Best Practices in Omni-Channel Commerce S.Pranatharthi HARAN Head of Business – SAP Hybris, South-East Asia

CUSTOMER EXPERIENCE

CUSTOMER INSIGHTS

DIGITAL TRANSFORMATION

Three  Relevant Trends

SAYS THEIR EXPECTATION FOR CUSTOMER EXPERIENCE ARE ALWAYS MET.

1%  SAY THEY SWITCHED BUSINESS TO A COMPETITOR DUE TO POOR CUSTOMER EXPERIENCE

89% SAY THEY ARE WILLING TO PAY EXTRA FOR EXCELLENT CUSTOMER EXPERIENCE.

86%

Source: Harris Interactive Survey of US Consumers, 2011

CONSUMERS HAVE HIGH STANDARDS

THE BRAND RELATIONSHIP WITH CONSUMERS IS BUILT THROUGH A SERIES OF REAL-TIME CONNECTIONS OVER MULTIPLE TOUCHPOINTS.

   

BUYER BEHAVIOR DEMANDS CUSTOMER-CENTRIC VALUES WHICH RENDERS CHANNEL-SPECIFIC PROCESSES OBSOLETE.  

BUYERS PERCEIVE A BRAND AS ONE REGARDLESS OF CHANNEL OR DEVICE.    

ALL TOUCHPOINTS PERCEIVED ONE BRAND

EXPECT PRODUCT INFORMATION TO BE CONSISTENT ACROSS CHANNELS

51%  EXPECT PROMOTIONS TO BE CONSISTENT

57% SAY VARIABLE PRICING IS OUTDATED.

69%

UNIFIED BRAND PRESENCE

HOW DO YOU DELIGHT YOUR CUSTOMERS AND GROW THE RELATIONSHIP?

HOW DO YOU UNIFY YOUR TECHNOLOGY TO CREATE PERFECT COMMERCE EXPERIENCE FOR YOUR CUSTOMERS TO ENGAGE THEM, INSPIRE AND RETAIN FOR A LONG RUN?

THE CHALLENGE

THE MAJORITY OF BUSINESSES CAN’T SUPPORT AN OMNICHANNEL CUSTOMER JOURNEY. JUST 12% CAN PROVIDE A SEAMLESS HAND-OFF BETWEEN CHANNELS. SOURCE: Forrester Wave Customer Service Solutions 2014 @wredefine

LEGACY APPLICATIONS, INTEGRATION CHALLENGES, AND DATA SILOS MAKE THIS IMPOSSIBLE TODAY.

CRM. WEB CMS. MOBILE. MARKETING. OMS. STORES. CONTACT CENTERS. ETC.

8

BUY ONLINE

$189

CAN’T RETURN IN-STORE

NEGATIVE ONLINE EXPERIENCE

@

RECEIVE EMAIL PROMOTION WITH COUPON

STORE CAN’T SCAN FROM MOBILE DEVICE

NEGATIVE ONLINE EXPERIENCE

$189

SOLUTION: PROVIDE POSITIVE BRAND EXPERIENCE

THE CORE

WHAT SETS SAP HYBRIS APART IN THE MARKET? HYBRIS BREAKS DOWN THE GREAT WALL BETWEEN CUSTOMER AND BACK OFFICE

OF THIS PROBLEM

WE ATTACK

We Are the Market Leader

Gartner Magic Quadrant for Digital Commerce

Forrester Wave: B2C Commerce Suites, Q1 2015

Forrester Wave: B2B Commerce Suites, Q1 2015

ERP WMS PLM CRM DATA POOLS

SINGLE VIEW OF PRODUCT SINGLE VIEW OF INVENTORY

SINGLE VIEW OF CUSTOMERS SINGLE VIEW OF ORDERS

SINGLE SOURCE OF TRUTH

SINGLE SOURCE OF TRUTH

LEVERAGE DATA TO DRIVE OMNICHANNEL PRODUCT. CUSTOMER. ORDER

CALL CENTER PRINT SOCIAL TV POS WEB MOBILE

Product Content Management built for business Order Management native

Configured for success our customers.

Our Partners. hybris Extend. The Data Hub. Accelerators.

Modern architecture built to complement not replace existing investments

• CONVENIENCE • CONSISTENCY • RELEVANCE • EMPOWERMENT • AGILITY

MEET TODAY’S CUSTOMERS’ EXPECTATIONS

WITH CUSTOMERS MORE PRESSED FOR TIME THAN EVER, CONVENIENCE IS NOT JUST A BENEFIT, IT’S A CENTRAL RULE TO THE CUSTOMER EXPERIENCE.

CONVENIENCE

CONSISTENCY CONSISTENCY IS ABOUT BUILDING A UNIFIED BRAND PRESENCE ACROSS MULTIPLE CHANNELS THAT CUSTOMERS COME TO TRUST.

RELEVANCE THE EVER-CONNECTED CUSTOMER EXPECTS BRAND INTERACTIONS TO BE, HIGHLY PERSONALIZED, IN REAL-TIME, AND TAILORED TO BUYING PREFERENCES.

EMPOWERMENT THE TRANSFER OF POWER FROM BRANDS TO BUYERS IS THE MOST SIGNIFICANT CHANGE IN THE CUSTOMER RELATIONSHIP ARENA IN YEARS. BRANDS MUST DELIVER EXPERIENCES THAT EMPOWER AND INFORM THEIR CUSTOMER AND DRIVE THEM TO MAKE THE BEST PURCHASING DECISION.

AGILITY

IN ORDER TO BE AGILE, BUSINESSES MUST USE ANALYTICS TO RECOGNIZE MARKET CHANGES AND SHIFTS IN BUYER BEHAVIOR IN REAL-TIME.

•  Switched  from  a  batch  solu3on  

•  System  paid  for  itself  in  the  first  week  

37  

Remind       Reassure     Promote    

Immediate   23  hours   6  days  and  23  hours  

HOW BATCH CALCULATIONS MISS THE TREND •  Real time conversion tracking

adapts automatically to changes, every click

–  Time of day –  Weather –  Promotions –  Availability –  Social etc

Time  

Conversio

n  Ra

te  

Conversion  Rate  for  an  individual  product  

24  hrs  Batch  based  calcula3on  finds  the  spike  

a/er  it  happens.  

•  Batch based calculations smooth out the peaks and valleys, promoting the wrong products

THE VALUE OF YOUR ABANDONER DECLINES FAST

39  

Conversions  With  Remarke3ng  

Control  Recovery  

LiI  

Days  a/er  abandon  following  add  to  cart  

Consumers  buy  at  habitual  2mes,  but  emo2on  goes  cold  

really  fast Source:  SeeWhy  

SEA: STRENGTH ACROSS ALL INDUSTRIES

Beyond CRM Beyond Commerce Beyond Marketing Beyond Sales Beyond Service

INDUSTRIES  

SOCIAL  &  PREDICTIVE  ANALYTICS  SALES   SERVICE   MARKETING   COMMERCE  

SAP  HANA  CLOUD/CUSTOMER  ENGAGEMENT  PLATFORM  

WEB

CALL CENTER

MOBILE

SOCIAL

EMAIL

@  DIGITAL GOODS

POS

MARKETING CHANNELS

INTERNET OF THINGS

CONTENT CENTER

MARKET-PLACE

CONSISTENT, END-TO-END USER EXPERIENCE ACROSS CHANNELS & DEVICES  

REAL-TIME CONTEXT

CUSTOMER ENGAGEMENT ANYWHERE. ANYTIME.