Getting To Know MySAP CRM

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Section: mySAP CRM Overview
Getting to Know mySAP CRM
SAP AG 2001
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SAP AG 2001
Contents/Objectives
Contents
l The mySAP CRM Solution l mySAP CRM l Channels of Customer Interactions
Objectives
At the end of this unit, you will be able to: l Describe the mySAP CRM Solution l Describe the mySAP CRM Concepts l List Channels of Customer Interaction l Describe the components of Face-to-Face, Interaction Center and Internet interactions
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Business Scenario
l You have just joined IDES, Inc., a global company. You need to become familiar with the ways IDES interacts with its customers.
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CRM in the new, New Economy

Success Factors
l Total customer focus l Business processes and customer interactions l Interaction capabilities l Closed loop support l Value chain optimization for increased customization and loyalty
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CRM Interaction Cycle

Putting the customer at the center of your business
l Engaging with the customer
n n
Identifying and approaching potential buyers Customers seeking contact and information
l Transacting with the customer

n n
Closing contracts and orders Configuring and checking availability
l Fulfilling the promise to the customer

n n n
Production and subcontracting Delivery of service or product Order and delivery tracking
l Servicing the customers ongoing needs

n n
After sales care Customer self service
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mySAP CRM - The Complete Solution
Analytical
O
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Operational
Collaborative
Key Capabilities of a Complete CRM Solution
Who What
Marketing
Sales
Service
Executives
Service Customer Interaction Cycle Fulfill Transact Engage
Workplace Which way How

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Internet
Mobile
Telephony
Operational
Analytical
Collaborative
mySAP CRM Component Integration

Internet Sales & Service mySAP.com Workplace Users Telephone Callers
CRM Server
Server Applications
R/3 System BW
Mobile Clients
Interaction Center Marketing Internet Sales Basic Elements IMG
Middleware Basis
APO
Comm Station
Other Systems
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Basic Elements Involved in CRM Processes

Business Partner Product Org Model Interactions Campaigns
Provide a consistent picture of your Business Partners to all employees involved in CRM activities
Access information on your products and product catalogs used in CRM processes
Manage your CRM Organizational Model exactly the way you set up your organization
Manage customer interactions, (sales orders, activities and opportunities) and provide a complete picture of the CRM relationship history
Plan marketing campaigns and execute them through different channels, (E-Mail, Telephone, or Sales Force)
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Key Capabilities - Marketing
Who What
Marketing
Sales
Service
Executives

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Internet
Mobile
Telephony
Operational
Analytical
Collaborative
Marketing Capabilities with SAP CRM - Highlights

Engage your prospects, and turn them into customers
l Customer segmentation builder (Segment Builder) l Promotion Planning l Allocations l Marketing Planning / Campaign Usability l Lead Management l Marketing Analytics l Personalized direct mailing l Open communication channel for campaigns l Integrated Content Management l Mobile Sales Integration
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Marketing Management with mySAP CRM
Marketing- and Campaign Planning

l l l l
Business Partner Segmentation

l l
Analysis Planning Budgeting Monitoring
Campaign What When
...
Who
Modeling Profile creation Selection
Campaign Execution
Marketing Analysis
l
Phone
Internet
Mobile
E-Mail
mySAP BI
l l
Success Measurement (e.g. ROI) External data Profile
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Key Capabilities - Sales
Who What
Marketing
Sales
Service
Executives

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Internet
Mobile
Telephony
Operational
Analytical
Collaborative
Sales Capabilities with SAP CRM - Highlights

Nothing sells like mySAP CRM
l Opportunity management l Contracts l Complaint Management l Activity Management l Mobile Business (Mobile Devices) l Analytics l Billing l Tax
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Sales with mySAP CRM - Process View

Marketing Processes
Lead-Generation and Qualification
Quotation, Sales, Closure and execution
Opportunity Management
Activity- and Contactmanagement
Sales Processes
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Key Capabilities - Service
Who What
Marketing
Sales
Service
Executives

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Internet
Mobile
Telephony
Operational
Analytical
Collaborative
Service Capabilities with SAP CRM - Highlights

Turning service into a powerful competitive advantage
l Complete Service Lifecycle l Internet Customer Self-Service l Installed Base Management l Service Contracts with Service Level Agreements l Complaints Handling and Returns l Billing with Controlling Integration l Resource Planning l Handheld Service l Multi-Channel Service Confirmations l Enterprise Intelligence
n n n
Solution Database Search Engine Interactive Intelligent Agent
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Supporting the whole Service process

Internet Customer Self-Service Search for Solutions in the Solutions Database Interaction Center Call
E-Mail, Letter
Fax
Problem not solved
CRM Billing
Execution and Confirmation by a Service Technician
Resources Planning
Create a Service Order
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Key Capabilities - Executive View
Who What
Marketing
Sales
Service
Executives

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Internet
Mobile
Telephony
Operational
Analytical
Collaborative
Executive View on mySAP CRM - Highlights

Manage your business and execute on customer focused strategies
n
Translate strategies into action
w w
n
Strategic enterprise management Balanced Score Card Management cockpit Alert and exception handling Key performance indicators Revenue, profit, customer satisfaction Know your customers needs
Integrated planning platform
w w
n
Business performance
w w
n
Understand customer behavior
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Sales Analytics
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Key Capabilities - Customer View
Who What
Marketing
Sales
Service
Executives
Service Customer Interaction Cycle Fulfill

Customer
Engage
Transact

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Internet
Mobile
Telephony
Operational
Analytical
Collaborative
Your Customer View on mySAP CRM

At the center of the entire customer interaction cycle personalized, everytime & everywhere
l Customer portal l Product & pricing l Availability Information l Internet Sales l Order Entry l Bill presentment & payment l Customer Self Service l FAQs l Service requests l Field Service scheduling l Customer Interaction Center
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Your Customer Benefits with mySAP CRM

Value beyond price and quality
l Convenient access and availability l Effective and accurate execution l Consistent high-level service l Relevant offers and dialogue l Respect for the individual context l Personalized treatment l Large choice and variety l One-stop complete solution l Control over deliverable
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Accessing mySAP CRM
Who What
Marketing
Sales
Service
Executives

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Internet
Mobile
Telephony
Operational
Analytical
Collaborative
Focus on Customer Interaction
Enterprise
Face-toFace-toFace-toFace Face
Channels of Customer Interaction
Contact Contact Center Center

Customer
Internet Internet
One Face to the Customer

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Key Capabilities - Internet
Who What
Marketing
Sales
Service
Executives

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Internet
Mobile
Telephony
Operational
Analytical
Collaborative
Business to Customer (B2C & B2B)

Business Business
Consumer
Businesses using the internet to buy and sell to other business using the internet Consumers using the internet to find and purchase products
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Internet Sales/Interaction Center Integration
Product Catalog One-toOne-to-One Marketing One-to-One Deeper Integration l Rule based ATP Broader Collaboration l e-auctioning (private, public) l Contracts l Product catalog l Customer material number l Internet Pricing and Configuration Detailed Analytics l Web Analytics (BW Web Cockpit) Cutting edge Web Technology l Java Server Pages (JSP) for openess
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Features
Price Promotion Shopping Basket
l Interaction Center Integration (e.g. Co-Browsing) New Customer Registration
Secure Payment Transactions
Checking Order Status
Key Capabilities - Mobile
Who What
Marketing
Sales
Service
Executives

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Internet
Mobile
Telephony
Operational
Analytical
Collaborative
Components of Face-to-Face Interactions

WHO
Sales Sales Representative Representative
HOW
Laptop Laptop
WHAT
Orders Orders Prepare Create History
Pervasive Device Pervasive Device Activities Activities Plan Create Service Service Representative Representative Telephone Telephone Calendar
Opportunities Opportunities Create Track Pipeline
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Architecture for Mobile Applications

Mobile Scenario Handheld Scenario
Beyond
Web Server / ITS CRM Middleware mySAP CRM SAP R/3
Offline Workplace
Online Workplace
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SAP Mobile Sales: Overview
Business Partner Qualification Contact Person
Area Management
Activities & Calendar
Contracts
Products & Services
Sales Transactions Opportunities

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Infocenter
Campaigns
SAP Mobile Service: Overview
Business Partner Infocenter Contact Person
Confirmation
Activities & Calendar
Progress snapshot
Products & Services
Installed Base
Assignments
Service Transactions
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Absences and Presences
SAP Handheld Sales - Functionality
Activities Opportunities Business Partner Quotations CRM Handheld Orders CRM Online
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Key Capabilities Telephony
Who What
Marketing
Sales
Service
Executives

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Internet
Mobile
Telephony
Operational
Analytical
Collaborative
Components of Interaction Center

WHO
Interaction Interaction Center Agent Center Agent
HOW
WHAT
TeleSales TeleSales Proposals
Telephone Telephone
ATP Cross Selling TeleService TeleService IIA
Interaction Interaction Center Center Manager Manager
Workflow E-Mail E-Mail E-Mail
TeleMarketing TeleMarketing Campaign Call List Scripting
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Multi Channel Interaction Center
Call-Me Back
E-Mail
Chat
CoBrowsing
SMS
mySAP CRM
Interaction Center
Computer Telephony Integration (CTI) Automatic Number Idenification (ANI) Interactive Voice Response (IVR) Automatic Call Distribution (ACD) Business Routing
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Interaction Center Agent
Key Capabilities - Portals
Who What
Marketing
Sales
Service
Executives

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Internet
Mobile
Telephony
Operational
Analytical
Collaborative
Desktop Approach
ERP
CRM
EProcurement
Groupware
Intranet
Workflow
Internet
others
...
Business process
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How Do People Interact with CRM?

Empowerment through Workplaces
l Content matched to people l Personalized and relevant l Highly usable and accessible l Anytime, anywhere, any device
Channel diversity and synchronization is key

l Face to face l Contact center l Web l Mobile devices
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Workplace Approach by SAP Portals
ERP Intranet
Pre-configured CRM Roles:
Workflow CRM
EProcurement
Groupware
Internet
others
...
Sales Manager Customer Service Representative Marketing Manager VP Sales Internet Sales Administrator Contact center manager Etc Marketing Manager Internet Customer
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Sales Manager
Key Capabilities - Analytics
Who What
Marketing
Sales
Service
Executives

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Internet
Mobile
Telephony
Operational
Analytical
Collaborative
Analytical CRM Overview

Customer Information Platform
Marketing Market / Competitor Planning & OptimizaResearch Campaign tion Planning & Optimization Product & Customer BrandBehavior management
Customer Interaction Platform
Provide Knowledge
Channel Analytics
Web Analytics
Customer Value Customer Portfolio
Sales Planning Pipeline Analysis Sales Cycle Analysis CIC Analytics
Touchpoints
Customer
...
Customer Service Analysis
Team Performance Analysis
Capture Data
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Analytical Capabilities with mySAP CRM

l Customer Analytics
n n n n n
Web Analytics
n n
Customer Customer Customer Customer Customer
Behavior Modeling Profitability Analysis Lifetime Value Analysis Scoring Portfolio Analysis
E-Site Analytics E-Business Analytics
Integration with Balanced Scorecard

n
Marketing Analytics
n n
Customer Segmentation Campaigns Planning and Optimization Cross Selling Opportunities
Translating customer-centric strategies into action Monitoring of progress using Key Performance Indicators
Sales Analytics
n n
Analytical Infrastructure
n n
Sales and Profit Planning Sales Performance Analysis
Customer knowledge base Analytical Methods (e.g. Data Mining,...) Integration of 3rd party tools Integrated planning platform
Service Analytics
n n SAP AG 2001
Evolution of CRM Specific Content
InfoCubes
InfoObjects
ExcelWB
2.1C 2.0B 2.0A
16 12 6
287 69 52
49 33 10
BW Release 1.2B: disregarded

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SD Business Content: not included!
mySAP CRM: Components

Contact Center Internet Face-to-Face Management Functionality
Sales
Tele Sales
Internet Sales
Field Sales
Sales Mgmt. & Support
Service
Service Interaction Center
Internet Customer Self Service
Field Service
Service Center
Marketing
Tele Marketing
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Internet Marketing
Field Mkt. Execution
Marketing Analysis / Product & Brand Mgmt.
What are my Options? (1)

Open Integration within E-Business Platform
CRM Point Solutions

User Portal E-Sales ESales Field Service SFA Field Service
CRM Suite
Manufact. Mobile User Portal SFA Marketplace
Marketplace
Analysis& Planning
Manufacturing Procurement SCM
Retail Financials HR CRM Business Intelligence ....
Campaign Pricing Mgmt.
Call Center
SCM
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What are my Options? (2)

CRM Point Solutions
n n n n n n n n
mySAP CRM Suite

n n n
Get CRM Tool from vendor A, B, C.... Interface with already existing CRM tools Create and distribute relevant business content Interface with existing enterprise systems Align business processes and workflows Establish user access through enterprise portal Identify need for additional functionality Upgrade or replace specific tools as CRM requirements evolve, making sure that the overall CRM solution stays functional and stable.
Get mySAP CRM Suite Interface with multiple existing enterprise systems Interface with external systems for business web collaboration Enjoy best in class CRM with broad, open interfaces, worldclass analytics and leading user portal access
mySAP.com E-Business Platform

n
Get best in class CRM with mySAP CRM as part of the mySAP.com E-Business Platform Interface with external systrems for business web collaboration Enjoy best in class CRM, low cost, extended business processes across the entire value chain, and continuous innovation and stability
High RISK
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Quick Start
Long Term ROI
How to Make Your CRM Project Successful

SAP Customer Engagement Lifecycle
n
Discovery / Evaluation
w w w w w
n
IDES: solution test-drive mySAP.com Starter Packs Business process analysis Collaborative business scenarios Feasibility Study
Implementation
w w w w
n
Best Practices Starter Packs Accelerated SAP Training
Continuous Improvement
w w w
Self-assessments Self-services Service Marketplace
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Step-by-Step Implementation of Business Scenarios

Completeness of customer orientation
Internet sales Internet customer self-service Helpdesk
Mobile Service
Mobile Sales
6 weeks
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3 months
6 months
time
Summary
Now you are able to: l Describe the components of the mySAP CRM Solution l Describe the concepts of Operational, Collaborative and Analytical CRM l List Channels of Customer Interaction and the related key components of CRM l List CRM Roles and describe the Workplace approach.
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Getting To Know MySAP CRM

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This watermark does not appear in the registered version - http://www.clicktoconvert.

Section: mySAP CRM Overview

Getting to Know mySAP CRM

This watermark does not appear in the registered version - http://www.clicktoconvert.com

Getting to Know mySAP CRM

Getting to Know mySAP CRM

This watermark does not appear in the registered version - http://www.clicktoconvert.com

This watermark does not appear in the registered version - http://www.clicktoconvert.com

This watermark does not appear in the registered version - http://www.clicktoconvert.com

CRM in the new, New Economy

This watermark does not appear in the registered version - http://www.clicktoconvert.com

CRM Interaction Cycle

l Transacting with the customer

Closing contracts and orders Configuring and checking availability

l Fulfilling the promise to the customer

l Servicing the customers ongoing needs

After sales care Customer self service

This watermark does not appear in the registered version - http://www.clicktoconvert.com

mySAP CRM - The Complete Solution

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Key Capabilities of a Complete CRM Solution

Service Customer Interaction Cycle Fulfill Transact Engage

Workplace Which way How

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mySAP CRM Component Integration

Interaction Center Marketing Internet Sales Basic Elements IMG

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Basic Elements Involved in CRM Processes

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Key Capabilities - Marketing

Service Customer Interaction Cycle Fulfill Transact Engage

Workplace Which way How

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Marketing Capabilities with SAP CRM - Highlights

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Marketing Management with mySAP CRM

Marketing- and Campaign Planning

Business Partner Segmentation

Analysis Planning Budgeting Monitoring

Campaign What When

Modeling Profile creation Selection

Success Measurement (e.g. ROI) External data Profile

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Key Capabilities - Sales

Service Customer Interaction Cycle Fulfill Transact Engage

Workplace Which way How

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Sales Capabilities with SAP CRM - Highlights

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Sales with mySAP CRM - Process View

Lead-Generation and Qualification

Quotation, Sales, Closure and execution

Activity- and Contactmanagement

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Key Capabilities - Service

Service Customer Interaction Cycle Fulfill Transact Engage

Workplace Which way How

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Service Capabilities with SAP CRM - Highlights

Solution Database Search Engine Interactive Intelligent Agent

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Supporting the whole Service process