Content Management in mySAP CRM BIT614

Release 640 04/05/2006

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Content Management in mySAP CRM Contents:
Importance of Content Management in mySAP CRM Customer benefits Content Management scenarios Technical concepts Business scenarios and business objects Content Management: Function overview Customizing

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Content Management in mySAP CRM: Unit Objectives

At the conclusion of this unit, you will be able to:

Evaluate the importance and customer

benefits of Content Management in mySAP CRM

Define the differences between ArchiveLink

and the Document Management Framework

Name the most important business scenarios

and business objects in mySAP CRM

Describe the Content Management functions in

mySAP CRM

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Overview Diagram 6

Course Overview The Document Management Infrastructure (KPro) SAP Content Server and Cache Server Storing Documents Using ArchiveLink and the GOS

1 2 3 4 5

Content Management in mySAP CRM SAP Records Management mySAP PLM Document Management System SAP Knowledge Warehouse (KW) Overview of Knowledge Management in the SAP Enterprise Portal

7 8 9 10

The ArchiveLink Document Finder

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Content Management in mySAP CRM

In mySAP CRM, the customer is at the center of the business processes. In addition to the structured data, unstructured forms of data such as letters, faxes, e-mails, links, pictures, and telephone calls also play an important role. Communication between businesses and customers often involves unstructured data. Good integration of unstructured data is therefore an important criterion for the success of a CRM system. For the administration of this information and the corresponding business processes and business objects in mySAP CRM, the terms content, documents, and attachments are used synonymously.

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In mySAP Customer Relationship Management (mySAP CRM), the customer is at the center of the business processes. One of the aims of mySAP CRM is to intensify the relationship with the customer and increase customer satisfaction, therefore improving customer contact. Implementing mySAP CRM enables you to plan, process, document, and analyze business processes. mySAP CRM provides comprehensive data structures for processing important information for business processes. In a real business process, however, important information is not just contained in structured data, but also in unstructured data. The following are examples of unstructured data: Letters, faxes, e-mails, links to Web content such as messages and pictures, and telephone calls. From the customer perspective, this unstructured data is often the most important, because it represents the actual communication between the customer and the provider. Effective integration of unstructured data is therefore an important criterion for the success of a CRM system.

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Example: Customer Benefits of CM Integration in CRM (1)
Call center

Do the employees in your enterprise have the same view as your customers?

Access to important documents from any workplace

As soon as the document is saved in digital form in the CRM system, it can be accessed from any workplace within seconds.

Secure and long-term storage

Complies with legal requirements Guaranteed long-term readability of content Storage of large content volume

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Customers benefit from CM integration in a CRM call center in many ways: A customer calls with a question about an invoice. The customer refers to a paper document that he or she has in front of them. The customer wants to know what has happened to their written complaint. The call center employee has direct access to the written document and can provide information quickly and competently. Access to important documents from any workplace As soon as the document is saved in digital form in the CRM system, it can be accessed from any workplace within seconds. Long searches in paper archives are no longer required, and a written document does not need to be first sent from one clerk to another in the internal mail. This leads to a considerable acceleration of the business processes. Secure and long-term storage Content with legal significance, for example, contracts, quotations, purchase order confirmations, and so on, is stored in unchangeable format using SAP software. You no longer need to store these documents in an additional paper archive. The choice of appropriate storage formats ensures that the documents can still be read 10 or 15 years into the future. Storing large volumes of content is not a problem. The CRM database does not have to cope with any additional load.

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Example: Customer Benefits of CM Integration in CRM (2)
Document processing with Workflow

Distribution and processing of incoming documents is supported by Workflow. Purchase orders incoming by fax, e-mail, or letter are examples of documents processed by Workflow

Classification and full text search

Search for the cause of errors and solutions to problems in the CRM solution database Access to structured and unstructured information for the solution

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Document processing with Workflow Using the SAP Workflow Engine, it is possible to structure individual workflows, for example, to automate the processing of an incoming order. You can access the document from every processing step of the workflow. The following is an example of a simple workflow: Does the customer already exist as a business partner in CRM? No - The business partner is created using the data in the order. Yes - Continue to the next step. A sales process is created for the business partner in question and an order confirmation is created that is sent by e-mail, fax, or letter to the customer. For new customers, an activity Call Customer is created to thank the customer for the order and to find out more information about the customer (industry, requirements, interest in additional products, and so on). Classification and full text search functions allow you to Search for the cause of errors and solutions to problems in the CRM solution database Access structured and unstructured information for the solution Here is an example of how the solution database is used in the interaction center: The customers can contact the contact center with complaints. Because your contact center employees have access to all the relevant information, they are completely informed about the customer. The contact center employees find solutions for the customer problem in the intelligent solution database, and make them available to the customers. Chat, Voice over IP, and cobrowsing are also supported. If the customer problem cannot be solved, the employee creates a service order for customer service.
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Important CM Scenarios in CRM (1)
Manage attachments

Assign, structure, display, and manage attachments for business objects and business processes Use Content Management as a starting point to search for documen ts and assign them to the current business object Create individual documents for a business object or business pr ocess Process and assign incoming documents Create and assign documents that are generated in CRM Exchange documents between CRM Online and Mobile Sales/Service Process documents, for example, using classification and Workflo w

Find documents

Create documents

Incoming documents

Outgoing documents

Mobile documents

Process documents

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Manage attachments Example: The location plan for a business partner is stored as a document directly with the business object for the business partner. You can create your own document file to structure different documents in different ways. It is also possible to access the documents later and display them using the Create documents, Incoming documents, and Outgoing documents scenarios. Find documents Search using attributes or full text (TREX connection required. TREX is supplied with the CRM package). From the hit list, it is also possible to display a where-used list for all the linked business objects. Create documents Example: You want to create a data sheet for a product. You can create a new Microsoft Word document directly from the business object of the product. The document and the business object are linked automatically. You can then maintain the data sheet in different languages and document versions.

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Important CM Scenarios in CRM (2)

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Incoming documents Example: An order arrives in the form of an e-mail, fax, or letter. If it is a letter, the document is first scanned, and the digitized content is then assigned to the business object that corresponds to the order, in the same way as a fax or e-mail. Outgoing documents Example: The customer has placed an order. In mySAP CRM, an order confirmation is then sent to the customer by e-mail, fax, or letter. The document is automatically assigned to the corresponding business object in mySAP CRM. Mobile documents Example: You have created your marketing campaign in CRM Online. The documents that belong to your campaign are transferred to the Mobile Client and are immediately available for field service representatives. Process documents Example: An e-mail, fax, or letter is processed further using Workflow. The system checks whether account information for the customer already exists. If not, the system creates the customer information. An order is created, and the document is automatically assigned to the order.

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Technical Concepts in mySAP CRM

In mySAP CRM, two different technical concepts are supported for the integration of Content Management. ArchiveLink

ArchiveLink focuses on the safe and long-term storage of static content. It can easily cope with large content volume. Static content does not change after it has been linked to mySAP CRM and saved.

Document Management Framework (DMF)

The DMF focuses on the creation, administration, and storage of dynamic documents. Dynamic content may change, for example, if a new version is created for a document.

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The ArchiveLink interface was specifically developed for connecting to archive systems. You can use ArchiveLink to archive documents and data. The interface is designed to enable the storage of large volumes of data and documents, on a long-term basis and in unchangeable format. One advantage of ArchiveLink is that the documents can be stored in external content servers and not in the SAP CRM database. Document Management Framework The DMF is based on the Knowledge Provider (KPro). Using the DMF, it is possible to link content with business objects. It also provides document management functions such as versioning, multilingual capability, document history, check in/check out, and indexing. The content can be physically stored in the CRM database, the SAP Content Server, or an archive system. The user interface is the DMF Explorer, which is integrated in the standard application for the business object.

The technical concepts of ArchiveLink and the DMF each have a different emphasis. ArchiveLink is optimized for large volumes of static content, but does not offer functions such as versioning. The DMF is ideal for dynamic content, and offers many functions that support the content creation process. Both of these technical concepts can be easily enhanced, and they are supported equally in SAP CRM.

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ArchiveLink Integration

Storage and administration of static documents Write-protected storage Optimized for processing large quantities of documents Interface for scanning integration Archiving outgoing documents Workflow integration Archiving documents and data Supported by many storage system suppliers

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For more information on ArchiveLink, see unit 4.

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The Document Management Framework (1)
SAP CRM

Administration of dynamic documents DMF is based on KPro Structure of individual folder structures Versioning Attribute assignment Check-in and check-out Document history Multilingual documents CRM DB

DMF Visual Controls DMF Framework KPRO Storage system

SAP Content Server

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The following main functions and features are available with the Document Management Framework in mySAP CRM: Administration of dynamic documents such as data sheets and documentation. Structure of individual folders to create your own document structure. Creation of subfolders is also possible. Versioning: You can access different document versions, older versions are not lost. Attribute assignment: Attributes such as author, language, document type, and so on, can be set by the system. You can also define your own attributes. Check-in/Check-out: A user can check a document out to change it. During this time, it is not possible for another user to change the document. After the changes are complete, the document is checked back in. Document history: You can display the history for a document to find information such as how many different versions exist, or when the last version was created. You can also use the history to access older versions. Multilingual documents: You can create documents in several different languages (for example, product documentation, data sheets).

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The Document Management Framework (2)
SAP CRM

DMF Visual Controls DMF Framework KPRO CRM DB Storage system

SAP Content Server

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The diagram shows the schematic structure of the DMF in CRM. In mySAP CRM, the DMF is integrated using the visual controls (such as the DMF Explorer). The visual controls are based on the DMF Framework, which is responsible for linking business objects and documents. KPro underlies the DMF Framework. KPro is responsible for access to the actual storage medium. Storage can either be in the CRM database, the SAP Content Server, or an external storage system. Saving in the CRM database is, however, only useful for small numbers of documents. Otherwise the database becomes too large, leading to problems with the database backup.

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Business Scenarios in CRM 3.0 (1)

Marketing management Sales Field sales eSelling Integrated sales planning Customer Service Field service and dispatch Interaction center

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For details on the business processes in CRM 3.0, see Business Scenarios for mySAP Customer Relationship Management Using mySAP CRM 3.0. SAP material number 50055639. MySAP CRM 3.0 includes the following business processes: Marketing management Marketing Plan Creation, Campaign Management, Lead Management, Target Group Creation, Presegmentation Based on Customer Behavior Patterns, Product Proposal, Predicting Customer Behavior, Customer Profitability Analysis, Customer Livetime Value Analysis Sales Opportunity Management, Opportunity Management and Mobile Sales, Sales Order Processing, Sales Contract Processing Field sales Territory Creation, Territory Deletion, Campaign Execution, Tour Planning, Customer Visit & Order Entry eSelling Product Catalog Management and Product Recommendations, Order Process in B2B eSelling, Order Process in B2C eSelling, One-Step Business, Live Web Collaboration , Web Analytics, Web Auction

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Business Scenarios in CRM 3.0 (2)

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Integrated sales planning Integrated Sales Planning for Key Accounts Customer Service Service Contract Maintenance for Installed Base, Internet Customer Self Service, Service Processing with Contract-Based Service Level Agreements, Service Processing without Resource Planning, Service Confirmation , Complaints Processing, Returns Processing Field Service and Dispatch Service Processing with Resource Planning, Handheld Service , Mobile Service Interaction Center Lead and Opportunity Qualification, Inbound Telesales, Outbound Telesales, Information Help Desk, Interaction Center - Customer Service , Complaints Processing

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Important Business Objects in mySAP CRM 3.0
Master data

Business partner Product Installation

Marketing

Lead Campaign Opportunity Activity Sales transaction Sales contract

Sales

Service

Service transactions Service confirmation Service contracts

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The following is an overview of some of the important business objects in CRM 3.0. Master data Business partner: Can be, for example, a person, a group, or an organization. Product: Can be a material, a device such as a PC, or a service. Installation: An installation is a device or system installed at a customer site. Marketing Lead: Business process in which business partners are created as potentially interested parties. Campaign: Used for planning and executing marketing campaigns. Sales Opportunity: Sales opportunity that originates, for example, from a lead. Activity: Can be a telephone call, a visit, or any other action involving the customer. Sales transaction: Represents the actual sale of products in mySAP CRM. Sales contract: The contract that applies to a sales transaction. Service Service process: Represents a procedure such as maintenance or repair. Service confirmation: Confirms time and materials for a service process. Service contract: Applies to a service process.

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mySAP CRM 3.0: Function Overview

ArchiveLink using the Generic Object Services

Business partner Product Product catalog Possible for additional business objects using Professional Serv ice

DMF

Business partner Product Solution database Marketing planner and campaigns

Documents in the Mobile Client

Attachments in Mobile Sales/Service without check -in functions for the CRM Online Server

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The ArchiveLink interface Full ArchiveLink functions are available for the business partner and the product. For other business objects, the display of ArchiveLink documents using the GOS is not activated in the standard. This can, however, be easily changed in a project by using Professional Service. DMF The DMF Explorer is directly integrated in the application for the business partner and the product. In the campaign and the solution database, DMF functions are also used to integrate documents. GOS Attachments The attachment function of the GOS is still partly active for mySAP CRM 3.0 (for more details on the GOS, see unit 4). As of mySAP CRM 3.1, the attachments created for mySAP CRM 3.0 are migrated to DMF documents. Documents in the Mobile Client A limited check-in function from the Mobile Client to the CRM Online Server is available in campaigns (only documents managed by the DMF, and not those managed by ArchiveLink).

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Additional Functions for mySAP CRM 3.1
The DMF Explorer is integrated in many important business object s:

Business partner Product Installation Lead Campaign Sales transaction Activity Opportunity Service process Service confirmation

ArchiveLink documents are integrated as folders in the DMF Explo rer.

Support for all important business objects

All URLs can be linked

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The DMF Explorer is integrated in all important business objects. As of mySAP CRM 3.1, the DMF Explorer is integrated in many important business objects. ArchiveLink documents are integrated as folders in the DMF Explorer. ArchiveLink documents can be accessed directly from the DMF Explorer. This means that the user can work with both document types within one interface. The following functions are also available: Call the ArchiveLink Document Finder to display the available ArchiveLink document areas. Store ArchiveLink documents using file search, Drag&Drop, and scanning. Restricted functions are available for browser access (using Web UI). Using the Web UI, you can only display documents that are managed by the Document Management Framework. Document search is not fully integrated. No ArchiveLink documents can be retrieved.

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Planned Additional Functions in mySAP CRM 4.0
Integration of documents in the Mobile Client

Display documents from CRM Online in the Mobile Client Change documents in the client Generate documents in the client

Workflow support for DMF documents

Triggering of Workflow events, for example, when creating and changing a document Status management for the document (in progress, released, and s o on)

Internal document flow in CRM Online

Transfer of documents when creating a follow -up document, for example, if a quotation is created as a follow -up document for an opportunity

Template management

Assignment of templates to folders (Microsoft Word, Excel, PowerPoint) Optional flow of values from the CRM database to the document (o nly for MS Word)

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Integration of documents in the Mobile Client It is possible to display documents from the CRM Online Server for a business object on the client side. DMF documents can also be changed on the client side, and the changes transported back to the CRM Online Server. The documents generated at the client can be stored on the CRM Online Server using ArchiveLink or the DMF. This guarantees that the same view of the documents is available in the CRM Online Server and the Mobile Client. Workflow support for DMF documents It is possible to implement a workflow for DMF documents to represent, for example, an approval or release process. To enable integration of the DMF documents in the Workflow Engine, workflow events must be triggered when creating and changing documents. Status management is also implemented. Internal document flow in CRM Online You can create a follow-up document in CRM. For example, a quotation may be a follow-up document for an existing activity. Certain data from the preceding document is then transferred into the follow-up document. As of mySAP CRM 4.0, it is also possible to transfer documents when creating a follow-up document. These documents are linked directly with the follow-up document as a link or as a copy.

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Customizing

DMF Customizing

KPro basic Customizing (content repositories and transactions OAC0 and CSADMIN) Define templates for files (directory structures)

ArchiveLink Customizing

KPro basic Customizing (content repositories, transaction OAC0) Activate document types for business objects (Document Types Customizing Wizard, transaction OAD5)

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Define template for folders In this activity, you create templates for folders in which product information, business partners, and other objects in mySAP CRM are organized. These folder templates act as a directory structure that is created at the beginning of the process, before documents are assigned to an object.

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Content Management Integration in mySAP CRM: Summary

You are now able to:

Evaluate the importance and customer

benefits of Content Management in mySAP CRM

Define the differences between ArchiveLink

and the Document Management Framework

Name the most important business scenarios

and business objects in mySAP CRM

Describe the Content Management functions in

mySAP CRM

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