More successful with customer relationship management

What do my customers want?? How can I win them over, keep them loyal to my company?? There is no simple answer to these questions. But there is an SAP module that can help: SAP CRM.

Frequently asked questions

  • Is SAP C/4HANA better than SAP CRM?? Is SAP C/4HANA better than SAP CRM??
  • What are the prerequisites for implementing SAP C/4HANA?? What are the prerequisites for SAP C/4HANA implementation??

Our solutions when it comes to SAP CRM

You want to professionalize your customer management? SAP CRM can serve you well – whether in marketing, social networks or sales. Do you have any questions? Feel free to contact us!

The better you know your customers, the better you can tailor your offers and services to them. Intelligently linking data is the key to success – and SAP CRM is the right tool for the job.

You do not yet have an overview of the functions of SAP CRM? We would be happy to show you what SAP CRM can do – tailored to your needs, for specific departments, at your site or at our premises.

A CRM system for the cloud? There is also. With SAP C4C (Cloud for Customer), all relevant customer data is available to you in real time – whether at a trade fair or in the field. We are happy to advise you!

More success in sales through customer relationship management

SAP CRM provides a wide range of functions for sales to build a deeper, more emotional relationship with the customer. GAMBIT’s experienced consultants can show you ways to leverage SAP CRM for your business to unleash previously untapped potential. We can also assist you with the implementation of external data into your architecture.

Efficient customer service

Existing information can be stored and retrieved with a focus on individual customers. This way, a conversation between the customer and your service team doesn’t start with the tedious transfer of master data that already exists in your company, but can focus on solving the case at hand. We will gladly provide an introduction to the various functions or a more in-depth training for advanced sauna builders at your location or in GAMBIT’s own training rooms.

Timely and relevant actions in the social networks

Social media users expect a quick response to their message. SAP CRM supports you in two essential functions of social networks: monitoring and responding in real time. Criticism should be reacted to, understanding should be signaled and arguments should be stated factually. A little personality is allowed to peek through, with the social network replacing face-to-face conversation at that moment. By taking responsibility and responding appropriately, trust in the brand is maintained and the credibility of the company is strengthened. GAMBIT helps you to generate the optimal solution for your business and your customers through individual consulting and customizing.

SAP CRM – Customer Relationship Management

With the additional use of SAP CRM, you gain access to functions that are not offered in this depth via the Sales module within the SAP ERP system. SAP CRM offers functions from a Customer Relationship Management-specific perspective for sales, marketing, customer service and social media.

For your company’s marketing staff, SAP CRM is a treasure trove in terms of data and in supporting processes that underlie marketing activities. For management, in turn, the evaluations of the customer groups provide a basis for making well-founded decisions on a concept for a future marketing strategy.

By obtaining information via an almost unlimited Internet, today’s customers have more diverse offers and comparison options than ever before. This situation leads to more healthy competition – and above all offers companies opportunities if they are used correctly.

The use of search engine optimized web presences up to holistic landing pages, which provide comprehensive content on a selected topic, serve the information needs of interested customers. The purpose of offering information is often to direct the customer to the company’s own website as a first step, and then to get them excited about the product offering, similar to the way they do after a consultation in a traditional retail store.

Ideally, a visit to a website leads a potential customer to start browsing the offer and add items to the shopping cart.

Many products, such as those from the fashion, lifestyle, consumer electronics, luxury goods, or luxury food sectors, are not purchased as a replacement for a vital and used-up product, but rather in a shopping mood. This shopping mood is fragile and can be quickly interrupted by a distraction. The situation when browsing an online store with a stationary PC or mobile device takes place in a far less controlled environment than a visit to a retail store, where an engaged salesperson can once again win back the customer’s attention.

An element in an online store that is perceived as negative can quickly lead to a customer jumping ship. This can be a confusing shopping cart, long loading times or an uncomfortable payment system.

Customers want to be comfortable and relax after a hard day’s work surfing the web or even reward themselves with a purchase.

The task of the online store is to maintain the buying mood, to guide the shopper in finding a suitable item, and to reinforce the intention to buy.

At this point, at the latest, a feature of SAP CRM comes into play. Based on the information gained by CRM, the module can already make a pre-selection among products. The customer or customer group may be price-sensitive or highly quality-conscious. Accordingly, the selection can offer the sale section or products with high quality standards.

Another possibility of CRM is cross-selling: the color matching pocket cloth to the jacket, the right screws for the expansion plugs. These combinations no longer need to be laboriously entered manually, but are learned by the system through purchases from previous customers. These are just two of the many ways in which SAP CRM Sales and Marketing can support your company’s business processes.

Team Markus Gaganis 02

Markus Gaganis, Senior Project Manager

Contact me for all questions about SAP.

+49 2241 8845-633

SAP CRM – processes and functions

SAP CRM Marketing supports the marketing department in its day-to-day work, such as monitoring the budget, but also in future-oriented measures such as cost planning and the simulation of a marketing campaign, including success forecasting.

SAP CRM Sales includes a significant ERP component. Logistics, pricing, regional specifics are taken into account, but also CRM-typical aspects such as special agreements with the customer. These can be financial conditions, modalities for just-in-time delivery, design for sales as a second brand, promotional goods with special prices or special packaging for stores with private labels. In addition, customer orders, purchase orders and internal costs can also be managed in this component.

SAP CRM Service is a great support for companies that are active in the service business or generate high margins in the after-sales business. In customer service, not only can new business be generated, but complaints can also be fielded and dealt with efficiently. The component also provides the functions to trigger billing to the customer from here.

Customer Relationship Management means building a relationship with the customer and maintaining the customer relationship. This goes far beyond the role of a producer and supplier or service provider.

Within the marketing mix, CRM relates to sales and marketing communications. Although CRM has been known and understood as a marketing tool in Europe since the 1980s at the latest, the possibilities of CRM are increasingly being recognized and used, but are far from being fully exploited.

However, this should not mean providing product offers to a customer at a high frequency. The essential aspect of CRM is that the content has relevance for the customer. Otherwise a letter is thrown away, an e-mail is deleted.

The contacts with the customer that are triggered via CRM can z.B. inform them about technical news or give suggestions for the use of products. This approach can then be used to lead to the product.

SAP CRM brings a wide range of functions to support and automate the business processes required for professional CRM.

Perhaps you would like to quantify the goals that CRM should achieve for your company in advance as part of an overall communication concept, with which communication tools the CRM measures are linked, and in what way the individual CRM measures can support your business.

In a second step, you can think about concrete means of communication in the CRM measures, such as sending out mail, installing an e-mail newsletter or a more individual presentation of the articles in the online store. Each communication tool has advantages, but also limitations in what it can do. This is why the interlocking of the individual means of communication is so important. A postal mailing can convince people of the usefulness of an insurance policy, but it cannot replace an online insurance calculator.

The following are individual functionalities of SAP CRM:

  • SAP CRM includes tools for sales support. Lead management includes all measures such as CRM that appear suitable for turning prospects into buyers. Forecasts can be made, links for cross-selling are created and of course CRM can be used excellently in online marketing. Sales gains transparency for the employees, information is also conveniently available for the field sales force.
  • Customer specific information is gained. This applies to customer groups as well as individuals. In telephone marketing and online marketing, offers can be made based on known data according to the calculated preferences from the reference group. Know the customers and use the insights to send the right message at the right time: This is of high importance in campaign management. The implementation of social media into everyday communication has led to an ever shorter shelf life of information. Attention is paid to the latest news feed. The ability of Internet-based media to target customers at specific times of the day also offers opportunities: people are interested in different products during the course of the day. This can easily be taken into account in communication. How to make customers feel understood with a quote.
  • Information can be called up in the service and in this way a solution can be found more easily. Referred customers do not need to reiterate their concerns.
  • CRM plays a particularly important role for customers for whom a lower price is the decisive factor in switching providers, e.g., for customers who want to buy a new product.B. in the telecommunication or energy provider industries. In these highly competitive markets, CRM can both attract and retain customers. A service team can ask customers who want to switch to a competitive companion why, and possibly retain them by offering a targeted offer. A clever campaign will possibly persuade homo economicus – who exists more in theory – to leave his comfort zone and seriously consider a change of provider.

SAP CRM – master data

SAP CRM is able to record, manage and evaluate the data that is generated through contacts with your company. The view "Which have bought the following product". In addition, the implementation of external data, e.g.B. from social networks possible.

The topic of CRM becomes particularly exciting when considering how to generate added value for the company from this treasure trove of data. In practice, it has been shown that it is not the volume of data that is decisive, once a relevant basic population has been reached. The decisive factor is the intelligent handling of this data and what benefit can be offered to the recipient with it.

In a former reference work on search engine optimization, the author mocks the naivety of some users’ search queries such as z.B. "When will the bus?" and asks the question: "What does the user of the search engine expect for an answer?? 13:04?"

Although this question and answer lead to a smile. However, on closer inspection, the search engine today would be able to answer "Your bus into town is coming 1:04 p.m. Don’t spend so much money shopping, you just ordered 2 pairs of jeans online. At XY market, by the way, there are sale offers. For the ride back, I recommend the 4:52 p.m. bus if you want to play soccer against Jorn on your console in the cloud again this Saturday night."

A response of this depth and individuality is possible when the traces left by a person using e-services are put together.

As a parking app for major cities, AI systems of this quality and level of intelligence already exist. In the above example, information (bus schedule), offers (sale at XY store), past ordering behavior (2 pairs of jeans ordered online) and habits (playing soccer online on Saturday night) are interwoven to create an individualized response. All information delivered has relevance to the recipient and is therefore likely to enjoy a high degree of acceptance by the recipient.

For the application of CRM, the example above can be supplemented with other aspects. Based on the behavior of a single person or a group of customers, it is possible to make predictions about future behavior. If the customer group likes to order wine online on a Sunday afternoon, a corresponding impulse can arrive by e-mail on Sunday morning.

CRM also means choosing the right behavior towards existing customers. For the service team it is an invaluable help if there is already experience with a customer who complains. Does the customer want to be taken seriously or is he speculating on material compensation or is he a hobby complainer??

Does the person argue factually or emotionally on social media platforms? Is it a comment writer for online stores? If so, with a tendency toward good or bad ratings?

CRM continues to offer a very valuable strategic application: With the data, it is possible to serve a customer over the entire product cycle or over the entire life cycle of the customer. For the product life cycle, we would like to briefly mention the automotive sector, with the inspections, spare parts and repairs that come downstream of the purchase.

For the entire customer lifecycle, the immense potential of CRM z.B. in the financing area clearly: the financing and insurance of the first car, the loan for the investment at the startup, the realization of an own real estate, asset accumulation/brokerage and retirement planning.

With SAP CRM, access to data and interactions with individual customers and customer groups are possible in real time. They can view and use the data where it promises added value: In sales, marketing, online or retail, and customer service. For each of the above areas, SAP CRM offers suitable tools for use in practice.

SAP C4C – Cloud for Customer

Cloud for Customer, the cloud for customers, excellently names the conceptual approach of this organizational model. It is software as a service (SaaS). unlike on premise, the cloud approach makes customer relationship management very flexible.

The advantages are obvious: this can start as soon as a prospective customer leaves the sales workplace and asks for advice on the used car lot. Sales force can view customer data during on-site visits, saving preparation for printouts; staff at the booth can also access the knowledge of the database in real time. Success no longer depends on whether the data is available to the consultant at any given moment. In the cloud, they are simply there.

SAP C4C is easy to use. The simple operation saves time and the employees prefer to deal with SAP C4C rather than with a system with a higher barrier to entry. The user interface was intentionally designed for a mobile-first approach – for sales/sales, for service, and to support social network activities.

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