CRM Course Outline Version 5.0 SAP Customer Relationship Management:
Day1: MySAP CRM Solution Overview
Day 2: CRM Base Customizing
Day 3: Implement “Customer Interaction Center”
Day 4: Implement “Internet Sales”
Implement “CRM- Marketing”
Software for Enabling Customer Relationship
Management (CRM) Without Compromise
In an environment where many companies have lost sight of the real meaning of customer relationship management (CRM), it's critical to remember what CRM is about. It's about acquiring and retaining customers, improving customer loyalty, gaining customer insight, and implementing customer-focused strategies. A true customer-centric enterprise helps your company drive new growth, maintain competitive agility, and attain operational excellence.
That's why SAP has introduced "CRM without compromise." We've listened to the needs of our customers - for rapid adoption and user productivity, quick time to value, and seamless, best-practice operations between front- and back-office. You can avoid CRM tradeoffs with applications that are:
SAP CRM software has helped the best-run companies in more than 25 industries make the most of relationships with customers by capitalizing on customer insight, improving front-line efficiency and effectiveness, streamlining critical business processes across and beyond customer touch points, and quickly adapting to changing business and customer needs.
CRM Software from SAP: Act Immediately. Grow Strategically. Without Compromise.
SAP offers CRM on-demand options that are easy-to-use, Web-based, and available on a subscription basis. With SAP, organizations can act immediately to improve sales, service, and marketing effectiveness - while still keeping strategic options open and without compromising cost-effectiveness or user adoption.
What is CRM
Short for customer relationship management. CRM entails all aspects of interaction a company has with its customer, whether it be sales or service related. Computerization has changed the way companies are approaching their CRM strategies because it has also changed consumer buying behavior. With each new advance in technology, especially the proliferation of self-service channels like the Web and WAP phones, more of the relationship is being managed electronically. Organizations are therefore looking for ways to personalize online experiences (a process also referred to as mass customization) through tools such as help-desk software, e-mail organizers and Web development apps.
CRM (customer relationship management) is an information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized way. For example, an enterprise might build a database about its customers that described relationships in sufficient detail so that management, salespeople, people providing service, and perhaps the customer directly could access information, match customer needs with product plans and offerings, remind customers of service requirements, know what other products a customer had purchased, and so forth.
According to one industry view, CRM consists of:
Operational
Operational CRM provides support to "front office" business processes, including sales, marketing and service. Each interaction with a customer is generally added to a customer's contact history, and staff can retrieve information on customers from the database when necessary.
One of the main benefits of this contact history is that customers can interact with different people or different contact channels in a company over time without having to describe the history of their interaction each time.
Consequently, many call centers use some kind of CRM software to support their call center agents.
Collaborative
Collaborative CRM covers the direct interaction with customers, for a variety of different purposes, including feedback and issue-reporting. Interaction can be through a variety of channels, such as web pages, email, automated phone (Automated Voice Response AVR) or SMS.
The objectives of collaborative CRM can be broad, including cost reduction and service improvements.
Analytical
Analytical CRM analyzes customer data for a variety of purposes:
Analytical CRM generally makes heavy use of predictive analytics.
Recommended Reading
Authors: R. Buck-Emden • P. Zencke
Released: 20 July, 2004
ISBN: 1-59229-029-9
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 customeroriented 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.
Author: Russ Lombardo
Released: March 2003
ISBN: 0972826300
CRM For The Common Man, by Russ Lombardo, identifies and discusses a business’ planning process, how to develop a CRM strategy for a business, and what needs to be done to ensure success of a customer relationship implementation. Since most businesses on average lose 50% of their customers every 5 years, a core objective of CRM is to improve customer retention. This is a critical business issue today and CRM can help to improve this for most companies. CRM For The Common Man helps businesses navigate through the confusion to guarantee a solid foundation for a successful CRM implementation.
CRM For The Common Man serves as a business-planning tool for any company. It provides practical, real-world advice and guidance for businesses wanting to implement a strategy to help retain their customers. This book does not recommend, compare, or evaluate CRM products, nor does it discuss technical implementations. Instead, CRM For The Common Man focuses on how to plan for a CRM implementation, rather than just how to do one.