SAP has paved its CX portfolio with generative AI (GenAI), adding several capabilities for service, sales, marketing, and commerce teams.
Announced at SAP Customer Experience LIVE, these aim to support each function in streamlining workflows, generating new insights, and leveraging cross-function data.
As an excellent example of the latter, consider one new use case that starts with the SAP Customer Data Platform (CDP).
The platform combines data from across business SAP’s CX Clouds and other business applications to create customer profiles.
GenAI then scans these profiles to produce a summary that matches the context of a customer's query when they next contact support.
For instance, perhaps the customer has reported a delayed delivery. In this scenario, an agent then receives a summary with information most relevant to the query - such as their order history, recent interactions, and preferences.
With this capability, SAP suggests that service teams can "quickly resolve issues and provide a better customer experience."
Across digital channels, SAP goes further with another new GenAI capability. This uses that data and knowledge content to automatically craft customer responses for agents to review, edit, and send.
That use case – also available on SAP Sales Cloud - is excellent for repetitive contact reasons. Yet, the contextual customer profile summaries are most likely to drive value when handling more challenging queries.
Excited by this potential – and that of the other solutions - Ritu Bhargava, President and Chief Product Officer, SAP Industries & CX, stated:
These new AI capabilities within the SAP CX portfolio will allow businesses to unlock their full potential, improve customer loyalty, solidify themselves as industry leaders, and reap the benefits of generative AI with intelligent CX solutions that have a tangible impact on businesses.
"These capabilities are the next step in redefining intelligence to deliver a delightful customer experience, effortlessly," he concluded.
Yet, out of all these new GenAI innovations for CX (as highlighted below), why start with the contextual customer profile and auto-generating customer responses?
Because it allows SAP to flaunt its CX differentiator: its data management expertise.
