SAP C/4HANA, SAP re-branded its customer relationship management (CRM) offering
- Mohit Malhotra
- Apr 22, 2024
- 2 min read
The days of CRM as we knew it are over. In fact, CRM is now the single largest enterprise applications market ($45B by 2021) and customer experience is a top priority in boardrooms across the world.
On June 5 at SAPPHIRE NOW 2018, SAP introduced SAP C/4 HANA as part of its game-changing Intelligent Suite and in the process, with single focus to redefine the customer experience for this new era.
Why now?
Customer experience will overtake price and product as key brand differentiator...
“ONLY EXPERIENCE MATTERS”
Forces transforming the Customer experience (CRM)
Digital First: Global scale and adoption of new digital businesses
Customers for Life: From selling products to subscription services
Single View of Customer: Customer at center of the business (B2B2C)
Holistic Customer Experience: Requires connecting front- and back office
Trusted Data: Data needed for personalization, but not at all cost
Introducing SAP C/4HANA
SAP C/4HANA is a unified suite of cloud solutions that manage the customer experience based on one trusted customer data model. It combines SAP’s front office cloud solutions with SAP S/4HANA powered by artificial intelligence.
The C is for “Customer” and the 4 is for the fourth generation CRM, thus the name, SAP C/4HANA.
The SAP C/4HANA portfolio of cloud solutions includes the five cloud solutions previously on the market under the SAP Hybris brand name – with some key updates and changes derived from recent acquisitions:
SAP Commerce Cloud – evolved from Hybris’ flagship on-premise offering to its recent launch on Microsoft Azure, allows SAP to invest organically in next-gen native cloud
SAP Customer Data Cloud – the newest offering, including the acquired Gigya solutions. Consent, Profile and Identify features differentiate this offering
SAP Marketing Cloud – now integrates to SAP Commerce Cloud, open to partnerships and tuck-Ins
SAP Sales Cloud - unites former SAP Hybris Cloud for Customer offering with SAP Hybris Revenue Cloud, the on-premise SAP Hybris Billing solution, and the acquired CallidusCloud solutions
SAP Service Cloud - The focus of service cloud is on both field service and next generation multi-channel customer engagement & support. Acquisition of Coresystems, extends Field Service Management with AI-based Crowd Service Platform. Coresystems innovative platform support end-to-end field service processes – integrated with S/4 Hana and SAP ECC. New field service solution replacing field service capabilities of SAP Cloud for Service. AI-powered platform will enable SAP customers to create a flexible field service networks allowing them to respond faster to their customers service needs, lower the cost of service and support new business models.
High Level Features
High Level Architecture
Seamless Integration
Seamlessly integrated enterprise Sales platform, connecting Marketing, Sales and the Back office. End-to-End process integration and automation from Campaign to Cash, enabling low/no touch sales motions incl. digital commerce.
With the introduction of SAP C/4HANA, SAP is looking to offer a more 'end-to-end' CRM solution to help customers by removing the siloed way that people used to purchase from SAP, unifying the buying process. "the one place where customers discover, try, buy, and use SAP and partner offerings in one centralized location.
"With SAP C/4HANA, SAP is empowering connected, omnichannel commerce and intelligent experiences at the point of sale and at every touch point with SAP."
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