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.

What is customer experience (CX)?

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

Autonomous CX

Harmonise your CRM and CX with a single autonomous system—where AI acts on the full truth of your business to power every customer experience.

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Run CX as one autonomous system

Increase efficiency across your CX operations with AI assistants that coordinate specialised agents to autonomously execute complex CX workflows at scale.

Welcome to Autonomous CX. Welcome to the beginning of better.

Turn customer engagement into a growth engine

Connect marketing, commerce, sales and service functions to your existing SAP foundation—so you get faster execution, automation, and results you can trust.

Ground every customer interaction in the full business truth

Unify ERP, CX, and all of your data so AI sees the full picture—enabling real-time insight, personalisation, and accurate responses across channels.

Run the entire CX stack autonomously

Move beyond point solutions with AI that executes and optimises end-to-end CX—reducing manual work and helping teams focus on growth.

Break silos and connect CX workflows across the enterprise

Orchestrate workflows across teams with AI that connects data, processes, and decisions—delivering seamless, end-to-end customer experiences.

Is consistent brand promise delivery a myth?

Customer experience leaders crack the code with agentic AI. Join us and Oxford Economics as we unwrap their AI playbook.

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See how customers are succeeding with CX solutions from SAP

Securing delightful customer experiences with SAP CX solutions

Hear from Mr. Hiren Dhakan how SAP Customer experience solutions play a key role in enhancing the overall customer experience and contributing to positive revenue growth.

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Constructing positive impact with SAP customer experience solutions

Hear from Mr. Prakash Hegde how SAP CX solutions impact L&T Construction & Mining Machinery positively as well as their clients in achieving overall customer satisfaction & driving business growth.

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Improving the holistic buying experience with SAP Commerce Cloud

Hear how Fabindia is bringing ethnic experience to consumers and consistently delighting customer experience with SAP Commerce Cloud.

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Leading digitalisation with a customer-first mindset

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

View all CX customer stories

See what analysts are saying about SAP

SAP named a Leader in the Gartner® Magic Quadrant™ for Digital Commerce

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

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SAP is a Leader in the 2026 Gartner® Magic Quadrant™ for Personalisation Engines

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

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Resources

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.

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Exploring the complexity and opportunity of AI-driven CX

Discover how leading organisations are transforming CX in an AI-driven business landscape based on new research from Oxford Economics.

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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

Providing differentiated customer experiences

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

Read the white paper

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

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