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SAP AG 2001

CR010 - CRM Overview

SAP AG 2000

CR010CR010CRM OverviewCRM Overview

n System R3

n Release 2.0C Customer Relationship Management

n June 2001

n Materialnumber: 5004 7931

SAP AG 2001

Copyright 2001 SAP AG. All rights reserved.

No part of this publication may be reproduced or transmitted inany form or for any purpose without the express permission ofSAP AG. The information contained herein may be changedwithout prior notice.

All rights reserved.

Copyright

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SAP AG 2001

...

MarketingMarketing

SalesSales

ServiceService

InteractionCenters

Internet

MobileDevices

CRM Focus on Customers

SAP AG 2001

SAP Customer Relationship Management (CRM)

Level 2 Level 3

CR600 2 daysMarketing Planning &CampaignManagement

3 days

Mobile Service

CR210 CR310 5 daysSAP BusinessApplication Studio

CR500CRM MiddlewareOverwiew

2 daysCR200 3 days

Mobile Sales

CR400 3 daysContact Center in CRM:Service InteractionCenter

Internet Sales

ECO220 5 days

CR220 3 days

Internet Pricing &Configurator CR540 2 days

CRM Middlewarefor Mobile Scenarios

CR500

CRM MiddlewareOverwiew

2 days

CR550

Modifying the CRMMiddleware

3 daysTele Sales &Tele Marketing

2 daysCR750

Overview SAP CRM

CR010 2 days

Business in Detail Technical Basics

Overview SAP CRM

MYSAPCRM 2 days

SAP AG 2001

Course Prerequisites

l Required:n MS Windows

n MS Internet Explorer

l Recommended:

n SAP20, LO150, LO110

n Familiarity with CRM businessprocesses

n SAP20 R/3 Overview Level 1

n LO150 Sales Order Processing Level 2

n LO110 Customer Service Level 2

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Target Group

l Audience:n Customers interested in gaining an

understanding of SAP CustomerRelationship Management and it’srelated processes

n SAP Consultants and Partnersworking with CRM Customers

l Duration: 2 days

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Course Overview

Contents:

l Course Goals

l Course Objectives

l Course Content

l Course Overview Diagram

l Main Business Scenario

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Course Goals

This course will:

l Enable you to describe the SAP CRMproducts, roles, and processes

l Provide a fundamental understanding ofSAP CRM concepts and products

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At the conclusion of this course, you will be able to:

l Describe the SAP CRM product offerings

l Describe the SAP CRM Architecture

l Define the basic CRM concepts

l Define and execute a process within Internet Sales

l Explain the Telesales process and carry out aprocess in the Telesales environment

l Describe the Interaction Center and execute aservice call using the Solution Database

Course Objectives (1)

© SAP AG CR010 1-4

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At the conclusion of this course, you will be able to:

l Explain the Mobile Sales and Mobile Serviceofferings

l Describe the Marketing Planning and CampaignManagement Functionality and create a basicmarketing plan and campaign

l Describe how the SAP CRM products function aspart of mySAP.com

© SAP AG CR010 1-5

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Unit 7 Internet Sales

Unit 8 Interaction Center - Sales

Unit 9 Interaction Center - Service

Unit 10 CRM Mobile Client

Unit 11 Marketing Planning andCampaign Management

Unit 12 Conclusion

Unit 1 Overview

Unit 2 Getting to Know CRM

Unit 3 CRM Architecture

Unit 4 CRM Master Data

Unit 5 CRM OrganizationalModel

Unit 6 Interactions in CRM

Preface

Appendices

Course Content

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Course Overview Diagram

Getting to Know CRMGetting to Know CRM

OverviewOverview

CRM ArchitectureCRM Architecture

CRM Organizational Model CRM Organizational Model

Customer Interactionsin CRM


CRM Master DataCRM Master Data

Internet SalesInternet Sales

Interaction Center - SalesInteraction Center - Sales

Interaction Center - ServiceInteraction Center - Service

Marketing Planning and Campaign Management


CRM Mobile ClientCRM Mobile Client

ConclusionConclusion

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Main Business Scenario

l IDES, Inc. is installing various components ofSAP CRM and the implementation team needs togain a fundamental understanding of all of theSAP CRM products and their functionality.

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Getting to Know CRM

Contents

l Channels for Customer Interaction

l mySAP.com and CRM

© SAP AG CR010 2-2


Getting to Know CRM: Unit Objectives

At the conclusion of this unit, you will be able to:

l List Channels of Customer Interaction

l Display a Business Partner in CRM

l Display an E-mail from the Business TransactionWorkplace

l Describe the relationship between CRM andmySAP.com

© SAP AG CR010 2-3

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OverviewOverview













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Getting to Know CRM: Business Scenario

l You have just joined IDES, Inc., a global company.You need to become familiar with the ways IDESinteracts with its customers.

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EnterpriseEnterprise

Integrated Business Processes

Logistics

Finance

HR

Sales

Marketing

Service

Customer Relationship Customer Relationship ManagementManagement

Value Chain IntegrationValue Chain Integration

Multi Channel Multi Channel Customer InteractionCustomer Interaction

Complete Sales CyclesComplete Sales Cycles

One-to-One-MarketingOne-to-One-Marketing

Total Customer CareTotal Customer Care

CustomerCustomer

n Customer Relationship Management (CRM) is a comprehensive sales and marketing approach to building long-term customer relationships and improving business performance.

n Explosion of customer choice and disaggregation of tradit ional value chains requires new models of value creation.

n Customers increasingly expect solution-based offers with benefits beyond traditional dimensions of price, quality, and performance.

n Winning models are driven by 3 core elements, labeled Customer Value Optimization (CVO):

� Personalization: customer-driven solutions supercede product selling.

� Integration: end-to-end sense and respond information flow supercedes make and sell silo flows.

� Collaboration: multi-enterprise value networks sharing information supersedes vertically integrated value chains.

n The impending wave of Web-based transformation offers substantial value-creating opportunities to those able to execute on these three dimensions.

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Focus on Customer Interaction

Face-to-Face-to-FaceFace

InternetInternet

InteractionInteractionCenterCenter


CustomerCustomer

Channels ofCustomer

Interaction

Channels ofCustomer

Interaction

“One Face to the Customer”

n Face-to-Face interaction with a customer traditionally involves a sales persons and/or service representatives meeting with the customer directly.

n Interaction Center is defined as a central point where all calls and phone interaction with the customer takes place. In the traditional role, you may have many departments taking calls, solving customer problems, and taking orders. Another use for the Interaction Center includes the Help Desk environment. The result is a central point of knowledge about customer issues.

n Internet interactions consists of using the internet to buy and sell. There are two distinct methods of using the internet to buy and sell:

� B2C - Business-to-Consumer

� B2B - Business-to-Business

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Face-to-Face Interactions

Face-to-Face-to-FaceFace


CustomerCustomer

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Components of Face-to-Face Interactions

WHOWHO HOWHOW

SalesRepresentative

SalesSalesRepresentativeRepresentative

Pervasive DevicePervasive DevicePervasive Device

TelephoneTelephoneTelephone

LaptopLaptopLaptop

ServiceRepresentative

ServiceServiceRepresentativeRepresentative

WHATWHAT

OrdersOrdersOrders

PrepareCreate

History

Prepare

CreateHistory

ActivitiesActivitiesActivities

OpportunitiesOpportunitiesOpportunities

CreateTrack

Pipeline

CreateTrack

Pipeline

PlanCreate

Calendar

PlanCreate

Calendar

n Service Representatives and Sales Representatives using a variety of offline and online mobile devices access customer data and create a variety of business transactions in CRM.

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SalesRepresentatives

have knowledge ofTHEIR interactionswith the customer


have knowledge ofTHEIR interactionswith the customer

Service Technicians haveknowledge of THEIR

CURRENT interactionswith the customer

Service Technicians haveknowledge of THEIR

CURRENT interactionswith the customer

TelesalesRepresentatives haveknowledge of THEIRinteractions with the

customer

TelesalesRepresentatives haveknowledge of THEIRinteractions with the

customer

Enterprise

Sales

Service

Knowledge ofALL

ordertransactions

Knowledge ofALL

ordertransactions

Order Entry

Customer

Traditional Face-to-Face

n Traditional face-to-face interaction is characterized by decentralized customer knowledge. In some cases, a single person maintains the customer and contact information

n Typically, information is not shared throughout the organization.

n When shared, information is often limited and inaccurate. Employee turnover leads to the loss of valuable customer information.

© SAP AG CR010 2-10

SAP AG 2001


have knowledge ofALL interactions with

the customer


have knowledge ofALL interactions with

the customer

Service Technicianshave knowledge of

ALL CURRENTinteractions with

the customer

Service Technicianshave knowledge of

ALL CURRENTinteractions with

the customer

TelesalesRepresentatives

have knowledge ofALL interactions

with the customer

TelesalesRepresentatives

have knowledge ofALL interactions

with the customer

Enterprise

Sales

Service

Knowledge ofALL

ordertransactions

Knowledge ofALL

ordertransactions

Order Entry

Customer

Today’s Face-to-Face

n Today with CRM, all interaction information is readily available to anyone needing access.

n Mobile Sales and Mobile Service allows representatives in the field to have hands-on knowledge of ALL customer interactions via laptops and pervasive devices.

n Information analysis can make businesses more knowledgeable about the customer. This improves service, solves problems faster, improve relationships, and helps retain customers.

© SAP AG CR010 2-11

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Enterprise

Customer

InteractionInteractionCenterCenter

Interaction Center Interaction

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Components of Interaction Center Interactions

WHOWHO HOWHOW

Contact CenterAgent

Contact CenterContact CenterAgentAgent

TelephoneTelephoneTelephone

E-mailE-mailE-mailContact CenterManager

Contact CenterContact CenterManagerManager

WHATWHAT

TelesalesTelesalesTelesales

TeleserviceTeleserviceTeleservice

TelemarketingTelemarketingTelemarketing

ProposalsATP

CrossSelling

ProposalsATP

CrossSelling

IIAWorkflow

E-Mail

IIA

WorkflowE-Mail

CampaignCall List

Scripting

CampaignCall List

Scripting

n Service Representatives and Sales Representatives using a variety of offline and online mobile devices access customer data and create may different types of business transactions in CRM.

n ATP = Available to Promise

n IIA = Interactive Intelligent Agent

© SAP AG CR010 2-13

SAP AG 2001

Calls come intodifferent departmentswith decentralizedsolutions

Order Entry

Internet Orders

Customer Care

Help Desk

Internet Email

Marketing

Customer

Traditional Call Center

n Individual departments within a company deal with incoming messages in varying ways. This results in a loss of information between organizations within a company.

© SAP AG CR010 2-14

SAP AG 2001

Customer Care

Help Desk

Calls come intodifferent departmentsor one department withcentralized solutionsand management ofknowledge

Internet E-mail

Order Entry

Internet Orders

Marketing

Customer

Today’s Call Center

n With the Customer Interaction Center (CIC), all incoming messages are stored centrally with related customer information and accessed with an easy-to-navigate interface.

n Integration of E-mail, automated response systems, and customer self-service provides information to the customer in a consistent and efficient manner.

© SAP AG CR010 2-15

SAP AG 2001

InternetInternet

Enterprise

Customer

Internet Interaction

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Traditional Buying and Selling

Shoppers

l travel to the store

l wait in line

l bad service

l bad selection

l high prices

l going to manystores to find thelowest price

Businesses

l buy from distributors,wholesalers direct

l limited channels ofdistribution and sales

n Consumers and businesses are faced with a basic need: to find a business with a product they want, the service they want, the product in stock, and at the lowest possible price.

n The traditional foot-to-pavement method of buying is time consuming and often results in an inability to satisfy the basic needs of consumers and businesses.

© SAP AG CR010 2-17

SAP AG 2001

InternetSelling

InternetSelling

Enterprise

B2CB2C ConsumerConsumer

B2BB2B Business PartnerBusiness Partner

Internet Buying and Selling

n Today, with the advent of the Internet and Internet technologies, customers and businesses can satisfy their need to find a business with a product they want, the service they want, the product in stock and at the lowest possible price.

n Buying and Selling today consists of 2 basic scenarios:

� Business-to-Consumer (B2C)

� Business-to-Business (B2B)

© SAP AG CR010 2-18

SAP AG 2001

Consumers usingthe Internet to find

and purchaseproducts

Consumers usingthe Internet to find

and purchaseproducts

ConsumerConsumer

BusinessBusiness

Business-to-Customer (B2C)

n Direct Sales-to-End-consumer:

� Adds an additional channel to existing business

� Personalized product offerings

n Featuring:

� Multiple, multimedia product catalogs

� Intelligent product configuration

� Online availability check

� 1-2-1 Marketing

Personalized Product Offers

� Payment processes

© SAP AG CR010 2-19

SAP AG 2001

BusinessBusiness

Businesses using theInternet to buy and

sell to otherbusinesses using the

Internet

Businesses using theInternet to buy and

sell to otherbusinesses using the

Internet

BusinessBusiness

ConsumerConsumer

Business-to-Business (B2B)

n The procurement of indirect materials and services, including MRO (Maintenance, Repair, and Operating Supplies) has always been at issue with Procurement professionals. Procurement of these types of materials has been labor intensive, and did not lend itself to an automated process. Indirect materials and services typically account for 35% of a manufacturer's spend and 100% of a service companies spend. The issues that caused problems in automating the procurement of indirect materials and services include: large number of items; high volume of transactions; low dollar value per transaction; large user community (requestors).

n B2B Procurement addresses all of these issues. Companies have traditionally avoided creating material masters for all of their indirect items. Due to the number of items, it was a burden to create and maintain the items in the material master files of their transaction systems. With the B2B Procurement catalogue functionality, this problem resolves. The content maintenance is outside the transaction system and can therefore be deployed in a variety of scenarios. Because indirect material is a high transaction volume commodity, procurement professionals spend a lot of time and effort sourcing and expediting this type of material. With consolidation of the procurement function within most organizations, sourcing and expediting functions are not value-added. In today's business environment, procurement professionals are being asked to be more of a relationship or partnership manager with there suppliers. With B2B Procurement, the order placement and expediting process is virtually eliminated. With the B2B Procurement Internet user interface, all requestors in an organization now have access to an intuitive user interface that guides them through their sourcing process while insuring the enforcement of master agreements. By automating this process, companies can dramatically reduce the cost of materials by better contract enforcement as well as the reduction of processing costs.

© SAP AG CR010 2-20

SAP AG 2001

VP SalesSales ManagerSales RepresentativeBusiness Sales Analyst (future release)Field Sales RepresentativeSales Assistant (future release)

Sales RolesSales Roles

Customer Service ManagerContact Center ManagerContact Center AgentKnowledge EngineerResource Planner for Service Center(future release)Field Service Engineer

Customer Service RolesCustomer Service Roles

Internet RolesInternet RolesMarketing RolesMarketing RolesInternet Customer (Service + Sales)Webshop ManagerInternet Sales Administrator

Contract AdministratorMarketing ManagerMarketing AnalystCampaign ManagerBrand Manager (future release)Category Manager (future release)

CRM Roles 2.0C

n The CRM roles are examples of business content that is delivered with mySAP.com. This content can be used as a starting point but could be customized and adapted to a specific business requirement.

© SAP AG CR010 2-21

SAP AG 2001

LaunchPad:Personal, Role-based Navigation

LaunchPadLaunchPad::Personal, Role-Personal, Role-based Navigationbased Navigation

MiniApps:Monitoring &Interaction

MiniAppsMiniApps::Monitoring &Monitoring &InteractionInteraction

mySAP Workplace for CRM Roles

Access to CRM and other applications in a browser environment

n Users perform roles in the company:

� Contact Center Agent, Sales Rep., Purchasing Agent

� One user can perform several roles

n Via standard Internet technology, LaunchPad provides immediate, role -based access to:

� mySAP.com business scenarios

� non-SAP components

� the Web

n SAP delivers 150+ role templates with the mySAP Workplace:

� Easy to change and extend per role

� Easy to extend per individual

© SAP AG CR010 2-22

SAP AG 2001

Marketplace

suppliers

employees

prospects

partners

customers

competitors

ASP companies

Business DirectoryContent Management

Hosting Solutions

CRM and the mySAP.com Marketplace

Marketplaces are Internet business hubs thatprovide an infrastructure for extending relationships throughcollaborative business.

n Content

� General Content

� Business specific content

n Community

� Business-oriented communities and forums

Interaction

Communication

Discussion

n Collaboration

� Specialized inter-enterprise applications and services

n Commerce

� Buying and selling goods and services

© SAP AG CR010 2-23


You are now able to:

l List Channels of Customer Interaction

l Display a business partner in CRM

l Display an E-Mail from the Business TransactionWorkplace

l Describe the relationship between CRM andmySAP.com

Getting to Know CRM: Unit Summary

© SAP AG CR010 2-24

Exercises

Unit: Getting to Know CRM

Topic: Navigation

At the conclusion of this exercise, you will be able to:

• Navigate the CRM system and locate various pieces of information about the CRM.

You need to be able to review business partner and other information in the CRM system.

1-1 Log on to the CRM system.

User ID: CRM-## (Group number assigned by instructor)

Password: provided by instructor

1-2 Display customer 3261, Hotel Alfonso del Vida, and record information about the account.

1-2-1 Display the Business Partner 3261 and record the following information:

Street Address: ____________________________

Postal Code: ___________

City: _______________________

Number of the relationships assigned to 3261: _____

Relationship Category: _____________________

Related Business Partner: _______________

1-3 View your Business Workplace and view an incoming mail.

1-3-1 View your incoming mail and display the first document in your mailbox. Record the mail description.

_________________________________________

© SAP AG CR010 2-25

Solutions

Unit: Getting to Know CRM

Topic: Navigation

1-1 Log on to the CRM system.

User ID: CRM-## (Group number assigned by instructor)

Password: provided by instructor

1-2 Display customer 3261, Hotel Alfonso del Vida, and record information about the account.

1-2-1 Display the Business Partner 3261 and record the following information:

User Menu → Master Data → Business Partner → Maintain Business Partner

Type in the Business Partner 3261 and select Enter.

Address Tab

Street/ House number: California Street / 1801

Postal Code: 80202

City: Denver

Relationships

Number of the relationships assigned to 3261: 1

Relationship Category: Has contact person

Related Business Partner: 391 Ron Wilson

1-3 View your Business Workplace and view an incoming mail.

1-3-1 View your incoming mail and display the first document in your mailbox. Record the mail description.

In the Application toolbar, choose SAP Business Workplace and select Inbox→ Unread documents

Title of the E-mail will vary for each class.

© SAP AG CR010 3-1

SAP AG 2001

CRM Architecture

Contents:

l CRM Architecture Overview

l CRM Architecture based on Roles

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© SAP AG CR010 3-2

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CRM Architecture Unit: Objectives


l Describe the various components of the CRMArchitecture

l List the various systems used within the CRMlandscape

l List examples of roles in which the CRMarchitecture supports

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© SAP AG CR010 3-3

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OverviewOverview













© SAP AG CR010 3-4

SAP AG 2001

l At IDES, Inc. you will be implementing variousroles within the CRM Environment and you need tounderstand the system landscape for CRM.

CRM Architecture: Business Scenario

© SAP AG CR010 3-5

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CRM Architecture - Technical View

Technical ViewTechnical View Business View

© SAP AG CR010 3-6

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OLTPR/3 System

BW

APOMobile Clients

Internet

As one biglogical boxAs one biglogical box

CRM SystemCRM System

TelephoneCallers

mySAP Workplace Users

CRM Component Landscape

n The mySAP.com application component for Customer Relationship Management consists of a central CRM server and various extensions to support different ways of accessing the system. It also allows for connecting to other systems. Depending on your actual business requirements, you do not need to install or use all of the extensions.

n The CRM application component is referred to as the CRM component, which means the sum of all CRM functionality. CRM system is used when addressing questions of data transfer to-and-from the central CRM server or installation configuration options.

� The CRM component can be accessed via the mySAP Workplace by CRM users such as sales managers or contact center agents.

� Internet users may configure and order products or services using the Internet components of the CRM application component.

� The mobile sales force or mobile service engineers can connect to the system from their laptops or pervasive devices to exchange the latest information with the CRM component.

� Finally, customers may use the phone, Fax, or E-mail to reach the sales or service representatives using the integrated contact center solutions.

© SAP AG CR010 3-7

SAP AG 2001

CRM Middleware

CRM System ArchitectureCRM System ArchitectureApplication Components

SAP Basis

CRM Database

BW AdapterMobileMobileClientClient

AdapterAdapterOLTP R/3Adapter

CRMAdapter

• Contact Center• Internet Sales• Telesales• Marketing• ...

BusinessObjects

• Products• Business Partners• Product Catalog• Sales Orders• ...

CRM System Architecture

n The CRM component supports the handling of CRM business objects, like customers and prospects, activities and opportunities, products and product catalogs in a variety of application components like Internet sales, service interaction center, telesales, campaign management and various others. Some of these components need external extensions for communication or integration purposes. These will be described in more detail in later sections.

n A middleware layer mainly supports the controlled data exchange with other systems – mobile clients, backend systems, and data warehouses. Especially for mobile clients, a replication mechanism ensures a consistent and up-to-date data set on the distributed local databases. Message queuing ensures delivery and processing of data.

n Software adapters are used to connect to external systems. These adapters map and convert data to various formats. The CRM application components also exchange data with the middleware layer via a CRM adapter.

n The CRM component is built on the SAP Basis system, which provides a proven development platform, scalability, platform independence, and various other R/3 tools. Therefore, a CRM system can be configured in the same flexible way as an R/3 system.

© SAP AG CR010 3-8

SAP AG 2001


WorkplaceServer

WorkplaceServer

CRM OnlineFunction

ITSITS

CRM and the mySAP Workplace

n The mySAP Workplace is a component within the mySAP edition that provides users with role -based, personalized Web access to all systems, functions, and services that they require to accomplish their tasks. The screen is adapted to the user’s role in their company and at their workplace.

n Users perform within particular business scenarios that are provided by R/3 components and/or external systems. For example, a user can enter an activity in CRM and display a list in the Business Information Warehouse without having to log on to different R/3 systems. The security concept ensured by the Single Sign-on technology.

n As a part of the mySAP product range, the CRM application component is fully integrated into the mySAP Workplace concept. All functionality provided by the central CRM component is available through user roles using the mySAP Workplace, making system boundaries invisible to the user while accessing functionality from various systems.

n The mySAP Workplace consists of a workplace server and a workplace middleware. The mySAP workplace server stores user profiles and provides access to connected systems whereas the workplace middleware provides the HTML-rendering and portal building. When users connect to the mySAP Workplace via network or Internet, they have access to all functionality assigned to their respective user role, within CRM and other systems.

© SAP AG CR010 3-9

SAP AG 2001


Internet Sales

ITSITS

Firewall

IndexServerIndexServer

KPRO

Web ServerWeb Server

Web BrowserWeb Browser

InternetCustomer Self

Service

Internet PricingConfigurator

(IPC)

Internet PricingConfigurator

(IPC)

CRM and Internet Users

n The Internet Sales and Service application components offer access to the CRM component for Internet users connecting to configure and purchase products from published catalogs, or to request a particular service. The shipped standard templates provide a ready-to-run solution but can also be adjusted to individual requirements.

n The Internet Application Components require an SAP Internet Transaction Server (ITS) to make functionality available to Internet users via a Web server. Product catalogs are exported from the CRM system to an external index server for faster access to product data. Multimedia data attached to products or product catalogs is stored in the SAP Knowledge Provider (KPro) component before being published on the index server.

n The IPC (Internet Pricing & Configurator) component provides configuration and pricing data for the Web applications. This design as a separate component ensures the high access performance needed in an Internet environment.

n The IPC and the CRM system are indirectly connected by the ITS. The data needed for pricing and configuration is downloaded from the OLTP R/3 system to the SQL database of the IPC. Subsequent changes are downloaded on a delta basis.

© SAP AG CR010 3-10

SAP AG 2001


Communication StationCommunication Station

MobileClientsMobileClients

Middleware

AdminConsoleAdmin

Console

CRM and Mobile Users

n The Mobile Sales and Mobile Service components of CRM support a company’s mobile sales force and mobile service engineers respectively, providing full access to all the necessary data on laptop computers. This data is kept up to date by regular data exchange using the middleware component contained in the central CRM system.

n CRM Mobile Sales and Service users carry a full-blown PC application, including a local database, on their laptops. They connect to the CRM system from time to time via phone or network to exchange data accumulated and stored in queues at both ends. This connection is established via a Communication Station, where DCOM calls from the mobile clients are transformed into RFC calls that go to the CRM middleware. The Communication Station acts primarily as a communication server, but can also host the middleware Administration Console, used to administer the mobile sales force and the data distribution. This data distribution follows a flexible set of replication rules, where business objects are assigned to mobile clients according to values in criteria fields.

© SAP AG CR010 3-11

SAP AG 2001

CRM and Other Access Points


CTI ServerCTI Server SAPPhone

E-mail ServerE-mail Server SAPConnect

Phone SystemPhone System

n The integrated contact center solution within the CRM component allows business partners to interact with the customer service & support center through multiple channels of communication including telephone/Fax, E-mail and face-to-face. The integration of the SAP standard APIs SAPPhone and SAPConnect enables the support of inbound and outbound processes.

n Being part of the CRM system, the standard SAPPhone API works as an interface between the application components and the CTI (Computer Telephony Integration) middleware and telephone components to provide direct communication between the telephony and the CRM system. The provision of a standard interface guarantees flexible scalability of the CTI components. CTI vendors must be certified through the SAP Complementary Software Program (CSP).

n The SAPConnect interface in connection with the SAP workflow is being utilized to support the complete E-mail process cycle from and to business partners. Receiving mailfrom the mail server, SAPConnect routes the mail to SAPOffice as an integral part of the CRM component. Depending on the receiver address and the workflow definition, the mail is routed to the pre-defined queue(s) and the sender may automatically receive an acknowledgement reply.

n The contact center solution is enhanced by knowledge management tools including the SDB (Solution Database) and the IIA (Interactive Intelligent Agent) as integral parts of the CRM component. The SDB offers organizations a knowledge base component with a highly flexible structure to acquire and preserve enterprise knowledge. The structure of the SDB includes the solution database, search engine and index compiler. The search engine compares the fuzzy search similarities from one symptom or solution to another, and matches the attributes for codes, business objects, Inter- / intranet addresses for an exact search. Compared to conventional database searches, the search speed is significantly improved by pre-compiling an index (so-called corpus).

© SAP AG CR010 3-12

SAP AG 2001

PlugIn


R/3 Adapter

OLTP R/3OLTP R/3

BW APO

Middleware

BW Adapter

CRM Online

CRM and other SAP Systems

n Data is exchanged between the CRM system and a connected OLTP R/3 (minimum release 3.1I) system primarily via the CRM middleware. A plug-in installed on the OLTP R/3 system acts as a counterpart to the R/3 adapter, supporting the communication of data between the two systems. The data exchange includes an initial transfer of customizing, master, and transactional data to the CRM system as well as delta data in both directions.

n The R/3 PlugIn supports not only data exchange in a CRM component, but with other mySAP.com components, such as SAP BW or SAP APO.

n Sales orders are entered either in the Internet sales application component or the CRM Online component. To confirm whether the requested items can be delivered on time, you need to carry out the Available-to-Promise (ATP) check.

n SAP Advanced Planner and Optimizer (APO), the SAP system used for Supply Chain Management, handles these functions. SAP APO seamlessly integrates with the CRM component.

n The SAP Business Information Warehouse is used as a data source for part of the CRM solution, while data is also delivered to BW for consolidation and analysis.

n The minimum R/3 release for connecting to CRM is 3.1I.

© SAP AG CR010 3-13

SAP AG 2001

CommunicationStation

BDoc Modeler

SAPBusinessApplicationStudio

Test client

CommunicationStation Admin Console

Middleware Middleware

CTS

CRMCRMCRM

CTS

Application componentsApplication components


CRMCRMCRM



CRMCRM


Development Consolidation Production

CRM Development Landscape

n The CRM component provides support for customer or project-specific development in the same way as the standard SAP R/3 system. A development environment consisting of several CRM systems, connected by the SAP Change and Transport System (CTS), can be set up to ensure an integrated development and testing process from project implementation to live use.

n Built on the SAP Basis, the CRM system provides the ABAP Workbench as a repository-driven development platform. The ABAP Workbench consists of the following major tools:

� User Interface Builder

� ABAP Editor

� Data Modeler

� ABAP Dictionary

� Debugger

� Report Builder

� Multi-language support

� Performance Monitor

� Computer Aided Test Tool (CATT)

© SAP AG CR010 3-14

SAP AG 2001

CRM Architecture - Business View

Technical View Business ViewBusiness View

© SAP AG CR010 3-15


MiddlewareMiddleware

SolutionDatabaseSolutionDatabase

BusinessPartner

BusinessPartner

OrderProductCatalog

BW / SEMBW / SEM

BusinessIntelligenceBusiness

Intelligence

APOAPO

SupplyChain

Management

SupplyChain

Management

Wor

kpla

ces

CR

M F

ound

atio

nIn

tegr

atio

n

Fulfillment

MobilePervasive

MobilePervasive

Marketing

Consumer/Customer

Portal

Por

tals

Employee Portal

......

Sales Service

DesktopDesktop

KWKW

CRM Business Architecture

© SAP AG CR010 3-16

SAP AG 2001

ActivityActivityProductCatalogProductCatalog

MiddlewareSynchronizing, Mapping, Connectivity


Wor

kpla

ces

incl

. M

obile

an

d P

erva

sive

CR

M F

ound

atio

nIn

tegr

atio

n

BW / SEMBW / SEM

BusinessIntelligenceBusiness

Intelligence

KWKW

BusinessPartner

BusinessPartner

OpportunityOpportunity

Fulfillment

Workplace

Example: CRM Sales Manager

n In charge of:

� Planning, organizing, and implementing the sales strategy

� Overseeing of the sales force and / or distributors

� Overall sales objectives and global sales profitability

� Coordinating budgets, forecasts, and reports on products and pricing trends

n Main tasks using information systems:

� Monitors the sales pipeline, the sales portfolio, and sales budget

� Uses worklist and reports to evaluate sales performance and sales information, and to track any customer complaints

� Reviews and follows sales activities of sales reps

� Performs his own sales activities, access to Internet, ...

© SAP AG CR010 3-17

SAP AG 2001

CRM Architecture: Unit Summary


l Describe the various components of the CRMArchitecture

l List the various systems used within the CRMlandscape

l List examples of roles in which the CRMarchitecture supports

SAP AG 2000

© SAP AG CR010 4-1

SAP AG 2001

CRM Master Data

Contents:

l Business Partners

l Products and Product Catalogs

SAP AG 2000

© SAP AG CR010 4-2

SAP AG 2001

CRM Master Data: Unit Objectives


l Define Business Partners and how they areused in CRM

l Define products and product catalogs and howthey are used in CRM

SAP AG 2000

© SAP AG CR010 4-3

SAP AG 2001



OverviewOverview













© SAP AG CR010 4-4

SAP AG 2001

CRM Master Data: Business Scenario

l Since you are implementing various CRMscenarios at IDES, Inc., you need to becomefamiliar with the basic elements involved in CRMprocesses.

l First we will focus on:

l Buiness Partner

l Product

© SAP AG CR010 4-5

SAP AG 2001

Business Partner Product

l SAP Business Partner Overview

l Business Partner Types and Grouping

l Roles of Business Partners

l Relationships of Business Partners

Provide aconsistentpicture ofyour BusinessPartners toall employeesinvolved inCRMactivities

Provide aconsistentpicture ofyour BusinessPartners toall employeesinvolved inCRMactivities

Topic Objectives: CRM Business Partner

© SAP AG CR010 4-6

SAP AG 2001

VendorVendor

PatientPatient

BorrowerBorrower

l Neutrall Persons and organizationsl Independent of applicationl Open infrastructurel Integration through operational

concepts

RenterRenter

CustomerCustomer

AccountsReceivables

AccountsReceivables

CreditorCreditorBusinessPartner

Business Partner Relationships

EmployeeEmployee

ManufacturingPlant

ManufacturingPlant

SAP Business Partner

n Business Partners are at the center of business transactions, and thus the center of business interest. All relevant information on a Business Partner must therefore be available quickly in consolidated form. This means that a central view of a business partner over all areas is imperative.

n A business partner exists only once, regardless of the business transaction in which they participate. For example, if a company is both a customer and a vendor, it is still one and the same business partner.

n However, a business partner can come into contact with a company in several situations. Depending on the specific business processes in which a business partner participates, the information required on the business partner may vary considerably. For example, for the Goods delivery process, information on Incoterms and delivery conditions is required, whereas for the Order process, information on delivery dates and payment conditions is relevant.

n A business partner is in contact with other business partners. These relationships can be very different in nature (for example, a marriage, contact person, company relationships).

n SAP Business Partner fulfils these business conditions. A business partner exists only once in the system, but can take on several different roles. The different relationships between business partners can also be defined.

© SAP AG CR010 4-7

SAP AG 2001

Business Partner configuration

Business Partner Category:

Business Partner Grouping:

OrganizationOrganization or PersonPerson

determines field control:• legal form• first name, last name• gender, marriage status

determines field control:• legal form• first name, last name• gender, marriage status

determines number range:• internal numeric• external alpha numeric• . . .

determines number range:• internal numeric• external alpha numeric• . . .

Business Partner Role:General Data

Sold to party

Vendor

Consumer

Ship to party

Prospect

. . .

determines screen sequenceand field control:determines screen sequenceand field control:

n Business partner category classifies a business partner as a person (e.g. private individual), or organization (legal entity or part of a legal entity, such as department). When a business partner is created, the business partner category must be selected (required entry). Assignment of the business partner category is static and cannot be changed once the business partner has been created.

n The business partner category determines which fields are available for data entry. For example, when you want to create a business partner as an organization, one of the fields requires you to enter the legal form, whereas with a person, you have to enter first name, name components, sex, and so on.

n The entry in the Grouping field determines whether and how the business partner field number must be filled with data. When you first create a business partner, you must state the BP category and the grouping. If you use a grouping to which a number range with external number assignment has been assigned, you must fill the BP number field with data. In the event of internal number assignment, you leave the field for the BP number empty.

n The basis for the definition of a BP role is a business process. The attributes of the BP role depend on the particular business process involved. BP roles are used to determine screen sequence and field control of the BP master records.

n You can create a business partner with one or more BP roles. Central data, such as name, address, and bank details, only has to be created once.

© SAP AG CR010 4-8

SAP AG 2001

Contact Person

Data Parts

Address Personal

Goods Recipient

Address Shipping Invoicing

...

...

Address Personal data SalesSales ShippingShipping InvoicingInvoicing... ......

Data PartsData Parts

Central set types CRM-specific set typesCRM-specific set types

n Use data parts as building blocks to define BP roles for use in your company's business processes.

n In CRM, the following data parts are available:

� Central sets types: Address, Personal data, Bank details

� CRM-specific set types: Sales, Shipping, Invoicing, Classification, Business hours, Partner functions, excluded partner functions

� Relationships

� Fact sheets

n You can group attributes that you commonly use together in set types to implement one or more parts of a business process. Example: the set type Shipping with attributes such as Shipping conditions and Delivery priority.

n A set is the instance of a set type . Example: a set of the set type Shipping could have the values Free on board and High for the attributes Shipping conditions and Delivery priority.

n Business processes that refer to a business partner require different parts of business partner master data. You maintain different sets in various sales areas for the different BP roles a business partner has.

© SAP AG CR010 4-9

SAP AG 2001

DATA PARTSROLE

u Ordering party

l Goods recipient

l Invoice recipient

l Payer

l Consumer

l Competitor

l Prospective customer

l Contact person

l Employee

l Organizational unit

l ...

< Personal / Organizational data

< Address

< Tax numbers

< Bank details

< Sales

< Shipping

< Billing

< Classification

< Business hours (calling / goodsreceiving / visiting)

< Partner functions

< Excluded functions

< ...

Examples for Roles / Data Part Assignment

n When you create a business partner in the Ordering party BP role , all data parts are available for creating and maintaining data.

© SAP AG CR010 4-10

SAP AG 2001

DATA PARTSROLE

l Ordering party

u Goods recipient

l Invoice recipient

l Payer

l Consumer

l Competitor

l Prospective customer

l Contact person

l Employee

l Organizational unit

l etc.

< Personal / Organizational data

< Address

( Tax numbers

< Bank details

( Sales

< Shipping

( Billing

< Classification

< Business hours (calling /goods receiving / visiting)

< Partner functions

< Excluded functions

< ...

Example for Role / Data Part Assignment

n When you create a business partner in the Goods recipient BP role , only the relevant data parts are available for creating and maintaining data.

© SAP AG CR010 4-11

SAP AG 2001

OrganizationOrganization

Organization 2Candid Horton Plaza

Organization 2Candid Horton Plaza

Contact Person 2Contact Person 2

Organization 1LA Wholesalers Inc.

Organization 1LA Wholesalers Inc.

Organization 3Candid San Diego

Organization 3Candid San Diego


Organization 4Candid International

Organization 4Candid International

is outlet of

supplies

supplies

is affiliate of is contactperson of

is contactperson offunction:manager

Contact PersonContact Person

is contact person offunction: manager

is married to


is contactperson of

Business Partner Relationships

n Relationships can have different categories. For example is contact person of or is department of, is married to, is supplier of, is customer of, is competitor of, etc..

n Each relationship can have particular attributes and directions.

n Relationships do not get transferred to R/3.

© SAP AG CR010 4-12

SAP AG 2001

Business Partner

Topic: Product and Product Catalog

Accessinformationon yourproductsand productcatalogsused in CRMprocesses

Accessinformationon yourproductsand productcatalogsused in CRMprocesses

Product

l Product Type and Categories

l Product Attributes and Sets

l Product Catalogs

n Access Information on your Products and Product Catalogs used in CRM processes

© SAP AG CR010 4-13

SAP AG 2001

Product and Services

StructuredProducts

StructuredProducts

ServicesServices

ConfigurableProducts

ConfigurableProducts

AbstractProductsAbstractProducts

Productsand

Services

Productsand

Services

n Structured Products:

� e.g. service packages, bills of materials, combinations of both

n Abstract Products:

� Product families without specifying a concrete product, e.g. Computers or Events

n Configurable Products:

� Products with rules defining which attribute values can be chosen when ordering the product, e.g. PCs or cars

n Individual Products:

� Instances of products, e.g. custom-made, identified by serial numbers

© SAP AG CR010 4-14

SAP AG 2001

Product Type and Categories

Hard Drives

Material

Category

Product Type

Optical

Material

Category

Product Type

Consulting

Service

Category

Product Type

PC Support

Service

Category

Product Type

n Products are divided into types:

� Material, Services (is used for all service products), Financing (is used in banking area for loans, financing and in the leasing business)

n Product categories make it possible to group together products according to different criteria.

n If a product type (for example, material or service) is assigned to a product category, only products of this product type can be assigned to that category. All products must be assigned to at least one category.

n The assignment is currently done during the download from the OLTP and follows the following pattern:

� Download Categories

R/3 material types

R/3 service types

R/3 material groups converted to categories

Product hierarchies converted to categories

� Download products and assignments

© SAP AG CR010 4-15

SAP AG 2001

Product Attributes & Sets

Product

Product Number: BIN-001

Description: Deluxe Binoculars

Unit of Measure: Each

Color: Black

UPC: 9467382739920

Product Group: 17284

Loading Group: 001

Storage Loc: 234

Basic Data

Shipping Data

Product Attributes Set Type

n A set type is made up of the product attributes and is stored in the CRM System as a database table.

n Product attributes are grouped and stored in sets. A set is a specific instance of a set type. In product maintenance, the set types allowed for a product appear as sub screens in the views (on the tab pages such as Basic Data).

n A product is assigned to at least one set type. Examples are:

� Sales

� Purchasing

� ...

n Set type attributes are inherited within a hierarchy.

n Additional set types can be maintained.

n For a set type to be allowed for a product, the set type must be assigned to the product category to which the product is subsequently assigned.

n Note: UPC = Universal Product Code

© SAP AG CR010 4-16

SAP AG 2001

What is a Product Catalog?

Product Catalog

l Used for presenting products on the Web(Products are based on the product master data in CRM)

l Can be flexibly defined and maintained in the CRM system

n SAP Internet Sales requires a product catalog

© SAP AG CR010 4-17

SAP AG 2001

General Structure of the Product Catalog

CRM system

Basic data

Administration data

Variants

4Living

Beds

Sofas

Catalog structureCatalog structureCatalog structure Generel elements of a product catalogGenerel elements ofGenerel elements of a a product catalog product catalog

Product catalogProduct catalogProduct catalog 4Living4Living4Living

n Valid from – valid to: Specify the date that the catalog is valid

n Basic characteristics list: Characterizes all products contained in the catalog. It is used on the Web to search for products.

n Active symbol for catalog: Describes, if catalog is active

n Administration data: Describes the date of creation and the name of the user who created the object

n Different languages can be used by one catalog

n A product catalog can be used in different scenarios e.g. Internet Sales Business-2-Customer or Business-2-Business (see unit Internet Sales)

© SAP AG CR010 4-18

SAP AG 2001

CRM Master Data: Unit Summary


l Define Business Partners and how they are usedin CRM

l Define products and product catalogs and howthey are used in CRM

SAP AG 2000

© SAP AG CR010 4-19

Exercises

Unit: CRM Master Data

Topic: Business Partner and Relationships


• Create a Business Partner in CRM

• Create a relationship for the Business Partner

You need to add your new Business Partner, Sandra Copley, to the CRM system. For this Business Partner, you would like to record that the Business Partner owns Business Partner CR010-97.

1-1 Create the new Business Partner Sandra Copley with the following information:

1-1-1 Navigate to the Business Partner Create screen.

1-1-2 Create the Business Partner as Partner Category Person with the following details:

Address Tab

Business Partner: (number will be automatically generated)

Create in Role: Business Partner (general) new

Grouping: Internal number assignment

First Name: Sandra

Last Name: Copley ##

Search Term 1: Copley ##

Street/House Number: Westlake Court / 8333

Postal Code/City: 83432 / Aurora

Country: US

Region: CO

Central Data Tab

Sex: Female

Marital status: 1 (Married)

Save your Data and note your Business Partner number given by system.

1-2 Sandra Copley is shareholder of Computer & More, Denver CO (Business Partner 3961) with 2%. Define this relationship with your new Business Partner.

© SAP AG CR010 4-20

1-2-1 Navigate to the business partner you created in 1-1-2 and view the Relationships Tab of the Business Partner in the change mode. Which view is maintained?

1-2-2 Create the Relationship Is shareholder of for the Business Partner 3961.

Relationship Category: is shareholder of Business Partner 2: 3961 Shareholding Data - percentage: 2

1-2-3 View the Relationship in Tree format and Network format.

1-3 Display all the relationships for Data Livestream (search term: MSA).

1-3-1 Search for the customer by using the F4 Help in the Business Partner field, Tab: Partner by Address and enter Data Livestream in field Name 1. or Use the Locator Search (search term: MSA) and choose Data Livestream (3031).

1-3-2 Display the relationships for Data Livestream (3031) and list the Relationships for this Business Partner.

Relationship Category Business Partner Name

_______________________ __________________________

_______________________ __________________________

_______________________ __________________________

_______________________ __________________________

1-3-3 View the Relationship Has contact person in Network format.

© SAP AG CR010 4-21

Exercises


Topic: Products


• Display and navigate the Product Master

There is a need for each person to be able to review information for the CRM system product master files.

2-1 Review information about a product in the CRM system.

2-1-1 Display product ISA-1041 Metal Side Table in CRM and record the details about the product as indicated:

Description for category hierarchy Product subtype: ______________________________________________________

Design for 4LIVING: ____________________________________

Base Unit : _____________________________________________

Division: ______________________________________________

Item Category Group: ____________________________________

Gross Weight : __________________________________________

When in the product master screen, select the Search Tab.

Display should be Material and in ID field, type ISA* with Category.

Select Start and then select Material.

© SAP AG CR010 4-22

Exercises


Topic: Product Catalog


• View a product Catalog and display various types of information pertaining to the catalog.

You would like to know the number of tables that are available in the 4Living Internet catalog.

3-1 Navigate to the 4Living Catalog.

3-1-1 Locate the product catalog 4LIVING, catalog type Both.

3-2 List the Tables in the Table Furniture Department that are listed in the 4Living Catalog.

____________________________________________________________

____________________________________________________________

Stay on this screen to complete the next exercise

3-3 View a picture of Material ISA-1016 in the 4Living Product Catalog.

____________________________________________________________

____________________________________________________________

© SAP AG CR010 4-23

CRM Master Data Solutions


Topic: Business Partners and Relationships

1-1 Create the new Business Partner Sandra Copley with the following information.

1-1-1 Navigate to the Business Partner Create screen.


1-1-2 Create the Business Partner as Partner Category Person with the following details:

Address Tab

Business Partner: (number will be automatically generated)

Create in Role: Business Partner (general) new

Grouping: Internal number assignment

First Name: Sandra

Last Name: Copley ##

Search Term 1: Copley ##

Street/House Number: Westlake Court / 8333

Postal Code/City: 83432 / Aurora

Country: US

Region: CO

Central Data Tab

Sex: Female

Marital status: 1 (Married)

Select Person to create the Business Partner as Partner Category of Person.

Enter the defined filed information and select Save, the Business Partner Number will be assigned by the system.

1-2 Sandra Copley is shareholder of Computer & More, Denver CO (Business Partner 3961) with 2%. Define this relationship with your new Business Partner.

1-2-1 Navigate to the business partner you created in 1-1-2 and view the Relationships Tab of the Business Partner in the change mode.


© SAP AG CR010 4-24

Your last entry will display; it should be your just created Business Partner, if not you can search for it in the locator. Make sure you are in the Change mode if not, use Pencil to switch between Display and Change mode. Which view is maintained? Only when you are in the Change mode can you see which Business Partner view is maintained, it should be General.

1-2-2 Create the Relationship Is shareholder of for the Business Partner 3961.

Select Relationships.

Relationship Category: Is shareholder of Relationship to BP : 3961 - choose Create or Enter Enter the Shareholding Data - percentage: 2

Select enter and save your data.

1-2-3 View the Relationship in Tree and Network format.

Choose Is Shareholder of tab. Select Format Tree / Network.

1-3 Display all the relationships for Data Livestream.

1-3-1 User Menu → Master Data → Business Partner→ Maintain Business Partner Search the Business Partner with F4 Help by Partner by Address Enter the Name Data Livestream Business Partner 3031 displays in Change mode. or Search by using the Locator Search: Business Partner, by Search Term with Search Term1: MSA, Choose Data Livestream 3031 in the Display list and select Choose.

1-3-2 Display the relationships for Data Livestream (3031) and list the Relationships for this Business Partner.

Choose Relationships.

To view all relationships choose Overview Tab, Relationship category: ALL

Relationship Category Business Partner Name

Has contact person 101 Dr. Andrew Welsh

Has contact person 102 Dr. Marry Twain

Has contact person 103 Dr. Evelyn Englert

Has the employee responsible 292 Mike Smith

1-3-3 View the Relationship Has contact person in Network format.

Choose Has contact person Tab. Select Format Network

© SAP AG CR010 4-25

Solutions


Topic: Products

2-1 Review information about a product in the CRM system.

2-1-1 Display product ISA-1041 Metal Side Table in CRM and record the details about the product as indicated:

User Menu→ Master Data → Product→ Product Workbench

Select in the Locator Search Material, ID/description field: ISA-104*, then select Start.

From the Material list, choose the ISA-1041 material; details display to the right.

Basic Tab

Description for Category hierarchy Product subtype: Finished product

Design for 4LIVING: Per Weiss

Base Unit : PC

Division: 17 Furniture

Item Category Group:NORM

Gross Weight : 8 KG

© SAP AG CR010 4-26

Solutions

Unit: CRM Basics

Topic: Product Catalog

3-1 Navigate to the 4Living Catalog.

User Menu → Master Data → Product Catalog → Maintain Product Catalog

3-1-1 Locate the Product Catalog 4LIVING, Catalog Type Both.

Select Display.

3-2 List the Tables in the Table Furniture Department that are listed in the 4Living Catalog.

Go to the navigation area on the left side of the screen and select:

4LIVING→Tables and select Tables

Products listed are:

ISA-1016 Sector

ISA-1017 Sector Long

3-3 View a picture of Material ISA-1016 in the 4Living Product Catalog.

Select ISA-1016.

In the item details, select ZTHMB Document type and select Display.

Select CRM_THUMB folder to locate the CRM_THUMB graphic file.

Select CRM_THUMB file and select Display.

A picture of the ISA-1016 table should display on the right hand side of the screen.

© SAP AG CR010 5-1


CRM Organizational Model

Contents:

l CRM Organizational Model

© SAP AG CR010 5-2



l Describe the CRM Organizational Model

l Define the various CRM business interactions(Sales Orders, Activities, Opportunities, etc.)

l Describe how Marketing Plans and Campaignsare used in CRM

CRM Organizational Model: Unit Objectives

© SAP AG CR010 5-3

SAP AG 2001



OverviewOverview













© SAP AG CR010 5-4

SAP AG 2001

Manage yourCRM Organiza-tional Modelexactly the wayyou set up yourorganization

Manage yourCRM Organiza-tional Modelexactly the wayyou set up yourorganization

Org Model

l Organizational Model: CRM vs. R/3

l Organizational Units, Positions andHolders

l Business Attributes

l Determination of Organizational Data

Topic: Organizational Structures

n The Organizational Model in CRM allows for maintaining the company structure for different scenarios (Sales, Service, and Business-to-Business Procurement).

n You can maintain the company structure including the positions and employees in an application and assign specific data (attributes) to the organizational units.

The following application areas in CRM use organizational management:

n Business transaction - Automatic determination of responsible organizational units based on data in the transaction document (sales area from R/3)

n Partner processing - Partner determination (Partner function, Employee responsible)

n Payment card processing - Automatic determination of the organizational unit responsible for clearing

© SAP AG CR010 5-5

SAP AG 2001

Organization - R/3 Model

USAUSA

Western USWestern US

Los AngelesLos Angeles

Scott ParkerScott Parker

San FranciscoSan Francisco

Sales Office

Sales Group

Sales Representative

R/3 Sales-Related Structure

Sales Organization

n In the R/3 system there are three traditional sales elements:

1. Sales Office

2. Sales Group

3. Sales Representative

n These elements are limited in scope and structure and usually don’t meet the sales organization’s requirements.

© SAP AG CR010 5-6

SAP AG 2001

Level 2

Level 3

Organization Possibilities - CRM

Global SalesGlobal Sales

EuropeEuropeAmericasAmericas

North AmericaNorth America

USAUSA

CaliforniaCalifornia

Office S.F.Office S.F.

Berlin Office Berlin Office

FranceFranceSouth AmericaSouth America

Office Office L.A.L.A.

GermanyGermany

Group SF1Group SF1 Group SF2Group SF2

Group B2Group B2Group B1Group B1

Munich Office Munich Office

Level 1

Level 4

Level 5

Level 6

A part of an international organization:

n The structure has no limitations - as many levels as needed:

� Americas: 6 levels

� Europe: 4 levels

n Organization units are easy to maintain, time dependent and adaptable to a variety of industries.

n Can be used for Sales AND Service organizations.

n Organizational unit can also be a Business Partner:

� When creating an organizational unit, a business partner master record (organization category) is automatically created.

� The business partner number displays in the structure.

n Validity of an Organizational Model An enterprise’s organizational mode l is constantly undergoing change. For this reason, Organizational Management allows you to edit the organizational structure, staff assignments as well as individual objects according to key dates.

© SAP AG CR010 5-7

SAP AG 2001

Positions and Holders assigned to an Organizational Unit:

Berlin Office Berlin Office

Group B2Group B2 Group B1Group B1

Munich OfficeMunich Office

Level 4

Jane MillerJane Miller

Jane MillerJane Miller

Sales RepSales Rep

SalesSales Manager ManagerPositionPosition

EmployeeEmployee

PositionPosition

UserUser

Breaking Down an Organizational Unit

n Organizational Unit Organizational object (object type key O) that is used to form the basis of an organizational plan. Organizational units are functional units of a company. Depending on how task distribution is organized in a company, these can be, for example, departments, groups or project teams.

n Position Organizational object (object type key S) that shows the functional task distribution of individual items and their report structure in the organizational plan. CRM related positions in a company could be e.g. sales manager, sales rep, contact center manager, contact center agent etc. Holders (employees or CRM users) can then be assigned to one or more position.

n Employee / User A person assigned to a position. A person can be a CRM business partner with the role Employee (object type key BP which also includes the CRM User) or only a CRM User (object type key US) that is assigned to a position in an organizational plan. By assigning an employee or a user to a position, you can show where an employee is assigned organizationally in a company (what his / her function is). Assigning an employee is recommended because an employee master contains more business data than a user.

© SAP AG CR010 5-8

SAP AG 2001

Organizational Structure and Attributes

Organizational Structure

Group SFOffice SF

Office LASales Europe

Sales FRASales GER

Office MunichOffice Berlin

Group B1Group B2

Global Sales

Name

Starts with

Sales Office Los Angeles

Sales Office San FranciscoSales Office 1 San Francisco

Sales Office Munich

Sales France

Sales Europe

Sales Office Berlin

Sales Group 2 BerlinSales Group 1 Berlin

Sales Germany

Basic data Attributes Type Address

Scenario for attrib maintenance

Object permitted for scenario

Status for consistency check

SALE

Valid FromTo

Details for Organizational Unit Group SF1

Attribute Description ExclPOBOX Postal Box

POSCO1 Postal CodeProdGrp Product Gr...

ProdGrp Product Gr...

Product ProductQuantity

Attributes areAttributes areassigned to theassigned to the

Organizational UnitOrganizational Unit

No limit to theNo limit to thelevels you can uselevels you can use

n Organizational units have general attributes that specify, for example, the responsibility of an organizational unit for a specific area.

n Attributes are used when determining the appropriate sales organizational unit for processing the transaction.

© SAP AG CR010 5-9

SAP AG 2001

n SalesOrganization

n Sales Office

n Sales Group

n ServiceOrganization

Sales Europe

Sales FRASales GER

Office MunichOffice Berlin

Group B1Group B2

Sales Office Munich

Sales FranceSales Europe

Sales Office Berlin

Sales Group 2 BerlinSales Group 1 Berlin

Sales Germany

Business attributesBusiness attributesare assigned toare assigned toorganizationalorganizational units units

Business attributes areBusiness attributes arepassed on from higher-passed on from higher-level organizationallevel organizationalunits to all dependentunits to all dependentorganizational unitsorganizational units

OrganizationalAttributes

GeneralAttributes

n Country

n Division

n DistributionChannel

n Postal Code

n Region

n ....

Business Attributes

For which:l Sales Countryl Divisionl Currencyl Languagel etc.is this Organizational Unit responsible?

n Attributes are specific data that you can assign to organizational units when creating your organizational structure.

n Attributes are always maintained for a specific scenario, which means for each scenario, you can maintain different attributes.

n There are two kinds of attributes:

� Organizational attributes indicate the type of an organizational unit

� General attributes define the responsibilities of an organizational unit

n Business attributes are passed on from higher-level organizational units to all dependent organizational units.

n You cannot maintain attributes for Positions (Positions inherit the attributes of the higher-level organizational unit) or Holders.

© SAP AG CR010 5-10

SAP AG 2001

San FranciscoSan Francisco

R/3 Model

North AmericaNorth America

Sales Sales USAUSA


CaliforniaCalifornia

San FranciscoSan Francisco Los AngelesLos Angeles

CRM Model

l Organizational structure can be different from R/3

l Entities used in R/3 can be matched via attributes

R/3 R/3 Sales OSales Orgrg..

R/3 R/3 Sales Sales OfficeOffice

USAUSA


R/3 R/3 Sales Sales GroupGroup

Attributes ofCRM Org. Units

AdditionalLevels

Mapping of CRM Organizational Units toR/3 Sales Organization, Sales Office, Sales Group

n Organizational structures can be different from R/3.

n Entities used in R/3 can be matched.

n Organizational data such as distribution channels, divisions, and sales areas with the relevant text from R/3 can be transferred to the CRM system.

n Since Release 2.0C, there exists a report in customizing for the automatic copy of the R/3 sales structure into the CRM system. This function helps when installing the system. Using this report, you can select the R/3 sales areas (and offices and groups) that need to be transferred to the CRM system. After the download, a log is written that informs you of any mistakes.

© SAP AG CR010 5-11

SAP AG 2001

Resulting Organization UnitResulting Organization UnitResulting Organization Unit

Organizational Data Determination

Attributes of Sales RuleAttributesAttributes of of SalesSales Rule RuleTransaction TypeTransaction TypeTransaction Type

SalesSales

DeterminationDetermination Rule Rule CountryZIP

Industry Sector

CountryZIP

Industry Sector

Sales Office Los AngelesSales Office Los Angeles

Sales OrderSales Order OpportunityOpportunityActivityActivity

Country: USZIP: 92101 (Electronic Media San Diego)Industry Sector: High Tech

Attributes of S.O. Los AngelesAttributesAttributes of of S.O. Los Angeles S.O. Los AngelesCountry: USZIP: 90000-99000Industry Sector: High Tech,Furniture

Country: USZIP: 90000-99000Industry Sector: High Tech,Furniture

n When processing a business transaction, certain organizational data is mandatory depending on the transaction type. In a service order, for example, the service organization is a determining factor in processing. In a sales order, the distribution channel is as important as the responsible sales organization, since price and delivery data can depend on the distribution channel.

n Options for determining organizational data in the document (can be set in Customizing and depends on the transaction type):

� No determination In this case, enter the organizational data (for example, sales area) manually in the document.

� Automatic determination The system uses the data that is available in the document to determine, for example, the organizational data, zip code, country or industry sector

n Search criteria is defined through standard roles (e.g. country, postal code, or product group).

n A standard role is assigned to a transaction type.

n Each transaction has a transaction type.

n While responsibilities in R/3 are determined from the sales area-related data from the customer master, CRM responsibilities are defined independently from the business partner master and are determined, if required, from the organizational structure. The Organizational Model and Determination Rules should be customized to determine exactly ONE Organizational Unit wherever possible. In case of multiple matching Organizational Units, a pop-up with possible choices will appear.

© SAP AG CR010 5-12

SAP AG 2001

CRM Organizational Model: Unit Summary

SAP AG 2000


l Describe the CRM Organizational Model

l Define the various CRM business interactions(Sales Orders, Activities, Opportunities, etc.)

l Describe how Marketing Plans and Campaignsare used in CRM

© SAP AG CR010 5-13

Exercises

Unit: CRM Organizational Model


• Describe the object types and maintenance of an organizational structure in CRM

• Explain the purpose of attributes

• Describe the mapping of organizational objects in CRM to objects in R/3

Your organization has already set up the organizational structure of your company. You as an employee in the contact center should check some details out of this structure.

1-1 Which advantages does the organizational model in CRM have in fulfilling your requirements?

________________________________________________________________

________________________________________________________________

________________________________________________________________

________________________________________________________________

________________________________________________________________

1-2 Which three object types exist in an organizational structure in CRM?

________________________________________________________________

________________________________________________________________

________________________________________________________________

1-3 You are working as a contact center agent in the contact center in Chicago, which belongs to Sales US East.

© SAP AG CR010 5-14

1-3-1 What object type does the organizational unit Sales US East belong?

_____________________________________________________________

1-3-2 Does a Business Partner master record for the organizational unit Sales US East exist?

_____________________________________________________________

1-3-3 Sales US East is responsible for which country and distribution channels?

_____________________________________________________________

_____________________________________________________________

1-3-4 Are these attributes maintained directly at Sales US East?

_____________________________________________________________

1-3-5 Sales US East is permitted as an organizational unit for the scenario sales. Is it also permitted for the scenario service?

_____________________________________________________________

1-3-6 Office Chicago maps to which organizational unit in R/3?

_____________________________________________________________

1-4 Which options are possible for determining the responsible organizational data in business transactions in CRM?

___________________________________________________________________

© SAP AG CR010 5-15

Solutions

Unit: CRM Organizational Model

1-1 Which advantages does the organizational model in CRM have in fulfilling your requirements?

Advantages of the organizational model in CRM:

• The structure has no limitations regarding the levels you need.

• The organizational model in CRM allows for maintaining the company structure for different scenarios (Sales, Service and Business-to-Business Procurement).

• Organizational units can be maintained time dependent (this enables you to plan organizational changes in the future).

• Organizational model in CRM is adaptable and extendible.

• Organizational units can take the role of a Business Partner.

1-2 Which three object types exist in an organizational structure in CRM?

Object types of an organizational structure in CRM:

• Organizational unit: object type key O

• Position: object type key S

• Holder: Employee (object type key CP) or User (object type key US)

1-3 You are working as a contact center agent in the contact center in Chicago, which belongs to Sales US East.

1-3-1 What object type does the organizational unit Sales US East belong?

User Menu→ Master Data → Organizational Model → Maintain Organizational Model

Select Search term for Organizational unit and enter SALES US in the field With name. Choose Find and select the entry Sales US The unit Sales US East belongs to the object type Organizational unit (you can see this in the column ID with object type key O)

© SAP AG CR010 5-16

1-3-2 Does a Business Partner master record for the organizational unit Sales US East exist?

When creating an organizational unit, a Business Partner master record is automatically created. In the column Business Partner for the corresponding organizational unit, you can identify the number of the Business Partner master record. Note: Business Partner master record 232 exists for unit Sales US East

1-3-3 Sales US East is responsible for which country and distribution channels?

Attributes for Sales US East: - Type Sales Select Unit Sales US East and select the Attributes Tab on the detail screen for Organizational Unit Sales US East Select in the field Attribute maintenance scenario: Sales Country key: US Distribution channels: 10, 12, 14, 30

1-3-4 Are these attributes maintained directly at Sales US East?

No, these attributes are inherited from the organizational unit Sales US

1-3-5 Sales US East is permitted as an organizational unit for the scenario sales. Is it also permitted for the scenario service?

To check select the Type tab on the detail screen for organizational unit Sales US East and choose SERVICE in the field Attribute maintenance scenario Note: the object Sales US East is not permitted for the scenario SERVICE

1-3-6 Office Chicago maps to which organizational unit in R/3?

Select Office Chicago and select the Type tab on the detail screen: Choose in the field Attribute maintenance scenario: Sales Here you can see that Office Chicago is marked as a Sales office in the organizational model of CRM and is mapped to the R/3 sales office 3010.

1-4 Which options are possible for determining the responsible organizational data in business transactions in CRM?

Options for determining organizational data in business transactions: 1. Automatic determination: The system uses the data that is available in the document to determine, for example, the Business Partner number, region, product or organizational data.

2. No determination: In this case enter the organizational data (for example sales area) manually in the document.

© SAP AG CR010 6-4

n Manage customer interactions, e.g. sales orders, activities, and opportunities and provide a complete picture of the CRM relationship history.

n Business Transactions are available to manage Customer Interactions in CRM.

n Such a Business Transaction can be e.g. an activity, an opportunity, or a sales order.

n Depending on the Business Transaction type, a set of information is available / required.

n For Business Transactions, the determination of Organizational Data, Texts, and Partners is available.

n Business Transactions can be created with a reference to another Business Transaction (e.g. a Sales Order might belong to an Opportunity; available in CRM 2.0B).

SAP AG 2001

ManagecustomerBusinessTransactions,(sales orders,activities andopportunities)and provide acompletepicture of theCRM relation-ship history

ManagecustomerBusinessTransactions,(sales orders,activities andopportunities)and provide acompletepicture of theCRM relation-ship history

Business Transaction

l Business Transactions Overview

l Activities

l Opportunities

l Sales Orders

l Document Flow

Topic Objectives: Business Transactions in CRM

© SAP AG CR010 6-5

n An activity is a transaction type used to record information resulting from interaction between Business Partners, undertaken at any time during the customer relationship life cycle.

n Activities can be planned, tracked, documented, or administered by user or user group.

n Activities are subdivided into business activities and tasks.

n Organize your daily workload

n Activities are displayed in:

� Calendar

� Business workplace

� Application workplace

n Activities can be linked to the Business Warehouse (BW) for management reporting needs.

n Examples of activities are telephone calls, customer visits, preparatory tasks, or private reminders.

© SAP AG CR010 6-6

n You can access activities in different ways in the CRM System:

� directly in the Business or Application Workplace or

� from a CRM scenarios e.g. in Call Center or Mobil Client

n You can create or update an activity

n You can monitor what happens from the activity monitor

© SAP AG CR010 6-7

n Freely customizable

n Category linked to class. This controls the functions that the system provides for the activity type.

n Within CRM, you can create:

� Follow-up activities

Same partner details (definable in Customizing)

Same category (changeable)

� Activities with reference to other documents

Opportunities

Sales orders

© SAP AG CR010 6-8

n Opportunity Management is a set of integrated sales processes related to the chance to sell a product or service.

n Opportunity Management sales cyles are typically long, involving complex products and several people on the sales team.

n Sales process are often opportunity driven.

© SAP AG CR010 6-9

n A Sales cycle starts with the input of the opportunity and ends with the closure of the opportunity.

n An opportunity can involve numerous customizable phases.

� You can maintain result reasons for reporting issues.

n The time range of an opportunity includes all defined phases.

n For each employee on the sales team, a role can be defined and changed throughout the sales cycle.

n Goals:

� Increase revenue

� Reduction of cost for sales

� More efficient employment of the sales organization

� Shorter sales cycle

� Improvement of the revenue forecast

� Improvement of the competitive overview in the own market

� Overview of all opportunity-related sales activities

© SAP AG CR010 6-10

n Sources for CRM Sales Orders are:

� Telesales - through the CIC, the agent can create a sales order directly in the CRM system.

� Mobile Sales - the mobile sales representative can enter an order in their laptop or PDA and have the order transferred to the CRM system via the middleware.

� Internet - Orders can be created in SAP Internet Sales in CRM and transferred to R/3 for execution.

n Orders come from various sources but ultimately they are executed in the R/3 system and get a status update from there.

n When creating a CRM sales order, the following functions are supported

� for Product Pricing by using the Sales Pricing Engine (SPE) with R/3 conditions downloaded to CRM.

� for Product Configuration by using the Sales Configuration Engine (SCE) with Knowledge Base information downloaded from R/3 Variant Configuration.

� Or by using the Internet Pricing and Configurator (IPC) as a combined SPE and SCE engine.

� for Real time Available to Promise (ATP) checks by using SAP’s Advanced Planner and Optimizer (APO) or with R/3 ATP check (available with CRM 2.0C).

© SAP AG CR010 6-13

n Business transactions created in CRM can be used as a source document when creating documents with reference. This allows the user to not only copy relevant information from the source document but to also track the the documents that reference each other.

n Copy: only copies current transaction

• Same transaction type

• Header and item data copied

• Document flow is not updated, i.e. no reference to original document

n Create Follow-Up Document

• You can choose the transaction type for the follow-up document, e.g. opportunity to order

• Header data is copied and you can select items

• Document flow is updated

n Document Flow Display

• shows document flow with documents created as follow-up document

© SAP AG CR010 7-1

SAP AG 2001

Internet Sales

SAP AG 2000

Contents:

l Selling Over the Internet

l Internet Sales Integration

l Features of Internet Sales

l Internet Sales Process

© SAP AG CR010 7-2

SAP AG 2001

Internet Sales: Unit Objectives

SAP AG 2000


l Describe the differences between R/3 Online Storeand the SAP Internet Sales

l Discuss the Interactions with various systems

l Discuss the features of Internet Sales

l Create and display an Internet customer orderusing B2C

l Display the Internet order in the R/3 OLTP System

© SAP AG CR010 7-3

SAP AG 2001



OverviewOverview













© SAP AG CR010 7-4

SAP AG 2001

Internet Sales: Business Scenario

SAP AG 2000

l IDES, Inc. is implementing an Internet solutionsfor it’s customers and resellers.

l You need to become familiar with the varioustypes of interactions associated with Internetsales.

l Your customer logs onto the IDES website andorders a product. You want to be able to view theinformation created by the online user.

© SAP AG CR010 7-5

SAP AG 2001

Addressing Our Customers via the WebR/3 Online Store vs. SAP Internet Sales

SAP Online Storewithin R/3

R/3 System

Web TransactionWeb Transaction(WW20)(WW20)

PRODUCTCATALOG

Product catalog is maintained and stored in the R/3 system

SAP Internet Saleswithin CRM

WebWebServerServer

ITS

CRM System

PCIndex

Server

publish

publish

Product catalog is maintained in theCRM system and then replicated to theindex server

SAP offers two ways to address the customers via the Web:

n Online Store is a R/3-based system and comes with every R/3 since 3.1h

� Central point of data maintenance (all data maintained in R/3)

� Easy to change store templates included

� In SAP Online Store, the product catalog has to be maintained and stored in R/3. Every Internet user who visits our Web shop and browses our product catalog will create an additional user in the R/3 system.

n SAP Internet Sales is CRM-based and comes with CRM

� uses the CRM system landscape for Internet Sales

� freely definable Interaction design

� Visual design without limits (Extended Internet Transaction server)

� Browsing, pricing, search process not in business system (put all-non business relevant processing in front system)

� Uses and accesses data processes and functionality of the new CRM (system from different angles)

� R/3 and non-R/3 based systems

� An important advantage of SAP Internet Sales is that it pulls transactions such as searching, browsing or opening multimedia files away from the back office to the new CRM system. This avoids overloading the back office and prevents bottlenecks

© SAP AG CR010 7-6

SAP AG 2001

SAP Internet Sales Integration



BWMarketing Business

PartnerOrderProductCatalog

DataAnalyzing

Sales OrderLogistic Execution

Finance

APO

Availability

ShoppingBasket

ShoppingBasket

Order &PaymentOrder &Payment

ConfigurationConfigurationWebCatalog

WebCatalog

n SAP Internet Sales is a solution for companies using the Internet as their strategic sales channel.

Internet Sales enables 1-to-1 marketing features, sales analyses, product promotions, a high level of personalization, product configuration, easy entries, price protections, powerful design, interaction, etc. Companies implementing Internet Sales are also typically focused on other CRM processes that are supported by SAP Internet Sales.

n Completely integrated in the Customer Relationship Management processes:

� other sales channels

� marketing functionality

� Service Interaction Center

all enhancements of mySAP.com CRM enhance Internet Sales

n Extended Internet Transaction Server: � Visual Design without limits

� Freely definable Interaction Design

� Openness to flexibly include third-party services

n Browsing, Pricing, Search Process not in Business System:

� all processes were they belong:

Non-business relevant processes in Front Systems

Selling logic in CRM

Execution logic in R/3

© SAP AG CR010 7-7

SAP AG 2001

B2C ScenarioB2C ScenarioB2C Scenario ConsumerConsumerConsumer

B2B ScenarioB2B ScenarioB2B ScenarioBusiness PartnerBusiness PartnerBusiness Partner

Enterprise

Internet-Internet-sellingselling

Addressing the Internet Customers

n Depending on the Internet Sales scenario, you have two ways to address Internet customers

1. B2C Scenario (Business-to-Customer)

� focus on anonymous market

� focus on the internet user who may browse in our product catalog and visits our web shop

� is not yet a known customer to us or

� is already a registered customer for us

2. B2B Scenario (Business-to-Business)

� focus on the business market

� the customer is known to you

� you make special offers and product catalog views for your B2B customers

© SAP AG CR010 7-8

SAP AG 2001

Different Models to Use a Product Catalog

PC PC1

B2C Web ShopB2C Web Shop

B2B Web ShopB2B Web Shop

PC2

One product catalog (e.g. 4Living)can be used in more then one Web Shop

4Living4Living 4L Complete4L Complete 4L Selected4L Selected

For each Web Shop a separateproduct catalog can be defined

B2C Web ShopB2C Web Shop

B2B Web ShopB2B Web Shop

n You can make special views available for your B2B customers

n The view can be copied from an existing Web Shop or you can create a new product catalog for each Web Shop

© SAP AG CR010 7-9

SAP AG 2001

Internet Sales Features

Price PromotionPrice PromotionPrice Promotion

Checking Order StatusChecking Order StatusChecking Order Status

One-to-One MarketingOne-to-One MarketingOne-to-One Marketing

Secure Payment TransactionsSecure Payment TransactionsSecure Payment Transactions

New Customer RegistrationNew Customer RegistrationNew Customer Registration

FeaturesFeatures

Product CatalogProduct CatalogProduct Catalog

Shopping BasketShopping BasketShopping Basket

© SAP AG CR010 7-10

SAP AG 2001

Price Promotion

Checking Order Status

One-to-One Marketing

Secure Payment Transactions

Shopping Basket

New Customer Registration

Product CatalogProduct CatalogProduct Catalog

Product Catalog

Product Catalog:

l Search and Retrieval via Index Server

l Support of multimedia Data (Pictures, Sound,Movie....)

l Update with actual CRM Data on a periodicalbasis

l Product attribute can be flexible defined

l Configurable products (via IPC)

n Product catalog:

� Presentation: Pictures, texts, detailed texts, sound, video...

� Search tools:

Hierarchical structure of catalog, integrated search tool

Useful for large, not very structured catalogs: Possibility of connecting extra search tools such as AltaVista Search Engine Software to attain higher performance, full text search, Boolean operations and wildcards (configurable)

� Always the most up-to-date data thanks to integration with the ERP system: For example, if there is a price change in the catalog of the ERP system, the new price automatically appears in the online catalog. An availability check is automatically carried out in the ERP system and the result appears online.

� Hyperlinks to accessories to push sales: e.g from a camera to the corresponding camera bag.

© SAP AG CR010 7-11

SAP AG 2001

Marketing

Price Promotion


One-to-One MarketingOne-to-One MarketingOne-to-One Marketing


Shopping Basket


Product Catalog

Marketing

l Personalized Product Offers

l Prolining to define target group

l Target group specific analyses if theTop-N products

n Using CRM Marketing Planning and Campaign Management, precise targeting of customer needs is analyzed from customer buying habits, Web hits, Nealson Information, ERP sales information and various other sources.

n The resulting information is pushed to the client.

n Further details will be discussed in the Marketing Planning and Campaign management unit.

© SAP AG CR010 7-12

SAP AG 2001

Price PromotionPrice PromotionPrice Promotion




Shopping Basket


Product Catalog

Pricing

Pricing

l B2C scenario: list price from IPC

l B2B scenario:customer-specific price via IPC

© SAP AG CR010 7-13

SAP AG 2001

Price Promotion





Product Catalog

Shopping Basket

Shopping BasketShopping BasketShopping BasketShopping Basket

l Fill the basket by point & click

l Quick entry for B2B customers

l Real time calculation of price components( Freight, total ..)

l Shipping and order address can bedifferent

l Available to promise (via APO)

l Save and load of shopping baskets

© SAP AG CR010 7-14

SAP AG 2001

Price Promotion




Shopping Basket

Product Catalog

New Customer RegistrationNew Customer RegistrationNew Customer Registration

Customer/User Management

l B2C: new customer registration

l B2C: registration via E-mail

l B2B: login as contact person

l Address change as self-service

Customer / User Management

© SAP AG CR010 7-15

SAP AG 2001

Price Promotion



Secure Payment TransactionsSecure Payment TransactionsSecure Payment Transactions

Shopping Basket


Product Catalog

Payment

Payment

l Invoice

l Credit card

l Cash on delivery

© SAP AG CR010 7-16

SAP AG 2001

Price Promotion

Checking Order StatusChecking Order StatusChecking Order Status



Shopping Basket


Product Catalog

Order Status

Order Status

l Search through all orders

© SAP AG CR010 7-17

SAP AG 2001

Product catalog managementOne-to-one Marketing

Product catalog:Search via• characteristics• hierarchy• free text

Personalized productrecommendations

CRM / BW

Configuration&Pricing rules

Selectionout of:• catalog• templates• order, quotation

Price informationConfiguration

R/3

OrderreceptionATP check

Shopping Basket:• Click• Quick order entry• w. ref. to quoteAvailabilityOrder-confirmation

CRM / APO

OrderprocessingDelivery

Order status

Order tracking

Order history

R/3

Billing/Invoice

Paymenttransaction:• cash on delivery• Credit card• invoice

[Invoice statusoverview]

R/3

Searchoffers / products

Searchoffers / products

Choose /configure Order Delivery BezahlenPayment

Set-up Order Payment

Internet Sales Process

© SAP AG CR010 7-18

SAP AG 2001

Internet Sales: Unit Summary

SAP AG 2000


l Describe the differences between R/3 Online Storeand SAP Internet Sales

l Discuss the Interactions with various systems

l Discuss the features of Internet Sales

l Create and display an Internet customer orderusing B2C

l Display the Internet order in the R/3 OLTP System

© SAP AG CR010 7-19

Exercises

Unit: Internet Sales

Topic: Ordering from the Internet


• Create a customer at the 4Living website

• Create an order

You have moved into a new apartment and have no furniture. You would like to log on to the 4 Living Web shop and create an order for a table with four chairs as well as a bed.

1-1 Display the 4Living Web Shop us ing Internet Explorer.

In your Business Workplace, you will find a mail in your inbox with a link to the B2C Internet Sales Web Shops that you will log-on to activate the 4Living Web Shop assigned to this class.

1-2 First time customers must register with 4Living to purchase goods, enter the user as a first time customer.

1-2-1 Enter the new first time customer in the 4Living Web Shop.

Form of address: Mr.

First Name: James

Last Name: Jones ## (##- your group number)

Street: S. Havana St

House Number: 1255

Postal Code: 80013

City: Aurora

Country: United States

Region: Colorado

E-mail address: any E-mail address

Password: enjoy

Repeat Password: enjoy

© SAP AG CR010 7-20

1-3 You would like to order a Table and 4 Chairs and a Bed. Search the Product Catalog and submit an order to 4Living.

1-3-1 Add the following materials to your shopping basket:

Category: Tables

Description: SECTOR

Material Number: ISA-1016

Quantity: 1

Category: Seating > Chairs

Description: LUTHOR


Quantity: 4

Category: Beds

Description: NOTHING


Quantity: 1

Configuration: Configure the bed until all configurations is complete

1-3-2 Check out and submit the order.

After Recalculating the order, select Order and note the order number.

Order Total: _________________________________________________

Order Number: _______________________________________________

© SAP AG CR010 7-21

Exercises


Topic: Viewing Internet Orders in CRM


• Display a Business Partner that was created in Internet Sales

• Display a sales order that was created in Internet sales

You need to have the ability to view all orders that are created in Internet Sales in the CRM system.

2-1 View your Business Partner in the CRM system:

2-1-1 Navigate to the Master Data → Business Partner → Maintain Business Partner Screen and display your customer using the matchcode to search for your customer by last name

When using the matchcode make sure you use last name of Jones ##

2-1-2 What is the Business Partner number that was created?

_________________________________________

2-1-3 What is the E-mail address for this Business Partner?

_________________________________________

2-2 View the created order in the CRM system.

2-2-1 Navigate to the Sales Order Maintenance view and display the order you created in exercise 1-3-2.

2-2-2 What is the transaction type?

_________________________________________

2-2-3 What is the sales organization assigned to the order?

_________________________________________

© SAP AG CR010 7-22

Exercises


Topic: Viewing Internet Orders in R/3


• Display a Business Partner that was created in Internet Sales

• Display a sales order that was created in Internet sales

You need to have the ability to view all orders that are created in Internet Sales in the R/3 system

3-1 View your Business Partner in the R/3 system:

3-1-1 Navigate to Logistics → Sales and Distribution → Master Data → Business Partners → Customer → Change → Sales and Distribution Screen and display your customer using the matchcode to search for your customer James Jones ##.

When using the matchcode make sure you use name: James Jones ##


___________________________________________

3-1-3 Add the customer's phone number 312-457-8569 to the customer master record.

3-2 View the created order in the R/3 system.

3-2-1 In the R/3 system, display the order you created in exercise 1-3-2.

3-2-2 What is the Order Type for the sales order in 1-3-2? ___________________________________________

© SAP AG CR010 7-23

Solutions


Topic: Ordering from the Internet

1-1 Display the B2C Internet Sales Web Shops. Choose Web Shop 4LIVING EN.

In your Business Workplace, you will find a mail in your inbox with a link to the B2C Internet Sales Web Shops that you will log on to activate the 4Living Web Shop assigned to this class.

1-2 First time customers must register with 4Living to purchase goods. Enter the user as a first time customer.

1-2-1 Enter the new first time customer in the 4Living Web shop.

Form of address: Mr.

First Name: James

Last Name: Jones ## (##- your group number)

Street: S. Havana St

House Number: 1255

Postal Code: 80013

City: Aurora

Country: United States

Region: Colorado

E-mail address: any email address

Password: enjoy

Repeat Password: enjoy

In the Web Shop, choose Log on or Register.

Enter information as per the exercise and select Save.

The sign in window should now welcome the new user.

© SAP AG CR010 7-24

1-3 You would like to order a Table and 4 Chairs and a Bed. Search the product catalog and submit an order to 4Living.

1-3-1 Add the following materials to your shopping basket:

Select Catalog and find the Category Tables. Locate the SECTOR table and add it to the shopping basket.

Return to the catalog, select Category Seatings and choose Chairs. Locate the LUTHOR chair and add 4 pieces to the shopping basket.

Go again to the catalog and select Category Beds . Locate the NOTHING bed and choose Configure. Select all the various options until all status options have been checked and choose OK. Add the configured bed to the shopping basket.

1-3-2 Select Update to display the total of the order and then choose Check out.

After Recalculating the order, select Order and note the order number.

Note the order amount, select billing as Invoice and choose Order. Note the Order Number.

© SAP AG CR010 7-25

Solutions


Topic: Viewing Internet Orders in CRM

2-1 View your Business Partner in the CRM system.

2-1-1 Navigate to the Master Data → Business Partner → Maintain Business Partner Screen and display your customer using the matchcode to search for your customer by last name Navigate to the Business Partner created in Internet Sales.


Press F4 (Matchcode search).

In the Name 1/ last name field type in Jones ## and select Enter.

Select the correct name.


Note the Business Partner number.

2-1-3 What is the E-mail address for this Business Partner?

E-mail address is on the Address Tab in the field Internet mail addr.

2-2 View the created order in the CRM system.

2-2-1 Navigate to the Sales Order Maintenance view and display the order you created in exercise 1-3-2.

User Menu → Sales → Maintain Sales Orders

Business transaction → Get

In the field Transaction no, type in the order number that was created in Internet Sales and select Enter.

2-2-2 What is the transaction type? Select the Header Overview Tab Transaction Type field: ZIS Internet Sales

2-2-3 What is the sales organization assigned to the order? Select the Org.Data Tab: Sales Organization field: Sales US

© SAP AG CR010 7-26

Solutions


Topic: Viewing Internet Orders in R/3

3-1 View your Business Partner in the R/3 system

3-1-1 Navigate to Logistics → Sales and Distribution → Master Data → Business Partners → Customer → Change → Sales and Distribution Screen and display your customer using the matchcode to search for your customer James Jones ##.

When using the matchcode make sure you use name: James Jones ##

3-1-2 What is the business partner number that was created?

System assigned, it will be the same as the CRM business partner number.

3-1-3 Add the customer's phone number 312-457-8569 to the customer master record.

3-2 View the created order in the R/3 system.

3-2-1 In the R/3 system, display the order you created in exercise 1-3-2.

Logistics → Sales and Distribution → Sales → Order → Change

Enter the order number from the CRM system from exercise 1-3-2 and choose Enter.

Enter through the message to maintain in the CRM system.

3-2-2 What is the Order Type for the sales order in 1-3-2?

Select Goto→ Header → Sales

Order Type: ZIS

© SAP AG CR010 8-1


Interaction Center - Sales

Contents

l Basics of Interaction Center (IC)

l Telesales Features and Benefits (Inbound andOutbound Processes)

© SAP AG CR010 8-2


Interaction Center - Sales: Unit Objectives


l List the CRM Telesales and IC features

l Describe the Integrated IC Technology Framework

l Describe the inbound Telesales process,including Product Proposals, Cross-, Up- andDown-selling as well as Partner / Product Range

l Describe the outbound Telesales process,including Call List Management

l Perform the business process of taking aninbound call

© SAP AG CR010 8-3

SAP AG 2001


OverviewOverview














© SAP AG CR010 8-4


Interaction Center - Sales: Business Scenario

l IDES, Inc. needs to incorporate Telesales businessprocesses into their own business process.

l IDES, Inc. is implementing the IC component ofSAP CRM.

l To become familiar with the Telesalesfunctionality, you want to simulate an inboundTelesales process including taking an order.

© SAP AG CR010 8-5

SAP AG 2001

The Interaction Center in CRM: Main Goals

TeleSalesTeleSalesTeleSales

TeleServiceTeleServiceTeleService

TeleMarketingTeleMarketingTeleMarketing

Proposals

ATPCross

Selling

Proposals

ATPCross

Selling

IIA

WorkflowE-Mail

IIAWorkflow

E-Mail

CampaignCall ListScripting

CampaignCall List

Scripting

l Provide an integrated and scalableworkplace for contact agents:

n Sales

n Marketing

n Service

l Integrate IC technology framework:

n Telephony front end

n E-mail integration

n Internet integration

l Part of the global CRM solution

n Shared functions

n Common database

© SAP AG CR010 8-6

SAP AG 2001

Telesales Scenario: Main Goals

( Single workplacedesigned forinbound andoutbound calls

( Allows for ablended call centerworkplace

( Single workplacedesigned forinbound andoutbound calls

( Allows for ablended call centerworkplace

WorkplaceWorkplace

( Screen design forhigh-performance,high-call volumeinterface

( Efficient userinterface requiringminimum data input

( Screen design forhigh-performance,high-call volumeinterface

( Efficient userinterface requiringminimum data input

User InterfaceUser Interface

( All relevent customerinformation at aglance

( Customer key figures

( Online history of allcustomer interactions

( All relevent customerinformation at aglance

( Customer key figures

( Online history of allcustomer interactions

Customer InfoCustomer Info

Back OfficeBack Office

MainGoalsMainGoals

( Accurate salesinformation fromthe back officesystem

( Accurate salesinformation fromthe back officesystem

© SAP AG CR010 8-7

SAP AG 2001

Business PartnersBusiness PartnersActivity Management

Contact Persons

TelephonyIntegration

Products & Product Catalogs

Reporting

Analysis

Telesales Features & Functionality

E-mailManagement

Pricing &Configuration (IPC)

Interactive ScriptingATP Check with APO

Different PaymentMethods

Orders

Product Proposals

Cross-selling

n Maintenance of customer master data on demand (creation of business partner data, change of business partner data, change some business partner data only for the sales order).

n Integration of product catalog (shared function withIinternet). Fast search function for products and services within product catalog.

n Availability check (with APO). Display of information if no stock is available. Display available stock overview on demand.

n Pricing maintenance in R/3 (uploading condition records and pricing customization).

n Payment methods include credit card functions, cash on delivery (COD) on invoice.

n Order status overview.

n Ability to set orders on hold status and reset the hold status.

n Product proposal to pre-fill sales order lines automatically based on manual product lists and BW report on Top-N products.

n Integration of cross-selling functions:

� Complementary products / services on one order line

� Based on product association within the sales order (e.g.: products A & B are ordered, propose products D &E )

© SAP AG CR010 8-8

SAP AG 2001

SAP CRM

Interaction Center

SAPphone API

PBXTelephone Switch

(Lucent, Siemens,.)

Telephony Server(AMC, Aviso, Genesys,...)

IVR LinkComputer Telephony Integration (CTI) Link

(TSAPI, HP CCM, GENESYS,...)

CIC/CTI Architecture

Customer Call

n CTI Computer Telephony Integration Architecture with IVR (Interactive Voice Response). IVR is an optional, but widely-used method of interacting with customers.

n Example for a Call Flow and Business Routing:

� IVR Script begins interacting with caller

� IVR sends call-attached data to telephony server

� Switch routes call to queue / extension

� Switch alerts CTI Link of routed call

� CTI Link alerts telephony server

� SAP Application Server receives incoming call alert

� Agent receives screen-pop with ANI (Automatic Number Identification)

� Telephone call is transferred to agent

� Telephony server transfers CAD

© SAP AG CR010 8-9

SAP AG 2001

111

222

333

444

555

666

User Interface for Telesales 20C

Important Areas:

Search & Display

Call State

Action Box

Navigation Area

Work Area

TelephonyButtons

555

333

222

111

666

444

n The visible components can be arranged as required on the agent’s screen. Components provided by SAP are:

� Business Partner Search & Display: Search for appropriate Business Partner. Displays static information about the business partner

� Call State View: Provides the status of calls at agent’s telephone extension (for example, Alerting, Connected, Conference)

� Reminder Scripting: Displays a script based on system activities

� Slim Action Box: Initiates transactions and workspaces from a single line display

� Navigation Area: Displays activity history and the business data associated with the interaction

� Application Area: Operational area of the agent’s current session

� Component Container: Allows several components to be placed into tab strips within one slot

n Additionally Quick Keys (pushbuttons which map to telephony functions) might be used

n Custom components can also be written to fit the specific needs of a business

© SAP AG CR010 8-10

SAP AG 2001

Search & Display Business Partner

Hitech AG

+49408259702859 Main

Main

NamePhone

Partner

Business Partner

PartnerName

l Automatic number identification (ANI) and automatic display

l IVR data can also be used to identify a Business Partner

l The agent can also search for details manually if there is noautomatic identification.

l After a customer has been tentatively identified, the agent may:

n Create or choose a contact person

n Create a new Business Partner

n Delete current Business Partner and begin new search, or,

n Confirm and display the selected Business Partner.

Business Partner Search & Display

n There are two components that may be used to find Business Partners (Business Partner Search, tab in application area).

n IC can determine details from automatic number identification (ANI) and display them automatically when the phone call arrives. If the agent is processing an e-mail transaction, the Business Partner is automatically filled based on the sender address of the e-mail. IVR data can also be used to identify a Business Partner. The agent can also search for details manually if there is no automatic identification.

n After a customer has been tentatively identified, the agent may create or choose a contact person, create a new Business Partner, delete current Business Partner and begin a new search or confirm and display the selected Business Partner (green checkmark). In the Business Partner Display, the agent will indicate the main Business Partner for the display of historical transactions.

n When the agent confirms which Business Partner is connected to this interaction and selects the main Business Partner, the agent chooses the green check mark to confirm the Business Partner. This fills two visible components on the screen, the Business Partner Display and the Navigation area. This allows the agent to see past associated activities and other information regarding the Business Partner.

© SAP AG CR010 8-11

SAP AG 2001

ANILookup from

Central AddressManagement

Call State

DNIS Translation Hardware Service Line

Connected 312-451-1576 Connie Tsang

800-522-1576

Call Processing

Status of active call attelephone extension:Alerting, Connected,Conference, On hold...

Translation of call reason(DNIS Table)

Call State

n Call State View The Call State View component displays the current state of the active call. The telephone number passed from the telephone switch for the incoming call can be looked up in Central Address Management or other table as determined in Customizing. (ANI Lookup). The DNIS field (Dialed Number Identification Service) and the DNIS translation are optional in the Call State Component. This can be changed in the customizing of the CTI Profile.

© SAP AG CR010 8-12

SAP AG 2001

Inbox Info Service Activity Campaign

Action Box

l Transaction groups (buttons) and transactions are fullycustomizable

l Transactions from the Action Box are displayed in:

n Application area as a new tabstrip

n Full screen for Business Object Repository (BOR) methodtransactions

n Action Box The Action Box component can be customized to enable customer-specific fast entry screens. Transactions (calls) are arranged by group (tabstrip). The agent can then access any CRM, R/3 or customer transactions from this single interface. Up to eight tab strips (Groups) are allowed. In Customizing, you define the type of call (Method, Workflow, HTML, or Workspace) that is processed from the Action Box.

© SAP AG CR010 8-13

SAP AG 2001

444

Activities

Objects Descriptions

Connie Tsang / Chicago06/06/00 Hardware Problems

05/05/00 Support Registration

BD Display

Short Text03800 Candid International26576 Connie Tsang19942 Service Request

Navigation Area

Descriptn

CRM Sales Transaction 10.05.2000CRM Service Transaction 09.05.2000CRM Sales Transaction 05.05.2000

Navigation through related information, e.g.

l Customer History

l Product Catalogs

l Cross-selling Proposals

Navigation Area

n Navigation Area You can display and change the objects in the Business Data Display directly from the list if the business object has a display and change method associated with it.

© SAP AG CR010 8-14

SAP AG 2001

Create Request

Script Partner Order Service Catalog Campaign

Score Sales Administration Partner Contact Payment cycleGeneral

Sales

DescriptionOrder No.Payment cardGross Value

Net ValueTax AmountShipment Costs

Trans. typeOrder DateValid to

Gross Weight

Net WeightVolume

Telesales

0.00

0.000.000.00

0.00

0.000.00

Phone orderHitech 4500 10.05.2000

TLSL

Ordered List Product Proposal

R-1000R-1001R-1002R-1003

Product Product description Quantity Unity OriginMaxitec - R375 personal com…Maxitec - R310 personal com…Maxitec - R3133 personal com…Maxitec - R375 CD Multimedia…

1124

Cross-SellCross-SellCross-SellCross-Sell

Work Area for Customer Interaction, e.g.l Sales Order Entry

l Use of Interactive Intelligent Agent (IIA)

l HTML Page

Work Area

n Work Area Different components appear on different tabs of the application area. A single tab is called a workspace. Multiple workspaces can be displayed at one time.

n Display workspaces such as:

� Business Partner Search � Sales summary

� Workflow E-mail � Outgoing E-mail

� Workflow inbox � Activities

� HTML Pages � Interactive Intelligent Agent (IIA)

n Can pass information

� To Workspace from Business Data Display (e.g. customer, material number)

� Between Workspaces

� From Workspace to Business Data Display (e.g. order number, survey answers)

© SAP AG CR010 8-15

SAP AG 2001

Telephony Buttons

Inwait Answer Hold Retrieve Reconnect Alternate End Call Warm Transfer End Contact

Buttons to control CTI call management:

l Enter waiting queue

l Take call

l Forward call

l End call

l End contact

l ….

n Telephony Buttons Telephony functions generally found on a call center telephone are shown as buttons. Since these functions communicate with the switch, the agent may operate with only a headset.

� Inwait: After logging in to a IC queue, the agent selects on the Inwait pushbutton, to show availability for incoming call. As soon as the agent does this, the session is in wait or hourglass mode. The agent can continue working in a second session.

� Answer: Answer current call.

� Hold: Puts the connection with the caller on hold.

� Retrieve: Retrieves a party that was on hold.

� Reconnect: Drops the party you are consulting with, reconnects the waiting call.

� Alternate: Toggles between the calls instead of using the Hold/Retrieve button

� End Call: Ends the call but does not refresh the screen

� End Contact: Ends the call and refreshes the screen

� Deflect: Sends call to another extension or queue without answering.

� Conference Call: Initiates an outbound call without ending the current call.

� Warm / Cold transfer: Transfers call directly or indirectly to another agent.

� Consult: Consult someone else while the current caller is put on hold.

� Refresh: Refreshes the Call State window manually.

© SAP AG CR010 8-16

SAP AG 2001

Inbound Telesales: Main Steps of the Process

1. Customer calls1. Customer calls

2. Call routed to queue2. Call routed to queue

5. Closing procedureand after-call work.

5. Closing procedureand after-call work.

4. Customer interacts with the callagents:places order, asks for information

4. Customer interacts with the callagents:places order, asks for information

3. Customer identified by phone numberor manual search.

3. Customer identified by phone numberor manual search.

© SAP AG CR010 8-17

SAP AG 2001

Create Request

Script Partner Order Service Catalog Campaign

Score Sales Administration Partner Contact Payment cycleGeneral

Sales

DescriptionOrder No.

Payment cardGross Value

Net ValueTax Amount

Shipment Costs

Trans. typeOrder DateValid to

Gross Weight

Net WeightVolume

Telesales

0.00

0.000.000.00

0.00

0.000.00

Phone orderHitech 4500 10.05.2000

TLSL

Ordered List Product Proposal

R-1000R-1001R-1002R-1003

Product Product description Quantity Unity OriginMaxitec - R375 personal com…Maxitec - R310 personal com…Maxitec - R3133 personal com…Maxitec - R375 CD Multimedia…

1124

Cross-SellCross-SellCross-SellCross-Sell

Taking an Order in Telesales: Product Proposal“Top-N List”

l Based on theselected BusinessPartner, a list withproposed productswill be displayed.

l The agent entersquantities

l Confirms the entrywith the arrow key

l While the chosenproducts aretransferred to thesales order, a realtime ATP check viaAPO is performed

© SAP AG CR010 8-18

SAP AG 2001

Customerinterested inbuying IDESOrganizer XL

Cross Selling

Up Selling

Down Selling

We also offer a very niceleather wallet that you canbuy with our Organizer XL

We also offer a very niceleather wallet that you canbuy with our Organizer XL

Our Organizer XL is reallygreat but I can also offer you

the “XL Deluxe” which iseven better

Our Organizer XL is reallygreat but I can also offer you

the “XL Deluxe” which iseven better

I understand the XL is tooexpensive... So how aboutour Organizer “Standard ”

which costs $100 less?

I understand the XL is tooexpensive... So how aboutour Organizer “Standard ”

which costs $100 less?

IDES XL

Taking an Order in Telesales: Cross-, Up- andDownselling

n Cross-selling Offer to sell a complementary product with the requested product

n Up-selling Offer to sell a more expensive product instead of the requested product

n Down-selling Offer to sell a cheaper product instead of the requested product, e.g. in case the requested product exceeds the customer‘s budget

© SAP AG CR010 8-19

SAP AG 2001

6. Update Call status6. Update Call status

5. Closing call procedure5. Closing call procedure

3. Call agent prepares thecall: customer history...

3. Call agent prepares thecall: customer history...

1. Generate Call list forcampaign / periodiccalls

1. Generate Call list forcampaign / periodiccalls

Sales Order EntrySales Order Entry

Outbound Telesales: Main Steps of the Process

4. Agent calls4. Agent calls

2. Select call to processin the queue

2. Select call to processin the queue

© SAP AG CR010 8-20

SAP AG 2001

Planned Activities

Activity 1Activity 1Activity 1



Call List

Business Partner ABusiness Partner A

Business Partner BBusiness Partner B

Business Partner CBusiness Partner C

Interactive Scripts

Script XScript XScript X

Script YScript YScript Y

Script ZScript ZScript Z

Call List Management

l Creation of call lists:

n Online

n In the background

l Creation of call list

n by campaign

n by calling rules defined inthe business partners(periodic calls)

l Call list managementfunction for the supervisor

n Selection criteria:customer, date

n Allows for the execution of a campaign via telephone calls to a customer

n Allows execution of periodical calls

n From the Interaction Center (IC), the agent can select from a list of Campaigns to be processed

n An agent can work on multiple campaigns, however, only one can be active at any one time

n Each Campaign contains a Call List—a list of Business Partners to be contacted

n A Call List will contain business partners and optionally, planned activities for the agent to process

n Integrated with interactive scripting

n Integrated with activity management

n Campaigns are executed from the IC application area

n A campaign can be assigned to a group of agents for execution. However, a business partner from the Call List can only be processed by a single agent. The system restricts multiple access to the same entry.

© SAP AG CR010 8-21

SAP AG 2001

The Business Flow of Call List Management

Select Business Partner to Call

Select Business Partner to Call

Perform CallPerform CallSelectCall ListSelectCall List

Flag Result

þþ CompletedCompleted

or

ýý FailedFailed

From CampaignFrom Campaign

Periodic CallsPeriodic Calls

Rev. Contact Hist.Rev. Contact Hist. Interactive ScriptInteractive Script

Activity InfoActivity InfoFact SheetFact Sheet

n The Call List (from campaign or periodic calls) is assigned to agents for processing.

n The agents selects from a list of campaigns to be processed.

n Once a campaign is selected, the agent can select the Call List.

n A List of Business Partners to be contacted is displayed.

n The agent selects a Business Partner and clicks on the “Dial” button.

n The agent connects to the customer.

n Depending on the way the campaign has been set up, the system either displays the planned activity or starts the script.

n The agent must flag the call as Completed or Failed. A completed call will drop off the call list. A call with the status of Failed can be re-contacted at a later time.

© SAP AG CR010 8-22


Interaction Center - Sales: Unit Summary


l List the CRM Telesales and IC features.

l Describe the Integrated IC Technology Framework

l Describe the inbound Telesales process, includingProduct Proposals, Cross-, Up- and Down-sellingas well as Partner / Product Range

l Describe the outbound Telesales process,including Call List Management.

l Perform the business process of taking aninbound call.

© SAP AG CR010 8-23

Exercises

Unit: Interaction Center - Sales

Topic: Simulate an Incoming Phone Call and take an order


• Navigate in the Interaction Center

• Take orders in the Interaction Center

• Enter activities in the Interaction Center

As contact center agent at 4Living, an IDES company, you have to take incoming phone calls. In this example, the customer ##MegaStore calls and wants to order some products.

IDES Inc. has set up Interactive Scripting to guide their agents through sales calls.

Note: in real life, the CTI will support the identification of the customer. With ANI (automatic number identification), the Business Partner can be displayed on the screen automatically. However, since nobody is calling us in the classroom, we have to simulate that ##MegaStore has called us in this exercise.

1-1 Assume you have just taken the phone call and this ANI cannot identify the Business Partner automatically. The person on the line is associated with ##MegaStore (## is a symbol for your group number e.g. Group 01 should use customer 01MegaStore )

1-1-1 Start the Interaction Center. On start, the dialog box Do not display this query again displays; confirm with Enter. In case the systems asks you to maintain your settings, enter Phone extension 99## (## being your group number), select For ACD Functions and the NO Server.

1-1-2 Use the Business Partner Search to find ##MegaStore (Search by Name: ##MegaStore or short ##M*). Confirm ##MegaStore as Business Partner for this phone call. (Don’t forget to confirm the Business Partner; otherwise the rest of the exercise won’t work!)

© SAP AG CR010 8-24

1-1-3 Start the Callcenter EN interactive script.

What is the first question you are supposed to ask the customer? ____________________________________________________________

1-2 ##MegaStore is interested in buying some products from IDES.

1-2-1 Select Sales Order in the script mode. What is the next question you should ask the customer? _______________________________________________________

1-2-2 ##MegaStore wants to take the sales order via the phone. Select the corresponding action in the script.

1-2-3 In the sales order transaction, the system automatically proposes a list of products that ##MegaStore often buys. You discuss these products with the caller and the caller tells you to order 10 pieces of Product M321. Enter the quantity and transfer the product to the sales order. In addition to the proposed products, ##MegaStore wants to buy 5 pieces of Product M328. Add this item to your sales order.

1-2-4 Which cross-selling product is proposed by the Interaction Center for the product M328? ____________________________________________________________ You ask the caller if they want to buy this product with the M328 Organizer and they decide to order 5. Transfer this product to the sales order.

1-2-5 ##MegaStore wants to know what the product R-1001 looks like. Take a look at the product R-1001 and tell your customer about it. After you describe the R-1001, the customer is convinced and wants to buy one. Add the product to the Ordered List. Tip: You can have a look at the product R-1001 on the Product Info tab.

1-2-6 To complete the sales order, you have to enter some additional information: Description: PCs and PDAs for ##MegaStore Ext. Reference: = ##MegaStore’s Order No.: CR010-## (## being your group number)

1-2-7 Save the order and record the order number. ____________________________________________________________

1-3 Go back to the Script.

1-3-1 What are you supposed to tell the customer? _______________________________________________________

1-3-2 That is it for this call. End the script. End the contact.

© SAP AG CR010 8-25

Sales Solutions

Unit: Interaction Center - Sales

Topic: Simulate an Incoming Phone Call and take an order

1-1 Assume you have just taken the phone call and this ANI cannot identify the business partner automatically. The person on the line is associated with ##MegaStore .

1-1-1 Start the Interaction Center. On start, the dialog box Do not display this query again displays; confirm with Enter. In case the systems asks you to maintain your settings, enter Phone extension 99## (## being your group number), select For ACD Functions and the NO Server. User Menu→ Customer Interaction Center → Customer Interaction Center On the start-up, check Do not display this query again and confirm by selecting Enter. The Interaction Center starts.

1-1-2 Use the Business Partner Search to find ##MegaStore (Search by Name: ##MegaStore or short ##M*). Confirm ##MegaStore as Business Partner for this phone call. (Don’t forget to confirm the Business Partner; otherwise the rest of the exercise won’t work!)

In the Business Partner search area in the upper left section of the workplace enter ##M* as name and select Enter. Note: Confirm this Business Partner by choosing the green Check in the Partner row! ##MegaStore’s customer history is displayed in the Navigation Area (left side of screen).

1-1-3 Start the Callcenter EN interactive script.

What is the first question you are supposed to ask the customer?

In the Work Area, the Script Tab is selected automatically. Choose Callcenter EN.

Hello, welcome to the 4Living Call Center. How can I help you?

1-2 ##MegaStore is interested in buying some products from IDES.

1-2-1 Select Sales Order in the script mode. What is the next question you should ask the customer? Should I take your order now? Or should I request your personal sales representative to call you back?

1-2-2 ##MegaStore wants to take the sales order via the phone. Select the corresponding action in the script.

Choose Take Order in the script.

© SAP AG CR010 8-26

1-2-3 In the sales order transaction, the system automatically proposes a list of products that ##MegaStore often buys. You discuss these products with the caller and the caller tells you to order 10 pieces of Product M321. Enter the quantity and transfer the product to the sales order. In addition to the proposed products, ##MegaStore wants to buy 5 pieces of Product M328. Add this item to your sales order.

The product proposal can be seen in the lower area of the sales order information in the work area.

Enter 10 as Quantity for the M321 (Product Diamond Multimedia 3D Riv TNT2 Ultra AGP). Choose the Blue Backwards to transfer the product to the sales order. You go from Product Proposal to the Ordered List.

In the 2nd line of the sales order, enter M328 as Product and 5 as Quantity.

1-2-4 Which cross-selling product is proposed by the Interaction Center for the product M328? You ask the caller if they want to buy this product with the M328 Organizer and they decide to order 5. Transfer this product to the sales order.

The cross-selling products are now displayed in the Locator - Order Tab of the screen. In this case, the only cross-selling product is the product M333 (3Com Palm Connect USB Kit). Transfer this product to the sales order by choosing Transfer to proposed item. The product transfers to the Product Proposal in the work area where you have to enter the quantity of 5. Use the Blue Backwards again to transfer the quantity to the Ordered List.

1-2-5 ##MegaStore wants to know how the product R-1001 looks like. Take a look at the product R-1001 and tell your customer about it. After you describe the R-1001, the customer is convinced and wants to buy one. Add the product to the Ordered List. Tip: You can have a look at the product R-1001 on the Product Info tab.

You can have a look at the product R-1001 on the Product Info Tab by simply selecting the product R-1001 in the Locator - Order Tab. The product R-1001 appears in the Product Info Tab. Enter the order quantity 1 in the field order Quantity. Use Blue Backwards again to transfer the quantity to the Ordered List.

1-2-6 To complete the sales order, you have to enter some additional information:

Enter the additional information in the sales order work area: Description: PCs and PDAs for ##MegaStore Ext. reference: CR010-## (## being your group number)

1-2-7 Save the order and record the order number.

Use Save Order on the right hand side of the work area.

The order number can be seen in the field Telesales on the General Tab of the Maintain Business Transaction workspace.

© SAP AG CR010 8-27

1-3 Go back to the script by selecting on the Script Tab in the work area.

1-3-1 What are you supposed to ask the customer? Thank you very much for placing your order. Have a nice day. Goodbye.

1-3-2 That’s it for this call. End the script. End the contact.

Choose Stop to end the script. Select End Contact.

© SAP AG CR010 9-1

SAP AG 2001

Interaction Center - Service

SAP AG 2000

Contents

l Interaction Center (IC) Overview - Service

l IC Features and Benefits - Service

l IC Business Scenario - Service

© SAP AG CR010 9-2

SAP AG 2001

Interaction Center - Service: Unit Objectives

SAP AG 2000


l Describe the IC functionality and businessapplication

l List the functions for E-mail management

l Describe how activities are managed

l Explain how IC information is analyzed

l Answering an inbound call using the IC

l Execute an outgoing E-mail containing solutiondatabase information that would resolve acustomer problem

© SAP AG CR010 9-3

SAP AG 2001



OverviewOverview













© SAP AG CR010 9-4

SAP AG 2001

Interaction Center - Service: Business Scenario

SAP AG 2000

l IDES, Inc. needs to develop a main interactionpoint where all customer interactions can bemanaged.

l IDES, Inc. needs to incorporate the ICfunctionality into their current business process.

l Based on a call, you need to find a solution to thecustomer’s problem in the solution database andfollow-up with that customer with an E-maildescribing the possible resolution.

© SAP AG CR010 9-5

SAP AG 2001

Interactive Intelligence Agent (IIA)

E-mail

Telephony Activities

Servicing theCustomer usingthe Interaction

Center


CenterICICIC

Servicing the Customer

n The Contact Interaction Center (CIC) can be used to service your customer in various ways:

� to manage phone calls - see unit Telesales

� to manage E-mail contacts, incoming and outgoing mail

� to create activities

� to support your customers whenever they have questions or report problems by using the Interactive Intelligence Agent (IIA)

© SAP AG CR010 9-6

SAP AG 2001

Servicing the Customer - E-mail




Center


CenterICICIC

E-mail

© SAP AG CR010 9-7

SAP AG 2001

E-mail Workplace

Inwait Answer Hold Receive Reconnect Alternate End Call Conference Call Blind Transfer Warm Transfer Consult End Contact

Business Partner

NamePhonePartnerNamePartner

Main

Main

High Tech...

973-316-3620

90210

Connect - AnswerCall StatusDNIS

Hello CSR Mr. Robinson, Please inform the customer that we are closed on Saturday for inventory

Call Processing

Inboxl Info Sales Service Activity Campaign Internet

The History The Business Data InboxSales OrderBusi. PartnerScript Activity

Short Text Work Areas

Customer Interaction Center

Workplace of: John Robinson

Emails Overdue emails

Planned activities

EmailsOverdue emailsPlanned Activities

Workplace of : John Robinson

Campaign

n The E-mail Management architecture uses the SAPconnect interface and workflow to support the complete process cycle of E-mail. (The architecture of this interface is discussed in the technical architecture unit).

n The inbound E-mail can originate from an Internet address or the customer’s E-mail exchange server (e.g. Microsoft Outlook or Lotus Notes)

n E-mail Processing at CRM level

� Inbound E-mail triggers a workflow that processes the incoming document

� An automatic acknowledgment of incoming E-mails can be sent

� Deadline processing dates are set and the incoming document is routed to the appropriate agent. (based on roles and responsibilities and the HR-OM model)

� The workspace component E-mail1 is utilized to process the incoming items. E-mails are categorized as E-mails or overdue E-mails based on the deadline dates set in a previous step.

© SAP AG CR010 9-8

SAP AG 2001

Automatic Acknowledgement of Inbound E-mail

[email protected]

Send confirmation of reception

Dear Mr. Sanders,We received your E-mail "Send confirmation of reception" on 08/10/00.A representative will contact you as soon as possible.

Yours sincerely,IDES Customer Service

CustomerE-mail

ICICIC

Inbound E-mail

Automatic Acknowledgment

n Workflow can be configured to automatically acknowledge receipt of E-mails

n The contents of the response can be configured within the workflow task

© SAP AG CR010 9-9

SAP AG 2001

ReserveReserveReserve

CreateCreateCreate

Reply Reply Reply

Reply with RefReply with RefReply with Ref

Send Send Send

Re-submitRe-submitRe-submit

Attachments Attachments Attachments

IIA SearchIIA SearchIIA Search

My AddressesMy AddressesMy Addresses

[email protected]

Send confirmation of reception

Dear Mr. Sanders,We received your E-mail "Send confirmation of reception" on 08/10/00.A representative will contact you as soon as possible.

Yours sincerely,IDES Customer Service

E-mail Commands

E-mail CommandsE-mail Commands l Standard E-mail commands.

l IIA search results in summary or detailadded to the E-mail message.

n The E-mail response process allows the contact center agent to select an E-mail from the Inbox for processing via the E-mail editor. The commands listed above are available for processing of the mail response.

© SAP AG CR010 9-10

SAP AG 2001

“[email protected]” wrote:>server light is blinking non stop.>Regards, Barry

Dear Barry,Here’s what is going on.Summary description of solution 50000000008 Your server is in danger of a system crash. Back up all your data files

and contact your local service engineer for the corrective service.I will go ahead and page the engineer for you.

IDES Customer Service

[email protected]

Server light blinking non stop

Solutionidentified viaIIA search, theninserted in replyto customer.

ICICIC

Reply to Customer by Inserting Solution

n The IIA search can be used to help resolve the problem noted in the E-mail. If determined, a solution can be inserted in the response as free form text or attached as a document.

© SAP AG CR010 9-12

SAP AG 2001

Activity Management from the IC

Inwait Answer Hold Receive Reconnect Alternate End Call Conference Call Blind TransferWarm Transfer Consult End Contact

Business Partner

NamePhonePartnerNamePartner

Main

Main

High Tech...

973-316-3620

90210

Connect - AnswerCall StatusDNIS

Hello CSR Mr. Robinson, Please inform the customer that we are closed on Saturday for inventory

Call Processing

Email Info Partner Service Activity Campaign Internet

The History The Business Data

Short Text

IIA InboxTeleSalesThe BP Search ScriptActivity Service

Overview Partner Texts Address Organization

Description

Date

Activity

Status

Set Status

Priority

Status

Reason

0

Medium

Open

Reason

Reason

01/01/00 01/01/00

Category

Time

002

10:48 12:45

Direct

Date

No Entry

Plan Date

Text

Internal Note English

Customer Interaction Center

The History The Business Data

Display all

with

Valid from

Exp. date

Status

Activity

Order Period

01/01/0012/31/00

Navigation

Work Area

n Supports Overdue and Planned Activities

n List of Activities displayed in Navigation area

n Processes as Workspace in the Application area

n At this time, a Business Partner is mandatory for an Activity

n Reflects as a Key Object for an interaction in IC

� An interaction can consist of only an activity

n Agent Inbox

� Will contain Activities along with E-mail

Routed via Work Flow

Activities are routed as work items to the agent

� Completed activities display in business data overview

© SAP AG CR010 9-13

SAP AG 2001

E-mail from within Activity

Incoming

Outgoing

BusinessPartner

BusinessPartner

E-mailActivity Calendar

Activity Management

E-mail

ICICIC

n Activity management manages both inbound and outbound messaging

n Completion grade: currently the system does not offer calculation logic. The system verifies that completion is not greater than 100%

n Activities can be placed automatically in calendar or created automatically from within the calendar

n Automatic notification by mail when an activity has been placed in a calendar

© SAP AG CR010 9-15

SAP AG 2001

IIA and the Solution Database

Solution Database

Search Engine

Interactive SearchInterface

Adaptive LearningEngine

IIA

n The Interactive Intelligence Agent allows a user to search for a problem in plain English from the solution database. The results of the query will be displayed for selection.

n Users can rate the effectiveness of the solution. The IIA would learn from the effectiveness rating and help other users get more accurate search results.

© SAP AG CR010 9-16

SAP AG 2001

Solution Database & Search Engine

DynamicUpdate

DynamicDynamicUpdateUpdate

Spell Checkbased on ruleSpell CheckSpell Check

based on rulebased on rule

Search Cache Search Cache Search Cache

Search Results

# Key Words Matched

Frequency %

Search ResultsSearch Results

# Key Words# Key Words Matched Matched

Frequency %Frequency %

Search Engine

SearchSearchSearch

Solution DatabaseSearchSearchSearch

BusinessDocumentSystem

SearchSearchSearch ServiceNotificati

on

ServiceNotificati

on

n Solution Database (SDB)

� Supports access to remote R/3 systems

� Allows creation of CRM symptoms & solutions from R/3 notification

� Enables CRM SDB to access and search from remote R/3 notification

� Integration to Business Document System (BDS)

n Search Engine

� Dynamic update of corpus

� Spellcheck based on orthographic correction

� Search engine cache for performance enhancement

� Additional explanation on search result (for example, identifies which key words were matched and the frequency of the match)

© SAP AG CR010 9-17

SAP AG 2001

Learning Engine

Problems Solved?

Yes

No

Problems Solved?Problems Solved?

Yes Yes

No No Learning Engine

Solution FoundSDB

n Objectives of Learning Engine

� Active versus Passive Search

Conventional Passive Search requires the user to provide the complete search query. Instead of a passive role, IIA initiates the interaction and generates the most relevant and possible search query for the user to select.

� A close loop between IIA and customer's feedback

Feedback from customers is immediately taken into consideration during next search for continuous accuracy improvement.

� A close loop between Knowledge Engineer and Knowledge Base bridged with customer's feedback

IIA can improve the search accuracy without changing the master data (SDB), which should be administrated by knowledge engineers. However, all customer feedback is recorded and interpreted by IIA, so IIA will identify the problematic SDB contents, and propose possible fixes for knowledge engineers.

© SAP AG CR010 9-18

SAP AG 2001

Impact on User and Knowledge Engineer Roles

KnowledgeEngineer

InteractiveSearch Interface

Number of Hits

Number Number of Hitsof Hits

PersonalizedHistory

PersonalizedPersonalizedHistoryHistory

Customer FeedbackCustomer Customer FeedbackFeedback

SDB

AccuracyAccuracyAccuracy

QualityQualityQuality

Feedback Interpretation

Feedback Feedback InterpretationInterpretation

User

SDB

n User Role

� Dynamic adjustment of hit-scores to improve search accuracy

� Automatic proposals of relevant questions to identify solutions and reduce search efforts for the user

� Avoid repeated search via personalized search history

n Knowledge Engineer Role

� Monitoring the search accuracy

� Decision support to determine the search quality

� Interpretation of customer feedback for possible improvement in SDB contents via confirmation

© SAP AG CR010 9-19

SAP AG 2001

Interactive Intelligent Agent

My SymptomsMy Solutions

?FAQs

Solutions E-mail IIASolutionsdiscussed

with Customer

n Interactive Intelligent Agent (IIA)

� Interactive search

� Adaptive learning via Confirmation

� Solution cart & Relevant solution

� Frequently Asked Questions (FAQ) - based on product catalog

� Dynamic & Personalized list of frequently and recently selected Symptoms & Solutions (My Symptom, My Solution tree)

� Optimization Engine through SDB content (statistical reports)

� IC inbound E-mail and interactive search

� Administration of IIA

© SAP AG CR010 9-20

SAP AG 2001

Interactive Intelligent Agent in IC

Problem isentered by

service agent

Problem isProblem isentered byentered by

service agentservice agent

Summary ofproblem isfound that

might solve theproblem

Summary ofSummary ofproblem isproblem isfound thatfound that

might solve themight solve theproblemproblem

Detailedsolution to the

problem

DetailedDetailedsolution to thesolution to the

problemproblem

n A view of the Interaction Center allows the user to use the Interactive Intelligent Agent.

© SAP AG CR010 9-21

SAP AG 2001

Reply to Customer by Inserting Solution

A copy of the resultingsolution could be E-mailed

to the customer

A copy of the resultingA copy of the resultingsolution could be E-mailedsolution could be E-mailed

to the customerto the [email protected]

[email protected] service dept.

n As a result of a search through the solution database, a solution was found and can be discussed with the customer. The resulting solution could also be E-mailed direction from the IC.

© SAP AG CR010 9-22

SAP AG 2001

Within the ICWithin the IC

Internet Self-ServiceInternet Self-Service

Stand Alone ApplicationStand Alone Application

The Solution Database can be searched:

n inside the IC,

n outside of the IC,

n or via Internet self-service.

Interactive Solution Search Options

© SAP AG CR010 9-23

SAP AG 2001

IC Service Business Scenario

6. Completed recordupdates in CRM.

6. Completed recordupdates in CRM.

1. Customer calls into the IC.1. Customer calls into the IC.

2. Agent searches the IIA for aSolution to customers problem.

2. Agent searches the IIA for aSolution to customers problem.

3. Agent finds a solution and E-mails the customer and/ordispatches a servicerepresentative.

3. Agent finds a solution and E-mails the customer and/ordispatches a servicerepresentative.

4. Mobile Service Repreceives the repairnotification on his / herPDA.

4. Mobile Service Repreceives the repairnotification on his / herPDA.

5. Mobile Service Rep repairs theproblem, updates the record andcloses the notification.

5. Mobile Service Rep repairs theproblem, updates the record andcloses the notification.

n Customer calls the Customer Service Center with a problem with their washing machine.

n The customer service representative questions the customer about the problems and presents the problems to through the Interactive Intelligence Agent and searches for a solution to the problem.

n The result was that the washing machine will need a service call to find the problem. The Customer Service Representative dispatches a field service representative who gets the service notification from a remote device.

n From the service call, the field representative knows the problem, solution and parts that are needed to resolve the problem as well as when the appointment is scheduled with the customer.

n After visiting the customer and fixing the problem with the washing machine, the field service representative closes the customer call and updates the CRM system with the competed call.

© SAP AG CR010 9-24

SAP AG 2001

Interaction Center - Service: Unit Summary

SAP AG 2000


l Describe the IC functionality and businessapplication

l List the functions for E-mail management

l Describe how activities are managed

l Explain how IC information is analyzed

l Answering an inbound call using the IC

l Execute an outgoing E-mail containing solutiondatabase information that would resolve acustomer problem

© SAP AG CR010 9-25

Exercises

Unit: Interaction Center - Service

Topic: Creating an activity and Resolving a Customer Problem


• Navigate in the Interaction Center

• Resolve a customer problem using the solution database

You take a customer call as a customer service agent working in the 4Living Interaction Center. The customer requests information about the fireproofing standards of 4Living’s products, since he is responsible to ensure that only products meeting his company’s fire guidelines will be purchased. You use the Interactive Intelligent Agent (IIA) to resolve the problem and email the customer the results of the search.

1-1 A customer is calling the 4Living Interaction Center. Enter the call in the Interaction Center.

1-1-1 Customer 3032 Electronic Media is calling concerning information on the fireproofing standards of 4Living’s products. Enter the call with the following information:

Partner: 3032

Make sure you confirm your Business Partner before you proceed

Maintain Business Tr. tab:

Go to Create transaction and select Contact

Description: Inquiry for product information

Category: Telephone Call

Direction: Inbound

Internal Note: Are 4Living products fireproof?

Who is the person responsible for the call? ______________________

Save the activity and record the activity number. _________________

© SAP AG CR010 9-26

1-2 You as the customer service agent, use the Interactive Intelligent Agent (IIA) to solve the customer’s problem.

1-2-1 Activate the IIA window and search for the following term: fireproof

1-2-2 Select the result that best matches the customer’s problem and put it in the results basket (Add to cart). Which is the legislation regarding fireproofing standards all 4Living products comply with? ________________________________________________________

1-2-3 Transfer the results to the E-mail editor (Send Results) for the customer and change the last line of the email to read:

Thank you for calling.

Your name: Leslie

Enter your own E-mail address: CRM-## as Electronic Media’s address (In case your course has got one of the Training Systems with E-mail connectivity, you will get this mail in your own Inbox!)

Send the results to the customer

To transfer the results from your search when in the E-mail, select Insert.

1-2-4 End the contact and answer the questionnaire about usefulness of the IIA’s solution to the customer’s problem. This helps to optimize the quality of your Solution Database in the future.

1-2-5 Optional: View the just send E-mail in your Mail Inbox of your Business Workplace.

© SAP AG CR010 9-27

Solutions

Unit: Interaction Center - Service

Topic: Creating an activity and Resolving a customer problem

1-1 A customer is calling the 4Living Interaction Center. Enter the call in the Interaction Center.

User Menu → Customer Interaction Center → Customer Interaction Center

1-1-1 Customer 3032 Electronic Media is calling concerning information on the fireproofing standards of 4Living’s products. Enter the call with the following information:

Partner: 3032

Make sure you confirm your Business Partner before you proceed

Maintain Business Tr. tab:

Go to Create transaction and select Contact

Description: Inquiry for product information

Category: Telephone Call

Direction: Inbound

Internal Note: Are 4Living products fireproof?

Enter the call with the described information.

When the SAPPhone test environment window appears select Do not display this query again and select Enter.

In the Partner Field, enter 3032 (or search for elect* in the field Name) press enter and then select the green checkmark to accept (confirm) the data.

Select the Maintain Business Transaction Tab.

Go to Create Transaction and select Contact.

Enter data as required.

Select the Partner Tab.

Who is the person responsible for the call: CRM-##.

Select Save on the right side of the activity window.

© SAP AG CR010 9-28

1-2 As the customer service agent, you use the Interactive Intelligent Agent (IIA) to solve the customer’s problem.


1-2-1 Activate the IIA window and search for the following term: fireproof

Activate the IIA by selecting the dialog box Info in the Action Box of the call processing area. Select the IIA Tab.

In the free form search area, type: fireproof and select Search Now. The results display.

1-2-2 Select the result that best matches the customer’s problem and put it in the results basket (Add to cart). Which is the legislation regarding fireproofing standards all 4Living products comply with?

Select the Add To Cart box next to the following results for:

Fireproofing standards: Flame-resistant All 4Living products comply with EC10923 legislation regarding fireproofing and flame-resistance

1-2-3 Transfer the results to the E-mail editor (Send Results) for the customer and change the last line of the email to read:

Thank you for calling.

Your name: Leslie

Enter your own E-mail address CRM-## as Electronic Media’s address (In case your course has got one of the Training Systems with E-mail connectivity, you will get this mail in your own Inbox!)

Send the results to the customer.

To transfer the results from your search when in the email, select Insert

Select Send Result from the IIA Tab that launches the E-mail editor. Enter your own E-mail address in the RespTo field and enter a Subject. Select Insert to paste the results in the E-mail.

In the editor, you can scroll to the last line of the text and change the ending as desired.

Select Send. 1-2-4 End the contact and answer the questionnaire about usefulness of the IIA’s

solution to the customer’s problem. This help to optimize the quality of your Solution Database in the future. Select End Contact and give your feedback on the helpfulness of the solution.

1-2-5 Optional: View the just send E-mail in your Mail Inbox of your Business Workplace.

© SAP AG CR010 10-1


CRM Mobile Client

Contents:

l Mobile Sales and Mobile Service

l Features and Benefits of Mobile Sales

l Features and Benefits of MobileService

l Mobile Sales Business Scenario

© SAP AG CR010 10-2


CRM Mobile Client: Unit Objectives


l Describe the differences and uses of Mobile Salesand Mobile Service

l Describe the concept of Opportunities in the CRMenvironment

l List the features and benefits of Mobile Sales

l Describe the business process in Mobile Sales

l List the features and benefits of Mobile Service

l Describe the business process in Mobile Service

© SAP AG CR010 10-4


CRM Mobile Client: Business Scenario

l Face-to-face contacts with the customer need tobe recorded and made available on a global basisto help keep people informed.

l Using the Mobile Sales Client can help in thateffort.

l IDES, Inc. needs to implement a mobile solutionwith its High Tech Division field sales force.

l They need to review the Mobile Sales functionalityto see if the product meets their needs.

© SAP AG CR010 10-5

SAP AG 2001

Field Sales andService Reps in thefield needs fullfunction front-endapplications notconnected tobackend systems.

Field Sales andService reps needspecific role-basedsolutions that areintegrated withfront-end and back-end systems.

Field Sales andService Reps andother remoteemployees needaccess to veryspecific role-basedfunctionality.

Access to orders, activities, opportunities based on rolesAccess to orders, activities, opportunities based on roles

Why the Mobile Client

© SAP AG CR010 10-6

SAP AG 2001

Mobile Sales Architecture

PhonePhonePhoneE-MailE-MailE-MailCRM ServerCRM Server

SAP Basis

Middleware

Application ComponentsBusiness Objects

OLT

P R/

3 Ad

apte

rO

ther

Adap

t . Mob

ileCl

ient

Adap

ter

BW / SEM

BusinessIntelligence

APO

SupplyChain

Managem.

. . .. . .

Data Replication

WWWWWWWWW

OLTPOLTP

CRMDatabase

Mobile ClientMobile ClientMobile Client

Mobile ClientMobile ClientMobile ClientMobile ClientMobile ClientMobile Client

Mobile ClientMobile ClientMobile Client

DB

WorkplaceWorkplacemySAP

n Mobile Sales supports users in the mobile sales force, as well as head office users involved in sales activities.

n Mobile Sales users work offline, typically using mobile devices such as laptops.

n Driver of the Mobile Sales solution is the Middleware Component of the CRM Server processing the data flow between all related components. The middleware performs the following tasks:

� According to the applicable Business Rules (Publications, Subscriptions), the middleware distributes for each user only the portion of Mobile Sales data needed to support sales activities (e.g. only Denver customers to laptop of Sales Rep responsible for Denver).

� Consolidates all offline data (Consolidated Database) and synchronizes this data with CRM data from other channels (e.g. Contact Center, Internet).

� Offering Adapters, it not only processes the data flow between all CRM users, but also between Mobile Sales and other systems. Standard adapters exist to connect CRM to an SAP R/3 OLTP System, to SAP’s Business Information Warehouse (SAP BW) and to SAP‘s Advanced Planner and Optimizer (APO) using BAPI technology. The middleware also ensures openness to all kinds of other data sources, such as non-R/3 ERP systems and external data providers.

© SAP AG CR010 10-7

SAP AG 2001

Activities & Calendar

Contact Persons

Promotions & Campaigns

Products & Services

Reporting & Analysis

Quotations & Orders

Pricing Engine

Workbench

Configuration Engine

Opportunities

My Infocenter

Agreements

Functionality Overview - Mobile Sales

Business Partners

n Business Partners and Contact persons - You interact with Contact Persons who associate with your Business Partners.

n Activities & Calendar - Appointments and Tasks that can be viewed with an interactive calendar.

n Products & Service - Master data records that are specific to the materials you sell to the customer and service that is performed and sold to the customer.

n My Infocenter - A source of information from subscribed sources distributed to the user’s desktop.

n Promotions & Campaigns - The initiation, tracking and executing of a campaign.

n Quotations & Orders - Similar to Orders and Quotations on R/3 but created and downloaded to R/3 from the Mobile client.

n Agreements - The monitoring and creation of pricing and contracts with the customer

n Configuration Engine - Allows the mobile user to access and create made-to-order products

n Pricing Engine - Allows the mobile user to price orders, quotes, inquiries, and contracts on the mobile client

n Reporting & Analysis - Crystal reports report on local data, SAP’s Business Information Warehouse uses variety of sources including CRM for reports

n Workbench - The tool that is used to customize the mobile client

© SAP AG CR010 10-8

SAP AG 2001

SALESSALES

Benefits of Mobile Sales

Benefits:

l Integrated view of business objects

l Cross-referencing for easy navigation

l Manage sales projects across sales teams

l Determine product and pricingconfigurations

l Provide appropriate customer information

l Product and competitive information

l Managing business partners

l Increase sales through informationexchange

© SAP AG CR010 10-9

SAP AG 2001

NoOpportunities

CRMOpportunities

Opportunities in the CRM environment

Mobile SalesMobile Sales

n Opportunity management provides real time visibility to Opportunities as they progress through the sales cycle.

n It facilitates:

� planning the sales approach

� estimating close date

� estimating potential to buy

� finding who is the decision maker etc.

n R/3 has no opportunity business objects thus no data transfer occurs with R/3 from CRM.

© SAP AG CR010 10-10

SAP AG 2001

Features of Mobile Service

Service Items andActivities

Order Overview

Order Operations

Van Stock(future release)

Customerand ContactInformation

OrderConfirmation

Measurement Points

Printed ServiceReceipts

Order andEquipment

HistoryService Contracts

Material Data

Material Reservation

(future release)

On-site Invoicing(future release)

CRM - Mobile Service

n Service Orders - Enables viewing of necessary service information in a structured format and serves as a step-wise guide for service execution.

n Service Notifications - Facilitates capturing customer service requests and creation of malfunctioning reports for customer objects.

n Order Fulfillment - Enables the user to carry out detailed reporting of activities undertaken in regard to service processing.

n Customer Equipment - Accommodates all field service relevant equipment information in an electronic form.

n Service Contracts - Provides a complete overview of all active Service Contracts with due emphasis on Service Profiles.

n Mail and Inbox - The E-mail & Inbox component controls and coordinates the retrieval, transfer, and storage of messages sent or received by service technicians.

n Workbench - Tool set enabling customization of the Mobile Service to the company specific service processes.

© SAP AG CR010 10-11

SAP AG 2001

Benefits of Mobile Service

Benefits:

l Integrated view of business objects

l Cross-referencing for easy navigation

l Provides any necessary information to carryout on-site service orders

l Effectively manages service orders in closedloop with R/3 Customer Service

l Speeds up information flow between FieldService and Service center

CRM - Mobile Service

© SAP AG CR010 10-12

SAP AG 2001

SAP Business Application Studio

The Business Application Studio is aWorkbench to customize the CRM Mobile Client

CRM Mobile Client

User Interface Layer

Business Object Layer

BDoc Layer

Studio

User Interface Modeler

BDoc Modeler

Business Context Modeler

Business Object Modeler

Online DocumentationManagement

Version Control

Multilanguage Tools

n The Mobile Sales Client is a multi-layer, complex application that can be extensively customized to meet the needs of each customer. To aid this process, the Mobile Sales Workbench provides tools that help to customize each layer of the Mobile Sales client software. The Workbench includes the following major tools:

• User Interface Modeler

• Business Object Modeler

� Business Context and Template Modele r

� Multilanguage Support

� Bdoc (Business Document) Modeler

� Version Control

� Online Documentation Management

n The Mobile Sales Workbench is the sole customization tool set for Mobile Sales. SAP does not support any modifications or customization of Mobile Sales outside of the Workbench.

© SAP AG CR010 10-13

SAP AG 2001

Infocenter

Databases

LegacySystems

Various Data sources aresearched for information

Flash messages tothe users laptop

FileSystems

CRM System

MobileClient

ExternalWeb Sites

InternalWeb Sites

NewsFeeds

ERPSystems

n Information is collected from the Internet, intranet sites, databases, applications, and legacy systems to enable automated distribution of customized information to designated users.

n Flashes – customizable desktop notifications that automatically appear and move unobtrusively on top of the desktop no matter which application is active, without taking focus away from the active application. The autoplay of Flashes is configurable by users and can be automatically enabled or disabled at specified time settings and with specific applications.

n Using the Infocenter client, the user can configure client settings, subscribe to channels, view content received (title, summary and entire file or story), search all received content, and establish criteria (rules) to determine if information received should be filtered out or tagged as a high priority alert.

© SAP AG CR010 10-14

SAP AG 2001

Competitor ChannelsCompetitor Channels

News ChannelsNews Channels

CompetitorInfo

Sources

CompetitorInfo

Sources

Information SourcesInformation Sources

Infocenter ChannelsInfocenter ChannelsSources are Assigned toChannels by System AdminSources are Assigned toChannels by System Admin

Corporate ChannelCorporate Channel

NewsSourcesNews

Sources

ChannelSubscriptionsChannelSubscriptions

ÜUsers are assigneduser groups.

ÜChannels can beassigned to Usergroups (e.g., SalesReps).

ÜUsers are assigneduser groups.

ÜChannels can beassigned to Usergroups (e.g., SalesReps).

Ü Individual users canalso unsubscribe tochannels assigned totheir user group.

Ü Individual users canalso unsubscribe tochannels assigned totheir user group.

Channel Delivery and Subscription

n The number and type of info sources to be connected to the Infocenter (e.g. company’s intranet, competitors press release Internet pages, Nielsen, IMS, Walsh, ZDNet) is selected during customization.

n Channel A channel can be represented by a folder that contains all kinds of information related to a specific topic. A channel can also contain several sub channels that split the channel topic in more detailed, more specific topics for an easier search for information.

n From all available channels, the system administrator can specify the channels to be displayed on the sales reps’ laptops. The set of channels can differ between the sales reps or between groups of sales reps to meet their business needs.

n Subscription In the Infocenter subscription view, each sales rep can choose which of the provided channels they are interested in receiving.

n Header and short description of a documents displays to the sales rep. After checking the short descriptions, a sales rep can decide whether or not to download the whole document.

© SAP AG CR010 10-15

SAP AG 2001

Solution Workbooks for Mobile Sales Reporting

Offline Usage in Mobile Sales Client

Reports generated in BWon statistical BW data

Automated generation,assignment to users andreplication managed inMobile Sales Middleware

Some OLAP functionalitySome OLAP functionalityavailableavailable

n Solution Workbooks are reports generated in the SAP Business Information Warehouse (BW) for offline use in Mobile Sales.

n The full scope of data in BW is available for these reports, including Mobile Sales data as well as data from other sources (e.g. R/3, external data providers etc.) that might be important for sales analysis. Using BW as a central reporting tool ensures that consistent statistical data is used for reporting across the entire sales force.

n Generating Solution Workbooks is automated. This process is triggered and managed in the Mobile Sales Middleware, including the assignment of reports to users (Users areonly allowed to see the data they are responsible for) and the replication of the reports to the Mobile Sales clients.

n Solution Workbooks are based on MS Excel technology making use of VBA customization. The Workbooks are fully embedded as a tile in the Mobile Sales user interface, accessible via the Navigation bar.

n Solution Workbooks provide some basic OLAP functionality (Online Analytical Processing). For example, reports can navigated through and axis can be switched. However, full OLAP functionality like in BW is not available. Only the OLAP processes foreseen by the Workbook administrator can be performed and only the data needed for the particular reporting purpose of the Solution Workbook is available. Any OLAP navigation outside this data range is not possible (no full Infocubes available).

© SAP AG CR010 10-16

SAP AG 2001

Mobile Sales Business Scenario

Customer:Electronic MediaLease forMonitors is upfor renewal

Tele-Sales Sales Rep Mail

Receivesnotification of anactivity thatElectronicMedia’s Monitorlease is up

Sales Rep

ActivityActivityOrder

Creates aPhone CallActivityrelating toOpportunity

Creates a VisitActivityrelating toOpportunity

Creates anorder relatingto Opportunity

Order

Ordertransferredto R/3 forProcessing

Creates anOpportunityin MobileSales

© SAP AG CR010 10-17

SAP AG 2001

CRM Mobile Client: Unit Summary

SAP AG 2000


l Describe the differences and uses of MobileSales and Mobile Service

l Describe the concept of Opportunities in theCRM environment

l List the features and benefits of Mobile Sales

l Describe the business process in Mobile Sales

l List the features and benefits of Mobile Service

l Describe the business process in Mobile Service

© SAP AG CR010 11-1



Contents:

l Creation of a Marketing Plan

l Target Group Selection

l Campaign Execution

l Marketing Analysis

© SAP AG CR010 11-2


Marketing Planning and Campaign Management:Unit Objectives


l Describe planning, targeting, and analysisfunctionality in CRM Marketing Planning andCampaign Management

l Create a Marketing Plan

l Generate a target list of customers

l List different channels of campaign execution

l Generate personalized E-mails

© SAP AG CR010 11-4


Marketing Planning and Campaign Management:Business Scenario

l The head office at IDES, Inc. needs to develop amarketing plan including two campaigns toincrease its monitor sales in North America. Thecampaign execution channel should bepersonalized E-mails.

© SAP AG CR010 11-5

SAP AG 2001


DirectMailingDirect

MailingIncreased

SalesIncreased

Sales

Marketing PlanMarketing Plan

TargetContactsTargetTarget

ContactsContacts

Marketing Plan:

• strategic level

• focussed on planning

Campaign Planning

When WhoWhat ...

Campaign

Campaign:

• operative level

• focussed on doing

n A Marketing Plan is used by Marketing Management to determine and execute the Marketing Policy of your company.

n A Marketing Plan is set up in agreement with the the programs of finance and product and includes sales and cost planning.

n A Campaign is an instrument of Marketing Management to determine and execute marketing activities using the marketing political instruments.

n Campaigns may be assigned to the Marketing Plans and thereby form the operative structure.

n A Campaign defines actions that are carried out, for example, mailing actions, TV spots, and telemarketing.

n A campaign also defines target and product groups, responsible persons, and the budget.

© SAP AG CR010 11-6

SAP AG 2001

Campaign Management in CRM

Campaign ExecutionActivity Management

Telephone MobileWeb E-mail

Target GroupSelectionl Modelingl Profilingl Selecting

l Planningl Budgetingl Monitoring

Campaign Analysis

SAP CRM Campaign Management

l SuccessMeasurement(e.g., ROI)

l 3rd Party Datal Profiles

SAPBW

CampaignCampaign

WhenWhen WhoWhoWhatWhat ...

Marketing andCampaign Planning

n SAP CRM Campaign Management consists of four areas:

� 1. Marketing and Campaign Planning - includes planning, budgeting, and monitoring of the campaign.

� 2. Target Group Selection - includes modeling, profiling, and selecting

� 3. Campaign Execution/Activity Management - includes integration with activities to track activities that are related to the campaign to help measure the campaigns success

� 4. Campaign Analysis - using Business Information Warehouse

n CRM marketing encompasses functionality for planning, targeting, executing, and analyzing marketing plans and campaigns.

n The main points to remember during this unit are: Plan, Target, Execute, and Analyze

© SAP AG CR010 11-7

SAP AG 2001

Project System, Finance, Accounting

Marketing andCampaign Planning

When WhoWhat ...

Campaign

Tele-phone

MobileWeb email

Campaign Execution /Activity Management

Marketing andCampaign Analysis

SAPBW

Target Group Selection

BW

CRM

R/3

Execute

Plan Target

Analyze

SAP System Landscape

n The Marketing Planner is the central tool in the CRM system for editing marketing plans and campaigns. The Planner is highly integrated with other functions, not only in CRM, but also with R/3, SAP BW, SAP SEM and external applications like MS Project.

n Integration with R/3. You can create the connection to the R/3 System by assigning a marketing plan with its marketing elements, or a marketing plan with its marketing elements, campaigns and campaign elements, or a campaign with its campaign elements, or to a WBS-Element which already exists or to a new WBS-Element that you create in this step.

n In Marketing and Campaign Planning there are a number of predefined key figures that can be divided into three major blocks:

� 1. Marketing monitoring key figures (number of activities, number of responses, ...)

� 2. Marketing performance key figures (response rate, success rate, ...)

� 3. Marketing monetary key figures (marketing-induced revenues, costs of marketing element, ...)

n All key figures are transferred as master data to the SAP BW info object Key Figure and can be used by the InfoCubes and Queries for carrying out specific analyses.

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SAP AG 2001

l Planningl Budgetingl Monitoring

Campaign

When WhoWhat ...

Marketing and CampaignPlanning

Marketing Plan

Trade Marketing

Consumer Marketing

National

What

When

Who

...

Campaign

International

Television

Print

Radio

National International

Region 1 Region n

Media

Region 1 Region n... ...

...

Marketing Plan

1. Quarter 2. Quarter n Quarter

Prod. A Prod. B Prod. B Prod. B Prod. C

Where

When

Who

...

...

Campaign 1 Campaign n...

Execute

Plan Target

Analyze

Marketing Planning in CRM

l Marketing planning structure (e.g.long-term planning, campaignhierarchy, activities)

l Scheduling

l Milestones

l Resource allocation

l Budget and revenue planning

l Monitoring

n Marketing plans can be structured in any fashion required by the organization (e.g. product, chronological, customer, geographical, etc.)

n Marketing plans can be structured to any level of detail required by the organization, and zero-to-n campaigns can be assigned to any given marketing plan.

n Campaigns can be planned either as a part of a marketing plan or as a stand alone.

n The main difference between a campaign and a marketing plan is that a campaign is the operative instrument for managing interactions with customers.

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SAP AG 2001

Marketing plan

Marketing plan element

Campaign

Campaign element

Target group

Product catalog

Document / URL

Overview of Marketing Structure Elements

Execute

Plan Target

Analyze

n Using SAP CRM Marketing and Campaign Planning, marketing departments can plan their activities in a project plan structure (analogous to work break down structures (WBS) in R/3). The marketing planning structure and the way in which the related marketing elements are ordered is comple tely flexible and can be created according to organizational needs.

n Underneath the marketing plan, other marketing plans or marketing plan elements can be assigned. You can use any number of marketing plan elements to structure a marketing plan.

n The marketing plan elements are then followed by campaigns and campaign elements.

n The bottom of the hierarchical marketing structure may consists of target groups, product catalogs and documents / URLs.

n Marketing and campaign plans (not the elements) serve as logical units by which authorization can be set.

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SAP AG 2001

Structure of the Marketing Planner

Work AreaWork Area

Worklist and TemplatesWorklist and Templates

Execute

Plan Target

Analyze

Structure TreeStructure Tree

n The structure tree shows the selected marketing projects (marketing plan and/or campaigns) and their hierarchical dependencies. You can manually change the dependencies and assignments of the individual marketing elements (using Drag & Drop). In addition, you can create or delete marketing elements here.

n In the worklist, you store marketing projects that are often required by specific users (marketing plans and/or campaigns). In addition to this, a list of the last five marketing projects that you have processed are always displayed in the worklist. They can be transferred from the worklist and templates area to the structure tree area by Drag & Drop.

n The templates are used during editing as a proposal pool from which you can include other operational marketing projects or campaigns in your marketing project. On the initial screen in the Marketing Planner, the worklist is displayed first. After opening your marketing project data, the system automatically switches to the Templates screen area.

n The work area shows you the detail view for the selected object in the structure tree. Depending on the selected object you can see in the work area the marketing elements (icons under the description field) which can be assigned in the level underneath.

n In each tab of the work area, additional information about the selected object in the structure tree can be stored. The field values can be chosen by selecting a value from the drop down list. You can set up user specific field values.

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SAP AG 2001

Target GroupSelection

l Modelingl Profilingl Selecting

Execute

Plan Target

Analyze

Targeting in CRM

The Business Partners in aTarget Group of a Campaignare based on the BusinessPartner Profiles.

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SAP AG 2001

Marketing Profile Template and Profile

Profile:Profile:Professional WomanProfessional Woman

with specific values of thecustomer

AgeGenderIncome

Age - 40-50Gender - femaleIncome - 60,000 - 79,999

Profile TemplateProfile Templatefor Business Partners

visiting the 4Living shop

Execute

Plan Target

Analyze

n Customers can be assigned to specific profiles. These profiles are sets of specific characteristics that describe one or more customers.

n During Profiling, the user can set up a profile template, which sets the parameters by which the customers will be classified.

n For example, a profile template can be created describing purchase behavior, satisfaction level, and potential growth.

n This profile template can then be used to classify business partners into specific instances of the profile template, e.g. rating customers as A, B, or C according to their purchase history, growth potential and satisfaction level.

n Individual Business Partners are assigned to a specific profile.

n These profiles can be used across the entire CRM system.

n The more attributes (and possible values assigned to these attributes) you assign to a profile template, the larger the number of profiles that result. A very large number of marketing profiles may lead to handling difficulties.

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SAP AG 2001

Execute

Plan Target

Analyze

Target Group Definition

l A Target Group describes agroup of actual or potentialbusiness partners sharingcommonattributes (like age, occupation,hobbies for example).

l Target groups are used formarketing campaigns acrossthe interaction channels (i.e.,tele, Internet, face-to-face, directmail, etc).

n In CRM, business partners can be assigned to groups of attributes known as marketing profiles. Using data sources, you can export the attribute values contained in these profiles from CRM to the BW (Business Information Warehouse). In this transaction, you generate the data sources from the relevant attributes in the profile template.

n By exporting profiles, you can run various analyses on this data in the BW.

n You cannot extract attributes defined as intervals (20 – 30 for example) or attributes for which multiple valuations are possible (as is typical for example for an attribute like Hobbies).

n Personalized product recommendations are always determined by using the concept of target groups.

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Create target group in BW

Transfer target group to CRM

Execute

Plan Target

Analyze

SAP BWSAP BW

SAP CRMSAP CRM

Target Group selection in BW

n Functionality for target group selection with BW exists in CRM 2.0C. This functionality will be further enhanced for future releases.

n Use Queries in BW to select Business Partners for a target group:

� use of master data

� use of profiles

� use of transactional data

n Query result: target list of Business Partners

n Transfer of target list to CRM target groups

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SAP AG 2001

Execute

Plan Target

Analyze

Campaign Execution /Activity Management

Tele-phone

MobileWeb E-mail

l Executing campaigns across all customer touchpoints

n Webn Telen Mobile / Face-to-facen E-mailn Direct mailn ...

l Activity generation from target group

l Multi-channel / multi-wave

l Execution via third-party

n Telemarketing outsourcingn Mail shops

Campaign Execution

n Activity management is the basis for tracking interactions with customers in CRM.

n Activities are generated per Business Partner for a given tele -campaign. These activities can be updated during the execution of the campaign (an update could be for example Status: open. Reason: customer did not answer phone). The activities for a campaign can be monitored to track the progress of the campaign.

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SAP AG 2001

ActivityUpdates

MarketingPlan

Campaign TargetGroup

BusinessPartner 1

BusinessPartner n

...

CustomerProfile

Activity

Activity

Campaign

...

CRM Marketing

Contact CenterSAPBW

Functionality in

Functionality in

Campaign Planning

Script

Execute

Plan Target

Analyze

Campaign Execution

Call List

Example Process – Telemarketing Campaigns

n This slide details an example of the telemarketing campaign process.

n A campaign (This example is rela ted to a marketing plan) is created. Linked to this campaign is a target group (a finite list of business partners selected for the campaign) and a script. A call list is generated from the target group. The call list includes the business partner information as well as relevant information required for the call center.

n Using the script and the call list, the agent calls the customers represented in the call list. When a call is completed, the agent updates the activity with the results of the call. This information is also written to BW for reporting / monitoring purposes.

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SAP AG 2001

MarketingPlan

Campaign

ProductCatalog

TargetGroup

BusinessPartner 1

BusinessPartner n

...

CustomerProfile

E-mail form

Send personalized E-mails with embedded URL links

Campaign

...

Update visited site

Execute

Plan Target

Analyze

Process – Personalized E-mail campaigns

Process:

n The user sets up an E-mail marketing campaign, with a related target group.

n The E-mail form is customized to match desired marketing message.

n The E-mails are sent to all participants of the campaign with parameterized (user controlled – for tracking purposes) URL links.

n The receiver clicks on a URL link and is guided to a personalized Web page (i.e., Internet Sales). Activity related to the business partners is either created or updated (e.g., user visited Web page).

© SAP AG CR010 11-18

SAP AG 2001

To: Chris FastabendFrom: [email protected]: Special Offer!

Dear Chris,Please take the opportunity to checkout what‘s new at our site...

Furniture Bestsellers• Chair Luthor• Couch Hi-Fi@ www.4Living.com/bestsellers

Special offers for your Dog• Dog Bed „Cosy“@ www.4Living.com/dogs

Substitution of variables (e.g., from BP master data)

Named Linkw/ parameterization

Named Link w/ parameterization

If Target group = Yuppies orage > “25” and sex = “male”then show this text block

If Target group = Yuppies orage > “25” and sex = “male”then show this text block

If Target group = DOG_LOVERthen show this text blockIf Target group = DOG_LOVERthen show this text block

Conditions :Conditions :

Conditions :Conditions :

Personalized textblocks based onProfiles

Personalized textblocks based onProfiles

Execute

Plan Target

Analyze

E-Mail form – flexible, personalized messaging

© SAP AG CR010 11-19

SAP AG 2001

Planning / Targeting

Execution

Analysis

Analysis through the campaign phases

Execute

Plan Target

Analyze

Analysis - Key to all campaign phases

l Planning / Targetingn Marketing Analysisw Market potential analysisw Portfolio Analysisw Competitor Analysisw Sales Analysisw Target Group Modelingw Planned Costs / Revenuesw ...

l Executionn Monitoringw Key Performance Indicatorsw Actual Costs / Revenuesw Alerts / Thresholdsw ...

l Analysisn Success Measurementw Lead generationw Response ratew Cost benefitw Channel efficiencyw ...

n Analysis takes place not only in the control of a campaign, but rather during the entire process.

n During the planning and targeting phases, marketing opportunities are sought based on existing data on customers and products, as well as through the use of third-party data that can be stored in BW.

n During the execution of campaigns, monitoring becomes a key form of analysis. By monitoring the progress of campaigns during the execution, campaign managers can determine how well a campaign is running and make adjustments to improve performance.

n Success measurement of campaigns allows organizations to determine what types of campaigns work best for certain customers, thereby enabling the organization to improve their performance.

© SAP AG CR010 11-20

SAP AG 2001

Mirror the orderMirror the orderin R/3 includingin R/3 including

CampaignCampaignExtractExtract

CO-PA into BWCO-PA into BW

Transfer to CO-PA with theTransfer to CO-PA with thecharacteristic Campaigncharacteristic Campaign

Reporting forReporting forcampaign-relatedcampaign-related

order entryorder entry

Order entryOrder entry

1

3

ProfitabilityProfitability

Execute

Plan Target

Analyze

CRM

BW

2

SD

COPA

Reporting Example: Campaign-Related Order Entry

n When transferring a sales order that you created in the CRM System to the R/3 System, the value for the Marketing element characteristic is automatically entered in the profitability segment. In this way, the revenues achieved by a campaign display in the Profitability Analysis (CO-PA).

n The actual costs are posted directly to WBS-Elements and transferred to SAP Business Information Warehouse by extracting data from the Project System (PS). Automatic derivation of revenues for each campaign is not possible with this method.

n The actual costs are not displayed in SAP Business Information Warehouse until settlement to Profitability Analysis (CO-PA) has been carried out and the transfer to SAP BW has taken place.

© SAP AG CR010 11-21


Marketing Planning and Campaign Management:Unit Summary


l Describe planning, targeting, and analysisfunctionality in CRM Marketing Planning andCampaign Management

l Create a Marketing Plan

l Generate a target list of customers

l List different channels of campaign execution

l Generate personalized E-mails

© SAP AG CR010 11-22

Exercises

Unit: Marketing Planning and Campaign Management

Topic: Create a marketing plan, marketing plan element, campaign, and campaign elements


• Create a marketing plan

• Create marketing plan elements

• Create a campaign and assign it to a marketing plan element

• Create campaign elements

As the marketing manager at IDES, you have to set up a marketing plan for this year with different marketing elements and several campaigns for different target groups.

1-1 Create a Marketing Plan for the year that will contain several campaigns for different target groups

1-1-1 Create the marketing plan Z_##_IDES_2001 with Marketing Plan 2001 for IDES as the description. (## being your group number).

Next maintain Marketing Plan Details.

Basic Data tab

Priority Status: high

Responsible Person: (yourself) CRM-##

Dates tab

Planned GO: January this year

Planned Finish: December of this year

Texts tab

Create a text to describe the Marketing goals e. g. Text: CRM Strategy: One face to the customer, Improved planning and decision-making, Continuous optimization of all processes.

Save your data.

© SAP AG CR010 11-23

1-2 Add two marketing elements to your marketing plan: Direct Marketing and Advertising.

1-2-1 Create the marketing plan elements Z_##_CR010_DIRECT with the description Direct Marketing and Z_##_CR010_ADVERTISING with the description Advertising.

1-2-2 Both marketing plan elements have the following information:

Basic Data tab



Dates tab



Save your data.

1-3 The Internet campaign is one campaign that belongs to your marketing plan element.

1-3-1 Create the campaign Z_##_CR010_INTERNET description: ##Internet underneath the marketing plan element Z_##_CR010_DIRECT.

Basic Data tab

Campaign type: Customer Retention

Priority Status: High


Dates tab

Planned GO: Today

Planned Finish: Next 2 Months

Save your data.

1-4 Finally, assign two campaign elements underneath the Internet campaign.

1-4-1 Create the campaign elements Z_##_CR010_CALL with the description Push to Internet ## and Z_##_CR010_EMAIL with the description New Homepage ##

For both campaign elements:

Basic Data tab




Save your data.

© SAP AG CR010 11-24

1-4-2 For Z_##_CR010_CALL campaign element add the following information:

Channels tab

Communication Medium: Telephone

Script : Callcenter EN

Dates tab

Planned GO: Today

Planned Finish: Next Month

Save your data.

1-4-3 For Z_##_CR010_EMAIL campaign element add the following information:

Channels tab

Communication Medium: E-mail

Form Name: Z_CR010_MAIL

E-mail address: NELSON (Chris Nelson, your Campaign Manager should appear as the E-mail sender)

Script : no script; this is relevant to telemarketing campaigns only

Dates tab

Planned GO: End of Next Month

Planned Finish: For one Month

Save your data.

1-4-4 Assign Target Group CR10EMAIL to your campaign element Z_##_CR010_CALL.

Save your data.

1-4-5 What selection criteria is used for this Target Group? ____________________________________________ How many Business Partners are on this Target Group? ____________________________________________

© SAP AG CR010 11-25

Marketing Planning and Campaign Management Exercises


Topic: Creation of Call Lists and Assignment of Contact Center Agents


• Release a Marketing Plan and Campaign to create a Call List

• Assign Contact Center Agents to the Call List

• Execute the assigned Call List in the Contact Center

A certain target group of your campaign should be addressed via phone. Therefore, as the Contact Center Manager, you have the task to generate a Call List for the specific target group. Based on the Call List, you also have the responsibility to assign the Contact Center Agents to the Business Partners of the Call List, who should call them, and what products to offer the customer.

2-1 As a Marketing Manager, you want to create a Call List for your Campaign Z_##_CR010_CALL via the Marketing Planner.

2-1-1 Before you create the Call List you have to release your Marketing Plan Z_##_IDES_2001 and Campaign element Z_##_CR010_CALL.

2-1-2 Now you want to transfer the target group to the Interaction Center. Based on the target group data, you want to create a Call List. Transfer the target group data to the Interaction Center by highlighting the Campaign Element level at the left side and the target group CR10EMAIL on the right side. Use the menu path over Extras ? Target group to channel...

2-1-3 A window appears and asks you when the job should be done. You want the system to finish the job immediate with high priority.

2-2 In the next step, you want to assign the created Call List to a responsible contact center agent.

2-2-1 Select your campaign Push to Internet ## from the call distribution list. You will find that under the Customer Interaction Center path.

2-2-2 Create an assignment of the Call List to the contact center agent CRM-##.

© SAP AG CR010 11-26

2-3 In the last step, go to the Interaction Center and select the Call Lists of campaigns that are assigned to your user.

2-3-1 Which size has your Call List and how many calls have been executed up to now? ___________________________________________________________ ___________________________________________________________

2-3-2 Pick up the phone call to Dave Bergman. You will then be guided by the script that you have assigned to your campaign. After performing your call, go back to the campaign (2nd tab) and choose Contact completed successfully.

© SAP AG CR010 11-27

Solutions


Topic: Create a marketing plan, marketing plan element, campaign and campaign elements

1-1 Create a Marketing Plan for the year that will contain several campaigns for different target groups.

User Menu → Marketing → Marketing and Campaign Planning → Marketing Planner

1-1-1 Create the marketing plan Z_##_IDES_2001 with Marketing Plan 2001 for IDES as the description. (## being your group number).

Next maintain Marketing Plan Details.

Basic Data tab



Dates tab



Texts tab

Create a text to describe the Marketing goals e. g. Text: CRM Strategy: One face to the customer, Improved planning and decision-making, Continuous optimization of all processes.

Save your data.

Select Create (or menu: Marketing project→ New → Marketing Plan). Enter the relevant information. Texts Tab Select Create (blank sheet with pencil). Enter the goal of your marketing plan, e.g.: CRM Strategy: One face to the customer, Improved planning and decision-making, Continuous optimization of all processes

1-2 Add two marketing elements to your marketing plan: Direct Marketing and Advertising.

1-2-1 Create the marketing plan elements Z_##_CR010_DIRECT with the description Direct Marketing and Z_##_CR010_ADVERTISING with the description Advertising.

Select your Marketing Plan Z_##_IDES_2001 by positioning your cursor on your marketing plan), choose Create Marketing plan element. Enter the

© SAP AG CR010 11-28

name and description for each marketing plan element and basic and date information. You will do this once for each Marketing plan element.

1-2-2 Both marketing plan elements have the following information:

Basic Data tab



Dates tab



Save your data.

1-3 The Internet campaign is one campaign belonging to the marketing plan element.

1-3-1 Create the campaign Z_##_CR010_INTERNET description: ##Internet underneath the marketing plan element Z_##_CR010_DIRECT.

Basic Data tab




Dates tab

Planned GO: Today

Planned Finish: Next 2 Months

Save your data.

Select Z_##_CR010_DIRECT, right mouse click and choose Create campaign. Enter the campaign name and description, basics, and date information.

1-4 Finally, assign two campaign elements underneath the Internet campaign.

1-4-1 Create the campaign elements Z_##_CR010_CALL with the description Push to Internet ## and Z_##_CR010_EMAIL with the description New Homepage ##

For both campaign elements:

Basic Data tab




Save your data.

Select Z_##_CR010_INTERNET, choose Create Campaign element. Enter the Name and Description for each campaign element. You will do this set twice, once for each new campaign element.

© SAP AG CR010 11-29

1-4-2 For Z_##_CR010_CALL campaign element add the following information:

Channels tab

Communication Medium: Telephone

Script : Callcenter EN

Dates tab

Planned GO: Today

Planned Finish: Next Month

Save your data.

Add the appropriate basic and date information for each campaign element.

1-4-3 For Z_##_CR010_EMAIL campaign element add the following information:

Channels tab

Communication Medium: E-mail

Form Name: Z_CR010_MAIL

E-mail address: NELSON (Chris Nelson, your Campaign Manager should appear as the E-mail sender)

Script : no script; this is relevant to telemarketing campaigns only

Dates tab

Planned GO: End of Next Month

Planned Finish: For one Month

Save your data.

Add the appropriate basic and date information for each campaign element.

1-4-4 Assign Target Group CR10EMAIL to your campaign element Z_##_CR010_CALL.

Save your data.

Assign CR10EMAIL as Target Group by selecting Target Group Overview, then Enter the target group CR10EMAIL (or select it with the F4-Help).

1-4-5 What selection criteria is used for this Target Group? How many Business Partners are on this Target Group?

To see the selection criteria, select Target Group that now appears in the Marketing Plan hierarchy below the campaign element Z_##_CR010_CALL. Choose the Selection Tab. The criteria is Contact Channel = 1 (which is in fact E-mail).

To see the Business Partners belonging to this target group, select the Business Partner Tab. There should be 5 Business Partners.

© SAP AG CR010 11-30

Marketing Planning and Campaign Management Solutions


Topic: Creation of Call Lists and Assignment of Contact Center Agents

2-1 As a Marketing Manager, you want to create a Call List for your Campaign Z_##_CR010_CALL via the Marketing Planner.

User Menu → Marketing → Marketing and Campaign Planning → Marketing Planner

2-1-1 Before you create the Call List you have to release your Marketing Plan Z_##_IDES_2001 and Campaign element Z_##_CR010_CALL.

Select your Marketing Plan Z_##_IDES_2001 and choose in menu: Edit → Release. Release your Campaign Element Z_##_CR010_CALL in the same way.

The system status on the Basic Data Tab will change to REL.

2-1-2 Now you want to transfer the target group to the Interaction Center. Based on the target group data, you want to create a Call List. Transfer the target group data to the Interaction Center by highlighting the Campaign Element level at the left side and the target group CR10EMAIL on the right side. Use the menu path over Extras ? Target group to channel...

Highlight the target group CR10EMAIL, which is assigned to the Campaign Element Z_##_CR010_CALL and choose Extras → Target group to channels (If asked to save data, choose yes).

2-1-3 A window appears and asks you when the job should be done. You want the system to finish the job immediate with high priority.

On the screen Job Wizard: Transfer campaign / target group for subsequent processing choose Job class: A - high priority Start date: Immediate and select Schedule job.

2-2 In the next step, you want to assign the created Call List to a responsible contact center agent.

User Menu → Customer Interaction Center → Administration → Call Lists → Assign Call List

2-2-1 Select your campaign Push to Internet ## from the call distribution list. You will find that under the Customer Interaction Center path.

Choose your campaign Push to Internet ## from the list.

© SAP AG CR010 11-31

2-2-2 Create an assignment of the Call List to the contact center agent CRM-##.

Select Create Assignment and use the Search term CRM* to find your user. Choose user CRM-##, select Enter and select Back. This will save your data. Your user should be assigned to the list.

2-3 In the last step, go to the Interaction Center and select the Call Lists of campaigns that are assigned to your user.


In the next dialog box, choose Do not display this query again and then select Enter.

2-3-1 Which size has your Call List and how many calls have been executed up to now? Select the Campaign Tab in the work area. On this tab you can see the Call Lists that are assigned to your user. In the column Size you can see the Call List volume that shows of how many calls your list consists. In the column Executing, you can see the number of interactions already executed.

2-3-2 Pick up the phone call to Dave Bergman. You will then be guided by the script that you have assigned to your campaign. After performing your call, go back to the campaign (2nd tab) and choose Contact completed successfully.

Choose your assigned Call List, select the entry for Dave Bergman and choose Dial. You will then go directly to the assigned script. When you have performed your call, go back to the 2nd Campaign Tab and choose Contact completed successfully for this call.

© SAP AG CR010 12-2

SAP AG 2001


SAP AG 2000


l Describe the SAP CRM product offerings

l Describe the SAP CRM Architecture

l Define the basic CRM concepts

l Define and execute a process within InternetSales

l Explain the Telesales process and carry out aprocess in the Telesales environment

l Describe the Interaction Center and execute aservice call using the Solution Database

© SAP AG CR010 12-3

SAP AG 2001


SAP AG 2000


l Explain the Mobile Sales and Mobile Serviceofferings

l Describe the Marketing Planning and CampaignManagement Functionality and create a basicmarketing plan and campaign

l Describe how the SAP CRM products function aspart of mySAP.com

© SAP AG CR010 12-4

SAP AG 2001

Recommended Follow-up Courses

Level 3

Level 2

CR010 2 daysOverviewSAP CRM

CR200(exSF100)3 days

Mobile Sales

CR210(exSF110)3 days

Mobile Service

CR510(exSF510)3daysCRM Middleware

CR310(exSF310)5 daysSAP BusinessApplication Studio

CR600 2 daysMarketing Planning & Campaign Management

CR400 3 daysContact Center in CRM: Service Interaction Center

CR750 2 daysTelesales & Telemarketing

CR220 3 daysInternet Pricing and Configurator

ECO220 5 daysInternet Sales

@CR220

e-Learning

Internet Pricing &Configurator

@CR230

e-Learning

Internet Sales

@CR520

e-Learning

CRM - APO Integration(ATP check)

@CR530

e-Learning

CRM - BW Integration@CR030

e-Learning

ASAP for CRM

@CR020

e-Learning

Business Partner in CRM

cr010_en_300_col22_fv

Documents