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CRM: Customer Relationship Management

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Noelle Kolega

on 7 November 2014

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Transcript of CRM: Customer Relationship Management

Customer Relationship Management (CRM)
A business and technology discipline that manages the way an organization deals with its customers, in order to enhance the revenue, profitability, customer satisfaction and retention.
What Can CRM do?
Understand the customer
Retain customers through better customer experience
Attract new customers
Win new clients and contracts
Increase profitability
Decrease customer management costs
Benefits of CRM
• Help organizations to determine their most profitable customers and establish a long-term relationship with them. This can increase the firm’s sales revenue.
• Results in reduced churn rate (the number of customers who stop buying or using products of a company) by enabling the firms to customize and personalize the products according to user needs, preferences. buying habits, etc.
• Enables provision of better customer service and support across all the touch points, whichever the customer uses.
Allows your sales data to remain organized, the metrics to become more useful in efficient ways.
Customer history access- allows for better targeting of customers in specific ways.
Provides meaningful ways to identify customer needs more effectively.
Importance of understanding your customers

Strengths of CRM Software
Simplified Marketing/Sales:
Individual targeting based on previous buying behavior.
Suggestion Selling: add-on and cross-selling opportunities.
Creates opportunity for sales team to pitch product offers creatively.
Cost effective Marketing

Overview of SAP CRM Modules
CRM: Customer Relationship Management
Sales, marketing, customer service, e-commerce, and social media create an omni-channel customer experience
Single customizable sales dashboard
Personalized user marketing software
Fully integrated applications that run on-premise or in the cloud
Hybris commerce B2C & B2B software
SAP CRM Sales Functions
Sales Planning and Forecasting
Territory Management
Accounts and Contacts Management
Activity Management
Opportunity Management
Quota Management & Order Capture
Sales Contract Management
Sales Performance Management
Sales Analytics

Rise of CRM
Growing Competition
Era of SaaS and Cloud-Based
Buyers and Sellers
1st. Communications, Media, IT Services
Consumer Packaged Goods
Banking & Securities
SalesForce - 14.0%
SAP - 12.9%
Oracle - 11.1%
Microsoft Dyanmics - 6.3%
Business Scenario: CRM Sales
SAP CRM Marketing Functions
Resource Brand Management
Segment and List Management
Multichannel Campaign Management
Customer Loyalty Management
Lead Management
Marketing Analytics
Then and Now
CRM Marketing Solution Map
Emergence into market
Fortune 500
Small to Medium Sized Business
SAP CRM Service Functions
Sales and Marketing
Service Contract Management
Customer Service and Support
Installed-Base Management
Channel Service
Warranty and Claim Management
SAP CRM Analytics Functions
CRM Functions
Interaction Center
-Call center
Partnership Channel management
-Track partner data
WebClient UI
-1. Business Object layer(collects and caches Data to GIL)
-2. General Interaction Layer (Connects the software to logic and database)
Social Services
CRM Social Service: Apply for benefits
CRM Importance
Customer Communication
Effective, improved customer communication
Service resolution process time reduced
Wasted time information gathering
Salespeople can keep up to date profiles on customers.

Implementation difficulty
Employee learning curve
Hiring support professionals
Lack of employee buy in/resistance
Time/cost of proper training

Product Strengths
Back office integration
Isolated tenancy- Unlike Salesforce and Oracle CRM products
Vendor strength

Product Weakness
First version
Missing Functionality:
Constant reload on every page
Not built on an industry standard platform
Security profiles can only be applied to users and not roles.
Future of CRM?
Web chat communication systems to remedy increasing customer dissatisfaction
Mobile relationship management: managing in store opportunities
Data cleansing tools: avoiding duplicate data

Understanding of CRM
Discuss a brief history of CRM
Identify different types
Understand strengths and weaknesses
Identify difficulties in SAP implementation
Success Story
http://members.home.nl/c.schalkx/Cases%20ARP/ERP%20Implementation%20Failure% 20Hershey%20Foods%20Corporation.pdf
Integrated Business Processes with ERP Systems, Simha R. Magal and Jeffery Word, Wiley, 2012
Failed SAP Implementations
Waste Management
Undisclosed Processes
SAP delays
Preparing for Y2k
Big Bang = Big bad idea
Faulty Order Management
Inventory held up in warehouses
Team G: Noelle, Brian, John, Tell, Josh, Tom
Layby Services Australia
Offer wide range of consumer goods
SAP CRM implementation in just 13 weeks
Provided a call center
Automated Services for customers
BI Solutions implemented in 10 weeks
Sales, customer reporting and forecasting
Full transcript