Enterprise Resource Planning Dr. Djamal Ziani

Customer Relationship Management CHAPTER 3

Outline 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  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 Vendor 2007 Revenue VendorRevenue Share(%) Oracle1, Sap2, Sales force Amdocs Microsoft332.14,1 Others Total8,

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 ComprehensiveSimpleFlexible Ease of use InnovationChoice Modular components for incremental business initiatives High user adoption and user productivity Flexible applications and deployment

SAP CRM: Simple

SAP CRM: Flexible ComprehensiveSimpleFlexible Ease of use InnovationChoice High user adoption and user productivity Flexible applications and deployment Modular components for incremental business initiatives

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

SAP CRM: Innovation ComprehensiveSimpleFlexible Ease of use InnovationChoice High user adoption and user productivity Flexible applications and deployment Modular components for incremental business initiatives

The complete SAP CRM Solution Access Modes Interaction Centre Channel Mgt E-Commerce Interaction Center Channel Management Access Modes Analytics Marketing Resource Management Segmentation & List Management Campaign Management Trade Promotion Management Lead Management 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 Analytics Industry Scenarios E-commerce

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

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

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