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CRM & Customer Engagement

What is CRM?

CRM stands for Customer Relationship Management

What is CRM?

CRM stands for Customer Relationship Management

CRM. If you work in sales, marketing, or customer service, you’ve probably heard the term before – but what does CRM mean, and what can it do for your business?

Customer relationship management (CRM) definition: The way businesses interact with current and future customers. Traditionally, this has been done with software that automates and integrates your customer-facing activities: sales, marketing, and customer service. But today, best-in-class CRM software systems go beyond that core functionality – providing additional tools for customer analytics, personalization, e-commerce, social media, collaboration, and more. The ultimate goal? To drive omni-channel customer engagement.

Why is CRM software important?

Tracking customer interactions can be challenging – especially if you have more than a few names in your Rolodex. That's where CRM comes in. New CRM systems centralize and store massive volumes of customer and prospect data – from contact history to social media activity – and make it available in real time. You can analyze this data and leverage it to dramatically improve:

  • sales,
  • marketing,
  • customer service,
  • and digital commerce activities.

Learn more about the true power of omni-channel CRM

What are the benefits of CRM?

CRM benefits are wide-ranging – from higher levels of customer engagement, loyalty, and revenue to lower costs and smarter customer-facing activities.  Explore some of the top benefits of CRM systems below.

Sales and revenue
A next-gen sales CRM system can help you increase sales and revenue with integrated tools for sales force automation, lead management, forecasting, cross-selling, e-commerce, and more. Maximize visibility into your sales pipeline, and give sales reps access to key information – anytime, anywhere.
Customer insights
Access deep customer insights with a few clicks of your mouse. New CRM software solutions let you run real-time customer analytics – so you can quickly identify and seize new sales opportunities, manage highly effective marketing campaigns, and wow customers with personalized service.
Target marketing
Whether your focus is on social media marketing, e-mail marketing, or campaign management, modern CRM features allow you to reach the right people with the right message at the right time. Get to know your customers and deliver highly targeted marketing on their channel of choice.
Customer experience management
Looking for new ways to improve customer service? The latest CRM software can give contact center reps and field service technicians a 360° view of customers – and provide automatic recommendations to help resolve issues on first contact. Boost customer satisfaction and loyalty with better experiences across all channels, including social media.
Internal and external collaboration
The term “collaborative CRM” describes how new CRM software allows a business to share information among teams, departments, and internal and external stakeholders. Everyone can access the most up-to-date information, so customers never have to repeat themselves – even if they jump between departments.

Go beyond CRM
with SAP

SAP Hybris customer engagement solutions go beyond traditional CRM. They combine core CRM functionality with modern must-haves such as in-memory analytics and tools for personalization, social collaboration, and digital commerce.

Explore SAP’s new generation of customer engagement software



Get the deep customer and social insights you need to make an impact in every deal – anytime, anywhere – with our advanced sales CRM software. Engage customers, improve sales performance, streamline the order-to-cash process, and more.


Make every customer feel like your only customer. Our next-gen CRM marketing suite gives you real-time insight into customers’ needs and wants – so you can deliver contextual, individualized customer experiences across all channels.


Provide a personalized digital shopping experience with our solutions for mobile, social, and e-commerce. Take advantage of real-time inventory management, data-driven customization, cost-effective order fulfillment, and more.


Give your omni-channel service reps the customer visibility and real-time problem-solving tools they need to win loyalty and cut costs. Empower field service technicians with mobile access to information, service requests, and analytics.

Deployment options

Choose the right CRM implementation approach for your business. SAP offers on-premise and cloud CRM – and both let you extend functionality to your mobile devices.

Cloud CRM Deployment

Get up and running quickly – and take advantage of affordable, subscription-based pricing – with our cloud CRM portfolio, SAP Hybris Cloud for Customer. The portfolio offers three solutions that can be licensed separately: SAP Cloud for Sales, SAP Hybris Cloud for Service, and SAP Hybris Cloud for Social Engagement. The portfolio also features SAP Digital CRM (for smaller sales teams).

On-Premise CRM Deployment

SAP Customer Relationship Management (SAP CRM) offers secure, on-premise support for your sales, marketing, service, and interaction center activities. The modular structure of SAP CRM allows you to license and pay for only the functionality and number of users that you require at any given time.


Browse SAP customer reviews  

How to get started with next-gen

CRM software


Quiz: How well are you engaging customers?

Take this short quiz to find out how effectively your business is engaging customers. After the quiz you’ll receive an engagement score along with tips, expert views, and stories of how other companies are using SAP Hybris solutions to move beyond CRM and drive engagement.  

30-day free trial:
SAP Cloud for Sales

Experience SAP Hybris Cloud for Sales firsthand – free for 30 days. You’ll see how this cloud-based CRM sales software gives you easy access to customer information, real-time analytics, social selling tools, and more – anytime, anywhere. It only takes a few minutes to get started.  

Discover the latest trends in CRM


Forrester: Compare top MRM solution vendors

Modern marketing resource management offers new ways to drive customer engagement. Compare top MRM vendors in this Forrester Wave report, and find out why analysts consider SAP Hybris Marketing solutions among the best in the market.  

New customer journey, new rules

The modern customer journey is not a straight line. It can start anywhere, anytime, and move in any direction – even backwards. Read this e-book to learn all about the new customer journey, and find out how to create a 21st century model for customer engagement.

Popular blogs from CRM technology experts


How to Engineer a Great Customer Experience

Everybody’s talking about customer experience these days, but how many companies actually follow through to ensure that their customers are getting the best experience possible?

Customer-service excellence with an omni-channel focus

We’re hearing a lot these days about delivering omni-channel experiences to our customers to make shopping seamless across multiple channels. But what does that mean for most brands?

Data Drives The Transaction, Not The Other Way Around

Establishing emotional relationships with the consumer – perception of how much the brand understands the user and its knowledge of what they want – is what loyalty means today.


CRM training and support


SAP Training & Education

Learn how to use our CRM and customer engagement software to its full potential – and bring more expertise to your company – with SAP training and certification programs. Choose from live, mobile, or online courses and train when and where it’s convenient for you.

SAP Digital Business Services

Make sure your CRM software seamlessly meets your business needs – with help from SAP Digital Business Services. Our 30,000+ consultants have unparalleled product knowledge, and can help with everything from implementation and customization to maintenance and upgrades.
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