Going “Beyond CRM” is a necessary step to run a customer-facing business and Customer engagement & Commerce is the way to succeed now and in the future.
In the recent past, SAP has been accelerating innovation in the cloud and has embarked on an initiative to bring all the acquired products to formalize their position with a SAP brand. Now, SAP has changed Hybris portfolio by bringing in other SAP products together particularly CRM products in its portfolio. This is consistent with their dual branding of other lines of business such as “SAP Fieldglass for vendor management, “SAP Ariba” for procurement and “SAP Successfactors” for HR.
SAP Hybris brand will now include all customer engagement portfolio solutions including Cloud for Customer.
• SAP Hybris Commerce
• SAP Hybris Marketing
• SAP Hybris Cloud for Customer
• SAP Hybris Billing
SAP has also launched some new engagement tools under Hybris which will provide greater insights of the customer thus enable companies to take quick actions regardless of the channel. These are
• SAP Hybris Profile
• SAP Hybris customer experience
• SAP Hybris as a service
Here is the brief description and background of each solution
|SAP Hybris Commerce||SAP Hybris Commerce is an Omni channel commerce solution that offers B2B and B2C commerce applications.|
|SAP Hybris Marketing||
SAP Hybris Marketing is a marketing and campaign management solution which was evolved from SAP Customer Engagement Intelligence (CEI) and SAP Audience Discovery and Targeting (ADT) solutions.
It delivers customer insights and generates segmentation from any data source (both SAP and non-SAP). Campaigns are executed via a wide range of direct digital channels as well as standard integration with other solutions like SAP CRM, SAP Hybris C4C and SAP Hybris Commerce.
SAP Hybris Cloud for Customer
|This is formerly known as SAP COD and SAP C4C till it is brought under Hybris portfolio and renamed as SAP Hybris Cloud for Customer. Solutions offered includes sales, service and social engagement.|
|SAP Hybris Billing||SAP Hybris Billing formerly known as SAP BRIM (Billing and Revenue Innovation Management) is a flexible engine to bill and works with customer’s invoicing and account receivables.|
|SAP Hybris Profile||SAP Hybris Profile is a part of Hybris Marketing suite that captures customer interactions, context and behaviour across all channels to build a dynamic profile of a customer and user these insights to suggest specific offers or actions in real-time.|
|SAP Hybris Customer Experience||SAP Hybris CX facilitates the delivery of dynamic, targeted and consistent offers and messages to customers and their buying needs regardless of the channel. It also offers visual contextualization and acts as an Omni channel content management system.|
|SAP Hybris as a Service (YaaS)||SAP Hybris as a Service is a cloud based development platform available on the SAP Hana Cloud Platform and offers developers to use and quickly add new business capabilities to the existing applications.|