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This book offers comprehensive advice for exploring all the possibilities and uses of the new CRM solution from SAP. You will learn about the modern CRM concepts pursued by SAP and how they are incorporated into mySAP CRM 3.0.
After an overview of the basic principles of mySAP CRM, the book describes how the solution integrates into all customer related business processes-from marketing to sales to service. All functional aspects throughout the entire Customer Interaction Cycle are presented step-by-step and explained with the aid of examples.
Another strong feature of the book is the…mehr
This book offers comprehensive advice for exploring all the possibilities and uses of the new CRM solution from SAP. You will learn about the modern CRM concepts pursued by SAP and how they are incorporated into mySAP CRM 3.0.
After an overview of the basic principles of mySAP CRM, the book describes how the solution integrates into all customer related business processes-from marketing to sales to service. All functional aspects throughout the entire Customer Interaction Cycle are presented step-by-step and explained with the aid of examples.
Another strong feature of the book is the presentation of functional key areas and business scenarios from mySAP CRM. Different scenarios are illustrated in detail in individual chapters. Finally, the book clearly presents how solutions should be implemented and describes the technology behind mySAP CRM.
After an overview of the basic principles of mySAP CRM, the book describes how the solution integrates into all customer related business processes-from marketing to sales to service. All functional aspects throughout the entire Customer Interaction Cycle are presented step-by-step and explained with the aid of examples.
Another strong feature of the book is the presentation of functional key areas and business scenarios from mySAP CRM. Different scenarios are illustrated in detail in individual chapters. Finally, the book clearly presents how solutions should be implemented and describes the technology behind mySAP CRM.
Produktdetails
- Produktdetails
- SAP PRESS
- Verlag: Rheinwerk Verlag
- Seitenzahl: 312
- Englisch
- Abmessung: 240mm
- Gewicht: 640g
- ISBN-13: 9781592290031
- ISBN-10: 1592290035
- Artikelnr.: 10472430
- SAP PRESS
- Verlag: Rheinwerk Verlag
- Seitenzahl: 312
- Englisch
- Abmessung: 240mm
- Gewicht: 640g
- ISBN-13: 9781592290031
- ISBN-10: 1592290035
- Artikelnr.: 10472430
Dr. Rüdiger Buck-Emden, editor and co-author of this book, has worked at SAP AGSince 1990, where he has held various different management positions in the areas of Strategic Planning, Development and Product Management., including work as assistant to executive board member, Prof. Hasso Plattner. He is currently Vice President for the business area of CRM Architecture & Technology. Dr. Rüdiger Buck-Emden is successful author of many books and publications.
Foreword ... 13 1. Introduction: The Customer as a new old Center ... 15 2 The new New Economy ... 17 ... Profitable Internet Business Models ... 17 ... New Possibilities for Shaping Business Processes ... 17 ... Purchasing and Sales Processes Grow Together ... 18 ... From e-Commerce to e-Business and m-Business ... 19 ... Externalizing Processes ... 19 3 Customer Relationship Management in the new New Economy ... 21 ... Customer Relationships in the new New Economy ... 21 ... What is Customer Relationship Management? ... 21 ... What Customers Demand of CRM Software ... 27 ... The Influence of IT ... 29 ... The Market for CRM Solutions ... 31 4 The Functional Structure of CRM Solutions ... 33 ... Operational CRM ... 33 ... Collaborative CRM ... 34 ... Analytical CRM ... 35 5 mySAP.com - SAP's e-Business Platform ... 37 ... Elements of mySAP.com ... 37 ... Cross Industry Solutions ... 38 ... mySAP Enterprise Portals - User Oriented Integration Platform ... 41 ... mySAP Exchanges - Platform for Internet Based Business Transactions ... 44 ... mySAP Industry Solutions ... 46 ... mySAP Technology ... 47 ... mySAP Services ... 48 ... mySAP Hosted Solutions ... 48 6 Basic Principles of the mySAP CRM Solution ... 51 ... Overview ... 51 ... Portal-based mySAP CRM ... 52 ... Role Specific Work Centers ... 52 ... Integration of Office Functions ... 54 7 mySAP CRM - Comprehensive Functions ... 57 ... The Phases of the Customer Interaction Cycle ... 57 ... Customer Engagement ... 58 ... Business Transaction ... 73 ... Order Fulfillment ... 99 ... Customer Service ... 112 8 mySAP CRM - Key Capabilities and Business Scenarios ... 133 ... Marketing Management ... 134 ... Sales ... 134 ... E-Selling ... 135 ... Field Sales ... 136 ... Interaction Center ... 136 ... Customer Service ... 137 ... Field Service & Dispatch ... 138 ... Integrated Sales Planning ... 138 ... Leasing & Asset Management ... 138 9 E-Selling With mySAP CRM - The Internet as a Strategic Sales Channel ... 139 ... Electronic Selling Beyond the Shopping Basket ... 139 ... Strategic Competitive Advantages With Electronic Selling ... 141 ... Selected E-Selling Business Scenarios ... 145 ... E-Selling With mySAP CRM ... 151 10 mySAP CRM for the Interaction Center ... 171 ... Overview ... 171 ... Call Center Becomes Interaction Center ... 171 ... The SAP Interaction Center Solution ... 173 11 mySAP CRM Solutions for Mobile Users ... 183 ... Wireless Data Processing as a Basis for Mobile Business ... 183 ... Examples of the Uses of Mobile Applications ... 184 ... Mobile Business With SAP ... 186 ... The Future of M-Business Applications ... 195 12 Collaborative CRM for Cross-Enterprise Cooperation ... 197 ... Introduction ... 197 ... Collaborative Business Maps ... 197 ... Examples of Collaborative Business Processes in mySAP CRM ... 201 ... Collaborative Business Maps as a Basis for Calculation of Business Profitability ... 205 ... The Next Step: Distributed Order Management ... 206 13 Analytical CRM - Decision Making Support for Departments and Business Management ... 209 ... Introduction ... 209 ... The Structure of Analytical CRM Applications ... 210 ... Analytical CRM as a Component of mySAP CRM ... 221 ... Market Tendencies ... 229 14 Workforce Management with mySAP CRM ... 233 ... What is Workforce Management? ... 233 ... Why is Workforce Management Part of CRM? ... 233 ... The mySAP CRM Workforce Management Solution ... 234 15 Implementing mySAP CRM in Enterprises ... 239 ... Introduction ... 239 ... Factors of Success in the Implementation of CRM ... 239 ... SAP Solution Architect and SAP Solution Manager ... 241 ... AcceleratedSAP for mySAP CRM ... 242 ... Best Practices for mySAP CRM ... 247 ... SAP's mySAP CRM Implementat
Foreword ... 13 1. Introduction: The Customer as a new old Center ... 15 2 The new New Economy ... 17 ... Profitable Internet Business Models ... 17 ... New Possibilities for Shaping Business Processes ... 17 ... Purchasing and Sales Processes Grow Together ... 18 ... From e-Commerce to e-Business and m-Business ... 19 ... Externalizing Processes ... 19 3 Customer Relationship Management in the new New Economy ... 21 ... Customer Relationships in the new New Economy ... 21 ... What is Customer Relationship Management? ... 21 ... What Customers Demand of CRM Software ... 27 ... The Influence of IT ... 29 ... The Market for CRM Solutions ... 31 4 The Functional Structure of CRM Solutions ... 33 ... Operational CRM ... 33 ... Collaborative CRM ... 34 ... Analytical CRM ... 35 5 mySAP.com - SAP's e-Business Platform ... 37 ... Elements of mySAP.com ... 37 ... Cross Industry Solutions ... 38 ... mySAP Enterprise Portals - User Oriented Integration Platform ... 41 ... mySAP Exchanges - Platform for Internet Based Business Transactions ... 44 ... mySAP Industry Solutions ... 46 ... mySAP Technology ... 47 ... mySAP Services ... 48 ... mySAP Hosted Solutions ... 48 6 Basic Principles of the mySAP CRM Solution ... 51 ... Overview ... 51 ... Portal-based mySAP CRM ... 52 ... Role Specific Work Centers ... 52 ... Integration of Office Functions ... 54 7 mySAP CRM - Comprehensive Functions ... 57 ... The Phases of the Customer Interaction Cycle ... 57 ... Customer Engagement ... 58 ... Business Transaction ... 73 ... Order Fulfillment ... 99 ... Customer Service ... 112 8 mySAP CRM - Key Capabilities and Business Scenarios ... 133 ... Marketing Management ... 134 ... Sales ... 134 ... E-Selling ... 135 ... Field Sales ... 136 ... Interaction Center ... 136 ... Customer Service ... 137 ... Field Service & Dispatch ... 138 ... Integrated Sales Planning ... 138 ... Leasing & Asset Management ... 138 9 E-Selling With mySAP CRM - The Internet as a Strategic Sales Channel ... 139 ... Electronic Selling Beyond the Shopping Basket ... 139 ... Strategic Competitive Advantages With Electronic Selling ... 141 ... Selected E-Selling Business Scenarios ... 145 ... E-Selling With mySAP CRM ... 151 10 mySAP CRM for the Interaction Center ... 171 ... Overview ... 171 ... Call Center Becomes Interaction Center ... 171 ... The SAP Interaction Center Solution ... 173 11 mySAP CRM Solutions for Mobile Users ... 183 ... Wireless Data Processing as a Basis for Mobile Business ... 183 ... Examples of the Uses of Mobile Applications ... 184 ... Mobile Business With SAP ... 186 ... The Future of M-Business Applications ... 195 12 Collaborative CRM for Cross-Enterprise Cooperation ... 197 ... Introduction ... 197 ... Collaborative Business Maps ... 197 ... Examples of Collaborative Business Processes in mySAP CRM ... 201 ... Collaborative Business Maps as a Basis for Calculation of Business Profitability ... 205 ... The Next Step: Distributed Order Management ... 206 13 Analytical CRM - Decision Making Support for Departments and Business Management ... 209 ... Introduction ... 209 ... The Structure of Analytical CRM Applications ... 210 ... Analytical CRM as a Component of mySAP CRM ... 221 ... Market Tendencies ... 229 14 Workforce Management with mySAP CRM ... 233 ... What is Workforce Management? ... 233 ... Why is Workforce Management Part of CRM? ... 233 ... The mySAP CRM Workforce Management Solution ... 234 15 Implementing mySAP CRM in Enterprises ... 239 ... Introduction ... 239 ... Factors of Success in the Implementation of CRM ... 239 ... SAP Solution Architect and SAP Solution Manager ... 241 ... AcceleratedSAP for mySAP CRM ... 242 ... Best Practices for mySAP CRM ... 247 ... SAP's mySAP CRM Implementat