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SAP rebrands Hybris as SAP Customer Experience | B2B Marketing

SAP has rebranded its Hybris division as SAP Customer Experience in a revamp of its product portfolio.

Customer Experience incorporates SAP Hybris, Callidus Cloud, Gigya and Coresystems in a single brand to drive an improved experience. In addition, SAP has renamed its products under the Hybris brand – including Marketing Cloud, Commerce Cloud, Service Cloud and Sales Cloud – collectively as SAP C/4HANA, which mirrors the tech giant’s S/4HANA ERP systems. The C stands for customer, and the four represents the fourth generation of customer. The announcement was made by CEO Bill McDermott at the firm’s Sapphire Now event in the US (pictured).

Kevin Cochrane, CMO of the newly-minted SAP Customer Experience,

explained in a blog

: “From the analyst community, to customers, to the industry at large, we’ve heard you loud and clear that our naming conventions might not always be the most straightforward. We took that advice to heart and are keeping things simple in the hopes of bringing clarity to the conversation.

“Beyond making it easier for everyone to understand what SAP’s customer experience solutions are and how they fit into the broader SAP ecosystem, it was important that we strike when the iron was hot – which is now.

“We’re ready for the fourth generation of customers – the consumers who think in terms of ‘Me2B’, not B2B or B2C. They’re in the driver’s seat, and enterprises must recognise that customer relationships can’t be managed – they must be developed and fostered, and they do not end once a sale has closed.”

SAP purchased the German firm Hybris in 2013

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