Customer experience and CRM solutions

Fuel profitable growth and turn every customer interaction into a seamless, engaging experience by uniting your business processes end to end with customer experience solutions from SAP.
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Insights that put your customers at the center of your business

Make informed, AI-supported decisions at every stage of the customer journey with rich data and insights about your customers and your business—all at your fingertips.

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Optimized
Connect all your processes, gain end-to-end visibility, and reduce friction across the enterprise.

Insightful 
Empower your teams with real-time insights that help them build customer relationships and seize opportunities.

Impactful
Realize value and accelerate growth with AI that helps you anticipate customer needs and adapt to market uncertainty.

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SAP Business AI

From campaign creation to customer support, Joule and AI agents help your business move faster, work smarter, and delight your customers at every step.

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SAP Business Data Cloud

Gain one trusted, governed view of your business with harmonized SAP and third-party data that enriches every customer interaction.

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SAP Business Technology Platform

Deliver truly customer-centric experiences by connecting customer-facing solutions with your back-end ERP, supply chain, or finance systems.

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Explore SAP solutions for customer experience and CRM

SAP Customer Loyalty Management

Create and deliver meaningful, relevant experiences that extend your brand presence and culminate in customer advocacy.

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See how customers are succeeding with CX solutions from SAP

Optimizing work with AI

Learn how Bosch is streamlining workflows, reducing frustration, and creating a seamless service experience with SAP Business AI.

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Fostering a loyal and engaged fan base

Discover how Sharks Sports & Entertainment leveraged SAP Customer Experience solutions to gain a 360-degree customer view, enhance retention and loyalty, and exceed fan expectations.

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Moving from product-centricity to customer centricity

Learn how domestic appliances company Versuni delivers personalized experiences for its customers through a digital-first, insight-driven strategy using SAP Customer Experience solutions.

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Taking a customer-first approach to digitalization

Discover how Toyota Motor Philippines integrated SAP solutions to gain better customer insight, enhance engagement, and provide a more consistent customer experience.

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Explore AI-driven innovations

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AI agents for sales, service, and e-commerce

Elevate the customer experience with AI built into CRM, e-commerce and marketing apps. AI agents help customers find products, check order status, and answer service questions, freeing your support teams to focus on value-added activities.

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PRODUCT ANNOUCEMENT
SAP Engagement Cloud

Deliver personalized, AI-driven engagement powered by SAP Business Data Cloud—driving loyalty, deeper relationships, and growth.

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See what analysts are saying about SAP

Gartner® Magic Quadrant™ for Digital Commerce

SAP is honored to be the only vendor to be named a Leader 11 times since 2014.*

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Gartner® Magic Quadrant™ for Personalization Engines

For a sixth consecutive time, we’re recognized in the Leaders Quadrant.*

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Resources

VALIDATION STUDY
Analyzing the benefits of CX with ERP

Learn the economic benefits of SAP CX integrated with SAP ERP, including better customer experiences and higher productivity.

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WHITEPAPER
Managing exponential change with intelligent CX

Discover how you can create deeper connections with customers even as demands shift and challenges grow. 

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E-BOOK
Implementing AI and winning customers for life

Get quick steps for implementing AI and learn how AI revolutionizes customer experiences and loyalty with powerful new tools.

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REPORT
Providing differentiated customer experiences

Explore the technology, data insights, and business processes driving exceptional customer experiences in this IDC survey.

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Frequently asked questions

CRM stands for customer relationship management. CRM software is technology that analyzes and manages customer interactions and data throughout the customer lifecycle, thereby building better customer experiences, better customer service, and better business relationships while increasing revenue.

The customer experience is how interactions with your brand or product make customers feel. A customer can be a business (B2B) or a person (B2C) and the spirit of honoring their journey is the same. It’s their experience, and if you plan for it, it will be a good experience.

Before being acquired by SAP, hybris was an e-commerce software company serving both B2B and B2C companies. In 2018, hybris officially became the SAP Commerce Cloud solution, part of the SAP Customer Experience portfolio.

 

Now, hybris’ omnichannel e-commerce capabilities are deeply integrated into the SAP cloud technology ecosystem, enabling the enhanced data and tools that sellers need to optimize margins and drive customer loyalty.

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Before being acquired by SAP, Gigya was a software company providing customer identity and access management (CIAM) and consent data management solutions. In 2017, SAP announced the acquisition of Gigya.

 

Today, Gigya’s software capabilities are integrated into our customer data solutions. This portfolio helps businesses grow revenue by delivering trusted, personalized customer experiences at scale. Such outcomes make marketing campaigns more effective, improve the sales experience, and drive more personalized commerce and customer service interactions—all while building customer trust.

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*Gartner, Magic Quadrant for Digital Commerce, Aditya Vasudevan, Ant Duffin, Mike Lowndes, Sandy Shen, Jason Daigler, Penny Gillespie, 3 November, 2025.

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally, and MAGIC QUADRANT is a registered trademark of Gartner, Inc. and/or its affiliates and are used herein with permission. All rights reserved.

SAP was recognized as SAP Hybris in 2014, 2016 and 2017.