The Research On SAP Corporation’s Implementation Methodology On Customer Relationship Management System

Through the customer’s cost and consumption, enterprise products and services turned into enterprises’ profit. Enterprise competition is now gradually transforming from "product oriented" to "customer oriented", and meeting customer requirements. According to the business realities and enterprises’ requirements of customer management, SAP Corporation provides to the market the Customer Relationship Management (CRM) system. However, during the implementation of CRM, there are some challenges such as unclear business requirements, non-structured business process, ineffective management philosophy, and short implementation timeframe, frequent changes of functional requirements that may lead to inefficient implementation, over budget, system redundancy, or even implementation failure.Based on the theory of customer relationship management, customer relationship life cycle and customer relationship value proposition, SAP Corporation summarizes and analyzes the implementation challenges that the enterprises are facing and presents the SAP CRM flexible implementation methodology. During the entire system implementation process, the flexible implementation methodology always focus on the requirements of the customer as well as "customers’ customers", to build up the enterprise customer management value chain and provide services to best meet the customer various demands in different life-cycle stages. This thesis covers the following main sections:(1) SAP Corporation analyzes the issues that may occur during the implementation of CRM system. As briefly mentioned above, the issues that may occur during CRM system implementation of SAP Corporation are mainly due to the unclear business requirements, non-structured business process, non-proper customer positioning, and the enterprise’s ineffective customer relationship management philosophy, chaos of enterprise customers’ database, poor system integration and existing insufficient customer management system functionality.(2) Based on the theory of customer relationship management, customer relationship life cycle, customer relationship value proposition, and the challenges during the enterprise CRM of SAP Corporation implementation process, and on the basis of the traditional SAP CRM implementation methodology which is the SAP CRM process methodology and the Accelerated SAP (ASAP) methodology, SAP Corporation presents flexibility implementation method on CRM implementation which always focus on the demand of customers as well as "customers’customers", to build up the enterprise customer management value chain and provide services to best meet various customer demands for in different life-cycle stages and support enterprise to realize the entire customer value chain management and the customer demands oriented customer relationship management.(3) The flexibility implementation methodology, during the initialization and also the entire process of the system implementation always communicate with enterprises and customers with advanced customer management philosophy to ensure the effectiveness of the system implementation and increase the system implementation success rate. To satisfy enterprises’various requirements, general functionality leverages development reuse and organize more people and resource to detail design and development for special enterprise functionality integration. In the project implementation process, the methodology also maintains the client’s staff training and risk mitigation to ensure the successful completion of the implementation project.This thesis conducted the analytical studies based on the key issues during practical CRM of SAP Corporation system implementation and offers solutions to effectively solve problems during CRM of SAP Corporation implementation and improves efficiency and success rate of the system implementation.