Three announcements impacting CRM came out of SAP Sapphire, held in Orlando on June 4-7. The announcements are:
- A renewed focus on CRM in order for SAP to be considered a viable player in the $45B CRM market. SAP’s cloud CRM (formerly known as SAP Hybris Cloud For Customer) is renamed SAP C/4 HANA.
- The acquisition of a field service company, CoreSystems, which will replace the field service capabilities within the old SAP Hybris Cloud For Service.
- The introduction of the SAP Data Management Suite for secure data governance, quality, orchestration, compliance and insights.
Let’s parse these announcements through a CRM lens. For a DX perspective, read SAP C/4 HANA: SAP’s Industrialization Of Customer Engagement.
SAP C/4 HANA
- This is the rebranded SAP Hybris Cloud for Customer. It consists of: SAP Marketing Cloud, SAP Commerce Cloud, SAP Service Cloud, SAP Customer Data Cloud (products from the Gigya acquisition) and SAP Sales Cloud (includes products from the CallidusCloud acquisition).
- The suite will adopt the Fiori user experience, and plans are to integrate recent acquisitions and port applications to the SAP Cloud platform.
- The suite will have a single data model.
- The suite leverages the AI strengths of the Leonardo platform for tasks like ticket intelligence, product and offer recommendation, lead routing, influencer mapping, customer health scoring. There are many more AI-driven scenarios coming.
- CoreSystems offers end-to-end field service capabilities: work order management, field scheduling, dispatching, knowledge management, customer self-service.
- CoreSystem taps into the freelance, or gig economy workers to expand the badged employee workforce.
What this means
SAP C/4 HANA is not just the third rebrand of SAP’s cloud CRM assets in almost as many years. Underpinning this rebrand is a company prioritization of CRM development, with product teams aligned under Alex Atzberger, President SAP Customer Experience. SAP has a ways to go with pulling their assets together to work on the SAP Cloud Platform, yet the vision is sound.
SAP is making few but solid acquisitions to strengthen their cloud CRM portfolio – such as Gigya, Callidus Cloud and CoreSystems. Others are surely to follow.
SAP with the front office SAP C/4 HANA and back office SAP S/4 HANA presents a vision of intelligent business transformation that goes beyond traditional CRM and ERP. It will especially resonate in SAP’s core industries of manufacturing, utilities, professional services, CPG and retail.