6 - customer relationship management - crm 7.0
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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
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
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
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
Marketing
Ventas
Servicios
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 / Page 14
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 / Page 17
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 CRMGeneralidades
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 CRMGeneralidades
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 CRMGeneralidades
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 / Page 29
SAP CRMGeneralidades
SAP CRM – Web Channel
© SAP 2008 / Page 31
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 / Page 32
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 CRMGeneralidades
SAP CRM – Partner Channel Management
© SAP 2007 / Page 34
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
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
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 / Page 38© 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 / Page 47© 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 / Page 48
“
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 / Page 52
!
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 / Page 54
© SAP 2007 / Page 55
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 / Page 60
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 / Page 61
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 / Page 62
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 / Page 63
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 / Page 68
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
AgendaAgenda
¿Preguntas?
© SAP 2008 / Page 72
Gracias!
Noel Pinat OjedaCRM Solution Engineernoel.pinat.ojeda@sap.comSAP MCLA
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