Definitions

Definition CRM
Customer relationship management is a broadly recognized, widely-implemented strategy for managing and nurturing a companys interactions with customers and sales prospects. It involves using technology to organize, automate, and synchronize business processes - principally sales related activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new customers, nurture and retain those the company already has, entice former customers back into the fold, and reduce the costs of marketing and customer service.

Definition SAP CRM

SAP Customer Relationship (SAP CRM) is an application which provides best-in-class functionality for marketing, sales, and service. By supporting customer-facing business processes across multiple interaction channels, SAP CRM enables organizations to focus on strategies for customer-driven growth and to differentiate themselves in the market by providing a superior customer experience.

SAP CRM General Information and Highlights - Benefits and Advantages

SAP CRM Benefits for Organizations
Competitive Advantages Increased Revenue Potential to Lower Costs

SAP CRM Benefits for Customers

Better and Personalized Service Consistent interactions across all channels and touch points

Other Advantages
First-class functions for marketing, sales, and service
Extensive analysis as a basis for decision making Seamless integration with SAP Business Suite solutions and other

applications
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History of SAP CRM

The first version of SAP CRM was launched in 1999. 2005 SAP CRM (2005) 5.0, targets such key cross-industry business capabilities as service management, marketing resource management and mobile sales for handhelds. Powered by the SAP NetWeaver platform, the new system features dashboard-like embedded analytics. 2007 SAP CRM (2007) 6.0, the UI is much improved compared to CRM 2006s and uses Web 2.0 principles where users can drag sections of the screen around to personalize them for themselves. 2008 SAP CRM 7.0, increased Personalization and improved UI Tools. New functions like Loyalty Management and improved TPM.
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CRM Process Overview

SAP

SAP CRM Overview Key Functionalities

In daily business various departments like Marketing, Sales and Service interact directly and regularly with customers. From a software point of view these employees need to have support to fulfill their daily tasks in an efficient and customeroriented way.

SAP

SAP CRM Solution Map

SAP

Key Processes and Benefits in Marketing

Key processes
Marketing Resource Management Customer Segmentation and List Management Campaign Management Real-Time Offer Management Lead Management Loyalty Management Marketing Planning and analytics

Major benefits
Select target groups Monitor marketing costs Use marketing analytics as a basis for making decisions Observe markets and competitors Identify customer preferences

SAP

Key Processes and Benefits in Sales

Key processes
Customer order management, quotations and contracts Account and contact management Opportunity management and pipeline analysis Activity management Commissions and incentives Sales planning and analytics

Major benefits
Control Sales Processes resulting in an increase in revenue Increase up-selling and cross-selling opportunities Recognize profitability of each and every customer Reduce sales costs Create accurate, real time forecasts

SAP

SAP CRM Key Sales Capabilities Sales Cycle (Closed-Loop CRM)

Customer retention Lead generation and qualification

Customer service

Sales Cycle

Billing

1. Agreement Logistics execution

SAP

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Key Processes and Benefits in Service

Key processes
Service request, service order, and contract administration Installed base management Customer Service and Support (Complaint and Case Management) Returns and Depot Repair Warranty and Claims Management Service planning Analytics

Major benefits
Achieve higher customer satisfaction through prompt and efficient service Reduce service costs Provide reliable service around the clock Achieve transparency of both service resources and service costs

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SAP

Key Processes and Benefits in Web Channel

Key processes
E-Marketing E-Commerce E-Service Web Channel Analytics

Major benefits
Personalize each customers buying experience Provide convenient, easy-to-use, interactive selling and self-service Enable end-to-end, order-to-cash processes Incorporate partners into your ecommerce strategy Significantly reduce cost of sales

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SAP

Key Processes and Benefits in Interaction Center

Key processes
Marketing Sales Customer Service Shared Service Center Interaction Center Management

Major benefits
Easy-to-use agent productivity tools Portal-based access for interaction centre administration, management, and reporting Integrate with interaction centre infrastructure e.g. systems, computer telephony, e-mail, and Web servers Achieve a higher ROI

SAP

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Key Processes and Benefits in Field Applications (Mobile)

Key processes
Field Sales Field Service

Major benefits
Permanent availability of customer information Higher revenues through tailored quotations Higher quality at greater speed

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Key Processes and Benefits of CRM Industry-specific Solutions

Key processes
Includes all general CRM functionalities, BUT Supports especially several industryspecific CRM processes

Major benefits
Addresses unique needs and complete, end-to-end requirements of all major industries

Examples:

Automotive. Chemicals Consumer products Retail. Telecommunications Professional services Public sector

High tech Industrial machinery and components Media. Utilities Oil and gas Wholesale distribution
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Highlights of SAP CRM 7.0 New Web UI

CRM WebClient provides a role-

table graphics and smart value based workspace for end users. help. Extremely easy to use Enhanced Personalization, intuitive, simple navigation, such as tile layout support and consistent with Web 2.0 user customized icons. experience. Enables higher productivity. Easy to adapt Tools to facilitate easy creation of custom field configuration, screen layouts, personalization by end user. New productivity tools, such as
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Main Strengths of New Release SAP CRM 7.0

Usability: Mainly considering learn ability and

understandability Efficiency: Reduced number of clicks needed to access relevant functions impact the timely behavior Maintainability: Mainly focusing on Changeability of the application related to new Web UI customizing Portability: In terms of Adaptability typical of web based user interfaces

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Home Page
The Home Page is the starting point for all user in daily business. It contains the most important personal information and access to the most frequently used tools.
The Homepage

The Homepage provides: A quick Overview of the Current Day Hyperlinks to more det. information Predefined content for: My Appointments today My Tasks today Workflow Tasks Reports and Applications Alerts
The Homepage Is configured per role: Available content can be personalized by the user Content can be adapted
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SAP CRM Web UI Screen Structure

The New Web Client screen is structured into 3 different areas: the Header Area (A); the Navigation Area (B) and the Work Area (C).
The Screen structure Header Area (A)

Position of header and navigation area (L-Shape) are fixed, even if Navigation Bar can be hidden
L-shape Contains: System Links Saved Searches Work area title History back and forward Navigation Bar Work Area contents are dynamic depending on selected contents on navigation area
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Nav. Bar Area (B)

L-Shape

Work Area (c)

Header Area
Besides displaying the work title area and the Header Area of the Web UI provides system links and search functionalities. a) b) c) d)
Header Area

a) b) c) d)

System Links Saved Searches Forward & Back Navigation Messages & Tools
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Navigation Bar
The Navigation Bar is divided into two areas: Navigation Items and Quick links
Navigation Bar

a)

a)

Navigation items the items you can select and navigate to (calendar, email inbox,).

b)

b) Create Quick links you can determine frequently used items as quick links.
c) Recent Items lists the last viewed business objects

c)
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Work Center
Every first level menu (Accounts, Orders, Activities.) item has an individual work center page. It contains a set of shortcuts and access to all work center-related components.
The Work Center page

Is opened by choosing the first-level navigation entry directly, without selecting a second-level entry
Includes important content regarding the current area: Search Links Create Links Reports Content of the page could be customized without development activities
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Work Area
The Work Area can contains different page types (entry pages, content pages, support pages).

Work Area

Entry pages Content pages Support pages

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Overview Page
The Overview Page provides a summary of all important information regarding a single object [e.g. Account, Contact, Activity, Sales Order, Service Order.] in display mode.
The Overview page

Consist of a header block with the core information and a set of subordinate assignment blocks containing related information
The information in assignment blocks can be displayed with: Form Views Tables Hierarchy trees Contains the hyperlinks to navigate to other related objects
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Questions ?