There is no need to say anything about SAP as the largest European software company. With regard to CX, it is of course exciting how the Group is using the dual role of CX provider — keyword Marketing Cloud — and users themselves to improve the customer experience. And that in the midst of the biggest transformation in the company’s history, from on-premise to end-to-end cloud provider. Including a heterogeneous range of customers, sometimes lower margins and an overall much more flexible product environment. In a conversation with Kerstin Köder, it quickly becomes clear that the secret of success, especially for digital companies, lies in not only keeping an eye on technology and not only marketing — the corporate culture and the “physical” touchpoints between brand and customer also determine the exciting experience.