SAP (News - Alert) SE has announced a roadmap for enhanced customer relationship management software. The goal is to give businesses a single, contextual view of their customers, while giving each customer a consistent, personalized experience across all channels.
In today's digital world, businesses need to connect the front office and back office in real time — linking people, inventory, supply chain, pricing and customers together. This means that the new front office must go beyond the traditional marketing, sales and service automation functions and include integrated, real-time personalization, Web and mobile commerce, social customer service and more.
Accordingly, the future SAP hybris tools will enable in-the-moment customer profiling, digital commerce and community development, to support expanded customer service and support.
"Companies can no longer rely on the costly, siloed systems of yesterday to engage with their customers, who are savvy, multi-device digital natives. They want their needs understood and met — right now and every time," said Bill McDermott, CEO of SAP SE. "Legacy cloud-based CRM technologies create business complexity because their foundations predate the rise of social media and mobility. Companies today need innovative, integrated solutions that simplify the front office, making them easy to do business with and fostering greater customer engagement."
At the core of the plan is the SAP hybris Profile solution, which will capture all interactions, contexts and behaviors during customer engagement and service, to create a continually evolving and dynamic profile of the customer. The SAP hybris Customer Experience software meanwhile is envisioned to be the omnichannel delivery capability of the future, offering the visual contextualization of the customer's experience. And finally, SAP hybris as a Service is envisioned to help customers to stay ahead of the curve by providing community, autonomy and simplicity. It will become the modular business micro-services layer for the planned SAP hybris front office on SAP HANA Cloud Platform.
SAP also has customers waiting for the suite to become commercially ready.
"The Yankees use the most modern technology available to engage with our fans, wherever and however we can," said Mike Lane, vice president and CIO of technology and broadcasting for the New York Yankees. "Solutions like the ones SAP envisions can help sports organizations deliver consistent and contextual experiences across every channel and touchpoint, which is exactly what our fans have come to expect from us."
Edited by Maurice Nagle