SAP CRM Overview(s1)

8/3/2019 SAP CRM Overview(s1)

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SAP CRM - Overview

28-04-2012 1iServiceGlobe Confidential


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Agenda

1 Introduction

2 CRM Architecture

3 CRM Master Data

4 Transactions

5 SAP CRM - Evolution

6 Demo



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Agenda

1 Introduction

2 CRM Architecture

3 CRM Master Data

4 Transactions

5

Practice Update

What is CRM?

Business Scenarios

Functionality Overview

SAP CRM - Evolution

6 Demo



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Introduction What is CRM?

SAP AG 2004

What is CRM?

Customer Relationship Management (CRM)is a business strategy aimed at optimizing

customer-facing activitiesfor the greatest impact on

business success

CRM is....

A basic approachwhich makes the

Customer the focal

point of all the

Business Processes.

A carefully thought

out startegy and

company

philosophy

combined with

supportive tools to:

Identify Possible

Customers

(Prospecting)

Acquire

Customers

(Acquiring)

Retain Customers

(Retaining)



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SAP AG2004

Departments of an Enterprise Driving

Customer Interactions

Which departments of an enterprise

are involved in

customer-facing activities?

Introduction What is CRM?



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CRM Overview Diagram

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SAP CRM Solutions



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Focus on Customer Interaction



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Traditional Direct Sales



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Direct Sales Today with CRM



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Contact via the Interaction Center



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Traditional Interaction Center



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The Interaction Center in CRM



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Interaction via the Internet



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Introduction Business Scenarios

Business Scenarios

Sales

Field Service

Internet Sales

Loyalty

Management

ICSS

Call Center

Customer Relationship Management



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Functionality Overview: Marketing



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Functionality Overview: Sales



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Functionality Overview: Service



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Agenda

1 Introduction

2 CRM Architecture

3 CRM Master Data

4 Transactions

5

Backend System

Channels

SAP CRM - Evolution

6 Demo



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SAP CRM Architecture

Components in Landscape:

The SAP CRM System as a central

CRM server.

SAP R/3 as a back-end system with

ERP functions.

SAP BW System as data warehouse

solution with comprehensive

statistical and analysis possibilities.

SAP APO System as a global

available-to-promise (ATP) check and

demand planning solution.

Multiple SAP R/3 back-end systemsand non-SAP systems can be

connected to CRM system.

Interaction Center

Internet

Mobile Client

Handheld DevicesEnterprise Portal



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SAP CRM and Other Systems

Data is exchanged between

the CRM system and the

connected OLTP R/3 system

primarily via the middleware.

SAP APO (Advanced Planner

and Optimizer) performs theATP check (Available to

Promise).

SAP Business Information

Warehouse (SAP BW) is used

as a data source for part of

the CRM solution but also

contains data for

consolidation and analysis.



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SAP CRM - Channels

Various Channels through which the

CRM server can be accessed:

Interaction Center: The IC enablescustomers to use phone, fax, or e-mail

to contact CSE.

Web: Internet users may configure

and order products or services using

the Internet components of SAP CRM.

Mobile Clients: Mobile devices suchas laptop computers or Palmtops can

be used to connect to the CRM server.

SAP EP (Enterprise Portal) : EP act as

a tool that provides integrated accessto all systems.

Interaction Center

Internet

Mobile Client

Handheld DevicesEnterprise Portal



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Customer Interaction Channels



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SAP CRM and Internet Users

Internet Sales and Internet

Customer Self Service (ICSS)

application components offer

access to the CRM component

for Internet users connecting

to configure and purchase

products from a published

catalog or request for a

particular service.

The Internet application

components are available via

a Web server and are made

possible by J2EE technology.

Product catalogs are

exported from the CRM

server to an external Index

server for faster access to

product data.

The Internet and Pricing

Configurator component

provides configuration and

pricing data for web

applications.

.



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Interaction Center

The Interaction Center

supports various

communication channels like

fax, email, telephone, VOIP

etc.

Telephone and E-mail

connections can be made

using the SAP standard

interfaces (APIs), SAP Phone

and SAP Connect.

SAP, together with various

external partners , offers the

possibility to integrate

different contact channels.

.



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Mobile Client

SAP mobile sales and service

applications support a

companys field sales and

service employees.

Users have complete access

to all the relevant informationon their laptops. However,

each user has access to data

only in his area of

responsibility.

The data is updated by

regular data exchanges

between laptop and the

central server.

.



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Agenda

1 Introduction

2 CRM Architecture

3 CRM Master Data

4 Transactions

5

Business Partners

Products

Organizational Data

Pricing

SAP CRM - Evolution

6 Demo



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Business Partners

Business Partners are the

center of the Business

Transactions and hence

center of the Business

Interest.

A Business Partner can be

created only once regardless

of the transactions in which itis supposed to be used.

Although a Business Partner

is created only once it can

take multiple roles.

A Business Partner can have

relationships with other

Business Partners in thesystem.

.



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Product Master

Product Master gives the

information about all the products

a business buys and sells.

Product Master is the centralsource of all the product specific

data. This data is stored in specific

Product Master records.

In order to control product specific

data Product Master is split in to

the groups shown.

.

Material

Financing/ Finance Services

Service

Intellectual Property

Warranty



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Organization Management

Organizational Management

can be used to set up a

companys organizational

structure.

This can be used to maintain

the company structure,

including the positions and

employees in an application,

and assign specific attributesto the organizational units.

Organizational Management

allows to specify

organizational data

automatically in a business

transaction using the

organizational structure.

It can also be used to

determine business partners;

for example, you can find the

employee responsible for a

business transaction

.



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Pricing

The system uses this function

to determine pricing

information when creating a

business transaction

For example, the system

automatically determines the

gross price and the discounts

and surcharges that are

relevant for a specificcustomer or for a particular

date, in accordance with the

valid conditions.

The system carries out

pricing in SAP CRM using the

IPC (Internet Pricing and

Configurator). The IPC

ensures integrated price

calculation, regardless ofwhether prices are calculated

for a business transaction in

CRM Enterprise, in Telesales,

or in SAP E-Commerce.

.



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Agenda

1 Introduction

2 CRM Architecture

3 CRM Master Data

4 Transactions


Business Transactions

Demo6



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A Business Transaction in

CRM portrays a Business

event such as a Sales Order,

Service Order, Opportunity,

Activity etc.

Transaction Type determines

the qualities and

characteristics of a BusinessTransaction.

The transaction processing

interface allows the user to

view, change and create a

Business Transaction.

A Business Transaction can

be copied to create new oneor a new Business Transaction

can be created as a follow

up of an existing one (eg.

Order as follow up of

opportunity).

.



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Agenda

1 Introduction

2 CRM Architecture

3 CRM Master Data

4 Transactions


Demo6



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SAP CRM Product - Evolution

SAP 4.0

SAP 5.0

SAP 6.0, SAP 7.028-04-2012 36iServiceGlobe Confidential


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Agenda

1 Introduction

2 CRM Architecture

3 CRM Master Data

4 Transactions


Demo6



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Thank Q

28 04 2012 38iServiceGlobe Confidential

SAP CRM Overview(s1)

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