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You are here: Home / Customer Engagement / SAP Aims To Take CRM Beyond CRM
How SAP Plans To Take CRM Beyond CRM
How SAP Plans To Take CRM Beyond CRM
By Jennifer LeClaire / CRM Daily Like this on Facebook Tweet this Link thison Linkedin Link this on Google Plus
CRM giant SAP is aiming to go beyond customer relationship management (CRM) with its latest software innovation. The company recently introduced the concept of “integrated digital enterprise technologies” designed to transform the relationships companies have with their customers.

That’s a tall order but one that SAP is betting its hybris Profile solution can meet. As the name suggests, the new tools will help agents profile customers “in-the-moment.” The whole idea is to help a company's front office stay connected with the changing needs of customers and prospects by tapping into digital connectedness, customer service and support.

“Companies can no longer rely on the costly, siloed systems of yesterday to engage with their customers, who are savvy, multidevice digital natives,” said Bill McDermott [pictured], CEO of SAP SE, in a statement. "They want their needs understood and met -- right now and every time.”

The Yankees Are All In

Here’s SAP’s pitch: Businesses need to connect the front office and back office -- including people, inventory, supply chain, pricing and customers -- in real time but traditional front offices don’t get them there.

SAP is pushing for integrated, real-time personalization, Web and mobile commerce, and social customer service with the tools it’s planning. The goals are to simplify the front office, give enterprises one contextual customer view, and give customers a more consistent, personalized experience no matter what channel they're using.

“Legacy cloud-based CRM technologies create business complexity because their foundations predate the rise of social media and mobility,” McDermott said. “Companies today need innovative, integrated solutions that simplify the front office, making them easy to do business with and fostering greater customer engagement.”

SAP is working toward its goals with its hybris Profile solution, which will capture customer interactions, contexts and behaviors to create ever-evolving customer profiles that ultimately drive real-time, one-to-one customer engagement. If it works the way SAP envisions it will, it could help enterprises deliver a new level of customer service. Some SAP customers are sure the solution will drive strong results.

“The Yankees use the most modern technology available to engage with our fans, wherever and however we can,” said Mike Lane, the Yankees' vice president and CIO of technology and broadcasting, in the statement. “Solutions like the ones SAP envisions can help sports organizations deliver consistent and contextual experiences across every channel and touchpoint, which is exactly what our fans have come to expect from us.”

Keyword: Omnichannel

Ominichannel is one of the keywords associated with the new hybris customer experience software. The solution aims to serve as a responsive omnichannel content management system that manages the delivery of targeted, consistent content, offers, products and service interactions. Some analysts are bullish on the opportunities the new software could surface.

“We are now in an era where customer engagement is a top-of-mind initiative for businesses across the spectrum,” said Paul Greenberg, president of The 56 Group and author of "CRM at the Speed of Light," in the statement. “Reimagining CRM, finding ways to interact in a more personalized way with customers and being able to understand how a customer is thinking and acting so that intelligent actions can be taken is the way of this new world. SAP’s focus on this is smart -- very smart in fact -- and makes the choices that customers have when it comes to technology that much richer.”

Hybris Profile will also focus on cross-touchpoint real-time optimization and context, offer a tool set for customers and partners to develop experiences for many different uses, and integrate with other SAP hybris products. And the cloud delivery model targets lower costs.

“SAP hybris as a service is envisioned to offer a wide range of diverse business services, further simplifying the front office and driving a stronger community for customer engagement,” said Scott Mager, customer engagement and commerce practice leader at Deloitte Digital, in the statement. “SAP hybris as a service is intended to offer easily digestible packages for fast integration, and to help us take the companies we work with beyond CRM.”

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Lonnie Ayers:
Posted: 2015-10-02 @ 7:46am PT
So where's the demo?

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