How did SAP create superior value for the customers?

SAP was already good at creating reliable and high quality products; its long record of the same was a
good enough proof of it. In addition to this it was the market leader and had the reputation of being
considered the mission critical part of almost every great company on the Planet. Amidst the hype of
dot com boom, SAP was already doing well on its product end and had material evidence of its
stability. SAPs advantages were that it could offer its customer bottom-line results and had long-
standing credibility of the company.

With the introduction of Sales and Marketing Asset Repository Toolset (SMART) and Sales and
Marketing Intranet, the customer-facing employees could better assist the needs of potential and
existing customers. SAP understood the importance of customers interaction with its products and
worked towards fine-tuning the usability and design of its products to meet brand promise and
demonstrate a focus on the customer experience. A Customer Labs groups was developed to improve
user interaction with products and a Design Services Team in the Office of the CEO was formed to
ensure new product development was driven outside-in, with market insight from customers,
competitors and market forecasting.

Adapting to changing market dynamics SAP started offering products designed for Small and
Medium enterprises (SME). Their extensive experience in diverse industries was helpful to serve the
needs of its wide-spread clientele.

Lastly, in 2005 Stratoscope Inc study an analysis of publicly-available financial results of companies
listed on NASDAQ and NYSE stock exchanges found that companies that run SAP had 32% more
profitable and delivered 28% more return on capital than those that didnt run SAP.

By taking such initiatives and creative approach towards serving their clients SAP was able to create
superior value for the customers.