Corporate culture as the basis of CX
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.
02:10 | CX-Highlight: Which brand Kerstin Köder is consistently enthusiastic about |
04:35 | A behind-the-scenes look at ‘the world’s biggest startup’ |
08:42 | Data silos – the enemy of every good customer experience |
11:45 | How can new technologies be combined with existing solutions? |
13:50 | From on-premises to the cloud: What the change of course means for SAP |
17:13 | Surprisingly different – the digital buying journey |
19:00 | Global vs. local: The perfect CX has many faces |
24:54 | Why it’s painful to introduce standard software |
28:30 | Does personalization make personas obsolete? |
31:15 | Marketing 2.0: What B2B can learn from B2C |
34:10 | What attitude has to do with CX |
38:16 | Profit, Loss, Sustainability: How will we rate companies in the future? |
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Kerstin Köder
Kai Vorhölter and Prof. Dr. Waldemar Pförtsch


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Silke Heumann
Director Account Management
port-neo Group