sap customer experience responding to the next wave of ...€¦ · sap customer experience...
TRANSCRIPT
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SAP Customer ExperienceResponding to the next wave of retail disruptionBen Apers, Account Executive SAP Customer Experience
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“CUSTOMER CENTRICITY IS A CULTURE OF PUTTING THE CUSTOMER AT THE CENTER OF EVERYTHING YOU DO.”Brian Solis – digital analyst, anthropologist, and futurist
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THE NOW.Strategic Drivers
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NOW ECONOMY
Your Customers Make the Rules.
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MOBILE.EXPERIENCE ANYWHERE
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CUSTOMER GRAPH
@
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PERSONALIZATIONTRANSPARENCY
PRIVACYTRUST
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DIGITAL AND PHYSICAL
CONVERGENCE
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EMPOWERINGPEOPLE
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THE MARKETPLACE EFFECT
$9 B
$23 B
$136 B
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VALUE SHIFT
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BUSINESS MODELS, VALUE
CHAIN INNOVATION
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DISRUPTION AHEAD.
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VOICEYour Customer’s new best friend?
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IoTWhen everything
is smart and connected
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AR/VRThe next frontier of experiential
retail
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BLOCKCHAINMore than meets
the eyes.
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DIGITAL IS CHANGING EVERYTHING.
Customers
Competition
The way of doing business
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LEADERS ARE EMERGING FROM NOWHERE90% of CEOs believe the digital economy will impact their industry, but less than 15% are executing on a digital strategy**
EARLY ADOPTERS ARE WINNING Early adopters are achieving 9%+ revenue creation, 26+ impact to profitability, and 12%+ market valuation**
INDUSTRY BOUNDARIES ARE BLURRINGEvery company is expanding beyond traditional industry boundaries and also becoming a technology company
IN SUMMARY,THE FUTURE REQUIRES A CUSTOMER
EXPERIENCE FIRSTAPPROACH
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Aligned with Retail digital transformation priorities
Priority 1: Customer centricityPutting the customers’ point of view at the center of every decision
Priority 2: Service to the segment of one Leverage customer insights to provide targeted personalized offerings
Priority 4: Smart retail technologyDifferentiate your shopping experiences and drive new revenue opportunities
Priority 5: Monetizing new customer offersLeverage understanding of customer needs for new revenue-generating offers
Priority 3: Digital consumersupply chain Connect the real-time supply chain for greater efficiency and new levels of responsiveness
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TOP 10. Customer Experience First Strategy.
SINGLE VIEW OF THE BUSINESS
Customer, Inventory & Products
01SMART LOGISTICS
(Buy, Fulfill, Return Anywhere)
EXPERIENCE ANYWHERE, ANY MEDIUM
Voice / Haptic / VR/AR / Live / Social / Adaptive
03GEOGRAPHICAL EXPANSION, MILLENNIAL AND GROWING MIDDLE-CLASS
Growth Markets
04AUDIENCE OF ONE, AGE OF CONTEXTUAL HYPER-PERSONALIZATION
Trust & Transparency
05
DATA TO INSIGHTS ACROSS ENTIRE VALUE CHAIN
Predictive Analytics / AI / ML / IoT
06STORE AS A POINT OF SERVICE,
Empowered Associates.
Unified Service
FASTER(ER) EVERYTHING.
Optimizing Micro-processes, E2E Value Chain
08NEW AND RE-INVENTION OF BUSINESS MODELS
Subcsription Rentals, Mass Customization
Automous Stores
09REQUIRES BUSINESS & TECHNOLOGICAL AGILITY
Vertically Integrated Intelligent Enterprise
10
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HOW WE HELP.
Simplicity.
Insights.
Innovation.
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23INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Provide the world’s leading Customer Experience Suite.
THE INTELLIGENT FRONT OFFICE
REAL TIME. AUTOMATED. INSIGHT DRIVEN. AGILE
C/4HANA
Powered by
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24INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Single view of customerCustomer at the center of
the business (B2B2C)
Customers for lifeFrom selling products to
subscription services
Trusted dataData necessary for personalization and
with data privacy protected
Holistic customer experienceConnecting front and back office
How customer experience should be Digital first
Global scale and adoption of new digital businesses
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25INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
SAP Customer Experience Suite. The Intelligent Front-Office
SAP CUSTOMER DATA CLOUDBuild customer trust and loyalty
• Single, unified profile
• Registration as a service
• Enterprise preference &
consent management
• Customer profile and preference
management
• Profile orchestration & governance
• GDPR readiness
SAP LEONARDO SAP S/4 HANA
SAP MARKETING
CLOUD
SAP COMMERCE
CLOUD
SAPSALESCLOUD
SAPSERVICECLOUD
SAP CLOUD PLATFORM
Internet
of thingsMicroservices Extensions
Machine
learning
Analytics Big data Block chain Integration
Market with intelligence to each unique customer
• Dynamic customer profiling
• Segments, campaigns and journeys
• Planning & performance management
• Impactful marketing analytics
• Customer attribution
• Lead management and nurture
• Commerce marketing
• Build Loyalty & advocacy
Make customers happy• Comprehensive self service
• Omnichannel contact center
• AI chatbot
• Proactive field service
• Offline mobility
• Preventive maintenance
• Knowledge management
• Intelligent recommendations
Be helpful by guiding customers throughout their journey
• Sell more from anywhere
• Sales force automation
• Sales performance management
• Retail execution
• Intelligent sales with machine learning
• Sales learning
• Config, price, quote (CPQ)
• Sales forecasting
• Subscription billing
Connect customers’ needs to the products and services
• B2C Commerce
• B2B Commerce
• Product content management
• Industry accelerators
• Contextual commerce experiences
• Personalisation
• Omnichannel order management
• Commerce for SME
• Prebuilt integrations
SAP C/4 HANA
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The:Intelligent Enterprise. Retail Cloud
§ Core processes to run the company (merchandise management, financials,…)
§ No direct interface to the consumer
§ Support for critical processes
§ Opportunity for differentiation from the competitors
§ One business logic for all channels
§ Customer interaction independent of the channel
§ Best customer service and brand reception
Agile and flexible processes / content
Customer touch points
Real-time retailing
Data with highest granularity/fast access and processing
Back-end systems/support
…Stable processes/master data management
Agility
Stability
Online Store/POS Mobile Call center Social TV
Personalization
...SAP BWSAP CRMSAP ERP
Forecasts Marketing ...
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THE RETAIL INDUSTRYTRUSTS SAP
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RETAIL A STRATEGIC INDUSTRY
208 of the 250 top retailers in the world run SAP:
86% of the Retailers in the Forbes Global 2000 are SAP customers.
13,400+ Retail customers in 121
countries
18 of the 25fastest growing retailers in the world
24 of the 25top food retailers in the world
18 of the 20 top apparel and footwear retailers in the world
End-to-end
retail processes
on a real-time
platform
Deep, industry-specific capabilities
Embedded,preconfigured best practices
Clear
Industryroad map
Source: SAP Performance Benchmarking 2017.
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EXPERIENCE ACROSS ALL SEGMENTS AND GEOS
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INNOVATION.
FUTURE- PROOF
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31© 2017 SAP SE or an SAP affiliate company. All rights reserved.
Innovate faster, consume more efficiently
EXTENDCloud and on-prem apps
Quickly add new functionality to your existing cloud and on-prem apps to optimize your existing investments
BUILDDifferentiating cloud apps
Rapidly build and run new cloud apps to solve new problems, engage new customers, and drive new revenue
CONNECTPeople and data
Deliver delightful user experiences across digital touchpoints enabling innovation, without disrupting core business processes
INTEGRATEApps and data
Connect your cloud and on-prem apps to eliminate data silos and make digital access simple, secure, and scalable
Microservices
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SAP Leonardo: integrating today’s transformational technologies
Internet of Things
Connecting things with people and processes• Detect and interact with
shoppers in-store
• Optimize order picking and track deliveries
• Streamline shopping experience in-store and online
Big Data
Manage vast amounts of big data• Increase spending by
your best customers
• Identify profitable items to promote
• Refine assortment to drive higher sales
• Reduce out-of-stocks on promoted products
Machine Learning
Intelligence enabled by learnings from data• Increase conversion
rates and average order size with best product, offer, channel, sending time, and audience
• Utilize chat, messaging, or voice interfaces to deliver superior customer service
Blockchain
Blockchain services embedded into business apps• Modernize supply chain
• Improve food safety and transparency
Analytics
Insights that enable transformative actions• Improve customer
engagement through personalization
• Build targeted campaigns
• Optimize pricing
• Anticipate demand and inventory management
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33© 2017 SAP SE or an SAP affiliate company. All rights reserved.
In-store analytics
• Optimize shelve positioning &
planning and traffic in store
• Real-time inventory insight
• Insight into conversion:
• Promotion to traffic in aisle
• Traffic in aisle to sales
Point of salesSensor data ERP: Orders, Supply
& Promotion
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Usecase 2: Conversion Promotion to Traffic to Sales