mySAP CRM
The Official Guidebook to SAP CRM 4.0
1st Edition
Published on 28. May 2004
Book
Hardback
462 pages
978-1-59229-029-1 (ISBN)
Description
Discover all of the most critical functionality, new enhancements, and best practices to maximize the potential of mySAP CRM.
Learn the essential principles of mySAP CRM as well as detailed techniques for employing this powerful SAP solution in all customer-oriented business processes. Practical examples highlight important functional aspects and guide you through the complete Customer Interaction Cycle. Plus, you'll also discover the ins and outs of key functional areas and benefit from expert advice illustrated throughout with mySAP CRM business scenarios. A fully updated presentation of the implementation methodology, as well as the technical fundamentals of SAP CRM 4.0, on the basis of SAP NetWeaver, serve to round out this formidable resource.
Highlights include:
Successful Customer Relationship Management
Business Scenarios and Business Maps
Architecture and Technology of mySAP CRM
Understanding the Customer Interaction Cycle
Marketing Planning: Customer segmentation, trade promotions, lead management, campaign monitoring, and success analysis
Distribution Planning: Sales area management, opportunity management, dispatch, transport, invoicing, monitoring, and analysis
Service: Management of customer installations, job handling and input planning, professional services, and service analytics
Channel Management
SAP NetWeaver
Learn the essential principles of mySAP CRM as well as detailed techniques for employing this powerful SAP solution in all customer-oriented business processes. Practical examples highlight important functional aspects and guide you through the complete Customer Interaction Cycle. Plus, you'll also discover the ins and outs of key functional areas and benefit from expert advice illustrated throughout with mySAP CRM business scenarios. A fully updated presentation of the implementation methodology, as well as the technical fundamentals of SAP CRM 4.0, on the basis of SAP NetWeaver, serve to round out this formidable resource.
Highlights include:
Successful Customer Relationship Management
Business Scenarios and Business Maps
Architecture and Technology of mySAP CRM
Understanding the Customer Interaction Cycle
Marketing Planning: Customer segmentation, trade promotions, lead management, campaign monitoring, and success analysis
Distribution Planning: Sales area management, opportunity management, dispatch, transport, invoicing, monitoring, and analysis
Service: Management of customer installations, job handling and input planning, professional services, and service analytics
Channel Management
SAP NetWeaver
More details
Other editions
Previous edition
Book
07/2002
1st Edition
SAP PRESS
€54.90
Article exhausted; check for reprint
Persons
Author
Dr. Rüdiger Buck-Emden, editor and co-author of this book, has worked at SAP AG since 1990, where he has held various different management positions in the areas of Strategic Planning, Development, and Product Management, including work as assistant to executive board member, Prof. Hasso Plattner. He is currently Vice President for the business area of CRM Architecture & Technology. Dr. Rüdiger Buck-Emden is a successful author of many books and publications.
Dr. Peter Zencke has been a member of the board of SAP since 1993. He has played a significant role in the ongoing global success of mySAP CRM.
Content
Foreword 15
1 Introduction: The Customer - The Most Important Business Partner 17
2 What Makes a Company a Market Leader? 19
.2.1 Customer-Oriented Value 19
.2.2 Relationships Between Value Focus Points 25
.2.3 Business Focus as a Foundation for Success 25
3 What Is Customer Relationship Management? 27
.3.1 The Customer Was Not Always the Focus 27
.3.2 Characteristics of Close Customer Relationships 28
.3.3 One-to-One Marketing and CRM 28
.3.4 Customer Satisfaction as a Business Objective? 29
.3.5 Profitable Customers Are the Difference 29
.3.6 CRM as a Strategic Business Task 30
.3.7 Data Protection Creates Trust 31
4 Software Solutions for Customer Relationship Management 33
.4.1 Value Expectations of the Company 33
.4.2 Value Optimization in Integrated, Dynamic Relationship Networks 33
.4.3 Four Basic Requirements of CRM Software Solutions 37
.4.4 Structure of CRM Software Solutions 38
.4.5 Industry- and Country-Specific Configurations 42
.4.6 The Market for CRM Software Solutions 43
5 mySAP CRM - Customer Relationship Management as Part of the Integrated mySAP Business Suite 47
.5.1 Enterprise Services Architecture 47
.5.2 Business Applications at SAP 48
.5.3 Integration and Application Infrastructure 54
6 Digression: Business Scenarios and Business Maps 57
.6.1 SAP Solution Maps 58
.6.2 SAP Collaborative Business Maps 60
.6.3 Potential Benefits of Business Scenarios 64
7 mySAP CRM - Applications for the Customer Interaction Cycle 67
.7.1 The Four Phases of the Customer Interaction Cycle 67
.7.2 Marketing 69
.7.3 Sales 100
.7.4 Sales Order Processing 146
.7.5 Service 163
.7.6 People Shape Relationships-Workforce Management with mySAP CRM 196
8 On-Site Business Processes - Support for Mobile Users by mySAP CRM 205
.8.1 From E-Business to M-Business 205
.8.2 Business Benefits Provided by Mobile Applications 205
.8.3 Criteria for Use of Mobile Applications 208
.8.4 Mobile Applications in mySAP CRM (Field Applications) 209
.8.5 Scenario Overview and Potential Benefits 220
9 E-Commerce with mySAP CRM - The Internet as a Sales and Interaction Channel 225
.9.1 Electronic Commerce Beyond the Electronic Shopping Basket 225
.9.2 Strategic Competitive Advantage through Electronic Commerce 227
.9.3 Selected E-Commerce Scenarios 232
.9.4 E-Commerce with mySAP CRM 235
.9.5 Scenario Overview and Potential Benefits 259
10 Customer Interaction Along All Communication Channels - mySAP CRM for the Interaction Center 263
.10.1 Introduction 263
.10.2 Key Elements of the Interaction Center 265
.10.3 Central Processes of the Interaction Center in Detail 271
.10.4 Scenario Overview and Potential Benefits 276
11 Channel Management with mySAP CRM - Controlling Marketing, Sales, and Service Partners Efficiently 281
.11.1 Challenges of Indirect Channels 281
.11.2 Competitive Advantages Through Efficient Channel Management 282
.11.3 mySAP CRM Channel Management 284
.11.4 Industry-Specific Enhancements 298
.11.5 Scenario Overview and Potential Benefits 302
12 Decision-Making Support for Employees and Managers - The Analytical Applications of mySAP CRM 305
.12.1 Introduction 305
.12.2 Analyzing and Planning with mySAP CRM 309
.12.3 Analytical Applications for Customer-Oriented Enterprise Management 321
.12.4 Scenario Overview and Potential Benefits 326
13 Implementing mySAP CRM in the Enterprise 329
.13.1 Business View 329
.13.2 Project View 337
14 The Integration and Application Platform - SAP NetWeaver 353
.14.1 Technology Development at SAP 353
.14.2 Integrated Platform Suites 353
.14.3 SAP NetWeaver Overview 354
.14.4 People Integration 356
.14.5 Information Integration 361
.14.6 Process Integration 365
.14.7 Application Platform 366
.14.8 Lifecycle Management 368
.14.9 Composite Application Framework 374
15 Architecture and Technology of mySAPCRM 377
.15.1 Overview 377
.15.2 The People-Centric User Interface 378
.15.3 Multi-Channel Interaction for mySAP CRM 385
.15.4 Message-Based Component Integration 390
.15.5 Configuration and Extension 396
.15.6 Running my SAP CRM 399
.15.7 System Landscape Options with mySAP CRM 402
Appendices
A Technical Component View of mySAP CRM 411
.A.1 Software Components of mySAP CRM 411
.A.2 R/3 Edition for Internet Sales and Mobile Users 414
.A.3 Short Description of Software Components 414
B Data Exchange Between CRM and Back-End Systems 423
.B.1 Customizing Data 424
.B.2 Master Data 426
.B.3 Condition Data 428
.B.4 Transaction Data 430
.B.5 Data Exchange for Industry Solutions 430
.B.6 Technical Details 432
C Literature 435
D The Authors 443
Index 451
1 Introduction: The Customer - The Most Important Business Partner 17
2 What Makes a Company a Market Leader? 19
.2.1 Customer-Oriented Value 19
.2.2 Relationships Between Value Focus Points 25
.2.3 Business Focus as a Foundation for Success 25
3 What Is Customer Relationship Management? 27
.3.1 The Customer Was Not Always the Focus 27
.3.2 Characteristics of Close Customer Relationships 28
.3.3 One-to-One Marketing and CRM 28
.3.4 Customer Satisfaction as a Business Objective? 29
.3.5 Profitable Customers Are the Difference 29
.3.6 CRM as a Strategic Business Task 30
.3.7 Data Protection Creates Trust 31
4 Software Solutions for Customer Relationship Management 33
.4.1 Value Expectations of the Company 33
.4.2 Value Optimization in Integrated, Dynamic Relationship Networks 33
.4.3 Four Basic Requirements of CRM Software Solutions 37
.4.4 Structure of CRM Software Solutions 38
.4.5 Industry- and Country-Specific Configurations 42
.4.6 The Market for CRM Software Solutions 43
5 mySAP CRM - Customer Relationship Management as Part of the Integrated mySAP Business Suite 47
.5.1 Enterprise Services Architecture 47
.5.2 Business Applications at SAP 48
.5.3 Integration and Application Infrastructure 54
6 Digression: Business Scenarios and Business Maps 57
.6.1 SAP Solution Maps 58
.6.2 SAP Collaborative Business Maps 60
.6.3 Potential Benefits of Business Scenarios 64
7 mySAP CRM - Applications for the Customer Interaction Cycle 67
.7.1 The Four Phases of the Customer Interaction Cycle 67
.7.2 Marketing 69
.7.3 Sales 100
.7.4 Sales Order Processing 146
.7.5 Service 163
.7.6 People Shape Relationships-Workforce Management with mySAP CRM 196
8 On-Site Business Processes - Support for Mobile Users by mySAP CRM 205
.8.1 From E-Business to M-Business 205
.8.2 Business Benefits Provided by Mobile Applications 205
.8.3 Criteria for Use of Mobile Applications 208
.8.4 Mobile Applications in mySAP CRM (Field Applications) 209
.8.5 Scenario Overview and Potential Benefits 220
9 E-Commerce with mySAP CRM - The Internet as a Sales and Interaction Channel 225
.9.1 Electronic Commerce Beyond the Electronic Shopping Basket 225
.9.2 Strategic Competitive Advantage through Electronic Commerce 227
.9.3 Selected E-Commerce Scenarios 232
.9.4 E-Commerce with mySAP CRM 235
.9.5 Scenario Overview and Potential Benefits 259
10 Customer Interaction Along All Communication Channels - mySAP CRM for the Interaction Center 263
.10.1 Introduction 263
.10.2 Key Elements of the Interaction Center 265
.10.3 Central Processes of the Interaction Center in Detail 271
.10.4 Scenario Overview and Potential Benefits 276
11 Channel Management with mySAP CRM - Controlling Marketing, Sales, and Service Partners Efficiently 281
.11.1 Challenges of Indirect Channels 281
.11.2 Competitive Advantages Through Efficient Channel Management 282
.11.3 mySAP CRM Channel Management 284
.11.4 Industry-Specific Enhancements 298
.11.5 Scenario Overview and Potential Benefits 302
12 Decision-Making Support for Employees and Managers - The Analytical Applications of mySAP CRM 305
.12.1 Introduction 305
.12.2 Analyzing and Planning with mySAP CRM 309
.12.3 Analytical Applications for Customer-Oriented Enterprise Management 321
.12.4 Scenario Overview and Potential Benefits 326
13 Implementing mySAP CRM in the Enterprise 329
.13.1 Business View 329
.13.2 Project View 337
14 The Integration and Application Platform - SAP NetWeaver 353
.14.1 Technology Development at SAP 353
.14.2 Integrated Platform Suites 353
.14.3 SAP NetWeaver Overview 354
.14.4 People Integration 356
.14.5 Information Integration 361
.14.6 Process Integration 365
.14.7 Application Platform 366
.14.8 Lifecycle Management 368
.14.9 Composite Application Framework 374
15 Architecture and Technology of mySAPCRM 377
.15.1 Overview 377
.15.2 The People-Centric User Interface 378
.15.3 Multi-Channel Interaction for mySAP CRM 385
.15.4 Message-Based Component Integration 390
.15.5 Configuration and Extension 396
.15.6 Running my SAP CRM 399
.15.7 System Landscape Options with mySAP CRM 402
Appendices
A Technical Component View of mySAP CRM 411
.A.1 Software Components of mySAP CRM 411
.A.2 R/3 Edition for Internet Sales and Mobile Users 414
.A.3 Short Description of Software Components 414
B Data Exchange Between CRM and Back-End Systems 423
.B.1 Customizing Data 424
.B.2 Master Data 426
.B.3 Condition Data 428
.B.4 Transaction Data 430
.B.5 Data Exchange for Industry Solutions 430
.B.6 Technical Details 432
C Literature 435
D The Authors 443
Index 451