Definition

SAP Beyond CRM

Contributor(s): Lauren Horwitz

SAP Beyond CRM is software as a service (SaaS) that connects a customer's interactions and data, regardless of where transactions take place. Customers may interact with companies through a variety of departments, or "channels," and the data derived in each may represent a different view of that customer.

SAP Beyond CRM aims to bring this information together from various data silos and integrate it in one view of the customer, whether that customer has tweeted about a company, called a contact center, or interacted with a webpage. This overarching approach to customer data is called the 360-degree customer view. The need to link and better understand this data has become paramount as customer journeys through various channels become less linear and more complex, with customers traveling between digital and physical channels fluidly without leaving a clear footprint for companies to decipher.

Beyond CRM may benefit sales, marketing, service and other members of a company in their efforts to understand customers, company operations and so forth. The idea is to use technology to create a seamless experience that transcends channels, or omnichannel experience.

Other vendors are developing similar platforms to create a seamless customer experience and integrate customer information. Oracle has its Oracle Commerce Platform, and Salesforce has its Commerce Cloud.

This was last updated in October 2016

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