SAP delivers on CRM vision

SAP has delivered its new release of mySAP customer relationship management (mySAP CRM) at its e-business conference, SAPphire, in Lisbon, Portugal.

The mySAP CRM solution has been designed to let companies manage, synchronise and coordinate the activities of sales, marketing and customer services on a collaborative e-business platform for all types of business partners. It can also work seamlessly in both SAP and non-SAP environments, according to officials.

A company spokesperson said mySAP CRM provides businesses with advantages that will let them improve their bottom line and develop, retain and enhance profitable customer relationships.

With the ability to mine customer data, mySAP CRM provides views of the customer, including data from both internal systems and external market and survey information.

The portal-based mySAP CRM solution offers additional business scenarios and new, role-based workplaces designed to enable service and marketing personnel to view and manage the business-critical information needed to better serve customers and achieve business goals.

By the end of 2001, SAP will ship expanded interaction centre functionality, including mySAP CRM's expanded communication channels to improve customer service. By leveraging Web chat, e-mail and call-me-back features combined with universal routing, SAP officials say companies are better able to service their customers' needs while reducing cost of service.

In his keynote address to an audience of about 9000 customers, partners, press, analysts and experts, SAP co-chairman and CEO Hasso Plattner, said: "It is crucial for the future of CRM systems that we have a portal.". Plattner also said SAP is capable of running CRM systems through private exchanges, and added that portal technology is a pre-requisite for real CRM.

The company is also including a flexible application framework for a wide array of mobile and handheld devices, providing access to mobile scenarios, whether online or offline, for CRM and other business functionality.

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