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© 2011 SAP AG. All rights reserved. 1
Erik Söderholm
Nordic Director Solution Engineering
CUSTOMER ENGAGEMENT & COMMERCEBECAUSE THE JOURNEY &
THE OUTCOME MATTERS
WHAT IS
CUSTOMER ENGAGEMENT AND
COMMERCE (CEC)?
REAL-TIME CUSTOMER INSIGHT, END-TO-END BUSINESS PROCESS EXECUTION, AND HARMONIZED DIGITAL AND PHYSICAL EXPERIENCES
HELPING COMPANIES ATTRACT, RETAIN, AND GROW PROFITABLE CUSTOMERS.
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
AND THESE FACTORS IMPACT YOUR
FORECAST STOCK
PRICE
TOP-LINE
GROWTH
EMPOWERED CUSTOMERS ARE
DIGITALLY CONNECTED
79%of customers spend at least 50% of total shopping time
researching products online.
SOCIALLY NETWORKED
53%of customers abandoned an in-store purchase due to
negative online sentiment.
BETTER INFORMED
59%of customers are willing to try a new brand to get better
customer service.
THEY ARE INDIVIDUALS THAT HAVE EXPRESSED, IMPLIED, ANDHIDDEN NEEDS.
PROFILE
IMP
LIC
ITE
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
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CUSTOMER ENGAGEMENT IS NO
LONGER VALID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
NEED
RESEARCH
RECEIVE
OFFER
TRACK
ORDER
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
DIGITAL ADS
WORD OF
MOUTH
SOCIAL
TV
RETAIL
STORE
WEB
SHOP
REVIEWS
SEARCH
KW/ADS
CONTACT
CENTER
WEB
SHOP
SOCIAL
RETAIL
STOREWEB
SHOP
CONTACT
CENTER
CONTACT
CENTER
RETAIL
STORE
CONTACT
CENTER
CONTACT
CENTERSOCIAL
WORD OF
MOUTH
SOCIAL
SUPPORT
PORTAL
?
SUPPORT
PORTAL
?
BRANDED
COMMUNITY
?
WHY? BECAUSEEACH CUSTOMERSCRIPTS THEIR OWN JOURNEY
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
PRODUCT
SUPPORT
BILLING
ISSUE
MAKE
PAYMENT
DAMAGED
ITEM
RETURNS
JOIN
GROUPS
DELIVERY
ISSUE
CHANGE
ADDRESS
ADDITIONAL
PURCHASE
RECEIVE
OFFER
REFER
FRIENDS
WEB
DIGITAL ADS
WORD OF
MOUTH
SOCIAL
TV
RETAIL
STORE
WEB
SHOP
REVIEWS
SEARCH
KW/ADS
CONTACT
CENTER
WEB
SHOP
SOCIAL
RETAIL
STOREWEB
SHOP
CONTACT
CENTER
CONTACT
CENTER
RETAIL
STORE
CONTACT
CENTER
CONTACT
CENTERSOCIAL
WORD OF
MOUTH
SOCIAL
SUPPORT
PORTAL
?
SUPPORT
PORTAL
?
BRANDED
COMMUNITY
?
AWARENESS
INTEREST
DECISION
ACTION
USE
ACTION
ADVOCACY
ADVOCACY
DECISION
USE
WHY? BECAUSEEACH CUSTOMERSCRIPTS THEIR OWN JOURNEY
EVERY JOURNEY IS UNIQUEAND EVERY POINT OF ENGAGEMENT MATTERS
SO HOW DO YOU ENGAGE THE INDIVIDUAL?
DELIVER REAL-TIME, CONTEXTUAL, CONSISTENT, AND RELEVANT EXPERIENCES REGARDLESS OF CHANNEL OR DEVICE THROUGHOUT THE CUSTOMER JOURNEY.
TRADITIONAL TECHNOLOGY SOLUTIONS NO LONGER WORK FOR
INDIVIDUAL CUSTOMER ENGAGEMENT
1st Generation
CUSTOMER RECORD
Departmental / Channel
Silos
SERVICE
SALES
MARKETING
COMMERCE
2nd Generation
‘Multi’-channel
CRM Suites
CU
ST
OM
ER
RE
CO
RD
SALES &
SERVICE
MARKETING
COMMERCE
3rd Generation
Omni-Channel
Engagement Platform
CONTEXTUAL
MARKETING &
SERVICE
COMMERCE & SALES
CUSTOMER
INTELLIGENCE
PHYSICAL &
DIGITAL EXPERIENCE
Experience Management
Commerce Marketing Service Sales
MDM for Customer Engagement & Commerce (product, customer, order)
Infrastructure, Platform, Integration
SAP CUSTOMER ENGAGEMENT & COMMERCEOMNI-CHANNEL CUSTOMER ENGAGEMENT PLATFORM
web mobile In
store/branch
contact center digital goods marketplace print emaildigital adssocial
@
search
SAP CUSTOMER ENGAGEMENT & COMMERCE
PRODUCT PORTFOLIO
Experience Management
Commerce Marketing Service Sales
hybris Commerce
hybris PCM
hybris OMS
SAP BRIM
CEI
SAP Loyalty Management
SeeWhy
C4C - Cloud for Service
OnPrem CRM
C4C - Cloud for Sales
OnPrem CRM
Resells, incl:
Adobe Marketing Cloud
OpenText DAM
Resells, incl:
Adobe Marketing Cloud
OpenText DAM
Resells, incl:
Click
Resells, incl:
Vistex
Vendavo
ObjectiveEquip sales teams to engage with new
customers and penetrate new markets while
managing increasing customer and buying
process complexity.
SolutionSAP Cloud for Sales Retail Execution
hybris B2C Commerce
BenefitsMore 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.
“
”
Krissy Espindola
Director, Knowledge Management & Social
Customer Support
Looking at our results with social engagement, the ROI
is tremendous. We are getting a 94% resolution rate as
compared to our usual 11-12%. We are seeing
tremendous ROI servicing our customers on social
using these tools.
“
”
ObjectiveTake on larger rivals by providing a delightful
social media experience
SolutionSAP Social Media Analytics
SAP Cloud for Service
SAP Cloud for Social Engagement
BenefitsMeet increasing demand for social media
interaction without scaling team. Reduced
churn. More cost-effective customer acquisition
with marketing messages based on social buzz.
AT A GLANCE
© 2011 SAP AG. All rights reserved. 21
“ELDORADO GETTING CLOSER TO
CUSTOMERS..”
With SAP solutions powered by SAP
HANA, Eldorado can respond to
customers more quickly, deliver
products faster, and offer better
princes. We are getting closer to our
customers so they can be confident
that we understand their needs.”
Fabricio Granja
Deputy Vice President of Business
Operations Support
Eldorado LLC
GETTING CLOSER TO
CUSTOMER
ObjectiveGain insights into customer purchasing decisions
Target and personalize customer interactions
Support omni-channel business
SolutionSAP CRM powered by SAP HANA
SAP CRM Loyalty Management
SAP Retail Planning
hybris B2C Commerce
SAP Infinite Insights
BenefitsBetter insight into what to buy with analytics
Stronger customer relationships by meeting their needs
Decrease customer churn through loyalty programs
AT A GLANCE
“They [SAP] have the right messaging around customer engagement – one of the first major companies to focus it correctly. They have the best field service application that I’ve ever seen, bar none, and that’s saying a lot given that it’s a big market opportunity.”
NOTED AUTHOR AND analyst PAUL GREENBERG
ON SAP CUSTOMER ENGAGEMENT & COMMERCE
SOURCE – ZDNet May. 2014
• 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 CUSTOMERSLIKE NEVER BEFORE
ServiceCommerce SalesMarketing
THE ENTIRE CUSTOMER JOURNEY