SAP CRM Simple and Powerful
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Transcript of SAP CRM Simple and Powerful
SAP CRM Simple & PowerfulSAP CRM Overview
Serhan ÖZHAN
Solution Principal CRMSouth East Europe, Middle East & North Africa
© SAP 2008 / Page 2
CRM – A Customer StrategySAP CRM 2007 OverviewSAP CRM 2007 Functionality
Sales with SAP CRM 2007Marketing with SAP CRM 2007Service with SAP CRM 2007Channel ManagementCRM for Industries
Questions
Agenda
© SAP 2008 / Page 3
SAP CRM Enables Corporate BusinessGoals
Respond Fast toChangeDifferentiate &InnovateOptimizeCustomerRelations
Enter New MarketsIntroduce New Products & ServicesMaximize Win Rates & Wallet Share
StreamlineBusinessProcessesLower Costs &Reduce ErrorsIncrease ServiceLevels
© SAP 2008 / Page 4
CRM is Not Just About Technology
CRM
eBusiness
+Web Clients
SaaS
OpenSource
Process &Integration
SOA &CompositesCRM Goes Beyond TechnologyCRM Goes Beyond Technology
© SAP 2008 / Page 5
CEO Perspective
“Our Customers are our most important asset –we must retain and grow our best customers”
CEOPerspective:
CustomerPerspective:
© SAP 2008 / Page 6
CSO Perspective
“Fine but I’ve got quarterly sales targets toreach otherwise you’ll fire me!”
CSOPerspective:
CustomerPerspective:
© SAP 2008 / Page 7
CFO Perspective
“20% of our customers generate 80% of ourrevenue so why not focus on them?”
CFOPerspective:
CustomerPerspective:
© SAP 2008 / Page 8
CMO Perspective
“My budget has just been cut – e-mail andtelemarketing is all we can afford.”
CMOPerspective:
CustomerPerspective:
© SAP 2008 / Page 9
CIO Perspective
“The business wants a tele-marketing application. An auto-dialer will keep calling customers until they are free”
CIOPerspective:
CustomerPerspective:
© SAP 2008 / Page 10
Tele-Agent Perspective
“Once I’ve got them on the phone I won’t let them go – Ineed to make 6 sales per hour to get paid”
Tele AgentPerspective:
CustomerPerspective:
© SAP 2008 / Page 11
What are we left with?
CustomerPerspective:
CustomerTime BOMB!
“Well done! Pay rises for everyone!”CEOPerspective:
CEO
Quarterly targetsachieved
CSO
Revenue up 5%
CFO
150% CampaignROI
CMO
No complaints!
CIO
Improved callrate = $
Tele-Agent
© SAP 2008 / Page 12© SAP 2007 / Page 12
What went wrong?
No Managementcommitment to change
Objectives not alignedto vision
CEO CSO CFO CMO CIO Tele Agent
Technology-centricpurchase
No one consideredthe customer!
© SAP 2008 / Page 13
CRM is About the Customer
Virtually every company in every industry willsoon have to reconceive its way of doingbusiness... with customers at the center. Why?Because the evidence is overwhelming that thisis every company’s number-one opportunity tocreate new shareowner wealth.
– Larry Seldon / Geoff ColvinAngel Customers and Demon Customers
There is only one boss. The customer. And hecan fire everybody in the company from thechairman on down, simply by spending his moneysomewhere else.
– Sam Walton, Walmart Stores
“
”
© SAP 2008 / Page 15
CRM is a Customer Strategy
AttainOperationalExcellence
Implement CustomerStrategies & Gain
Insight
Build LastingRelationships & Improve
Customer LoyaltyIncrease Share
of Wallet
Acquire & RetainCustomers
Drive Revenue& Growth
© SAP 2008 / Page 16
The Customer-Centric Enterprise
Built for CustomersBuilt for CustomersCreate & deliverCreate & deliversuperior valuesuperior value
Provide exceptionalProvide exceptionalexperience across allexperience across alltouch pointstouch points
Customers influenceCustomers influencevirtually every role,virtually every role,process & functionprocess & function
InterInter-- & intra& intra--enterpriseenterprisecollaborationcollaboration
COMPLIANCE PLM
SCM
SERVICEMARKETING SALES
ORDERMANAGEMENT
ERP
SUPPLIERS CHANNELPARTNERS
CUSTOMER
INTERNET
SERVICECENTER
STORE CALLCENTER
SALES REP
FIELDTECHNICIAN
© SAP 2008 / Page 19
CRM – A Customer StrategySAP CRM 2007 OverviewSAP CRM 2007 Functionality
Sales with SAP CRM 2007Marketing with SAP CRM 2007Service with SAP CRM 2007Channel ManagementCRM for Industries
Questions
Agenda
© SAP 2008 / Page 20
SAP CRM – Comprehensive Solution
SERVICEMARKETING
SALES
Mobile
Powered bySAP NetWeaver®
End-to-end,Industry-specific
Processes
ANALYTICS
E-Commerce InteractionCenter
PartnerChannel
CUSTOMER
© SAP 2008 / Page 21
SAP Is Listening to Our Customers
CustomerFeedback
SAP Strategy &Product Design
Customers Are NoLonger Willing to Live
with Trade-Offs
Rapid adoption and userproductivity
Quick time to value, whileenabling strategic CRMInitiatives
Best practices for the front officethat tie seamlessly to the backoffice.
• I need to increase productivity of my sales force immediately – I cannot wait for IT• We need a CRM solution that is easy-to use and is getting adopted by the users• I need to streamline my entire order processing• I need to be able to adapt business processes to my changing business needs• We need to provide a consistent, single face to our customers across all touch points• I need a CRM solution that meets today’s needs and will still serve in 5 years from now
© SAP 2008 / Page 22
SAP Delivers CRM Without CompromiseSimple & Powerfull
COMPREHENSIVE
Leading front-officecapabilities – tied toend-to-end industry-
specific businessprocesses
SIMPLE
Intuitive Web-baseduser interface –
delivering in-depthCRM functionality
to businesses
FLEXIBLE
On-demand, on-premise, and hybriddelivery models –providing the right
solution choicebased on needs
© SAP 2008 / Page 23
CRM Simple & Powerfull : Simple
Intuitive Web-based UI delivered for business users
Easy to Use, IntuitiveUser Experience
Built for the BusinessUser
Drives Productivity &Adoption
Flexible & Easy toConfigure
Unified across all CRMSolutions
© SAP 2008 / Page 24
CRM Simple & Powerfull : Simple
Quick and easy adaptation of businessprocesses and terminology to meet uniquebusiness needs
Introduced with SAP CRM on-demandsolutions, adapted and extended for all SAPCRM solutions
On-the-fly customization of screen layoutsand fields
Enables users without detailed applicationdevelopment skills to change the UIappearance of their CRM application
More adaptable with new Configuration Tools
???
© SAP 2008 / Page 25
CRM Simple & Powerfull – Flexible
The Right Solution for the Right SituationThe Right Solution for the Right Situation
The SAP Advantage
Multiple DeploymentOptions
Enterprise-classmanaged services
ERP Integration
Hybrid Option
Seamless Transitions
On-DemandSolutions
On-premiseSolutions
Core Functionality – Core sales,service and marketingLow up-front expense -- Fund withoperating expenseFast Deployment -- Utilizemanaged service infrastructureAdapt quickly -- Configureapplications online
Comprehensive functionality – deepsales, service, marketing, andindustry supportLow TCO -- Fund with capitalexpenseComplete Control -- Manage in-house to ensure reliabilityAdapt for advantage -- Alignapplications with end-to-endprocesses
© SAP 2008 / Page 26
First execution-ready enterprise servicesdelivered
Business Partner
Lead
Quotation
Service Order
Service Confirmation
Extensible with Enterprise Service Oriented Architecture –powered by SAP NetWeaver
CRM Simple & Powerfull: Flexible
Business architecture IT architecture
Toolset for immediate creation ofcustomer-specific services
Wizard-based service modeling
No need for any additional coding
Integrated into SAP NetWeaver test environment
© SAP 2008 / Page 27© SAP 2007 / Page 27
TelecommunicationsOrder Management
Financial ServicesFull Service Leasing, Account Origination
Public SectorGrantor ManagementSocial Services –Social Case Management
Life SciencesContract Lifecycle Management
UtilitiesResidential Customer CareCommercial & Industrial Customers
Travel & TransportElectronic Toll Collection
Comprehensive Industry ScenariosEnable end-to-end, industry-specific processes
Consumer ProductsTrade Promotions Management
High TechChannel Funds / Channel Sales
MediaIntellectual Property Management
© SAP 2008 / Page 28© SAP 2007 / Page 28
Enable Communication-Enabled BusinessProcesses (CEBP) with SAP BCM
© SAP 2008 / Page 30
CRM – A Customer StrategySAP CRM 2007 OverviewSAP CRM 2007 Functionality
Marketing with SAP CRM 2007Sales with SAP CRM 2007Service with SAP CRM 2007Channel ManagementCRM for Industries
Questions
Agenda
© SAP 2008 / Page 31
Marketing analytics
Marketing capabilities in SAP CRM
Web ande-mail
PartnersDirectmail
Callcenter
Fieldsales
Predictiveanalytics
Leadmanagement
Lead generation
Leadqualification
Lead distribution
Segmentationand list mgmt.
External listimport
Segments andlist mgmt.
Marketingattributes
Campaignmanagement
Multichannelexecution
E-marketing
Dialog marketing
Mkt. resourcemanagement
Strategy andplanning
Budget and costs
Couponing
Measurementand reporting
Customeranalytics
Forecastingand planning
Branchesor stores
WirelessPOS andATMs
Optimizationand refinement
Productanalytics
Trade promotionmanagement
Business Planning& Perf Mgmt.
Trade Promotions
Retail Execution
Customer
Marketing Capability in SAP CRM – BuildingBlocks
Marketing Demo
© SAP 2008 / Page 32
SAP CRM: Marketing Focus Area – Best ofBreed
Best of breed – Enhanced Marketing Resource ManagementFocus on the Marketing User
New User Interface, User guidance, Marketing MethodologyScenario Planning & Budgeting
Improved Scenario PlanningImproved Budgeting & Integration ofFunds Management
Process IntegrationPurchasing IntegrationTighter integration of Project Management(c-projects) and Product Management(SAP xApp Product Definition: SAP xPD)
Brand ManagementImproved Digital Asset ManagementImproved Channel Partner Marketing
Best of breed
Deliver the best of both worlds:Complement leading end-to-endconnectivity with leading front-office capabilities
© SAP 2008 / Page 33
SAP CRM: Marketing Focus Area – Best ofBreed
Best of breed – Next generation Trade Promotion ManagementTrade funds management
Management of funding programs and funds,allowing to plan and track how trade money is spent
Trade claims management
Capturing and validation of trade claimsagainst promotions or account plans
Settlement and chargeback processes
Indirect Promotions
Planning, execution and analysis ofpromotions with indirect customers
Trade Promotion Enhancements
Trade Calendar enhancements,e.g. promotional calendar by retail weeks
Consumer facing attributes of a promotion,e.g. retail price, placement etc.
Best of breed
Deliver the best of both worlds:Complement leading end-to-endconnectivity with leading front-office capabilities
© SAP 2008 / Page 34
SAP CRM: Marketing Focus Area – Best ofBreed
Best of breed – Fully integrated Customer Loyalty ManagementLoyalty Program Management
Membership Accounts
Card Profiles/Tiers
Loyalty Engine for Accrual andRedemption Management
Flexible Promotions
Loyalty Analytics
Integration in CRM and Back-end Processes
Customer Service (Call Center andInternet Self-Service)
Campaign Management
Financials
Partner Integration
Cross-industry Solution with initial focus on Airline Industries
Best of breed
Deliver the best of both worlds:Complement leading end-to-endconnectivity with leading front-office capabilities
© SAP 2008 / Page 35
SAP CRM: Marketing Focus Area – Best ofBreed
Best of breed – Next generation Market Development Funds (MDF)Channel Manager: MDF planning
Create MDF programs aligned with marketinggoals for channel partners
Allocate funds to channel partners based onkey performance indicators (KPIs) of partners
Determine allowed initiatives, or marketingactivities, to be carried out by channel partners
Channel partner: perform initiatives
Request approval and budget to carry outparticular initiatives, or marketing activities
Self-service capabilities for MDF processes
Claims processing
Channel partner: enter proof of completedinitiative and create claims for payment
Channel manager: approve and payment of claims
Analytics
Best of breed
Deliver the best of bothworlds: Complement leadingend-to-end connectivity withleading front-office capabilities
© SAP 2008 / Page 36
Multiple deployment options
Sales Capabilities in SAP CRM – BuildingBlocks
SAP CRM: sales capabilities
Close
Quoting
Pricing
Contracts
Target
Lead generation
Territorymanagement
Segmentation
Qualify
Opportunities
Sales process
Methodologies
Plan
Sales planning
Incentiveplanning
Forecasting
MeasureOperational
reporting
Analysis andsimulation
Compensation
E-sellingMobile sales TelesalesSales portals SAP Saleson-demand solution
Configuration
Ordermanagement
Relationshipmodeling
Activitymanagement
Proposals
Influencemodeling
Quota alignment
Advancedanalytics
Pipelineperformance
Quota attainment
Web ande-mail
PartnersDirectmail
Callcenter
Fieldsales
Branchesor stores
WirelessPOS andATMs
Customer
Activity management Pipeline Management
© SAP 2008 / Page 37
SAP CRM: Sales Focus Areas
SimplificationNavigation and process flowSimplify complex concepts through visualizationSimplified Groupware IntegrationExpose sales processes through familiar applications (Duet and SAP Interactive Forms byAdobe)
Extended Value through Co-InnovationSales document managementPrice optimizationIncentive & Commission Management
Best in Class Core CRM Sales processesBest-in-class Account, Contact and Opportunity ManagementFull-blown Territory ManagementImproved Sales Planning, Forecasting and Sales AnalyticsPower Tools for increased Sales Force productivity
© SAP 2008 / Page 38
Service analytics
Service Capabilities in SAP CRM – BuildingBlocks
SAP CRM: service capabilities
Web and e-mail
Servicepartners
Direct mail Interactioncenter
Field service
Servicecontractmgmt.
Service levelagreements
Entitlementcheck
Usage-based
contracts
Complaintsand returns
Knowledgemgmt.
Complaintand returnprocessing
Warehousemgmt.
integration
Serviceordermgmt.
Serviceorder
quotation
Serviceorder
processes
Financialand logisticsintegration
Stores Servicedepots
In-houserepair
Inventorymgmt.
Repairprocessing
Qualitymgmt.
integration
Installedbase
mgmt.
Componenthierarchy
Installedbase
processing
Back-endintegration
Warrantymgmt.
Product andwarranty
registration
Claimprocessing
Warrantycheck
Resourceplanning
Appointment scheduling
Absencesand
attendance
Integration:third-partyresources
Casemgmt.
Changerequestmgmt.
Caseprocessing
Activityprocessing
Servicecontractanalytics
Complaintsand returns
analytics
Serviceorder
analytics
In-houserepair
analytics
Installedbase
analyticsWarrantyanalytics
Resourceplanninganalytics
Casemgmt.
analytics
Customer
© SAP 2008 / Page 39
SAP CRM: Service Focus Areas
Self ServiceLeverage E-Commerce capabilities to support sale of products and servicesProvide Up-Sell/X-Sell of products, services and warranty extensions/renewalsSelf-Services transactions include
Service Requests Product RegistrationComplaints/Returns SchedulingInstalled Base WarrantiesService Contracts
Automated Resource Planning processCommon scheduling tool across departmental needsIntuitive VisualizationIntegration into Service orders, ERP order or Projects
IT Service and Asset ManagementBased on IT Infrastructure Library (ITIL®)Incident management including self-servicesProblem managementChange management
© SAP 2008 / Page 40
SAP CRM: Service Focus Areas
Van Stock for Mobile Service LaptopStock Information, Procurement, Reporting and UpdateAvailable to Field Service staff in Offline mode with ERP synchronization
Service Contract ManagementMass mid-flight changes to ContractsComponentized best functions and features for easier adoptionEnhancements to usage based billing
Service Order ManagementBilling enhancements: Payment card, Revenue Recognition, Cash salesOpen pricing interfacesPrice Simulation and Analytics
Interaction Center EnhancementsMulti Chat for Interaction Center AgentsAssisted Interactions with Knowledge Base and Solution FinderEnhancements for Shared Services CentersIT Helpdesk adoptionCall List and Call Center Simulations
© SAP 2008 / Page 41
Interaction center: analytics
Interaction Center – Building Blocks
Interaction Center: capabilities
Web E-mailTelephony Postal letters IVR
Basic analytics
IC managementKnowledge
management
Process modeling
Communicationchannels
TelesalesAccount and contact
management
Activity management
Opportunitymanagement
Quotation andorder management
Customer serviceCustomer service
and support
Complaintmanagement
Help desk
Telemarketing
Campaign execution
Lead management
Personalization
Process-basedanalytics Blended analytics Profitability analytics
Email Response Management E-mail Integration
Customer
© SAP 2008 / Page 42
Interaction Center Enhancements
Business Partner HandlingBusiness Partner RelationshipsMixed B2B and B2C Account IdentificationIndex-based SearchAddress Validation and Duplicate Check
Product Related EnhancementsProduct registration allows integration of iObjectsProduct search embedded into business transaction
Multi Channel CommunicationEnhanced E-Mail Editor capabilities and usabilitySimplified Computer Telephony Integration (CTI) with Live Interaction ReportsEnhanced Manager Dashboard boosts productivityThird-Party integration into E-Mail Response Management System (ERMS)
Rule Driven Interaction Design
Launch Transaction Wizard
© SAP 2008 / Page 43
Partner and channel analytics
Partner Channel Management Capabilities inSAP CRM – Building Blocks
Partner channel management capabilities in SAP CRM
E-mail and SAP InteractiveForms by Adobe
Web and partner portal
Partner
Partner ordermanagement
Order to cash
Channelinventory
Distributedorder mgmt.
Channelmarketing
Targeted content
Collaborativemarketing
Leadmanagement
Channelsales
Accounts andcontacts
Opportunitymanagement
Deal registration
Partnermanagement
Recruitment andprofiling
Training andenablement
Planning andforecasting
Partner networks
Channelservice
Knowledgemanagement
Servicemanagement
Returns andcomplaints
Partner ordermgmt. analytics
Channel mkt.analytics
Channel salesanalytics
Partner life cycleanalytics
Channel serviceanalytics
© SAP 2008 / Page 44
SAP CRM Evolution for IndustriesTelecommunications
Product Catalog ManagementProduct Modeling in CRMProduct Bundling
Sales & Order ManagementDealer ChannelE-CommerceInteraction Center
Contract Management for MACDDealer ChannelInteraction Center
Lock and Unlock of Services
Dispute Management
Enhanced SAP Credit Management Integration
Sales Analytics
© SAP 2008 / Page 45
SAP CRM Evolution for IndustriesBanking & Leasing
Offering and Sales of Services (Account Origination)Integrated Service Contract Item in Leasing ContractEnhanced Product BundleImplemented ’Job Code’ ConceptPeriodic Billing and synchronized AccountingStatus ConceptAccruals for Service and LeasingNext Best Offers with RTOM
Invoicing and AccountingInvoicing and accounting for service products, financing products, Service Card clearing etc.Consolidated Invoicing and Accounting of Financing and Service ChargesHandling of Actual Cost Invoicing and Advance PaymentsComply with Leasing Requirements for Accounting
ControllingEnable Cost and Revenue Reporting for Single Contracts and FleetsControlling on Item LevelSingle Object ControllingControlling Integration for all affected objects into different systems (CRM, SRM, ERP)
© SAP 2008 / Page 46
SAP CRM Evolution for IndustriesPublic Sector
Grantor management in SAP CRM 2007 is a solution for managingpublic financial assistance programs that addresses the challengesfaced by the public sector.
Grantor business featuresProgram managementWeb applicationAutomatic assessmentAgreementsChange management and agreement amendmentsClaims processingFinancial execution scenariosCase management and monitoringReporting
© SAP 2008 / Page 47
SAP CRM 2007 Evolution for IndustriesLife Sciences & Consumer Products
Contract Lifecycle Management
Managing ContractsBusiness Data ManagementContract Analysis & ManagementContract DevelopmentContract Administration
Executing ContractsCompliance Monitoring and ResolutionChargeback / Distributor RebatesPerformance Rebates / Admin FeesOrder-to-Cash & Financials
Trade Promotions ManagementHeadquarter Planning and BudgetingFunds ManagementAccount Management and Trade Promotion PlanningAccount Sell-in and Promotion Plan ExecutionClaims and Payments Management
2005 2006
© SAP 2008 / Page 48
SAP CRM Evolution for IndustriesRetail
Customer Loyalty MarketingCampaign managementCustomer segmentationUp/Cross selling
Analytical CRM MethodsDecision tree – methodCustomer life time – AnalysisClusteringABC AnalysisCross-Selling – AnalysisScoring – Model
WEB ChannelOne-to-one MarketingContent ManagementOrder ManagementFulfillment
2005 2006
Demand ModelingMerchandizing Planning
Price Mgt Promotion Mgt
BuyingPrivate Label Mgt
Vendor Mgt
Supply Chain MgtReplenishmentWarehouse Mgt
DemandIntelligence
PlatformCustomer Data MgtCall Centre, Multi Channel
Customer service
Retail Enterprise
© SAP 2008 / Page 49
SAP CRM Evolution for IndustriesManufacturing
Customer Service ManagementCustomer Intelligence and VisibilityService Order ProcessingResource PlanningSpare Parts ManagementWarranty and Returns Management
Partner Channel ManagementChannel Marketing Funds ObjectFunds ManagementClaims ManagementPayment capabilities
Quoto & Sales Management for Complex ProductsProduct Configuration for QuotationTechnical Verification and Detailed ConfigurationVariant Base Pricing
2005 2006
Engineering
HQ/Finance
Call Center/CustomerService
SupplyChainOps
Sales/Marketing
© SAP 2008 / Page 50© SAP 2007 / Page 50
CRM 2007: a Huge Success
AeusArkopharmaBank für SozialwirtschaftBASFCarlsberg (Feld-schlösschen)ColmobilCorporacionTecnologica deAndaluciaDeutsche TelekomDirect EnergieDONGDuisburgEfaflexEKOLEONEnviaMESB (DE)EssentFiegeFischerwerkeFujitsu SiemensGas NaturalGetronicsGiven Imaging LtdHeraeusHottinger BaldwinMesstechnik (HBM)HSE24InchscapeInfinionIntergasKMD
LegoMedionNauratoNestleNUONPapyrus NetworkPARI MedicalPetrocommerzPFA PensionQ-CellsRichemontRodenstockRUAGRWE (nPower)SEAS-NVESAGIASBBScopusSomerset County CouncilST MicroelectronicsStatoilTelekom AustriaTeliaSoneraViesgoVoith PaperVolvo…Migration in planCity of CapeTownCity of TshwaneElectrabelESBA2A (AEM)
Koninklijke Post
Colmobil
NAURATO
PARI Medical
© SAP 2008 / Page 51
DEMO - Usability
CRM 2007 User Interface
CRM 2007 Configuration
CRM 2007 Personalisation
CRM 2007 email Integration
CRM 2007 Word Integration
CRM 2007 Reporting
CRM 2007 Report Modeler
CRM 2007 Business Objects Reporting
Web Service Wizard
© SAP 2008 / Page 52© SAP 2007 / Page 52
Summary:SAP CRM for Customer Driven Growth
360°Customer View
Industry-Relevant(TPM & MDF)
End-to-End Processes
Simplified, PersonalizedUser Experience
Pipeline PerformanceManagement
Microsoft OfficeIntegration
AdobeInteractive Forms
Real-Time OfferManagement
Business CommunicationsManagement
Service PartsManagement
Growyour business
Delightyour customers
Empoweryour team