Gearing up for change & expansion: SAP talks about CRM evolution

June 14, 2018

CRM – Customer Relationship Management is mission-critical for all organizations now, and SAP strongly targeted this need for the midsize and large organizations in all industries and sectors starting, 2013. Although the company offered SAP CRM software for its customers prior to this this year, too, the importance of standalone CRM only asserted itself in the last decade. Following the acquisition of Hybris, SAP gradually realigned their strategy in this field of business software solutions.

It was clear right from the start that their main competitor would be SalesForce, the undisputed (so far) CRM market leader. For SAP to take on this powerful brand, they need to use their previously gained experience in business software, redirect it into CRM specifics, as well as to combine it with the validated market presence of the CRM-related brands the company has acquired – precisely to strengthen its position.


Reinvent CRM to deliver connected customer experiences

…This is the tagline describing the way SAP approached their solutions for specific customer experience needs.
Counting on the power of SAP S/4 HANA to “bring together customer data, machine learning technology, and microservices to power real-time customer experiences across sales, service, marketing, commerce, and beyond”, their CRM integration systems consider all the areas of importance.

From Marketing, Service and Sales to Commerce and Customer Data, the SAP solutions have in mind the much-needed 4th generation of CRM all enterprises are looking forward to.


Going for visionary ideas, strategy and targeting

TechCrunch sums up in one recent post the main steps used by SAP in terms of targeting, strategy and acquisitions. You may find out more why SAP considered Gigya and CallidusCloud important, or how they updated and pieced together their modern CRM package.

As for vision, we can only quote SAP CEO’s Bill McDermott:

The legacy CRM systems are all about sales; SAP C/4HANA is all about the consumer. We recognize that every part of a business needs to be focused on a single view of the consumer. When you connect all SAP applications together in an intelligent cloud suite, the demand chain directly fuels the behaviors of the supply chain.


Context and analysis in CRM

Preparing for a new venture means knowing it inside and out. In the above context, we could all benefit from the clear and brief SAP summary in regard with the eras of CRM.

Joseph Ballard, VP, Enablement & Engagement, SAP Customer Experience is the author of a comprehensive article that describes the three eras of CRM. Specific years, specific patterns, historical events – they all complete the picture.

Although your company may well need to go through a few extra steps before considering SAP CRM, you may check out the perspectives, as well as the dynamics in the field.

As a SAP partner, we are here for you in what SAP consultation, implementation, post-implementation and maintenance are concerned. Give us a call and let’s talk about your next business software step…


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