Digital Platforms – What can SAP C/4HANA do?  [Part 4]

Source: Pexels

Behind every professional swimmer there is a team of experts who contribute to the athlete’s success in the sport. There’s a manager, trainer,  physiotherapist, and training partner.

Digital platforms also consist of different experts alias systems that cover the most diverse disciplines in e-commerce. These include marketing, sales, and services.

In the third part of our Digital Platforms, we explained what is special about the SAP HANA database. This time we’ll introduce you to their individual systems in detail.

Pretty cloudy on the horizon

As shown in the figure below, SAP C/4HANA includes the SAP Marketing Cloud, the SAP Commerce Cloud, the SAP Service Cloud, the SAP Customer Data Cloud, and the SAP Sales Cloud. Thanks to the acquisition of Hybris, Gigya and CallidusCloud solutions are also part of the platform.

Source: dotSource GmbH

Who are you? SAP Customer Data Cloud

The SAP Customer Data Cloud, formerly Gigya, manages the data needed to identify customers. This includes all technological solutions of the SAP platform. The Customer Data Cloud is based on three pillars:

• SAP Customer Identity
• SAP Customer Consent
• SAP Customer Profile

SAP Customer Identity is the following: SAP offers their customers several options for accessing the contents of a digital platform. Either by registration, single sign-on or via social login. Access to the platform is obtained by using a social media profile. 

As part of the SAP Customer Consent, both national and international guidelines and laws for dealing with customer data can be mapped. This responsible handling of personal data is not only important in view of the introduction of the GDPR in 2018, but also represents an advantage for SAP over other platform providers.

The SAP Customer Profile avoids data silos and therefore inefficiencies since the information is managed centrally in the Data Cloud.

What are you looking for? SAP Commerce Cloud

SAP Commerce Cloud, formerly SAP Hybris Commerce Cloud, is a cloud-based e-commerce solution that enables the distribution of products and services as part of an omnichannel strategy. This means consistent communication and sales across a wide variety of channels and media — regardless of whether the customer makes the purchase in the online shop, an app, or on a social network. The main functions of SAP Commerce Cloud are:

• Management of product information
• Search and navigation function
• Rights and roles management
• Advertising and marketing function
• Order management and payment

In the Commerce Cloud, the contents of the shop are also managed. Therefore, the system is tightly linked to other SAP products, such as the Marketing Cloud. Other components such as bundling combine different products or services and define individual prices.

The Commerce Cloud also offers a subscription tool. This feature allows you to take advantage of subscription models, primarily with business customers, at a variety of conditions.

Commerce infrastructure services provide ready-made interfaces to various web applications, such as payment services, location, and tax calculation. The ASM (Assisted Service Module) provides direct customer service where the company can directly assist customers with their purchases. Service employees have access to the purchase history and product reviews of the customer and can complete the purchase process on behalf of the customer if required.

What do you want? SAP Marketing Cloud

SAP Marketing Cloud, formerly SAP Hybris Marketing Cloud, is cloud-based marketing software and provides the following features:

• Planning and organisation of marketing activities
• Segmentation of customer contacts
• The personalisation of content and news
• Analysis and forecast of user behaviour
• Evaluation and prioritisation of contacts
• Management of marketing campaigns

The use of the Marketing Cloud provides potential and existing customers with a unified, cross-channel experience. Keyword: Omnichannel.

All marketing activities have two goals. On one hand, the acquisition of new customers and, on the other hand, the long-term loyalty of customers to the company. Marketing Cloud enables targeted campaigns to be planned and executed based on the analysis of customer behaviour. The software is suitable for the B2C as well as for the B2B market.

With the help of existing machine-learning algorithms, conclusions can be drawn from extensive data sets on customer behaviour. Even a complex customer journey can be graphically depicted through the use of the Marketing Cloud and the respective activities between customers and companies can be evaluated. Even a complex customer journey can be graphically illustrated through the use of the Marketing Cloud and the respective activities between customers and companies.

What do you need? SAP Sales Cloud

SAP Sales Cloud, formerly SAP Hybris Sales Cloud, is a cloud-based customer relationship management system. The main functions of the solution are:

• Management of customer and company data
• Management of potential offers and orders
• Management of sales campaigns and their controlling
• Preparation of analyses and forecasts using empirical values and market data

 The target groups or target users of the CRM system are sales employees and sales managers. The SAP Sales Cloud is based on responsive design, which means that the systems can be used both on a desktop PC and on the move.

CallidusCloud is also integrated into the SAP Sales Cloud. With this tool, complex offers can be created, sales histories analysed and evaluated. On the start page, the user has the option of displaying an individual overview with result-related evaluations.

For example, an overview of personal tasks and upcoming appointments or evaluations on categories such as completion rate, profit share, sales by product category, as well as a graphical overview of current customers can be displayed. These evaluations or reports can be customised to the user.

The CRM system also includes a ready-made integration interface for other SAP solutions, such as the SAP ERP system.

Another function of the cloud solution is the integration of established e-mail system providers, such as Outlook, Gmail, or Lotus Notes. The system also includes a feed feature similar to a social network. This gives the user an overview of the last activities and changes within the system.

The feed can also be used to interact with other users. Known as C4C (Cloud for Customer), the SAP Sales Cloud is advertised together with the SAP Service Cloud. 

How can I help? SAP Service Cloud

SAP Service Cloud, formerly SAP Hybris Cloud for Service, is a CRM system with a focus on service. The main functions of the solution are:

• Customer communication and self-service portal
• Task management and knowledge management
• Evaluation and reporting function
• Event management
• Integration of telephone systems

Service Cloud integrates interfaces for the most common social networks, such as Facebook, Twitter, or Instagram, and for other SAP solutions, such as the SAP Commerce Cloud. Incoming inquiries or complaints are managed in a ticket system.

Service Cloud also offers the use of an intelligent chatbot. This allows a day and time-independent service. Target groups of the SAP Service Cloud are Customer service, sales representatives, and service technicians.

Benefits of the SAP C/4HANA platform

Here are the key benefits of SAP’s digital platform:

• Easy scalability of the solutions
• Ultra-fast database
• Extensive portfolio of interfaces for SAP and third-party systems
• Little time to market
• Time and location-independent access to the systems
• Maintenance, service, and updates are the responsibility of the provider

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