There was a stampede to digital selling and service delivery as the pandemic unfolded in 2020. Today most organisations continue their Customer Relationship Management (CRM) transformation - when in fact, what they need is a Customer Experience (CX) transformation. With well-integrated customer experience helping to orchestrate customer engagement activities across the enterprise.
Although there is a strong link between customer experience and the supporting technology, a CRM transformation alone won’t result in more satisfied customers. A unified CX and CRM enhances the service experience, by adapting to constant changing customer, technology and environmental needs, whilst also focussing on the customers’ persona, user behaviours, and strategic roadmaps. As such, I’ve put together some of the issues that derail CRM transformation initiatives, the drivers of CRM excellence, and how CRM transformation can be executed to deliver a great Customer Experience.
According to a Gartner survey, around 50-70% of all CRM projects resulted in financial losses or did not lead to the improvement of company performance1. A strong CRM project should result in improved customer satisfaction and loyalty. These are the four key reasons why CRM transformation programs fail today:
But what does the technology landscape, transformation paradigms, and people practices that are n4r.jki
The CRM landscape of solutions is highly competitive with similar features being offered. What differentiates SAP, especially for those customers running SAP ERP on the backend, is their customer-centric focus. SAP Sales and Service Cloud is a tightly integrated set of customer experience solutions which support customers’ end-to-end processes when engaging with Sales, Customer Service or Field Service. This makes SAP one of the best CRM solutions available in the market today.
When compared to other CRM alternatives, SAP Sales and Service Cloud provides a lower TCO, lower operating cost for improvements and reduced resource requirements when connected to a backend SAP system. What’s more, SAP provides the integrations and releases new innovations quarterly. In one case, a client even found additional budget to fund a commerce and marketing transformation with SAP at no additional annual spend after moving from another CRM solution to SAP Sales and Service Cloud. SAP offers a rich ecosystem of technologies that represent significant value-add potential in today's digital markets. What’s more, SAP's Sales and Service Cloud solutions were identified as a leader in Gartner's 2020 Magic Quadrant.
SAP Sales and Service Cloud is a solid foundation on top of which enterprises can build a loyal and engaged customer base. SAP Sales and Service Cloud supports businesses with higher customer satisfaction ratings than those working with its alternatives. That’s why it’s time to move beyond just CRM transformation - aim for better CX; everything else will follow.
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