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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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WhoWhoSales ServiceMarketing Executives
What Service
Transact
Fulfill
EngageCustomerInteractionCycle
Which wayWhich way Internet Mobile Telephony
HowHow Operational CollaborativeAnalytical
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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WhoWhoSales ServiceMarketing Executives
What Service
Transact
Fulfill
EngageCustomerInteractionCycle
Which wayWhich way Internet Mobile Telephony
HowHow Operational CollaborativeAnalytical
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
EngageCustomerInteractionCycle
Which wayWhich way Internet Mobile Telephony
HowHow Operational CollaborativeAnalytical
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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WhoWho Sales ServiceMarketing Executives
What Service
Transact
Fulfill
EngageCustomerInteractionCycle
Which wayWhich way Internet Mobile Telephony
HowHow Operational CollaborativeAnalytical
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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WhoWho Sales ServiceMarketing Executives
What Service
Transact
Fulfill
EngageCustomerInteractionCycle
Which wayWhich way Internet Mobile Telephony
HowHow Operational CollaborativeAnalytical
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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WhoWho Sales ServiceMarketing Executives
What Service
Transact
Fulfill
EngageCustomerInteractionCycle
Which wayWhich way
HowHow Operational CollaborativeAnalytical
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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WhoWho Sales ServiceMarketing Executives
What Service
Transact
Fulfill
EngageCustomerInteractionCycle
Which wayWhich way Mobile Telephony
HowHow Operational CollaborativeAnalytical
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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WhoWho Sales ServiceMarketing Executives
What Service
Transact
Fulfill
EngageCustomerInteractionCycle
Which wayWhich way Telephony
HowHow Operational CollaborativeAnalytical
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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WhoWho Sales ServiceMarketing Executives
What Service
Transact
Fulfill
EngageCustomerInteractionCycle
Which wayWhich way
HowHow Operational CollaborativeAnalytical
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
I IA
Workf low
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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WhoWho Sales ServiceMarketing Executives
What Service
Transact
Fulfill
EngageCustomerInteractionCycle
Which wayWhich way Internet Mobile Telephony
HowHow Operational CollaborativeAnalytical
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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WhoWho Sales ServiceMarketing Executives
What Service
Transact
Fulfill
EngageCustomerInteractionCycle
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.