Discover SAP CRM

2. Auflage 2013
ISBN: 978-1-59229-836-5
Verlag: Rheinwerk Verlag

Buch, Englisch, 404 Seiten, Format (B × H): 152 mm x 229 mm

Reihe: SAP PRESS: englisch

In a customer-driven world, managing your relationships with existing and prospective customers is a must. Whether you’re a CRM specialist, consultant, or decision-maker who’s considering SAP, this detailed, reader-friendly reference will teach you how to achieve customer-driven growth and retention with SAP CRM. With concise, simple explanations, you’ll learn how each SAP CRM component works, the advantages they offer, and how this fully integrated package will help you overcome the challenges facing today’s companies.



1. Discover What CRM is All About
Read the topic overviews, definitions of terminology, and clear explanations of business processes.



2. Gain Essential Knowledge
Find out what each powerful component in SAP CRM provides, how you can use it, and identify how it can work with your business.



3. Align SAP CRM to Your Business
Who are your customers? What IT functions do you need? What are your industry requirements or pain points? Find the answers to all of your CRM questions.



4. Learn How SAP CRM Works in the Real World
Explore in-depth case studies and find out how companies supplemented their business processes with SAP’s offerings, and what lessons they learned along the way.



5. Updated Second Edition
This book is updated for SAP CRM 7.0 with new screenshots, information on mobile technology and strategies, and much more.


Highlights include: - Marketing, Sales, and Service

- Interaction Center

- Web Channel Experience Management

- Customer interaction channels

- Mobile applications and devices

- SAP technology

- Master data

- Industry verticals

- Partner channels

- Analytics

Autoren/Hrsg.

Katta, Srini

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege
• Wirtschaftswissenschaften Betriebswirtschaft Wirtschaftsinformatik, SAP, IT-Management
• Mathematik | Informatik EDV | Informatik Business Application Unternehmenssoftware SAP

Inhaltsverzeichnis

Acknowledgments. 17

Preface. 19

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

Core CRM Principles. 34

What Functionality Should Your CRM Application Provide?. 38

Conclusion. 39

2. SAP CRM Detailed Overview. 41

What Is SAP CRM?. 41

The Key Components of SAP CRM. 43

SAP CRM Marketing. 46

SAP CRM Sales. 47

SAP CRM Service. 49

Analytics. 52

SAP CRM Solutions for Small and Medium Enterprises. 54

SAP CRM On-Demand Solutions. 56

Conclusion. 57

3. SAP CRM Marketing. 59

SAP CRM Marketing Components. 61

Case Study. 75

Conclusion. 76

4. SAP CRM Sales. 77

Discover SAP CRM Sales. 78

Case Study. 94

Conclusion. 96

5. SAP CRM Service. 97

Discover SAP CRM Service. 98

Business Drivers. 116

Case Study. 118

Conclusion. 120

6. SAP CRM Interaction Center. 121

Interaction Center Strategy. 123

Customer-Facing Tools and Interfaces. 131

SAP CRM Interaction Center Capabilities. 137

Case Study. 147

Conclusion. 148

7. SAP Web Channel Experience Management Solution. 151

E-Marketing. 153

E-Commerce. 156

E-Service. 167

Web Channel Analytics. 170

Conclusion. 170

8. SAP CRM Mobile Applications. 173

Introduction to SAP CRM Mobile Technology. 175

SAP CRM Mobile Sales. 177

SAP CRM Field Service. 185

Sybase Mobile Sales for SAP CRM. 188

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

Channel Marketing. 204

Channel Sales. 208

Partner Order Management. 210

Channel Service. 215

Partner and Channel Analytics. 218

Case Study. 219

Conclusion. 222

10. The Technology and Tools Behind SAP CRM. 225

SAP NetWeaver Introduction. 225

SAP NetWeaver Integration. 228

SAP NetWeaver for SAP CRM. 231

SAP CRM Technology. 237

Case Study. 244

Conclusion. 245

11. Master Data. 247

Business Partner (BP) Master Data. 249

Product Master Data. 256

Organizational Master Data. 261

Pricing Master Data. 266

Case Study. 270

Conclusion. 271

12. Working with SAP Industry Vertical Solutions. 273

Automotive. 274

Chemical Industry. 275

Consumer Products (CP). 276

High-Tech. 278

Oil and Gas. 279

Pharmaceutical. 280

Financial Services (Banking and Insurance). 282

Leasing. 283

Media. 285

Professional Services. 286

Public Sector. 289

Retail. 290

Telecommunications. 291

Utilities. 293

Case Study. 295

Conclusion. 295

13. SAP CRM Analytics. 297

Approaches and Scenarios. 298

Marketing Analytics. 303

Sales Analytics. 311

Service Analytics. 318

Customer Analytics. 324

Product Analytics. 327

Interaction Channel Analytics. 328

SAP CRM on HANA. 330

Conclusion. 331

14. SAP CRM User Access. 333

User Access Modes. 334

SAP CRM-Enhanced Usability. 338

Conclusion. 341

15. Building an SAP CRM System. 343

Discover Your Business Needs. 343

Business Scenario Analysis. 345

Design and Development. 346

End-to-End Deployment. 347

Project Methodologies. 348

Conclusion. 355

16. Case Study: Canadian Blood Services. 357

Business Objectives and Goals. 358

Solution Deployment. 360

Value Achieved. 361

Lessons Learned. 362

Looking Ahead. 363

17. Case Study: Yaskawa America, Inc. 365

Business Drivers. 365

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

A. Glossary. 383

B. The Author. 395

Index. 397

Über Autor(innen)

Katta, Srini
Srini Katta is the founder, President, & CEO of iService Globe, Inc., and ERP, CRM, and BPO solutions company with offices throughout the world. Srini has worked in the design and implementation of Enterprise Resource Planning and Customer Relationship Management solutions since 1996. Mr. Katta is considered an industry leading CRM expert, and is a resident CRM Expert on SearchSAP.com and SearchCRM.com information portals. Prior to founding iServiceGlobe, Mr. Katta worked as a CRM Practice Manager/Director with Fujitsu Consulting Services.