SAP CRM is able to record, manage, and evaluate the data generated by contacts with your company. The view "Who bought the following product". In addition, the implementation of external data, e.g. from social networks, is possible.
The topic of CRM is particularly exciting when considering how to generate added value for the company from this data treasure. Practice has shown that it is not the size of the data that matters once a relevant population is reached. What is decisive is the intelligent handling of this data and the benefits it can offer the recipient.
In a former reference work on search engine optimization, the author mocks the naivety of the search queries of some users such as "When is the bus coming?" and asks the question: "What does the user of the search engine expect for an answer? 1:04?"
This question and answer may make you smile. On closer inspection, however, the search engine today would be able to answer as follows: "Your bus to the city arrives 13:04. Don't spend so much money shopping, you just ordered two jeans online. At the XY market there are sale offers by the way. For the drive back I recommend the 16:52 bus if you want to play soccer against Jörn on your console in the cloud this Saturday evening."
An answer in this depth and individuality is possible when the traces left behind by a person through the use of electronic services are joined together.
As a park app for large cities, AI systems already exist in this quality and in this high degree of intelligence. In the above example, information (bus timetable), offers (sale in the XY market), ordering behaviour from the past (2 jeans ordered online) and habits (playing football online on a Saturday evening) are interwoven into an individualised answer. All information provided is relevant to the recipient and is therefore likely to be widely accepted by the recipient.
For the application of CRM, the example above can be supplemented by further aspects. Based on the behaviour of an individual person or customer group, it is possible to derive forecasts for behaviour in the future. If the customer group likes to order wine online on a Sunday afternoon, a corresponding impulse can arrive by e-mail on Sunday morning.
CRM also means choosing the right behaviour towards existing customers. For the service team it is an invaluable help if they already have experience with a customer who is complaining. Does the customer want to be taken seriously or is he speculating on a material compensation or is he a hobby complainant?
Does the person argue objectively or emotionally on social media platforms? Is it a comment writer for online shops? If so, with a tendency towards good or bad ratings?
CRM continues to provide a very valuable strategic application: With the data it is possible to supply a customer over the entire product cycle or over the entire life cycle of the customer. With regard to the product life cycle, we would like to briefly mention the automotive sector, with the inspections, spare parts and repairs that follow the purchase.
The immense potential of CRM becomes clear for the entire life cycle of the customer, e.g. in the financing area: The financing and insurance of the first car, the credit for the investment at the startup, the realization of an own real estate, asset accumulation/brokerage and retirement provision.
SAP CRM provides real-time access to data and interactions with individual customers and customer groups. They can view the data and use it where it promises added value: In sales, marketing, online or retail and customer service. For each of these areas, SAP CRM offers suitable tools for practical use.