Enterprise Resource Planning
Dr. Djamal Ziani
CHAPTER 3
Customer Relationship
Management
Outline
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
What is CRM
The new SAP CRM
SAP CRM modules
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
History of CRM

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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.
CRM: Vendors
2007
Vendor
Revenue
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
Benefits of CRM
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.
SAP CRM: Areas
Marketing
Sales
Service
E-commerce
Interaction center operations and
management
Channel management
SAP CRM: Sales
Campain
Lead
Opportunity
Quotation
Contract
Order
Invoice
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.
SAP CRM: New Interface
Simple
Flexible
Comprehensive
High user adoption and
user productivity
Flexible applications and
deployment
Modular components for
incremental business
initiatives
Ease of use
Choice
Innovation
SAP CRM: Simple
SAP CRM: Simple
SAP CRM: Simple
SAP CRM: Simple
SAP CRM: Flexible
Simple
Flexible
Comprehensive
High user adoption and
user productivity
Flexible applications and
deployment
Modular components for
incremental business
initiatives
Ease of use
Choice
Innovation
SAP CRM: Flexible
 Easily
add, re-position or
re-label fields
 Visual Editor - what you
see is what you get
SAP CRM: 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
The complete SAP CRM Solution
Lead Management
Sales
Quotation &
Incentive &
Territory
Accounts & Opportunity
Pricing &
Planning &
Order
Commission
Management Contacts Management
Contracts
Forecasting
Management
Management
Service
Service
Complaints
Order
Contract
& Returns
Management Management
Interaction
Centre
In-House
Repair
Case
Management
Channel Mgt
Installed
Warranty
Base
Management
Management
Access Modes
Time &
Travel
Resource
Planning
Industry Scenarios
Trade Promotion
Management
Access Modes
Campaign
Management
Analytics
Channel Management
Interaction Center
E-Commerce
E-commerce
Marketing Resource Segmentation & List
Management
Management
Analytics
SAP CRM: Industry scenarios

Telecommunications

Order Management

Financial Services

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Life Sciences

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Contract Lifecycle Management
Utilities

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
Grantor Management
Social Services – Social Case Management
Residential Customer Care
Commercial & Industrial Customers
Travel & Transport

Electronic Toll Collection
Consumer Products

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
Trade Promotions Management
High Tech

Full Service Leasing, Account Origination
Public Sector

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Channel Funds / Channel Sales
Media

Intellectual Property Management
SAP CRM: Business Communication
Isolated communications
and systems silos
All-software based integrated communications
and business process applications
Field
workers
Remote
agents
IP
Hardphones
IT Systems
Mobile Telephony
Contact Center
Office Telephony
Agents
Corporate
telephony users
PC
Desktops
SAP BCM (Communications apps)
Office
Telephony
PSTN/
IN
Contact
Center
Mobile
Telephony
IP
Traveling
experts
Automated
services
Diversity of
Users
Mobile
Terminals
Range of
Standard
Terminals
SAP CRM
(Process
apps)
Software
Applications
Mobile
Networks
Standard IT
and Network
Infrastructure
Multiple
Communications
Channels
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