CRM and CX Blogs by SAP
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This blog series discusses the concept of "Customer 360" and the benefits customers can get out of it. It lists common implementation challenges and gives some ideas on how to solve those. The main part highlights the Customer 360 views and capabilities within SAP Cloud for Customer (C4C). The series concludes with a summary of the key points discussed.

Here are the blogs of this series:

  1. Customer 360 - Overview

  2. Customer 360 - Customer Details (Sales & Service) (THIS BLOG)

  3. Customer 360 - Customer Insights (Sales)

  4. Customer 360 - Customer Hub (Service)

  5. Customer 360 - Summary

Customer Details (Sales & Service)

The Customer Details screen can be considered as the single Customer 360 view in C4C showing customer insights from multiple angles and various sources. It is available for both Sales and Service users and comes with the standard license of C4C. A great overview video on the Customer Details screen and its capabilities with respect to Customer 360 can be found here.

Customer Details screen

The Customer Details screen incorporates different data categories across multiple systems, the key ones being:

  • Native CRM Data: The screen shows all CRM native data available within C4C. This includes master data like customers and products and transactional data in both Sales and Service like activities, leads, opportunities, service tickets and contracts. Account hierarchy rollups for YTD revenue and upcoming pipeline can be shown in the Account Hierarchy tab. Marketing-relevant data like campaigns or leads can also be shown in the Customer TI. If the campaign-related activities are executed within SAP Marketing Cloud, these objects need to be replicated via our pre-built integration scenarios available on API Business Hub. Even Commerce quotes and orders can be made available within the Customer Details screen when leveraging the corresponding standard integration package. For further insights into any of those native CRM objects the Quick View provides a fast option to review their details without navigating away from the Customer Details screen.

Opportunities related to Customer

  • Backend ERP Data: Sales reps and service agents alike are typically interested in the end to end CRM process, which includes any after-sale activities related to sales or service order fulfillment (Have the goods been delivered yet? Are there any open payments to collect from the customer?). This data resides in the ERP system and is not replicated to C4C. Moreover there are no suitable native objects in C4C to persist this information. This is why in standard we have provided is a very powerful mashup-based integration capability called "Customer 360 app" for S/4HANA. This mashup can be launched from within the Customer Details screen via a dedicated action on account header and shows an S/4HANA specific screen designed to give a 360 degree overview of all ERP-related data for that customer. More details can be found here.

S/4HANA Customer 360 App

  • 3rd Party Data: Mashups are a very powerful integration technique to easily show third-party data of external systems in the context of the C4C Customer TI. The external screens can either be shown as part of an HTML mashup directly within the facet pane of the overview or a custom tab, or added to the Details screen as a URL mashup which opens in a new browser tab. There are some standard integrations by SAP which use the mashup technology to embed external data - such as the integration to LinkedIn Navigator (to show LinkedIn connections of a customer contact) or InsideView (to show additional insights for customers and contacts).

InsideView Mashup

  • Analytical Data: The Customer Details screen can also visualize analytical content, such as C4C native reports, KPI's and dashboards or SAP Analytics Cloud stories. This data can be embedded directly into the overview tab or be placed on an own facet. Reporting is a very powerful technology to visualize key data in a compelling way, which is a good addition to the Customer 360 portfolio. Hierarchical reports can be used to rollup data on account hierarchy level. This is described in more detail in this blog written by my colleague vinita.sinha. She also covers the topics of sales and service analytics in her recent webinars.

Reports and Dashboards in Overview tab

As described above the Customer Details screen is a very powerful view but the information tends to be spread across various tabs. That is why Sales and Service specific views have been developed which show all necessary data at one glance for the specific use-case. The next blog talks about the sales-specific view called "Customer Insights".