LAS VEGAS, NV.- The digital transformation of companies must focus on an essential principle: offering a personalized, consistent and innovative experience , regardless of the channel of contact with the consumer, as commented during SAP Connect 2025 , Sarha Tuta , Head of Customer Experience (CX) for SAP Latin America North .
“ The customer experience has to be identical, no matter the purchasing method . A person can go to a physical store or shop online, but what they expect is for the brand to recognize them, to know who they are and what they like. That’s the foundation of loyalty,” he emphasized.
The company strengthened its CX solutions portfolio with the launch of SAP Loyalty and SAP Engagement , tools designed to help organizations connect with their customers through omnichannel strategies, advanced analytics, and Artificial Intelligence (AI) .
“The goal is simple: for the customer to feel like the brand is speaking directly to them, even if there’s a machine behind them. That emotional connection is what truly builds loyalty,” Tuta said.
Purposeful Innovation: Data, Empathy, and AI
The directive emphasized that AI should be understood as a tool to support human talent, not as a replacement.
“AI could offer recommendations and analyze behavior, but it always needs human input —someone to interpret the emotion or context behind the data,” he explained.
SAP promoted a vision of innovation centered on the human experience : technology at the service of empathy. To this end, it fostered the development of digital capabilities among its customers, enabling their teams to work strategically with intelligent solutions.
“It wasn’t about a machine serving the customer, but rather helping them identify what they really needed. Empathy remained irreplaceable,” he added.
Tuta acknowledged that technological adoption was progressing at different rates in Latin America.
“ Mexico used to set the pace due to its proximity to the United States , while other markets, such as Colombia or some southern countries, were more cautious and took the plunge when they were fully convinced,” he commented.
However, he agreed that digitalization is an irreversible path . “By the end of 2027, 80% of companies in the region will have migrated to the cloud. Not doing so would be falling behind,” he said.
To accelerate this process, SAP created specialized support teams for technology adoption, focused on reducing resistance to change.
“In Latin America, we’re stubborn,” he said with a laugh, “but when we understand the value of an innovation, we embrace it wholeheartedly. The important thing is to teach, support, and demonstrate the real impact,” he emphasized.
Regarding Mexico , he indicated that the country represents one of the most solid innovation ecosystems in the region, however , he warned that the main challenge remains in small and medium-sized enterprises ( SMEs) .
“Many businesses seek to develop their own solutions to save money, but end up creating disconnected systems, veritable ‘Frankensteins.’ SAP works with flexible adoption models to demonstrate that investing in CX isn’t an expense, but a strategy for growth,” he noted.
The specialist summarized SAP’s philosophy in a single sentence that encapsulates its vision of innovation and experience.
“Companies can have the best financial or logistics systems, but if they don’t create a memorable experience, they have no future. True digital transformation begins when the customer feels unique,” he asserted.
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