In today’s world, where customer experience plays a pivotal role in driving growth, SAP Customer Experience (SAP CX) has established itself as a vital solution for transforming how businesses engage with their customers. This cutting-edge suite combines a range of powerful tools, from marketing to data management, to deliver a seamless and personalized customer experience across all channels.
What is SAP CX?
SAP Customer Experience (SAP CX) is a comprehensive suite created by SAP to facilitate the full management of the customer journey, from initial contact to retention. This platform encompasses five crucial dimensions: commerce, marketing, sales, customer service, and customer data management. The purpose of SAP CX is to ensure a centralized and consistent view of the customer, enabling smooth and personalized interactions across all channels.
SAP CX helps businesses gain deeper insights into their customers, offer tailored experiences, and make strategic choices grounded in real-time data. In essence, it provides a robust solution to cater to the rising consumer demand for personalization and agility.
The history and evolution of SAP CX
From SAP C/4HANA to SAP Customer Experience
SAP Customer Experience originated from a previously branded solution known as SAP C/4HANA. This rebranding, which took place in 2020, underscores SAP’s aim to simplify its offerings and highlight the integration of its solutions to manage the overall customer experience.
SAP C/4HANA made its debut in 2018 with a mission to amalgamate multiple tools for optimizing customer engagement and satisfaction. Subsequently, with the introduction of additional functionalities, SAP opted to rename this suite to SAP Customer Experience, aligning more closely with its global customer experience vision.
The integration of SAP Commerce, SAP Service Cloud, and SAP Marketing Cloud
Over time, SAP has enriched this suite through the acquisition of key solutions, such as SAP Commerce Cloud, facilitating seamless e-commerce experiences. Additionally, SAP has integrated SAP Service Cloud and SAP Marketing Cloud to enable comprehensive service and marketing campaign management, while ensuring personalized customer interactions across various channels.
By integrating these solutions, users can leverage a unified platform that empowers them to analyze and act cohesively throughout the customer journey.
The main tools of SAP CX
| Tool | Description | Features |
|---|---|---|
| SAP Sales Cloud | Optimize your sales by automating commercial processes, track opportunities, analyze performance, and improve your conversion rates. | Task automation, opportunity management, sales forecasting, real-time analytics. |
| SAP Marketing Cloud | Create personalized and cross-channel marketing campaigns. Segment your customers, anticipate their needs, and tailor your messages across all channels (social media, emails, website). | Dynamic segmentation, advanced personalization, multi-channel management, behavioral analytics. |
| SAP Service Cloud | Enhance your customer service in real time with a unified interface to manage requests from various channels and resolve issues quickly. | Omnichannel management, real-time customer service, ticket tracking, mobile and cloud support. |
| SAP Commerce Cloud | Create a smooth e-commerce experience with a flexible platform. Manage your products, promotions, and stock while offering a personalized experience to each user. | Product management, user experience personalization, promotion management, stock optimization. |
| SAP Customer Data Cloud | Centralize customer data securely. Respect privacy while providing personalized experiences and ensuring compliance with regulations. | Data centralization, security standards compliance, customer consent management, GDPR compliance. |
Why choose SAP Customer Experience?
SAP Customer Experience (SAP CX) is specially crafted to help businesses deliver smooth and personalized customer experiences. In a rapidly evolving consumer landscape, SAP CX enables your company to differentiate itself by ensuring consistent interaction at every touchpoint. If you’re aiming to build enduring customer relationships and elevate loyalty, SAP CX is the perfect choice.
Improve customer engagement
With SAP CX, you can boost customer engagement by offering a personalized and omnichannel experience. Using powerful tools, you can interact with customers on their preferred platforms, be it social media, your official website, or other venues. The objective is to create a seamless and customized journey, enhancing your CSAT score and fostering customer loyalty in the long run.
Increase sales through automation
One of SAP CX’s key strengths lies in automating business processes while harnessing data. Through artificial intelligence and analytics tools, you can gain insights into customer behavior and needs. This facilitates not only trend prediction but also the identification of business opportunities that might otherwise be overlooked.
Unify data management and omnichannel experience
As customers demand uniform experiences across all channels, SAP CX enables streamlined customer data management. Centralizing this data on a single platform gives you a 360-degree view of each customer, enhancing your understanding of their preferences and actions. This ensures a consistent and seamless experience at every point of contact, whether online, in-store, or through customer service.
What are the differences between SAP CX, SAP C/4HANA, and Hybris?
The terms SAP CX, SAP C/4HANA, and Hybris can be confusing, though they refer to solutions with distinct purposes and functionalities. Here’s an explanation to clarify these differences, helping you make informed decisions about your options.
SAP CX and SAP C/4HANA
SAP C/4HANA was introduced as the initial name for the SAP suite focused on customer experience, back in 2018. This label was supplanted by SAP Customer Experience in 2020 to better demonstrate the platform’s growth and its comprehensive goal to encompass the whole customer journey, transcending traditional CRM. SAP CX now integrates solutions addressing marketing, sales, customer service, and commerce. Essentially, SAP CX is the modernized and amplified adaptation of SAP C/4HANA, equipped with additional elements to better serve contemporary business demands.
SAP CX vs. Hybris: Which solution should you choose?
Hybris, integrated into SAP CX as SAP Commerce Cloud, was initially devised as an e-commerce-centric platform. Acquired by SAP in 2013, Hybris has gradually become part of the SAP CX suite. If you seek a solution primarily tailored to e-commerce, SAP Commerce Cloud (formerly Hybris) is your optimal choice. Conversely, if your goal is to consistently manage the entire customer experience, from marketing to sales and service, SAP CX stands as the comprehensive and integrated solution you require.
SAP Customer Experience in practice
Implementing SAP CX can significantly revolutionize your company’s interactions with its customers. Globally, many businesses have adopted SAP CX to enhance their customer experience strategies. For instance, Toyota Motor Philippines leveraged SAP CX to optimize its sales and service channels, resulting in substantial gains in customer engagement and overall business performance.
Similarly, L’Oréal utilized SAP Commerce Cloud to tailor a smoother and more bespoke online shopping experience. These instances illustrate the tangible outcomes achievable through SAP CX adoption.
By integrating SAP CX into your operations, you can anticipate increased operational efficiency and the ability to offer more immersive and consistent experiences for your customers.
Conclusion
SAP Customer Experience is an invaluable solution for companies committed to delivering seamless and personalized customer experiences. With its integrated approach spanning all facets of customer interaction, from marketing to data management, SAP CX not only enhances customer engagement but also optimizes sales and service processes. Embracing this suite empowers you to gain deeper insights into your customers, make informed strategic decisions based on real-time data, and thereby cultivate long-term loyalty and satisfaction.
