SAP CRM Functional Overview - V1.0

Functional Overview
Prepare Me
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Show Me Let Me Help Me
India SAP CoE, Slide 1
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.
Key Benefits of CRM

Shared or Distributed Data
Cost Reduction
Better Customer Service
Increased Customer Satisfaction
Key benefits of CRM

Better Customer Retention
Repeat Business
M O R E
New Business
Profit
Functionality of CRM
Marketing Sales Service
Analytics
Channels
Standard GUI
Mobile Application
Internet
Customer Interaction Center

CRM Landscape
CRM Middleware
CRM Server
The CRM Middleware Is integral part of CRM server Is the message hub Requires No additional software No extra installation No extra server Benefits Significantly reduces integration costs
CRM Middleware Groupware Adapter External Interface Adapter R/3 Adapter BW Adapter Mobile Client Adapter SAP Web Application Server CRM Server Applications
CRM Adapter (Validation service)
Interaction center Opportunity Mgmt. Marketing Planning Campaign Mgmt. ..
CRM Database
Functional Overview
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Functions
Marketing Sales Service Analytics Channel Management SAP GUI Mobile Applications Interaction Center E Commerce
Channels
SAP CRM Marketing Overview

Key Capabilities Marketing Plan and Campaign Management Customer Segmentation Campaign Execution Lead Management

Key Capabilities Marketing Plan & Campaign Management
Customer Segmentation
Campaign Execution Lead Management
Marketing Element Definition

Marketing Plan Strategic Planning
Marketing Plan Element Campaign
Operative Level
Campaign Element
Marketing Planner Hierarchical View

Marketing Plan 2007
East Zone
North Zone
West Zone
South Zone
Quarter 1
Quarter 2
Road Show
Mailing Campaign
TV advert
Element1
Element2
Target Groups
Product Catalog
Product
Document/URL
E-mail Campaign-an example

Marketing Plan
Road Show
Target Group
Send personalized e-mails with embedded URL links
Mailing Campaign E-Mail form Sender
Upon visiting the site, the customer is personally addressed


Key Capabilities Marketing Plan & Campaign Management Customer Segmentation Campaign Execution Lead Management
Dividing your customer master into different groups is called customer segmentation and depends to a great extent on the planned marketing activity.
Target Group creation via drag and drop
Staging Area
History Attributes Values Detail Area

Campaign Execution
Set up campaign and choose communication medium: mail form, IC script, etc.
Release campaign Trigger execution job and all higher-level nodes Highlight target group to be passed to communication medium
CRM Marketing Overview

Lead Management
IC Agent 2
Custome r
Lead Manager
3
1 5 4 Sales Represen tative

Partner
6 Lead Qualifier
Lead Assignment in SAP CRM

Lead Qualification and Follow up
Lead Creation and Generation

Lead Creation
Lead Distribution
Lead Follow up
Workflow/ Rule Based
Lead Creation
Lead Generation
Direct Partner Assignment
Contact Sales Prospect
Qualify Lead
Campaign response
Lead To Opportunity
Enhance Lead Informatio n
Lead To
CRM Sales Overview

CRM Sales Overview
Sales Cycle in CRM

Account and Contact Management
Activity Management
Opportunity Management
Quotation and Order Management

Contract Management
CRM Sales Overview

CRM Sales Overview Sales Cycle in CRM CRM Sales Overview Diagram Account and Contact Management Activity Management Opportunity Management Quotation and Order Management Contract Management
CRM Sales Overview

Visibility to Customer Accounts Manage Sales Cycle Analyze Sales and Customers
CRM Sales Overview

CRM Sales Overview Sales Cycle in CRM Account and Contact Management
Activity Management

Contract Management
Sales Cycle and closed loop in CRM

Lead Qualifier Qualifies a lead as a hot lead Customer service and retention
1 2 3 4
Sales Representative
Check and accept the lead
Billing
Sales Cycle
Sales Representative
Logistics and execution
Generate an Opportunity and agreement
CRM Sales Overview

CRM Sales Overview Sales Cycle in CRM Account and Contact Management Activity Management Opportunity Management Quotation and Order Management Contract Management

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

CRM Sales Overview
Sales Cycle in CRM

Activity Management Opportunity Management Quotation and Order Management

Contract Management
Activity Management
Various Activities Various Activities
Appointment with Customer Sending emails with attachments Text information Survey
Various Activities
Various Activities
CRM Sales Overview

CRM Sales Overview
Sales Cycle in CRM

Activity Management

Contract Management
Information in Opportunities: O P P O R T U N I T Y Phases Activities Understanding the Customer requirements Visiting Customer premises Demonstration /Presentation of Product Price Talks and Negotiations Quotation Partners Products Sales Cycle Forecast Data Texts Attachments Organizational Data Identifying Customer
Negotiations
Decision Making
Customer shows interest and enters into an agreement Won Order Lost No Order
CRM Sales Overview

CRM Sales Overview
Sales Cycle in CRM

Activity Management

Contract Management

Quotation Functions
Validity
Status Actions
Quotation:
Quotation
Probability Availability check
Legally binding offer to deliver specific Products or a selection of a certain amount of products In a specified amount of timeframe at a pre defined price.
Alternative Item

Sales Order
Mobile Sales Order
Sales Order
Order Created on Internet
CRM
Sales Order
Status
Successfully Distributed Completed Process
ECC or R/3
Sales Order Delivery Transport
Picking Packing Warehouse management Transport Scheduling and Execution
Billing (CRM)
Billing
CRM Sales Overview

CRM Sales Overview
Sales Cycle in CRM

Activity Management

Contract Management
Contract Management
Customer Negotiates Terms and conditions
2
Sales Representative Wins the Opportunity
Sales Representative Creates Contract with Favorable condition
Customer accepts Contract
8
Customer agrees to Continue buying products
5 7
Sales Representative Contact customer to Renew contract when Contract is nearing Completion stage
6
Customer Orders products against contract at regular interval
Sales Manager releases contract
CRM Service Overview

Business Challenges - Service Business Positioning - Service CRM Service Overview Key Capabilities CRM Service Feature Highlights Benefits, Look and Feel
Business Challenges - Service

The Pressure
Service is traditionally treated as a cost center Service has no representation at the executive level Businesses feel pressure to find new sources of revenue Trying to reduce the high costs involved in service delivery and execution Difficulty building customer loyalty
The Opportunity
Service is becoming more and more critical to organizational success Able to create long term service business relationships Transform the service organization from a cost center into a thriving service business Create a consistent revenue stream of service business

Business Positioning - Service

mySAP CRM enables organizations to manage the complexities of operating a service business, helping transform the 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 use of resources Pre-configured, role based service portals that provide service managers and reps with all the information, applications, and services they need A complete service lifecycle solution that manages the entire service process from initial contact through to final billing


Enterprise Intelligence Service Order Processing
3
Interaction Center
Call E-mail, Letter,
Internet Customer Self-Service
Resource Planning
Service Billing, Controlling
Fax
4 5
Field Service Execution, Service Completion, Confirmation

CRM Service: Key Capabilities

Planned Services Counter Based Planning Performance Based Planning Simulation of Service Plans Strategic Service Planning Resource Planning Tool Appointment Scheduling Multi Channel Integration Qualifications for Resource Optimization Project Management Project Resource Planning Opportunity Management Engagement Management
Enterprise Service Service Planning Customer Service & Resource Planning & Service Operations Professional & Forecasting Support Optimization Management Services
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

CRM Service Feature Highlights

Customer Service and Support
The mySAP CRM customer service solution provides timely resolution to customer issues by connecting the entire service process from customer contact through final resolution

Service Within the Interaction Center Service Order and Request Management Complaints and Returns Management Knowledge Management Contracts & Entitlements
Service Planning & Forecasting
Installed Base Management Resource Planning Cross Sell and Up Sell Case Management Warranty Management Customer Service and Support Analytics
Enables an organization to proactively maintain products for optimal performance and create consistent revenue streams for the service business

Planned Services Counter Based Planning Performance Based Planning
Simulation of Service Plans Strategic Service Planning

Business Benefits
CRM Service ....
Empowers every individual with personalized, role-based applications, knowledge, and information Improves service efficiency and resource utilization Reduces the days sales outstanding and improves the accuracy on service billings Lowers call volume while improving customer satisfaction and loyalty Decreases revenue leakage or the giving away of service to customers that are not entitled Enables organizations to meet or exceed customer commitments and expectations
CRM Analytics
Analytics Overview
CRM analytics enables you to collect all relevant data about your customers and use the knowledge you gain as a basis for making 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 its integration with SAP CRM using analytical methods.
Pre-defined applications such as Customer Lifetime Value, ABC analysis are available
CRM Channel Management

mySAP CRM Channel Management leverages SAP Core strengths of 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

Brand owner Reseller
Agent
Dealer
Customers Retailer
Channels
CRM Mobile
Mobility solutions let field staff increase the amount of time spent at customer sites, leading to cost reductions that quickly return investment. mySAP CRM platform Supports most notebooks, handhelds, and mobile printers. mySAP CRM Mobile Sales and mySAP CRM Mobile Service allow personalized screens, menus, and fields on each type of device.
Handheld Devices
Service Confirmation
Time Management
Interaction Centers-User Interfaces

The Interaction Center provides two parallel user interfaces that work with the same business Engine
Win Client
Web Client
CRM IC WIN Client

Business partner search Function Bar Agent Dashboard
Scripting/Messag ing
Action Bar
Navigation Area
Application Area
SAP CRM IC WEB Client

Account info Scratch pad
Alerts Communication Info
System messages Function Bar Application Area
Navigation Bar
Broadcast Messages
Capgemini Bags CRM Project
E-Commerce
Ecommerce is the conducting of business communication and transactions over the networks. Specifically, ecommerce is the buying and selling of goods and services, and the transfer of funds, through digital communication
E-commerce Processes
E-Sales
E-Marketing
E-Service
E-Analytics
mySAP CRM enables a complete range of e-commerce processes
PCUI: People Centric User Interface
Based on Browser Technology Intuitive and easy to learn Easy to develop Easy to adapt and modify
Functional Overview
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Business Partner Marketing Plan Opportunity Installed Base Service Order Mobile Sales
CRM GUI: Business Partner

SAP Easy Access (Menu Path)
Locator on SAP GUI
BP Category
Number Ranges
BP Role
Enter Mandatory fields
CRM GUI: Marketing Plan

Structure Tree
SAP Easy Access (Menu Path) Worklist and Templates
Work Area
CRM GUI: Installed Base Example

Menu Path SAP Easy Access Master Data Create Installed Base
The installed base category differentiates the business use of installed bases.
Determine the qualifications required by a service employee for servicing an installed base or the components of an installed base,
CRM GUI: Service Transaction

Menu Path SAP Easy Access Service Maintain Service Process
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 Assignment, you assign Employee Responsible & Plan & Estimate the length of time required for the execution of a service.
In Objects, you assign the Installed Base that was shown in the earlier slide India SAP CoE, Slide 70
CRM GUI- Opportunity Screen

Sales Cycle Phases Customer Details
Sales Assistant
Competitors Information
Menu Path SAP Easy Access Sales Maintain Opportunities

Functional Overview
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Create Business Partner Open an existing Marketing Plan Copy an existing Opportunity in CRM and change the employee responsible Open an existing service order and assign an Installed Base
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CRMD_ORDER t-code can be used to Create/Change/Display all transactions User should exist as an Employee for assignment to any transaction ECC enterprise structure can be downloaded to CRM Division is not mandatory in CRM CRM is connected to ECC thru Middleware Middleware is integral part of CRM server. No additional software or installation is required.

SAP CRM Functional Overview - V1.0

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SAP CRM Functional Overview - V1.0

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Functional Overview

Show Me Let Me Help Me

India SAP CoE, Slide 1

India SAP CoE, Slide 2

Key Benefits of CRM

Better Customer Service

Increased Customer Satisfaction

India SAP CoE, Slide 3

Key benefits of CRM

India SAP CoE, Slide 4

India SAP CoE, Slide 5

Customer Interaction Center

India SAP CoE, Slide 7

CRM Adapter (Validation service)

Interaction center Opportunity Mgmt. Marketing Planning Campaign Mgmt. ..

India SAP CoE, Slide 8

Show Me Let Me Help Me

India SAP CoE, Slide 9

India SAP CoE, Slide 10

SAP CRM Marketing Overview

India SAP CoE, Slide 11

SAP CRM Marketing Overview

Marketing Element Definition

Marketing Plan Element Campaign

India SAP CoE, Slide 13

Marketing Planner Hierarchical View

India SAP CoE, Slide 14

E-mail Campaign-an example

Mailing Campaign E-Mail form Sender

Upon visiting the site, the customer is personally addressed

SAP CRM Marketing Overview

India SAP CoE, Slide 17

History Attributes Values Detail Area

India SAP CoE, Slide 18

SAP CRM Marketing Overview

India SAP CoE, Slide 20

CRM Marketing Overview

1 5 4 Sales Represen tative

Lead Assignment in SAP CRM

Lead Creation and Generation

Workflow/ Rule Based

Contact Sales Prospect

Enhance Lead Informatio n

India SAP CoE, Slide 23

CRM Sales Overview

Sales Cycle in CRM

Quotation and Order Management

CRM Sales Overview

CRM Sales Overview

India SAP CoE, Slide 26

CRM Sales Overview

Quotation and Order Management

Sales Cycle and closed loop in CRM

Logistics and execution

Generate an Opportunity and agreement

India SAP CoE, Slide 28

CRM Sales Overview

India SAP CoE, Slide 29

Account and Contact Management

Customer Contact Persons Consumers Competitors

We can also view all relevant information such as:

Interaction History Activities Sales Customer Complaints

India SAP CoE, Slide 30