enterprise resource planning dr. djamal ziani. customer relationship management chapter 3
Post on 20-Dec-2015
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TRANSCRIPT
What is CRM
• An integrated approach to identifying, acquiring and maintaining customers.
•Methods that companies use to interact with customers.
• Allows companies to coordinate their approach across channels, departments and also geographically
History of CRM
1980s: Database marketing emerges. 1980s: Database helped larger organizations rather
then small who only got survey type info. 1990s: Appears as a two-way communication device. 1990s: CRM leads to programs such as frequent flyer
miles and bonus points on credit cards. 2000s: Internet has helped expand from stagnant
database and allows off-site information storage. 2000s: Used most frequently in financial services, high
tech corporations & the telecommunications industry.
CRM: VendorsVendor 2007 Revenue
Vendor Revenue 2997 2007 Share(%)
Oracle 1,319.8 16.3
Sap 2,050.8 25.3
Sales force 676.5 8.3
Amdocs 421.0 5.2
Microsoft 332.1 4,1
Others 3289.1 40.1
Total 8,089.3 100
CRM: How it is build?
Builds a database that describes the customers and the relationship they hold with the company.
Provides enough detail so that the company can offer the client the product/service that matches their need the best.
May contain information about their past purchases, who is involved with the account and a summary of all conversations.
SAP CRM: Areas
Marketing Sales Service E-commerce Interaction center operations and
management Channel management
SAP CRM: Marketing
Marketing resource management -- control and manage budget and marketing spend.
Segment and list management -- Manage enterprise customer and prospect data: create and capture customer profile data to better target and personalize marketing messages.
Campaign management -- develop and execute the best marketing strategy. Trade promotion management -- Effectively manage trade promotions that increase brand equity and achieve sales objectives.
Lead management -- Generate highly qualified, prioritized leads and automate lead distribution process to handle leads faster.
Marketing analytics -- understand why marketing activities did or did not work; identify business challenges and opportunities; predict customer behaviors, anticipate their needs.
SAP CRM: New Interface
ComprehensiveSimple Flexible
Ease of use InnovationChoice
Modular components for incremental business
initiatives
High user adoption and user productivity
Flexible applications and deployment
SAP CRM: Flexible
ComprehensiveSimple Flexible
Ease of use InnovationChoice
High user adoption and user productivity
Flexible applications and deployment
Modular components for incremental business
initiatives
SAP CRM: Flexible
Easily add, re-position or re-label fields
Visual Editor - what you see is what you get
SAP CRM: Innovation
ComprehensiveSimple Flexible
Ease of use InnovationChoice
High user adoption and user productivity
Flexible applications and deployment
Modular components for incremental business
initiatives
The complete SAP CRM Solution
Access ModesInteractionCentre
Channel Mgt
E-C
om
merce
Interactio
n C
enter
Ch
ann
el Man
agem
ent
Access M
od
es
An
alytics
Marketing Resource Management
Segmentation & List Management
Campaign Management
Trade Promotion Management
Lead Management
Sales Planning & Forecasting
Territory Management
Accounts & Contacts
Opportunity Management
Quotation & Order
Management
Pricing & Contracts
Incentive & Commission Management
Time & Travel
Service Order
Management
Service Contract
Management
Complaints & Returns
In-House Repair
Case Management
Installed Base
Management
Warranty Management
Resource Planning
Analytics
Ind
ustry S
cenario
s
E-commerce
SAP CRM: Industry scenarios
Telecommunications Order Management
Financial Services Full Service Leasing, Account Origination
Public Sector Grantor Management Social Services – Social Case Management
Life Sciences Contract Lifecycle Management
Utilities Residential Customer Care Commercial & Industrial Customers
Travel & Transport Electronic Toll Collection
Consumer Products Trade Promotions Management
High Tech Channel Funds / Channel Sales
Media Intellectual Property Management
SAP CRM: Business Communication
All-software based integrated communications and business process applications
Isolated communicationsand systems silos
Range of Standard Terminals
Software Applications
SAP BCM (Communications apps)
Office Contact MobileTelephony Center Telephony
Standard IT and Network Infrastructure
Agents Fieldworkers
Remoteagents
Corporatetelephony users
Travelingexperts
Automatedservices
Off
ice
Tel
eph
on
y
Co
nta
ct C
ente
r
Mo
bil
e T
ele
ph
on
y
IT S
yste
ms
Diversity of Users
Multiple Communications Channels
SAP CRM(Process
apps)
IPHardphones
PCDesktops
Mobile Terminals
PSTN/IN
IPMobile
Networks