SAP CRM Simple and Powerful

SAP CRM Simple & PowerfulSAP CRM Overview

Serhan ÖZHAN

Solution Principal CRMSouth East Europe, Middle East & North Africa

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CRM – A Customer StrategySAP CRM 2007 OverviewSAP CRM 2007 Functionality

Sales with SAP CRM 2007Marketing with SAP CRM 2007Service with SAP CRM 2007Channel ManagementCRM for Industries

Questions

Agenda

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SAP CRM Enables Corporate BusinessGoals

Respond Fast toChangeDifferentiate &InnovateOptimizeCustomerRelations

Enter New MarketsIntroduce New Products & ServicesMaximize Win Rates & Wallet Share

StreamlineBusinessProcessesLower Costs &Reduce ErrorsIncrease ServiceLevels

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CRM is Not Just About Technology

CRM

eBusiness

+Web Clients

SaaS

OpenSource

Process &Integration

SOA &CompositesCRM Goes Beyond TechnologyCRM Goes Beyond Technology

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CEO Perspective

“Our Customers are our most important asset –we must retain and grow our best customers”

CEOPerspective:

CustomerPerspective:

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CSO Perspective

“Fine but I’ve got quarterly sales targets toreach otherwise you’ll fire me!”

CSOPerspective:


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CFO Perspective

“20% of our customers generate 80% of ourrevenue so why not focus on them?”

CFOPerspective:


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CMO Perspective

“My budget has just been cut – e-mail andtelemarketing is all we can afford.”

CMOPerspective:


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CIO Perspective

“The business wants a tele-marketing application. An auto-dialer will keep calling customers until they are free”

CIOPerspective:


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Tele-Agent Perspective

“Once I’ve got them on the phone I won’t let them go – Ineed to make 6 sales per hour to get paid”

Tele AgentPerspective:


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What are we left with?


CustomerTime BOMB!

“Well done! Pay rises for everyone!”CEOPerspective:

CEO

Quarterly targetsachieved

CSO

Revenue up 5%

CFO

150% CampaignROI

CMO

No complaints!

CIO

Improved callrate = $

Tele-Agent

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What went wrong?

No Managementcommitment to change

Objectives not alignedto vision

CEO CSO CFO CMO CIO Tele Agent

Technology-centricpurchase

No one consideredthe customer!

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CRM is About the Customer

Virtually every company in every industry willsoon have to reconceive its way of doingbusiness... with customers at the center. Why?Because the evidence is overwhelming that thisis every company’s number-one opportunity tocreate new shareowner wealth.

– Larry Seldon / Geoff ColvinAngel Customers and Demon Customers

There is only one boss. The customer. And hecan fire everybody in the company from thechairman on down, simply by spending his moneysomewhere else.

– Sam Walton, Walmart Stores

“

”

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The Duggar Family

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CRM is a Customer Strategy

AttainOperationalExcellence

Implement CustomerStrategies & Gain

Insight

Build LastingRelationships & Improve

Customer LoyaltyIncrease Share

of Wallet

Acquire & RetainCustomers

Drive Revenue& Growth

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The Customer-Centric Enterprise

Built for CustomersBuilt for CustomersCreate & deliverCreate & deliversuperior valuesuperior value

Provide exceptionalProvide exceptionalexperience across allexperience across alltouch pointstouch points

Customers influenceCustomers influencevirtually every role,virtually every role,process & functionprocess & function

InterInter-- & intra& intra--enterpriseenterprisecollaborationcollaboration

COMPLIANCE PLM

SCM

SERVICEMARKETING SALES

ORDERMANAGEMENT

ERP

SUPPLIERS CHANNELPARTNERS

CUSTOMER

INTERNET

SERVICECENTER

STORE CALLCENTER

SALES REP

FIELDTECHNICIAN

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CRM solution’s checklist for success

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The Dugger Family

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Sales with SAP CRM 2007Marketing with SAP CRM 2007Service with SAP CRM 2007Channel ManagementCRM for Industries

Questions

Agenda

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SAP CRM – Comprehensive Solution

SERVICEMARKETING

SALES

Mobile

Powered bySAP NetWeaver®

End-to-end,Industry-specific

Processes

ANALYTICS

E-Commerce InteractionCenter

PartnerChannel

CUSTOMER

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SAP Is Listening to Our Customers

CustomerFeedback

SAP Strategy &Product Design

Customers Are NoLonger Willing to Live

with Trade-Offs

Rapid adoption and userproductivity

Quick time to value, whileenabling strategic CRMInitiatives

Best practices for the front officethat tie seamlessly to the backoffice.

• I need to increase productivity of my sales force immediately – I cannot wait for IT• We need a CRM solution that is easy-to use and is getting adopted by the users• I need to streamline my entire order processing• I need to be able to adapt business processes to my changing business needs• We need to provide a consistent, single face to our customers across all touch points• I need a CRM solution that meets today’s needs and will still serve in 5 years from now

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SAP Delivers CRM Without CompromiseSimple & Powerfull

COMPREHENSIVE

Leading front-officecapabilities – tied toend-to-end industry-

specific businessprocesses

SIMPLE

Intuitive Web-baseduser interface –

delivering in-depthCRM functionality

to businesses

FLEXIBLE

On-demand, on-premise, and hybriddelivery models –providing the right

solution choicebased on needs

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CRM Simple & Powerfull : Simple

Intuitive Web-based UI delivered for business users

Easy to Use, IntuitiveUser Experience

Built for the BusinessUser

Drives Productivity &Adoption

Flexible & Easy toConfigure

Unified across all CRMSolutions

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CRM Simple & Powerfull : Simple

Quick and easy adaptation of businessprocesses and terminology to meet uniquebusiness needs

Introduced with SAP CRM on-demandsolutions, adapted and extended for all SAPCRM solutions

On-the-fly customization of screen layoutsand fields

Enables users without detailed applicationdevelopment skills to change the UIappearance of their CRM application

More adaptable with new Configuration Tools

???

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CRM Simple & Powerfull – Flexible

The Right Solution for the Right SituationThe Right Solution for the Right Situation

The SAP Advantage

Multiple DeploymentOptions

Enterprise-classmanaged services

ERP Integration

Hybrid Option

Seamless Transitions

On-DemandSolutions

On-premiseSolutions

Core Functionality – Core sales,service and marketingLow up-front expense -- Fund withoperating expenseFast Deployment -- Utilizemanaged service infrastructureAdapt quickly -- Configureapplications online

Comprehensive functionality – deepsales, service, marketing, andindustry supportLow TCO -- Fund with capitalexpenseComplete Control -- Manage in-house to ensure reliabilityAdapt for advantage -- Alignapplications with end-to-endprocesses

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First execution-ready enterprise servicesdelivered

Business Partner

Lead

Quotation

Service Order

Service Confirmation

Extensible with Enterprise Service Oriented Architecture –powered by SAP NetWeaver

CRM Simple & Powerfull: Flexible

Business architecture IT architecture

Toolset for immediate creation ofcustomer-specific services

Wizard-based service modeling

No need for any additional coding

Integrated into SAP NetWeaver test environment

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TelecommunicationsOrder Management

Financial ServicesFull Service Leasing, Account Origination

Public SectorGrantor ManagementSocial Services –Social Case Management

Life SciencesContract Lifecycle Management

UtilitiesResidential Customer CareCommercial & Industrial Customers

Travel & TransportElectronic Toll Collection

Comprehensive Industry ScenariosEnable end-to-end, industry-specific processes

Consumer ProductsTrade Promotions Management

High TechChannel Funds / Channel Sales

MediaIntellectual Property Management

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Enable Communication-Enabled BusinessProcesses (CEBP) with SAP BCM

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SAP Real Time Offer Management

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Marketing with SAP CRM 2007Sales with SAP CRM 2007Service with SAP CRM 2007Channel ManagementCRM for Industries

Questions

Agenda

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Marketing analytics

Marketing capabilities in SAP CRM

Web ande-mail

PartnersDirectmail

Callcenter

Fieldsales

Predictiveanalytics

Leadmanagement

Lead generation

Leadqualification

Lead distribution

Segmentationand list mgmt.

External listimport

Segments andlist mgmt.

Marketingattributes

Campaignmanagement

Multichannelexecution

E-marketing

Dialog marketing

Mkt. resourcemanagement

Strategy andplanning

Budget and costs

Couponing

Measurementand reporting

Customeranalytics

Forecastingand planning

Branchesor stores

WirelessPOS andATMs

Optimizationand refinement

Productanalytics

Trade promotionmanagement

Business Planning& Perf Mgmt.

Trade Promotions

Retail Execution

Customer

Marketing Capability in SAP CRM – BuildingBlocks

Marketing Demo

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SAP CRM: Marketing Focus Area – Best ofBreed

Best of breed – Enhanced Marketing Resource ManagementFocus on the Marketing User

New User Interface, User guidance, Marketing MethodologyScenario Planning & Budgeting

Improved Scenario PlanningImproved Budgeting & Integration ofFunds Management

Process IntegrationPurchasing IntegrationTighter integration of Project Management(c-projects) and Product Management(SAP xApp Product Definition: SAP xPD)

Brand ManagementImproved Digital Asset ManagementImproved Channel Partner Marketing

Best of breed

Deliver the best of both worlds:Complement leading end-to-endconnectivity with leading front-office capabilities

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Best of breed – Next generation Trade Promotion ManagementTrade funds management

Management of funding programs and funds,allowing to plan and track how trade money is spent

Trade claims management

Capturing and validation of trade claimsagainst promotions or account plans

Settlement and chargeback processes

Indirect Promotions

Planning, execution and analysis ofpromotions with indirect customers

Trade Promotion Enhancements

Trade Calendar enhancements,e.g. promotional calendar by retail weeks

Consumer facing attributes of a promotion,e.g. retail price, placement etc.

Best of breed


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Best of breed – Fully integrated Customer Loyalty ManagementLoyalty Program Management

Membership Accounts

Card Profiles/Tiers

Loyalty Engine for Accrual andRedemption Management

Flexible Promotions

Loyalty Analytics

Integration in CRM and Back-end Processes

Customer Service (Call Center andInternet Self-Service)

Campaign Management

Financials

Partner Integration

Cross-industry Solution with initial focus on Airline Industries

Best of breed


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Best of breed – Next generation Market Development Funds (MDF)Channel Manager: MDF planning

Create MDF programs aligned with marketinggoals for channel partners

Allocate funds to channel partners based onkey performance indicators (KPIs) of partners

Determine allowed initiatives, or marketingactivities, to be carried out by channel partners

Channel partner: perform initiatives

Request approval and budget to carry outparticular initiatives, or marketing activities

Self-service capabilities for MDF processes

Claims processing

Channel partner: enter proof of completedinitiative and create claims for payment

Channel manager: approve and payment of claims

Analytics

Best of breed

Deliver the best of bothworlds: Complement leadingend-to-end connectivity withleading front-office capabilities

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Multiple deployment options

Sales Capabilities in SAP CRM – BuildingBlocks

SAP CRM: sales capabilities

Close

Quoting

Pricing

Contracts

Target

Lead generation

Territorymanagement

Segmentation

Qualify

Opportunities

Sales process

Methodologies

Plan

Sales planning

Incentiveplanning

Forecasting

MeasureOperational

reporting

Analysis andsimulation

Compensation

E-sellingMobile sales TelesalesSales portals SAP Saleson-demand solution

Configuration

Ordermanagement

Relationshipmodeling

Activitymanagement

Proposals

Influencemodeling

Quota alignment

Advancedanalytics

Pipelineperformance

Quota attainment

Web ande-mail

PartnersDirectmail

Callcenter

Fieldsales

Branchesor stores

WirelessPOS andATMs

Customer

Activity management Pipeline Management

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SAP CRM: Sales Focus Areas

SimplificationNavigation and process flowSimplify complex concepts through visualizationSimplified Groupware IntegrationExpose sales processes through familiar applications (Duet and SAP Interactive Forms byAdobe)

Extended Value through Co-InnovationSales document managementPrice optimizationIncentive & Commission Management

Best in Class Core CRM Sales processesBest-in-class Account, Contact and Opportunity ManagementFull-blown Territory ManagementImproved Sales Planning, Forecasting and Sales AnalyticsPower Tools for increased Sales Force productivity

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Service analytics

Service Capabilities in SAP CRM – BuildingBlocks

SAP CRM: service capabilities

Web and e-mail

Servicepartners

Direct mail Interactioncenter

Field service

Servicecontractmgmt.

Service levelagreements

Entitlementcheck

Usage-based

contracts

Complaintsand returns

Knowledgemgmt.

Complaintand returnprocessing

Warehousemgmt.

integration

Serviceordermgmt.

Serviceorder

quotation

Serviceorder

processes

Financialand logisticsintegration

Stores Servicedepots

In-houserepair

Inventorymgmt.

Repairprocessing

Qualitymgmt.

integration

Installedbase

mgmt.

Componenthierarchy

Installedbase

processing

Back-endintegration

Warrantymgmt.

Product andwarranty

registration

Claimprocessing

Warrantycheck

Resourceplanning

Appointment scheduling

Absencesand

attendance

Integration:third-partyresources

Casemgmt.

Changerequestmgmt.

Caseprocessing

Activityprocessing

Servicecontractanalytics

Complaintsand returns

analytics

Serviceorder

analytics

In-houserepair

analytics

Installedbase

analyticsWarrantyanalytics

Resourceplanninganalytics

Casemgmt.

analytics

Customer

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SAP CRM: Service Focus Areas

Self ServiceLeverage E-Commerce capabilities to support sale of products and servicesProvide Up-Sell/X-Sell of products, services and warranty extensions/renewalsSelf-Services transactions include

Service Requests Product RegistrationComplaints/Returns SchedulingInstalled Base WarrantiesService Contracts

Automated Resource Planning processCommon scheduling tool across departmental needsIntuitive VisualizationIntegration into Service orders, ERP order or Projects

IT Service and Asset ManagementBased on IT Infrastructure Library (ITIL®)Incident management including self-servicesProblem managementChange management

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SAP CRM: Service Focus Areas

Van Stock for Mobile Service LaptopStock Information, Procurement, Reporting and UpdateAvailable to Field Service staff in Offline mode with ERP synchronization

Service Contract ManagementMass mid-flight changes to ContractsComponentized best functions and features for easier adoptionEnhancements to usage based billing

Service Order ManagementBilling enhancements: Payment card, Revenue Recognition, Cash salesOpen pricing interfacesPrice Simulation and Analytics

Interaction Center EnhancementsMulti Chat for Interaction Center AgentsAssisted Interactions with Knowledge Base and Solution FinderEnhancements for Shared Services CentersIT Helpdesk adoptionCall List and Call Center Simulations

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Interaction center: analytics

Interaction Center – Building Blocks

Interaction Center: capabilities

Web E-mailTelephony Postal letters IVR

Basic analytics

IC managementKnowledge

management

Process modeling

Communicationchannels

TelesalesAccount and contact

management

Activity management

Opportunitymanagement

Quotation andorder management

Customer serviceCustomer service

and support

Complaintmanagement

Help desk

Telemarketing

Campaign execution

Lead management

Personalization

Process-basedanalytics Blended analytics Profitability analytics

Email Response Management E-mail Integration

Customer

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Interaction Center Enhancements

Business Partner HandlingBusiness Partner RelationshipsMixed B2B and B2C Account IdentificationIndex-based SearchAddress Validation and Duplicate Check

Product Related EnhancementsProduct registration allows integration of iObjectsProduct search embedded into business transaction

Multi Channel CommunicationEnhanced E-Mail Editor capabilities and usabilitySimplified Computer Telephony Integration (CTI) with Live Interaction ReportsEnhanced Manager Dashboard boosts productivityThird-Party integration into E-Mail Response Management System (ERMS)

Rule Driven Interaction Design

Launch Transaction Wizard

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Partner and channel analytics

Partner Channel Management Capabilities inSAP CRM – Building Blocks

Partner channel management capabilities in SAP CRM

E-mail and SAP InteractiveForms by Adobe

Web and partner portal

Partner

Partner ordermanagement

Order to cash

Channelinventory

Distributedorder mgmt.

Channelmarketing

Targeted content

Collaborativemarketing

Leadmanagement

Channelsales

Accounts andcontacts

Opportunitymanagement

Deal registration

Partnermanagement

Recruitment andprofiling

Training andenablement

Planning andforecasting

Partner networks

Channelservice

Knowledgemanagement

Servicemanagement

Returns andcomplaints

Partner ordermgmt. analytics

Channel mkt.analytics

Channel salesanalytics

Partner life cycleanalytics

Channel serviceanalytics

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SAP CRM Evolution for IndustriesTelecommunications

Product Catalog ManagementProduct Modeling in CRMProduct Bundling

Sales & Order ManagementDealer ChannelE-CommerceInteraction Center

Contract Management for MACDDealer ChannelInteraction Center

Lock and Unlock of Services

Dispute Management

Enhanced SAP Credit Management Integration

Sales Analytics

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SAP CRM Evolution for IndustriesBanking & Leasing

Offering and Sales of Services (Account Origination)Integrated Service Contract Item in Leasing ContractEnhanced Product BundleImplemented ’Job Code’ ConceptPeriodic Billing and synchronized AccountingStatus ConceptAccruals for Service and LeasingNext Best Offers with RTOM

Invoicing and AccountingInvoicing and accounting for service products, financing products, Service Card clearing etc.Consolidated Invoicing and Accounting of Financing and Service ChargesHandling of Actual Cost Invoicing and Advance PaymentsComply with Leasing Requirements for Accounting

ControllingEnable Cost and Revenue Reporting for Single Contracts and FleetsControlling on Item LevelSingle Object ControllingControlling Integration for all affected objects into different systems (CRM, SRM, ERP)

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SAP CRM Evolution for IndustriesPublic Sector

Grantor management in SAP CRM 2007 is a solution for managingpublic financial assistance programs that addresses the challengesfaced by the public sector.

Grantor business featuresProgram managementWeb applicationAutomatic assessmentAgreementsChange management and agreement amendmentsClaims processingFinancial execution scenariosCase management and monitoringReporting

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SAP CRM 2007 Evolution for IndustriesLife Sciences & Consumer Products

Contract Lifecycle Management

Managing ContractsBusiness Data ManagementContract Analysis & ManagementContract DevelopmentContract Administration

Executing ContractsCompliance Monitoring and ResolutionChargeback / Distributor RebatesPerformance Rebates / Admin FeesOrder-to-Cash & Financials

Trade Promotions ManagementHeadquarter Planning and BudgetingFunds ManagementAccount Management and Trade Promotion PlanningAccount Sell-in and Promotion Plan ExecutionClaims and Payments Management

2005 2006

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SAP CRM Evolution for IndustriesRetail

Customer Loyalty MarketingCampaign managementCustomer segmentationUp/Cross selling

Analytical CRM MethodsDecision tree – methodCustomer life time – AnalysisClusteringABC AnalysisCross-Selling – AnalysisScoring – Model

WEB ChannelOne-to-one MarketingContent ManagementOrder ManagementFulfillment

2005 2006

Demand ModelingMerchandizing Planning

Price Mgt Promotion Mgt

BuyingPrivate Label Mgt

Vendor Mgt

Supply Chain MgtReplenishmentWarehouse Mgt

DemandIntelligence

PlatformCustomer Data MgtCall Centre, Multi Channel

Customer service

Retail Enterprise

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SAP CRM Evolution for IndustriesManufacturing

Customer Service ManagementCustomer Intelligence and VisibilityService Order ProcessingResource PlanningSpare Parts ManagementWarranty and Returns Management

Partner Channel ManagementChannel Marketing Funds ObjectFunds ManagementClaims ManagementPayment capabilities

Quoto & Sales Management for Complex ProductsProduct Configuration for QuotationTechnical Verification and Detailed ConfigurationVariant Base Pricing

2005 2006

Engineering

HQ/Finance

Call Center/CustomerService

SupplyChainOps

Sales/Marketing

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CRM 2007: a Huge Success

AeusArkopharmaBank für SozialwirtschaftBASFCarlsberg (Feld-schlösschen)ColmobilCorporacionTecnologica deAndaluciaDeutsche TelekomDirect EnergieDONGDuisburgEfaflexEKOLEONEnviaMESB (DE)EssentFiegeFischerwerkeFujitsu SiemensGas NaturalGetronicsGiven Imaging LtdHeraeusHottinger BaldwinMesstechnik (HBM)HSE24InchscapeInfinionIntergasKMD

LegoMedionNauratoNestleNUONPapyrus NetworkPARI MedicalPetrocommerzPFA PensionQ-CellsRichemontRodenstockRUAGRWE (nPower)SEAS-NVESAGIASBBScopusSomerset County CouncilST MicroelectronicsStatoilTelekom AustriaTeliaSoneraViesgoVoith PaperVolvo…Migration in planCity of CapeTownCity of TshwaneElectrabelESBA2A (AEM)

Koninklijke Post

Colmobil

NAURATO

PARI Medical

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DEMO - Usability

CRM 2007 User Interface

CRM 2007 Configuration

CRM 2007 Personalisation

CRM 2007 email Integration

CRM 2007 Word Integration

CRM 2007 Reporting

CRM 2007 Report Modeler

CRM 2007 Business Objects Reporting

Web Service Wizard

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Summary:SAP CRM for Customer Driven Growth

360°Customer View

Industry-Relevant(TPM & MDF)

End-to-End Processes

Simplified, PersonalizedUser Experience

Pipeline PerformanceManagement

Microsoft OfficeIntegration

AdobeInteractive Forms

Real-Time OfferManagement

Business CommunicationsManagement

Service PartsManagement

Growyour business

Delightyour customers

Empoweryour team

© SAP 2008 / Page 53

Thank you!

SAP CRM 2007Simple and Powerful

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SAP CRM Simple and Powerful