The Future of SAP CX Products: SAP’s strategy explained in simple terms


SAP Customer Experience (CX) products have been undergoing significant changes and advancements to meet the evolving needs of businesses and customers. In this article, we will explore key understandings gathered from various news articles and blogs, highlighting the future of SAP CX products. We will provide insights into the industry-oriented approach, intelligent solutions, and the importance of continuous innovation in B2B sales.

Industry-First Approach and Tailored Solutions

As stated in the article ‘SAP Customer Experience: Delivering Growth with Intelligent Industry-Tailored Solution’ by Julia White, Thomas Saueressig, SAP is embracing an industry-first strategy for its CX portfolio, focusing on delivering industry-tailored solutions and integrating the front office with the back office. This approach aims to provide unmatched value to customers by enabling end-to-end, integrated business processes.

By aligning the SAP CX portfolio with specific industries, SAP aims to accelerate value delivery and meet the unique needs of businesses in sectors such as retail, consumer products, and automotive. This industry-first approach is a major strategic move to offer end-to-end solutions and processes across the SAP product portfolio, as opposed to a point CRM solution. Moreover, the industry focus is not merely a positioning and messaging exercise, but is intended to deliver real products that facilitate industry business processes.

Intelligent CX Solutions and Innovations

SAP is driving innovation in the CX space with its intelligent solutions and continuous advancements. The SAP Sales Cloud, for example, offers features such as intelligent sales, digital selling, actionable sales analytics, scalable sales automation, retail execution, and field sales. These features empower businesses with data-driven insights, automation, and enhanced customer engagement.

Importance of Continuous Innovation in B2B Sales

In the fast-paced B2B sales market, continuous innovation and adaptability are crucial. SAP recognizes the need for agility and flexibility in B2B sales engagements and offers an API-first, microservices-led technology approach, as outlined in Robert Straubinger's 2023 article on the Future of Intelligent Customer Experience for Utilities. This approach enables businesses to quickly adapt to changing market dynamics and scale their operations effectively.

Composable Architecture: A New Approach

SAP is introducing a new composable architecture in its CX strategy. Recognizing that every industry and enterprise is unique, SAP is moving away from the one-size-fits-all approach. The new SAP Commerce Cloud composable offering allows businesses to compose commerce experiences that best suit their individual needs today, without jeopardizing flexibility down the line. This approach enables businesses to future-proof their investment without sacrificing agility.

This move to composable architecture is a massive step towards enabling businesses to optimise their SAP environment. Within his article analysing SAP’s new industry focus, Jon Reed develops the understanding of how this SAP strategy should align with global CX expectations. "Proper CX, if we can accept this buzzword, is fluid enough to serve customers who move between channels at will. That means an integrated data platform, made up of modern software components.” A forecast on what could be the new composable future of SAP CX.

The Role of AI in CX

Artificial Intelligence (AI) plays a significant role in SAP's CX strategy. Intelligent CX, powered by AI, enables smarter customer engagements by providing holistic insights, creating recommendations, and generating personalized content. AI also plays a crucial role in sustainable re-commerce and industry accelerators, providing ready-to-go integrations and industry-specific data models.


The future of SAP CX products is focused on an industry-first approach, delivering tailored solutions, and integrating the front office with the back office. SAP is committed to providing intelligent CX solutions that empower businesses with data-driven insights and automation. Continuous innovation and adaptability are emphasized to meet the evolving needs of B2B sales in a fast-paced market. By embracing these strategies, SAP aims to deliver unmatched value and drive growth for its customers.

At Prezien we sit at the forefront of the world of SAP; whether that's products, roadmaps, strategies or news. As SAP delve into a new industry-focused strategy for CX, we at Prezien are here to keep you informed and guide you through these strategical developments. Ensure you hear about it first by getting in touch with our team.

SAP Customer Experience: Delivering Growth with Intelligent Industry-Tailored Solution
by Julia White, Thomas Saueressig

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