BEYOND COMMERCE

BRIAN WALKER

CSO, hybris & SAP CEC

AD

3

18

AD

8

3

4

• INTERACTIVE

• E-MAIL

• PAID SEARCH

• SEO

• DISPLAY

• MOBILE (NOTIFICATION/SMS)

• PRINT

DISCOVER

SEARCH

RESEARCH

GET HELP

COMPARE

PERSONALIZE

SHAREEVANGELIZE

USE

TRUST

FRIEND

DECIDEPURCHASE

• WEB

• COMPANY WEBSITE

• MOBILE

• BRANCH/STORE

• CALL CENTER

• SOCIAL

5

MIND THE GAP

6

What customers

expect

What businesses

deliver

THE ENGAGEMENT GAP

Context gap

Relevance gap

Convenience gap

Responsiveness gap

Consistency gap

Trust gap

7

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

8

Contextual : Relevant : Convenient

Responsive : Consistent : Trustworthy

What customers

expect

What businesses

deliver

9

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.

11

THANK YOU

BRIAN WALKER

@BKWALKER