Implementing SAP CRM: The Guide for Business and Technology Managers

In today’s competitive business environment, most companies realize that the better they can manage their customer relationships, the more successful they will become. Customer Relationship Management (CRM) software systems are key tools for companies to manage the customer-facing processes of their businesses. However, many companies have resisted implementing this most critical customer-oriented application due in large part to the lack of a single-point resource on implementing a CRM system. This book attempts to fill that gap.

Implementing SAP^® CRM

will help technologists and managers come to grips with the vision, concept, and technology of CRM. It begins by laying out the groundwork for understanding CRM. It explains the concept and context of CRM and the tangible business benefits of CRM adoption. Demonstrating a professional approach to the evaluation and selection of SAP, it details the critical success factors (CSFs), patterns, and anti-patterns of a successful SAP CRM implementation.

CRM implementations can add significant benefit to the company’s bottom line only if the company first transforms itself into a customer-centric and customer-responsive enterprise. This book explains what it means to be a customer-centric and responsive enterprise, and provides a framework for business operations based on customer relationships, rather than the traditional four Ps (product, positioning, price, promotion). It further spells out business process reengineering (BPR) strategies to configure internal business processes and operations with SAP CRM to improve customer-facing strategies, services, and relationships.

Table of Contents

Chapter 1: The Relationship-Based Enterprise
Chapter 2: Customer Relationship Management (CRM) System
Chapter 3: CRM Evaluation
Chapter 4: CRM Selection
Chapter 5: SAP CRM Solution
Chapter 6: SAP CRM Implementation Project Cycle
Chapter 7: SAP CRM and Enterprise Business Process Re-Engineering
Chapter 8: SAP CRM Enterprise Applications
Chapter 9: SAP E-Business Applications
Chapter 10: SAP CRM Application Environment
Chapter 11: SAP Tools and Programming
Chapter 12: Initiating the SAP Project
Chapter 13: SAP ASAP Methodology
Chapter 14: Supporting and Enhancing SAP CRM
Chapter 15: Valuing the Relationship-Based Enterprise
Chapter 16: Beyond the Relationship-Based Enterprise

Appendix A: Selecting SAP CRM Implementation Partners
Appendix B: CRM Industry Analysts