SAP announces new software to take CRM into digital era
Enterprise application software company, SAP, is looking to connect the front office and back office with the announcement of three new SAP hybris tools for Customer Relationship Management (CRM).
“Companies can no longer rely on the costly, siloed systems of yesterday to engage with their customers, who are savvy, multidevice digital natives. They want their needs understood and met — right now and every time,” said Bill McDermott, CEO of SAP SE.
“Legacy cloud-based CRM technologies create business complexity because their foundations predate the rise of social media and mobility. Companies today need innovative, integrated solutions that simplify the front office, making them easy to do business with and fostering greater customer engagement.”
In today’s digital world, businesses need to connect the front office and back office in real time — linking people, inventory, supply chain, pricing and customers together. This means that the new front office must go beyond the traditional marketing, sales and service automation functions and include integrated, real-time personalization, Web and mobile commerce, social customer service and more.
SAP’s planned tools hope to simplify the front office, helping businesses get a single, contextual view of their customers while giving each customer a consistent, personalized experience across all channels.
SAP hybris Profile
The planned SAP hybris Profile is aimed to derive insights into customer habits. The system will capture all interactions, contexts and behaviors to create a continually evolving profile of the customer. With these insights, the system will surface actions for real-time, one-to-one engagement with every customer across all touchpoints.
SAP hybris Customer Experience
The solution is planned to be the next-generation, responsive omnichannel content management system, which will manage and deliver dynamic, targeted, consistent content, offers, products and service interactions. The tool will allow companies to develop experiences for customers and partners.
SAP hybris as a Service
Intended to become the modular business microservices layer for the planned SAP hybris front office on SAP HANA Cloud Platform, 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.
SAP HANA Cloud Platform is an open platform to provide in-memory database and business application services that enable customers to easily extend SAP applications and integrate with other cloud applications.