Build CRM of CIMR based on SAP

ismail talhaoui
6 min readJun 4


Build CRM of CIMR based on SAP

I- Descriptionl

· Problem

The CIMR started using informatics systems in the 50s, gathering valuable information about its clients, including individuals and businesses.

as they say data is a treasure, that provide better understanding of the business and the clients.

CIMR aim to leverage it for better understanding their business and clients, this has led them to explore market solutions that can treat the data to gain a comprehensive view of clients and the market. By doing so, they can effectively target similar clients with greater precision and achieve a higher ROI, especially in advertising.

· Solution

To capitalize on this data, CIMR has decided to adopt a market solution, such as SAP , Sales force , oracle CRM , Microsoft CRM

After conducting thorough benchmark and considering various factors, CIMR has opted for the SAP solution, and his various Modules: sales, marketing, Services Analytics, and Hybris

Mixing Cloud and on premise

There are two types of information, general information that can be transferred outside Moroccan Borders without any issues, so they will be synchronized and sent to the SAP Cloud, and personal information that must be kept within Morocco and stored in CIMR’s internal system.

The chosen solution revolves around the convergence of cloud and on-premises systems, to respect the Moroccan laws and CNDP controls.

This approach ensures that the data requiring processing remains in compliance with local regulations and is securely stored within the country’s borders.

II- SAP Modules Used By CIMR


  • Customer management
  • Sales management
  • Management of commercial activities
  • Product management
  • Management of teams and organizational structure
  • Reporting Mass data management
  • Investigations

2- 360 view

  • Individual Membership
  • Group Membership
  • Allocation

3- Marketing

  • Contact management
  • Content management
  • Segmentation
  • Campaign management IP
  • Maturation
  • Flow Scoring
  • User Management
  • Managing Workflow Rules

4- Services

  • Ticket management
  • Management of automatic assignment rules

III- Architecture

The solution begins by extracting data from the various databases, such as AS400 and SQL Server, which are used by different applications. This data is then transformed into a standardized and compatible format for SAP. Subsequently, the transformed data is loaded into SAP using a Java application. Additionally, the information is made accessible for consultation through web services and a Java application built on the Spring Boot framework, specifically for personal client data.

Solution Architecture

IV- Tools

· Talend Data Integration

As Talend foundation describe it product Data Integration:

It can be challenging to collect the right data from diverse sources — and an even bigger challenge to do so at the speed your business demands.

Talend provides a unified approach that combines rapid data integration, transformation, and mapping with automated quality checks to ensure trustworthy data every step of the way.

As the need to collect data from different sources with different database types especially AS400 and SQL Server and from different servers with different OS (Windows, Linux) in small time beside transform it to suitable format for SAP as example for the Marital status : Single equivalent to 1 and Married equivalent to 2 … in web service that transfer data from local to cloud.

we create jobs to get data from databases and automate it execution using windows Task Scheduler to be executed based on frequency we specified to every job these jobs load the data to a centralized database as first step, after that came the second step which transfer the general data to Message Queuing to be transferred after that using java application to Cloud.

· SAP cloud connect

Serves as a link between SAP BTP applications and on-premises systems.

Combines an easy setup with a clear configuration of the systems that are exposed to the SAP BTP. Let us use existing on-premises assets without exposing the entire internal landscape.

As mentioned before the personal information need to be within in Moroccan borders so to make the link between internal system and the cloud, we used Cloud connect with specification of the different configuration and web services.

· Spring boot

For need to connect the two systems (Local and Cloud) we created two applications based on JAVA 11 and Spring Boot Framework:

1- Application for Consulting personal and dynamic information of the individuals based on multi-layer architecture (Controllers, Services, …), the execution of this application based on call on the webservice in real time, from SAP.

2- Application for Synchronizing the Static and general data between local and Cloud Based also on multi-layer architecture and it contain many listeners on Message queuing, so its execution relies on the putting message in the Queuing which also based on the execution on Talend synchronization jobs.

· Active MQ

To make our system more reliable and efficient we use Message Queuing to handle synchronization between local and cloud systems based on web services to consume data from Message Queuing and transfer it to Cloud

V- Team

The project Team was cross-functional with multi roles and multi-Companies:

1- Business Analysts

- The business analysts team composed of 4 persons who the understand the CIMR Business and has experience in different projects

- translate the product owner business rules into technical specification and user stories that are understandable to the development team based on Definition of ready (DoR) specified before starting the project also test the different functionalities to see if they meet the different rules specie before and the rules defined in the definition of Done (DoD), The are always here to test the different features and present new user stories weekly (2 times per week) in the grooming meeting.

2- Developers

Composed of developers who has different level of seniority (Experience) and work with different technologies — java / SAP, …. Talend plus they come from different companies:

· External developers from INETUM MAROC who they specialized in SAP, and they take role of SAP integrator with different level of seniority.

· Internal developers from CIMR with experience in Web Development with java and experience in Talend.

3- Product owners

4- Testers

For testing the different we worked with teams of three testers who are dedicated to this project 100%.

VI- Pictures From Project

CIMR — Individual Customers
CIMR — Group Customers
CIMR — Individual Adhesion
CIMR- Suveys Stats
CIMR- Business Analytics

VII- Conclusion

I will conclude this article with a response to the question, ‘Why do we need to use CRM?’

As Oracle describes, the need for CRM is to help keep track of contacts within a business, enabling sales and marketing teams to personalize communication.



ismail talhaoui

FullStack Developer, Problems Solver