beyond crm: a new era for customer engagement · 7/9/2015 · reimagine crm for a customer...
TRANSCRIPT
Enrico Manzi – VP Business Development CEC – EMEALisbon, November 4th 2015
Beyond CRM: a new era for Customer EngagementSAP hybris - Customer Engagement & Commerce
Agenda
Ø Our World
Ø Addressing the change with Beyond CRM
Customer Engagement & Commerce Suite
Ø Example of Customer Profiling, Marketing & Commerce
Ø Conclusion and Q&A
2
TODAY’S CUSTOMERS ARE DIGITALLY CONNECTED,SOCIALLY NETWORKED, BETTER INFORMED, AND THEY
INTERACT WITH YOU IN EVERY CHANNELCUSTOMERS ARE IN CONTROL
MAPPING DIGITAL TRANSFORMATION
LACK OF END-TO-END INTEGRATION, OMNI-CHANNEL REACHAND REAL-TIME ACCESS TO INFORMATION IS A BARRIER TO
CREATING LASTING CUSTOMER RELATIONSHIPS
TRADITIONAL CRM WAS NOT BUILT FOR THE ERA OFCUSTOMER ENGAGEMENT
Beyond CRM
SAP CUSTOMER ENGAGEMENT & COMMERCE PLATFORM
Customer Data Hub
digitalgoods emaildigital
adsweb In
storeCC printmobile socialmarketplace
Searchkw/ads agent
toolsIoT Sms
notific.
@
Marketing Service Sales
Infrastructure, Platform, Integration (HANA)
Commerce
Experience Management
S/4HANA – ERP – Business Suite
Industries
Private Cloud Public Cloud On-Premise
Billing
Deliver a consistent user experienceinspite of backend complexity
Omni-Channel
THE “CUSTOMER DONUT“
REAL TIME
THE CUSTOMER DIGITAL JOURNEYCONTEXT
WHAT THEYHAVE DONE
WHAT THEYMAY DO
WHAT THEYARE DOING NOW
THECUSTOMER
THE CUSTOMER DIGITAL JOURNEYCONTEXT + REALTIME
WHAT THEYHAVE DONE
WHAT THEYMAY DO
WHAT THEYARE DOING NOW
REAL-TIMEINDIVIDUALIZATION
THECUSTOMER
THE CUSTOMER DIGITAL JOURNEYCONTEXT + REALTIME + OMNICHANNEL
WHAT THEYHAVE DONE
WHAT THEYMAY DO
WHAT THEYARE DOING NOW
REAL-TIMEINDIVIDUALIZATION PRESENTATION
OF RELEVANTCONTENT
THECUSTOMER
TOUCHPOINTS
SAP hybris SOLUTIONSTYPICAL DIGITALIZED PROCESS
Insight Agility Experience
CUSTOMER DATAMANAGEMENT
REAL TIME RECO& OFFERSSAP HANA
PredictiveAnalytics
SEGMENTATION CAMPAIGNPLANNING
PROGRAMSORCHESTRATION
REAL TIMEINSIGHTS
hybrisCOMMERCE
hybrisRETENTION
hybrisCONVERSION
CRMSales
CRMService
Customer Provenance - ROI
Nespresso engageswith customers andclub membersworldwide to deliverthe ultimate coffeeexperience.
World's largest leisureand tourism companyengages customers –from dreaming andplanning to bookingand enjoying –anywhere, anytime, onany device.
“What SAP has done here isreimagine CRM for a customerengagement technology ecosystemso that it aligns with users whoservice customers' needs.
Kudos to SAP, and the innovatorsthey are.”
Paul Greenberg, PresidentThe 56 Group, May 2015
“SAP’s vision for customerengagement is one of deliveringconsistent and relevant omnichannelexperiences throughout thecustomer journey in real time. avision that is aligned with Forrester’sage of the customer theme”
Forrester Wave: CRM Suites for LargeOrganizations, Q1 2015
“SAP has continued to gainvalidation of its Cloud for SalesSaaS offering… improved its userinterface… one of the few vendorsthat support offline mobile data…supports specialized capabilitiesacross 16 industries”
Magic Quadrant for Sales ForceAutomation , 9 July 2015
Agenda
Ø Our World
Ø Addressing the change with Beyond CRM and Customer Engagement &
Commerce Suite
Ø Example of Customer Profiling, Marketing & Commerce
Ø Conclusion and Q&A
19
SAP HYBRIS MARKETING – PRODUCT VIEW
3rd Party Applications(for data & execution)
SAP HYBRIS MARKETING
SAP Applications
*Loyalty is only available in USA in 2015
**Orchestration (previously called out as a separate module)is planned to be merged into Acquisition
Acquisition Convert Loyalty*
Insights
Segmentation
Planning
Recommendation
Batch & Events
Social providers
Mobile providers
Email Engines
Ad Providers
hybris Commerce
SAP ERP
SAP Sales
SAP Service
Customer Data Management
Batch & Events
1200+ Customers across 49 countries & 21 industries
SAP hybris Commerce: 700+
SAP hybris Marketing: 50+
SAP Cloud for Customer: 600+
THANK YOU
Feel free to connect with me at :[email protected]@enriprofit.linkedin.com/in/enricoamanzi/