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sap customer relationship management crm operations and configuration

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Title: sap customer relationship management crm operations and configuration

Customer Relationship Management
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  • Contact Us 91-9052666559

  • 1. What is Customer Relationship Management
  • CRM is defined as aligning business strategy,
    corporate culture and organization, customer
    information, and supporting information
    technology so that all customer interactions
    promote a mutually beneficial relationship
    between each customer and the enterprise.
    Primarily, customer relationship management is a
    business strategy, but it is a business strategy
    enabled by advances in technology. Widespread
    implementation of customer information,
    Enterprise Resource Planning (ERP) systems, sales
    force automation, and integrated point-of-sale
    systems have made customer information readily
    available in large volumes. Reduced costs and
    higher levels of performance for database
    management platforms enable us to gain access to
    this customer information and gain new insights
    into our customers and their behavior through a
    variety of analysis methods.

  • 2. What is the difference between CRM and R/3 ?
  • The difference between CRM and R/3 is R/3 is
    an integration of different application suits it
    has its own architecture and way of functioning.
    Coming to CRM it is all about maintaining the
    relationship with a customer. It is supposed to
    enhance the profit of the company or organization
    since the ultimate goal of any company is profit.
    Therefore CRM is one step ahead for their goal
  • Whereas SAP R/3 is a 3
    tier based on client or server based application.
    One layer is presentation layer i.e Client which
    interfaces with the end user. Second layer is
    application layer for all business-specific
    requirements i.e program, and third is database
    which contains all information and records about
    the system, including transactional and
    configuration data. SAP R/3 has been developed in
    its own language called ABAP (Advanced Business
    Application Programming).

  • 3. What is the use of CRM?
  • CRM stands for Customer Relationship
    Management. It is a strategy used to learn more
    about customers' needs and behaviors in order to
    develop stronger relationships with them. After
    all, good customer relationships are at the heart
    of business success. There are many technological
    components to CRM, but thinking about CRM in
    primarily technological terms is a mistake. The
    more useful way to think about CRM is as a
    process that will help bring together lots of
    pieces of information about customers, sales,
    marketing effectiveness, responsiveness and
    market trends.

  • 4. What is the goal of CRM?
  • The operational side of the CRM equation
    consists of "customer facing" applications
    integrated across the front, back, and mobile
    offices which includes sales automation (SA),
    enterprise marketing automation (EMA), customer
    service/support, and miscellaneous components.
  • 5. What is an automating operation?
  • The operational side of the CRM equation
    consists of "customer facing" applications
    integrated across the front, back, and mobile
    offices which includes sales automation (SA),
    enterprise marketing automation (EMA), customer
    service/support, and miscellaneous components.

  • 6. What are the Benefits of customer relationship
  • The Benefits of Customer Relationship Management
  • a. Sell additional products and services
  • b. Develop new products
  • c. Increase product utilization
  • d. Reduce marketing costs
  • e. Identify and retain profitable customers
  • f. Optimize service delivery costs
  • g. Retain high lifetime value customers
  • h. Enable personal and relevant communications
  • i. Improve customer loyalty
  • j. Improve response rates to direct mail
  • k. Increase product profitability
  • l. Respond quickly to market opportunities
  • m. Acquire new, profitable customers

  • 7. How the data was collected in CRM projects?
  • There are different types to collect data from
    CRM projects
  • 1. Responses to Campaigns.
  • 2. Sales and purchase data.
  • 3. Web registration data.
  • 4. Shipping and fulfillment dates.
  • 5. Account Information.
  • 6. Service and support records.
  • 7. Demographic data.
  • 8. Web sales data.

  • 8. How long will it take to get CRM in place?
  • A bit longer than many software salespeople
    will lead you to think. Some vendors even claim
    their CRM "solutions" can be installed and
    working in less than a week. Packages like those
    are not very helpful in the long run because they
    don't provide the cross-divisional and holistic
    customer view needed. The time it takes to put
    together a well-conceived CRM project depends on
    the complexity of the project and its components
  • 9. Can CRM and ITS server maintained in one
  • CRM and ITS servers can be maintained in one
    system, but it is technically possible and
    whereas it is not recommended since it would not
    allow for good security if both are implemented
    in one server.

  • 10. What is the importance of Customer
    Relationship Management?
  • The past decade has seen concentrated efforts
    at integrating enterprise relationship planning
    (ERP) systems at the same time that organizations
    eliminated Year 2000 concerns. Now, an increasing
    number of companies are turning to customer
    relationship management (CRM) strategies to
    retain and acquire customers in a worldwide
    marketplace characterized by heightened
  • 11. What is the action profile in sap CRM? How to
    use complaints and returns life cycle in service
  • Action Profile is a Post Processing Frame
    work (PPF) which gives some output (like as smart
    form, fax, document) on given conditions. And
    this is used in every place in SAP CRM where we
    define the Conditions for the successful
    implementation of the activity. Like in
    Opportunity Management, Monitoring the Activity
    of the enterprise employees etc.

  • 12. What is master data in sap CRM?
  • Master Data is org CP basic data which are
    mandatory for creating org CP in CRM system.
  • EX Org Name address details Contact
    details and CP related Names and contact details.
  • 13. Is there any provision directly with CRM to
    buffer the data or is there any other means?
  • The provision directly with CRM to buffer the
    data is by CRM stores, all orders, products, and
    prices etc, used in the Internet sales Scenario.
    It would have R/3 integration and then the order
    will be forwarded to R/3, but it is also kept in
    CRM database.

  • 14. How to integrate R/3 with CRM?
  • To exchange data between ECC ( R3 ) and CRM
    systems we need to maintain connectivity for both
    systems. They are
  • Maintain Logical Systems in both systems and link
    with respective clients.
  • Maintain RFC destinations in both systems
    pointing to each other system.
  • Maintain Number ranges as mirror images in both
  • Ex Maintain same number range in ECC as Internal
    and in
  • Below are the steps for the integration between R
    3 CRM
  • 1) Define logical system for ECC ( Name
  • 2) Define logical system for CRM ( To
    establish the cross connection )
  • 1) Define logical system for CRM
  • 2) Define logical system for ECC

  • 15. What is the Use of R/3 condition in CRM?
  • We are trying to replicate SAP R/3 pricing
    conditions to CRM. Initial download of pricing
    customizing has been done. R/3 pricing conditions
    are displayed in CRM customizing well (pricing,
    rebates and free goods). Though when I go in
    customizing (in CRM) to use these R/3 conditions
    in condition maintenance under marketing
    planning and campaign management, I can see my
    rebates conditions, the free goods conditions but
    not the other conditions applying directly in the
    sales order. I have checked the configuration for
    the conditions not shown. They are categorized
    in Application CRM Usage PR for pricing
    Source R/3. Conditions created in R/3 and
    replicated to CRM can only be maintained in R/3.
    If your middleware is set properly, any changes
    (VK11, VK12) will replicate to CRM. - 7 - Only
    conditions created in CRM are maintained in CRM
    (most likely documents that do not replicate back
    to R/3, if that scenario exists for you).

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