SAP: “The CRM Experiment is Dead,” Company Launches Customer Engagement Solutions

SAP announced several cloud-based innovations and industry-specific applications that will enable organizations to move beyond traditional customer relationship management (CRM) and drive complete customer engagement. Combining customer engagement solutions with the omnichannel commerce capabilities of hybris, an SAP company, and the SAP HANA platform, SAP will deliver a platform for businesses to engage their customers anytime, anywhere, from any device at any point in their journey.

SAP said that the customer journey is no longer defined or managed in a single channel. It happens at random across a range of channels, interactions and marketing communications. SAP solutions for customer engagement, including the omnichannel hybris platform and the SAP Cloud for Sales, SAP Cloud for Service, SAP Cloud for Marketing and SAP Cloud for Social Engagement solutions, enable B2B and B2C companies everywhere to provide real-time, consistent, contextual and relevant experiences to their customers regardless of channel or device.

"The CRM experiment has failed. Today's empowered customer requires a new model for engagement," said Ariel Luedi, head of global customer engagement and commerce, SAP, in a statement. "In a world where the consumer journey is fragmented across a range of different channels, devices and touch-points, it is more critical and challenging than ever for organizations to provide highly consistent and personalized brand experiences that engage and delight customers every step of the way.”