SAP-客户关系管理CRM资料讲解

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SAP专业教材资料CRM_Sales

销售是企业的生命线。

因此，您的销售团队得不到世界一流的技术支持，行吗？对于现场销售、内部销售和网上销售来说，今天能为这类销售方式提供有力支持的只有唯一全面集成的客户关系管理解决方案: mySAP ™CRM.SAP解决方案简介mySAP ™ CRM 销售解决方案为世界一流的销售团队提供世界一流支持失去配额、预测不准、销售势头不旺、产品损耗、营收和利润下降。

事实上，当销售局面发生尴尬时，企业也陷于窘境。

这也正是为何mySAP™客户关系管理解决方案(mySAP CRM)能受到如此众多大大小小企业青睐的缘故。

这个综合解决方案是为您的销售经理、现场销售代表、企业内部销售人员发挥世界一流销售潜力而提供的世界一流管理工具。

本解决方案可与生产、库存、营销、服务、财务、业务智能等企业其他系统全面集成。

因此，mySAP CRM 可帮助您的组织通力协作，推动销售和利润迈上新台阶。

营销组织获得全面支持必须选择全面的CRM解决方案mySAP CRM具有销售、营销和服务的综合支持能力。

系统采用闭环设计，可显著改善企业在客户关系、业务交易执行、完成客户预期和在供服务等方面的处理能力。

因此，mySAP CRM可以帮助您提高销售额、提高获利能力、树立市场的领导地位，使客户、员工和股东各方均满意。

mySAP CRM与众不同的销售 mySAP CRM为销售过程的每一环节提供有力支持，包括：• 销售分析: 通过先进的销售分析工具测评并管理销售工作，包括每一个客户的获利能力。

• 项目与联系管理: 按天组织日程，跟踪所有客户联系，通过mySAP企业门户网站，建立业务伙伴信息枢纽。

•机遇管理: 从始至终跟踪每个销售项目的进程。

管理销售战略，识别关键决策人及他们的要求，预测销售量和结束日期。

• 电话销售: 在呼入和呼出两方面，加大有效电话销售方式的力度。

集成后台系统信息，使电话销售人员可以为每个客户提供准确的个性化信息。

• 现场销售: 随时随地为现场销售人员提供关键客户和前景信息。

第3章第1节：客户关系管理-SAPB1

SAP Business OneSAP B1 2007B2009 年2月简体中文第3章：客户关系管理第1节：销售机会管理NeusoftNo.86 HuaShen Road，Nanjing 210012China目录1教学目的 (3)2概述 (3)3业务流程 (3)4业务场景 (4)5操作要求 (4)6前提 (5)6.1主数据和组织数据 (5)6.2预备步骤 (5)6.3角色 (6)7操作步骤 (6)7.1创建销售订单........................................................................................... 错误！未定义书签。

7.2销售经理审批报价单 (9)7.3报价单修改和取消.................................................................................... 错误！未定义书签。

8单元小结.. (15)9练习题 (15)9.1上机练习 (15)9.2笔试练习 (16)客户关系管理：销售机会1 教学目的1）通过企业实际的业务场景，使学生可以了解企业CRM管理的一般过程2）结合企业的实际业务，在SBO系统中对企业的销售机会进行管理3）操作目标：创建销售机会、创销售活动、使用销售机会分析工具2 概述销售机会管理作为CRM管理（客户关系管理）的基本内容，是企业销售管理中的重点。

如何挖掘客户、管理销售活动是每个以销售为导向的企业最关心的问题。

SAP Business One 中简单实用的销售机会管理将帮助销售人员管理自己的销售活动，并帮助销售经理分析每个项目的完成率、销售人员的业绩等。

3 业务流程3.1 整体业务流程在销售过程中，输入在与客户和感兴趣方进行商务活动时产生的潜在销售业务量。

您可以根据销售活动和洽谈的进度添加、更新、关闭与业务伙伴的联系和销售机会。

SAP CRM基础教程说明书

About the T utorialSAP Customer Relationship Management (SAP CRM) is key component of SAP Business Suite and it is used not only to add ress an organization’s short term goals, but it also helps in reducing cost and increase the decision making ability by defining future strategy. SAP CRM also helps in achieving differentiated capabilities to compete effectively and to meet long term objectives.This is a fundamental tutorial that covers the basics of SAP CRM and how to deal with its various components and sub-components.AudienceThis tutorial has been prepared for those professionals who wish to learn the basics as well as the refinements of SAP CRM and execute it in practice.The SAP CRM system is used to support all customer focused business areas like service, marketing, sales, etc. It is also implemented for different customer interaction channels, such as Interaction Centers, Internet, and mobile for E-Commerce.This tutorial is planned to make the reader at ease in getting started with the SAP Customer Relationship Management and its several other utilities.PrerequisitesIt is an uncomplicated and simple tutorial which the readers can easily understand. The conceptions are explained here with a basic knowledge of how a company or an organization deals with its CRM System. However, it will help if you have some prior exposure to customer service, assistance related to sales, complaint handling and other related activities.Copyright and DisclaimerCopyright 2018 by Tutorials Point (I) Pvt. Ltd.All the content and graphics published in this e-book are the property of Tutorials Point (I) Pvt. Ltd. The user of this e-book is prohibited to reuse, retain, copy, distribute or republish any contents or a part of contents of this e-book in any manner without written consent of the publisher.We strive to update the contents of our website and tutorials as timely and as precisely as possible, however, the contents may contain inaccuracies or errors. Tutorials Point (I) Pvt. Ltd. provides no guarantee regarding the accuracy, timeliness or completeness of our website or its contents including this tutorial. If you discover any errors on our website or inthistutorial,******************************************T able of ContentsAbout the Tutorial (i)Audience (i)Prerequisites (i)Copyright and Disclaimer (i)Table of Contents .................................................................................................................................... i i 1.SAP CRM – INTRODUCTION . (1)SAP CRM – Overview (1)Features of SAP CRM (2)2.SAP CRM – ARCHITECTURE (3)Installable Components of SAP CRM (4)Content Types (5)3.SAP CRM – CAPABILITIES (7)4.SAP CRM – INTEGRATION WITH SAP SD (9)Maintaining Divisions in CRM (9)Define Divisions and Distribution Channels for CRM (10)Define Combination of Distribution Channels and Divisions (10)5.SAP CRM – GUI (12)6.SAP CRM – WEBCLIENT UI (14)How to Login to SAP CRM WebClient? (14)WebClient UI Components (16)Header Area (17)Navigation Area (19)Work Area (20)Overview Pages (22)7.SAP CRM – WEB UI CONFIGURATION (24)Configuration of the Navigation Bar (27)8.SAP CRM – SALES (33)CRM Sales Channels and Functions (33)SAP CRM – Sales Functions (33)9.SAP CRM – ACCOUNT PLANNING (35)Key Features of Account Planning (35)General Data in Account Planning (35)10.SAP CRM – ACTIVITY MANAGEMENT (39)Activity Management for Employees (40)11.SAP CRM – OPPORTUNITY MANAGEMENT (41)Classification in Opportunity Management (41)Opportunity Hierarchy (42)What is a Lead in SAP CRM? (43)12.SAP CRM – QUOTATION AND ORDER MANAGEMENT (44)Activity Management for Quotation (44)13.SAP CRM – OUTLINE AGREEMENTS (46)Availability Check (47)14.SAP CRM – TAXES (48)Rebate Processing in CRM Sales (49)15.SAP CRM – MARKETING (51)SAP CRM – Marketing Overview (51)16.SAP CRM – MARKETING PLANNING (53)17.SAP CRM – MARKETING CALENDAR (56)Setting up Views in Marketing Calendar (58)18.SAP CRM – CAMPAIGN MANAGEMENT (60)Campaign Execution (60)19.SAP CRM – SERVICE (61)20.SAP CRM – SERVICE REQUEST MANAGEMENT (64)Service Tickets (64)Service Requests (65)Service Tickets Vs. Service Requests (68)21.SAP CRM – SERVICE CONTRACTS (70)What Does a Service Contract Include? (71)22.SAP CRM – SERVICE ORDER MANAGEMENT (75)Complaints and Returns Management (75)Workflow and Escalation Management (76)Warranty Claim Services (77)23.SAP CRM – INTERACTION CENTER (79)Key Functions of SAP CRM IC (79)Interaction Center Agent Functions (79)Interaction Center Components (80)24.SAP CRM – IC PROFILES & CONFIGURATION (82)Integration of SAP CRM IC (84)IC Manager Profile (85)25.SAP CRM – PRODUCT MASTER (87)Product Information in Product Master (87)Product Relation / Linkages (88)Categories and Hierarchies (91)26.SAP CRM – BUSINESS TRANSACTIONS (92)Business Transaction Types and Categories (92)Business Transaction Functions (96)27.SAP CRM – PRICING (98)Pricing Process (99)Pricing Condition (101)Pricing in CRM WebClient (103)28.SAP CRM – BILLING (106)Billing Documents in a CRM WebClient (106)29.SAP CRM – WEB CHANNEL (111)B2B Scenario (111)B2C Scenario (113)SAP CRM 1 SAP CRM is one of the key modules in an organization which deals with handling customers effectively and efficiently. In t oday’s competitive market environment, it is necessary that companies make changes in a dynamic environment and take care of all the key activities related to customer service.SAP Customer Relationship Management is known as integrated customer relationship management module by SAP that helps any organization to achieve their business goals and allows them to perform all Customer Relationship tasks efficiently. CRM is one of the key components for making business strategy for medium and large scale organizations and it also helps in understanding the customers, their needs and customer service effectively.SAP CRM is part of SAP ERP (Enterprise Resource Planning) business suite and is used to implement customize business processes related to Customer Relationship management CRM and to integrate with SAP and non –SAP systems. SAP CRM allows an organization to achieve customer satisfaction by meeting the service expectation and providing products required by customers.SAP CRM – OverviewSAP Customer Relationship Management (SAP CRM) is key component of SAP Business Suite and it is used not only to address an organization’s short term goals , but also helps in reducing cost and increasing decision making ability by defining future strategy. It also supports in achieving differentiated capabilities to compete effectively to meet long term objectives.SAP CRM includes the following sub modules that support key functions of the Customer Relationship Management:∙SAP CRM Sales ∙SAM CRM Marketing ∙SAP CRM Analytics ∙SAP CRM Service ∙SAP CRM Web Channel (E Marketing, CRM Mobile, etc.) ∙SAP CRM Interaction Center IC ∙ SAP HybrisSAP CRM provides you with several benefits, some of which are:∙ It allows you to use cross-industry and industry-specific end-to-end business processes.∙You can use flexible and process-based deployment options.1.SAP CRM ∙It provides you an open adaptable technology platform powered by SAP NetWeaver.Note: With the acquisition of Hybris, SAP CRM Web Channel is no longer in use. All the companies that has CRM Web Channel WCEM license that is valid till Dec 2020 and SAP recommends to use SAP Hybris to manage E-Commerce and Marketing needs. Features of SAP CRMSAP CRM is one of the key component of SAP Business Suite to manage customer relationship related activities. It is used to support all customer focused business areas like service, marketing, sales, etc.This SAP CRM is implemented for different customer interaction channels, such as Interaction Centre, Internet, and mobile for E-Commerce.It has one component known as CRM Analytics that allows an organization to analyze all the information related to ley tasks associated with customer management and use this analytical information for decision making and defining future strategy by providing customers the products that they need, quality of service, assistance in sales related activities, complaint handling etc.CRM Version History∙SAP CRM 2008 (7.0) released in 2009 as part of SAP Business Suite 7.0.∙SAP CRM 2007 (6.0) released in 2007.∙SAP CRM 2006 (5.0) released in 2005.2SAP CRM 3SAP CRM consists of various components that allow you to integrate the CRM module with other SAP and non-SAP modules, internet, mobile devices like smartphones, tablets, and enterprise portal.In the center, it has SAP CRM server which has sub components like: ∙CRM Enterprise Functions ∙ CRM MiddlewareThen there are adapters to communicate with hand held devices and internet. The SAP ECC/R3 system is used for backend, SAP BI system is used for analytical reporting and SAP SCM is used to enhance the capabilities of SAP CRM module.You can also see the SAP CRM architecture and all its listed key components in the following image:∙SAP ERM Server (CRM Enterprise, CRM Middleware, Adapter) ∙SAP ECC as backend system ∙SAP BI for Analytical Reporting ∙SAP SCM ∙Mobile and hand held devices ∙Internet ∙ Enterprise Portal2.SAP CRM4Installable Components of SAP CRMThere are various components that get installed with SAP CRM and provide a large set of functionalities to manage customer relationship.∙CRM Core: This includes the components that are mandatory for CRM system landscape, which includes: ∙o CRM Application Server ABAPo CRM Application Server JavaoSAP GUI and∙CRM Web Client UI.∙CRM Mobile Components: This component is used for a mobile system landscape.∙CRM Handheld Integration: This component is used for CRM handheld integration.Workforce DevelopmentStandalone Components: These components are used to provide additional functionalities. They are optional components shown at the time of installation.Application System:This contains OLTP backend system, BI in NetWeaver, SAP SCM and SAP SRM server.SAP Solution Manager: This is one of the key components for SAP CRM implementation.Content T ypesDifferent content types are available for different components. For example: Content for System landscape directory.The installation program SAPinst can install the CRM Application Server ABAP, CRM Application Server Java and the underlying SAP NetWeaver Application Server in a single installation run. CRM Application Server ABAP and CRM Application Server Java can run in one system using the same database.You can also install the CRM Application Server ABAP and CRM Application Server Java in separate systems.56SAP CRM7The SAP CRM components provide different capabilities. SAP CRM is a complete software suite and is part of the SAP Business software.CRM CoreThe core functions in SAP CRM are provided by CRM Application server ABAP and CRM Application server Java. You can further enhance the core functions by adding other software units. CRM Application server and Java application server enables you operate large range of business processes.To enhance the capabilities, you can add other software like CRM Mobile application to enable use of marketing, sales and service functionalities in offline mode or use of Business Intelligence SAP NetWeaver for analytical reporting.The SAP CRM Application server ABAP consists of the following components:∙ SAP CRM ABAP 6.0 ∙ SAP AP 7.00∙ SAP WEB AS 7.00 (SAP NetWeaver 7.0 Application Server ABAP) ∙SAP CRM UIF 6.0SAP CRM Application Server Java consists of the following components:∙ SAP JAVA data dictionary 5.0 ∙ CRM IPC Mobile 6.0 ∙ CRM IPC MOBILE 6.0∙ CRM JAVA APPLICATIONS 6.0 ∙ CRM JAVA COMPONENTS 6.0 ∙ CRM JAVA WEB COMPONENTS 6.0 ∙ SAP SHARED JAVA APPLIC. 6.0 ∙ SAP SHARED JAVA COMPONENTS 6.0 ∙ SAP SHARED WEB COMPONENTS 6.0 ∙TEALEAF 4.5 (Optional)The SAP NetWeaver Application Server Java consists of the following component:∙SAP WEB AS 7.00You can easily differentiate between CRM core Java components and CRM core non Java components. For a few business processes, you don’t need CRM Application server Java components as they can run on Application Server ABAP components.You should have SAP Core with CRM Java Components (JCRM) for the following business scenarios in SAP CRM:3.SAP CRM CRM Web Channel WCEM: Business scenarios in which you want to use the product configuration. For example: the business process Sales Order Processing in CRM.User Interfaces: The CRM web client is an integrated, clearly arranged web based user interface. You can perform the following functions in the user interface: ∙Clearly arranged page layout∙Flexible and easy-to-use interface configuration∙Toolbar for functions∙Terminology that is suited to the new user interface∙Simple and intuitive navigation∙Easy-to-use personalization∙Enhanced search concept∙Access online help and tutorialsCRM Web Client is based on a web browser, so you would need to install a web browser on the client side. The CRM Web Client is fully based on the CRM Application Server ABAP using Business Server Page (BSP) technology. On the server side, the CRM Web Client is based on a multilayer architecture:∙Presentation Layer∙Business Object Layer∙At the top CRM Web Client UI8SAP CRM9The SAP ECC and CRM are closely integrated with each other and they have to be synchronized in some configurational areas like Sales, Customer master records, Organizational model, etc.Example: An organization model defines the sales area you should use in CRM and check in SAP ECC system. Sales area contains the following components:∙ Sales Organization ∙ Distribution channel ∙DivisionsYou download the data from sales area to ECC system and this is performed when you configure the CRM module. You need to verify the configurational data in ECC before setting up in the CRM.Maintaining Divisions in CRMYou can select if you want to work with divisions in SAP CRM. When you are using CRM with ECC, there is a need to maintain a dummy division or you can also use a header division in CRM so that dummy division for data transfer is not required.Go to CRM -> Master Data -> Organizational Management -> Division Settings -> Define Use of Division and Dummy Division.If you don’t want to define a division in CRM, you can select the check box – “Division not act”. In this case , you would need to enter a dummy division. The division that you enter in this window should be available in the ECC system.To use this division at header level in business transactions in CRM, you can select the indicator- “Header Div Act”.4.Define Divisions and Distribution Channels for CRMYou can also define divisions for CRM in addition to divisions copied from the ECC system. If your CRM system is standalone, then divisions are maintained manually.To define division in CRM, go to CRM -> Master Data -> Organizational Management -> Division Settings -> Define Divisions.In a similar way, you can define distribution channels in Organizational Management as well.Go to CRM -> Master Data -> Organizational Management -> Organizational Data for Sales Scenarios -> Define Distribution Channels.Define Combination of Distribution Channels and DivisionsYou can also define combinations of distribution channels and divisions that can be assigned as attributes to the sales organization to define a sales area.To define a combination of division and distribution channel, go to CRM -> Master Data -> Organizational Management -> Organizational Data for Sales Scenarios -> Define Combination of Distribution Channel and Division1011SAP CRM12The SAP GUI is a front-end tool and is used for system administration and customization in SAP Implementation guide (IMG). There are a few administration tasks and transactions which are available in SAP GUI and are accessible from SAP Easy access. Some of these transactions available in SAP Easy access are discussed below.CIC0: Customer Interaction Center5.SAP CRM COMMPR01: Maintain Products13SAP CRM14SAP GUI is used to perform administration tasks in SAP CRM. To perform customization and configuration of CRM activities, a client tool is recommended by SAP which is known as SAP CRM WebClient User Interface.How to Login to SAP CRM WebClient?You can login to SAP CRM WebClient via SAP GUI. To open the login window, you can use the following transaction code: T-Code: CRM_UI and press Enter.If nothing happens, it shows that you are using an older version of SAP CRM.6.Once you click allow, you will see the following screen with login details.Use Transaction code: BSP_WD_CMPWB and enter the name in the Component field and click Execute.15When you click Execute, you will see the login screen of CRM WebClient UI. Enter the user name and password to login.WebClient UI ComponentsThis SAP CRM WebClient is used to access only those applications for which a user role is assigned and have the authorization. In case there is a user with a single role added to his profile he/she can only login with that role and does not get an option to select the role on the login page.When there are multiple roles assigned to a user, he/she can select one of the available roles in order to log-in to the CRM Web UI.SAP CRM WebClient is divided into three parts, which are:∙Navigation bar∙Header Area∙Work AreaThe entire frame in UI WebClient is known as the Navigation bar. You can navigate to different pages in this Navigation bar. The Header area is at the top and contains the system links, work area title, saved searches, history, etc.16The Work area is a place where changes happen with user actions and where user works. The work area also contains work center groups, overview pages, email inbox, etc.The following is a list of all the components in a SAP CRM WebClient UI: ∙Header and Navigation bar∙Home page∙Work center page∙Search page∙Overview page∙Edit page∙Edit list page∙Search help dialog box∙Value help dialog box∙Personalization dialog box∙Freestyle application pageHeader AreaThe Header area is at the top and its position is fixed in the SAP CRM Web Client. You can also set its height in the CRM as per your requirement.The following are the components that are present in the Header area: ∙System Links in sequence∙Work Area Title∙Page History∙Saved Searches17SAP CRMEnd of ebook previewIf you liked what you saw…Buy it from our store @ https://18。

SAP-CRM精讲

SAP CRM客户关系管理在目前极富挑战性的业务环境中，那些运营状况卓越的公司要比以前任何时候都关注他们最宝贵的资产，即他们的客户。

各公司都在想办法留住自己最好的客户。

无论客户是在销售、服务还是营销环节与公司互动，公司都希望能最大限度地提高每一次客户互动的效力。

有别于其他CRM 软件，作为SAP Business Suite 成员之一的SAP 客户关系管理(SAP CRM)，既能帮助您解决迫在眉睫的问题（即降低成本和提高决策能力），又能帮助您的公司实现差异化，以便获得长期的竞争优势。

SAP 客户关系管理(SAPCRM)是唯一的完整的、以客户为中心的、电子商务解决方案。

这项解决方案旨在为客户提供满意、忠诚的服务。

它有助于提高竞争优势，带来更高利润。

通过SAP CRM，您的员工、生产过程及信息将与客户保持着平稳、无间断的联络--遍及整个网络。

通过以下创造有价值客户的领导关系：·以客户为焦点、创新的产品和服务·以客户为中心、更高层次的生产过程·持久有益的客户关系全方位获取持久信息SAPCRM交互中心可以使您通过任何方式（电话、传真、E-mail或网站）与您的客户保持联系。

你可以通过移动设备如便携式电脑、手机和PAD使用SAPCRM。

而且，SAPCRM给您的员工提供各方面途径获取市场数据、分析数据以及应用程序等。

因此销售、营销、客户服务和管理的员工可获取他们需要的信息来建立客户关系。

可操作、可分析、可协作的CRM可操作的CRM管理客户交互，并在销售、营销、服务过程中与客户交互保持同步。

可分析的CRM帮助您优化信息来源以便您更好的了解客户动向。

可协作的CRM让您协同供应商、合作伙伴和客户一起合作来完善生产过程、满足客户需求。

租赁资源管理的解决方案如果您是一家租赁公司，您可以利用租赁资源管理的解决方案。

这项强大有利的解决方案将全面的CRM功能与综合的财务功能结合起来致力于满足理财公司处理大量的租赁合同的需要。

SAP CRM - 快速指南

SAP CRM - 快速指南SAP CRM - 简介SAP CRM是组织中处理客户有效和高效的关键模块之一。

在当今竞争激烈的市场环境中，企业必须在动态环境中做出改变，并处理与客户服务相关的所有关键活动。

SAP客户关系管理被SAP称为集成客户关系管理模块，可帮助任何组织实现其业务目标，并允许他们有效地执行所有客户关系任务。

CRM是为中大型组织制定业务战略的关键组成部分之一，它还有助于有效地了解客户，他们的需求和客户服务。

SAP CRM是SAP ERP（企业资源规划）业务套件的一部分，用于实施与客户关系管理CRM相关的自定义业务流程，并与SAP和非SAP系统集成。

SAP CRM允许组织通过满足服务期望和提供客户所需的产品来实现客户满意度。

SAP CRM - 概述SAP客户关系管理（SAP CRM）是SAP Business Suite的关键组件，它不仅用于解决组织的短期目标，还有助于通过定义未来战略降低成本并提高决策能力。

它还支持实现差异化的能力，有效地竞争以实现长期目标。

SAP CRM包括以下子模块，支持客户关系管理的主要功能-∙SAP CRM销售∙SAM CRM营销∙SAP CRM分析∙SAP CRM服务∙SAP CRM Web渠道（E Marketing，CRM Mobile等）∙SAP CRM交互中心IC∙SAP HybrisSAP CRM为您提供了几个好处，其中一些是-∙它允许您使用跨行业和行业特定的端到端业务流程。

∙您可以使用灵活的基于流程的部署选项。

∙它为您提供一个由SAP NetWeaver支持的开放的适应性技术平台。

注 - 随着Hybris的收购，SAP CRM Web Channel已不再使用。

所有拥有CRM Web渠道WCEM许可证的公司，有效期至2020年12月，SAP建议使用SAP Hybris管理电子商务和营销需求。

SAP CRM的特点SAP CRM是SAP Business Suite的关键组件之一，用于管理与客户关系相关的活动。

SAP CRM 用户指南说明书

1) What is SAP CRM?SAP CRM (Customer Relationship Management) is a software tool provided by SAP to support end to end customer related supports. It handles various activities like invoicing, delivery, decision making, accounts receivable and so on.2) Mention what are the master data in SAP CRM?In SAP CRM, the Master Data is basic data about your customer which can be shared amongst different modules.3) Explain what is Activity Journal?You can record and update information from customer visit or telephone call in Activity Journal.4) Mention what is the standard transaction type for Quotation?The standard transaction type for quotation is AG, and the item category is AGN.5) Explain what is partner function in SAP CRM?As the name indicates partner function describes the organization and people with whom the business is done, which includes any kind of business transaction. Partner function includes information like•Sold to party•Ship to party•Bill to party•Payer6) Explain what is text determination in SAP CRM?In CRM, text can be used to exchange and information between the customers, partners or between the users. Text can be created for customer master, sales document header and item, billing document header and item and so on.7) Explain what is Actions in SAP CRM?“Actions” in SAP CRM are a way to add functionality to objects. For example, to send quotation to the customers from the quotation document, you can use Actions. Another use of actions is, for instance, creating in follow on document.8) List out the standard transaction types for sales?Some of the standard transaction types for sales are•LEAD- lead•AG- Quotation•Opt-Opportunity•OPSM- Sales Methodology•TA- Tele Sales, etc.9) Explain what is the prerequisites to create an opportunity?Lead is the pre-requisites for creating an opportunity. Once it is qualified as a hot lead then, it is send through workflow and then opportunity is created.10) Explain what is the difference between a CRM lead and an Opportunity?•Lead: It is an account or contact with very little information.•Opportunity: It is a contact or account which has been qualified.11) Explain what is logical links in SAP CRM?The navigational bar in SAP CRM has two level menu structure. The top level menus are referred as work centers, and these work centers contain logical links that point to the actual CRM application. Below the two-level menu system, there is a set of logical links which enables the CRM user to directly create the CRM business object. These links are referred as direct links. Logical link allows navigation to different pages.12) Mention how CRM assign the business roles?To assign business roles, SAP CRM uses two basic ways•Indirect assignment of business roles PPOMA_CRM•Directly through security roles assigned to user masters in SU0113) What is the package that you use to save the OD profile?To save the OD profile, we use $tmp.14) Explain how you can display the error message in web UI when the user has not entered a specific field?To display the error message in web UI, you have to call message class in even EH_onSave. The message class is created in SE91.15) Explain what are adapters?A CRM middleware is used for the exchange of data between the CRM system and connected ERP system. It is also used to assign data and convert it into various formats and to connect with external systems.16) Explain what is BDOC in CRM? What are the types or classes of BDOC?BDOC or business documents consist of all data’s or information used by CRM middleware to transfer or exchange data with mobile clients.The BDOC classes or types are•Messaging BDocs•Synchronization BDocs•Mobile Application BDocs17) In SAP CRM, what is the action profile?Action Profile is a Post Processing Framework (PPF) it gives some output on given conditions.18) How CRM can handle e-mails from customers?SAP CRM provides workflow enabled email processing capabilities. It can retrieve e-mails sent from your customers, route e-mails automatically to appropriate users based on workflow rules, manage multiple attachments in emails, send automatic replies to your customer and so on19) What is the difference between CRM and ERP?CRM combines sales, contact, marketing, management and customer support. ERP stands for Enterprise Resource Planning; it standardizes and streamline business processes across services, sales, finance, HR management, etc.20) Explain what is IPC?IPC st ands for “Internet Pricing and Configurator.” The IPC carries a set of engines that execute pricing and product configuration functionality in a variety of scenario and sap applications.21) What are the important components of IPC?The important components of IPC are•Sales Pricing Engine (SPE)•Sales Configuration Engine (SCE)•Free Goods Engine•Listing•Free Goods Engine22) In real time what SAP CRM consultant to?In real time, SAP CRM consultant analyse the business requirements and then configure the ERP.23) Is it possible to change or an organizational attribute within the Organization Model Functionality?Via the transaction code 00ATTRICUST, you can change the transaction code. This area is a core SAP configuration screen from here any deleted items cannot be recovered.24) How to delete business partner?To delete business partner you can use BUPA_DEL and BUPA_PRE_DA.25) Mention where in the table you can find the internet e-mail addresses for business partners stored?It is in the table ADR6 that you will find the e-mail addresses for business partners stored.Guru99 Provides FREE ONLINE TUTORIAL on Various courses likeProjectTest Management Business Analyst Ethical Hacking PMP ManagementLive Project SoapUI Photoshop Manual Testing Mobile Testing Data Warehouse R Tutorial Tableau DevOps AWSSoftware Jenkins Agile Testing RPA JUnitEngineering Selenium CCNA AngularJS NodeJS PLSQL。

客户关系管理(CRM课件

根据历史销售数据和市场趋势，对未来销售情况进行预测，为制定销售计划和策略提供依据。
机会评估与优先级排序
对识别出的销售机会进行评估，根据客户的重要性、购买意向和潜在价值等因素，确定销售机会的优先级。
客户关怀活动策划与执行
客户关怀策略制定
根据客户需求和偏好，制定相应的客户关怀策略，包括定期回访、生日祝福、节日问候等。
客户关系管理（ CRM）课件
目录
• 客户关系管理（CRM）概述 • 客户数据管理 • 客户沟通与关系建立 • 销售自动化与客户关怀 • 客户服务与支持 • CRM实施与效果评估
01
客户关系管理（CRM）概述
CRM的定义与重要性
定义
客户关系管理（CRM）是一种以客户为中心的管理理念和策略，通过整合企业资源，实现客户信息的集中管理、分析和利用，从而提高客户满意度和忠诚度，提升企业的竞争力和盈利能力。
客户服务质量监控与改进
定期评估
定期对客户服务质量进行评估，发现问题及时改进。
数据分析
利用数据分析工具对客户反馈进行分析，找出服务中的薄弱环节
。
持续改进
根据评估结果和数据分析结果，持续改进客户服务质量。
06
CRM实施与效果评估
CRM系统选型与采购
选型原则
根据企业需求和规模，选择适合的 CRM系统。考虑系统的功能性、稳定性、易用性以及扩展性。
趋势
未来，随着人工智能、大数据、云计算等技术的不断发展，CRM将更加智能化、个性化、社交化和移动化，能够更好地满足客户需求，提高企业的竞争力和盈利能力。同时，CRM将与企业的其他业务系统更加紧密地集成，实现更高效、更全面的企业资源整合和管理。
02

客户关系基础知识SAP

© 2002 Ion Global Ltd. All Rights Reserved.
客户关系管理是什么?
“A customer- centric business strategy, which drives changes in functional roles in the company, which demand re-engineering of work processes, which is supported, not driven, by CRM technology.” --- Dick Lee, Principal, High-Yield Marketing “A holistic and methodical approach to identifying, attracting and retaining a company’s most valuable customers through a set of integrated capabilities.” --- Mark T. Wolfe, Stephen F. Dull and Timothy Stephens, Accenture
时间
© 2002 Ion Global Ltd. All Rights Reserved.
客户生命价值
客户平均花费获取成本和服务成本
客户数量 x
_
+
信息营利
注：对每一个客户群体都作这样的考查
© 2002 Ion Global Ltd. All Rights Reserved.
客户平均花费
建立工作流程，实现明确定位
得到先进的CRM技术支持
© 2002 Ion Global Ltd. All Rights Reserved.

SAP CRM简介

SAP 客户关系管理(SAP CRM)是一完整的、以客户为中心的、电子商务解决方案.可操作、可分析、可协作的CRM。

可操作(运作化)的CRM管理客户交互，并在销售、营销、服务过程中与客户交互保持同步。

可分析(分析化)的CRM帮助您优化信息来源以便您更好的了解客户动向。

可协作(协作化)的CRM让您协同供应商、合作伙伴和客户一起合作来完善生产过程、满足客户需求。

SAP在CRM 最佳业务实践包中，就预配置包括了以下的一些业务情景：营销管理核心业务场景销售管理核心业务场景服务管理核心业务场景分析功能核心业务场景渠道管理核心业务场景现场业务核心业务场景交互中心核心业务场景电子商务核心业务场景SAP CRM支持移动CRM，通过实现CRM和呼叫中心的系统融合，可帮助同方计算机系统本部防止出现信息孤岛，使企业的市场、销售、客户服务能实现实时联动，从而可提高企业的整体服务水平并可大大提升运营效率。

SAP CRM 2006s可以按客户的要求部署在客户方或者是托管在SAP处，这两种实施采用完全一样的数据结构和操作方式，所以可以在未来轻松切换。

SAP认识到客户的需求是不可能由SAP单一系统完全满足，所以在全球范围内推出与第三方合作开发计划，称之为xAPPs。

该计划的核心理念就是第三方开发力量（ISV）与SAP合作，在SAP平台上开发自己的产品，与SAP互相补充共同提供给客户使用。

这包括内部和外部网站、outlook同步、Documentum、其文件管理应用程序和SAP的后台系统。

用来实施这种集成的技术包括ABAP、.NET、SAP BW、PCUI (以人为中心的用户界面)、XI、SAP .NET连接器和NetWeaver。

“平台(Platform)”是现在的一个热炒概念，随着SOA（Service-Oriented Architecture）的不断推进，出现了“业务流程平台(Business Process Platform，BPP)”的提法，SAP NetWeaver（SAPＮＷ）是一种可随时用于业务运作、面向服务的平台，适用于SAP的所有解决方案，并且与SAP基于最新企业服务架构(ESA，SAP的SOA方案)提供服务的方式相符。

SAP知识介绍 - 什么是SAP 的CRM系统.

SAP知识介绍- 什么是SAP 的CRM系统江苏中烟ERP项目的二期已经正式开始，首先启动的模块是主要为公司领导层和营销中心服务的CRM（Customer Relationship Management），即客户关系管理。

SAP的客户关系管理(SAP CRM)是一套功能完整的、以客户为中心的、电子商务解决方案。

这项解决方案旨在为客户提供满意、忠诚的服务。

它有助于提高竞争优势，带来更高利润。

江苏中烟此次实施CRM，旨在通过系统强大的信息共享平台、优化的业务机制和高效的处理流程，使公司领导层和营销中心能及时、全面的获取市场一手营销信息，准确掌握分渠道、分区域、分品牌、分价位等多维角度的统计分析报告，直接对营销决策提供支持；同时，CRM系统将建立起营销中心市场处、销售处、综合处与生产制造部门、技术研发中心等机构部门的紧密链接，促进形成销售计划的闭环、市场反馈处理的闭环以及新产品研发的闭环。

借助系统，员工将与渠道客户和终端客户保持着平稳、无间断的联络，协助规划和开展销售、服务和市场营销活动，并且，系统为管理人员提供工具实现对销售人员的全方位的管理和监督。

通过SAP CRM的实施，争取通过以下三个方面为江苏中烟创造更有价值的客户关系：⏹以客户为焦点、创新的产品和服务⏹以客户为中心、更高层次的营销过程⏹持久有益的客户关系、不断开拓的新客户领域SAP CRM是SAP商务套件中的一部分，与SAP R/3中的各模块实现无缝集成。

见下图所示：供应商合作伙伴根据江苏中烟的实施情况，CRM 将主要与一期上线的SD （销售管理）、MM （物料管理）、FI （财务会计）、CO （管理会计）这四个模块发生主要的信息往来。

同时，作为SAP 向企业外围的延伸，CRM 还需要与各类商业合作伙伴发生紧密的信息集成和交互。

SAP CRM 的发展历程：早在2001年，SAP 就致力于研究和实现CRM 的技术方案，从那时起，CRM 的版本就不断得到更新，其功能和性能也有了大幅改进，尤其是在新版本中用户使用的方便性和可观性都有了明显地提升。

SAP CRM解决方案概览

SAP CRM OverviewSAP Taiwan 李正萍 2007/04/26ContentÎ Introduction Î SAP CRM – Marketing Î SAP CRM – Sales Î SAP CRM – Service Î SAP CRM – Multi Channel E – Commerce Interaction Center Channel Management Field ApplicationsÎ ConclusionContentÎ Introduction Î SAP CRM – Marketing Î SAP CRM – Sales Î SAP CRM – Service Î SAP CRM – Multi Channel E – Commerce Interaction Center Channel Management Field ApplicationsÎ ConclusionSAP CRM: Solution OverviewSegments – large enterprise and midmarketMarketingMobileEnd-to-end and industry-specificSalesInteraction centerServiceE-commerceAnalyticsPartner channel managementSimplified and unified user interface and configuration tools Flexible delivery – on-demand, on-premise, and hybrid Extensible and service-enabled – powered by SAP NetWeaverSAP CRM Strategic Business Growth DriversThe areas of business in which IT will be most critical in 2010Customer Relationships / Customer Service Sales & Marketing New Product / Service Development Supply Chain Management Finance Distribution Channels Partner & Supplier Relationships Team-based Working Managing the Workplace Manufacturing Corporate Security Corporate Governance Employee Relations Other1% 9% 9% 8% 13% 12% 20% 19% 17% 25% 34% 31% 30% 62%2nd ranked response in manufacturing (47%); 3rd ranked in retail (35%)Survey by the Economist Intelligence Unit (January 2005): ｀Corporate views of how firms will do business five years from now＇. 4,018 C-level executives (50%) and senior managers (50%), Broad representation from 20+ industry sectorsSAP CRM Architectural ConceptTelephony, e-mailSAP ERPCRM SystemInternetAs logical boxSDSAP BWMobile Clients HandheldsSAP Enterprise PortalSAP APOContentÎ Introduction Î SAP CRM – Marketing Î SAP CRM – Sales Î SAP CRM – Service Î SAP CRM – Multi Channel E – Commerce Interaction Center Channel Management Field ApplicationsÎ ConclusionSAP CRM Marketing-行銷作業的需求挑戰及提供的功能行銷作業的需求挑戰 How can I do more with less? How can I get the most out of every interaction? How do I know that I have the inventory to support my campaigns?Marketing with SAP CRM delivers robust capabilities for customer engagementSAP CRM 行銷提供的功能行銷活動的規劃行銷活動的自動化及最佳化目標客戶群及潛在商機管理行銷分析客戶群的區隔個人化行銷產品促銷活動的執行及管理行銷活動管理 – 規劃_> 目標客戶的選擇-> 執行-> 分析SAP CRM Campaign ManagementMarketing and Campaign Planningz Planning z Budgeting z MonitoringCampaign What WhenTarget group selectionz Modeling z Segment creation z Selection... WhoCampaign Execution Activity ManagementCampaign Analysisz Success Measurement (e.g., ROI) z Third-Party Data z ProfilesPhone CallWebMobileE-MailSAP BW目標群組的建模︰使用RFM分析細化分類最近購買 R 購買頻率 F 採購額 M 符合三個條件的客戶一般對市場活動回饋率高關注那些最可能附應市場活動的客戶將增加ROI潛在商機管理－由潛在商機到真正商機第三方資訊 mobile 設備網路電話狀態General - - - - Lead Created - - - - Cold Suspect Warm Hot流程行銷活動管理 / 潛在商機建立商機資格確認有資格的商機可能的客戶 Prospect- - - - Lead Hand off to Sales - - - - Opportunity Assessment Understanding Solution Proof Justification Agreement有資格的商機機會管理客戶 Customer出售、簽訂合約客戶分析、學習、長大潛在商機:畫面Lead Generation Lead Qualification Hand-over to Sales潛在商機 - Workflow 通知Lead Generation Lead Qualification Hand-over to Sales潛在商機接受/拒絕成為機會Lead Qualification Hand-over to SalesLead GenerationMarketing : 計畫與實際比較Coupon Management for CPGBackContentÎ Introduction Î SAP CRM – Marketing Î SAP CRM – Sales Î SAP CRM – Service Î SAP CRM – Multi Channel E – Commerce Interaction Center Channel Management Field ApplicationsÎ ConclusionSales : 使用SAP CRM 進行銷售銷售面臨的挑戰我如何才能優化我的銷售途徑並取得更多銷售收入？我如何才能使銷售過程流程化並使我的銷售人員賣得更多更快？我如何才能使所有的銷售通路都最佳化？使用SAP CRM 進行銷售確保了整個銷售過程的一致性、有效性和可預測性銷售計畫與銷售預測銷售組織及銷售區域管理客戶及聯繫管理活動管理機會管理報價及訂單管理合約管理及租賃激勵及佣金管理銷售分析完整的銷售循環解決方案客戶忠誠度保留呼叫中心潛在商機建立及評估電話 Mobile銷售循環客服會晤請款E-Selling協議物流accept, and receiveLink to CRMBusiness ActivityOpportunity:銷售商機管理－訊息1/2客戶/潛在客戶，聯繫人負責銷售人員/銷售團隊內部外部伙伴競爭對手銷售週期和目前階段開始日期和預計結束週期目前階段估計的成功可能性( ex: suvey) 商機狀態，原因預期銷售額客戶的預算商機組商機的來源和優先級銷售週期一般訊息分類預測銷售週期機會管理對象: 銷售週期長,金額大目的:促進銷售循環管理，加強銷售組織的銷售能力預先定義問卷單選、多選答案自由內文根據答案來評分基於評分自動評級互動模式OrganizationOrganization 2Subsidiary A Contact Person 2Organization 1Holding CompanyOrganization 3Candid San DiegoContact Person 1Organization 4Candid International is outlet ofownssupplies is affiliate ofis contact person of is contact person of function: manager Contact Person is contact person of function: manager is married to Contact Person 3is contact person ofOpportunity Pipeline不同時間,處於不同階段的商機統計可選擇不同階可選擇不同金額段明細商機資料, 包括業務員,商機內容,客戶,階段,預計成交日期,金額等等, 點進去可看到明細ContentÎ Introduction Î SAP CRM – Marketing Î SAP CRM – Sales Î SAP CRM – Service Î SAP CRM – Multi Channel E – Commerce Interaction Center Channel Management Field ApplicationsÎ ConclusionSAP CRM Service-客戶服務作業的需求挑戰及提供的功能客戶服務作業的需求挑戰 How do we efficiently track, manage, and escalate customer issues, requests, and complaints? How do we prevent service reps from giving away free service? How do we increase our understanding of our customers & service operations?Service with SAP CRM enables unparalleled customer service and fulfillmentSAP CRM 客戶服務提供的功能提供不同的客戶服務管道(電話, 網路, 無線行動, 店面…) 客訴處理及支援資源(包括人員及設備等)的規劃及最佳化運用服務作業管理服務規劃及預測服務收入的連結及成本的收集服務分析完整的的服務循環解決方案1. 9. 財會管理即時服務成本可視性即時準確服務計費準確可靠活動成本 TPM 8. 服務配件管理提升需求可視性增加服務備件數據集成服務備件計畫服務銷售與行銷結合主動行銷基於客戶價值的服務交叉/增量銷售額外的服務 2. 服務合約管理針對服務的行銷和銷售可配置的服務提供服務預算和預測 3. 客戶服務和支援解決問題知識庫即時得知客戶資訊最佳化資源分派 4. 安裝點管理掌握當前維護狀態配置掌握配件計畫可視性增量銷售準確的資訊7. 維修點( depot )維修基於退貨許可 (RMA) 規劃勞動力透過維修歷史瞭解可能報廢的產品增量銷售所用產品配置 6. 現場服務最佳化資源計畫提升技術人員工作效能預防性/預測性維護5. 保固與客訴管理將保固管理視為業務的一環可配置的維保服務即時追蹤保固要求ContentÎ Introduction Î SAP CRM – Marketing Î SAP CRM – Sales Î SAP CRM – Service Î SAP CRM – Multi Channel E – Commerce Interaction Center Channel Management Field ApplicationsÎ ConclusionSAP CRM E-Commerce–E化網路作業的挑戰及功能E化網路作業的挑戰 How can my company use the Internet as a profitable sales and interaction channel? How can I extend my corporate identity and branding to the Web? How can I make it easier for my customers to do business with me?SAP CRM turns the Web into a profitable sales and interaction channelSAP CRM E化網路作業的提供的功能網路行銷網路的產品型錄網路銷售及下單網路訂單狀態查詢網路服務(包括客訴, FAQ..) 網站及網路相關訊息的分析SAP E-Commerce – OverviewCustomerShopping Basket and Order ManagementOnline Invoicing and PaymentOrder StatusPricing and Product AvailabilityProduct ConfigurationProduct Catalog and Search目錄管理層次級別的數量不受限制鎖住/啟用單個產品或目錄區域綜合文件管理舉例︰網路商店最受歡迎的N 件商品清單個性化推薦最佳銷售清單交叉銷售 & 向上銷售 (同樣在購物籃中顯示)配件：連接到產品　選擇︰向上銷售推薦相關產品:交叉銷售推薦The B2B Web shop supports contract合約內容範例︰促銷網路銷售及下單ContentÎIntroductionÎSAP CRM –MarketingÎSAP CRM –SalesÎSAP CRM –ServiceÎSAP CRM –Multi ChannelE –CommerceInteraction CenterChannel ManagementField ApplicationsÎConclusionSAP CRM Interaction Center-客服中心的挑戰及功能The interaction center with SAP CRM forms the foundation for collaboration and communicationSAP CRM 客服中心提供的功能行銷銷售客服作業執行及追蹤管理(電話, 傳真, 電子郵件, 網路聊天室)客服中心面臨的挑戰How do we make sure all customer requests are tracked and completed? How do we effectively manage service costs without sacrificing customer satisfaction?transactiontransaction requests inforequests info ?CustomerinformationCustomerhistoryOrder Status /Service request依內文依屬性可E-Mial或作回饋查詢方式包括:按照知識總類或屬性進行查詢;或按照內容(全文檢索) 進行查詢亦可由由搜尋到的資料作進一步搜尋ContentÎIntroductionÎSAP CRM –MarketingÎSAP CRM –SalesÎSAP CRM –ServiceÎSAP CRM –Multi ChannelE –CommerceInteraction CenterChannel ManagementField ApplicationsÎConclusionPARTNERSAP CRM Channel Management 通路管理及提供的功能Channel management with SAP CRM manages partner relationships and drives channel salesSAP CRM 通路管理提供的功能通路商的管理及分析通路的行銷通路的銷售通路的售後服務Delivered through the partner portal &channel manager portal通路管理的挑戰及需求How can I control and manage my indirect channel more effectively? How can I generate additional demand through my channel?How can I ensure that my partners are selling my products effectively?。

CRM客户关系-奥维奥科技SAPBusinessByDesignCRM模块教

前提--创建客户 8.注释标签页
前提--创建客户 9.上传附件，保存并关闭
创建目标组
创建目标组选择市场营销工作中心下的新建目标组常规任务（营销代表）
目标组：根据地理位置或共同兴趣等条件分类的客户、潜在客户或联系人等业务伙伴清单
创建目标组 1.输入描述选择下一步
创建目标组 2.输入筛选条件搜索客户
创建和执行推广活动：创建推广活动 8.在推广活动中查看响应详细信息
ห้องสมุดไป่ตู้
创建销售线索
创建销售线索 1.选择市场营销工作中心下新建销售线索常规任务（营销代表）
创建销售线索 2.选择客户和来源等
创建销售线索 3.选择销售负责员工，点击移交
创建销售线索 4.选择新业务工作中心下的销售线索，查看销售线索（销售代表）
创建和发展机会 4.选择新业务工作中心下机会管道视图
创建和发展机会 5.选择管道气泡图，选择搜索，之前的机会便会由气泡图形象展示
创建和发展机会 6.将界面下拉如图模拟机会。可保存更改的机会，不保存则取消模拟
创建和发展机会 7.模拟效果，点击下方保存更改的机会
创建和发展机会 8.选择新业务工作中心下的机会清单视图
创建销售线索 5.选择接受—接受
创建销售线索 6.选择接受该销售线索的原因
创建销售线索 7.再次查看该销售线索
创建和发展机会
创建和发展机会 1.在销售线索界面选中之前的销售线索选择后续—机会（销售代表）
创建和发展机会 2.输入预测值，选择相应周期阶段
创建和发展机会 3.完善信息输入，保存并关闭
SAP Business ByDesign CRM 模块教程
日期：2013-03-25
CRM的定义

sap_crm相关资料

Campaign Execution
1
Marketing creates a ”Summer Book” promotion
2
Marketing defines the customer profile and uses a ‘Segmentation Tool’ to create a target list
Marketing Manager
Engage - A Closed Feedback Loop to Establish Customer intimacy
Promotion Management Data Warehouse Campaign Management Campaign Planning
4
6 7
Sales Management Inventory Management
5
Order Fulfillment Replenishment
How mySAP CRM Works – One Example
Step 3 - Fulfill
A Supply Chain Planner quickly sees the aggregated demand from the new campaign He releases the plan to provide materials to fulfill the orders & ship on time The Transportation Planner finds a replacement truck for the shipment when the first truck breaks down The red futon is delivered on time Accounts Receivable receives $400 from credit card company

顾客关系管理CRM与资料探勘讲义课件(ppt 42页)

資料庫 (D atabase) 資料倉儲 (D ata W arehouse) 知識庫 (K now ledge B ase) 模式庫 (M odel B ase)
資料探勘 (D ata M ining) 統計方法 (Statistics) 智慧型自動學習 (M achine L earning)
❖強調尋找對企業最有價值的顧客，界定出不同價值的顧客群。
❖企業運用不同的產品以滿足各個區隔顧客的個別需求，
❖隨著顧客消費行為改變時，調整銷售策略、甚至更動組織結構
CRM是一種整合的架構與經營的策略
❖顧客: 被動接受者主動探尋自我需求 ❖競爭趨勢: 注重個別差異性的顧客導向服務策略 ❖顧客導向的時代: 以積極而個人的貼心服務，提高
03.07.2020
料探勘
13
CRM 之步驟 (1) 資訊蒐集
(D ata C ollection)
(2) 資訊儲存 (D ata Storage)
(3) 資訊分析 (D ata A nalysis)
(4) 資訊應用與呈現 (D ata A pplication and Visualization)
建立顧客知識，是顧客關係管理的第一步
❖ 企業必須維繫與顧客間的長期關係 ❖ 大型企業必須建立相關管理制度及體系 ❖ 方能維繫與顧客間的良好關係。
第十一章顧客關係管理CRM與資
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料探勘
4
11-2 長期忠誠顧客
長期忠誠顧客優點：
❖更容易挽留 ❖每年買的更多 ❖每次買的更多 ❖買較高價位的東西 ❖服務成本比新顧客低 ❖會為公司免費宣傳，介紹新的顧客給公司。