Improved customer satisfaction: Consistent experiences across all touchpoints and personalized interactions demonstrably increase customer satisfaction. Companies report improvements of between 20% and 35%.
SAP Customer Experience: Successfully shaping customer relationships digitally
Content:
Fragmented customer relationships present companies with a complex challenge: they need to create consistent experiences across all touchpoints and enable personalized interactions at the same time. However, isolated systems and incomplete customer data make it difficult to create a holistic customer experience.
In order to build and maintain valuable customer relationships, an integrated customer experience strategy is becoming increasingly important. SAP Customer Experience (CX) is proving to be a key technology here. In this article, you will learn how SAP CX works and where it can bring the greatest benefits for your company.
What is SAP Customer Experience (CX)?
SAP Customer Experience (CX) is a network of cloud solutions that companies can use to digitalize, optimize and personalize their customer relationships. The platform connects sales, service, marketing, commerce and customer data to create consistent experiences across all channels.
Unlike traditional CRM systems, which mainly manage customer data, SAP CX works as an integrated platform that intelligently connects all touchpoints of the customer journey.
The solution enables companies to create personalized and seamless interactions - whether in the online store, in customer service or in face-to-face conversations.
SAP CX enables companies to gain valuable insights into the behaviour of their target groups, optimize internal processes and sustainably increase customer satisfaction. This frees up employees to focus on more valuable and strategic tasks. This generally leads to higher employee satisfaction and better business results.
How does SAP Customer Experience work?
SAP CX works as a central platform that intelligently links all customer-relevant data and processes. The solution collects information from various sources - from website interactions to service requests and sales calls - and uses it to create a uniform 360-degree customer view.
Thanks to its cloud-native architecture, SAP CX can be flexibly scaled and quickly adapted to changing requirements. The platform uses modern technologies such as artificial intelligence and machine learning to analyse customer behaviour, identify trends and generate personalized recommendations.
What are the most important SAP CX solutions?
The SAP Customer Experience portfolio comprises various specialized solutions that can be used individually or in combination, depending on company requirements. At abat, the focus is on the SAP Sales Cloud and the SAP Service Cloud. Other systems such as SAP S/4HANA Service and SAP Field Service Management are not CX solutions in the narrower sense, but we use them specifically to map and integrate CX processes holistically.
- SAP Sales Cloud
- SAP Service Cloud
- SAP Field Service Management
- SAP S/4HANA Service
SAP Sales Cloud - Rethinking sales
SAP Sales Cloud revolutionizes modern sales processes through intelligent automation and data-driven insights. The solution supports sales teams in gaining more time for real customer contact, optimally prioritizing sales opportunities and optimizing the entire lead-to-cash process.
Selling today means more than just offering products. Customers expect individual support, fast response times and a smooth process - no matter where they are in the sales cycle. SAP Sales Cloud enables sales teams to meet these expectations and always stay one step ahead.
The solution offers comprehensive functions for lead management, opportunity tracking, quotation generation and sales analytics. By integrating artificial intelligence, sales employees receive intelligent recommendations for the next steps and can prioritize their activities accordingly.
SAP Service Cloud - Customer service with insight
SAP Service Cloud creates consistent service experiences by centralizing all customer information. The solution enables service teams to maintain a complete overview of all customer interactions at all times - regardless of whether the request is received by email, telephone, social media or chat.
The omnichannel functionality allows service employees to switch seamlessly between different communication channels without losing any information. The central knowledge database and intelligent case routing functions ensure fast, coordinated processes and a high level of customer satisfaction.
The solution includes ticket management, knowledge management, self-service portals and service analytics. By integrating IoT data, service teams can even react proactively to potential problems before customers even notice them.
SAP Field Service Management - Efficient planning of service assignments
SAP Field Service Management (FSM) optimizes field service assignments through intelligent planning and mobile support. The solution ensures that technicians are in the right place at the right time and have all the relevant information - before they arrive at the customer's site.
To ensure that field service operations run smoothly, it is crucial that everyone involved is optimally coordinated. SAP FSM supports this with mobile applications, AI-supported planning functions and the integration of IoT data in order to plan, carry out and complete service assignments efficiently.
The solution offers resource planning, route optimization, mobile work orders and spare parts management. The real-time transfer of service data allows dispatchers to react flexibly to changes and adapt customer communication accordingly.
SAP S/4HANA Service - the backbone of your service strategy
SAP S/4HANA Service acts as the central basis for modern service processes within the SAP S/4HANA environment. The solution enables companies to efficiently map the entire service lifecycle - from the initial customer inquiry and the sale of services through to contract management and billing.
Deep integration with other SAP S/4HANA modules such as sales, logistics and finance creates end-to-end processes without system discontinuities. Companies can control their service processes in real time and integrate them seamlessly into the entire value chain.
Particularly important: SAP S/4HANA Service is a modern successor to discontinued SAP solutions such as SAP CS and SAP CRM 7.0. These systems will lose their rights of use by 2027 and 2030 respectively, which is why companies should develop migration plans in good time.
SAP Sales Cloud
SAP Sales Cloud - Rethinking sales
SAP Sales Cloud revolutionizes modern sales processes through intelligent automation and data-driven insights. The solution supports sales teams in gaining more time for real customer contact, optimally prioritizing sales opportunities and optimizing the entire lead-to-cash process.
Selling today means more than just offering products. Customers expect individual support, fast response times and a smooth process - no matter where they are in the sales cycle. SAP Sales Cloud enables sales teams to meet these expectations and always stay one step ahead.
The solution offers comprehensive functions for lead management, opportunity tracking, quotation generation and sales analytics. By integrating artificial intelligence, sales employees receive intelligent recommendations for the next steps and can prioritize their activities accordingly.
SAP Service Cloud
SAP Service Cloud - Customer service with insight
SAP Service Cloud creates consistent service experiences by centralizing all customer information. The solution enables service teams to maintain a complete overview of all customer interactions at all times - regardless of whether the request is received by email, telephone, social media or chat.
The omnichannel functionality allows service employees to switch seamlessly between different communication channels without losing any information. The central knowledge database and intelligent case routing functions ensure fast, coordinated processes and a high level of customer satisfaction.
The solution includes ticket management, knowledge management, self-service portals and service analytics. By integrating IoT data, service teams can even react proactively to potential problems before customers even notice them.
SAP Field Service Management
SAP Field Service Management - Efficient planning of service assignments
SAP Field Service Management (FSM) optimizes field service assignments through intelligent planning and mobile support. The solution ensures that technicians are in the right place at the right time and have all the relevant information - before they arrive at the customer's site.
To ensure that field service operations run smoothly, it is crucial that everyone involved is optimally coordinated. SAP FSM supports this with mobile applications, AI-supported planning functions and the integration of IoT data in order to plan, carry out and complete service assignments efficiently.
The solution offers resource planning, route optimization, mobile work orders and spare parts management. The real-time transfer of service data allows dispatchers to react flexibly to changes and adapt customer communication accordingly.
SAP S/4HANA Service
SAP S/4HANA Service - the backbone of your service strategy
SAP S/4HANA Service acts as the central basis for modern service processes within the SAP S/4HANA environment. The solution enables companies to efficiently map the entire service lifecycle - from the initial customer inquiry and the sale of services through to contract management and billing.
Deep integration with other SAP S/4HANA modules such as sales, logistics and finance creates end-to-end processes without system discontinuities. Companies can control their service processes in real time and integrate them seamlessly into the entire value chain.
Particularly important: SAP S/4HANA Service is a modern successor to discontinued SAP solutions such as SAP CS and SAP CRM 7.0. These systems will lose their rights of use by 2027 and 2030 respectively, which is why companies should develop migration plans in good time.
What advantages does SAP Customer Experience offer?
SAP CX offers numerous measurable benefits for companies:
Increased sales efficiency: Intelligent lead qualification and automated processes lead to higher conversion rates and shorter sales cycles. Typical improvements are between 25% and 40%.
Reduced service times: Thanks to the central availability of information and intelligent case management, service requests can be processed 30% to 50% faster.
Increased employee productivity: Automation of repetitive tasks and better availability of information lead to higher employee productivity.
Data-driven decisions: Comprehensive analytics and reporting capabilities enable informed business decisions based on up-to-date customer data.
Scalability: The cloud-native architecture allows the solution to be flexibly adapted to growing requirements.
Compliance and security: Integrated compliance functions and high security standards ensure compliance with regulatory requirements.
How does SAP CX integrate into existing SAP systems?
One of the greatest strengths of SAP Customer Experience is its seamless integration with existing SAP landscapes. The solution is specifically designed to work with SAP S/4HANA, SAP ECC and other SAP systems via the SAP Integration Suite on SAP BTP (including cross-references).
Integration with SAP S/4HANA: The connection enables end-to-end processes from lead to invoice without system interruptions. Customer data, product information and business processes are automatically synchronized, ensuring a uniform database and efficient workflows.
API-based architecture: SAP CX uses modern APIs for integration with third-party systems, enabling flexible system landscapes. Existing investments in other technologies can continue to be used.
Data harmonization: The platform offers comprehensive functions for data cleansing and harmonization to create a consistent 360-degree customer view.
Step-by-step migration: Companies can introduce SAP CX in stages and gradually replace existing systems. This reduces risks and enables a controlled transition.
What role does SAP S/4HANA Service play?
SAP S/4HANA Service assumes the central role in the back office and forms the backbone of the entire service strategy. The SAP Business Technology Platform (SAP BTP) acts as a link between the front office and back office and enables the seamless integration of all service-relevant processes.
SAP S/4HANA Service is of particular importance due to the discontinuation of older SAP solutions: The SAP CS module will lose its usage rights in 2030, SAP CRM 7.0 as early as 2027 (with paid support until 2030). Companies must therefore develop migration plans in good time.
SAP S/4HANA Service offers the following advantages:
- Holistic service management within the SAP S/4HANA environment
- Continuous processes without system breaks
- Real-time integration with sales, logistics and finance
- Modern technology basis for future expansions
- Seamless connection to SAP Service Cloud and SAP Field Service Management
The solution enables companies to modernize their service processes while benefiting from the advantages of the SAP S/4HANA platform.
Outlook: The future of customer experience
The world of customer experience is evolving rapidly and SAP is continuously investing in new technologies and features. We will see more exciting developments in the near future:
Artificial intelligence and machine learningwill be integrated even more closely into CX processes to enable personalized customer experiences in real time. Predictive analytics will help to anticipate customer needs before they are explicitly expressed.
Extended automationg will further reduce repetitive tasks and give employees more time for value-adding customer interactions. Intelligent chatbots and virtual assistants will play an increasingly important role in this.
IoT-Integration will create new opportunities for proactive service and preventive maintenance. Companies can use connected products to develop completely new service models and offer their customers additional added value.
Sustainability and social responsibility are becoming important differentiating factors in the customer experience. SAP is developing corresponding functions to support companies in communicating their sustainability goals transparently and integrating them into customer interaction.
Investing in a modern SAP Customer Experience solution is therefore not only an improvement for today, but also a preparation for the future of customer relationships.
Would you like to improve your customer experience?
We would be happy to support you in the digital transformation of your customer relationships - from the SAP Sales Cloud to the SAP Service Cloud and integration with SAP S/4HANA Service. Together, we will find the right CX strategy for your company and show you how to measurably optimize customer experiences.
FAQs
1. What is SAP Customer Experience (CX) and how does it differ from traditional CRM systems?
SAP Customer Experience (CX) is a modular cloud solution that goes beyond traditional CRM functions. While traditional CRM systems mainly manage customer data, SAP CX connects all touchpoints of the customer journey and enables personalized, consistent experiences across all channels. The solution encompasses sales, service, marketing and analytics in one integrated platform.
2. What concrete advantages does SAP CX offer companies?
3. Which companies is SAP Customer Experience suitable for?
4. How does SAP CX integrate with existing SAP systems such as S/4HANA?
5. Which solutions belong to SAP CX and how do I choose the right ones?
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