Top 23 Companies That Use SAP CRM Successfully

Anyone seeking opportunities in the enterprise software industry has likely heard of SAP. A good portion of businesses use SAP to manage their daily operations and make informed decisions. That’s why it is always a good idea to gain some understanding of SAP customers if you are going to be involved in the enterprise software industry.

In fact, learning about SAP customers can give a least two major benefits. One, these SAP customers can be considered as potential customers for your own business (if the ICP matches). Two, learning about these companies can provide valuable insights that can influence your decision-making.

In this blog, we will dig deep into one category of SAP customers. Specifically, companies that use SAP CRM. We will learn about some of these companies, how they are using it, and why. And if you want to go ahead and acquire a more comprehensive SAP CRM customers list, you can buy one here.

Now, let’s start off by learning a bit about SAP CRM.

Understanding SAP CRM

Learning about the companies using SAP CRM and how they use it is vital information to succeed in the CRM industry. However, understanding why they use it is just as important, but not something you can learn from quantitative information. So, that’s where we’ll start.

What is SAP CRM software?

SAP CRM is not a single software or platform. It is a suite of applications designed for businesses to help them manage customer relationships. As with many enterprise software, SAP is not too keen about using the branding for a single product. From CX, its CRM platform, to applications like the Sales Cloud and Marketing Cloud, SAP CRM is used to refer to any product from SAP’s lineup that is used in customer relationship management.

Each of these applications is designed to manage various aspects of customer relationship management. Together, though, they become more. When they are used by integrating with each other, they can track customer interactions across multiple platforms, centralize customer data, automate tasks, and support collaborative efforts across departments. This way, SAP CRM can become a holistic CRM solution.

This modular nature and its comprehensive features contribute to its widespread usage across industries and geographical boundaries. But there is more to its usability than convenience and a multitude of features. Many companies chose to use SAP CRM despite other alternatives available in the market. Let’s analyze why.

Why are companies using SAP CRM?

Companies that use SAP CRM utilize it for many reasons. Here are some of its major defining traits that give it an advantage over other alternatives in the market:

Integration capabilities:

Integrating with other software and platforms is a necessity for any enterprise software, as every organization will have a unique digital environment. As a major player in the industry, SAP has the expertise to design products that can integrate with thousands of enterprise software, and SAP CRM is no exception.

It can even support a unified information system by integrating with ERPs and SCMs, especially if they were developed by SAP.

Customization options:

SAP CRM offers a wide range of add-ons and customization options post-deployment. However, its potential for pre-deployment customization is even higher.

SAP CRM can be customized to not just meet industry-specific requirements. It can also cater to the unique requirements of individual businesses.

Deployment options:

Cloud-based deployment for enterprise applications is almost an expectation at this point in time. SAP CRM not only meets this expectation but also provides on-premise deployment for organizations seeking added security.

In addition to these options, SAP CRM also supports hybrid deployment. In fact, SAP CRM can be hosted on a private cloud leased from a hyperscaler. This provides the convenience of cloud-based deployment along with the security of on-premise deployment.

Comprehensive capabilities:

SAP CRM can manage almost every process in customer relationship management. It is especially capable in managing sales, marketing, and customer service activities. Here is a small list of its capabilities in different aspects of a business:

Sales

• Sales force automation
• Sales process management
• Contact account management
• Quotation and contract management
• Sales collaboration
• Opportunity management
• Lead management
• Sales forecasting

Marketing

• Campaign management
• Marketing automation
• Lead generation
• Digital asset management

Customer service

• Customer service management
• Case management
• Service request and escalation
• Service level monitoring
• Knowledge base
• Self-service portal management
• Omnichannel support

Apart from these functions, SAP CRM also comes with real-time analytics and AI-powered assistance, further boosting its capabilities.

With all these capabilities, it is no wonder that the list of companies using SAP CRM numbers in the thousands. But how exactly is it performing in the market? Let’s find out.

How is SAP CRM performing in the market?

CRMs are among the most popular categories of enterprise software today. This is why the competition is fierce. Despite this, the market is dominated by a single vendor, and that is Salesforce. You can see this if you look at this chart:

As you can see in the image, SAP CRM’s market share is less than a quarter that of Salesforce. However, it is still tied at second place with Microsoft, and slightly ahead of Oracle, its rival in the enterprise software industry.

This shows that SAP CRM is a major player in the industry. Just not the very best. One reason for this is that SAP CRM is mainly targeted at large and medium-sized businesses. This has the advantage of tapping into its existing customer base of large enterprises using other SAP products. However, this limits its pool of potential customers.

Now that we know a little bit more about SAP CRM features and how it contributes to its success, let’s finally look at our carefully compiled list of SAP CRM customers.

23 Companies that use SAP CRM

There are thousands of companies using SAP CRM every day, and they come from diverse industries. It is impossible to list them all out in a blog post. So, for the sake of convenience, we’re limiting this list of companies using SAP CRM to just 23.

Purchase a more comprehensive SAP CRM Customers List here.

How are these companies using SAP CRM?

Different industries have their own specific needs and requirements. So do various organizations and businesses. This is why there are differences in how companies that use SAP CRM use the solution. You’ll get a better idea of these differences if you look at how these companies use SAP CRM across various industries:

Automotive Industry

The automotive industry is one where CRM systems are used extensively. From cataloging customer interactions on their websites to supporting the purchase process and providing servicing, CRM systems are now an integral part of the automotive industry.

Ford Motor Company

The Ford Motor Company is the second-largest automobile manufacturer in the United States, and the most profitable one. One reason for its success is its fast adaptation to consumer needs, something made easy by CRM solutions.

A verified SAP partner published a case study about Ford’s use of SAP systems. It mentions Ford using SAP CRM for commerce-related activities. Another case study mentions Ford using Salesforce CRM, while a job posting indicates their use of Microsoft’s Dynamics CRM as well.

Mercedes-Benz

Mercedes-Benz is a German automobile manufacturer known for its luxury cars and innovative engineering. It is one of the most well-known automobile brands in the world.

A news report published by SAP details how Mercedes-Benz is using SAP CRM. According to it, the company is using SAP’s Commerce Cloud to digitize its omnichannel buying experience. Another case study shows that the company is also using Salesforce CRM, while another shows it using Microsoft Dynamics CRM.

Porsche

Porsche is a German automobile manufacturer. It is known for its high-performance luxury sports cars. The company was the one to originally manufacture the Volkswagen Beetle, which led to the creation of Volkswagen AG. Porsche is currently owned by the same Volkswagen AG.

A verified SAP partner helped Porsche implement SAP CRM, according to this case study. It claims that SAP CRM helps Porsche centralize customer data, provide roadside assistance, support customer service and warranty programs, and collect data from in-car systems.

Conglomerates

Conglomerates are companies engaged in businesses across diverse industries. These companies are known to have large customer bases. A CRM solution can help them centralize customer data and even engage in cross-selling.

Samsung

Samsung is a South Korean multinational conglomerate. It is most famous for its consumer electronics products. The company is also engaged in construction, insurance, and the manufacture of microchips, heavy machinery, and shipbuilding equipment.

A report published by SAP indicates that Samsung uses SAP CRM. According to the report, Samsung is currently using SAP Commerce Cloud, an e-commerce solution part of SAP’s CRM suite.

Reliance Industries Limited

Reliance Industries Limited is an Indian company engaged in diverse business activities. Some of the industries where they are prominent include energy, retail, entertainment, telecommunications, and textiles.

A senior vice president of the company mentions the company’s use of SAP CRM in their online profile. He does not specify how SAP CRM is used in the wider organization. However, he claims that SAP CRM is a crucial component of its telecom business.

Manufacturing Industry

Manufacturing is a diverse industry where every participant is also part of at least another industry. This diversity is reflected in how manufacturing companies that use SAP CRM utilize the solution in diverse ways.

3M

3M is an American company that manufactures a diverse range of products. Its portfolio includes over 60,000 products spread across consumer goods, industrial and office supplies, and safety equipment.

A 3M employee has indicated their role as a SAP CRM consultant in their online profile. This implies that 3M is currently using SAP CRM. However, the profile does not mention any information about how 3M uses SAP CRM. A blog post published by Salesforce claims that 3M also uses their CRM solution.

Tenneco

Tenneco is an American company that manufactures OEM and aftermarket automotive components. It is the third-largest supplier of automotive components in the United States.

The company has posted a job opening for a SAP CRM Analyst position. This implies that Tenneco is currently using SAP CRM. Although the post does not indicate how the company is using the CRM solution, it is implied that it integrates with other enterprise applications to spread customer data across the organization.

Mohawk Industries

Mohawk Industries is an American flooring manufacturer. It manufactures a range of flooring solutions for residential and commercial use. Its portfolio includes soft, hard, and laminate flooring, as well as countertops and insulation panels.

A company employee mentions their role as a SAP solutions architect in their online profile. According to the profile, the company uses the CRM for sales and customer service activities.

Topcon

Topcon is a Japanese company that manufactures optical equipment used in ophthalmology and surveying. Its products are used in healthcare, positioning, cameras, and defense equipment.

A case study published in the Americas’ SAP Users Group details the company’s use of SAP CRM. According to it, Topcon uses multiple SAP CRM solutions to manage sales, marketing, and e-commerce activities.

Medical Technology Industry

The medical technology industry is a confluence of healthcare, technology, research, and manufacturing. The common denominator here is that companies in this industry supply equipment and products to healthcare organizations. To these companies, customizing products and services based on customer demands and rapidly responding to customer demands is vital. This is why many of them prefer to use a robust CRM solution such as SAP CRM.

Thermo Fisher Scientific

Thermo Fisher Scientific is an American company known for supplying goods and services to research organizations. From manufacturing laboratory equipment, selling specialty chemicals, and providing pharmaceutical and biotechnology services, it provides numerous solutions to research organizations worldwide.

An employee of the company mentions their role as a SAP CRM lead in their online profile. This confirms the company’s use of SAP CRM, though without any indication of its specific role in the organization.

Avantor

Avantor is an American company known for providing high-purity chemicals. Its chemicals and reagents are primarily used in the life sciences and high-tech industries. It also manufactures specialty chemicals and laboratory equipment used in biopharmaceutical, pharmaceutical, and biotechnology research.

The company has posted a job opening for a SAP CRM developer. According to the posting, Avantor is using SAP C4C, an older version of SAP CRM that combines the Sales and Service Cloud applications.

Agilent Technologies

Agilent Technologies is a company that develops and manufactures solutions used in research, testing, and clinical diagnostics. Its portfolio of solutions includes instruments, software, consumables, and services. All of these are primarily used in the life sciences and applied chemicals industries.

One employee from the company has mentioned their role as a SAP CRM functional in their online profile. According to the profile, Agilent uses SAP CRM to manage sales and customer service activities.

Carestream Health

Carestream Health is a specialty manufacturing company that provides imaging systems for the medical and dental industries. It also provides non-destructive testing equipment for the aerospace and oil industry, and offers precision contract manufacturing to other industries.

The responsibilities listed in an online job posting made by the company indicate their use of SAP CRM. According to it, Carestream is using SAP C4C, which is a combination of the Sales and Service Cloud applications in SAP’s CRM suite.

Professional Services Industries

Understanding the customers’ requirements and adapting to their needs is essential for companies providing professional services. A solution such as SAP CRM helps them do this efficiently and effectively.

ATB Financial

ATB Financial is a financial institution wholly owned by the province of Alberta. It is a Crown corporation that provides financial services, such as wealth management, investment banking, and loans to citizens of Alberta.

ATB Financial’s use of SAP CRM is mentioned in a blog post published by Google. Although the post does not mention how the company is using the solution, it can be inferred that it plays a vital role in improving customer experience.

Cuatrecasas

Cuatrecasas is an international law firm that provides corporate legal services to businesses worldwide. It is known for providing legal advice on mergers and acquisitions, tax management, IP, labor, and numerous other areas.

A 2024 news report mentions Cuatrecasas using SAP CRM. The report does not specify how the law firm is using SAP CRM. However, it does claim that Cuatrecasas has been using SAP CRM for over fifteen years.

Utilities Industry

The utilities industry is involved in the sale and distribution of numerous products such as electricity, gas, and water. What is common among all the companies in this industry is the importance of tracking customer interactions, responding to support queries, and providing field service. This makes the use of solutions such as SAP CRM vital in the industry.

Électricité de France

Électricité de France is a multinational utility company owned by the French government. It operates 50+ nuclear plants and provides electricity to countries in Europe, North and South America, Asia, the Middle East, and Africa.

A document published by SAP mentions EDF using SAP CRM. According to the document, EDF is using SAP’s Field Service Management solution to provide process service orders and perform maintenance work.

MVV Energie

MVV Energie is a utilities company based in and partially owned by the City of Mannheim. It is one of the leading suppliers of electricity in Europe, providing electricity to Germany and numerous European nations.

A report published on the company’s website details their use of SAP CRM. It claims that MVV uses SAP CRM to centralize customer data, manage quotations and contracts, enhance support services, and optimize the sales process.

SaskPower

The Saskatchewan Power Corporation is a Canadian utility company. Also called SaskPower, it operates more than 30 electricity generation facilities to supply electricity to customers across the province of Saskatchewan.

A document listing SaskPower’s enterprise software environment lists SAP CRM as one of the technologies it uses. The document does not mention the specific role SAP CRM plays within the organization. However, the information provided suggests it is involved in centralizing customer data and providing field support services.

Sydney Water

The Sydney Water Corporation is a government-owned statutory corporation from Australia. It is responsible for providing potable drinking water, wastewater, and stormwater services to regions in the Australian state of New South Wales.

A case study detailing Sydney Water’s use of SAP CRM was published by a verified SAP partner. According to it, the organization uses SAP CRM to centralize customer data, support its self-service portal, and enhance marketing efforts.

Other Industries

The list of companies using SAP CRM is not limited to the industries mentioned above. As a comprehensive CRM solution, SAP CRM can be used by companies from diverse industries, as can be seen here:

Whirlpool Corporation

Whirlpool Corporation is an American company that manufactures consumer electronics. Its portfolio of products includes home and kitchen appliances such as air conditioners, washing machines, ovens, and countertop appliances.

Whirlpool’s use of SAP CRM is mentioned in an online news report. The report does not specify SAP CRM’s role within the organization. However, it is implied that it helps Whirlpool unify customer data across the organization. Meanwhile, a customer success story claims that Whirlpool uses HappyFox CRM, while another claims it also uses Salesforce CRM.

Danfoss

Danfoss is a Danish engineering company. It provides engineered solutions for energy usage to organizations across industries. Its solutions are used to control energy consumption, capture excess energy production, and reduce emissions.

The organization’s use of SAP CRM can be inferred from the responsibilities mentioned in a job posting. Although the posting does not specify how SAP CRM is used, it does imply that both SAP CRM and Salesforce CRM is used to manage aspects of the sales process.

Patterson Companies

Patterson Companies is an American wholesale distribution company. It provides products, software, equipment, and services to organizations in the oral and animal health industries.

The company’s use of SAP CRM is confirmed by a job posting on its website. It can be inferred from the post that SAP CRM is used to manage the company’s customer service activities.

QinetiQ

QinetiQ is a British defense and security company known for its robotics and autonomous systems. It provides technology-based solutions, including security systems, autonomous systems, cybersecurity, and testing and evaluation services.

A job posting for a Clint Lead position mentions QinetiQ’s use of SAP CRM. According to the responsibilities of the position, the company uses SAP C4C. This implies that QinetiQ uses SAP CRM to manage sales and service-related activities.

As you can see, the list of SAP CRM customers transcends industries and geographical boundaries. This shows how important it is to know about SAP CRM customers if one wants to make an impact in the CRM industry. And we’re going to show you how to do that.

How to gain information on companies that use SAP CRM?

In today’s information-centric world, it’s possible to gain any information with a bit of elbow grease. However, is that really the best way to go about it? If you want to use this information to make strategic business decisions, the answer is no.

Inaccurate information could have you chasing the wrong leads and making marketing strategies for non-existent customers. As a business, accuracy and freshness should be top priorities when accessing data from external sources.

This is why we recommend buying data from reliable data providers. Take InfoClutch, for example. We have been providing business data to organizations for over fifteen years. The fact that these organizations come back for more data shows that our data is doing its job.

Don’t just take our word for it, though. You can see the follies of unreliable data by looking at these companies:

BMW:

• A 2019 news report claimed that BMW had implemented Qualtrics as its CRM. At the time, Qualtrics was part of SAP’s CRM suite. However, SAP has since sold its stake in the company. A more recent blog post claims that BMW is currently using Salesforce as its CRM.

Harley-Davidson:

• Harley-Davidson’s use of SAP CRM was mentioned in a 2011 post in SAP’s official forum. However, this news is fourteen years out of date. There is no publicly available information on the company’s current CRM usage.

T-Mobile:

• T-Mobile’s use of SAP CRM is mentioned in a 2014 post in SAP’s official forum. However, it has been over ten years since the post was made. Meanwhile, Salesforce has mentioned the company as a current Salesforce CRM user in a customer success story.

Wilson Tool International:

• A 2001 case study published by a verified SAP partner details Wilson Tool International’s use of SAP CRM. As you can see here, this information is almost 25 years old. Recent data on the company’s CRM use is not publicly available.

These are companies that are usually found in online lists of SAP CRM customers. Although the information was true at one point, it is now outdated and no longer actionable. And this is not even the worst of it. You can see what we mean if you check out this table:

These, too, are companies listed as SAP CRM customers online. However, unlike before, this information is not outdated, but factually incorrect. All of these companies are actually known to use a completely different CRM solution. Choosing a reliable data partner can help you avoid using such incorrect information in your decision-making process.

Conclusion

SAP is, without a doubt, one of the most influential players in the enterprise software industry. If an organization wants to succeed in this industry, it is vital that it learn about SAP customers.

This blog provided a brief overview of a small number of companies that use SAP CRM. However, if you are seeking this information for commercial needs or gaining actionable insights, you’ll need more data.

Fortunately for you, that’s what we excel at. Just fill in your requirements in the form on your right, and our representatives will get back to you with a workable solution.