SAP CRM Overview

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May 19, 2014

SAP CRM Overview


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What is CRM?

Tell Me

Show Me

SAP CRM Discussion Flow


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What is CRM:

Company wide business strategy designed

to reduce costs and increase profitability by

increasing customer loyalty.

CRM brings together information from all

data sources within the organization.

Develop stronger relationship with

customer.

Customer relationships are the heart of the

business success.


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Key Benefits of CRM

Shared or Distributed Data

Cost Reduction

Better Customer Service

Increased Customer Satisfaction


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Key benefits of CRM

Better Customer Retention

M

O

R

E

Repeat Business

New Business

Profit


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Functionality of CRM

Marketing

Sales

Service

Analytics


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Channels

Mobile Application

Internet

Customer Interaction Center

Standard GUI


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CRM Landscape


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SAP Business Suite

PLM: Product Lifecycle Management

Product & SAP PLMServices

Vendors SAP SRM SAP R/3

SAP SCM

SRM: Supplier RelationshipManagement

SCM: Supply Chain Management

SAP CRM Customers

Operations &Administrations

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CRM Architecture

Using CRM Middleware data exchange between SAP ECC and SAP CRMis possible. 10



SAP CRM ARCHITECTURE



What Is CRM

Show Me

SAP CRM Discussion Flow

Tell Me



Tell Me

Functions

Marketing

Sales

Service

Analytics

Channel Management

Channels

SAP GUI

Mobile Applications

Interaction Center

E Commerce



SAP CRM Marketing Overview

Key Capabilities

Campaign Execution

Customer Segmentation

Marketing Plan and Campaign Management

Lead Management




Key Capabilities

Marketing Plan & Campaign

Management

Lead Management

Campaign Execution




Marketing Plan

Campaign

Campaign

Element

Marketing Plan

Element

Marketing Element Definition

StrategicPlanning

Operative

Level


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Marketing Planner Hierarchical View

Marketing Plan

2007

East Zone West Zone South ZoneNorth Zone

Quarter 1 Quarter 2

Road ShowMailing

CampaignTV advert

Element1 Element2

Target Groups Product Catalog ProductDocument/URL


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E-mail Campaign-an example

Marketing

Plan

Road ShowMailing

Campaign

Target Group E-Mail form Sender

Send personalized

e-mails with

embedded URL linksUpon visiting the site,

the customer is

personally addressed




Key Capabilities


Lead Management

Campaign Execution


Management




Dividing your customer master into different groups is calledcustomer segmentation and depends to a great extent on theplanned marketing activity.




Attributes

Values

Target Group creation

via drag and drop

Detail Area

History

Staging

Area




Key Capabilities

Campaign Execution

Lead Management



Management



Campaign Execution

Set up campaign

and choose

communication

medium: mail form,

IC script, etc.

Release campaign

and all higher-level

nodes

Highlight target

group

to be passed to

communication

medium

Trigger

execution job

C O



CRM Marketing Overview

Key Capabilities

Lead Management

Campaign Execution



Management

L d M



Lead Management

Custome

r

ICAgent

Lead

Manager

Lead

Qualifier

Sales

Represen

tative

1

2

3

4

5

6

Partner

L d A i i SAP CRM



Lead Assignment in SAP CRM

Lead Creation

Lead Generation

Campaign response

Lead Creation andGeneration

Lead Distribution Lead Follow up

Workflow/ Rule Based

Direct Partner Assignment

Contact

Sales

Prospect

Qualify

Lead

Enhance

Lead

Informatio

n

Lead Qualification and Follow up

Lead To Opportunity Lead To

Lead

Creation


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CRM Sales Overview

Account and Contact

ManagementActivity Management

Quotation and OrderManagementContract Management

Opportunity Management

Sales Cycle in CRMCRM Sales Overview

CRM S l O i


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CRM Sales Overview

Account and Contact

Management

Quotation and Order

Management

CRM Sales Overview Diagram

CRM Sales Overview

Activity Management


Contract Management

Sales Cycle in CRM

CRM S l O i


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CRM Sales Overview

Visibility to Customer Accounts

Manage Sales Cycle

Analyze Sales and Customers

CRM S l O i


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Account and Contact

Management

Quotation and Order

Management

CRM Sales Overview

Activity Management


Contract Management

CRM Sales OverviewSales Cycle in CRM

Sales Cycle and closed loop in CRM


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Sales Cycle and closed loop in CRM

Lead Qualifier

Qualifies a lead

as a hot lead

Sales RepresentativeGenerate an

Opportunity and

agreement

Customer service

and retention 1

2

3

4

5

6Sales Representative

Check and

accept the lead

Logistics and

execution

Billing

Sales Cycle


CRM Sales Overview


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Quotation and OrderManagement

Sales Cycle in CRM

CRM Sales Overview

ActivityManagement


Contract Management

CRM Sales Overview

Account and Contact Management


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We can view different accounts such as:

Customer

Contact Persons

Consumers

Competitors

We can also view all relevant information

such as:

Interaction History

Activities

Sales

Customer Complaints

CRM Sales Overview


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Quotation and OrderManagement

Sales Cycle in CRM

CRM Sales Overview

Account and Contact

Management


Contract Management

CRM Sales Overview

Activity Management


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Various Activities

Activity Management

Appointment with CustomerSending emails with

attachments

Text information

Survey

Various Activities

Various ActivitiesVarious Activities

CRM Sales Overview


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Quotation and Order

Management

Sales Cycle in CRM

CRM Sales Overview

Account and Contact


Contract Management

CRM Sales Overview



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Phases Activities

Understanding the Customer

requirements

Visiting Customer premises

Identifying

Customer

Demonstration /Presentationof Product

Price Talks and NegotiationsNegotiations

Decision Making Customer shows interest

and enters into an agreement

O

P

P

O

R

T

U

N

I

T

Y Quotation

OrderWon

No Order

Lost

Information in Opportunities:

Partners

Products

Sales Cycle

Forecast Data

Texts

Attachments

Organizational Data

CRM Sales Overview


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Sales Cycle in CRM

CRM Sales Overview


Activity Management

Contract Management

CRM Sales Overview

Quotation and Order Management


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Quotation and Order ManagementQuotation Functions

Quotation:Legally binding offer to deliverspecific Products or a selection of

a certain amount of products In

a specified amount of timeframe

at a pre defined price.

Status

Validity

Actions

Probability

Alternative

Item

Availability

check

Quotation


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Quotation and Order Management

Sales Order Sales Order

Mobile Sales

Order

Order Created on

Internet

Sales OrderStatus

Successfully Distributed

Completed Process

CRM ECC or R/3

Sales Order

Delivery

Transport

Billing

Billing (CRM)

Picking

Packing

Warehouse management

Transport

Scheduling and Execution

CRM Sales Overview


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Sales Cycle in CRM

CRM Sales Overview

Account and Contact


Quotation and Order

Management

CRM Sales Overview

Contract Management

Contract Management


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Contract Management

Customer NegotiatesTerms and conditions

Customer accepts

Contract

Sales Representative

Wins the Opportunity 1

2

3

4

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Creates Contract with

Favorable condition


Contact customer to

Renew contract when

Contract is nearing

Completion stage

Customer agrees to

Continue buying

products

Customer Orders

products

against contract at

regular interval

Sales Manager

releases

contract

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CRM Service Overview


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Business Challenges - Service

Key Capabilities


CRM Service Feature Highlights

Business Positioning - Service

Benefits, Look and Feel



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The Pressure

Service is traditionally treated as acost center

Service has no representation at

the executive level Businesses feel pressure to find

new sources of revenue

Trying to reduce the high costsinvolved in service delivery and

execution Difficulty building customer loyalty

The pportunity Service is becoming more and

more critical to organizational

success

Able to create long term servicebusiness relationships

Transform the service

organization from a cost center

into a thriving service business

Create a consistent revenuestream of service business



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Key Capabilities







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mySAP CRM enables organizations to manage thecomplexities of operating a service business, helping transformthe service organization from a cost center into a thriving

service business by providing: Strategic, long term and tactical service planning

Optimization capabilities that ensure the most efficient useof resources

Pre-configured, role based service portals that provideservice managers and reps with all the information,applications, and services they need

A complete service lifecycle solution that manages theentire service process from initial contact through to finalbilling



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Key Capabilities






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Interaction

Center

Enterprise

Intelligence

Service Order

Processing

Field Service Execution,

Service Completion,

Confirmation

6

2

1

3

5

Service Billing,

Controlling

4

Internet Customer

Self-Service

Fax

E-mail,

Letter,

Call

Resource

Planning



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Key Capabilities





CRM Service Key Capabilities


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CRM Service: Key Capabilities

Enterprise Service Service Planning Customer Service & Resource Planning & Service Operations Professional& Forecasting Support Optimization Management Services

Planned Services

Counter Based Planning

Performance Based

Planning

Simulation of Service

Plans

Strategic Service

Planning

Project Management

Project ResourcePlanning


Engagement

Management

Resource Planning Tool

Appointment Scheduling Multi Channel Integration

Qualifications for Resource

Optimization

Service within the Interaction

Center Service Order & Requests

Complaints & Returns

Contracts & Entitlements

Installed Base

Resource Planning

Case Management

Warranty Management

Installed Base

Returns Processing

In-House Repair

Resource Planning

Service Order & Requests

Contracts & Entitlements,

Planned Services

Financial/Controlling Integration

Service Operations Analytics



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Key Capabilities







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Customer Service and Support

The mySAP CRM customer service solution provides timely resolution tocustomer issues by connecting the entire service process fromcustomer contact through final resolution

Service Planning & Forecasting

Enables an organization to proactively maintain products for optimal

performance and create consistent revenue streams for the servicebusiness

Service Within the Interaction Center

Service Order and Request Management

Complaints and Returns Management Knowledge Management

Contracts & Entitlements

Installed Base Management

Resource Planning

Cross Sell and Up Sell

Case Management

Warranty Management

Customer Service and SupportAnalytics

Planned Services

Counter Based Planning

Performance Based Planning

Simulation of Service Plans

Strategic Service Planning



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Key Capabilities






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Business BenefitsCRM Service ....

Empowers every individual with personalized, role-based applications, knowledge, and information

Improves service efficiency and resource utilization

Reduces the days sales outstanding and improvesthe accuracy on service billings

Lowers call volume while improving customersatisfaction and loyalty

Decreases revenue leakage or the giving awayof service to customers that are not entitled

Enables organizations to meet or exceed customercommitments and expectations

CRM Analytics


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CRM Analytics

Analytics Overview


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Analytics Overview

CRM analytics enables you to collect all relevant data about

your customers and use the knowledge you gain as a basis formaking operational and strategic decisions.

It helps you gain insight into areas of CRM, such as customer,product, marketing, sales, service.

The underlying technology for analytics is SAP BW and itsintegration with SAP CRM using analytical methods.

Pre-defined applications such as Customer Lifetime Value, ABCanalysis are available

mySAP CRM Channel Management leverages SAP Core strengths of

E C t diti l CRM d th t d li f ll h l l ti


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E-Commerce, traditional CRM and others to deliver a full channel solution.

It provides companies with a platform to manage channel partner relationships and

enable partners to sell more effectively as a result-------- a more profitable indirect

channel.

Channel Manager

Channel Partner

Customer

Indirect Channel structure


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Indirect Channel structure

Brand

owner

Reseller

Dealer

Retaile

r

Agent

Customers

Channels


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Channels


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CRM Mobile

Mobility solutions let field staff increase the amount of time spentat customer sites, leading to cost reductions that quickly returninvestment.

mySAP CRM platform Supports most notebooks, handhelds, and

mobile printers. mySAP CRM Mobile Sales and mySAP CRMMobile Service allow personalized screens, menus, and fields oneach type of device.


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Handheld Devices

Service Confirmation Time Management

Interaction Centers-User Interfaces


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Interaction Centers User Interfaces

Win Client Web

Client

The Interaction Center provides two parallel user interfaces

that work with the same business Engine

CRM IC WIN Client


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Business

partner search

Agent

Dashboard

Scripting/Messa

ging

Application

Area

Function

Bar

NavigationArea

Action Bar

AlertsSAP CRM IC WEB Client


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Scratch pad

Account info

Navigation Bar

Application Area

Alerts

Communication Info

System

messages

Broadcast

Messages

Function Bar

SAP CRM IC WEB Client

Capgemini Bags CRM Project

E-Commerce


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Ecommerce is the conducting of

business communication and

transactions over the networks.

Specifically, ecommerce is the

buying and selling of goods andservices, and the transfer of

funds, through digital

communication

E-commerce Processes


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E-Sales

E-Marketing

E-Service

E-Analytics

mySAP CRM enables a complete range of e-commerce processes

CRM Functional Overview


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What Is CRM?

Tell Me

Show Me

CRM Functional Overview

Show Me


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Business Partner

Marketing PlanOpportunity

Installed Base

Service OrderMobile Sales

CRM GUI B siness Partner


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CRM GUI: Business PartnerSAP Easy

Access (Menu

Path)

Locator

on SAP

GUI

BP

Category

BP Role

NumberRanges

Enter

Mandatory

fields

CRM GUI: Marketing Plan


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SAP Easy

Access (Menu

Path)

StructureTree

Work Area

Worklist and

Templates

CRM GUI Installed Base Example


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CRM GUI: Installed Base Example

Determine thequalifications required

by a service employee

for servicing an

installed base or the

components of an

installed base,

The installed base category

differentiates the business

use of installed bases.

Menu Path SAP Easy Access

Master Data Create Installed

Base

CRM GUI Service Transaction


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CRM GUI: Service Transaction

Requested Start

Requested End

Billing Doc. Creation Date

Earliest Appointment Start

Billing Date

Latest Appointment Start

Planned Date from

Planned Date to

Notification Receipt

In Objects, you assign

the Installed Base that

was shown in the

earlier slide

In Assignment, you assign Employee

Responsible & Plan & Estimate the length of

time required for the execution of a service.

Menu Path SAP Easy Access Service Maintain Service Process

CRM GUI O t it S


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CRM GUI- Opportunity ScreenCustomer

Details

Sales Cycle

Phases

Sales AssistantCompetitors

Information

Menu Path SAP Easy Access Sales Maintain Opportunities

QUESTIONS?


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QUESTIONS?


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SAP CRM Overview

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