E-Selling - SAP CRM

Lesson Overview

This lesson explains the processes and functionality within SAP CRM E-Selling.

Lesson Objectives

After completing this lesson, you will be able to:

  • Explain the processes and functionality within SAP CRM E-Selling.

Business Example

Case Study: SAP CRM Web Channel

Case Study: SAP CRM Web Channel

As a customer targeted in the marketing campaign, you receive an E-mail with a link to a Business-to-Consumer (B2C) Web shop. You enter the Web shop, navigate through the catalog, select a product, examine related items for that product (cross-selling), and finally place an order.

In addition to our scenario, take the role of a purchaser for a company. Make a purchase in a Business-to-Business (B2B) Web shop, navigate through the Web shop, and order for your company. You search for solutions in the solution database.

Web Channel Capabilities in SAP CRM

Web Channel Capabilities in SAP CRM

The SAP CRM Web Channel platform supports the full breadth of a CRM solution providing self-service across marketing, selling, service and analytics from a web perspective:

  • With E-Marketing, organizations can drive customer loyalty and demand generation via the Internet.
  • With E-Commerce, organizations can enable the complete sales process to run on the Internet.
  • With E-Service, organizations empower customers with intuitive self-service, problem resolution and the ability to initiate service processes.
  • Web Channel Analytics enables organizations to optimize their web shop and online content and better drive future marketing activities.

SAP CRM provides a Web channel application that enables you to turn the Internet into a profitable sales, marketing and service channel for businesses and consumers. Companies can increase profitability and reach new markets with functionality for E-marketing, E-commerce, E-service, and Web channel analytics. With SAP CRM, you can empower your customers with a personalized Web experience and convenient self-services. Plus, the application delivers a fully integrated Web channel platform, helping you strengthen sales and service operations while reducing transaction costs and customer service calls.

E-Selling - Overview

E-Selling - Overview

With E-selling, companies can:

  • Construct a business-to-business (B2B) or business-to-consumer (B2C) selling scenario
  • Provide customers with personalized, interactive, and easy-to-use sales and self-service facilities over the Internet
  • Carry out the complete sales process on the Internet

Quotation and Order Management: Enables Web customers to obtain quotations and place orders for products and services, obtain real-time product availability information, and track each order through the order management process – from manufacturing through distribution to service.

Shopping Basket Management: Provides full support for customizable, configurable products, displays personalized pricing, offers cross and up-selling recommendations, provides real-time product availability information, and provides a consistent interface for all ordering processes.

Price Management: Enables companies to provide online pricing tailored to each customer based on the type of customer, product, customer-specific pricing, contracts, or specific quotations. Companies establish pricing rules, processes and data centrally and then deploy them across all selling channels.

Interactive Selling and Configuration: Helps customers to choose the products and services that best meet their business needs. Multimedia content, guided selling, configuration advice, and real-time pricing and availability empower customers with all of the information that they need to make an online purchasing decision without human intervention.

Collaborative Selling: Channel Commerce allows companies to incorporate partners into their E-Commerce strategy and enables collaborative selling across organizational boundaries. This topic will be discussed in more detail in the unit Partner Channel Management.

E-Selling - User Interfaces of Web Shops for B2C and B2B

E-Selling - User Interfaces of Web Shops for B2C and B2B

SAP delivers two Web shop scenarios to build up a business-to-business (B2B) or business-to-consumer (B2C) selling scenario.

The benefits of E-selling for your company and for your customers are:

  • For your company:
    • Complete integration of the CRM and fulfillment system avoids costly interfaces and leverages existing IT investments
    • Increased sales volume through integrated marketing features
    • Fewer errors when accepting and fulfilling orders
    • Lower transaction costs
    • Fewer customer service calls
  • For your customers:
    • Convenient buying and reliable fulfillment
    • Fast and easy buying decisions by getting up-to-date information about products, prices, and availability
    • Customized products
    • Real-time order tracking
    • Increased customer satisfaction

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