CRM and Customer Experience: how to improve them with digital solutions

Today, much more than in the past, customer relationship management (CRM) and customer experience (CX) have become critical to the success of any business. Digital solutions are often at the forefront of supporting companies in this improvement effort, to the point that the two acronyms are often also used to refer to software categories of the same name. Within the SAP offering, we find products and features that can concretely support companies in the proper management of customers and their customer experience while enabling the creation of lasting relationships.

The role of CRM and customer experience in business growth

Staying in the realm of digital solutions, CRM software fosters a strategic approach and helps companies manage and analyze data and customer interactions throughout their purchasing and post-sales journey. This enables better results in terms of customer experience and customer service, while increasing revenues. In general terms, it also explains why CRM and user experience issues are often treated in parallel: in fact, CRM is an enabling tool for customer service management and thus for improving customer experience, even when the company later chooses to equip itself with more vertical tools for managing the latter.

Customer Experience, in fact, is about the customer’s overall interaction with the company, which includes the purchase and use of the product or service, and any after-sales service or support. Good CX can lead to increased customer loyalty, positive word-of-mouth and increased profitability. Increasingly, moreover, the term customer digital experience is used to refer to the set of relationship activities that customers get to experience online. In which, of course, the contribution of digital is even more relevant.

SAP solutions for customer experience management

SAP, one of the world leaders in business software, offers a number of advanced CRM and CX solutions. These solutions, often identified globally by the informal term SAP CX, can help companies connect customer data with other business functions, from demand to delivery. With the power of data, it is possible to make customer relationship management and user experience gain decision value throughout the supply chain in an agile and automated way, instead of being tied to pure marketing functions. SAP tools also support companies in decision-making and strategy, providing 360-degree insights that connect e-commerce, marketing, sales, and service data and help create a true Customer Experience Design supply chain.

SAP CX solutions use artificial intelligence (AI) and machine learning (ML) to create unique customer profiles, which can help companies know and recognize their target audiences, including each one’s individual preferences. This can help companies engage customers more effectively, taking into account each individual’s needs, in a virtuous process that benefits retention and sales.
Finally, SAP CX solutions can support companies in forecasting market scenarios, making increasingly data-driven decisions, and helping them future-proof their businesses with innovative end-to-end business models.

The Customer Experience of the Future

Digital solutions, such as those offered by SAP, can help companies improve both CRM and CX, delivering a superior customer experience and stimulating solid and lasting revenue growth. With the strategic use of data and the implementation of advanced digital solutions, companies can expect to see significant improvements in customer relationships and the loyalty that follows.

Our team of consultants is ready to start or improve these procedures within your company: for more information contact us without obligation.