From the point of view of the internal sales force, the advantages of the system should be emphasized first. The user no longer has to deal with two different systems in the sales process and thus no longer with different user interfaces (UI). The processes from lead processing to order entry are mapped in one system. Opportunity Management enables transparent control of the sales process. An absolute added value.
However, if the type of customer communication is considered, which often takes place via e-mail, the system is now cut off again. There is no appointment synchronization with Outlook, and one also looks in vain for an e-mail integration. Other integrations, such as those of collaboration tools like MS Teams or Sharepoint, which are required in modern office environments today, are also not available.
In Marketing, the Segment Builder fell victim to one of the Simplification Lists. With the Segment Builder, marketers could create target groups in SAP CRM and use them in various marketing activities. Conversely, however, this now means that the marketing functionalities are no longer available in the standard due to the removal of the Segment Builder. It is therefore no longer possible to control classic marketing campaigns from CRM with S/4 Customer Management. This is where SAP strategically relies on the Marketing Cloud. This is certainly a modern solution for today’s marketers, but it must be connected to S/4 with extensive interfaces. Not to mention the implementation and operating costs.
Conclusion: The integration of SAP CRM under S/4 HANA is technologically successful. For mobile scenarios, in sales and also in service, subsystems are necessary that also partially map the functionalities of S/4 HANA CRM. Due to the lack of Microsoft integration and the complex connection of marketing, the customer journey is only connected with massive effort and now with more interfaces than it was before the switch to S/4. In addition, the use of the Sales and Service Cloud creates duplicate functions, which means that many processes overlap where one would actually only need one tool.
In the next and last part of our blog series, read whether there is a real alternative to SAP CRM and its CRM functionalities even without an interface under S/4HANA. Stay tuned.