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03 cloud day ksa - cec - sales and marketing customer engagement and commerce
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© 2011 SAP AG. All rights reserved. 1
Khalid Alherran Line of Business, Customers
CUSTOMER ENGAGEMENT & COMMERCE BECAUSE THE JOURNEY & THE OUTCOME MATTER
WHAT IS CUSTOMER ENGAGEMENT AND COMMERCE?
ENABLING OUR CUSTOMERS TO DELIVER CONTEXTUAL, CONSISTENT, AND RELEVANT EXPERIENCES REGARDLESS OF CHANNEL OR DEVICE THROUGHOUT THE CUSTOMER JOURNEY, IN REAL-TIME.
WHY DOES IT MATTER?
BECAUSE THINGS HAVE CHANGED
CUSTOMERS ARE IN CONTROL OF THE RELATIONSHIP
THE TRADITIONAL RULES OF MARKETING, SALES, AND SERVICE ARE CHANGING
THE CUSTOMER JOURNEY IS OMNI-CHANNEL & COMPLEX
THE PROBLEM
THE 19TH CENTURY ‘MARKETING FUNNEL’ IS BROKEN
AWARENESS
INTEREST
DESIRE
ACTION
A TRADITIONAL ‘FUNNEL-BASED’ APPROACH TO CUSTOMER ENGAGEMENT IS NO LONGER VALID
DISCOVER
SEARCH
RESEARCH
GET HELP
COMPARE
PERSONALIZE
SHARE EVANGELIZE
USE
TRUST
FRIEND
DECIDE PURCHASE
• INTERACTIVE
• PAID SEARCH
• SEO
• DISPLAY
• MOBILE (NOTIFICATION/SMS)
• WEB
• COMPANY WEBSITE
• MOBILE
• BRANCH/STORE
• CALL CENTER
• SOCIAL
What customers
expect
What businesses
deliver
THE ENGAGEMENT GAP
Context gap
Relevance gap
Convenience gap
Responsiveness gap
Consistency gap
Trust gap
8
What customers
expect
What businesses
deliver
CAUSES OF THE ENGAGEMENT GAP
9
Single channel processes
Siloed systems
Lack of integration
Messy data
Legacy architectures
Lack of collaboration
Lack of digital literacy
Lack of insight
Mythology
What customers
expect
What businesses
deliver
10
CLOSING THE GAP
Contextual : Relevant : Convenient
Responsive : Consistent : Trustworthy
PROFILE
IMP
LIC
IT E
XP
LIC
IT
RELEVANCE
NORMALIZATION
ENGAGEMENT
LISTENING
BROWSE
CLICK
OPEN
CLOSE
IGNORE
WALK-BY
HOVER
BUY
REGISTER
SUBSCRIBE
RETURN
COMPLETE
SEND
SHARE
EVENTS FROM
TRIGGERS TO
EVERY TOUCH POINT. EVERY CHANNEL.
GLOBAL. FLEXIBLE.
PROVIDE THE WORLD’S LEADING OMNICHANNEL COMMERCE AND
CUSTOMER ENGAGEMENT SOLUTION.
12
TRADITIONAL TECHNOLOGY SOLUTIONS NO LONGER WORK FOR
INDIVIDUAL CUSTOMER ENGAGEMENT
1st Generation
CUSTOMER RECORD
Departmental Silos
SERVICE
SALES
MARKETING
COMMERCE
2nd Generation
‘Multi’-channel architectures are
a mess
CU
ST
OM
ER
R
EC
OR
D
SALES & SERVICE
MARKETING
COMMERCE
3rd Generation
Omni-Channel Engagement Platform
CONTEXTUAL MARKETING & SERVICE
COMMERCE & SALES
CUSTOMER INTELLIGENCE
PHYSICAL & DIGITAL EXPERIENCE
CU
ST
OM
ER
D
AT
A
MKTG DATA
Experience Management
Commerce Marketing Service Sales
MDM for Customer Engagement & Commerce (product, customer, order)
Infrastructure, Platform, Integration
SAP CUSTOMER ENGAGEMENT & COMMERCE OMNI-CHANNEL CUSTOMER ENGAGEMENT PLATFORM
web mobile In
store/branch
contact center digital goods marketplace print email digital ads social
@
search
SAP CUSTOMER ENGAGEMENT & COMMERCE
PRODUCT PORTFOLIO
Experience Management
Commerce Marketing Service Sales
hybris Commerce
hybris PCM
hybris OMS
SAP BRIM
CEI
SAP CRM Marketing (Loyalty)
SeeWhy
C4C - Cloud for Service
OnPrem CRM
SAP JAM
C4C - Cloud for Sales
OnPrem CRM
SAP JAM
Resells, incl:
Adobe Marketing Cloud
OpenText DAM
Resells, incl:
Adobe Marketing Cloud
OpenText DAM
Resells, incl:
Click
Resells, incl:
Vistex
Vendavo
Objective Equip sales teams to engage with new customers and penetrate new markets while managing increasing customer and buying process complexity.
Solution SAP Cloud for Sales Retail Execution hybris B2C Commerce
Benefits More effective activity planning and visit execution with the ability to take orders and execute trials on the spot. Better lead,
account, and pipeline management.
AT A GLANCE
Jean-Marc Duvoisin CEO, Nestlé Nespresso SA
Nespresso maintains a direct dialogue with our consumers and Club Members. Worldwide they interact with us through an array of consumer contact points. SAP Cloud for Sales allows us to focus on delivering the ultimate coffee experience to our consumers.
“
”
• The right insight at the right time
• Across every touch-point, every channel
• Integrated to your enterprise
• With an experience that drives results
SAP CUSTOMER ENGAGEMENT SOLUTIONS FOR:
IT’S TIME TO
ENGAGE CUSTOMERS LIKE NEVER BEFORE
Service Commerce Sales Marketing
THE ENTIRE CUSTOMER JOURNEY
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