SAPPHIRE NOW: SAP launches modernised CRM suite

SAP's Bill McDermott and Alex Atzberger

SAP’s ambitions for the customer relationship management (CRM) space have been clear, particularly with the recent acquisition of CallidusCloud.

At last week’s SAPPHIRE NOW conference, SAP made the formal introduction of a new suite of applications, SAP C/4HANA, to help businesses serve and retain customers, as well as SAP HANA Data Management Suite, a comprehensive data management solution.

According to SAP, C/4HANA modernises the sales-only focus of legacy CRM solutions by tying together solutions from Hybris, Gigya and CallidusCloud to support all front-office functions, such as consumer data protection, marketing, commerce, sales and customer service. It will be fully integrated with SAP’s business applications portfolio.

“SAP was the last to accept the status quo of CRM and is now the first to change it,” McDermott said. “The legacy CRM systems are all about sales; SAP C/4HANA is all about the consumer. We recognise that every part of a business needs to be focus 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 behaviours of the supply chain.”

SAP has also made a new acquisition to improve field service customer experience, buying Switzerland-based Coresystems FSM AG. The company’s platform provides real-time scheduling for customer service requests and uses artificial intelligence-powered crowd service technology to assign the best-qualified technician to each call.

Based on the latest versions of the SAP HANA business data platform, SAP Data Hub solution, SAP Cloud Platform Big Data Services and SAP Enterprise Architecture Designer Web Application, the SAP HANA Data Management Suite will enable enterprises to bring together highly distributed structured and unstructured data into a single logic data set.

“Integration fuels intelligence. It’s time to reimagine end-to-end mega processes in a new suite experience for the enterprise,” McDermott said. “By connecting demand chain to supply chain, we help every part of the business serve and retain the customer.”

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