SAP CX Live: Customers choose SAP C/4HANA


SAP's Alex Atzberger and Bill McDermott at SAPPHIRE NOW earlier this year

Deutsche Telekom AG, Colombina S.A., AVL List GmbH, and MEWA Textil-Service AG & Co. Management OHG are among the organisations to have selected the SAP C/4HANA suite in their quest to achieve digital transformation and to deliver personalised and compelling customer experiences.

SAP showcased the customers at its Customer Experience Live event in Barcelona.

“Our customers want to have a single view of their customer – to create connected experiences and move fast,” said Alex Atzberger, president, SAP Customer Experience, SAP. “We therefore created SAP C/4HANA, the fourth-generation CRM focusing on the customer and trusted data – and not limiting it to a sales opportunity.”

Wiesbaden-headquartered MEWA Textil-Service, for example, decided upon SAP C/4HANA in an effort to provide customers with a professional and up-to-date shopping experience across all channels as well as to centralise and modernise its processes behind the scenes.

For online retailers, SAP is introducing new context-driven services in SAP Commerce Cloud, running on Microsoft Azure, to enable them to provide the personalised shopping experiences that drive today’s online sales. Retailers will gain a better understanding of customer behaviour using real-time, consent-based customer behaviour tracking and then be able to provide relevant products and content exactly when customers need it to remain engaged. Often frustrated customers will abandon carts and websites in less than three minutes. To further avoid abandonment, the new enable retailer to offer customers personalised incentives to return to the online store and continue shopping.

A recent digital transformation study by the SAP Centre for Business Insight and Oxford Economics revealed that 80 per cent of SAP customers want to be able to buy products from SAP and its partners in a simple comprehensive online experience. Accordingly, the SAP Commerce Cloud solution unifies the buying process on, where customers can discover, test and buy products and solutions from SAP and its partners.

To date, SAP has trained more than 100,000 consultants on SAP Cloud Platform Extension Factory, which is designed to assist partners in integrating their products with SAP C/4HANA. The just-extended lab-preview for customers of SAP Commerce Cloud running on Microsoft Azure is expected to result in general availability in Q1 2019. New capabilities will include app registration and connection, easy service consumption, APIs and eventing, and function-as-a-service.

“SAP Commerce Cloud delivers a full-featured suite that leverages the strengths of the SAP ecosystem and integration with SAP S/4HANA and SAP C/4HANA … SAP is a best fit for companies looking for an industrial-strength, fully functional commerce platform,” according to The Forrester Wave: B2B Commerce Suites, Q3 2018 and The Forrester Wave: B2C Commerce Suites, Q3 2018.

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