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SAP to Focus on ‘Delightful’ SME Customer Experience

24/03/2014 by


Technology has always been about automating manual processes to expedite outcomes. Unfortunately, much of IT history is replete with a focus on what hardware and software products are – classic “speeds and feeds” – than what they produce.

SAP wants to change that with its latest push into the small and midsize enterprise (SME) market by focusing on the outcomes of its products and the experience of customers. In a word, SAP wants its customers to have a “delightful” experience.

“Are we delighting the customer and user? Are we giving them a delightful experience?” is the goal expressed by Kevin Gilroy, senior vice president and general manager of Global Small & Midmarket Segment at SAP.

SAP is aiming to become the dominant provider of business software to SMEs, which it defines as typically under 1,000 employees or around $500 million in revenue. It’s formed a dedicated business unit to exclusively address the market segment. It’s also created a line of products, such as Edge and BusinessOne, which are tailored specifically for SME users and not rehashed versions of enterprise products. And SAP has introduced acquisition programs such as “buy now, pay later” to help SMEs more easily consume its products.

All of these programs and initiatives are designed around the concept of experience and outcomes. SAP understands that SMEs are not so enamored with software and technology products are as they are with what they can do to facilitate a better produce, streamline operations or open new revenue streams.

The end goal is to create a “delightful” experience that meets and exceeds the expectations of the changing customer, says Gilroy, in an interview with Channelnomics.

This article has been extracted from

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