Customers and sales
All operational CRM processes are at an optimal support of customer and sales focused. Since this direct contact represent between companies and customers, so to speak, in the "customer front drain, "they are called front-office processes.
In contrast, the central feature of the back-office processes is the nonexistent customers. We will discuss later, a closer.
In the field of front-office processes, mySAP CRM, the administration supports
the so-called mySAP CRM business objects, such as:
• Leads / Activities
• Opportunities / Business
• Products / Product Catalogs
The front-office processes use various instruments and channels of contact, e.g.
• Providing a platform for the customer by telephone, fax and E-mail to contact sales and service representative makes (Interaction Center)
• The sale over the Internet (Internet Sales)
• The opportunity for field staff, via laptop and other mobile retrieve information for terminal equipment sales activities to generate jobs and the order flow in the R / 3 system to initiate (Mobile Sales).
• Marketing and campaign management.
Customer Buying Circle
The Customer Buying Circle SAP announced the acquisition process from the client in
The four phases Prospecting (mining), acquiring (acquiring), Servicing (Supervision), and retaining an (keep). For these phases are on the business side of the main CRM processes for marketing, sales and service derived.
Application components of operational CRM is
In describing the customer's processes has already been pointed out which business objects in the front office area with mySAP CRM supports will.
There now follows a detailed list of application components mySAP CRM, the interaction with business partners, information technology support. The subdivision of the main processes carried out in accordance with marketing - Sales - Service.
Marketing
The marketing process involves primarily campaigns and activities that contribute to customer acquisition or customer analysis. Selected functions are:
Marketing Analysis
The marketing analysis includes the sub-function market research, marketing planning, Lead analysis and campaign planning and optimization. They serve to qualified information on market and customers to plan and gain optimization of marketing processes.
Campaign Management
For campaign management includes functionality for planning, implementing and control of marketing activities such as
• Marketing and Campaign Planning (planning, budgeting, campaign monitoring),
• Target selection (target modeling, profiling and selection),
• Campaign Implementation / Activity Management (all activities associated with the campaign can be traced to the measuring the success of the campaign),
• Campaign Analysis (Access to the Business Information Warehouse).
Telemarketing
In order to generate and qualify leads through various so-called contact channels (eg via the Interaction Center). In addition, it serves to manage lists and contacts.
A telemarketing campaign to the following schedule:
First, a campaign is created. This will be a select group of (campaigns relevant business partner) and a script (text blocks allocated for the interview with the counterparty). The target group is the foundation for a call list, the business information and further information needed by the call center provides. With the help of the script and the call list working call center agents, all customers from the list
phone off. After a call, the agent updates the activity by gain or loss. The information collected is used to monitoring and reporting purposes in the Business Warehouse.
E-Marketing
The E-marketing enables the implementation of personalized and large scale marketing campaigns in real time over the Internet. The selected Target groups will receive e-mail customized content and products. An e-marketing campaign to the following schedule: A marketing campaign for the settlement of the channel "E-Mail" with associated target is created. An e-mail form with the required marketing content is generated. The e-mails with the parameterized URL links are sent to all participants of the campaign. Click the receiver on the URL link in the e-mail, and then he reached a personalized website (for example internet sales). This is with the counterparty related activity, either created or updated (eg "Business has visited website").
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