© SAP AG 2003
SAPCRM mySAP CRM Solution Overview
FS310 Inkasso/Exkasso
THE BEST-RUN BUSINESSES RUN SAP
© SAP AG 2003
mySAP CRM
Solution Overview
(Release 4.0)
System R/3 – Release BBP CRM 4.0 2004/Q1 Materialnummer 50066537© SAP AG 2003
Copyright 2003 SAP AG. All rights reserved.
No part of this publication may be reproduced or transmitted in
any form or for any purpose without the express permission of
SAP AG. The information contained herein may be changed
without prior notice.
All rights reserved.
Copyright
Trademarks:
Some software products marketed by SAP AG and its distributors contain proprietary software components of other software vendors.
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Prerequisites
Prerequisites:
This course does not require mySAP CRM or SAP R/3 knowledge.
Recommended:
This course is also offered in electronic form. The mySAP CRM Learning Map “mySAP CRM Solution Overview” provides you with SAP eBooks (narrated unit slides), SAPTutorials (interactive
screencams allowing you to work through all demos and exercises) and the links to the documentation.
You may deepen your knowledge of SAP CRM 3.1 and “SAP CRM 4.0 functionalities by studying the respective mySAP CRM
Learning Maps.
Customers and partners get access to the my SAP CRM Learning Maps via SAP Knowledge Products:service.sap.com/okp
© SAP AG 2003
Target Group – Duration
Target Groups:
SAP R/3 as well as non-SAP Customers considering
an implementation of mySAP CRM
Customers and consultants who need to get a fast,
yet sound overview of key capabilities and
processes of mySAP CRM
Duration:
3 days
© SAP AG 2003
Learning Map Objectives
This Learning Map will enable you to
Describe how you may benefit from the mySAP CRM
solutions
Convey the advantages of having mySAP CRM within
your company
Develop solutions to address your customer-related
business requirements jointly with the implementation
team
© SAP AG 2003
Course Agenda
Units:
1.
Introduction to mySAP CRM
2.
Foundation & Architecture
3.
mySAP CRM Analytics
4.
mySAP CRM Marketing
5.
mySAP CRM E-Commerce
6.
mySAP CRM Channel
Management
7.
mySAP CRM Sales
8.
mySAP CRM Interaction Center
9.
mySAP CRM Service
10. mySAP CRM Field Applications
11. mySAP CRM for Industries
12. mySAP CRM Implementation & Operation
© SAP AG 2003
Introduction to mySAP CRM
mySAP CRM Overview
Case Study
© SAP AG 2003
Course Agenda
Units:
1.
Introduction to mySAP CRM
2.
Foundation & Architecture
3.
mySAP CRM Analytics
4.
mySAP CRM Marketing
5.
mySAP CRM E-Commerce
6.
mySAP CRM Channel
Management
7.
mySAP CRM Sales
8.
mySAP CRM Interaction Center
9.
mySAP CRM Service
10. mySAP CRM Field Applications
11. mySAP CRM for Industries
12. mySAP CRM Implementation & Operation
© SAP AG 2003
Introduction to mySAP CRM: Unit Objectives
At the conclusion of this unit, you will be able to:
Explain how mySAP CRM fits into the enterprise ecosystem
with mySAP Business Suite
Describe the key processes of the functional and channel
key capabilities as well as mySAP CRM for Industries
Name the advantages mySAP CRM offers to address
© SAP AG 2003
Introduction to mySAP CRM: Business Scenario
Competitive markets, demanding customers and the need to
optimize internal processes put companies under great
pressure. They are now looking for a software solution which
provides seamless end-to-end integration, offers the
functionality required by their industry and can be flexibly
deployed.
© SAP AG 2003
What is CRM?
Customer Relationship Management (CRM)
is a business strategy aimed at optimizing
customer-facing activities
for the greatest impact on
business success
© SAP AG 2003
mySAP CRM as Part of the mySAP Business Suite
mySAP SCM mySAP PLM mySAP CRM mySAP SRM Sa les O rd e r & De li v e ry M a na g e m e nt mySAP ERP Financials Human Resources Corporate Services Operations Maintenance & Quality
Inventory & Production
Pu rc h a se Or d e r Ma n a g e m e n t SAP NetWeaver
mySAP Business Suite and the Enterprise Ecosystem
M u lt ichan n el Product & Services Supply Chain Partner Operations & Administration Customer Partner
mySAP Business Suite is a suite of business applications and application & integration platforms. It enables companies to manage the entire value chain across business network which, in turn, makes them more flexible.
y mySAP Business Suite consists of the following SAP solutions y mySAP CRM (Customer Relationship Management)
y mySAP SCM (Supply Chain Management) y mySAP PLM (Product Lifecycle Management) y mySAP SRM (Supplier Relationship Management) y mySAP HR (Human Resources)
y mySAP FIN(Financials) y mySAP Mobile Business y SAP NetWeaver
© SAP AG 2003
Departments of an Enterprise Driving
Customer Interactions
Which departments
of an enterprise
are involved in
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Customer Related Activities in Marketing
Key Processes
Campaign Management
Customer Segmentation
Lead Management
E-Marketing
Trade Promotion Management
(TPM)
Marketing Planning and
Analytics
mySAP CRM Marketing is the only solution that encompasses the entire marketing process for extensive customer engagement.
It delivers the critical capabilities of marketing planning, campaign management, e-marketing, lead management, marketing analytics, and customer segmentation in an easy, intuitive and configurable interface.
Through the personalized “gateways” enabled by mySAP CRM’s “portal infrastructure”, marketing plans can be developed and budgeted at an enterprise perspective and executed at any level within the organization.
Initiatives can be designed and executed to meet specific corporate objectives – with associated KPIs defined and measured to ensure bottom-line results.
Through embedded analytics, fiscal results delivered through executed marketing plans and campaigns are recorded in real-time for intelligent decisions and “true” ROI reporting.
Additionally, its open architectural design and in-built connected capability with SAP’s underlying web application server provide assurance and confidence that implied “marketing” promises can always be delivered with complete visibility through the supply chain.
© SAP AG 2003
Customer Related Activities in Sales
Key Processes
Sales Order Management,
Quotations and Contracts
Account and Contact
Management
Opportunity and Pipeline
Management
Task and Activity Management
Incentives and Commissions
Management
Leasing
Sales Planning and Analytics
mySAP CRM Sales spans all customer sales channels ensuring seamless, scalable customer transactions.
mySAP CRM supplies organizations with world-class Enterprise Sales, Telesales, Field Sales and E-Selling solutions to transact with their customers anytime, anywhere.
“Enterprise Sales” enables organizations to plan and forecast sales activities accurately, analyze the sales pipeline in a timely manner, manage tasks effectively, target cross- and up-selling
opportunities, and promote collaboration in a team-selling environment.
“Telesales” leverages the core capabilities of the mySAP CRM Interaction Center. It speeds
customer interactions enabling real-time targeting, identification and transfer of qualified leads to an organization’s enterprise sales force.
“Mobile Sales” provides the ability to accurately plan and forecast sales, rapidly assess pipeline opportunity, effectively manage tasks, target cross-sell/up-sell opportunity and collaborate within a sales team, in real-time, through online/offline access from any mobile computing device.
“E-Selling” empowers an organization’s customers with personalized, convenient and consistent service 24x7x365. Customers can access and research information and then purchase products or services anytime, anywhere.
© SAP AG 2003
Customer Related Activities in Service
Key Processes
Service Request, Service Order
and Contract Management
Complaint Management
Case Management
Installed Base Management
Knowledge Management
Workflow and Escalation
Management
Workforce Management
Professional Services
Service Planning and Analytics
mySAP CRM Service offers consolidated, operational insight enabling unparalleled service and fulfillment appropriately matched to customer revenue potential. It equips organizations with comprehensive capabilities in the areas of Customer Service and Support, E-Service, Service Operations Management and Field Service.
“Customer Service and Support” enables customer service centers to manage and fulfill commitments to both partners and customers with efficient service planning and execution. It manages the entire service process, from creating and updating service requests and complaints to the scheduling of qualified field personnel for on-site repairs.
“Service Operations Management” centralizes service planning – tactically and strategically – through service administration, transactional support and operational/financial analytics. It supports both single and multi-tiered organizations across their complete lines of business and equips firms with the ability to plan, monitor and control service costs for optimal customer profitability. “Mobile Service” empowers service employees with the full power and knowledge of the entire
enterprise. Companies are assured that the right individuals are deployed with the knowledge needed to exceed customer service expectations. Service Parts and Service Order Management ensure that field staff are able to check inventory, locate materials and place orders for specific components with precision and confidence regardless of location or time.
“E-Service” leverages the real-time, self-service potential of the Internet to help organizations lower costs and improve customer satisfaction 24x7x365. Customer portals offer consumers complete and controllable familiarity. Voice-recognition coupled with knowledge management extends the real-time convenience of the web to those without web access. Chat and collaborative web technologies allow instantaneous and uniform service delivery anywhere in the world.
© SAP AG 2003
Customer Interaction Channels
Which channels
does an enterprise use to interact with
customers?
© SAP AG 2003
Customer Interaction Channels
© SAP AG 2003
B
usiness ProcessesP
roductB
usiness PartnerDeep Industry Processes go Beyond
Data and Presentation Layers
What
do I
sell or service?
sell or service?
How
do I
Why is it important to consider
industry-specific
requirements?
Materials and Sets in Consumer Products Vehicles in Automotive Consultants in Professional Services … Orders in Consumer Products
Cases in Public Sector
Contracts in Utilities
…
Citizen in Public Sector
Physicians in Pharmaceuticals
Stores in Retail
Retailer and Consumer in Consumer Products
© SAP AG 2003
Manufacturing Industries
Customer and Vehicle Relationship
Management (Automotive)
Trade Promotion Management
(Consumer Products)
Channel Sales Management
(High Tech)
Value Based Detailing,
Contracts and Chargeback (Pharmaceuticals)
Sales Against Contracts
(Oil & Gas)
Asset Services Portal
(Industrial Machinery & Components)
Lean Batch Management
(Process Industries) …
Service Industries
Professional Services (Service Providers) Intellectual Property Management,Campaign Management for Advertising and Subscriptions (Media)
Sales Management for
Commercial and Industrial Customers
(Utilities)
Case Management
(Public Sector, Financial Services, Telco)
Constituent Services
(Public Sector)
Contract Sales in Dealer Portal
(Telco)
Leasing
Customer Oriented Banking and
Insurance Services
…
INDUSTRY-SPECIFIC CRM
Key Industry Processes within mySAP CRM
SAP has adopted a strong, outside-in driven development strategy that delivers on the market demands defined by our customers and will continue to keep us at the forefront of emerging market trends. This effort is supported by our great expertise across 23 industries and unrivalled investment in research and development. While focus industries differ by region and even by country, SAP CRM 4.0 delivers value to customers across all major industries. In a comprehensive roll-in process, it was decided jointly between Field, Marketing, IBUs and Development which scenarios to develop for which industry – balancing input from SAP regions, customer groups, analysts, and partners with market potentials.
An essential prerequisite for all of this is the capability to model the three decisive entities of any CRM solution which vary from industry to industry – on the one hand, the customer and partner ecosystem as well as the products and services to be offered; on the other, the business transactions required by the individual industries.
© SAP AG 2003
Introduction to mySAP CRM
mySAP CRM Overview
Case Study
© SAP AG 2003
Case Study of mySAP CRM Solution Overview
6
6 mySAP CRMChannel Mgmt
Channel manager creates lead, partner
creates order Analyst looks at the
sales distribution and classifies customers
3
3
4
4 Marketing manager
creates a target group and a marketing campaign Customer calls, IC agent creates complaint 8 8 mySAP CRM Interaction Center
mySAP
CRM
Solution
5 5 Customer makes purchase in Web shop mySAP CRM E-CommerceSales order is replicated to SAP Enterprise and delivery takes place
7
7
mySAP CRM Sales Service rep creates service
order and assigns appointment to service technician 9 9 mySAP CRMService 10 10 Service technician provides solution to customer
Note: Numbers correspond to chapters
mySAP CRM Marketing mySAP CRM Field Appl. mySAP CRM Analytics © SAP AG SAPCRM 1-16
© SAP AG 2003
Introduction to mySAP CRM
mySAP CRM Overview
Case Study
© SAP AG 2003
CRM Processes Across the Value Chain
Why choose mySAP CRM?
Powered by NetWeaver 1. Support of Seamless End-to-End Processes
Complete, Best-In-Class Integrated business applications
y The suite combines best-in-class proven business applications (SAP CRM, SAP SCM, SAP R/3 Enterprise,…) into a business and technology foundation powered by SAPNetWeaver. All applications are built on the SAP Web Application Server; common development, administration and security environments are used across all applications. The portal is the information delivery framework for all applications, whether SAP or non SAP. Mobile business applications in each solution are built on the mobile infrastructure to drive business mobility. The integration broker and Business Process Management provide process centric integration for SAP and non-SAP systems within and beyond enterprise boundaries based on open standards such as XML, Java and web services standards.
Extension beyond “ERP” capabilities in synchronization with ERP
y The prepackaged Integration to SAP R/3 enables companies to add CRM, SCM, PLM and SRM capabilities to their SAP R/3 installations and ensure low TCO and fast T2B.
Broadest business content
y SAP is the only infrastructure provider that offers broad and diverse connectivity and business content developed by SAP and its partners network, based on SAP’s intimate, longstanding knowledge of intricate business processes in more than 20 industries. This content shortens the development cycle for customers and drives down the cost of integration projects.
© SAP AG 2003
Industry-Specific Solutions as Strategy
Why choose mySAP CRM?
30 years of industry expertise
Best practices developed with largest customer base and joint development projects with leading
organizations
Powerful organization in place across 23 industries Largest partner ecosystem
2. Best Industry-Specific Capabilities
Best of Suite by Industry
y Broadest Best-In Class business application (#1 or #2 Position of SAP in the respective market category) and platform footprint and industry specific capabilities and content for more than 20 industries.
Powered by SAP NetWeaver
y Open application and integration platform with world class operations concept to run entire businesses and business networks in a secure and reliable fashion.
Prepackaged Integration
y mySAP Business Suite provides business applications which are integrated by design and have open interfaces. The prepackaged integration between SAP business applications including SAP R/3 enable real-time end-to-end business scenarios.
Enabling Adaptive Business
y SAP NetWeaver enables an open approach to adapt your system infrastructure to changing needs. mySAP solutions provide real-time data integration with the SAP R/3 transactions and leverage business analytics and planning applications to enable the user to adapt his business to changing customer and market requirements.
© SAP AG 2003
Customers start according to their priorities,
realize fast ROI and expand solutions step-by-step
Why choose mySAP CRM?
SAP Customer’s Quick Steps to CRM Value
mySAP CRM Platform Campaign Automation Field Sales -OMS Outbound Telesales Interactive Selling Product Proposal mySAP CRM @ Customer Site
3. Modular Deployment Enables Fast Return on Investment
© SAP AG 2003
Sample Solution Maps: CRM Enterprise
Streamlined business processes supported by technology, integrating customers, suppliers and business partners, is the key to remaining successful in a competitive market. Sometimes, the visualization, evaluation and further communication of these business processes can pose a real challenge. SAP’s Solution Maps allow you to quickly understand business solutions and the business value they can bring to a company. They help focus on the core processes and functions that can increase a company’s ability to compete, strengthen relationships with partners, and help a company become closely oriented to the markets and customers it serves.
The Business Map portfolio is a comprehensive collection of industry-specific, cross-industry and infrastructure and services blueprints, of Solution Maps and Collaborative Maps. Using the industry knowledge and technical expertise SAP has acquired through extensive business experience and research, Business Maps outline specific ways that technology can help integrate companies’ existing resources and extend business processes beyond the borders of traditional enterprises. You access the SAP Solution Map for mySAP CRM via the Service Marketplace, alias
© SAP AG 2003
Sample Solution Maps: mySAP CRM Sales (extract)
Sales (1) Sales Planning and Forecasting Integrated E-Business Planning Platform(S1) Flexible Modeling (S1) Strategic Planning (S1) Supply Chain Integration(S1) Rolling Forecast (S1) Collaborative Planning(S1) Planning-Cycle Monitoring(S1) Performance Reviews(S1) Sales Planning Cockpit(S1) Business Content (S1) Territory Management Market Segmentation(S1) Territory Maintenance(S1) Assignment Scheduling(S1) Territory/ Organizational Mapping(S1) Responsibility Determination(S1) Mobile Business Support(S1) Territory Reorganization (S1) Sales Analysis by Territory(S1) Interface to Third-Party Territory Planning Tools (S1) Account and Contact Management Account and Contact Person (S1) Search and List (S1) Fact Sheet(S1, S2) Interaction History (S1) Activities(S1) Opportunities(S1) Addresses(S1) Relationships(S1) Pricing(S1) Notes(S1) Attachments(S1) Print Account Overview(S1) Email and Fax Integration(S1)Activity Management
Tasks and Business Activities(S1) Automatic Partner Determination(S1) Automatic Organizational Data Determination(S1) Status and Result(S1) Notes(S1) Attachments(S1) Private Activities(S1) Groupware Integration (S1) Campaign Reference (S1) Activity Journal(S1) Follow-Up Documents (S1) Action Management(S1) Opportunity Management Opportunity Planning(S1) Sales Team(S1) Competitors(S1) Product Notes(S1) Individual Sales Cycle(S1) Automatic Partner Determination(S1) Automatic Organizational Data Determination(S1) Product Category (S1) Pricing(S1) Follow-Up Documents(S1) Product Configuration(S1) Expected Product Value(S1) Quotation and Order Management Inquiries(S1) Quotations(S1) Sales Orders(S1) Mixed Documents(S1) Automatic Organizational Data Determination(S1) Automatic Partner Determination(S1) Automatic Text Handling(S1) Status Management(S1) Pricing(S1) Attachments(S1) Incompletion Check(S1) Credit Management and Credit Check (S1, S2) Payment Card Processing(S1, S2) Contract Management and Leasing Value Contracts(S1) Quantity Contracts (S1) Releasable Products(S1) Automatic Organizational Data Determination(S1) Automatic Partner Determination(S1) Text Management (S1) Status Management(S1) Pricing(S1) Attachments(S1) Credit Management and Credit Check (S1, S2) Payment Card Processing(S1, S2) Incentive and Commission Management Incentive Plan Modeling(S31) Configuration Templates(S31) Roll Up Hierarchies /Indirect Participants (S31) Contracts and Agreements Handling(S31) Individual Plans(S31) Segment Management(S31) Participant Determination(S31) Transaction Valuation(S31) Commission Remuneration(S31) Incentive (Bonus) Remuneration(S31) Quota Attainment Calculation(S31) Workflow Management (S1) Activity Monitor(S1) Multiple Survey Assignment(S1) Document Flow(S1) Active/Passive Analysis(S1) Success/Failure Analysis(S1) Customer Care Intensity Analysis(S1) Activities per Organizational Unit Analysis(S1) Activity History Analysis(S1) Planned Activities Analysis(S1) Sales Cycle Analysis(S1) Attachments(S1) Competitor Products(S1) Multiple Survey Assignment(S1) Project Milestones (S1) Lead to Opportunity Workflow(S1) Status and Reason(S1) Buying Center (S1) Assessment (Survey)(S1) Competitor Analyses(S1) Sales Assistant(S1) Workflow Management(S1) Automated Follow-Up Processes(S1) Document Flow(S1) Product Listing/ Exclusion(S1) Product Determination(S1) Product Configuration(S1) Batch Processing (S1, S4) Sales Document with Structured Products(S1) Workflow Management(S1) Automated Follow-Up Processes(S1) Output Determination(S1) Pricing and Product Configuration(S1) Document Flow (S1) Date Management (S1) Authorized Partners(S1, S2) Monetary Value in Quantity Contracts (S1) Results Adjustments(S31) Posting and Settlement(S31, S11, S9) Commission Simulation(S31) Commission Status Management (S31, S13, S137, S99) c c c c c © SAP AG SAPCRM 1-22
© SAP AG 2003
Component Views
Configuration Guides
CRM Solution Manager Content 4.0
CRM Content Supports Implementation
SAP CRM 4.0 Business Scenarios are designed to help customers to reduce costs, increase revenue and increase customer satisfaction. They support nested Business Processes in Sales, Service and Marketing across various interaction channels.
With the current release of mySAP CRM, SAP Solution Manager provides pre-configured CRM content in the form of 280 prepackaged business processes with heavy emphasis on the requirements of 23 industries. More than 90 prepackaged Business Scenarios with 130 variants are offered in all key capabilities of the mySAP CRM Solution portfolio: Marketing, Sales, Service, Analytics, Field Applications, Interaction Center, E-Commerce and Channel Management. Presently, 15 Business Scenarios are specifically designed for ten different industries and the number of predefined Business Scenarios is constantly growing. The industries covered are Oil & Gas, Consumer Products, Service Provider, Media, Automotive, Pharmaceuticals, Public Services, Utilities, Telecommunications and High Tech.
The business processes are displayed graphically using SAP Component Views®.
CRM business content is shipped exclusively through SAP Solution Manager. A download of regular updated content is available through SAP Service Market Place.
© SAP AG 2003
Introduction to mySAP CRM: Unit Summary
You are now able to:
Explain how mySAP CRM is part of the enterprise ecosystem
with mySAP Business Suite
Describe the key processes of the functional and channel
key capabilities as well as mySAP CRM for Industries
Name the advantages mySAP CRM offers to address
challenges faced by customers
© SAP AG 2003
Foundation & Architecture
mySAP CRM Architecture Overview
Channel Architecture
People-Centric CRM and mySAP
Enterprise Portal
© SAP AG 2003
Course Agenda
Units:
1.
Introduction to mySAP CRM
2.
Foundation & Architecture
3.
mySAP CRM Analytics
4.
mySAP CRM Marketing
5.
mySAP CRM E-Commerce
6.
mySAP CRM Channel
Management
7.
mySAP CRM Sales
8.
mySAP CRM Interaction Center
9.
mySAP CRM Service
10. mySAP CRM Field Applications
11. mySAP CRM for Industries
12. mySAP CRM Implementation & Operation
© SAP AG 2003
Foundation & Architecture: Unit Objectives
At the conclusion of this unit, you will be able to:
Describe the various components of the mySAP CRM
architecture
List the various channels used within the mySAP CRM
landscape
Explain the concept and advantages of People-Centric CRM
List the pre-configured user roles in mySAP CRM
© SAP AG 2003
Case Study: Foundation & Architecture
In order to optimize your customer interactions, you intend to
implement different channels within your company, such as
internet, telephony, field and/or partners. Therefore, you need
to understand the system landscape for mySAP CRM.
Additionally, you wish to provide your employees with an
intuitive and user-friendly user interface to execute their daily
work.
© SAP AG 2003
Customer Centric E-Business with mySAP CRM
The Solution is Complete
Rich Functionality and Supporting Capabilities
Today’s complex customer problems require a deployable CRM solution that can directly address specific challenges regardless of where or when they occur in the cycle of interacting with, selling to and servicing an organization’s customers.
mySAP CRM combines extensive functional capabilities in the core areas of Marketing, Sales and Service with award-winning Analytics that are directly built in to the primary interaction channels used by organizations when interacting with their customers.
All of this enables the closed-loop interaction cycle underlying mySAP CRM’s unique value propositions.
mySAP CRM is built on an open, reliable, secure and scalabe technology platform.
The comprehensive range services offered by SAP help to ensure quick implementation of mySAP CRM and support the ongoing optimization of the solution environment.
© SAP AG 2003 Mobile Clients Internet As logical box SAP R/3 SAP BW SAP Enterprise Portal SD Telephony, e-mail CRM System
mySAP CRM Architectural Concept
Handhelds
SAP APO
mySAP CRM is the sum of all CRM functions and incorporates not only CRM components but also the SAP Business Information Warehouse (SAP BW), Advanced Planner and Optimizer (SAP APO) and SAP R/3.
mySAP Customer Relationship Management (CRM), which is part of the mySAP Business Suite, includes a central CRM server, which provides access to the system via various channels, and connection to other systems. The following application components are supported in mySAP CRM:
Interaction Center: The integrated Interaction Center enables customers to use phone, fax, or e-mail to contact sales or service representatives.
Internet: Internet users may configure and order products or services using the Internet components of mySAP CRM.
Mobile Clients / Handhelds: The mobile sales force or mobile service engineers can connect to the SAP CRM system from their laptop computers or other mobile terminals to exchange the latest information with the central CRM server.
The mySAP CRM solution offers you the following fully-integrated connections: The SAP CRM System as a central CRM server with its application components. SAP R/3 as a back-end system with proven ERP functions.
The SAP BW System as a data warehouse solution with comprehensive statistical and analysis possibilities.
The SAP APO System as a global Available-to-Promise (ATP) check and demand planning solution.
The SAP Enterprise Portal as a tool that provides you with integrated access to all systems.
© SAP AG 2003
SAP CRM and Other SAP Systems
Plug-In R/3 Adapter SAP R/3 CRM Middleware BW Adapter CRM Enterprise SAP APO SAP BW SAP CRM
Data is exchanged between the CRM system and a connected OLTP R/3 (minimum release 3.1I) system primarily via the CRM Middleware. A plug-in installed on the OLTP R/3 System acts as a counterpart to the R/3 adapter, supporting the communication of data between the two systems. The data exchange includes an initial transfer of customizing, master and transactional data to the CRM System, as well as delta data in both directions.
Sales orders are entered in the Internet Sales application component, Interaction Center, Mobile Client or the CRM Server. To confirm whether the requested items can be delivered on time, you need to carry out the Available-to-Promise (ATP) check. The SAP Advanced Planner and Optimizer (SAP APO) performs these functions. SAP APO is used in Supply Chain Management and can be integrated seamlessly with the mySAP CRM solution.
The SAP Business Information Warehouse (SAP BW) is used as a data source for part of the mySAP CRM solution, but also contains data for consolidation and analysis.
© SAP AG 2003
CRM Middleware
CRM Server
SAP Web
Application Server
CRM Middleware
CRM Server
Applications
• Interaction Center • Opportunity Mgmt. • Marketing Planning • Campaign Mgmt. • ... CRM Adapter CRM Adapter (Validation (Validation Service) Service) External External Interface Adapter Interface Adapter Groupware Groupware Adapter Adapter R/3 Adapter R/3 Adapter Mobile Client Mobile Client Adapter Adapter BW Adapter BW Adapter CRM Database CRM Database The CRM Middleware Is an integral part of the CRM ServerIs the message hub Requires No extra software No extra installation No extra server Benefit: Reduced integration costs
The mySAP CRM solution supports the handling of CRM business objects, such as customers and prospects, activities and opportunities, products and product catalogs in a variety of application components such as Internet Sales, Service Interaction Center, Telesales and Campaign
Management. Some of these components need external extensions for communication or integration purposes. These components will be described in more detail in later sections.
A middleware layer supports the controlled data exchange with other systems – mobile clients, back-end systems, and data warehouses. Especially for mobile clients, a replication mechanism ensures a consistent and up-to-date data set on the distributed local databases. Message queuing ensures delivery and processing of data.
Software adapters are used to connect to external systems. These adapters assign data and convert it into various formats. The ASCII Adapter and external interfaces are provided for this purpose. The mySAP CRM application components also exchange data with the middleware layer via a CRM adapter.
The mySAP CRM solution is built on the SAP Basis System, which provides a proven development platform, scalability, platform independence, and various other SAP R/3 tools. Therefore, the mySAP CRM solution can be configured in the same flexible way as SAP R/3.
© SAP AG 2003
mySAP CRM and Internet Applications
CRM Server E-Selling Firewall Web-Server Web-Server Web-Browser Web-Browser E-Service J2EE (Java 2 Enterprise Edition) Appl. Server J2EE (Java 2 Enterprise Edition) Appl. Server Index Server & Search Engine Index Server & Search Engine Internet Pricing & Configurator (IPC) Internet Pricing & Configurator (IPC) Firewall Web Middleware
The Internet Sales and Internet Customer Self-Service application components offer access to the mySAP CRM solution for Internet users connecting to configure and purchase products from published catalogs, or to request a particular service. The shipped, standard templates provide a ready-to-run solution, but can also be adjusted to meet individual requirements.
The Internet application components are available via a Web server and are made possible by J2EE (Java 2 Enterprise Edition) technology. This technology represents an open, non-SAP proprietary platform.
Product catalogs are exported from mySAP CRM to an external index server for faster access to product data.
The Internet & Pricing Configurator (IPC) component provides configuration and pricing data for Web applications. This design as a separate component ensures the high performance needed in an Internet environment.
© SAP AG 2003
mySAP CRM Interaction Center Architecture
CRM-System E-Mail-Server
CTI-Server
Telephone Switch (for IC WinClient)
(for IC WebClient)
ICI SAPphone SAPconnect
The Interaction Center supports various communication channels, such as telephones, e-mail, fax and Internet applications such as Call me back, co-browsing, and voice over Internet protocol (VoIP). For the Interaction Center WinClient you can make telephone and e-mail connections using the SAP standard interfaces (APIs) SAPphone and SAPconnect. SAPphone forms an interface between the mySAP CRM application components and Computer Telephony Integration (CTI). CTI, in turn, creates the connection to telephone switching. CTI vendors can be certified through the SAP Complementary Software Program (CSP). The SAPphone standard interface guarantees flexible scalability of the CTI components.
The SAPconnect interface is used in combination with SAP workflow to support the complete e-mail cycle from and to business partners.
In the Interaction Center, WebClient multichannel options are consolidated through the Integrated Communication Interface. By leveraging new technology such as Extensible Markup Language (XML) and Simple Object Access Protocol (SOAP), mySAP CRM open integrated communications interface (ICI) supports the integration of mySAP CRM solutions with non-SAP communications products, such as universal queue, computer telephony, automatic call distribution, interactive voice response, e-mail management and text chat systems. As a result, companies leverage their existing technology investments.
© SAP AG 2003
mySAP CRM Mobile Sales/Service (Laptop Solution)
Mobile Sales / Mobile Service
Mobile Client application with separate database on the laptop Workgroup Solution
Groupware Integration Local Pricing and Configuration Engine
Data Synchronization with CRM Middleware
Filtered and unfiltered replication Dependencies between objects Territory Management Realignment Solution Management
Fast Deployment with automatic installation process Backup and Recovery
The mySAP CRM components Mobile Sales and Mobile Service support a company’s mobile field sales and service employees.
Users have complete access to all relevant information on their laptops. However, each user can access data in his area of responsibility only (for example, all customers of one postal code). This data is updated by regular data exchanges between laptops and the central server. The communication station serves as a translator between the CRM server and the mobile clients. The mobile applications are customized using the SAP Mobile Application Studio, an object-oriented, visual modeling tool.
© SAP AG 2003
mySAP CRM Mobile Sales/Service for Handheld
Lo ca l W eb se rv er Browser
SAP Mobile Engine
S y nc hr oni za ti on, Da ta JSP (standard and custom developed) Native application (Custom add-on) Native UI Mobile Device Mobile Sales / Mobile Service
for Handheld
JSP based mobile client
applications for sales and service representatives on the handheld Replication of relevant business data to the user’s handheld Territory Management Based on SAP Mobile Engine
Platform Pocket PC Synchronization Service Deployment with automatic installation process
The Mobile Sales for Handheld and the Mobile Service for Handheld applications run on mobile devices supported by the SAP Mobile Engine, the central platform for mySAP Mobile Business applications.
The SAP Mobile Engine is installed locally on a mobile device and is equipped with a Web server, a database layer and its own business logic. Staff working remotely can, therefore, work offline and do not have to wait for a network connection to complete time-critical business applications. The SAP Mobile Engine offers tools for synchronization and data replication that make the data of the mobile device consistent with that of the backend.
SAP Mobile Engine is based on the following open industry standards: Java
eXtensible Markup Language (XML)
SAP Mobile Engine is also equipped with a Java virtual machine and offers an open programming model with which mobile applications can be developed.
This open system architecture makes the platform independent of both the mobile devices and the network and supports mobile devices such as Personal Digital Assistants (PDAs), laptops and Smart Phones.
SAP Mobile Engine can run on both a standard browser and on a user interface that is not based on a browser.
© SAP AG 2003
People-Centric CRM
Link
Link fromfromOpportunityOpportunitydetail detail to
to relatedrelatedAccountAccountdetaildetail
People-Centric CRM
Intuitive User Interface Portal-based access to multiple applications and data sources
Pre-configured user roles Knowledge Management Personalization
and configuration
User-friendly user interface
Intuitive and recognizable interaction design. Easy navigation and Internet-like behavior. User adoption of CRM solution is key to success. Pre-configured user roles
Preassembled content for complete business tasks. Easy adaptation of the roles for specific needs. Knowledge Management (KM)
Users request easy access to the knowledge of the entire enterprise through a single point of access.
Documents should be displayed within their specific context (e.g. a CRM transaction). This context should be automatically accessed from the KM search result list.
Personalization and configuration
Users require personalization options to adapt content to their liking.
User interface needs to be flexible and configurable to embrace customer-specific business requirements.
© SAP AG 2003
SAP Enterprise Portal –
A Cornerstone of People-Centric CRM
Provides CRM Users with easy
access to multiple sources
Applications
mySAP CRM, SAP R/3, non-SAP...
Business Intelligence CRM Analytics
Content and Documents for example Info Center with sales collateral
Web
for example news on market trends and competitors
A portal enables personalized access to appropriate information – transactional, analytical and Web content from various sources – for a certain purpose. Portals help to procure information. The information is often scattered in various formats in various filing systems, such as file servers, Web servers and databases. The task of the portal is to provide this information specifically to the user at a single source.
The relevant information and applications are consolidated for the users by content editors and portal administrators.
For users, portals have advantages because the cumbersome search for information and applications is no longer necessary.
The portal server creates the HTML from the various sources. Content metadata and user data is stored in the persistence layer. Other components of the Enterprise Portal enable single-sign on (based on the Lightweight Directory Access Protocol (LDAP) for user management) and session management for locking and unlocking data.
The unification server and the unifiers provide information from the various back-end systems on how to relate one set of data to another (drag & relate functionality).
The processing and supplying of unstructured information takes place through the Knowledge Management component of the portal.
© SAP AG 2003
People-Centric CRM – Role Concept
Individuals ... ... need to perform different job functions, business activities, and tasks
People-Centric CRM ... ... packages all content needed to perform a job function as a role
A role consists of worksets for each business activity Each workset providespages to access all underlying applicationsneeded to perform a task
Portal content consists primarily of iViews. Each iView brings to the portal desktop specified data from an information resource such as a relational database, ERP system, CRM system, enterprise application, collaboration tool, e-mail exchange system, intranet or the World Wide Web. iViews return up-to-the-minute information each time they are launched.
iViews are generally displayed through portal pages. You can import predefined pages or create your own pages. The page definition includes a list of associated iViews and layout specifications. Worksets bundle related pages, iViews, and roles.
User access to content is determined by role definitions. A portal role is a collection of task-oriented content. While portal content is developed to enable access to information relevant to the
organization in which the portal is deployed, roles define the subset of content available to each functional role within the organization. Users are assigned to the role or roles that provide content relevant to them. A user has access to the content that has been assigned to all of his or her roles. The role definition determines the navigation structure within the portal. The navigation structure consists of the top-level navigation bar and the detailed navigation tree. A user navigates through portal content by clicking tabs at top and detailed navigation levels.
© SAP AG 2003
Pre-configured Roles in mySAP CRM
The following applications run in pre-confirgured roles: Sales Marketing Service Interaction Center Channel Management Portal Administration
Additionnally, a large number of industry roles is available or is planned.
Business packages are groups of related worksets. They are available through the iViewStudio (www.iviewstudio.com).
The Business Package for SAP CRM 4.0 primarily supports the following roles: Sales: Sales Manager, Sales Representative, Billing Clerk
Marketing: Campaign Manager, Lead Manager, Lead Qualifier, Account Manager, Trade Marketing Manager, Brand Manager
Service: Service Manager, Service Representative
Interaction Center: Interaction Center Manager, Interaction Center Agent
Channel Management: Customer and Customer Administrator, Channel Manager, Partner Manager, Partner Manager – Channel Commerce, Partner Employee
Portal administration: CRM Portal User, CRM Portal Administrator
Additionnally, the Business Packages of the individual industries delivered in connection with mySAP CRM 4.0 contain a large number of mySAP CRM for Industries roles. Please see the chapter “mySAP CRM for Industries” for more information.
© SAP AG 2003
People-Centric CRM – Roles in mySAP CRM Sales
Sales Manager
Is responsible for managing a team of sales employees and ensuring that the team’s sales targets are met.
Information-driven role
Needs a lot of information, including analytics and planning functionality.
Sales Representative
Is responsible for maintaining customer relations and selling products and services.
Operative role
Needs operational data and transactional applications.
Billing Clerk
Moderates the entire billing document procedure, that is, the processing of invoices, credit memos, debit memos and cancellation documents.
Operative role
Uses the system for his daily work. Focuses on operative tasks.
Sales Assistant
Supports and assists the sales team in all aspects of sales.
Operative role
Is a professional user and uses the system for carrying out his or her daily work.
mySAP CRM Sales offers four roles for the People-Centric User Interface:
The sales manager role provides sales managers with a single, personalized, and customizable interface for tools and information. It provides managers with one-click access to critical customer information as well as sales strategy, planning, key analytics and relevant Web content. With this type of access to critical sales data and processes, sales managers can manage team members more proactively, increase market share and ensure revenue targets are consistently met
The sales rep role combines robust sales CRM functionality and Internet content within a single, customizable interface. It integrates centralized customer information with CRM functionality, maximizing the effectiveness of sales professionals by creating a personalized workplace where they can manage current and future sales opportunities. It provides sales professionals with one-click access to the critical information and tools needed to drive more revenue whilst ensuring no critical tasks are left undone
The billing clerk role provides a single, personalized, tailored point of entry into all critical customer information and CRM features they need to process invoices and create credit and debit memos
The Sales assistant supports the sales team in all aspects of sales: he maintains and updates customer master data, gathers information on prospects and customers, prepares quotations and sales contracts, ensures successful order processing, receives/accepts inquiries and complaints, maintains pricing data and other master data and prepares reports and analysis for the sales manager
© SAP AG 2003
Foundation & Architecture: Unit Summary
You are now able to:
Describe the various components of the mySAP CRM
architecture
List the various channels used within the mySAP CRM
landscape
Explain the concept and advantages of People-Centric CRM
List the pre-configured user roles in mySAP CRM
Exercises
Unit: Foundation and Architecture
Topic: Navigation and Account Management in the
People-Centric UI
1-1
Access the People-Centric UI of mySAP CRM.
1-1-1 Open the Web browser using the URL your instructor gives you.
1-1-2 Log on with the user Salesrep and password welcome. All course
participants will use the same user and password.
1-2 Choose
Account Management
→
Account Management.
1-2-1 What options do you have to access the business partner Media Store?
__________________________________________________
__________________________________________________
1-2-2 Go to the account data of Media Store using the Favorites list.
1-2-3 What is the e-mail address of Media Store? Describe two ways to find out.
__________________________________________________
__________________________________________________
__________________________________________________
e-mail:____________________________________________
1-2-4 Name some of the interactions where our sales team has dealt with Media
Store in the past.
__________________________________________________
__________________________________________________
1-2-5 Look up an activity such as a sales call or a phone call where Media Store is
involved. Who is the contact person at Media Store?
__________________________________________________
1-2-6 Where do you find the list of contact persons for an account?
© SAP AG SAPCRM 2-20
1-3
Where can you personalize the portal page or adjust settings that affect the look and
feel of the portal?
__________________________________________________
__________________________________________________
__________________________________________________
__________________________________________________
Solutions
Unit: Foundation and Architecture
Topic: Navigation and Account Management in the
People-Centric UI
1-1
Access the People-Centric UI of mySAP CRM.
1-1-1 Open the Web browser using the URL your instructor gives you.
1-1-2 Log on with the user Salesrep and password welcome. All course
participants will use the same user and password.
1-2 Choose
Account Management
→
Account Management.
1-2-1 What options do you have to access the business partner Media Store?
Use the corresponding hyperlink in my Favorites: Customers. Choose
Account Management
→
Accounts.
You can use the advanced search (Open Advanced Search). Alternatively,
because the search result my Favorites is already displayed, select the line
with Media Store right away.
1-2-2 Go to the account data of Media Store using the Favorites list.
1-2-3 What is the e-mail address of Media Store? Describe two ways to find out.
Toggle the view (Toggle button) to display more fields.
Use the Personalize button of the search result area of the Accounts page to
rearrange the displayed columns. This option has been deactivated by the
portal administrator.
e-mail address:
[email protected]
1-2-4 Name some of the interactions where our sales team has dealt with Media
Store in the past.
Complaints, activities, sales orders, or service orders, just to name a few.
You will find a list of these interactions on the Interaction History tab.
1-2-5 Look up an activity, such as a sales call or a phone call, where Media Store
is involved. Who is the contact person at Media Store?
You have several options. You can go to an activity via hyperlinks on the
Interaction History tab or via the Activities tab. You can also go to an
activity by choosing Activities →
Activities, then using the advanced search
(open Advanced Search).
An interaction without a hyperlink cannot be accessed via this sales rep
portal role, however, the role may be expanded to include special
transactions such as service transactions.
In the activity, go to the Partners tab.
© SAP AG SAPCRM 2-22
1-2-6 Where do you find the list of contact persons for an account?
Go to the Relationships tab of the account.
1-3
Where can you personalize the portal page or adjust settings that affect the look and
feel of the portal?
On the upper right, the Page and Portal buttons offer you a personalization option.
The Page personalization, which allows you to do such things as rearrange the
iViews on a page, has been set to inactive for the end user. Using the Portal button,
you can do such things as change the portal language (Portal Language tab) or the
portal branding (Portal Design tab).
Remember that (as a prerequisite) the language to be selected must be chosen for
the Web browser first. To do this, choose Tools → Internet Options →
General tab,
choose Languages… and include the desired language in Language Preference.
© SAP AG 2003
mySAP CRM Analytics
Overview
Analytical Methods
Analytical Scenarios
© SAP AG 2003
Course Agenda
Units:
1.
Introduction to mySAP CRM
2.
Foundation & Architecture
3.
mySAP CRM Analytics
4.
mySAP CRM Marketing
5.
mySAP CRM E-Commerce
6.
mySAP CRM Channel
Management
7.
mySAP CRM Sales
8.
mySAP CRM Interaction Center
9.
mySAP CRM Service
10. mySAP CRM Field Applications
11. mySAP CRM for Industries
12. mySAP CRM Implementation & Operation
© SAP AG 2003
mySAP CRM Analytics: Unit Objectives
At the conclusion of this unit, you will be able to:
Explain how mySAP CRM Analytics is an integral part of
a complete CRM Solution
Use the analytical methods provided
Describe the analytical scenarios
© SAP AG 2003
Case Study: mySAP CRM Analytics
Analyst looks at thesales distribution and classifies customers
3
3
4
4 Marketing manager
creates a target group and a marketing campaign
mySAP
CRM
Solution
mySAP CRM Marketing mySAP CRM Analytics The Marketing Manager of our company analyzes sales & customer distribution and examines a given customer’s preferred sales channels. She discovers an untapped potential of additional revenues and decides on a new marketing campaign. The association analysis helps her to define cross-selling items to boost revenue.
© SAP AG 2003
mySAP CRM Analytics
Overview
Analytical Methods
Analytical Scenarios
© SAP AG 2003
Customer Centric E-Business with mySAP CRM
The Solution is Complete
Rich Functionality and Supporting Capabilities
Today’s complex customer problems require a deployable CRM solution that can directly address specific challenges regardless of where or when they occur in the cycle of interacting with, selling to and servicing an organization’s customers.
mySAP CRM combines extensive functional capabilities in the core areas of Marketing, Sales and Service with award-winning Analytics that are directly built in to the primary interaction channels used by organizations when interacting with their customers.
All of this enables the closed loop interaction cycle, underlined mySAP CRM’s unique value propositions.
mySAP CRM is built on an open, reliable, secure and scalabe technology platform.
The comprehensive range services offered by SAP help to ensure quick implementation of mySAP CRM and support the ongoing optimization of the solution environment.
© SAP AG 2003
Critical Steps for CRM Analytics
... M as te r D a ta ... ...
CRM Analytics helps you capture and integrate your data into a single 360 degree view of your customer
Data
Relationship Planning helps you to coordinate your actions and focus your employees on common targets
Ins
igh
t
Relationship Optimization The insightsgained from the analysis enable personalized, customer-oriented actions to be triggered Targets
In
si
gh
t
A c tionsThe ROI of CRM doesn’t come from doing the same thing faster
Analytical methods can be used to analyze your relationships with your customers and the efficiency of your actions
CRM Analytics is an integrated suite of analytical and planning solutions that fully enable companies to drive customer-centric processes.
It allows you realize the full profit potential of each customer with greater y Profit margins
y Share of wallet y Satisfaction y Loyalty
y Rate of conversion
It provides you with relevant analytical packages and content that enable you to y Measure,
y Predict, y Plan and y Optimize
© SAP AG 2003
Analytical Methods
mySAP CRM enables you to easily capture and synchronize all relevant data in your customer knowledge base and provides state-of-the-art reporting tools that allow you to monitor and measure the performance of your business. The predictive capabilities help you uncover hidden patterns and then deploy this knowledge to anticipate risks and opportunities in marketing, sales, and service. What's more, mySAP CRM delivers an integrated and flexible planning platform so you can set clear
goals and coordinate resources to achieve your business objectives. Most importantly, CRM
Analytics gives your employees the information they need to support decision-making and to provide your most valuable customers with consistent and personalized services.
Critical steps to success:
y Capture all relevant customer information from different sources and integrate it into a customer knowledge base with a 360° view
y Measure and monitor the relevant key performance indicators to assess the success of your business
y Uncover hidden patterns and trends that impact on your business, and apply these findings to predict future shifts in your customers’ behavior
y Plan clear objectives for business and coordinate resources in order to achieve your goals
y Deploy analytical results to optimize your operational processes and empower your employees to make informed decisions
© SAP AG 2003
Analytical Scenarios
Analytical Scenarios provide you with
predefined packages
and
content
,
which contribute the appropriate insight to
drive customer-centric processes
© SAP AG 2003
mySAP CRM Analytics in Your Personalized Portal
Your Personalized Portal Well-Structured Analytical Tasks Analytical Areas HCM Analytics SCM Analytics CRM Analytics FI Analytics External Data
Access to all the information you need!
The portal combines all types of analysis and all applications across all relevant areas into a single, role-based view.
You can publish the analytical results in your Enterprise Portal and thereby distribute them with ease throughout the company. This grants employees in different locations easy access to information of relevance to them and enables them to perform their tasks interactively, such as entering their plan data via the Web.
Note: The first part of the cycle involves knowing where to focus and gathering supporting information. This may involve:
y Getting alerts about pressing issues. Such alerts generally draw on information from the business process monitor in the SAP Business Infornation Warehouse. Example: A credit manager gets an alert that a customer is over their credit limit.
y Getting external or internal news and documents
Decide: The decision process typically involves performing more detailed analyses and collaborating with others.
y Using the analysis capabilities to further investigate data. Example: The credit manager can investigate the credit history of the customer and run comparative statistics.
y Using what-if analyses to investigate the consequences of various solutions.
y Finding internal and external experts and sharing insight. Example: The credit manager finds the sales manager responsible for that customer and shares information.
Act: When a decision is reached, it can be implemented directly.
y Example: The credit manager adjusts the customer’s credit limit in the system and automatically generates the required notices and follow-up actions.
