SAP (System Application and Products in Data Processing) is one of the prominent business solution providers around the globe. When we talk about this software suite in conjunction with a business function, its true potential can be gauged. Let us divulge into one such business function where in SAP has brought in superb transformations –
Marketing.
SAP has provided its CRM (
Customer Relationship Management) solutions as a one-stop answer to manage most of its client’s customer engagement needs. CRM as a module concentrates primarily on marketing, sales and services.
We discuss below some of unique selling propositions, which SAP has brought, over the years in each of the components of its CRM offerings.
SALES
SAP aims to achieve a complete integration of customer experience across all channels of sales (touch-points); be it online through a PDA device, telephonic or a brick and mortar store. It strives to offer a more personalized experience to the customers, providing alternative sales points and enabling clients to integrate advertisements with technology based optimizations.
With opportunities of relationship consolidation between buyers and sellers through data driven analysis SAP has brought in a completely new perspective to winning potential customers. This has enabled salespersons to connect with their customers in a more emphatic and emotional manner, thus providing a more personalized buying experience to the customers.
Further to this, through its territory management, SAP has provided for segmenting of territories and assigning hierarchies of sales team for interaction with customers within each territory. This mapping of organizational structure to the different market segments enables the sales team to adapt to the changing market extremely quick.
SERVICES
With customer service forming a critical factor for several top product companies, SAP has developed dedicated contact center solutions to leverage upon this opportunity. Through integration with interactive voice response systems of its clients, SAP brings in optimization to their multi-channel call functionality so as to connect customers with competent professionals. This enables solutions to be provided in an efficient and robust manner. It also provides on demand reports and analysis of the customer interactions, all based on real time data points.
Moreover, SAP has brought in customer integration by enabling its expertized ERP solutions to communicate with its latest cloud based offerings. Thus the clients can leverage upon their existing ERP data in a cloud platform with facilities for integration with Microsoft applications as well. Using this, SAP has also devised on-field mobile solutions to sales persons. By evaluating a customer’s contribution to the company’s financials thereby assessing his/her value to the company, the client is empowered to prioritize its customers in a profit maximizing manner.
MARKETING
SAP has enabled its clients to leverage upon the social media platform and understand the sentiments of their customers through a host of cloud based solutions. Analysis of customer’s social media activities, gauging brand perception, following the current trends and anticipating the needs of the customers are some of its features. It also takes in the browsing habits of the customers, be it on social media websites or other search based websites and provides insightful information on customer behavior accordingly.
One more important aspect that SAP has catered to is the customer loyalty program. Such programs play a crucial role in terms of repeat purchases and a reliable customer base for the product and services that companies provide. SAP provides unique customer experience enhancement capability to its clients by leveraging on several customer loyalty programs. SAP has extended this application in the mobile platform with features as digital wallet, thus eliminating hassles of loyalty cards. The customers can also manage their loyalty accounts while on the move.
SAP offers its clients unique insight into the scope of using complimentary products for boosting their sales or bundling products across different portfolios for the same. This is achieved through the usage of its real time offer management. With a tap on the customer purchase behaviour through detailed analysis and reporting on big data, the clients can offer their customers need-based products and services.
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