Database Reference
In-Depth Information
6.1 Mission and objectives of the SAP CRM Project
The mission of the SAP CRM project should dovetail into the mission and objectives set forth by
the company for the following 3-5 years.
The SAP CRM implementation project itself could have a mission similar to the following:
To prepare, implement, and support SAP CRM throughout the organization in the
planned period of 1 year, with the full participation of all stakeholders of the company
and to the satisfaction of all of these stakeholders.
Project objectives set for the SAP CRM effort are quantifiable items such as
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Reducing by 3% the percentage of customers that deliver 80% of revenues (in total, by prod-
uct category, by specific product, etc.)
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Reducing by 5% the percentage of customers that deliver more than 100% of profits
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Increasing the marketing spend on existing customers by 15%
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Increasing customer retention by 5%
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Increasing process throughputs by 30%
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Reducing transaction turnaround times by 50%, which could be related to collecting or
making payments, responding to internal requisitions or external queries, and so forth
The success of the CRM strategy, which is directly related to engaging, acquiring, retaining, and
growing customers, can be assessed using various CRM metrics like
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Customer Value Metrics
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Customer Behavior Metrics
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Customer Loyalty Metrics
6.1.1 Examples of Cited Reasons for Implementing SAP CRM
By now, there are more than 5000 SAP CRM installations throughout the world. The reasons
cited for undertaking SAP CRM vary markedly from company to company. Some of the cited
reasons are as follows:
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Limitations in expanding on the existing applications.
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Application should be able to function on heterogeneous hardware and infrastructure.
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Application should provide a company-wide uniform user interface across incompatible
front-end hardware.
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Application should provide all business events online.
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Application should provide access to real-time information.
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Application should provide support for cross functional processes.
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Application should enable flexible adjustment of business processes to market demands.
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Application should provide integration of customer-facing systems with back-office systems.
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Application should ensure that business processes should not be hampered by system or
national boundaries.
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Application must support country-specific functionality.
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Application should lead to reduction in lead time.
