SAP research lab in St. Gallen drives applied business research while focusing on impact and
contribution to product portfolio. The primary goal of our Ability-to-Delight team was to
research and develop readily applicable solutions for the Customer Experience Management for
SAP’s customers.
The A2D approach intends to support responsible managers and their teams in understanding what
constitutes customer experience in their corporate environment and how it can be influenced. It
would help managers to define economically viable customer-experience goals for the brand and to
continuously verify and adapt them to a changing environment. Eventually, the A2D approach would
allow them to set up their strategy, organization, people, relationships, processes, etc.
according to those goals.
SAP Research & Innovation Hub, St. Gallen, Switzerland | 2016
The main tasks were implementing a broad industry research and scanning customer needs and future scenarios in the field, then developing a complex model of experience factors and designing workshops on Customer Experience Management and its corresponding materials.
Sense Intent
Know Context
Opportunity Mapping
Competitor Analysis, Benchmarking
Workshop Design, Prototype
Co-Innovation
Experience Model Development
[email protected]