ERP PRESENTATION

CUSTOMER RELATIONSHIP MANAGEMENT

Customers

Business without ERP

Purchasing
Customer Calls to place 1 order for a Car

PP contacts Purchasing for raw material

Sales office/Inventory contacts PP

Production Planning
3
Sales office contacts Inventory

Sales

Inventory

Business without ERP (Contd..)

Lets add some more Business Processes

Business without ERP (Contd..)

Customers
Where is my car What is this confusion What to manufactur e?? Whom to contact for status? What is Cost and profit

Production Planning

Sales

Shop floor

Finance

Purchasing Vendors Inventory

Lets Deliver the end product to customer..

I did not order for a TRUCK!!!!

Dear Sir, Your Order

Sales

 Why Enterprise Architecture ?

Why Enterprise Architecture

Numerous disparate information systems

Integrating the data becomes costly

Time Money

Resources

Inconsistencies and duplication of data Lack of timely information

Required: Central enterprise definitions

Required: Centrally controlled business change

Enterprise Structure Integrating Business

Marketing Treasury GL Shop Floor Sales AR AP Purchasing PP FA HR Payroll

Partner Systems

Mfg.

Plants

Customer Relationship Management

SAP Customer Relationship Management can help you stay totally connected to your customer so you deliver the kinds of products and services that they truly need. It keeps the lines of communication open and helps create lasting and profitable relationships.

SAP Customer Relationship Management provides the insight and analysis you need to anticipate customer needs and build lasting, profitable customer relationships. SAP CRM enables integrated industry-specific processes to support customer-facing departments in marketing, sales, and service.

Where does a CRM solution fit?

Who What
Use a CRM Solution to complete the Cycle

Marketing

Sales

Service

Executives

Service Engage

Fulfill Transact

Workplace
Which way Internet Mobile Telephony

How

Operational

Analytical

Collaborative

CRM Component Landscape Interaction center

iniixnxnx

ERP system

Telephony email..
CRM System

SAP SCM As one big logical box Web channels

handhelds Mobile Clients

SAP netweaver portal

 The SAP CRM solution is the sum of all CRM functions and incorporate CRM components SAP business intelligence, SAP SCM AND SAP ERP(SAP R/3) The following components are supported in SAP CRM: INTERACTION CENTER: using integrated interaction center solution, client can contact sales or service representative by telephone, fax, or email. Web channels(internet): internet users may configure and other product or service using SAP CRM component. Mobile clients/handhelds: mobile sales representative and service engineers can access the SAP CRM system from their laptops or other mobile device to exchange up-to date information with the central CRM server. The SAP CRM system as a central CRM server with correspondind application component.

History of SAP
Systems Applications and Products in Data Processing
German : Systeme, Anwendungen, Produkte in der Datenverarbeitung

Founded in 1972 by Wellenreuther, Hopp, Hector, Plattner and Tschira

Renamed in 1977 Before 1977 : Systems Analysis and Program Development (German : Systemanalyse und Programmentwicklung)

SAP is both the name of the Company as well as their ERP Product SAP system comprises of a number of fully integrated modules, which covers virtually every aspect of the business Three systems developed : R/1, R/2, R/3

My SAP Customer Relationship Management (CRM)

13

CRM Ecosystem
Coined in by META group CRM has 3 aspects
Operational Collaborative Analytical

Operational Aspect
Operational aspect of CRM is automation to Customers processes including front office sales / service and marketing representative. Any customer interaction is recorded by CRM, so that any one can retrieve the customer information at anytime without having to interfere about interaction history

Collaborative Aspect
Direct interaction with customers without interference of sales representative. Cost reduction and better customer services through automated voice response, email feedbacks, SMS, IVR etc.

Analytical Aspect
Analysis of Customer Data for purposes like optimizing marketing effectiveness, customer retention, behavioral analysis, decision making

Top CRM Companies

Siebel, Amdocs, PeopleSoft, Oracle, SAP, EDS, Avaya, Baan, Aspect, E.piphany, Pivotal, Kana, eGain, Primus, Quintus, Trilogy, Motive, Brightware, Annuncio

Introduction to sap CRM:

Competitive market , demanding customer and need to optimize internal processes put companies under great pressure.

They therefore demand complete solution that is easy to use, fully integrated , customized to meet specific requirement, and flexible to implement.

 Customer Relationship Management is business stratergy that aims to optimize customer interaction in order to maximize success of the business. CRM can help you stay totally connected to your customer so you are able to deliver kind of product and services they truly need. It keeps lines of communication open and helps to create lasting and profitable relationship. Customer should be able to get consistent and actual information.

SAP Business Suite, is an ideal package of business applications that provide integration of information and processes, collaboration, industry-specific functionality, and scalability for business. SAP Business Suite is build on SAP's technology platform called Net Weaver. SAP Business Suite has five essential components: SAP ERP Enterprise Resource Planning SAP PLM - Product Lifecycle Management SAP CRM - Customer Relationship Management SAP SCM - Supply Chain Management

COMPANY DEPARTMENT WITH CUSTOMER INTERACTION.

I In daily business various departments like marketing , sales, and services interact directly and regularly with customer.

Customer interaction in marketing

Key processes. Sap CRM provides comprehensive marketing functionality for automating the planning ,execution and measurement of marketing effort.

It unites marketing planning, campaign management, e-marketing, lead management, marketing analytics and customer segmentation key functions on a comfortable and configurable interface.

Due to integrated analysis functions, the financial result brought about by marketing plans and campaign are recorded in real time. This

Customer interaction in sales:

With Enterprise sales, Telesales, Fieldsales and E-Selling, SAP CRM offers companies first class solution for handling customer contact anytime, anywhere. SAP CRM prepares your sales force to be efficient with time and effective in action, provide the knowledge needed to turn insight into action , and maintain focus on productive activity to accquire, grow and retain profitable relationship. SAP CRM support sales forecasting and analytics for historical and predictive information, territory and account management to optimize and increase efficiency of your sales organization ,opportunity and pipeline management to provide full visibility into potential sales , sales processess and methodologies to leverage company specific best practices and seamless order to cash processes to most effectively manage customer demand consistent interaction, insightful information, always accesible, simple to use

Customer interaction in service

SAP CRM Service support all aspects of service order processing within the service organization, from responding to customers initial inquiry, quotation creation and assignment to the most appropriate fields service representative, right through to confirmation and billing of the work performed for the customer

Customer interaction channels

Within the CRM environment due to the different requirements and processes of various industries there are existing and supported different channel with customer: 1) BACK OFFICE:
Personalized and web based accesses offer a single point of entry for all relevant Task in marketing , sales and service and integrate all system that are relevant for an employee within a single user interface. 2)Field service , Offline User various field application offer anywhere anytime acesss to the required information processes of field service employee.

3) Interaction centre: interaction centre fulfillment of required business processes via telephony and email integration is supported. 4) Web channel management: SAP CRM offers Emarketing, E- commerce,E- service Platform with personalized , convenient services 27 X 7 X 365 5) Partner channel management : with SAP CRM combines web channel management and traditional CRM .

Modules in SAP CRM

SAP CRM consists of 3 core modules. Marketing ( Pre-Sales ) Sales Service ( Post-Sales )

Modules in SAP CRM

Marketing : Marketing module helps the marketing department with customer acquisition. This includes one or more of the following activities
Campaign management This includes different campaigns like e-mail, phone and other forms of customer engagement programs.

Trade Promotion Management Segmentation Segmentation is the process of segregating your customers/leads/opportunities into different segments. This is used to effectively use the available time and resources on a targeted marketing plan.

 Sales : Sales involves the OTC Cycle ( Order to Cash ) cycle excluding the logistics part. So this effectively includes

Order Management This includes order management, contracts management, quotation management and other sales related activities. Billing This includes the billing of the orders created. Billing can either be done in ECC or in CRM. SAP CRM is specifically suited for Service related Billing.

 Service : Service Module involves most activities that are involved in SAP ECCs SM & PM Modules. They include Service Order Management Repairs & Returns Management Service Contracts Management Equipment and Installed Base Management

Channel Management : There are many ways through which these services can reach the customer. In SAP CRM terminology, these ways are called CHANNELS . And managing these channels is called Channel Management. Examples of channels include Internet, e-mail, Field Applications, e-Commerce, CIC etc.

Field Applications Examples of field applications includes applications specifically designed for devices like PDA, mobiles and other devices that can be directly used in the field. For example, Coca-cola uses a field application on a special mobile-based ordering device that scans stock and orders straight from the device and interacts with the in-house CRM server. Similarly, Seven-11 uses a field application that scans the stock at the site and depending on certain presets, places orders directly the next time the device is hooked on to the internet. e-Commerce Depending on the situation, there could be B2B or B2C kind of e-commerce ( Now Called the Web Channel ) applications providing sales to the customers. Customer Interaction Center SAP CRM has a very sophisticated call-center management system called the Customer Interaction Center or simply IC. In earlier versions of CRM, there used to be a separate SAP client used for this called the Win Client. The latest versions ( including CRM 2006, 2007 ) use IC WebClient A completely web-based software that is used for Call Center Management. This software interacts with SAP CTI ( Computer Telephony Integration ) module for managing inbound and outbound calls.

 Analytics : Coupled with an SAP BW system, statistics and key figures in CRM can be extracted and is called SAP CRM Analytics module. Using a combination of core modules ( Sales, Marketing, Service ) , Channel Management ( Different Channels ) & Analytics, you would probably hear multiple variants like e-Commerce Marketing ( Marketing using the Web Channel ) e-Commerce Sales Mobile Sales ( Sales using the mobile Channel ) Mobile Analytics IC Sales IC Service ( Service using the Call Center Channel ) IC Analytics and many morE

CRM Holistic view