Wednesday, 16 September 2015 14:40

SAP launches the ‘simplified’ front office

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SAP has unveiled future integrated digital enterprise technologies that it says are intended to transform the relationships companies have with their customers – and “simplify the front office”.

According to SAP’s latest announcement, it plans to “unleash a powerful portfolio of SAP hybris tools which will enable “in-the-moment” customer profiling, digital commerce and community development.

SAP CEO Bill McDermott says these latest releases will empowere an organisation’s front office to stay connected with the “frequently shifting needs of its customers and prospects and enabling companies to go beyond customer relationship management (CRM) into a new era of digital connectedness, customer service and support.”

“Companies can no longer rely on the costly, siloed systems of yesterday to engage with their customers, who are savvy, multidevice digital natives. They want their needs understood and met — right now and every time,” McDermott says.

“Legacy cloud-based CRM technologies create business complexity because their foundations predate the rise of social media and mobility. Companies today need innovative, integrated solutions that simplify the front office, making them easy to do business with and fostering greater customer engagement.”

According to McDermott, in today’s digital world, businesses need to connect the front office and back office in real time — linking people, inventory, supply chain, pricing and customers together.

“This means that the new front office must go beyond the traditional marketing, sales and service automation functions and include integrated, real-time personalization, Web and mobile commerce, social customer service and more.”

McDermott said planned tools from SAP are envisioned to simplify the front office, helping businesses get a single, contextual view of their customers while giving each customer a consistent, personalised experience across all channels.

He also said the planned SAP hybris profile solution is intended to serve as the “customer-centric foundation of the system, capturing all interactions, contexts and behaviours to create a continually evolving and dynamic profile of the customer.”


“With these insights, the system is envisioned to surface actions for real-time, one-to-one engagement with every customer across all touchpoints.” Specifically, SAP hybris Profile is planned to:

•    Create a real-time dynamic profile of customers

•    Capture customer interactions, contexts and behaviours

•    Enable businesses to deliver a new wave of customer experience capabilities

•    Continuously enrich the profile

•    Feature specialised design for maximum flexibility and massive scale

Other planned releases include SAP hybris Customer Experience and SAP hybris as a Service on SAP HANA.

According to McDermott, recognising the opportunity with these latest solutions, many leading SAP partners are at the forefront to help turn the SAP vision into a reality.

McDermott said thousands of professionals from global consultancies and agencies such as Accenture, Capgemini, Deloitte Digital, IBM and Publicis.Sapient are being trained and certified on SAP solutions for customer engagement and commerce.

And, he said, SAP is also collaborating closely with a strong set of software partners, including DocuSign, GENBAND, OpenText and Sprinklr, with the aim of integrating key technologies with its newest solutions to unlock even more value for its customers in the areas of electronic signatures, real-time communications and the management of digital assets and social campaigns.

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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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