Marketing functions of SAP CRM

Generating Demand, Creating brand awareness and building long-term profitable relationship with customers are the top three marketing goals.

Typically, marketing begins with analyzing market segments and identifying who your most valuable customers are.

Marketing includes a variety of activities such as creating and running marketing campaigns across multiple channels, connecting with target customers, generating leads to support the sales force, producing and providing collateral and, last but not least, analyzing the success of all these activities in order to improve effectiveness of your marketing efforts.

Key Marketing functions of SAP CRM .

· Marketing planning to help plan all marketing activities centrally and implement them across the enterprise.

· Campaign management to control the complete marketing – campaign process, including design, execution, coordination, optimization, and monitoring.

· Lead management to enable sales professionals to use SAP CRM for gathering, qualifying, and distributing leads.

· Customer Segmentation to allow business users to create highly targeted segments at the customer, partner, organizational, prospect, and group levels.

· Personalization to create personalized product proposals for each web site visitor, whether the visitor is a prospect or customer.

· Marketing analytics to analyze customer behavior, segments, competitors, products, market channel, trends, profitability, and third –party market data.

SAP Interview Questions.

1) What is partner function? How will you do determination? Why we use?

2) What are the sources for partner functions?

3) What is the procedure to do text determination? Tell the process?

4) How many methods/profiles in Org determination? Can you do org det at item level?

5) What as Action? Why we use? What are the conditions we have? What type of actions you have used, for which scenario explain?

6) Tell me some transaction types? How many Levels are there in transactions?

7) What is activity? Types, customizing settings? How will you change the reasons according to the status?

8) Campaign mgt wt you know? Wt are the settings will you do?

9) How will you execute campaign? Where you have used campaign explain?

10) Where will you enter responsible partners in web UI? Wt settings will you do?

11) Can you run campaign without products? What are all necessary to run campaign? What settings will you do to send mail from your system?

12) How will you create Activity when you trigger e-mail campaign?

13) Where all you can create target groups?

14) What you know about Product proposal, why we use it? Where we use it?

15) What is the customizing for top n products?

16) How will you determine ranking values?

17) What are mail forms? How will you do in WEB UI?

18) Tell me what you know about Web UI customizing? How can we edit labels?

19) How can you create your business Role?

20) What is call list, do you have any idea?

21) What are the Business Roles available/you know?

22) What you know about IC?

23) What is Lead? What you know about it?

24) What are the customizing settings for lead?

25) What are the customizing settings for Campaign?

26) How to make a campaign template/Marketing Plan Template?

27) How can you customize assignment block?

28) Can you delete an Assignment Block of a campaign? What are the customization steps?

29) What is ASAP methodology?

30) What is your system landscape?

31) What is a BP field grouping? Why is it used?

32) Which BP role would the BP’s created form ELM come under?

33) Difference b/w BP Role and Partner Function?

34) What are the setting required for Service Order?

35) What is your service life-cycle?

36) What is Blue Print Phase? What does the document consist of?

37) What are actions? Why did you use them in your project?

38) What is email processing?

39) What is workflow?

40) What is I-Base? What is I-Base category?

41) What is E-CAT?

42) What is LSMW?

43) What are adaptors?

44) What is BDocs?

45) What is application builder?

46) How did you customize IC for service project?

47) What Business Roles did you configure? Profiles used?

48) Which all profiles did you use?

49) How to activate/deactivate work centers?

50) What are Logical Links? Where do you adjust them?

51) What is Master Data? What is it used for?

52) What is territory master data?

SAP CRM Web UI

Evaluation of CRM Web UI

SAP CRM started back in the late 1990s and early 2000s providing the standard SAP user interface SAP GUI for the SAP CRM solution.

With SAP 3.1 SAP introduced the first completely Web-based user interface with zero client side installation requirements – the people centric user interface embedded in the SAP NetWeaver (Enterprise) Portal.

In release SAP CRM 4.0 SAP introduced a user interface that was especially designed and optimized for the large user group of interaction center agents – the interaction center Web Client.

With SAP CRM 2006s/SAP CRM 2007 the new CRM Web Client User interface was introduced as replacement for SAP GUI and People centric user interface.

Key Goals to developing the new User Interface.

Equal focus on New UI Interaction and navigation concept

Easy and Flexible UI configuration

Complete UI architecture with an unchanged UI technology - based on Business server pages (BSP)

End-user focused functionality

The CRM Web Client is designed for the business user, providing role-based workspace that is easy to use and navigate.

UI Elements

A- Header Area

B- Navigation Area

C- Work Area

The combination of Header area and Navigation area are called L-shape.

Note: The L Shape always stays fix, so the user always has access to common functionality and never gets lost

The L-Shape provides easy global navigation through the entire CRM application. It includes generic shortcuts for fast data entry or data access. The L-Shape consists of the header (top) and Navigation (left) area.

L – Shape Contains

1. System links

2. Saved Searches

3. Work area title

4. History back/forward

5. Navigation Bar – Work center

6. Navigation Bar – Quick Create

7. Navigation Bar – Recent Items

8. Open /Close Navigation Bar

Navigation Bar contains, First level Navigation entries, Second level Navigation entries.

Note: The Navigation bar is controlled via a corresponding profile in customizing.

Create Area

The create area allows users to start creation of any object quickly, no matter where the use is located in the SAP CRM application at the moment.

Links in the create area navigate to the corresponding standard create pages; this area is freely configurable per role, this area can be personalized by the user.

The main idea behind the quick create area is to provide the user with quick links for creation of the most frequently used applications, this area thus contains only the entries needed multiple times a day, rather than the ones needed once every two weeks.

In the standard delivery, the create area contains only the most important create links (Appointment, E-mail, Task, and Sales call) plus role specific links.

Personalization of the create area can be found under the general personalization (personalize navigation bar)

Recent Items

The recent items area allows the user to navigate to the items that he has worked on most recently.

Recent Items Options

Links in the recent items area navigate to the corresponding objects.

This area is configurable per role

This area can be personalized by the user.

E-Mail Inbox

The E-Mail Inbox is a temporary view of the current users groupware inbox, by opening this page, no email is replicated from groupware to SAP CRM, it is only a real time view. The user can choose selected e-mails and transfer.

Organizational Model in SAP

You can use organizational management to set up the company’s organizational structure

Using this flexible tool, you can maintain the company structure, including the positions and employees in an application, and assign specific attributes to the organizational units.

Note:The organizational model in CRM is based on the ERP basis component Organizational Management and has been adapted for use in CRM.

Note:The organizational model is based on the organizational plan in the human resource system.

Aim of organization Management:

The following application areas in CRM use organizational management

Business Transaction

Partner processing

Payment card processing

Tax processing

Note: The organizational structure in the CRM system can be different from the structure in the ERP system.

Organizational Objects

Organizational objects are used for modeling an organizational plan. They can be linked to hierarchies to form functional relationships in the organizational plan for your company.

There are two types of organizational Objects

Organizational Units form the basis of an organizational plan. Organizational units or functional units of a company, the organizational units may be departments, groups or project teams.

Organizational Positions show the functional task distribution of individual items and their report structures in the organizational plan, Positions are concrete items in a company which can be occupied by holders.

Functions for Sales:

The sales organization is the leading organizational unit for sales;

Note: you must always define at least one organizational unit as a sales organization in order to map standard process for sales and service in the CRM system.

Functions for Service:

The service team is a service group, which executes the service tasks; it is relevant for resource planning.

Functions for Marketing:

Authorization checks

Partner Determination

Workflow routing

Cost Planning

Reporting

How to define organizational management

Step 1:

Define the organizational structure (create: customizing, change, customizing or master data)

Create organizational units and positions, assign organizational and general attributes.

Step 2:

Make the customizing settings for automatic determination or organizational units in transaction documents.

Step 3:

Automatic determination in the transaction (performed by the system)

What is all about CRM?

A CRM combines an organization’s business rules with technology for managing information to support those rules.

Implementing a CRM is a time consuming and costly process, with many activities often happening at once.

Project Management and Communications

Strong project management requires that the organization identity a staff person in charge of this task, typical tools of a project manager to help keep the project on track include:

Calender

Work plan

Budget Spreadsheet

Task lists

Software Development

CRM developers require a clear understanding of an organization’s business rules, the organization must work hard to clarify any informal or undocumented processes that affect the development of the CRM, and clearly explain these to the developer.

Explain what, and why

Get Involved

Track Accomplishments

Clarify change requests and bugs

Data Migration

Consultants require a close partnership with the organization to properly understand who has which responsibilities for migrating data.

Find the data

Improve the data

Identify available migration tools

Test the migration

Training and support

CRM software offers wide range of tools for users to learn and master, many users will require multiple exposures to documentation and training in order to gain the critical skills required to succeed with the new CRM.

Identify all training options early

Plan for gaps

Learn in context

Train the trainers