SAP CRM Modules

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SAP CRM consists of 3 core modules.

  • marketing – ( pre-sales )
  • 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. This 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, a major soda company 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 – It has a very sophisticated call-center management system called the Customer Interaction Center or simply IC. In earlier versions, there used to be a separate SAP client used for this called the Win Client. The latest versions ( including 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 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

Versions: Please refer to the release notes for the difference between the different versions.

  • 3.0
  • 4.0
  • 5.0
  • 6.0 ( 2007 )
  • 7.0 ( 2008 )

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