With SAP Customer Experience (SAP CX), you can communicate with your customers through different contact points and understand their expectations; you can meet your needs.

1. SAP CUSTOMER EXPERIENCE (CX)
Tuğçe ARSLAN

2. It is possible with CX (Customer
Experience) to evaluate customer
data wisely, master new generation
marketing tools, and manage all
sales channels you use from a single
center. After being acquired by SAP
in 2013, CX’s experience in this field
contributes to your company’s sales
capabilities in the digital world.
We can say that Customer Experience is
SAP’s new CRM approach, which includes
C/4 HANA. First, a little mention should be
made of the release of C/4 HANA. As known
in the classical approach, CRM offered sales,
service, marketing, and reporting facilities, and
companies were managing information such
as consumers’ privacy settings and contact
data themselves. Now, in today’s approach,
consumers; Their data, communication
preferences, personal data; He wants to
determine which way and when to contact
him. Because they feel closer to companies
that offer this transparency. As a result of these
expectations, SAP showed a new approach.
C/4 HANA is a cloud–based solution.
It offers customers who want on–premise
a solution called S/4 CRM, which comes
embedded in S/4 HANA. As it is known,
Shipping Management called SAP TM, and
Extended Warehouse Management solutions
called SAP EWM were also embedded in S/4
HANA. Now it’s time for CRM. SAP called
it S/4 CRM. Version 1.0 of S/4 CRM is out
now. In September 2018, we will have a more
comprehensive CRM feature with version 1809.
In this way, we will be managing CRM and
ERP under one system instead of two different
methods. Thus, the integration burden will be
lightened, and we will address both customer
experience and operational needs from a
single platform.
The SAP CX, C/4 HANA family,
Sales Cloud, Service Cloud, Marketing
Cloud, and Commerce Cloud products are
available. As it is known, Commerce Cloud
is the cloud version of the Hybris Commerce
product. Hybris Commerce is still being
used. There were cloud and on–premise
versions of Hybris Commerce; Currently,
SAP named the cloud version of Commerce
Cloud and included this product in the C/4
HANA family. They are comparing C/4
HANA to the Hybris product family, Hybris
Sales Cloud Service Cloud, cloud–based
solutions. Its products, which have both
cloud and on–premise versions, were Hybris
Marketing and Hybris Commerce. SAP has
included cloud versions of C/4 HANA.
For now, in the statement made, SAP Sales
Cloud, Service Cloud, Marketing Cloud,
and Commerce Cloud products have been
announced. This shows us that the current
product family will work on the cloud. But
in the future, on–premise versions of these
products may come out, which may change.
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3. SAP Customer Experience (SAP CX) is a Customer Relationship Management
(CRM) approach that includes SAP C/4HANA. SAP Customer Experience
uses cloud–based solutions to meet customer expectations. Scalable Cloud
solutions ensure data is available anytime, anywhere.
The ultimate goal is to increase turnover and profitability.
The three main rules are not much different from traditional trade.
Understanding Potential Customers Better, Acquiring New Customers Faster
Getting to know potential customers and target audience, segmenting them in the most
meaningful way, organizing segment–specific campaigns.
Retaining Existing Customers
Customer satisfaction, loyalty programs, special offers.
Get the Most Profit Per Customer
Increasing online shopping, directing it to profitable products.
All the tools necessary to fulfill these rules are now at your fingertips with CX.
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4. Omni – Channel Marketing Tools
It doesn’t matter if it’s a computer, kiosk, tablet, or smartphone: The customer wants to have
the same experience no matter which channel they do their shopping. They do not want to
wait; They want to complete their transactions efficiently with a few clicks; They expect trust in
payment and one–to–one contact in after–sales services. It is up to you to respond to all these
needs simultaneously and satisfy the customer in all desktop and portable online channels.
The Embodiment of Your Online Store
CX doesn’t just help you manage existing online sales channels. It also allows you to create
new sales channels specific to you. Your customers can get detailed information about the prod-
ucts, compare them, and buy them instantly via touch screens.
Get an Integrated Digital Customer Experience with the SAP CX Family
Designing and delivering an integrated multi–channel digital customer experience and man-
aging all areas in parallel, from marketing to service, can be challenging for companies. At this
point, SAP aims to make this challenging task more accessible with the Customer Experience
solution family it has established by making many investments.
SAP Commerce Cloud is a feature–rich comprehensive commerce platform that includes all
the necessary components for a personalized commerce experience and end–to–end commerce
processes. It enables you to design the platform specifically for your strategies for your B2C,
B2B2C, or B2B customers. Creating an omnichannel B2B experience that rivals the best con-
sumer sites makes it easier for companies to manage their challenging operational processes.
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5. This flexible platform can enable you to collect a broad ecosystem of suppliers, distributors,
and partners with multiple business models. Furthermore, providing customers with consistent
information in every channel allows you to easily manage your orders from online stores or
physical branches with its easily integrated structure.
SAP Sales Cloud is a new generation CRM system created for sales professionals with an
intuitive user interface. It enables companies to deliver customer and sales–oriented information
in their ERP systems to the mobile devices of sales teams to use them in their operations. In this
way, sales teams can easily understand which customers to contact with the information they
need and take action accordingly in the field or their offices. In addition, it enables sales rep-
resentatives and customers to provide personalized sales experiences, would allow companies
to convert their opportunities into sales faster, and manage all sales–based transactions from a
single platform.
SAP Marketing Cloud enables marketing managers to understand their customers better
and take actions by analyzing their customers’ past interactions and behaviors through many
channels. By organizing campaigns for target groups segmented by business processes. In
addition, it allows companies to develop marketing strategies by gaining real–time insights into
customer needs, budgets, spending, and product availability. While marketing departments
carry out all their marketing activities with the solution integrated with many different platforms,
they can easily monitor and analyze their outputs.
SAP Service Cloud enables companies to provide their customers with a consistent service
experience across all channels (email, web, chat, and phone). With this solution, which pro-
vides an integrated service system by seamlessly integrating the back office and front office pro-
cesses, service managers and field service technicians can access all the data they may need
in their operations from their mobile devices. In this way, customer services and service teams
can appropriately meet all incoming requests and ensure that problems are easily detected
and resolved. Furthermore, with the solutions’ functions, it is possible to complete all after–sales
activities with customer satisfaction in a fast and trouble–free manner by the relevant teams and
provide customers with an uninterrupted service experience.
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6. SAP Customer Data Cloud from Gigya enables businesses and their customers to create a
more secure and privacy–friendly digital ecosystem. Thus, companies can grow their audienc-
es while simultaneously increasing their conversions and engagement and building long-term
brand loyalty. Companies can securely identify customer data in all channels and manage the
permissions, approvals, and KVKK requirements that customers will grant throughout their entire
lifecycle from a central and reliable environment. In addition, they can create customer profiles
to quickly analyze the customer data kept in the solution and use them in their operations.
The cloud–based SAP Customer Experience product family, which offers a solution for all
processes that keep the customer at the center, can integrate SAP and non–SAP solutions. In
particular, with the process and data integrations that the solution family makes, potential cus-
tomers are directed towards a positive journey with the companies.
With SAP Customer Experience (SAP CX), you can communicate with your
customers through different contact points and understand their expectations;
You can meet your needs.
Discover SAP CX to establish a versatile communication channel by combin-
ing marketing, sales, e–commerce, and customer service to ensure customer
satisfaction and loyalty.
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