SAP Updates Digital for Customer Engagement CRM Platform

New features include e-mail marketing to increase productivity and sales forecasting capabilities, and access to a social help desk through Twitter.

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Technology giant SAP announced the availability of the latest release of the company’s Digital for Customer Engagement solution, available for purchase at the SAP website.

This digitally native offering is a simplified cloud customer relationship management (CRM) solution designed to meet the needs of individuals and small teams, but with enterprise-grade capabilities for both sales and customer service.

New features and capabilities include e-mail marketing functionality to increase productivity and sales forecasting capabilities, as well as access to a social help desk through Twitter for online collaboration and feedback to questions from real-world users of the solution.

"User friendliness is super-important, as the platform is designed for self-service," Karthik S J, head of product management for SAP Digital for Customer Engagement, told eWEEK. "Sales managers or users can directly set the system up without any prior technical knowledge. The product is designed to be intuitive and pre-configured so users spend less time configuring and setting up the solution and more time on their core business."

Businesses now have the ability to sell anywhere with included native mobile apps, now for iOS and Android devices, in addition to the previously available support for Windows devices.

"We believe customer interaction needs to be omni-channel," S J said. "For smaller teams and companies, using a social help desk is the most effective way to interact with customers."

Rounding out the package is easier onboarding for teams and enhanced data-access management options for leaders and built-in reports that provide insights into sales and service issues.

Digital for Customer Engagement is available exclusively at SAP Store, for purchase or as a free, productive 30-day trial. Anyone participating in the trial automatically receives the enhancements rolled out with each successive release of the solution.

After the trial period, it is priced at $29 per user per month, and it is provisioned immediately upon purchase and can be set up in minutes by following simple in-product walk-throughs.

Access to data is available anytime, anywhere and on mobile devices at no additional cost, and an individual sales manager can import customer data from disparate systems, including Outlook, Google or CSV files, and begin tracking and managing all customer interactions in one place, the company said.

According to a recent study published by Forrester Consulting on behalf of Accenture and hybris, an SAP company, business buyers are increasingly adopting digital touch points for work purchases.

The survey found that 70 percent of business-to-business revenues are now coming from customers using digital channels, and nearly two-thirds (65 percent) of buyers reported an increase in total spend online on work purchases.