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Focus on Your Customers More Effectively and Cost-Efficiently with CRM Business Scenarios and SAP Solution Manager

by Hans-Heinrich Siemers | SAPinsider

January 1, 2004

by Hans-Heinrich Siemers, SAP AG, and Andreas Schuh, SAP AG SAPinsider - 2004 (Volume 5), January (Issue 1)
 

In today’s economy, while departments across almost every company are each facing their own particular set of challenges, the core objective is usually the same — to do more with less. A vice president of marketing is tasked with driving more leads with less program funding; a director of sales must reduce sales costs while bringing in additional revenue; a customer interaction center manager is charged with handling more calls with the same number of agents.

The IT teams that support these initiatives face similar pressures. How can they effectively respond to demands for new and more efficient marketing, sales, and service processes, and translate this into just the right solutions and technology? How does IT continue to innovate to meet short-term departmental and company goals while also guarding against costly integration efforts, time-consuming maintenance, and isolated or obsolete legacy solutions? Overall, how does IT ensure that operations run with minimum TCO and that technology and software investments guarantee proper returns?

With mySAP Customer Relationship Management (mySAP CRM), SAP provides resources to satisfy both the business and technology sides of this equation. The result is a fast, modular approach to implementing just the CRM scenarios a business needs.

First, SAP Solution Maps provide an at-a-glance overview of the scope of mySAP CRM for managers, executives, and IT project teams. Then, SAP provides complete, ready-made Business Scenarios that map out real-world business processes with end-to-end tasks and all the technology needed to support them. And finally, mySAP CRM enables you to incrementally deploy the scenarios of your choice, based on your most strategic priorities and maximum return on investment (ROI), with comprehensive support for configuration and implementation via the SAP Solution Manager.

With mySAP CRM (SAP CRM Release 4.0), SAP delivers more than 90 prepackaged Business Scenarios — from “Marketing Planning” to “Service Order Management” — to give you up to 280 individual, executable Business Processes that can be used in 850 instances.1

Not only does this streamline the translation of business-process requirements into appropriate software needs, it also consumes fewer resources in implementation and maintenance. Ongoing evaluations by SAP point to a 30% faster implementation and a 20% reduction in TCO that can be gained by applying the Business Scenario approach along with SAP Solution Manager tools, as compared to former projects proceeding without them.

Here’s a closer look at how mySAP CRM offers not only the ingredients, but the recipe for more efficient and effective customer-facing processes, with both business and solution support at each step along the way.

Start with the CRM Solution Map as the Overview of Customer Engagement Across the Organization

mySAP CRM delivers best practice Business Scenarios developed with industry-leading companies in all the industries SAP serves to support end-to-end business tasks across solutions and components. By starting with these identified, predefined CRM scenarios,2 you have a recipe for jump-starting the planning and implementation of your own set of CRM processes.

The Solution Map is the first point of departure for choosing, defining, and planning each element of a CRM strategy across the various customer-facing areas of your business (see Figure 1). Each line in the Solution Map reflects a key capability of mySAP CRM, and each individual block represents a particular Business Scenario. At a more detailed level, you see the ingredients — the features and functions — for this capability as supported by SAP and its partners. This includes fully developed, end-to-end Business Processes inside each of its Business Scenarios for Sales, Service, and Marketing, and across various interaction channels.

Figure 1
Solution Map View of Enterprise-Level CRM (Overview and Detail)

Choose the Most Targeted Business Scenarios for Your Organization

After you’ve chosen your key Business Scenarios, you can view each one as a fully developed, step-by-step standard business process. This, in turn, can be linked to underlying supporting technical infrastructure. There are two steps — and two views — not to add paperwork to your CRM planning efforts, but to bridge the gap between business users and IT teams.

Business Maps (see Figure 2) represent the business view of a scenario and are intended for use by the manager or department head. They focus on each party involved in the transaction and are enriched with information about the benefits and business value of the process. At their core, Business Maps display the processes that establish the course of the scenario, and you can drill down further from here.

Figure 2
Business Map — Campaign Planning as One Process in the
Campaign Management Business Scenario

The IT team can then use the Component View, along with other technical resources and documentation, to map the Business Process to technical systems (see Figure 3). This view represents an overall system and communication landscape to support the selected Business Scenario.

Figure 3
Component View of Campaign Planning

Scenario descriptions then present the entire Business Scenario, combining both the business-related content and their technical flow. These scenario descriptions are available through the SAP Help Portal (http://help.sap.com) and the SAP Service Marketplace (http://service.sap.com/ibc).

With all these resources at hand, your line-of-business managers and IT and implementation teams can “speak the same language” to select the right supporting software and enable a fast, modular approach to implementing a CRM strategy, step by step.

Deploy and Operate CRM Scenarios Using SAP Solution Manager for Maximum and Immediate Efficiencies

Once you’ve selected from the Business Scenarios, the IT project team can use SAP Solution Manager, the central platform for efficient implementation and operation of the mySAP CRM solution. With the Solution Manager in place, you have a single comprehensive source for CRM business content, blueprinting of your tailored solution, made-easy configuration, testing, go-live, operation and maintenance, monitoring, help desk organization, and more — an unparalleled degree of support throughout the entire software life cycle.

In fact, SAP Solution Manager is prepared to enable customizing of all your SAP solutions across different systems. It includes a central Business Process Repository, which stores the complete set of business scenarios and processes, along with documentation of all required configuration steps (see Figure 4). The Solution Manager navigation bar allows easy access to every process constituting a Business Scenario and the process steps defined within it. Companies can use these predefined models as templates for a fast blueprinting, but also for making changes and additions to meet their own needs at any point in the life cycle of a mySAP solution.

Figure 4
Business Process and Corresponding Component View Available in the SAP Solution Manager

Making full use of the Solution Manager’s integration with your systems will secure a guaranteed return on your investment. The gains will include full configuration capabilities at your fingertips from a single interface, as well as long-term monitoring and troubleshooting functions (discussed in detail in the next section). By defining your actual system landscape in the SAP Solution Manager and selecting your Business Scenarios there, it is possible to execute the configuration steps directly from the Solution Manager itself (see Figure 5). Tabs organize all the information required to implement each process for you. For each Business Process, configuration steps are listed in order; from the links embedded in each step (next to each “Type” listed) you can directly jump to the system where the configuration action must be executed.

Figure 5
Step-by-Step Configuration Steps and Links Available Directly from SAP Solution Manager

What’s more, the Solution Manager’s industry-specific content allows you to profit from proven best practices for your particular market, giving you a jump-start for fast ROI and low TCO for your mySAP CRM solution.3

Receive Long-Term Support for Smooth Operations and Future Improvement

While quick implementation is key to fast ROI, this gain can be lost if you’re then saddled with a solution that absorbs an inordinate amount of time and effort in maintenance over the long term. Once you go live, keeping your solution up and running at full speed is critical to your business success. So not only does SAP Solution Manager provide support during project startup and through functional and technical implementation, it also takes a longer view by supporting the ongoing operation and optimization of your SAP solutions. SAP Solution Manager puts you in control of distributed systems, integrated Business Processes, and their interdependencies.

For your service and support needs, SAP Solution Manager also offers seamless communication with SAP and partners, which complements SAP’s extensive range of remote and on-site services.

The following tools and services in SAP Solution Manager support smooth and efficient operation and continuous improvement of your systems:

  SAP EarlyWatch Check ensures continuous operation and optimization of your SAP solutions. Predictive and proactive services can be delivered remotely, on site, or as a self-service procedure.

  A range of SAP Solution Management Optimization services that focus on specific weaknesses is delivered within SAP Solution Manager.

  Solution Manager capabilities cover system and business-process monitoring and service-level management reporting to help you monitor and administer your entire solution. Core business processes are traced through different systems and interfaces. Alerts appear in a graphical model of your solution landscape, identifying exactly where a problem occurs. With just a single click, you can access detailed information about the problem as well as hints and services to help you resolve it.

   With service-level reporting, you can define system status reports yourself. Summary service reports are an indispensable source of management information for making decisions concerning hardware and software issues.

   With its support desk functions, SAP Solution Manager offers a complete infrastructure for organizing and operating a help desk at your site — one that covers your entire solution landscape. It provides message handling and access to the SAP Notes database, as well as to other SAP Service Marketplace information. SAP Solution Manager integrates support tools, such as the SAP Note Assistant tool, an enhancement to SAProuter, and Microsoft NetMeeting.

Conclusion

In mySAP CRM, you will find the wealth of ingredients and the recipe for combining them — a recipe you can follow and adjust for your own successful CRM strategy. As part of a modular approach, you can deploy industry-specific scenarios or core functionality incrementally based on your top strategic priorities and maximum ROI.

CRM Business Scenarios represented by Business Maps are linked to Component Views that are optimized for the information needs of technical staff. These resources help both line-of-business and IT departments make the leap from business-process needs to technical solutions.

Along with these predefined scenarios, you have initial and long-term support in the form of SAP Solution Manager, the delivery platform for all services across the life cycle of your mySAP CRM software. SAP Solution Manager provides the integrated content, tools, and methodologies that you need to implement, support, operate, and monitor your enterprise’s SAP solutions — ultimately helping to reduce your TCO.

For more information on mySAP CRM, see www.sap.com/crm. For details on the Solution Manager and SAP services, visit www.sap.com/services. A complete listing of Business Scenarios, including Business Maps and Component Views, is available from the SAP Help Portal (http://help.sap.com) and the SAP Service Marketplace (http://service.sap.com/ibc). Also, at http://service.sap.com/crm-business-scenarios, you’ll find more information about SAP’s methodology and approach to Business Scenarios.


1 A Business Scenario is the collection of Business Processes that describe a comprehensive, self-contained end-to-end business objective. A Business Scenario can have alternative sequences of processes, which are called “variants.”

2 For more details on industry-specific CRM scenarios, see “CRM Solutions for Your Industry” by Stefan Haenisch in this issue of SAP Insider (www.SAPinsider.com).

3 See Stefan Haenisch’s article in this issue of SAP Insider (www.SAPinsider.com).


 

Hans-Heinrich Siemers holds a degree in Computer Science and has experience in various areas of IT business. Mr. Siemers started at SOFTWARE AG in 1992 in Development and Technology Consulting, and from 1996 held positions in Business Development, CRM Product Management, and Marketing at Oracle. Since mid-2000, he has worked for SAP AG as Director of CRM Product Strategy.
Dr. Andreas Schuh, as Director for Product Management, is responsible for cross-solution integration themes such as the Scenario project for mySAP CRM. Since joining SAP in 1997, he has held leading positions in the areas of Product Management and Business Development, and was previously project leader of a global SAP project for a strategic customer.
 
 

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