SAP CUSTOMER RELATIONSHIP

MANAGEMENT
Features & Functions
SAP Customer Relationship Management (SAP CRM) includes features and functions that
support core business processes in the following areas:

• Marketing – Analyze, plan, develop, and execute all marketing activities through all
customer interaction points. This central marketing platform empowers marketers with
complete business insights – enabling you to make intelligent business decisions and to
drive end-to-end marketing processes.
• Sales – Maintain focus on productive activity to acquire, grow, and retain profitable
relationships with functionality for sales planning and forecasting, territories, accounts,
contacts, activities, opportunities, quotations, orders, product configuration, pricing,
billing, and contracts.
• Service – Reduce the cost of service while enhancing customer satisfaction with support
for sales and marketing for service; service contract management; customer service and
support; return and depot repair; field service management; warranty and claim
management; installation and maintenance; parts logistics and finance; and service
analytics. Call centers, channel service, and e-service provide multiple channels for
service delivery.
• Partner channel management – Attain a more profitable and loyal indirect channel by
managing partner relationships and empowering channel partners. Improve processes for
partner recruitment, partner management, communications, channel marketing, channel
forecasting, collaborative selling, partner order management, channel service, and
analytics for partners and channel managers.
• Interaction center – Maximize customer loyalty, reduce costs, and boost revenue by
transforming your interaction center into a strategic delivery channel for marketing, sales,
and service efforts across all contact channels. Activities such as telemarketing, telesales,
customer service, multifunctional shared service, and interaction center management are
supported.
• Web channel – Increase sales and reduce transaction costs by turning the Internet into a
valuable sales, marketing, and service channel for businesses and consumers. Increase
profitability and reach new markets with functionality for e-marketing, e-commerce, e-
service, and Web channel analytics. Deploy these capabilities directly against the SAP
ERP application or with SAP CRM as a fully integrated customer channel.
• Business communications management – Improve contact center and communication-
dependent business process effectiveness and reduce costs through SAP Business
Communications Management – an all-software, IP-based communications solution,
natively integrated with SAP CRM. Whether customers contact your company by phone,
e-mail, chat, text message, or fax, SAP Business Communications Management routes
the contact to the right person with the right skills, whether the person is in the office or
 working remotely – all without the need for costly, cumbersome hardware-based
communications systems, significantly reducing total cost of ownership.
• Real-time offer management – Advanced recommendation engine that optimizes any
decision-making process across all customer interaction channels, enabling you to take
the most appropriate next action to enhance customer relationships and maximize your
customers' lifetime value.

Features & Functions of Your CRM System: Marketing

Software
SAP CRM provides a central marketing platform that enables organizations to analyze, plan,
develop, and execute all marketing activities through all customer
interaction points. This integrated application empowers marketers
with complete business insights – enabling you to make intelligent business decisions and to
drive end-to-end marketing processes.

SAP CRM supports critical marketing processes, including:

• Marketing resource and brand management

o Manage and optimize the use of marketing resources including budgets, people,
time, and assets.
o Align all activities and resources around strategic marketing goals.
o Gain visibility and control into your marketing processes.
o Accurately manage the marketing budgets and costs.
o Increase brand awareness with proper usage and consistency across enterprise and
third-party agencies.
o Facilitate collaboration among team members and coordinate marketing activities
across the enterprise.
• Segment and list management
o Manage enterprise customer and prospect data without the need for IT support.
o Define accurate segments with a consolidated view of all relevant enterprise
customer data.
o Gain insights into customer segments with data visualization features.
o Easily perform segmentation using an interactive, drag-and-drop interface.
• Campaign management
o Make relevant and personalized real-time offers through inbound marketing
channels.
o Execute marketing activities through all inbound and outbound interaction
channels: direct mail, e-mail, phone, web, fax, and SMS.
o Build customer relationships with dialog marketing that builds on previous
interactions to make the follow up interactions more relevant and personalized.
o Leverage online marketing channels to plan, develop, and execute e-mail
marketing campaigns.
• Loyalty management
o Create specific loyalty programs by defining customer tier levels, points
management, and partner management capabilities.
o Define loyalty rewards program rules, conditions, and offers using the flexible
CRM rules builder.
o Drive loyalty program membership with membership-handling capabilities;
robust point management, tier management, and card-handling capabilities across
multiple channels.
o Process points accruals and redemptions with the scalable loyalty-processing
engine.
• Trade promotion management
o Optimize allocated trade funds to best generate sales volumes and to maximize
brand awareness.
o Centrally plan and align all trade activities with the SAP Trade Promotion
Management application.
o Accurately develop sale volume forecasts and financial accruals with downstream
performance data.
o Close the loop on trade claim payments and deductions.
o Automate trade settlements and redemption processes with integration to
financials, close the loop on trade activities, and track plan and actual figures.
o Gain insight into trade promotional effectiveness at multiple planning levels:
product, category, account, and segments.
• Lead management
o Maintain a single source of all enterprise lead information.
o Automated the entire lead life-cycle process from lead generation, prioritization,
distribution, and follow-up processes.
o Extend your lead management process to partner organizations to increase
conversion rates.
• Marketing analytics
o Understand the effectiveness of marketing activities.
o Convert reports and data into actionable insights.
o Evaluate effectiveness of various marketing activities, channels, and tactics
o Use advanced analytical algorithms to cluster, classify, and segment customer
base.
o Predict customer behaviors, anticipate their needs, and create more relevant,
targeted messages.
Features & Functions of Your CRM System: Sales Software
SAP CRM helps sales professionals become more efficient and effective, providing the
knowledge needed to turn insight into action and acquire, grow, and retain profitable
relationships. The application helps organizations plan, execute, and analyze sales operations
throughout the sales cycle, find new ways to accelerate buying decisions, uncover new areas of
revenue potential, and implement new methods to improve sales productivity.

SAP CRM supports your key sales processes, including:

• Sales planning and forecasting

o Enhance performance with coordinated planning and execution of sales activities
across all channels.
o Provide a complete picture of projected revenue and anticipated sales volume
over time.
o Increase the accuracy of demand plans and sales forecasts.
• Territory management
o Optimize account coverage and distribution of sales resources across clearly
defined territories.
o Improve resource utilization with clear visibility into assignments and availability.
o Place the right resources in the right locations at the right time to optimize team
performance.
• Accounts and contacts management
o Provide a single, comprehensive view of all information necessary to manage
your sales accounts.
o Capture, monitor, and track all critical information about prospects, customers,
and partners.
o Access key contacts, critical relationships, detailed customer profiles, and the
status of all recent interactions at anytime and from any location.
• Activity management
o Focus the collective energy of your sales team on actions proven to promote
profitable business.
o Foster efficient team collaboration with better transparency and coordination of
sales activities.
o Manage customer visits, account profiles, and activity-driven sales processes.
o Seamlessly synchronize your e-mail, contacts, calendar entries, and tasks with
leading groupware solutions.
• Opportunity management
o Track, qualify, and distribute leads to the most appropriate sales professionals.
o Monitor the conversion of opportunities into revenue.
o Identify stalled deals, monitor quota attainment, simulate strategies to push deals
through the sales cycle faster, and scrutinize the quantity and quality of sales
opportunities with pipeline performance management.
• Quotation management and order capture
 o Guide sales professionals through the product configuration process to ensure that
complex product and service recommendations fully meet customer requirements.
o Ensure consistent, accurate, and up-to-date pricing – regardless of the sales
channel.
o Generate accurate quotes, capture customer orders, confirm product availability,
and track orders through to the fulfillment process.
o Integrate end-to-end business processes to optimize supply chain planning,
synchronize billing activities, and ensure the efficient fulfillment of customer
orders.
• Sales contract management
o Develop and manage long-term customer contracts, incorporate customer
agreements into ongoing customer processes, and monitor the sales process from
inquiry to completion.
o Seamlessly integrate with back-end financial and accounts receivable processes to
generate invoices, process payments, credit returns, and process claims.
• Sales performance management
o Increase revenue and profitability by strategically employing incentive
compensation to align the goals of individual sales professionals with those of the
organization.
o Develop, implement, and manage compensation plans to retain and motivate your
sales professionals to succeed – allowing them to track performance and simulate
potential compensation of deals in the pipeline.
• Sales analytics
o Monitor the overall health of your business by creating accurate forecasts,
proactively monitoring pipeline performance, effectively managing budgets, and
properly allocating resources to meet revenue goals.
FEATURES & FUNCTIONS: LEVERAGING SERVICE
SOFTWARE TO REDUCE COSTS
SAP CRM reduces your service costs while enhancing customer
satisfaction by increasing efficiency and delivering consistent high-
quality service.

The application supports the following key business processes:

• Sales and marketing for service

o Develop and execute targeted, installed-base marketing campaigns.
o Generate and process service contract quotations, and service orders.
o Conduct solution-based selling.
• Service contract management
o Manage service contracts, automatically verify entitlement, manage service-level
agreements, and alert agents when a customer's contract is about to expire.
o Support a variety of service contracts, including standard parts and labor contracts
and usage-based contracts.
• Customer service and support
o Access information on service histories, contracts and service entitlements,
service levels, installed base, and warranties through an easy-to-use interaction
center screen.
• Return and depot repair
o Automate the entire return and depot repair process, including creating the return
materials authorization (RMA), billing and shipping repaired products to
customers, and issuing and tracking loaner units as necessary.
• Field service management
o Organize, plan, and dispatch service resources to meet service demands using
Gantt charts, geo-maps, or a powerful optimization engine.
o Execute and confirm service orders as well as manage van-stock spare parts with
mobile devices.
• Warranty and claim management
o Manage the entire warranty and claims process, from return merchandise
authorization (RMA) to receipt and inspection.
o Coordinate with third-party logistics providers to ensure timely customer credits
and avoid unnecessary goodwill allowances.
• Installation and maintenance
o Track customers' installed base of products and their configuration with graphical
hierarchical representation.
o Predict impact of new product installation for fast and accurate service.
o Minimize downtime with planned maintenance service.
• Parts logistics and finance
 o Manage parts inventory and parts procurement with native integration to SAP
ERP logistics capabilities.
o Streamline invoicing, revenue recognition, and cost allocation with native
integration to SAP ERP financial capabilities.
• Service analytics
o Identify problems and trends, and take corrective action if needed.
o Gain additional insights by leveraging solutions from SAP BusinessObjects.
• E-service
o Provide a secure, personalized portal for customer support and service over the
Web.
o Enable customers to troubleshoot their product issues, create service requests,
register products and warranties, and track orders.
• Channel service
o Manage and assign external resources to customer services orders.
o Enable third-party technicians to receive, execute, and confirm service orders.
• IT service management
o Streamline IT helpdesk operations with ITIL-compliant solution for incident,
problems, request for change, and so on.
o Provide transparency and increase customer satisfaction with service-level
management, knowledge articles, and analytics.
o Ensure alignment between IT operations and business priorities through native
integration between SAP CRM and SAP ERP.
Partner Channel Management
SAP CRM provides a Web-based application to manage partner relationships and enable channel
partners to sell more effectively. Personalized portals help brand
owners manage their partner relationships, collaborate with channel
partners, and optimize channel operations. Plus, you can provide
channel partners with portal-based access to all the information they need to market to, sell to,
and interact with end customers.

With SAP CRM, you can optimize your partner channel management processes including:

• Partner management
o Manage channel partner relationships throughout the entire partner life cycle.
o Recruit new partners, plan and forecast channel sales and revenues, segment your
partner base for more effective partner programs and management, manage
partner compensation plans, and track partner training and certifications.
• Channel marketing
o Motivate partners to sell your products and services rather than competitive
offerings.
o Provide relevant information to partners, maintain consistent branding, engage in
joint marketing campaigns with partners, and manage channel marketing funds
and partner incentives.
o Use functionality to manage content, catalogs, collateral, campaigns, and leads –
as well as personalization features and a partner locator – to drive demand for
your products through channel partners.
• Channel sales
o Give your partners and direct sales force the same knowledge, tools, and expert
advice.
o Gain insight into demand across all selling channels to effectively forecast future
business.
o Enable a full range of channel sales processes, including account and contact
management, activity management, opportunity management, deal registration,
and pipeline forecasting.
• Partner order management
o Optimize partner ordering processes and include partners in collaborative selling
across organizational boundaries.
o Enable a complete set of channel order management processes including quote
and order management, interactive selling and configuration, pricing and
contracts, and point of sale (POS) and channel inventory management.
o Empower end customers to order products and services across your demand
network and support distributed, order-management scenarios.
• Channel service
 o Ensure consistent and timely service to end customers by providing your partners
with the tools and expertise to manage problem resolution and ongoing service
relationships.
o Enable a range of channel service business processes, including knowledge
management, service resource planning, service order management, live partner
support, warranty management, and complaints and returns management.
• Partner and channel analytics
o Get a broad range of standard reports and analyses to determine partner coverage
and gaps, partner and channel performance, revenue and sales statistics, the return
on your partner investments, your gross margins with partners, and partner
utilization.
o Provide channel partners with reports and analyses relevant to their business.

Interaction Center
SAP CRM helps organizations set up an interaction center that serves as a strategic delivery
channel for service, sales, and marketing efforts to maximize customer
loyalty, reduce costs, and boost revenue. Organizations can give
agents the tools to seamlessly handle inbound or outbound
transactions and can give managers role-based access to SAP or third-party administration,
maintenance, and reporting analytics to ensure the interaction center operates efficiently.

SAP CRM enables key business processes, including:

• Marketing
o Seamlessly coordinate all interaction center efforts, including call lists, agent
scripts, promotions, and additional channels, and coordinate them with broader
marketing activities to ensure a focus on qualified prospects.
o Provide agents with all the information they need to deliver relevant information
to prospects.
• Sales
o Help agents drive more qualified leads into the pipeline, capitalize on cross-
selling and up-selling opportunities, and process quotes, contracts, orders and
status information.
• Customer service
o Enable interaction center agents to handle large volumes of incoming e-mail in a
direct or automated fashion, as well as communicate by phone or chat sessions.
o Allow agents to research and diagnose problems, handle complaints, confirm
contract entitlements, address customer concerns, assist with returned materials,
answer technical questions, make exchanges, and even schedule field services.
• Shared service center
 o Deploy company-wide HR help desks that streamline employee access to
information and enable HR professionals to provide consistent, personalized
services.
o Implement IT service desks to carry out IT Infrastructure Library (ITIL)
compliant incidents, service requests, problems, changes, and knowledge
management.
o Run an accounting interaction center to provide a help desk for financial
accounting related issues.
• Interaction center operations and administration
o Manage a multichannel interaction center with a role-based interface that enforces
business rules and arms agents with scripts, alerts and messages, and knowledge
management features, which speeds customer service.
o Give managers powerful tools for administering the interaction center.
• Multichannel communication
o Integrate multichannel communications solutions, including SAP Business
Communications Management and third-party solutions, with your interaction
center. These support both inbound and outbound interactions via voice, text
messaging, Web contacts, and e-mail.
• Interaction center analytics
o Measure, predict, plan, and optimize your interaction centers by analyzing
customer interactions, business processes, and market opportunities, and apply the
knowledge gained to improve your customer-focused operations.

Web Channel
SAP CRM provides a Web channel application that enables you to turn the Internet into a
profitable sales, marketing, and service channel for consumers and
businesses. With SAP CRM, you can empower your customers with a
personalized Web experience and convenient self-services. Plus, the
application delivers a fully integrated Web channel platform, helping
you strengthen sales and service operations while reducing transaction costs and customer
service calls.

SAP CRM enables a complete range of Web channel processes, including:

• E-marketing
o Support demand generation and customer loyalty processes via the
Internet.
o Personalize your customers' Web experiences with the most relevant
and convenient online interactions and information.
o Generate additional revenue through a Web-based channel via
comprehensive support for catalog management, content
management, campaign execution, customer segmentation,
personalization, and a store locator.
 • E-commerce
o Run business-to-consumer (B2C) or business-to-business (B2B) selling
processes on the Internet.
o Enable a full range of online selling processes, including quote and
order management, pricing and contracts, interactive selling and
configuration, web auctions, and selling via partners.
o Streamline sales and fulfillment operations with an end-to-end order-
to-cash process.
• E-service
o Offer your customers an intuitive channel to perform service tasks,
from requesting a service visit to logging a complaint or registering a
product.
o Enable customers to perform service-related tasks such as checking
order status, obtaining order tracking information, managing accounts
and payments, and researching and resolving product problems.
o Service complex products that require sophisticated maintenance.
• Web channel analytics
o Gain insight into, analyze, and act on e-business trends.
o Measure and optimize the success of your Web shop and online
content.
o Perform analysis across the breadth of marketing, sales, and service
from a Web perspective, and track and use Web behavior to target
customers and drive future marketing activities.

Flexible Implementation Options for SAP's Customers

SAP gives you an easy way to leverage your existing SAP software and IT investments to build a
Web presence. You can implement these functionalities with your existing SAP ERP application
for an entry-level solution to quickly turn the Web into a profitable sales and interaction channel.
The application supports end-to-end, order-to-cash processes with easy-to-use, interactive selling
and self-services – and provides an easy upgrade path to the complete SAP CRM application.

In addition, customizable Web shop templates for different industries and business models,
including B2C and B2B models, can speed the enablement of your Web channel.

SAP BUSINESS COMMUNICATIONS MANAGEMENT

DIFFERENTIATE YOUR
COMPANY WITH CUSTOMER
SERVICE
One of the most effective ways for a business in any industry
to achieve a competitive advantage is by offering its
customers superior service. But how can businesses provide
today's customers with the speedy, reliable, and consistent customer service – delivered though
multiple contact channels – that they demand?

SAP Business Communications Management software can help by enabling you to fully
leveraging the expertise of the staff within your organization to fulfill customer expectations.

Deliver a Great Customer Experience Through Multiple Contact

Channels

SAP Business Communications Management provides an advanced, all-IP communication

solution for multichannel contact centers and contact-intensive, multisite organizations. It
replaces traditional communications systems hardware with a software-based IP telephony
solution that can help make your staff's interactions with customers and partners more effective.

Intelligent routing ensures that customers reach the right people within your organization –
people with the skills to best address the customers' needs. Plus, unified queuing, prioritizing,
and routing of all contacts, no matter their format – telephone, e-mail, fax, voicemail, text
messaging, and the Web – ensures that your users have a smooth, consistent experience.

With SAP Business Communications Management, you can:

• Manage your organizational resources across functions and locations and

better leverage organizational know-how
• Give your customers a smooth, consistent experience across all avenues of
contact, including voice, e-mail, chat, text messaging, and fax
• Reduce your total cost of ownership

Integrate Communications with Your Business Processes

SAP Business Communications Management allows you to integrate communications

technologies and business systems, helping you to create communication-enabled business
processes that enhance your marketing, sales, and service activities.

By better leveraging the expertise throughout your organization and monitoring your customer-
facing operations in real time, you can significantly improve your internal performance across
multiple locations and communications channels.

For additional value, SAP Business Communications Management is preconfigured to integrate

with the interaction center functionality of the SAP Customer Relationship Management (SAP
CRM) application. For example, a company can use the data in SAP CRM to identify a specific
customer and route the customer's incoming contacts to the right employee – all without
requiring any up-front complex or time-consuming integration work.
REAL-TIME OFFER MANAGEMENT
The SAP Real-Time Offer Management software is an advanced analytical real-time decision
engine that enables you to optimize any decision-making process, such as for cross-sell and up-
sell offers, retention, service-level adherence, and lifetime value boosting. The software takes
into account all relevant information, including up-to-the-moment interaction information, to
help you to take the most appropriate next action to enhance customer relationships on all
customer interaction channels.

SAP Real-Time Offer Management supports the following processes, including:

• Offer management
o Centrally create and manage offers across all interaction channels.
o Easily define offer targets, eligibility rules, and policies.
o Simulate and test offer effectiveness before putting it into production.
o Create and deploy offers without IT dependence.
• Real-time decision making
o Make intelligent real-time recommendations for cross sell, up sell, retention, and
next-best actions.
o Take into account all relevant customer information, including session
information and other factors such as agent skills and an offer's value, to make the
optimal recommendations.
o Leverage advanced optimization and arbitration real-time analytics accompanied
with personalized decision support.
• Self-learning
o Automatically adapt offering prioritization to shifting market trends, customer
tastes, and seasonality effects.
o Learn from every customer interaction to anticipate future customer demands.
o Experiment and automatically learn from responses to recommend offers with
highest likelihood of being accepted.
• Offer analytics
o Gain insights into offer effectiveness by understanding how and why offers are
performing.
o Review your agents' effectiveness in promoting offers and their conversion rates.
o Gain a more thorough understanding of your customer segments by seeing their
reactions to various offers.
o Leverage the insights to build more effective and targeted offers.
SAP CRM also supports several industry-specific processes with functionality designed to meet
the individual needs of diverse industry groups, for example:

• Trade promotion management – Empowers account and trade managers to improve

control and visibility of the entire trade promotion process. The end-to-end solution
enables managers to accurately plan, maximize profitability and increase brand presence
with trade activities.

Industry-Specific Processes
SAP CRM was developed with industry-leading companies to address the unique needs of all
major industries. Unlike competitive offerings simply branded as "industry specific," SAP CRM
addresses your complete, end-to-end requirements.

Examples of industry-specific processes include:

1) Automotive – Organizations gain support for key sales and service processes.

Sales And Service

SAP for Automotive solutions support key industry sales and service processes that deliver
superior customer value – and drive profitable, long-term customer relationships.

With SAP solutions, you can automate and streamline:

• Aftersales support and service – Align all aftersales service – including service sales
and marketing, customer service, service delivery, and service parts logistics – to
maximize profitability and revenue, improve customer service, and reduce costs.
• Dealer business management – Streamline and automate dealer operations, including
customer management, vehicle sales and administration, and vehicle service and parts
management, making it easier for customers to buy vehicles and acquire needed services,
parts, or accessories.
• Service parts management – Integrate service parts planning and logistics to reduce
service and maintenance costs – and increase reliability, availability, and return on assets
– while improving customer service.
• Vehicle sales management – Manage the entire vehicle life cycle – so you can deliver
the right vehicle to the right place at the right time. For vehicle importers and distributors,
SAP supports the global shift from make-to-stock to make-to-order strategies.
2) Chemicals – SAP CRM provides comprehensive support for key sales and marketing
processes.

SAP for Chemicals supports key industry sales and marketing processes that deliver
superior customer value – and drive profitable, long-term customer relationships –
including:

• Lead, opportunity, and pipeline management – Streamline and accelerate all activities,
assign appropriate service levels and sales channels, and coordinate all contact and
follow-up activities in an integrated fashion to drive an increased pipeline and sustainable
revenues.
• Price and margin management – Combine price management and enforcement policies
with integrated price, cost, and margin analysis and visibility into a consistent process to
help decision makers improve margins.

3) Consumer products – SAP enables customer-centric business process for all consumer
product companies, including key support for trade promotion management. Consumer
products companies in various industry segments can also benefit from extensive support
for marketing and sales and service processes.

trade promotion management

Enabling an Integrated, Closed-Loop Promotion Process

In the consumer products industry, trade promotions can account for up to one-fifth of a
company's profit or loss. To lower costs, you require functionality for managing
promotion processes and budgets, bringing together all involved parties – inside and
outside your organization.

With SAP Trade Promotion Management, you get an application that gives you complete
visibility into trade programs at each stage of their life cycles. So you can effectively
manage trade promotions that increase brand equity and achieve sales objectives.

SAP Trade Promotion Management delivers powerful connectivity. The application

enables a closed-loop process that adds value to each of the five major steps in the trade
promotion process: headquarter planning, field accounts planning, sell-in and negotiation,
retail execution and validation, and pre- and post-event evaluation and analysis.
 At each process step, your entire organization has a single-system, real-time view of all
relevant information that allows facts-based decision-making and collaboration. So you
can reduce error, improve efficiency, and control trade spend.

marketing
Delivering coordinated, compelling, and differentiated programs to your retailers starts with
optimizing your marketing processes to meet both the retailer's and your own growth and
profitability objectives.

SAP for Consumer Products supports your key marketing processes, including:

• Brand management – Develop brand plans to manage brand equity, drive market share,
and enhance brand performance and profitability.
• Program and campaign management – Align programs with brand strategies, improve
program and campaign execution efficiency, and capture and manage total go-to-market
costs by ensuring that programs and campaigns are aligned with trade promotion plans.

Marketing is enabled with applications and industry packages such as:

• SAP Brand and Category Management for Consumer Products

• SAP ERP

Business Processes For Sales And Service

SAP for Consumer Products supports key industry sales and service processes that deliver
superior customer value – and drive profitable, long-term customer relationships.

With SAP solutions, you can optimize:

• Account and trade promotion management – Orchestrate value delivery to customers,

coordinate with supply chain processes to reduce lost sales by eliminating stock-outs –
and improve profitability and cash flow by increasing promotion spend efficiency and
reducing outstanding customer claims.

• Customer service/call center management – Operate your customer service

organization more efficiently. Manage interactions with customers seamlessly to improve
satisfaction and drive additional revenue and market share.

• Direct store delivery – Sell and distribute goods directly to the customer's stores and
gain direct contact to the point of sale to improve customer retention, realize additional
sales opportunities, and increase market and consumer intimacy.
 • Sales execution – Manage your sales force cost effectively while increasing sales and
driving customer service quality – by connecting territory and visit planning with in-store
sales, marketing and merchandising execution.

4) Retail – Grocery companies gain support for key processes such as category management
and multichannel retailing.

Grocery Companies

SAP for Retail supports the following business processes for grocery companies:

• Category management – Determine the optimal product mix and quantities for stores,
shelf requirements for each product, and prices and promotions – supporting step-by-step
cooperation and coordination in development, implementation, and monitoring of
business plans.
• Supply chain planning – Collaborate with suppliers in areas such as demand planning
and replenishment to help streamline merchandise flow, reduce out-of-stock situations,
and balance inventory.
• Purchasing – Automatically handle all routine procurement tasks, from requirements
determination and requisition processing to purchase order generation.
• Supply chain execution – Maintain a high level of service while optimizing labor and
resources by providing precise availability information based on real-time inventory
across the supply chain, and supporting the complete purchasing and delivery process.
• Multichannel retailing – Build your business on a solid transactional backbone and
integrate different sales channels, better understand customer preferences, and leverage
customer information.

5) Telecommunications – SAP offers support in processes like sales and service

fulfillment, dealer management and customer service.

Sales and Service Fulfillment

SAP for Telecommunications supports key processes for sales and service fulfillment throughout
the order life cycle, including:
 • Lead and opportunity management – SAP solutions enable efficient management of
the sales cycle in a transparent and measurable process, from the first customer contact to
contract finalization – even in lengthy sales cycles such as corporate accounts.
• Sales and order management – With SAP for Telecommunications, you can automate
and coordinate order flow across various sales channels and fulfillment systems. The
solutions allow you to take full control of the order with complete visibility through all
fulfillment steps, and they help reduce manual processes for streamlined provisioning.
• Contract and order management – With SAP solutions, you can efficiently manage the
entire life cycle of a customer contract, encompassing all installed products and services.
You can access all contract data for a comprehensive view of the details. The solutions
enable your customers to place service change requests through various channels,
including call centers or self-service – and allow you to make requested service and
contract changes easily. Plus, the solutions help you leverage cross-sell and up-sell
opportunities.
• Customer field service management – SAP solutions support cost-effective
management of the field workforce. Resource planners can schedule field service
technicians for the most efficient performance of customer work orders with a clear
overview of the current work-order processing status. Service technicians can use their
handheld and mobile devices to receive all relevant information and instruction on
service assignments to be planned, executed, and confirmed with the customer.
• Logistics management – With SAP for Telecommunications, you can manage the entire
life cycle of the physical products you sell and deliver – and accurately forecast to
increase product availability while reducing inventory levels. Logistics management
capabilities are integrated with order management, which initiates the automatic shipment
of goods. On the buy side, integrated procurement functionality ensures prompt
purchasing when the warehouse is running out of stock.

Dealer Management

With SAP for Telecommunications, you can perform a variety of dealer-related processes from
end-to-end, including:

• Dealer life-cycle management – SAP solutions support telecom companies in dealer

recruiting, profiling, and training processes, and with planning and analyzing the business
conducted through this sales channel. So you can better understand dealer behavior,
improve sales territory management, and more efficiently handle dealer contracts and
dealer hierarchy.
• Dealer operations management – With SAP solutions, you can manage key marketing
areas such as personalized product recommendations and catalog and collateral content,
as well as the sales planning, campaign execution, monitoring, and analysis of trade
promotions. SAP solutions support sales and service processes, including pricing and
contracts, interactive selling and configuration, live support, knowledge management,
request management, and complaint and return management. A dealer portal enables a
single-access collaboration platform.
• Incentive and commission management – SAP for Telecommunications enables you to
process and calculate business-case and variable compensation for internal and external
 recipients, monitor commissions and payments, take advantage of easy-to-use calculation
rules based on business needs, and track changes via a clear audit trail. As a result, the
entire dealer channel gains total visibility into earned and expected incentives and
commissions.
• Forecasting and replenishment – With SAP solutions, you can create detailed plans for
supply and demand, distribution, production, and transportation. The solutions can help
you optimize the manufacture of bundles, such as cell phones and accessories, and tap
into a broad range of internal and external organizations to capture critical information
for better decisions based on historical and point-of-sale data.

Customer Service

SAP for Telecommunications supports customer service processes that enable you to
differentiate your company, including:

• Customer trouble management – With SAP solutions, you can leverage customer
trouble management capabilities that allow customer representatives to flag any customer
issues or complaints and track them as they are processed, from entry point to problem
resolution. SAP solutions create trouble tickets in relation to service-level agreements
(SLAs), dispatched manually or by using business rules, and support problem analysis.
Escalation mechanisms help to avoid violation of SLAs.
• Complaints and returns management – SAP solutions support all aspects of handling
returns and repairs of customer devices cost-effectively.
• Customer field service management – SAP solutions support cost-effective
management of the field workforce. Resource planners can schedule field service
technicians for the most efficient performance of customer work orders with a clear
overview of the current work-order processing status. Service technicians can use their
handheld and mobile devices to receive all relevant information and instruction on
service assignments to be planned, executed, and confirmed with the customer.

6) Professional services – Professional service providers gain support for client and
opportunity management.

Client and Opportunity Management

The SAP for Professional Services set of solutions supports a full range of activities to help you
retain existing clients and generate new business, including:

• Client and matter acquisition – With SAP solutions, you get a complete view of each
sales opportunity – including information on the prospect's history, risk, and key
decision-makers. So you can optimize lead and opportunity management. In addition, you
can check for conflicts across geographical boundaries, practice areas, and industry
groups, reducing your exposure to risk.
 • Client and contact management – SAP solutions provide a complete, integrated view of
clients and prospects. You can capture and monitor all client and contact information,
maintain detailed profiles and full interaction histories, and manage critical relationships.

7) Public sector – Organizations in the public sector can manage all citizen-driven and tax
administration tasks, using various access channels, including processes such as tax and
revenue management, social services and social security, and public security, as well as
processes to manage government programs.

Tax and Revenue Management

SAP for Public Sector supports tax and revenue management processes, including:

• Taxpayer management – With SAP for Public Sector, you can interact with taxpayers
by registering new taxpayers or new accounts, setting up filing frequencies, and
supporting multichannel filing, such as paper-based forms and electronic filing. Plus, you
can automate the validation of tax returns, calculate tax liability, and trigger further
actions, such as reminder letters and penalty calculations.
• Collection and disbursement – SAP solutions enable you to process payments using a
variety of payment methods, including manual processing of payments that cannot be
assigned or settled automatically.
• Case management – SAP for Public Sector allows you to manage a variety of case
types, such as bankruptcy cases and audit cases, using a centralized information
repository for managing events that are triggered from multiple sources and channels.
Tax authorities can also recover outstanding receivables using internal collection
departments.
• Financial customer care and dispute management – SAP for Public Sector gives you
the ability to conduct all financial-related communications with customers through
multiple communication channels. The solutions include integrated receivables and
collections management capabilities that ensure your service agents have the information
they need to provide accurate answers and take immediate action – ensuring that disputes
are handled effectively and rapidly.

Social Services and Social Security

With SAP for Public Sector solutions, you can perform a variety of processes to effectively
deliver social services, including:

• Outreach – SAP for Public Sector helps you identify, contact, and communicate with
clients to raise awareness of your organization, services, programs, and products.
 • Relationship management – SAP solutions enable you to capture new information and
validate and reuse existing information to make informed decisions about the best way to
meet the needs of clients and service providers. SAP for Public Sector can help you
match service offerings to client needs and then process the appropriate offering, either
internally or externally.
• Case management – With SAP for Public Sector, you can apply common processes and
functions through all service offerings to ensure that each service offering meets client
needs and conforms to policies. Plus, the solutions give you the ability to vary the use and
extent to which processes are implemented by service offering – without changing tools,
principles, or procedures.
• Program execution – With SAP for Public Sector, you are able to administer programs
and manage individual cases.

Public Security

SAP for Public Sector support public security processes, including:

• Border protection and immigration control – SAP for Public Sector solutions enable
you to track events, inspect cargo, and process immigrants.
• Customs compliance – SAP for Public Sector allows you to standardize and streamline
trade processes across business units while ensuring that transactions comply with all
customs and security regulations. You can screen suppliers and multiple document types,
such as orders, deliveries, and invoices, against sanctioned- and denied-party lists
published by governments – keeping you in good standing with regulatory authorities.
• Emergency preparedness – With SAP for Public Sector, you can plan and prepare for
incidents that impact public safety and security. The solutions can help you define goals;
establish levels of material, equipment, and personnel needed; and identify major
constraints and potential bottlenecks.
• Emergency response and incident management – SAP solutions support response and
management before, during, and after incidents. With functionality for pre-incident
management, you can act to prepare for incidents, planned or otherwise. Plus, you can
develop emergency plans for planned events and unplanned crises. Moreover, you can set
guidelines for the protection of international borders and for compliance with
international customs standards.

During an incident or crisis, SAP for Public Sector empowers you to implement and
execute previously developed operations plans. The solutions provide self-service
registration to citizens for online services. SAP also support post-incident operations,
allowing you to audit operations, close incidents, and document lessons learned to
support subsequent planning efforts.

Government Programs

SAP for Public Sector supports processes for the delivery of programs and services, including:
 • Constituent services – SAP for Public Sector enables you to increase efficiency and
make processes more transparent to meet the expectations of all constituents. With
support for service delivery, you can interact with citizens through multiple channels,
including telephone, mail, fax, and the Internet. The solutions also support self-service
registration that allows citizens to access online services. Plus, you can provide billing
functionality that allows constituents to access online presentment and payment
capabilities, periodic billing, and automatic reminders for renewals.
• Grants management (grantor) – With SAP for Public Sector solutions, you can support
the design and execution of programs that provide financial assistance to individuals or
organizations.

8) High tech – With SAP CRM, semiconductor manufacturers and high tech OEMs gain
support for channel management; quotation, contract, and order management; and
customer service management.

Business Processes For Semiconductor, Photovoltaic, And

Component Manufacturers
SAP for High Tech solutions enable semiconductor,
hotovoltaic, and component manufacturers to perform
critical business activities, including:

• Operational finance and financial close –

Automate and streamline core financial
business processes and improve cash flow, reduce days sales outstanding
(DSO), and improve cash and liquidity.
• Supply chain risk and visibility management – Facilitate complex processes
across a distributed supply chain.
• Integrated sourcing and procurement – Implement your sourcing strategies
and integrate manufacturing operations with planning, fulfillment, and
customer service.
• Multichannel sales and revenue management – Improve the profitability of
indirect sales channels with tools to optimize marketing, sales, and service
activities.
• Risk and compliance management – Manage the entire quote-to-order cycle,
from inquiries and quotations to billing.
• Integrated product development – Develop concepts, engineer streamlined
design, track the cost of new products, and manage cross-functional product
launches.

ORIGINAL EQUIPMENT MANUFACTURERS

For high-tech OEMs, increasing customer demands, along with increasing supply chain,
regulatory, and environmental complexity, are driving the need for constant innovation – and
raising serious questions that need serious answers.

• Do you have timely insight into your company's performance to make

effective decisions?
• How can you better define your business strategy, align that strategy with
execution, and balance risk and profitability?
• Can you respond quickly to increasingly rapid demand changes?
• What will it take to expand into new markets in a repeatable way?
• How do you collaborate with and monitor your outsourcing partners?
• Can you optimize operations and control costs?
• Are you set up to effectively drive and monitor compliance?

SAP can help you address these questions successfully. Our comprehensive suite of applications,
integrated with leading business support and analytical software, enables you to optimize key
end-to-end business processes – and achieve key business goals:

• A responsive supply network with optimized processes for supply chain

management and outsourced manufacturing
• Superior customer value with optimized processes for sales, service, and
marketing
• Best people and talent with optimized processes for human resources
management
• Financial excellence with optimized processes for financial performance
and risk management
• Operational excellence with optimized processes for manufacturing,
sourcing, and procurement
• Product and service leadership with optimized processes for product
development

9) Industrial machinery and components – SAP CRM supports industrial machinery and
components business processes, including sales and marketing and aftermarket sales and
service.

SAP for Industrial Machinery & Components (SAP for IM&C) supports evolving business
processes by helping you manage customers, supply chains, product life cycles, and services.
This comprehensive set of solutions enables you to perform a range of critical activities,
including:
 • New product development and introduction (NPDI) – SAP solutions address your
complete NPDI process – enabling you to align your product strategy with corporate
strategy and key performance indicators (KPIs); manage ideas and concepts,
development projects, and your project portfolio; gather requirements; create prototypes
of new products; source suppliers; and manage ramp-up and market launch activities.
• Sales and marketing – SAP solutions allow you to maximize marketing effectiveness
and sales team productivity. You can dramatically shorten sales cycles, increase revenues
quickly, and promote customer loyalty. Our solutions deliver the consistency,
predictability, and effectiveness you need to turn promising leads into profitable
customers.
• Supply chain planning – SAP solutions enable adaptive supply chain processes,
delivering planning and execution functionality for managing enterprise operations, as
well as collaboration technologies to extend those operations beyond corporate
boundaries.
• Manufacturing – SAP solutions support all manufacturing models, including engineer-
to-order, make-to-order, and make-to-stock manufacturing. You can reduce late orders
and order lead times, execute outsourcing and offshoring strategies, reduce administrative
effort and transaction costs, and lower working capital through inventory reduction and
improved capacity utilization.
• Procurement – With SAP solutions, you can maximize the return on relationships with
all suppliers across all categories of spend. Our solutions cover the full supply cycle,
from strategic sourcing to operational procurement and supplier enablement, leveraging
consolidated content and master data. With SAP solutions, you can optimize supplier
selection, compress cycle times, and create effective sourcing and procurement strategies.
• Logistics and distribution – With SAP solutions, you can obtain, track, and distribute
material and products to the proper places and in the proper quantities. You can also
address logistics and distribution problems with specific logistics methods.
• Aftermarket sales and service – SAP solutions support the delivery of world-class
customer service, enabling tactical and strategic service planning, service administration,
transactional support, and operational and financial analytics. With support for single and
multitiered service operations across the entire enterprise, our solutions enable
collaborative business processes for activities such as budgeting, resource planning,
product planning, field service, installed-base management, customer self-service, spare-
parts management, market research, and multichannel campaign execution and
measurement.

10) Media – SAP CRM supports key business processes for newspaper and magazine
publishers, including account and contract management, campaign management,
advertising sales, subscription sales, and customer service.

Newspaper and Magazine Publishers

SAP for Media supports a comprehensive set of business processes for newspapers and
magazines, including:
 • Account and contact management – Capture, monitor, store, and track all critical
information about customers, prospects, and partners in a single, comprehensive view of
all of the information necessary to effectively manage accounts.
• Campaign management – Design, execute, coordinate, optimize, and monitor targeted
marketing campaigns across all communications channels, including direct sales, call
centers, mail, e-mail, fax, and the Internet.
• Advertising sales management – Improve processes involved in selling ads, design of
content for classified, online, display, semi-display ads and inserts, and trafficking to
production systems.
• Subscription sales – Offer flexible product design for different titles, variable pricing
and order concepts, and online self-service functions to intensify customer orientation in
subscription sales. You can also ensure that all aspects of your subscriptions will run
smoothly – from punctual delivery through correct invoicing.
• Customer service – Respond rapidly to customer requests received through
communication channels including phone, e-mail, and mail. Customer service
representatives can use the range of information and actions available to change customer
or order data, clarify invoice details, or process complaints, while customers can change
their own data online.

11) Utilities – SAP CRM supports business processes for sales, marketing, and
service.

SALES, MARKETING, AND SERVICE

SAP for Utilities supports key sales and marketing processes that deliver superior customer
value – and drive profitable, long-term customer relationships – including:

• Customer contact management – Deliver services and reduce customer issues such as
outages and billing promptly and efficiently. Create a consistent, positive, multichannel
customer experience – increasing market share, reducing customer turnover, and in
improving customer loyalty and satisfaction.
• Customer segmentation and campaign management – Coordinate value delivery to
customers – offering the right bundled packages to the right customer – to increase
incremental sales. Improve profitability and cash flow by increasing promotion-spend
efficiency and reducing outstanding customer claims.
• Integrated sales management – Integrate your sales management processes to close the
loop on your organization's financial and performance results. Insights into the
effectiveness of activities and accurate knowledge of budgets and costs help increase
accountability.

12) Oil and gas – With SAP CRM, oil and gas companies can manage their
downstream marketing and retailing processes.
Downstream Marketing and Retailing

SAP for Oil & Gas solutions provide comprehensive support for key marketing and retailing
activities, including:

• Marketing planning and execution – With SAP solutions, you can design, execute,
coordinate, and monitor all marketing initiatives. You can create personalized and
segment-specific campaigns and monitor enterprisewide profitability at the program,
product, customer, and partner levels.
• Sales planning and account management – SAP solutions enable you to streamline
your sales planning and promote your most profitable products to your most profitable
customers. You can also segment customers and target segments with well-differentiated
products and services.
• Opportunity-to-cash management – SAP solutions provide complete visibility into
opportunities – enabling you to convert them into contracts or customer orders. You can
take orders, create proposals, determine pricing, check product availability and customer
credit, and manage and track contracts across all interaction channels.
• Customer service – With SAP solutions, you can deliver superior service through
multichannel interaction centers, including Web-based customer self-services. You can
also ensure optimum customer service levels with powerful tools to analyze service
performance.
• Terminal management – SAP solutions enable you to monitor goods movements and
compare stock levels in terminal tank farms. By implementing terminal automation
systems, you can optimize internal processes for taking orders and managing tank stocks
and shipments.
• Hydrocarbon products transportation – With SAP solutions, you can plan and execute
bulk and packaged-products shipments. You can calculate freight costs for bulk and non-
bulk shipments with evaluated receipt settlement for invoice processing with carriers.
You can also use end-of-day data collation to consolidate actual delivery quantities with
scheduled quantities.
• Service station fuel management – SAP solutions enable you to derive fuel sales
quantities from point-of-sale (POS) data or calculate them from meter readings that are
reconciled with physical dip readings. You can analyze and adjust fuel pricing throughout
retail networks to remain competitive.
• Convenience retailing – With SAP solutions, you can manage pricing and promotions,
merchandising activities, and accounting at stores and headquarters. You can use POS
data to analyze customer loyalty, and store employees can access the system at
headquarters to optimize store operations.

13) Wholesale distribution – SAP CRM supports strategic planning processes,

including critical marketing planning activities.

Strategic Planning
SAP for Wholesale Distribution enables you to better define and achieve business goals by
improving processes for long-term supply chain design, marketing planning, and sales and
service planning.

SAP for Wholesale Distribution covers the key activities involved in supporting strategic
planning, including:

• Supply chain design – SAP for Wholesale Distribution helps you select suppliers,
redesign distribution and transportation networks, and evaluate and control existing
supply chains to identify and strengthen weak links. Plus, you can evaluate various
approaches by simulating changes in supply chain location and structure, and by
demonstrating how the changes would affect costs and revenues.
• Marketing planning – With SAP for Wholesale Distribution, you can coordinate
category planning, channel planning, and segment planning with related activities such as
promotions. Sophisticated decision-support templates help you plan categories of
products collaboratively with business partners.
• Sales and service planning – SAP solutions help you offset low product margins, so you
can develop value-added, fee-based services – and market them with your products using
incentives that direct the attention of your sales force to new offerings.