I have seen consumers use products for very creative purposes and even surprise the designers of the product. For example, in Northern India it is very common to use washing machines to make mango flavored yogurt drinks called lassie. At least that is a innovative use of a product.
If a customer wants a web site creation tool or a file sharing tool with no conversation or discussion, they could use a document management system or a web site creation tool. SAP Jam is not the appropriate tool for that purpose. It is not even a creative use of SAP Jam.
Here is an HSBC commercial making fun of the Lassi makers.