains about one of the scooters. Tom fixes it and realizes, that a part is unexpectedly broken. A month later it turns out that at 15% of all new scooters this part breaks. Tom unfortunately has to initiate a campaign, where this part is exchanged at all delivered scooters.

Source: SAP
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SAP CRM supports marketing

Mike is working for BMV, a leading vehicle manufacturer. As a product manager he is responsible for the new product Scoot-Light, which is a new type of scooter with extremely low petrol consumption, but enough space for three persons plus baggage. Before Mike launches this product, he starts a survey via email, asking existing customers who bought scooters from BMV for features they are missing in todays scooters. Two weeks after launching the campaign Mike checks the results: 20% feedback from customers, where 5% asked for more information through a call-back via phone! Betty is working as an agent in BMVs call center. In her to-do-list, she got the Scoot-Light calls. When calling back Mr. Chang, she realizes his high interest in the new scooter. Mr. Chang owns a chain of washing saloons and searches for a more economic way to deliver the cleaned laundry. Betty writes down, that Mr. Chang is interested in twelve scooters, but they should be configured as optimized for transportation of laundry. As the feedback from customers is positive, the new scooter is produced. Mike goes through his list of interested customers and compares their demand with the product as actually produced. To be objective he uses a questionnaire that he agreed upon with the sales department.
Mike estimates the number of scooters that could be sold and evaluates which share could be sold in which region. He forwards information about customers with high interest to his colleague Ben from the sales department.

Involved components an SAP twelve transportation scooters. Two weeks later after Mr. Chang has discussed the investment with his wife Ben visits Mr. Chang and gives him ofoffer for CRM Marketing Mr. Chang signs the contract with Ben. In addition, Ben is able to close a service agreement for the scooters. When going through Mr.changs data, Ben realizes that Mr. Chang also owns one of BMVs extra-long limousines, which meanwhile are available with hybrid technology. When asked, Mir. Chang is Customer Data delighted that this model is available and that Tom can give him an extra discount.
Three months later the scooters are delivered and the BMV-technician Tom shows up at Mr. Chang, to carry out the regular maintenance service as planned. Segmentation Mr. Chang complains about one of the scooters. Tom fixes it and realizes, that a part is unexpectedly broken. A month later it turns out that at 15% of all new scooters this part breaks. Tom unfortunately has to initiate a campaign, where this part is exchanged at all delivered scooters.

Campaign Management Installed Base Call Center Support

Workflow, Worklist, Activities, Calendar Functionality Lead Management Product Configuration

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SAPs Value Proposition for Marketing

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Overview of SAP CRM Marketing

Source: SAP

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SAP CRM supports Sales

Mike estimates the number of scooters that could be sold and evaluates which share could be sold in which region. He forwards information about customers with high interest to his colleague Ben from the sales department. Ben visits Mr. Chang and gives him an offer for twelve transportation scooters. Two weeks later after Mr. Chang has discussed the investment with his wife Mr. Chang signs the contract with Ben. When going through Mr. Changs data, Ben realizes that Mr. Chang also owns one of BMVs extra-long limousines, which meanwhile are available with hybrid technology. When asked, Mr. Chang is delighted that this model is available and that Tom can give him an extra discount.

Source: SAP

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SAP CRM supports Sales (continued)

Mike estimates the number of scooters that could be sold and evaluates which share could be sold in which region. He forwards information about customers with high interest to his colleague Ben from the sales department. Ben visits Mr. Chang and gives him an offer for twelve transportation scooters. Two weeks later after Mr. Chang has discussed the investment with his wife Mr. Chang signs the contract with Ben. When going through Mr. Changs data, Ben realizes that Mr. Chang also owns one of BMVs extralong limousines, which meanwhile are available with hybrid technology. When asked, Mr. Chang is delighted that this model is available and that Tom can give him an extra discount.

Involved components of SAP CRM Sales Sales Planning and Forecasting Territory Management Opportunity Management Mobile Sales Quotation Management Pricing including Rebates 360Customer View

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SAP CRM supports Sales (continued)

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SAP CRM supports Sales (continued)

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SAP CRM supports Sales (continued)

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Overview SAP CRM Sales

Source: SAP
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SAP CRM supports Service

Mike is working for BMV, a leading vehicle manufacturer. As a product manager he is responsible for the new product Scoot-Light, which is a new type of scooter with extremely low petrol consumption, but enough space for three persons plus baggage. Before Mike launches this product, he starts a survey via email, asking existing customers who bought scooters from BMV for features they are missing in todays scooters. Two weeks after launching the campaign Mike checks the results : 20% feedback from customers, where 5% asked for more information through a call-back via phone! Betty is working as an agent in BMVs call center. In her to-do-list, she got the Scoot-Light calls. When calling back mister Chang, she realizes his high interest in the new scooter. Mister Chang owns a chain of washing saloons and searches for a more economic way to deliver the cleaned laundry. Betty writes down, that mister Chang is interested in twelve scooters, but they should be configured as optimized for transportation of laundry. As the feedback from customers is positive, the new scooter is produced. Mike goes through his list of interested customers and compares their demand with the product as actually produced. To be objective he uses a questionnaire that he agreed upon with the sales department. Mike estimates the number of scooters that could be sold and evaluates which share could be sold in which region. He forwards information about customers with high interest to his colleague Ben from the sales department. Ben visits mister Chang and gives him an offer for twelve transportation scooters. Two weeks later after mister C. has discussed the investment with his wife mister Chang signs the contract with Ben. In addition, Ben is able to close a service agreement for the scooters. When going through mister C.s data, Ben realizes that mister Chang also owns one of BMVs extra-long limousines, which meanwhile are available with hybrid technology. When asked, Mister C. is delighted that this model is available and that Tom can give him an extra discount.

Three months later the scooters are delivered and the BMV-technician Tom shows up at Mr. Chang, to carry out the regular maintenance service as planned. Mr. Chang complains about one of the scooters. Tom fixes it and realizes, that a part is unexpectedly broken. A month later it turns out that at 15% of all new scooters this part breaks. Tom unfortunately has to initiate a campaign, where this part is exchanged at all delivered scooters.

Source: SAP
18 Dilip K Sadh

SAP CRM supports Service (continued)

Involved components of SAP CRM Service
MikeService for BMV, a leading vehicle manufacturer. As a product manager he is responsible for the new product Scoot-Light, which is a is working Contract Management new type of scooter with extremely low petrol consumption, but enough space for three persons plus baggage. Before Mike launches this product, he starts a survey via email, asking existing customers who bought scooters from BMV for features they are missing in todays scooters. Mobile Service Two weeks after launching the campaign Mike checks the results : 20% feedback from customers, where 5% asked for more information through a call-back via phone! Betty is working as an agent in BMVs call center. In her to-do-list, she got the Scoot-Light calls. When calling back mister Chang, she realizes his high interest Order Management Service in the new scooter. Mister Chang owns a chain of washing saloons and searches for a more economic way to deliver the cleaned laundry. Betty writes down, that mister Chang is interested in twelve scooters, but they should be configured as optimized for transportation of laundry. Complaints Processing As the feedback from customers is positive, the new scooter is produced. Mike goes through his list of interested customers and compares their demand with the product as actually produced. To be objective he uses a questionnaire that he agreed upon with the sales department. Warranty Management Mike estimates the number of scooters that could be sold and evaluates which share could be sold in which region. He forwards information Installed Base about customers with high interest to his colleague Ben from the sales department. Ben visits mister Chang and gives him an offer for twelve transportation scooters. Two weeks later after mister C. has discussed the investment with his wife mister Chang signs the contract with Ben. In addition, Ben is able to close a service agreement for the scooters. When going through mister C.s data, Ben realizes that mister Chang also owns one of BMVs extra-long limousines, which meanwhile are available with hybrid technology. When asked, Mister C. is delighted that this model is available and that Tom can give him an extra discount.

Resource Planning

Three months later the scooters are delivered and the BMV-technician Tom shows up at mister Chang, to carry out the regular maintenance service as planned. Mister Chang complains about one of the scooters. Tom fixes it and realizes, that a part is unexpectedly broken. A month later it turns out that at 15% of all new scooters this part breaks. Tom unfortunately has to initiate a campaign, where this part is exchanged at all delivered scooters.

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Overview of SAP CRM Service

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Overview SAP CRM Service (continued)

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Overview SAP CRM Service (continued)

Source: SAP
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Overview SAP CRM Web channel

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Overview SAP CRM interaction center

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Overview SAP CRM Partner Channel Management

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Overview SAP CRM partner channel management (continued)

Source: SAP

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Overview SAP CRM Trade Promotion Management

What is Trade Promotion Management?

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Overview SAP CRM Trade Promotion Management (continued)

Trade Promotion Management solution improves control and visibility of the trade promotion process.

Source: SAP
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Overview SAP CRM Business Communication Management

SAP Business Communications Management (BCM)
Provides a flexible, multi-channel, all-IP business communications platform to deploy IP telephony. Provides intelligent routing to ensure that your customers reach the people who can best address their needs. The software provides queuing, prioritizing, and routing of all contacts. Can combine disconnected or dispersed telesales initiatives into a single, networked, virtual operation. Combining BCM with SAP CRM it is possible to set-up call reminders, take orders, manage contacts, and make sales calls from the road. Can serve as the foundation for communication-enabled business processes across your enterprise. A reporting option lets you monitor and manage your communications in real-time through online analytics. Provides an interactive voice response (IVR) option as an automated channel for responding to customer inquiries or gathering information for intelligent contact routings.

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Overview SAP CRM Business Communication Management (continued)

Source: SAP
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Key points
In this topic, you: Identified that SAP CRM supports different channels and marketing processes Listed SAPs Value Proposition for Marketing Analyzed how SAP CRM supports sales and service Explored SAP CRM Web channel Analyzed SAP CRM partner channel management, Trade Promotion Management, and Business Communication Management

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Dilip K Sadh

SAP CRM Overview: Agenda

1. 2. 3. 4. SAP CRM Value Proposition and Main Features Overview for SAP CRM Process Categories Industry Solutions Cross Process Features

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What is a SAP CRM Industry Solution?

What is a SAP CRM Industry Solution?
SAP has analyzed the pain-points of specific industries and explains how these can be mitigated using SAP CRM. This analysis plus recommendations for the usage of SAP CRM in this industry along with examples for additional nonstandard functionalities developed for customers is called a SAP CRM Industry Solution.

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Key points
In this topic, you: Defined SAP CRM Industry Solution Explored the application of SAP in various industries Described SAP CRM Industry Solutions as SAP describes it

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SAP CRM Overview: Agenda

1. 2. 3. 4. SAP CRM Value Proposition and Main Features Overview for SAP CRM Process Categories Industry Solutions Cross Process Features

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Main Business Objects in SAP CRM

Until now you have learned about processes supported by SAP CRM. Across all these processes, always, the same basic business objects are reused in different contexts (eventually in different specificities):
Business Partner (contact, account, organization, group, employee, competitor, partner, and so on) Product Business Transaction (interaction, task, lead, opportunity, quotation, contract, sales order, service order, complaint, and so on) and some more

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More Features of SAP CRM

Integration with back-end: Data replication (for example data for customer, order, contract, and so on) with SAPs ERP system is realized through SAPs proprietary SAP CRM Middleware. Authorization check: Role-related for business transactions (checks if the user is assigned to a business transaction as a partner in a specific role) Organizational-model based Based on business transaction category and / or business transaction type Based on sales area Implementation specific using the SAP Access Control Engine (executes customer specific coding) Workflow
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Key points
In this topic, you: Listed the main Business Objects in SAP CRM Listed some more Features of SAP CRM

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Activity: Read the scenario and Identify the stages supported features of SAP CRM
Brian estimates the number of microwave oven that could be sold and evaluates the number of ovens that could be sold in each region. He forwards information about customers with high-interest to his colleague, Patricia, from the sales department. Patricia visits Ms. Jane, who owns a chain of restaurants, and gives her an offer for the delivery of twenty ovens. A month later, after careful consideration, Ms. Jane signs the contract with Patricia. In addition, Patricia is able to close a service agreement for the ovens. When going through Ms. Janes data, Patricia realizes that Jane also owns one of their MV refrigerator, which are now available with sixth -sense cooling technology. When asked, Ms. Jane is delighted that this model is available and that Patricia can give her an extra discount. A week later the ovens are delivered and the MV refrigerator technician Mathew shows up at Ms. Jane, to carry out the regular maintenance service as planned. Ms. Jane complains about one of the ovens. Mathew fixes it and realizes, that an electrical wire snaps, when used continuously. Mathew investigates and finds out that at 25% of all new ovens this wire breaks. Mathew now has to initiate a process, where this coil is exchanged at all delivered ovens.

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Activity: Identify the five components of SAP CRM interaction center

Telephony Postal letters Web IVR E-mail Instant messaging services

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Module summary
You have completed the module on SAP CRM Overview, now you should be able to, Know the SAP CRM value proposition Know the main features of SAP CRM Describe the process categories of SAP CRM Log on to the SAP CRM system and navigate through the application

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Questions

? ? ?
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