SAP Press - Service With SAP CRM

Marcus Kirchler, Dirk Manhart, Jörg Unger

Service with SAP® CRM

Bonn � Boston

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Contents at a Glance

1 Introduction to CRM ................................................... 19

2 Service with SAP CRM – Overview of Functions ........ 65

3 Service with SAP CRM – Processes and Customizing .. 121

4 Critical Success Factors for CRM Projects .................. 277

5 Example from the Automotive Industry ..................... 329

6 Summary ..................................................................... 357

A Operating a CRM System with ITIL ............................ 363

B References ................................................................... 371

C Authors ........................................................................ 373

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Contents

Introduction .................................................................................. 13

1 Introduction to CRM ................................................... 19

1.1 Key Concepts and Control Mechanisms in Customer Relationship Management ............................................ 191.1.1 Customer Focus .................................................. 201.1.2 Customer Satisfaction ......................................... 211.1.3 Customer Retention ........................................... 211.1.4 Customer Lifecycle ............................................. 221.1.5 Control Mechanisms in CRM .............................. 24

1.2 Service Management as Part of CRM ............................. 251.2.1 Service and Service Management ........................ 271.2.2 Service Portfolio as a Differentiation Factor ......... 281.2.3 Challenges in Service Management ..................... 29

1.3 Software Support for CRM ............................................ 311.3.1 The Future Significance of CRM Solutions ........... 321.3.2 Benefits to Companies of Integrated CRM

Systems .............................................................. 321.4 Customer Relationship Management with SAP CRM ..... 35

1.4.1 SAP CRM Roadmap ............................................ 351.4.2 Overview of SAP CRM ........................................ 37

1.5 Service Management with SAP CRM ............................. 421.5.1 Service Sales and Marketing ............................... 441.5.2 Service Contract Management ............................ 451.5.3 Installed Base Management ................................ 471.5.4 Customer Service and Support ............................ 481.5.5 Field Service Management .................................. 491.5.6 Depot Repair ...................................................... 501.5.7 Warranty and Claim Management ...................... 511.5.8 Service Parts Management .................................. 52

1.6 Service with SAP CRM or SAP ERP CS – a Comparison .. 531.6.1 Service Operations ............................................. 541.6.2 Service Sales ....................................................... 571.6.3 Other Functions and Processes ........................... 57

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ContentsContents

1.6.4 Conclusion ......................................................... 611.7 Architecture of SAP CRM Systems ................................. 611.8 Summary ...................................................................... 64

2 Service with SAP CRM – Overview of Functions ......... 65

2.1 User Interface ............................................................... 652.1.1 UI Configuration Tool ......................................... 652.1.2 Component Enhancement .................................. 66

2.2 Master Data and Basic Functions .................................. 662.2.1 Master Data ....................................................... 672.2.2 Basic Functions ................................................... 67

2.3 Service Order Management .......................................... 692.3.1 Process Flow ...................................................... 702.3.2 Service Quotations ............................................. 712.3.3 Service Orders .................................................... 72

2.4 Warranty Processing ..................................................... 782.5 Complaint Processing .................................................... 80

2.5.1 Process Flow ...................................................... 812.5.2 Special Functions ................................................ 832.5.3 Follow-Up Functions .......................................... 842.5.4 Supported Scenarios ........................................... 862.5.5 Communication Channels ................................... 87

2.6 Product Service Letters and Recalls ............................... 882.6.1 Product Updates ................................................. 892.6.2 Recalls ................................................................ 90

2.7 Service Contracts .......................................................... 922.7.1 Process Flow ...................................................... 932.7.2 Functions in SAP CRM ........................................ 942.7.3 Functions Available Through Integration With

Other SAP Components ...................................... 962.8 Service Resource Planning ............................................. 97

2.8.1 Process Flow ...................................................... 982.8.2 Functions ........................................................... 99

2.9 Mobile Service .............................................................. 1042.9.1 Organizational Support ....................................... 1052.9.2 Service Order Processing .................................... 1062.9.3 Service Support Functions .................................. 108

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ContentsContents

2.10 SAP Business Communication Management .................. 1092.10.1 Overview and Functionality .............................. 1092.10.2 Interaction Center ............................................ 1112.10.3 Softphone ........................................................ 1122.10.4 User Administration ......................................... 1152.10.5 Routing Management ....................................... 1162.10.6 Organizational Tools ......................................... 1162.10.7 System Administration ..................................... 1172.10.8 Monitoring and Analysis ................................... 118

2.11 Summary ...................................................................... 120

3 Service with SAP CRM – Processes and Customizing .. 121

3.1 Basis Customizing ......................................................... 1213.1.1 Organizational Plan .......................................... 1213.1.2 User Role ......................................................... 1273.1.3 Customer ......................................................... 1353.1.4 Product ............................................................ 139

3.2 Service Order Management .......................................... 1473.2.1 Process Display ................................................ 1473.2.2 Customizing in the System ................................ 151

3.3 Service and Repairs Processing (In-House) .................... 1833.3.1 Process Display ................................................ 1833.3.2 Customizing in the System ................................ 188

3.4 Service and Repairs Processing (Field Service) ............... 1903.4.1 Process Display ................................................ 1903.4.2 Customizing in the System ................................ 194

3.5 Reactive Complaints Management ................................ 1953.5.1 Process Display ................................................ 1963.5.2 Customizing in the System ................................ 1993.5.3 Intelligent Solution Database ........................... 218

3.6 Proactive Complaints Management ............................... 2213.6.1 Process Display ................................................ 2213.6.2 Customizing in the System ................................ 223

3.7 Service Case Management ............................................ 2263.7.1 Process Display ................................................ 2263.7.2 Customizing in the System ................................ 228

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ContentsContents

3.8 Service Resource Planning ............................................. 2353.8.1 Process Display ................................................... 2363.8.2 Customizing in the System .................................. 238

3.9 Service Contract Management ...................................... 2473.9.1 Process Display ................................................... 2483.9.2 Customizing in the System .................................. 250

3.10 Warranty Management ................................................. 2583.10.1 Process Display ................................................... 2593.10.2 Customizing in the System .................................. 261

3.11 Summary ...................................................................... 276

4 Critical Success Factors for CRM Projects ................... 277

4.1 General Success Factors ................................................ 2784.2 Critical Success Factor – Procedure Model .................... 2794.3 Critical Success Factor – Change Management .............. 284

4.3.1 Introduction to Change Management ................. 2854.3.2 Reasons for Change Management ....................... 2894.3.3 Ideal Change Management Procedure Model ..... 292

4.4 Critical Success Factor – Data Quality ............................ 2994.4.1 Duplicate Handling in the Standard SAP System ... 3034.4.2 Integrating Address Management Software

into SAP Systems ................................................ 3054.4.3 Data Quality Activities in the CRM Project ......... 313

4.5 Critical Success Factor – Test Strategy ............................ 3204.5.1 Test Model ......................................................... 3214.5.2 Test Phases ......................................................... 3234.5.3 Test Preparation ................................................. 3244.5.4 Test Implementation ........................................... 325

4.6 Summary ...................................................................... 327

5 Example from the Automotive Industry ...................... 329

5.1 Fundamentals of the Automotive Industry .................... 3295.2 Customer Interaction Center ......................................... 332

5.2.1 Overview ............................................................ 3325.2.2 Functional Areas ................................................. 332

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ContentsContents

5.3 Complaints Management .............................................. 3365.3.1 Customer Case/Task in Complaints

Management ...................................................... 3365.3.2 Creating a Case/Task ........................................... 3375.3.3 Processing a Case/Task ....................................... 3435.3.4 Closing a Case/Task ............................................ 3445.3.5 Proactive Complaints Management .................... 347

5.4 Recall Management ...................................................... 3485.4.1 Preparing for a Recall .......................................... 3505.4.2 Conducting a Recall ............................................ 3515.4.3 Recall Reports .................................................... 355

5.5 Summary ...................................................................... 356

6 Summary ...................................................................... 357

Appendices ........................................................................ 361

A Operating a CRM System with ITIL ......................................... 363B References ............................................................................. 371C Authors .................................................................................. 373

Index ............................................................................................. 375

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360-degree view, 25, 33, 61, 118

Abstract prototype, 283Acceptance procedure, 327Acceptance test, 323Account

create, 136detail maintenance, 137search, 138

Account overview, 68Action definition

describe, 167processing types, 169

Action profile, 164, 189, 194, 206, 268define, 166wizard, 166

Active service, 45Activity

planned, 84Address format standardization, 307Address list, 351Address management software, 302, 305, 306, 310After-sales, 27After-sales activity, 329After-sales service, 27, 28Analysis and planning, 42Application Management, 283, 363Approval process, 85Assembly, 139ATP check, 149Attribute

customer-specific, 142Attribute assignment, 123Authorization, 244Authorization object

CRM_CONFIG, 66SCMG_LVL, 233S_SCMG_CAS, 233

Authorization profile, 244, 245

Automotive industry, 329Availability check, 41, 149

Basic data, 135Basis configuration, 121Billing, 69, 188Billing and payment management, 41Billing error, 87Bill of material, 139, 143Business address services, 305, 313Business object, 63Business partner

create, 124, 126Business partner and opportunity management, 40Business partner data, 301, 302Business transaction categories

describe, 210Business transaction category, 152

assign, 154describe, 176, 273sales, 178service, 177

Business transactions, 324Business transaction type

complaint, 211Buyers’ market, 20

Call center, 34Campaign

concluded, 355trigger, 353

Campaign management, 349Case attribute, 230Case closing profile, 234Case management, 60Case/Task, 334

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Case type, 228Catalog, 213Change charter, 294, 295Change management, 279, 284, 290, 294, 364, 366

instruments, 286procedure model, 292

Change plan, 295Change process, 287Change programs, 295Closing a case/task, 345Code and code group, 213Code group profile, 214Communication, 39Communication channel, 87

Interaction Web Client, 87Internet-based Customer Self-Service, 87SAP Mobile Service, 87

Complaintclose, 198create, 197evaluate, 199process, 198

Complaint process, 82Complaint processing, 80

process flow, 81Complaint scenarios

identify, 222Complaints management, 336

closing a case/task, 344creating a case/task, 337customer case/task, 336facts, 342fast entry, 337proactive, 221, 347processing a case/task, 343reactive, 195

Complaints mangementtransaction data, 341

Complaints processing, 60Component enhancement, 66Computer aided selling (CAS), 31Concentration efforts, 329Condition, 171, 189, 195Configuration management, 364, 367

Contact Event Manager (CEM), 110Contact person, 137

create, 137Contact routing, 109Contract management, 48Controlling, 69Control mechanisms, 19, 24Copying control, 181, 190, 195, 212, 258, 275Corporate account, 143Corporate philosophy, 20Credit limit check, 75, 149CRM, 19, 329

analytical, 24operational, 24strategic, 24

CRM phasesengagement, 37, 38fulfillment, 37, 40service, 37transaction, 37, 39

CRM strategy, 279CRM vision, 279Cross-selling, 34Customer, 135Customer dissatisfaction, 347Customer-facing organization, 135Customer Factsheet, 334Customer feedback, 346Customer focus, 20Customer Interaction Center, 111, 332

functional areas, 332user interfaces, 332

Customer lifecycle, 22, 23risk phases, 22

Customer loyalty, 21, 33Customer retention, 21

cost-related benefits, 22customer attachment, 21customer binding, 21sales-related benefits, 21stability-related benefits, 22

Customer satisfaction, 21, 348Customer Self-Service

Internet-based, 88Customer service, 48

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Customer support, 48Customizing, 151, 188, 194, 199, 223, 228, 238, 250, 261

header level, 155

Dataclassifying, 300cleanse, 305, 313

Data errors, 300Data mining, 20Data quality, 279, 299, 300, 313

project phase, 314standard, 318

Data warehouse, 20Date profile, 162, 189, 194, 204, 267Date rules

configure, 163Date type, 240

determine, 164Debit memo

send, 261Delivery of a different product, 87Depot repair, 50Design, 316Detailed data, 137Development and implementation phase, 296Development test, 322Differentiation factor, 28

competition, 29Differentiation range, 29Direct link, 133Dropdown list, 135Duplicate pairs, 303Duplicate record, 304Duplicates

check, 312identification of, 311potential, 302, 309

Durationspecify, 164

Enhanced Workbook, 63Escalation model, 340E-service, 59External list management (ELM), 313

Field service, 49, 183Field Service, 190Follow-up phase, 297Forwarded, 335Framework enhancement, 66Fuzzy search, 307, 310, 311

Goal criteriaqualitative, 26quantitative, 26

Goodwill, 346Goodwill costs, 342Gradual implementation, 279

Heuristic rules, 308Hierarchy creation, 68

ID, 137Implementation

gradual, 279methodical, 281

Incident management, 364, 365Infotype

Business Role, 129In-house, 183Initial priority, 340Input help, 135

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Installation, 58Installed base, 47, 67, 139Installed base management, 47Integration of measuring devices, 76Integration test, 322Intelligent Solution Database, 218Interaction Web Client, 87Internet-based Customer Self-Service Center, 88Invoice

create, 150, 188, 194, 250send, 261

Invoice correction, 85Item

Customizing, 177, 211, 273Item category, 175, 176, 189, 195, 209, 272

define, 176, 210, 272Item category determination, 178, 189, 195, 211, 256, 274Item level, 67ITIL, 363IT Infrastructure Management, 363

Key performance indicator (KPI), 78

Lead management, 38Lemon Law, 222Letter campaign, 351Level

operational, 20strategic, 20

Linkfor work center, 133group of direct, 133logical, 133

Location, 242Logical link, 133Logistical integration, 75Lotus Notes, 106

Maintenance planning, 54Marketing, 38Market stagnation, 330Mass manufacturer, 330Mass processing, 115Master data, 67Material flow, 81Mentoring strategy, 291Methodical implementation, 281Microsoft Outlook, 105Mobile service, 104Mobile service order management

process flow, 106Mobile service processing, 59Mobilization phase, 295Must have, 28, 29My Group, 335My Tickets, 335

Namespace, 128Navigation bar profile, 132Need to have, 28, 29Nice to have, 28, 29Notes, 69Number range, 137

Object descriptionenhanced, 129

Object list, 95Objects, 241Online integration interface (OII), 110Operational level, 20Order acquisition, 40Ordering of an incorrect product, 87Order management, 47Organizational model, 121Organizational model maintenance, 129Organizational node, 126

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Organizational plan, 121Organizational structure, 121, 123

sales, 123service, 123

Organizational unit, 121Original Equipment Manufacturer, 330Over-delivery, 87

Parameters for the interaction history, 351Parsing, 308Partner determination, 67Partner determination procedures, 158, 188, 194, 203, 253, 263Partner function category, 241Partner functions, 159Personal Task, 335PFCG, 127Planned activity, 84Planning to Implement Service Management, 363Position, 122Postal directory, 305Pre-sales, 27Price accumulation, 68Price error, 87Pricing, 68Priority, 339Problem

log, 184, 196, 237Problem and solution type, 218Problem management, 364, 366Problem subtype

define, 219Problem type

define, 219Procedure model, 279

defined, 281Process

complaint processing, 81complaints management, proactive, 222complaints management, reactive, 196

mobile service order management, 106product update, 90product update with product service letters, 90service and repairs processing (field service), 191service and repairs processing (in-house), 183service case management, 226service contract management, 248service contracts, 93service order management, 70, 148service resource planning, 98, 236warranty management, 259warranty processing, 78, 79

Process and documentation flow, 325Processing type

method call, 170Product

register, 248return, 187

Product configuration management, 47Product proposal, 68Product proposals, 38Product service letter (PSL), 88

process flow, 90Product update, 89

process flow, 90Progress monitoring, 326Project definition, 315Project plan, 314Project risk management, 291Prototype

detailed, 283horizontal, 284vertical, 283

Qualification management, 243Qualification scale, 243Qualifications catalog, 244Quality gate, 284Quantity assignment, 38Quantity check, 83Quantity confirmation, 83

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Quantity determination, 83Quotation

create, 148

Rapid prototyping, 283Reactive service, 45Recall, 90, 91

prepare, 350Recall Cockpit, 350Recall management, 348Recall report, 355Reference documents, 83Reference object, 67

assign, 163Release management, 364, 366Repair cycle, 48Repair request

accept, 191Repairs processing, 150, 183Requirements analysis and definition, 315Return authorization, 84Role

bill-to party, 137employee, 130payer, 137service manager, 149ship-to party, 137sold-to party, 137

Role configuration key, 131Rollout

parallel, 314Routing management, 116RSS feed, 64Runtime Repository, 66

Sales, 27Sales force automation (SFA), 31Sales installation order, 55Sales order, 147

Sales stageafter-sales, 27pre-sales, 27sales, 27

SAP Business Communication Center, 109SAP Business Communication Management (BCM), 109

integration with, 114integration with SAP CRM, 110softphone, 112, 113

SAP CRM, 35, 53architeture, 61

SAP CRM 2005, 35, 62SAP CRM 2006s/1, 35SAP CRM 2006s/2, 35SAP CRM 2007, 35, 63, 147SAP CRM Roadmap, 35SAP CRM Service, 42, 43SAP CRM system, 349SAP ERP, 31, 147

integration with, 96SAP ERP CS, 53SAP ERP Financials, 188SAP Mobile Service, 88SAP NetWeaver Business Intelligence (BI), 57, 69, 96

integration with, 96SAP SCM, 31SAP standard function, 188, 194Satisfaction survey, 297SD, 147Search, 335Search criteria, 138Search function, 139Security Management, 363Segment Builder, 38Selection time range, 240Selective service, 45Sellers’ market, 20Seller warranty, 68Service, 329

conduct, 150, 186, 193, 250, 259Service and report

execution, 56Service billing, 56

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Service caseanalyze and classify, 227close, 227evaluate, 228open, 227process, 227

Service confirmation, 187Service contract, 45, 58, 92, 93, 149

create, 248determine, 237process flow, 93release, 250

Service contract determination, 74Service contract management, 45, 94Service Delivery, 363Service desk, 364Service employee, 185, 191Service level

defined, 95Service management, 25Service management cycle

analyze, 43collaborate, 43optimize, 43

Service marketing, 44Service operations, 54Service order, 72, 147

confirm, 149create, 149, 237

Service order management, 69process flow, 70

Service order processinganalysis of service processes, 78resource-oriented analysis, 77

Service parts management, 52Service plan, 73Service planning, 56Service portfolio, 28

Must have, 28, 29Need to have, 28, 29Nice to have, 28, 29

Service process, 121Service processing, 150

mobile, 59Service product, 144Service profile, 239Service quality, 78

Service quotation, 71expiration analysis, 72pipeline analysis, 72success analysis, 72

Service quotation and service ordercreate, 185, 192

Service resourceimplement, 238plan, 237

Service resource planning, 97, 122analysis of qualifications, 103analysis of service orders, 104process flow, 98resource-based analysis, 103

Service sales, 44, 57Service Support, 363Service technician, 150, 250Service type, 44

active service, 45reactive service, 45selective service, 45

Set typecustomer-specific, 142

Shipping, 41SLA, 58

escalation, 59monitoring, 59

Solution Database, 218intelligent, 218

Solution subtypedefine, 220

Solution typedefine, 220

Sources of error, 299Spare part, 139Stakeholder analysis, 289, 291Standard interface, 303Start condition, 173Status, 339Status management, 69Strategic level, 20Strategy for growth, 330Subject, 215Success factors

critical, 277general, 278

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Technical objects, 58Technical support, 327Templates, 68Territory and activity management, 39Test cases, 325Test concept, 323Test environment, 323, 324Test implementation, 324, 325Test management, 324Test model, 321Test phase, 323Test preparation, 324Test scripts, 325Test strategy, 279, 320Text determination procedures, 216Training aids, 296Training materials, 296Transaction

BP, 125BSP_WD_CMPWB, 66, 130, 135COMM_ATTRSET, 142COMM_HIERARCHY, 139CRMM_UIU_PROD_CONFIG, 142EEWB, 135PFCG, 128PPOCA_CRM, 122PPOMA_CRM, 122, 126, 129PPOMA_CRM or PPOCA_CRM, 122SU01, 125, 128

Transaction type, 151, 152, 188, 194, 200, 250, 261

define, 153Transportation, 41

UI, 36, 63, 65UI configuration, 142UI Configuration Tool, 64, 65Under-delivery, 86Unique selling point, 331Unplanned service

explanation, 55ticket, 54

Up-selling, 34User

create, 124, 125User assignment, 245User role, 121, 127

Validationpostal, 307, 311, 312

Vehicle, 334Views

adjust, 130VIN, 350V-Model, 322

Warrantyconfirm, 261create, 260register, 248send, 261

Warranty agreement, 149, 188Warranty and claim management, 51Warranty case, 342Warranty processing, 78

process flow, 79Warranty product, 144Warranty service, 74Web applet, 64WebClient, 332Web GUI, 135, 246Wildcard search, 303WinClient, 332Wizard, 159Work center, 133Worklist, 335, 343

XIF interface, 76

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ISBN 978-1-59229-197-7

>> www.sap-press.de/1732

Provides a complete guide foroptimizing and customizing yourSAP CRM Interaction Center

Answers all of your Frequently-Asked-Questions

Includes real-world examplesand success stories

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SAP Press - Service With SAP CRM

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