Srini Katta

Discover SAP CRM

• Broschiertes Buch

Produktbeschreibung

Provides managers and consultants with a complete guide to what SAP CRM is
Teaches about the benefits of using CRM to build profitable customer relationships
Includes practical insights from customers using SAP CRM successfully

Discover SAP CRM provides managers, consultants, power users, and aspiring users with a detailed guide to all things CRM, including what it is, why SAP CRM is important, and what the many application interfaces are (Call Center, E-Commerce, Mobile, and Channel). The book covers the core areas of CRM, including marketing, sales, and service, and it explains the different ways SAP CRM can be used and integrated into a business. Readers will also learn about the technology and tools behind CRM (Netweaver, Web Services, Business Server Pages, Java, ABAP, etc.), and explore the various user access modes used to utilize the applications (desktop, laptop, tablet PC, PDA, smartphone). In addition, they’ll find out about how other companies are successfully using CRM analytics, industry vertical industry solutions, and their best practices for implementation.

Produktdetails

• Verlag: Galileo Press
• Deutsch
• ISBN-13: 9781592291731
• ISBN-10: 1592291732
• Artikelnr.: 23152055

Autorenporträt

Srini Katta is the founder, President, CEO of iService Globe, Inc., and ERP, CRM, and BPO solutions company with offices throughout the world. Srini has worked in the design and implementation of Enterprise Resource Planning and Customer Relaionship Management solutions since 1996. Mr. Katta is considered an industry leading CRM expert, and is a resident CRM Expert on SearchSAP.com and SearchCRM.com information portals. Prior to founding iServiceGlobe, Mr. Katta worked as a CRM Practice Manager/Director with Fujitsu Consulting Services.

Inhaltsangabe

Acknowledgments 19
Preface 211 Customer Relationship Management 27
... What Are Your Industry Verticals? 28
... What Type of Business Are You In? 28
... Who Are Your Customers? 29
... What Are Your Products and Services? 29
... Core CRM Principles 36
... What Functionality Should Your CRM Application Provide? ... 40
... Conclusion 412 SAP CRM Detailed Overview 43
... What Is SAP CRM? 43
... The Three Key Components of SAP CRM 45
... SAP CRM Marketing 48
... SAP CRM Sales 49
... SAP CRM Service 51
... Analytics 53
... SAP CRM Solutions for Small- and Medium-Size
... Businesses 55
... SAP CRM On-Demand Solutions 58
... Conclusion 58

3 SAP CRM Marketing 61
... SAP CRM Marketing Component 63
... Case Study 77
... Conclusion 784 SAP CRM Sales 79
... Discover SAP CRM Sales 80
... Case Study 96
... Conclusion 985 SAP CRM Service 99
... Discover SAP CRM Service 100
... Business Drivers 118
... Case Study 119
... Conclusion 121

6 SAP CRM Interaction Center 123
... Interaction Center Strategy 125
... Customer-Facing Tools and Interfaces 132
... SAP CRM Interaction Center Capabilities 139
... Case Study 148
... Conclusion 1507 Web Channel Enablement Solution 153
... E-Marketing 156
... E-Commerce (Formerly E-Selling) 158
... E-Service 170
... Web Channel Analytics 173
... Conclusion 1748 SAP CRM Mobile Applications 177
... Introduction to SAP CRM Mobile Technology 179
... SAP CRM Mobile Sales 182
... SAP CRM Mobile Service 191
... Case Study 194
... Conclusion 1969 SAP CRM Partner Channel Management 199
... Why Use Channel Partners? 200
... Channel Management and SAP 201
... Partner Management 203
... Channel Marketing 208
... Channel Sales 212
... Partner Order Management 214
... Channel Service 220
... Partner and Channel Analytics 223
... Case Study 224
... Conclusion 226

10 The Technology and Tools Behind SAP CRM 229
... SAP NetWeaver Introduction 229
... SAP NetWeaver Integration 232
... SAP NetWeaver for SAP CRM 236
... SAP CRM Technology 242
... Case Study 249
... Conclusion 250

11 Master Data 253
... Business Partner (BP) Master Data 255
... Product Master Data 262
... Organizational Master Data 267
... Pricing Master Data 272
... Case Study 275
... Conclusion 277

12 Working with SAP Industry Vertical Solutions 279
... Automotive 280
... Case Study 303
... Conclusion 303

13 SAP CRM Analytics 305
... SAP CRM Analytics 306
... Marketing Analytics 311
... Sales Analytics 320
... Service Analytics 327
... Customer Analytics 334
... Product Analytics 337
... Interaction Channel Analytics 339
... Conclusion 341

14 SAP CRM User Access 343
... User Access Modes 344
... SAP CRM Enhanced Usability 349
... Conclusion 35215 Building an SAP CRM System 355
... Discover Your Business Needs 356
... Business Scenario Analysis 357
... Design and Development 358
... End-to-End Deployment 359
... Project Methodologies 360
... Conclusion 368

16 Varian Medical Systems Case Study 371
... Business Challenge 371
... Business Objectives 372
... Technology Challenge 374
... Solution Deployment 376
... Value Achieved 377
... Lessons Learned 378
... Relieve the Core Team of Users from Their Daily
... Jobs So They Can Dedicate Their Time to the Project 381
... Have Dedicated Project Managers from the Business
... and IT Teams 382
... Use SAP Best Practices for SAP CRM 382
... Looking Ahead 383

A Glossary 385
Index 399