integrate the sap customer experience solutions in the

PUBLIC

November 3rd , 2020

Integrate the SAP Customer Experience Solutionsin the enterprise architecture

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Today’s Speakers

Andrea Pagliari

Head of Business Development

SAP Services EMEA South

Filippo Ambrosini

CX Solution Architect

SAP Services

Enrico Barsali

CX Integration Architect

SAP Services


Let's Build the Intelligent Enterprise Together


COVID-19 Our Customers Need Our Help

• Customers in Survival Modeare severely affected by the

economic consequences of

the coronavirus.• Examples:

• Airline and Travel industry, is

seeing 70-80% of its near-term

demands collapse.*

• Oil & Gas market are hard hit

with Oil futures dropping 43%

• Customers in Growth Mode,

challenged beyond their normal

capacity struggling to fulfill (critical)

demand.• Examples:

• Pharmaceutical & health industries

• Supermarkets and Consumer

Products

• Safety & health.

• Internet & New Media

• Customers in Retooling Mode are

supporting the fight against COVID-

19 by adjusting their production to

manufacture essential and much-

needed assets.• Examples:

• Automotive Manufacturers creating

ventilators,

• Spirits Manufacturers creating

sanitizers

• Sportswear Manufacturers creating

PPE.

*McKinsey Study

Slowed or in some cases

stalled growth - experts fear

delayed recovery potentially

with long-term consequences

Growing heavily and

disproportionally due to

consumers’ changing buying

behaviors

Realigning business models

temporarily and long term to

respond to the market and

Pandemic demands


The client is expecting fast outcomes to address their business priorities

“During the current crisis, businesses have worked faster and better than they dreamed possible just a

few months ago. Maintaining that sense of possibility will be an enduring source of competitive advantage…

What’s important is to identify the primary sources of revenue and, on that basis, make the “now or

never” moves that need to happen before the recovery fully starts”*

SPEED

OUTCOMES


Structure of the Approach

Overview by Industries Detailed Industry View: from Impact to

Customer Conversation, to Solution, to

Fast Implementation Services

1 2 3Cross Industry View

Healthcare Lifescience Telco

Consumer

ProductsRetail Banking

Insurance Utilities Transportation

Oil & Gas Manufacturing


Let's Build the Intelligent Enterprise Together


CX – History and Overview

▪New Generation of CRM is Required

▪Quick Overview of SAP CX Suite

CX - Integration Options

▪Master Data Integration

▪SAP Cloud Platform Extension➢ Kyma Runtime & Demo

▪SAP Cloud Platform Integration➢ Demo

Agenda


A New Generation of CRM is Required

Traditional CRM 4th Generation CRM

Customer Relationship Transactional & Enterprise-oriented Trust-based & Customer-focused

Customer Engagement Waterfall Lifecycle Iterative Journeys

Business Model Product Sales Lifetime Service

Central Record Sales Opportunity Customer Profile

Customer Data Enterprise-owned Customer-granted

System Architecture 3-tier, RDBS, Analytics, Homogenous Microservices, Big Data, AI, Heterogenous


Customer Experience SAP CX Suite

Capabilities

Intelligence & Analytics

SAP COMMERCE CLOUDSAP MARKETING CLOUD SAP CUSTOMER DATA

CLOUDSAP SALES CLOUD SAP SERVICE CLOUD

Harmonized User Experience

SAP S/4HANA

SAP CX Suite

CONTEXTUAL INTELLIGENCE TRUSTED RELATIONSHIPS OMNICHANNEL COMMERCE HIGH TOUCH EXPERIENCE CUSTOMER FOR LIFE

Dynamic Customer Profiling

Segmentation, Campaigns & Journeys

Commerce Marketing

Lead Management & Nurturing

Marketing Planning & Performance

Customer Identity Management Experience Management

Product Content Management

Search Management

Omnichannel commerce and Order

Management

Sales Performance Management

Sales Execution

Revenue Management

Omnichannel service engagement

Customer Service & Support

Self Service

Experience + Operational Data Suite Intelligence & Analytics

Marketing Analytics

Field Service Management

Enterprise Consent Management

Customer Profile Management

SAP Cloud Platform Extension Suite & SAP Cloud Platform Integration

Personalization

Accelerators

Customer Service & Support

CX Integration Options


SAP Customer Experience will change the way we think about integrations and connecting data, to deliver true end-to-end customer experiences, built on trust.

But how?


SAP Customer Experience – Integration options

SAP Cloud Platform Integration

▪ SAP Cloud Platform Integration

makes cloud integration simple

and reliable

▪ Integrate processes and data

between cloud apps, 3rd party

applications and on-premises

solutions with this open, flexible,

on-demand integration system

running as a core service on

SAP Cloud Platform

SAP Cloud Platform Extension

▪ SAP Cloud Platform Extension

Siute is a cloud-native

extensibility framework to make it

easier for customers and

partners to personalize and

extend their existing SAP

applications

▪ The biggest benefit of this

approach is no longer having to

add custom code to those

enterprise applications, as

custom code typically introduces

performance and upgrade risks.

Master Data Integration

▪ Master Data Integration handles

master data across business

applications.

▪ Provides the engine for handling

events and APIs across the

system landscape to ensure data

always up-to-date.

▪ Ensures that the exposure of

shared master data can be re

used in end to end LOB specific

intelligent business processes

like Source To Pay or Lead To

Cash etc.

* Subject to change

SAP Customer Experience

Master Data Integration


Supply Chain

Billing

Commerce

Marketing

Sales

SAP S/4HANA

Supply Chain

Billing

Commerce

Marketing

Sales

SAP S/4HANA

One Domain Model

Master Data

Integration

SAP One Domain Model

https://blogs.sap.com/2020/06/05/sap-one-domain-model-the-lingua-franca-of-the-integrated-intelligent-suite/

SAP Master Data Integration Story



ODM Customer


Bartley :

On Monday, he signs up for a newsletter to check latest bike models available.

In the background:

• SAP Customer Data Cloud captures light registration with just an email, including Consent.

• Master Data Integration catches the creation event and dispatches the information to all

relevant components of the landscape.


Bartley is passionate about bikes, he wants to improve his downhill experience.

Bartley

Subscribes for

Newsletter

Monday Customer Data Cloud

Email: [email protected]

ODM Customer

mailto:[email protected]


Bartley

Chat

Agent

Tues.

Bartley

Subscribes for

Newsletter

Monday

Browse Catalogue

Chat with customer

(info about product

and add to cart)


Bartley :

On Tuesday, he starts looking at the online store for a downhill bike. He requests a

chat using his email address. During the chat, he also shares his name, Bartley

Crespo.

In the background:

• SAP Service Cloud finds the matching Customer Master record based on the email address,

and starts a chat. Adds the name information.

• Master Data Integration receives and distributes the updated name “Bartley Crespo”.

Service Cloud


First: Bartley

Last: Crespo

ODM Customer




Bartley :

With some help from the Service Agent, he completes the rest of the online store

registration site and places his order, adding his phone number and address.

In the background:

• SAP Commerce Cloud using SAP Customer Data Cloud to complete the registration.

• Master Data Integration distributes the updated master data, including to SAP S/4 for

fulfillment.

Bartley

Chat

Agent

Tues.

Bartley

Subscribes for

Newsletter

Monday

Register &

CheckoutBrowse Catalogue

Chat with customer

(info about product

and add to cart)


Commerce Cloud


First: Bartley

Last: Crespo

Address: Augusta Ave SE 300

ATLANTA Georgia

USA 30303

Phone: 555-555-5555

ODM Customer




Bartley :

On Wednesday, he has a question and rings the call center.

After a quick conversation, he realizes he’s ordered the right bike.

In the background:

• SAP Service Cloud matches the Customer Master automatically using the phone number.

Easily connects to the order to answer the question.

Bartley

Chat

Agent

Tues.

Bartley

Subscribes for

Newsletter

Monday

Bartley

Contacts the Call

Center

Weds.

Register &

Checkout

Call Centre

Agent

Serves the customer

Browse Catalogue

Chat with customer

(info about product

and add to cart)


Service Cloud


First: Bartley

Last: Crespo


ATLANTA Georgia

USA 30303

Phone: 555-555-5555

ODM Customer





Bartley

Chat

Agent

Tues.

Bartley

Subscribes for

Newsletter

Monday

Bartley

Contacts the Call

Center

Weds.

Register &

Checkout

Call Centre

Agent

Serves the customer

Browse Catalogue

Chat with customer

(info about product

and add to cart)


First: Bartley

Last: Crespo


ATLANTA Georgia

USA 30303

Phone: 555-555-5555

Bartley:

On Friday, his order arrives exactly when it was promised. Perfect!

In the background:

• S/4HANA schedules and executes the fulfillment, all components share the same

information.

Bartley

Receives

Order

Fri.

ODM Customer


SAP

S/4



Run simple with connected customer records across your front and back office.

SAP Master Data Integration | ODM Customer

Benefits

Deliver on your promises with pre-

configured integration, enabling seamless

processes for your customers.

Customer master data always up-to-date and

connected across your landscape

SAP Cloud Platform Extension Suite


“SAP Cloud Platform Extension Suite is the go-to cloud-native extensibility framework for the Intelligent Enterprise”


SAP CLOUD PLATFORM extension

Vision

Infrastructure of choice

▪ Google Cloud Platform

▪ Amazon Web Services

▪ Microsoft Azure

▪ Alibaba Cloud

▪ others

Central Management Plane

▪ Secured App Connectivity

▪ Central Apps APIs & Events

Registry

▪ Standardized Service Mgmt &

Consumption

Multiple Administration UIs

▪ SAP Cloud Platform Cockpit

▪ LoB Admin Cockpits 1, e.g.

SAP SuccessFactors

Extension Center

Runtime of choice

▪ Kyma runtime

▪ Serverless runtime

▪ Application runtime (CF)

▪ ABAP runtime

Business Event Bus

SAP SuccessFactors

SAP Customer

ExperienceCx

SAP Concur

SAP Fieldglass

SAP Enterprise Core

ComponentsECC

SAP Ariba

3rd Party Solutions

SAP Graph

S/4SAP S/4HANA Cloud

+ On Premise 1

Secured & Managed

Connectivity

1

1

1

1

1

1

1 Planned innovation


SAP CLOUD PLATFORM, Kyma Runtime

Infrastructure

▪ Microsoft Azure

Central Management Plane

▪ Secured App Connectivity

▪ Central Apps APIs & Events

Registry

▪ Standardized Service Mgmt &

Consumption

Administration UI

▪ SAP Cloud Platform Cockpit

Runtime

▪ Kyma runtime

Secured & Managed

Connectivity

SAP Commerce Cloud

SAP S/4HANA Cloud

Productive

SAP Sales Cloud (SAP Cloud for Customer)

Event & API Mocks:

SAP Commerce CloudSAP Cloud for Customer

SAP Marketing Cloud

SAP Service Cloud(SAP Cloud for Customer &

SAP Field Service Management)

S/4

SAP Marketing Cloud

But what is “Kyma” ?


Kyma Open Source Managed Kyma runtime

Infrastructure ▪ Local installation

▪ On a cluster (GKE, AKS, Gardener, IBM Cloud)

▪ Start with Microsoft Azure, other hyperscalers to

follow

▪ Hyperscaler subscription from SAP, no access to

subscription by customers

Support ▪ Kubernetes support provided by the Cloud

Providers

▪ Community support for Kyma components

▪ Kyma components covered by SAP Enterprise

Support, Cloud Edition

▪ Custom-built extensions in customer’s

responsibility

Cost ▪ Infrastructure cost for cloud subscription to

hyperscaler

▪ Operations and support on customer’s side

▪ Consumption-based pricing model via SAP

Cloud Platform Enterprise Agreement

▪ Operation and support on SAP-side

Kyma Open-Source vs. SAP Cloud Platform, Kyma Runtime


Side-by-Side Extensibility in a Nutshell

Side-by-Side Extensions

(Cloud Native)SAP Application Business Events

λ Function μ ServiceREST API

AP

I

UI

AP

I

UI

Stable Contract

In-A

pp

Exte

nsio

ns /

Co

nfi

gu

rati

on

s

Harmonized UX

Managed Kyma Runtime


What is the solution?

Large enterprise applications Small microservices


What is a microservice?

- Mini application / small bits of code

- Runs independently

- Small scope (few key functions)

- Not reliant on a larger system

Examples:

▪ Loyalty Service

▪ QR Code Service

▪ Shopping Cart Service


What is a serverless function?

- Only consuming resources when called

- Smallest bits of code

- Not reliant on a larger system

Examples:

▪ Price Converter

▪ Order Number Modifier


SAP Cloud Platform Extension Suite

Highlights

Build and manage

microservices,

serverless functions

Leverage pre-built

integrations with SAP CX

applications

Leverage catalog of

services, including 3rd

party services

▪ Infrastructure

▪ External functionality

Use whatever

programming

language(s) you want

SAP Cloud Platform Extension Story


Goal

Extend the Order Management Process in SAP

Commerce Cloud with a Fraud Detection Service

CX Extensibility powered by SCP, Kyma Runtime

Extending Order Management Use Case with SAP Commerce Cloud

Motivation

• Customization is often required in the Order

Management process

• The process might have to be changed

frequently to adapt it to customer behavior

(especially when it comes to identifying

fraudulent behavior)

Benefits

Increased agility: Frequent changes & upgrades can

be handled outside of the SAP Commerce Cloud core

Approach with SCP (Kyma Runtime)

• Use the Events fired during the standard Order

Management Process to create the extension “Fraud

Detection service” within SCP Kyma Runtime

• No code needs to be injected to the SAP Commerce

Cloud Core, no restart is required

Approach without SCP (Kyma Runtime)

• Code needs to be deployed within the SAP Commerce

Cloud core

• This requires a restart of SAP Commerce Cloud every

time a new deployment takes place (which typically takes a

long waiting time)


Graphical

User Interface

Command

Line Interface

Cockpit UI

APIGateway

Service Catalog

Business Logic

(Lambda Function)

λ

CX Extensibility powered by SCP, Kyma Runtime

Extending Order Management Use Case with SAP Commerce Cloud

SAP Commerce CloudEvent Bus

Email

Validation

Service

SAP Cloud Platform, Kyma Runtime

Order Business Process1.Fraud Check Event2.

Ex: SAP

Marketing

Cloud

Check for Customer in

other systems *5.

* 5 & 7 are optional / additional

steps

*7.Notify a Customer

Service Agent


“SAP Cloud Platform Integration is the strategic integration platform for all cloud applications”


On-PremiseB2B B2G

CloudOnPremise2Cloud

Cloud2

CloudS/4 CX

X …

Cloud Apps

Non SAP

Cloud Apps

Business

PartnerGovernment

Agency

SAP S/4HANASAP Business

Suite

Non SAP

ApplicationsOnPremise2

OnPremise

Integration domains

Real World

Objects

User2OnPremise

User2Cloud

Thing2OnPremise

Thing2Cloud

User-Centric

Applications

SAP Integration Solution Advisory Methodology

https://blogs.sap.com/2020/05/14/new-version-of-the-sap-integration-solution-advisory-methodology-template-released/


Integration domains

On-PremiseB2B B2G

CloudOnPremise2Cloud

Cloud2

CloudS/4 CX

X …

Cloud Apps

Non SAP

Cloud Apps

Business

PartnerGovernment

Agency

SAP S/4HANASAP Business

Suite

Non SAP

ApplicationsOnPremise2

OnPremise



Integrating Hybrid and Cloud Applications in

various Integration Scenarios

• Strategic integration technology for both SAP-to-SAP

and as well third-party integration

• Supporting integration scenarios as application-to-

application (A2A), with business partners (B2B), and

with public authorities (B2G)

• Support of process, data, mobile, and IoT integration

use cases: Allows to integrate processes as well as

master data between cloud and on-premise applications

• Wide range of connectors with focus on non-SAP

integration provided by SAP as well as by partners

• Intuitive web interface with built-in templates to develop,

configure and monitor integrations

• Suited for citizen integrators and system integrators

Engineered for the Cloud

• Strong focus on security such as data isolation,

multitenancy, and content encryption and signing,

certificate-based authentication

• Strong focus infrastructure availability

• Operations managed by SAP

• Access via public OData APIs



Prepackaged content to accelerate integration

projects

• Safeguard and accelerate your integration projects with

out-of-the box integration content

• Prepackaged content to integrate SAP and non-SAP

applications, such as e-Document compliant integration

with tax authorities

• Search, discover, experience, and consume the right

predefined integration packages from SAP and selected

partners

• Open to partners for developing content and

connectivity

• Integration content can be deployed on SAP Process

Orchestration (starting with release 7.5)Open to the Ecosystem

• Ability to integrate with business networks

• Open to partners for developing integration content and

adapters



SAP API Business Hub

https://api.sap.com/

SAP Cloud Platform Integration Story


I would like to

replicate Commerce

Cloud orders to my

S/4 system


Commerce

CloudS/4 Hana

On Premise


Replicate Orders from SAP Commerce Cloud to SAP S/4 HANA



Commerce

CloudS/4 Hana

On Premise






Enablement in SCPI


Demo

https://rda-euw5.demo-education.cloud.sap/SDE/

https://s4gla-he4-euw5.demo-education.cloud.sap/cloud-00000000014-target/sap/bc/ui5_ui5/ui2/ushell/shells/abap/FioriLaunchpad.html

http://bestrun.gdm-public-2020-gla.demo.hybris.com/yb2bacceleratorstorefront/

https://d700185-tmn.hci.eu2.hana.ondemand.com/itspaces/shell/monitoring/Artifacts


When to use what?


SAP Cloud Platform Extension

Factory, Kyma Runtime (SKR)

SAP Cloud Platform Integration (CPI)

Business logic extending an existing

solution

Use Cases Integration logic

Aggregations

Examples

Mapping data structures from sender to receiver

Validations Routing of messages

Customer/region/industry-specific business

logic

Connectivity via various protocols (FTP, RFC)

SAP Cloud Platform Extension Factory or Integration?Decision criteria

Simplify extensions and integrations using SAP Cloud Platform Extension Factory Kyma Runtime and

SAP Cloud Platform Integration Suite

https://blogs.sap.com/2020/04/09/simplify-extensions-and-integrations-using-sap-cloud-platform-extension-factory-kyma-runtime-and-sap-cloud-platform-integration-suite/


Further Info

Suggested OpenSAP courses:

▪ Reimagine Customer Experience with SAP C/4HANA*

▪ SAP C/4HANA Business Processes: Lead-to-Cash**Important note : As of June 2020, “SAP C/4HANA” is now referred to as the “SAP Customer Experience portfolio”.

▪ CX Works

▪ SAP Customer Experience – Videos & Tutorials

▪ CX Works – List of On-line Resources

▪ SAP API Business Hub

https://open.sap.com/courses/c4h1

https://open.sap.com/courses/cx1

https://www.sap.com/cxworks/

https://enable.cx.sap.com/

https://www.sap.com/cxworks/online-resources


https://webinars.sap.com/mea/sap-dbs-emea-south-for-intelligent-enterprise/en/home

Thank you.

https://webinars.sap.com/mea/sap-dbs-emea-south-for-intelligent-enterprise/en/home

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