Discover SAP CRM 2nd Edition

Discover SAP CRM (2nd Edition) by Srini Katta
Learn what customer relationship management with SAP is

Discover how marketing, sales, and service help you build customer
relationships
Find real-world examples of how other companies have used SAP CRM
2nd edition, updated and expanded for SAP CRM 7.0, EHP2
In a customer-driven world, managing your relationships with existing and
prospective customers is a must. Whether youre a CRM specialist, consultant, or
decision-maker whos considering SAP, this detailed, reader-friendly reference will
teach you how to achieve customer-driven growth and retention with SAP CRM.
With concise, simple explanations, youll learn how each SAP CRM component
works, the advantages they offer, and how this fully integrated package will help
you overcome the challenges facing todays companies.
Discover What CRM is All About
Read the topic overviews, definitions of terminology, and clear explanations of
business processes.
Gain Essential Knowledge
Find out what each powerful component in SAP CRM provides, how you can use it,
and identify how it can work with your business.
Align SAP CRM to Your Business
Who are your customers? What IT functions do you need? What are your industry
requirements or pain points? Find the answers to all of your CRM questions.
Learn How SAP CRM Works in the Real World
Explore in-depth case studies and find out how companies supplemented their
business processes with SAPs offerings, and what lessons they learned along the
way.
Updated Second Edition
This book is updated for SAP CRM 7.0 with new screenshots, information on mobile
technology and strategies, and much more.
Highlights
Marketing, Sales, and Service
Interaction Center
Web Channel Experience Management
Customer interaction channels
Mobile applications and devices
SAP technology
Master data
Industry verticals
Partner channels
Analytics
The Author
Srini Katta is the founder, president, and CEO of iService Globe, Inc. Hes worked in
the design and implementation of enterprise resource planning and customer
relationship management solutions since 1997. Hes considered an industryleading CRM expert, and is a resident CRM expert on SearchSAP.com and
SearchCRM.com information portals.
Table of Contents
... Acknowledgments ... 17
... Preface ... 19
1 ... Customer Relationship Management ... 25
... What Are Your Industry Verticals? ... 26
... What Type of Business Are You In? ... 26
... Who Are Your Customers? ... 27
... What Are Your Products and Services? ... 27
... Which Channels Does Your Company Use? ... 29
... What Are Your CRM Business Needs? ... 29
... Whats Your Company Culture? ... 31
... How Big Is Your Company? ... 32
... Are You Global, Regional, or Local? ... 32
... Competitiveness of Your IT Infrastructure and Architecture ... 33
... Core CRM Principles ... 34
... Customer First ... 34
... Designing a Customer-First CRM Initiative ... 34
... Customized Product and Service Offerings for Customers ... 37
... Increase Customer Lifetime Value ... 37
... What Functionality Should Your CRM Application Provide? ... 38
... Conclusion ... 39
2 ... SAP CRM Detailed Overview ... 41
... What Is SAP CRM? ... 41
... SAP CRM Strengths ... 42
... The Key Components of SAP CRM ... 43
... SAP CRM Solution Map ... 45
... SAP CRM Marketing ... 46
... SAP CRM Sales ... 47
... SAP CRM Service ... 49
... Analytics ... 52
... How Can SAP CRM Analytics Help Your Company? ... 53
... SAP CRM Solutions for Small and Medium Enterprises ... 54
... SAP CRM On-Demand Solutions ... 56
... Benefits of SAP CRM On-Demand for SMEs ... 56
3 ... SAP CRM Marketing ... 59
... SAP CRM Marketing Components ... 61
... Marketing Resource Management (MRM) ... 61
... Market Planning and Budgeting ... 63
... Segmentation ... 64
... List Management ... 66
... Campaign Management ... 68
... Trade Promotion Management (TPM) ... 70
... Lead Management ... 72
... Backend ERP Integration ... 74
... Marketing Analytics ... 74
... Case Study ... 75
4 ... SAP CRM Sales ... 77
... Discover SAP CRM Sales ... 78
... Accounts and Contact Management ... 79
... Activity Management ... 80
... Planning and Forecasting ... 82
... Territory Management ... 83
... Opportunity Management ... 84
... Product Configuration and Pricing ... 85
... Quotation and Order Management ... 87
... Billing and Contract Management ... 89
... Incentives and Commissions Management ... 90
... Time and Travel Management ... 92
... Sales Analytics ... 92
5 ... SAP CRM Service ... 97
... Discover SAP CRM Service ... 98
... Installed Base Management ... 99
... Warranty Management ... 101
... Contract and Entitlement Management ... 103
... Service Resource Planning ... 105
... Knowledge Articles ... 106
... Case Management ... 108
... Service Order and Service Request ... 108
... Incident Management ... 110
... Complaints and Returns ... 112
... In-House Repair ... 114
... Service Analytics ... 115
... Business Drivers ... 116
6 ... SAP CRM Interaction Center ... 121
... Interaction Center Strategy ... 123
... Consolidating Standalone Telephone, Email, and Chat Applications ... 125
... Customer-Facing Tools and Interfaces ... 131
... Telephone and Interactive Voice Response ... 131
... SAP CRM Interaction Center Capabilities ... 137
... Agent Desktop Productivity Tools ... 138
... Multi-Channel Integration ... 138
... SAP CRM Marketing Integration ... 139
... SAP CRM Sales Integration ... 140
... SAP CRM Service Integration ... 142
... Blended Business Scenarios ... 143
... Shared Service Centers ... 144
... Running Your Interaction Center: Operations and Administration ... 146
7 ... SAP Web Channel Experience Management Solution ... 151
... E-Marketing ... 153
... Demand Generation ... 154
... Catalog Management ... 155
... Personalization ... 155
... E-Commerce ... 156
... Interactive Selling ... 157
... Pricing ... 159
... Order to Cash ... 160
... Web Auctions ... 166
... E-Service ... 167
... Knowledge Management ... 168
... Service Management ... 169
... Web Channel Analytics ... 170
8 ... SAP CRM Mobile Applications ... 173
... Introduction to SAP CRM Mobile Technology ... 175
... SAP CRM Mobile Sales ... 177
... Mobile Sales Laptop ... 177
... Mobile Sales Handheld ... 180
... Mobile Sales Online: Multiple Support ... 184
... SAP CRM Field Service ... 185
... Mobile Service Laptops ... 186
... Sybase Mobile Sales for SAP CRM ... 188
... Sybase Unwired Platform ... 188
... SAP CRM Service Manager ... 190
... Micro Mobile Apps ... 191
9 ... SAP CRM Partner Channel Management ... 195
... Why Use Channel Partners? ... 196
... Channel Management and SAP ... 197
... Partner Management ... 199
... Partner Recruitment ... 199
... Partner Profiling and Segmentation ... 201
... Partner Training and Certification ... 201
... Partner Networking ... 203
... Partner Compensation ... 204
... Partner Planning and Forecasting ... 204
... Channel Marketing ... 204
... Partner Communication ... 205
... Catalog Management ... 205
... Lead Management ... 206
... Channel Marketing Funds ... 206
... Partner Locator ... 207
... Channel Sales ... 208
... Account and Contact Management ... 208
... Activity Management ... 209
... Opportunity Management ... 210
... Channel Sales Analytics ... 210
... Partner Order Management ... 210
... Quotation and Order Management ... 211
... Interactive Selling and Configuration ... 212
... POS and Channel Inventory ... 212
... Collaborative Showrooms ... 212
... Distributed Order Management ... 213
... Channel Service ... 215
... Knowledge Base ... 216
... Live Support ... 217
... Service Order Management ... 217
... Complaints and Returns Management ... 218
... Partner and Channel Analytics ... 218
10 ... The Technology and Tools Behind SAP CRM ... 225
... SAP NetWeaver Introduction ... 225
... Service-Oriented Architecture (SOA) ... 226
... SAP NetWeaver Integration ... 228
... People Integration ... 229
... Information Integration ... 230
... Process Integration ... 230
... Application Platform ... 231
... SAP NetWeaver for SAP CRM ... 231
... SAP NetWeaver Web Services for SAP CRM ... 232
... SAP NetWeaver Mobile for SAP CRM ... 234
... SAP NetWeaver Process Integration (PI) for SAP CRM ... 234
... SAP NetWeaver Java for SAP CRM ... 235
... SAP NetWeaver Portal for SAP CRM ... 236
... SAP CRM Technology ... 237
... SAP CRM Middleware ... 238
... Groupware Integration with SAP CRM ... 238
... SAP CRM Mobile ... 239
... Business Server Pages (BSP) ... 241
... SAP CRM Web Client ... 242
... SAP CRM Business Object Layer (BOL)/Generic Interaction Layer (GenIL) ... 242
... ABAP ... 243
11 ... Master Data ... 247
... Business Partner (BP) Master Data ... 249
... Business Partner Design in SAP CRM ... 250
... Business Partner Categories ... 250
... Business Partner Roles ... 250
... BP Classification ... 252
... BP Relationships ... 253
... Product Master Data ... 256
... SAP CRM Product Master Data Design ... 256
... Product Types ... 257
... Product Attributes and Attribute-Set Types ... 258
... Product Categories and Hierarchies ... 259
... Product Relationships ... 260
... Organizational Master Data ... 261
... Organizational Objects ... 262
... Organizational Attributes and Business Attributes ... 263
... Pricing Master Data ... 266
... SAP Internet Pricing and Configurator (IPC) ... 267
... Condition Technique and Condition Records ... 269
12 ... Working with SAP Industry Vertical Solutions ... 273
... Automotive ... 274
... Chemical Industry ... 275
... Consumer Products (CP) ... 276
... Brand Management ... 277
... Category Management ... 278
... High-Tech ... 278
... Oil and Gas ... 279
... Pharmaceutical ... 280
... Financial Services (Banking and Insurance) ... 282
... Leasing ... 283
... Media ... 285
... Professional Services ... 286
... Strategy and Planning ... 287
... Business Development ... 288
... Service Delivery ... 288
... Engagement Management ... 288
... Performance Management ... 288
... Public Sector ... 289
... Constituent Services ... 289
... Case Management ... 290
... Grantor Program Management ... 290
... Retail ... 290
... Telecommunications ... 291
... Utilities ... 293
... Interaction Center ... 293
... Contract Management ... 293
... Meter Reading and Billing ... 294
... Invoice and Revenue Management ... 294
13 ... SAP CRM Analytics ... 297
... Approaches and Scenarios ... 298
... Marketing Analytics ... 303
... Market Budget Planning ... 304
... Campaign Planning ... 304
... Target Group Optimization ... 305
... Market Plan Analysis ... 305
... Campaign Monitoring and Success ... 306
... Lead Analysis ... 306
... External List Cost and Revenue Analysis ... 309
... Sales Analytics ... 311
... Territory Management Analysis ... 312
... Activity Management Analysis ... 312
... Opportunity Management Analysis ... 312
... Sales Quotation and Order Management Analysis ... 312
... Contract Management Analysis ... 314
... Sales Pipeline Analysis ... 314
... Sales Funnel Analysis ... 315
... Sales Performance Analysis ... 316
... Billing Analysis ... 317
... Service Analytics ... 318
... Service Quality Analysis ... 319
... Customer Analytics ... 324
... Customer Migration Analysis ... 324
... Churn Management ... 325
... Customer Lifetime Value (CLTV) ... 326
... Customer Satisfaction and Loyalty Analysis ... 327
... Product Analytics ... 327
... Cross-Selling Proposals ... 328
... Product Profitability Analysis ... 328
... Interaction Channel Analytics ... 328
... Web Channel Analytics ... 329
... Interaction Center Analytics ... 330
... SAP CRM on HANA ... 330
14 ... SAP CRM User Access ... 333
... User Access Modes ... 334
... Desktop/Laptop ... 334
... Notebook Computers ... 334
... PDA Companion ... 335
... Tablets ... 335
... Handheld Devices ... 337
... Smartphone ... 337
... SAP CRM-Enhanced Usability ... 338
... Design Layer Customizing ... 341
15 ... Building an SAP CRM System ... 343
... Discover Your Business Needs ... 343
... Set Up a Team and/or Hire an SAP CRM Business Application Consultant ... 344
... Conduct Discovery Sessions ... 344
... Business Scenario Analysis ... 345
... Design and Development ... 346
... Functional Design ... 346
... Technical Design ... 347
... Implementation/Configuration/Development ... 347
... End-to-End Deployment ... 347
... Project Methodologies ... 348
... ASAP Methodology ... 348
... Cycle Methodology ... 354
... Conference Room Pilot (CRP) Methodology ... 355
16 ... Case Study: Canadian Blood Services ... 357
... Business Objectives and Goals ... 358
... Align to Strategies to Recruit, Schedule, and Retain Donors ... 358
... Support Current Collections, Target, and Future Business Model ... 358
... Deliver Efficiency and Productivity Gains ... 358
... Technology Challenge ... 359
... Solution Deployment ... 360
... Value Achieved ... 361
... Lessons Learned ... 362
... Looking Ahead ... 363
17 ... Case Study: Yaskawa America, Inc. ... 365
... Business Drivers ... 365
... Operational Drivers ... 365
... Administrative Drivers ... 366
... Technology Challenges ... 366
18 ... Case Study: Intuitive Surgical ... 373
... Business Challenges ... 373
... Business Objectives ... 374
A ... Glossary ... 383
B ... The Author ... 395
... Index ... 397

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Discover SAP CRM (2nd Edition) by Srini Katta

Learn what customer relationship management with SAP is

... Acknowledgments ... 17

... Preface ... 19

1 ... Customer Relationship Management ... 25

... What Are Your Industry Verticals? ... 26

... What Type of Business Are You In? ... 26

... Who Are Your Customers? ... 27

... What Are Your Products and Services? ... 27

... Which Channels Does Your Company Use? ... 29

... What Are Your CRM Business Needs? ... 29

... Whats Your Company Culture? ... 31

... How Big Is Your Company? ... 32

... Are You Global, Regional, or Local? ... 32

... Competitiveness of Your IT Infrastructure and Architecture ... 33

... Core CRM Principles ... 34

... Customer First ... 34

... Designing a Customer-First CRM Initiative ... 34

... Customized Product and Service Offerings for Customers ... 37

... Increase Customer Lifetime Value ... 37

... What Functionality Should Your CRM Application Provide? ... 38

... Conclusion ... 39

2 ... SAP CRM Detailed Overview ... 41

... What Is SAP CRM? ... 41

... SAP CRM Strengths ... 42

... The Key Components of SAP CRM ... 43

... SAP CRM Solution Map ... 45

... SAP CRM Marketing ... 46

... SAP CRM Sales ... 47

... SAP CRM Service ... 49

... Analytics ... 52

... SAP CRM On-Demand Solutions ... 56

... Benefits of SAP CRM On-Demand for SMEs ... 56

... Conclusion ... 57

3 ... SAP CRM Marketing ... 59

... SAP CRM Marketing Components ... 61

... Marketing Resource Management (MRM) ... 61

... Market Planning and Budgeting ... 63

... Segmentation ... 64

... List Management ... 66

... Campaign Management ... 68

... Trade Promotion Management (TPM) ... 70

... Lead Management ... 72

... Backend ERP Integration ... 74

... Marketing Analytics ... 74

... Case Study ... 75

... Conclusion ... 76

4 ... SAP CRM Sales ... 77

... Discover SAP CRM Sales ... 78

... Accounts and Contact Management ... 79

... Activity Management ... 80

... Planning and Forecasting ... 82

... Territory Management ... 83

... Opportunity Management ... 84

... Product Configuration and Pricing ... 85

... Quotation and Order Management ... 87

... Billing and Contract Management ... 89

... Incentives and Commissions Management ... 90

... Time and Travel Management ... 92