Among the critical issues in the market today is undoubtedly customer relationship management. In a world where the ability to manage complexity quickly and efficiently is required, CRM software is an indispensable support. Just as indispensable is the ability to move beyond the paradigm of traditional relationship management according to the traditional supply chain. That is why, even in the SAP environment, CRMs have evolved to become user experience management solutions rather than simple master data and contact management programs.
SAP CRM: the evolution into the SAP CX suite.
That the quest for increasingly personalized and tailored experiences is also a fact in the B2B world is now well established. The big players in the B2C world have undoubtedly played a driving role in this, but beyond the reasons, it is clear that companies that want to remain competitive in this respect as well must adapt to what is in fact a market trend. That is why even in the SAP world, the CRM have evolved toward more structured solutions. Change that to some extent is also found in naming. Past SAP CRM, today SAP customer relationship management solutions are found within the SAP CX suite. The mission of this product line also seems to have changed. Today, in fact, it is about deepening the knowledge of the customer and engaging them with ultra-personalized experiences. This is an evolution that not only concerns CRM and SAP as ERP, but also involves an increasingly specialized set of products, from SAP Commerce Cloud to SAP Customer Data Platform.
Underlying this is a fundamental principle: in addition to ensuring, as mentioned, an increasingly personalized experience for customers and users, it is imperative that the data from these types of activities also be put to value and integrated with other assets.
The main benefits of a customer relationship management system
Beyond the aspects related to the vision with which one envisions customer relationship management in SAP, there are very good reasons to rely on an application that facilitates customer relationship management and an improved user experience. Let’s start with the purely practical ones, so you can move into the realm of opportunity enhancement.
First of all, a CRM makes it possible to reduce costs, through analysis and management, even financial. Thanks to these tools, it is also possible to make a more detailed and reliable forecast of any needed supplies, cash flows, and generally everything related to the management of money movements within the company. With these tools, it is possible to isolate and resolve any pockets of inefficiency. As we shall see, advantages that can also be found in marketing: SAP CRM and the other tools mentioned here can be a valuable support in promotion activities, personalizing the user experience from the leads.
Another enhancing aspect, especially with regard to next-generation CRMs, isincreased efficiency: the timely and permeable circulation of information allows complete customer visibility to be available to all departments, from customer service to marketing. In addition, thanks to automation, it is possible to make the desired transition from “customer relations” to user experience, for example by setting up automatic recall messages for the customer and simultaneous reminders for the benefit of marketing and sales departments.
Increased efficiency also brings with it the ability to make the most of opportunities.
In fact, even today companies, particularly those in industries with a lower marketing focus, fail in the transformation from lead to prospect to customer or in general in seizing new opportunities due to suboptimal customer management. An effective CRM solution solves this problem, while also allowing better measurement of the effectiveness of different teams in this particular area.
The other benefits and challenges of a user experience management system
After mentioning the more practical and greater spillover benefits, let us also look at some of the broader opportunities. Many of these pertain to the field of marketing but, as we will see from the first point, one of the main tasks of such a tool is precisely to make this activity effective, profitable and, above all, measurable with KPIs and hard data.
In fact, one of the preeminent benefits of customer relationship management solutions is precisely the improvement of conversions. This is possible, not only for the reasons related to efficiency that we have already considered, but also thanks to systems for more advanced analytics. For example, through a CRM it is possible to understand from which source a lead comes and, based on this, to accompany it to the most appropriate customer journey, instead of leaving everything to chance or the sensitivity of the operator. In addition, the introduction of new data and metrics makes the added value of these activities measurable and quantifiable.
Parallel to this, CRMs generally result in a noticeable improvement in existing relationships: established customers will undoubtedly appreciate the more and better attention that can be given to them.
Finally, let us not forget that a CRM software is primarily a tool for centralizing information. And in today’s common declination, this is true both for data from within the company and for managing information from outside the company. This means, for example, that information can be used to optimize marketing campaigns, both outbound, thanks to more targeted advertising, and inbound, for example by providing different funnels depending on the source.
For which companies are SAP CRMs suitable?
In general terms, it is a common and rather entrenched belief that CRM solutions are best suited for large or enterprise-level companies. In reality, any company can benefit from more efficient contact management. The important thing is to choose a solution that is able to adapt to the company’s supply chains even as a function of size. We have already mentioned the SAP CX suite, for larger companies. But in the case of smaller companies or emerging businesses, the tools in SAP Business One are an excellent tool for growth.
Thanks to the SAP CX suite you have the ability to enable customized solutions for your customers by anticipating their needs and ensuring quick and easy shopping experiences. You can also manage your sales force and respond to service requests on time.
Contact us to receive more details and learn about the best customized solution for your company, and our consultants will be happy to support you on your digital transformation journey.
