- SAP on Monday plans to formally announce its mySAP CRM 3.0 offering, which in addition to allowing integration with non-SAP back-office applications is being called the company's first "mainstream release" to vie with competitors in the CRM space.
Looking to open up the package to link with other vendors' offerings, Version 3.0 can function with back-office applications such as PeopleSoft's ERP or human resources applications, or with Oracle applications. Previously, mySAP CRM linked only to SAP's own back-office systems. Version 3.0 also features analytical functions and boilerplate "business-scenario" applications for handling specific situations.
According to Michael Park, SAP vice president of CRM solutions in Newtown Square, Pennsylvania, mySAP CRM 3.0 is the company's "first real mainstream [product] where we're going head-to-head with the other vendors in the [CRM] space," such as Siebel and Oracle. The package, which actually began shipping Aug. 31, offers functionality in the areas of operational, analytical, and collaborative CRM, he says.
"We're incorporating analytical components as well as collaborative components to use the data to make better business decisions," Park adds.
An analyst says the new offering could give CRM leader Siebel a run for its money. SAP is offering integration with back-end systems that Siebel lacks, as well as superior web enablement, says Sharon Ward, an analyst at Hurwitz Group in Framingham, Massachusetts.
SAP has built the system to run on its own without being fully integrated with an ERP system, Park says.
MySAP CRM 3.0 features more than 100 "business scenarios" -- boilerplate business processes for specific interactions. Some of these include customer-order capture, integrated advanced planning and optimisation, and service requisition.
Version 3.0 enables users to measure profitability on a customer-by-customer basis. Featuring an OLAP (online analytical processing) engine, the product incorporates third-party data into analyses. Also part of the package is an enhanced call-center function, which provides customer-specific knowledge for call-center agents. MySAP CRM 3.0 is an enterprise-level package for deployment in environments ranging from Internet-based call centers and field sales and service applications to fax-, handheld-, and kiosk-based CRM systems.