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57% SAY VARIABLE PRICING IS OUTDATED.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
@ 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.
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