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SAP CX: Next Generation of SAP CRM System

The history of Cx in SAP can be traced back to 2013, when SAP acquired hybris, a leading provider of e-commerce software. This acquisition marked the beginning of SAP’s journey into the cloud-based CRM market.

In 2015, SAP launched SAP S/4HANA, its next-generation business suite. SAP S/4HANA is a real-time ERP system that provides businesses with a single source of truth for their data. In 2018, SAP announced SAP C/4HANA, a cloud-based SAP CRM software that is built on SAP S/4HANA. SAP C/4HANA was designed to provide businesses with a unified view of their customers across all channels.

In 2019, SAP acquired Qualtrics, a leading provider of experience management (XM) software. This acquisition was a significant step in SAP’s commitment to providing businesses with the tools they need to deliver exceptional customer experiences. In 2020, SAP rebranded SAP C/4HANA as SAP customer experience. This rebranding was a reflection of SAP’s commitment to providing businesses with a comprehensive and unified customer experience solution.

84% of the companies that invest in improving their customer experience witness revenue increases. 73% of customers agree that a good experience drives brand loyalty. 
Customer experience must be a top priority for any company. To facilitate better CX, companies require a better digital backbone for their customer-interfacing processes. That’s where SAP CX can bring intelligence to the process of improving the customer experience.

What is SAP CX?

SAP CX stands for SAP Customer Experience. SAP CX is a suite of solutions provided by SAP that aims to enhance and manage the end-to-end customer experience. It encompasses a range of modules and tools designed to support businesses in various aspects of customer engagement, commerce, and service. SAP CX Services are a comprehensive suite of offerings designed to help businesses of all sizes implement, optimize, and support their SAP Customer Experience (SAP CX) solutions. These services provide businesses with the expertise and resources they need to maximize the value of their SAP CX investment and achieve their customer experience goals.

What is SAP CX Cloud?

SAP CX is a comprehensive suite comprising five seamlessly integrated cloud-hosted products that offer a robust set of features and components to deliver a complete 360-degree customer experience. This suite empowers businesses to seamlessly connect with and sell to customers, drive online revenue growth, provide exceptional and personalized customer service, and monitor and enhance marketing and sales performance. Techwave is your dedicated partner in selecting and implementing the most fitting products for your business, ensuring the swift delivery of maximum value.

1. SAP Commerce Cloud

SAP CRM system, previously recognized as SAP Hybris, CX Commerce Cloud now provides digital platforms and omnichannel customer access, offering a personalized, enterprise-grade e-commerce experience. It encompasses end-to-end commerce processes, order management, and seamless integration with back-office systems. The SAP CRM system is a powerful tool that can help businesses of all sizes improve their customer relationships. It provides a centralized location for storing and managing customer data, as well as a variety of tools for marketing, sales, and service.
The SAP CRM platform is a cloud-based solution that makes it easy for businesses to get up and running quickly and easily. It also provides a scalable solution that can grow with the business.

2. SAP Customer Data Cloud

In today’s data-driven world, organizations are constantly collecting and storing vast amounts of customer data. This data is essential for understanding customer needs, developing personalized marketing campaigns, and providing exceptional customer service. However, managing and protecting this sensitive data can be a complex challenge.
The SAP CRM software offers a comprehensive solution for customer data management (CDM). It empowers organizations to capture, store, and effectively manage sensitive customer data and identity information across various systems and access channels. The SAP CRM solution is designed to help organizations to improve customer experience.

3. SAP Marketing Cloud

In today’s competitive business landscape, marketers face the challenge of not only attracting new customers but also nurturing existing relationships. With SAP CX Service Cloud, you have the tools you need to achieve your marketing goals and drive business success.

4. SAP Sales Cloud

With SAP CX Sales Cloud, organizations gain advanced tools for data collection and sales performance reporting, supported by AI-driven sales forecasting and customer behavior analysis. This enhances the sales process for customers and employees, and drives intelligent sales strategy throughout the business.

5. SAP Service Cloud

SAP CX Service Cloud enables businesses to integrate their customer service and support experience from front-office contacts to back-office processes. This helps to bridge the gaps across contact channels, including social media, chat, and telephony, creating a truly joined-up experience and a single view of the customer.

The New CX Paradigm – How To Create It With SAP?

The SAP CX products involve leveraging the latest technology to improve the overall customer experience as well as building on prevailing features. Today, SAP customer experience suite can help companies redesign their customer experience to create a moat against the competition.

Let’s have a look at some common SAP CX benefits to help modern organizations improve their CX.

    • Omnichannel Integration

SAP covers the gamut of channels, providing rich solutions across the customer lifecycle. SAP’s Sales Cloud, Marketing Cloud, Service Cloud, Commerce Cloud, and Customer Data Cloud are all-powerful and functional options. Based on the insights collected from these stage-specific solutions, companies can gain a better understanding of their target audience. SAP further allows quick omnichannel integration, facilitating the integration of CRM with ERP and allowing access across web, mobile, desktops, and other modes. As collective customer-oriented campaigns run across platforms, SAP CX can help improve customer outcomes.

    • Hyper-personalization

The key to creating an engaging customer-oriented experience is personalization. In the new CX paradigm, hyper-personalization is front and center. With SAP Commerce Cloud, companies can assess the online behavior of their customers and even track their purchase history. This activity analysis can drive hyper-personalized recommendations for more relevant targeting. Customers also resonate with the more tailored experience and increase their interaction with the platform.

    • Multi-currency Approach

SAP Commerce Cloud ensures the complete satisfaction of customers who wish to buy international products or avail of services in their own currency by creating a multi-currency environment. It allows for quick currency conversions and makes the buying experience smooth and seamless. After all, every company wants to attain a global status, and with SAP’s multi-currency approach, getting international customers also becomes easier.

    • AI Integration

Artificial Intelligence is already boosting productivity and improving performance in all sectors and CX is no different. For instance, with the AI-enabled services in SAP Service Cloud, companies can even predict the time of resolving customer issues for greater transparency. AI can deliver insights into customer sentiment to drive strategies to build better customer relationships. AI also makes customer-facing activities scalable and agile with actionable insights as well as insight-led action. This can significantly improve customer service and make communication better.

    • Self-service

When a company puts trust in their customer, their experience automatically improves. SAP Service Cloud helps create an elevated customer experience based on impactful self-service. This could be across platforms, be it social media, e-mail, or on phone. It puts the reins in the customer’s hands, allowing them to interact with companies anytime, anywhere. SAP offers self-service ticketing facilities alongside fast inquiry resolution and direct account access. By integrating SAP Conversational AI and SAP Knowledge Central solution, companies can further “jazz up” the customer self-service experience.

    • Chatbots

SAP has also enabled powerful chatbots with 24×7 availability through SAP Conversational AI. The platform is accessible across the globe, as it can conduct simple conversations automatically in multiple languages. These chatbots can access your messaging channel, analyze the data, and learn with machine learning to answer simple queries and then swiftly transfer more complex tasks to agents. As it happens, they can also save up to 30% of expenses on customer support costs! But more importantly, as 96% of customers believe in the significance of good customer service in brand loyalty, improving CX with SAP can be a major game-changer for enterprises.

    • 360° Customer View

Creating a modern CX paradigm will be incomplete without including the dynamic features of the SAP Service Cloud. SAP not only focuses on the customers but also on the agents to improve the overall CX. It offers a customized, single smart desktop for managing all queries related to customer service. All the tools, customer data, analytics, account details, everything is available on the same screen, providing a 360° view to the agents. Simultaneous AI integration helps in quicker management and processing of both simple and multilevel issues.

    • Information Access

When your customers get all the information they need with the first search, irrespective of their language, they are sure to be impressed. SAP Knowledge Central includes SEO to put the most relevant information on top of search results, for all-important keywords. This can help customers easily find what they are looking for, avail self-service, and get an immediate resolution to queries. By bridging this information gap, companies can improve their content and quality, thus offering a better customer experience.

    • Feedback and Analysis

SAP Service Cloud combined with Experience Management solutions can conduct customer surveys and feedback to collect data about any organization. With accurate sentiment data, companies can act on their weak points and further work on improving the customer experience. Data analysis also offers an insight into productivity and performance reports that companies can leverage to enhance their CX strategies. The dashboard of SAP Service Cloud also offers tools to monitor and track the trends, KPIs, business reports, and service operations, both in real-time and over time.


In today’s dynamic business landscape, companies are constantly seeking innovative ways to enhance customer experiences (CX) in SAP and stay ahead of the curve. SAP CX, a comprehensive suite of cloud-based solutions, empowers businesses to collect, analyze, and conduct business operations on a single integrated platform, enabling them to transform their CX strategies and achieve remarkable results.

Explore SAP CX Solution With A5E Consulting

Are you looking for a way to take your customer experience to the next level?A5E is a leading SAP consulting provider that specializes in helping businesses implement and optimize SAP CX solutions. With our deep expertise and experience, we can help you deliver innovative customer experiences that will drive business growth.

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