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How to engage customers like never before!
Arnold Advocaat, SAP SAP Innovation Forum, 8 april 2015
Why does Customer
Engagement Matter?
Customers are In Control
The Rules are Changing
The Customer Journey is Complex
I am digitally connected.
79% of customers spend at least 50% of total shopping time researching products online.
SOURCE – POWERREVIEWS
I am socially networked.
53% of customers abandoned an in-store purchase due to negative online sentiment.
SOURCE – INTERACTIVE ADVERTISING BUREAU
I am better informed.
59% of customers are willing to try a new brand to get better customer service.
SOURCE – AMEX GLOBAL BAROMETER
I am changing the rules.
2.4 BILLION brand-related conversions happen online every day.
SOURCE – KELLER FAY GROUP
57% of the buying process is completed before a first interaction with sales. SOURCE – CUSTOMER EXECUTIVE BOARD
86% of customers are willing to pay more for a better customer experience SOURCE – AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER
Awareness
Interest
And this is no longer my journey. Desire
Action
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
DIGITAL ADS
WORD OF MOUTH
SOCIAL
TV
RETAIL STORE
WEB SHOP
REVIEWS
SEARCH KW/ADS
CONTACT CENTER
WEB SHOP
SOCIAL
RETAIL STORE
WEB SHOP
CONTACT CENTER
CONTACT CENTER
RETAIL STORE
CONTACT CENTER
CONTACT CENTER SOCIAL
WORD OF MOUTH
SOCIAL
SUPPORT PORTAL
?
SUPPORT PORTAL
?
BRANDED COMMUNITY
?
AWARENESS
INTEREST
CONSIDERATION
ACTION
USE
ACTION
ADVOCACY
ADVOCACY
DECISION
USE
I choose my own path
One customer.
Many journeys.
Infinite possibilities.
So how do you engage them?
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
SALES & COMMERCE
CUSTOMER INTELLIGENCE
PHYSICAL & DIGITAL EXPERIENCE
The evolution from CRM to Engagement
SAP HANA
Marketing Data Management
SAP Cloud
for
Service /
Social
Engagement
SAP CLOUD
FOR
CUSTOMER
digital
goods email digital ads web
In store/
branch
contact
center print mobile social marketplace
Search
kw/ads
agent
tools IoT
sms/
notifications
@
SAP & non-SAP digital digital ads web
In store/
branch
contact
center mobile social marketplace
Ratings &
Reviews IoT
Email/sms Web
analytics
SAP Customer Engagement & Commerce
HYBRIS COMMERCE HYBRIS MARKETING SALES & SERVICE
SAP CRM
©2015 SAP SE or an SAP affiliate company. All rights reserved. ‹#›
INNOVATE IN CLOUD COMPREHENSIVE SAP CLOUD FOR CUSTOMER PORTFOLIO
SAP Cloud
for Sales
SAP Cloud
for Service
SAP Cloud for Customer
SAP Cloud
for Social
Engagement
USER EXPERIENCE MODERN AND BEAUTIFUL
• Consumer-grade, role-based experience drives user adoption and value
• Mobile-first strategy with robust apps and responsive design
• Harmonized experience
across the portfolio
LIFE IS FULL OF CHOICES.
CHOOSE TO WIN.
©2015 SAP SE or an SAP affiliate company. All rights reserved. ‹#›
CONTEXT MAKES
THE DIFFERENCE.
What does this mean for a Marketer …..
©2015 SAP SE or an SAP affiliate company. All rights reserved. ‹#›
THIS IS WHAT MARKETERS
DO TODAY!
Marketers bombard customers
with irrelevant messages.
Not targeted, not relevant.
WEAPONS OF MASS DISTRACTION.
Enough is enough. AD
VE
RT
ISIN
G
EM
AIL
SO
CIA
L
MO
BIL
E
WE
B
What Marketers do today …..
©2015 SAP SE or an SAP affiliate company. All rights reserved. ‹#› WHAT THEY
HAVE DONE
WHAT THEY
MAY DO
WHAT THEY
ARE DOING NOW
REAL-TIME
INDIVIDUALIZATION PRESENTATION
OF RELEVANT
CONTENT
THE
CUSTOME
R
TOUCHPOINTS
The SAP hybris Marketing Solution is fundamentally different ……
©2015 SAP SE or an SAP affiliate company. All rights reserved. ‹#›
Intelligence through Predictive
Analytics
Personalized targeting &
orchestration
Explore & gain insights
Events & interactions from all channels
Campaign execution in all channels
Plan, measure & optimize
Market data & events
Sales & service data
Financial data
Big data industry
Social media, web E-mail, sms, traditional
Lead, opportunity
Interaction center
Personalized commerce
Digital & social channel
The Digital Marketing Process
Capturing response
©2015 SAP SE or an SAP affiliate company. All rights reserved. ‹#›
SAP hybris Marketing
3rd Party
Applications
(for data & execution)
HYBRIS MARKETING
SAP Applications
* basics available ** roadmap
Acquisition Conversion Retention**
Insights
Segmentation
Planning
Recommendation
Orchestration**
Batch & Events
Social providers
Mobile providers
Email Engines
Ad Providers
hybris Commerce
SAP ERP
SAP Sales
SAP Service
Marketing Data Management
Batch & Events
©2015 SAP SE or an SAP affiliate company. All rights reserved.
Discover Simple
Contact gegevens:
Arnold Advocaat Prinicipal Presales SAP Customer Engagement & Commerce
06-12992969
