Week 1 Unit 1: Introduction
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 2
SOURCE: 2015 Watermark Consulting
107.5%Customer
Experience
Leaders
72.3%S&P 500 Index
27.6%Customer
Experience
Laggards
Cu
mu
lati
ve T
ota
l R
etu
rn
8-Year Stock Performance of Customer Experience Leaders vs. Laggards vs. S&P 500 (2007-2014)
IntroductionCustomer experience leaders outperform the market
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 3
of online ads are ignored
99.76%of consumers abandoned
a purchase due to a poor
service experience
60%of the buying process is
completed before a first
interaction with sales
57%
SALE
SALE
SALE
SOURCE: Google SOURCE: Customer Executive Board SOURCE: American Express Global Barometer
IntroductionCustomers are hard to engage
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 4
IntroductionCustomer behavior has changed in a digitized world
1990s TODAY
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 5
IntroductionCustomers script their own journey
RESEARCH
TRACK
ORDER
SHOP &
BUY
RECEIVE
PACKAGE
MISSING
ITEM
POST
REVIEW
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
JOIN
GROUPS
NETWORK
ISSUE
RESTART
SERVICE
RECEIVE
OFFER
REFER
FRIENDS
WEB DIGITAL ADS
WORD OFMOUTH
SOCIAL
TV
QSC SALES REP
WEBSHOP
REVIEWS
SEARCHKW/ADS
CONTACTCENTER
WEBSHOP
EMAIL SOCIAL
QSC SALES REPWEBSHOP
CONTACTCENTER
CONTACTCENTER
RETAILSTORE
CONTACTCENTER
CONTACTCENTERSOCIAL
WORD OFMOUTH
SUPPORTPORTAL
?
SUPPORTPORTAL
?
BRANDEDCOMMUNITY
?RESEARCH
RECEIVE
OFFER
SHOP &
BUY
DISCOVER
NEED
TRACK
ORDER
RECEIVE
PACKAGE
MISSING
ITEM
SETUP
PHONE
POST
REVIEW
JOIN
GROUPS
NETWORK
ISSUE
BILLING
ISSUE
TERMINATE
SERVICE
PHONE
DAMAGE
MAKE
PAYMENT
CHANGE
ADDRESS
RECEIVE
OFFER
RESTART
SERVICE
REFER
FRIENDS
SOCIAL
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 6
IntroductionTransformation is difficult
JUST 12% OF
COMPANIES
CAN PROVIDE A
SEAMLESS HAND-
OFF BETWEEN
CHANNELS
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IntroductionParadigm shift for a future CRM
Data-driven &
contextual
Omnichannel
Smart predictions
Mobile first
1. 2. 3.
4.
Blending service,
marketing, sales,
commerce
Front office &
back office
5. 6.
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 8
IntroductionQuestions you might ask yourself looking at your current CRM system
What does the digitization of data and interactions
mean for my business?
Do we engage with our customers in the right way and
do we meet their expectations?
Do I have real-time visibility into my customers and my
business?
How can the new and extended data help us serve our
customers even better?
Can we still be successful today with our current CRM
solution?
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 9
IntroductionDesign the future of your CRM
What SAP Offers Why It Makes Sense1 2 How to Get There3
Get familiar with the customer
engagement and commerce
portfolio offered by SAP.
Learn how your company can
make the most of the SAP Hybris
solutions portfolio.
Identify transition possibilities and
how you can move from your
current SAP CRM installation into
the future.
Understand what can support you
to design the future of your CRM.
Learn about services available for
all phases of an upgrade or
migration project.
Get to know the available demo
systems.
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 10
What SAP Offers Why It Makes Sense1 2 How to Get There3
Get familiar with the customer
engagement and commerce
portfolio offered by SAP.
Learn how your company can
make the most of the SAP Hybris
solutions portfolio.
Identify transition possibilities and
how you can move from your
current SAP CRM installation into
the future.
Understand what can support you
to design the future of your CRM.
Learn about services available for
all phases of an upgrade or
migration project.
Get to know the available demo
systems.
IntroductionDesign the future of your CRM: Week 1
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 11
IntroductionSAP customer engagement and commerce solutions
SEAMLESS customer journey
across all channels
SINGLE VIEW of the customer
INTEGRATED across sales,
service, marketing, & commerce
Specific to your INDUSTRY
AGILE and FLEXIBLE: Easy to
create customer-specific apps
WEB MOBILE IN STORE CONTACTCENTER
DIGITAL MARKETPLACE INTERNETOF THINGS
SOCIAL SMS SEARCH DIGITAL ADS E-MAIL PRINT AGENTTOOLS
INDUSTRIES
SALES SERVICE MARKETING COMMERCE
SAP HANA CLOUD PLATFORM
PREDICTIVE ANALYTICS
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 12
IntroductionDesign the future of your CRM: Agenda week 1
Unit 4: New Generation Commerce
Unit 2: Sales and Service in the Cloud
Unit 3: The Future of Marketing
Unit 5: SAP CRM powered by SAP HANA
In these units, you’ll learn about the main capabilities of the current SAP customer engagement and
commerce solution portfolio, and will understand how these solutions may be the future of your current
CRM implementation.
What SAP Offers1
Units in week 1:
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 13
What SAP Offers Why It Makes Sense1 2 How to Get There3
Get familiar with the customer
engagement and commerce
portfolio offered by SAP.
Learn how your company can
make the most of the SAP Hybris
solutions portfolio.
Identify transition possibilities and
how you can move from your
current SAP CRM installation into
the future.
Understand what can support you
to design the future of your CRM.
Learn about services available for
all phases of an upgrade or
migration project.
Get to know the available demo
systems.
IntroductionDesign the future of your CRM: Week 2
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IntroductionSAP CRM solutions have evolved
Sales
Marketing
Service
(SAP GUI/
PC UI)
Enterprise Collaboration
Pipeline
Performance
Management
Web-Based
User
Interface
Core enhancements across
Sales, Service, Marketing
Trade Promotion Mgmt.
Account Organization
Business
Communication
Management
Real-Time
Offer Mgmt
(RTOM)
Easy Personalization
Marketing Permission Mgmt
SAP HANA Accelerators
High Volume Segmentation
Territory Mgmt
Loyalty Mgmt
Rapid Deployment Solution
ERP Order Integration
Data Quality Management
Groupware Integration
Dashboards, Interactive Reporting
Social Media Integration
Handheld Solutions for (Field) Sales
Web Service Enablement
Shared Service Center
Workforce Management
(Investigative)
Case Management
Residential Customer Care
lT Service Mgmt
Market Development Funds
Retail App
ITIL Compliance
Improved Usability
Improved
Quality/Performance
Comprehensive
Industry Capabilities
Smart end-to-end processes,
new capabilities/solutions
Reduced Complexity
CRM 4.0
CRM2007
CRM 7.0 incl.
SAP HANA
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 15
IntroductionEarlier versions of SAP CRM are out of maintenance
• SAP CRM 7.0 is in Mainstream Maintenance until 2025
• All other SAP CRM versions are now in Customer-Specific Maintenance (see note 52505 for details)
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 16
IntroductionNew deployment options: Cloud and on-premise
Public Cloud
Cloud Solutions
On-Premise Solutions
SAP CRM
Hybrid
Upfront investmentlower higher
Time to go-livelower higher
Technical skill set required (e.g. SAP HANA)lower higher
Speed of innovation (e.g. adoption of new versions)higher lower
Flexibility around extensibilitylower higher
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 17
IntroductionDesign the future of your CRM: Agenda week 2
Units in week 2:
Unit 1: Bring Your Sales to the Next Level
Unit 2: Leverage Your Omnichannel Commerce Strategy
Unit 3: Improve the Way You Manage Your Services
Unit 4: Empower Your Marketing
Unit 5: Remodel Your Contact Center
In these units, you’ll learn about what the key aspects to identify the best future solution are to
support the processes of your current CRM:
Possible solution and deployment options per scenario (e.g. Sales, Service, etc.)
Comparison of identified possible transition solutions
Integration aspects to consider
Why It Makes Sense2
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 18
What SAP Offers Why It Makes Sense1 2 How to Get There3
Get familiar with the customer
engagement and commerce
portfolio offered by SAP.
Learn how your company can
make the most of the SAP Hybris
solutions portfolio.
Identify transition possibilities and
how you can move from your
current SAP CRM installation into
the future.
Understand what can support you
to design the future of your CRM.
Learn about services available for
all phases of an upgrade or
migration project.
Get to know the available demo
systems.
IntroductionDesign the future of your CRM
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IntroductionHow to get there
Understand what SAP offers for the different
support programs
SAP Premium Engagement
SAP Preferred Care
SAP Enterprise Support
during the complete lifecycle of a project:
Assessments
Experts
Access
AdvisoryProduct
Knowledge
Support
Services
40+ Years of
Expertise
Integration
Knowledge
Best Practices
Discover / Prepare Explore / Realize / Deploy Run & Optimize
… and much more
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 20
IntroductionDesign the future of your CRM: Agenda week 3
Units in week 3:
Unit 1: Plan Your Innovation
Unit 2: Build Your Solution
Unit 3: Run Your Business
Unit 4: Demos and Trial Systems
In these units, you’ll learn about SAP services and programs that provide guidance and support
in a future transition project:
Available services and programs that provide support during the different phases of an upgrade or
migration project
Available system demos to get a first impression
How to Get There3
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 21
IntroductionWhy “redefine” CRM?
CUSTOMERS ARE CHANGING THE RULES.
TECHNOLOGY IS CHANGING
THE GAME.
Redefine your CRM solution
to remain a customer
experience leader!
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 23
© 2016 SAP SE or an SAP affiliate company. All rights reserved.
No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP SE or an SAP affiliate company.
SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP SE (or an SAP affiliate
company) in Germany and other countries. Please see http://global12.sap.com/corporate-en/legal/copyright/index.epx for additional trademark information and notices.
Some software products marketed by SAP SE and its distributors contain proprietary software components of other software vendors.
National product specifications may vary.
These materials are provided by SAP SE or an SAP affiliate company for informational purposes only, without representation or warranty of any kind, and SAP SE or its
affiliated companies shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP SE or SAP affiliate company products and
services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as
constituting an additional warranty.
In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or any related presentation, or to develop
or release any functionality mentioned therein. This document, or any related presentation, and SAP SE’s or its affiliated companies’ strategy and possible future
developments, products, and/or platform directions and functionality are all subject to change and may be changed by SAP SE or its affiliated companies at any time
for any reason without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or functionality. All forward-
looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. Readers are cautioned not to place
undue reliance on these forward-looking statements, which speak only as of their dates, and they should not be relied upon in making purchasing decisions.
Week 1 Unit 2:
Sales & Service in the Cloud
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 2
Sales & Service in the CloudCustomers have more choices than ever, so…
EXPECTATIONS HAVE GONE UP.THEY EXPECT COMPANIES TO:
BE EASY TO DO BUSINESS WITH
BE BETTERINFORMEDTHAN THEY ARE
BE ONE STEPAHEAD OF THEM
BE PRESENTWHERE THEYHANG OUT
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 3
Sales & Service in the CloudOmnichannel Customer Engagement and Commerce solutions
WEB MOBILE IN STORE CONTACTCENTER
DIGITAL MARKETPLACE INTERNETOF THINGS
SOCIAL SMS SEARCH DIGITAL ADS E-MAIL PRINT AGENTTOOLS
INDUSTRIES
SALES SERVICE MARKETING COMMERCE
SAP HANA CLOUD PLATFORM
PREDICTIVE ANALYTICS
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 4
Sales & Service in the CloudSAP Hybris Cloud for Sales
INDUSTRIES
SALES SERVICE MARKETING COMMERCE
SAP HANA CLOUD PLATFORM
PREDICTIVE ANALYTICS
WEB MOBILE IN STORE CONTACTCENTER
DIGITAL MARKETPLACE INTERNETOF THINGS
SOCIAL SMS SEARCH DIGITAL ADS E-MAIL PRINT AGENTTOOLS
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 5
Sales & Service in the CloudSAP Hybris Cloud for Sales overview
SAP HANA
TARGET DISCOVER GUIDE WIN
SIMPIFY ORCHESTRATEREPLICATE
WEB MOBILE MARKETING
CHANNELS
CALL CENTERE-MAILSOCIAL POS
INVENTORY SHIPMENTSPRICING & QUOTES INVOICESORDERS
INCENT IDENTIFY FORMULATELEARN COLLABORATE MOBILIZECONNECTTRAINALIGN
CLOSED LOOP ENTERPRISE
PROCESSES
End-to-end integrated process
automation
OPEN FRAMEWORK
Leverage existing solutions,
partners, or build your own
UNIFY THE CUSTOMER VIEW
Develop a holistic customer view
and enable complete context
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 6
Opportunity Management & Insight
Easy Lead, opportunity, activity management & timeline
Tailored sales methodology, guided selling
Competitor insight, partner management
Notes history
Account & Territory Management
Account & contact update, merging, relationship
management
360 customer intelligence, change history
Territory management & alignment
Collaboration & Social
Feeds, followers and @mentions
Internal, customers, partners
Deal sites, social selling
Integration
Pre-built integration to SAP ERP & CRM, SAP JAM
Partners like InsideView, D&B 360, Xactly & more
Mashups with most other apps
Real-Time & Predictive Analytics Embedded & custom dashboards, forecasting
Mashups with SAP BW & BusinessObjects
KPIs, embedded & ad hoc reporting
Broadcasting
Local & global administration
Groupware Integration
Full-featured support for MS Outlook, Google Gmail and
Lotus Notes, server-side via partner (e.g. Office 365)
Real-time, scalable, powered by SAP HANA
Simplified enhancement tools for power users
Easily extended for tailored UX and business processes
Platform Mobility Complete mobile apps, no extra cost
Support for iPad, iPhone, Android, MS Windows, Watch
Responsive UI with offline support
Business card scanner
Quote & Order Management Integrated pricing and transactional document creation
with SAP ERP or CRM
Mobile online & offline order capture
CPQ through partners
Signature capture
Visit Management & Execution Complete activity and task management
Visit and route planning and execution, map views
Survey design and execution
Productivity & Personalization
Flags
Tags
Shelf
Quick creates
Field extensions
Workflow
Map views
Graphical views
Target segments, e-mail campaigns
Promotion calendar view
Mass activity & lead generation
Sales Marketing
Sales & Service in the CloudSAP Hybris Cloud for Sales insights
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 7
Sales & Service in the CloudOmnichannel Customer Engagement and Commerce solutions
INDUSTRIES
SALES SERVICE MARKETING COMMERCE
SAP HANA CLOUD PLATFORM
PREDICTIVE ANALYTICS
WEB MOBILE IN STORE CONTACTCENTER
DIGITAL MARKETPLACE INTERNETOF THINGS
SOCIAL SMS SEARCH DIGITAL ADS E-MAIL PRINT AGENTTOOLS
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 8
Sales & Service in the CloudCloud for Service overview
SAP HANA CLOUD PLATFORM
OMNICHANNEL
SUPPORTSOCIAL SERVICE
CUSTOMER SERVICE FIELD SERVICE
SELF-SERVICESERVICE ORDER
MANAGEMENTMOBILE
RESOURCE
SCHEDULING
KNOWLEDGE
ANALYTICS
WEB MOBILE SOCIAL CHATINTERNET OF
THINGS
CALL CENTERE-MAIL&SMS
@
SOCIAL COLLABORATION SALES
CLOSED LOOP ENTERPRISE
PROCESSES
End-to-end integrated process
automation
OPEN FRAMEWORK
Leverage existing solutions,
partners, or build your own
UNIFY THE CUSTOMER VIEW
Develop a holistic customer view
and enable complete context
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 9
Sales & Service in the CloudSAP Hybris Cloud for Service insights
Mobility
Manage service & work requests on
iPad /tablet – anytime, anywhere
Solution Finder SAP Knowledge Central by MindTouch*
SAP Jam*
Integrate with existing knowledge base
Context-sensitive recommendations
Easily share content with customers
Phone (CTI)*
Chat*
SMS*
Web self-service portal*
Branded communities*
Social media* (Twitter, FB, YouTube)
Omnichannel Service Collaboration Contextual social collaboration with integrated feed
(native & SAP Jam*)
Video/Chat via GENBAND*
Integration
Native integration with SAP ERP and
SAP CRM, SAP Hybris Commerce
Open API/OData console
Analytics Real-time service
performance with pre-built
dashboards
Embedded reports response times,
handle times, priority and escalation
trends
Productivity
E-mail response management
Routing and escalation rules
Workflows, notifications, approvals
Service request management
Resource scheduling
Time recording
End-to-end field service execution
Deal desk execution
Employee helpdesk
*Additional license required (includes SAP or partner solution)
Personalization
Flags
Tags
Shelf
Quick creates
User-defined fields
Favorites
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 10
Sales & Service in the CloudOmnichannel customer service
The future of omnichannel end-to-end customer service throughout the entire customer journey
‘DIGITAL SERVICE’
Social channels
E-mail, SMS@
CLOUD FOR SERVICE
OMNICHANNEL ENGAGEMENT SERVICE EXECUTION/DELIVERY
SELF
SERVICE
FIELD
SERVICE
FIELD
SERVICE
Unified communication
Parts management
Remote monitoring
Online communities
Knowledge base
Chat/video chat/callback
Co-browsing
Case management
Contract/warranty
Dispatch & repair
Depot repair
Scheduling/Resource optimization
IoT
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 11
Sales & Service in the CloudSAP Hybris Cloud for Customer: Industry expertise
CPG Perfect StoreDistributor Management Direct Store Delivery
Retail/AFS Frontline SalesApparel / Footwear Sales
WholesaleOrder and PricingVisit PlanningReturns Management
Banking Client-Managed Banking, Wealth Management, and Commercial Banking
InsuranceLead-to-Policy
Design Registration Sales – CPQ
Industrial Machinery & ComponentsLead-to-OrderCPQ
AutomotiveDealer Sales and Service Vehicle Management
UtilitiesCommercial and Industrial Selling
Chemical Sample ManagementVendavo Integration
Oil & GasDownstream SalesFuel Distributor Management
Prof-Services Project, Bid, and Event Management
CONSUMER FINANCIAL MANUFACTURING ENERGYSERVICES
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 12
Configure & adapt
without coding
Extend & customize
with SAP Cloud
Applications Studio
Personalize
your workplace
End User
Key User
IT Department or Partner
Sales & Service in the CloudSAP Hybris Cloud for Customer flexibility
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 14
© 2016 SAP SE or an SAP affiliate company. All rights reserved.
No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP SE or an SAP affiliate company.
SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP SE (or an SAP affiliate
company) in Germany and other countries. Please see http://global12.sap.com/corporate-en/legal/copyright/index.epx for additional trademark information and notices.
Some software products marketed by SAP SE and its distributors contain proprietary software components of other software vendors.
National product specifications may vary.
These materials are provided by SAP SE or an SAP affiliate company for informational purposes only, without representation or warranty of any kind, and SAP SE or its
affiliated companies shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP SE or SAP affiliate company products and
services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as
constituting an additional warranty.
In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or any related presentation, or to develop
or release any functionality mentioned therein. This document, or any related presentation, and SAP SE’s or its affiliated companies’ strategy and possible future
developments, products, and/or platform directions and functionality are all subject to change and may be changed by SAP SE or its affiliated companies at any time
for any reason without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or functionality. All forward-
looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. Readers are cautioned not to place
undue reliance on these forward-looking statements, which speak only as of their dates, and they should not be relied upon in making purchasing decisions.
Week 1 Unit 3:
The Future of Marketing
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 2
The Future of MarketingOmnichannel Customer Engagement and Commerce solutions
WEB MOBILE IN STORE CONTACTCENTER
DIGITAL MARKETPLACE INTERNETOF THINGS
SOCIAL SMS SEARCH DIGITAL ADS E-MAIL PRINT AGENTTOOLS
INDUSTRIES
SALES SERVICE MARKETING COMMERCE
SAP HANA CLOUD PLATFORM
PREDICTIVE ANALYTICS
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 3
The Future of MarketingToday’s challenges
Avoid typical mass messages with irrelevant
content to the customer
Know your customer and present relevant content
What they did
What they are doing
What they may do
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 4
The Future of MarketingSAP Hybris Marketing overview
3rd Party
Applications
(for data & execution)
SAP HYBRIS MARKETING
SAP and Other
1st Party Applications
Acquisition Convert Loyalty
Planning
Segmentation Recommendation
Insight
Batch & Events
Social Providers
Mobile Providers
E-Mail Engines
Ad Providers
Commerce
ERP
Sales
Service
Marketing Data Management
Batch & Events
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 5
The Future of MarketingSAP Hybris Marketing overview
Merge, match, & enrich
Events & interactions
Campaign execution inall channels
Contexts, interests, & predictions
Personalized targeting &
orchestration
Capturing response
Loyalty data
Market data & events
Sales & service data
Financial data
Industry data
Social media, mobile, IoT
Extensions
Mobile & social channel
Digital channel
Personalized commerce
Interaction center
Lead, opportunity
E-mail, SMS, traditional
Extensions
Plan, measure, & optimize
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 6
The Future of MarketingSAP Hybris Marketing insights
Marketing Planning
Align marketing organization with transparent
plans, budgets, campaigns, and calendars
Fully Integrated Platform
Open API and flexible architecture
Standard out-of-the-box integrations with SAP Hybris
Commerce suite and other SAP applications
Real-Time Analytics
Real-time marketing performance with pre-
built dashboards
Discover hidden trends and anticipate buying
behavior with built-in predictive analysis
Optimize campaigns, recommendations, and
offers using built-in A/B testing
Targeting and Segmentation Accurately target and segment from any
data source
Easy build and train predictive models
Understand each customer’s journey,
excitement, and interests
Personalization
Create unique contextualized experiences for each
individual customer
Target or retarget customers with relevant
messages and recommendations
Single Customer View
Enriched 360 degree view of the customer
Gain insights into customer real-time intents
Target and market to both known & unknown customers in real time
Build cross-channel profiles of the
customer
Engage with customers on the most
relevant channel
– Ads
– Chat/Call center
– In-store
– Social media
Cross-channel Engagements
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 7
The Future of MarketingTop 5 go-to-market industry priorities
Omnichannel direct marketing/ engagement
Golden consumer repository
Predictive (buying propensity, etc.)
Brand management
Direct consumer relationship, beyond retail – Golden consumer repository
Marketing planning
Predictive (buying propensity, etc.)
Golden repository
Creating experiences and fans
Re-marketing
Predictive (buying propensity, etc.)
Omnichannel consumer engagement
Event-triggered marketing based on network activity/ consumer journey, offer management, optimization (roadmap)
Sales intelligence, margin improvement
B2B marketing/ campaign management
Components
RDS + CAR;
All
Components
Core
Planning
Components
Core
Convert
Components
Core
Insight
C4C integration for sales/service
Components
Telco RDS
Core
Conversion
RETAIL CONSUMER TRAVEL / SPORTS /
HOSPITALITY
TELCO / UTILITIES /
FINANCIAL
SERVICES
MANUFACTURING /
WHOLESALE
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 8
The Future of MarketingIntegration to SAP Hybris Cloud for Customer
Define lead stages to
structure your contact base
Measure maturity and quality
of leads via rule-based lead
scoring
Trigger sales activities
automatically according to
customer signals
Target in sync with current
sales activities
Automate handover of high-
quality leads
Determine effectiveness and
success
Gain full transparency on
marketing’s contribution to
ROI
Accelerate time-to-market
with standard integration
A perfect match for integrated lead management & hand-in-hand
collaboration of marketing and sales.
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 10
© 2016 SAP SE or an SAP affiliate company. All rights reserved.
No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP SE or an SAP affiliate company.
SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP SE (or an SAP affiliate
company) in Germany and other countries. Please see http://global12.sap.com/corporate-en/legal/copyright/index.epx for additional trademark information and notices.
Some software products marketed by SAP SE and its distributors contain proprietary software components of other software vendors.
National product specifications may vary.
These materials are provided by SAP SE or an SAP affiliate company for informational purposes only, without representation or warranty of any kind, and SAP SE or its
affiliated companies shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP SE or SAP affiliate company products and
services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as
constituting an additional warranty.
In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or any related presentation, or to develop
or release any functionality mentioned therein. This document, or any related presentation, and SAP SE’s or its affiliated companies’ strategy and possible future
developments, products, and/or platform directions and functionality are all subject to change and may be changed by SAP SE or its affiliated companies at any time
for any reason without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or functionality. All forward-
looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. Readers are cautioned not to place
undue reliance on these forward-looking statements, which speak only as of their dates, and they should not be relied upon in making purchasing decisions.
Week 1 Unit 4:
New Generation Commerce
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 2
New Generation CommerceThree imperatives are transforming the enterprise
CUSTOMER
EXPERIENCE
CUSTOMER
INSIGHTS
DIGITAL
TRANSFORMATION
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 3
New Generation CommerceOmnichannel Customer Engagement and Commerce solutions
WEB MOBILE IN STORE CONTACTCENTER
DIGITAL MARKETPLACE INTERNETOF THINGS
SOCIAL SMS SEARCH DIGITAL ADS E-MAIL PRINT AGENTTOOLS
INDUSTRIES
SALES SERVICE MARKETING COMMERCE
SAP HANA CLOUD PLATFORM
PREDICTIVE ANALYTICS
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 4
New Generation CommerceSAP Hybris Commerce Overview
Web Mobile Call Center PrintSocial TVPOS
ERP WMS PLM CRM Data Pools
MOVE AT SPEED OF BUSINESS
Product Content Management
Web Content Management
ONE CUSTOMER EXPERIENCECommerce and Order Management
Together
CONFIGURED FOR SUCCESS
Our Customers. Our Partners.
Accelerators, Hybris Extend,
The Data Hub
Built to complement not
replace existing investments
Modern, Extensible,
Standards-Based
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 5
New Generation CommerceSAP Hybris Commerce for B2B and B2C
Omnicommerce Connect
Payment, Tax,
and Fraud
User & Account
ManagementB2B B2C
Promotions and
Sales ProgramsSearchandizing
Social
Commerce
Store
LocatorReporting Workflow Checkout
Cross
Selling
Advanced Personali-
zationPricing
Order Orchestration
Cross-Channel Fulfillment
Single View of Inventory
MDM: Product and Customer Content Management
Digital Asset Management
Platform (Scalability, Performance, Security, Integration, Internationalization, Agility)
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 6
Order Management
Real-Time Inventory Management Across
Entire Organization
Sourcing and Allocation
Order Versioning, Order Routing, Order
Replenishment
Pick, Pack, and Dispatch
Omnichannel Fulfillment, incl. Buy Online
Pick Up In-Store & Buy Online Return In-
Store
New Generation CommerceSAP Hybris Commerce insights (1 of 2)
Customer Service
C4C Integration incl. Ticketing System
Assisted Service Mode
Native Customer Service Cockpit for Basic
Service Environments
Web Content Management
Page Templates for All Channels
Live Edit Functionality
Preview Mode, incl. Device Context
Preview
Drag & Drop Editing of Components and
Slots
Content and Catalog Management
Workflow & Collaboration Tools
Product Classification & Categorization
Intuitive, Multilingual Product Cockpit
Product Content Management
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 7
New Generation CommerceSAP Hybris Commerce insights (2 of 2)
Mobility
Response Design Templates
IOS and Android Mobile App SDK
Mobile Optimized Websites
Platform
Java-Based
Agile, Flexible, Extensible
Various Deployment Options (On-Premise,
Cloud, Edge)
Yaas Microservices Architecture
Integration
Search and Merchandising
Solr-Based Search & Navigation
Faceted Browsing, Keyword & Product
Suggestions
Boost & Bury and Visual Search Editing
Merchandising Mix Based on
Customers, Business (Margin
Inventory), and Product Context
Data Hub for Data Aggregation and Validation
Open Omnicommerce Connect (OCC) API
Hybris Extend Marketplace
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 8
New Generation CommerceModular approach
Core commerce
accelerator with
commerce modules
becomes the hub
to deliver common
features that can
be used throughout
different accelerator
configurations
CORE
Specific B2B/B2C
features and capabilities
continue to be packaged
as add-ons when
needing to generate
industry-specific
accelerators
PACKAGE
All accelerators gain
value from the core
accelerator and
commerce module layer
as more and more
common modular
features become
available
VALUE
A tighter association
between B2B and B2C is
harnessed permitting
B2B2C scenarios
CONNECT
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 9
New Generation CommerceSAP Hybris Commerce, cloud edition
Technology must not be
the bottleneck of
business innovation
Low upfront investment
Short time-to-market
No need for own hardware /
software landscape
Flexibility and scalability
Commerce needs to be agile
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 10
New Generation CommerceSAP Hybris Commerce, Edge edition, B2B or B2C option
PREPARATION:
SMALL – MEDIUM BUSINESS
NEEDS
RESULT:
COMMERCE, EDGE EDITION
FOR B2B OR B2C
INGREDIENTS:
LEADING ENTERPRISE
COMMERCE PLATFORM
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 11
New Generation CommerceOpen for integration
SAP HYBRIS CLOUD
FOR CUSTOMER
YAAS CONNECT/
HYBRIS TO HYBRIS
SAP CRM
SAP ERP
SAP HYBRIS
MARKETING
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 13
© 2016 SAP SE or an SAP affiliate company. All rights reserved.
No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP SE or an SAP affiliate company.
SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP SE (or an SAP affiliate
company) in Germany and other countries. Please see http://global12.sap.com/corporate-en/legal/copyright/index.epx for additional trademark information and notices.
Some software products marketed by SAP SE and its distributors contain proprietary software components of other software vendors.
National product specifications may vary.
These materials are provided by SAP SE or an SAP affiliate company for informational purposes only, without representation or warranty of any kind, and SAP SE or its
affiliated companies shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP SE or SAP affiliate company products and
services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as
constituting an additional warranty.
In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or any related presentation, or to develop
or release any functionality mentioned therein. This document, or any related presentation, and SAP SE’s or its affiliated companies’ strategy and possible future
developments, products, and/or platform directions and functionality are all subject to change and may be changed by SAP SE or its affiliated companies at any time
for any reason without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or functionality. All forward-
looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. Readers are cautioned not to place
undue reliance on these forward-looking statements, which speak only as of their dates, and they should not be relied upon in making purchasing decisions.
Week 1 Unit 5: SAP CRM
powered by SAP HANA
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 2
SAP CRM powered by SAP HANASAP CRM evolution
Sales
Marketing
Service
(SAP GUI/
PC UI)
Enterprise Collaboration
Pipeline
Performance
Management
Web-Based
User
Interface
Core enhancements across
Sales, Service, Marketing
Trade Promotion Mgmt.
Account Organization
Business
Communication
Management
Real-Time
Offer Mgmt
(RTOM)
Easy Personalization
Marketing Permission Mgmt
SAP HANA Accelerators
High Volume Segmentation
Territory Mgmt
Loyalty Mgmt
Rapid Deployment Solution
ERP Order Integration
Data Quality Management
Groupware Integration
Dashboards, Interactive Reporting
Social Media Integration
Handheld Solutions for (Field) Sales
Web Service Enablement
Shared Service Center
Workforce Management
(Investigative)
Case Management
Residential Customer Care
lT Service Mgmt
Market Development Funds
Retail App
ITIL Compliance
Improved Usability
Improved
Quality/Performance
Comprehensive
Industry Capabilities
Smart end-to-end processes,
new capabilities/solutions
Reduced Complexity
CRM 4.0
CRM2007
CRM 7.0 incl.
SAP HANA
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 3
SAP CRM powered by SAP HANASAP CRM 7.0: Stronger than ever
SAP CRM 7.0 was recognized for:
A well-rounded CRM supporting the end-to-end customer
engagement experience
Large and broad set of industry-specific functions
Strong customer service and field service capabilities
Very strong reporting and analytics tools
A platform and architecture that is suitable for global
deployment
Very strong application ownership experience and global
strategy
The Forrester Wave™: CRM Suites For Large Organizations, Q1/2015
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 4
SAP CRM powered by SAP HANAPositioning SAP CRM on-premise in a cloudy world
SAP CRM 7 powered by SAP HANA is a good fit for
customers who look for …
Broad or deep industry-specific processes and functionality
Back-office shared services functionality
(e.g. HR employee helpdesk or internal IT helpdesk)
Advanced reporting and analytical capabilities based on
SAP HANA
Global IT strategy with onsite application and data
ownership
Landscape consolidation based on SAP HANA
Private cloud option
Powerful migration support from prior versions of SAP CRM
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 5
SAP CRM powered by SAP HANASales capabilities – Overview
CRM Sales covers the full spectrum from planning
and managing to executing sales:
Establish targets and forecast results
Identify, schedule, and execute all sales activities,
from opportunities to contracts
Analyze and improve sales performance
Align territories and incentive plans with sales objectives
Sales
Performance
Mgmt
Account
and Contact
Management
Activity
Management
Opportunity
Mgmt
Sales
Contracts
Mgmt
Sales
Analytics
Customer
Quotation
and Order
Mgmt
Sales
Planning
and
Forecast.
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 6
Sales
Performance
Mgmt
Account
and Contact
Management
Activity
Management
Opportunity
Mgmt
Sales
Contracts
Mgmt
Sales
Analytics
Customer
Quotation
and Order
Mgmt
Sales
Planning
and
Forecast.
SAP CRM powered by SAP HANACRM 7.0 EHP3: What’s new in Sales (examples)
Usability & Performance
Corbu design
Enhanced personalization
SAP HANA based ad-hoc
reporting and analytics
SAP Fiori apps for sales force
automation
Foundation for multichannel
transactions
Account & Search
Improved search for accounts
and contacts
Fuzzy search and duplicate
check
Faster and more flexible setup
of data cleansing
Collaboration
SAP Jam integration
Social media users
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 7
SAP CRM powered by SAP HANAService capabilities – Overview
CRM Service allows you to deliver excellent
service with real-time customer insight, pleasant
interactions, and efficient execution:
Integrated end-to-end service capability
Consistent service operations across all contact
channels – interaction center, e-mail, Web, field service,
and channel service
Pre-built integration with communication infrastructures
Leverage sales and marketing capabilities within SAP
CRM for effective selling services and related products
Built-in analytics
Parts
Logistics
and
Finance
Service
Contracts
Installed Base
Management
Customer
Service and
Support
Return and
Depot Repair
Warranty
and Claim
ManagementCustomer
Field
Service
Mgmt
Sales and
Marketing
for Service
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 8
Parts
Logistics
and
Finance
Service
Contracts
Installed Base
Management
Customer
Service and
Support
Return and
Depot Repair
Warranty
and Claim
ManagementCustomer
Field
Service
Mgmt
Sales and
Marketing
for Service
SAP CRM powered by SAP HANACRM 7.0 EHP3: What’s new in Service (examples)
Collaboration
SAP Jam integration
Usability & Performance
Corbu design
SAP HANA-based ad-hoc
reporting and analytics
Usability enhancements
SAP CRM Interaction Center
Social media integration
Interaction Center inbox
usability improvements
SAP HANA accelerator for the
Interaction Center inbox
Service request processing
enhancements
SEPA Enablement
Integration of SAP Visual
Enterprise applications
Enhanced service duration
and parts prediction
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 9
SAP CRM powered by SAP HANAMarketing capabilities – Overview
Marketing
AnalyticsMarketing
Resource
Management
Segment
and List
Management
Campaign
Management
Loyalty
Management
Lead
Management
Customer
CRM Marketing empowers marketers with tools
and capabilities that enable them to engage
customers at every stage of the customer
experience lifecycle:
Manage marketing funds
Manage resources to plan, develop, and execute
coordinated, multichannel inbound and outbound
campaign activities
Perform high volume customer segmentation
Establish campaign automation with relevant and
personalized customer interactions
Gain insights into customer profiles, purchase behaviors,
profitability, and segments
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 10
Marketing
AnalyticsMarketing
Resource
Management
Segment
and List
Management
Campaign
Management
Loyalty
Management
Lead
Management
Customer
SAP CRM powered by SAP HANACRM 7.0 EHP3: What’s new in Marketing (examples)
Usability & Performance
Corbu design
SAP HANA accelerator for high
volume segmentation
SAP HANA-based ad-hoc
reporting and analytics
Usability enhancements
Marketing Resource
Management
Marketing collaboration
enhancements
(SAP Jam integration)
Digital asset management
enhancements
Campaign Management
SAP Retail promotions as part
of an SAP CRM campaign
SAP Document Presentment
enhancements
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 11
SAP CRM powered by SAP HANACRM 7.0 EHP3 on SAP HANA: Innovation without disruption
SAP CRM on SAP HANA (CRM 7.0 EHP3)
CRM optimized for SAP HANA
Optimized access to all core CRM objects
Fast and flexible search capabilities, reliable response
times throughout CRM
Landscape Simplification
Replace TREX for duplicate check, search, segmentation,…
Shared platform with SAP Hybris Marketing
On-premise or cloud
Easy upgrade from older versions of CRM7
Embedded Analytics
High performance ad-hoc reporting in CRM
HTML5 reporting client integrated in CRM Web UIMultiple Data Sources
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 12
SAP CRM powered by SAP HANACRM on SAP HANA: OLTP and OLAP together
SAP CRM
powered by SAP HANA
Traditional:
OLTP & OLAP Separate
Instant Insight to Action on Live DataDecisions and Actions on Old Data
Multiple Data SourcesMultiple Data Sources
>48+h Old DataELT
10:00 AM 10:00 AM 10:00:00 AM 10:00:00 AM
Replication Replication
Replication
OLTP + OLAP
in SAP HANA
Application
>48 Hours Immediate
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 13
SAP CRM powered by SAP HANASAP HANA Live reporting in CRM Web UI
SAP CRM with SAP HANA Live enables
CRM users to define and deploy high-
performance embedded analytics without
need for additional tools, consultants, or IT
support.
Advanced analytics integrated in CRM Web UI –
no need for additional analytics clients
Insight to action by direct linking to the business
object
Ad-hoc reporting through extended self-service
capabilities
DEMO
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 14
SAP CRM powered by SAP HANASAP Fiori CRM apps for sales representatives
Target Group
Sales representatives selling high value products
and services
Key Benefits
New simplified user interface as alternative UI
technology to CRM Web UI
Responsive design: One user interface for all
devices (e.g. phone, tablet, desktop)
Embedded analytics by leveraging SAP Hana Live
content
Go visit www.sapfioritrial.com
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 15
SAP CRM powered by SAP HANAIndustry expertise: Consumer products industry 1/2
Example:
SAP Customer
Business Planning
Empowers consumer
products sales leaders to
be customer Profit&Loss
owners, driving revenue,
volume and profitability.
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 16
SAP CRM powered by SAP HANAIndustry expertise: Consumer products industry 2/2
Leveraging the latest technology – SAPUI5 front end and SAP HANA-optimized back end for
industry revolutionizing sales and customer planning capabilities
Non-Promotional &
Promotional P&LOptimization
Scenario Planning
Version
Monitoring
Assortment
Planning Hierarchy
Internal & Retailer Targets
Customer Business
Planning
Trade Promotion
Planning & Management
SAP ECC Advanced Analytics SAP DSiM
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 17
SAP CRM powered by SAP HANACustomers drive the product roadmap
Customers can influence the SAP CRM feature
roadmap via the Customer Connection Program:
Channel for incremental enhancements and
improvements
Open to SAP user groups/customer communities
Customer-driven program
Enhancements delivered via SAP Notes and SAP
Support Packages for easy and fast adoption
Yearly cycle for fast turnaround
Improvement
Today’s Solution
Customer Connection
Improvements
Go visit http://influence.sap.com/CRM2016
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 18
SAP CRM powered by SAP HANAThe right choice to “redefine” your CRM?
SAP CRM 7 powered by SAP HANA is a good
fit for customers who…
Have deep industry-specific processes and
functionality
Look for fast and flexible reporting and analytical
capabilities (across CRM, but also across their other
on-premise systems)
Run a global IT strategy with onsite application and
data ownership
Look for strong migration support from prior versions
of SAP CRM
Public© 2016 SAP SE or an SAP affiliate company. All rights reserved. 20
© 2016 SAP SE or an SAP affiliate company. All rights reserved.
No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP SE or an SAP affiliate company.
SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP SE (or an SAP affiliate
company) in Germany and other countries. Please see http://global12.sap.com/corporate-en/legal/copyright/index.epx for additional trademark information and notices.
Some software products marketed by SAP SE and its distributors contain proprietary software components of other software vendors.
National product specifications may vary.
These materials are provided by SAP SE or an SAP affiliate company for informational purposes only, without representation or warranty of any kind, and SAP SE or its
affiliated companies shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP SE or SAP affiliate company products and
services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as
constituting an additional warranty.
In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or any related presentation, or to develop
or release any functionality mentioned therein. This document, or any related presentation, and SAP SE’s or its affiliated companies’ strategy and possible future
developments, products, and/or platform directions and functionality are all subject to change and may be changed by SAP SE or its affiliated companies at any time
for any reason without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or functionality. All forward-
looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. Readers are cautioned not to place
undue reliance on these forward-looking statements, which speak only as of their dates, and they should not be relied upon in making purchasing decisions.
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