Superficial solutions with depth from the cloud

Today, sales takes the lead and also decides on the software selection at the same time. IT has to operate this, which is conveniently omitted with a cloud solution.

What remains is the connection to the ERP, the monitoring of the interfaces and the support in the event of problems in the backend. But the term CRM has also come of age and is now called customer engagement or customer experience.

This development, combined with the need to develop and implement new business models, is leading project managers to think in terms of end-to-end business processes again.

The reason for this development is that the domain of customer experience encompasses the topic of service (high and low touch). In the case of (SAP) CRM, this has so far only applied to a manageable number of users who use an SAP CRM service to a comparable extent to the ERP module CS (Customer Service).

These customers are already differentiating themselves on the market by focusing holistically on the customer and his needs. Here, service begins with sales and belongs not just in one department, but in every department - even classic CS users cannot ignore this approach.

Conversely, a customer experience platform must put the customer at the center of end-to-end processes and ensure that money is made in the process.

The SAP DNA is clearly evident here. The strength of the Walldorf-based company lies in integration: integration of information, value and quantity flows.

The classic document in financial accounting is perhaps not so decisive for the control of a Salesforce (CRM sales). Rather, the focus is on the user-friendliness (user experience) of the interface; after all, a sales department primarily needs information in order to sell. In the case of service, however, different signs apply.

Service technicians, the availability of spare parts and the provision of the service must be coordinated in such a way that the customer is served with his request at least in accordance with the contract - more is expected.

Ultimately, however, the services provided must be measurable in terms of customer sales. Service already begins with sales, and controlling must support these processes holistically.

Hybris C4C with SAP DNA

Against this background, the Hybris Cloud for Customer (C4C) solution, which has been available since 2013 and has been further developed since then, clearly shows traces of SAP DNA.

The integration into the SAP ERP (ECC or S/4) is not only supplied by the manufacturer, but also further developed. For the C4C, a release is delivered four times a year, which includes interface features, new or extended functions as well as the integration into an ERP backend.

In terms of integration, the ERP has been the primary focus up to now, and the focus has been on sales. Service is or will be a resilient option with the C4C 16/08, where there is little to be said against its use. SAP's message to their customers with the Hybris Cloud for Customer product is clear and in Sales (Cloud for Sales) there is no longer any discussion about whether the software is an option.

Projects are already underway in the service environment, and their success is being closely monitored. Here, too, the process must run and the books must be right.

SAP's consistent statement that C4C is a strategic element, combined with the visible signs of the last three C4C releases, builds confidence among SAP users.

This must not be clouded by missing or parallel roadmaps in the service area. After all, this SAP cloud solution is used at the interfaces of SAP customers to their customers. Companies need a robust software foundation for the challenges in a world of as-a-service business models.

What is clear is that this is not a superficial adaptation of existing solutions - that is only an intermediate step. Customer Experience and the C4C solution are a strategic core element of this robust software base and must integrate with an SAP ERP if SAP is used.

The business dimension of end-to-end process mapping acts as a gravitational force here, on the one hand bringing many specialist departments back down to earth in terms of digital facts.

SAP shows how a hybrid approach of S/4 and Hybris Cloud for Customer can create a robust software foundation. Now more than ever, a CIO is called upon to pick up his team.