NTT DATA Business Solutions
Zeni Thakkar | September 12, 2018

Why It’s Time for a Fourth-Generation CRM

It's time for a fourth-generation CRM

In a recent blog post, we explored the 5 Trends Driving Change in Customer Experience, which boils down to winning customer loyalty and trust through a holistic customer experience powered by a single view of the customer.

Managing change at this scale won’t be easy if your CRM technology is outdated. That’s why SAP has put a stake in the ground to lead the CRM market and reinvent customer engagement with the launch of SAP C/4HANA. The time is right for a fourth-generation CRM.

Next-generation CRM is not about automation and efficiency. It’s about intelligent engagement and effectiveness and creating a series of moments that feel genuine and engender trust. Ultimately, it puts customers at the center.

The time when it was enough to build strong customer relationships through great products and services is gone. Those are just table stakes in a world where products are becoming services and engaging customer experiences are formed by a series of moments before, during and long after the purchase.

In today’s digital economy, customers dictate the relationship and determine how they want to interact. When they’re unhappy with the experience, they can – and do — walk away. This applies to both consumers and business customers.

Their expectations are impacting the way CRM needs to work:

  1. Data privacy. People don’t want their data used without their knowledge. At the same time, the stakes around data privacy are much higher. Once consumers lose faith that a business protects their sensitive data and handles it responsibly, their trust is gone.
  2. Treat people like people. Customers don’t want to be treated like a sales opportunity. They want businesses to know their preferences, anticipate their needs and act accordingly.
  3. Connected Experiences. Given all the choices, channels and options, customers want a consistently great experience across all devices, every time.

If you’re looking for an end-to-end customer solution, you need a suite that can go the whole nine yards. SAP C/4HANA is a modern, integrated suite that will enable your business to manage the full customer experience, from lead to fulfillment. It’s designed to modernize the sales-only focus of legacy CRM solutions, which means the relationship doesn’t stop when the order is processed.

Want to learn more? Watch for our next blog article, Integration of the Front Office to the Digital Core.

You can also view the recording of our webinar, SAP C/4HANA: What Does it Mean for Your Organization? or download our e-book, Customer Experience in the Digital Era.

Ready to Get Started with SAP C/4HANA?

It helps to have an experienced guide as you explore the benefits of SAP C/4HANA. NTT DATA Business Solutions offers the industry, operational and SAP expertise that can help you to identify the roadmap that makes the most sense for your business.  Request a meeting.

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