客户关系管理解决方案PPT课件教材讲义

mySAP客户关系管理解决方案参考客户实例VolkswagenWhoisVolkswagen?CarmanufacturerNo.1inEurope,No.4worldwidePlantsin42,subsidiariesin150countriesworldwide300.000employees20.000carsareproducedperdayEveryfifthcarinEuropeisaVolkswagenWorldwidethemarketshareis11%BrandsareAudi,Bentley,Bugatti,Lamborghini,RollsRoyce,Seat,Skoda,ofcourseVWitselfVWisoneof30GAAsofSAPinEurope,

buttherewastroubleincommonprojects

inthepastaswellMainBusinessObjectivesforDecisionVWknowsthatiftheymanagetoconvinceateenagertohaveaVWashis/herfirstcarhe/shewillspent250.000€inhis/herlivetimetobuyVWcarsVWisconvinced,thatonlyatotalcustomercareconceptwillkeepthecustomersretentionBasedonthat,VWoffersdifferentservicesfortheircustomers“VWclub”(similartoairlinesmileageprograms)Leasingservice(tofinance)Bankingservices(entirebankingproductrange)Thesedifferentservices–undertakenby

differentlegalunits-nowshouldbe

offeredthroughoneCustomerInteraction

Centertorealizeareal“oneface/voice

tothecustomer”approachmySAP客户关系管理解决方案HowmySAP.comCRMworks!HowmySAPCRMWorks–OneExampleStep1-EngageAMarketingManagerpicksatargetgroupforanemailcampaignSinglefemalesages24-30withamedianincomeof$40,000Sarahreceivesane-mailwithawebsitelinkAtthewebsitesheisgreetedwithapersonalizedemailrecognizingherasapreviouscustomerTheintelligentwebsiteoffershera10%discountonFutonsMarketingManagerEngage-AClosedFeedbackLooptoEstablishCustomerintimacyMarketingcreatesa”SummerBook”promotion1PromotionManagementMarketingdefinesthecustomerprofileandusesa‘SegmentationTool’tocreateatargetlist2CampaignManagementDataWarehouseMarketingplansthecampaign,createsthematerialandpushestargetlisttocallcentersandmailings3CampaignPlanningCampaignExecutionThelistofpositiveresponsesisusedtoadjustthecampaignforthenextwaveinretailstoresMarketingManagementRetailstoresgetnotifiedandpreparedforthenextwaveofpromotion5ActivityManagementThesaleshistoryshowsthatthepromotionwassuccessful6ReportingSaleshistoryDataWarehouse4Step2-TransactSarahreviewstheWebsite–experimentingwithfabric,colors,price,availability&deliverydateShechoosesthelessexpensivefabric&color–

redcottonSarahuseshercreditcardtosecurelypurchaseanewredFutonInternetCustomerHowmySAPCRMWorks–OneExampleTransact-Deliver-as-PromisedTheSalesRep.downloadshisrecentactivitiestohishandheldandplansatourtocustomersinhisregion.BusinessPartnerOrderinformationisgatheredbytheOrderFulfillmentDepartmentOrderFulfillmentReplenishmentTheSalesRep.’svanandthemainwarehouse’sinventoryismaintainedOnsiteatthecustomer,theSalesRep.

configuresproductsandservicesTheSalesRep.takestheorderbasedoncurrentcustomerconditionsMobileOrderTakingSalesdataaresenttothecorporateinformationsystemforsalesanalysisandreportingTheorderischeckedforavailabilitybythe

corporatesystemandthecustomerreceiptisprintedonamobileprinter1235647ActivitiesTourPlanningProductPricingandConfigurationATPOrderConfirmationInventoryManagementSalesManagementStep3-FulfillASupplyChainPlannerquicklyseestheaggregateddemandfromthenewcampaignHereleasestheplantoprovidematerialstofulfilltheorders&shipontimeTheTransportationPlannerfindsareplacementtruckfortheshipmentwhenthefirsttruckbreaksdownTheredfutonisdelivered

ontimeAccountsReceivablereceives$400fromcreditcardcompanySupplyChainPlannerHowmySAPCRMWorks–OneExampleFulfill-ImprovedTime-to-MarketwithCollaborativeChannelManagementDistributorInventoryReconciliationDistributorreconcileslotswithinventorysystemdata,inventoryreportispostedontheWeb

InventoryReportPriceProtectionSimulationManufacturersimulatespriceprotectioncreditamountwithcertainpricechangesandupdatesWeb-basedpricebookPriceBookManufacturerchangespricingandconditionsaccordinglyDistributorchangespurchasingconditionsManufacturersendscreditmemoAccountsPayableDistributorcross-checkscreditandmaysendanappropriateclaim.InventoryisrevaluatedManufactureracceptsclaimandsendspaymentClaimsProcessingAccountsPayableInventoryManagementPricingPurchasing1235647CustomerServiceAgentStep4-ServiceSarahcallsthecustomerinteractioncenter‘Ilovemynewredfutonandwanttopurchasesomepillowstomatch’TheCustomerServiceAgentrecognizesSarahKnowswhatsheordered&whenitarrivedThatred&whitepillowstomatcharealsoonsaleSalesVPreviewsaggregateddatafrommarketingcampaignSees30%increaseinsalesHowmySAPCRMWorks–OneExampleService-HigherServiceEfficiencyDrivesCustomer

SatisfactionCustomerInformationContactcenterreceivesacustomercall

ActivityManagementKnowledgeManagementAgentchecksknowledgebase&schedulescustomerappointmentforupgradeTheFieldServiceRepreceivestheserviceorderviahandhelddeviceFieldServiceRepreportstimeandmaterialusageonhandhelddeviceanduploadsdatatoofficeServiceiscompletedandcustomerisbilledServiceManagementServiceOrderServiceManagementActivityManagementWorkforcePlanningServiceOrderAccountsReceivable123564DispatcherschedulestheFieldServiceRep.andreservesthepartsCRMWorkplaceforExecutivesmySAPMobileBusinessSolutions–ForEverybodyWhatismysalespipeline?Isitprofitableformetosellthisproduct?ArethepartsIneedtofixthistelevisionavailable?Ineedtogohelpacustomerwithawaterleak!Iwonthebidforthenewtractor.Ineedtosellmyexcessenergycapacityquickly!