SAP CRM Overview

Session by Shubha Giriraj

Session IncludesBusiness Partner Organization Management

CRM Overview: Overview DiagramCRM Mobile ClientCRM BasicsService Interaction CenterTele Sales&Tele MarketingMarketing Planning & Campaign ManagementCertificationInternet SalesCustomizingMobile TechnologyCRM Overview

CRM BasicsContents:Basic Elements of CRM

Basic Elements involved in CRM processesProvide a consistent picture of your Business Partners to all employees involved in CRM activitiesAccess information on your products and product catalogs used in CRM processesManage your CRM Organiza-tional Model exactly the way you set up your organizationManage customer interactions, (sales orders, activities and opportunities) and provide a complete picture of the CRM relation-ship historyPlan marketing campaigns and execute them through different channels, (E-Mail, Telephone, or Sales Force)Business PartnerCampaignInteractionProductOrg Model

Business Partner (BP)An individual in or outside your organization who is of commercial interest and can be contacted during a business transaction.

A partner can be a natural person or a legal entity. Partners in an organization include sales personnel. Partners outside an organization include:CustomersSales prospectsA Business Partner can be a PERSON, a GROUP of people (married couple, an executive Board) or an ORGANISATION.The BP Category must be defined when creating a new business partner.A BP grouping classifies business partners according to user-defined criteria. When creating a BP, internal number assignment is the default. Alternatively if you want to use external number assignment you must choose the relevant grouping and enter the external number.We can define standard groupings in customizing. This means that a group is automatically selected if a BP is created without entering a BP number or grouping (with internal number assignment) or if a partner number but no grouping is entered (with external number assignment)

Business PartnerCampaignInteractionProductOrg ModelTopic Objectives: CRM Business PartnerSAP Business Partner OverviewBusiness Partner Types and GroupingRoles of Business PartnersRelationships of Business Partners

Provide a consistent picture of your Business Partners to all employees involved in CRM activities

SAP Business PartnerVendorPatientBorrowerNeutralPersons and organizationsIndependent of applicationOpen infrastructureIntegration through operational conceptsRenterCustomerAccounts ReceivablesCreditorBusiness PartnerBusiness Partner RelationshipsCoworkerManufacturing Plant

Business Partner TypeBusiness Partner TypeBusiness Partner TypeBusiness PartnerFieldsNameVisibleHiddenLast NameFirst NameCustomer GroupPriority

GroupingOrganizationPersonBusiness Partner MUST HAVE a Type

Business Partner GroupingPartner Type MUST HAVE a GroupingBusiness Partner TypeBusiness PartnerGroupingNumber RangesFreely defined Group criteriaStandard DefaultsGrouping

Consistent Distribution of BP CRMR/3Customer external number rangeSold-To Party (newly created) 4000-4999internal number range 4000-4999OrCustomer (newly created)Sold-To PartyInternal number range 1-3999External number range 1-3999The internal number range within SAP CRM corresponds to an external number assignment in SAP R/3. In this way, a BP receives the same number in both systems.Generally speaking, an active SAP R./3 system already exists and number ranges in SAP R/3 are already defined. If an internal number assignment is desired in R/3, no further number ranges are necessary. If external number assignment occurs in R/3 as well, the number range must be maintained.The customizing transaction appears as follows:R/3 - Logistics General Business PartnersCustomers ControlDefine and Assign Customer number rangesCRM Cross Application ComponentsSAP Business PartnerBusiness Partners Basic SettingsNumber ranges & Grouping Define number RangesMandatory fields must be synchronized between CRM and R/3.

BP Roles:Each role will have 3 data setsGeneral Data Address, Personal data, Bank DetailsCRM-Specific Data Sales, Shipping, Billing..Relationships Is a contact person for, Is Sales representative forYou can use partner functions as follows when you have created a relationship.

You can assign an appropriate partner function for a particular sales area to a business partner, depending on the existing relationship to another business partner. A relationship can be assigned more than one partner function from the same partner function category in different sales areas.

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Business Partner RolesOrdering PartyInvoice RecipientPayerInvoice

Contact Person

Data PartsAddressPersonalGoods Recipient

AddressShippingInvoicing......AddressPersonal dataSalesShippingInvoicing......

Data PartsCentral set typesCRM-specific set types

Examples for Roles/Data Part AssignmentROLEOrdering partyGoods recipientInvoice recipientPayerConsumerCompetitorProspective customerContact personEmployeeOrganizational unit...DATA PARTSPersonal/Organizational dataAddressTax numbersBank detailsSalesShippingBillingClassificationBusiness hours (calling/goods receiving/visiting)Partner functionsExcluded functions...

Example for Role/Data Part AssignmentROLEOrdering partyGoods recipientInvoice recipientPayerConsumerCompetitorProspective customerContact personEmployeeOrganizational unitetc.DATA PARTPersonal/Organizational dataAddressTax numbersBank detailsSalesShippingBillingClassificationBusiness hours (calling/goods receiving/visiting)Partner functionsExcluded functions...

Business Partner RelationshipsOrganizationOrganization 2Candid Horton PlazaContact Person 2Organization 1LA Wholesalers Inc.Organization 3Candid San DiegoContact Person 1Organization 4Candid Internationalis outlet ofsuppliessuppliesis affiliate ofis contactperson ofis contact person of function: managerContact Person

is contact person of function: manageris married toContact Person 3is contactperson of

Two Systems, Two Different Concepts:

R/3The account group of the CustomerMaster Defines the Following:

The number rangeProcesses a Customer can be used for (Partner Function)Field attributes

CRMGrouping:Determines the number rangeBP RoleProvides different views of BP Data, dependent on different processes.Determines the field attributesClassificationDefines to which SAP R/3 account group a BP is mappedData SetsDepends on processes in which a BP can be used

Differences Between CRM and R/3

TerminologyPartner Determination is the name of the R/3 component, whereas Partner Processing is name of the CRM component. In CRM, partner determination refers specifically to the process during which the system automatically finds and enters partners in a transaction.Maintaining Master DataWhen you create a business partner in R/3, you must create it as a customer, vendor, employee or competitor. The partner type you choose determines what kind of master records are created, and, later, what partner functions this partner can take on.You must create a partner separately for each type that is relevant. For example, if your company both buys from and sells to Star Electronics, you must create Star as a customer and a vendor. In CRM, a partner automatically takes on all partner functions unless you specify (by creating relationships) that other partners should take on these functions for the first partner. This feature simplifies maintenance of master data because there is no need for you to enter partner data repeatedly.

For example, you enter Claremont Enterprises as a business partner, but do not enter any relationships for them. You create a sales order with Claremont as the sold-to party. The system is set to determine partner based on the relationships of the sold-to party. Because the system does not find any relationships for Claremont, it enters Claremont as the ship-to party, bill-to party and payer in the sales order.

Partner Type in R/3 and Partner Function Category in CRMAs explained above, when you create new partners in R/3, your assignment of the partner to a partner type determines what kind of master records are created and what functions it can take on. When you define a new partner function, you also assign it to a partner type. Only partners of the same type can take on this function. The partner types are hard-coded in the system, and you cannot change them or create new ones. Sales and Distribution includes the commonly used types customer, vendor, employee, contact person and mail partner.The partner function category in CRM is a hard-coded key that is assigned to a partner function. It allows the system to identify and work with the function. The system includes commonly used partner function categories, such as sold-to party, payer, activity partner and contact person. You cannot change them, or create new types.There are more partner function categories in CRM than there are partner types in R/3. They do not correspond to each other in any way.

The Account Group in R/3 and the Business Partner Classification in CRMThe account group in R/3 is a category, such as bill-to party or consumer, to which you assign a business partner. An account group determines which data is relevant for creation of a master record. The system includes commonly used account groups, but you can also define your own. To define account groups in Customizing, choose Logistics - General -> Business Partners ->Customers -> Control -> Define Account Groups and Field Selection for Customers, and Vendors -> Control -> Define Account Groups and Field Selection (Vendor)The business partner classification in CRM is also a category, such as consumer, to which you assign a partner. It determines how the CRM system uses a partner. You can assign a partner to more than one category.If you distribute business partner master data between CRM and R/3, a partner's classification in CRM determines its account group in R/3, or the other way around. If you replicate partners from CRM into R/3, you can only create R/3 master records for those with the following classifications in CRM:consumer customer prospect competitorYou can set which R/3 account group corresponds to which CRM classification in the transaction PIDE in the plug-in for CRM Middleware. Here you can also make other settings for the distribution of business partner data between CRM and R/3.

Business Partner Relationship Category

Business partner relationship categories exist only in CRM. They are the definitions of business-relevant connections between partners, and include has the contact person or is married to. The system includes a number of relationship categories, and you can also define your own. Many categories are hard-coded to correspond to partner function categories.Sources for Partner DeterminationIn R/3 there are fewer sources for partner determination than in CRM, and you can specify only one source for each partner function to be determined. The following sources are available:The master data of one of the partners in the transaction A customer hierarchy The current user Table T024P (transaction OB51), which contains data on credit representatives User exits

The R/3 system most frequently uses the sold-to party's master data, but you can set it to use the master data of any partner in the transaction. Other sources that are available in CRM, such as the preceding document or organizational data, are not available for partner determination in R/3.In CRM, there are more sources than in R/3, and you can specify as many of them as you want for each partner function to be determined. They include:The business partner relationships, by sales organization, of a partner in the transaction The general business partner relationships of a partner in the transaction A current partner in the transaction The preceding document Organizational data A pricing hierarchy The current user Business Add-Ins

Sequences in R/3 and Access Sequences in CRMThe sequence in R/3 indicates when the partner is determined, in other words, whether it is the first partner determined in a transaction, or the second or the third, and so on. You assign sequences to partner functions in partner determination procedures.The access sequence in CRM defines a search strategy that specifies the sources of data the system uses when it determines a partner and the order in which it uses these sources. It does not specify whether this partner is determined before or after other partners. In CRM, you set when a partner is determined by making an entry in the field Determination Time in the Customizing activity Define Partner Determination Procedure.

Organisation Management (OM)

Organizational Management in CRM offers you a flexible tool for displaying your companys task-related, functional organizational structure as a current organizational model.

Displaying your service or sales and distribution structure is at the forefront of CRM. To work with the CRM system, you can simply display the organizational units that are relevant for your sales and service-related processes.

CRM organizational management has many options for linking to your organizational units.

The organizational units (for example, sales organization, service organization) are not already specified: You can include your own organizational levels and leave levels out. The R/3 organizational units (for example, sales organization, distribution channel, division, maintenance processing plant) can be assigned as attributes to the organizational units in CRM. These attributes are not mandatory for planning the organizational model. However, they are required for automatically determining organizational data in documents. You can activate an organization to be used for several scenarios, enabling it to be a sales organization and a service organization at the same time. The organizational model is time-dependent. This enables you to plan organizational changes in the future. Organizational units can occur as business partners. The system automatically creates a business partner record for an organizational unit with the organizational unit role.

Maintaining the Organizational Model in CRMDisplay the sales or service structure of your organization for CRM Organizational Management.Make changes to the organizational model or individual organizational units.Display responsibilities and other data of your organizational units using attributes.Display sales areas (sales organization, distribution channel, division). Attributes You maintain important data like address, validity period You define attributes for each organizational unit of each scenario, for example, currency, region, product group By assigning attributes, you maintain sales areas by assigning the attributes distribution channel and division to a sales organization or its subordinate organization

Differences in the Organizational Data in R/3 (SD) and CRMOrganizational management in the CRM System offers a flexible tool for maintaining the company structure for different scenarios (Sales, Service and Enterprise Buyer Professional). You can maintain the company structure including the positions and employees in an application and assign specific data (attributes) to the organizational units. This new maintenance makes new functions possible, for example, you can set the automatic determination of organizational data for transaction documents using the organizational model display in Customizing. The following overview lists the main differences in the maintenance and use of organizational data between the R/3 application component Sales and Distribution (SD) and the CRM component Organizational Data.

Topic: Organizational StructuresBusiness PartnerCampaignInteractionProductManage your CRM Organiza-tional Model exactly the way you set up your organizationOrg ModelOrganizational Model: CRM vs. R/3Organizational Units, Positions and HoldersBusiness AttributesDetermination of Organizational Data

Organization - R/3 ModelUSAWestern USLos AngelesScott ParkerSan FranciscoSales OfficeSales GroupSales RepresentativeR/3 Sales-Related StructureSales Organization

Level 2Level 3Organization Possibilities - CRMGlobal SalesEuropeAmericasNorth AmericaUSACaliforniaOffice S.F.Berlin Office FranceSouth AmericaOffice L.A.GermanyGroup SF1Group SF2Group B2Group B1Munich Office Level 1Level 4Level 5Level 6A part of an international organization:

Breaking down an Organizational UnitPositions and Holders assigned to an Organizational Unit:Berlin Office Group B2 Group B1Munich Office Level 4Jane MillerJane MillerSales RepSales ManagerPositionEmployeePositionUserHolder

Organizational Structure and AttributesOrganizational StructureGroup SFOffice SFOffice LASales EuropeSales FRASales GEROffice MunichOffice BerlinGroup B1Group B2Global SalesNameStarts withSales Office Los AngelesSales Office San FranciscoSales Office 1 San FranciscoSales Office MunichSales FranceSales EuropeSales Office BerlinSales Group 2 BerlinSales Group 1 BerlinSales GermanyBasic ATTRBCRMATTR AddressScenario for attrib maintenanceObject permitted for scenarioStatus for consistency checkSaleValid FromToDetails for Organizational Unit Group SF1AttributeDescriptionExclPOBOXPostal BoxPOSCO1Postal CodeProdGrpProduct Gr...ProdGrpProduct Gr...ProductProductQuantityAttributes are assigned to the Organizational UnitNo limit to the levels you can use

Business AttributesCountryCurrencyDistrictIndustry SectorLanguageLast NameBusiness partnerPartner functionProduct GroupProductQuantityNet valuePostal CodeRegionSales GroupSales OfficeSales OrganizationDivisionDistribution Channel...

Sales EuropeSales FRASales GEROffice MunichOffice BerlinGroup B1Group B2Sales Office MunichSales FranceSales EuropeSales Office BerlinSales Group 2 BerlinSales Group 1 BerlinSales GermanyBusiness attributes are assigned to organizational unitsBusiness attributes are passed on from higher-level organizational units to all dependent organizational unitsFor which Sales Country, Division etc.is this Organizational Unit resposible?Which Currency? Which Language?

Mapping of CRM Orgnizational Units to R/3 Sales Organization, Sales Office, Sales GroupSan FranciscoR/3 ModelNorth AmericaSales USAWestern USCaliforniaSan FranciscoLos AngelesCRM ModelOrganizational structure can be different from R/3Entities used in R/3 can be matched via attributesR/3 Sales Org.R/3 Sales OfficeUSAWestern USR/3 Sales GroupAdditionalLevelsAttributesofCRM Org.Units

Organizational Data DeterminationAttributesTransaction Type

SalesRole

Product GroupIndustry Sector

Resulting Organization UnitSales Office Los AngelesProduct Group: 01 Industry Sector: High Tech

Thank U

*****CRM consists of basic elements that form the foundation for which the CRM business processes are based.The basic elements of CRM are:Business PartnersProductsOrganizational StructuresInteractions such as Activities, Sales Orders and OpportunitiesCampaigns

***Business Partners are at the center of business transactions, and thus the center of business interest. All relevant information on a business partner must therefore be available quickly in consolidated form. This means that a central view of a business partner over all areas is imperative.A business partner exists only once, regardless of the business transaction in which he or she is participating. For example, if a company is both a customer and a vendor, it is still one and the same business partner.However, a business partner can come into contact with a company in several situations. Depending on the specific business processes in which a business partner participates, the information required on the business partner may vary considerably. For example, for the "Goods delivery" process, information on Incoterms and delivery conditions is required, whereas for the "Order" process, information on delivery dates and payment conditions is relevant.A business partner is in contact with other business partners. These relationships can be very different in nature (for example, a marriage, contact person, company relationships). SAP Business Partner fulfils these business conditions. A business partner exists only once in the system, but can take on several different roles. The different relationships between business partners can also be defined.*Business partner type is the term used to classify a business partner as a person (e.g. private individual), or organization (legal entity or part of a legal entity, such as department).When a business partner is created, the business partner type must be selected (required entry).The business partner type determines which fields are available for data entry. For example, when you want to create a business partner as an organization, one of the fields requires you to enter the legal form, whereas with a person, you have to enter first name, name components, sex, and so on.Assignment of the business partner type is static and cannot be changed once the business partner has been created.

*A BP grouping is a classification of business partners according to criteria that the user can freely define. The procedure in Customizing is as follows:1. Define the number ranges for the business partners2. Define the groupings for the business partner and the assignment of number rangesWhen you first create a business partner, you must state the BP type and the grouping. The BP grouping determines the number range of the business partner.The entry in the "Grouping" field determines whether and how the business partner field number must be filled with data. If you use a grouping to which a number range with external number assignment has been assigned, you must fill the BP number field with data. In the event of internal number assignment, you leave the field for the BP number empty. In Customizing, you can also make settings for standard groupings. This setting means that a grouping is automatically selected if you do not assign a business partner number or a grouping when you create a business partner, or if you assign a business partner number to a business partner, but not a grouping.Number range intervals and a type of number assignment are defined for each number range: Type of number assignment: external or internal number assignment Number range intervals determine which numbers are permitted.Business partner number ranges apply to all clients. The standard SAP system contains number ranges for the groupings provided. These can be changed if required.

****The basis for the definition of a BP role is a business process. The attributes of the BP role depend on the particular business process involved. It is possible to create a business partner in one or more BP roles. Central data, such as name, address, and bank details, only has to be created once. All applications or industry solutions that use the SAP Business Partner provide specific roles.Each role consists of different data parts:Central sets typesCRM-specific set types RelationshipsFact sheets

*Use data parts as building blocks to define BP roles for use in your company's business processes.In CRM, the following data parts are available:Central sets types: Address, Personal data, Bank detailsCRM-specific set types: Sales, Shipping, Invoicing, Classification, Business hours, Partner functions, Excluded partner functionsRelationshipsFact sheetsAttributes that you commonly use together are grouped in set types to implement one or more parts of a business process. An example is the set type Shipping with attributes such as Shipping conditions and Delivery priority.A set is the instance of a set type. For example, a set of the set type Shipping could have the values Free on board and High for the attributes Shipping conditions and Delivery priority.Business processes that refer to a business partner require different parts of business partner master data. You maintain different sets in various sales areas for the different BP roles a business partner has.

*When you create a business partner in the Ordering party BP role, all data parts are available for creating and maintaining data.*When you create a business partner in the Goods recipient BP role, only the relevant data parts are available for creating and maintaining data.

*Relationships can have different categories. For example is contact person of or is department of, is married to, is supplier of, is customer of, is competitor of, etc.Categories can be defined in the customizing process. Each relationship can have particular attributes and directions.

*********The Organizational Model in CRM allows for maintaining the company structure for different scenarios (Sales, service and Business-to-Business Procurement). You can maintain the company structure including the positions and employees in an application and assign specific data (attributes) to the organizational units.

The following application areas in CRM use organizational management: Business transaction - Automatic determination of responsible organizational units based on data in the transaction document (sales area from R/3) Partner processing - Partner determination (Partner function Employee responsible) Payment card processing - Automatic determination of the organizational unit responsible for clearing *In the R/3 system there are three traditional sales elements:Sales OfficeSales GroupSales RepresentativeThese elements are limit in scope and structure and usually dont meet the sales organizations requirements.*The structure has no limitations - as many levels as needed:Americas: 6 levelsEurope: 3 levelsOrganization units are easy to maintain, time dependent and adaptable to a variety of industries.Can be used for Sales AND Service organizations.Organizational unit can also be a business partner:When creating an organizational unit, a business partner master record (organization category) is automatically created. The business partner number is displayed in the structure.

Validity of an Organizational Model An enterprises organizational model is constantly undergoing change. For this reason, Organizational Management allows you to edit the organizational structure, staff assignments as well as individual objects according to key dates. *Organizational Unit Organizational object (object type key O) which is used to form the basis of an organizational plan. Organizational units are functional units of a company. Depending on how task distribution is organized in a company, these can be, for example, departments, groups or project teams. Position Organizational object (object type key S) which shows the functional task distribution of individual items and their report structure in the organizational plan. CRM related positions in a company could be e.g. sales manager, sales rep, contact center manager, contact center agent etc. Holders (employees or CRM users) can then be assigned to one or more position.Holder A person assigned to a position. A holder can be in the component CRM business partner in the employee role (Central Person, object type key CP) or a CRM User (object type key US), that is assigned to a position in an organizational plan. By assigning an employee or a user to a position, you can show where an employee is assigned organizationally in a company (what his function is). It is recommended to assign an employee, because an employee master contains more business data than a user.

*Organizational units have general attributes that specify, for example, the responsibility of an organizational unit for a specific area. You can define the attributes of an organizational unit in CRM under General Attribute Maintenance. Attributes are used when determining the appropriate sales organizational unit for the transaction that is being processed.*Attributes are inherited to the subordinate organizational unit, unless they have another attribute value in the subordinate organizational unit (inheritance: local values overwrite the inherited ones). You cannot maintain attributes for Positions (Positions inherit the attributes of the higher-level organizational unit) and Holders. *Organizational structures can be different from R/3.Entities used in R/3 can be matched. Organizational data such as distribution channels, divisions and sales areas with the relevant text from R/3 can be transferred to the CRM system.

*When processing a business transaction, certain organizational data is mandatory depending on the transaction type. In a service order, for example, the service organization is a determining factor in processing. In a sales order the distribution channel is as important as the responsible sales organization as price and delivery data can depend on the distribution channel. Options for determining organizational data in the document (can be set in Customizing and are dependent on the transaction type):No determination In this case enter the organizational data (for example, sales area) manually in the document.Automatic determination The system uses the data that is available in the document to determine, for example, the business partner number, region, product or organizational data.Search criteria are defined through standard roles (e.g. country, postal code or product group).A standard role is assigned to a transaction type.Each transaction has a transaction type.While in R/3 responsibilities are determined from the sales area-related data from the customer master, in CRM responsibilities are defined independently from the business partner master and are determined, if required, from the organizational structure. ****