Classic CRM has had its day. In today’s digitalised business environment, software solutions are needed that make all customer-related data available quickly and easily, enable comprehensive analyses and allow automation. The SAP Customer Experience CX suite covers all these tasks as a cloud solution. Customers also benefit from this.
Text: Felix Raymann, Image: istock, 31
To serve all customers efficiently and provide a good customer experience, it is no longer enough to simply list customer data and store it in various data silos, analyse individual interactions, and utter prophecies about the development of leads and opportunities. With SAP Customer Experience (SAP CX), by contrast, customer-related information can be used across all business areas in the cloud. In addition to the SAP Sales Cloud, the four other main components of this comprehensive suite (Marketing Cloud, Commerce Cloud, Service Cloud and Customer Data Cloud) create a unified customer experience across channels and enable deep analytics and visualisation, real-time insights and automation for businesses.
With the CX solution SAP Sales Cloud (previously SAP Cloud for Customer), sales processes in the B2B environment can be effectively planned and controlled. “In contrast to on-premises solutions such as SAP CRM, the complete SAP Sales Cloud solution uses the full potential of a cloud solution and can optimise the entire sales process. It also generates better buying experiences thanks to the knowledge of customers’ decision-making processes,” says Mark Eichmann, Head of SAP CX Solutions at Swisscom. “The move from SAP CRM to SAP Sales Cloud is not simply about making an existing solution cloud-capable. Rather, SAP has created a completely new system from the ground up – with functionality that is simply not available in traditional CRMs.”
Mark Eichmann gives an example of a Swiss industrial manufacturing company: “With its old system, the company had to calculate the configurations of its products laboriously with the help of third-party solutions to be able to submit them to customers. Now, with SAP Sales Cloud, they can create complex configuration models quickly and easily and offer them with different versions, configurations, prices and combinations.” This results in an enormous gain in efficiency – and a transparent, uncomplicated offer check for customers.
In addition to the advantages that cloud solutions offer companies in general, SAP Sales Cloud provides further unbeatable benefits, explains Mark Eichmann. He uses a specific example of a Swiss company with around 1,000 employees and branches in the USA, the Far East and several European locations to illustrate what he means by this: “The company used SAP CRM until recently and had to let some of its potential go unused. With SAP Sales Cloud, the international company was able to standardise and massively optimise its sales processes.” Mark Eichmann explains the four most important factors that have ensured these optimisations:
The change from local operation to the cloud is a source of concern for many companies. In most cases, the necessary know-how is lacking, which is why a competent partner is needed to carry out the migration efficiently and securely. Thanks to the extensive expertise of numerous in-house specialists, Swisscom ensures successful migration while developing a customised customer experience strategy at the same time. “If necessary, we work together with the customer to make a precise benchmark analysis, look for the pain points and define areas for action in the CX area,” says CX expert Mark Eichmann.
He knows many companies that have been successful in replacing their local systems. “Although a migration poses many challenges, the switching of (customer) data, applications and technologies from one’s own infrastructure to a managed platform is actually always worthwhile,” he says. He continues: “In virtually all the examples I know of, on-premises prevented the optimal use of data and applications – meaning that after the migration, hardware costs fell, data availability improved and security increased.”
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