SAP CRM 7.0. Overview. SAP CRM 7.0 Marketing

Transcription

1 SAP CRM 7.0 Overview SAP CRM 7.0 Marketing

2 Agenda 1.Overview 2.CRM Marketing Features and Functions 3.Focus on the User SAP 2007 / Page 2

3 Marketing Environment Budgets are being cut Marketing must do more with less: smaller budgets and fewer resources Increase efficiency CEOs are demanding more Marketers are called to play a more strategic role in building business and thus deliver greater results Increase effectiveness The bottom line: increasing accountability SAP 2007 / Page 3

4 Increased Accountability Drives Marketing to Improve Marketing efficiency Focus on operational excellence Marketing effectiveness Focus on customer conversions Productivity gains and cost reductions Deliver on results with fewer resources React quickly to dynamic market conditions Understand marketing spend and its effectiveness Integrated enterprise marketing processes Build long-term customer relationships Drive customer demand Identify and grow highvalue customers Connect with target customers Improve sales and marketing coordination Increase customer loyalty SAP 2007 / Page 4

5 Marketing Capability in SAP CRM Building Blocks Customer Direct mail Call center Web and Field sales Partners Branches or stores POS and ATMs Wireless Marketing capabilities in SAP CRM Mkt. resource management Segment and list management Campaign management Lead management Loyalty management Strategy and planning External list import Multichannel execution Lead generation Program management Budget and costs Segments and list mgmt E-marketing Lead qualification Reward rule management Couponing Marketing attributes Dialog marketing Lead distribution Membership handling Marketing analytics Predictive analytics Measurement and reporting Customer analytics Forecasting and planning Optimization and refinement Product analytics SAP 2007 / Page 5

6 Business Value of SAP CRM Marketing SAP CRM Marketing increases the resource efficiencies and empowers organizations to acquire and develop long-term profitable customer relationships. You can: Increase the effectiveness of your marketing initiatives Execute multi-channel multi-wave coordinated marketing activities Implement more efficient, streamlined and automated marketing processes Increase visibility and control of the marketing planning and budgeting process Access timely and accurate information on status and effectiveness of marketing resources, activities and customers SAP 2007 / Page 6

7 Agenda 1.Overview 2.CRM Marketing Features and Functions 3.Focus on the User SAP 2007 / Page 7

8 SAP CRM Marketing Offerings COMPREHENSIVE SIMPLIFIED FLEXIBLE SAP CRM Marketing empowers marketers to connect with customers by offering the best of both worlds: Complementing leading capabilities with End-to-end processes. SAP 2007 / Page 8

9 SAP CRM Marketing Offerings SAP CRM Marketing empowers marketers to connect with customers by offering comprehensive capabilities Marketing Resource Management COMPREHENSIVE Segmentation and List Management Campaign Management Lead Management Loyalty Management Marketing Analytics SAP 2007 / Page 9

10 SAP CRM Marketing Offerings SAP CRM Marketing empowers marketers to connect with customers by offering comprehensive capabilities Marketing Resource Management COMPREHENSIVE Segmentation and List Management Campaign Management Lead Management Loyalty Management Marketing Analytics SAP 2007 / Page 10

11 What is Marketing Resource Management (MRM)? MRM is the management of marketing resources, including Money People Time Knowledge (collateral, data, information, and so on) Assets (category, brand, and product) External resources (suppliers, partners, and agencies) Benefits Increase marketing success by optimizing the marketing plan based on accurate data and analytic techniques Increase speed to market by streamline processes for planning, developing and implementing marketing activities Measure the marketing effectiveness by knowing the total and accurate marketing spend and revenue numbers Gain control of all marketing activities using a single marketing platform SAP 2007 / Page 11

12 The MRM Solution from SAP The MRM solution from SAP is a combination of capabilities and applications, including Scenario Planning Couponing Marketing Planning and Budgeting Marketing Calendar Integrated Analytics with Sample Content Seamless integration with campaign management and trade promotion management Leveraging SAP ERP Financials for financial execution and control SAP 2007 / Page 12

13 Scenario Planning Scenario planning is a strategic planning method that organizations use to make flexible, long-term plans Wikipedia Scenario planning helps marketing departments make better decisions for the deployment of their marketing budgets. Modeling of different marketing scenarios Best case, worst case Different campaign types, distribution channels Varying marketing spending etc. SAP 2007 / Page 13

14 Marketing Calendar Central Entry Point The marketing calendar is the central entry point for marketing professionals Overview of all running and planned marketing activities shown by different dimensions Planning timeframe Type (product launch, customer retention, newsletter, and so on) Brand and product Customers etc. Interactive planning tool Determine time dependencies with other marketing activities of the company, for example Creation of new marketing projects Rescheduling of any planned marketing activity SAP 2007 / Page 14

15 Marketing Planning and Budgeting Enabling a holistic, disciplined approach to planning and budgeting Incorporate goals and targets into marketing planning Flexible key figure definition with sample content delivered Top-down planning functionality leveraging BI BPS Integrated with financials Improved visibility national Trade Marketing international Marketing Plan Consumer Marketing national international Region 1 Region n Region 1 Region n Campaign Where When Who Media Television Print Radio SAP 2007 / Page 15

16 Couponing Coupon A popular form of sales promotion distributed on the product package, by direct mail or e- mail, or in newspaper and magazine advertisements. The consumer is usually offered a certain amount off or a free product with the next purchase. Benefits of Using Coupons Generate new consumer trial Introduce a new or improved product Attract more new buyers and create consumer demand Obtain broader product distribution Soften the impact of a consumer price increase Reduce product inventory and stimulate quick sales Reward brand loyalty Cross-ruff coupons foster cross-selling SAP 2007 / Page 16

17 SAP CRM Marketing Offerings SAP CRM Marketing empowers marketers to connect with customers by offering comprehensive capabilities Marketing Resource Management COMPREHENSIVE Segmentation and List Management Campaign Management Lead Management Loyalty Management Marketing Analytics SAP 2007 / Page 17

18 Segmentation Segmentation functionality enables marketers to gain control of customer and prospect information. Drag and drop segmentation functionality Access to multiple data sources, such as transactional data, customer profiles and analytical data Advanced predictive analytics and scores Master groups concept Deduplication and priorization methods Benefits Central point of access to all relevant customer data Definition of accurate customer and target lists Execution of highly targeted campaigns SAP 2007 / Page 18

19 CRM7.0 - what is new with Segmentation? High-volume capabilities New TREX based segmentation architecture Scalable architecture Delta handling for index update Clear visualization Completely revised graphical modeling Visualization of all segmentation steps (Waterfall approach) Process driven Gain transparency by dividing a complex process into steps State of the art UI technology by using Adobe Flex Dynamic Segmentation Basis New Data Source "File Import" SAP 2007 / Page 19

20 Segmentation in CRM Web UI SAP 2007 / Page 20

21 List Management List Management is the process of purchasing/renting, managing, using and reporting on acquired customer and prospect information. Import new prospects, incl. address data, marketing attributes Data enrichment, e.g. customer address data, marketing attributes, relationship information Creation of business documents Mapping format definition Benefit Open interface to manage external data importing for data enrichment and prospecting activities SAP 2007 / Page 21

22 CRM7.0 - what is new with List Management? Uploading of large numbers of data records in the CRM system both from the client server and application server Creation of a new instance Marketing Prospect (leaner structure than the Business Partner) Creation of target groups for marketing prospects (one list = one target group) Campaign execution for target groups created out of marketing prospects (Highvolume campaigns) Creation of a mapping format category Marketing Prospects SAP 2007 / Page 22

23 List Management in CRM Web UI - Upload of millions of data records SAP 2007 / Page 23

24 SAP CRM Marketing Offerings SAP CRM Marketing empowers marketers to connect with customers by offering comprehensive capabilities Marketing Resource Management COMPREHENSIVE Segmentation and List Management Campaign Management Lead Management Loyalty Management Marketing Analytics SAP 2007 / Page 24

25 Campaign Management Campaign Management offers a broad functional spectrum to make customers think of you first and foremost. Multi-channel, multi-wave support Personalized messaging across all interaction channels Campaign automation to plan and execute event-triggered, multi-wave and recurring campaigns Advanced analytics for planning and forecasting to determine the optimum campaign strategy Couponing, incl. redemption rate prediction, financial integration to budgets, etc. Integration with financials for true closed-loop ROI analysis Benefits Generates customer demand more effectively Full visibility and control of all marketing activities Customers experience consistent marketing messaging SAP 2007 / Page 25

26 Campaign Management in CRM Web UI Campaign Development Define Campaign Type, Tactic and further attributes SAP 2007 / Page 26

27 Campaign Management in CRM Web UI Campaign Automation Multi-Wave Dialogue Automated Follow-Up based on rules and responses SAP 2007 / Page 27

28 Campaign Execution Channels Customer Direct mail Call center Web and Field sales Partners Branches or stores POS and ATMs Wireless Personalized communication across all direct mail interaction channels Direct mail External Agency Interaction Center / Telemarketing Field Web Shop / Inbound SMS Fax SAP 2007 / Page 28

29 CRM what is new with Campaign Execution? Campaign execution has been enhanced to address high volumes of business partners and marketing prospects (new functionality is additive to existing functionality) Variables in mail forms streamlined for execution (No changes to previous campaign execution functionality) New communication media for high volume execution (configuration) and file export destinations: campaign execution results written to Web Application Server file directory for further processing SAP 2007 / Page 29

30 SAP CRM Marketing Offerings SAP CRM Marketing empowers marketers to connect with customers by offering comprehensive capabilities Marketing Resource Management COMPREHENSIVE Segmentation and List Management Campaign Management Lead Management Loyalty Management Marketing Analytics SAP 2007 / Page 30

31 Lead Management Lead Management transforms prospects into loyal customers. Lead creation across all interaction channels Campaign-related lead generation Automatic lead qualification with context-sensitive survey support Collaborative management of leads with channel partners Rule-based lead distribution (capturing and distributing the right leads to the right owners (both internally and externally) ) Lead follow-up (e.g. Lead-to-Opportunity workflow) Benefits Streamlined process from marketing to sales High quality leads improve revenue generation Improve response rates to customer requests Reduce sales time and cost SAP 2007 / Page 31

32 Lead Management in CRM Web UI SAP 2007 / Page 32

33 SAP CRM Marketing Offerings SAP CRM Marketing empowers marketers to connect with customers by offering comprehensive capabilities Marketing Resource Management COMPREHENSIVE Segmentation and List Management Campaign Management Lead Management Loyalty Management Marketing Analytics SAP 2007 / Page 33

34 Loyalty Management Loyalty Management is an approach to marketing, based on strategic management, in which a company focuses on growing and retaining existing customers through incentives Program Management Reward Rule Management Membership Handling Processing Engine Benefits Cost efficiency of customer loyalty Better understand customer value Drive customer behavior Generate revenue Gain valuable customer insight SAP 2007 / Page 34

35 Loyalty Management - Functional Building Blocks Program Management Reward Rules Management Membership Handling Processing Engine Tier Management Robust Rule Modeling Membership Types and Registration Scalable Engine Component Points Management Version Management Member Tier Management Online Member Activity Processing Tier based Point Expiration Template & Expert mode maintenance Member Activities Batch Member Activity Processing Program Creation Rule Scheduling Member Profile Maintenance Tier Evaluation Processing Program Partners Management Partner Sponsorship Point Account Management Point Expiration Processing Dynamic Attributes Campaign Integration Basic Membership Card Handling Simulation of Rule Processing Integrate / Collaborate Loyalty API Connectivity Sales Order Integration IC Integration Web Channel Integration SAP 2007 / Page 35

36 Loyalty Management in CRM Web UI SAP 2007 / Page 36

37 SAP CRM Marketing Offerings SAP CRM Marketing empowers marketers to connect with customers by offering comprehensive capabilities Marketing Resource Management COMPREHENSIVE Segmentation and List Management Campaign Management Lead Management Loyalty Management Marketing Analytics SAP 2007 / Page 37

38 Marketing Analytics Marketing analytics increases effectiveness and efficiency of all marketing activities. It helps marketing professionals to understand how well their programs and campaigns are performing. Marketing Optimization and Refinement Marketing Plan Analysis Campaign Monitoring and Success Analysis Lead Analysis External List Analysis Advanced predictive analytic models, e.g. RFM, Clustering, CLTV, Churn management Benefits Derive marketing intelligence from analytic reports Gain insights into customers for accurate targeting using analytic models Control costs, track your marketing budgets SAP 2007 / Page 38

39 CRM Marketing Interactive Reports Marketing interactive reports for Campaign and Lead Analysis Retrieve data from CRM in real time Can be created by the user and displayed in CRM Web Client UI based on a certain set of predefined characteristics and key figures Do not substitute the BI reports, but are in addition to the already existing BI reports SAP 2007 / Page 39

40 CRM Dashboard Builder With CRM 7.0, the user Can create role-based dashboards using the pre-delivered data model for interactive reports using the world class Business Objects Xcelsius tool: Campaign analysis dashboards Lead analysis dashboards Can embed these reports in the CRM WebUI Client Has the ability to share the Xcelsius dashboard with an individual user or group of users based on their business role. Example dashboard (not part of the delivered CRM content): SAP 2007 / Page 40

41 Content 1.Overview 2.CRM Marketing Features and Functions 3.Focus on the User SAP 2007 / Page 41

42 Focus on the User COMPREHENSIVE SIMPLIFIED FLEXIBLE Boosting user adoption and productivity: New web-based, easy-to-use and easy-to-configure UI across CRM SAP 2007 / Page 42

43 Improved Business Agility Web-based, easy-to-use and easy-to-configure UI Known web application style Easy and intuitive navigation Fast time-to-use: lean end-user documentation and E-tutorials High productivity: Groupware Integration, Upload/Download, Browser Printing, Ad-Hoc Reporting, Searching SAP 2007 / Page 43

44 CRM Web UI Consistent Structure SAP 2007 / Page 44

45 CRM Web UI Benefits Lower TCO Consistent UI across all functional areas, channels and processes Known web-based UI decreases time-consuming and costly training sessions Fast adoption to rapidly changing market requirements due to easy-to-configure screens Increase User Adoption Pre-defined bundled functionality and authorizations tailored to business roles. For marketing users the Marketing Professional role is delivered as an example, which can be easily adapted according to specific needs. Clearly and intuitively structured screens which can be personalized according to specific user needs Quick and easy navigation and access to information Quick creation and maintenance of marketing activities and collaterals SAP 2007 / Page 45

46 Focus on the User COMPREHENSIVE SIMPLIFIED FLEXIBLE Flexible delivery model Consistent across on-demand, on-premise, and hybrid deployment options Adaptable Adaptive to customer s unique business needs with easy and quick configuration SAP 2007 / Page 46

47 Flexible Delivery Model SAP hybrid delivery model allows for easy migration, full consistency, and leverage of existing investments Deploy on demand Consistent functionality Same user interface Same data model Consistent customizing and configuration Consistent user and admin data Continuity in customer relationships Same database structure Deploy on premise Immediate deployment Immediate business impact Fast user adoption Strongly customized solution for customers differentiation Cross-functional data, analytics, and business processes 360-degree view of the customer SAP 2007 / Page 47

48 Flexible Delivery Model Act immediately fast results Immediate user adoption application tailor-made for CRM Immediate deployment hosted solution, available immediately Immediate business impact improve customer relationships immediately Grow strategically without disruption Continuity in adoption maximize continuity of sales and customer processes Continuity in process meet evolving business requirements while minimizing costs Continuity in customer relationships data integrity even as IT strategies evolve Quick CRM SAP CRM on-demand solutions Integrated suite SAP CRM SAP 2007 / Page 48

49 UI Configuration More adaptable with new UI configuration tool Quick and easy adaptation of business processes and terminology to meet unique business needs Introduced with SAP CRM on-demand solutions, adapted and extended for all SAP CRM solutions On-the-fly customization of screen layouts and fields Enables users without detailed application development skills to change the UI appearance of their CRM application??? SAP 2007 / Page 49

50 SAP CRM 7.0 Service-Enabled CRM Marketing SAP CRM 7.0 provides the following service-enabled Marketing business objects: Campaigns Segments Marketing Attributes Leads Customers and partners can build their individual services with the new Web Service Tool: Wizard-based service modeling Without the need for any additional coding Integrated into the SAP NetWeaver test environment SAP 2007 / Page 50

51 Further information SAP CRM - Ramp-Up Knowledge Transfer (RKT) SAP CRM WiKi SAP CRM - Help Portal SAP Public Web SAP 2007 / Page 51