Discover SAP CRM

Srini Katta is the founder, President, and CEO of iService Globe, Inc., a 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. He 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.

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