In the age of digitization, where unique products are constantly on our radar, competition is growing and access to information is practically unlimited, one of the most valuable assets for companies is the customer. Keeping the existing customer base and attracting new customers is key. We could call this era “the age of the customer”. Being in this period means that customers have a variety of choice where to purchase their goods, so their commitment level to a company does not necessarily have to be as developed as it was in the past. Two main questions are “how do we retain our customer base?” and “how do we increase our customer base?”
The answer to both is customer experience. Providing a top-class experience for the customer is the starting point for the successful transition from one-time customer to loyal customer. It is not only about a positive purchasing experience, it is also about providing the same level of experience over the whole customer lifecycle. Key for an outstanding CX is knowledge about the customer. All interactions have to be easily accessible, no matter where the interaction happens in the customer journey.
Although Customer Experience applications provide substantial value as standalone solutions, significant benefit also comes from the integration with core backend systems and other applications—these could be cloud based or on-premise.
Companies that run on SAP have become accustomed to the idea that they can adjust their systems to a very high degree. This is mainly done in order to suit specific needs that correspond to highly optimized processes e.g. in production or supply chain execution. Cloud products offer standardized best practice processes to their customer and with that comes a shorter “time-to-value”. The implementation time gets reduced and with that the cost of the overall implementation.
The faster the product can be used by the customers, the more standardization is needed. Imagine that the core of the software is not just used by you, but by other customers too and that makes it essential that the core is not changed by any customer, but by the software vendor alone. This makes the core robust and enables the software vendor to roll out innovations at a much faster rate than was previously possible.
Standardization does not imply that adjustments are not possible. In fact, enhancements are possible via an extensibility framework, which safeguards the core of the software so that it remains unaffected.
Focus on the customer. Give your team the tools that allow them to concentrate on building relationships with customers and selling instead of analyzing data and updating spreadsheets. SAP Sales Cloud is an AI-powered CRM platform, helping you to deal with everyday tasks, delivering a 360-degree view of the customer, enabling effective preparation and the ability to close a deal, as well as including the process of rewarding the participants. Equip your sales team with a solution which allows them to work more quickly, efficiently and sell more.
Even the best products need servicing. Make it the center of your customer experience. Seamlessly support your customers throughout their entire journey. SAP Service Cloud helps to provide 24/7, direct, omnichannel communication, providing the ability to mix automated responses, human agents, chat bots and community-based help. Meet expectations – keep parties informed with a properly scaled workforce, support agents with thorough knowledge and tools. Boost performance by creating an on-demand service network and leveraging crowdsourcing.
Business is moving to an online world. Customers spend more money on the Web. Equip your company with a single platform that is able to run most of your commerce processes. SAP Commerce Cloud doesn’t limit the markets you work in as it supports a variety of business markets and industry-specific scenarios. Stop worrying about multiple, hard-to- integrate applications and obtain most features quickly—out of the box or simply by extending. Prepare for comprehensive, highly personalized and targeted content delivered ‘in the moment’. Run an omnichannel, differentiated and personalized commerce experience.
The era of traditional marketing approaches has passed. Today’s customers require more. Deliver personalized, relevant experiences in real-time and understand customer needs. SAP Marketing Cloud uses data rather than just gathering it. By providing a complete customer profile based on data from across your business, it allows you to successfully plan your marketing actions. Machine learning supporting business analytics measures the impact of your marketing and allows you to support the decision-making process and spend budgets effectively. Track your success and make your next campaign more effective.
Trust between brand and customer is the basis of a beneficial relationship. Managing data protection and privacy is crucial. SAP Customer Data Cloud is a powerful solution allowing you to grow your audience through trusted, personalized and transparent data control capabilities provided at every touchpoint. Customer self-service in the field of data and preferences management, secure registration and authentication consistent across all channels ensure customers feel safe, and additional support for social media login also makes it convenient. Secure and grow your business by turning anonymous visitors into loyal customers.
In a cloud world, we can’t just follow the behavior from the past when it comes to integration and extensibility. In on-premise environments, it was already a wise decision to utilize modification-free enhancement options to adjust the system to your own needs and to use a multitude of existing interface options and techniques. The extensibility framework on SAP Cloud Platform enables you to extend agile cloud and on-premise applications, to optimize the business processes by integrating the whole IT landscape, as well as allowing you innovation by integration of digital applications, such as Internet of Things and Big Data.
In a public cloud environment, the option to modify the core is not a given, instead strong APIs are provided by the software vendor than can be utilized for integration and extensibility purpose.