SAP Customer Experience

The starting condition

Customer-facing teams fragment long before the customer notices

  • Customer data held separately in every channel
  • Marketing, sales, commerce, service and loyalty on separate processes
  • Dates and prices promised without sight of stock or fulfilment
  • Consent and preferences captured more than once
  • Product, catalogue and pricing data re-keyed between systems
  • AI working from an extract rather than the live account
Solution introduction

A connected CX foundation for customer-facing growth and execution

SAP Customer Experience brings customer data, engagement, sales, commerce, loyalty and service onto one foundation — and joins them to the pricing, inventory, order, fulfilment and finance data the business actually runs on, so what a customer is told and what the business can deliver stop being two different answers.

VISCAP’s role is solution-focused — assessing the CRM and CX estate you already run, designing the customer processes end to end, and connecting the front office to ERP so every interaction is grounded in operational reality.

What it enables

What SAP Customer Experience enables

Nine capability areas, stated before any product name. The index stays with you while you read them.

See the modules behind them

01Unified customer and business context

  • Customer profiles
  • Identity and consent
  • Interaction history
  • Account and relationship information
  • Orders and transactions
  • Service history
  • Engagement signals
  • Operational data

02Coordinated omnichannel engagement

  • Audience and segment activation
  • Real-time triggers
  • Email, mobile, web, advertising, and other channels
  • Personalized journeys
  • Behavioural and transactional signals
  • Campaign automation
  • Consent-aware communication

03Connected sales execution

  • Leads and opportunities
  • Account and contact management
  • Pipeline visibility
  • Forecasting
  • Guided selling
  • Field-sales activity
  • Quotes and proposals
  • Connection with orders and finance

04Enterprise digital commerce

  • B2B and B2C commerce
  • Product and catalogue management
  • Search and discovery
  • Pricing and promotions
  • Customer self-service
  • Ordering
  • Storefront experiences
  • ERP-connected fulfilment

05Customer-service continuity

  • Case management
  • Omnichannel service
  • Knowledge
  • Agent workspaces
  • AI-assisted responses
  • Escalations
  • Service analytics
  • Connection with orders, products, warranties, and fulfilment

06Loyalty and retention

  • Loyalty programmes
  • Rewards and promotions
  • Customer missions and journeys
  • Multi-brand and multi-region structures
  • Partner loyalty
  • Real-time earning and redemption
  • Loyalty performance

07Lead-to-cash and revenue execution

  • Product configuration
  • Pricing
  • Quoting
  • Approvals
  • Sales orders
  • Billing context
  • Sales incentives
  • Revenue visibility

08Customer intelligence and analytics

  • Journey and engagement reporting
  • Sales and pipeline insights
  • Commerce performance
  • Service performance
  • Loyalty analytics
  • Customer and operational data connection

09AI-supported CX workflows

  • Joule Assistants and Agents
  • Campaign support
  • Guided selling
  • Case summarization
  • Response drafting
  • Recommendations
  • Workflow orchestration
  • Human oversight and governance
Modules & capabilities covered

SAP CX products and customer-experience capabilities

10 modules · 106 capabilities · 16 named products — the SAP Customer Experience portfolio

Module 4.1

Customer Data, Identity, and Consent

Relevant capabilities and products
SAP Customer Data PlatformSAP Customer Data CloudCustomer identity and access managementConsent and preference managementUnified profilesData activationReal-time customer signalsProfile governance
Capability scope
  • Customer identity
  • Registration and authentication
  • Consent capture
  • Communication preferences
  • Profile enrichment
  • Customer-data unification
  • Audience segmentation
  • Data activation
  • Connection with SAP and non-SAP sources
Consulting & implementation role

VISCAP’s role across customer-experience transformation

01

CX strategy and landscape assessment

Establish what the current CRM and CX estate actually does, where the customer journey breaks, and which products earn a place on the roadmap.

  • Existing CRM and CX assessment
  • Customer-journey review
  • Business and channel requirements
  • Customer-data landscape
  • CX roadmap
  • Product and scope prioritization
  • Transformation planning
02

Customer-process and solution design

Design engagement, sales, commerce, loyalty and service as one process — and decide where the front office has to meet the back office.

  • Engagement, sales, commerce, loyalty, and service processes
  • Customer-data and identity requirements
  • Front-office and back-office connections
  • Functional scope
  • Solution architecture
  • Governance and operating-model considerations
03

Implementation and rollout

Configure and deploy — brand by brand, region by region — with the customer data prepared and the customer-facing teams ready at the same moment.

  • SAP CX product configuration
  • Customer-process enablement
  • Business-unit, brand, region, or country rollout
  • Testing
  • Data preparation
  • Cutover planning
  • Operational transition
04

Data, integration, and extensions

Connect CX to the systems that decide whether a promise can be kept — pricing, inventory, orders, fulfilment and finance — and build what standard does not ship.

  • Customer-data migration
  • Identity and consent
  • ERP and CX integration
  • Commerce and order integration
  • Third-party connectivity
  • APIs and events
  • Application extensions
  • Workflow automation
05

Adoption and operating readiness

CX changes how customer-facing people work every day. Go-live only counts once sales, service, commerce, marketing and loyalty teams own the new process.

  • Sales, service, commerce, marketing, and loyalty user readiness
  • Role-based training
  • Process ownership
  • Stakeholder communication
  • Customer-facing operational readiness
  • Knowledge transfer
06

Long-term support and improvement

Journeys, data quality and adoption all decay without attention. We keep the estate current and move it steadily towards AI readiness.

  • Application management
  • Release readiness
  • Issue resolution
  • Enhancements
  • Journey and process optimization
  • Data-quality improvement
  • Adoption improvement
  • AI-readiness progression
Connected VISCAP services

Services supporting your SAP CX journey

Eight VISCAP service lines cover the work either side of a CX build — from the first landscape assessment to the release governance that keeps it running.

SAP Consulting

Assess the current customer landscape, identify priorities, and define the SAP CX roadmap.

SAP Implementation & Rollout Services

Support the deployment and expansion of SAP CX capabilities across functions, brands, business units, regions, or countries.

SAP Migration & Modernization Services

Modernize legacy CRM, commerce, customer-data, or service environments and move towards a more connected SAP CX landscape.

SAP Integration Services

Connect SAP CX with ERP, pricing, products, inventory, orders, fulfilment, finance, and third-party applications.

SAP Data, Reporting & Analytics Services

Improve customer data, reporting, journey insight, sales visibility, commerce analytics, and service performance.

SAP Application Management Services

Support the ongoing operation, monitoring, release governance, and enhancement of SAP CX applications.

SAP Support & Optimization Services

Resolve issues, improve configurations, refine customer processes, and strengthen platform performance and adoption.

SAP Training & Change Enablement Services

Prepare sales, service, commerce, marketing, loyalty, and administrative users for new processes and responsibilities.

Industries

Manufacturing

B2B account management, dealer and distributor engagement, complex product selling

CPQ, commerce, order visibility and installed-product service context

View industry

Consumer Products and FMCG

Consumer engagement, omnichannel campaigns, commerce and customer data

Loyalty, promotions, sales execution and retailer relationships

View industry

Pharmaceuticals

Account and stakeholder management, customer service and digital engagement

Consent and identity, sales processes, customer and operational data

View industry

Chemicals

B2B sales, account management and complex quotations

Distributor portals, commerce, service and order fulfilment visibility

View industry

Professional Services

Lead and opportunity management, account relationships and proposals

Sales pipeline, customer service, engagement and revenue visibility

View industry

Engineering, Construction and Projects

Opportunity and account management, complex sales cycles and CPQ

Partner and contractor relationships, customer portals and project-linked service

View industry
Case study

One consented customer profile across six consumer brands

SAP Customer Data Platform and Customer Data Cloud replaced six brand databases with a single governed profile, halving campaign build time.
Case study

B2B commerce storefront live in four months for a chemicals distributor
Case study

Omnichannel service desk consolidated across 14 countries
Case study

CPQ and guided selling for a configurable-equipment manufacturer

Frequently asked questions

SAP Customer Experience is SAP’s portfolio for the customer-facing side of the business — customer data, marketing engagement, sales, commerce, service and loyalty. What sets it apart is the connection back to enterprise context: interactions are informed by the same pricing, inventory, order, fulfilment and finance data the rest of the business runs on.

SAP Customer Data Platform and SAP Customer Data Cloud for identity, consent and unified profiles; SAP Engagement Cloud for omnichannel marketing; SAP Sales Cloud for sales execution; SAP CPQ and SAP Incentive Management for quoting and sales performance; SAP Commerce Cloud for B2B and B2C commerce; SAP Service Cloud for customer service; and SAP Customer Loyalty Management for loyalty programmes — with SAP BTP underneath for integration and extensions.

A standalone CRM records the relationship; it rarely knows whether the order can actually ship. SAP CX is built to close that gap — the same landscape that holds the opportunity also reaches pricing, stock, fulfilment and service history, so what a customer is told matches what the business can execute.

SAP Engagement Cloud is the omnichannel engagement layer. It orchestrates campaigns and real-time triggers across email, mobile, web and advertising, and it activates on business events as well as marketing ones — an order, an inventory change, a service ticket or a loyalty milestone can each start a journey.

Yes — and B2B2C models alongside them. SAP Commerce Cloud handles complex product catalogues, configurable products, account and organization structures, buyer self-service, and marketplace or partner extensions, with the storefront connected to operational business data rather than to a stale copy of it.

SAP Customer Data Cloud covers registration, authentication, consent capture and communication preferences. SAP Customer Data Platform unifies those records into a single enriched profile and activates them as audiences and real-time signals. Together they give you one governed customer identity across SAP and non-SAP sources.

Yes. SAP BTP and SAP Integration Suite are the connection layer — APIs, events and managed integrations link SAP CX to SAP S/4HANA and Cloud ERP for products, pricing, inventory, orders, fulfilment and finance, and to third-party applications on the same governed footing.

SAP Business AI is embedded in the CX workflows rather than bolted beside them, with Joule assistants and agents over the top — campaign planning, guided selling, forecast and pipeline support, commerce search, case summarization and response drafting. Because they read live customer and operational context, the output reflects the current state of the account, and governance and human oversight stay part of the design.

End to end — assessment of the existing CRM and CX landscape, customer-journey review and roadmap, process and solution design, product configuration and rollout by brand, region or country, customer-data migration, identity and consent, ERP and commerce integration, extensions and automation, then user readiness, training and long-term application management.

Yes. Alongside new implementations we take on environments already running — resolving issues, improving configuration, optimizing journeys and processes, raising customer-data quality, lifting adoption, and moving the estate towards AI readiness.

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Speak with VISCAP’s SAP consulting team about your customer-experience goals, your current CRM and commerce landscape, and the next steps.

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