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This is presentation by Dilip Sadh of Think Tree Technologies, Inc

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93413695 sap-crm-dilip-sadh Presentation Transcript

  • 1. SAP CRM Overview Dilip K Sadh
  • 2. Module objectives In this module, you will: • Know the SAP CRM value proposition • Know the main features of SAP CRM • Describe the process categories of SAP CRM • Log on to the SAP CRM system and navigate through the application2 Dilip K Sadh
  • 3. SAP CRM Overview: Agenda 1. SAP CRM Value Proposition and Main Features 2. Overview for SAP CRM Process Categories 3. Industry Solutions 4. Cross Process Features3 Dilip K Sadh
  • 4. The Value Proposition of SAP for CRMSAP Customer Relationship Management: Provides the insight and analysis to anticipate customer needs and build lasting, profitable customer relationships. Enables integrated industry-specific processes to support customer-facing departments in marketing, sales, and service. Provides a 360 degree view across all customer touch-points and interaction channels, including the Internet, interaction centers, and channel partners, as well as powerful analytics.4 Dilip K Sadh
  • 5. SAP CRM Solution Map SAP Customer Relationship Management (SAP CRM) is a software solution for managing your customer relationships. It supports all customer-focused business areas, from marketing to sales and service, as well as customer interaction channels, such as the Interaction Center, the Internet, and mobile clients. The solutions offered by SAP CRM are categorized in the following way:Source: https://websmp101.sap-ag.de/~form/sapnet?_SHORTKEY=01100035870000338980& 5 Dilip K Sadh
  • 6. Key points In this topic, you: Explored the value proportion of SAP for CRM Listed the main features of SAP CRM Analyzed a scenario where SAP CRM is useful6 Dilip K Sadh
  • 7. SAP CRM Overview: Agenda 1. SAP CRM Value Proposition and Main Features 2. Overview for SAP CRM Process Categories 3. Industry Solutions 4. Cross Process Features7 Dilip K Sadh
  • 8. SAP CRM supports different channels and marketing processesMike is working for ‚BMV‘, a leading vehicle manufacturer. As a product manager he is responsible for the new product ‚Scoot-Light‘, which is anew type of scooter with extremely low petrol consumption, but enough space for three persons plus baggage. Before Mike launches this product,he starts a survey via email●, asking existing customers● who bought scooters from ‘BMV’● for features they are missing in today’s scooters.Two weeks after launching the campaign Mike checks the results● : 20% feedback from customers, where 5% asked for more informationthrough a call-back via phone!Betty is working as an agent in BMV’s call center●. In her to-do-list●, she got the ‘Scoot-Light’ calls. When calling back Mr. Chang, she realizeshis high interest in the new scooter. Mr. Chang owns a chain of washing saloons and searches for a more economic way to deliver the cleanedlaundry. Betty writes down, that Mr. Chang is interested in twelve scooters●, but they should be configured● as optimized for transportation oflaundry.As the feedback from customers is positive, the new scooter is produced. Mike goes through his list of interested customers● and compares theirdemand with the product as actually produced. To be objective he uses a questionnaire● that he agreed upon with the sales department.Mike estimates the number of scooters that could be sold● and evaluates which share could be sold in which region●. He forwards informationabout customers with high interest● to his colleague Ben from the sales department.Ben visits● Mr. Chang and gives him an offer● for twelve transportation scooters. Two weeks later – after Mr. Chang has discussed theinvestment with his wife – Mr. Chang signs the contract● with Ben. In addition, Ben is able to close a service agreement● for the scooters. Whengoing through Mr. Chang.’s data●, Ben realizes that Mr. Chang also owns one of BMV’s extra-long limousines, which meanwhile are availablewith hybrid technology. When asked, Mr. Chang. is delighted that this model is available and that Tom can give him an extra discount.Three months later the scooters are delivered and the BMV-technician Tom shows up at Mr. Chang, to carry out the regular maintenanceservice● as planned. Mr. Chang complains● about one of the scooters. Tom fixes it● and realizes, that a part is unexpectedly broken●. A monthlater it turns out that at 15% of all new scooters this part breaks. Tom unfortunately has to initiate a campaign●, where this part is exchanged at alldelivered scooters. Source: SAP8 Dilip K Sadh
  • 9. SAP CRM supports marketingMike is working for ‚BMV‘, a leading vehicle manufacturer. As a product manager he is responsible for the new product‚Scoot-Light‘, which is a new type of scooter with extremely low petrol consumption, but enough space for three personsplus baggage. Before Mike launches this product, he starts a survey via email●, asking existing customers● who boughtscooters from ‘BMV’● for features they are missing in today’s scooters. Two weeks after launching the campaign Mikechecks the results●: 20% feedback from customers, where 5% asked for more information through a call-back via phone!Betty is working as an agent in BMV’s call center●. In her to-do-list●, she got the ‘Scoot-Light’ calls. When calling backMr. Chang, she realizes his high interest in the new scooter. Mr. Chang owns a chain of washing saloons and searchesfor a more economic way to deliver the cleaned laundry. Betty writes down, that Mr. Chang is interested in twelvescooters●, but they should be configured● as optimized for transportation of laundry.As the feedback from customers is positive, the new scooter is produced. Mike goes through his list of interestedcustomers● and compares their demand with the product as actually produced. To be objective he uses aquestionnaire● that he agreed upon with the sales department.Mike estimates the number of scooters that could be sold● and evaluates which share could be sold in which region●. He forwards information about customerswith high interest● to his colleague Ben from the sales department.Ben visits● Mr. Chang and gives him ofoffer● for CRM Marketing Involved components an SAP twelve transportation scooters. Two weeks later – after Mr. Chang has discussed the investment with his wife– Mr. Chang signs the contract● with Ben. In addition, Ben is able to close a service agreement● for the scooters. When going through Mr.chang’s data●, Ben Customer Datarealizes that Mr. Chang also owns one of BMV’s extra-long limousines, which meanwhile are available with hybrid technology. When asked, Mir. Chang isdelighted that this model is available and that Tom can give him an extra discount. SegmentationThree months later the scooters are delivered and the BMV-technician Tom shows up at Mr. Chang●, to carry out the regular maintenance service● as planned.Mr. Chang complains● about one of the scooters. Tom fixes it● and realizes, that a part is unexpectedly broken●. A month later it turns out that at 15% of all newscooters this part breaks. Tom unfortunately has to initiate a campaign●, where this part is exchanged at all delivered scooters. Campaign Management Installed Base Call Center Support Workflow, Worklist, Activities, Calendar Functionality Lead Management Product Configuration9 Dilip K Sadh
  • 10. SAP‘s Value Proposition for Marketing10 Dilip K Sadh
  • 11. Overview of SAP CRM MarketingSource: SAP 11 Dilip K Sadh
  • 12. SAP CRM supports Sales Mike estimates the number of scooters that could be sold● and evaluates which share could be sold in which region●. He forwards information about customers with high interest● to his colleague Ben from the sales department. Ben visits● Mr. Chang and gives him an offer● for twelve transportation scooters. Two weeks later – after Mr. Chang has discussed the investment with his wife – Mr. Chang signs the contract● with Ben. When going through Mr. Chang’s data●, Ben realizes that Mr. Chang also owns one of BMV’s extra-long limousines, which meanwhile are available with hybrid technology. When asked, Mr. Chang is delighted that this model is available and that Tom can give him an extra discount.Source: SAP 12 Dilip K Sadh
  • 13. SAP CRM supports Sales (continued)Mike estimates the number of scooters that could be sold● and evaluates which share could be sold inwhich region●. He forwards information about customers with high interest● to his colleague Ben fromthe sales department.Ben visits● Mr. Chang and gives him an offer● for twelve transportation scooters. Two weeks later –after Mr. Chang has discussed the investment with his wife – Mr. Chang signs the contract● with Ben.When going through Mr. Chang’s data●, Ben realizes that Mr. Chang also owns one of BMV’s extra-long limousines, which meanwhile are available with hybrid technology. When asked, Mr. Chang isdelighted that this model is available and that Tom can give him an extra discount. Involved components of SAP CRM Sales Sales Planning and Forecasting Territory Management Opportunity Management Mobile Sales Quotation Management Pricing – including Rebates 360°Customer View13 Dilip K Sadh
  • 14. SAP CRM supports Sales (continued)14 Dilip K Sadh
  • 15. SAP CRM supports Sales (continued)15 Dilip K Sadh
  • 16. SAP CRM supports Sales (continued)16 Dilip K Sadh
  • 17. Overview SAP CRM Sales Source: SAP17 Dilip K Sadh
  • 18. SAP CRM supports ServiceMike is working for ‚BMV‘, a leading vehicle manufacturer. As a product manager he is responsible for the new product ‚Scoot-Light‘, which is anew type of scooter with extremely low petrol consumption, but enough space for three persons plus baggage. Before Mike launches this product,he starts a survey via email●, asking existing customers● who bought scooters from ‘BMV’● for features they are missing in today’s scooters.Two weeks after launching the campaign Mike checks the results● : 20% feedback from customers, where 5% asked for more informationthrough a call-back via phone!Betty is working as an agent in BMV’s call center●. In her to-do-list●, she got the ‘Scoot-Light’ calls. When calling back mister Chang, she realizeshis high interest in the new scooter. Mister Chang owns a chain of washing saloons and searches for a more economic way to deliver the cleanedlaundry. Betty writes down, that mister Chang is interested in twelve scooters●, but they should be configured● as optimized for transportation oflaundry.As the feedback from customers is positive, the new scooter is produced. Mike goes through his list of interested customers● and compares theirdemand with the product as actually produced. To be objective he uses a questionnaire● that he agreed upon with the sales department.Mike estimates the number of scooters that could be sold● and evaluates which share could be sold in which region●. He forwards informationabout customers with high interest● to his colleague Ben from the sales department.Ben visits● mister Chang and gives him an offer● for twelve transportation scooters. Two weeks later – after mister C. has discussed theinvestment with his wife – mister Chang signs the contract● with Ben. In addition, Ben is able to close a service agreement●for the scooters. When going through mister C.’s data●, Ben realizes that mister Chang also owns one of BMV’s extra-long limousines,which meanwhile are available with hybrid technology. When asked, Mister C. is delighted that this model is available and that Tom can give himan extra discount.Three months later the scooters are delivered and the BMV-technician Tom shows up at Mr. Chang●, tocarry out the regular maintenance service● as planned. Mr. Chang complains● about one of thescooters. Tom fixes it● and realizes, that a part is unexpectedly broken●. A month later it turns out thatat 15% of all new scooters this part breaks. Tom unfortunately has to initiate a campaign●, where thispart is exchanged at all delivered scooters. Source: SAP18 Dilip K Sadh
  • 19. SAP CRM supports Service (continued) Involved components of SAP CRM ServiceMikeService for ‚BMV‘, a leading vehicle manufacturer. As a product manager he is responsible for the new product ‚Scoot-Light‘, which is a is working Contract Managementnew type of scooter with extremely low petrol consumption, but enough space for three persons plus baggage. Before Mike launches this product,he starts a survey via email●, asking existing customers● who bought scooters from ‘BMV’● for features they are missing in today’s scooters. Mobile ServiceTwo weeks after launching the campaign Mike checks the results● : 20% feedback from customers, where 5% asked for more informationthrough a call-back via phone! Resource PlanningBetty is working as an agent in BMV’s call center●. In her to-do-list●, she got the ‘Scoot-Light’ calls. When calling back mister Chang, she realizeshis high interest Order Management Service in the new scooter. Mister Chang owns a chain of washing saloons and searches for a more economic way to deliver the cleanedlaundry. Betty writes down, that mister Chang is interested in twelve scooters●, but they should be configured● as optimized for transportation oflaundry. Complaints ProcessingAs the feedback from customers is positive, the new scooter is produced. Mike goes through his list of interested customers● and compares their Warranty Managementdemand with the product as actually produced. To be objective he uses a questionnaire● that he agreed upon with the sales department.Mike estimates the number of scooters that could be sold● and evaluates which share could be sold in which region●. He forwards information Installed Baseabout customers with high interest● to his colleague Ben from the sales department.Ben visits● mister Chang and gives him an offer● for twelve transportation scooters. Two weeks later – after mister C. has discussed theinvestment with his wife – mister Chang signs the contract● with Ben. In addition, Ben is able to close a service agreement●for the scooters. When going through mister C.’s data●, Ben realizes that mister Chang also owns one of BMV’s extra-long limousines,which meanwhile are available with hybrid technology. When asked, Mister C. is delighted that this model is available and that Tom can give himan extra discount.Three months later the scooters are delivered and the BMV-technician Tom shows up at misterChang●, to carry out the regular maintenance service● as planned. Mister Chang complains● aboutone of the scooters. Tom fixes it● and realizes, that a part is unexpectedly broken●. A month later itturns out that at 15% of all new scooters this part breaks. Tom unfortunately has to initiate acampaign●, where this part is exchanged at all delivered scooters.19 Dilip K Sadh
  • 20. Overview of SAP CRM Service20 Dilip K Sadh
  • 21. Overview SAP CRM Service (continued)21 Dilip K Sadh
  • 22. Overview SAP CRM Service (continued) Source: SAP22 Dilip K Sadh
  • 23. Overview SAP CRM Web channel23 Dilip K Sadh
  • 24. Overview SAP CRM interaction center24 Dilip K Sadh
  • 25. Overview SAP CRM Partner Channel Management25 Dilip K Sadh
  • 26. Overview SAP CRM partner channel management (continued)Source: SAP 26 Dilip K Sadh
  • 27. Overview SAP CRM Trade Promotion ManagementWhat is ‘Trade Promotion Management’?27 Dilip K Sadh
  • 28. Overview SAP CRM Trade Promotion Management (continued)Trade Promotion Management solution improves control and visibility of the trade promotion process. Source: SAP28 Dilip K Sadh
  • 29. Overview SAP CRM Business Communication ManagementSAP Business Communications Management (BCM) Provides a flexible, multi-channel, all-IP business communications platform to deploy IP telephony. Provides intelligent routing to ensure that your customers reach the people who can best address their needs. The software provides queuing, prioritizing, and routing of all contacts. Can combine disconnected or dispersed telesales initiatives into a single, networked, virtual operation. Combining BCM with SAP CRM it is possible to set-up call reminders, take orders, manage contacts, and make sales calls from the road. Can serve as the foundation for communication-enabled business processes across your enterprise. A reporting option lets you monitor and manage your communications in real-time through online analytics. Provides an interactive voice response (IVR) option as an automated channel for responding to customer inquiries or gathering information for intelligent contact routings.29 Dilip K Sadh
  • 30. Overview SAP CRM Business Communication Management(continued) Source: SAP30 Dilip K Sadh
  • 31. Key points In this topic, you: Identified that SAP CRM supports different channels and marketing processes Listed SAP‘s Value Proposition for Marketing Analyzed how SAP CRM supports sales and service Explored SAP CRM Web channel Analyzed SAP CRM partner channel management, Trade Promotion Management, and Business Communication Management31 Dilip K Sadh
  • 32. SAP CRM Overview: Agenda 1. SAP CRM Value Proposition and Main Features 2. Overview for SAP CRM Process Categories 3. Industry Solutions 4. Cross Process Features32 Dilip K Sadh
  • 33. What is a ‘SAP CRM Industry Solution’?What is a ‘SAP CRM IndustrySolution’?SAP has analyzed the pain-points of specificindustries and explains how these can bemitigated using SAP CRM.This analysis plus recommendations for theusage of SAP CRM in this industry along withexamples for additional nonstandardfunctionalities developed for customers is calleda ‘SAP CRM Industry Solution’.33 Dilip K Sadh
  • 34. Key points In this topic, you: Defined SAP CRM Industry Solution Explored the application of SAP in various industries Described SAP CRM Industry Solutions as SAP describes it34 Dilip K Sadh
  • 35. SAP CRM Overview: Agenda 1. SAP CRM Value Proposition and Main Features 2. Overview for SAP CRM Process Categories 3. Industry Solutions 4. Cross Process Features35 Dilip K Sadh
  • 36. Main Business Objects in SAP CRMUntil now you have learned about processessupported by SAP CRM. Across all these processes,always, the same basic business objects are reusedin different contexts (eventually in differentspecificities): Business Partner (contact, account, organization, group, employee, competitor, partner, and so on) Product Business Transaction (interaction, task, lead, opportunity, quotation, contract, sales order, service order, complaint, and so on) and some more36 Dilip K Sadh
  • 37. More Features of SAP CRM Integration with back-end: Data replication (for example data for customer, order, contract, and so on) with SAP‘s ERP system is realized through SAP‘s proprietary SAP CRM Middleware. Authorization check: – Role-related for business transactions (checks if the user is assigned to a business transaction as a partner in a specific role) – Organizational-model based – Based on business transaction category and / or business transaction type – Based on sales area – Implementation specific using the SAP Access Control Engine (executes customer specific coding) Workflow37 Dilip K Sadh
  • 38. Key points In this topic, you: Listed the main Business Objects in SAP CRM Listed some more Features of SAP CRM38 Dilip K Sadh
  • 39. Activity: Read the scenario and Identify the stages supportedfeatures of SAP CRMBrian estimates the number of microwave oven that could be sold and evaluates the number of ovensthat could be sold in each region. He forwards information about customers with high-interest to hiscolleague, Patricia, from the sales department.Patricia visits Ms. Jane, who owns a chain of restaurants, and gives her an offer for the delivery oftwenty ovens. A month later, after careful consideration, Ms. Jane signs the contract with Patricia. Inaddition, Patricia is able to close a service agreement for the ovens. When going through Ms. Jane’sdata, Patricia realizes that Jane also owns one of their MV refrigerator, which are now available withsixth -sense cooling technology. When asked, Ms. Jane is delighted that this model is available and thatPatricia can give her an extra discount.A week later the ovens are delivered and the MV refrigerator technician Mathew shows up at Ms. Jane,to carry out the regular maintenance service as planned. Ms. Jane complains about one of the ovens.Mathew fixes it and realizes, that an electrical wire snaps, when used continuously. Mathew investigatesand finds out that at 25% of all new ovens this wire breaks. Mathew now has to initiate a process, wherethis coil is exchanged at all delivered ovens.39 Dilip K Sadh
  • 40. Activity: Identify the five components of SAP CRM interactioncenter Telephony Postal letters Web IVR E-mail Instant messaging services40 Dilip K Sadh
  • 41. Module summary You have completed the module on SAP CRM Overview, now you should be able to, Know the SAP CRM value proposition Know the main features of SAP CRM Describe the process categories of SAP CRM Log on to the SAP CRM system and navigate through the application41 Dilip K Sadh
  • 42. Questions ? ? ?42 Dilip K Sadh