Database Reference
In-Depth Information
firm or the brand fares in the market, as well as how its customer needs differ on an individual
level, and how to leverage these differences to enhance the overall competitiveness of the firm.
Determining which metric(s) to measure and manage should depend on how each metric relates to
the desired short-term or long-term outcome. If the metric(s) chosen cannot be quantifiably related
to desired outcome measures such as profitability and shareholder value, the metric(s) generally
may not be worth measuring and managing.
Table 15.1 presents some commonly used metrics at both brand-level and customer-level
15.8.1 Enhancement of Measures of Performances by SAP CRM
It is important to define the right measures for assessing a company's performance and its
progress toward its declared goals and objectives. SAP CRM assists in monitoring and manag-
ing the measures of performances (MOPs) to enhance the company's operational performance.
With its integrated and real-time availability of operational data, SAP CRM has the enabling
environment to create, monitor, and manage enterprise value. SAP CRM provides the empow-
ered platform for SMEs to address the competitive demands of the rapidly changing market-
place and be successful in terms of
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Improved customer relations and management
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Reduced cycle time
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Improved quality
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Increased sales volumes
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Improved margins
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Reduced product development time
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Reduced manpower for routine operations
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Improved market share
The process of monitoring the MOPs can be guided by the value determinants that have been
identified for the company. The value determinants can then be prioritized as well as customized
suitable for the different activities within the company. Additions and deletions to the selected
measures will be likely, depending on the market situations or alterations in the emphasis and
focus of the measures already implemented.
The following lists show some of the performance factors that could be considered for measur-
ing the excellence of the processes in SAP CRM.
The sales and distribution performance factors are as follows:
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The number of new customers
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The number of one-time customers
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The number of customers retained
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The number of repeat orders and type
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The customer order-to-delivery time
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The number of nonstandard or customized orders
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The number of errors per order shipped
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The percentage of back orders as a percentage of total orders
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The percentage of on-time first delivery to customers
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The percentage of on-time complete deliveries to customers
