SAP CRM Functional Overview - V1.0

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Functional Overview

Help Me5


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

MORE

Repeat Business

New Business

Profit


Functionality of CRM

Marketing

Sales

Service

Analytics


Channels

Mobile Application

Internet

Customer Interaction Center

Standard GUI


CRM Landscape


CRM Middleware

• 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 Server

CRM Middleware CRM ServerApplications

SAP Web Application Server

Groupware Adapter

External Interface Adapter

R/3 Adapter

BW Adapter

Mobile Client Adapter

CRM Database

CRM Adapter

(Validation service)

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


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Functional Overview

Help Me5

Tell Me


Tell Me• Functions

– Marketing– Sales– Service– Analytics– Channel Management

• Channels– SAP GUI– Mobile Applications– Interaction Center– E Commerce


SAP CRM Marketing Overview

• Key Capabilities

Campaign Execution

Customer Segmentation

Marketing Plan and Campaign Management

Lead Management




Marketing Plan & Campaign Management

Lead Management

Campaign Execution



•Marketing Plan

•Campaign

•Campaign Element

•Marketing Plan

Element

•Strategic

Planning

•Operative

Level

Marketing Element Definition


Marketing Planner Hierarchical View Marketing Plan

2007

East Zone West Zone South ZoneNorth Zone

Quarter 1 Quarter 2

Road ShowMailing

CampaignTV advert

Element1 Element2

Target Groups Product Catalog ProductDocument/URL


E-mail Campaign-an exampleMarketing

Plan

Road ShowMailing

Campaign

Target Group E-Mail form Sender

Send personalized

e-mails with

embedded URL linksUpon visiting the site,

the customer is

personally addressed





Lead Management

Campaign Execution




Dividing your customer master into different groups is called customer

segmentation and depends to a great extent on the planned marketing

activity.



Attributes Values

Target Group creation via drag and drop

Detail Area

History

Staging Area




Campaign Execution

Lead Management




Campaign Execution

Set up campaign and choose

communication medium: mail form,

IC script, etc.

Release campaign

and all higher-level

nodes

Highlight target group

to be passed to

communication medium

Trigger

execution job


CRM Marketing Overview


Lead Management

Campaign Execution




Lead Management

Customer

IC Agent

Lead Manage

r

Lead Qualifier

Sales Represen

tative

1

2

3

4

5

6

Partner


Lead Assignment in SAP CRM

Lead Creation

Lead Generation

Campaign response

Lead Creation and Generation

Lead Distribution Lead Follow up

Workflow/ Rule Based

Direct Partner Assignment

Contact Sales

Prospect

Qualify Lead

Enhance Lead

Information

Lead Qualification and Follow up

Lead To Opportunity Lead To …

Lea

d C

reat

ion


CRM Sales Overview

Account and Contact Management

Activity Management

Quotation and Order Management

Contract Management

Opportunity Management

Sales Cycle in CRM

CRM Sales Overview


CRM Sales Overview



CRM Sales Overview Diagram

CRM Sales Overview

Activity Management


Contract Management

Sales Cycle in CRM


CRM Sales Overview

Visibility to Customer Accounts Manage Sales Cycle Analyze Sales and Customers




CRM Sales Overview

Activity Management


Contract Management

CRM Sales Overview

Sales Cycle in CRM


Sales Cycle and closed loop in CRM

Lead QualifierQualifies a lead as a hot lead

Sales RepresentativeGenerate an

Opportunity and agreement

Customer service and retention 1

2

3

45

6 Sales RepresentativeCheck and

accept the lead

Logistics and execution

BillingSales Cycle




Sales Cycle in CRM

CRM Sales Overview

Activity Management


Contract Management

CRM Sales Overview




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



Sales Cycle in CRM

CRM Sales Overview



Contract Management

CRM Sales Overview

Activity Management


Various ActivitiesVarious Activities

Activity Management

Appointment with CustomerSending emails with attachments Text informationSurvey

Various ActivitiesVarious Activities

Various ActivitiesVarious ActivitiesVarious ActivitiesVarious Activities



Sales Cycle in CRM

CRM Sales Overview


Activity Management

Contract Management

CRM Sales Overview




PhasesPhases ActivitiesActivities

Understanding the Customer

requirementsVisiting Customer premises

Understanding the Customer

requirementsVisiting Customer premises

Identifying CustomerIdentifying Customer

Demonstration /Presentation of Product

Price Talks and Negotiations

Demonstration /Presentation of Product

Price Talks and Negotiations

NegotiationsNegotiations

Decision MakingDecision Making Customer shows interest and enters into an agreement

Customer shows interest and enters into an agreement

OPPORTUNITY

OPPORTUNITY QuotationQuotation

OrderOrderWonWon

No OrderNo Order

LostLost

Information in Opportunities:

PartnersProducts

Sales CycleForecast Data

TextsAttachments

Organizational Data

Information in Opportunities:

PartnersProducts

Sales CycleForecast Data

TextsAttachments

Organizational Data



Sales Cycle in CRM

CRM Sales Overview


Activity Management

Contract Management

CRM Sales Overview



Quotation and Order Management Quotation Functions

Quotation: 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.

Status

Validity

Actions

Probability

Alternative Item

Availabilitycheck

Quotation



Sales Order Sales Order

Mobile Sales Order

Order Created on Internet

Sales Order

Status Successfully Distributed

Completed Process

CRM ECC or R/3Sales Order

Delivery

Transport

BillingBilling (CRM)

PickingPacking

Warehouse managementTransport

Scheduling and Execution



Sales Cycle in CRM

CRM Sales Overview


Activity Management


CRM Sales Overview

Contract Management


Contract ManagementCustomer Negotiates

Terms and conditions

Customer acceptsContract

Sales Representative Wins the Opportunity 1

2

3

4

58

Sales RepresentativeCreates Contract with

Favorable condition

Sales RepresentativeContact customer to

Renew contract when Contract is nearing Completion stage

Customer agrees to Continue buying

products

Customer Orders products

against contract at regular interval

Sales Manager releasescontract

76


CRM Service Overview

Business Challenges - Service

Key Capabilities


CRM Service Feature Highlights

Business Positioning - Service

Benefits, Look and Feel



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




Key Capabilities






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




Key Capabilities







InteractionCenter

EnterpriseIntelligence

Service Order Processing

Field Service Execution,Service Completion,Confirmation

66

22

11

33

55

Service Billing,Controlling

44

Internet Customer Self-Service

Fax

E-mail,Letter,

Call

ResourcePlanning




Key Capabilities






CRM Service: Key Capabilities

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

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

• Project Management• Project Resource Planning• Opportunity Management• Engagement Management

• Resource Planning Tool• Appointment Scheduling• Multi Channel Integration• Qualifications for Resource Optimization

• 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




Key Capabilities






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 Planning & Forecasting

Enables an organization to proactively maintain products for optimal performance and create consistent revenue streams for the service business

Service Within the Interaction Center Service Order and Request Management Complaints and Returns Management Knowledge Management Contracts & Entitlements

Installed Base Management Resource Planning Cross Sell and Up Sell Case Management Warranty Management Customer Service and Support

Analytics

Planned Services Counter Based Planning Performance Based Planning

Simulation of Service Plans Strategic Service Planning




Key Capabilities






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

Dealer

Retailer

Agent

Customers


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

Win Client Web Client

The Interaction Center provides two parallel user interfaces that work with the same business Engine


CRM IC WIN ClientBusiness partner searchBusiness partner search

Agent DashboardAgent Dashboard

Scripting/MessagingScripting/Messaging

Application AreaApplication Area

Function BarFunction Bar

Navigation AreaNavigation Area

Action BarAction Bar


Scratch padScratch pad

Account infoAccount info

Navigation BarNavigation Bar

Application AreaApplication Area

AlertsAlerts

Communication InfoCommunication Info

System messagesSystem messages

Broadcast MessagesBroadcast Messages

Function BarFunction Bar

SAP CRM IC WEB Client

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 processesmySAP 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


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Functional Overview

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• Business Partner• Marketing Plan• Opportunity• Installed Base• Service Order• Mobile Sales


CRM GUI: Business PartnerSAP Easy Access (Menu Path)

Locator on SAP GUI

BP Category

BP Role

Number Ranges

Enter Mandatory fields


CRM GUI: Marketing Plan

SAP Easy Access (Menu Path)

Structure Tree

Work Area

Worklist and Templates


CRM GUI: Installed Base Example

Determine the qualifications required by a service employee

for servicing an installed base or the components of an

installed base,

The installed base category differentiates the business

use of installed bases.

Menu Path SAP Easy Access Master Data Create Installed Base


CRM GUI: Service Transaction Requested StartRequested EndBilling Doc. Creation DateEarliest Appointment StartBilling DateLatest Appointment StartPlanned Date fromPlanned Date toNotification Receipt

In Objects, you assign the Installed Base that was shown in the earlier slide

In Assignment, you assign Employee Responsible & Plan & Estimate the length of time required for the execution of a service.

Menu Path SAP Easy Access Service Maintain Service Process


CRM GUI- Opportunity ScreenCustomer

DetailsSales Cycle

Phases

Sales Assistant Competitors Information

Menu Path SAP Easy Access Sales Maintain Opportunities


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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.

Documents

SAP CRM Functional Overview - V1.0