---
id: "framework-sap-customer-journey"
type: "framework"
source_timestamps: ["§ Map Business Processes"]
tags: ["customer-journey", "sales-funnel"]
related: ["concept-digital-modalities", "tool-digital-launchpad", "tool-prospecting-assistant", "action-map-customer-journey", "concept-product-context-ai-adaptation"]
steps: ["\\\"Discover: Use AI (Digital Launchpad", "Prospecting Assistant) for personalized outreach", "sentiment analysis", "and multi-lingual avatar videos.\\\"", "\\\"Select: Use AI to generate 'Value One-Pagers' (business cases)", "personalized demos", "and automate the 'quote to cash' contracting process.\\\"", "\\\"Adopt: Prevent churn by using AI to create avatar training videos", "LLM-powered interactive Q&A for documentation", "and internal content generation for client meetings.\\\"", "Derive: Consolidate data into an AI-enabled customer success platform that provides tailored suggestions for continuous performance improvement.", "\\\"Extend: Use AI to identify cross-sell opportunities", "generate new business cases", "and assist solution advisors in answering client questions.\\\""]
sources: ["commercial"]
sourceVaultSlug: "hbr-seg-commercial"
originDay: 5
articleStem: "hbr-foci-64-ai-broaden-customer-base"
sourceUrl: "https://hbr.org/2025/03/how-one-company-used-ai-to-broaden-its-customer-base"
sourceTitle: "How One Company Used AI to Broaden Its Customer Base"
---
# SAP AI-Enhanced Customer Journey

[[org-sap|SAP]] mapped its SME customer journey into **five distinct stages**, deploying specific AI [[concept-digital-modalities|Digital Modalities]] at each stage to replace expensive in-person consultative sales. This mapping is the practical embodiment of [[action-map-customer-journey]] and reflects [[concept-product-context-ai-adaptation]] (ERP complexity forces assisted evaluation instead of freemium).

1. **Discover** — Personalized, industry-specific outreach, sentiment analysis, and multi-lingual avatar videos, powered by [[tool-digital-launchpad|Digital Launchpad]] and [[tool-prospecting-assistant|Prospecting Assistant]].
2. **Select** — Generate **"Value One-Pagers"** (business cases) and personalized demos, and automate the **"quote to cash"** contracting process.
3. **Adopt** — Prevent churn with AI-generated **avatar training videos**, **LLM-powered interactive Q&A** over documentation, and internal content generation for client meetings.
4. **Derive** — Consolidate data into an **AI-enabled customer success platform** offering tailored suggestions for continuous performance improvement.
5. **Extend** — Identify **cross-sell opportunities**, generate new business cases, and assist solution advisors in answering client questions.

> **Enrichment check:** The idea of a **stage-based AI-enhanced journey** with distinct AI agents per step is strongly supported by SAP CX practice. But the exact five-stage taxonomy **Discover–Select–Adopt–Derive–Extend** and the named tools (Digital Launchpad, Prospecting Assistant) are **case-specific**, not canonical SAP CX naming.