SAP AG has introduced the next evolution of SAP Customer Relationship Management (SAP CRM), an important component of the SAP Business Suite.

SAP claims to provide customers with powerful enterprise software solutions to better manage relationships with customers. SAP offers new capabilities such as trade promotions management, business communications management and pipeline performance management. The latest release of SAP CRM features a new user interface (UI) that gives business users the power to access all relevant information to best serve customers.

According to the release, SAP CRM is architected to help companies achieve a complete 360-degree view of customers, which is one of the most critical factors in enabling successful CRM strategy.

New SAP CRM capabilities include multi-channel customer service, SAP Real-Time Offer Management software that helps bring intelligence to every customer interaction, and optimised marketing and promotional spend.

"The latest version of SAP CRM is all about customer-driven growth and is revolutionary for the enterprise software industry as a whole,” said Bob Stutz, senior vice president and general manager, CRM Global Strategy and Product Development, SAP. “SAP is bridging the gap between cool, user-driven Web experiences and enterprise software applications. SAP CRM is about making CRM simple and powerful to provide differentiation, innovation and agility to business users. The ultimate goal is to enable companies to empower employees, gain customer insights and drive growth.”