Implementing SAP(R) Crm: The Guide for Business and Technology Managers
By: Vivek Kale (author)Hardback
2 - 4 weeks availability
In today's competitive business environment, most companies realize that the better they can manage their customer relationships, the more successful they will become. Customer Relationship Management (CRM) software systems are key tools for companies to manage the customer-facing processes of their businesses. However, many companies have resisted implementing this most critical customer-oriented application due in large part to the lack of a single-point resource on implementing a CRM system. This book attempts to fill that gap. Implementing SAP(R) CRM will help technologists and managers come to grips with the vision, concept, and technology of CRM. It begins by laying out the groundwork for understanding CRM. It explains the concept and context of CRM and the tangible business benefits of CRM adoption. Demonstrating a professional approach to the evaluation and selection of SAP, it details the critical success factors (CSFs), patterns, and anti-patterns of a successful SAP CRM implementation. CRM implementations can add significant benefit to the company's bottom line only if the company first transforms itself into a customer-centric and customer-responsive enterprise.
This book explains what it means to be a customer-centric and responsive enterprise, and provides a framework for business operations based on customer relationships, rather than the traditional four Ps (product, positioning, price, promotion). It further spells out business process reengineering (BPR) strategies to configure internal business processes and operations with SAP CRM to improve customer-facing strategies, services, and relationships.
Vivek Kale has more than two decades of professional IT experience, during which he has handled and consulted on various aspects of enterprise-wide information modeling, enterprise architectures, business process redesign, and e-business architectures. He has been group CIO of Essar Group, the steel, oil, and gas major of India, as well as Raymond Ltd., the textile and apparel major of India. He is a seasoned practitioner in transforming the business of IT, facilitating business agility, and enabling the process-oriented enterprise. He is the author of Implementing SAP R/3: The Guide for Business and Technology Managers (2000), A Guide to Implementing the Oracle Siebel CRM 8.x (2009), Guide to Cloud Computing for Business and Technology Managers: From Distributed Computing to Cloudware Applications (2014), and Inverting the Paradox of Excellence: How Companies Use Variations for Business Excellence and How Enterprise Variations Are Enabled by SAP (2014).
Preface Author SETTING THE STAGE The Relationship-Based Enterprise SAP: Company and Its CRM Product Concept of CRM Customer Centricity Customer Responsiveness Compelling Customer Experiences Customer Loyalty Customer Relationships Customer Life Cycle (CLC) Customer Value Management (CVM) Customers as Lifelong Investments Management by Collaboration The Relationship-Based Enterprise (RBE) The Information-Driven Enterprise The Process-Oriented Enterprise The Value-Add Driven Enterprise Enterprise Change Management The Learning Enterprise The Virtual Enterprise The Agile Enterprise Summary Customer Relationship Management (CRM) System Introduction to Customer Relationship Management (CRM) Systems CRM Transforms an Enterprise into an Information-Driven Enterprise CRM Perceives an Enterprise as a Global Enterprise CRM Reflects and Mimics the Integrated Nature of an Enterprise CRM Fundamentally Models a Process-Oriented Enterprise CRM Enables the Real-Time Enterprise CRM Enables the Intelligent Enterprise CRM Elevates IT Strategy as a Part of the Business Strategy CRM Advances on the Earlier Approaches to Performance Improvement CRM Represents the New Department Store Model of Implementing Computerized Systems CRM Is an End-User-Oriented Application Environment Anatomy of a CRM System Application Maintenance-Related Systems User-Interface-Related Systems Application Management-Related Systems Application Support-Related Systems Miscellaneous Types of CRM Systems Closed-Loop CRM Why Use CRM? ERP versus CRM CRMs as Keepers of Customer Knowledge Assets Collaborative Enterprise Extended Collaborative Enterprise Extended Relationship Management (ERM) Electronic Customer Relationship Management (eCRM) Data Warehouse and Customer Analytics (ERM) Data Mining Customer-Triggered Company Event-Driven Business Systems Summary CRM Evaluation Capital Budgeting Models Payback Method Accounting Rate of Return on Investment Net Present Value (NPV) Cost-Benefit Ratio Profitability Index Internal Rate of Return (IRR) Economic Value Added (EVA(TM)) Total Cost of Ownership (TCO) Preparing a Business Case for CRM Financial Approach Cost Reduction Approach Strategic Approach CRM Acquisition Decision Process General Considerations of CRM Evaluation Checklists for CRM Evaluation Checklists for CRM Functional Requirements Significant Issues To Be Considered while Evaluating CRM CRM Product Functionality and Features Vendor Credibility CRM Architecture and Technology CRM Implementation and Use Investments and Budgets CRM Infrastructure CRM Implementation Time Summary CRM Selection SAP CRM for the Small and Medium Enterprises CRM Selection Process Selection Team Functional Team Technical Team Technology Team Commercial Team CRM Core Selection Methodology Process Selection Enterprise Process Mapping Script Tests Stress Test CRM Vendors and Products Application Suites or Best in Class Industry-Specific Functionality Large Enterprises Small and Mid-market Enterprises CRM Products Comparison CRM Selection Report CRM Systems Comparative Chart Script and Stress Test Reports Recommendation Report Summary SAP CRM Solution SAP the Company SAP R/1 SAP R/2 SAP R/3 mySAP.com R/3 Enterprise SAP NetWeaver mySAP Business Suite Small and Medium Business Enterprise SAP HANA Significance of SAP Customer Relationship Management (CRM) Employee Relationship Management Partner Relationship Management (PRM) N-Tier Principle Comprehensive World-Class Functionality Lowest Total Cost of Ownership (TCO) Customization and Upgrades Highly Interactive Browser Interface Internationalization and Localization SAP Architecture SAP Repository Comprehensive Application Development Environment Open Architecture SAP Worldwide Services Partnering for Growth Other Significant Aspects of SAP SAP Document Recording by Example (RBE) Variants Drill-Down Reporting SAP Strategic Initiatives Accelerated SAP (ASAP) Implementation Methodology Summary SAP CRM Implementation Project Cycle Mission and Objectives of the SAP CRM Project Examples of Cited Reasons for Implementing SAP CRM Guiding Principles for CRM's Best Practices Project Initiation and Planning Critical Success Factors Direct Involvement of Top Management Clear Project Scope Covering as Many Functions as Possible within the Scope of the SAP CRM Implementation Standardizing Business Processes Proper Visibility and Communication on the SAP CRM Project at All Stages Allocation of Appropriate Budget and Resources Full-Time Deputation of Key Managers from All Departments Completing Infrastructural Activities on Time and with High Availability Instituting a Company-Wide Change Management Plan Training of SAP CRM Team Members Training of User Members Scheduling and Managing Interface of SAP CRM with Other Systems Transition Plan for Cutover to SAP CRM Implementation Strategy Big-Bang Implementation of SAP CRM Components Base Components Implemented First Implementation of SAP CRM Standard Functionality Pilot Site Deployment Followed by Rollouts at Other Sites Utilize External Consultants to Primarily Train In-House Functional and Technical Consultants Centralized or Decentralized SAP CRM Configuration User-Driven Functionality SAP CRM Implementation Project Bill of Resources (BOR) Money Materials Manpower Time Period Information Implementation Environment Implementation Methodology Accelerated SAP (ASAP) Methodology Project Management Project Organization Project Control SAP CRM Implementation Preimplementation Postimplementation SAP CRM Support SAP CRM Deployment Why Some SAP CRM Implementations May Sometimes Be Less than Successful Summary SAP CRM and Enterprise Business Process Re-engineering Background of Business Process Re-engineering (BPR) Value-Added View of Business Processes Business Process Re-engineering (BPR) Enterprise Agility Enterprise Change Management with SAP Enterprise BPR Methodology Strategic Planning for Enterprise BPR Selecting Business Processes for BPR Creating Process Maps Analyzing Processes for Breakthrough Improvements Innovative Breakthrough Improvement in Processes Implementing Reengineered Processes Measuring the Performance of Reengineered Processes BPR and SAP CRM Implementation Reference CRM Processes Changeability of SAP-Driven Enterprises Changeability Embedded in SAP Converting Changed Business Processes into SAP Functionality SAP CRM and Change Management Change Champions: Core Team Change Facilitators: Super Users Change Agents: End Users Summary SAP CRM APPLICATIONS SAP CRM Enterprise Applications SAP CRM Marketing Salient Features Feature Details SAP CRM Sales Salient Features Feature Details SAP Service Salient Features Feature Details SAP Interaction Center Core Business Processes Capabilities of SAP CRM Interaction Center SAP CRM Partner Channel Management Partner Management Industry-Specific Solutions SAP CRM Mobile Applications SAP CRM Mobile Sales SAP CRM Mobile Service Summary SAP E-Business Applications What Is E-Business? Basic E-Business Strategy Patterns E-Business Challenges E-Business Applications for a Customer-Centric World SAP CRM Web Channel Enablement Solution Salient Features E-Business Applications Summary SAP CRM Application Environment Distributed Applications Distributed Application Requirements N-Tier Application Architecture Enterprise Architecture Enterprise Application Integration (EAI) Basic Concepts Models of Integration Service-Oriented Architecture (SOA) Web Services Enterprise Services Enterprise Services Architecture (ESA) SAP NetWeaver Overview People Integration Information Integration Process Integration Application Platform SAP Solution Manager Summary SAP Tools and Programming ABAP Custom Development ABAP Genesis ABAP Development Workbench Programming in ABAP ABAP Objects Web Application Builder Java Custom Development SAP Java Development Infrastructure (JDI) 11.2.2 SAP NetWeaver Developer Studio (NWDS) 11.2.3 Java Application Development 11.3 Summary PRE-IMPLEMENTATION STAGE Initiating the SAP Project SAP Executive Sponsor SAP Project Executive Committee SAP Project Steering Committee Roles of the Executive and Steering Committee Members Mission and Objectives of the SAP Project Deciding the Scope of the SAP Project Initiating the SAP Project SAP Project Management Structure Chief Project Officer (CPO) Site Project Managers Module Leaders Resource Manager Training Manager Project Management Policies and Guidelines Project Strategy Project Planning and Monitoring Project Resource Requirements Project Training Requirements Risk Management in a SAP Project Selecting the Most Critical Processes Implementing Best-of-Business Processes Centralized Base Reference Configuration Accelerated SAP (ASAP) Methodology Change Management in a SAP Project Roles of the SAP Project Team Members SAP Project Team External Consultants Team SAP Administration Team Summary IMPLEMENTATION STAGE SAP ASAP Methodology Introducing the ASAP Methodology Why Are SAP Implementation Programs So Complex? SAP ASAP Methodology Project Preparation Business Blueprint Realization Final Preparation Go Live and Support SAP ASAP Methodology 7 Value Delivery Considerations Business Process Management Considerations Service-Oriented Architecture (SOA) Considerations Success Patterns for SAP Implementation Projects Summary POST-IMPLEMENTATION STAGE Supporting and Enhancing SAP CRM SAP Deployment Continuous Change Customer Center of Expertise (CCOEs) Program Help Desk Upgrading SAP CRM Applications Retaining and Retraining SAP Consultants Retention Horizon Extending the Boundaries of Expertise Privacy and Security Privacy Intrusion Integrity Business Disruption Application Outsourcing (AO) CRM Application Service Providers (ASPs) SAP Business ByDesign (BBD) Private ASPs Mobilizing the Enterprise and Relationships Context-Aware Applications Decision Patterns as Context Big Data Analytics What Is Big Data? Big Data Appliances Tools, Techniques, and Technologies of Big Data SAP HANA Summary SAP CRM IMPLEMENTATION AND BEYOND Valuing the Relationship-Based Enterprise Enterprise Stakeholders From Built to Last to Built to Perform Organizations Aspects of Enterprise Value Value to Customers Value to Shareholders Value to Managers Value to Employees Value to Vendors Economic Value Added (EVA) Value-Based Management Time Value of Customers and Shareholder Value Balance Scorecard (BSC) Financial Perspective Customer's Perspective Internal Business Processes Perspective Learning and Growth Perspective Performance Prism Performance Prism Framework Customer-Centric Activity-Based Revenue Accounting (ABRA) CRM Metrics Enhancement of Measures of Performances by SAP CRM Summary Beyond the Relationship-Based Enterprise Intelligent Customer-Centric Enterprise How Intelligent Is Your Enterprise? Decisions on Desktops (DoD) Prospects for the Future: Relationships on Demand! Summary Appendix A: Selecting SAP CRM Implementation Partners Appendix B: CRM Industry Analysts References Index
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