Customer relationship management (CRM) is the concept of making the customer the focus of a company and its business processes. It must be implemented as the primary company philosophy and the strategies it promotes have to be adopted within the company. The aim of all corporate activities must be to place customers at the center, and not view them as the means to an end (just to increase turnover). The principles of customer relationship management must predominate at all levels of the company. CRM is intended to create and build upon long-term relationships with customers during all phases of the business relationship. The phases of a customer relationship include:

• Approaching possible customers: A customer is interested in the company and its products (first contact).
• Gaining the customer: The customer has a concrete intention to buy and the company receives an order.
• Service: The company does everything to ensure that the customer is satisfied with the product or service purchased.
• Keeping the customer: Specific and attentive customer support ensures that the customer is both a satisfied and loyal customer.

The customer will remain true to your company, even if a competitor offers a similar product at a reduced rate.
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The enterprise portal is a Portal which allows people to have a single point of access to different applications, tools, and other information sources.

For example, it is possible to have via single sign on the SAP EP (enterprise portal) access to CRM processes like marketing and campaign management, service processes , but at the same time access to BW reports and or queries, and database access to non SAP database related data.

Integration in the SAP portal for CRM is via I-Views. It is called People Centric CRM and the screens that you integrate in the portal are PCUI screens. Another thing is BSP developments (BSP applications like the IC Webclient – via Transaction code SE80 you can look up the BSP application CRM_IC, which is the IC Webclient BSP Application for the IC Webclient) that can be integrated in the SAP Portal. SAP delivers those working assets in the form of Portal Roles, like for example CALL Center Agent, or Marketing Manager. Every role gives access to specific work sets which give access to specific Iviews or screens.

The enhanced version allows for multiple assignments of a single object. As an example, in R3, a sales group can be assigned to multiple sales offices. In the standard organization model, this is not possible. As SAP’s CRM product has evolved, it has become more compatible with the R3 product. Before CRM 4.0, it was not possible to assign an organization object to more than one organizational object. This was a problem for many SAP customers because in R/3, it is possible.

So in 4.0 and after, SAP introduced the ability to handle multiple assignments and a program to convert the org model to this structure. So if your client has R/3 organization model that involves multiple assignments, you will need the enhanced version.

SAP CRM Frequently Asked Questions

1. Can you tell me trade spend keys
2 R3 adaptor exists in R3
3. Business Partner category allows you to define number ranges
4. It is not possible to created your own business partner category
5. One role can have multiple data sets
6. In SAP,It is possible to identify duplicate BP master record
7. One relationship category can specify bidirectional relationship
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BDT, among other things, is used to add/delete/disable fields in the BP transaction only. It does not create new objects for the developer to play with. BDT as a separate unit in CRM (TCode BUPT) has several useful tools like BP events which are useful at times.

Whereas EEW can extend several transactions in CRM including BP and it extends the business object by creating several z-objects like an active BADi implementation, middleware objects like z-function modules which you can use for coding your custom logic.

But there’s a lot in common for BDT and EEW – they both create the field groups, views, sections and screens when you enhance an object. You can use BDT to change titles such as tab name or section name after you have created the easy enhancement project for a particular object!