Enterprise Resource Planning

Dr. Djamal Ziani

Customer Relationship Management

CHAPTER 3

Outline

What is CRM The new SAP CRM SAP CRM modules

What is CRM

• An integrated approach to identifying, acquiring and maintaining customers.

•Methods that companies use to interact with customers.

• Allows companies to coordinate their approach across channels, departments and also geographically

History of CRM

1980s: Database marketing emerges. 1980s: Database helped larger organizations rather

then small who only got survey type info. 1990s: Appears as a two-way communication device. 1990s: CRM leads to programs such as frequent flyer

miles and bonus points on credit cards. 2000s: Internet has helped expand from stagnant

database and allows off-site information storage. 2000s: Used most frequently in financial services, high

tech corporations & the telecommunications industry.

CRM: VendorsVendor  2007 Revenue  

Vendor Revenue 2997 2007 Share(%)

Oracle 1,319.8 16.3

Sap 2,050.8 25.3

Sales force 676.5 8.3

Amdocs 421.0 5.2

Microsoft 332.1 4,1

Others 3289.1 40.1

Total 8,089.3 100

Benefits of CRM

CRM: How it is build?

Builds a database that describes the customers and the relationship they hold with the company.

Provides enough detail so that the company can offer the client the product/service that matches their need the best.

May contain information about their past purchases, who is involved with the account and a summary of all conversations.

SAP CRM: Areas

Marketing Sales Service E-commerce Interaction center operations and

management Channel management

SAP CRM: Sales

Campain Lead Opportunity Quotation Contract Order Invoice

SAP CRM: Marketing

Marketing resource management -- control and manage budget and marketing spend.

Segment and list management -- Manage enterprise customer and prospect data: create and capture customer profile data to better target and personalize marketing messages.

Campaign management -- develop and execute the best marketing strategy. Trade promotion management -- Effectively manage trade promotions that increase brand equity and achieve sales objectives.

Lead management -- Generate highly qualified, prioritized leads and automate lead distribution process to handle leads faster.

Marketing analytics -- understand why marketing activities did or did not work; identify business challenges and opportunities; predict customer behaviors, anticipate their needs.

SAP CRM: New Interface

ComprehensiveSimple Flexible

Ease of use InnovationChoice

Modular components for incremental business

initiatives

High user adoption and user productivity

Flexible applications and deployment

SAP CRM: Simple

SAP CRM: Simple

SAP CRM: Simple

SAP CRM: Simple

SAP CRM: Flexible

ComprehensiveSimple Flexible

Ease of use InnovationChoice

High user adoption and user productivity

Flexible applications and deployment

Modular components for incremental business

initiatives

SAP CRM: Flexible

Easily add, re-position or re-label fields

Visual Editor - what you see is what you get

SAP CRM: Innovation

ComprehensiveSimple Flexible

Ease of use InnovationChoice

High user adoption and user productivity

Flexible applications and deployment

Modular components for incremental business

initiatives

The complete SAP CRM Solution

Access ModesInteractionCentre

Channel Mgt

E-C

om

merce

Interactio

n C

enter

Ch

ann

el Man

agem

ent

Access M

od

es

An

alytics

Marketing Resource Management

Segmentation & List Management

Campaign Management

Trade Promotion Management

Lead Management

Sales Planning & Forecasting

Territory Management

Accounts & Contacts

Opportunity Management

Quotation & Order

Management

Pricing & Contracts

Incentive & Commission Management

Time & Travel

Service Order

Management

Service Contract

Management

Complaints & Returns

In-House Repair

Case Management

Installed Base

Management

Warranty Management

Resource Planning

Analytics

Ind

ustry S

cenario

s

E-commerce

SAP CRM: Industry scenarios

Telecommunications Order Management

Financial Services Full Service Leasing, Account Origination

Public Sector Grantor Management Social Services – Social Case Management

Life Sciences Contract Lifecycle Management

Utilities Residential Customer Care Commercial & Industrial Customers

Travel & Transport Electronic Toll Collection

Consumer Products Trade Promotions Management

High Tech Channel Funds / Channel Sales

Media Intellectual Property Management

SAP CRM: Business Communication

All-software based integrated communications and business process applications

Isolated communicationsand systems silos

Range of Standard Terminals

Software Applications

SAP BCM (Communications apps)

Office Contact MobileTelephony Center Telephony

Standard IT and Network Infrastructure

Agents Fieldworkers

Remoteagents

Corporatetelephony users

Travelingexperts

Automatedservices

Off

ice

Tel

eph

on

y

Co

nta

ct C

ente

r

Mo

bil

e T

ele

ph

on

y

IT S

yste

ms

Diversity of Users

Multiple Communications Channels

SAP CRM(Process

apps)

IPHardphones

PCDesktops

Mobile Terminals

PSTN/IN

IPMobile

Networks

SAP CRM: Enterprise Services

Decouple the underlying system functions

Enable “mash ups” of reporting, transactions, non-SAP systems etc

Access the system the way you want: “paper like” forms, dashboards Outlook, widgets, mobile

Preserve integrity of business information