SEND15 | The Customer Journey in a Digital World: One customer. Many journeys. Infinite possibilities

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THE CUSTOMER JOURNEY - IN A DIGITAL WORLDOne customer. Many journeys. Infinite possibilities.

Ivano Fossati

Director Business Development – EMEA CoE

SAP - hybris

The Customer Journey - in a Digital WorldOne customer. Many journeys. Infinite possibilities.

Ivano Fossati

Director Business Development – EMEA CoE

SAP - hybris

80% of CEOs believe their brand provides a superior customer experience.

8% of their customers agree.

(Bain & Company)

“Customer centricity

is a culture of putting the

customer at the center of

everything you do.”

Brian Solis

From the Industrial to the Digital Economy

INDUSTRIAL ECONOMY

1900

SCARCITY

ABUNDANCE

PRODUCTS


CONSUMER ECONOMYINDUSTRIAL ECONOMY

1900 1950

SCARCITY

ABUNDANCE

PRODUCTS DESIRE


DIGITAL ECONOMYCONSUMER ECONOMYINDUSTRIAL ECONOMY

1900 1950 2000

SCARCITY

ABUNDANCE

PRODUCTS DESIRE ENGAGEMENT

Customer Engagement and Commerce in the Digital Economy

Customers create their

journeys through contextual,

consistent experiences

regardless of channel.






Data is the fuel to optimize

the customer experience in

real-time and create new

business value.






Data is the fuel to optimize

the customer experience in

real-time and create new

business value.

Business value is monetized

over time through agile,

customer-centric business

models

of the buying process is completed before a first interaction with sales.Source: Customer Executive Board

57%of customers are willing to pay more for a better customer experience.Source: AMEX Global Barometer

86%

What’s going on NOW

brand-related conversionshappen online every day.Source: Keller Fay Group

2.4 BILLION

New reality to meet changing Consumer behavior




Top 3 organizational inhibitors to OMNICHANNEL Source: RSR Research

don’t have a single view of

customers across channels

54%

inventory & order management

are not integrated across

channels

42%

store systems are too difficult to

change and adapt to

cross-channel strategies

37%

Retailers need a single view of customers. BUT more importantly, customers need a SINGLE view of the retailer.

Mobility first

Buy, fulfill, return

anywhere

Digitization of the

store – Internet of

Things

Geographical

expansion,

emerging markets

Differentiation;

brand content, social

engagement, and

Innovation

Business and

technological agility

New business

models

Personalized and

contextual experience

across all touchpoints

Faster everything

Single view of

customer, inventory,

and products

Top 10 for brands and retailersWhat CMOs and CIOs know they need to achieve to compete and WIN

OMNICHANNEL CUSTOMER ENGAGEMENT AND COMMERCE IS STRATEGIC TO EVERY RETAIL ORGANIZATION

REFER

FRIENDS

POST

REVIEW

JOIN

GROUPS

TRACK

ORDER

RECEIVE

PACKAGE

MISSING

ITEM

SETUP

PHONE

BILLING

ISSUE

MAKE

PAYMENT

PHONE

DAMAGE

TERMINATE

SERVICE

NETWORK

ISSUE

CHANGE

ADDRESS

RECEIVE

OFFER

DISCOVER

NEED

RESEARCH

RECEIVE

OFFER

TRACK

ORDER

RESTART

SERVICE

SHOP &

BUY

SHOP &

BUY

RECEIVE

PACKAGE

MISSING

ITEM

POST

REVIEW

SETUP

PHONE

BILLING

ISSUE

MAKE

PAYMENT

PHONE

DAMAGE

TERMINATE

SERVICE

JOIN

GROUPS

NETWORK

ISSUE

CHANGE

ADDRESS

RESTART

SERVICE

RECEIVE

OFFER

REFER

FRIENDS

WEB

PRINT

DIGITAL ADS

WORD OF

MOUTH

SOCIAL

TV

RETAIL

STORE

WEB

SHOP

REVIEWS

SEARCH

KW/ADS

CONTACT

CENTER

WEB

SHOP

EMAIL

SOCIAL

RETAIL

STOREWEB

SHOP

CONTACT

CENTER

CONTACT

CENTER

RETAIL

STORE

CONTACT

CENTER

CONTACT

CENTERSOCIAL

WORD OF

MOUTH

SOCIAL

EMAIL

SUPPORT

PORTAL

?

SUPPORT

PORTAL

?

BRANDED

COMMUNITY

?

AWARENESS

INTEREST

CONSIDERATION

ACTION

USE

ACTION

ADVOCACY

ADVOCACY

DECISION

USE

EACH CUSTOMERSCRIPTS THEIR OWN JOURNEY

EVERY JOURNEY IS UNIQUERetailers must craft strategies to address expectations

at every point along their unique paths.

Points of engagement determine Customer experience

Consistent, positive

social sentiment

Reliable, accurate, and trustworthy

reviews by like-minded customers

Relevant, personalized offers

At the ready configured products,

offers, and promotions

Fast, easy, and relevant

information and support access

Fast, positive, tailored support experience

Relevant, personalized

search and content

Reach, engage, and serve customers with timely, tailored, and relevant products and offers

to enable a compelling and consistent experience across brands and channels.

High touch consultative engagement

REVIEWS

WEB

RETAIL

STORE

EMAIL

MOBILE

CONTACT

CENTER

SUPPORT

PORTAL

SOCIAL

Transforming isolated business process and interactions

DISPARATE AND SILOED UNIFIED AND COORDINATED

CUSTOMER ENGAGEMENT & COMMERCE

Web Mobile Store/ Branch Call Center Digital Goods Marketplace PrintSocial Search Sales/ Service Email

ACQUIRE

MONETISE

ADVOCACY - COMMUNITY

FULFILL

ENGAGESEAMLESS

customer

journey across

all channels

SINGLE VIEW

of the customer

INTEGRATED

across sales,

service, marketing

and commerce

EASY-TO-USE

business tools to

empower business

users

PROFILE

RELEVANCE

NORMALIZATIONIM

PLIC

IT

BROWSE

CLICK

OPEN

CLOSE

IGNORE

WALK-BY

HOVER

EX

PLIC

IT

BUY

REGISTER

SUBSCRIBE

RETURN

COMPLETE

SEND

SHARE

ENGAGEMENT

LISTENINGEVENTS FROM

TRIGGERS TO

Same look and feel for brand recognition

Same Inventory and Pricing

Same Delivery Options regardless the channel

Returns accepted through all channels

24/7 service

Real-time contextual Marketing

Loyalty programs

Omnichannel Best Practice

Omni-Commerce from a Customer point of view is to experience a continous, contextual, and frictionless

experience with a brand.

OMNICHANNEL from the customers’ point of view is to

experience a continuous, contextual, and frictionless

experience with the brands they choose to engage with.

THANK YOU

Feel free to connect with me at :[email protected]

@ifossati

www.linkedin.com/in/ivanofossati