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CRM and the Customer Experience (CX)

Win in the experience economy by differentiating and growing your business and delivering exceptional customer experiences.

Make every moment matter for your customers
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Improve your customer experience management with SAP C/4HANA

Build a connected customer journey based on empathy and trust with SAP C/4HANA, a suite of five industry-leading cloud solution portfolios, and SAP C/4HANA Foundation to help your business innovate, integrate, and be agile.

Learn more about SAP C/4HANA
“
[The SAP Customer Data Cloud] was the ‘silver bullet’ that resolved this issue and allowed us to build out our own mini-network, creating, in effect, a multisite environment of shops and Web sites with a single login and preference center.
” Kristin Morrison, Head of Digital, DC Thomson Media
Image of a database representing Customer Data Cloud

SAP Customer Data Cloud

Turn anonymous visitors into loyal customers.

Create seamless customer experiences and onboarding

Provide the data privacy and trust customers demand

Eliminate data silos for better contextual marketing

Offer customers transparency and control, while addressing GDPR compliance

Learn more about Customer Data Cloud
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SAP Marketing Cloud

Treat marketing as a trusted source of business.

Personalize customer experiences across your business

Build customer trust to develop ongoing relationships

Optimize marketing to drive revenue

Drive demand and growth for B2B marketers

Learn more about Marketing Cloud
“
Becoming consumer-centric really means you should start connecting with your consumer and not think for them.
” Damian Bott, Global Online Manager, Swinkels Family Brewers
“

SAP Commerce really supported us to provide an integrated and cohesive customer experience no matter how or where a customer reaches out – whether online, via mobile, or in stores.

” Marc Worrall, General Manager Digital Services, Operations & Quality Digital – Distribution, TUI
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SAP Commerce Cloud

Provide a superior and personalized omnichannel commerce experience.

Benefit from using a single commerce solution

Support all go-to-market models

Leverage industry-specific capabilities

Realize a fast ROI with prebuilt integrations

Exceed expectations with built-in flexibility

Learn more about Commerce Cloud
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SAP Sales Cloud

Improve sales with better selling experiences.

Save time and guesswork to accelerate sales

Guide sales reps through quotes and contracts fast

Model and manage sales territories and incentives

Embrace the future of selling

Learn more about Sales Cloud
“

The digital transformation of our sales helps us to place customers at the heart of what we do and to become more flexible, agile, and effective in the market.

” Michael Stichnote, Global Head of eCRM and Sales IT, Henkel AG & Co. KGaA
“
SAP Service Cloud has helped us achieve a services profitability improvement of 6% and a 60% increase in closed opportunities.
” Jack Rijnenberg, Director, Online Services, Markem-Imaje
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SAP Service Cloud

Make service the heart of your customer experience.

Create a unified service experience

Develop an elite team of skilled experts

Deliver the next generation of self-service

Capture and understand customer feedback

Learn more about Service Cloud

What are analysts saying about customer experience solutions from SAP?

SAP is named a Leader in digital experience platforms

Find out how you can create simple, connected digital customer experiences, and why SAP is named a leader in The  Forrester Wave™: Digital Experience Platforms, Q3 2019. 

2019 Gartner Magic Quadrant for Digital Commerce: SAP is named a Leader

Are you evaluating next generation Digital Commerce Platforms? Find out why Gartner again recognized SAP as a Leader in the 2019 Magic Quadrant for Digital Commerce.*

SAP is recognized as a Leader in sales force automation

Discover why SAP is named a Leader in the Gartner Magic Quadrant for Sales Force Automation report, and learn about our holistic approach to automation.**

See how customers are succeeding with SAP C/4HANA

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GEA logo
Thrush Aircraft logo
MEGA eG logo
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  • Automotive
  • Consumer Products
  • Fashion
  • High Tech
  • Industrial Machinery and Components
  • Insurance
  • Public Sector
  • Retail
  • Telecommunications
  • Travel
  • Utilities
  • Automotive
  • Consumer Products
  • Fashion
  • High Tech
  • Industrial Machinery and Components
  • Insurance
  • Public Sector
  • Retail
  • Telecommunications
  • Travel
  • Utilities
Automotive

Drive the future of mobility

Exceed customer expectations while capitalizing on future revenue opportunities beyond the showroom floor with SAP Customer Experience solutions for the automotive industry.

Learn more
Consumer Products

Build brand preference using every route to market

Deliver a relevant and consistent message across multiple interaction points by orchestrating intelligent initiatives across all routes to market, including modern retail, independent stores, distributors, and direct-to-consumer.

Learn more
Fashion

Deliver great experiences to fashion customers

Customize the digital experience for consumers and wholesale buyers with personalized merchandising strategies that stand out from the crowd and provide seamless omnichannel customer journeys.

Learn more
High Tech

Simplify and accelerate transformation and innovation

Transform your business into a subscription, solution, or outcome-based business that offers hardware, software, and services bundled into one package with SAP Customer Experience solutions for high tech.

Learn more
Industrial Machinery and Components

Redefine the manufacturing customer experience

Take advantage of the opportunities being created by digital disruptors, emerging technologies, and widespread connectivity with SAP Customer Experience solutions for industrial machinery and components.

Learn more
Insurance

Engage the unengaged insurance customer

Leverage a product- and policy-centric infrastructure to engage customers with the consistent and personalized omnichannel experience they demand and expect by using SAP Customer Experience solutions for insurance.

Learn more
Public Sector

Improve citizen experiences in the public sector

Respond efficiently and effectively to constituent needs – within tight budgets and under close scrutiny – with best practices supported by SAP Customer Experience solutions for public sector organizations.

Learn more
Retail

Create engaging experiences across every channel

Build stronger relationships with customers by delivering individualized experiences your customers can trust with SAP Customer Experience solutions for retail.

Learn more
Telecommunications

Become a digital service provider and monetize services

Deliver a first-class omnichannel customer experience that’s hyperpersonalized and trusted with rich, seamless, and contextual experiences that will help your brand stay competitive.

Learn more
Travel

Create a traveler journey that enhances the destination

Empower even the most discerning consumers to enjoy an exceptional experience across all touchpoints – from researching and booking destinations to traveling and following-up post-travel – with SAP Customer Experience solutions.

Learn more
Utilities

Win over the new prosumer with customer centricity

Leverage the digital core to provide a great customer experience with utilities-specific solutions by SAP, as meter-centric relationships give way to multifaceted prosumer relationships, and traditional CRM is not enough.

Learn more

Grow your business by delivering exceptional customer experiences

Win in the experience economy with SAP C/4HANA

Listen, understand, and deliver on your customers' intentions and interactions across all channels to win and close the experience gap by using SAP C/4HANA to meet their expectations.

The future of B2C customer experience

How can companies thrive in a world where customers themselves specify the terms of the relationship, but then let AI guide their buying journey?

The future of B2B customer experience

As decision-making and purchasing processes rapidly change, how do B2B companies reinvent themselves to lead in the experience economy?

CRM and CX Resource Center

Customer Stories Blogs Webinars and Product Videos Industry Research and Product Information
Video
Parfuemerie Douglas

See how this leading European beauty retailer uses SAP Customer Experience solutions to deliver perfect cross-channel shopping experiences to its customers.

Watch the video
Customer Story
New Era Cap

Look at how New Era Cap is setting the foundation it needs to enter a new era of
e-commerce by using SAP solutions.

Read the customer story
Customer Story
Thrush Aircraft

Learn how this aircraft company transformed their customer engagements end to end with SAP C/4HANA solutions.

Read the customer story
Customer Story
Emmi Group

Check out how Emmi creates richer customer profiles with solutions from SAP C/4HANA and the SAP Customer Experience suite.

Read the customer story
Video
TUI Travel

Hear how this best-run travel business provides end-to-end customer service and
seamless engagements across channels through SAP solutions.

Watch the video
Customer Story
DC Thomson Media

Discover how this British media company created a single view of customers across multiple domains with cloud solutions from SAP.

Read the customer story
Customer Story
dōTERRA

Consider how dōTERRA provides immersive online experiences by tapping a variety of SAP solutions.

Read the customer story
Video
Daimani

Explore how Daimani uses SAP C/4HANA to create friction-free customer experience for the first global marketplace for VIP hospitality.

Watch the video
Video
dōTERRA

Discover how dōTERRA improves customer engagement and scales the business to get closer to customers through multiple SAP solutions.

Watch the video
Customer Story
Christchurch City Council

Watch how one community is revolutionizing citizen engagement in the cloud using SAP CRM solutions to power a modern, mobile, and innovative city.

Read the customer story
Video
New Era Cap

Examine how New Era uses digital commerce to expand from wholesale to
direct-to-consumer while giving B2C and B2B customers a responsive and intuitive omnichannel experience.

Watch the video
Customer Story
Promesa

Investigate how Promesa is building the Intelligent Enterprise to engage customers and employees through SAP C/4HANA and SAP S/4HANA solutions.

Read the customer story
Customer Story
Yell

Discover how a multinational media service provider better understands its customers’ needs by implementing cloud solutions from SAP to manage interactions from presales to support.

Read the customer story
Customer Story
Piller Blowers & Compressors

Learn how customer-centric departments can be networked seamlessly from initial contact to support by adopting cloud solutions to achieve innovative customer services.

Read the customer story
Customer Story
Zekelman

Learn how this industrial manufacturer is differentiating their customer experience to become the “Amazon of Steel.”

Read the customer story
Customer Story
Tetra Pak

See how this food packaging giant connects customer feedback into business operations, reducing response time and improving customer experience.

Read the customer story
Video
GEA

Find out how the technology supplier’s customer view went from fragmented to
transparent and complete across all sales, service, and marketing functions.

Watch the video
Blog
Winning the experience economy with emotion

Learn why customer experience is the new brand and how emotion is the key to closing the experience gap.

Read the blog
Blog
Three keys to CX that can’t be copied

Explore three keys to delivering great customer experiences (CX) through feedback, audience insights, and cross-industry perspectives.

Read the blog
Blog
The difference between a CXO and a CMO

Understand the importance differences between the chief experience officer (CXO) versus the chief marketing officer (CMO) roles.

Read the blog
Blog
Why holistic CX is the new watchword

Know how to apply a more holistic approach when delivering a great customer experience.

Read the blog
Blog
Why transparency matters in CX

Peruse the #CXTweetChat conversation on why transparency matters in the customer experience (CX) across virtually every industry.

Read the blog
Blog
CX opens opportunities for electric utilities

Find out why customer experience (CX) is the X-factor in attracting and retaining
talent as well as improving customer relationships.

Read the blog
Blog
The CEO’s guide to CX strategy

Discover six tips for CEOs wanting to improve customer experience (CX) across the enterprise, from nailing the numbers to better business alignment.

Read the blog
Blog
Celebrating CX Day 2019

Explore examples of companies getting the customer experience (CX) right, as well as three major predictions for the future.

Read the blog
Blog
What is CRM?

Know what customer relationship management (CRM) technology is, how it works, and what it can do for your business.

Read the blog
Blog
CX is changing CRM

See how the CX Works online knowledge base offers superior recommendations across solutions, disciplines, and project frameworks.

Read the blog
Blog
Open Data Initiative from SAP, Adobe, and Microsoft

Find out how the Open Data Initiative aims to solve the data silo puzzle by unlocking and harmonizing data across platforms.

Read the blog
Blog
CRM, CX, and trust

Discover why consumer expectations are fueling a customer revolution, and how a modern customer experience (CX) platform can help you deliver on your brand promise.

Read the blog
Blog
What Daft Punk can teach us about disruption

Check out what a popular Daft Punk song can teach us about overcoming the forces at work in the modern digital economy.

Read the blog
Blog
CX for manufacturers

Understand the three key phases of effective digital transformation for manufacturers when a great customer experience (CX) is the ultimate goal.

Read the blog
Blog
The truth about customer empathy and why it matters

Learn how to go beyond theory to practice real-life empathy that
enables the ultimate customer journey.

Read the blog
Blog
Aligning social media and customer service for great CX

Explore how cross-functional collaboration and deeper audience insights help turn social into the ultimate service channel.

Read the blog
Blog
Benefits of a digital experience platform

See what’s possible with a modern digital experience platform and how it can enable easier deployments, better metrics, and more effective collaboration.

Read the blog
Blog
Is CRM for small business?

Know the five questions you need to ask when evaluating customer relationship
management (CRM) solutions for your small business.

Read the blog
Blog
How to practice better self-care at work

Discover six ways to help shift your focus and achieve a better work-life balance.

Read the blog
Blog
Personalizing CX

Take a look at why selling experiences along with products matters more than ever for today’s enterprise.

Read the blog
Blog
Building brand loyalty with D2C

Check out how forward-thinking brands are transforming how consumers buy and what they expect.

Read the blog
Blog
Reasons why personalization isn’t personal enough

Consider why your personalization efforts are delivering as expected, and what’s driving the trend toward “human” individualization for businesses.

Read the blog
Blog
The difference between the best CX and the right CX

Assess why the best customer experience (CX) is based on the actual needs of the customer.

Read the blog
Blog
How cities can close the citizen experience gap

Understand the mindset shift needed to create healthy, happy, and sustainable cities.

Read the blog
Blog
Redefining CRM in the age of CX

Determine why modern customer relationship management (CRM) is still vital for your business as customer experience (CX) becomes more important.

Read the blog
Blog
How channel fragmentation impacts CX

Investigate how reaching customers on the right channel at the right time boosts engagement and revenue while reducing costs.

Read the blog
Blog
IT’s four vital roles in the experience economy

Examine how IT can be the engine room of a thriving, customer-first organization.

Read the blog
Blog
Why the API economy matters

Find out what’s driving increased sharing, access, and integration of data across
business systems and processes.

Read the blog
Blog
Improving CX is all about people

Study the fundamentals of how to improve customer experience (CX) across the
organization, and why it matters more than ever.

Read the blog
Blog
Key elements of a digital experience platform

Understand the essential elements of enabling a fully connected customer journey that drives revenue and loyalty.

Read the blog
Blog
CRM defined

Get the basics of customer relationship management (CRM) and how it can help you provide customers with more impactful experiences.

Read the blog
Blog
Hospitality CX in the experience economy

Find out how to deliver a consistent and memorable hospitality customer experience (CX) to savvy and always-on travelers.

Read the blog
Blog
Five-star customer experience strategy

Learn the guiding principles for delivering the five-star experiences that are now
the expectation, not the exception. 

Read the blog
Product Video
Explore the SAP C/4HANA suite

Learn about cloud-based sales, marketing, commerce, service, and customer data
solutions from SAP.

Watch the video
Product Video
Win the B2B customer experience

Create successful business-to-business customer journeys that feature trusted,
personalized experiences by using Customer Experience solutions.

Watch the video
Product Video
Deliver better experiences with SAP Customer Data Cloud

Earn the trust of customers through transparent data management and personalized, consent-driven customer experience.

Watch the video
Product Video
Strengthen compliance with SAP Customer Data Cloud

See how SAP Customer Data Cloud helps address compliance with multiple data protection and privacy regulations.

Watch the video
Product Video
Shape omnichannel experiences in SAP Marketing Cloud

Discover how SAP Marketing Cloud can help you develop a unified customer view and enable customized omnichannel experiences.

Watch the video
Product Video
Make shopping more personal with SAP Commerce Cloud

Find out how SAP Commerce Cloud helps deliver integrated and personalized shopping experiences.

Watch the video
Product Video
Gain new business value with SAP Sales Cloud

Learn how SAP Sales Cloud – a robust, mobile-first solution for sales teams – enables faster time to value and increased revenue.

Watch the video
Product Video
Make sales efforts more effective with SAP CPQ

Explore how the SAP CPQ solution helps you manage your configure, price, and quote (CPQ) processes – especially high volumes of complex quotes – with greater ease and speed.

Watch the video
Product Video
Get the job done with SAP Field Service Management

Build more responsive and efficient field service teams with the right skills for
every job, every time using SAP Field Service Management.

Watch the video
Webinar
Lead in the experience economy

Hear experts from Customer Experience solutions from SAP and Qualtrics uncover the secrets to leading in the experience economy.

View the Webinar
Video
Create personalized and connected experiences

Get an introduction to the SAP C/4HANA suite and learn how you can create experiences customers trust.

Watch the video
Webinar
Discover your ideal digital experience platform

Hear Forrester Research discuss findings in the 2019 Q3 Forrester Wave report on digital experience platforms. 

View the Webinar
Webinar
Meet customer expectations in an evolving world

Hear Satair, a global leader in commercial parts for the aerospace industry, discuss what it means to “platform your business.”

View the Webinar
Webinar
Join the customer experience revolution

Hear the CIO of doTERRA outline how his brand fosters a trusted relationship between customers and wellness advocates with the SAP C/4HANA suite.

View the Webinar
Research Report
Find out who will own the experience economy

Learn how B2B market leaders plan to grow their businesses by strategizing e-commerce and the direct-to-consumer trend for superior customer experience.

Read the report
Research Report
Bring best practices to B2B customer journeys

Discover how an intelligent approach to customer experience management can help focus your company’s efforts to deliver the right service, to the right customer, at the right time.

Read the report
Research Report
Map the future of your B2C customer experience

Explore how you can thrive in a world where your customers specify the terms of your relationships with them and find out how artificial intelligence can help.

Read the report
Research Report
Prepare for the future of B2B customer experience

Learn how B2B companies can reinvent themselves to lead in the experience economy, even as decision-making and purchasing processes change.

Read the report
Best-Run Guide
Make every moment matter

Listen, understand, and deliver on your customers’ intentions and preferences across every channel to close experience gaps with the SAP C/4HANA suite.

Read the guide
Analyst Report
SAP named a leader in experience platforms

See why Forrester considers SAP as a top contender among digital experience platforms and how it can help you create simple, connected digital customer experiences.

Read the report
Analyst Report
SAP named a leader in digital commerce

Find out why SAP was named a leader in Gartner’s 2019 Magic Quadrant for Digital Commerce and evaluate the next generation of digital commerce platforms.

Read the report
Analyst Report
SAP named a leader in sales force automation

Discover why SAP was named a leader in the Gartner Magic Quadrant for Sales Force Automation and learn about a new holistic approach to automation from SAP.

Read the report
Solution Brief
Deliver trusted, connected customer experiences

Understand how the SAP C/4HANA suite helps you deliver engaging and trusted experiences in the moments that matter most to your customers.

Read the solution brief
Web Page
Get to know CRM

Learn how the SAP C/4HANA suite goes far beyond the automation and integration capabilities of traditional customer relationship management (CRM) systems.

Learn more
General Brochure
Make moments that lead the experience economy

Learn how today’s best-run business boost their brands’ value by delivering convenient and meaningful experiences to their customers.

Get the guide
Solution Brief
Deliver trusted and connected customer experiences with SAP C/4HANA
Read the solution brief
Analyst Report
Provide mass personalization at scale

Get expert advice from Constellation Research on how to power one-to-one personalized experiences.

Read the report
Analyst Report
SAP named a leader in multichannel marketing hubs

Examine why SAP was named a leader in Gartner’s April 2019 Magic Quadrant report on multichannel marketing hubs.

Read the report
Analyst Report
SAP named a leader in sales performance management

Learn why Gartner considered SAP as a leader in its January 2019 Magic Quadrant report on sales performance management solutions.

Read the report
Analyst Report
SAP named a leader among B2C commerce suite providers

Find out why SAP was named a leader in a 2018 Forrester Wave report on B2C commerce suites. 

Read the report
White Paper
Turn field services into a profit center with five transformational steps
Read the white paper
Analyst Report
SAP named a leader among B2B commerce suite providers

Find out why SAP was named a leader in the report, “Forrester Wave: B2B Commerce Suites, Q3 2018.”

Read the report
E-Book
Improve pipeline management and forecasting

Explore current pipeline management and forecasting processes and get best practices that can take them to the next level.

Read more
Guide
Set your path to SAP C/4HANA

Join the customer experience revolution by realizing maximum value from SAP C/4HANA and exploring the road map for future enhancements.

Read more
Solution Brief
Capture customer trust with SAP Customer Data Cloud

Check out the latest capabilities that can help you build more trusted and valued
relationships with your customers.

Read the solution brief
Solution Brief
Drive growth and revenue with SAP Marketing Cloud

Develop intelligent, in-the-moment marketing in the cloud to gain deep insights into performance and coordinate end-to-end customer experiences.

Read the solution brief
Solution Brief
Connect customer touchpoints with SAP Commerce Cloud

Provide superior and differentiated omnichannel commerce experiences that are available anytime, anywhere.

Read the solution brief
Solution Brief
Win more deals with SAP Sales Cloud

Empower your sales organization with a better selling experience that builds a
high-performance team.

Read the solution brief
Solution Brief
Perfect customer service with SAP Service Cloud

Put the next generation of service at the heart of your customers’ experience to
win them for life.

Read the solution brief
Solution Brief
Personalize experiences with SAP Commerce Cloud

Create optimized, context-driven experiences through the power of prebuilt SAP
solution integrations.

Read the solution brief
Solution Brief
Optimize your store with SAP Sales Cloud solution

Deliver the right products at the right time, place, and price to win at the shelf
every time.

Read the solution brief

Innovate, integrate, and extend your customer experience solutions

Discover the power of a business platform that allows you to personalize, extend, and create every app you’ll ever need.

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A Web page and dashboard supported by SAP C/4HANA and SAP Cloud Platform

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Dashboard with employee, manager, sales, and sourcing and procurement information

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SAP Cloud Platform

SAP C/4HANA and SAP Cloud Platform provide a vital combination of power, trust, and speed to deliver a seamlessly connected end-to-end experience.

  • Simplify complex integrations for any size business by connecting on-premise and cloud applications, as well as cloud to cloud, with 150+ prebuilt connectors
  • Connect and extend enterprise SAP C/4HANA cloud applications with SAP Cloud Platform Extension Factory or Kyma open-source project designed natively on Kubernetes
  • Leverage prebuilt applications by SAP’s partner ecosystem to get started quickly

Support the end-to-end customer journey

Explore the other cloud solution portfolios in the SAP C/4HANA suite.

SAP C/4HANA

See how the SAP C/4HANA suite brings together customer data, machine learning technology, and microservices to power real-time customer engagements across sales, service, marketing, and commerce.

*Gartner, Magic Quadrant for Digital Commerce, Penny Gillespie, Christina Klock, et al., 21 August 2019

**Gartner, Magic Quadrant for Sales Force Automation, 26 June 2019, Theodore Travis, Melissa Hilbert, Adnan Zijadic, Ilona Hansen

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, express or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request from SAP SE.

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