SAP AG has introduced a new version of SAP Customer Relationship Management (SAP CRM), a component of the SAP Business Suite.

The latest release of SAP CRM features a dynamic new user interface (UI) that gives business users the power to easily access all relevant information to best serve customers.

"The next generation of CRM applications will be designed to use Web 2.0 style user interfaces to appeal to sales, marketing and customer service professionals," said Ed Thompson, VP distinguished analyst, Gartner. "But they will also be able to support multiple other different user interfaces with a clear emphasis on usability and ease of configuration for all types of users as well as integrate more easily to form end-to-end processes to appeal to both business users and IT."

SAP evolves CRM beyond traditional task automation to a flexible, user-driven end-to-end business process execution platform. 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, as reported by a recent Economist Intelligence Unit study, "Improving Customer Relationships." SAP CRM is already helping companies such as Adobe Systems, Danfoss and Intel Corporation extend and improve customer-facing processes across their business ecosystems of employees, customers and partners.

SAP CRM brings to the market a range of new capabilities:

• Flexible multi-channel customer service - SAP Business Communications Management software brings together communications  technologies and SAP CRM to expand traditional call center-based  processes across the organization, including field-based staff and  experts in any location. 
• Maximizing the value of every interaction - SAP Real-Time Offer  Management software helps bring intelligence to every customer  interaction and offer to build profitable customer relationships.  
• Optimizing marketing and promotional spend - SAP has greatly enhanced  its trade promotions management (TPM) and marketing development funds  (MDF) solutions to help customers extract more out of their promotional  spend, while securing greater visibility, control and traceability of  end-to-end funds and claims processes.