SAP Customer Relationship Management Manage Business Communications Build Stronger Marketing, Sales, and Service

1. SAP Solution Brief
SAP Customer Relationship Manage Business
Management
CoMMuniCations
Build StRongeR MARketing,
SAleS, And SeRviCe
SAP® Business Communica-
tions Management software
provides a multichannel,
all-iP communications plat-
form that organizations can
use to deploy iP telephony People, processes, knowledge, and cesses with the SAP Customer Rela-
contact points may be scattered across tionship Management (SAP CRM) appli-
for everyone who needs it, geographies, functions, and organiza- cation. these processes can help you
including telemarketing tions. executing effective marketing, more effectively manage your resources
sales, and service programs requires a for marketing, sales, and service. By
experts, customer service solution that can seamlessly manage more easily leveraging expertise through-
agents, switchboard opera- and coordinate communications, both out your organization and monitoring
inside and outside the organization. your customer-facing operations in real
tors, office workers, mobile time, you can significantly improve your
experts, and their managers. All too often, however, customer-facing internal performance across multiple
communications are rigid and hardware locations and communications channels.
based. this can make it difficult and
expensive to organize customer service Route Inbound Contacts Based
and telemarketing programs that re- on Customer Need
spond to customer needs. it can also
make it hard to create a competitive SAP Business Communications
advantage that leverages the unique Management provides comprehensive
expertise that exists across your organi- support for inbound contact centers –
zation – from the field to your corporate especially those that are spread across
headquarters and manufacturing plants. multiple sites and serve multiple contact
executing an effective communications channels. intelligent routing ensures
strategy becomes even more difficult that your customers reach the people
as customers seek real-time contact who can best address their needs.
through text messaging, e-mail, and the the software provides unified queuing,
Web. prioritizing, and routing of all contacts –
including contacts by telephone, e-mail,
delivering an effective multichannel fax, voice mail, text messaging, and
customer experience used to mean a the Web.
complicated process of integrating
communication hardware and software Web-based tools support your service
from multiple vendors – and then build- agents, supervisors, and contact center
ing a bridge between these components managers wherever they are. Mobile
and your customer relationship manage- users can access contact-center
ment applications. today’s challenges queues from any internet-connected
require a more comprehensive solution. computer, any standard telephone, or
any mobile device. A customer inquiry
SAP® Business Communications Man- that reaches a service agent’s desktop
agement software offers a more seam- is accompanied by customer-specific
less approach by helping you create information and an interaction history.
communication-enabled business pro- Access to this information increases

2. location or in the field. With this sup- Manage Communications Across
port, your organization can respond Your Enterprise
immediately and effectively to a wide
range of customer requests. SAP Business Communications Man-
agement can serve as the foundation
Centralize Outbound Marketing for communication-enabled business
Campaigns processes across your enterprise. the
standards-based software is scalable
Successful telemarketing and sales and works either as an in-house solu-
efforts require efficient and effective tion or as a hosted service.
tools for campaign planning and execu-
tion. SAP Business Communications the software can support a wide range
Management gives you greater control of users – customer service agents,
first-time resolution rates and reduces over your telemarketing processes and office workers, and mobile specialists –
the need for consultation and transfers. makes it easier to adjust those process- as well as their managers. users can
the combined functions of SAP Busi- es as your needs change. the software communicate and access communica-
ness Communications Management combines disconnected or dispersed tions controls from any network-
and SAP CRM help you route inbound telesales initiatives into a single net- connected computer or mobile phone
worked operation that minimizes unpro- around the world. You can extend en-
ductive tasks. You get a full-fledged terprise communications functionality
By replacing your communica- solution for a virtual iP-based contact to standard third-party PBX extension
tions hardware with a software- center that can improve the perfor- phones, home phones, or mobile
mance and quality of your telemarket- phones. the advanced communications
based solution, SAP Business ing programs. functionality accessed through these
Communications Management devices is controlled via a local
the integration of SAP Business internet-connected computer with a
can help you make your staff Communications Management with softphone application. SAP Business
more effective with customers SAP CRM makes it easier to design Communications Management sup-
telemarketing campaigns and roll them ports an integrated telephony platform
and lower your total cost of out as a single program that combines that enables multichannel communica-
ownership. multiple sites and sales organizations. tions – both within your enterprise
in addition, with this combination, you and with prospects, customers, and
can segment your audience, set up partners outside your organization.
calls to the service people who can reminders, take orders, manage con-
most effectively answer customer tacts, and make sales calls from the Add Reporting and Interactive
questions and resolve issues. Service road. And the ability to deploy out- Voice Response
agents can verify the availability of bound and inbound contact-center
relevant experts from across your functionality as a single solution lets A reporting option with online analytics
organization and conference them in. you switch agents automatically from lets you monitor and manage your
And they can route contacts to other outbound to inbound activities as you communications in real time. this gives
personnel who might be appropriate – reach predefined contact volumes or you the flexibility to adapt your
whether they are located in a fixed service levels. communication-enabled business pro-

3. cesses based on performance and efficient and effective execution of mar- Unify Your Business and
results. Analytics functionality in keting, sales, and service activities. Communications Processes
SAP Business Communications the software helps you better manage
Management fully integrates with and coordinate customer interactions SAP Business Communications
SAP CRM to support blended analytics and improve the performance of your Management can help you integrate
and a combined operational and business sales and service organizations. You the people, processes, and knowledge
view of your marketing, sales, and ser- can better leverage your corporate in your organization across multiple
vice activities. expertise to solve customer problems. geographies and organizations to serve
You can learn where your marketing, your customers more effectively. You
An interactive voice response option sales, and service roadblocks are and can make the right people, knowledge,
provides an automated channel for find the means to fix them. and technology available across all
responding to customer inquiries or customer-facing processes – creating a
gathering information for intelligent con- key advantage over your competitors.
tact routing. Customers can respond to
Gain an advantage over your
various choices via touch tones, obtain competitors and serve your cus-
and leave information, or be routed to the
appropriate service agent.
tomers more effectively by mak-
ing the right people, knowledge,
Tap State-of-the-Art Technology
and technology available across
SAP Business Communications all customer-facing processes.
Management is built on industry-
standard technology and includes tools
to ensure high levels of security. it SAP Business Communications
works with both fixed and wireless net- Management gives all customer-facing
works and can be integrated with other employees access to the same infor-
telephony and it systems. Because mation and comprehensive communi-
SAP Business Communications Man- cations tools – making your staff more
agement includes functionality for fixed effective. By helping you decrease
and mobile telephony, you can switch response times and improve overall
all telephony extensions within your service, the software can increase cus-
business domain – including mobile tomer satisfaction and loyalty. By re-
devices – to an all-iP solution at the placing communications hardware with
pace you prefer. a software-based solution, SAP Busi-
ness Communications Management
Reap a Wide Range of Business helps you lower your total cost of
Benefits ownership.
With SAP Business Communications
Management, your organization bene-
fits from integrating its business and
communications processes for more

4. QuiCk faCts www.sap.com /contactsap
Summary
By bringing together communications technologies and business systems, SAP® Business
Communications Management software and the SAP Customer Relationship Management
application help you create communication-enabled business processes that leverage
organizational know-how; enhance your marketing, sales, and service activities; and reduce
total cost of ownership.
Challenges
• need for flexible management and coordination of communications, inside and outside
the organization
• Reliance on rigid, hardware-based communication systems
• Complicated process of integrating communication hardware and software from multiple
vendors
• inability to manage customer service, telemarketing, and sales programs that are respon-
sive to customer needs
Supported Business Processes and Software Functions
• Customer service – ensure that customers reach people who can best address their
needs with unified queuing, prioritizing, and routing of all contacts through multiple
channels
• Marketing and sales – Combine initiatives into a single networked operation that
improves the performance and quality of your telemarketing and sales programs
• Communications management – easily support a wide range of users and devices
with an integrated telephony platform that enables multichannel communications
• Communications operations – Monitor and manage communications in real time with
reporting and online analytics
Business Benefits
• improved performance of your sales and service organizations across multiple communi-
cations channels
• enhanced coordination of resources for marketing, sales, and service
• increased customer satisfaction and loyalty with decreased response times and overall
service improvements
• lower total cost of ownership with reduction in hardware investments and more targeted 50 085 307 (10/11)
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and flexible use of software
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• lower installation, integration, and maintenance costs as a result of prebuilt integration SAP Businessobjects explorer, and other SAP products and services
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For more information on how SAP Business Communications Management can enhance and other Business objects products and services mentioned herein
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marks of Business objects Software ltd. in the united States
site at www.sap.com/crm. and in other countries.
All other product and service names mentioned are the trademarks of
their respective companies. data contained in this document serves
informational purposes only. national product specifications may vary.
these materials are subject to change without notice. these materials
are provided by SAP Ag and its affiliated companies (“SAP group”)
for informational purposes only, without representation or warranty of
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and services are those that are set forth in the express warranty
statements accompanying such products and services, if any. nothing
herein should be construed as constituting an additional warranty.