CRM Apps Automate Vertical Tasks
Vendors provide out-of-box support for processes in key verticals.SAP AG, Siebel Systems Inc. and PeopleSoft Inc. are trying to forestall costly and time-consuming customizations of their respective customer relationship management applications by providing out-of-the-box support for business processes specific to key vertical industries. SAP, of Walldorf, Germany, will unveil at its Sapphire user conference in Orlando, Fla., in June a version of its MySAP CRM suite that will include new functionality spanning the 22 vertical industries now covered by SAP solutions.
New applications will address specific verticals, including a trade promotion management module for con- sumer products companies, commercial and industrial sales capabilities for utilities, and work force management capabilities for retailers, said an SAP spokesman. SAP will also add support for vertical-specific business processes such as chargebacks for pharmaceutical companies. This version will be built on SAPs Netweaver integration platform and offer new, deeper levels of business process integration, said the spokesman. SAP is also using Netweaver to make software services developed for one module in its MySAP suite available to other applications without a heavy code rewrite. It has ported a planning engine in its Financials suite to its Business Intelligence suite and said it plans to add the engine to MySAP CRM.