Experience and intelligence gain prominence with SAP

Sep 11, 2019 16 views

Where are we, where are we going and how will we get there? It was with these questions, which at first glance seem philosophical, that Bill McDermott, CEO of SAP, opened Sapphire Now, which in the 2019 edition brings together 30,000 participants in Orlando, United States.

The executive spoke about the strategy of the company, at a time of deep market transformation and still changes from the German software company itself, which in recent years moved to the cloud. In this new era, the words of the time are experience and intelligence, several times quoted by the CEO on the stage of the event.

Today, he noted, SAP reaps the results of its investment of over $ 70 billion in innovation over the last ten years. "We built a strong portfolio for the hybrid world with market-leading technologies," he said, adding that all of the company's moves were driven by customer feedback, which is now on a much more co-operative journey with SAP.

Speaking about where SAP wants to get, McDermott revealed the company's effort to ensure more intelligence for its customers. This journey has been greatly enhanced by the arrival of SAP Leonardo two years ago and is now driven by new company positions.

According to Christian Klein, COO of SAP, the foundation of this smart model lies in the cloud and SAP Hana, relational database in memory of the manufacturer. "When you think of an intelligent company, we think of three pillars," he said. The first, said is innovation in artificial intelligence (AI), focus of SAP innovations. As an example, he cited the automation of payment processes, turbinated with AI and that can reduce productivity by almost 50%.

Another pillar is the use of predictive models to help companies with their analysis and real-time business planning. The third is the integration with other market tools, whether of partners, competitors or acquired companies.

Intelligence at the front line

In the age of experience, intelligence makes all the difference. Knowing this maxim, SAP accelerated its steps to add this type of competence to its portfolio. In January 2019, the company then completed the purchase of Qualtrics, a CRM company focused on experience.

At Sapphire, SAP announced the first results of this acquisition with the launch of ten solutions, which combine data from experience, called X-data by SAP, with operational data, O-data, to measure and enhance four pressing business demands - customers, employees, products and brands.

Ryan Smith, CEO of Qualtrics, said the combination of technologies enables companies to capture the opinions, emotions and intentions of customers, employees, suppliers, partners and other stakeholders. These new offerings - four for customer experience (CX), three for employee experience and three for market research - integrate X-data directly into business applications such as CRM, ERP or HCM (human capital management) systems, to make improvements and continuous actions.

"For the first time in history, experience has been the growth engine of any business," he said, presenting the example of Startbucks, which turned the sale of a commodity, coffee, into an experiment. Another example cited by him were the urban mobility companies, such as Uber and Lyft, that revolutionized the way people move, transforming the taxi industry.

Where are we, where are we going and how will we get there? It was with these questions, which at first glance seem philosophical, that Bill McDermott, CEO of SAP, opened Sapphire Now, which in the 2019 edition brings together 30,000 participants in Orlando, United States.

The executive spoke about the strategy of the company, at a time of deep market transformation and still changes from the German software company itself, which in recent years moved to the cloud. In this new era, the words of the time are experience and intelligence, several times quoted by the CEO on the stage of the event.

Today, he noted, SAP reaps the results of its investment of over $ 70 billion in innovation over the last ten years. "We built a strong portfolio for the hybrid world with market-leading technologies," he said, adding that all of the company's moves were driven by customer feedback, which is now on a much more co-operative journey with SAP.

Speaking about where SAP wants to get, McDermott revealed the company's effort to ensure more intelligence for its customers. This journey has been greatly enhanced by the arrival of SAP Leonardo two years ago and is now driven by new company positions.

According to Christian Klein, COO of SAP, the foundation of this smart model lies in the cloud and SAP Hana, relational database in memory of the manufacturer. "When you think of an intelligent company, we think of three pillars," he said. The first, said is innovation in artificial intelligence (AI), focus of SAP innovations. As an example, he cited the automation of payment processes, turbinated with AI and that can reduce productivity by almost 50%.

Another pillar is the use of predictive models to help companies with their analysis and real-time business planning. The third is the integration with other market tools, whether of partners, competitors or acquired companies.

Intelligence at the front line

In the age of experience, intelligence makes all the difference. Knowing this maxim, SAP accelerated its steps to add this type of competence to its portfolio. In January 2019, the company then completed the purchase of Qualtrics, a CRM company focused on experience.

At Sapphire, SAP announced the first results of this acquisition with the launch of ten solutions, which combine data from experience, called X-data by SAP, with operational data, O-data, to measure and enhance four pressing business demands - customers, employees, products and brands.

Ryan Smith, CEO of Qualtrics, said the combination of technologies enables companies to capture the opinions, emotions and intentions of customers, employees, suppliers, partners and other stakeholders. These new offerings - four for customer experience (CX), three for employee experience and three for market research - integrate X-data directly into business applications such as CRM, ERP or HCM (human capital management) systems, to make improvements and continuous actions.

"For the first time in history, experience has been the growth engine of any business," he said, presenting the example of Startbucks, which turned the sale of a commodity, coffee, into an experiment. Another example cited by him were the urban mobility companies, such as Uber and Lyft, that revolutionized the way people move, transforming the taxi industry.

He further recalled that the rise of technology has resulted in a customer base that expects more from its services and punishes businesses that do not pursue a personalized experience, he said.

"There is a great race going on and only the brands that bet on experiences are surviving. The problem is that most companies are really disconnected. In fact, 80% of CEOs believe they are delivering the best experience, but only 8% of their customers say the same. "