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SAP CRM Concepts and definitions CRM is a strategy for optimizing the lifetime value of customers ... MP is transferred to the BI system for reporting purposes. 2. – PowerPoint PPT presentation

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Title: SAP CRM

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

Designing a Data Warehouse Supporting Customer
Relationship Managementby Chris Todman. Prentice
HallPub.December 29, 2000
SAP CRM areas
  • Marketing
  • Sales
  • Service
  • E-commerce
  • Interaction center operations and management
  • Channel management

Sales process steps
  • Campain
  • Lead
  • Opportunity
  • Quotation
  • Contract
  • Order
  • Invoice

Master Data
Transactional Data
  • Business Partners
  • Products
  • Organizational Management
  • Conditions
  • Partner/Product Ranges
  • Installed Base Management
  • Activities
  • Leads
  • Opportunities
  • Quotations
  • Order objects
  • Invoices

  • 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.

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
  • 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
  • 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
  • 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.

  • 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
  • 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.

  • 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
  • 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

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
  • 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
  • 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.

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.

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
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