SAP Releases CRM 2.0

By Greg McNevin

December 6, 2007: SAP is putting a web 2.0 spin on its CRM suite in a bid to boost usage and interaction with end users.

Aside from now being offered in stand alone and hosted packages, SAP CRM 2007 has been upgraded to make it look and work a like other common web 2.0 applications, in the hope that staff who use services such as Google’s personalised portal iGoogle will be more comfortable working with CRM 2007.

“People accustomed to using easy-to-use Web applications in their personal life are starting to expect that same ease of use in their business software,” said Stefan Haenisch, SAP's vice president of CRM product management, to ITworld.com.

“We're trying to bridge the gap between a cool, user-driven Web application, and an enterprise software application.”

SAP says that web 2.0 capabilities help users rapidly comprehend a customer’s tendencies, and helps to simplify application infrastructure while streamlining business processes and particular user needs.

The new version also includes SAP’s Real-Time Offer Management module, which calculates customer data and specific session information, the new SAP Business Communications Management which “brings together communications technologies and SAP CRM to expand traditional call centre-based processes across the organization, including field-based staff and experts in any location.”

SAP has also added a new tool called the Pipeline Performance Management module. This enables organisations to create role-based interactive tools to help during staff training by creating “what if” scenarios.

“The latest version of SAP CRM is all about customer-driven growth and is revolutionary for the enterprise software industry as a whole,” said Bob Stutz, senior vice president and general manager, CRM Global Strategy and Product Development, SAP.

“SAP is bridging the gap between cool, user-driven Web experiences and enterprise software applications. SAP CRM is about making CRM simple and powerful to provide differentiation, innovation and agility to business users. The ultimate goal is to enable companies to empower employees, gain customer insights and drive growth.”

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