Introduction to mySAP CRM

mySAP CRM Overview

Case Study

Why choose mySAP CRM?

Speaker: Louisa Morassutti

Duration:
Section 1: 15 minutes
Section 2: 10 minutes
Section 3: 10 minutes

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 Course Agenda

Topics: Topics:
1. Introduction to mySAP CRM 5. mySAP CRM E-Commerce
2. Foundation & Architecture 6. mySAP CRM Channel
Management
3. mySAP CRM Analytics
7. mySAP CRM Sales
4. mySAP CRM Marketing
8. mySAP CRM Interaction Center

Topics:
9. mySAP CRM Service
10. mySAP CRM Field Applications
11. mySAP CRM for Industries
12. mySAP CRM Implementation & Operation

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 Introduction to mySAP CRM: Unit Objectives

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

„ Explain how mySAP CRM fits into the enterprise ecosystem
with mySAP Business Suite
„ Describe the key processes of the functional and channel
key capabilities as well as mySAP CRM for Industries
„ Name the advantages mySAP CRM offers to address
challenges faced by customers

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 Introduction to mySAP CRM: Business Scenario

Competitive markets, demanding customers and the need to

optimize internal processes put companies under great
pressure. They are now looking for a software solution which
provides seamless end-to-end integration, offers the
functionality required by their industry and can be flexibly
deployed.

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 What is CRM?

Customer Relationship Management (CRM)

is a business strategy aimed at optimizing
customer-facing activities for the greatest impact on
business success

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 mySAP CRM as Part of the mySAP Business Suite

mySAP Business Suite and the Enterprise Ecosystem

Product &
Services

Customer

mySAP PLM
Maintenance & Quality

Delivery Management

Multichannel
Purchase Order mySAP ERP

Sales Order &

Management

mySAP Financials
Human Resources mySAP
SRM Corporate Services
Operations CRM
Inventory & Production

Supply
mySAP SCM
Chain
Partner
SAP NetWeaver
Partner

Operations &
Administration
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 Departments of an Enterprise Driving
Customer Interactions

Which departments of an enterprise

are involved in
customer-facing activities?

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 Customer Related Activities in Marketing

Key Processes
„ Campaign Management
„ Customer Segmentation
„ Lead Management
„ E-Marketing
„ Trade Promotion Management
(TPM)
„ Marketing Planning and
Analytics

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 Customer Related Activities in Sales

Key Processes
„ Sales Order Management,
Quotations and Contracts
„ Account and Contact
Management
„ Opportunity and Pipeline
Management
„ Task and Activity Management
„ Incentives and Commissions
Management
„ Leasing
„ Sales Planning and Analytics

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 Customer Related Activities in Service

Key Processes
„ Service Request, Service Order
and Contract Management
„ Complaint Management
„ Case Management
„ Installed Base Management
Knowledge Management
„ Workflow and Escalation
Management
„ Workforce Management
„ Professional Services
„ Service Planning and Analytics

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 Customer Interaction Channels

Which channels
does an enterprise use to interact with
customers?

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 Customer Interaction Channels

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 Deep Industry Processes go Beyond
Data and Presentation Layers
Why is it important to consider
industry-specific requirements?

Business
Partner

What do I How do I
sell or service? „ Citizen in Public Sector sell or service?
„ Physicians in
Pharmaceuticals
„ Stores in Retail
„ Retailer and Consumer in
Consumer Products
„…
„ Materials and Sets in „ Orders in Consumer
Consumer Products Products
„ Vehicles in Automotive „ Cases in Public Sector
„ Consultants in „ Contracts in Utilities
Professional Services „ …
„ …
Business
Product Processes

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 Key Industry Processes within mySAP CRM

Manufacturing Industries Service Industries

„ Customer and Vehicle Relationship „ Professional Services
Management (Automotive) (Service Providers)
„ Trade Promotion Management „ Intellectual Property
(Consumer Products) Management,
„ Channel Sales Management Campaign Management for
(High Tech) Advertising and Subscriptions
(Media)
„ Value Based Detailing,
„ Sales Management for
Contracts and Chargeback
Commercial and Industrial
(Pharmaceuticals)
Customers
„ Sales Against Contracts (Utilities)
(Oil & Gas) „ Case Management
„ Asset Services Portal (Public Sector, Financial Services,
(Industrial Machinery & Telco)
Components) INDUSTRY- „ Constituent Services
„ Lean Batch Management SPECIFIC (Public Sector)
(Process Industries) CRM „ Contract Sales in Dealer Portal
(Telco)
„ …
„ Leasing
„ Customer Oriented Banking and
Insurance Services
„ ...
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 Introduction to mySAP CRM

mySAP CRM Overview

Case Study

Why choose mySAP CRM?

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 Case Study of mySAP CRM Solution Overview

Analyst looks at the 44 Marketing manager

sales distribution and creates a target group
classifies customers mySAP CRM and a marketing
Marketing campaign
33
mySAP CRM mySAP CRM
Analytics
55 E-Commerce
Customer makes

10
mySAP purchase in
Web shop
10
mySAP CRM
Field Appl.
Service technician CRM 66
mySAP CRM
provides solution Channel Mgmt
to customer Solution
Customer calls, Channel manager
IC agent creates creates lead, partner
mySAP CRM 88 complaint creates order
99 Service

mySAP CRM mySAP

Interaction CRM 77
Service rep creates service Center Sales
order and assigns
Sales order is replicated to
appointment to service
SAP Enterprise and delivery takes place
technician
© SAP AG 2003 RACRM1 mySAP Solution Overview 4.0 01 / 2 Note: Numbers correspond to chapters
 Introduction to mySAP CRM

mySAP CRM Overview

Case Study

Why choose mySAP CRM?

© SAP AG 2003 RACRM1 mySAP Solution Overview 4.0 01 / 1

 Why choose mySAP CRM:
1. Support of Seamless End-to-End Processes

CRM Processes Across the Value Chain

Powered by NetWeaver

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 Why choose mySAP CRM:
2. Best Industry-Specific Capabilities

Industry-Specific Solutions as Strategy

„ 30 years of industry expertise

„ Best practices developed with largest customer base
and joint development projects with leading
organizations
„ Powerful organization in place across 23 industries
„ Largest partner ecosystem

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 Why choose mySAP CRM:
3. Modular Deployment Enables Fast Return on Investment

Customers start according to their priorities,

realize fast ROI and expand solutions step-by-step
SAP Customer’s Quick Steps to CRM Value

mySAP CRM
@ Customer Site

Product
Proposal
Outbound
Field Telesales
Sales - Campaign Interactive
OMS Automation Selling

mySAP CRM Platform

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 Sample Solution Maps: CRM Enterprise

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 Sample Solution Maps: mySAP CRM Sales (1)
Sales (1)
Account and Quotation and Contract Incentive and
Sales Planning Territory Activity Opportunity
Contact Order Management and Commission
and Forecasting Management Management c Management c Management c c Management
c Management Leasing
Integrated E- Market Account and Tasks and Business Opportunity Inquiries (S1) Value Contracts (S1) Incentive Plan
Business Planning Segmentation (S1) Contact Person Activities (S1) Planning (S1) Modeling (S31)
Quotations (S1) Quantity Contracts Configuration
Platform (S1) Territory (S1) Automatic Partner Sales Team (S1)
Sales Orders (S1) (S1) Templates (S31)
Flexible Modeling Maintenance (S1) Search and List Determination (S1)
Competitors (S1) Releasable
(S1) (S1) Automatic Mixed Documents (S1) Products (S1) Roll Up Hierarchies
Assignment Product Notes (S1)
Organizational Data Automatic Automatic /Indirect Participants
Strategic Planning Scheduling (S1) Fact Sheet (S1, Determination (S1) Individual Sales Organizational Data Organizational Data (S31)
(S1) Territory/ S2) Cycle (S1) Contracts and
Status and Result (S1) Determination (S1) Determination (S1)
Supply Chain Organizational Interaction History Automatic Partner Agreements
Notes (S1) Automatic Partner Automatic Partner
Integration (S1) Mapping (S1) (S1) Determination (S1) Handling (S31)
Determination (S1) Determination (S1)
Attachments (S1) Automatic Automatic Text Individual Plans (S31)
Rolling Forecast Responsibility Activities (S1) Text Management
(S1) Private Activities (S1) Organizational Data Handling (S1)
Determination (S1) (S1) Segment
Opportunities (S1) Groupware Integration Determination (S1) Status
Collaborative Mobile Business Status Management (S31)
Addresses (S1) (S1) Product Category Management (S1)
Planning (S1) Support (S1) Management (S1) Participant
Campaign Reference (S1) Pricing (S1)
Relationships (S1) Pricing (S1) Determination (S31)
Planning-Cycle Territory Pricing (S1)
(S1) Attachments (S1) Transaction
Monitoring (S1) Reorganization Pricing (S1) Attachments (S1)
Activity Journal (S1) Follow-Up Incompletion Valuation (S31)
Performance (S1) Credit Management
Notes (S1) Follow-Up Documents Documents (S1) Check (S1) Commission
Reviews (S1) Product and Credit Check
Sales Analysis by (S1) Credit Management Remuneration (S31)
Sales Planning Attachments (S1) Action Management (S1) Configuration (S1) (S1, S2)
Territory (S1) and Credit Check Incentive (Bonus)
Cockpit (S1) Print Account Expected Product Payment Card
Interface to Third- Workflow Management (S1, S2) Remuneration (S31)
Overview (S1) Value (S1) Processing (S1,
Business Content Party Territory (S1) Payment Card Quota Attainment
Attachments (S1) S2)
(S1) Planning Tools Email and Fax Activity Monitor (S1) Processing (S1, Calculation (S31)
Workflow
(S1) Integration (S1) Multiple Survey Competitor S2) Results
Management (S1)
Products (S1) Workflow Adjustments (S31)
Assignment (S1) Automated Follow-
Multiple Survey Management (S1)
Document Flow (S1) Up Processes (S1) Posting and
Assignment (S1)
Active/Passive Automated Follow- Output Settlement (S31,
Project Milestones Up Processes (S1) S11, S9)
Analysis (S1) Determination (S1)
(S1)
Lead to Opportunity Document Flow (S1) Pricing and Commission
Success/Failure
Analysis (S1) Workflow (S1) Product Listing/ Product Simulation (S31)
Customer Care Intensity Status and Exclusion (S1) Configuration (S1) Commission
Analysis (S1) Reason (S1) Product Document Flow Status
Determination (S1) (S1) Management
Activities per Buying Center
Organizational (S1) Product Date Management (S31, S13, S137,
Unit Analysis (S1) Configuration (S1) (S1) S99)
Assessment
Activity History (Survey) (S1) Batch Processing Authorized
Analysis (S1) (S1, S4) Partners (S1, S2)
Competitor
Analyses (S1) Sales Document Monetary Value in
Planned Activities with Structured
Analysis (S1) Sales Assistant (S1) Quantity Contracts
Products (S1) (S1)
Sales Cycle
© SAP AG 2003 RACRM1 mySAP Solution Overview 4.0 01 / 6 Analysis (S1)
 Sample Solution Maps: mySAP CRM Sales (2)
Sales (2-continued)
Account and Incentive and
Sales Planning and Territory Activity Opportunity Quotation and Order Contract Management
Contact Commission
Forecasting Management Management Management Management and Leasing
c Management c c c c Management
Project Goals Output Release Order Processing (S1)
Definition (S1) Determination (S1)
Cancellation Handling (S1)
Sales Project Free Goods (S1)
Management (S1) Contract Completion (S1)
Fulfillment Systems
Opportunity Synchronization (S1, S2) Collaborative Contract Negotiation (S1)
Hierarchies (S1)
Availability Check Fulfillment Systems Synchronization
Document Flow (S1, S2, S4)
(S1) (S1, S2)
Sourcing (S1) Open Sales Contract Analysis (S1)
Opportunity Plan
Minimum Order Quantity Analysis of Products in Contracts (S1)
Opportunity Check (S1)
Pipeline Analysis Delivery Groups (S1) Financial Mathematic Calculation
(S1) (Leasing) (S1)
Follow-Up Order (S1)
Win/Loss Analysis Quotation Notification (S1) Top Five Contracts (S1)
(S1)
Alternative Items (S1) Completed Sales Contract Analysis (S1)
Expected Sales
Volume Analysis Validity Period (S1) Canceled Sales Contract Analysis (S1)
(S1) Quotation Item Rejection (S1) Pricing (Leasing) (S1)
Forecast Success Rate per Financial Simulation (Leasing) (S1)
Reliability Analysis Product (S1)
(S1) Residual Value Calculation (Leasing) (S1)
Sales Probability (S1)
Opportunities Tax Handling (Leasing) (S1, S2)
Quotation Tracking
Results Analysis Analysis (S1) Periodic Billing (Leasing) (S1, S11)
(S1)
Quotation Success Rate Offer and Contract Creation (Leasing) (S1)
Analysis (S1)
Top Five Outline Agreements (Leasing) (S1)
Quotations (S1) Status Management (Leasing) (S1)
Incoming Sales Order Partner and Organizational
Analysis (S1)
Data Determination (Leasing) (S1)
Plan/Actual
Quotation to Contract Conversion
Comparison (S1)
(Leasing) (S1)
Best-Selling
Products (S1) Floating and Index Rate
Adjustment (Leasing) (S1)

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 CRM Content Supports Implementation

CRM Solution Manager Content 4.0

Component Views

Configuration Guides

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 Introduction to mySAP CRM: Unit Summary

You are now able to:

„ Explain how mySAP CRM is part of the enterprise ecosystem
with mySAP Business Suite
„ Describe the key processes of the functional and channel
key capabilities as well as mySAP CRM for Industries
„ Name the advantages mySAP CRM offers to address
challenges faced by customers

© SAP AG 2003 RACRM1 mySAP Solution Overview 4.0 01 / 9