Rogers said that when he joined the enterprise software company just over a year ago, he was surprised at how remote SAP felt from its UK customers.
"A little bit of complacency had crept into the way we were managing our relationships with our customers, and clearly that was absolutely out of order," he said.
Although there was still some way to go, Rogers said SAP had made progress.
"The feedback I am getting from meetings with customers is that things are improving, that customers are seeing more of SAP, and that SAP is trying to be more proactive in its support," he said.
Customer satisfaction scores were "trending in the right direction" and the UK management team had set the objective of achieving "best in class" status, benchmarking themselves against other SAP subsidiaries and other organisations in a similar industry, said Rogers.
SAP UK is also working on improving its relationships with its business partners. "A year ago, I felt we had not done an enormously good job at nurturing good, strong relationships with our partners. We had become a little arrogant," said Rogers.
In a highly competitive market, he said SAP UK had realised that, like customers, partners had to be treated with respect and given the information they need to support end-users in the most effective way.
Rogers said SAP UK would continue to focus on working with its customers and partners. "Our challenge is to get relationships in the right place," he said.