SAP Customer Relationship (SAP CRM) is an application which provides best-in-class functionality for marketing, sales, and service. By supporting customer-facing business processes across multiple interaction channels, SAP CRM enables organizations to focus on strategies for customer-driven growth and to differentiate themselves in the market by providing a superior customer experience.

SAP CRM

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Benefits: How Can companies benefit from SAP CRM?

Companies that are once product-centric must now become customer-centric. SAP CRM helps to place customers at the centre of companies. It’s a difference in focus that produces benefits to both the company and the customers.

Benefits to the company include:

• Competitive advantages: Through increased customer knowledge, first-class customer service, increased customer loyalty, and greater responsiveness to changing market conditions

• Increased revenue: Through a stronger focus on profitable customers, more effective customer acquisition, targeted cross-selling and up-selling and higher success rates with direct marketing

• Potential to lower costs: Through tighter end-to-end business processes, reduced administrative duties, coordinated sales activities, and more accurate planning for direct marketing and advertising

Benefits to the customers include:

• Better service: Through individualized customer care, smoother order processing, standardized information across all communication channels and prompt responses to customer inquiries

• Personalized service: Through tailored quotations and improved product availability

• Increased contact channels: Through Internet, call centre, fax and face-to-face service options

Other advantages:

• First-class functions for marketing, sales and service

• Extensive analysis as a basis for decision making

• Seamless integration with SAP Business Suite solutions and other applications