Discover SAP CRM
Learn what customer relationship management with SAP is. Discover how marketing, sales, and service help you build customer relationships. Find real-world examples of how other companies have used SAP CR
(Sprache: 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...
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Klappentext zu „Discover SAP CRM “
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 AboutRead the topic overviews, definitions of terminology, and clear explanations of business processes.
2. Gain Essential KnowledgeFind 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 BusinessWho 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 WorldExplore 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 EditionThis 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
Galileo Press heißt jetzt Rheinwerk Verlag.
Inhaltsverzeichnis zu „Discover SAP CRM “
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 ...
... mehr
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
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
... weniger
Autoren-Porträt von Srini Katta
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.
Bibliographische Angaben
- Autor: Srini Katta
- 2013, 2nd, upd. and exp. ed., 404 Seiten, Maße: 17,4 x 23,1 cm, Kartoniert (TB), Englisch
- Verlag: Rheinwerk Verlag
- ISBN-10: 1592298362
- ISBN-13: 9781592298365
- Erscheinungsdatum: 28.04.2013
Sprache:
Englisch
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