SAP Announces Key CX Portfolio Updates for 2025

SAP has released a series of product updates across its Customer Experience portfolio that will be relevant for organisations currently on, or evaluating, SAP CX solutions.

SAP Sales Cloud V2: Joule AI Integration

The most significant update for Sales Cloud V2 users is the expanded integration with SAP Joule, SAP’s AI copilot. New capabilities include:

• Meeting summaries: Automatically generated summaries of customer calls with action items extracted and linked to CRM records
• Deal coaching: AI-driven recommendations on next steps based on deal stage, customer history, and similar won deals
• Email drafting: Joule drafts follow-up emails based on meeting context, which reps can review and send

These features are being rolled out in waves across V2 tenants throughout the first half of 2025.

Emarsys: B2B Loyalty and Predictive Segments

SAP Emarsys is expanding its B2B capabilities with new features for loyalty programme management and enhanced predictive segmentation:

• B2B Loyalty Hub: A new module for managing account-level loyalty programmes, reward tiers, and redemption workflows
• Predictive Churn Segments: AI-generated segments identifying accounts at risk of reducing spend or switching suppliers
• Revenue Attribution: Improved attribution modelling connecting Emarsys campaigns to downstream CRM revenue

Customer Data Platform: Enhanced Identity Resolution

SAP CDP is receiving significant upgrades to its identity resolution engine, improving the accuracy of cross-channel profile matching for anonymous and known customer data.

The updated CDP also introduces a new Consent Preference Centre module, giving customers a self-service interface to manage their data permissions across all connected systems.

For guidance on how these updates affect your SAP CX roadmap, contact Spadoom’s advisory team.