1. Enterprise Resource Planning
Dr. Djamal Ziani

2. CHAPTER 3
Customer Relationship Management

3. Outline
What is CRM
The new SAP CRM
SAP CRM modules

4. What is CRM
An integrated approach to identifying, acquiring and maintaining customers.
Methods that companies use to interact with customers.
Allows companies to coordinate their approach across channels, departments and also geographically

5. History of CRM 1980s: Database marketing emerges.
1980s: Database helped larger organizations rather then small who only got survey type info.
1990s: Appears as a two-way communication device.
1990s: CRM leads to programs such as frequent flyer miles and bonus points on credit cards.
2000s: Internet has helped expand from stagnant database and allows off-site information storage.
2000s: Used most frequently in financial services, high tech corporations & the telecommunications industry.

6. CRM: Vendors Vendor Revenue 2997 2007 Share(%) Oracle 1,319.8 16.3 Sap
2,050.8
25.3
Sales force
676.5
8.3
Amdocs
421.0
5.2
Microsoft
332.1
4,1
Others
3289.1
40.1
Total
8,089.3
100

7. Benefits of CRM

8. CRM: How it is build?
Builds a database that describes the customers and the relationship they hold with the company.
Provides enough detail so that the company can offer the client the product/service that matches their need the best.
May contain information about their past purchases, who is involved with the account and a summary of all conversations.

9. SAP CRM: Areas Marketing Sales Service E-commerce
Interaction center operations and management
Channel management

10. SAP CRM: Sales Campain Lead Opportunity Quotation Contract Order
Invoice

11. SAP CRM: Marketing
Marketing resource management -- control and manage budget and marketing spend.
Segment and list management -- Manage enterprise customer and prospect data: create and capture customer profile data to better target and personalize marketing messages.
Campaign management -- develop and execute the best marketing strategy.
Trade promotion management -- Effectively manage trade promotions that increase brand equity and achieve sales objectives.
Lead management -- Generate highly qualified, prioritized leads and automate lead distribution process to handle leads faster.
Marketing analytics -- understand why marketing activities did or did not work; identify business challenges and opportunities; predict customer behaviors, anticipate their needs.

12. SAP CRM: New Interface Ease of use Choice Innovation Simple Flexible
Comprehensive
High user adoption and user productivity
Flexible applications and deployment
Modular components for incremental business initiatives
Ease of use
Choice
Innovation

13. SAP CRM: Simple

14. SAP CRM: Simple

15. SAP CRM: Simple

16. SAP CRM: Simple

17. SAP CRM: Flexible Ease of use Choice Innovation Simple Flexible
Comprehensive
High user adoption and user productivity
Flexible applications and deployment
Modular components for incremental business initiatives
Ease of use
Choice
Innovation

18. SAP CRM: Flexible Easily add, re-position or re-label fields
Visual Editor - what you see is what you get

19. SAP CRM: Innovation Ease of use Choice Innovation Simple Flexible
Comprehensive
High user adoption and user productivity
Flexible applications and deployment
Modular components for incremental business initiatives
Ease of use
Choice
Innovation

20. The complete SAP CRM Solution
E-Commerce
Interaction Center
Channel Management
Marketing Resource Management
Segmentation & List Management
Campaign Management
Trade Promotion Management
Lead Management
Analytics
Access Modes
Industry Scenarios
Sales Planning & Forecasting
Territory Management
Accounts & Contacts
Opportunity Management
Quotation & Order Management
Pricing & Contracts
Incentive & Commission Management
Time & Travel
Service Order Management
Service Contract Management
Complaints & Returns
In-House Repair
Case Management
Installed Base Management
Warranty Management
Resource Planning
Interaction
Centre
Channel Mgt
Analytics
Access Modes
E-commerce

21. SAP CRM: Industry scenarios
Telecommunications
Order Management
Financial Services
Full Service Leasing, Account Origination
Public Sector
Grantor Management
Social Services – Social Case Management
Life Sciences
Contract Lifecycle Management
Utilities
Residential Customer Care
Commercial & Industrial Customers
Travel & Transport
Electronic Toll Collection
Consumer Products
Trade Promotions Management
High Tech
Channel Funds / Channel Sales
Media
Intellectual Property Management

22. SAP CRM: Business Communication
Isolated communications and systems silos
All-software based integrated communications and business process applications
Diversity of Users
Agents
Field workers
Remote
agents
Corporate
telephony users
Traveling
experts
Automated
services
Office Telephony
Contact Center
Mobile Telephony
IT Systems
Range of Standard Terminals IP
Hardphones
PC Desktops
Mobile Terminals
SAP BCM (Communications apps)
Office Contact Mobile Telephony Center Telephony
SAP CRM (Process apps)
Software Applications
Standard IT and Network
Infrastructure
PSTN/ IN IP
Mobile Networks
Multiple Communications Channels

23. SAP CRM: Enterprise Services
Decouple the underlying system functions
Enable “mash ups” of reporting, transactions, non-SAP systems etc
Access the system the way you want: “paper like” forms, dashboards Outlook, widgets, mobile
Preserve integrity of business information