MANAGEMENT

INFORMATION SYSTEM

Enterprise Application CRM

Dr. Khanh Ngo

khanh.ngo@isb.edu.vn

www.isb.edu.vn
www.isb.edu.vn
 AWARENESS CHANGE
ADDRESS
CONSIDERATION
CON TACT
USE
SOCIAL CENTER
PRINT ?
S UPPORT
WEB DIGITAL ADS EM AIL PORTAL
DISCOVER RECEIVE POST MAKE
NEED OFFER WEB REVIEW PAYMENT
S HOP
JOIN
WORD OF CON TACT GROUPS
TV MOUTH CENTER
TRACK SETUP
ORDER PHONE
ADVOCACY
RETAIL
SOCIAL S TORE
SHOP& RECEIVE
?
RESEARCH BRANDED
BUY PACKAGE
COM M UNITY ACTION
?
S EARCH WEB S UPPORT CON TACT
KW/ADS S HOP CENTER
ACTION MISSING
PORTAL
NETWORK
REVIEW S ITEM ISSUE RETAIL
S TORE
PHONE RESTART
CON TACT DAMAGE SERVICE
CENTER
INTEREST
WEB
S HOP
RETAIL
STORE
DECISION
BILLING TERMINATE RECEIVE
ISSUE SERVICE OFFER
REFER
CON TACT FRIENDS
SOCIAL CENTER
USE
Customers choose their own way
EM AIL WORD OF
MOUTH

SOCIAL
ADVOCACY
Overview of SAP Business ByDesign CRM
Introduction to SAP Business ByDesign and ByDesign CRM
End-to-end customer engagement
Marketing & presales
communication
 Marketing
Service execution project-based communication
& productized  Activity & lead
 Standard services management
(e.g. facility management)  Mobile & groupware
 Field service & repair integration
 In-house repair with customer returns

b2c business
Low-touch sales &
Collaboration
commerce integration
Invoicing  Short sales cycles / high volume of customers
Analytics  Internet sell from stock & service (order)
 Point-of-Sales
 Over-the-counter sales

High-touch sales
 Long sales cycles / low volume of customers
 Manual sell from stock for complex products
 Manual selling service for e.g. projects or
standardized services b2b business

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Overview of SAP Business ByDesign CRM
Embedded mobility & collaboration for marketing, sales & service Groupware

Approvals, tasks,
notifications, telephony

Collaboration Dashboards, KPIs

Groupware
Analytics

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Overview of SAP Business ByDesign CRM
Customer engagement work centers and views
KEY BENEFITS
 End-to-End planning and execution
 Designed for managers & employees in marketing, sales, service and commerce

Product & Field

Account New Sales Service Service Service Customer Managing E-
Marketing Service Service
Management Business Orders Desk Orders Entitlements Invoicing My Area Commerce
Portfolio and Repair

Overview Overview Overview Overview Overview Overview Overview Overview Overview Overview Overview Overview

Leads Leads Sales Products Service Service Order Contracts Project Approvals Account
Accounts
Orders Requests Order Pipeline Invoicing Export Run
Market Account Services Processing Registered My
Opportunities Internet Order
Contracts Knowledge Service Products Invoice Department
Information Hierarchies Reports
Sales Entitlements Base Confirmations Requests Deletion Run
Returns Warranties Sales
Competitors Contacts Quotes Certificate
Product Reports Reports Invoice Planning
Reports Specifications Service Documents Management
Competitor Partners Reports Reports
Levels
Products Reports
Product Invoice Runs
Activities Service
Catalogs
Target Categories Recurring
Groups Reports Pricing Invoice
Reports Templates
Campaign Reports
Management Credit Card
Authorization
Reports Runs
Point-of-Sale
Transactions

© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Public Reports 6
Overview of SAP Business ByDesign CRM
Generate new business by executing marketing campaigns & tracking response with campaign-specific sales
KEY BENEFITS
 Create precise target groups to address your market segments
 Execute campaigns via phone, letter, or mail with the multi-language and responsive direct mail execution
 Directly generate activities, leads, and sales orders etc. as response including campaign-specific pricing
 Track responses to measure the success of your campaign

Execute Campaigns
Create Add to
Initiate Execute
target account
campaign mailing
group history

Track Responses
Redefine Customers
Measure Create Customer
target
results response reaction
group

Measure your success and directly contact the right customers

© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Public 7
Overview of SAP Business ByDesign CRM
Marketing communication: generating sales with direct mail campaigns

2. Follow-up
sales
execution

1. Direct mail
execution

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Overview of SAP Business ByDesign CRM
Customer engagement work centers and views
KEY BENEFITS
 End-to-End planning and execution
 Designed for managers & employees in marketing, sales, service and commerce

Product & Field

Account New Sales Service Service Service Customer Managing E-
Marketing Service Service
Management Business Orders Desk Orders Entitlements Invoicing My Area Commerce
Portfolio and Repair

Overview Overview Overview Overview Overview Overview Overview Overview Overview Overview Overview Overview

Leads Leads Sales Products Service Service Order Contracts Project Approvals Account
Accounts
Orders Requests Order Pipeline Invoicing Export Run
Market Account Services Processing Registered My
Opportunities Internet Order
Contracts Knowledge Service Products Invoice Department
Information Hierarchies Reports
Sales Entitlements Base Confirmations Requests Deletion Run
Returns Warranties Sales
Competitors Contacts Quotes Certificate
Product Reports Reports Invoice Planning
Reports Specifications Service Documents Management
Competitor Partners Reports Reports
Levels
Products Reports
Product Invoice Runs
Activities Service
Catalogs
Target Categories Recurring
Groups Reports Pricing Invoice
Reports Templates
Campaign Reports
Management Credit Card
Authorization
Reports Runs
Point-of-Sale
Transactions

© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Public Reports 6
Overview of SAP Business ByDesign CRM
High-touch sales: long sales cycles / low volume of customers

Presales communication & tracking

 Account & contacts
 Lead management
 Opportunity management
 Activities
 Quotes
 Groupware
Sales execution & delivery  Collaboration window
 Sell from stock
High-Touch
 Execute service
Sales
 Delivery & return
 Tax, invoice

Manage & win high-value deals

 Simulate pipeline & sales planning
 Product catalog, pricing
 ATP > Quote > Contract > Order
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Overview of SAP Business ByDesign CRM
New business: Track opportunities and simulate sales pipeline

Track & simulate

sales pipeline
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Overview of SAP Business ByDesign CRM
Selling and delivering materials: Execute with pricing and availability check

Automate order creation

and execution
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Overview of SAP Business ByDesign CRM
Selling and executing services: project, standard, and field service & repair

Standardized service
 Selling & execution for regularly
recurring services
 Managing contracts
 Invoicing including expense tracking

Field & in-house repair

 Field engineer execution Service
 Spare parts logistics Selling
 Customer returns & Execution
 In-house repair
Service contract, request,
order, confirmation, invoice
Project-based service
 Selling & execution of complex
service projects
 Powerful project planning and
invoicing
 Invoicing including expense tracking
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Overview of SAP Business ByDesign CRM
Selling projects: project-based service invoicing
Invoicing based on
project progress &
timelines

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Overview of SAP Business ByDesign CRM
Low-touch sales: short sales cycles / high number of customers
KEY BENEFITS
 Extend your digital core in SAP Business ByDesign with any 3rd-party marketing, sales & service application
 More than 300 standard web services are provided with ByDesign and can be leveraged to integrate any kind of 3rd-party software
 Customer OData services can be exposed using the OData workbench for more than 300 business objects
 Most common customer engaging scenarios like Webshop or customer portal can be built using sales order, invoice, account etc.
 Integration either by using a middleware like SAP CPI or point-to-point integration

e.g. Webshop, CPQ, Marketing

3rd party marketing, Executing and
Automation, Service 
sales & service Order > Fulfillment > Invoicing invoicing customer
applications Engagement, Customer  Credit card payment requests
Portal, Point-of-Sales Standard  Account management
Most important integration points: Web Services  Product catalog management
 Account  Product availability
 Sales order  Flexible pricing
 Customer invoice Middleware  Invoicing & tax
 Service request, order & confirmation  Service requests
 Product & price master data  Lead generation
 Product availability check (ATP)  …more
 Point-of-sales transaction
 Activity
 Opportunity
 Lead
 …more
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Overview of SAP Business ByDesign CRM
Customer invoicing – automated and flexible for products, services, and projects including tax calculation
KEY BENEFITS
 Invoicing for services and products can be completely automated
 Scheduled invoicing for standardized and project-based services
 Combine all entities from sales orders and customer projects (i.e. time, expenses, products, 3rd party) to schedule or individually
compose project invoices

Product & Service Invoice Schedule Project Invoicing

Invoicing
Invoice or credit memo is Invoice schedules Customer project
automatically triggered or automatically create provides all entities for
manually created invoices Invoicing

Products Standardized Time sheets

 Outbound services from sales
delivery or return orders or services
from contracts Expense reports

Services
Project-based 3rd-party services
 Service
confirmation or services from
execution of fixed sales orders
Material consumption
price item
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Overview of SAP Business ByDesign CRM
Transparency with embedded analytics and planning
KEY BENEFITS
 Analytics, planning & simulation based on real-time data either embedded or in Excel
 Deep insight through interactive drilldown with predefined key figures & characteristics for marketing, sales & service
 Insight to action: direct navigation to business data e.g. open account or create target group
 More than 500 built-in reports in all application areas

Pipeline Simulation
Target Pla nning
Insight to Action
Dashboards & KPIs

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Overview of SAP Business ByDesign CRM
Extend your customer engagement solution as you grow
KEY BENEFITS
 Start with the key processes and
go-live quickly
 Grow to the full SAP Business Basic configuration Extend functionality Fully integrated
ByDesign whenever you are ready
e.g. Marketing to e.g. Sales quotes or e.g. Order to cash (products)
 Adapt solution scope along opportunity service desk or order to cash (services)
business scenarios or work centers
 Configure system by answering Scope
questions in a business language
 Separate process configuration
from organizational model
 Ensure consistent configuration Business Scope Selection Central Master Data
that is ready-to-run

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Overview of SAP Business ByDesign CRM
Customer analytics: Manage sales success by setting and tracking targets

Track sales
success & gaps

Copy &
adjust sales
target plans
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Overview of SAP Business ByDesign CRM
Flexible sales planning
KEY BENEFITS
 Easy plan creation and copy of plan data
 Workplace-embedded planning with Excel
 Powerful Plan/Actual reporting to monitor sales targets, forecasts, and revenue at a glance

influences

Sales Targets Dimensions: Sales Monitoring

 Sales Units
Setting of net sales Plan / Actual reporting based on
 Employees
targets sales orders and forecast
 Customers
 Products

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results into 29
Managing Customer Engagement Across
Marketing, Sales, & Service Teams
Managing Customer Engagement Across Marketing, Sales, & Service Teams
Customer engagement work centers: tailored to the needs of each user

Manager
(e.g. Head of US) ts
Resul
Targ
et

Regional Product & Field

Account New Sales Service Service Service Customer Managing E-
Managers Marketing
Management Business Orders
Service
Desk Orders
Service
Entitlements Invoicing My Area Commerce
Portfolio and Repair
(e.g. US North/East)
Overview Overview Overview Overview Overview Overview Overview Overview Overview Overview Overview Overview
ts
Resul
Targ

Leads Accounts Leads Sales Products Service Service Order Contracts Project Approvals Account
et

Orders Requests Order Pipeline Invoicing Export Run

Market Account Opportunities Services Processing Registered My
Information Hierarchies Contracts Knowledge Service Products Invoice Department Internet Order
Marketing, Sales, Sales Entitlements Base Reports Confirmations Requests Deletion Run
& Service Team Competitors Contacts Quotes Returns Warranties Sales
Product Reports Reports Invoice Planning Certificate
(Employees) Competitor Partners Reports Reports Specifications Service Documents Management
Products Levels Reports
Product Invoice Runs Reports
Activities
Target Catalogs Service
Categories Recurring
Groups Reports
Pricing Invoice
Reports Templates
Campaign
Management Reports
Credit Card
Authorization
Reports Runs
Point-of-Sale
Transactions

Reports
© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 2
Managing Customer Engagement Across Marketing, Sales, & Service Teams
Ensure customer satisfaction by managing your team
KEY INNOVATIONS
 Central access to all management-related tasks, activities, and reports that drive customer satisfaction
 Track customer and team engagement in all dimensions: sales targets, campaigns, leads, activities, opportunities, orders, contracts,
service confirmations, invoices…
 Manage organizational units and employees e.g. team calendar, leave requests, time confirmations

Manager
(e.g. Head of US)
ts
Resul
Targ
et

Regional
Managers
(e.g. US North/East)
ts
Resul
Targ
et

Marketing, Sales,
& Service Team
(Employees)

© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 3

Managing Customer Engagement Across Marketing, Sales, & Service Teams
Monitor customer and team success: from insight to action

1 User Story
Marketing, sales, & service managers
need to be able to set targets, monitor
progress, and trigger actions for their
customers and their teams
2
Capabilities
1. Define high-level key performance
3 indicators (KPIs) on customer and
teamkey figures
2. Monitor development of the KPIs
3. Drill down to the details per
customer, organizational unit, or
employee
4. Trigger activitiesfor teammembers
or directly take action

Benefits for customers

Flexible monitoring with direct insight
to action

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Managing Customer Engagement Across Marketing, Sales, & Service Teams
Account and activity management: record and monitor customer-related activities

1 User Story
Marketing, sales, & service employees
2 need to be able to track and see a complete
interaction history for each account

3 Capabilities
1. Track phone calls, mails, appointments,
tasks, letters, and faxes as activities
2. Activities are fully integrated in all
business transactions, e.g. lead, sales
4 order, service order, invoice…and can
therefore be used at any time
3. Define and track special categories and
priorities for tracking and escalation e.g.
payment management
4. Use smartphone or groupware to create
or read activity history

Benefits for customers

Process embedded activity trackingfor
teams and customers

© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 5

Managing Customer Engagement Across Marketing, Sales, & Service Teams
Manage your team: from organizational and master data setup to approvals

1
User Story
Marketing, sales & service managers need
to be able to organize their teamin units
and to assign employees, products, and
2 customers to those units.

Capabilities
1. Central organizational management
including product, price, customer, and
employee master data
3 2. Centrally manage employees by
providing self-services with flexible
approval mechanisms, e.g. sales quotes
3. Answer approval requests by
smartphone or desktop

Benefits for customers

Scalable and easy-to-use administration
and organization of teams and business
units

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Managing Customer Engagement Across Marketing, Sales, & Service Teams
Summary

 Centrally access all manager-related tasks,

activities, and reports for all organizational units
and employees
 Track customer and team engagement in all
dimensions, e.g. sales targets, leads, orders
 Record and monitor all customer-related
activities across marketing, sales, and
service teams

© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 13

Managing Customer Engagement Across Marketing, Sales, & Service Teams
Proactive customer payment management for sales and finance
KEY INNOVATIONS
 Keep track of customer receivables aging to identify most critical customers with open payments
 Proactive management of revenue collection by triggering and monitoring customer-facing activities
 Increase cash flow and reduce day-sales-outstanding by identifying issues and actively communicating and monitoring payment
agreements

Outstanding Monitor Customer Incoming

… Order Delivery Invoicing Receivables Payments …
Payments

Cash is king or how to reduce DSO? Customer Payment Management

Cash flow is a key factor in the potential for
long-term success. A company may have all
the revenue in the world, but without the ability
to generate cash, it can easily fail. Giving your
sales and financials team a joint tool to
collaborate effectively on open customer Manage Identify critical Create & track Get your money
payments is key. customer customers with customer
invoices overdue payment
payments activities

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