SAP CUSTOMER RELATIONSHIP MANAGEMENT (SAP CRM)
Features & Functions
What is CRM?
SAP CRM provides a central marketing platform that enables organisations to analyse, 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 Customer Relationship Management (SAP CRM) includes features and functions that support core business processes in the following areas:
Marketing – Analyse, 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 centres, 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 centre – Maximise customer loyalty, reduce costs, and boost revenue by transforming your interaction centre 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 centre 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 centre 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 optimises any decision-making process across all customer interaction channels, enabling you to take the most appropriate next action to enhance customer relationships and maximise your customers' lifetime value.
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, maximise profitability and increase brand presence with trade activities.
Select Related Business Processes in Detail
SAP solutions and applications support a wide range of business processes related to the SAP Customer Relationship Management (SAP CRM) application. Learn more about a select number of these related business processes.