BI Analytics
SAP Best Practices for Customer Relationship
Management
SAP Best Practices
Scenario Overview – 1
Purpose and Benefits:
Purpose

This scenario describes how to configure the SAP NetWeaver BI system
in order to be able to analyze data from SAP CRM.
Benefits


Analyzes, integrates, and distributes timely information that supports
decision-making at all levels.
Provides you with reliable tools for creating individual applications.
Key process flows covered
Reporting for the following areas of SAP Best Practices for CRM
 Marketing (Lead Analysis)
 Sales (including sales order data from ERP)
 Service
Scenario Overview – 2
SAP Applications Required:
Required



SAP NetWeaver BI
SAP CRM 2007
SAP ECC 6.0
Company roles involved

Business user responsible for data analysis
To give you an overview of the scenario presented in this document, the main
reports are described on the following slides. All the reports listed here are
available form the business user role in the BI system.
A selection of these or similar reports has been configured to be displayed directly
in the CRM system.
Queries for CRM Analytics
CRM Marketing Analysis (Leads Analysis)
Lost Leads:
The query provides an overview of the number of lost leads in a particular period and the reasons
(implemented as a navigation characteristic) for the loss of the leads. It is used to analyze the
main reasons why leads might be lost, with a view to developing new strategies for overcoming
these weaknesses.
Historical Evaluation:
The report is used to analyze and compare leads over different intervals (comparison of different
quarters or years for example) to see if general characteristics in the processing of leads can be
identified for these periods.
Efficiency Reporting:
It is used to analyze the efficiency with which leads are qualified. By navigating to
the sales organizations and the responsible employees for the leads, it is possible to assess
how efficiently lead teams are working and to identify areas for improvement.
Channel Mgmt.: Top-n Lost Leads (Current Year):
The query provides an analysis of the leads lost by a Channel Manager over the past 12 months.
Channel Managers can also view the leads lost by their Channel Partners.
Channel Analysis:
This report is used to determine the best channels by which business partners are contacted in the
context of a marketing campaign. Following each marketing campaign, the lead manager can compare
the success of a given channel to those of others.
Queries for CRM Analytics
CRM Customer Interaction Center (CIC) Analysis
Interactive Scripting Evaluation:
This query displays the number of times (hits) a response was chosen in an interactive script.
CRM Sales Analysis - Activities Analysis
Intensity of Customer Care (Owner) 12M:
The report provides details on how many activities have been processed by the owner of the activity,
as well as much time was spent on each activity. It includes both the total duration of the activity,
as well as how much time the employee spent in direct contact with the activity partner.
Activity History:
This report displays the number of activities that have been created over the last 12 months.
Success/Failure Analysis:
When monitoring the sales process, sales managers need to know which business activities have been
successful in reaching the stated goal. This query provides a clear overview of activities undertaken in
a certain time period with the status that has been set by the user, such as completed successfully or
unsuccessfully, together with the reason for that status.
Queries for CRM Analytics
CRM Sales Analysis - Opportunities Analysis
Pipeline Analysis per Phase:
Sales managers need a quick overview of which opportunities in their area are in which phase in
order to spot any potential problems or delays. This query displays the opportunities with the
prospective customer and employee responsible so that managers can see immediately whether
an opportunity is taking too long in a particular phase, or whether an important customer needs
more attention, for example.
Sales Volume Forecast:
This query enables sales managers to view the predicted sales volumes that should result from
opportunities created by employees in their sales or service organizations. The sales volumes are
displayed as monthly total values.
Win/Loss Analysis for Opportunities:
In order to plan which customers should be targeted, or to see where your company is having
difficulty generating sales, sales managers need to analyze which opportunities lead to sales orders
and which are not successful. This query therefore provides you with lists of opportunities per
employee or sales organization with their status (won or lost) and the reasons for this status, as
set by the employee.
Queries for CRM Analytics
CRM Sales Analysis – Quotations for Sales Orders
Quotation Tracking:
The query provides an overview of all the quotation items for a particular time period, sold-to party
or sales organization. It lists them according to their status.
Quotation Success Rate:
This query enables you to monitor the proportion of quotations that have been
converted into sales orders. It lists quotations according to sales area and product, and provides
the net value of quotation items in the quotation as well as the net value of items
that are then copied to sales orders.
General Quotation Information:
The report delivers an overview of all the open quotations for a specific time period.
The quotations are displayed according to sold-to party and sales area.
The information in the query includes:
• Number of items that have been created
• Total quantity of items
• Value of items in the quotation
• Average value of a quotation item
• Total expected net value
Queries for CRM Analytics
CRM Sales Analysis – Sales Orders (ERP)
Incoming Orders:
This query displays incoming order data for specific customers.
Order and Sales Values:
The query displays incoming orders values, returns values, billing values and credit memo values.
Deliveries:
The query displays delivery data.
CRM Sales Analysis – Territory Management
Total Funnel:
The query compares expected opportunity values with sales volumes and shows related
marketing information and activites performed.
Completed Activities:
This query displays activities per territory, sales organization, employee responsible, or campaigns.
Queries for CRM Analytics
CRM Service Analysis
Number of Service Complaints:
This query shows the top five reasons for service-related complaints, and the number
of complaints made.
Complaint Ratio by Product:
This query shows the five service products with the highest complaint ratio.
Delayed Services with Requested-By Date:
The query displays the delay rate for service items containing dates requested by
customers. Data is shown for the five customers with the highest delay rates.
Delayed Services/Order Value:
This query shows the percentage of delayed and on-schedule service order items for which a customer
has requested an appointment, or for which a contracted service level agreement (SLA) with a service
completion date exists. It also shows the gross value of service orders.
Queries for CRM Analytics
Additional Queries:
More queries for CRM Analytics ca be found in the SAP online documentation
(choose open Hyperlink from the context menu):
http://help.sap.com/saphelp_nw04/helpdata/en/04/47a46e4e81ab4281bfb3bbd14825ca/frameset.htm