SAP Customer Experience Portfolio

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SAP Customer Experience Portfolio

by Faulkner Staff

Docid: 00018801

Publication Date: 2106

Report Type: PRODUCT


SAP’s Customer Experience Portfolio provides insight into
all areas of customer interactions, including sales, marketing, and customer
service. SAP’s cloud-based and on-premise CRM (customer relationship management) software is designed to store and analyze
customer data, integrating it within a company’s other business
applications. The application set competes in a crowded, growing market that
includes products from Oracle, Microsoft, and cloud-based solution vendors such
as Salesforce. This report looks at the SAP Customer Experience Portfolio in
greater detail.

Report Contents:


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SAP, a German-based leader of business applications, offers a complete
Customer Experience portfolio of CRM (customer relationship management) products for
monitoring, and learning from customer interactions and statistics.

Faulkner Reports
SAP Company

The revamped SAP Customer Experience portfolio includes:

  • E-Commerce Solutions
  • Customer Data Solutions
  • Sales Solutions
  • Service Solutions
  • Marketing Solutions

Name: SAP AG
Dietmar-Hopp-Allee 16
69190 Walldorf Germany
Tel: +49-6227-7-47474
Fax: +49-6227-7-57575
Type of Vendor: E-Business Software and Services
Founded: 1972
Service Areas: Global
Stock Symbol: SAP (NYSE).

Table 1 describes SAP’s Customer Experience Portfolio product lines.

Table 1. Customer Experience Portfolio Product Lines
Product Line Description Offerings
E-Commerce Solutions Provide personalized, omni-channel commerce experience
  • Commerce Cloud – Grow one’s business without limits, simplifying
    buying processes and turning e-commerce customers into "brand advocates"
  • Upscale Commerce – Leverage a mobile-first, next-gen commerce
    solution for midsize retail, consumer goods, and direct-to-consumer
Customer Data Solutions Personalized customer information regarding preferences and
buying habits.
  • Customer Data Platform – Activate rich customer insight to
    deliver hyper-personalized experiences in real time, honoring data purpose
  • Customer Identity and Access Management for B2C and B2B
    Identify customers and deliver digital experiences that seamlessly adapt to
  • Enterprise Consent and Preference Management – Build customer
    trust and protect one’s business by addressing GDPR, CCPA, and other
    data-privacy regulations
Sales Solutions Improve sales by delivering better selling experiences
  • Sales Cloud – Improve win-rate with customer-centric sales
  • CPQ and Dynamic Pricing by GK – Engage customers with dynamic
    quotes that maximize revenue, improve deal velocity, and protect one’s
Service Solutions Make service the "heart" of one’s customer experience
  • Services Cloud – Provide improved service experiences through
    one’s contact center, as well as in the field
Marketing Solutions Treat marketing as a trusted source of business.
  • Marketing Cloud – Drive revenue and provide customer freedom for
    discovering, engaging, and making purchases


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SAP’s Customer Experience applications are designed to be part of a company’s CRM
strategy, which often involves some reorganization and transformation to
delegate services tasks across the various departments. SAP’s applications
are meant to be deployed across a large enterprise or industry
organization. Various software modules are specific to each department,
such as sales, marketing, and customer service. Targeted industry organizations include retailers, insurers,
communications service providers, and manufacturers, among other parties. Table 2 details SAP’s
Customer Experience applications.

Table 2. Customer Experience Portfolio Applications
Product Line Applications
  • Marketing Resource and Brand Management
  • Segment and List Management
  • Campaign Management
  • Lead Management
  • Loyalty Management
  • Trade Promotion Management
  • Marketing Analytics
  • Sales Planning and Forecasting
  • Sales Performance Management
  • Territory Management
  • Accounts and Contacts Management
  • Activity Management
  • Opportunity Management
  • Quotation Management and Order Capture
  • Sales Contract Management
  • Sales Performance Management
  • Sales Analytics
  • Sales and Marketing for Service
  • Service Contract Management
  • Customer Service and Support
  • Return and Depot Repair
  • Field Service Management
  • Warranty and Claim Management
  • Installation and Maintenance
  • Parts Logistics and Finance
  • Service Analytics
  • E-service
  • Channel Service
  • IT Service Management
Partner Channel Management
  • Partner Management
  • Channel Marketing
  • Channel Sales
  • Partner Order Management
  • Channel Service
  • Partner and Channel Analytics
Interaction Center
  • Marketing
  • Sales
  • Customer Service
  • Shared Service Center
  • Interaction Center Operations and Administration
  • Multichannel Communications
  • Interaction Center Analytics
Web Channel
  • E-marketing
  • E-commerce
  • E-service
  • Web Channel Analytics
Business Communications Management
  • Inbound contact center
  • Outbound contact center
  • Enterprise-wide communications management
  • Reporting
  • Interactive voice response (IVR)
Real-Time Offer Management
  • Offer Management
  • Real-time Decision Making
  • Self-learning
  • Offer Analytics
Trade Promotion Management
  • Trade Funds Management
  • Account Planning
  • Trade Promotions
  • Sales Execution
  • Trade Claims Management
  • Trade Promotion Analytics
Sales On-Demand SAP offers hosted versions of its sales
forces automation, marketing, and service offers.
Industry-Specific Processes Markets include automotive,
chemicals, consumer products, high tech, industrial machinery and
components, media, oil and gas, professional services, public
sector, retail, telecommunications, and utilities.


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User Interface. SAP Customer Experience uses a Web-based user interface,
where agents and managers can access all relevant information and
applications. The interface supports interaction channels such as
telephony, e-mail, chat, and SMS.

NetWeaver Platform. To provide its reports and analysis,
the CRM applications use SAP’s NetWeaver platform. This provides access to
both front- and back-end office data such as presentation clients,
application servers, and database servers.

Software Integration. SAP Customer Experience integrates with all
software in the company’s Business Suite. It will also integrate with
third-party systems due to its support for standards such as XML-based Web
services, SOAP, and RosettaNet.


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SAP offers technical and application consulting, software upgrade
installation, education, training, online help, remote diagnostics, user
conferences, regional meetings, hotlines, and on-site visits. SAP also
offers hosted and managed services through outsourcing firms such as
Accenture, Capgemini, EDS, and others.


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SAP sells its applications and services through its corporate sales team,
as well as through partners. Sales representatives can be reached using an
online request form on the company’s Web site. Prices vary according to an
organization’s implementation requirements.


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At the enterprise level, SAP’s Customer Experience Portfolio chiefly competes with Oracle and
Salesforce. Other competitors include Microsoft, IBM, Adobe, Zendesk, Amdocs,
Infor, SugarCRM, and Teradata.

CRM Market

The global CRM (customer relationship management) software market is
projected to reach $129 billion by 20281, reflecting an "increasing focus on
digitalization to stimulate growth." Ongoing trends in this market tend to
include mobile CRM, social CRM, more
CRM integration, marketing automation, cloud deployments, increasing
demand for the SaaS model, and CRM mapping2.


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