What is SAP CRM?

CRM stands for Customer Relationship Management and is the SAP offering for the entire customer management process.

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CRM stands for Customer Relationship Management and is the SAP offering for the entire customer management process.

CRM stands for Customer Relationship Management. SAP CRM (on-premise) is the SAP offering for the entire customer management process: sales, marketing, service, and e-commerce. As part of its "cloud-first strategy", SAP now also relies primarily on cloud-based solutions in the area of CRM with SAP C/4HANA.

Today - especially with SAP C/4HANA - it is no longer just a question of the "classic customer contact" of companies with their customers, but has long since also included in-depth analyses, campaign management, mobile clients, the topic of personalization or the integration of social media.

The conventional SAP CRM is part of the SAP Business Suite. The application supports hardware platforms, databases, and the operating systems of many providers, among other things. The SAP Business Suite is based on SAP NetWeaver, the SAP platform for business applications. SAP NetWeaver is the development and runtime environment for SAP applications. In addition, SAP NetWeaver can be used to integrate other applications or non-SAP systems with SAP applications.

SAP offers various applications for SAP CRM: SAP CRM Marketing, SAP CRM Sales, SAP CRM Service, and SAP CRM Channels. With SAP CRM Marketing, SAP provides various solutions for marketing - from planning and executing campaigns to analyzing and measuring the effort required for marketing activities.

For SAP CRM Sales, there are several options to choose from: Telesales, Enterprise Sales, E-Selling, and Field Service. Among other things, the application supports sales in maintaining relationships with existing customers or in acquiring customers and building customer relationships. In addition, companies can use SAP CRM Sales to analyze and forecast their sales, for example. Ordering and checkout processes round out the offering.

SAP CRM Service supports companies throughout the entire service process - from the response to a customer inquiry to the processing and billing of a service provided. The application also helps with the creation of quotations and service orders.

With SAP CRM Channels, SAP offers a range of implementations for different channels within the company. Channels include, for example, the Internet, telephony, and field service. Communication with customers can be improved through a user-friendly and intuitive interface. There are the implementations "Back Office" (role-based Web access for tasks in marketing, sales, and service), "Field Service" (applications for mobile devices), "Interaction Center" (interface for customer care integrated with telephone or e-mail), "Web Channel Management" (for building e-service, e-commerce, and e-marketing platforms), and "Partner Channel Management" (interface for collaboration with dealers or agents).

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Meinolf Schäfer, Senior Director Sales & Marketing

Do you have any questions? I'd be happy to help.

+49 2241 8845-623

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