SAP Functions in Detail
SAP Solutions for Small Businesses
Build and Manage Strong
Customer Relationships
Keep the Focus on Your Customers
with SAP® Business ByDesign™
and Midsize Companies
The SAP® Business
ByDesign™ solution includes
customer relationship
management functionality
that integrates with business
processes across your
company to help ensure
that your employees have
comprehensive and timely
information to more effec-
tively market to, acquire, and
service customers. And with
this increased effectiveness,
you can reliably grow your
business.
Content

4 SAP Business ByDesign

5 Strategic Market Development

5 Market Development
5 Campaign Management

6 Streamlined Account and

Activity Management
6 Customer-Related Information
6 Product and Service Information
7 Selling Products and Services
7 Handling Customer Returns
7 Customer Invoicing

8 Comprehensive Customer
Service
8 Entitlement Management
8 Customer Care
9 Field Service and Repair
9 Mobility
9 Analytics
9 Integrated Services and
“Mashups”
9 For More Information
SAP® Business ByDesign™
CRM Functionality Delivered
On Demand
Managing customer relationships is
a challenging but vital part of running
a business. Organizations have to acquire
new customers to grow revenue and
satisfactorily service existing customers
to ensure loyalty and future business.
Designed specifically for midsize com-
panies, the SAP® Business ByDesign™
solution is an integrated business
management solution that is delivered
on-demand and managed, monitored,
and maintained by SAP experts in
world-class hosted data centers. Its
customer relationship management
(CRM) functionality integrates with the
entire range of your customer-focused
processes and provides a comprehen-
sive view of customer data. This enables
your staff to sell more effectively,
provide superior interaction with your
customers, better understand their
needs, and deliver service in a timely
and satisfactory manner.
SAP Business ByDesign helps you grow
your business by enabling you to exe-
cute your marketing and sales strategies
more effectively. It provides the tools
you need to make better business deci-
4 SAP Functions in Detail – Build and Manage Strong Customer Relationship
sions and focus on the activities that
substantially increase customer value.
Now you can help ensure that your best
customers receive the extra attention
they deserve while you provide service
options that enhance profitability.
With SAP Business ByDesign, you
can execute your marketing and sales
campaigns more effectively and yield
better results. It allows you to leverage
your customer data in marketing activities
such as lead generation and opportunity SAP Business
management to increase revenue from
new and existing customers. Integrated
ByDesign streamlines
information and streamlined sales and marketing, sales, and
service processes are two ways in
which the CRM functionality in SAP
service operations
Business ByDesign can help your by integrating them
company become a best-run business.
with different areas of
SAP Business ByDesign helps you your business – and
focus your resources on the prospects
that have the greatest potential and
this helps you reduce
ensure that your best customers costs while maximizing
receive superior service across all
interactions to maximize revenue and
revenue.
profitability.
Strategic Market Development
Acquire the Best Customers
SAP Business ByDesign helps you
manage your marketing activities,
including market development, lead
generation, and lead qualification more
effectively. With the solution, you can
improve your demand-generation cam-
paigns by targeting specific customer
segments that meet your geographic or
profitability targets. For example, if you
are organizing a customer appreciation
event, you can select decision makers
from your most profitable customers in
a specific geographic area. In addition,
you can easily track the results of your
campaigns, identify success factors,
and course-correct as appropriate to
maximize the return on your marketing
investments. SAP Business ByDesign
also manages prospect and customer
information so that your sales team can
leverage it at any time during the sales
cycle and help ensure the timely closure
of deals.
Market Development
To retain your best customers and
acquire new ones more effectively,
you need to keep a close eye on the
industry and market in which you oper-
ate. Since SAP Business ByDesign
provides this information in one central
source, marketing, sales, and service
employees can easily access the infor-
mation they need, such as company a more effective sales strategy. This
profiles, sales strategy papers, market quick and easy access to the tools and
research notes, and industry news. In data they need leads to more successful
addition, sales teams can use this data campaign execution.
to compare your competitors’ products
and services with your own to develop Campaign Management
Successful marketing campaigns require
the ability to segment your customer
Explore. See how and prospect data based on defined
SAP Business attributes to create different target
groups. This enables you to develop
ByDesign can help different tactics, such as tailoring mes-
you be a best-run sages and offers to maximize respons-
es. With SAP Business ByDesign, your
company. marketing teams can plan and execute
more effective campaigns by more
precisely targeting prospects with the
Evaluate. Sign up for best offers. This helps your marketing
your free trial solution professionals execute direct marketing
campaigns, such as personalized mail-
and personalize it for ings to specific prospects or customer
your company. groups using multiple channels such
as e-mail, letter, or fax.
Experience. Learn to SAP Business ByDesign enables you
to efficiently track responses and deliv-
adapt SAP Business er qualified leads to the sales team for
ByDesign to meet follow up. To help ensure your market-
ing campaigns yield maximum results,
your changing busi- built-in analytics allow you to monitor
ness needs. and measure campaign effectiveness
using key performance indicators you
define.
SAP Functions in Detail – Build and Manage Strong Customer Relationship 5
Streamlined Account and
Activity Management
Identify Opportunities and
Build the Sales Pipeline

SAP Business ByDesign provides sales pipeline, focus on the most prom- selling. SAP Business ByDesign provides
your sales team with centralized access ising opportunities, and achieve sales them with complete and up-to-date
to customer-related information needed targets. SAP Business ByDesign inte- information on your products and ser-
to manage interactions with customers grates customer data from across vices portfolio. The solution gives your
and prospects, such as following up business functions such as finance and sales team a complete overview of each
on leads and opportunities, providing supply chain management. For example, service or product by consolidating the
quotes, and processing orders. During sales professionals can access financial information into an individual fact sheet
the sales cycle, your employees can information used to manage customer as part of the solution’s core functional-
also access critical information in SAP credit limits before taking new orders ity. You can easily create and modify
Business ByDesign to verify product to minimize overdue receivables. And product information as required and
availability and identify cross-selling since most information workers use use the solution to track the status of
and up-selling opportunities. The solu- e-mail as a primary communication tool, product and service data by application
tion provides your sales professionals users can easily synchronize their e-mails, area. SAP Business ByDesign also allows
with a comprehensive view into each calendar entries, contacts, and tasks you to create price lists and establish
customer and prospect, helping them between SAP Business ByDesign and flexible pricing policies, so that prices
build a strong sales pipeline (see the Microsoft Outlook. and discounts are automatically applied
figure below), streamline the sales pro- to quotes, orders, and invoices.
cess, create accurate sales forecasts, Product and Service Information
and maximize sales revenue. The solution supports an integrated
Your sales representatives need com- approval process to help you maintain
Customer-Related Information prehensive, instantly available informa- full control over quote and order pro-
tion about your products and services cessing and price list setup. In addition,
During the sales process, it’s vital to – this is absolutely critical for successful integrated analytics enable you to gen-
have quick access to relevant information
about your prospects and customers.
SAP Business ByDesign provides
comprehensive information about each
account, such as communications,
contact history, and previous sales. Not
only does the solution provide a com-
plete interaction history of a particular
prospect or customer, but it also makes
this information readily available to other
customer-facing employees across
your company, such as sales support
and service professionals. This helps
reduce the time spent searching for
information and performing routine
administrative tasks, such as updating
records and resolving customer issues.

With accurate and timely data, your

sales staff can effectively manage the Figure: Analyzing the Opportunity Pipeline with SAP® Business ByDesign™

6 SAP Functions in Detail – Build and Manage Strong Customer Relationship

erate reports on new or changed prod-
ucts and services, as well as gather
key information such as return rates
and best-seller status to help fine-tune
marketing and sales strategies.
Selling Products and Services
SAP Business ByDesign helps you
manage your sales opportunities, quotes,
and sales orders. Processing orders
must be quick and easy, especially when
your company processes many orders
each day. A sales representative simply
enters account data, product, and
quantity, and the software determines
the details on pricing, discounts, avail-
ability, and delivery times. Because the
sales order information is fully integrated
with follow-on activities such as order
fulfillment, shipping, customer invoicing,
and accounts receivable, you can easily
monitor the progress of each order
through the order-to-cash cycle.
Delivered through
an intuitive user inter-
face, SAP Business
ByDesign delivers
preconfigured soft-
ware for business pro-
cesses and supports
best practices for
managing customer
relationships.
Many businesses do not hold inventory
and fulfill customer orders via direct
drop-shipment from the manufacturer
or distributor. SAP Business ByDesign
supports the end-to-end drop-ship ful-
fillment processes. When an order is
received, the ship-from location is iden-
tified, and the software automatically
performs associated steps such as
checking the inventory, sourcing of
the order, invoicing the customer, and
providing an estimated delivery date.
SAP Business ByDesign also lets you
manage project-based services that are
typically sold and billed to customers
on time and material consumption or on
a fixed-price basis. Because the solution
is fully integrated across multiple busi-
ness areas (for example, procurement,
HR, project management, and financials),
your company can view a consolidated
sales and project pipeline that allows
more accurate resource allocation and
revenue forecasting. It also leads to more
accurate invoicing due to integrated
inputs from time and expense manage-
ment and procurement, and more flexi-
ble invoicing since you can combine
project invoices with other invoices
pertaining to the delivery of products
or non-project-based services.
Handling Customer Returns
Customer returns are typically resource
intensive and expensive to process.
SAP Business ByDesign enables you
to manage them quickly and efficiently
so you minimize costs and maintain
customer satisfaction. Depending on
the nature of the customer’s request,
you can issue a credit memo or refund
SAP Functions in Detail – Build and Manage Strong Customer Relationship
or amend the original sales order
to exchange the returned product with
a new one. You can also automate
approvals for quickly processing
returned merchandise based on
company policy.
Customer Invoicing
Timely and accurate invoicing is essential
to ensure prompt payment from your
customers and provide a healthy cash
flow to your business. SAP Business
ByDesign provides flexible invoicing
options such as manual creation or the
automatic generation of recurring
invoices. The solution allows you to cre-
ate invoices individually, collectively, or
automatically during periodic invoice runs.
SAP Business ByDesign also provides
invoice templates for use in a variety of
delivery options such as mailing, faxing,
e-mailing, and electronic transmission.
Integrated analytics provide you with
up-to-date information about invoice
volume and open invoices to facilitate
collections and cash forecasting.
You can easily load invoices created in
a different system into SAP Business
ByDesign to provide a consolidated
view of your accounts receivable. The
solution also helps ensure compliance
with invoicing requirements in many
countries by generating invoice num-
bers sequentially, chronologically, and
without gaps. SAP Business ByDesign
allows you to create formats using pre-
fixes, separators, or suffixes according
to your company requirements.
7
Comprehensive Customer Service
Provide Winning Quality Service to
Your Customers
SAP Business ByDesign enables your
organization to offer customer service
that differentiates it from the competi-
tion and helps ensure a high degree of
customer satisfaction. The solution helps
increase your service agents’ effective-
ness with a fully integrated customer
service experience that combines data
from multiple sources. With a compre-
hensive view of customer information,
they can make better decisions and
provide superior service that meets
your customer’s expectations.
The solution also increases your call
center effectiveness through robust
computer telephony integration. Inbound
service calls are routed to SAP Business
ByDesign, which allows the service agent
to see the calling party’s information
while looking up their account infor­
mation or contact history.
Entitlement Management
SAP Business ByDesign enables you
to track individual customer warranty
entitlements against serialized products.
You can set this up quickly and easily
by defining your warranty offerings,
including duration, coverage, and service
and spare parts limitations in a central
product master file. You can then apply
the warranties automatically when pro-
viding service. In addition, the software
automatically helps to ensure compliance
with country-specific legal requirements
and lets you offer warranty options for
products with different lifecycles.
8 SAP Functions in Detail – Build and Manage Strong Customer Relationship
With SAP Business ByDesign, you can
measure service performance by speci-
fying service-level objectives and tracking With SAP Business
performance against them using inte- ByDesign, you can
grated analytics. For example, you can
specify targets for service delivery such offer service that
as the maximum processing time for differentiates your
resolving a customer incident. You can
assign metrics to service requests and organization from
track them by product, service, incident, the competition and
or customer type. The solution’s power­ful
analytics provide timely information on increases customer
how your company and its service repre- satisfaction. With a
sentatives are performing against goals
as well as critical information on where comprehensive view
and how often your services are utilized. of customers at their
Customer Care fingertips, employees
can deliver excellent
SAP Business ByDesign provides timely
information that enables your service service that exceeds
representatives to answer customer customer expectations.
queries and quickly resolve their issues
to provide superior customer service.
Employees can track the progress of
customer service requests, from creation as procedures, frequently asked ques-
to resolution, and attach pertinent infor- tions, repair tips, and articles about
mation such as electronic documents to previous solutions.
a customer’s service record or account
to speed resolution. SAP Business ByDesign handles cus-
tomer service requests via e-mail and
The solution also maintains a reposito- routes them to help-desk employees.
ry of common customer problems and You can also configure the solution to
potential resolutions that employees can trigger a request to dispatch a service
access online to resolve issues faster, professional at the same time, saving
often while interacting with the customer. all the service request information in
They can search for information such the customer’s account history.
Field Service and Repair
SAP Business ByDesign tracks service
requests so you can see that customer
service levels are met and that service
is provided in a timely manner, whether
provided by employees or an external
provider. The software helps prioritize
employee workloads, determines the
resources required to resolve a particular
issue (such as staff skills and materials)
and their availability, and provides an
estimated time to complete the service.
It also tracks service call status and
automatically alerts the responsible
employee or escalates it to manage-
ment when the incident exceeds
targeted resolution times.
Powerful analytics provide actionable
information that enables service man-
agers to track performance against
objectives and make required improve-
ments. With integrated analytics, you
can track call resolution rates, order
volumes and backlogs, associated
costs and revenues, daily service
delivery averages, rates of compliance
with service level agreements, open
versus completed service orders, and
the closure rates of outstanding orders.
And this information can help you
improve future service delivery.
Mobility
SAP Business ByDesign empowers
field service representatives through
timely information delivered to their
mobile devices. Representatives in
the field can receive service orders,
confirm their receipt, and update the
status remotely when the service is
completed. With mobile routing func-
tionality, you can dispatch service rep-
resentatives to the next service location,
minimizing delays and costs.
Analytics
SAP Business ByDesign combines
customer information from different With SAP Business
areas of your company – such as mar- ByDesign, you can
keting, sales, service, and finance –
to build online fact sheets that provide respond rapidly to cus-
a comprehensive, 360-degree view of tomer demands and
your customers. Your employees can
view all customer-related information fulfill customer needs
such as opportunities, quotes, orders, in the most efficient,
invoices, and service requests in a
single place. And through the reports effective manner. You
and metrics included within the fact have complete visibility
sheets, employees can make effective
decisions. Built-in analytics and pre- into the profitability into
defined reports enable you to analyze each customer so you
the profitability of customers, products,
channels, and regions in real time. In can focus on the best
addition, SAP Business ByDesign business opportunities.
enables your sales professionals to
easily create, manage, and analyze
sales plans, targets, and forecasts.
SAP Business ByDesign such as the
Integrated Services and use of Google maps or financial data
“Mashups” from market information providers.
SAP Business ByDesign offers a For More Information
robust platform upon which customers
and partners can build their own appli- To learn how SAP Business ByDesign
cations. From Web shops to mobile can help you support customer rela-
phone applications or customer portal tionship management processes that
integration, SAP Business ByDesign span marketing, sales, and service
provides the functionality to power activities, please contact your SAP
these diverse solutions. You can also representative or visit www.sap.com
integrate third-party applications with /solutions/sme/businessbydesign.
SAP Functions in Detail – Build and Manage Strong Customer Relationship 9
Quick facts www.sap.com /contactsap

Summary
From market development to lead generation, from sales to service delivery, the SAP®
Business ByDesign™ solution helps your employees more effectively manage customer
relationships. It provides your employees with comprehensive customer and product
information at their fingertips – to maximize sales opportunities and help ensure quality
customer service.

Business Challenges
• Increase revenue from new and existing customers
• Provide up-to-date and complete customer information to your employees
• Execute more effective marketing and sales campaigns and ensure more effective
pipeline management and higher deal closure rates
• Cross-sell products more effectively and shorten sales cycles
• Optimize and streamline customer service processes and ensure consistent customer
interactions while meeting performance objectives and service commitments

Key Features
• Marketing – Target marketing and sales strategies and reach out to new customer
segments
• Sales – Tightly integrate customer-facing areas, centrally maintain customer and partner
information, and gain control over cost of sales and cost of providing customer service
• Service – Provide a single, complete view of customer information so customers have
consistent interactions with your employees and partners, enabling you to meet your
performance objectives and service commitments
• Analytics – Gain a high degree of process visibility and facilitate decision making

Business Benefits
• Maximize revenue and profitability by focusing resources on prospects with the greatest
potential and giving your best customers superior service
• Help ensure loyalty and future business through superior interaction with your customers,
better understanding of their needs, and timely and satisfactory service delivery
• More effective decision making through increased visibility into all marketing, sales,
and service activities 50 088 715 (10/03)
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To learn how SAP Business ByDesign can help you strengthen your customer relationships, Clear Enterprise, SAP BusinessObjects Explorer, and other SAP
products and services mentioned herein as well as their respective
please contact your SAP representative or visit www.sap.com/solutions/sme/businessbydesign. logos are trademarks or registered trademarks of SAP AG in
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