A single platform for full customer visibility
Many organisations rely on disconnected tools to manage their customer journey. They may use one system for marketing, another for sales, a third for service, and maybe more for commerce or customer data. This leads to double workloads, manual data entry, and internal silos.
SAP CX is designed to avoid this. The solutions—SAP Emarsys, Commerce Cloud, Sales Cloud, Service Cloud, and Customer Data Solutions—connect natively to SAP ERP. That means less time spent getting systems to work together, so your organisation quickly starts benefiting from having a single source of truth on CX and customer interactions.
Businesses using this native setup also save time and money by eliminating middleware, reducing IT workloads, and speeding up go-live timelines. SAP also offers pre-built iFlows (ready-made integrations) that make implementation far more efficient, especially when compared to custom-built solutions.
CX solutions that add real value
So, how does the SAP CX portfolio deliver real financial impact? The report outlines four key areas:
- Improved revenue: Companies saw at least a 30% increase in revenue after implementing SAP-native CX solutions, with some reporting much higher revenue increases. The new revenue came from major
- improvements in retention (up to 55% increase), higher conversion, and up to 30% higher sales values.
- Lower implementation/integration costs: An SAP-native approach cut the cost of building and maintaining middleware and custom integrations by 25% to 80%.
- Reduced complexity/improved productivity: The study found that the native integration made digital marketing and customer operations teams up to 70% more productive, with up to 60% fewer technical issues. In total, these improvements represented cost savings of up to 78% compared to custom/non-native CX solutions.
- Reduced risk: By eliminating risks associated with manual errors and rework, companies saved up to 20%.
Increased productivity across the customer lifecycle
The report also reveals the impact of SAP CX solutions on internal productivity. Because these tools connect front-end experiences with back-end processes, they enable teams across departments to work more efficiently:
- Market to lead: Marketing teams using Emarsys reduced time spent managing digital campaigns and product promotions by 25% to 70%.
- Lead to order: Sales teams using SAP Sales Cloud reported 50% to 90% improvements in productivity by automating smaller transactions and focusing energy on larger deals.
- Order to cash: Business operations teams saw 20% to 40% gains in invoice and fulfilment efficiency.
- Service and support: Support teams handled fewer issues overall (a 0% to 60% reduction) and resolved the rest 25% to 50% faster with access to integrated data and AI tools.
When everything’s connected within a seamlessly integrated environment, teams don’t need to spend time chasing data or switching systems. That means fewer errors, faster answers, and more time to focus on meeting customers’ needs.
SAP CX in action
The numbers from this report show how beneficial SAP-native CX solutions can be in boosting both productivity and sales. At a time when most companies are focusing on improving CX, it’s important to remember that custom tools come with significant drawbacks compared to native solutions that are built specifically to work with your existing SAP ERP.
We’ve seen the benefits of SAP-native integration customers during collaborations with our clients such as Deli Home and Dekker Zevenhuizen. After expanding their SAP ERP to include native SAP CX solutions, they’re already seeing results.
