CUSTOMER RELATIONSHIP MANAGEMENT

SAP CRM is part of SAP business suite. It can implement customized business
processes, integrate to other SAP and non-SAP systems, help achieve CRM
strategies.

SAP CRM can help an organization to stay connected to customers. This way
organization can achieve customer expectations with the types of services and
products that he or she actually needs.

It also helps to achieve 'Single face to customer', which means the customer get
regular & actual information independent of channel through which the he or she is
contacting your company.

Typical SAP CRM WORK FLOW

A customer may raise an issue with the vendor via any medium like Fax, email ,
telephone etc. If the resolution can not be provided immediately by the front - end
customer representatives they raise a ticket in SAP - CRM which is addressed by a
more technically equipped personnel. The resolution is than forwarded to the
customer.

Features of SAP CRM

 It is a part of SAP Business Suite to manage customer relationship.
 It supports all customer-focused business areas such as marketing, sales and
service.
  It is implemented for different customer interaction channels, such as
Interaction Centre, Internet, and Mobile clients (hand-held devices like laptop,
mobile, etc.).
 CRM Analytics, a component of SAP CRM, enables your organization to
gather all relevant information about various key factors such as a customer
and analyze this knowledgebase to incorporate insights into operational
processes and strategic decision-making.

SAP CRM Marketing

 SAP CRM has provided extensive marketing functionalities

 It automates the marketing planning, campaign execution, & measurement of
the marketing effort.
 SAP CRM unites the following key functions related to marketing on a user-
friendly and configurable interface:
o Marketing Planning,
o Campaign Management,
o Lead Management,
o E-Marketing,
o Market Analytics,
o Customer Segmentation.

SAP CRM Sales

 SAP CRM is developed for handling customer contact anytime, anywhere.
 The companies can choose one or more of these SAP CRM Sales
implementation:
o Telesales,
o Enterprise Sales,
 o E-Selling and
o Field Sales.
 SAP CRM sales support the sales force of your business to be time efficient &
effective in working.
 It provides information which leads an insight into action, & maintains focus
on productive activity.
 Thus, SAP CRM Sales helps the sales force of your business to secure
customers, and then to develop and maintain beneficial relationship with
them.

 SAP CRM also provides aspect of sales forecasting and analytics that helps
your business to collect historical & predictive information.
 It includes territory and account management which can be used to optimize
& increase the effectiveness of your sales organization.
 It also includes Opportunity and pipeline management processes which
provide maximum visibility in to the potential sales, sales processes, &
methodologies which can lead to standardization of the company-specific best
practices.
 It also provides seamless order to cash processes that enable your sales
organization to manage the customer demands most effectively.

Thus, SAP CRM Sales have a lot of features like dedicated interactions, seamless
integration, insightful information, always accessible, and is user-friendly.

SAP CRM Service

  All aspects related to the processing of the service order supported by SAP
CRM service starts with responding to customer's initial inquiry till the
confirmation & billing of the service provided to the customer.
 SAP CRM service also provides your organization with quotation creation &
processing, creation of service order and assignment to field service
representative.

SAP CRM Channels

SAP CRM provides implementations for different channels within your business
such as Internet, telephony, field sales, and partners which leads to the optimization
of your customer interactions. For all the different channels supported, SAP CRM
provides your employee with an intuitive and user-friendly interface to carry out their
daily work.

SAP CRM enables customers to implement different customer-specific requirements

and industry-specific processes. For interaction with these implementations
customers have different interaction channels offered by SAP CRM:
  Back-office: This is Role based web access. For each relevant task in the
service, sales and marketing it represents the single point of entry. All
relevant systems are assigned to a Business Role which is assigned to
employees. Thus, an employee can get all the relevant systems into a single
UI.
 Field Service or Offline-User: SAP CRM offers several field applications for
field service representatives which they can access anywhere, anytime.
These applications are developed for handheld devices.
 Interaction Center: SAP CRM provides the customer care employees with
an interface which is comprehensively integrated with different communication
channels like phone and E-mails. Also, it includes various features with which
the employee can use while in communication with the customer for making
note or working on the transaction itself.
 WebChannel Management: with this SAP CRM enables E-service, E-
commerce, and E-marketing platform. These platforms are to provide
personalized, reliable and convenient service to the target customers
24x7x365. This enables end customers to access & research data and with
that as per requirement purchase services or products anytime, anywhere.
 PCM – Partner Channel Management: This interface is provided to support
collaboration with resellers, dealers, agents etc. It combines the Web Channel
Management with regular CRM to provide a complete solution for partner
management.

Overview of SAP CRM Architecture

The SAP CRM solution incorporates the CRM components along with the SAP ERP,
SAP SCM and SAP BI components. SAP CRM contains a central CRM system with
access through various channels and a connection to other systems.
Following are the fully-integrated connections offered as SAP CRM Solution:

 SAP CRM System which provides corresponding software components of

SAP CRM solution as a central CRM server.
 SAP ERP System which provides all the ERP functionalities can be
integrated with SAP CRM system as a back-end system. The data exchange
between these connected systems can be configured and implemented with
the help of CRM Middleware.
 SAP BI provides functionalities for detailed statistical and analysis functions.
It can be integrated with the SAP CRM in order to use its features for the SAP
CRM reporting and analysis function.
 For demand planning solution and global Available-to-Promise (ATP) check
SAP CRM system can be integrated with the SAP SCM system. For example:
o For a Sales Order entered through any of the implemented UIs, check
on delivery needs to be performed.
o For this, Available-to-Promise (ATP) checks are implemented on
connected SAP SCM system.
o At runtime CRM system connects to SAP SCM to verify if it is possible
to deliver items requested on time.
 SAP NetWeaver Portal provides integrated access to all systems.

Channel Architecture
The SAP CRM channels architecture includes:
  Internet applications:
o Internet Sales
o Internet Customer Self-Service
o Internet Pricing Configurator
 Mobile applications:
o Mobile Sales
o Mobile Service
o Interaction center

Internet Applications
 The Internet software components of SAP CRM solution are J2EE technology
based (which is open, non-SAP platform). These are provided as a ready-to-
run solution with the shipped, standard template. Also, these applications can
be further adjusted in order to meet customer-specific requirements. For
these Internet applications, necessary CRM data needs to be maintained and
set up with in the CRM system.
 SAP CRM solutions offers Internet Sales software component which presents
published catalogs to the end user who can use them to configure and
purchase the product.
 It also offers Internet Self-Service software component where end users can
request for a particular service.
 The Internet Pricing & Configurator (IPC) component is another J2EE based
web application for product configuration and pricing data.

Interaction Centre
  The Interaction Centre is provided with tools and features required while in
communication with the end customer.
 Various communication channels are supported by the Interaction Centre
such as fax, e-mail, telephone and Voice over Internet Protocol (VoIP).
 Interaction Centre is linked with the CRM WebClient and thus an employee in
contact with the customer can make notes, trigger e-mails, create activities,
and work upon the business transactions like service order, etc.
 Interaction Centre connects to different communication channels using a
Communication Management System, which can be SAP Business
Communication Manager (BCM) or a third party product.
 In order to strengthen IC WebClient multichannel options in the Interaction
Centre, Integrated Communication Interface (ICI) is used.

Mobile Applications
 SAP CRM Mobile Sales and Mobile Service components help a company's
mobile field sales and service representatives.
 Depending upon the area of responsibility, users have access to all the
relevant data in their device.
 These devices connect briefly to the central CRM servers for the
synchronization of the data. This data transfer occurs through the SAP CRM
Middleware.
 SAP Mobile Application Studio can be used in order to customize these
mobile applications.

Introduction to CRM WebClient User Interface

SAP CRM User Interface started with SAPGUI, and its growth has resulted in SAP
CRM Web Client User Interface. CRM Web Client user interface is an enhanced
version of the IC Web Client UI. Also, it is business role based UI; therefore, the
content which will be visible to the user logged-in depends upon the business roles
assigned to the user. This results in a simpler UI for the user, who will be able to
access and process only those tasks which are relevant for him or her. With this, the
Sales representative who is not concerned with the marketing process will only be
able to access and work the Sales related process as per the authorizations
assigned.
CRM Web Client UI is component based software, which presents the CRM UI to
the user in L-Shape. It contains Header in the top row and Navigation Bar on the left
side, this constitutes the L-Shape. The remaining space on the CRM Web UI page is
called Work Area. The Header area contains predefined system link like Log Off
hyperlink.