How CRM can improve the customer experience

Team TeachWiki

No matter what area you develop your business in, creating, maintaining and developing a group of loyal customers is one of the decisive factors for the long-term success and competitiveness of your enterprise.

Every aspect of a business, from marketing to service and support, has an impact on attracting new customers and retaining existing ones. With the help of SAP CRM systems, it becomes easy to control and manage all processes that affect customer loyalty.

CRM solutions - what is it

CRM-system (customer relationship management) is a solution that helps to build a competent interaction with potential and regular customers. It allows you to maintain contact with them, optimize interaction processes, increase their loyalty, and hence the profitability of your enterprise.

Main functions

Regardless of whether you are the owner of a small, medium or large business, the CRM system will bring you additional benefits thanks to its functions:

  • lead management;
  • automation of work processes;
  • reporting and analytics;
  • accounting of document flow;
  • forecasting;
  • collecting data in real time.

How CRM can help companies

CRM-system is easily customized to the needs of businesses of any type and size and helps to achieve the following results:

  • profit increase;
  • sales automation;
  • reducing the cost of operational tasks;
  • reducing the cost of sales;
  • growth in the number of new customers;
  • improving products and services;
  • increasing customer confidence and loyalty

SAP CRM systems - your way to effective interaction with clients

With SAP CRM, you can manage customer relationships in various areas - sales, marketing, service, and e-commerce. This allows you to always stay in touch with customers, meet their expectations, offering the types of goods and services that they really need.

Today, SAP offers several types of CRM systems - local (SAP CRM and SAP S / 4HANA for Customer Management) and cloud (SAP Customer Experience). The SAP Customer Experience portfolio includes the following modules:

  • SAP Customer Data Cloud;
  • SAP Marketing Cloud;
  • SAP Commerce Cloud;
  • SAP Sales Cloud;
  • SAP Service Cloud.

You can not implement all these modules, but choose only those that your business needs.

Key system modules

Local and cloud CRM systems from SAP include the following modules:

Marketing

Module for customer relationship management. It is used to plan all marketing activities and their effective implementation, analyze market segments and identify valuable customers.

Sales

The module allows you to manage sales activities, such as shortening the sales cycle, improving team performance, increasing revenue and ensuring customer satisfaction and loyalty.

Service

Realize the value-added potential of the service organization with functionality for multi-channel service, resource planning and optimization, service operations management, service planning and forecasting, and customer service and support.

Analytics

Provides tools to analyze customers and find the best ways to serve them. Used for planning, measuring performance and predicting customer behavior.

E-commerce

The Internet as an effective distribution channel with the necessary tools for marketing, sales, service and analytics.

Capabilities of SAP CRM systems

SAP CRM solutions support the full cycle of customer interaction and provide the following features:

  • analysis of customer behavior and a full cycle of work with them;
  • Data management;
  • creating a personalized experience;
  • budget planning;
  • target audience identification;
  • collecting information about the client from various sources (LinkedIn, InsideView and others);
  • history of financial relationships with clients, their applications, transactions and orders;
  • tracking orders and related data;
  • integration of CRM systems with other SAP solutions and third-party products, including systems for supply chain management, personnel and product lifecycle management, and much more.

To understand how SAP CRM systems function, let's consider their work using the example of an online store.

As soon as the client clicks the “Buy” button in the cart, the CRM system automatically notifies the manager about this, who places a new order and transfers information about it to the warehouse. After that, the system will inform the buyer when his purchase will be delivered (for example, via SMS), and the manager can set the task to find out the customer's feedback after receiving the goods.

And this is just one of the possibilities of CRM-systems.

Benefits of SAP CRM Solutions

What makes them the best on the market?

  • Faster implementation of sales-oriented processes
  • Reduce manual labor by 50% and increase productivity through the use of mobile applications
  • Prompt identification of customer needs
  • Effective marketing budget management
  • Detailed analysis of the performance of departments
  • Optimization of costs and business processes
  • Effective promotion of goods across all sales channels
  • Getting high-quality analytics in real time

Solution Implementation Stages and Business Effects

The implementation of SAP CRM systems includes the following steps:

  • analysis of requirements and business processes;
  • functionality setting;
  • adaptation to customer requirements;
  • building business processes;
  • development and implementation of design solutions;
  • development of test scripts, user instructions, setting up roles and powers;
  • system support.

After implementing CRM, you increase:

  • team productivity by 35%;
  • sales volume and managerial efficiency by 12%;
  • sales revenue by 19%;
  • efficiency of marketing planning and search for potential customers by 20%;
  • average deal size by 28%;
  • efficiency of making managerial decisions by 20%;
  • customer service efficiency by 40%;
  • employee performance by 20%.

You also shorten:

  • sales cycle by 10%;
  • labor costs of marketing specialists by 12%;
  • time to create a forecast by 50%.

LeverX experience: implementation, tuning and improvements

The expertise of the LeverX team allows for the full range of services - from analysis and design to the implementation and improvement of SAP CRM systems, both local and cloud.

One of the successful projects of our team is the implementation of SAP CRM for a representative of the automotive industry. The project included:

  • user interface configuration;
  • integration with SAP S/4HANA and SAP Marketing;
  • organizational model configuration in SAP CRM.

And also setting:

  • management of opportunities, including potential ones;
  • customer and contact management;
  • managing sales projects;
  • planning quotas and indicators;
  • sales analysis (Pipeline Performance Management).

We were also approached by a manufacturer of metallurgical products with a request to improve the CRM system already implemented in his enterprise. To make it meet all the requirements of the customer, LeverX specialists have improved:

  • the process of attracting potential customers;
  • the function of managing customer requests and applications;
  • access of company employees to a single database of customers and counterparties with all the necessary information;
  • the process of managing (planning, fixing and monitoring) the manager's contacts and tasks in relation to the client using the SAP CRM user interface.
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