SAP CRM: What's the deal?
Some call it SAP CRM, others refer to it as SAP Cloud for Customer (SAP C4C) or SAP Customer Experience (SAP CX). And then there's also a distinction between SAP Sales Cloud and SAP Service Cloud. Quite confusing – and we understand that well. The naming has changed frequently over the years. That's why in this article we'll explain step by step how SAP CRM has evolved, which terms are used, and what the differences are. But first: what is SAP CRM exactly and why should you work with it?
What is SAP CRM?
Customer Relationship Management (CRM) revolves around managing customer relationships and interactions. CRM software helps companies automate and integrate this process. Such a system offers three key benefits:
Firstly, it ensures a strong customer experience. By having a complete view of your customer, you can communicate more personally, respond faster, and even prevent problems. This contributes to a consistent experience across all touchpoints.
Secondly, it leads to more efficient processes. Automation eliminates duplicate work and provides direct access to relevant customer information, allowing you to achieve more with less effort.
Lastly, it helps break down silos. Teams and departments can collaborate more easily through shared information in the system. You can read more about this in our article on breaking silos with SAP CRM.
The first generation: SAP CRM (2000–2012)
Around the year 2000, SAP launched its first CRM solution. This was an on-premise platform with functionalities for sales, service, and marketing, fully integrated with SAP ERP. The initial Graphical User Interface (GUI) closely resembled that of the ERP system – functional, but not very user-friendly.
Later, WebUI was introduced, allowing users to work through a browser. This better aligned with modern ways of working and was much more pleasant. SAP CRM on-premise is still in use today, especially by large organizations with extensive customization.
Moving to the cloud: SAP Sales OnDemand (2012–2013)
In 2007, SAP began developing a cloud-based CRM solution, which was released in 2012 as SAP Sales OnDemand. Acorel was the first SAP partner in the Netherlands to go live with this solution in 2013.
The advantages of Sales OnDemand were clear: easier to manage, faster to implement, and lower total cost of ownership. This made it an attractive choice for new and existing customers, especially with an eye on the future.
SAP Cloud for Customer (C4C): the current generation (2013–present)
From 2013, the solution was further expanded with service functionalities and given the name SAP Cloud for Customer – abbreviated as C4C. The features are available as a complete package, but also separately: SAP Sales Cloud and SAP Service Cloud.
SAP adds new features every quarter through updates, including integrations, open standards, and applications. For example, in 2022, Microsoft Teams was integrated, allowing you to start a Teams meeting directly from C4C and have related notes automatically saved. Especially with hybrid work, this is a valuable addition.
The future: SAP Cloud for Customer V2 (from 2024)
SAP has announced a new version: SAP Cloud for Customer V2. This successor is functionally similar to C4C but features a redesigned user interface, shorter loading times, and a dynamic layout requiring fewer clicks.
Migration tools will be available from late 2023 to transfer master data and configurations to V2. With this, SAP takes the next step in developing user-friendly, powerful CRM solutions.
Want to know more?
Hopefully, the SAP CRM landscape is now a bit clearer. If you want to learn more about how SAP Cloud for Customer – specifically Sales Cloud or Service Cloud – can help your organization optimize customer experience, continue reading on our site or contact us.
