SAP’s transition from an ERP vendor to an E2E application, platform, and cloud provider has made good progress in recent years. SAP’s efforts around the topic of customer experience (CX) as an important strategic pillar have strongly contributed to this development. The company’s efforts range from the further development of its own solutions to inorganic growth through acquisitions (the best-known and most profitable in recent years were hybris, CoreSystems, CallidusCloud, Gigya, and Qualtrics). The recent announcement by SAP’s CFO Luka Mucic to “focus” the strategy on CX aroused interest among the SAP ecosystem. During the SAP CX Live Event it became clearer what this meant in concrete terms and what the roadmap would look like. This Expert View gives a short overview of the strategy and its main components.