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​For this weeks blog, we shine a light on SAP C4C in our Under the Spotlight blog series. We sat down with Prashant Sharma, an experienced Senior SAP C4C Consultant to get his take on SAP C4C, what it is, how companies can benefit from it and where competition is coming from in this space. 

Prashant, can you please give us a brief career overview;

I’m an experienced Senior SAP Solutions Consultant with 15+ years of enriched cross functional experience involving Implementations and Support services for SAP Solutions including SAP C4C, SAP CRM and SAP ERP/S4Hana driven by a focused approach on latest trends in technology and business. My project experience is with businesses across geographies (Australia, America, India) and across industries (Manufacturing, Energy & Utilities, Food Services, Retail & CPG).

Ok, SAP C4C, what it is?
SAP Cloud for Customer (C4C) is SAP's answer to modern customer relationship management (CRM) in a cloud-based world. Launched to meet the growing demand for customer-centric digital solutions, C4C helps businesses streamline their sales, service, and marketing processes. With an ability to integrate seamlessly with other SAP systems like SAP ERP and SAP S/4HANA, it provides organizations with real-time insights, automation, and a unified customer experience. In essence, SAP C4C offers a 360-degree view of the customer journey, helping businesses retain, engage, and nurture customer relationships more effectively.

As an SAP C4C Consultant what are your main functions?

As an SAP C4C consultant, my primary role is to help businesses implement, customise, and optimizeSAP C4C to suit their specific needs. This involves understanding the business processes, configuring the system accordingly, and ensuring smooth integration with other SAP solutions. Whether it’s enabling seamless sales automation, enhancing customer support, or driving customer engagement through advanced analytics, my job is to make sure C4C aligns with business objectives and delivers measurable value.

How did you end up in this area of SAP?

My journey into SAP C4C was anything but linear. I started in a completely different SAP module—SAP SD (Sales and Distribution), to be exact. From there I moved to SAP CRM, which is a natural extension from SAP SD. Over time, as businesses increasingly shifted toward cloud-based solutions, I found myself intrigued by how cloud technologies could revolutionize customer engagement. After completing several projects on SAP ERP and SAP CRM, I began exploring SAP 4C. I soon realized that the future of CRM lay in cloud technologies, and with SAP investing heavily in C4C, it was the perfect time to pivot. I took the plunge into SAP C4C, completed multiple implementation projects, got myself accredited by SAP via SAP Certifications and I've never looked back.

What Type of Companies Use SAP C4C?

SAP C4C appeals to a broad range of companies, from small and mid-sized enterprises to global conglomerates. Companies that prioritize customer experience, sales automation, and seamless service delivery find SAP C4C particularly useful. Industries like retail, manufacturing, high-tech, and pharmaceuticals use SAP C4C to drive better customer relationships. With its strong integration capabilities, businesses that already use SAP ERP or S/4HANA often choose SAP C4C to extend their customer engagement processes into the cloud.

Can you upskill from another skillset into SAP C4C?

Absolutely! One of the great things about SAP C4C is that it’srelatively accessible for those coming from other SAP modules or even other CRM solutions. If you have experience in SAP modules like SAP SD, SAP CRM, or SAPMM, transitioning into SAP C4C is a natural next step. With a solid foundation in SAP’s on-premise architecture and an eagerness to learn cloud technologies, upskilling into SAPC4C is achievable. Additionally, people from non-SAP CRM backgrounds, such as Salesforce, can also bring valuable customer management insights to the table when learning SAP C4C.

What has changed in the past 5 Years in this space?

The past five years have seen rapid advancements in SAP C4C, particularly around artificial intelligence (AI) and machine learning (ML) capabilities. SAP has introduced advanced features for predictive analytics, customer sentiment analysis, and intelligent ticketing, all powered by AI. Additionally, integration capabilities have become more robust with SAP Business Technology Platform (BTP), making it easier for SAP C4C to work seamlessly with third-party applications. The shift toward mobile optimization has also been significant, with SAP C4C now fully accessible on mobile devices, empowering sales teams on the go.

Favorite part(s) of your job as aSAP C4C consultant?

What I love most about being aSAP C4C consultant is the blend of technology and customer-centric solutions. It's incredibly rewarding to see how the systems I implement or support transform the way businesses engage with their customers and end-users. No two projects are the same, so there’s always a new challenge or learning curve. I also enjoy working with different teams-sales, service, marketing—and helping them align their goals through the power of SAP C4C. And honestly, there’s something exhilarating about working in the fast-paced world of cloud computing and digital transformation.

Have there been any challenges that you face or have faced in your role as aSAP C4C consultant?

While there are plenty of rewards, being aSAP C4C consultant comes with its share of challenges. One of the biggest hurdles, I have experienced, is ensuring proper user adoption. It’s one thing to implement a system, but getting end-users to fully embrace and utilize it can be difficult. Additionally, managing client expectations around integration with legacy systems can be tricky, especially when older systems lack compatibility with modern cloud technologies. Another ongoing challenge that has kept me on my toes, is keeping up with SAP’s rapid release cycles and new features, which requires constant learning and adaptation.

Do you have any advice for anyone wanting to get into the SAP C4C space?

If you’re thinking about entering the SAP C4C space, my first piece of advice would be to focus on understanding the cloud. SAP C4C is cloud-based, and knowing the ins and outs of cloud technologies will give you a solid foundation. Next, try to gain exposure to customer engagement strategies—whether through sales, marketing, or customer support—since SAPC4C touches on all these areas. If you’re already in an SAP role, leverage your existing knowledge and start exploring SAP C4C-specific learning journeys and certifications. Finally, don’t underestimate the importance of soft skills. A good C4C consultant is as much a communicator and problem-solver as they are a technical expert.

Finally, what are your views on the competition in this space, especially from Salesforce?

No discussion about SAP C4C would be complete without addressing the elephant in the room—Salesforce. Salesforce is the market leader in CRM, no doubt, but SAP C4C holds its own, particularly for companies that already rely on SAP ecosystems. SAP C4C’s ability to integrate deeply with SAP’s ERP and S/4HANA gives it a significant advantage in industries where complex enterprise resource planning is crucial. In terms of functionality, SAP C4C offers a more robust solution for sales, service, and marketing, especially when end-to-end processes are key. However, Salesforce does have an edge in user interface and ease of use, which is something SAP has been steadily improving.

Ultimately, the competition is fierce, but both platforms have their strengths. It really comes down to what the company needs and how well either solution fits into their existing infrastructure.

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Thank you Prashant for the in depth look at SAP C4C. 

If you’re thinking about a move into this area or need resources for an implementation project get in touch with the team today.