Shedding Light on Customers with SAP CRM 7.0

Kundenansturm bei der Neueröffnung des MediaMarktes in München (Foto: MediaMarkt)

Working with customers necessarily involves a multitude of processes, from executing campaigns and performing customer surveys to managing orders and claiming travel expenses. SAP CRM 7.0 is an application designed to help companies manage their relationships with their customers. It is an Internet-based, standardized platform for sales, marketing, and service, and enables a 360-degree view of the customer.

Sales and distribution

Thanks to SAP CRM 7.0, sales employees can gain a clear overview of sales revenues, order status, and targets – in real time. The software supports the following functions:

  • Sales revenue planning
  • Territory management: management of different sales territories, coordination of sales activities
  • Business partner and contact management: data entry editor for companies, contact persons, and customer profiles, online access to customer profiles and transaction status
  • Activity management: updating customer profiles, travel expenses
  • Quotation and order management: pricing, price configuration, creating special business terms
  • Opportunity management: maintaining project status, creating new sales orders, performing customer surveys, measuring success rates, and analyzing sales
  • Price agreements and contracts: quantity/value contracts, tracking contract status, termination management
  • Sales analyses: sales budget management, making period-specific sales forecasts

Next page: Marketing

Das Dasboard von SAP CRM 7.0 (Grafik: SAP AG)
Dasboard SAP CRM 7.0 (graphic: SAP)


The marketing department can use SAP CRM 7.0 for the following processes:

  • Bonus program management
  • Marketing resource management: marketing planning, budgeting, creating a marketing calendar, digital document and brochure management
  • Market segmentation/target group selection: managing data from customers and prospects, customer segmentation based on specific criteria, target group selection, importing external lists
  • Campaign management: planning tools for contact channels, examination of target groups, tool for designing campaigns, evaluation tools
  • SAP Real-Time Offer Management: simulation tools, automatic inclusion of all the available customer information, dynamic inclusion of control variables (changes in demand)
  • Lead management: structured entry using questionnaires, import of external leads and activities, automatic lead qualification
  • Marketing analyses: evaluation tools for budgeting, analysis of customer satisfaction
Reklamationen verwalten mit SAP CRM 7.0. (Grafik: SAP AG)
Repairs processing management with SAP CRM 7.0. (graphic: SAP)


Because SAP CRM 7.0 can be hooked up to various functions in SAP ERP, such as logistics or financials, the employee in the call center can see, for example, if a customer hasn’t paid an invoice and can halt the order process. Thanks to the two-way interface, data is regularly exchanged with SAP ERP, so that the user always has a complete picture of the data.  As well as processing complaints, the software supports the following functions:

  • Location networking: if the line is busy at one call center, the call is redirected to another call center in the next location
  • Route and resource planning for external sales employees
  • Monitoring inventory levels
  • Repairs processing: managing in-house repairs, managing loan devices, managing repairs and service-center processes
  • Warranty management: customer/supplier warranties, integration of external logistics providers
  • Case management: assignment of products and documents
  • E-service: creation of a service and support portal on the Internet, online services for problem-resolution database, status tracking

SAP CRM 7.0 is also available with an optional customer contact center. This enables companies to monitor and track all customer contact activities by e-mail, text message, or telephone. Furthermore, the customer contact center provides the following features:

  • Telemarketing: executing campaigns with call lists, reminder scripting
  • Telesales: customer and contact management, lead management
  • E-mail contact management
  • Complaints management
  • Role-based access to information

Next Page: Industries and the technicalities

SAP CRM 7.0 – which industries?

SAP CRM 7.0 is tailored to the following industries:

  • Financial service providers (banks, insurance companies)
  • Public sector (at national, regional, and local level, universities)
  • Service sector (healthcare, wholesalers, logistics, media, telecommunications, utilities)
  • Manufacturing industry (automotive, construction industry, electronics)
  • Process industry (mining, chemicals industry)

Sample applications are available depending on the industry.

The technicalities

SAP CRM is part of SAP Business Suite 7 software, but can also be run as an individual in-house solution in a company’s own data center. One of its special features is that it can be used on smartphones such as the iPhone or BlackBerry, which is particularly good news for field sales employees. Because SAP CRM 7.0 is based on the SAP NetWeaver technology platform and has an open architecture, it can be integrated with any system environments. Integration with Microsoft Outlook or Lotus Notes is straightforward, so tasks, e-mails, and appointments can be synchronized.

The software is available in English, German, French, Spanish, Portuguese, Japanese, and Chinese.