HANA Pushes CRM to the Customer

Customer relationship management (CRM) has always been about marketers and sales people tracking customer contacts and touch points. In other words, CRM has been about helping the company’s frontline people better help the customer — by following up in a coherent and responsive way to each customer’s particular requests, preferences, preferred mode of interaction and so forth. With SAP’s HANA, CRM isn’t just about helping the salesperson. It’s about helping customers directly — by anticipating their wishes and responding to their preferences — and doing so in a real time fashion that
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