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How SAP Integration Strategies Are Revolutionizing Customer Experiences

The greater the competitive intensity of sales cycles, new product launches and keeping long-running product sales alive, the more important customer experiences become. Relying just on feature-to-feature comparative strengths is a short-term solution to a long-term problem. SAP integration is the catalyst that gets beyond feature competition to driving new experiences.

Redefining Your Company To Be Customer-Driven Starts With A Strong SAP Integration Strategy 

Reinventing your company to deliver excellent customer experiences and attain the ideal of being customer-driven demands more than launching new sales channels, websites or promotions. It requires an all-out commitment to redefine how enterprise systems are integrated to meet customers’ needs, plans and preferences. Reporting, key performance indicators (KPIs), metrics and analytics must be outward-focused to reflect the extent to which internal operations, production and service teams are meeting customer expectations.

Add to this the fact the customers are becoming more sophisticated all the time and increasingly selective in the channels they buy through, a very different competitive landscape emerges. Legacy systems and the integration strategies well-suited for simplistic multichannel selling strategies can’t scale for today’s increasingly complex selling needs. In manufacturing and financial services industries, the most common legacy systems are on-premise SAP Enterprise Resource Planning (ERP) systems.

Integrating SAP Legacy Systems To Create New Business Models 

90% of SAP’s revenue is generated from on-premise systems. This illustrates just how locked in so many of their customers are to the business models that drove them to buy those systems in the first place.  Legacy systems lock up data that needs to be used for creating entirely new experiences that bring in new customers, selling channels and growth.

Legacy SAP systems and the integration approaches from the past aren’t going to deliver the customer experiences any company needs to grow.  There needs to be a revolutionary new approach to integrating legacy systems with today’s analytics, CRM, pricing, services and support cloud platforms. What’s needed is a revolution in how integration is used for creating new experiences that attract new customers and fuel fast revenue growth.

Revolutionizing Customer Experiences With SAP Integration

Unleashing the wealth of customer, pricing, operations and service data in legacy ERP systems is just the fuel many companies need to create excellent new customer experiences and drive more revenue growth. The challenge is to create entirely new integration frameworks that support how customers are changing how, when and why they buy.

Revolutionizing how customers buy also drives a fundamental shift in how an entire company operates. The following are examples of where SAP integration is revolutionizing customer experiences and the entire operations of companies:

  • From just getting multichannel selling strategies working to optimizing every aspect of omni-channel strategies including mobile apps.  When a single system is running marketing automation or just a few select systems are running marketing campaigns, multichannel marketing is the best any company can hope to achieve.  Yet if these same companies used SAP integration technologies and strategies they would be able to scale across all channels.  Integrating with SAP legacy systems and enriching mobile apps takes the user experience to an entirely new level of contextual relevant to customers.  The greater the number of channels a company sells through, the more reliant they are on attaining SAP integration across all legacy systems.
  • SAP integration is enabling end-to-end digitization of all physical assets and connectivity into digital ecosystems, creating the foundation for Industry 4.0. By relying on SAP integration, manufacturers will be able to connect across their production centers and improve real-time data and knowledge workflows. Instead of having each aspect of manufacturing be stand-alone, SAP integration can unify all departments into a single, coordinated system, attaining the vision of Industry 4.0, shown below.

industry-40-and-sap-integration

Source: Industry 4.0 – Vision to Reality, Alan Norbury | Siemens UK Industrial CTO

  • Mass customization shifts from a product strategy to delivering a greater customer experience – Instead of just producing products to a specific customers’ unique requirements, manufacturers are using SAP integration to gain more insights and customer intelligence. For example, when BMW produces a highly customized Mini-Cooper to a customers’ unique requests, they’re really delivering the experience of giving the customer the freedom to create their dream car. Using SAP integration to gain the essential data to accomplish this gives each customer an opportunity to be collaborators in creation.  And that’s what customers want most – the chance to be collaborators with your company and create great products.  SAP integration is making that possible today and the more customer-driven these strategies are the more effective they will be.

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