CRM and CX solutions

Deploy industry-tailored customer experience (CX) solutions that are connected, insightful, and adaptive.
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Intelligent CX and CRM technologies powered by 50 years of industry expertise

Industry-tailored to meet critical business needs, intelligent CX supports end-to-end processes to help you get the most from your SAP software.

E-commerce

Seize market opportunities and drive profitable growth by delivering innovative and engaging e-commerce experiences. Our solutions help you quickly launch new business models and adapt to change in an agile way.

Explore the SAP Commerce Cloud solution 
Explore SAP Recommerce 
View all e-commerce solutions 

Customer data

Crush revenue and growth targets with customer identity and access management, data privacy, and data management solutions that give you in-depth customer insights while reducing compliance risks.

Explore SAP Customer Data Platform 
Explore SAP Customer Identity and Access Management 
View all customer data solutions 

Marketing

Automate campaigns and execute on a global scale. Customer engagement solutions from SAP help you identify target audiences, deliver personalised omnichannel experiences, and measure your results.

Explore SAP Emarsys Customer Engagement 

Customer service

Deliver on your brand promise and offer outstanding service across the customer journey. By connecting business-wide service operations, you can accelerate issue resolution and improve customer satisfaction.

Explore the SAP Service Cloud solution 

Sales automation

Empower sales teams to engage effectively with your customers. Our sales automation software streamlines and automates sales processes so that salespeople can focus on building lasting customer relationships.

Explore the SAP Sales Cloud solution 

Artificial intelligence

Give your sales, service, and e-commerce teams access to AI as they complete daily tasks, providing valuable customer insights and helping them work more efficiently.

Explore SAP CX AI Toolkit 
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SAP Innovation Day for CX

Get the latest CX intelligence to stay ahead. Live 10am, 17 July, in London.

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See how customers are succeeding with SAP Customer Experience solutions

41% lower cost to serve

See how water heater firm Rheem Australia uses a single source of truth to manage customer interactions, from manufacturing to after-sales support.

Read the customer story 

52 systems consolidated

Discover how FC Bayern innovated to shape the clubs’ success and inspire and engage fans worldwide.

Read the customer story 

~1,000 daily logins to a mobile app

Discover how Toyota Motor Philippines digitalised its sales and service channels to support a smooth customer experience.

Read the customer story 

500% expansion in the user base

Find out how positioning systems company Topcon is serving customers better with access to real-time operational data across the enterprise.

Read the customer story 

Artificial intelligence

AI for customer experience management

Relevant, reliable, and responsible AI is built into our CX solutions – helping you predict, manage, and understand your customers to build relationships that last. 

AI solutions for sales and service 
AI solutions for marketing and e-commerce 

Latest innovations

Generative AI for commerce

Increase productivity with quick access to product attributes, descriptions, and documentation using the “Ask about this product” feature, accessible through SAP CX AI Toolkit and the Joule copilot.

Explore the innovation 

Real-time, mobile in-app personalisation

Respond to customer behaviour in an app in real time with relevant content to maximise conversion and revenue.

Explore the innovation 

Assisted service with contextual customer data

Provide a 360-degree customer view and personalised information to help support agents save time and anticipate customer needs.

Explore the innovation 

Transform your business with intelligent CX

How SAP is redefining intelligence for CX

Put your customer at the centre of your business with connected customer data and AI-fueled insights to improve loyalty and drive profitable growth.

Discover intelligent CX 

Three keys to a successful customer experience

See how IDC's survey of 1,000 business leaders unveils a dynamic CX landscape and explore the technology, data insights, and business processes driving exceptional customer experiences.

Read the IDC white paper 

How IT leaders can serve as change agents

Learn how to bring your customer-centric vision to life, turn actionable data into profitable personalisation, and build your tech stack for customer experience.

Read the white paper 

Resources

Trends shaping CX in 2024

Learn about the role of technology leaders in the future of CX and explore trends that are helping businesses meet the digital expectations of modern consumers.

Read the white paper 

Top B2B commerce insights for tech innovators

Shed light on top trends from commerce experts that can help pave the way towards a profitable, sustainable, and resilient future.

Read the e-book 

Trends that innovative tech leaders need to know

Discover how to exceed customer expectations and successfully position customer service as a central pillar of intelligent customer experience.

Read the e-book 

Five trends shaping the future of retail strategy

Explore trends influencing the future of retail strategy and execution and gain actionable insights you can use to meet these challenges head-on.

Read the report 
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Customer Experience Webcast

Bye-bye boring: IDC data shows a path for CX to stand out in a sea of sameness.

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See what analysts are saying about SAP

SAP is a Leader in IDC MarketScape 2023

See how SAP is named a Leader in the IDC MarketScape: Worldwide Omni-Channel Marketing Platforms for B2C Enterprises 2023 Vendor Assessment.

Get the report 

SAP is named a Leader

Discover why SAP was recognised in the IDC MarketScape: Worldwide Enterprise B2C Digital Commerce Applications 2024 Vendor Assessment.

Read the excerpt 

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