SAP CRM


What is Customer Relationship Management?

Customer relationship management (CRM) includes the practices and strategies that companies utilize throughout the customer lifecycle. Companies interact with customers in a variety of ways — sales, marketing, and customer service — with the intent to retain the relationship and increase sales growth opportunities.

Technology plays a critical role in CRM initiatives. Insights from data and analytics provide a myriad of opportunities to enhance customer relationships.

Key benefits of CRM systems include:

  • Improved customer experience
  • Increased customer retention
  • Higher sales revenue
  • Greater process efficiency

Key Considerations for SAPinsiders

What is Customer Relationship Management?

Customer relationship management (CRM) includes the practices and strategies that companies utilize throughout the customer lifecycle. Companies interact with customers in a variety of ways — sales, marketing, and customer service — with the intent to retain the relationship and increase sales growth opportunities.

Technology plays a critical role in CRM initiatives. Insights from data and analytics provide a myriad of opportunities to enhance customer relationships.

Key benefits of CRM systems include:

  • Improved customer experience
  • Increased customer retention
  • Higher sales revenue
  • Greater process efficiency

Key Considerations for SAPinsiders

  • Ensure your SAP CRM system has clean data and is updated. When sales opportunities arise, they are entered into SAP CRM, initiating the beginning of the sales cycle phase. Customers may be at different phases, such as learning about the company’s products or in the decision-making phase of selecting a vendor.

John Burton, Director of Product Management at SAP, and William Pritchett from Dow Corning Corporation, share their insights about SAP CRM sales stages and keeping records updated. “The value in the Sales Stage field is used to indicate the current phase in the buying cycle. This field can also be used to indicate automatic closure of opportunities that have not been updated within a specified period,” they write. Read the full article to learn how to keep SAP CRM opportunities clean.

  • Integrate SAP CRM and SAP ERP projects successfully to assure data synchronization. When replicating data between SAP CRM and SAP ERP, there are several critical decisions and enhancements required to ensure optimal system performance post integration. Don’t underestimate time-tested techniques and strategies that lead to seamless integration.

Allen Roholt, SAP Consultant at ECENTA, answers questions about how to apply these proven techniques that drive enhanced user experience. Such user experience “encompasses comprehensive visibility into the data they interact with, as well as seamless transference of data between systems, allowing for sales and services processes to flow uninterrupted.” ﷟HYPERLINK “https://sapinsider.org/optimizing-sap-crm-and-sap-erp-integration-qa-on-improving-data-transfer-user-experience-and-customer-service/”Read the full article to learn more about customer engagement and commerce integration projects.  the full article to learn more about customer engagement and commerce integration projects.

  • Leverage the sales features that exist within SAP CRM. Adapting the standard sales functionality of SAP CRM could lead to missed opportunities that support the specific needs of key accounts.

Dr. Ahmed Hezzah, Senior Manager at Accenture, provides his insights on implementing a key account management solution for a global organization that leverages the sales features already available in SAP CRM. He answers “marketing and sales questions on implementing effective campaign execution and lead generation processes across marketing and sales within SAP CRM to identify and close more sales opportunities, enhance key account processes, and support lead qualification and routing processes.” Readthe full article to glean Dr. Hezzah’s strategies.

19 results

  1. Commit to a GREATER Customer Experience

    Reading time: 10 mins

    For all the talk about the importance of a great customer experience (CX), many companies are struggling to provide it. Only 26% of respondents to a survey conducted by SAPinsider said they are currently investing in CX initiatives and could confidently say that their organization has a dedicated CX budget. This lack of commitment proves…
  2. Frictionless S/4HANA System Migration at Sysmex with Celonis video thumbnail

    Elevating Customer Experience with SAP C/4HANA for Consumer Goods and Retail

    Reading time: 12 mins

    The explosion of digital technologies and the new possibilities they have created has dramatically reshaped customer behaviors and expectations, and the pace of change is only increasing. Customer interactions are evolving rapidly, the number of communication channels has exploded, and customers expect to engage across them seamlessly. As today’s customers segment themselves into tribes that…
  3. mindset

    Why Today’s Economy Demands a New Mindset

    Reading time: 6 mins

    As companies are starting to look at how to connect operational data (O-data) with experience data (X-data), they are realizing that, in today’s economy, it is more important than ever. And they are also realizing that creating value through improved experiences for both customers and employees takes more than just technology. It requires a fundamental…
  4. professional mobile cell

    Launching Platforms for Personalized, Behavioral, Customer-Centric Engagement in Banking and Insurance

    Reading time: 9 mins

    Learn how Discovery Group recently partnered with SAP to extend its offerings to provide personalized, behavioral, customer-centric engagement, journeys, and outcomes for its members. On the insurance side of the business, Discovery Health created a unique program to incentivize healthy behavior through its Vitality brand, rewarding members for their healthy living choices. On the banking…
  5. Adapting for Success in the Outcome Economy

    Reading time: 6 mins

    The high-tech industry has developed a strong affinity for the mantra the “outcome economy” in response to the shift toward selling outcomes rather than quantities. SAP customers are challenged with finding ways to drive every dollar to more impactful innovation versus spending money on the traditional aspects of running IT. This article outlines the steps…
  6. 7 Tips for a Successful CRM or CXM Initiative

    Reading time: 8 mins

    The older your company is, the tougher your CRM or CXM project might be – but it doesn’t have to be that way. If you are like most older organizations, you have all kinds of “home-grown” ways of doing things. You’ve cobbled together a patchwork of data sources and reports. You’ve customized things over the…
  7. Customer Engagement & Commerce: Case study: Lessons learned from a global SAP CRM Interaction Center and resource planning application implementation at Applied Materials

    Reading time: 1 min

    Learn how Applied Materials implemented SAP CRM Interaction Center and resource planning application (RPA) globally and rolled out a mobile app to dispatch 3,000 customer engineers internationally to create, track, and accept service orders. Click this link to view the slides from this session — CEC2017_vanOpdorp_Casestudylessonslearnedfromaglobal. Peter van Opdorp If you have comments about this…...…
  8. In a “Customer-First” World, Don’t Let Sales Get Lost in the Shuffle

    Reading time: 6 mins

    The market has undergone a major shift when it comes to CRM platforms. Organizations are focusing on the customer experience. Platforms like SAP C/4HANA claim to modernize the “sales-only” focus of previous generations of CRM, and instead take a more holistic system approach with a focus squarely on the customer. But as you consider your…
  9. Beyond the Buzz: Everything You Need to Know About SAP C/4HANA as the Intelligent Customer Experience Management Team Kicks Off 2019 Research Agenda

    Reading time: 2 mins

    You’ve heard the buzz about SAP C/4HANA — but how are your peers implementing and using this suite of solutions in the real world? The SAPinsider Intelligent Customer Experience Management (CXM) team will uncover just that in the coming weeks, as we launch the first of a series of upcoming surveys to our insider community,…
  10. SAP CEO Bill McDermott Kicks Off SAPPHIRE NOW 2018 by Announcing SAP C/4HANA

    Reading time: 3 mins

    SAP CEO Bill McDermott kicked off his SAPPHIRE NOW 2018 keynote discussing a simple, yet significant concept: The biggest problems the world faces also represent the biggest opportunities. Whether it’s feeding a growing population, managing a changing environment, or eliminating bias in the workforce, McDermott stated that these problems are best solved by businesses that…