Subject: SAP-ABAP-CRM (Customer Relationship Management)
In today’s competitive business environment, understanding customer feedback is crucial for improving products, services, and overall customer experience. SAP CRM provides a robust platform to capture and manage customer feedback through surveys, service requests, and interaction records.
Developing an effective Customer Feedback Analysis solution within SAP CRM using ABAP enables organizations to gain valuable insights, identify trends, and respond proactively. This article explores key concepts, development approaches, and tools involved in building customer feedback analysis in SAP CRM.
¶ Understanding Customer Feedback in SAP CRM
Customer feedback can come in multiple forms within SAP CRM:
- Surveys and Questionnaires: Structured data collection about products or services.
- Service Requests: Logged issues or complaints submitted by customers.
- Interaction Records: Notes and communications captured during customer engagements.
- Social Media and External Sources: Integrated via web services.
Analyzing this feedback helps identify recurring issues, customer satisfaction levels, and areas for improvement.
- Use Business Transactions like Surveys (Transaction type CRMD_ORDER with specific survey category).
- Capture feedback through Interaction Records linked to Business Partners.
- Integrate external feedback via APIs or middleware.
¶ 3. Data Extraction and Aggregation
- Use ABAP reports or CDS views to extract relevant feedback data.
- Aggregate survey responses by question, region, customer segment, or product.
¶ 4. Sentiment and Trend Analysis
- Basic sentiment analysis can be performed by scoring responses or keywords.
- Advanced techniques can integrate with external AI services via OData or REST APIs.
- Integrate with SAP Analytics Cloud or SAP Fiori apps for dashboards.
- Use ALV grids in ABAP for tabular reports.
- Generate charts and graphs for better insight.
Develop ABAP programs or function modules to fetch feedback data. Example snippet:
SELECT * FROM crmd_orderadm_h INTO TABLE lt_feedback
WHERE process_type = 'SURVEY' AND created_at BETWEEN p_date_from AND p_date_to.
- Calculate average scores or count feedback by categories.
- Filter feedback by customer or product attributes.
- Identify keywords for sentiment using simple string operations or regular expressions.
- Create ALV reports using
CL_GUI_ALV_GRID or REUSE_ALV_GRID_DISPLAY.
- Implement selection screens for flexible data querying.
- Develop SAP Fiori Elements or UI5 apps for interactive analysis.
- Use OData services to expose backend data to frontend.
- Input: Date range, product category.
- Output: Number of feedback entries, average satisfaction score, top complaints.
This can be achieved by joining feedback tables with product and customer master data and summarizing key metrics.
- ABAP Core Data Services (CDS): For efficient data modeling and aggregation.
- SAP BW/4HANA: For advanced analytics if integrated.
- Machine Learning Integration: Connect SAP CRM with ML platforms for sentiment analysis.
- SAP Business Workflow: Automate follow-up actions based on feedback severity.
- Ensure data quality by validating inputs at capture.
- Protect sensitive customer data with proper authorization checks.
- Use asynchronous processing for large data volumes.
- Maintain modular code to facilitate enhancements and maintenance.
- Collaborate with business analysts to align reports with decision-making needs.
Developing CRM Customer Feedback Analysis in SAP ABAP-CRM empowers organizations to turn raw customer input into actionable insights. By leveraging SAP’s CRM data structures, ABAP programming capabilities, and integration options, businesses can monitor customer sentiment, improve service quality, and enhance customer loyalty.
Advanced feedback analysis supports strategic decision-making, making it a valuable capability in any SAP CRM implementation.