143380271-130326812-sap-crm-functional-overview

India SAP CoE, Slide 1

1 Prepare Me

2 Tell Me

3 Show Me

4 Let Me

Functional Overview

Help Me 5


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

M

O

R

E

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 Server Applications

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. • …..


1 Prepare Me

2

3 Show Me

4 Let Me

Functional Overview

Help Me 5

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 Zone North 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 Mailing

Campaign

Target Group E-Mail form Sender

Send personalized

e-mails with

embedded URL links

Upon visiting the site,

the customer is

personally addressed





Lead Management

Campaign Execution


Management



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



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



Management


Lead Management

Custome

r

IC

Agent

Lead

Manager

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

Informatio

n

Lead Qualification and Follow up

Lead To Opportunity Lead To …

Lea

d C

rea

tio

n


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 Qualifier

Qualifies a lead

as a hot lead

Sales Representative

Generate an

Opportunity and

agreement

Customer service

and retention 1

2

3

4

5

6

Sales Representative Check and

accept the lead

Logistics and

execution

Billing

Sales 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 Activities

Activity Management

Appointment with Customer

Sending emails with attachments

Text information

Survey

Various Activities

Various Activities Various Activities



Sales Cycle in CRM

CRM Sales Overview


Activity Management

Contract Management

CRM Sales Overview




Phases Activities

Understanding the Customer

requirements

Visiting Customer premises

Identifying

Customer

Demonstration /Presentation

of Product

Price Talks and Negotiations

Negotiations

Decision Making Customer shows interest

and enters into an agreement

O

P

P

O

R

T

U

N

I

T

Y

Quotation

Order Won

No Order

Lost

Information in Opportunities:

Partners

Products

Sales Cycle

Forecast Data

Texts

Attachments

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

Availability

check

Quotation



Sales Order Sales Order

Mobile Sales

Order

Order Created on

Internet

Sales Order

Status Successfully Distributed

Completed Process

CRM ECC or R/3

Sales Order

Delivery

Transport

Billing Billing (CRM)

Picking

Packing

Warehouse management

Transport

Scheduling and Execution



Sales Cycle in CRM

CRM Sales Overview


Activity Management


CRM Sales Overview

Contract Management


Contract Management

Customer Negotiates

Terms and conditions

Customer accepts

Contract


Wins the Opportunity 1

2

3

4

5 8


Creates Contract with

Favorable condition


Contact 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

releases

contract

7 6


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







Interaction

Center

Enterprise

Intelligence

Service Order

Processing

Field Service Execution,

Service Completion,

Confirmation

6

2

1

3

5

Service Billing,

Controlling

4

Internet Customer

Self-Service

Fax

E-mail,

Letter,

Call

Resource

Planning




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 Client Business partner

search

Agent

Dashboard

Scripting/Messag

ing

Application

Area

Function

Bar

Navigation

Area

Action Bar


Scratch pad

Account info

Navigation Bar

Application Area

Alerts

Communication Info

System messages

Broadcast Messages

Function 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 processes


PCUI: People Centric User Interface

•Based on Browser Technology

•Intuitive and easy to learn

•Easy to develop

•Easy to adapt and modify


1 Prepare Me

2 Tell Me

3 Show Me

4 Let Me

Functional Overview

Help Me 5


Show Me

• 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

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 Start

Requested End

Billing Doc. Creation Date

Earliest Appointment Start

Billing Date

Latest Appointment Start

Planned Date from

Planned Date to

Notification 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 Screen Customer

Details

Sales Cycle

Phases

Sales Assistant Competitors

Information

Menu Path SAP Easy Access Sales Maintain Opportunities


1 Prepare Me

2 Tell Me

3 Show Me

4 Let Me

Functional Overview

Help Me 5


Let Me

• 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


1 Prepare Me

2 Tell Me

3 Show Me

4 Let Me

Functional Overview

Help Me 5


Help Me

• 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.

143380271-130326812-sap-crm-functional-overview

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