SAP’s stated intention is to become the number one cloud provider in terms of customer satisfaction by 2023. Customer loyalty is one of SAP’s four strategic goals, along with growth, profitability, and employee engagement.

SAP recently established the Global Experience Management Office (XMO) to drive the corporate-wide objective of being the XM leader.  In pursuit of their charter to identify, measure and track experiences that drive corporate strategies, the XMO oversees all experience KPIs across the SAP organization.

The Insights to Action team (I2A) collaborates closely with XMO and all other business stakeholders to drive both account level and systemic improvements including process improvements based on customer feedback.

Enhancing Customer Loyalty

Putting customers first by helping them choose the SAP products that best support their business needs, simplifying how customers engage with SAP, and making products easy and pleasing to use is paramount to delivering this goal.

Customer Insights through Customer Loyalty research and analysis are shared directly with the executive board, regional and product leadership to incorporate them into the products and services.

SAP issues an annual Integrated Report that goes beyond the financial results. SAP discloses a wide range of data intended to provide any stakeholder a clear picture of our company’s performance including NPS metric.

Acting on Customer Feedback

In 2020, SAP´s I2A Team implemented a collaboration model with all Regions, Solutions and Services in order to ensure customer feedback is used to improve the way we operate and to collaborate with customers on remedial actions that address areas for improvement.

Feedback from customers is important to enable SAP to align their business to our customers’ expectations. 

Actions that have been implemented based on customer feedback include:

  • SAP Road Map Explorer is an interactive tool that supports a customer’s journey to SAP’s future product portfolio and the Intelligent Enterprise.
  • The digital customer companion SAP for Me.
  • SAP initiated a new Customer Success engagement model and established the Customer Success Executive role, providing direct support in planning and executing on a more defined value lifecycle.

As the user group representing the interest of all our members, we strongly urge each one of you to share your feedback directly with SAP by participating in these survey’s when you get an invite to do so.

You can also reach out to us in case you have any topic that you wish for INDUS to take up with SAP on your behalf. Just write to