6 - customer relationship management - crm 7.0

1.1. ContextoContexto dede NegociosNegocios2.2. UnUn pocopoco dede historiahistoria sobresobre SAP CRMSAP CRM3.3. ¿¿QuéQué meme ofreceofrece SAP CRM?SAP CRM?4.4. LoLo nuevonuevo5.5. DemoDemo

AgendaAgenda

Cliente

Los clientes de hoy tienen masinformación que nunca

Muchasopciones

Toda lainformación

Transparenciade precios

RedesSociales

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

Implicaciones

Ejecutivos enfrentan condiciones económicasvolátiles y tienen que actuar rápido

FTSE %38

DJIA %35

CAC40 %42

HANSENG %39

HANSENG %39

DJIA%35

FTSE %38

HANSENG %39DJIA

FTSEDirector de Ventas

Inmediatamente:

Captar ingresos al máximode oportunidades actuales yreducir costo de ventas

Objetivo a largo plazo:Aumentar ingresos yparticipación de mercado

Director de Mercadotecnia

Inmediatamente:Desarrollar rápidamenteofertas y lanzarlas almercado

Objetivo a largo plazo:Incrementar participación demercado y conciencia

Director de Servicio

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

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

Director General

Mitigar riesgos en ingresos y rentabilidad

Reducir rápidamente gastos de operación

Sobrevivir y emerger como líder al final

Servicio Marketing

Ventas

Cotización

Pedido/Verificaciónde Crédito

Inventario/Producción

Expedición/Transporte

Facturación/Cuentas x

cobrar

Servicio Marketing

Ventas

Cotización

Pedido/Verificaciónde Crédito

Inventario/Producción

Expedición/Transporte

Faturación/Cuentas x

cobrar

SOLUCIÓN DE CRMFRONT-OFFICE

SOLUCIÓN INTEGRADA CRM/ERP360° CLIENTES

Altos volúmenesRelacionamiento OptimoSin casos abiertosSolución en primerallamada 90%

Bajos MargenesMuchas devolucionesAtrasos en pagosFrecuentes pedidosurgentes

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

Conclusión Errada:Esta es una buena cuenta

Estrategia Errada

Conclusión Correcta:Esta es una cuenta norentableEstrategia Correcta

Sin SAP CRM – Es muy difícil saber quienes sonlos mejores clientes


AgendaAgenda

2007Otro momento histórico en la evolución de SAP

SAP CRM

CRM 5.0B

W

Portal

- 6 a 9 Servidores- 5/6 Perfiles de Consultoría- Mayores costos de Proyecto- Costos de mantenimiento de integración y sistemas- Dificultad para la creación de propuestas de valor- Dificultad para la implementación de pilotos

TCO

- CRM en una sola “caja” (Servidor)- 2/3 Perfiles de Consultoría- Menores tiempos y costos (40%)- CRM Analítico / Operativo / UI unificada- Facilidad para la construcción de paquetes

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

CRM2007


AgendaAgenda

Marketing

Ventas

Servicios

E-Mail

Teléfono

IVR

Cara a cara Web

Punto de Venta

Móvil

Chat

Flexibilidad en Arquitectura

Visión360°

de losclientes

Por Cualquier Canal

MultiMulti--CanalCanal

SAP CRMSAP CRM

El ClienteEl Cliente

El ClienteEl Cliente

LA VISTA 360LA VISTA 360°°DELDEL

CLIENTECLIENTE

SAP CRMSAP CRM

Evolución común de CRM

© SAP 2009 /

Marketing Ventas ServiciosSAP CRM

SAP CRM – ¿Qué dicen los Analistas?

“SAP adding Web 2.0 support to CRM offering”

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

“Improved user interface, simplified configuration also part of update tobe 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.”

SAP CRM – ¿Qué dicen los Analistas?

“SAP CRM continues to improvefunctionality and usability for the

SAP user community.”

“…SAP has steadily built outcomprehensive functionality focusedon improving usability and deepeningsupport for strategic businessprocesses as part of the SAP BusinessSuite. With the release of SAP CRM2007, the vendor offers a product thatis strong across the board for sales,marketing, partner channelmanagement, customer service, andanalytics…”

“SAP CRM 2007 now features a verystrong user interface. Particularstrengths include ease of use, iconsand cues that are consistent withstandards, and a UI that supportsmultiple user roles and channels.”

© SAP 2008 /

Nuevo Diseño SAP CRM

Nuevo Diseño SAP CRM

Formato LBarra de Navegación

Área deTrabajo

SAP CRM – Algunos Clientes

1.1. ContextoContexto dede NegociosNegocios2.2. UnUn pocopoco dede historiahistoria sobresobre SAP CRMSAP CRM3.3. ¿¿QuéQué meme ofreceofrece SAP CRM?SAP CRM?

a.a. Marketing,Marketing, VentasVentas,, ServiciosServicios yy MásMás4.4. LoLo nuevonuevo5.5. DemoDemo

AgendaAgenda

SAP CRMGeneralidades

SAP CRM – Marketing

Marketing en SAP CRM –Bloques de Construcción

Cliente

Analíticos de Marketing

Capacidades de Marketing en SAP CRM

E-mail yWeb PartnersCorreo

directoCall

centerVentas enTerreno

AnálisisPredictivo

Adm. de Leads

Generación deLeads

Calificación deLeads

Distribución deLeads

Adm. de Listas ySegmentos

Importación deListas Externas

Adm. de Listas ySegmentos

Atributos deMarketing

Adm. deCampañas

EjecuciónMulticanal

MarketingInbound

Marketing deDiálogo

Adm. deRecursos de Mkt.

Estrategia yPlanificación

Presupuestos yCostos

Adm. de Marcas

Reportes yMedición

Analíticos deClientes

Proyeccionesy Planificación

Sucursales WirelessPOS yATMs

Optimizacióny refinamiento

Analíticos deProductos

Adm. dePromociones

Estrategia yPlanificación

Ejecución deVentas

Adm. deRedenciones


SAP CRM – Ventas

Ventas en SAP CRM –Bloques de Construcción

Cliente

Múltiples opciones de implementación

Capacidades de Ventas en SAP CRM

Web shop Channelpartners

CorreoDirecto

Callcenter

Ventas enterreno Sucursales Dispositiv.

MóvilesPOS yATMs

VentaselectrónicasVentas Móviles TeleventasPortales de Ventas Solución SAP Sales

on-demand

Cerrar

Cotización

Determinación dePrecios

Contratos

Configuración

Captura deÓrdenes

DireccionarGeneración de

Leads

Administración deTerritorios

Segmentación

Modelado deRelaciones

Administración deActividades

Calificar

Oportunidades

Procesos deVentas

Metodologías deVenta

Propuestas

Modelado de Mapade Influencia

PlanificarPlanificación de

Ventas

Planificación deIncentivos

Pronósticos

Definición deCuotas de Venta

AnalíticosAvanzados

MedirReportes

Operacionales

Análisis ysimulación

Compensación

Pipelineperformance

Logro de Cuota deVentas


SAP CRM – Servicios

Servicios en SAP CRM –Bloques de Construcción

Analíticos de Servicios

Capacidades de Servicios en SAP CRM

E-mail y Web Partners deServicios

CorreoDirecto

Interactioncenter

Servicio deCampo

Adm. deContratos

de ServiciosAcuerdos deNiveles deServicios

Verificaciónde

Autorización

ContratosBasados en

el Uso

Quejas yDevoluciones

Adm. delConocimiento

Procesam. deQuejas y

Reclamos

Integracióncon Adm. deDepósitos

Adm. deÓrdenes deServiciosCotizaciónde Órdenesde Servicio

Procesos deÓrdenes deServicios

IntegraciónFinanciera y

Logística

Tiendas Depósitos deServicios

ReparaciónIn-house

Adm. deInventarios

Procesam. deReparaciones

Integracióncon Ctrl. de

Calidad

Adm. deBase

Instalada

Jerarquía decomponentes

Procesam. deBase

Instalada

Integracióncon el Back-

end

Adm. deGarantías

Registraciónde Prods. y

Gtías.

Procesam.de

Reclamos

Verificaciónde Garantías

Planificaciónde Recursos

Programaciónde Citas

Asistencias yAusencias

Integración:recursos de

3ros

Adm. deCasos

Adm. deRequerim.

De Cambios

Procesam.de Casos

Procesam.de

Actividades

Analíticos deContratos de

Servicios

Analíticosde Quejas yReclamos

Analíticosde Órdenesde Servicio

Analíticos deReparaciones

In-house

Analíticosde Base

InstaladaAnalíticos

de GarantíasAnalíticos dePlanificaciónde Recursos

Analíticosde Adm. de

Casos

Cliente


SAP CRM – Interaction Center

Analíticos del Interaction center

Interaction center –Bloques de Construcción

Web E-mailTeléfono Cartas IVR

Analíticos básicos Analíticos de procesos Analíticos avanzados Analíticos derentabilidad

Capacidades del Centro de Interacción en SAP CRMCentro deServicios

Compartidos

Help desk de IT

Centro deInteracción para el

empleado

Televentas

Adm. de Cuentasy Contactos

Adm. de Leads yOportunidades

Adm. deCotizaciones y

Órdenes

Atención aClientes

Servicio ysoporte aClientes

Administraciónde Quejas yReclamos

Telemarketing

Ejecución deCampañas

Administraciónde Leads

Personalización

Administracióndel Centro deInteracciónCanales de

comunicación

E-mail responsemanagement

Modelado deProcesos y Guía

de agentes

Cliente

Centro de Interacción – Escritorio del Agente

AlertasInformación de

Comunicaciones

Informaciónde cuentas

Bloc deNotas

Barra deNavegación

Barra deherramientas

Emisión deMensajes

© SAP 2007 /


SAP CRM – Web Channel

© SAP 2008 /

Capacidades de Web Channel Capabilities enSAP CRM

Aproveche Internetcomo un canal valioso de ventas, marketing y servicios para empresas y clientesfinales

E-MarketingE-CommerceE-ServiceAnalíticos de Web Channel

© SAP 2008 /

Capacidades de Web channel en SAP CRM

Analíticos Web Channel

Analíticos de Ventas yServicios

Análisis de conductaen la Web

Análisis Técnico

E-Commerce

Venta interactiva

Precios

De la Orden al Cobro

E-ServiceGestión del

Conocimiento

Gestión de Servicios

Facturación y Pago

E-MarketingGeneración de

Demanda

Gestión de Contenidos

Personalización

Plataforma de Web channel

Integración EmpresarialGestión deCatálogos

Gestión deMarketing

InterlocutoresComerciales

Gestión deOrdenes

Gestión deContratos

Gestión deServicios

Navegador Portal

Web Channel en SAP CRM –Bloques de Construcción


SAP CRM – Partner Channel Management

© SAP 2007 /

Analíticos de Partners y Canales

Capacidades de Partner channel management en SAP CRM

E-mail y SAP InteractiveForms by AdobePortal Web para Partners

Partner

Gestión deÓrdenes

Order to cash

Inventario deCanales

Gest. de órdenesdistribuida

Marketing deCanales

ContenidoDireccionado

MarketingColaborativo

Gestión de Leads

Ventas deCanales

Cuentas yContactos

Gestión deOportunidades

Registro deNegocios

Gestión dePartners

Reclutamiento yPerfilamiento

Capacitación yHabilitación

Planificación yPresupuestación

Redes de Partners

Servicios aCanales

Gestión delConocimiento

Gestión deServicios

Devoluciones yQuejas

Analíticos deÓrdenes de

Partners

Analíticos deMarketing de

Canales

Analíticos deVentas deCanales

Analíticos delCiclo de Vida de

Canales

Analíticos deServicios de

Canales

Partner Channel Management en SAP CRM –Bloques de Construcción


AgendaAgenda

Web Services con Adobe Interactive Forms

SAP xApp CRM

Creación de loscontactos

externamenteIngreso dela cuenta

Ingreso delcontacto

Envío de lainfo a CRM

Búsquedade

duplicados

Creaciónde la

cuenta

Creacióndel

contactoProc

esos

Gen

te y

Rol

es

Rep. Ventas en el Cliente / Eventos Asistente de Ventas

Los rep. de ventasgeneralmente conocennuevos contactos en

reuniones con losclientes y no tienen la

posibilidad de ingresar lainformación

inmediatamente.

Rara vez las tarjetas denegocio se ingresan alCRM y por ende, esta

información no se utilizaen la oportunidad.

La creación deinformación de contacto

toma tiempo y puedecontener errores

Permite que lainformación del

contacto searegistrada

inmediatamente luegode conseguirla basadaen una interfaz simple

Permite a losejecutivos crear esta

información sinacceder a ningún

sistema

Ahorra tiempo y evitaerrores con una

aplicación SAP ready-to-use

Los problemas de HOY

Solución: Apalancarse en SOA

Ofertas en Tiempo Real (Real Time OfferManagement)

Recomendar lamejor oferta

Aprender yadaptarse

Medir ycomprender

Definir las ofertas yadministrar el

catálogo

Otra información en tiempo real

• Información de interacción• Habilidades del agente• Niveles de servicio• Información externa

Marketing

• Ofertas y su valor• Segmento objetivo• Canales de interacción• Generación de eventos

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

RTOMAgente Clientes

© SAP 2008 / © SAP 2008 / Page 38

SAP & RIM

Service Management –Highlights Overview

Customer

ServiceLogistics& Finance

Warranty& Claim

Management

Returns &Depot Repair

Field ServiceManagement

CustomerService &Support

Installations &Maintenance

ServiceContracts &Agreements

Service Sales& Marketing

Contract templatesContract renewal

Contract change processesand mass changes

Credit card paymentPackaged service quotations

Functional location downloadBill of material replicationEnhanced authorizations

Service request andmaster requests

Knowledge articlesIT service management

Resource planning:Geo-maps

Alternative technicianinformation

Technician self-serviceUsability enhancements

Automated warrantyactivation

Link to CATS time sheetDisplaying cost

information

SOA enablementNew partner

solutions

Service Management (2/5) –Customer-Driven Enhancements

Service enhancements & alignments:ERP integration of functional locations and bill

of materialsCredit card payment in CRM billing

Service transactions inherit reference objectsand categorizations to the item level

Controlling and cost information displayed intransactions

Improved serial number integrationEnhanced authorizations for Installed Base

Service Management (3/5) –Advanced Contract Management

Advanced Contract Management covers enhancedfunctionality around service contracts and thewhole life-cycle of a contract with processes ofcontract offering, contract execution and contractmaintenance.

Enhanced contract life-cycle:Package quotations incl. enhanced packagepricing and follow-ups creationAutomation of contract activation processingMaster contract templatesConsolidated change processes for all contracttypesMarketing integration for contract renewalprocessInterfaces for 3rd Party remote service vendorsDisplay related ERP documents in transactionanalyzerUsability enhancements

Service Management (4/5) –Resource Optimization

In order to plan and steer internal and externaltechnicians, resource scheduling is an essential part of

service processing within companies.

Offering the necessary information in a smart wayenables resource planners to plan and react accordingly.

Continuous and enhanced support for external serviceproviders follows the market requirements and offers

more end-to-end process possibilities.

Resource Optimization:Alternative technician informationMaintenance for service providers

Technician Self ServicePlanning information enhancementsStrengthen back office possibilities

Service Management (5/5) –Knowledge Articles Management

The new Knowledge Article Base containsbusiness relevant FAQs, how-to documents,special process information, solutiondescriptions, etc.

Create, link and distribute knowledge :Quickly find information via full text searchEasy integration to other CRM objects likecustomers, products, installed bases,campaigns, opportunities, service requests …Multilingual text authoring and attachmentcapabilitySpecial authorization checks to restrict accessto special user groupsActions and Workflow supportInterfaces for import and export from and toexisting knowledge bases

ITIL® – Compliant IT Service Management (1/2)Comprehensive End-to-End Solution

New comprehensive and completeITIL®-compliant end-to-end offering for

IT Service ManagementITIL-compliant incident, problem, and change

managementIT Service Desk for professional 1st level

support, optionally with integration into SAPSolution Manager Service Desk

IT Object Management and IT Service LevelManagement as a basis for IT support

processes

IT Service Desk

2nd Level Support

Customer

Flexible Usage OptionsInternal scenarios – IT department delivering IT support to other departmentsShared Service Center (SSC) scenarios – SSCs offering IT- as well as further

internal services globally for one corporate groupExternal scenarios – IT service providers offering services to their customers

ITIL® – Compliant IT Service Management (2/2)Comprehensive End-to-End Solution

IT Service Desk

2nd Level Support

Customer

IT Support ManagementPre-defined process types for incident, problem

and change management along the best practicesdescribed in the IT Infrastructure Library® (ITIL)„One Component“ concept for flexible usage of

these process types within or outside of SAP CRMInteraction Center

Integrated knowledge article search andprovisioning

Pre-defined interface to SAP Solution ManagerService Desk for exchange of incidents

IT Object and IT Service Level ManagementNew object family for IT items, optionally with integration to SAP ERP

Maintain and display dependencies between IT items via object relationshipsService 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

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

Account Identification and Lean Interaction RecordEnhancements for searching and identifying accountsRuntime optimized configuration for Interaction Record

One stop configurationCRM WebClient business transactions can be used natively with IC screen layout in theIC WebClientNew ITIL compliant services processes common for customer service and shared servicecenter, including IT Service Desk - available in CRM WebClient and Interaction CenterWebClient

SAP sees increasing adoption of CRM InteractionCenter by high volume call centers. A set of

improvements optimize the current application as wellas the end user processing times. One stop

configuration allows to optimize TCO in multi-scenarioimplementations.

© SAP 2007 / © SAP 2007 / CRM70 Kick-off, Page 47, SAP internal and confidential

Interaction Center (2/2)Shared Service Center – Accounting Interaction Center

Business Partner IdentificationIdentification of customers, vendors and employees and their relatedpartnersIdentification of partner by company code and by reference documents(e.g. ERP invoice) – company code from ERP back end can be usedInteraction Center Client Switch in case of Multiple CRM and Backendclients e.g. for BPO (Business Process Outsourcing) scenarios

Service and Interaction RecordService request creation / tracking user interface for non InteractionCenter users (e.g. accounting or HR staff)Track company code and reference document in service requestService request search by company code in Agent Inbox

Launch Transaction ContentSample content for most relevant launch transactions to accessFinancial Accounting processes in the ERP backend

SAP CRM 7.0 integrates CRM Shared Service Centerfunctionality with the backend systems for financials. With

this Accounting Interaction Center, requests from customers,vendors/ suppliers and employees can be easily tracked and

resolved.

© SAP 2007 /

“

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

… while reviewing a lead, your account managers could seewhether the colleague who qualified the lead is currentlyavailable for a phone call?

…all your customer facing personnel had access tocommunication features previously available only to your callcenter agents (screen pop, screen transfer)?

…it only took a mouse click to communicate with yourcustomers and colleagues?

… you could ensure real time execution on steps in a businessprocess in the same way you manage incoming phone calls?

Customer Service Network

People, Skills, Availability, ….

CEBP

Communication-Enabled CRM Processes (2/4)What are communication enabled processes in a CRM context?

CEBP

Apps

CEBP

Business Processes

Channels

Customer

Network of people and skillsIn-house

Multiple locationsOutsourced

Home agents

Consistent, relevantinteractions across

channels

Seamless integration withmarketing, sales & service

processes

360° view of the customer,process access and

collaboration

Connecting People, Processes, and Communications within aCustomer Service Network

Communication-Enabled CRM Processes (3/4)

SAP CRM 7.0 integrates communications withCRM processes allowing companies to leverage

organizational know-how independent oflocation; enhance marketing, sales, and serviceactivities; and reduce total cost of ownership.

Communication enablement for all CRM business rolesCommunication toolbar integrates phone functionality with all CRM user interfaces andbusiness roles and allows customer facing personnel to collaborate in a business contextEnables more efficient and effective interactions with customers, partners and employeesthroughout the organization

Empower collaboration with contextual presencePresence information available from communication systems is determined in theappropriate business context within CRM screensBusiness context can be used during collaborationAllows determination of available people with right skills at a glance and transfer of CRMscreens during call conferencing or with call transfers

Business process pushRoutes and pushes CRM processes to CRM users leveraging the integration to acommunication management systemFor example, CRM E-Mail Response Management System (ERMS) can utilize SAP BCM toroute and push an analyzed email to a CRM Interaction Center agent

Communication-Enabled CRM Processes (4/4) –Example: Presence Information in Partner Views

CallerIdentification

Call Status/Timer

Softphonecontrols

AvailabilityIndicator

SoftphoneLink

Marketing (1/4) –Focus on Consumer Marketing

Loyalty Management @ SAP

Loyalty Management applies across multiple industries wherecustomer loyalty programs are utilized to build customer

relationships and to promote specific customer behaviors.

Loyalty management enables marketers to plan and executeclosed loop loyalty programs, such as frequent flyer programs.

These programs can promote customers participation throughpoints/reward programs where certain amounts of points are

earned for a specific customer behavior. In turn, customers canredeem these points for specified rewards.

End customers have access to self-service web sites to checkand manage their points/reward accounts and to redeem

points for rewards, or may choose to access these actions viathe company’s call center.

Loyalty Management is customer centric

Integration and cross-enterprise processes are becoming the key to success inCRM. 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© SAP 2008 /

!

Marketing (2/4) –Loyalty Management – a complete Solution ...

Beef or chicken ?Why not take more ?

If you can get more …

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 program-specific point accrual and redemption based on flights, nights of stay etc.

Loyalty Reward Rule Management includes set up and maintenance of loyalty rules andconditions – finally being processed by the loyalty engine. All points accrued andredeemed by members are recorded within the member‘s point account.

Loyalty Membership represents the participation of an individual person, ororganization to a specific frequent flyer program. Membership is opened by aregistration to the loyalty program, either paper-based, via web-self service, or callcenter. It also includes member activities such as flight or sales activities - finally beingaccrued or redeemed as points.

The Loyalty Management Processing Engine a highly scalable Engine to processmember activities and tier transition evaluation. It is an integrated part of SAP CRM andthe “heart” of the CRM based Loyalty Management solution.

Loyalty Management additional features:Collaboration

IntegrationAnalytics

SAP Loyalty Management is part of SAP CRM. It is fully integratedinto core CRM scenarios, such as marketing campaign management,

service complaints management, Web Channel and more.

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

Program Definition

Program Partners

Multiple Tier Groups& Levels

Multiple PointTypes

Point ExpirationRules

Dynamic Attributes

Simple and ComplexRule Definition

Partner Promotions

Timed Execution ofReward Rules

Standard Actions

Wizard-basedmainenance

Rule VersionManagement

Scalable ProcessingEngine

Online ProcessingOf member activities

Batch Processing ofMember activities

Tier EvaluationProcessing

Point ExpirationProcessing

Multiple MembershipTypes & Registration

Member TierManagement

Member Activities

Member ProfileMaintenance

Point AccountManagement

Basic Card Handling

Loyalty APIConnectivity

BackendIntegration

ICIntegration

Web ChannelIntegration

Simulation

Integrate / Analyze / Collaborate

ProgramManagement

Reward RulesManagement

MembershipHandling

ProcessingEngine

© SAP 2008 /

© SAP 2007 /

Marketing (4/4) –High Volume Marketing Enablement

Scalability Enhancements address the needsof high-volume marketing environmentswhere marketers deal with large number ofend-consumers, segments, and campaignsto reach their target audiences with relevantmarketing messages.

SegmentationImproved segmentation scalability for high

volumes of customer dataClear visualization of all segmentation steps

Campaign ExecutionLean high volume campaign execution for e-mail

and file exportNewsletters and special campaigns, e.g. in loyalty

programs, can be addressed to millions ofcustomers

Address List Handlinghandling of temporary address data for e.g. highvolume one shot mailings with purchased/rented

addresses

Marketing – High Volume Segmentation

Sales (1/4) –Improving Sales Performance

Sales (2/4) –Territory Management

Territory Management enablesOptimal coverage of sales territories by dividingsales markets into territories

Assignment of prospects, accounts, leads andopportunities 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 searchesand authorizations

Provides mass update reports, which could be used to update territory/sales professionalsin Territory Management and the associated business transactions after territory re-alignments

Sales (3/4) –Pipeline Performance Management

Pipeline Performance Management helpssales managers and representatives to

Analyze their sales pipeline

Identify gaps and critical opportunities

Simulate what-if scenariosCapabilities:

Ability to set overall revenue target, revenue target by product / product category, units target byproduct or product category .

Ability to choose the data content for pipeline analysis from total sales volume, sales volume byproduct / 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 tosave simulated opportunity value changes.

View pipeline-relevant changes for a certain time horizon, showing direction of change for keyfields.

Quickly display the relevant information about recent activities, contacts, products, relatedcompetitors, 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 ManagementCapture, adjust, track and bill a customers request forproducts and services

Prevent errors and inconsistencies

Simplify ordering across channels

Enable consistent pricing, up-/cross-selling and campaignexecution.

Complete Lead-to-cash process with ERPOrder

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 IndustriesIndustrial Machinery & Components

High-Tech: Component Manufacturer

Mill Products

Consumer Products: Beverage

Lead-to-Cash

Service

Sales

E-Marketing

Fulfillment

© SAP 2007 /

Web Channel (1/2)

Loyalty Management Integration Into WebChannel

Increase brand loyalty and encourage specific customerbehaviors.

Reward specific customer behaviors with points. Points can beredeemed for specified rewards.

Customers can enroll in loyalty programs and manage theiraccounts online

View and use eligible rewards within the shopping basket.

Additional Deployment Flexibility With ERPOrder Integration

Adds third option to existing deployment modes (SAP E-Commerce connected to SAP CRM or directly to SAP ERP).

Enables customers to run e-commerce capabilities with SAPCRM but using the SAP ERP sales order.

Allows to use the ERP order but benefit from the e-marketingfeatures of CRM such as product recommendations, cross- andup-selling, and marketing campaigns.

No need to replicate orders and to duplicate pricing conditionsin CRM.

© SAP 2007 /

Web Channel (2/2)

Single Product Catalog For Customers, SalesReps and Call Center Agents

Same view to product catalog information for employees asprovided through SAP CRM Web Channel

Rollout and use consistent product information in allchannels and enable quick quote/order creation from onlinecatalog

Enterprise Service Oriented Architecture(ESOA)

Provide well defined interfaces to flexibly enhance and adaptthe solution

Leverage Web services to manage the CRM product catalog

Integrate product information as well as real-timeprice/availability into non-E-Commerce context like aconsumer Homepage using Web services

SAP E-Commerce for SAP ERP (delivered aspart of SAP ECC 6.0 EHP4)

SAP E-Commerce for SAP ERP updated to match the latestE-Commerce version for SAP CRM

© SAP 2007 /

Partner Channel Management

End-to-end Channel Service ManagementPartners manage and track their serviceresources and availability

Vendors execute service resource planning &service order distribution

Self-service for partners to receive and confirmcompletion of service orders

Integration with billing & warranty claims

Enterprise Service Oriented Architecture(ESOA)

Integrate your own Partner Registrationapplication with SAP CRM Partner ChannelManagement using SOA services.

© SAP 2007 /

Industry-Specific Scenarios (1/2) –Investigative Case Management (Public Sector)

Supporting Public Security

The market for Public Security is demanding for asolution capable to handle the whole lifecycle ofcriminal investigation, starting from the time of firstincident/lead down to case closing and maintaining acourt result.

Investigative Case Management offers a centralizedinformation storage, a collaborative processmanagement and capabilities to relate entities and thusto derive intelligence from that.

High- Level Capabilities:Support of initial and further investigation processeswith incidents, investigative leads and casesInvestigation case processing, i.e. intelligence andinformation sharing, evaluation of information & sourcereliability, organize security force operations andsupport law enforcementCentral storage for suspects, victims, witnesses as wellas objects and locations. Support of complexrelationships between master and transactional data.

Suspects

Locations

Relations

Objects

Record

Documents &Forms

IncidentLead

Operations

Staff & Units Case

Trade Promotion Management

CP companies on an average spend 18% oftheir sales revenue on funding tradepromotions. In the current economic climateunderstanding which promotions areeffective is more important than ever before.

New capabilities to improve usability:Promotion totals on overview page, keyfigures added to calendar, etcImproved claims management capabilitiesImproved funds determination

Enhanced TPM Capabilities for mobile usersvisualization of:

Trade Promotions with Product Segments,display pallets, etcFunds used to manage Trade Promotions

Industry-Specific Scenarios (2/2) –Trade Promotion Management

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

CRM is a prime platform for customers todrive value from SAP’s Service OrientedArchitecture.

SAP CRM 7.0 provides a broad serviceenablement across Marketing, Sales andService – with productized EnterpriseServices to cover

• Composite application scenarios (incl.Interactive Forms)

• Inter-company and cross-companysystem integration scenarios

Enterprise Services are delivered throughService Bundles – with a high coverage ofthe CRM Solution Map scenarios acrossMarketing, Sales, Service, and Web Channel

Web Service Tool (already introduced inolder releases) to enable modeling ofindividual services on the fly by following auser-friendly wizard

Service Oriented Architecture in CRM (2/2) –Example: Enterprise Services for CRM Service

Before – Slow, error-prone processes forrequesting services, communicating changes,

confirming work done.

After – Transparent, fast, and accurate serviceorder management processes

Transparent, streamlined, integratedservice processing

Delayed processing of serviceorders, quotations and

confirmations communicatedvia phone or E-Mail

Error-prone entry of data – noautomation, no self-service

No visibility for customers regardingcurrent status of processing

ProcessNot having an integrated CRM system,

customer has to call IT service provider torequest services

IT service provider creates service ordermanually in the CRM system

Customer has to call IT service provider torequest current status of service order

…

ProcessCustomer uses customer-specific web

service to create service order in IT serviceprovider’s CRM system

Incomplete product data can beverified/standardized within the CRM systemCurrent status of service documents can be

requested at any time via a web service…

© SAP 2007 /

Data Quality Management

Capabilities:Integrated duplicate check as a technically integratedsolution, including duplicate identification and duplicatemerge, 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 post-processing of results (merge).External postal address validation (syntax validation) using anexternal service provider, with export of data records andupload of results.External content validation for relocation and necrology usinga service provider (agency), with export of data records andupload of results.

Data quality management tasks are performed for a whole validationgroup. A validation group is a set of business partners and isrepresented by a target group or a profile. Validation groups are builtusing the segmentation functionality available in CRM Marketing.

TargetGroup

TransferData

IdentifyDuplicatesCreate Cleansing

Cases

MergeAutomatically

The Data Quality Management framework provides a set ofpowerful tasks designed to

eliminate duplicate business partner data recordsensure a consistently high standard of data quality

Dashboards and Interactive Reporting

Business Objects has opened a new window ofopportunity for improvement in the area of CRMAnalytics. CRM Dashboards integrate BusinessObjects Xcelsius ® in CRM 7.0 with a visualUser Interface and interactive analytics.

CRM 7.0 provides a framework to create easilyBusiness Objects Xselsius ® Dashboardsbased on pre-defined CRM-interactive reports.

Capabilities:

Create your own custom CRMdashboards using Business ObjectsXcelsius Enterprise ®Wizard driven dashboard builder toolprovides possibility to upload theXcelsius ® Dashboards and embed itwithin the CRM WebClientShare Xcelsius ® dashboard with otherCRM users

1.1. UnUn pocopoco dede historiahistoria sobresobre SAP CRMSAP CRM2.2. ¿¿QuéQué meme ofreceofrece SAP CRM?SAP CRM?3.3. LoLo nuevonuevo –– SAP CRM 7.0SAP CRM 7.04.4. DemoDemo

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