SAP formally launched a suite of applications, SAP C/4HANA, at its Sapphire 2018 conference in Orlando. It says the new solution which bundles together Hybris, Gigya and CallidusCloud will help businesses serve and retain customers.

SAP also announced the SAP HANA Data Management Suite, the industry’s first comprehensive data management solution that enables companies to turn data sprawl into business value.

The announcements were made by SAP CEO Bill McDermott at the company’s annual Sapphire Now conference.

SAP C/4HANA is an integrated offering designed to modernise the sales-only focus of legacy CRM solutions. Following a series of acquisitions in recent years, SAP says it can now tie together solutions to support all front-office functions, such as consumer data protection, marketing, commerce, sales and customer service.

“The legacy CRM systems are all about sales; SAP C/4HANA is all about the consumer. We recognise that every part of a business needs to be focused on a single view of the consumer. When you connect all SAP applications together in an intelligent cloud suite, the demand chain directly fuels the behaviours of the supply chain.”

According to Alex Atzinger, the Hybris CEO who will now head up C/4Hana, “It’s no longer about efficiency in CRM, it’s about driving effectiveness. And effectiveness comes on intelligence and integration.”

He said five clouds make up SAP C/4HANA and the glue that holds it together as a suite is the one data model. Those five clouds have been contracted into four under the new model – marketing, ecommerce, sales, and service.

Building on the company’s reputation as an end-to-end business solutions provider, the new SAP C/4HANA suite will offer full integration with SAP’s business applications portfolio, led by its market-leading ERP suite, SAP S/4HANA.

The combination of assets features new machine learning capabilities from SAP Leonardo, a set of intelligent technologies the company introduced last year, as well as the new SAP HANA Data Management Suite, which enables companies to gain visibility and control of their highly distributed data.

The company’s overall strategy, which it says is to focus on helping businesses run as intelligent enterprises, highlights the demand for a balanced approach to automation in the workplace.

Expanding its customer service solutions offerings, SAP also announced it has acquired Switzerland-based Coresystems to improve field-service customer experience, especially in the manufacturing, energy, high-tech and telecommunications industries.

Coresystems’ platform service provides real-time scheduling for customer-service requests and uses artificial intelligence-powered crowd-service technology. SAP says this broadens the service technician pool to include company employees, freelancers and industry partners to assign the best-qualified technician to each call by taking into account expertise, location and availability of the individual service expert.

These announcements come on the heels of Europe’s new General Data Protection Regulation (GDPR), which took effect on May 25. The massive regulatory change has caused businesses to take a critical look at their legacy CRM investments.

Managing Data to Reach Customers

According to the company all systems rely on data, yet the challenge facing companies today is distributed data — data that is not just in transactional systems but scattered across products, machines and people. It is about data that must be ingested, prepared and made enterprise relevant.

A spokesperson said SAP HANA Data Management Suite enables enterprises to turn massive amounts of data — both structured and unstructured — into valuable, usable knowledge, no matter where it resides. SAP HANA Data Management Suite allows customers to maximize the potential of their data safely, simply and efficiently.

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