SAP CRM Training

CRM

CRM stands for Customer Relationship Management

CRM. If you work in sales, marketing, or customer service, you’ve

Probably heard the term before – but what does CRM mean, and what can it do for your business?

Customer relationship management (CRM) definition: The way businesses interact with current and future customers. Traditionally, this has been done with software that automates and integrates your customer-facing activities: sales, marketing, and customer service. But today, best-in-class CRM software systems go beyond that core functionality – providing additional tools for customer analytics, personalization, e-commerce, social media, collaboration, and more. The ultimate goal? To drive omni-channel customer engagement.

Overview of SAP CRM Benefits

SAP CRM brings to the table a set of advanced capabilities on top of core sales force automation that offer far beyond what traditional CRM features can provide. With SAP CRM, you are able to uncover insights that will give your sales teams the edge they need to sell smarter and improve their performance. SAP CRM makes it easy for businesses to simplify their sales processes with better customer engagement, accurate forecasting, and real-time pipeline management.

For your business to grow, you need to market your products and services. SAP CRM helps you target the right people based on their needs and wants. The good news is that you get all your data in real time, giving you everything you need to provide your customers and potential clients with contextual, personalized and relevant omni-channel experiences.

Overview of SAP CRM Features

·         Lead Management

·         Sales Force Automation

·         Contact History

·         Contact Management

·         Document Management

·         Sales Reports

·         Time Tracking

·         Pipeline Management

·         Email Marketing

·         Partner Management

SAP CRM SUB Modules

SAP CRM includes the following sub modules that support key functions of the Customer Relationship Management –

·         SAP CRM Sales

·         SAM CRM Marketing

·         SAP CRM Analytics

·         SAP CRM Service

·         SAP CRM Web Channel (E Marketing, CRM Mobile, etc.)

·         SAP CRM Interaction Center IC

       SAP Hybris

SAP Architecture

Goals of CRM

The idea behind CRM to gain insight into the behaviour of customer and the values of those customers. If it works as hoped then business can-

·         Provide better customer services

·         Make call Centre more efficient

·         Cross sell product more effectively

·         Helps sales staff close deals faster

·         Simplify marketing and sales process

·         Discover new customer

·         Increase customer revenue  

     CRM Work Flow

Types of CRM

Operational CRM

Operational CRM which provides support to front office, business processes including sales, marketing and service. Operational CRM processes customer data for a variety of purposes:

·         Managing Campaigns

·         Enterprise Marketing Automation

·         Sales Management System

Analytical CRM

Analytical CRM which analyses the customer data for various purposes such as design and execution of targeted marketing campaigns to optimize marketing effectiveness, design  and execution of specific customer campaign, analysis of customer behaviour to aid product and service decision making, management decision, prediction of probability of customer defection.

·         Consumer Relationship CRM

·     Consumer Relationship CRM covers of a Company’s dealing with customers handled by the         Consumer affairs and customer relations contact centres within a company.

·         Representatives handle in bound contact from anonymous customers and consumers.

Sales intelligence CRM

Sales intelligence CRM is similar to analytical CRM but is intended as a more direct sales tool. Features include alerts sent to sales staff regarding:

·         Cross selling/up selling/Switch selling opportunities

·         Customer drift

·         Sales performance

·         Customer trends

·         Customer margins

·         Customer alignment

·         Collaborative CRM

 Collaborative CRM covers aspects of a company dealings with customers that are handled by various departments within a company, such as sales, technical support and marketing. Collaborative CRM ultimate goal is to use information collected by all departments to improve the quality of services provided by the company.

Camping Management

Combines elements of a operational and analytical CRM. Campaign management functions include:

·         Target groups formed from the client base according to selected criteria

·      Sending campaign related material (e.g. on special offers) to selected recipients using various         Channels (e.g. e- mail telephone, SMS, post.

·     Tracking, Storing and analyzing campaign statistics, including tracking responses and analyzing     trends.

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