Agenda

1. 2. 3. 4. 5.

Contexto de Negocios Un poco de historia sobre SAP CRM ¿Qué me ofrece SAP CRM? Lo nuevo Demo

Los clientes de hoy tienen mas información que nunca

Transparencia de precios

Toda la información

Muchas opciones

Redes Sociales

Cliente
Implicaciones
Cambio del poder de negociación del proveedor al cliente Evolución de ‘Relationship Management’ a ‘Total Experience Management’ Nuevos canales de comunicación e interacción con clientes Mayor necesidad de adaptabilidad y reacción

Ejecutivos enfrentan condiciones económicas volátiles y tienen que actuar rápido

%38 HANSENG %39 DJIA HANSENG %39 DJIA %35 FTSE CAC40 %42 FTSE %38
Director General Mitigar riesgos en ingresos y rentabilidad Reducir rápidamente gastos de operación Sobrevivir y emerger como líder al final Director de Ventas Inmediatamente: Director de Mercadotecnia Inmediatamente: Desarrollar rápidamente ofertas y lanzarlas al mercado Director de Servicio Captar ingresos al máximo de oportunidades actuales y reducir costo de ventas Objetivo a largo plazo: Aumentar ingresos y participación de mercado

FTSE

%35

Inmediatamente: Reducir costo de servicio, fugas de ingresos y retener a los mejores clientes

DJIA

HANSENG

Objetivo a largo plazo: Incrementar participación de mercado y conciencia

Objetivo a largo plazo: Transformarse de centro de costos a centro de ingresos

%39

Sin SAP CRM – Es muy difícil saber quienes son los mejores clientes
SOLUCIÓN DE CRM FRONT-OFFICE SOLUCIÓN INTEGRADA CRM/ERP 360° CLIENTES

Servicio Facturación/ Cuentas x cobrar Expedición/ Transporte

Marketing

Servicio Faturación/ Cuentas x cobrar Expedición/ Transporte

Marketing

Ventas

Ventas Cotización

Cotización Pedido/ Verificación de Crédito

Inventario/ Producción

Pedido/ Inventario/ Verificación Producción de Crédito

Altos volúmenes Relacionamiento Optimo Sin casos abiertos Solución en primera llamada 90%

Conclusión Errada:
Esta es una buena cuenta

Estrategia Errada

Bajos Margenes Muchas devoluciones Atrasos en pagos Frecuentes pedidos urgentes

Conclusión Correcta:
Esta es una cuenta no rentable

Estrategia Correcta

Solo procesos integrados punta-a-punta permiten la visión de 360° completa

Agenda

1. 2. 3. 4. 5.

Contexto de Negocios Un poco de historia sobre SAP CRM ¿Qué me ofrece SAP CRM? Lo nuevo Demo

2007 Otro momento histórico en la evolución de SAP

SAP CRM
- 6 a 9 Servidores

BW

CRM 5.0

- 5/6 Perfiles de Consultoría - Mayores costos de Proyecto - Costos de mantenimiento de integración y sistemas - Dificultad para la creación de propuestas de valor TCO

Portal

- Dificultad para la implementación de pilotos

- CRM en una sola “caja” (Servidor)

- SAP CRM 2007 - siebel - Peoplesft CRM - Oracle CRM - Saleslogix - MS

CRM 2007

- 2/3 Perfiles de Consultoría - Menores tiempos y costos (40%) - CRM Analítico / Operativo / UI unificada - Facilidad para la construcción de paquetes

Agenda

1. 2. 3. 4. 5.

Contexto de Negocios Un poco de historia sobre SAP CRM ¿Qué me ofrece SAP CRM? Lo nuevo Demo

Flexibilidad en Arquitectura

Cara a cara IVR

Web Punto de Venta

Ventas
Teléfono Móvil

Marketing
E-Mail

Servicios
Visión 360° de los clientes
Chat

Por Cualquier Canal

MultiMulti-Canal

SAP CRM

El Cliente

SAP CRM

LA VISTA 360° 360° DEL CLIENTE
El Cliente

Evolución común de CRM

Marketing

Ventas SAP CRM

Servicios

© SAP 2009 / Page 14

SAP CRM – ¿Qué dicen los Analistas?

“SAP adding Web 2.0 support to CRM offering” “Improved user interface, simplified configuration also part of update to be unveiled today. The upgraded software will improve interaction between end-users and partners, noted SAP officials.”

“SAP CRM App Offers 'Radically Different' Interface” “SAP is giving its CRM application a serious facelift.”

“The new UI brings SAP to parity with other CRM applications in look and feel. It will appeal much more to end users but will make a stronger impression on the IT department trying to sell it to sales, marketing and customer service organizations.” “The new UI will make the application acceptable to marketing and sales users who previously rejected it and will spur adoption by SAP CRM user organizations.”
Ed Thompson, et al., Gartner – New SAP CRM Release Has New User Interface and Capabilities (17 Dec 2007)

SAP CRM – ¿Qué dicen los Analistas?

“SAP CRM continues to improve functionality and usability for the SAP user community.” “…SAP has steadily built out comprehensive functionality focused on improving usability and deepening support for strategic business processes as part of the SAP Business Suite. With the release of SAP CRM 2007, the vendor offers a product that is strong across the board for sales, marketing, partner channel management, customer service, and analytics…” “SAP CRM 2007 now features a very strong user interface. Particular strengths include ease of use, icons and cues that are consistent with standards, and a UI that supports multiple user roles and channels.”

Nuevo Diseño SAP CRM

© SAP 2008 / Page 17

Nuevo Diseño SAP CRM

Formato L Barra de Navegación

Área de Trabajo

SAP CRM – Algunos Clientes

Agenda

1. Contexto de Negocios 2. Un poco de historia sobre SAP CRM 3. ¿Qué me ofrece SAP CRM? a. Marketing, Ventas, Servicios y Más Ventas, 4. Lo nuevo 5. Demo

SAP CRM
Generalidades

SAP CRM – Marketing

Marketing en SAP CRM – Bloques de Construcción

Cliente

Correo directo

Call center

E-mail y Web

Ventas en Terreno

Partners

Sucursales

POS y ATMs

Wireless

Capacidades de Marketing en SAP CRM
Adm. de Recursos de Mkt.
Estrategia y Planificación Presupuestos y Costos Adm. de Marcas

Adm. de Listas y Segmentos
Importación de Listas Externas Adm. de Listas y Segmentos Atributos de Marketing

Adm. de Campañas
Ejecución Multicanal Marketing Inbound Marketing de Diálogo

Adm. de Leads
Generación de Leads Calificación de Leads Distribución de Leads

Adm. de Promociones
Estrategia y Planificación Ejecución de Ventas Adm. de Redenciones

Analíticos de Marketing
Análisis Predictivo Reportes y Medición Analíticos de Clientes Proyecciones y Planificación Optimización y refinamiento Analíticos de Productos

SAP CRM
Generalidades

SAP CRM – Ventas

Ventas en SAP CRM – Bloques de Construcción

Cliente

Correo Directo

Call center

Web shop

Ventas en terreno

Channel partners

Sucursales

POS y ATMs

Dispositiv. Móviles

Capacidades de Ventas en SAP CRM
Planificar
Planificación de Ventas Planificación de Incentivos Pronósticos Definición de Cuotas de Venta Analíticos Avanzados

Direccionar
Generación de Leads Administración de Territorios Segmentación Modelado de Relaciones Administración de Actividades

Calificar
Oportunidades Procesos de Ventas Metodologías de Venta Propuestas Modelado de Mapa de Influencia

Cerrar
Cotización Determinación de Precios Contratos Configuración Captura de Órdenes

Medir
Reportes Operacionales Análisis y simulación Compensación Pipeline performance Logro de Cuota de Ventas

Múltiples opciones de implementación
Portales de Ventas Ventas Móviles Televentas Ventas electrónicas
Solución SAP Sales on-demand

SAP CRM
Generalidades

SAP CRM – Servicios

Servicios en SAP CRM – Bloques de Construcción

Cliente

Correo Directo

Interaction center

E-mail y Web

Servicio de Campo

Partners de Servicios

Tiendas

Depósitos de Servicios

Capacidades de Servicios en SAP CRM
Adm. de Órdenes de Servicios
Cotización de Órdenes de Servicio Procesos de Órdenes de Servicios Integración Financiera y Logística

Adm. de Contratos de Servicios
Acuerdos de Niveles de Servicios Verificación de Autorización Contratos Basados en el Uso

Quejas y Devoluciones
Adm. del Conocimiento Procesam. de Quejas y Reclamos Integración con Adm. de Depósitos

Reparación In-house
Adm. de Inventarios Procesam. de Reparaciones Integración con Ctrl. de Calidad

Adm. de Casos
Adm. de Requerim. De Cambios Procesam. de Casos Procesam. de Actividades

Adm. de Base Instalada
Jerarquía de componentes Procesam. de Base Instalada Integración con el Backend

Adm. de Garantías
Registración de Prods. y Gtías. Procesam. de Reclamos Verificación de Garantías

Planificación de Recursos
Programación de Citas Asistencias y Ausencias Integración: recursos de 3ros

Analíticos de Servicios
Analíticos de Órdenes de Servicio Analíticos de Contratos de Servicios Analíticos de Quejas y Reclamos Analíticos de Reparaciones In-house Analíticos de Adm. de Casos Analíticos de Base Instalada Analíticos de Garantías Analíticos de Planificación de Recursos

SAP CRM
Generalidades

SAP CRM – Interaction Center

Interaction center – Bloques de Construcción

Cliente

Teléfono

Cartas

Web

IVR

E-mail

Capacidades del Centro de Interacción en SAP CRM
Telemarketing Televentas Atención a Clientes
Servicio y soporte a Clientes Administración de Quejas y Reclamos

Centro de Servicios Compartidos
Help desk de IT

Administración del Centro de Interacción
Canales de comunicación E-mail response management Modelado de Procesos y Guía de agentes

Ejecución de Campañas Administración de Leads Personalización

Adm. de Cuentas y Contactos Adm. de Leads y Oportunidades Adm. de Cotizaciones y Órdenes

Centro de Interacción para el empleado

Analíticos del Interaction center
Analíticos básicos Analíticos de procesos Analíticos avanzados Analíticos de rentabilidad

Centro de Interacción – Escritorio del Agente
Bloc de Notas Información de cuentas Alertas Información de Comunicaciones

Barra de herramientas

Barra de Navegación

Emisión de Mensajes

© SAP 2007 / Page 29

SAP CRM
Generalidades

SAP CRM – Web Channel

Capacidades de Web Channel Capabilities en SAP CRM
Aproveche Internet como un canal valioso de ventas, marketing y servicios para empresas y clientes finales
E-Marketing E-Commerce E-Service Analíticos de Web Channel

© SAP 2008 / Page 31

Web Channel en SAP CRM – Bloques de Construcción
Navegador Portal

Capacidades de Web channel en SAP CRM
E-Marketing
Generación de Demanda Gestión de Contenidos Personalización

E-Commerce
Venta interactiva Precios De la Orden al Cobro

E-Service
Gestión del Conocimiento Gestión de Servicios Facturación y Pago

Analíticos Web Channel Analíticos de Ventas y Servicios Análisis de conducta en la Web Análisis Técnico

Plataforma de Web channel

Integración Empresarial
Gestión de Catálogos Gestión de Marketing Interlocutores Comerciales Gestión de Ordenes Gestión de Contratos Gestión de Servicios

© SAP 2008 / Page 32

SAP CRM
Generalidades

SAP CRM – Partner Channel Management

Partner Channel Management en SAP CRM – Bloques de Construcción
Partner

Portal Web para Partners

E-mail y SAP Interactive Forms by Adobe

Redes de Partners

Capacidades de Partner channel management en SAP CRM
Gestión de Partners
Reclutamiento y Perfilamiento Capacitación y Habilitación Planificación y Presupuestación

Marketing de Canales
Contenido Direccionado Marketing Colaborativo Gestión de Leads

Ventas de Canales
Cuentas y Contactos Gestión de Oportunidades Registro de Negocios

Gestión de Órdenes
Order to cash Inventario de Canales Gest. de órdenes distribuida

Servicios a Canales
Gestión del Conocimiento Gestión de Servicios Devoluciones y Quejas

Analíticos de Partners y Canales
Analíticos del Ciclo de Vida de Canales
© SAP 2007 / Page 34

Analíticos de Marketing de Canales

Analíticos de Ventas de Canales

Analíticos de Órdenes de Partners

Analíticos de Servicios de Canales

Agenda

1. 2. 3. 4. 5.

Contexto de Negocios Un poco de historia sobre SAP CRM ¿Qué me ofrece SAP CRM? Lo nuevo Demo

Web Services con Adobe Interactive Forms

Gente y Roles

Rep. Ventas en el Cliente / Eventos

Asistente de Ventas CRM

Procesos

SAP xApp Creación de los contactos externamente Ingreso de la cuenta Ingreso del contacto Envío de la info a CRM Búsqueda de duplicados

Creación de la cuenta

Creación del contacto

Los problemas de HOY
La creación de información de contacto toma tiempo y puede contener errores Rara vez las tarjetas de negocio se ingresan al CRM y por ende, esta información no se utiliza en la oportunidad. Los rep. de ventas generalmente conocen nuevos contactos en reuniones con los clientes y no tienen la posibilidad de ingresar la información inmediatamente.

Solución: Apalancarse en SOA
Permite que la información del contacto sea registrada inmediatamente luego de conseguirla basada en una interfaz simple Permite a los ejecutivos crear esta información sin acceder a ningún sistema Ahorra tiempo y evita errores con una aplicación SAP readyto-use

Ofertas en Tiempo Real (Real Time Offer Management)
Definir las ofertas y administrar el catálogo Recomendar la mejor oferta Aprender y adaptarse Medir y comprender

Otra información en tiempo real • • • • Marketing • • • • Ofertas y su valor Segmento objetivo Canales de interacción Generación de eventos Información de interacción Habilidades del agente Niveles de servicio Información externa

RTOM
Agente Clientes
Recomendación optima • • • • Ofertas Cross/up sell Ofertas de retención Mensajes de Marketing Siguiente mejor propuesta

Información del cliente en tiempo real • Perfil del cliente en tiempo real • Respuestas previas del cliente

SAP & RIM

© SAP 2008 / Page 38

Service Management – Highlights Overview
SOA enablement New partner solutions Link to CATS time sheet Displaying cost information

Credit card payment Packaged service quotations

Service Logistics & Finance Warranty & Claim Management

Service Sales & Marketing

Automated warranty activation

Service Contracts & Agreements

Contract templates Contract renewal Contract change processes and mass changes

Customer
Returns & Depot Repair Installations & Maintenance

Field Service Management

Customer Service & Support

Functional location download Bill of material replication Enhanced authorizations Service request and master requests Knowledge articles IT service management

Resource planning: Geo-maps Alternative technician information Technician self-service Usability enhancements

Service Management (2/5) – Customer-Driven Enhancements
Service enhancements & alignments: ERP integration of functional locations and bill of materials Credit card payment in CRM billing Service transactions inherit reference objects and categorizations to the item level Controlling and cost information displayed in transactions Improved serial number integration Enhanced authorizations for Installed Base

Service Management (3/5) – Advanced Contract Management
Advanced Contract Management covers enhanced functionality around service contracts and the whole life-cycle of a contract with processes of contract offering, contract execution and contract maintenance. Enhanced contract life-cycle:
Package quotations incl. enhanced package pricing and follow-ups creation Automation of contract activation processing Master contract templates Consolidated change processes for all contract types Marketing integration for contract renewal process Interfaces for 3rd Party remote service vendors Display related ERP documents in transaction analyzer Usability enhancements

Service Management (4/5) – Resource Optimization
In order to plan and steer internal and external technicians, resource scheduling is an essential part of service processing within companies. Offering the necessary information in a smart way enables resource planners to plan and react accordingly. Continuous and enhanced support for external service providers follows the market requirements and offers more end-to-end process possibilities. Resource Optimization: Alternative technician information Maintenance for service providers Technician Self Service Planning information enhancements Strengthen back office possibilities

Service Management (5/5) –

Knowledge Articles Management
The new Knowledge Article Base contains business relevant FAQs, how-to documents, special process information, solution descriptions, etc. Create, link and distribute knowledge :
Quickly find information via full text search Easy integration to other CRM objects like customers, products, installed bases, campaigns, opportunities, service requests … Multilingual text authoring and attachment capability Special authorization checks to restrict access to special user groups Actions and Workflow support Interfaces for import and export from and to existing knowledge bases

Comprehensive End-to-End Solution
IT Service Desk

ITIL® – Compliant IT Service Management (1/2)
New comprehensive and complete ITIL®-compliant end-to-end offering for IT Service Management
ITIL-compliant incident, problem, and change management
Customer

IT Service Desk for professional 1st level support, optionally with integration into SAP Solution Manager Service Desk IT Object Management and IT Service Level Management as a basis for IT support processes

2nd Level Support

Flexible Usage Options Internal scenarios – IT department delivering IT support to other departments Shared Service Center (SSC) scenarios – SSCs offering IT- as well as further internal services globally for one corporate group External scenarios – IT service providers offering services to their customers

Comprehensive End-to-End Solution
IT Service Desk

ITIL® – Compliant IT Service Management (2/2)
IT Support Management Pre-defined process types for incident, problem and change management along the best practices described in the IT Infrastructure Library® (ITIL)
Customer

2nd Level Support

„One Component“ concept for flexible usage of these process types within or outside of SAP CRM Interaction Center Integrated knowledge article search and provisioning Pre-defined interface to SAP Solution Manager Service Desk for exchange of incidents

IT Object and IT Service Level Management New object family for IT items, optionally with integration to SAP ERP Maintain and display dependencies between IT items via object relationships Service Levels like service and response profiles, as well as metrics Service level adherence as well as other IT service-related reporting via SAP BI

Interaction Center (1/2)

Core Enhancements / High Volume
SAP sees increasing adoption of CRM Interaction Center by high volume call centers. A set of improvements optimize the current application as well as the end user processing times. One stop configuration allows to optimize TCO in multi-scenario implementations.

Context Area and Multichannel Integration
Configurable Context Area: Use CRM configuration tool to configure and adjust the Interaction center Context Area to your needs. Multichannel Integration: Enhanced administration options to configure polling frequency and Contact Center Software heartbeat checks Interaction Center Client Switch in case of Multiple CRM and Backend clients e.g. for BPO (Business Process Outsourcing) scenarios

Account Identification and Lean Interaction Record
Enhancements for searching and identifying accounts Runtime optimized configuration for Interaction Record

One stop configuration
CRM WebClient business transactions can be used natively with IC screen layout in the IC WebClient New ITIL compliant services processes common for customer service and shared service center, including IT Service Desk - available in CRM WebClient and Interaction Center WebClient

Interaction Center (2/2)

Shared Service Center – Accounting Interaction Center
SAP CRM 7.0 integrates CRM Shared Service Center functionality with the backend systems for financials. With this Accounting Interaction Center, requests from customers, vendors/ suppliers and employees can be easily tracked and resolved.

Business Partner Identification Identification of customers, vendors and employees and their related partners Identification of partner by company code and by reference documents (e.g. ERP invoice) – company code from ERP back end can be used Interaction Center Client Switch in case of Multiple CRM and Backend clients e.g. for BPO (Business Process Outsourcing) scenarios Service and Interaction Record Service request creation / tracking user interface for non Interaction Center users (e.g. accounting or HR staff) Track company code and reference document in service request Service request search by company code in Agent Inbox Launch Transaction Content Sample content for most relevant launch transactions to access Financial Accounting processes in the ERP backend
© SAP 2007 / CRM70 Kick-off, Page 47, SAP internal and confidential Page 47

Communication-Enabled CRM Processes (1/4) (CEBP) What if…

… while reviewing a lead, your account managers could see whether the colleague who qualified the lead is currently available for a phone call? …all your customer facing personnel had access to communication features previously available only to your call center agents (screen pop, screen transfer)? …it only took a mouse click to communicate with your customers and colleagues? … you could ensure real time execution on steps in a business process in the same way you manage incoming phone calls?

© SAP 2007 / Page 48

Communication-Enabled CRM Processes (2/4)

What are communication enabled processes in a CRM context?

Connecting People, Processes, and Communications within a Customer Service Network
Network of people and skills In-house Multiple locations Outsourced Home agents Consistent, relevant interactions across channels Seamless integration with marketing, sales & service processes 360° view of the customer, process access and collaboration
Customer Service Network

Business Processes

Channels

Customer

Apps People, Skills, Availability, …. CEBP CEBP

Communication-Enabled CRM Processes (3/4)

SAP CRM 7.0 integrates communications with CRM processes allowing companies to leverage organizational know-how independent of location; enhance marketing, sales, and service activities; and reduce total cost of ownership.
Communication enablement for all CRM business roles
Communication toolbar integrates phone functionality with all CRM user interfaces and business roles and allows customer facing personnel to collaborate in a business context Enables more efficient and effective interactions with customers, partners and employees throughout the organization

Empower collaboration with contextual presence
Presence information available from communication systems is determined in the appropriate business context within CRM screens Business context can be used during collaboration Allows determination of available people with right skills at a glance and transfer of CRM screens during call conferencing or with call transfers

Business process push
Routes and pushes CRM processes to CRM users leveraging the integration to a communication management system For example, CRM E-Mail Response Management System (ERMS) can utilize SAP BCM to route and push an analyzed email to a CRM Interaction Center agent

Communication-Enabled CRM Processes (4/4) – Example: Presence Information in Partner Views
Caller Identification Call Status/ Timer Softphone controls Availability Indicator

Softphone Link

Marketing (1/4) – Focus on Consumer Marketing
Loyalty Management @ SAP
Loyalty Management applies across multiple industries where customer loyalty programs are utilized to build customer relationships and to promote specific customer behaviors. Loyalty management enables marketers to plan and execute closed loop loyalty programs, such as frequent flyer programs. These programs can promote customers participation through points/reward programs where certain amounts of points are earned for a specific customer behavior. In turn, customers can redeem these points for specified rewards. End customers have access to self-service web sites to check and manage their points/reward accounts and to redeem points for rewards, or may choose to access these actions via the company’s call center.
!

Loyalty Management is customer centric

© SAP 2008 / Page 52

Integration and cross-enterprise processes are becoming the key to success in CRM. With the front-office/back-office story, [especially] SAP [has] the best vision, because it is creating an ecosystem of vendors around NetWeaver . . . .
Forrester: SAP isn’t software; it is a religion

Marketing (2/4) –
Loyalty Management – a complete Solution ...
Loyalty Program Management enables set up and maintenance of loyalty programs. Program maintenance includes information about program-related loyalty status levels, tier groups and levels, set up and maintenance of point accounts, as well as programspecific point accrual and redemption based on flights, nights of stay etc. Loyalty Reward Rule Management includes set up and maintenance of loyalty rules and conditions – finally being processed by the loyalty engine. All points accrued and redeemed by members are recorded within the member‘s point account. Loyalty Membership represents the participation of an individual person, or organization to a specific frequent flyer program. Membership is opened by a registration to the loyalty program, either paper-based, via web-self service, or call center. It also includes member activities such as flight or sales activities - finally being accrued or redeemed as points. The Loyalty Management Processing Engine a highly scalable Engine to process member activities and tier transition evaluation. It is an integrated part of SAP CRM and the “heart” of the CRM based Loyalty Management solution. Loyalty Management additional features: Collaboration Integration Analytics

SAP Loyalty Management is part of SAP CRM. It is fully integrated Beef or chicken ? Why not take more ? into core CRM scenarios, such as marketing campaign management, service complaints management, Web Channel and more. If you can get more …

Marketing (3/4) – Loyalty Management – Functional Overview
Program Management
Program Definition

Reward Rules Management
Simple and Complex Rule Definition

Processing Engine
Scalable Processing Engine Online Processing Of member activities Batch Processing of Member activities Tier Evaluation Processing Point Expiration Processing

Membership Handling
Multiple Membership Types & Registration Member Tier Management

Program Partners

Partner Promotions

Multiple Tier Groups & Levels Multiple Point Types Point Expiration Rules

Timed Execution of Reward Rules

Member Activities

Standard Actions

Member Profile Maintenance Point Account Management

Wizard-based mainenance Rule Version Management

Dynamic Attributes

Simulation

Basic Card Handling

Integrate / Analyze / Collaborate
Loyalty API Connectivity Backend Integration IC Integration Web Channel Integration

© SAP 2008 / Page 54

Marketing (4/4) – High Volume Marketing Enablement
Scalability Enhancements address the needs of high-volume marketing environments where marketers deal with large number of end-consumers, segments, and campaigns to reach their target audiences with relevant marketing messages.
Segmentation Improved segmentation scalability for high volumes of customer data Clear visualization of all segmentation steps Campaign Execution Lean high volume campaign execution for e-mail and file export Newsletters and special campaigns, e.g. in loyalty programs, can be addressed to millions of customers Address List Handling handling of temporary address data for e.g. high volume one shot mailings with purchased/rented addresses
© SAP 2007 / Page 55

Marketing – High Volume Segmentation

Sales (1/4) – Improving Sales Performance

Sales (2/4) – Territory Management
Territory Management enables
Optimal coverage of sales territories by dividing sales markets into territories Assignment of prospects, accounts, leads and opportunities to territories

Capabilities:
Define complex territory structures in an easy way Define the scope of a territory with flexible business rules Auto-adjust the employee assignment to territories according to the organizational changes Simulate changes to your territory structure according to the changing sales markets Ensure optimized information flow in an organization through territory based searches and authorizations Provides mass update reports, which could be used to update territory/sales professionals in Territory Management and the associated business transactions after territory re-alignments

Sales (3/4) – Pipeline Performance Management
Pipeline Performance Management helps sales managers and representatives to
Analyze their sales pipeline Identify gaps and critical opportunities Simulate what-if scenarios Capabilities:
Ability to set overall revenue target, revenue target by product / product category, units target by product or product category . Ability to choose the data content for pipeline analysis from total sales volume, sales volume by product / product category, units volume by product / product category. Provides weighted / un-weighted Pipeline data with dynamic filters for pipeline data exploration. Simulate opportunity changes and what-if scenarios for closing pipeline gaps with the option to save simulated opportunity value changes. View pipeline-relevant changes for a certain time horizon, showing direction of change for key fields. Quickly display the relevant information about recent activities, contacts, products, related competitors, etc. Personalize chart views by making personal default settings. Maintain individual churn rates to calculate the target line for Sales Pipeline View.

Sales (4/4) – Order Management Highlights
Customer Order Management
Lead-to-Cash
Service Sales E-Marketing Fulfillment

Capture, adjust, track and bill a customers request for products and services Prevent errors and inconsistencies Simplify ordering across channels Enable consistent pricing, up-/cross-selling and campaign execution.

Complete Lead-to-cash process with ERP Order
CRM Opportunity to ERP Quote/Order CRM Cross-/Upsell and Campaigns within ERP Quote/Order CRM Catalog Search and Browse within ERP Quote/Order Guided Sales Configuration

Target Industries
Industrial Machinery & Components High-Tech: Component Manufacturer Mill Products
© SAP 2007 / Page 60

Consumer Products: Beverage

Web Channel (1/2)
Loyalty Management Integration Into Web Channel
Increase brand loyalty and encourage specific customer behaviors. Reward specific customer behaviors with points. Points can be redeemed for specified rewards. Customers can enroll in loyalty programs and manage their accounts online View and use eligible rewards within the shopping basket.

Additional Deployment Flexibility With ERP Order Integration
Adds third option to existing deployment modes (SAP ECommerce connected to SAP CRM or directly to SAP ERP). Enables customers to run e-commerce capabilities with SAP CRM but using the SAP ERP sales order. Allows to use the ERP order but benefit from the e-marketing features of CRM such as product recommendations, cross- and up-selling, and marketing campaigns. No need to replicate orders and to duplicate pricing conditions in CRM.
© SAP 2007 / Page 61

Web Channel (2/2)
Single Product Catalog For Customers, Sales Reps and Call Center Agents
Same view to product catalog information for employees as provided through SAP CRM Web Channel Rollout and use consistent product information in all channels and enable quick quote/order creation from online catalog

Enterprise Service Oriented Architecture (ESOA)
Provide well defined interfaces to flexibly enhance and adapt the solution Leverage Web services to manage the CRM product catalog Integrate product information as well as real-time price/availability into non-E-Commerce context like a consumer Homepage using Web services

SAP E-Commerce for SAP ERP (delivered as part of SAP ECC 6.0 EHP4)
SAP E-Commerce for SAP ERP updated to match the latest E-Commerce version for SAP CRM
© SAP 2007 / Page 62

Partner Channel Management
End-to-end Channel Service Management
Partners manage and track their service resources and availability Vendors execute service resource planning & service order distribution Self-service for partners to receive and confirm completion of service orders Integration with billing & warranty claims

Enterprise Service Oriented Architecture (ESOA)
Integrate your own Partner Registration application with SAP CRM Partner Channel Management using SOA services.

© SAP 2007 / Page 63

Investigative Case Management (Public Sector) Supporting Public Security
Lead Staff & Units Operations Documents & Forms Suspects Relations Locations Record Case

Industry-Specific Scenarios (1/2) –

Incident

The market for Public Security is demanding for a solution capable to handle the whole lifecycle of criminal investigation, starting from the time of first incident/lead down to case closing and maintaining a court result. Investigative Case Management offers a centralized information storage, a collaborative process management and capabilities to relate entities and thus to derive intelligence from that.

Objects

High- Level Capabilities:
Support of initial and further investigation processes with incidents, investigative leads and cases Investigation case processing, i.e. intelligence and information sharing, evaluation of information & source reliability, organize security force operations and support law enforcement Central storage for suspects, victims, witnesses as well as objects and locations. Support of complex relationships between master and transactional data.

Industry-Specific Scenarios (2/2) – Trade Promotion Management Trade Promotion Management
CP companies on an average spend 18% of their sales revenue on funding trade promotions. In the current economic climate understanding which promotions are effective is more important than ever before. New capabilities to improve usability:
Promotion totals on overview page, key figures added to calendar, etc Improved claims management capabilities Improved funds determination

Enhanced TPM Capabilities for mobile users visualization of:
Trade Promotions with Product Segments, display pallets, etc Funds used to manage Trade Promotions

Service Oriented Architecture in CRM (1/2) –
Enterprise Services

CRM is a prime platform for customers to drive value from SAP’s Service Oriented Architecture.
SAP CRM 7.0 provides a broad service enablement across Marketing, Sales and Service – with productized Enterprise Services to cover

• Composite application scenarios (incl.
Interactive Forms)

• Inter-company and cross-company
system integration scenarios Enterprise Services are delivered through Service Bundles – with a high coverage of the CRM Solution Map scenarios across Marketing, Sales, Service, and Web Channel Web Service Tool (already introduced in older releases) to enable modeling of individual services on the fly by following a user-friendly wizard

Service Oriented Architecture in CRM (2/2) –
Example: Enterprise Services for CRM Service
Before – Slow, error-prone processes for requesting services, communicating changes, confirming work done. Process
Not having an integrated CRM system, customer has to call IT service provider to request services IT service provider creates service order manually in the CRM system Customer has to call IT service provider to request current status of service order …
Delayed processing of service orders, quotations and confirmations communicated via phone or E-Mail

After – Transparent, fast, and accurate service order management processes Process
Customer uses customer-specific web service to create service order in IT service provider’s CRM system Incomplete product data can be verified/standardized within the CRM system Current status of service documents can be requested at any time via a web service …

Error-prone entry of data – no automation, no self-service No visibility for customers regarding current status of processing

Transparent, streamlined, integrated service processing

Data Quality Management

Target Group Transfer Data Identify Duplicates Create Cleansing Cases Merge Automatically

The Data Quality Management framework provides a set of powerful tasks designed to eliminate duplicate business partner data records ensure a consistently high standard of data quality Capabilities:
Integrated duplicate check as a technically integrated solution, including duplicate identification and duplicate merge, using SAP software or a third-party add-on. External duplicate check by a service provider (agency), including export of data records, upload of results, and postprocessing of results (merge). External postal address validation (syntax validation) using an external service provider, with export of data records and upload of results. External content validation for relocation and necrology using a service provider (agency), with export of data records and upload of results. Data quality management tasks are performed for a whole validation group. A validation group is a set of business partners and is represented by a target group or a profile. Validation groups are built using the segmentation functionality available in CRM Marketing.

© SAP 2007 / Page 68

Dashboards and Interactive Reporting
Business Objects has opened a new window of opportunity for improvement in the area of CRM Analytics. CRM Dashboards integrate Business Objects Xcelsius ® in CRM 7.0 with a visual User Interface and interactive analytics. CRM 7.0 provides a framework to create easily Business Objects Xselsius ® Dashboards based on pre-defined CRM-interactive reports. Capabilities: Create your own custom CRM dashboards using Business Objects Xcelsius Enterprise ® Wizard driven dashboard builder tool provides possibility to upload the Xcelsius ® Dashboards and embed it within the CRM WebClient Share Xcelsius ® dashboard with other CRM users

Agenda

1. 2. 3. 4.

Un poco de historia sobre SAP CRM ¿Qué me ofrece SAP CRM? Lo nuevo – SAP CRM 7.0 Demo

¿Preguntas?

Gracias!

Noel Pinat Ojeda
CRM Solution Engineer noel.pinat.ojeda@sap.com SAP MCLA

© SAP 2008 / Page 72

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