August 20, 2013, 3:41 PM — Many companies have begun using specialized software to analyze what people are saying about their products and services on social media, and now SAP says it can help them match up individuals' social profiles with customer history data from CRM (customer relationship management) systems.
Dubbed Social Contact Intelligence, the application can help sales and marketing staff find better leads for sales as well as gain more knowledge about their actual customers' likes and dislikes, according to SAP.
Social Contact Intelligence is built on top of and dependent on HANA, SAP's in-memory database platform. It's part of a broader suite, Customer Engagement Intelligence, that is now in "ramp-up," SAP's term for an initial release with a small set of customers. Currently it's only offered on-premises, but SAP is considering cloud-based deployments for the future, according to a spokeswoman.
Core CRM software is "such a commodity it's almost relegated to a system of record," said Jamie Anderson, vice president of customer solution marketing. Thanks to the rise of social media and resulting changes to the way customers interact with companies and make buying decisions, "we've realized the CRM market is evolving faster than CRM products on their own."
SAP had already been reselling software from Netbase for social media analytics, but now the Contact Intelligence product brings internal customer data to the equation, he said.
The three other elements of SAP's Customer Intelligence Engagement suite include Audience Discovery and Targeting, for running segmented marketing campaigns; Customer Value Intelligence, which gives recommendations on ways to cross and up-sell products to clients; and Account Intelligence, a mobile application for sales representatives.
Tuesday's announcement comes after SAP's unveiling in November of yet another social CRM-themed product set called 360 Customer, which ties together HANA, CRM, social analytics from Netbase and the Jam social network.
Oracle, Salesforce.com and other vendors are also moving quickly to build out social software portfolios, seeing the market as a major opportunity to sell existing customers more software when they have little interest or need to expand their core CRM system.
The competitive climate can put customers at a disadvantage, according to a recent Forrester Research report.