Experience management – and X+O was the core theme at the 2019 SAP SAPPHIRE NOW and SAP CX LIVE Conferences co-located in Orlando last week. For EnterWorks, it couldn’t have been better aligned with our launch of the “M” – as in Multi-Domain Experience Management (MxM) – in January, which we extended in Orlando with our MxM for SAP offering.
With consistent messaging on how SAP’s portfolio addresses the “Experience Economy” across the week’s events, SAPPHIRE NOW focused on the more ERP-centric S/4 HANA and related showcases while Customer Experience LIVE drove the narrative around C/4 HANA and related commerce and customer experience offerings focused on the digital era.
In keynote speeches, Qualtrics, SAP’s recent acquisition in the experience management space was highlighted as the “X” in experience management.
Ryan Smith, Co-founder and CEO of Qualtrics said:
“With the rise of the internet, smartphones, and social media, it’s never been easier for customers, employees, and stakeholders to evaluate which companies provide great experiences and which ones don’t.”
SAP CEO Bill McDermott further explained that, to bridge the experience gap, companies must follow the new equation:
“SAP was already the richest source of operational O-data, but we didn’t have experience X-data. SAP must be the platform that combines X-data and O-data. X- plus O- [data] gives you the ability to deliver true personalization at mass scale so you can bridge the experience gap.”
MxM: A New View of Experience Management
The new equation of X+O is completed by the element of “M” – that is, Multi-domain Experience Management.
We believe that the completion of any demand-side customer journey, upon which experience data and operational data are reporting, starts with a robust framing of customer offers in terms of content and content of Multi-Domain data, i.e., master data and its enrichment, in combination. It is this combinatorial approach that allows for not only more precise reporting on the results of an offer (instead of striving to derive attribution after the fact by interpreting outcomes), but also the creation and shaping of that offer and the relationships to all stakeholders.
To enable this new view of experience management, we have taken Master Data Management (MDM) and Product Information Management (PIM) out of the back office and put them in the “front office” by converging into our MxM platform approach. This view of experience management is built on multiple domains of customer, product, supplier, associate, and brands – which in combination provide deeper insights and enable process excellence for companies to excel in both physical and digital commerce.