Explaining SAP’s Portfolio of “CRM” and “Customer Experience” Products
SAP is a large company — one of the largest in the world! With 365,000 customers, spread over 180 countries in over 40 different languages, supporting over 25 different industries, in both B2B and B2C, with both from large enterprises and SMB companies… it’s not surprising that customers and partners can sometimes get a little overwhelmed by the various SAP offerings.
In 2018, SAP announced at SAPPHIRE that it was dropping the “Hybris” branding/terminology in favor of “C/4HANA”. But how does the C/4HANA cloud-based suite of customer experience software fit together with S/4HANA for Customer Management (“CRM Add-On”)? And where does the old SAP CRM on-premise offering fit into the mix?
I’ve done my best below to explain how the various “customer experience” offerings fit together in SAP’s portfolio. Where possible, I’ve also tried to give an indication of which industries, which geographic regions, and which customer segments might be most interested in a particular offering.
I hope this is at least somewhat helpful. Please feel free to leave any questions below in the comments section, and I will do my best to answer them!
- SAP CRM (preferred solution for companies/industries who still require on-prem solution)
- S/4HANA for Customer Management (“CRM Add-On” for S/4HANA)
- SAP C/4HANA (suite of Cloud-based “customer experience” software)
- SAP Commerce Cloud (formerly Hybris Commerce)
- SAP Customer Data Cloud (formerly Gigya and Hybris Profile)
- SAP Marketing Cloud (formerly Hybris Marketing)
- SAP Sales Cloud (formerly C4C Sales)
- SAP Service Cloud
- SAP Contact Center (formerly SAP BCM): legacy omni-channel contact-center infrastructure or “CTI” software used with SAP CRM Interaction Center.
SAP CRM (on premise) is perhaps SAP’s most well-known and widely-adopted “CRM” offering. The solution is used by thousands of companies throughout the world across a variety of industries including Utilities, Automotive, High-Tech, IM&C, Public Sector, Professional Services, and so on. While the software market is, in general, continuing to move more toward the Cloud and SaaS offering, some companies (and some industries) still prefer an on-premise offering for the time being. Though the bulk of SAP’s new products are of course Cloud based, SAP also continues to maintain and enhance SAP CRM (on-premise).
S/4HANA for Customer Management, also sometimes unofficially referred to as the “CRM Add-On” is a new offering released in 2018, that will continued to be enhanced over the next several years. The offering provides “CRM” type sales and service functionality as part of S/4HANA. The solution is primarily targeted at exiting SAP ERP customers who are not yet using SAP CRM on-premise, and who want to start rolling out some “CRM” capabilities with S/4HANA. Most existing SAP CRM customers should stay on SAP CRM rather than re-implementing their existing CRM projects on S/4HANA. However, customers who are interested in consolidating their landscapes may want to consider a possible migration from SAP CRM to S/4HANA for Customer Management. Check out the new SAP Press E-Bite: https://blogs.sap.com/2017/12/27/explaining-saps-portfolio-of-crm-related-products/
SAP Commerce Cloud is SAP’s new omni-channel commerce solution that offers B2B and B2C commerce applications.
SAP Marketing Cloud is a marketing and campaign management solution which was evolved from SAP Customer Engagement Intelligence (CEI) and SAP Audience Discovery and Targeting (ADT) solutions. SAP Hybris Marketing 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 Cloud for Customer (C4C) and SAP Hybris Commerce. SAP Marketing Cloud also includes the Loyalty Management, which enables organizations to create loyalty programs that deliver a premium customer experience to drive true brand loyalty. It is a loyalty solution that is tightly aligned with your business. It helps you enhance customer retention in a more meaningful way, while encouraging long-term advocacy and referrals
SAP Sales Cloud gives your sales reps the insight they need to engage in meaningful customer conversations and take the right action with a new set of capabilities that go beyond traditional sales CRM software. SAP Hybris Sales Cloud makes it easy for your sales force to engage and win anytime, from anywhere.
SAP Service Cloud lets you wow digitally connected consumers with consistent service across all channels. It give your call center and help desk agents a complete view of customers so they can quickly solve problems and empower field service technicians with the right mobile tools and technology. SAP Hybris Service Cloud includes: SAP Customer Engagement Center (Contact Center and Customer Service), SAP Customer Service Management (Service Management), and SAP Field Service. See below for more details.
SAP Customer Engagement Center is SAP’s new, state-of-art, omni-channel customer contact-center offering. The Service Engagement Center runs on SAP Cloud Platform (SCP) and leverages WebRTC and micro-services to provide a low-footprint contact center that can be up and running immediately with full CTI, email, chat, and video integration. The Service Engagement Center also integrates seamlessly with SAP Hybris Commerce, ERP, IS-U, S/4HANA, and third-party chatbots. Service Engagement Center is a great fit for B2C-focused companies in retail, consumer products, public sector, utilities, travel, sports, or other related industries.
SAP Customer Service Management is the Service Management component of SAP Hybris Service Cloud. Cloud for Service empowers your field service engineers, repair depot technicians, and help desk professionals with the tools to manage complex service requirements including trouble tickets, SLAs, warranties/contracts, returns/repairs, and depot repairs.
SAP Field Service Management is SAP’s newly rebranded CoreSystems offering for field service.
SAP Contact Center, formerly known as SAP Business Communication Management (BCM) is SAP’s native Omni-channel “CTI” software that fully integrates with other SAP products such as SAP CRM Interaction Center, SAP Hybris Service Engagement Center, SAP Hybris Cloud for Service, and so on. SAP Contact Center is currently available in an on-premise delivery, and supports all communication channels including telephony/voice, chat, video, email, SMS, and so on. In addition, SAP Contact Center capabilities are natively included out-of-the-box with SAP Service Engagement Center.