Analysts who value $ 8B SAP-Qualtrics do not see the game changer – TechCrunch

SAP CEO Bill McDermott was raised this weekend in connection with $ 8 billion acquisition of Qualtrics. You would expect that they would not have had such a big deal. McDermott believes data properties providing it could bridge the gap between the business data of its company and the customer wherever it is.

The idea of ​​Qualtrics is to understand customers' feelings about how this happens. McDermott sees it as a key part of the company's customer management logic that could lead it to become not only a big player in a customer experience, but also to run a company based on it. This is because it provides the customer with constant feedback, which is hard to find otherwise.

In this context, he saw the transformation agreement. "By combining this experience with operations we can combine this with Qualtrics and SAP as the world has never done before, and I basically believe it will change this world as we know it today, "said McDermott on Monday at TechCrunch.

Others who followed the industry were not so convinced. While they liked it and saw the potential of combining these types of data, it does not have to be the game changer that McDermott hopes for after spending $ 8 billion on his company.

Paul Greenberg, who runs Group Director 56 and is the author of CRM's CRM CRM at Speed ​​of Light, says it's definitely a big acquisition for the company, but says it requires more than an acquisition or two, market leaders. "It will be a beneficial acquisition to push SAP to continue turning the company on the customer's side, but it is definitely not decisive," Greenberg told TechCrunch.

Customer experience is a broad concept that involves understanding the customer on a granular level, anticipating what they want, understanding who they are, what they are buying and what they are looking for. These are more difficult issues to solve than you might imagine, especially because they include data collection across systems from different vendors dealing with different pieces of the puzzle.

Companies such as Adobe and Salesforce have become a major business goal. SAP is essentially an ERP that collects data by managing key internal operating systems such as finance, purchasing, and HR.

Tony Byrne, founder and chief analyst at Real Story Group, says he likes what Qualtrics brings to SAP but is not sure if it is such a big deal as McDermott suggests. "Qualtrics allows you to make sophisticated forms of research that traders certainly need, but the dual advantage is that – unlike SurveyMonkey and others – Qualtrics has digital workplace experience that could complement some of SAP's human resources tools." that it is not really the central work of CEM, and that its research has found that SAP has still been holed up, especially in terms of marketing tools and technology (MarTech).

Brent Leary, the founder of CRM Essentials, agrees that SAP has earned a nice company, especially in combination with the $ 2.4 billion CallidusCloud purchase since the beginning of this year, but has a way to get into surveillance with Salesforce and Adobe. "Qualitrics provides a wider perspective for customers through back office and front office system data.A Callidus acquisition helps to transform customer insights into B2B experiences, but I think there is a need for more pieces of B2C-based B2C development tools that companies like Adobe and Salesforce focus on marketing / test clouds, "he explained.

Whether it's a real game changer, as McDermott suggests, we need to see it, but the industry experts we've been talking about believe that it will be more of an incremental piece that will help drive the company's customer initiative. If they are right, McDermott may not yet shop.

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