WCEM.pdf

SAP Web Channel Experience Management 2.0 Overview AFSUG - CRM 2012

Business Environment

SAP Web Channel Experience Management 2.0 E-Commerce & E-Marketing E-Service Platform

Summary

Agenda

Business Environment

© 2012 SAP AG. All rights reserved. 4

Today’s customers are empowered like never before

Democratization of information

Transparency

Social networking and communities

Customer

Shift in negotiation power from Vendors to Customers

Evolution from ‘Relationship Management’ to ‘Total Experience Management’

New communications and interaction channels to manage on top of traditional ones

Greater needs for adaptability and responsiveness

Implications

Variety of touch points

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Executives Are Faced with New Realities and Must Be Responsive

HANSENG

DJIA

VP of e-Commerce

Immediately: Increase conversion rates to capture maximum revenue, make reliable commitments, and reduce cost of sales

Long-term objective: Grow revenue and market share

VP of Marketing

Immediately: Engage customers with rich, personalized experiences and improve market spend via deep customer intimacy

Long-term objective: Increase market share and mindshare

VP of Service

Immediately: Empower customers to easily solve problems, reduce cost of service, and retain high value customers

Long-term objective: Transform from a cost to a profit center

CEO’s mandate

Mitigate revenue and profitability risk

Rapidly reduce operating costs

Survive and emerge as a leader in the long run


Increase profitability and reduce your cost of sales and support

Delivering excellent online customer experiences

is essential to expanding market reach and engaging customers

E-commerce's role in CRM continues to increase as organizations adopt elements of

social, community and emerging mobile shopping capabilities; therefore, organizations

must develop an e-commerce strategy that is in line with their overall CRM vision to be

successful.

Gartner, Magic Quadrant for E-Commerce, May 2010

”

Improve customer experience, strengthening customer loyalty

Expand market reach and prepare for growing globalization

Reduce costs and increase profitability while driving additional revenue

Lower total cost of ownership through end-to-end, integrated processes


Multi Channel Is Your Face To Your Customers, Inviting Them Into Your Existing Business Processes

Multi Channel Foundation

Collect & Target

Sales & Marketing Planning

Customer Segmentation Products & Pricing

Communities, etc.

Web Mobile Store Phone, E-Mail, Chat, Fax

Kiosk Partner Network

Online Contact Center Social Media Store Partner

Decide & Execute

Personalized & contextualized content

Multi Channel Campaigns

Loyalty Management Order Management Order Fulfillment Service Processes

Measure, Learn & Optimize

Cross-Channel Visibility & Insight

Multi Channel Performance

Real-time analytics Insight to Action

Web Channel Experience Management 2.0


A Single E-Commerce, E-Marketing & E-Service Platform For Everyone

Web Channel

Managers

Easily set up and manage your Web presence with

simple, step-by-step Web site management

Businesses Leverage powerful and convenient self-services & manage all sales and service interactions from

one place

Consumers

Enjoy quick and easy online shopping

experiences as well as consistent experiences across all touch points


E-Service

E-Commerce

Paradigm Shift – Single Web Channel To Sales, Service & Marketing

E-Marketing

From silos….

search product

forum

find product

buy product

online promotion

register product service


Paradigm Shift – Single Web Channel To Sales, Service & Marketing

Web

Channel

search product forum find

product buy

product online

promotion service

…to integrated and consistent customer experience


Ready-To-Run Solution Building On The Enterprise Ecosystem

Predefined best practice processes

Standard UI and navigation flow

Multi-language, multi currency

Run multiple applications on one platform

Fully tested application templates (security, accessibility,…)

Covered by maintenance contract

Built-in enhancement concept

ERP SCM

Pricing Billing

Product Configuration

Returns Processing

Pricing Billing

Product Configuration

Delivery Order

Processing

ATP Product Substitution Production Scheduling Returns Processing

Order Quote

Contract Service

Request Products

CRM

Configuration

Navigation

Pages & Views

Styling & UI

Web Channel

Account Management Campaigns Product Recommendations Loyalty Management

Lead Partner

Integration Customer

Service


SAP Web Channel Experience Management Interactive User Interface

Interactive User Interface

Innovative interfaces leveraging Web 2.0 technologies to deliver highly interactive shopping and support experiences

Product presentations modes provides customers with a variety of display modes for the product catalog

Rich product detail view provides a wide variety of product information including images, attachments, multimedia files, etc.

Search and filtering capabilities help customers easily find products and provide intuitive navigation throughout the catalog

Guided navigation mechanisms lead customers step-by-step through common tasks with visual cues

Benefits Differentiate via

excellent online customer experiences

Increase online conversion rates

Drive support traffic to lower-cost online channel

Grow customer loyalty


Homepage


Product Detail View


Product Catalog – Alternative Theme

Web Channel Experience Management 2.0 E-Marketing



HANSENG

DJIA

VP of e-Commerce



VP of Marketing



VP of Service



CEO’s mandate





Multi Channel Campaign Management

Multi Channel Campaign Management Segment customers Create Campaign View campaign e-mail View campaign price Add to cart Buy product

Campaign e-mail

View product

Campaign price

display

Segment Customers Add to cart Create

Campaign Buy

product


Personalized Product Recommendations

Personalized Product Recommendations Browse catalog Search products View product detail View product recommendations Add to cart Buy product

Browse catalog

View product detail

View product

recommen Add to cart Buy

product Search

products


Loyalty Management

Earn Points

Sign up for loyalty program Browse catalog View bonus points per product Buy product Check point balance Receive voucher per mail

Sign up for loyalty

program

View bonus points

Browse catalog

Check point

balance

Buy product

Browse catalog

Add to cart Go to checkout

Redeem points

Receive voucher

Redeem Points

Browse catalog Add to cart Go to checkout Redeem points Buy reward product

Buy reward product


Highly Interactive and Relevant E-Marketing Experiences

We deliver…

Personalization and Advanced Recommendations

Campaigns and Promotions Loyalty Management Powerful catalog and content

management to create, target, and manage content

Community-generated product ratings and reviews

Integration points to 3rd party Web Content Management Systems

So you can…

Differentiate customer online experiences Drive Web site traffic and user adoption Increase conversion rates and customer loyalty


SAP Web Channel Experience Management Personalization

Personalization and Advanced

Recommendations

Robust personalization and product recommendations based on backend rules and customer preferences

Personalization to dynamically personalize customers’ Web experiences for more effective interactions

Related products are based on cross-selling rules and can be displayed as product recommendations, personalized per customer segment or marketing profile

Accessories can be linked to products and displayed independent from the user

Browsing and buying behavior can be data mined and used to generate product relationships which can be displayed as product recommendations

Benefits Increase revenue via

highly relevant cross and up-sell recommendations

Highly personalized experiences increase customer loyalty

Streamline delivery and management of recommendations via automated processes


Personalized Product Recommendations


SAP Web Channel Experience Management Email and Web Campaigns

Email and Web Campaigns

Create targeted and personalized email and Web campaigns and monitor success

Multi-channel campaign management to consistently manage email and Web campaigns across customer interaction points

Campaign execution enables users to manually enter campaign codes and can also happen automatically in the product catalog and the shopping cart

Discounts are dynamically displayed in the product catalog, shopping cart and during checkout

Target groups can be used to personalize campaigns in order to address specific customer segments

Newsletter subscriptions provides customers with the ability to easily subscribe and unsubscribe

Benefits Expand market reach

with lower cost online marketing campaigns

Deliver relevant and compelling offers

Empower customers to enrich their own experiences via subscriptions


Shopping Cart with Campaign Code


SAP Web Channel Experience Management Loyalty Management

Loyalty Management

Loyalty Management via the Web enables customers to earn, monitor and redeem loyalty points online

Mixed payments in reward catalog and shopping basket allow payment with both loyalty points and money

Points account summary provides members with a complete account and transaction summary of their loyalty membership

Shopping cart points summary shows customers how many points they will earn for buying the current shopping cart

Public reward catalog can be viewed by non-registered users driving interest in the loyalty program

Loyalty campaign view enables customers to view details about loyalty campaigns such as validity dates and points offered

Benefits Grow customer

loyalty and reduce customer churn

Reduce costs via self-service management of loyalty membership

Seamless integration for customers to redeem points when shopping online


Loyalty Membership Details


SAP Web Channel Experience Management Catalog Management

Catalog Management

Centralized product catalog management to create once and publish everywhere

Master data is imported from backend systems and reused to created product catalogs

Repository management to maintain the catalog data model and catalog item data including multi-lingual and multi-currency

Enrich product content with additional attributes as well as assigning images, multi-media files, marketing content, and attachments

Mass maintenance and multidimensional search enables easy mass changes to numerous items at once

Benefits Drive conversions

with rich catalog experiences

Easy catalog management for business users

Easier maintenance and richer content with a common catalog engine for CRM and ERP


Professional Product Catalog Management Empower Business Users To Control All Product Content


SAP Web Channel Experience Management Web Content Management with Coremedia*

Web Content Management

Provide contextualized and relevant content for a rich customer experience

Add editorial content such as articles and banner ads to specific content areas or to complete content pages

Dynamic content integration based on customer profiles and purchase history enables a contextualized customer experience

Flexible interface allows integration of third-party content management providers

Web Content Management integration can be leveraged in multi channel environments

Benefits Drive conversions

with rich and relevant user experiences

Provide dynamic content in a multi-channel environment

Open interface allows to leverage existing investments in Web Content Management

*Coremedia is a SAP partner that provides a Web Content Management Solution. The interface is open to connect to any 3rd party Web Content Management Solution.


Provide contextualized experience with rich content powered by a Web Content Management System


SAP Web Channel Experience Management Product Ratings and Reviews

Product Ratings and Reviews

Enable customers to leverage community-generated ratings and reviews increasing conversions

Customer ratings and reviews enables customers to create, preview and submit product ratings and reviews

Display ratings and reviews on the Web site within the product detail page and display average ratings within the product catalog

Monitor ratings and reviews with a workflow-driven approval process before publishing or detect inappropriate reviews after publishing

Filters help customers easily find the highest rated products

Benefits Increase conversion

rates via community-generated ratings and reviews

Build trust and credibility with positive community reviews

Gain customer insight while improving customer experiences


Product Ratings and Reviews

Web Channel Experience Management 2.0 E-Commerce



HANSENG

DJIA

VP of e-Commerce



VP of Marketing



VP of Service



CEO’s mandate





Consistent customer experience across multiple channels

Consistent customer experience across multiple channels Search product Check availability of products in store Check locations Add to cart Enter campaign code Buy products Pick up in store

Search products

Check availability

Select closest store

Buy products

Pick up in store

Add to cartt

Enter campaign

code


Leverage existing investments in order processing and expose on the Web

Leverage existing investments in order processing and expose on the Web Product Pricing, customer specific prices or list prices, free goods display Real time availability check or stock level indicator Product determination Order status

Browse Catalog

Check availability Log on

View specific

price Add to cart

Free Goods

displayed

Real-time ATP Checkout

Check order status


Consistent and reliable E-Commerce Experiences

We deliver…

Comprehensive Order Management

Checkout & Payment including enhanced payment methods through easy integration of payment service providers

In Store Pickup with availability check in store

Gift Card Store Locator with map

integration

So you can…

Ensure consistent experience across all touch points Easily enable new e-commerce channels Leverage a comprehensive and real-time view of the

customer to deliver the best personalized offer


SAP Web Channel Experience Management Order Management

Order Management

Enable the end-to-end order management process online and increase the strategic value of your Web channel

Shopping cart management provides a user-friendly and consistent interface across all ordering processes

Order management delivers self-service for orders including customer specific pricing

Order status delivers up to date status information regardless of the channel the order originated from

Free goods are displayed in the shopping cart based on backend rules

ATP-check provides accurate availability information in real-time

Benefits Increase customer

satisfaction with easy-to-use graphical shopping processes

Seamless cross-channel experiences

Integrated, end-to-end order management processes lower TCO


Shopping Cart with Free Good


Enable Multi Channel Scenarios with Retail In-store Pick-up

In-Store Pick-up

Enable multi channel order management processes providing choice and consistent experience to the customer

Order online – pick up in store process fully integrated into order processing.

Customers can search for stores on the and decide to pick up the products at a store rather than have them delivered

Availability of products displayed per store including distance to closest stores


satisfaction by offering more choice and flexibility

Seamless cross-channel experiences



In-store Pick-up with availability check per store


Enable Multi Channel Scenarios with Retail Generic Article

Fashion Articles

Enable intuitive selection of size, color, and style characteristics

Generic articles allow managing colors and sizes for fashion articles

Characteristic values (e.g. a large red shirt) can be selected in the product catalog

Retail-specific pricing conditions are supported

Web shop customers can use filters in the product catalog to search for generic articles


satisfaction by offering more choice and flexibility

Leverage SAP Retail investments



Color and Size Selection provided through Generic Article


SAP Web Channel Experience Management Checkout and Payment

Checkout and Payment

Enable a secure, complete checkout process

Streamlined checkout enables customers to save their checkout data as a re-usable checkout profile and perform quick checkouts

Guest users allows customers to place orders via guest registration

Flexible guided navigation through checkout process

Payment options provides customers with the flexibility to choose their preferred payment method (e.g. credit card, invoice, etc.)

Payment service providers can be integrated into the checkout process based on predefined interface

Benefits Reduce drop-off rates

with easy and quick checkout processes

Increase customer satisfaction through convenient payment options

Easily integrate payment service providers


Checkout and Payment


SAP Web Channel Experience Management Gift Card

Gift Card

Make it convenient for customers to buy and redeem gift cards online

End-to-end gift card process supports the sales and redemption of gift cards as well as linkages to back end processes

Purchasing gift cards can be done by customers online after which an account with the respective gift card value is created

Redeeming gift cards can be completed by gift card recipients during checkout in which gift cards are used as a payment option

Split tender enables customers to leverage multiple different payment methods within one order


loyalty by delivering more purchasing options

Drive revenue via an additional gift card purchasing option

Seamless experience for customers to buy and redeem gift cards when shopping online


Gift Card Purchase


SAP Web Channel Experience Management Store Locator

Store Locator

Store locator empowers customers to find store locations from which to purchase or service products

Store locator allows customers to find the nearest locations where products are sold or serviced

Mapping providers like Google Maps can be integrated to displays search results on a map, allowing users to see the locations of the stores with click-through to more details

Driving directions from the customer’s location to any store can be displayed both in text and on the map


convenience by making it easier to find store or service locations

Drive more business across the entire ecosystem

Streamline customer choice of interaction channel


Store Locator

Web Channel Experience Management 2.0 E-Service



HANSENG

DJIA

VP of e-Commerce



VP of Marketing



VP of Service



CEO’s mandate





Knowledge at your fingertips

Knowledge at your fingertips Search product View product detail Read product reviews View FAQs Read knowledge article Create service request

Search product

View product detail

View FAQs

Read product reviews

Read knowledge

article

Create service request


Get service at the right time

Get service at the right time View registered products Select product Request service Select time slot View confirmation Service execution

View registered products

Select product

Select time slot

Request service

View confirmation

Service execution


Friendly, Proactive, and Helpful E-Service Experiences

We deliver…

Guided processes for self-navigation

Self-service management of accounts

Service requests including appointment scheduling

Service contract management

Complaints and returns management

Online product registration Knowledge management

connectors to deliver community forums and self-service support

So you can…

Drive support traffic to lower-cost online channel Empower customers to research and resolve issues Foster customer community and crowd-sourcing


SAP Web Channel Experience Management Knowledge Management by eGain*

Knowledge Management

Empower customers to research and resolve their service issues with easy, self-service access to information

Frequently asked questions (FAQs) highlight questions and answers to commonly encountered problems

Knowledge base provides customers with quick and easy access to documents that offer solutions to specific issues

Community forums allow customers to engage with each other by posting messages on relevant topics

Top searches let customers view and re-use the most common solution searches on the site

Online surveys empower customers to comment on their self-service knowledge management experience and rate content

Recommended solutions can be plugged into business processes to proactively offer solutions increasing the likelihood customers may solve their issue without assistance

Benefits Enable customers to

find solutions without direct assistance

Enable knowledge sharing across the community

Reduce the cost of customer service

* These Knowledge Management capabilities are based on eGain as a pre-integrated Knowledge Management solution. Knowledge Management connectors let you flexibly work with your preferred knowledge management solution.


Support Home Page featuring Knowledge Management by eGain


SAP Web Channel Experience Management Live Support

Live Support

Provide immediate assistance to customers from within the Web site

Text chat empowers customers to initiate conversations with customer service agents from anywhere in the application

Context capture provides agents with the relevant contextual information to help every customer with their specific issue

Integrated with Business Communication Management (BCM) and CRM Interaction Center

Benefits Empower customers

with the ability to immediately access support online

Increase conversion rates through expert assistance

Increase customer satisfaction and draw customers into self-service channels


Live Support


SAP Web Channel Experience Management Complaints and Returns Management

Complaints and Returns Management

Give customers an easy way to solve a problem or return a good

Complaints and returns provide customers with self-service access to log a complaint or initiate a return

Sophisticated rules engine reduces the cost of service by automatically determining the best course of action for a complaint or return as well as automating its processing

Return options allow customers to request either replacement or credit for a returned product

RMA label printing empowers the user to print the label from the convenience of his location

Recommended solutions can be integrated to proactively offer potential solutions increasing the likelihood customers may solve their problem without assistance

Guided activity flows lead the user step-by-step through the complaints and returns submission process with intuitive visual cues

Benefits Head off customer

satisfaction issues with a streamlined process to handle product issues

Reduce return-rate by proactively offering likely solutions


Complaint Creation


SAP Web Channel Experience Management Service Request Management

Service Request Management

Give customers an easy way to request service or schedule a service appointment

Service requests provide customers with self-service access to submit a service request

Submission options enables submission of service requests for registered or non-registered products and eases the support process via reference to original sales orders

Service appointment scheduling allows customers to select from available time slots which fit their schedule

Recommended solutions can be integrated to proactively offer potential solutions increasing the likelihood customers may solve their problem without assistance

Guided activity flows lead the user step-by-step through the service request submission process with intuitive visual cues

Benefits Reduce the cost of

support via self-service while increasing customer satisfaction

Reduce service request load by automatically offering likely solutions


Recommended Solutions


Appointment Scheduling


SAP Web Channel Experience Management Service Contract Management


satisfaction by drawing customers into self-service channels

Enable follow-on interactions with customers

Turn your service center into a profit center by converting customer inquiries into contract extensions

Service Contract Management

Empower customers with the ability to view and extend service contracts online

Service contracts can be viewed and extended online, both at header as well as at line item level

Service contract determination allows customers to associate a service contract to a service request, complaint, or return

Contract quotations can be created and accepted online to extend a service contract on the fly

Contract timeframes allow customers to easily define the contract extension periods via the web

Historical contracts can be retrieved and viewed for reference purposes


Service Contract


SAP Web Channel Experience Management Product Registration

Product Registration and Installed

Base Management

Enable customers to register products and services, activate their warranty and view their installed base

Product registration enables customers to register products online enabling vendors to send product notifications

Sales order integration allows customers to conveniently register a product directly from their list of sales orders

Warranty activation allows customers to activate their product warranty and view its details

Installed base management enables customers to view their installed base online

Benefits Capture and track

customers for up-sell and cross-sell

Enable follow-on interactions with customers

Enable delivery of value-added services

Maintain relationship for future sales


Product Registration


SAP Web Channel Experience Management Account Self-Service

Account Self-Service

Empower customers with a personalized support homepage and streamlined user registration and account management

My support homepage gives access all service and support related information

My transactions provide personalized lists of service requests, service appointments, complaints, orders etc.

My products provide personalized lists of registered products, including warranty information and service contracts

Featured support topics can be integrated to show customers information relevant to the products they own (e.g. FAQs, discussions, etc.)

Account management allows customers to register themselves and maintain their personal profiles online

Benefits Deliver compelling

customer experiences with a personalized E-Service homepage

Proactively deliver helpful information to customers

Streamline user registration and account management


Account Profile

Web Channel Experience Management 2.0 Platform


Deploy, Configure, and Extend Web Channel Platform

We deliver…

Step-by-step Web site setup and maintenance by business users

Modular architecture enables organizations to flexibility configure the site as business needs change

Flexible site extension for site customization via common Web design tools and a flexible UI framework

Delivered with professional development tools (NWDI) and enhancement concept

Complete, integrated business processes

So you can…

Reduce TCO and time to market Set up and configure your Web presence Make adjustments to Web sites as needs evolve


SAP Web Channel Experience Management Web Channel Platform

Web Channel Platform

Highly modular, flexible and optimized platform which provides agility and scalability in a rapidly changing business environment

Web 2.0 technologies such as Ajax enable Rich Internet Applications (RIA) for improved online experiences for customers

Modular architecture enables organizations to flexibly turn on or off processes and configurations as business needs change

Flexible site extension allows Web site customization via common Web design tools

Web site optimization to manage and optimize business processes ensuring high availability, scalability and security

Benefits Rapid deployment to

adapt to business changes

Easily extend, customize and style Web sites using standard tools

Ensure scalable, flexible support of Web channel business


SAP Web Channel Experience Management Web Site Management

Web Site Management

Allows business users to quickly set up and configure Web sites and perform business changes without the need for IT

Web channel builder leverages modular architecture enabling business users to easily build and modify Web sites by assembling reusable functional modules

Easy configuration of Web sites including enterprise integrations business processes page layouts, visual themes, technical and functional settings, etc.

Status management and approval process enable close control over validity and content of Web sites

Multiple Web sites can be maintained and automatically activated based on validity dates

Web site templates enable rapid and easy creation of Web sites

Benefits Rapid set up and

deployment of Web sites to adapt to business changes

Maintain multiple versions of Web sites and activate them based on validity dates

Empower business users and free up IT resources from Web site management


Web Channel Builder


SAP Web Channel Experience Management Web Channel Platform – Architecture

CRM ERP

SAP Web Channel Experience Management

Browser NetWeaver ABAP

Firewall Firewall

ERP Server ABAP

NetWeaver ABAP

CRM Server ABAP

DMZ (Demilitarized Zone)

SAP NetWeaver Java Server

Product Catalog

Web Sites / Applications


Web Channel Faster and at Lower Cost – Meet Business Demands Now and Grow into the Future

E-Marketing

E-Commerce

E-Service

SAP Web Channel Experience Management, version for SAP CRM Provide customers with a fully integrated Web experience with consistency across all touch points

E-Commerce

SAP Web Channel Experience Management, version for SAP ERP * Enable E-Commerce with SAP ERP without the need for a full SAP CRM implementation


SAP Web Channel Experience Management Web Channel Analytics

Web Channel Analytics

Enables organizations to gain insight into, analyze, and act on e-business operations and trends

Sales analysis allows organizations to analyze sales figures and sales-related information on their Web Channel application

Service analysis enables organizations to evaluate the operational performance of their service efforts as well as analyze profitability to support differentiated levels of service

Technical analysis allows to analyze the technical parameters and performance of a Web Channel application

Benefits Tie insight to action

Increase conversions and lower drop-off rates

Drive more effective self-service

Make adjustments and optimize business as your needs evolve


Streamline Billing with SAP Biller Direct*

Issue Invoice

Forecast Cash

Finance Working Capital

Resolve Disputes

Collect Cash

Check Credit Worthiness

Settle & Pay Reconcile

Receivables Management

SAP Collections and Dispute Management

SAP Credit Management

SAP Biller Direct (Electronic Bill Present- ment and Payment)

Supplement traditional billing procedures with SAP Biller Direct

Electronic invoicing for businesses

Electronic payment for customers

Integrate customer service with finance

*Can be integrated with Web Channel on project basis


SAP Web Channel goes Mobile – Success with Mobile Commerce enabled by Partners

(Swiss Grocer)

Mobile application support Native iPhone application with

backend communication based on web services

Common communication layer to backend systems ensures consistent data regardless of the touch point (desktop or mobile)

Reuse of existing backend data and processes

Solution certified on SAP EcoHub

http://www.coopathome.ch/

Summary


Why SAP Web Channel Experience Management?

Interactive, Innovative & Rich User Experiences

Consistent Customer Experiences Across All Customer Touch Points

Comprehensive E-Commerce, E-Marketing and E-Service – on a Single Platform

Robust, highly scalable and easily customizable Web Channel Platform

Intuitive for Business Users to Setup, Manage and Extend Web Sites

Ready for global rollout

Thank You!

Documents

WCEM.pdf