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Transcript of Simplifique todo. Logre más
Simplify your Customer Engagement in an
Omni-Channel WorldGary Jones – Global Solutions Management
hybris Software, A SAP Company
February 4th, 2015
© 2014 SAP AG. All rights reserved. 2
Agenda
A. The OmniChannel Mandate
B. Your Customer’s Journey of Engagement
C. Simplifing Complexities & Enriching the Experience
D. The Opportunities & Benefits
E. Q&A
© 2014 SAP AG. All rights reserved. 3
WHAT IS THE OMNI CHANNEL MANADATE?
IT IS CUSTOMER ENGAGEMENT AND COMMERCE.
REAL-TIME CUSTOMER INSIGHT, END-TO-END BUSINESS PROCESS EXECUTION, AND HARMONIZED DIGITAL AND PHYSICAL EXPERIENCES THAT………
ENABLE COMPANIES TO DELIVER CONTEXTUAL, CONSISTENT, AND RELEVANTEXPERIENCES REGARDLESS OF CHANNEL OR DEVICE THROUGHOUT THEIR CUSTOMER JOURNEY, IN REAL-TIME.
BECAUSE THINGS HAVE CHANGED
CUSTOMERS ARE IN CONTROL OF THE RELATIONSHIP
THE TRADITIONAL RULES OF MARKETING, SALES, AND SERVICE ARE CHANGING
THE CUSTOMER JOURNEY IS OMNI-CHANNEL & COMPLEX
REFER
FRIENDS
POST
REVIEW
JOIN
GROUPS
TRACK
ORDER
RECEIVE
PACKAGE
MISSING
ITEM
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
NETWORK
ISSUE
CHANGE
ADDRESS
RECEIVE
OFFER
DISCOVER
NEED
RESEARCH
RECEIVE
OFFER
TRACK
ORDER
RESTART
SERVICE
SHOP &
BUY
SHOP &
BUY
RECEIVE
PACKAGE
MISSING
ITEM
POST
REVIEW
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
JOIN
GROUPS
NETWORK
ISSUE
CHANGE
ADDRESS
RESTART
SERVICE
RECEIVE
OFFER
REFER
FRIENDS
WEB
DIGITAL ADS
WORD OF
MOUTH
SOCIAL
TV
RETAIL
STORE
WEB
SHOP
REVIEWS
SEARCH
KW/ADS
CONTACT
CENTER
WEB
SHOP
SOCIAL
RETAIL
STOREWEB
SHOP
CONTACT
CENTER
CONTACT
CENTER
RETAIL
STORE
CONTACT
CENTER
CONTACT
CENTERSOCIAL
WORD OF
MOUTH
SOCIAL
SUPPORT
PORTAL
?
SUPPORT
PORTAL
?
BRANDED
COMMUNITY
?
AWARENESS
INTEREST
CONSIDERATION
ACTION
USE
ACTION
ADVOCACY
ADVOCACY
DECISION
USE
I choose my own adventure.
© 2014 SAP AG. All rights reserved. 9
ACROSS VERTICALS, ACROSS THE
GLOBE, OMNICHANNEL CUSTOMER
ENGAGEMENT AND COMMERCE IS
A FUNDAMENTAL TENANT OF HOW YOU
MUST CONDUCT BUSINESS TODAY.
LEGACY APPLICATIONS, INTEGRATION
CHALLENGES, ORGANIZATIONAL
CONFLICTS AND DATA SILOS MAKE
THIS IMPOSSIBLE TODAY.
CRM. WEB CMS. MOBILE.
MARKETING. OMS. STORES. CONTACT
CENTERS.
MARKETING/IT/eCommerce. ETC.
11
© 2014 SAP AG. All rights reserved. 13
SIMPLIFY Complexities
ENRICH the Experience
ORCHESTRATE the Demand Side
LEVERAGE Technology & Big Data
The OmniChannel Imperatives
Untangle Organizational Barriers
Simplify Complexities
43%Consolidate our customer
data across channels
Source: RSR Research, June 2013
54%
Integrate inventory &
order management
across channels
34%Gaining better insight into
cross-channel influences
on our business, in order
to built a stronger business
28% Improved integration tools
35%
Gaining better insight
into cross-channel
customer behavior,
in order to prioritize
opportunities
20%Replace eCommerce
system with modern
technology
35% Changing org structures
to be brand-, rather
than channel specific
30%Replace store systems
with modern technology
15% Implemention partners to
ease the IT personnel
burden
© 2014 SAP AG. All rights reserved. 15
Simplify Complexities
Today’s buyer is bombarded by 1000s of
daily marketing messages.
Brands that simplify customer decision
making are 86% more likely to be purchased.
Decision simplicity is the #1 reason why
consumers are likely to purchase your
product
From vague and uninspiring to concise
and compelling.
SOURCE: Conversion XL 2/16/12,
Simplify Complexities
20© 2014 SAP SE or an SAP affiliate company. All rights reserved.
PRODUCT VIDEOS
ADD FREESAMPLES
RELEVANT OFFERS
THROUGHOUT
21© 2014 SAP SE or an SAP affiliate company. All rights reserved.
MERCHANDIZE A WHOLE LOOK
PRODUCT RECOMMENDATIONS TO COMPLETE THE LOOK
22© 2014 SAP SE or an SAP affiliate company. All rights reserved.
CONSISTENT BRAND EXPERIENCE
APPROPRIATE USER EXPERIENCE
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 23Internal
iPad App
Search & Navigation
Merchandising
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 25Internal
Gather More Data Insights
Deliver Advanced Personalization
PROFILE
IMP
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
© 2014 SAP AG. All rights reserved. 27
TODAY, THE ABILITY TO USE DATA TO
DRIVE OMNICHANNEL AND DIGITAL
INTERACTION IS CORE TO OPTIMIZING
CUSTOMER EXPERIENCE AND
BUSINESS RESULTS.
© 2014 SAP AG. All rights reserved. 28
WHAT THEY
HAVE DONE
WHAT THEY
MAY DO
WHAT THEY
ARE DOING NOW
REAL-TIME
CONTEXT PRESENTATION OF
RELEVANT CONTENTACROSS TOUCHPOINTS
[ SITES, APPS, ADS, EMAIL ]
THE
CUSTOMER
© 2014 SAP AG. All rights reserved. 29
A STRATEGIC SHIFT HAPPENING WITHIN THE ENTERPRISE. OMNICHANNEL & DIGITAL ARE A KEY FOCUS OF ENTERPRISE INVESTMENT PRIORITIES:
A Call Center solution 27%Integration to social network tools and sites 28%
A more modern POS platform 41%
A more modern eCommerce platform 43%
A mobile commerce platform Center solution 51%
Enterprise-wide marketing/promotions platform 51%
Enterprise content management 58%
Distributed order management 59%
Enterprise-wide customer insights 65%
A single customer interaction
platform across channels 66%
Enterprise cross-channel analytics 68%
Enterprise-wide
inventory visibility 84%Enterprise-wide
customer visibility 73%
© 2014 SAP AG. All rights reserved. 30
Customer Engagement and Commerce – Solution &
Platform View
API
webcontact
center
digital
goodssocialmobile print
In store/
branchIoTmarketplace
sms/
notifications
Search
kw/ads email
@
digital adsagent
tools
Customer Data Management and Insights
HANA, Infrastructure, Integration
CEC Foundation – HANA/yaaS Cloud Platform
COMMERCE Omnichannel Commerce
Shopping Carts, Orders, Wish
Lists
Search and Merchandising
MARKETING Optimized Marketing
Customer Engagement
Management
Big Data Insights for
Marketing
SERVICE Customer Engagement Center
Self Service
Field Service
SALES Sales Force Automation
Sales Performance
Management
Quote and Order
Customer Experience Management (CxM) | Web Content Management (WCMS)
Subscription Billing
Customer Service
Order Management
Product Information and Content Pricing and Promotions
And more…
© 2014 SAP AG. All rights reserved. 31
SIMPLIFY Complexities
ENRICH the Experience
ORCHESTRATE the Demand Side
LEVERAGE Technology & Big Data
The OmniChannel Imperatives
The Opportunity: Business Benefits From The Leaders
+22%
- 46%
+9%CUSTOMER EXPERIENCELEADERS
OUT PERFORM THE LAGGARDS In
the last 5 years Customer experience
leaders stock value grew
22% compared to average
REVENUES FROMCUSTOMER
EXPERIENCE LEADERS
Leaders report an higher sales
achievement (% of target) with
analytics readily available to
optimize customer interaction
x5.8 CUSTOMER SATISFACTION
COMPARED TO PEERS
More analytical companies increase
significantly customer satisfaction
index when consumer journey is
optimized
+15% LOYALTY INCREASE WHEN
ADVANCED ANALYTICS APPLIED
Higher consumer loyalty when
analytics are applied to optimize
consumer relationships
© 2014 SAP SE or an SAP affiliate company. All rights reserved. Source: McKinsey 2013 10
BEST IN CLASS PERFORMANCE1
20%Increased
conversion rate
Increase in online
sales total
40% 21%Average increased
cart size
Reduction in average
cost of customer
service call
50%
Thank You!Contact information:
Gary Jones
Director, Global Solutions Management
hybris Software, A SAP Company
+1 (904) 315-8474