SAP has introduced enhanced generative AI features within its SAP Customer Experience lineup, to enable businesses to automate time-consuming tasks and swiftly analyze data from various parts of the organization.
Leveraging SAP's extensive experiential and operational data, in addition to data from external sources, these features offer a comprehensive view of customers. These AI-driven insights help organizations streamline their operations and adapt to specific business requirements and fast-paced market changes.
“Putting customers at the center of business transformation requires delivering a strong, personalized customer experience with intelligent CX. 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,” said Ritu Bhargava, President and Chief Product Officer, SAP Industries and SAP CX, SAP.
Prior to these generative AI enhancements, SAP has invested in three prominent generative AI startups: Aleph Alpha GmbH, Anthropic, and Cohere.
Designed specifically for commerce, sales, customer service, and marketing teams, these features represent a significant advancement in providing intelligent Customer Experience (CX) solutions. They aim to enhance the efficiency and effectiveness of teams, ensuring that businesses can provide outstanding customer experiences that set them apart, foster brand loyalty, strengthen customer connections, and ultimately boost profitability.
Streamlining repetitive tasks
The latest AI features encompass over ten role-specific tools in the CX domain, designed to enhance productivity and efficiency by automating repetitive tasks. This frees up time for tackling more complex aspects of business operations. For instance, in the service team, when a customer issue arises, AI can summarize the problem, ensure the team understands it, offer insights into customer sentiment, propose solutions, and even monitor the resolution time. This not only streamlines operations, leading to improved business profitability but also allows employees to dedicate more time to strategic initiatives.
Enhancing catalog management
Commerce managers often struggle with the challenging task of maintaining a well-organized catalog. When items lack proper tags, they may not appear in search results, and incomplete product recommendations can negatively impact sales conversions. However, with the new AI capabilities, commerce managers can ensure that their products are highly visible and easy to find. They can use AI to review and improve product tags and catalog information, create and tailor product descriptions, and guide customers toward making the right choices for their specific requirements.
Offering natural language responses
Leveraging AI to detect and provide natural language responses to customer inquiries in conversations will enable sales and service teams to allocate more time to tasks that bring added value. For instance, in a scenario where a sales representative receives an email from a customer inquiring about products, a new feature called "intelligent Q&A," the AI system reads the email, identifies key questions, and offers the salesperson a suggested written response that includes the most up-to-date product details.
With AI-generated customer profiles using the real-time SAP Customer Data Platform, companies can unify data from all their applications and share them with customer-facing teams. This enables a quick grasp of customer preferences, facilitating a more personalized and relevant service. For example, suppose a customer reports a delivery delay. In that case, front-line workers can utilize the AI-generated customer summary, which includes order history, past interactions, and preferences, to swiftly resolve issues.
Strengthening customer identity and personalizing content
The SAP Customer Identity and Access Management solutions are introducing new AI-driven risk-based authentication features. These functions enhance the security of user identity data and help detect and prevent threats across digital properties and brands. Users will benefit from a unified customer view and consent profile, ensuring data is interconnected and adaptable for real-time customer interactions.
The SAP Emarsys Customer Engagement platform leverages generative AI to empower marketers to craft targeted and engaging email content that delivers the right message to the right audience. Additionally, the SAP Sales Cloud and SAP Service Cloud solutions will incorporate two new generative AI capabilities: AI-generated summaries and email response generation, which assist users in identifying pertinent information, facilitating more effective customer interactions.