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SAP CUSTOMER EXPERIENCE
SAP Customer Experience (SAP CX) is SAP’s flagship customer relationship
management (CRM) solution and successor to SAP CRM. It consists of a mixture of
SAP-developed functionality and acquired solutions brought under the SAP
umbrella from 2013-2018. It runs off the SAP HANA platform and utilizes the SAP
Fiori user interface.
TABLE OF CONTENTS
1. History of SAP Customer Experience
2. SAP Customer Experience Innovations
3. The Five SAP Customer Experience Clouds
1. SAP Customer Data Cloud
2. SAP Marketing Cloud
3. SAP Commerce Cloud
4. SAP Sales Cloud
5. SAP Service Cloud
4. SAP Customer Experience Deployment Options
1. Cloud
2. Rapid Deployment Solutions
3. On-Premise
5. SAP Customer Experience Release Cycle
6. Other Key SAP Customer Experience Terms
7. Additional Resources
1. Blog Posts
2. Books by SAP PRESS
HISTORY OF SAP CUSTOMER EXPERIENCE
SAP began laying the foundation for SAP Customer Experience in 2013 when it
acquired hybris, a leading provider of e-commerce software, and rebranded it to
SAP Hybris. This solution would exist alongside the on-premise SAP Customer
Relationship Management (CRM) solution.
With the arrival of SAP S/4HANA in 2015, however, SAP began moving existing
lines of business to this new platform. While financials and logistics
capabilities were SAP’s main transitional focus when launching SAP S/4HANA, SAP
also focused on developing new products for all lines of business, including the
successor to SAP CRM.
During this period of development, SAP acquired yet more third-party CRM
software to add to its SAP CRM and SAP Hybris functionalities. Such acquisitions
included the Coresystems, CallidusCloud, and Gigya products, giving SAP’s
portfolio more robust field service, sales productivity, and data security
capabilities.
SAP announced the SAP C/4HANA solution at the 2018 SAPPHIRE NOW technology
conference in Orlando, Florida, following the successful completion of these
acquisitions. During the event, it was announced that SAP C/4HANA would run on
the SAP S/4HANA platform and consist of five key, cloud-based “pillars” that
would encompass the entire CRM environment: commerce, marketing, revenue, sales,
and service.
In late 2018, SAP acquired an experience management company named Qualtrics,
which focuses on providing businesses with actionable insight gleaned from
customer sentiment, and heavily promoted this new functionality during SAPPHIRE
NOW 2019 as part of a new initiative dubbed SAP Customer Experience. The idea?
To recognize that we’re seeing a “customer experience revolution” and putting
the customer at the forefront of decision making. The Qualtrics suite would
allow SAP C/4HANA customers to elicit feedback from all stakeholders and make
better decisions.
In addition to these changes, SAP slightly adjusted its five-pillar strategy to
consist of the following pillars: SAP Customer Data Cloud, SAP Marketing Cloud,
SAP Commerce Cloud, SAP Sales Cloud, and SAP Service Cloud.
In June 2020, SAP rebranded SAP C/4HANA as SAP Customer Experience.
(Back to ToC.)
SAP CUSTOMER EXPERIENCE INNOVATIONS
SAP Customer Experience is different from SAP S/4HANA Finance and the four
logistics-related lines of business in SAP S/4HANA in that its key innovations
aren’t necessarily tied to in-house development, but rather by bundling existing
functionalities that had yet to coexist. The base of the SAP Customer Experience
suite, for example, consists of hybris functionality, while customer data
management functionality comes from the Gigya acquisition and its customer
experience measurement functionality originated with Qualtrics.
That said, SAP is continuing to develop these pieces to further integrate them
alongside newly developed tools and existing solutions such as SAP CRM, SAP
S/4HANA, and non-SAP systems via API.
(Back to ToC.)
THE FIVE SAP CUSTOMER EXPERIENCE CLOUDS
SAP Customer Experience consists of a set of five “pillar” cloud solutions, each
of which cover a unique CRM area.
SAP CUSTOMER DATA CLOUD
SAP Customer Data Cloud focuses on ethically collecting, keeping, and protecting
customer information. It helps provide businesses with ways to securely gather
information filled in via form, and allows customers to control their data in a
way that is compliant with GDPR requirements.
SAP MARKETING CLOUD
SAP Marketing Cloud focuses on business activities aimed at earning and
retaining customers. This solution takes a look at data from all marketing
activities and evaluates the impact of each. With this data, businesses can make
informed decisions on how to speak to customers.
SAP COMMERCE CLOUD
SAP Commerce Cloud focuses on product content management, experience management,
personalization, and order management. This solution provides users with
out-of-the-box functionality to create and maintain an e-commerce presence.
SAP SALES CLOUD
SAP Sales Cloud serves the needs of a business’ sales team. The solution uses
artificial intelligence to handle forecasting and other data collection and
reporting, and provides employees with a 360-degree view of customers, ensuring
nobody gets lost during the sales process.
SAP SERVICE CLOUD
SAP Service Cloud focuses on handling numerous different requests for service
from customers. Whether that means a late-night Facebook message or an in-person
chat during call center hours, this solution helps teams provide a seamless and
consistent experience for customers asking for help.
(Back to ToC.)
SAP CUSTOMER EXPERIENCE DEPLOYMENT OPTIONS
CLOUD
As their names suggest, the five parts of the SAP Customer Experience suite are
cloud-based, making deployment easier than it would be for an on-premise
iteration. The more important consideration here is choosing the architecture
that fits the organization’s needs; not all five clouds need to be implemented,
and an organization can pick and choose those which make the most sense for its
business.
For example, an architecture based on omnichannel commerce and contextual
marketing would look like this:
SAP has published a set of best practices for cloud deployments that help
customers deploying the solution make the most of their implementation. Options
include best practices for SAP Cloud for Customer integration, SAP S/4HANA
integration with SAP Commerce Cloud, and SAP Marketing Cloud implementation.
RAPID DEPLOYMENT SOLUTIONS
Additionally, SAP offers a handful of fixed-scope, fixed-deliverable, and
fixed-fee services for customers looking for guidance on the initial
implementation steps. These do not necessarily cover the full scope of setting
up an SAP Customer Experience system.
ON-PREMISE
SAP Commerce Cloud functionality is also available in on-premise form, although
it is unknown how long SAP will offer it. Similarly, the marketing functionality
was also once available on-premise but was discontinued by SAP in recent years.
(Back to ToC.)
SAP CUSTOMER EXPERIENCE RELEASE CYCLE
SAP Customer Experience receives multiple updates each year, on a quarterly
cycle. The naming conventions for SAP Customer Experience releases follows this
four-digit format: year/month. For example, the 2002 release of SAP Customer
Experience refers to the release that came out in the year 2020 (20), month of
February (02).
(Back to ToC.)
OTHER KEY SAP CUSTOMER EXPERIENCE TERMS
In addition to the information laid out above, there are a handful of important
SAP Customer Experience terms you should also be familiar with. Here are they
are in list form:
* * SAP Analytics Cloud: A cloud solution that combines planning, business
intelligence, and predictive analytics.
* SAP Cloud for Customer: A group of interrelated customer experience
solutions and tools for sales and service.
* SAP Configure, Price, and Quote: A solution used to manage personalized and
configurable products in SAP Commerce Cloud, SAP Sales Cloud, or SAP
Service Cloud. Originally part of CallidusCloud.
* SAP Customer Experience (SAP CX): The umbrella term under which SAP’s CRM
solutions fall, including but not limited to SAP Customer Experience.
* SAP Customer Experience Services: A team dedicated to helping SAP Customer
Experience users make the most of their solution.
* SAP Customer Service Management: A solution used to provide cloud-based,
intelligent help to customers when they need it. It is part of SAP Service
Cloud.
* SAP Sales Automation: A solution within SAP Sales Cloud used to provide
sales reps with up-to-date information on leads and customers. It was
formerly known as SAP Cloud for Sales and was obtained in the CallidusCloud
acquisition.
(Back to ToC.)
ADDITIONAL RESOURCES
Want to learn more about SAP Customer Experience? Additional information can be
found in the blogs and books listed below.
BLOG POSTS
* * "5 SAP Cloud for Customer Features to Use After Integrating with SAP ERP"
* "16 Key SAP Sales Cloud Features for Reporting and Analytics"
* "Creating a Product Category with SAP Commerce Cloud and SAP Customer
Experience"
* "The Customer 360° View in SAP Commerce Cloud"
* "How Gigya Changed the SAP Customer Data Cloud Landscape"
* "How to Bundle Products with SAP Commerce Cloud"
* "How to Create Manual Leads with SAP Sales Cloud"
* "Sales Performance Management with SAP Sales Cloud"
* "What Are the Differences Between Order and Contract Management with SAP
S/4HANA and SAP Customer Experience"
BOOKS BY SAP PRESS
* * SAP C/4HANA: An Introduction
* * Introducing SAP CPQ with SAP Customer Experience
* SAP Commerce Cloud: Commerce with SAP C/4HANA
* SAP Sales Cloud: Sales Force Automation with SAP C/4HANA
WHAT NEXT?
Learn more SAP from our official Learning Center.
And to continue learning even more about SAP Customer Experience, sign up for
our weekly blog recap here:
Visit the SAP PRESS Store
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