getting to know mysap crm

8/4/2019 Getting to Know MySAP CRM

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Section: mySAP CRM Overview

Getting to KnowmySAP CRM
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Getting to KnowmySAP CRM

Getting to Know mySAP CRM


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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

lDescribe the mySAP CRM Concepts

l List Channels of Customer Interaction

l Describe the components of Face-to-Face, Interaction Center and

Internet interactions

Contents/Objectives


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l You have just joined IDES, Inc., a globalcompany. You need to become familiar with theways IDES interacts with its customers.

Business Scenario


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Success Factors

l Total customer focus

l Business processes and customerinteractions

l Interaction capabilities

l Closed loop support

l Value chain optimization forincreased customization and loyalty

CRM in the new, New Economy


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Putting the customer at the center of your business

l Engaging with the customer

n Identifying and approaching potential buyers

n Customers seeking contact and information

l Transacting with the customer

n Closing contracts and orders

n Configuring and checking availability

l Fulfilling the promise to the customer

n Production and subcontracting

n Delivery of service or product

n Order and delivery tracking

l Servicing the customers ongoing needs

n After sales care

n Customer self service

CRM Interaction Cycle


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OOperational

AAnalytical

mySAP CRM - The Complete Solution

CCollaborative


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WhoWhoSales ServiceMarketing Executives

What Service

Transact

Fulfill

EngageCustomerInteractionCycle

Which wayWhich way Internet Mobile Telephony

HowHow Operational CollaborativeAnalytical

Workplace

Key Capabilities of a Complete CRM Solution


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mySAP CRM Component Integration

R/3 SystemCRM Server

BW

OtherSystems

mySAP.com

Workplac e Users

In te rnet Sa les & Serv ice Telephone

Callers

Mobile Clients

APO

Server ApplicationsInteraction Center

MarketingInternet SalesBasic ElementsIMG

Middleware

Basis

Comm Station


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Provide a

consis tentp ic tu re o f your Business

Partners t oa l l employeesinvo lved in

CRMac t i v i t i es

Provide a

consis tentp ic tu re o f your Business

Par tners t oa l l employeesinvo lved in

CRMac t i v i t i es

Access

in format ionon your products

and productcata logsused in CRM

processes

Access

in format ionon your products

and productcata logsused in CRM

processes

Business Partner InteractionsProduct Org Model Campaigns

Plan

marke t ingcampaignsand execu t e

them t h roughdif ferentchannels ,

(E -Mai l ,Telephone , or

Sales Forc e)

Plan

marke t ingcampaignsand execu t e

them t h roughdif ferentchannels ,

(E -Mai l ,Telephone , or Sales Forc e)

Manage

cu s to me r in teract ions,(sales orders,

ac t i v i t i es andopportun i t ies)and prov ide a

comp le tep ic tu re o f theCRM relat ion -

sh ip h is tory

Manage

cu s to me r in teract ions,(sales orders,

ac t i v i t i es andopportun i t ies)and prov ide a

comp le tep ic tu re o f theCRM relat ion -

sh ip h is tory

Manage your

CRMOrganiza -t iona l Model

e xa c t l y t hew ay you setup your

organizat ion

Manage your

CRMOrganiza -t iona l Model

e xa c t l y t hew ay y ou setup your

organizat ion

Basic Elements Involved in CRM Processes


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What Service

Transact

Fulfill




Workplace

Key Capabilities - Marketing


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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

Marketing Capabilities with SAP CRM - Highlights


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Phone MobileInternet E-Mail

MarketingAnalysis

l Success

Measurement(e.g. ROI)

l External data

l Profile

mySAPBI

Business PartnerSegmentation

l Modeling

l Profile creation

l Selection

l Analysis

l Planning

l Budgeting

l Monitoring

Campaign

When WhoWhat ...

Marketing- andCampaign Planning

Campaign Execution

Marketing Management with mySAP CRM
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What Service

Transact

Fulfill




Workplace

Key Capabilities - Sales


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Nothing sells like mySAPCRM

l Opportunity management

l Contracts

l Complaint Management

l Activity Management

l Mobile Business (Mobile Devices)

l Analytics

l Billing

l Tax

Sales Capabilities with SAP CRM - Highlights


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Marke t ing Processes

Sales Proc esses

Activity- and Contact-management

Quotation, Sales, Closure

and executionOpportunity

Management

Lead-Generation and -

Qualification

Sales with mySAP CRM - Process View


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WhoWho Sales ServiceMarketing Executives

What Service

Transact

Fulfill




Workplace

Key Capabilities - Service


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Turning service into a powerfulcompetitive 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 Intelligencen Solution Database

n Search Engine

n Interactive Intelligent Agent

Service Capabilities with SAP CRM - Highlights


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Interaction CenterInternet CustomerSelf-Service

Problem not solved

Search for Solutionsin the Solutions Database

ResourcesPlanning

Create a ServiceOrder

Execution andConfirmation by

a Service Technician

Fax

E-Mail,Letter

Call

CRM Billing

Supporting the whole Service process


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What Service

Transact

Fulfill




Workplace

Key Capabilities - Executive View


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Manage your bus iness and exec ute on c ustom er focused

st ra teg ies

n Translate strategies into action

w Strategic enterprise management

w Balanced Score Card

n Integrated planning platform

w Management cockpit

w Alert and exception handling

n Business performance

w Key performance indicators

w Revenue, profit, customer satisfaction

n Understand customer behavior

w Know your customers needs

Executive View on mySAP CRM - Highlights


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Sales Analytics


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What Service

Transact

Fulfill




Workplace

Customer

Key Capabilities - Customer View


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At t he cen te r of t he e nt i re c u st o m e r i nt e ra c t i on c y c l e -

personal ized, every t ime & 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

Your Customer View on mySAP CRM


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Va lue beyond pr ice and qua l i t y

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

Your Customer Benefits with mySAP CRM


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What Service

Transact

Fulfill


Which wayWhich way


Workplace

Internet TelephonyMobile

Accessing mySAP CRM


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Face-to-

Face

FaceFace--toto --

FaceFace

InternetInternetInternet

Contact

Center

ContactContactCenterCenter

Enterpr iseEnterpr ise

Channe ls of Customer

In te rac t ion

Channel s of Cus tomer

In te rac t ion

OneFace to the Customer

Customer Customer

Focus on Customer Interaction


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What Service

Transact

Fulfill


Which wayWhich way Mobile Telephony


Workplace

Internet

Key Capabilities - Internet


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ConsumerConsumer

BusinessBusiness

Businesses us ing thein ternet t o buy and

se l l to o t her bus iness

us ing the in ternet

Businesses us ing the

in ternet t o buy and

se l l to o t her bus inessus ing the in ternet

Consumers us ing

the in te rne t t o f ind

and purchase

produc ts

Consumers us ing

the in te rne t t o f ind

and purchase

produc ts

BusinessBusiness

Business to Customer (B2C & B2B)


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FeaturesFeaturesPrice PromotionPrice PromotionPrice Promotion

Checking Order StatusChecking Order StatusChecking Order Status

One-to-One MarketingOneOne--toto --One MarketingOne Marketing

Secure Payment TransactionsSecure Payment TransactionsSecure Payment Transactions

Shopping BasketShopping BasketShopping Basket

New Customer RegistrationNew Customer RegistrationNew Customer Registration

Product CatalogProduct CatalogProduct Catalog

Deeper Integration

l Rule based ATP

Broader Collaboration

l Interaction Center Integration (e.g. Co-Browsing)

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

Internet Sales/Interaction Center Integration


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What Service

Transact

Fulfill


Which wayWhich way Telephony


Workplace

Internet Mobile

Key Capabilities - Mobile


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WH OWH O HOWHOW

SalesRepresentat ive

SalesRepresentat ive

Pervas ive DevicePervasive Device

TelephoneTelephone

LaptopLaptop

Serv iceRepresentat ive

Serv iceRepresentat ive

WHATWHAT

OrdersOrders

Prepare

Create

His to ry

Prepare

Create

His to ry

Ac t i v i t i esAc t i v i t i es

Plan

Create

Calendar

Plan

Create

Calendar

Opportunit iesOpportunit ies

Create

Track

Pipel ine

Create

Track

Pipel ine

Components of Face-to-Face Interactions


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Offline Workplace Online Workplace

SAPR/3

mySAPCRM

CRMMiddleware

Web Server / ITS

Mobile Scenario Handheld Scenario

Beyond

Architecture for Mobile Applications


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ContactPerson

Infocenter

Activities &Calendar

Products &Services

BusinessPartner

Qualification

CampaignsOpportunities

AreaManagement

Contracts

SalesTransactions

SAP Mobile Sales: Overview


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Absences andPresences

ContactPerson

Assignments

Activities &

Calendar

BusinessPartner

Infocenter

ServiceTransactions

Confirmation

InstalledBase

Progresssnapshot Products &

Services

SAP Mobile Service: Overview


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Activities

Opportunities

Business Partner

Quotations

OrdersCRM Onlin eCRM Han dheld

SAP Handheld Sales - Functionality


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What Service

Transact

Fulfill


Which wayWhich way


Workplace

Internet Mobile Telephony

Key Capabilities Telephony


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WH OWH O HOWHOW

In teract ionCenter AgentIn teract ion

Center Agent

TelephoneTelephone

E-MailE-MailIn teract ion

Center Manager

In teract ionCenter

Manager

WHATWHAT

TeleSalesTeleSales

TeleServ iceTeleServ ice

TeleMarket ingTeleMarket ing

Proposals

ATP

CrossSel l ing

Proposals

ATP

CrossSel l ing

I IA

Workf low

E-Mail

I IA

Workf low

E-Mail

Campaign

Cal l L ist

Scr ip t ing

Campaign

Cal l L ist

Scr ip t ing

Components of Interaction Center


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mySAP CRM

Computer Telephony Integration (CTI)Automatic Number Idenification (ANI)Interactive Voice Response (IVR)Automatic Call Distribution (ACD)Business Routing

Call-MeBack E-Mail Chat

Co-Browsing SMS

Interaction Center Agent

Interaction Center

Multi Channel Interaction Center


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What Service

Transact

Fulfill




Workplace

Key Capabilities - Portals


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ERP CRM E-Procurement

Groupware

Intranet Workflow Internet...

others

Business process

Desktop Approach


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Empow erment t h rough

Workp laces

l Content matched to people

l Personalized and relevant

l Highly usable and accessible

l Anytime, anywhere, any device

Channel d ivers i t y and

synchron iza t ion is k ey

l Face to face

l Contact center

l Web

l Mobile devices

How Do People Interact with CRM?


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ERP Workflow E-Procurement

Groupware

Intranet CRM Internet...

others

Pre-configured CRMRoles:

Sales Manager

Customer Service

Representative

Marketing Manager

VP Sales

Internet Sales

Administrator

Contact center manager

Etc

Sales ManagerMarketing Manager

Internet Customer

Workplace Approach by SAP Portals


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What Service

Transact

Fulfill


Which wayWhich way

HowHow Operational Collaborative

Workplace

Internet Mobile Telephony

Analytical

Key Capabilities - Analytics


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CustomerBehavior

CustomerValue

CustomerPortfolio

Customer Information

Platform

Customer InteractionPlatform

Touch-points

Web

Analytics

CICAnalytics

...

CaptureData

ProvideKnowledge

ChannelAnalytics

Market /

CompetitorResearch

MarketingPlanning &Optimiza-tion Campaign

Planning &

Optimiza-tion

Product &

Brand-management

Sales Planning

PipelineAnalysis

TeamPerfor-mance

Analysis

SalesCycle

AnalysisCustomer

ServiceAnalysis

Customer

Analytical CRM Overview


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l Web Analytics

n E-Site Analytics

n E-Business Analytics

l Integration with Balanced

Scorecard

n Translating customer-centricstrategies into action

n Monitoring of progress using

Key Performance Indicators

l Analytical Infrastructure

n Customer knowledge base

n Analytical Methods (e.g. Data

Mining,...)

n Integration of 3rd party tools

n Integrated planning platform

l Customer Analytics

n Customer Behavior Modeling

n Customer Profitability Analysis

n Customer Lifetime Value Analysis

n Customer Scoring

n Customer Portfolio Analysis

l Marketing Analytics

n Customer Segmentation

n Campaigns Planning and

Optimization

n Cross Selling Opportunities

l Sales Analytics

n

Sales and Profit Planningn Sales Performance Analysis

l Service Analytics

Analytical Capabilities with mySAP CRM


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BW Release 1.2B: disregarded SD Business Content: not included!

16

12

6

InfoCubes

287

69

52

InfoObjects

49

33

10

ExcelWB

2.1C

2.0B

2.0A

Evolution of CRM Specific Content


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Marketing

Service

Sales

Tele Sales Field SalesSales Mgmt. &

SupportInternet Sales

Tele Marketing

Service InteractionCenter

Field Service

Internet Marketing

Service CenterInternet Customer

Self Service

Marketing Analysis /Product & Brand

Mgmt.

Contact Center Internet Face-to-FaceManagementFunctionality

Field Mkt. Execution

mySAP CRM: Components


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CRM

Point Solutions

CRM

Suite

Open Integration

withinE-Business Platform

UserPortal

E-Sales

CallCenter

FieldService

SFA

Mobile

UserPortal

SFA

FieldService

CampaignMgmt.

Financials

HRProcure-ment

BusinessIntelligence

SCM

Manu-facturing

....

RetailMarket-place

Market-place

SCM

Manu -fact.

E-SalesAnalysis&

Planning

Pricing

CRM

What are my Options? (1)


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mySAP CRM Suite

n

Get mySAP CRM Suite

n Interface with multipleexisting enterprise systems

n Interface with externalsystems for business webcollaboration

n Enjoy best in class CRM withbroad, open interfaces,worldclass analytics andleading user portal access

High RISK Long Term ROIQuick Start

CRM Point Solutions

n

Get CRM Tool fromvendor A, B, C....

n Interface with alreadyexisting CRM tools

n Create and distributerelevant business content

n Interface with existingenterprise systems

n Align business processesand workflows

n Establish user accessthrough enterprise portal

n Identify need for additionalfunctionality

n Upgrade or replace specific

tools as CRM requirementsevolve, making sure thatthe overall CRM solutionstays functional and stable.

mySAP.comE-Business Platform

n Get best in class CRM withmySAP CRM as part of themySAP.com E-BusinessPlatform

n Interface with externalsystrems for business web

collaboration

n Enjoy best in class CRM,low cost, extendedbusiness processes acrossthe entire value chain, andcontinuous innovation andstability

What are my Options? (2)


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SAP Customer Engagement Lifecycle

n Discovery / Evaluation

w IDES: solution test-drive

w mySAP.com Starter Packs

w Business process analysis

w Collaborative business scenarios

w Feasibility Study

n Implementation

w Best Practices

w Starter Packs

w Accelerated SAP

w Trainingn Continuous Improvement

w Self-assessments

w Self-services

w Service Marketplace

How to Make Your CRM Project Successful


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Mobile Sales

Mobile Service

Helpdesk

Internet customerself-service

Internet sales

time

Completeness

of customerorientation

6 weeks 6 months3 months

Step-by-Step Implementation of BusinessScenarios


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Summary

Now you are able to:

l Describe the components of the mySAP CRMSolution

l

Describe the concepts of Operational,Collaborative and Analytical CRM

l List Channels of Customer Interaction and therelated key components of CRM

l List CRM Roles and describe the Workplace

approach.

getting to know mysap crm

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