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Discover SAP CRM

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Product Code:
H2914
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Product Details

ISBN:
978-1-59229-173-1
Author(s):
Srini Katta
Type:
Softcover, 407 pages
Year:
2008

Product Description and Table of Contents

If you're searching for a customer relationship management tool to help you achieve customer-driven growth and the ability to attract and retain quality customers, SAP CRM offers you all the tools you need. So, whether you're considering implementing SAP CRM, you're a project leader looking for details on how it works, or you're new to SAP, this reader-friendly guide is the resource you need. It details all of the functionality and provides practical insights into how it works in the real world.

1 Discover What SAP CRM is all About
Find concise topic overviews, definitions of important terminology, and helpful tips to help you build a solid understanding of key functionality.

2 Gain Detailed Knowledge
Learn how SAP CRM can work in your business by reading the in-depth discussions of the applications and tools offered.

3 Find Out How it all Works
Explore how the various technical components underlying the SAP CRM engine work by investigating the SAP technology, including NetWeaver and Enterprise Service Oriented Architecture.

4 Learn from Real-World Scenarios
See how SAP CRM works through a variety of practical examples and case studies.

5 Navigate as You Like
Go directly to the chapter that interests you, or read from cover to cover. And take advantage of the extensive glossary as needed.

Highlights

  • Marketing, Sales, & Service
  • Interaction Center
  • Web Channels
  • Mobile Applications
  • Partner Channel Management
  • SAP Technology
  • Master Data
  • Industry Verticals

About the Author(s)

Srini Katta is the founder, President, & CEO of iService Globe, Inc., an ERP, CRM, and BPO solutions company. He has worked in the design and implementation of Enterprise Resource Planning and Customer Relationship Management solutions since 1997. He is considered an industry leading CRM expert, and is a resident CRM Expert on SearchSAP.com and SearchCRM.com information portals.

Table of Contents

Acknowledgments ... 19

Preface ... 21

1 Customer Relationship Management ... 27
... What Are Your Industry Verticals? ... 28
... What Type of Business Are You In? ... 28
... Who Are Your Customers? ... 29
... What Are Your Products and Services? ... 29
... Core CRM Principles ... 36
... What Functionality Should Your CRM Application Provide? ... 40
... Conclusion ... 41

2 SAP CRM Detailed Overview ... 43
... What Is SAP CRM? ... 43
... The Three Key Components of SAP CRM ... 45
... SAP CRM Marketing ... 48
... SAP CRM Sales ... 49
... SAP CRM Service ... 51
... Analytics ... 53
... SAP CRM Solutions for Small- and Medium-Size
... Businesses ... 55
... SAP CRM On-Demand Solutions ... 58
... Conclusion ... 58

3 SAP CRM Marketing ... 61
... SAP CRM Marketing Component ... 63
... Case Study ... 77
... Conclusion ... 78

4 SAP CRM Sales ... 79
... Discover SAP CRM Sales ... 80
... Case Study ... 96
... Conclusion ... 98

5 SAP CRM Service ... 99
... Discover SAP CRM Service ... 100
... Business Drivers ... 118
... Case Study ... 119
... Conclusion ... 121

6 SAP CRM Interaction Center ... 123
... Interaction Center Strategy ... 125
... Customer-Facing Tools and Interfaces ... 132
... SAP CRM Interaction Center Capabilities ... 139
... Case Study ... 148
... Conclusion ... 150

7 Web Channel Enablement Solution ... 153
... E-Marketing ... 156
... E-Commerce (Formerly E-Selling) ... 158
... E-Service ... 170
... Web Channel Analytics ... 173
... Conclusion ... 174

8 SAP CRM Mobile Applications ... 177
... Introduction to SAP CRM Mobile Technology ... 179
... SAP CRM Mobile Sales ... 182
... SAP CRM Mobile Service ... 191
... Case Study ... 194
... Conclusion ... 196

9 SAP CRM Partner Channel Management ... 199
... Why Use Channel Partners? ... 200
... Channel Management and SAP ... 201
... Partner Management ... 203
... Channel Marketing ... 208
... Channel Sales ... 212
... Partner Order Management ... 214
... Channel Service ... 220
... Partner and Channel Analytics ... 223
... Case Study ... 224
... Conclusion ... 226

10 The Technology and Tools Behind SAP CRM ... 229
... SAP NetWeaver Introduction ... 229
... SAP NetWeaver Integration ... 232
... SAP NetWeaver for SAP CRM ... 236
... SAP CRM Technology ... 242
... Case Study ... 249
... Conclusion ... 250

11 Master Data ... 253
... Business Partner (BP) Master Data ... 255
... Product Master Data ... 262
... Organizational Master Data ... 267
... Pricing Master Data ... 272
... Case Study ... 275
... Conclusion ... 277

12 Working with SAP Industry Vertical Solutions ... 279
... Automotive ... 280
... Case Study ... 303
... Conclusion ... 303

13 SAP CRM Analytics ... 305
... SAP CRM Analytics ... 306
... Marketing Analytics ... 311
... Sales Analytics ... 320
... Service Analytics ... 327
... Customer Analytics ... 334
... Product Analytics ... 337
... Interaction Channel Analytics ... 339
... Conclusion ... 341

14 SAP CRM User Access ... 343
... User Access Modes ... 344
... SAP CRM Enhanced Usability ... 349
... Conclusion ... 352

15 Building an SAP CRM System ... 355
... Discover Your Business Needs ... 356
... Business Scenario Analysis ... 357
... Design and Development ... 358
... End-to-End Deployment ... 359
... Project Methodologies ... 360
... Conclusion ... 368

16 Varian Medical Systems Case Study ... 371
... Business Challenge ... 371
... Business Objectives ... 372
... Technology Challenge ... 374
... Solution Deployment ... 376
... Value Achieved ... 377
... Lessons Learned ... 378
... Relieve the Core Team of Users from Their Daily
... Jobs So They Can Dedicate Their Time to the Project ... 381
... Have Dedicated Project Managers from the Business
... and IT Teams ... 382
... Use SAP Best Practices for SAP CRM ... 382
... Looking Ahead ... 383

A Glossary ... 385

Index ... 399




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