May 7 – 9, 2019

Transition Path to SAP C/4HANAA Roadmap for Customer Relationship Management Customers

Naveen Banala, SAPGopalakrishna Vijayalakshmi, SAP

Session ID # 83454

8345483454

83454

About the SpeakersNaveen Kumar Banala• Product Architect, SAP• Certified in Hybris

Marketing and Commerce• Cycling, Photography,

Badminton, Cooking, Music

Vijayalakshmi Gopalakrishna• Development Architect, SAP• SAP Press Author, Machine

Learning and SubscriptionBilling consultant

• Music, Badminton

Key Outcomes/Objectives

1. Understand C/4 HANA2. What’s the Roadmap for SAP C/4HANA and SAP

S/4HANA?3. How Machine Learning along with C/4 HANA

maximizes business outcome

Agenda

• Customer Experience Transformation – Why SAP C/4HANA?

• SAP Customer Experience Solutions in SAP C/4HANA

• Customer Experience Transformation – A Roadmap for SAP CRMCustomers.

• Changing the game with Machine Learning.

WHY SAP C/4HANA?Customer Experience Transformation –

Supportportal

MAKEPAYMENT

ContactCenter

JOINGROUPS

POSTREVIEW

Social

Web-Shop

E-mail

ContactCenter

RECEIVEOFFER

DigitalADS

DISCOVERNEED

Print

Web

TV

CENTERADDRESS

Retailstore

ContactCenter

Brandedcommu-

nity

NETWORKISSUE

Supportportal

SETUPPHONE

RECEIVEPACKAGE

MISSINGITEM

TRACKORDER

BUY

Web-shop

Retailstore

RESEARCH

Reviews

REFERFRIENDS

RECEIVEOFFER

RESTARTSERVICE

ContactCenter

TERMINATESERVICE

PHONEDAMAGE

Retailstore

Social

BILLINGISSUE

ContactCenter

Web-shop

Word ofmouth

Social

E-mail

AWARENESS

DISCOVERY

CONSIDERATION

ACTION

USE

ADVOCACY

ACTION

CONSIDERATION

ADVOCACY

USE

Social

Word ofmouth

RESEARCH

INTEREST

Web-Shop

SearchKW/ADS

Web

Great, so let's go innovate on the customerexperience!

Talkingabout itis easy…doing itis harder:

Needs to becost efficient

Needs to befast

Avoid introducingrisk

Scalable both inthroughput and toother parts of thebusiness

Etc.

SAP Strategy – Deliver the Intelligent Enterprise

Five Trends driving change in today’s Customer Experience

Complete View of CustomerCustomer at center of the

business (B2B2C)

Customers for LifeFrom selling products to

subscription services

Trusted DataData necessary forpersonalization and

with data privacyprotected

Holistic Customer ExperienceConnecting front and back office

Digital FirstGlobal scale and adoptionof new digital businesses

SAP C/4HANASAP Customer Experience Solutions in

C/4 HANA Suite – Zoom Level 1

C/4HANA

SAP Cloud Platform extension factory (Kyma)Cloud-native Microservice based universal Innovation and Agility Platform

Microservices Extensions

C/4 HANA Suite – Zoom Level 2SAP

SalesCloud

SAPMarketing

Cloud

SAPCommerce Cloud

SAPServiceCloud

SAP Hybris Marketing

SAP Hybris CustomerAttribution

SAP Hybris Loyalty

SAP Hybris DigitalAsset Management byOpenText

SAP Hybris

Commerce Cloud

SAP Hybris Cloud forSales

SAP Revenue Cloud

+

• Sales PerformanceManagement

• Configure, Price,Quote

• …

SAP Hybris Cloud forService

SAP CustomerEngagement Center

SAP HybrisKnowledge Central byMindTouch

+

+

SAPCustomer Data

Cloud

SAP Hybris Profile

+

Open EcosystemHarmonizedUser Experience

PlatformServices

Extensibilityand Integration

End-to-End Processes SuiteIntelligence and

Analytics

Business andMaster Data

Services

ServiceCloud

SalesCloud

MarketingCloud

SAPC/4HANA

Customer Data Cloud

CommerceCloud

5 Clouds and 7 Suite Attributes

Customer Data Cloud

END TO END PROCESS BETWEENS/4HANA AND C/4HANA

SAP Customer Experience Transformation

Lead to CashIntegrating the Front Office with the Digital Core

BusinessScenarios

Unidentifiedto Identified

ContactLead Opportunity Quote Customer

OrderContract /

OrderManagement

Fulfillment Invoicing*

SAP C/4 HANA + SAP S/4HANA + SAP Leonardo + SAP Analytics Cloud

End to End Customer Experience

High Level Process

Salesperson maintainsOpportunity and solution

expert assigned

Customer accepts quote &signs online by confirming

final delivery date. SolutionOrder is generated.

Customer confirms thatproduct has been

delivered

Subscription Billing chargesfor recurring and usage

charges, Customer gets acombined invoice forproducts and services

Customer paysinvoice and tracksusage & spending

Salesperson views commissionpayout.

Revenue is booked andposted to Finance, BU manager

sees business results

Customer viewsonline collateral &

downloadsdocumentation

Salesperson creates a quote withreal-time prices, delivery time,

gets cross-sell / upsellrecommendations, suggested

discount and predictedcommission

Quote is presented toCustomer, negotiated with

Salespersonand termsfinalized

Solution Order including standardproducts, services & subscription is

dispatchedto provisioning and

fulfillment systems, Service Requestgets planned,

Customer sees real-time executionstatus

Customerinteraction iscaptured and

scored

Technician installsproducts, Customerconfirms products

installation. Subscriptionlifecycle starts. Customer

starts usage

Marketing Lead iscreated and handed

over to Sales.

Sales qualifies the Leadand converts to an

Opportunity

Global T&T

Marketing createscampaign on new

solution offerSAP Customer Data Cloud

SAP Cloud for SalesSAP Marketing Cloud

SAP Marketing Cloud

SAP Cloud for SalesSAP Cloud for Sales

SAP Commerce Cloud

SAP Revenue Cloud

SAP Revenue CloudSAP Commerce Cloud

SAP Cloud for Sales

SAP Commerce Cloud

SAP Revenue Cloud

SAP Service Cloud

SAP Marketing Cloud

ROADMAP FOR SAP CRM CUSTOMERSSAP Customer Experience Transformation

Transformation of SAP CRM

SAP S/4HANA

Customer Management

Marketing Cloud

Commerce Cloud

Sales Cloud

Service Cloud

Customer Data Cloud

SAP C/4HANA

SAP CRM

SAP ERP

Customerfront office

Customerback office

Enterpriseback office

Transform front office with C/4HANA

§ Suite of Cloud solutions designed for thenew customer era

§ Can be used standalone or together formaximum synergies

§ Out of the box integration with S/4HANA

§ Extensible via SAP Cloud Platform

Consolidate back office onto S/4HANA

§ Streamlined operations with harmonized UI

§ Reduced TCO: no more middleware

§ Powered by HANA

§ Ready for Cloud

Sample Customer Transformation Path (Illustrative)

Today Step 1 Step 2 Step 3 Step 4

SAP CRM

SAP ERP

SAP CRM

SAP ERP

SAP C/4HANA

Marketing Cloud

Customer Data Cloud

Service Cloud

Sales Cloud

Commerce Cloud

SAP CRM

SAP S/4HANA

SAP C/4HANA

Marketing Cloud

Customer Data Cloud

Service Cloud

Sales Cloud

Commerce Cloud

SAP CRM

Customer Management

SAP S/4HANA

SAP C/4HANA

Marketing Cloud

Customer Data Cloud

Service Cloud

Sales Cloud

Commerce Cloud

SAP C/4HANA

Marketing Cloud

Customer Data Cloud

Service Cloud

Sales Cloud

Commerce Cloud

Customer Management

SAP S/4HANA

§ Implement entire Cloude.g. Customer Data, orsubset e.g. Commissions

§ Leverage out of the boxintegration with SAP CRM

§ Upgrade ERP to S/4HANA,while keeping SAP CRMas a separate system

§ Simplify SAP CRM systemby replacing with additionalC/4HANA Cloud solutions

§ Implement SAP S/4HANAfor Customer Management

§ Operate in parallel to SAPCRM, synchronizedthrough S/4HANA data

§ Incrementally move CRMback office processes toS/4HANA, remaining frontoffice processes to C/4HANA

§ Shut down SAP CRM

MACHINE LEARNINGChanging the game with

AI and Machine Learning makes bold promises tomarketersIt’s time for a new approach to the challenge

Efficiency1

Speed3

Smarter decisions2

Continuous performance improvement4

Customer journey optimization5

Intelligent Marketing enhances personalization and omnichannel CX

54% Personalized customer experience across channels ortouchpoints

52% Managing real-time customer interactions across channelsor touchpoints

41% Targeting appropriate prospect audiences for customeracquisition

How organizations are using AI marketing to driveinnovation and create new growth areas?

48% Identifying or recognizing customers across channels ortouchpoints

54% Understanding customer behavior across channels ortouchpoints

Unified Customer Experience

Source: Building Trust And Confidence: AI Marketing Readiness In Retail And eCommerce, Forrester, 2017

AI and Machine learning-driven marketing apps promises to simplify,not complicate, contextual efforts

Source: Crossing the frontier: How to apply AI for impact, McKinsey, 2018

Orchestrating every aspectof attracting, selling andserving customers is beingimproved by marketersusing machine learning appsto more accurately predictoutcomes

Optimization of spendacross media

Optimization of spendwithin digital media

Performance advertising(sales)

Open innovation on promotionmechanisms

Retargeting campaign

New digital sales models

360O view of shopper

Overall campaignmanagement

Overall brand management

Consumer insights(social listening /

sentiment analysis)

Targeted acquisitioncampaign

New product success (predictivebehavioral model)

Digital attribution modelling

Real-time image advertising

Product customizationat scale

Use cases by benefits and complexity: Example of a consumer-packaged goods company

Impa

ctHI

GH

FeasibilityLOW HIGH

The automation of repetitive tasks is allowing humans to be moreproductive and focus on higher value tasks

ENTE

RPRI

SESY

STEM

Execute Define Control Direct Supervise

Provides business infor-mation & guides processes

Provides live dataand rich analytics

Assists in allof the core activities

Runs certain functionsautonomously

Manual work Routine problemsolving

Non-routine problemsolving

Complex tasks &knowledge transfer

Exploration &interactions

ManualEnterprise System

TransactionalEnterprise System

DigitalEnterprise System

Self-RunningEnterprise System

IntelligentEnterprise System

HUM

ANS

–AU

GMEN

TED

BYAI

HUM

ANS

–HI

GHVA

LUE

TASK

S

Level 2Level 0 Level 1 Level 3 Level 4

HU

MAN

S–

REPE

TITI

VETA

SKS

Suite Intelligence and Analytics across SAP C/4HANA

Unified User Experience

Embedded Intelligence — SAP Leonardo

Extension Framework and Microservices Ecosystem

Master Data Management

SAP C/4HANA

SAP Customer Data Cloud

SAPMarketingCloud

SAPCommerceCloud

SAPSalesCloud

SAPServiceCloud

Intelligent Technologies

SAP LeonardoMachine Learning

Embedded PredictiveLibraries (HANA)

SAP Analytics Cloud (BI,Predictive)

APLPAL

SAP ConversationalAI (Recast)

Data Science Platform Open Data Initiative

Machine Learning and Predictive ScenariosKey Innovations

SalesDeal IntelligenceLead Intelligence

Account IntelligenceImagine Intelligence by Ricoh

Deal Influencer MapProduct Recommendations

Predictive Ordering*Predictive Forecasting*

Sales Assistant*

Service

Ticket IntelligenceConversational Bot APISimilar Ticket Recommender*Solution Recommender *Parts Recommender*Supervisor Insights*Service Assistant*

CommercePersonalized CX

Contextual MerchandizingConversational Bot*

In-Store Assistant*

MarketingProduct and Offer RecommendationsBest Channel and Sending TimeAffinity ScoringSentiment AnalysisCustomer AttributionCustomer Journey Insights*Smart Campaigns*Brand Intelligence*Customer Retention*Behavior Segmentation*SAP Leonardo

* Prototype / Planned

This is the current state of planning and may be changed by SAP at any time.This presentation and SAP‘s strategy and possible future developments are subject to change and may be changed by SAP at any time for any reason without notice. This document isprovided without a warranty of any kind, either express or implied, including but not limited to, the implied warranties of merchantability, fitness for a particular purpose, or non-infringement.

Intelligent Marketing: End to End process with Machine Learning

SmartCampaigns

LeadConversionPropensity

Identify highprobabilityLead/Prospects

Product / OfferRecommendation

Buying &CustomerPropensity

Propensity tobuy a product

CustomerAttribution

Closed-loop performanceacross all channels

IntelligentScores

ChannelAffinity

BestSending Time

SentimentAnalysis

Track Customer Behavior Personalize Engagement

Predictcustomers withhigh churn risk

Orchestrate Campaigns & Customer Journeys

Personalization

AugmentedShopping

AutomatedSegmentation

Target Group

CustomerRetention

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Presentation Materials

Q&AFor questions after this session, contact us at n.banala@sap.com and

vijayalakshmi.gopalakrishna@sap.com

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