More than ever, in today's challenging business environment, best-run companies are staying focused on their most valuable assets – their customers. Companies seek to retain their best customers and maximize the effectiveness of every customer interaction – whether it's sales, service, or marketing.

Customer relationship management (CRM) is a model for managing a company's interactions with current and future customers. It involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support.

The SAP CRM application is an integrated customer relationship management (CRM) software manufactured by SAP AG that targets business software requirements of midsize and large organizations in all industries and sectors.

Unlike other CRM software, the SAP Customer Relationship Management (SAP CRM) application, part of the SAP Business Suite, not only helps you address your short-term imperatives – to reduce cost and increase your decision-making ability – but can also help your company achieve differentiated capabilities in order to compete effectively over the long term.

The key functions in SAP CRM are related to the fields of marketing, sales and service. The SAP CRM contact channels are the Interaction Center, Web Channel (e-commerce), Field Applications (for example, Mobile Sales) and partner channel management. SAP CRM provides leading front office functions and end-to-end industry-specific processes via marketing, sales, service and various other channels. SAP CRM can be integrated into the NetWeaver portal, provided that you have implemented a portal strategy.

The SAP CRM application can be connected and fully-integrated in the following ways:

  • The SAP CRM System as a central CRM server with its application components.
  • The SAP ERP Central Component (SAP ECC) as a back-end system with the tried and tested ERP functions.
  • Reporting/enterprise reporting - program that builds infrastructure for strategic reporting to serve the strategic management of a business, not operational reporting. Frequently involves data visualization, executive information system and OLAP.
  • The BI functions of SAP Net Weaver with comprehensive statistical and analysis capabilities
  • The SCM system as a global solution for product availability checks and demand planning

SAP CRM & Other SAP Systems

The CRM Middleware is the primary device for the data exchange between the CRM system and the connected ERP system (as of SAP R/3 Release 3.1I and higher). A plug-in installed on the ERP system acts as a counterpart to the R/3 Adapter, supporting the data communication between the two systems.

The data exchange normally includes an initial transfer of Customizing data, master data and transaction data to the CRM system, as well as a delta reconciliation of the master data and transaction data in both directions.

SAP ECC 6.0 and later releases contain all interfaces that are required for technical integration with the other SAP components that were previously components of the SAP R/ 3 plug-ins.

CRM WebClient User Interface

The SAP CRM users work with the CRM WebClient UI which replaces the existing SAP GUI and People- Centric User Interface (PCUI).

The UI is the same for all applications and can be modified using standard functions. It is mainly based on Business Server Page (BSP) technology.

CRM WebClient UI Details

The navigation is very easy and you can navigate through the page history step by step. You can also navigate to a previous page. You need to save searches with a unique name so that existing searches are not overwritten.

CRM WebClient UI Customization

You can personalize or customize your CRM Web Client UI. However, some system settings restrict the personalization options. The Personalization is called using the same pushbutton whose appearance depends on the skin. You can customize the number, appearance and order of assignment blocks in the same way as the search layout and results list.

Role of SAP GUI

As of SAP CRM 7.0, the SAP GUI interface should only be used for administrative purposes.

Customizing SAP Software

Customizing should be thought of as a parameterization rather than programming. CRM application do not meet the customer's requirements, it is possible to make program enhancements. This includes the implementation of Business Add-Ins (BAdIs). BAdIs are usually embedded in the Implementation Guide and are context specific.

Benefits of CRM

  • Research has shown that companies that create satisfied, loyal customers have more repeat business, lower customer-acquisition costs and stronger brand value, which equals better financial performance
  • Help marketing departments identify and target their best customers, manage campaigns as well as discover qualified leads.
  • Improve sales and streamline existing processes
  • Form individualized relationships with customers
  • Give employees information needed to improve customer service and also to better understand customer needs

CRM leads to...

  • Identifying prospects and helps them become customers.
  • Closing sales more effectively and efficiently.
  • Allowing customers to perform business transactions quickly and easily.
  • Provide better service and support following a sale.
  • Customer Service

CRM is closely related to business intelligence because both methods involve using technology to gather, analyze and organize data in order to develop relevant information.

CRM is just a more specific form of BI that concentrates strictly on customer's behaviors and actions, for both past and future information.

Technical Functionality

  • Scalability: CRM may be used on a large scale while also being able to be reliably contracted/expanded to whatever scale is necessary. So, the data is flexible and won't distort when adjusted.
  • Multiple communication channels: the ability to interface with users via many different devices (phone, WAP, internet etc.) Basically, you can get what you want, when you want wherever you are.



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