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Introduction

This report provides an evaluation of the SAP C/4HANA customer engagement suite of applications through the seven layers of the customer engagement platform model.

Highlights

  • It examines the business context and the underlying principles that must be applied to create a coherent omnichannel environment for successful customer engagement and the delivery of a superior customer experience.
  • This report also makes a case for a platform play rather than a series of point solutions.
  • SAP C/4HANA has the potential to create a leadership position in the emerging customer engagement platform category that supersedes CRM.

Features and Benefits

  • Explains the emerging category of customer engagement platforms that have evolved CRM from a system of record to a hybrid system of engagement and record.
  • Provides enterprises that are serious about transforming their organizations to be more attractive and relevant to customers with a detailed evaluation of SAP C/4HANA to help them formulate their customer engagement strategies.
  • Discusses SAP's steps to ensure that customer data is secure and use of that data is permission-based.

Key questions answered

  • What is a customer engagement platform and what are its advantages over point solutions?
  • What does SAP C/4HANA provide and what is its scope?
  • How effective is SAP C/4HANA as a customer engagement platform?
  • What are the fundamental principles that must underpin effective use of such platforms?
  • Why isn't CRM relevant anymore?

Table of contents

Summary

  • Catalyst
  • Ovum view
  • Key messages

Recommendations

  • Recommendations for enterprises
  • Recommendations for SAP

Growth is a function of persistent customer relevance and enduring symbiotic relationships

  • The levers of growth are timeless; it is the execution that must change
  • Inditex proves that established companies can keep on growing

Four critical attributes must be supported to deliver a positive customer experience

  • Relationship quality and persistent relevance are built on four core attributes

A connected and symbiotic customer experience is now a platform play

  • Changes in investment behavior indicate that more firms are taking a holistic approach to customer engagement
  • The anatomy of a CEP consists of six enabling technology layers, culminating in a seventh orchestration layer

SAP C/4HANA has thrown down the gauntlet to compete for leadership in this emerging category

  • SAP C/4HANA – cloud, APIs, and microservices extensions
  • SAP Customer Data Cloud provides a permission-based and unified view of customer data
  • Security permeates SAP C/4HANA
  • A variety of intelligence and automation tools are embedded in SAP C/4HANA, with more to come
  • The industry layer – SAP C/4HANA is optimized for a range of industries
  • Functional support for the front line
  • SAP C/4HANA supports the orchestration layer

Appendix

  • Methodology
  • Further reading
  • Author