SAP Customer Experience 101 - SAP Finug

SAP CustomerExperience – 101 2018 SAP SE or an SAP affiliate company. All rights reservedTake a few minutes to understandthe biggest development priority atSAP – because you are part of it.

Table of ContentsWhat is CustomerExperience?Why is this such a bigpriority for SAP?What isSAP C/4HANA?Case StudiesWhySAP C/4HANA?Where can I learn moreabout SAP C/4HANA?What defines a goodexperience forcustomers?SAP CX PortfolioAt a GlanceYour Path toSAP C/4HANAThe Roadmap ofSAP C/4HANAThe Promise ofSAP C/4HANA 2019 SAP SE or an SAP affiliate company. All rights reserved

What is SAP Customer Experience?It is the name of our organizational unit at SAP that comprises SAP Hybris and our recentlyacquired companies – CallidusCloud, Gigya, and Coresystems.What is SAP C/4HANA?It is the name of the unified suite of line-of-business (LoB) customer experience solutionsoffered by the SAP Customer Experience organizational unit at SAP. The “C” is forcustomer and “4” stands for fourth-generation CRM. This suite connects data, processes,and customer experience across marketing, sales, service, commerce, and customer datato deliver a connected customer journey.Why SAP C/4HANA?SAP C/4HANA captures our customer experience promise through four primary drivers: Customer: The customer must become the heart of digital business. SAP C/4HANAempowers employees across all LoBs to better connect with and serve customers in asimple, personal, helpful, and trusted way. With SAP C/4HANA, we are putting the focusback on the customer. CRM: From early client-server architectures in the late 1990s, to Web-based sales forceautomation (SFA), and most recently, mobile-ready, cloud-native solutions, SAPC/4HANA represents a step change in the evolution of the CRM market, a fourthgeneration platform that unites all of the critical technologies needed to better engage,sell, and service a customer. Cloud: SAP C/4HANA represents a step change in our evolution to the cloud, a fourthgeneration architecture that aggregates data models, data, insights, services, and userexperience (UX) across all LoBs into a single foundation on which IT users can build,extend, and delivery new customer-led innovation on a continuous basis. Connected: SAP C/4HANA means connected: connecting data silos, connectingfunctional silos, connect brands with their customers, and connecting the real-time, 1:1brand experience to real-time back-office automation and fulfillment against new, everchanging customer demands. Furthermore SAP C/4HANA unites the front-office toback-office digital transformation to reinvent entire businesses and industries.What defines a good experience for customers? To be treated like a person – Customers don’t want to feel like a sales opportunity or arecord in the system. To protect their data – Know what data is collected about them and understand how itis being used. Customers aren’t contacted if they have not provided their consent. To deliver on our promise – Customers want a consistent and personalized experiencebefore, during, and after purchasing. 2019 SAP SE or an SAP affiliate company. All rights reserved

Why is this such a big priority for SAP?SAP is the first company to provide a suite (SAP C/4HANA) that connects the supply chain(the technology behind the scenes that customers don’t see, such as an order system) tothe demand chain (what customers see and engage with, for example, a Web site).How do Customers benefit from SAP C/4HANA?Take a look at this success story: https://cx.sap.com/en/customersWhere can I learn more about the biggest development priority atSAP and get engaged?Visit the SAP Customer Experience page on https://cx.sap.com for the most up-to-datecontent, coverage, and success stories. Become familiar with Customer ExperienceEnablement Portal https://enable.cx.sap.com. Discover SAP C/4HANA with our learningjourneys for User Groups: de c4hana.Look through the above content repositories for a better understanding of the power ofSAP C/4HANA. Engage with other Customer Experience enthusiasts using our SAPCustomer Experience social channels and spread your word via @SAP CX.SAP is the first company to provide a suite thatconnects the supply chain to the demand chain. 2019 SAP SE or an SAP affiliate company. All rights reserved

SAP Customer Experience At a GlanceBelow is an overview of the five solution categories in SAP Customer Experience anda little insight into how each cloud solution is used.PortfolioDescriptionSAP SalesCloudTargets: Chief Revenue Officer; SalesProfessionalsHow: Supports sales professionals, givingthem the ability to personalize what thecustomer is looking for and price in themoment – all with an attractive userexperienceSAPCommerceCloudTargets: Chief Operating Officer; ChiefDigital OfficerSAP MarketingCloudTargets: Chief Marketing OfficerSAP ServiceCloudTargets: Chief Customer Officer; ChiefOperating OfficerHow: Helps them deliver a personalizedbuying experience through any channel onany deviceHow: Helps personalize marketingcampaigns so they can deliver what thecustomer is looking for and what they haveprovided consent for – in the momentHow: Helps predict issues so companiescan retain their customers and createreturning customers and customer loyalty.By predicting issues and solving them inadvance, it also can help lower the cost ofserving customers and create happiercustomers.SAP CustomerData Cloud(solutions fromGigya)Targets: Chief Digital Officer; ChiefInformation Security OfficerHow: Helps them protect customers’ datawhile also securely feeding the data tosales, service, marketing, and commerce toensure a consistent, personalizedexperience for customersIncluded products* SAP Sales AutomationSAP Subscription BillingSAP CPQSAP CommissionsAnd more SAP Commerce Cloud SAP Commerce SAP Product ContentManagement And more SAP Marketing Cloud SAP Marketing SAP CustomerAttribution SAP Loyalty Marketing And more SAP Customer ServiceManagement SAP CustomerEngagement Center SAP Field ServiceManagement And more SAP Customer Consent SAP Customer Identity SAP Customer Profile* Selected offerings only; see the products overview https://cx.sap.com/en/products for a complete list. 2019 SAP SE or an SAP affiliate company. All rights reserved

Foundation for the Me2B World: SAP C/4HANABUILDING TRUSTED RELATIONSHIPSAlex AtzbergerPresident, SAP Customer ExperienceDespite different products, business models,and motivations, at the top of everyboardroom agenda is the customerexperience.Leadingcompaniesareprioritizing the ability to give people what theywant when they want it and using theirpreferred methods of interaction. In doing so,these companies are reshaping the entireend-to-endcustomerexperienceandreframing their business approach.Think of it: a domestic appliance giant thatnow sells better taste to its customers; thedepartment store that starts the personalshopping experience at the parking space;and the airline that is reimagining its entirebusiness model to put customers at the centerof the booking process.These might seem like simple shifts inperspective. Yet executing them requires arevolution in end-to-end business processes– one that focuses on building customertrust. To achieve this goal, you must do threethings: Develop a single view of each customerConnect your processes to the customerjourneyDeliver on your brand promises to thecustomerSAP C/4HANA brings together customer datamanagement, machine learning (ML), andmicroservices to power real-time, intelligentcustomer engagements across sales,customer service, marketing, and commerce.With five cloud portfolios that work individuallyand together, SAP C/4HANA helps youmanage and transform relationships with yourcustomers. 2019 SAP SE or an SAP affiliate company. All rights reservedNow, your customers can enjoy dealing withjust one entity in a single process – fromawareness and consideration right throughpayment, receipt, and nurture. Yourbusiness processes can be linked in thesame way – from lead, opportunity, andquote to fulfillment, customer service, andinvoicing.And SAP C/4HANA integrates with SAPS/4HANA , simplifying the links andsmoothing the path from the back end to thefront end in one simple process chain. Bycombining SAP S/4HANA with SAPC/4HANA, you can treat each customer asan individual rather than as a mere salesopportunity.To unify demand with the supply chain, yourenterprise must deliver intelligence thatcombines information across your customerexperience suite with the ERP digital core.Imagine if your order management processcould be enhanced with artificial intelligence(AI), for example. Using information such ascustomer preferences, shopping history,available inventory, and logistics informationfrom SAP C/4HANA and SAP S/4HANA,you automatically know the right products torecommend, their availability, and the bestway to ship them to your customer.SAP Customer Experience solutions unlocka world of digital innovation, customer value,and growth that builds trusted relationshipsbetween brands and customers. Deliveredthrough the SAP C/4HANA suite, thesecloud solutions empower businesses tomanage the complete customer experience.

ARCHITECTING AN INTELLIGENT ENTERPRISEThe newcustomerexperienceDelivering a holistic customer experience that intelligentlyconnects all enterprise processes, information, andtransactions is essential to creating the interactions expectedby the Me2B generation. Responding to individual customerneeds, engaging talent in new ways, and creating disruptivebusiness models are critical business imperatives.Intelligent enterprises effectively use their data assets toachieve their desired outcomes faster – and with less risk.SAP has helped more than 404,000 business and publicsector customers of all sizes and industries run better. Fromback office to boardroom, warehouse to storefront, anddesktop to mobile device, SAP empowers people andorganizations to work together more efficiently and usebusiness insight more effectively to stay ahead of thecompetition.ProtectedBy using emerging technologies such as AI, ML, the Internetof Things (IoT), and advanced analytics, our solutions helpyou eliminate repetitive tasks, so employees can work moreproductively and focus on higher-value activities. With thesetools, employees can engage more effectively with yourcustomers and create an unforgettable, next-generationcustomer experience.The Intelligent Enterprise features three key components Intelligent suite – Helps you automate day-to-daybusiness processes and improve interactions withcustomers, suppliers, and employees using applicationswith embedded intelligence Digital platform – Facilitates the collection, connection,and orchestration of data as well as the integration andextension of processes in integrated applications Intelligent technologies – Enable the use of data to detectpatterns, predict outcomes, and suggest next-bestactionsPersonalizedBuilt on trust 2019 SAP SE or an SAP affiliate company. All rights reserved

SAP C/4HANA is the embodiment of the Intelligent Enterprise. By helping build long-termcompetitive differentiation and loyalty through experiences that are trusted, simple,personal, and connected, SAP C/4HANA can help you achieve your business goals. Andit delivers the next-generation CRM technology suite to help you build and connect yourintelligent enterprise – from finance to HR, from operations to the customer experience. 2019 SAP SE or an SAP affiliate company. All rights reserved

CREATING A UNIFIED CUSTOMER EXPERIENCE WITH SAP C/4HANASAP C/4HANA helps you deliver the personalized experiences that customers want withthe privacy they demand. The suite includes cloud solutions for customer datamanagement, marketing, commerce, sales, and service. These solutions help you buildstronger relationships with customers while you earn and keep their trust. 2019 SAP SE or an SAP affiliate company. All rights reserved