The revolution on the CRM front
On June 5, 2018, SAP CEO Bill McDermott introduced a new product at SAPPHIRE: SAP C/4HANA. C stands for customer; 4 indicates that this is a fourth generation CRM; and HANA refers to the underlying platform technology. In C/4HANA, SAP combines the advantages of different solutions which the company acquired in the past, according to the CEO of SAP. C/4HANA represents the strengths of Hybris, Gygia, CallidusCloud and the newest SAP acquisition, CoreSystems. As a result, C/4HANA has the potential to revolutionize the CRM market.
C/4HANA complements S/4HANA, the ERP-Suite of SAP, which has been conquering the market since 2015. SAP users rely on S/4HANA to manage their operational processes. They can now expand their S/4HANA with C/4HANA and use it to process all customer-related activities – from lead to service process. Thanks to the complete integration of both business areas, corporate management becomes more precise and efficient. The SAP Cloud Platform ensures the connection between the different clouds in C/4HANA as well as S/4HANA.
The C/4HANA Suite offers numerous advantages, in particular to medium-sized companies who want to unlock their growth potential. This is because the Suite clearly eclipses other CRM products with its new offering and setup. A strong argument can also be made for the usage of C/4HANA from a commercial perspective: as an SAP product, the Suite can access ERP data without incurring fees for indirect use.
C/4HANA combines 5 different solutions. Even on their own, each solution offers convincing performance in its category – and their strength increases substantially when they are combined as C/4HANA. The following is an overview of the components of C/4HANA:
SAP Marketing Cloud
Here, marketing experts find their favorite SAP Hybris Marketing. The solution remains unchanged, but now has a new name. The SAP Marketing Cloud facilitates the analysis of big data volumes in real time. This results in a personalized shopping experience for customers in the SAP Commerce Cloud Online Shop. The solution also supports Marketing in the definition of target groups for campaigns.
SAP Commerce Cloud
The well-known SAP Hybris Commerce is now called SAP Commerce Cloud. The Hybris online shop solution had already proven itself even before its acquisition by SAP in 2013. Thanks to the complete integration with the ERP world of SAP which was implemented in the meantime, it has become even more popular in the B2C as well as the B2B area. The SAP Commerce Cloud will now also be available on the Microsoft Azure Cloud Platform.
SAP Sales Cloud
This solution is a combination of elements from C4C Sales for Sales Force Automation, Revenue Cloud for Subscriptions und Callidus Cloud for commission settlement as well as Configure, Price and Quote (CPQ). It includes all the classic and newer CRM functionalities: lead capture, contact maintenance, detection of cross-selling and upselling potentials, to name a few.
SAP Service Cloud
This solution combines the strengths of SAP Hybris C4C Service and the newest member of the SAP family, CoreSystems. CoreSystems replaces the field service module in C4C as it facilitates the efficient handling of service processes thanks to a pre-analysis using artificial intelligence.
SAP Customer Data Cloud
Data protection officers will love this solution. It represents the concentrated strength of Gigya: permission management, consent administration - all topics relevant to data protection can be centrally addressed here.
The customer and their requirements are clearly at the core of C/4HANA. Data are centralized to provide the best possible service - while ensuring the customer's sovereignty over their data at all times. C/4HANA also impresses with its efficient subscriber management and the end-to-end networking of front and back office - both elements which will become increasingly important in future.
We are curious how the new C/4HANA SAP Suite will shake up the CRM market and are thrilled to be part of this journey from the very beginning as a long-term SAP and SAP Hybris partner. And of course, we are looking forward to discovering the details of the C/4HANA roadmap.