6.9    SAP Hybris

SAP Hybris is a multichannel for e-commerce solution and also a customer engagement solution that is oriented primarily to serve business-to-business (B2B) or business-to-customer (B2C) applications. Many of our current clients from diverse industry sectors such as financial services, insurance, media, and manufacturing companies are using this CRM solution. The integration to SAP S/4HANA makes the tool even more attractive for clients that have a core SAP platform.

This section gives you an introduction to this Software-as-a-Service (SaaS) offering, including how you can integrate the SAP Hybris solution to your SAP S/4HANA systems. We’ll also discuss SAP Hybris Sales, which is classified as an enterprise ecommerce platform. The solution can be acquired as an on-premise product or a cloud-based product.

6.9.1    SAP Hybris Architecture

SAP Hybris is a SaaS product and an on-premise solution that integrates to SAP S/4HANA. The SAP Hybris architecture has the following five layers:
SAP Hybris Architecture

Figure 6.14    SAP Hybris Architecture

The devices that are supported by SAP Hybris can run in Windows, Linux, Apple products and operating systems, and web-based systems.

SAP Hybris can integrate to your SAP S/4HANA system using SAP Process Integration and SAP Process Orchestration. The main objective of the SAP Process Integration and SAP Process Orchestration scenarios is to integrate disparate applications to work together as if they were a single system. SAP Process Integration is based on message exchanges that are required for collaborative processes, such as integration processes, interfaces between systems, and data mappings. The integration scenario is created in the Enterprise Service Repository (ES Repository).

The integration with SAP S/4HANA is possible because the predefined integrations packages and detail field by field of all necessary master data and transactions data in both systems SAP S/4HANA and SAP Hybris Cloud for Customer. We’ll cover this in more detail in the next subsection.

6.9.2    SAP Hybris Sales Cloud

SAP Hybris Sales Cloud is a component that helps you provide the sales data required by your sales teams and keeps the data integrated. It allows you to gain customer insights and keeps you informed about your customers in every step of the sales cycle.

SAP Hybris Sales Cloud is a CRM-based solution, which includes new digital applications with easy-to-use, flexible digital presentations that are simple to consume by end users. The solution supports multiple device platforms to provide content using diverse presentation layers. In addition, SAP Hybris Sales Cloud connects to your SAP S/4HANA system, allowing you to provide access relevant information.

SAP Hybris is a multi-industry, specialized solution that offers different capabilities, for example, retail execution, design win registration, and project and bid management.

SAP Hybris Cloud for Customer Integration with SAP S/4HANA

In this example, we’ll cover the sales process of a company using SAP Hybris integrated with SAP S/4HANA. We’ll explain step by step the processes followed by the sales representative and the sales manager of an organization.

The sales process starts with a lead created by the sales representative that is approved by the sales manager of the organization. When the lead is confirmed and converted into an opportunity, the SAP Hybris system will request an SAP S/4HANA Sales pricing calculation and determination to be transferred and saved in the SAP Hybris opportunity document. When the opportunity is then confirmed and converted into a formal quote for the customer, the SAP Hybris system will send a second message to SAP S/4HANA Sales, and it will recalculate the price in SAP S/4HANA. The price is then transferred back to the SAP Hybris quote and stored.

The customer will receive the formal quotation directly from the SAP Hybris system, which has been internally approved by the sales representative and the sales manager.

The customer approves the order based on the quotation received, and the SAP Hybris system will send an internal message to the SAP S/4HANA system to create the relevant SAP S/4HANA sales order.

The integration occurs using middleware SAP Process Integration, in a completely automatic process, with a single set of authorizations defined in the sales process.

The SAP Hybris and the SAP S/4HANA integration require the following prerequisites to be taken into consideration.

6.9.3    SAP Hybris Billing

The SAP Hybris Billing on-premise solution enables your organization to integrate your sales process from the moment a sales lead is created to the creation of billing documents. It also allows you to anticipate the effects and impacts of new pricing models and the resultant creation of target offers that can involve products, services, or both. With the SAP Hybris Cloud for Customer, it’s possible to deliver a more simple process to combine an order management and subscription billing process.

This subsection explains the different SAP Hybris Billing and revenue management products.

SAP Hybris Revenue Cloud

SAP Hybris Revenue Cloud product offers the ability to integrate quote to cash with your SAP S/4HANA Sales processes. The tool will allow your SAP S/4HANA system to automate the contract lifecycle management and order fulfilment processes, bridging the gap between a digital frontend and the complexity required of the SAP S/4HANA backend processes. The subscription billing functionality allows the programming of a one-time invoice or the scheduling of billing subscriptions. It’s possible to include partner settlements with subscription billing.

SAP Hybris Revenue Cloud is ready to integrate with SAP S/4HANA Sales scenarios, as well as with SAP Hybris Service Cloud, SAP Hybris Marketing Cloud, and SAP Hybris Commerce Cloud.

Note

Please check the availability of SAP Hybris Revenue Cloud in your country.

Subscription Order Management

Subscription order management helps you create campaigns to find customers by designing subscription offerings with a diverse mix of products, or one-time services, projects, and entitlements.

The inclusion of third-party content is also possible. The solution is integrated with SAP S/4HANA sales processes to allow you to capture and monitor orders to control that what is ordered is actually delivered and also billed following the terms and accuracy defined in the process.

The management of B2B master agreements and account hierarchies also can be integrated with SAP S/4HANA.

Responsive Quality Control

This product allows you to measure your customer data in real time or in batches. The possibilities to combine service data and sales data for pricing, charging, and service enables your organization to react and provide a superior customer experience. The integration to SAP S/4HANA backend processes is also possible with this product.

The data collected in several systems is simple to integrate with predefined solutions by using drag and drop tools to define source systems.

The data is filtered, transformed, and consolidated before being routed to the SAP Hybris Billing, SAP Business Integrity Screening, and service assurance and business analytics products. The ability provided by this product helps you to reduce the underbilling issues because accurate data is collected in real time.

Agile Charging

Agile charging in SAP Hybris is a tool that helps you design, implement, and manage customer-focused pricing models. The integration to SAP S/4HANA pricing engines is relevant and helps you use the versatility of SAP Hybris with the required complexity of the SAP S/4HANA backend systems.

Agile charging allows you to design and deliver pricing models that reward loyalty in flexible terms, according to your marketing campaigns and definitions. The tool is flexible enough to manage pricing of multiple services on a single platform, and it can be integrated with SAP S/4HANA systems as described in Section 6.9.2.

Invoicing

This process ensures that effective high volumes of customer invoices are produced with no errors originating in data consolidation from different systems or third-party partners.

The invoicing process is also integrated with the SAP S/4HANA billing process, providing a truly digital capability through the integration with SAP Hybris.

Consolidated Billing

The solution lets you bring packages of products and services into a single lead to the billing process. The consolidation of sales and services business processes in the SAP Hybris tool integrated with SAP S/4HANA provides your organization with an agile method of integrating digital processes with strong enterprise management solutions.

The platform then lets you improve the B2B experience for your customers by presenting a single contract for a single bill of diverse products and services.

6.9.4    SAP Hybris Marketing Cloud

The SAP Hybris Marketing Cloud product is designed to integrate your marketing business campaigns and plans in a digital agile frontend that has the options to integrate them into your SAP S/4HANA Sales processes.

Dynamic Customer Profiling

The SAP Hybris Marketing Cloud product includes standard marketing solutions such as the dynamic customer profiling that pulls data from dynamic big data social media sources and customer service calls and transforms this collected data into intelligent insights.

The traditional marketing approach was limited to understand your customer behavior by segmenting your customers and tracking their past purchase behavior. With the dynamic customer profiling tool, you can collect data and predict your consumer behavior via a 360-degree vision of your customer.

Segmentation and Campaign Management

Digital segmentation increases the ability of your organization to connect in real time with the right message at the right time to the target audience. This is possible because the segmentation and campaign management tool uses dynamic customer profiles adjusted in real time. This segmentation also targets the preferred communication channel of your customers.

Commerce Marketing

When your customers move from browsing to buying, and your systems allow integration with SAP S/4HANA Sales processes, your organization will truly be able to achieve digital integration. The SAP Hybris solution links all different points of customer data to build a customer profile. The client customer profile allows your system to propose intelligent suggestions and purchase recommendations to your customers. It uses a transparent integration approach to SAP Hybris e-commerce but also allows you to integrate with other e-commerce tools. The integration to SAP S/4HANA follows the same SAP platform integration approach.

Marketing Analytics

All marketing activities have been optimized through the use of marketing dashboards that analyze every step of your marketing campaigns and activities. The analytical capabilities are based on analytical apps that include leads and opportunities dashboards, as well as journey insights. Dashboards to control your marketing activities are detailed per campaign and results are provided in revenue, costs, and expenses.