Customer Relationship Management (CRM) Key Business Process areas


CRM aligns marketing processes and drive customer demand using functionality to enhance management of marketing resources, segments and lists, campaigns, leads, trade promotions, and marketing analytics.


CRM enables you to acquire, grow, and retain profitable relationships with functionality for sales planning and forecasting and the management of territories, accounts, contacts, activities, opportunities, quotations, orders, product configuration, pricing, billing, and contracts.


CRM can drive service revenue and profitability with support for service sales and marketing. More effectively manage service orders, contracts, complaints and returns, in-house and depot repairs, warranties, resource planning, e-service, and service analytics. Functionality to support call centers, field service, and e-service provides flexible delivery options.

Partner channel management

With CRM you can attain a more profitable and loyal indirect channel by managing partner relationships and empowering channel partners. Improve processes for partner recruitment and management, communications, channel marketing and forecasting, collaborative selling, partner order management, channel service, and analytics for partners and channel managers.

Running an interaction center

Customer interaction centers are places where you meet your customer face to face. With CRM, you can maximize customer loyalty, cut costs, and boost revenue by transforming your interaction center into a strategic delivery channel for marketing, sales, and service efforts across all touch points. Effectively handle activities such as telemarketing, telesales, customer service, human resources, IT support, and interaction center management.

Web channel enablement

Increase sales and reduce transaction costs by turning the Internet into a valuable sales, marketing, and service channel for businesses and consumers. Increase profitability and reach new markets with a fully integrated Web channel, including support for e-marketing, e-commerce, e-service, and Web channel analytics.

SAP CRM Business Process Map

Business communications management

Manage inbound and outbound contacts across multiple locations and channels. Integrate multichannel communications with customer-facing business processes to provide customers and partners with seamless, consistent experiences across all channels, including voice, text messaging, the Web, and e-mail.

Real-time offer management

Turn all customer interactions into opportunities to build customer relationships and generate revenue. Plan, develop, and execute cross-selling, up-selling, and retention offers; service-level agreements; and more. Take appropriate subsequent actions to enhance customer relationships and ensure relevant and personalized customer interactions.

Trade promotion management

CRM will boost a company’s brand presence and profits with visibility into and control of all trade related processes. Increase accounting accuracy of trade and financial results with back-office integration. Gain key business insights to help you optimize trade activities. Increase your trade promotion success with analytics and enhanced management of trade funds, promotions, claims, and retail execution.

Advantages Of CRM

Using CRM, a business can:

  • Provide better customer service
  • Increase customer revenues
  • Discover new customers
  • Cross sell/Up Sell products more effectively
  • Help sales staff close deals faster
  • Make call centers more efficient
  • Simplify marketing and sales processes

The advantages can be summarized according to the Feature


  • Make intelligent business decisions with enhanced customer insights
  • Increase marketing velocity and speed to market
  • Maximize visibility into and control of your entire marketing process
  • Drive customer demand
  • Increase returns on your marketing investments


  • Grow profitable relationships
  • Maintain focus on productive activity
  • Eliminate barriers to productivity
  • Improve sales efficiency Service
  • Transform service into a profitable line of business
  • Increase customer loyalty
  • Drive revenue
  • Reduce costs of customer service and field service
  • Decrease service giveaways

Web channel enablement

  • Drive revenue and extend market reach
  • Increase customer convenience and satisfaction
  • Reduce the cost of sales and support
  • Build lasting customer loyalty
  • Improve sales and service profitability

Running an interaction center

  • Increase customer satisfaction
  • Improve credibility with your customers
  • Increase revenue and productivity
  • Manage the customer interaction life cycle

Partner channel management

  • Boost revenue through channel collaboration
  • Reduce indirect channel support costs
  • Increase partner satisfaction and ease of doing business
  • Maximize value to your customers by enabling your partners

The types of data CRM projects collect

  • Responses to campaigns
  • Shipping and fulfillment dates
  • Sales and purchase data
  • Account information
  • Web registration data
  • Service and support records
  • Demographic data
  • Web sales data

Customer Relationship Management (CRM) Tutorial

What is CRM?

CRM stands for Customer Relationship Management. It is a process or methodology used to learn more about customers’ needs and behaviors in order to develop stronger relationships with them. There are many technological components to CRM, but thinking about CRM Software in primarily technological terms is a mistake. The more useful way to think about CRM is as a process that will help bring together lots of pieces of information about customers, sales, marketing effectiveness, responsiveness and market trends.

CRM helps businesses use technology and human resources to gain insight into the behavior of customers and the value of those customers.

CRM  Software

Sales Force Automation

  • Contact management
    Contact management software stores, tracks and manages contacts, leads of an enterprise.
  • Lead management
    Enterprise Lead management software enables an organization to manage, track and forecast sales leads. Also helps  understand and improve conversion rates.

eCRM or Web based CRM

  • Self Service CRM
    Self service CRM (eCRM) software Enables web based customer interaction, automation of email, call logs, web site analytics, campaign management.
  • Survey Management Software
    Survey Software automates an enterprise’s Electronic Surveys, Polls, Questionnaires and enables understand customer preferences.

Customer Service

  • Call Center Software
  • Help Desk Software

Partner Relationship Management

  • Contract Management Software
    Contract Management Software enables an enterprise to create, track and manage partnerships, contracts, agreements.
    Example: Upside Software, Accruent Software, diCarta, I-Many.
  • Distribution management  Software
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