The evolution of SAP CRM

What is SAP CRM?

Customer Relationship Management (CRM) is about the way organizations manage the relationship and interaction with (potential) customers. With CRM software they can automate and integrate this. A CRM system has many advantages:

• Excellence in customer experience: By having a complete view of customers, you can offer them a personalized experience and anticipate or even prevent problems faster. This is how you create a consistent customer experience and win loyalty.
• More efficient processes: No unnecessary actions due to automated processes and quick insight into customer information. This allows your organization to perform more with less effort.
• Better collaboration: Sharing information with other teams, departments and external stakeholders is easy in the system, breaking through silos. You can read more about this in our article about breaking silos with SAP CRM.

From 2000 to 2012: SAP CRM

In 2000, SAP CRM was introduced to the general public. An on-premise solution with sales, service and marketing functionalities. And, as you are used to from SAP, the solution integrates seamlessly with their ERP software.

The SAP CRM screens were similar to the SAP ERP system screens, also known as a Graphic User Interface (GUI). These were perceived as old-fashioned and not very user-friendly. In a later version these were replaced by WebUI. It allowed end users to log in through a browser. This was more in line with how users otherwise performed their tasks, so they experienced this as more user-friendly and pleasant.

SAP CRM on-premise is still used by organizations and supported by SAP. These are usually large organizations, where a lot of customization is part of the system.

Van 2012 tot 2013: SAP Sales OnDemand

In 2007, SAP started developing a completely new solution: SAP Sales OnDemand. This solution came on the market around 2012. It was SAP’s first cloud-based CRM solution. As the first SAP partner in the Netherlands, Acorel had the first go-live with Sales OnDemand in 2013.

This solution was much more accessible to implement and easier to maintain. The total cost of ownership was also interesting for organizations. New customers naturally opted for this. But many existing customers were also considering the switch, because it was already clear at the time that this was the future. At least for the next five to ten years.

From 2013 to now: SAP Cloud for Customer

In 2013, service functionalities were added to the cloud solution. Together this was named SAP Cloud for Customer, or C4C. But the functionalities are also available as standalone: ​​SAP Sales Cloud and SAP Service Cloud.

C4C receives an update every three months, with SAP adding new valuable functionalities, integrations, open standards and apps to the software. Although the software has been basically the same since 2013, it has been developed considerably over the years.

For example, Microsoft Teams was integrated into C4C at the beginning of 2022. This allows sales employees to initiate a Teams meeting from C4C. The notes of the meeting are also recorded in the system. Especially now that hybrid working is the norm, this is a valuable addition for many organizations.

Curious which functionalities SAP added to C4C over the years? Search our blog page for releases.

From 2024: SAP Cloud for Customer V2

A new successor to SAP Cloud for Customer has now been announced, probably with the working name V2. A new solution, but one that is very similar to the current C4C in terms of look and feel.

The main benefits announced so far? A new user interface that requires fewer clicks, reduced screen loading times, and a dynamic and responsive layout.

Migration tools are expected to be available from the end of 2023 to move from V1 to V2. This allows, for example, master data to be migrated to the new solution, as well as any configurations.

Want to know more?

Hopefully the SAP CRM puzzle pieces will now fall into place. Do you want to know how Cloud for Customer can help your organization to get the most out of your customer experience? Read more about Service Cloud and Sales Cloud or contact us.