1 Customer Relationship Management

25

What Are Your Industry Verticals?

26

What Type of Business Are You In?

26

Who Are Your Customers?

27

What Are Your Products and Services?

27

Which Channels Does Your Company Use?

29

What Are Your CRM Business Needs?

29

What’s Your Company Culture?

31

How Big Is Your Company?

32

Are You Global, Regional, or Local?

32

Competitiveness of Your IT Infrastructure and Architecture

33

Core CRM Principles

34

Customer First

34

Designing a Customer-First CRM Initiative

34

Customized Product and Service Offerings for Customers

37

Increase Customer Lifetime Value

37

What Functionality Should Your CRM Application Provide?

38

Conclusion

39

2 SAP CRM Detailed Overview

41

What Is SAP CRM?

41

SAP CRM Strengths

42

The Key Components of SAP CRM

43

SAP CRM Solution Map

45

SAP CRM Marketing

46

SAP CRM Sales

47

SAP CRM Service

49

Analytics

52

How Can SAP CRM Analytics Help Your Company?

53

SAP CRM Solutions for Small and Medium Enterprises

54

SAP CRM On-Demand Solutions

56

Benefits of SAP CRM On-Demand for SMEs

56

Conclusion

57

3 SAP CRM Marketing

59

SAP CRM Marketing Components

61

Marketing Resource Management (MRM)

61

Market Planning and Budgeting

63

Segmentation

64

List Management

66

Campaign Management

68

Trade Promotion Management (TPM)

70

Lead Management

72

Backend ERP Integration

74

Marketing Analytics

74

Case Study

75

Conclusion

76

4 SAP CRM Sales

77

Discover SAP CRM Sales

78

Accounts and Contact Management

79

Activity Management

80

Planning and Forecasting

82

Territory Management

83

Opportunity Management

84

Product Configuration and Pricing

85

Quotation and Order Management

87

Billing and Contract Management

89

Incentives and Commissions Management

90

Time and Travel Management

92

Sales Analytics

92

Case Study

94

Conclusion

96

5 SAP CRM Service

97

Discover SAP CRM Service

98

Installed Base Management

99

Warranty Management

101

Contract and Entitlement Management

103

Service Resource Planning

105

Knowledge Articles

106

Case Management

108

Service Order and Service Request

108

Incident Management

110

Complaints and Returns

112

In-House Repair

114

Service Analytics

115

Business Drivers

116

Case Study

118

Conclusion

120

6 SAP CRM Interaction Center

121

Interaction Center Strategy

123

Consolidating Standalone Telephone, Email, and Chat Applications

125

Customer-Facing Tools and Interfaces

131

Telephone and Interactive Voice Response

131

SAP CRM Interaction Center Capabilities

137

Agent Desktop Productivity Tools

138

Multi-Channel Integration

138

SAP CRM Marketing Integration

139

SAP CRM Sales Integration

140

SAP CRM Service Integration

142

Blended Business Scenarios

143

Shared Service Centers

144

Running Your Interaction Center: Operations and Administration

146

Case Study

147

Conclusion

148

7 SAP Web Channel Experience Management Solution

151

E-Marketing

153

Demand Generation

154

Catalog Management

155

Personalization

155

E-Commerce

156

Interactive Selling

157

Pricing

159

Order to Cash

160

Web Auctions

166

E-Service

167

Knowledge Management

168

Service Management

169

Web Channel Analytics

170

Conclusion

170

8 SAP CRM Mobile Applications

173

Introduction to SAP CRM Mobile Technology

175

SAP CRM Mobile Sales

177

Mobile Sales Laptop

177

Mobile Sales Handheld

180

Mobile Sales Online: Multiple Support

184

SAP CRM Field Service

185

Mobile Service Laptops

186

Sybase Mobile Sales for SAP CRM

188

Sybase Unwired Platform

188

SAP CRM Service Manager

190

Micro Mobile Apps

191

Case Study

192

Conclusion

193

9 SAP CRM Partner Channel Management

195

Why Use Channel Partners?

196

Channel Management and SAP

197

Partner Management

199

Partner Recruitment

199

Partner Profiling and Segmentation

201

Partner Training and Certification

201

Partner Networking

203

Partner Compensation

204

Partner Planning and Forecasting

204

Channel Marketing

204

Partner Communication

205

Catalog Management

205

Campaign Management

205

Lead Management

206

Channel Marketing Funds

206

Partner Locator

207

Channel Sales

208

Account and Contact Management

208

Activity Management

209

Opportunity Management

210

Channel Sales Analytics

210

Partner Order Management

210

Quotation and Order Management

211

Interactive Selling and Configuration

212

POS and Channel Inventory

212

Collaborative Showrooms

212

Distributed Order Management

213

Channel Service

215

Knowledge Base

216

Live Support

217

Service Order Management

217

Complaints and Returns Management

218

Partner and Channel Analytics

218

Case Study

219

Conclusion

222

10 The Technology and Tools Behind SAP CRM

225

SAP NetWeaver Introduction

225

Service-Oriented Architecture (SOA)

226

SAP NetWeaver Integration

228

People Integration

229

Information Integration

230

Process Integration

230

Application Platform

231

SAP NetWeaver for SAP CRM

231

SAP NetWeaver Web Services for SAP CRM

232

SAP NetWeaver Mobile for SAP CRM

234

SAP NetWeaver Process Integration (PI) for SAP CRM

234

SAP NetWeaver Java for SAP CRM

235

SAP NetWeaver Portal for SAP CRM

236

SAP CRM Technology

237

SAP CRM Middleware

238

Groupware Integration with SAP CRM

238

SAP CRM Mobile

239

Business Server Pages (BSP)

241

SAP CRM Web Client

242

SAP CRM Business Object Layer (BOL)/Generic Interaction Layer (GenIL)

242

ABAP

243

Case Study

244

Conclusion

245

11 Master Data

247

Business Partner (BP) Master Data

249

Business Partner Design in SAP CRM

250

Business Partner Categories

250

Business Partner Roles

250

BP Classification

252

BP Relationships

253

Product Master Data

256

SAP CRM Product Master Data Design

256

Product Types

257

Product Attributes and Attribute-Set Types

258

Product Categories and Hierarchies

259

Product Relationships

260

Organizational Master Data

261

Organizational Objects

262

Organizational Attributes and Business Attributes

263

Pricing Master Data

266

SAP Internet Pricing and Configurator (IPC)

267

Condition Technique and Condition Records

269

Case Study

270

Conclusion

271

12 Working with SAP Industry Vertical Solutions

273

Automotive

274

Chemical Industry

275

Consumer Products (CP)

276

Brand Management

277

Category Management

278

High-Tech

278

Oil and Gas

279

Pharmaceutical

280

Financial Services (Banking and Insurance)

282

Leasing

283

Media

285

Professional Services

286

Strategy and Planning

287

Business Development

288

Service Delivery

288

Engagement Management

288

Performance Management

288

Public Sector

289

Constituent Services

289

Case Management

290

Grantor Program Management

290

Retail

290

Telecommunications

291

Utilities

293

Interaction Center

293

Campaign Management

293

Contract Management

293

Meter Reading and Billing

294

Invoice and Revenue Management

294

Case Study

295

Conclusion

295

13 SAP CRM Analytics

297

Approaches and Scenarios

298

Marketing Analytics

303

Market Budget Planning

304

Campaign Planning

304

Target Group Optimization

305

Market Plan Analysis

305

Campaign Monitoring and Success

306

Lead Analysis

306

External List Cost and Revenue Analysis

309

Sales Analytics

311

Territory Management Analysis

312

Activity Management Analysis

312

Opportunity Management Analysis

312

Sales Quotation and Order Management Analysis

312

Contract Management Analysis

314

Sales Pipeline Analysis

314

Sales Funnel Analysis

315

Sales Performance Analysis

316

Billing Analysis

317

Service Analytics

318

Service Quality Analysis

319

Customer Analytics

324

Customer Migration Analysis

324

Churn Management

325

Customer Lifetime Value (CLTV)

326

Customer Satisfaction and Loyalty Analysis

327

Product Analytics

327

Cross-Selling Proposals

328

Product Profitability Analysis

328

Interaction Channel Analytics

328

Web Channel Analytics

329

Interaction Center Analytics

330

SAP CRM on HANA

330

Conclusion

331

14 SAP CRM User Access

333

User Access Modes

334

Desktop/Laptop

334

Notebook Computers

334

PDA Companion

335

Tablets

335

Handheld Devices

337

Smartphone

337

SAP CRM-Enhanced Usability

338

Design Layer Customizing

341

Conclusion

341

15 Building an SAP CRM System

343

Discover Your Business Needs

343

Set Up a Team and/or Hire an SAP CRM Business Application Consultant

344

Conduct Discovery Sessions

344

Business Scenario Analysis

345

Design and Development

346

Functional Design

346

Technical Design

347

Implementation/Configuration/Development

347

End-to-End Deployment

347

Project Methodologies

348

ASAP Methodology

348

Cycle Methodology

354

Conference Room Pilot (CRP) Methodology

355

Conclusion

355

16 Case Study: Canadian Blood Services

357

Business Objectives and Goals

358

Align to Strategies to Recruit, Schedule, and Retain Donors

358

Support Current Collections, Target, and Future Business Model

358

Deliver Efficiency and Productivity Gains

358

Technology Challenge

359

Solution Deployment

360

Value Achieved

361

Lessons Learned

362

Looking Ahead

363

17 Case Study: Yaskawa America, Inc.

365

Business Drivers

365

Operational Drivers

365

Administrative Drivers

366

Technology Challenges

366

Solution Deployment

367

Value Achieved

369

Lessons Learned

371

Looking Ahead

371

18 Case Study: Intuitive Surgical

373

Business Challenges

373

Business Objectives

374

Solution Deployment

375

Value Achieved

376

Lessons Learned

380

Looking Ahead

381