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ONE CUSTOMER.MANY JOURNEYS.INFINITE POSSIBILITIES.Emre UltavSenior Sales Executive, SAP TurkeySAP Customer Engagement & Commerce15.10.2015
SAP FORUM İSTANBUL
WHY MATTER?DOES IT
SOURCE: Watermark Consulting & Forrester Research
+22.5%
-1.3%S&P 500
-46.3%
CUSTOMER EXPERIENCE LEADERS
OUTPERFORM THE LAGGARDS
AS A RESULT, CUSTOMERS AREHARDER TO ENGAGETHAN EVER.
DIGITALLY CONNECTED
SOCIALLY NETWORKED
BETTER INFORMED
brand-related conversionshappen online every day.Source: Keller Fay Group
2.4 BILLIONof 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 experienceSource: AMEX Global Barometer
86%
THE MAJORITY OF BUSINESSES CAN’T
SUPPORT AN OMNICHANNEL
CUSTOMER JOURNEY.
JUST 12% CAN PROVIDE A SEAMLESS HAND-OFF
BETWEEN CHANNELS.
SOURCE: Forrester Wave Customer Service Solutions 2014
LEGACY APPLICATIONS, INTEGRATION CHALLENGES, AND DATA SILOS MAKE THIS
IMPOSSIBLE TODAY.
7
CRM. WEB CMS. MOBILE. MARKETING. OMS. STORES. CONTACT CENTERS. ETC.
THEY SUPPORT ELMO LOUIS‘ FUNNEL SALES
MODEL– FROM 1898.
THIS IS NOTYOUR
CUSTOMER‘S JOURNEY
AWARENESS
INTEREST
DESIREACTION
DISCOVERNEED
RESEARCH
RECEIVEOFFER
TRACKORDER
BUY RECEIVEPACKAGE
MISSINGITEM
POSTREVIEW
SETUPPHONE
BILLINGISSUE
MAKEPAYMENT
PHONEDAMAGE
TERMINATESERVICE
JOINGROUPS
NETWORKISSUE
CHANGEADDRESS
RESTARTSERVICE
RECEIVEOFFER
REFERFRIENDS
WEB
DIGITAL ADS
WORD OFMOUTH
SOCIAL
RETAILSTORE
WEBSHOP
REVIEWS
CONTACTCENTER
WEBSHOP
SOCIAL
RETAILSTORE
WEBSHOP
CONTACTCENTER
CONTACTCENTER
RETAILSTORE
CONTACTCENTER
CONTACTCENTERSOCIAL
WORD OFMOUTH
SOCIAL
YOUR CUSTOMER CHOOSES THEIR OWN ADVENTURE.
SEARCHKW/ADS
WEBSHOP
WEB
SHORTLIST
TV
BRANDEDCOMMUNITY
SUPPORTPORTAL
SUPPORTPORTAL
SHOP &BUY
RESTARTSERVICE
SHOP &BUY
SHOP &BUY
RECEIVEPACKAGE
MISSINGITEM
SETUPPHONE
BILLINGISSUE
MAKEPAYMENT
PHONEDAMAGE
TERMINATESERVICE
NETWORKISSUE
CHANGEADDRESS
DISCOVERNEED
REFERFRIENDS
POSTREVIEW
JOINGROUPS
RESEARCH
RECEIVEOFFER
TRACKORDER
BUY RECEIVEPACKAGE
MISSINGITEM
POSTREVIEW
SETUPPHONE
BILLINGISSUE
MAKEPAYMENT
PHONEDAMAGE
TERMINATESERVICE
JOINGROUPS
NETWORKISSUE
CHANGEADDRESS
RESTARTSERVICE
RECEIVEOFFER
REFERFRIENDS
SHORTLIST
AWARENESS
DISCOVERY
CONSIDERATION
ACTION
ACTION
ADVOCACY
ADVOCACY
CONSIDERATION
USE
INTEREST
USEYOUR CUSTOMER CHOOSES THEIR OWN ADVENTURE.
WEB
DIGITAL ADS
WORD OFMOUTH
SOCIAL
RETAILSTORE
WEBSHOP
REVIEWS
CONTACTCENTER
WEBSHOP
SOCIAL
RETAILSTORE
WEBSHOP
CONTACTCENTER
CONTACTCENTER
CONTACTCENTERSOCIAL
WORD OFMOUTH
SOCIAL
SEARCHKW/ADS
WEBSHOP
WEB
TV
BRANDEDCOMMUNITY
SUPPORTPORTAL
SUPPORTPORTAL
RETAILSTORE
CONTACTCENTER
SHOP &BUY
RESTARTSERVICE
SHOP &BUY
SHOP &BUY
RECEIVEPACKAGE
MISSINGITEM
SETUPPHONE
BILLINGISSUE
MAKEPAYMENT
PHONEDAMAGE
TERMINATESERVICE
NETWORKISSUE
CHANGEADDRESS
REFERFRIENDS
POSTREVIEW
JOINGROUPS
ONE CUSTOMER.
SHOP &BUY
SHOP &BUYSHOP &
BUYSETUPPHONE
BILLINGISSUE SERVICE REFER
FRIENDS
MANY JOURNEYS.
SHOP &BUYSHOP &
BUY
INFINITE POSSIBILITIES.
EXP(dig+phys)+ΔPC
(CI)t bpE+=
Real-time Customer Insight End-to-End Business Process Execution
Harmonized Digital and Physical Experiences
Growth in Profitable Customers
SO, HOW DO YOU COPEWITH ALL OF THATCOMPLEXITY?
Enterprise-wide inventory visibility
Enterprise-wide customer visibility
Enterprise cross-channel analytics
A single customer interaction platform across channels
Enterprise-wide customer insights
Distributed order management
Enterprise content management
Enterprise-wide marketing/promotions platform
A mobile commerce platform Center solution
A more modern eCommerce platform
A more modern POS platform
Integration to social network tools and sites
A Call Center solution
84%73%68%66%65%59%58%51%51%43%41%28%27%
YOU FOCUS ON CUSTOMER-CENTRIC DIGITAL TRANSFORMATION PROJECTS
SOURCE: Forrester Wave Customer Service Solutions 2014
2017
USD$ 37 Billionfor CRM/CEC by 2017
AND INVEST MORE IN
CUSTOMER ENGAGEMENT
SOFTWARE THAN IN ANY OTHER
ENTERPRISE SOFTWARE CATEGORY
Web Conferencing Collaboration Social Software Suites
Supply Chain Management
Business Intelligence
Enterprise Resource Planning
Customer Relationship Mgmt (CRM) Forecast 2013
SOURCE: Gartner
BUT THE CHOICES ARE OVERWHELMING AND THE SOLUTION CAN QUICKLY BECOME WORSE THAN THE PROBLEM.
INDUSTRIES
SOCIAL & PREDICTIVE ANALYTICSSALES SERVICE MARKETING COMMERCE
SAP HANA CLOUD/CUSTOMER ENGAGEMENT PLATFORM
WEB
CALL CENTER
MOBILE
SOCIAL
@DIGITAL GOODS
POS
MARKETING CHANNELS
INTERNET OF THINGS
CONTENT CENTER
MARKET-PLACE
CONSISTENT, END-TO-END USER EXPERIENCEACROSS CHANNELS & DEVICES
REAL-TIME CONTEXT
CUSTOMER ENGAGEMENT ANYWHERE. ANYTIME.
Cross-channel Engagement
Targeting and Segmentation
Marketing Planning
Single Customer View
Real-Time Analytics
Personalization
Fully Integrated Platform
MARKET TO AN AUDIENCE OF ONESAP hybris MARKETING
OBJECTIVES SOLUTIONS
BENEFITS
• CRM and BW on HANA• SAP hybris Marketing Segmentation• SAP Predictive Analysis
• Establish end-to-end marketing process• Create 360 golden customer profile • Provide high-speed segmentation • Real-time data feeds for highest level
of accuracy
• Engaging with consumers in a smart way• Better customer experience• Higher return on marketing investment
(ROMI)
IT IS A FANTASTIC PRODUCT. WE HAVE THE MARKETING TEAM ALIGNED. THE FACT THAT WE CAN ANALYZE THOSE 10.6 MIO CUSTOMERS IN A FAR BETTER, MORE ANALYTICAL WAY IS A GAME CHANGER FOR US.
“ “
STEPHEN MCKINNON • CIO, LUXOTTICA
SELL SMARTER WITHSAP SALES SOLUTIONS
Account Management & Intelligence
Opportunity Management & Insight
Collaboration & Social
Productivity & Personalization
Real-Time Analytics
Mobility
Groupware Integration
Integration
Platform
OBJECTIVE SOLUTION
BENEFITS
MIGRATION FROMSALEFORCE.COMTO SAP HANA CLOUDPLATFORM AND SAP CLOUDFOR SALES
SAP Cloud for Sales(migration from salesforce)
Easily identify sales opportunities and have the insight into all customer activity in order for sales to be relevant and responsive.
Integrated sales platform with backoffice integration provides complete customer and wins transparency and easy to use, mobile interface provides everything sales needs on the road.
EFFORTLESS SERVICE WITHSAP CUSTOMER SERVICE SOLUTIONS
Omnichannel Service Ticketing (Including Social)
Service Analytics
Integrated Knowledgebase
Web Self Service
Collaboration
Integration
Mobile Access
OBJECTIVE SOLUTION
BENEFITS
A SINGLE PLATFORM FOR COMPLETE CUSTOMER ENGAGEMENTFROM DREAMING AND PLANNING, TO BOOKING AND ENJOYING.
SAP Cloud for ServiceSAP Cloud for SalesSAP Cloud for Social EngagementSAP HANA Cloud IntegrationSAP JamSAP Contact Center
Enhance the customer experience with and consolidate redundant and disparate tools into one commerce solution while improving master data management.
Boost customer loyalty and satisfaction with faster and more knowledgeable customer service anytime and anywhere, while increasing customer revenue with enhanced selling capabilities.
OMNICHANNEL COMMERCE MADE EASY WITHSAP hybris COMMERCE
Web Content Management
Respponsive Storefront Pages
Advanced Personalization
Merchandising
Reviews and Comments
Cross- and Up-selling
Faceted Search
Guided Selling
Punchout Service
OBJECTIVE SOLUTION
BENEFITS
A SINGLE PLATFORM FOR COMPLETE CUSTOMER ENGAGEMENTFROM DREAMING AND PLANNING, TO BOOKING AND ENJOYING.
SAP hybris Commerce SuiteTo move from ‘one-off transactions’ to ‘lifetime customer relationships’, by delivering a 360 degree ‘Digital Enabled’ travel experience through the entire customer journey.
Increased customer satisfaction while reducing customer service staff though employee reassignment. An 18% increase in aggregated conversion, 50% more B2B order entry, and 100% returns automation.
SIMPLE IS CONTEXTUAL
OMNICHANNEL
INTEGRATED
AGILE
REAL-TIME
ENGAGING
A STEP AHEAD
