Database Reference
In-Depth Information
Chapter 7
SAP CRM and enterprise
Business Process
Re-engineering
This chapter clarifies the role played by SAP CRM in re-engineering an enterprise, while imple-
menting SAP CRM in the organization. After introducing the concept of business process man-
agement (BPM), we look at the full cycle of an enterprise BPM methodology. The relevance and
the role that SAP CRM can play at every stage in the re-engineering effort within an enterprise
are considered in Section 7.3 “BPR and SAP CRM Implementation.”
SAP CRM implementation can result in BPR (or top-down dramatic improvements through
redesigned or completely new processes); however, it all depends on the approach taken by the
enterprise. Some companies implement SAP CRM trying to duplicate their existing business
practices. Although implementing SAP CRM will result in some improvements in such case,
BPR will not result. For achieving BPR, top-down management focus on BPR during the imple-
mentation of SAP CRM is required; the time frame and project plan must also reflect the goal
of BPR.
7.1 Background of Business Process Re-engineering (BPR)
BPR addresses the following two important issues for an enterprise:
1. The strategic long-term positioning of the business with respect to the current and envisaged
customers that would ensure that the enterprise would be competitively and financially suc-
cessful, locally and globally
2. The enterprise's capability/capacity that is the totality of all the internal processes that
dynamically realize this positioning of the business
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