Digitalized Customer Service, Breakfast Club 26.1.2017

DIGITALIZED CUSTOMER SERVICEBreakfast Club 26.1.2017

26/01/2017 www.bilot.fi 1

Agenda


Welcome & Introductions

Digital Customer Service

SAP Hybris Cloud for Customer demo

SAP Roadmap & Hybris Engagement Center Demo

Project Considerations & Lessons Learnt

Q&A

Digitalization – industrial strength.


Digital Customer ServiceBilot Consulting, Joel Loikkanen

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#CDOBarometri

28,9 %

4,4 %

6,7 %

8,9 %

11,1 %

13,3 %

17,8 %

26,7 %

31,1 %

33,3 %

55,6 %

0,0 % 20,0 % 40,0 % 60,0 %

Other, what

Taking advantage of sharing economy

Orderbased business models

Speeding up business globalization

Reaching new customer segments

Improving customer acquisition

Production optimization

Servitization of products

Creation of a new ecosystem / marketplace

Data and interface commerialization

Improving Customer Experience

Other, what:Growing business, improving customer’s processes, new digital business model, new products and services, automization of services, content development, qualityzation

Which of the following digitalization themes are relevant to you?

www.bilot.fi #CDOBarometri

Data

utilization and

new

marketplaces

are also in

focus


” We buy from companies due to great products,

and stop buying due to bad service”

“Customer Service Interactions Tend to

Drive Disloyalty, Not Loyalty”

“The key to mitigate disloyalty is reducing customer effort”94% of customers with low effort service could intend to repurchase, high-effort 4%

88% of customers with low effort service could increase spending, high-effort 4%

1% of customer with low effort service talk negatively about company, high effort 88%

Source: Matthew Dixon, Nick Toman, Rick Delisi (2013) The Effortless Experience

Digital Customer Service


Customer Service is an attitude

Think about the big pictureCustomers create their own journeys

Future proof (rise of new channels)

What to measure (pain points, opportunities,

constant improvement, enabling quick decision

making)

Customer Service Funnel


Maturity of Digital Customer Service

Traditional channels

Offline service and sales

Non-personalized

Digital to complement other channels

Low technical complexity

Advanced digital channels

Adapted to preferred channel

Reactive service and sales

Manual personalization

Digital as convenient alternative channel

Moderate technical complexity

Driving channel preferences

Proactive service and sales

Individual level personalization

Seamless cross-channel journeys

Revenue generation through customer service

High technical complexity


Available

Engaging

Driving

Source: Derived and modified from Peppers&Roger Group 2015 - How Mature Is

Your Digital Customer Experience Strategy?

Maturity

Str

ate

gic

Va

lue

Enabling Solutions

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Self Service

www, FAQ, Chat,

SoMe, Portal,

Communities

Hybris Marketing

Contact CenterHybris Cloud for

Customer

Hybris

Commerce

Hybris

Engagement

Center

ERP Data Warehouse Knowledge Base

DemoSAP Hybris Cloud for Customer

Bilot Consulting, Rickard Kallis


Demo Content

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Cloud for Customer overview

Service features

Omnichannel demo

SAP Hybris Cloud for Customer demo

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SAP Hybris driving Customer Service ExcellenceStefan Fröberg, Markku Helin

26.1.2017

LEGAL DISCLAIMER

The information in this presentation is confidential and proprietary to SAP and may not be disclosed without

the permission of SAP. This presentation is not subject to your license agreement or any other service or

subscription agreement with SAP. SAP has no obligation to pursue any course of business outlined in this

document or any related presentation, or to develop or release any functionality mentioned therein. This

document, or any related presentation and SAP's strategy and possible future developments, products and

or platforms directions and functionality are all subject to change and may be changed by SAP at any time for

any reason without notice. The information in this document is not a commitment, promise or legal obligation

to deliver any material, code or functionality. This document is provided without a warranty of any kind, either

express or implied, including but not limited to, the implied warranties of merchantability, fitness for a particular

purpose, or non-infringement. This document is for informational purposes and may not be incorporated into

a contract. SAP assumes no responsibility for errors or omissions in this document, except if such damages

were caused by SAP´s willful misconduct or gross negligence.

All forward-looking statements are subject to various risks and uncertainties that could cause actual results to

differ materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking

statements, which speak only as of their dates, and they should not be relied upon in making purchasing

decisions.

THE WORLD HAS CHANGED

CUSTOMERS ARE CHANGING THE RULES.

TECHNOLOGY IS CHANGING

THE GAME.

DIGITAL TRANSFORMATION IS EVERYWHERE

THE WORLD OF CUSTOMER SERVICE HAS CHANGED…

TODAY’S CUSTOMERS …

HAVE GREATER CHOICE

HAVE HIGHER EXPECTATIONS

ARE MORE EMPOWERED

NOW YOU NEED TO MAKE A CHANGE…

TODAY’S COMPANIES SHOULD …

BE EASY TO ENGAGE WITH

BE BETTERINFORMED

BE PRESENT IN ALL RELEVANT CHANNELS

2 OUT OF 3 COMPANIES BELIEVE THAT THEIR CRM SYSTEM DOES NOT SUPPORT THEIR FUTURE VISION FOR CUSTOMER ENGAGEMENT

Source : SAP Research

YOU’VE BUILT UP A CUSTOMER SERVICE CENTER TO

RESPOND TO YOUR CUSTOMER’S ISSUES.

AND YOU’VE GIVEN YOUR FIELD SERVICE TECHNICIANS PRODUCT TRAINING AND A

COMPLETE TOOLBOX

YOU CAN OFFER POST SALES SUPPORT …

… BUT WHAT ABOUT BEFORE THE FIRST SALE?

53%Abandon a purchase if they can’t find quick answers to their questions

Source : Forrester 2016

SERVICE STARTS AT THE

BEGINNING OF THE BUYING

PROCESS

THE CUSTOMER JOURNEY HAS TRANSFORMED

SUPPORT DURING

BUYING PROCESS

AFTER SALES

SUPPORT

ASSISTED SERVICE Chat/Video chat

Voice

Call Back

Email

Social channels

UNASSISTED

SERVICE Online Self Service

Support

Communities

Knowledge

Management

IT’S TIME TO TRANSFORM YOUR SERVICE OFFERINGS …

WEB CONTACT

CENTER

DIGITAL

GOODS

MOBILE SMS/NOTI-

FICATIONS

EXPERIENCE MANAGEMENT

PLATFORM, INFRASTRUCTURE, INTEGRATION, YAAS

DATA & PROCESS MANAGEMENT

MDM FOR CUSTOMER ENGAGEMENT AND COMMERCE (PRODUCT, PATIENT/PROVIDER, ORDER)

COMMERCE MARKETING SERVICE SALES

AGENT TOOLSIN STORE SOCIAL

MEDIA

MARKET-

PLACE

EMAIL

@

PRINTDIGITAL

ADVERTISING

SEARCH

KW/ADS

IOT

OUR SOLUTION

REVENUE

SAP HYBRIS SERVICE

Self service ENGAGEMENT CENTER Field serviceOmni-channel

communication

Service Mgmt

& Dispatch

Self Service SAP JAM

Communities

Engagement Center*(B2C Sales + lightweight Service Engagements)

Incident / Interaction

Execution

SAP Contact Center (Omni-channel communications)

Cloud for Service

LOW TOUCH SERVICE

HIGH VOLUME

HIGH TOUCH SERVICE

LOW VOLUME

INTEGRATION WITH TRANSACTIONAL SYSTEMS

*not yet released in Finland

Cloud for Service vs. Engagement Center

SAP Hybris Cloud for Service

• Designed for service processes of all

complexities where interaction results in

a ticket / case

• Powerful ticket and case management

capabilities

• Rich set of APIs for integration

• Standard integrations with SAP ERP,

Hybris Marketing, SAP Contact Center,

etc.

SAP Hybris Engagement Center

• Designed for high volume, lower

complexity customer service situations

across all channels

• Next Generation Agent Desktop solution

based on SAP Contact Center delivered

over YaaS

• Self-service extensions using YaaS

platform

• Standard integrations with SAP ERP and

SAP Contact Center

AGENTS NEED TO EFFECTIVELY SUPPORT CUSTOMERS ON ALL CHANNELS

50%of organizations will soon be managing a multichannel contact center featuring at least eight channels

Source: Dimension Data

SAP HYBRIS SERVICE ENGAGEMENT CENTER

Consistent Experiences Everywhere

Chat, video chat, phone and social

Contextual interactions

Powered by SAP Contact Center

SAP Fiori user interface

Mobile and multiple device support

AGENTS NEED CONTEXT, AND REAL-TIME CUSTOMER INSIGHT, THROUGHOUT THE ENTIRE CUSTOMER JOURNEY

14%time spent searching for answers in multiple systems

Source: Aberdeen

SAP HYBRIS SERVICE ENGAGEMENT CENTER

Next Generation Agent Desktop

Ticket and order management

Customer profiles

Order, service and interaction history

Intelligent routing

Respond to Community posts

Reporting and analytics

SAP JAM COMMUNITIES

Drive engagement through SAP Jam

Communities integration:

Foster collaborative issue resolution through

Q&A and discussion boards – both self-

service, customer-generated and agent-

contributed

Provide expert agent guidance with

embedded chat and video chat support.

Lift conversion rates by offering relevant

content throughout the buying journey

Leverage standard integration to SAP Hybris

Service Engagement Center and SAP Hybris

Commerce

SAP HYBRIS SELF-SERVICE

With the Self Service Features

on SAP Hybris as a Service:

Create new service tickets on the web

Track support requests

Register Products

Connect with Communities

Collaborate with service agents

Download instruction manuals,

warranties and product relevant details

DEMO

DEMO SCENARIOS

Customer is on discussion forum and

leaves a question.

Question is pushed to EC for processing

by User.

User additionally decides to call the

customer.

Customer initiates a chat.

Chat is pushed to the User for handling.

User can see customer’s social

posts and previous chats.

Customer initiates a video call + chat.

Video call + chat is pushed to the User.

Rock on!

DELIVER END-TO-END SERVICE EXCELLENCE, BUILD BRAND LOYALTY AND INCREASE REVENUES

access to experts

anytime using the

customer’s channel

of choice

CONVENIENT

omni-channel

experience across

every touchpoint in

the customer journey

CONSISTENT

answers via self-

service, engagement

center and field

service interactions

TIMELY

information provided

by experts when

customer’s request

or need it

RELEVANT

SAP Contact Center

RECENT DEALS

… AND SOME OLDER ONES

THANK YOU

Project Considerations & Lessons LearntBilot Consulting, Petri Niemelä


Project Approach - Example

43

PHASE 1

Design

Development and validation (sprints)

Verify: UAT

Pilot and rollout

2b

3

4

5

Business workshops + Reference group meetings

1. 2. 3. 4. 5. 6. 7.

Key activities• Define Customer• Challenge operating model• Refine scoping & plan• Identify gaps and study bottlenecks• Involve core team• Set integration content

Integration development

Key activities• Scoping• Engage key (business) users• Train system maintenance • Manage bottlenecks• Proactive use workflow proposals from partner• Document use cases for testing and training

Analyze & Plan

Key activities• Multiple sessions

with limited scope and

participants

Change management

Key activities• Requirements definition• Data quality review

• Scoping & phasing• Pre-study / Proof-of-

concept• Risk evaluation• Business insight• Project planning

1

2a

Critical Project Success Factor


Plan &Manage

Bottlenecks

Scoping,Scoping,Scoping

EngageOrganization

BuildStrong Team

ChallengeVision

& Processes AlignOrganization,Processes &Solutions

Technology

Digitalized Customer Service, Breakfast Club 26.1.2017