Customer experience and CRM solutions

Fuel profitable growth and turn every customer interaction into a seamless, engaging experience by uniting your business processes end to end with customer experience solutions from SAP.
Woman smiling and sitting in front of laptop with 4 anvil graphics across the image

Insights that put your customers at the centre of your business

Make informed, AI-supported decisions at every stage of the customer journey with rich data and insights about your customers and your business—all at your fingertips.

placeholder

Optimised
Connect all your processes, gain end-to-end visibility, and reduce friction across the enterprise.

Insightful 
Empower your teams with real-time insights that help them build customer relationships and seize opportunities.

Impactful
Realise value and accelerate growth with AI that helps you anticipate customer needs and adapt to market uncertainty.

Read the solution brief 

SAP Business AI

From campaign creation to customer support, Joule and AI agents help your business move faster, work smarter, and delight your customers at every step.

Explore Business AI 

SAP Business Data Cloud

Gain one trusted, governed view of your business with harmonised SAP and third-party data that enriches every customer interaction.

Explore Business Data Cloud 

SAP Business Technology Platform

Deliver truly customer-centric experiences by connecting customer-facing solutions with your back-end ERP, supply chain, or finance systems.

Explore SAP BTP 

Explore SAP solutions for customer experience and CRM

SAP Customer Loyalty Management

Create and deliver meaningful, relevant experiences that extend your brand presence and culminate in customer advocacy.

Learn more

See how customers are succeeding with CX solutions from SAP

Supplying industrial and safety supplies with SAP Commerce Cloud

Learn how Blackwoods uses SAP Commerce Cloud to cater over 1.5 Million orders annually, increase sales, and boost overall customer experience.

Watch the video 

Getting future ready and improving customer experience with SAP Commerce Cloud

Hear from Workwear’s Head of CX and Digital, Diana Frick, about how they were better able to serve their customers and prepare for the future with with SAP Commerce Cloud and Preferred Success.

Watch the customer story 

Improving B2B sales operations and customer experience with SAP CX solutions

Explore how IXOM chose SAP Customer Experience (SAP CX) solutions, including the SAP Emarsys solution, to better serve multiple markets and manage business-to-business (B2B) relationships.

Read the customer story 

Taking a customer-first approach to digitalisation

Discover how Toyota Motor Philippines integrated SAP solutions to gain better customer insight, enhance engagement, and provide a more consistent customer experience.

Read the customer story 

Explore AI-driven innovations

placeholder

AI agents for sales, service, and e-commerce

Elevate the customer experience with AI built into CRM, e-commerce and marketing apps. AI agents help customers find products, check order status, and answer service questions, freeing your support teams to focus on value-added activities.

Explore Joule Agents for CX

See what analysts are saying about SAP

Gartner® Magic Quadrant™ for Digital Commerce

SAP is honored to be the only vendor to be named a Leader 11 times since 2014.*

Download the report   

Gartner® Magic Quadrant™ for Personalisation Engines

For a sixth consecutive time, we’re recognised in the Leaders Quadrant.*

Get the report 

Resources

VALIDATION STUDY
Analysing the benefits of CX with ERP

Learn the economic benefits of SAP CX integrated with SAP ERP, including better customer experiences and higher productivity.

Read the study
WHITEPAPER
Managing exponential change with intelligent CX

Discover how you can create deeper connections with customers even as demands shift and challenges grow. 

Read the white paper
E-BOOK
Implementing AI and winning customers for life

Get quick steps for implementing AI and learn how AI revolutionises customer experiences and loyalty with powerful new tools.

Read the e-book
REPORT
Providing differentiated customer experiences

Explore the technology, data insights, and business processes driving exceptional customer experiences in this IDC survey.

Read the report

Frequently asked questions

CRM stands for customer relationship management. CRM software is technology that analyses and manages customer interactions and data throughout the customer lifecycle, thereby building better customer experiences, better customer service, and better business relationships while increasing revenue.

The customer experience is how interactions with your brand or product make customers feel. A customer can be a business (B2B) or a person (B2C) and the spirit of honoring their journey is the same. It’s their experience, and if you plan for it, it will be a good experience.

Before being acquired by SAP, hybris was an e-commerce software company serving both B2B and B2C companies. In 2018, hybris officially became the SAP Commerce Cloud solution, part of the SAP Customer Experience portfolio.

 

Now, hybris’ omnichannel e-commerce capabilities are deeply integrated into the SAP cloud technology ecosystem, enabling the enhanced data and tools that sellers need to optimise margins and drive customer loyalty.

Learn more 

Before being acquired by SAP, Gigya was a software company providing customer identity and access management (CIAM) and consent data management solutions. In 2017, SAP announced the acquisition of Gigya.

 

Today, Gigya’s software capabilities are integrated into our customer data solutions. This portfolio helps businesses grow revenue by delivering trusted, personalised customer experiences at scale. Such outcomes make marketing campaigns more effective, improve the sales experience, and drive more personalised commerce and customer service interactions—all while building customer trust.

Learn more 

*Gartner, Magic Quadrant for Digital Commerce, Aditya Vasudevan, Ant Duffin, Mike Lowndes, Sandy Shen, Jason Daigler, Penny Gillespie, 3 November, 2025.

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organisation and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally, and MAGIC QUADRANT is a registered trademark of Gartner, Inc. and/or its affiliates and are used herein with permission. All rights reserved.

SAP was recognised as SAP Hybris in 2014, 2016 and 2017.

Gartner, Magic Quadrant for Personalization Engines, Penny Gillespie, Alex De Fursac Gash, Mike Froggatt, Jessica Dervyn, Jason Daigler, Julia Lintern, 4 February 2025. Gartner, Magic Quadrant for Digital Commerce, Mike Lowndes, Sandy Shen, Jason Daigler, Aditya Vasudevan, Ant Duffin, 6 November 2024. Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose. GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally, and MAGIC QUADRANT is a registered trademark of Gartner, Inc. and/or its affiliates and are used herein with permission. All rights reserved.

twitter pixeltwitter pixeltwitter pixeltwitter pixeltwitter pixeltwitter pixeltwitter pixeltwitter pixeltwitter pixeltwitter pixeltwitter pixeltwitter pixel