CRM

Customer relationship management (CRM) is a widely-implemented strategy for managing a companys interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processesprincipally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service. Customer relationship management describes a company-wide business strategy including customer-interface departments as well as other departments CRM gives 360 degree description of the customer.

Phases
Acquire: CRM can help a business acquire new customers through contact management, selling, and fulfillment. Enhance: web-enabled CRM combined with customer service tools offers customers service from a team of sales and service specialists, which offers customers the convenience of onestop shopping. Retain: CRM software and databases enable a business to identify and reward its loyal customers and further develop its targeted marketing and relationship marketing initiatives

Vendors
SAP 2,055 Oracle 1,475 Salesforce.com 965 Microsoft 581 Amdocs 451 Others 3,620

Benefits of CRM
Quality and efficiency Decreased costs Decision support Enterprise agility

CRM enables you to work within the following key areas:

Sales Marketing Service Analytics E-commerce Channel Management Interaction Centre operations and management

CRM focuses on the requirements of corporate in-house employees. It supports your entire customer interaction cycle, starting with your first customer contact, through to business transactions, order fulfillment, customer service, and finally to analytical reporting.

PEOPLE INTEGRATION
The concept of People Integration within the SAP NetWeaver platform provides a framework to support all user access needs for customer-centric business processes. One of the primary objectives of customer relationship management is to meet the needs of the customer. To satisfy their customers, customer-facing employees require the following: Quick and easy access to information about customers and transactions An intuitive user interface that effectively supports the method of communication, such as field selling, e-commerce, and interaction centers SAP CRM supports the needs of all customer-facing users with a variety of options for deploying CRM applications to users. Occasional and expert users alike benefit from the intuitive and easy-to-use People-Centric User Interface. For more specialized users, SAP CRM includes a variety of user-interfaces and communication media to ensure that all customer interactions are completed in an efficient and effective manner.

INFORMATION INTEGRATION
The concept of Information Integration within the SAP NetWeaver platform enables users to make accurate business decisions regarding customers. All relevant data is available for use together with the transactional applications. This area provides you with the documentation for the following subject areas: Business Intelligence (Analytics) gives you detailed insights into customer preferences and priorities Knowledge Management enables customer-facing employees to access, store, and distribute customer related documents and information (such as sales collateral, product manuals, warranty information) Master Data Management links customer profiles across systems and gives you a global view of the customer

ADOBE SPECIFIC
In ADOBE, the key areas of CRM which are covered are: Sales Services Interaction Centre operation and management

Sales
Sales planning and forecasting: Forecast accurately, manage budgets and
opportunities, and allocate resources efficiently. Proactively handle trends, shortfalls and opportunities; plan and forecast across all sales channels; and optimize supply chain planning and execution.

Territory management: Optimize account coverage with clear territory definition and
complete visibility into team distribution, monitor sales force; respond to constantly shifting market demand, and place the right resources in the right locations to optimize team performance.

Account and contact management: Ensure that sales professionals remain focused
on activities that develop local and profitable customer relationships; complete visibility into all sales activities fosters collaboration and team efficiency.

Lead and Opportunity management: Manage the sales cycle more effectively and
predictably at a lower cost of sales; get full visibility into the opportunity pipeline; improve team communication, and route leads to the best fit sales representative. Both manual and automatic lead creation.

Quotation and order management: Generate accurate quotes, place orders,

confirm real-time product availability, and track order status; integrate order information with the supply chain for planning and fulfillment.

Configuration: Guide sales professionals through the product configuration process

with customers.

Contract management: Develop and manage long-term customer contracts,

incorporate customer agreements into ongoing customer processes, and monitor the sales process from inquiry to completion.

Sales analytics: Monitor and respond in real-time. Ensure forecasr accuracy, remain
below budget, optimize resource alignment and position the team to achieve revenue goals. Enable sales force to address trends, measure customer retention, monitor revenue shortfalls, and assess future opportunities

Services
Customer service and support: Access complete customer data such as service
history, warranty and SLA information, and accounts receivable information; maintain a problem-resolution database; and manage incoming service requests efficiently and effectively. Manage installed-base assets and associated configurations.

E-service: Coordinate e-service activities- including email, service ticket routing and
lead routing- from one central point of command. Manage large volumes of incoming email using different features and enable comprehensive Web-based customer selfservice.

Service sales and marketing: Drive sale of services and service related products
through the service department with full sales and marketing support, from targeted marketing to lead qualification and contract management.

Service contract management- Confirm a customers entitlement to service before

providing service, meet SLAs and drive contract renewals by alerting service agents when a customers contracts are about to expire.

Service analytics- Identify problems and trends and take corrective action. Compare
the effectiveness of service territories, and see how actual values compare with target values.

Interaction Centre operation and management

Telemarketing: Seamless coordinate all interaction centre efforts including call lists,
agent scripts, promotions, and additional channels and coordinate IC agents with broader marketing activities to ensure a focus on qualified prospects. Give agents all information they need to deliver relevant messages to prospects.

Telesales: Enable agents to drive more qualified leads into the pipeline, target
existing customers with cross- and up-selling opportunities and process orders and status information.

Customer service within IC: Enable agents to research and diagnose problems,
handle complaints, confirm contract entitlements, address customer concerns, assist with returned materials.

 Interaction

center operations and administration: Manage multichannel interaction centre through a role based portal interface. Support agent activities with scripts, alerts and messages and knowledge management features. Provide managers with workforce management tools, and enable forecasting and advanced scheduling.

Now the IC web client is going to be replaced by Adobe Hendrix portal, which is more user friendly and Adobes own application.

1. Consumer Web Stores (Dylan) CRM.

Adobe Customers are using internet based web applications developed in Macromedia technology. Customer can enter order or request services etc. using these applications. Data from these applications are transferred to SAP CRM using Web Methods middleware. Initially data inform of objects will be stored in the CRM sever temporary tables. There are SAP batch jobs running which will take data from these temp tables and send it to CRM.

2. Sales Agent Call Center CRM

Call center agents uses CSUI (Call Center User Interface) user interface which is developed by Adobe on Adobe technologies. CSUI internally interfaces with SAP IC Web Client by using SAP APIs and then data gets entered in SAP CRM. Call center agents receives tickets which will be handled by L1, L2 and L3 level support staffs which consists of contractors or adobe employees. If the there is data issue then it will be solved by these L1 / L2 / L3 level supports. The connection b/w different systems in the new process followed. Where WCD is going to divide the data handling b/w itself and Renga.

3.

Data handled in SAP CRM

1) Master Data:

 Business Partners Products Organizational Management Conditions Partner/Product Ranges Installed Base Components 2) Transactional Data Activities Leads Opportunities Quotations Order Objects Invoices

4. CRM Middleware (CRM R/3)

Support person need to monitor queue SMQ1, SMQ2; scheduled jobs using SMQJ, SMQR; and Bdocs using SMW01

CRM Middleware is a data messaging system comprised of many components. Message flows are defined from the CRM reference point, so inbound messages are inbound to CRM (download) and outbound messages are outbound to other systems (upload). Each CRM object (Business Partners (BPs), Sales Orders, Product Materials, etc.) has a messaging business document (mBDoc) structure created for it. Middleware business objects are created for a CRM objects inbound or outbound message flows. A business object is assigned a mBDoc structure, and defines the functions used to fill the mBDoc structure with data and read data from the mBDoc structure. It also contains filter conditions, identifying the object records for which to create data messages (which BPs, Orders, etc.).

For outbound messaging, a publication is created for each business object that will participate in middleware messaging. A subscription is created for a publication to signup sites to receive the messages for the business object. To each site a message is sent, the adapter for that site type is used to translate the mBDoc data to the correct format for transfer to the site. Configuration tables tell the adapter what functions to use to translate a business objects data from the mBDoc format to the sites format and (for inbound) from the sites format to the mBDoc format. The adapters use CRM outbound queues to send the data. R/3 sites contain a plugin for CRM that extends CRM middleware messaging functionality to the R/3 site. The plugin allows CRM middleware business objects to create triggers in the R/3 site to send data changes associated with the business object to CRM. Configuration tables identify which function for the business object the plugin will use to translate the data into the BAPI format used by the CRM R/3 adapter. The plugin sends the data to CRM inbound queues. If the CRM system is down, then the plugin uses R/3 outbound queues to manage the transfer to the CRM inbound queues. Data can be downloaded from R/3 into CRM in three ways: 1. Initial downloads. From CRM one can start an initial download to fetch all R/3 data from a given business object. 2. Delta downloads. The plugin triggers in R/3 send business object data changes (includes data creation) to CRM. 3. Synchronization Requests. From CRM one can define a request to download all data of specific business object records (specific BPs, Orders, etc.).

Different elements of CRM Upgrade

Business Partners
Business partner can be person, Organization or Group Business partner is specified as a person, group or organization by means of business partner category. BP category must be defined while creating a new business partner and can not be changed later on. In CRM system, groupings control number ranges and roles control screens. Each partner role contains various data sets such as general data, crm specific data and relationships. Person records

Organization records

FLOW CHART TO CREATE A BP

Orders
Customer can place order through IC web client with the help of Call Centre Agent. And on his own through Dylan Stores. (Adobe Stores)

FLOW CHART FOR A ORDER CREATION

Product Registration and Information

Registration of Products is done by Call Centre agent through IC webclient.

CS case creation
Customer Support cases are logged into CRM using ICweb and Support Portal both. Consumer can directly log the issue into the system using support portal, when having some issues using Adobe Product. Or Call the Service Desk.

TS case creation
Technical Support Cases where there is some technical glitch in the Adobe product can also be logged into the CRM system.

Different Batch Jobs Checking

To check whether the CRM module is functioning properly, some Batch jobs should run automatically or be scheduled in to the environment. For example; WFORDJO10, WEVTJ020 etc.

Installed Base Component Registration

Products are based on two things: Registered Products on Serial Number Unregistered Products on IBase component.