brian walker, hybris software, bringing it all together, beyond commerce: how e-ecommerce and...
TRANSCRIPT
BEYOND COMMERCE
BRIAN WALKER
CSO, hybris & SAP CEC
AD
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18
AD
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• INTERACTIVE
• PAID SEARCH
• SEO
• DISPLAY
• MOBILE (NOTIFICATION/SMS)
DISCOVER
SEARCH
RESEARCH
GET HELP
COMPARE
PERSONALIZE
SHAREEVANGELIZE
USE
TRUST
FRIEND
DECIDEPURCHASE
• WEB
• COMPANY WEBSITE
• MOBILE
• BRANCH/STORE
• CALL CENTER
• SOCIAL
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MIND THE GAP
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What customers
expect
What businesses
deliver
THE ENGAGEMENT GAP
Context gap
Relevance gap
Convenience gap
Responsiveness gap
Consistency gap
Trust gap
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What customers
expect
What businesses
deliver
Single channel
processes
Siloed systems
Lack of integration
Messy data
Legacy architectures
Lack of collaboration
Lack of digital literacy
Lack of insight
Mythology
CAUSES OF THE ENGAGEMENT GAP
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Contextual : Relevant : Convenient
Responsive : Consistent : Trustworthy
What customers
expect
What businesses
deliver
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CLOSING THE GAP
PROFILEIMP
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
A CUSTOMER ENGAGEMENT
SOLUTION MUST DELIVER HOLISTIC
OPTIMIZATION FOR CUSTOMERS &
THE ENTERPRISE ALIKE.
IT MUST DELIVER A TOTAL
EXPERIENCE.
THIS IS A NEW SOFTWARE CATEGORY.
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THANK YOU
BRIAN WALKER
@BKWALKER