A company’s success, in the long run, hinges on the quality of its relationships with customers. Providing convenient communication channels and exceptional customer service leads to customer satisfaction. Satisfied customers are more likely to remain loyal to your business and have a greater customer lifetime value (CLV). After all, the end goal of improving customer relations is to grow your business. That’s the value of a customer relationship management (CRM) system like SAP CRM. It offers numerous features to help you grow your business, such as: 

• Tracking communications across multiple channels with customers over time
• Workflow automation tools to engage customers
• Customer analytics to give you deeper insights into customer behavior 
• Integrations with other software solutions for seamless information sharing

We’ll take a closer look at how you can improve your customer relationships with SAP CRM in more detail, but first, let’s review what a customer relationship management solution is. 

What Is CRM?

CRM means customer relationship management, a technology that includes tools to handle customer relationships, advertising, marketing, ecommerce, sales, and customer service. A CRM is like an umbrella that covers all aspects of business dealings with customers.

A robust CRM can help you optimize these customer interactions to improve customer satisfaction and foster customer loyalty. It has tools for things like predictive analysis, customization, social media, teamwork, etc.

Modern customer relationship management, as part of a robust business process optimization effort, has advanced features far beyond simple CRM. You can easily manage business activities such as sales, marketing, and ecommerce while prioritizing customer demands and preferences.

Key Benefits of Customer Relationship Management Solutions

CRM enables companies to manage the sales process efficiently by shortening the sales cycle, enhancing team productivity and performance, and boosting sales. 

CRM solutions like SAP CRM help to shorten the sales cycle with automated workflows and customer analytics insights. As a result, your business will generate more revenue and repeat business thanks to effective sales processes. 

Customer relationship management solutions make collaboration seamless across departments, devices, operating systems, and locations. Your team will be more productive and provide a better customer experience that fosters customer loyalty. 

How Can SAP CRM Grow Your Business?

Following are some of the many features that SAP CRM offers to help you manage customer relationships and grow your business. 

Contact Management

Contact management is the process of storing and tracking customers’ data. Through contact management, you can store customer information such as name, contact info, online profiles, and regular means of contact on a central server that will be accessible to the entire team. 

Interaction Management

You can track your communication with customers through interaction management, such as phone conversations, emails, and social media postings to engage with your customers at any stage of the buying process. You can easily communicate with leads, customers, and team members through a centralized dashboard.

That means when one team member communicates with a customer on social media, another team member will have access to information about that communication when the customer calls or emails. As a result, customers don’t have to explain their problems repeatedly to different representatives, saving them time and frustration and enabling your business to resolve customer issues quickly. 

The first CRM solutions primarily offered contact management and basic interaction management, discussed above. SAP CRM and other advanced CRM solutions go much further, offering the features below and more. Professionals in various fields can pursue SAP certifications to master the use of SAP CRM’s many capabilities. 

Lead Management

Lead management is a system in which new sales leads are analyzed and qualified as new business opportunities. You can identify and track prospects most likely to be interested in buying your product, then nurture them through your sales pipeline to convert them to paying customers.  

Workflow Automation

Workflow automation allows account managers to automate repetitive and tedious tasks, such as notifying customers about upcoming payments or service renewal deadlines. Some advanced CRM solutions, such as SAP CRM, leverage built-in AI to automate time-consuming operations such as updating contact databases and using bots to connect with users on social sites.

Customer Analytics

Customer analytics allows you to understand customer demands, pain points, and preferences. It can also reveal insights such as which touch points throughout the buyer’s journey are most impactful and where prospects are most likely to drop out of the sales pipeline, as well as identify customer behaviors that are likely to lead to customer churn.  

Armed with this information, you can fine-tune your marketing and sales processes to increase conversions, take action to retain customers at risk of churn, and improve your marketing campaigns to better address customer pain points and attract targeted leads.  

CRM Integrations

Integrations with other systems allow seamless information sharing without interrupting workflows. You can easily connect your CRM to your company’s website, billing software, customer surveys, document management, and other software. 

SAP CRM is part of SAP’s customer experience (CX) offerings, including SAP Commerce Cloud, SAP Customer Data Platform, SAP Sales Cloud, SAP Service Cloud, and SAP Emarsys Customer Engagement. These solutions create a fully integrated digital platform to effectively manage the customer experience from demand to delivery by connecting commerce, marketing, sales, and service data. These systems can be integrated with other SAP solutions as well, such as SAP Enterprise Resource Planning (ERP).

Secure, Mobile CRM

Mobile CRM enables employees working in the field or remotely — field sales reps, service technicians, etc. — to access and manage data in real-time to conduct business activities. This ensures that your team is working with the most up-to-date information, no matter what department they work in or where they’re working from.      

A successful SAP CRM implementation enables companies to shorten their sales cycle, improve teamwork, boost sales, gain new customers and win customers’ trust and loyalty. That’s why it makes sense to partner with an experienced SAP consulting company. Argano is an SAP Gold Partner that has delivered more than 200 successful SAP implementations globally, providing solutions that drive customer experience, revenue, operational efficiency, and supply chain sustainability. Get in touch with Argano today to learn how we can help you implement transformational business processes and systems to better serve your customers.