2020 Trend Study

Status Quo of Customer Feedback Management & 
Update on the Relevance of the SAP C/4HANA Product Suite 

  • Study: Conducted with senior department managers from Sales, Marketing, and Customer Service in Germany and Austria
  • What role does customer feedback management play for SAP customers and how, if at all, is it implemented?
  • What are the biggest challenges in customer feedback management?
  • How has the significance of SAP C/4HANA and SAP software developed over the period 2018 to 2020?*

The trend study carried out for maihiro by the renowned teknowlogy Group research institute with the focus topics of “Qualtrics: What SAP Customers Expect from Customer Feedback Management” and “Update 2020: Relevance of SAP C/4HANA and Use of SAP software”, provides answers on the importance of customer feedback management in the experience economy era and how relevant dedicated CX solutions are. 


Download the free study to see what has been done in this area and get a feel for how you are positioned in terms of customer feedback management.

Download Study

*If you are interested in more detailed insights into the results of the 2018 study on "CX Readiness Using SAP C/4HANA", click here.

The centralization of customer data enables the company to analyze all aspects together.

Statement from one of the participants in the study

Good customer feedback management software supports both sales and marketing to a high degree.

Statement from one of the participants in the study

Feedback management is growing rapidly and will become much more important in the coming years.

Statement from one of the participants in the study

Customer feedback management improves overall productivity.

Statement from one of the participants in the study

Customer feedback management accelerates the sales process.

Statement from one of the participants in the study

What exactly is Qualtrics?

As an Experience Management Platform, Qualtrics is the perfect fit for a SAP C/4HANA strategy. In addition to the operative data (O data) from C/4, the tool also delivers important data (X data) to ensure customer success. Data on employment engagement, user experience, and customer & product satisfaction are among the most important indicators.

More about Qualtrics

SAP C/4HANA in brief

SAP C/4HANA is SAP’s overarching strategy for customer experience management. The product suite combines a wide range of existing products, such as SAP Sales Cloud, SAP Marketing Cloud, SAP Commerce Cloud and SAP Service Cloud, with solutions from the latest acquisitions, such as Gigya, CallidusCloud and Coresystems. SAP C/4HANA offers seamless integration of the individual services and a uniform interface.

More about SAP C/4HANA

Optimize your customer feedback management in 3 steps

1st Step: Download the trend study

Find out more about the current status quo in customer feedback management.


2nd Step: Your individual roadmap to greater customer satisfaction

You want to further improve your customer management. Do you have ideas about where to start, but not yet know how to do it and would like an individual consultation? Then book an appointment right away for our free online coaching. Better listening, analysis and control.

Book now

3rd Step: Ready for take off

Implement the lessons learned and make your customers happy by truly listening, analysing and controlling their customer journey.

Learn more


If you are interested in an exchange, please contact: 

Enikö Kleeblatt

Enikö Kleeblatt

Do you have questions about the systematic management of customer feedback or would you like to know how maihiro and SAP can support you? You are welcome to contact me at any time.  

Phone:+49 170 4120574
Email:Enikö Kleeblatt