Time for Reinvention of SAP CRM

Customer Relationship Management software, including SAP CRM, consists of Sales, Service, Marketing, and eCommerce key components. It was originally built to control the relationship with the Customer, however today for many companies, who do not keep up with the new emerging technology and changing customer behaviour, it becomes more of Customer Records Management rather than a toolset to analyse, predict, interact and generate income in omnichannel environment..

Most likely for this reason SAP is coming up with the new redefined SAP CRM concept, that adds up new value and redefinition of current CRM processes, that is better integrated not only within the company, but mostly with the outside world, and - what might be of particular interest for the midsize market – gives an opportunity for a cost-effective cloud model delivery.

The new SAP approach is based on the following key offerings:
• SAP HANA Platform with the on the run, real-time high volume analytics, applicable mainly to Multichannel Customer Interaction, Sales and Marketing
• SAP Hybris Profile, which will allow to capture customer interaction and behaviour, in order to create dynamic Customer Profile (will become available first quarter 2016)
• SAP Hybris Customer Experience (CX) with omnichannel functions, including visual contextualization of the customer behaviour
• SAP YaaS service architecture, which is based on HANA cloud platform and is designed to be the modular business microservices layer for the planned SAP Hybris front office (available in October 2015).