Customer satisfaction (CSAT) is a key metric that reflects how well a company meets or exceeds customer expectations. Within SAP CRM, measuring customer satisfaction effectively helps organizations improve service quality, boost retention, and drive business growth.
This article explores how to implement customer satisfaction measurement using SAP CRM, with a focus on ABAP development and customization techniques to tailor CSAT processes to business needs.
- Identify gaps in service delivery and product offerings.
- Gauge customer loyalty and likelihood to repurchase.
- Drive continuous improvement based on customer feedback.
- Enhance customer segmentation by satisfaction levels.
- Integrate CSAT insights into campaigns and interaction strategies.
SAP CRM provides standard functionality to measure customer satisfaction:
- Surveys and Questionnaires: Manage surveys via CRM Web UI or SAP Interaction Center.
- Customer Feedback Management (CFM): Capture and analyze feedback from various channels.
- Survey Analytics: Reports and dashboards to monitor satisfaction trends.
ABAP plays a critical role in:
- Customizing survey workflows to match business processes.
- Automating data collection and integration from external sources.
- Extending standard data models to include custom satisfaction attributes.
- Developing complex scoring algorithms to calculate satisfaction indices.
- Building custom reports and KPIs based on satisfaction data.
¶ A. Define Satisfaction Metrics and Survey Structure
- Use transaction CRMC_QM or customize survey templates.
- Define questions, response types (rating scale, free text), and scoring logic.
- Enable survey launch during interactions or post-service events.
- Use Web UI or Interaction Center scripting to collect input.
- Implement ABAP enhancements to validate and preprocess responses.
¶ C. Store and Process Satisfaction Data
- Extend standard data structures (e.g., BUT000 or custom tables) to store additional attributes.
- Use BAdIs like
BADI_CRM_SURVEY_RESPONSE for custom processing logic.
- Schedule batch jobs to aggregate and cleanse data.
¶ D. Analyze and Report Results
- Develop ABAP reports or CDS views for satisfaction score analysis.
- Integrate with SAP BW or SAP Analytics Cloud for advanced insights.
- Create alerts for low satisfaction triggers.
METHOD if_ex_badi_crm_survey_response~validate_response.
LOOP AT ct_response INTO DATA(ls_response).
" Check rating scale 1 to 5
IF ls_response-rating < 1 OR ls_response-rating > 5.
RAISE EXCEPTION TYPE cx_crm_survey_invalid_response
EXPORTING
textid = cx_crm_survey_invalid_response=>rating_out_of_range.
ENDIF.
ENDLOOP.
ENDMETHOD.
This snippet ensures ratings fall within a valid range, improving data quality.
- Keep surveys concise to encourage participation.
- Use multi-channel feedback (phone, email, web).
- Combine quantitative ratings with qualitative comments.
- Protect survey data privacy and comply with regulations (e.g., GDPR).
- Continuously monitor survey results and refine questions.
- Automate notifications to responsible teams for negative feedback follow-up.
Implementing Customer Satisfaction Measurement in SAP CRM with ABAP customization empowers businesses to gather actionable feedback and enhance customer experience. By combining SAP standard tools with targeted ABAP enhancements, organizations can build robust satisfaction tracking systems aligned with their unique requirements.
Effective CSAT measurement enables proactive service improvements, fosters loyalty, and supports data-driven decision-making in customer-centric organizations.