mySAP™ CUSTOMER RELATIONSHIP MANAGEMENT

SOLUTION OVERVIEW
TO EN ABLE A CUS TOMER-CENTRIC ENTERPRISE,
YOU NEED A SOLUTION

“The functionality of mySAP Customer Relationship

Management would provide us a sustainable holistic
view of the customer and allow us to integrate touch
points. It was a clear decision.”

Dr. Stefan Scholer, Head of Customer and Dealer Systems, Audi

CRM ROI Review, March 2004

Audi expects a 22% internal rate of return through 2005 on its

mySAP™ Customer Relationship Management implementation, resulting
from more targeted lead generation, process optimization, and increased
customer loyalty.
 . . . THAT HELPS DRIVE REVENUE, ATTAIN OPERATION AL
EXCELLENCE, AND MAN AGE PROFITABLE GROW TH

mySAP™ CUSTOMER RELATIONSHIP

MANAGEMENT: ENABLE A
CUSTOMER-CENTRIC ENTERPRISE
Moving beyond traditional customer relationship management functionality,
SAP innovations and unmatched industry expertise are setting new standards for
the way companies connect with their customers and partners. The mySAP™ Customer
Relationship Management (mySAP CRM) solution automates customer-centric
business processes across and beyond enterprise-wide operations. It delivers the market’s
greatest breadth and depth of functionality by supporting the most comprehensive
range of end-to-end processes that address the unique business demands of more than
25 industries.

mySAP CRM is powered by the SAP NetWeaver™ platform, an innovative integration and
application platform that enables change. SAP NetWeaver supports new cross-functional
business processes and helps to lower total cost of ownership by reducing the need for
custom integration and by offering complete life-cycle management for your solution.
It is also the foundation for Enterprise Services Architecture, the SAP® blueprint for
service-oriented business solutions, and helps align people, information, and business
processes across organizational and technological boundaries.
AS YOUR BUSINESS EVOLVES
MANAGING TODAY’S BUSINESS CHALLENGES
Solutions for customer relationship
management (CRM) support business
strategies that optimize a company’s
customer-related activities for the
greatest impact on business success.
Today, it has become increasingly
difficult for businesses to base their
leadership on product innovation and
operational efficiency alone. As a
result, a growing number of companies
look to CRM to deliver measurable
benefits in terms of supporting the
organization to drive revenue, attain
operational excellence, and manage
profitable growth.
SETTING NEW STANDARDS FOR CRM
More than 30 years ago, SAP marked
the beginning of a new era with the
introduction of integrated software
that handled business processes in real
time.
Since then, SAP has become the world
leader in business software, serving
more than 26,000 customers worldwide,
including organizations of every size
Many companies have realized that the
traditional approach of defining CRM
purely as a set of front-office tools
covering customer touch points and
interaction channels – but that are
isolated from the rest of the enterprise –
falls short. Correspondingly, customer
visibility cannot be restricted to data
from only the front office, but must
incorporate enterprise-wide information
about customers’ buying habits and
profitability. Moreover, fast and flexible
deployment – focusing on strategic
business priorities – is a critical success
factor for any CRM implementation.
A CRM solution must provide a plat-
form for business agility, enabling a
company to adapt its processes easily
to constantly changing business
and type. And along the way, SAP
has accumulated a unique knowledge
base of best practices in more than
25 industries – including yours.
And now, SAP’s tradition of leadership
continues with a new generation of
CRM software that gives companies the
flexibility to adapt business processes
to new market conditions while simul-
taneously maximizing productivity:
mySAP CRM.
dynamics, orchestrate processes across
and beyond the enterprise, and trans-
form itself into a customer-centric
enterprise.
SAP has been executing on this vision
of the customer-centric enterprise
from the beginning: mySAP CRM is
the only solution on the market today
that can enable this approach. In addi-
tion to comprehensive industry-specific
capabilities that support customer-
facing departments in marketing, sales,
and service, the solution offers power-
ful analytics and a 360° view across all
customer touch points and interaction
channels, such as field organizations,
the Internet, interaction centers, and
channel partners.
This standard-setting solution builds
on SAP’s experience and integrates
business processes in heterogeneous
systems landscapes like never before.
It delivers the powerful functionality,
global orientation, and flexible
enhancement options you need to
remain efficient, productive, compe-
titive, and positioned for growth.
 . . . YOU NEED A SOLUTION
THAT EVOLVES WITH YOUR BUSINESS

“Having information in one location is a major step

forward for our customer service and credit represen-
tatives. Rather than accessing six different applications,
reps now go to one location to cross-reference product
availability, prices, and other information for customers.”

Sherry Strunk, Project Manager, Cardinal Health

CRM ROI Review, December 2004

Cardinal Health expects to achieve a 70% internal rate of return with

mySAP CRM, which will help the company improve operational efficiency,
streamline key business processes, and shorten cycle times.
mySAP CRM PROVIDES THE FOUNDATION
A FOUNDATION FOR PROFITABLE GROWTH
mySAP CRM combines a proven,
robust CRM solution with support
for processes that extend across and
beyond the enterprise. As a result, it
enables you to better manage corporate
assets and critical business processes.
Powered by the SAP NetWeaver plat-
form, mySAP CRM provides the agility
you need to keep up with business
dynamics at high speed and low cost,
while protecting and leveraging the
investments you’ve already made in
your IT infrastructure. In addition, it
helps you extend the skills and training
of your staff, as well as the data locked
away in legacy and non-SAP systems,
thereby reducing your operational
costs even further. And, as new business
scenarios and technologies emerge, it
helps you position your organization
for accelerated change.
mySAP CRM delivers the following
significant benefits:
Evolve As Your Business
Grows with Support for End-
to-End Business Processes
Manage customer-related business
processes from end to end throughout
your enterprise and all along the value
chain – from initial customer contact
through shipping and payment. mySAP
CRM delivers preconfigured support
for over 280 processes in more than
25 industries.
Empower Users with Role-
Relevant Customer Insights
Support faster, better, and more accu-
rate decision making by providing
employees with complete customer
intelligence. mySAP CRM brings
together analytic functionality and
all relevant customer data from across
the enterprise, spanning multiple
business functions, departments,
and even organizations.
Gain Immediate Value
Address strategic priorities first, accom-
plish business objectives quickly, and
expand your CRM activities, step-by-
step, while achieving ROI at each stage.
Increase Customer Satis-
faction with Better, More-
Personalized Service
Tailor care to each customer by offering
customized, targeted service. Improve
customer satisfaction by delivering
products or services quickly and accu-
rately, simplifying order processing,
and responding promptly to customer
inquiries. Standardize information
across all customer communications
channels, including Internet, call
centers, fax, and face-to-face service
options.
Reduce Total Cost of
Ownership
Deploy mySAP CRM quickly, flexibly,
and at low risk, building on your exist-
ing infrastructure and taking advantage
of SAP’s support for the best CRM
business practices in many industries.
 . . . FOR PROFITABLE GROW TH

“It was very clear that mySAP CRM would meet our
business needs and those of our customers. We needed
a portal solution that would give us a single, enterprise-
wide view into the services we provide for customers
and the information customers provide to us.”

Anthony Bosco, Vice President and CIO, Day & Zimmermann

CRM ROI Review, December 2004

Day & Zimmerman expects to realize a 56% internal rate of return through
reduced costs in excess of $9 million. The company achieved reductions
by increasing automation and information sharing and by eliminating costs
for software upgrades.
G AIN ENTERPRISE-WIDE EFFICIENCY
mySAP CRM SUPPORTS BUSINESS PROCESSES
ACROSS YOUR ENTERPRISE
Marketing – with comprehensive sup-
port for segment and list management,
marketing-resource management,
campaign management, lead manage-
ment, and marketing analytics.
Increase marketing efficiencies and
drive customer demand throughout
the enterprise.
Sales – with complete support for sales
planning and forecasting, territory
management, account and contact
management, lead and opportunity
management, quotation and order
management, pricing configuration,
contract management, incentive and
commission management, time and
travel management, and sales analytics.
Support multiple deployment options
across all selling channels, including
role-based sales portals, mobile sales,
telesales, and e-selling.
Service – with a broad range of
functions that transform service into
a profitable line of business, including
service sales and marketing, service
contract management, field service,
e-service, workforce management,
and channel service. Call centers, field
service, and e-service provide various
deployment and delivery options for
customer service.
E-commerce – with functions for
e-marketing, e-selling, e-service, and
e-analytics that enable you to turn
the Internet into a profitable sales and
interaction channel for both business
customers and consumers.
Interaction center – with support
for telemarketing, telesales, customer
service, e-service, employee-interaction-
center management, operations,
administration, and analytics that help
enhance the performance of your
interaction center.
Channel management – with func-
tions that help optimize your indirect
channels, including partner manage-
ment; channel marketing, sales, service,
and commerce; and partner and
channel analytics.
 . . . WITH mySAP CRM

mySAP CRM SOLUTION MAP:

UNDERSTANDING BUSINESS VALUE
mySAP CRM supports your most im-
portant business processes and provides
tools to help you understand how these
processes work. One of these tools is
the solution map shown on this page.
Built using input from customers and
industry analysts, plus the technical
expertise SAP has acquired through
extensive business experience and
research, SAP solution maps are multi-
level blueprints of processes. They help
you visualize, plan, and implement a
coherent, integrated, and comprehen-
sive information technology solution.
They also show how mySAP CRM
supports various processes, including
processes covered by SAP and its part-
ners. With solution maps, you quickly
understand business solutions and the
business value they can bring. The solu-
tion map for mySAP CRM is available
at www.sap.com/solutions/crm.

Marketing Resource Segment and List Campaign Trade Promotion

Marketing Lead Management Marketing Analytics
Management Management Management Management

Account & Quotation & Contract Incentive &

Sales Planning Territory Activity Opportunity
Sales Contact Order Management & Commission
& Forecasting Management Management Management
Management Management Leasing Management

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

Interaction Channel
Analytics Customer Analytics Product Analytics Marketing Analytics Sales Analytics Service Analytics
Analytics
C H O O S E T H E N E X T- G E N E R A T I O N C R M S O L U T I O N

THE SOLUTION THAT EVOLVES WITH YOUR BUSINESS

Drawing on more than 30 years of
experience in the CRM arena, SAP has
created a unique CRM solution that
grows with your business.
Even if you currently use earlier ver-
sions of SAP software or other CRM
solutions, you can transition easily to
mySAP CRM. By doing so, you bring
a new dimension of business efficiency
and flexibility to your CRM infrastruc-
ture. Moreover, you can implement
additional solutions and enhancements
incrementally. This evolutionary
approach protects your existing IT
investments and can result in consider-
able savings.
If you are a new SAP customer, you also
benefit from these advantages, whether
you are looking for organization-wide
solutions that will grow along with
your business or simply want to stan-
dardize your current IT environment.
mySAP CRM is available as modular
building blocks that combine software,
best practices, and services to enable
organizations to benefit from SAP’s
30-plus years of business expertise,
ensuring a fast implementation – and
fast ROI – at minimal risk.
Regardless of your transition choice,
integrating other systems with SAP
solutions is made far easier with
the SAP NetWeaver platform. SAP
NetWeaver connects IT systems and
takes advantage of existing IT infra-
structures by linking users, infor-
mation, and business processes across
technology boundaries and across
the organization.
For Now and the Future
mySAP CRM provides the comprehen-
sive functionality you need to support
all customer-facing lines of business
across marketing, sales, and service
and through all customer interaction
channels. The capabilities that mySAP
CRM provides today are only the begin-
ning. SAP is committed to continual
enhancement of mySAP CRM, to
ensure that the offerings remain the
ideal choices for organizations like
yours that need to drive revenue, attain
operational excellence, and manage
profitable growth. SAP understands
your SAP solutions and the decisions
that drive them, and that’s critical to
your success.

“With the implementation of mySAP CRM, we made sure to institute

comprehensive training that focused not just on the technical
aspects, but on understanding how a customer-focused philosophy
can benefit them and adidas as a whole.”

Hans Ruprecht, Sales Director and Head of Customer Service, adidas-salomon

The ROI Review, December 2003

adidas-salomon realized a 26% internal rate of return through cost savings by automating manual
processes, increased revenue from cross-sell and up-sell efforts, and improved productivity
among sales agents.
 . . . TO EXTEND AND AUTOMATE BUSINESS PROCESSES

MANAGE KEY ACTIVITIES WITH THE MOST

COMPLETE CRM SOLUTION ON THE MARKET
ACTIVITY BENEFIT
MARKETING • Increase marketing velocity, efficiency, and accountability for marketing spend
• Enhance effectiveness, success rates, and ROI for campaigns
SALES • Improve sales processes to maximize sales productivity and performance
• Reduce the cost of sales
• Increase revenue and market share
• Improve the effectiveness of supply chain planning and execution
• Increase customer loyalty and lifetime value
SERVICE • Transform service into a profitable line of business
• Drive revenues
• Reduce customer service and field service costs
• Decrease service giveaways
• Increase customer loyalty
E-COMMERCE • Increase revenue by extending market reach
• Improve customer service and satisfaction through multiple interaction channels
• Work with a single view of customers and integrated processes
• Reduce the cost of sales and support
• Make e-commerce more profitable
INTERACTION CENTER • Increase customer satisfaction
• Improve credibility with customers
• Increase revenue and productivity
• Manage customer-interaction cycle
CHANNEL MANAGEMENT • Boost revenues and profit
• Reduce costs
• Increase customer satisfaction
• Empower partners

If you would like to know more about mySAP CRM – and find out how mySAP CRM can help your company
operate more efficiently and profitably – please visit: www.sap.com/crm.
 www.sap.com /contactsap

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