Database Reference
In-Depth Information
dynamically dependent upon customer's selections for product configuration. For instance,
when ordering a computer online, a customer can generally choose options such as memory
size, CPU power, sound and video cards, monitor size, and color.
SAP CRM also supports guided selling by posing a series of questions to customers to
determine which product (or product configuration) best suits the customer's needs. This
obviates the need for the customer to manually navigate through a large product catalog or
click through product configuration options.
2.
Pricing
: SAP CRM supports both B2C and B2B scenarios. In a B2C scenario, compa-
nies generally do not have customer-specific pricing or contract-based pricing like in B2B
scenarios.
3.
Order to cash
: Once an order has captured, payment has been processed via the credit card
information created, and order dispatch has been initiated to the shipping address; the order-
to-cash process wraps up with billing, accounting, and settlement with external financial
institutions. All of this handled through the back-end SAP ERP application.
4.
Web auctions
: SAP CRM also provides support for selling through Web auctions. Companies
are increasingly turning to Web auction as a way to get rid of surplus goods, excess inven-
tory, and used assets in a timely fashion. It supports both auctioning through eBay and
auctioning through the company's own Web store.
9.2.2.3 SAP E-Service
SAP CRM provides robust E-Service functionality, but it also provides knowledge management
and service management capabilities. Customers can view answers to frequently asked questions
(FAQs) and search solutions to problems. They can request services such as installation or main-
tenance of a product as well as track open service requests through to completion. Customers can
create complaints and returns for problems with orders or deliveries. Above all, customers can view
their account balances and pay their bills online:
1.
Knowledge management
: SAP CRM provides on customer portals answers to Frequently
asked questions (FAQs) about products either by doing a search by keyword or by model
number or by browsing through a list of products. Customers can also search for knowledge-
based articles or solutions to technical problems. Furthermore, the Web portal might also
provide product fixes and downloads that the customer could access.
2.
Service management
: SAP CRM provides customer to request for service and track the status
of a service request through completion. The customer can monitor the processing status of
the service request online without having to call the interaction center every day to find out
about the status.
9.2.2.4 Web Channel Analytics
SAP CRM provides out-of-the-box Web Channel Analytics, including sales analyses, technical
analyses, and customer behavior analyses. Sales analyses indicate what the company's top 10 prod-
ucts are, top 10 customers are, and the percentage of quotations that are converted to sales orders
and the total number of sales orders. Technical analyses show how many hits the company's
website is getting and who its top referrers are. Customer behavior shows the number of viewed
products, the number of ordered products, and the percentage of visitors who placed orders.
