Post on 03-Oct-2021
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
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Let's Build the Intelligent Enterprise Together
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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
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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
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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
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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
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Let's Build the Intelligent Enterprise Together
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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
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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
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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
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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?
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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
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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
SAP Master Data Integration Story
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SAP Master Data Integration Story
ODM Customer
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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.
SAP Master Data Integration Story
Bartley is passionate about bikes, he wants to improve his downhill experience.
Bartley
Subscribes for
Newsletter
Monday Customer Data Cloud
Email: Bartley.Crespo@xyz.com
ODM Customer
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Bartley
Chat
Agent
Tues.
Bartley
Subscribes for
Newsletter
Monday
Browse Catalogue
Chat with customer
(info about product
and add to cart)
SAP Master Data Integration Story
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
Email: Bartley.Crespo@xyz.com
First: Bartley
Last: Crespo
ODM Customer
Bartley is passionate about bikes, he wants to improve his downhill experience.
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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)
SAP Master Data Integration Story
Commerce Cloud
Email: Bartley.Crespo@xyz.com
First: Bartley
Last: Crespo
Address: Augusta Ave SE 300
ATLANTA Georgia
USA 30303
Phone: 555-555-5555
ODM Customer
Bartley is passionate about bikes, he wants to improve his downhill experience.
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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)
SAP Master Data Integration Story
Service Cloud
Email: Bartley.Crespo@xyz.com
First: Bartley
Last: Crespo
Address: Augusta Ave SE 300
ATLANTA Georgia
USA 30303
Phone: 555-555-5555
ODM Customer
Bartley is passionate about bikes, he wants to improve his downhill experience.
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Bartley is passionate about bikes, he wants to improve his downhill experience.
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)
Email: Bartley.Crespo@xyz.com
First: Bartley
Last: Crespo
Address: Augusta Ave SE 300
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 Master Data Integration Story
SAP
S/4
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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
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“SAP Cloud Platform Extension Suite is the go-to cloud-native extensibility framework for the Intelligent Enterprise”
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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
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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” ?
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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
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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
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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
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What is the solution?
Large enterprise applications Small microservices
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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
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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
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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
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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)
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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
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
Demo
SAP Cloud Platform Integration
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“SAP Cloud Platform Integration is the strategic integration platform for all cloud applications”
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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
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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
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SAP Cloud Platform Integration
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
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SAP Cloud Platform Integration
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
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SAP Cloud Platform Integration
SAP API Business Hub
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SAP Cloud Platform Integration
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SAP Cloud Platform Integration
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SAP Cloud Platform Integration
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SAP Cloud Platform Integration
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SAP Cloud Platform Integration
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SAP Cloud Platform Integration
SAP Cloud Platform Integration Story
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I would like to
replicate Commerce
Cloud orders to my
S/4 system
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Commerce
CloudS/4 Hana
On Premise
SAP API Business Hub
Replicate Orders from SAP Commerce Cloud to SAP S/4 HANA
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Commerce
CloudS/4 Hana
On Premise
SAP API Business Hub
Replicate Orders from SAP Commerce Cloud to SAP S/4 HANA
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Commerce
CloudS/4 Hana
On Premise
SAP API Business Hub
Replicate Orders from SAP Commerce Cloud to SAP S/4 HANA
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Replicate Orders from SAP Commerce Cloud to SAP S/4 HANA
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Commerce
CloudS/4 Hana
On Premise
SAP API Business Hub
Replicate Orders from SAP Commerce Cloud to SAP S/4 HANA
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Replicate Orders from SAP Commerce Cloud to SAP S/4 HANA
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Replicate Orders from SAP Commerce Cloud to SAP S/4 HANA
Enablement in SCPI
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Replicate Orders from SAP Commerce Cloud to SAP S/4 HANA
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Replicate Orders from SAP Commerce Cloud to SAP S/4 HANA
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Replicate Orders from SAP Commerce Cloud to SAP S/4 HANA
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Replicate Orders from SAP Commerce Cloud to SAP S/4 HANA
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Replicate Orders from SAP Commerce Cloud to SAP S/4 HANA
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Demo
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When to use what?
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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
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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://webinars.sap.com/mea/sap-dbs-emea-south-for-intelligent-enterprise/en/home
Thank you.