Modules in SAP CRM
Related SAP Training
SAP CRM consists of 3 core modules.
- Marketing – ( Pre-Sales )
- Service – ( Post-Sales )
Marketing : Marketing module helps the marketing department with customer acquisition. This includes one or more of the following activities
- Campaign management – This includes different campaigns like e-mail, phone and other forms of customer engagement programs.
- Trade Promotion Management –
- Segmentation – Segmentation is the process of segregating your customers/leads/opportunities into different segments. This is used to effectively use the available time and resources on a targeted marketing plan.
Sales : Sales involves the OTC Cycle ( Order to Cash ) cycle excluding the logistics part. So this effectively includes
- Order Management – This includes order management, contracts management, quotation management and other sales related activities.
- Billing – This includes the billing of the orders created. Billing can either be done in ECC or in CRM. SAP CRM is specifically suited for Service related Billing.
Service : Service Module involves most activities that are involved in SAP ECC’s SM & PM Modules. They include
- Service Order Management
- Repairs & Returns Management
- Service Contracts Management
- Equipment and Installed Base Management
Channel Management : There are many ways through which these services can reach the customer. In SAP CRM terminology, these “ways” are called CHANNELS . And managing these channels is called Channel Management. Examples of channels include Internet, e-mail, Field Applications, e-Commerce, CIC etc.
- Field Applications – Examples of field applications includes applications specifically designed for devices like PDA, mobiles and other devices that can be directly used in the field. For example, Coca-cola uses a field application on a special mobile-based ordering device that scans stock and orders straight from the device and interacts with the in-house CRM server. Similarly, Seven-11 uses a field application that scans the stock at the site and depending on certain presets, places orders directly the next time the device is hooked on to the internet.
- e-Commerce – Depending on the situation, there could be B2B or B2C kind of e-commerce ( Now Called the Web Channel ) applications providing sales to the customers.
- Customer Interaction Center – SAP CRM has a very sophisticated call-center management system called the Customer Interaction Center or simply IC. In earlier versions of CRM, there used to be a separate SAP client used for this called the Win Client. The latest versions ( including CRM 2006, 2007 ) use IC WebClient – A completely web-based software that is used for Call Center Management. This software interacts with SAP CTI ( Computer Telephony Integration ) module for managing inbound and outbound calls.
Analytics : Coupled with an SAP BW system, statistics and key figures in CRM can be extracted and is called SAP CRM Analytics module.
Using a combination of core modules ( Sales, Marketing, Service ) , Channel Management ( Different Channels ) & Analytics, you would probably hear multiple variants like
- e-Commerce Marketing ( Marketing using the Web Channel )
- e-Commerce Sales
- Mobile Sales ( Sales using the mobile Channel )
- Mobile Analytics
- IC Sales
- IC Service ( Service using the Call Center Channel )
- IC Analytics
- and many more
SAP CRM Versions : Please refer to the release notes for the difference between the different versions.
- SAP CRM 3.0
- SAP CRM 4.0
- SAP CRM 5.0
- SAP CRM 6.0 ( 2007 )
- SAP CRM 7.0 ( 2008 )