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Update from SAP Customer Experience Live 2018

With the repositioning of the customer experience (CX) products within the “SAP C/4HANA” suite, SAP takes the consistent next step towards the integration of the Hybris e-commerce platform acquired in 2016 across the company’s whole portfolio. As part of the integration, the five pillars of the SAP CX Suite were also redesignated.

Five pillars of the SAP CX Suite

  • SAP Marketing Cloud (formerly Hybris Marketing)
  • SAP Sales Cloud (formerly Cloud for Customer/Sales), including Revenue Cloud
  • SAP Service Cloud (formerly Cloud for Customer/Service)
  • SAP Commerce Cloud (formerly Hybris Commerce with the components being PCM, WCMS, DataHub)
  • SAP Customer Data Cloud (formerly Gigya)
Update SAP CX

S/4 Hana - Supply Chain functions

SAP Marketing Cloud

  • Creation of consumer and customer profiles
  • Segments, campaigns and customer experiences
  • Customer identity management, lead management and care
  • Marketing planning, performance and analysis

SAP Sales Cloud

  • Sales support
  • Sales performance control
  • Sales control in retail
  • Configuration, price and offer
  • Subscription billing
  • Sales qualification and training

SAP Service Cloud

  • Comprehensive self-service
  • Customer service at any location
  • Integrated on-site service
  • Service processes and mode
  • AI-supported automation of customer service tickets
  • Quicker and scalable troubleshooting

SAP Commerce Cloud

  • B2C, B2B and B2B2C support
  • Management of product contents and orders
  • Preinstalled integration with other SAP systems
  • Flexibility for innovations
  • Accelerator for more sectors
  • Commerce for small and medium enterprises

SAP Customer Data Cloud

  • Secure customer identities
  • Obtainment of customer consent
  • Central and uniform customer profiles
  • Creation of digital customer relationships
  • Registration and interactions

Summary of SAP Customer Experience Live

Thanks to the rebranding, the new direction is clear: the C/4HANA and S/4HANA suites have become equally important. This is because by means of personalised contact with the customers, which ultimately leads to lot sizes of 1 in the production processes, SAP focuses on the target groups (customers) of software providers. In addition, the integrated features become increasingly more significant in B2B and B2C scenarios:

  • the synchronous price request in the environment for channel-independent customer service with customer-specific prices
  • optimised delivery dates based on high dynamic storage on ships, on planes, on rail or on road
  • automation of the whole customer journey with information from CRM but also from ERP systems

During the SAP Customer Experience Live held in Barcelona on 10 and 11 October 2018 we learnt that the further transformation of the SAP platforms in C/4HANA Commerce would lead to modularisation. For the purposes of supporting the integrated customer service, such functional domains as Cart or also product content management / product data management will be shaped in the future as building blocks of the SAP Commerce platform in a more independent manner.

This way the integration will be easier in individual applications without the direct use of the whole SAP Commerce Cloud and thus will also support the transformation into new business models. This is accompanied by the use of microservices through the Kyma framework – embedded in the SAP Cloud platform.

Authors: Dirk and Jörg Nölke

2017 – Trends, business cases and strategic steps

Customer expectations are higher than ever before: In the course of purchase decisions, the experience factor is becoming more important than the price or specific product characteristics.