INTERVIEW ON SAP HYBRIS CRM: CUSTOMER ENGAGEMENT & COMMERCE (CEC) WITH SAP HYBRIS: MORE THAN CRM?
CUSTOMER ENGAGEMENT & COMMERCE (CEC) – Interview with Hendrik Van Laaten
In the SAP Hybris CRM interview with IT-Online magazine, our Managing Director Hendrik van Laaten explains what differentiates CRM and CEC, what they have in common, and which challenges lie ahead for companies. You can read the interview here for free:
GOALS OF SAP HYBRIS CRM AND SAP HYBRIS CEC
Both CRM and customer engagement (CE) support customer acquisition and customer loyalty. CRM is currently an established tool, but CE goes significantly further: Customers are accompanied at all touchpoints along the customer journey, and provided with personalized content in real time. The goal is to get to know customers better in all channels and use this information to enable a personalized user experience. CRM is therefore only a component of CE solutions. But what does this mean for companies? “In order to get ahead of the competition, companies will need to respond to customers in real time and inspire customers across channels with a consistent brand experience.” (Hendrik van Laaten)
In order to differentiate themselves from the competition and have long-term success, companies need to offer a strong brand experience. This is the only possible way to avoid a price war in an increasingly transparent market environment.
THE COMPONENTS OF SAP HYBRIS
In order to fulfill these requirements, SAP has expanded the traditional SAP Hybris CRM with SAP Hybris Suite. It unites e-commerce, marketing, sales, and service solutions in one technical, content-related unit. In order for the customer data from all business areas to be available in real time, the data silos must be dissolved. To do so, companies need a team that “can successfully operate the technical solution in terms of content, technology, and process and bring it to life.” This includes not only e-commerce and CRM, but also digital brand management and enterprise resource planning (ERP), for example with SAP.
RECOMMENDATIONS FOR COMPANIES
IT decision makers can lay the cornerstone for a successful future when they network information together and make the right SAP Hybris components for customer engagement available over the whole customer journey. Hendrik van Laaten gets to the heart of the matter:
“The customer is always right” – this phrase still applies today. The key to success in the age of digital media lies in the hands of the IT decision makers. They only have to use it.”
You can read the entire interview here free-of-charge: