© 2011 SAP AG. All rights reserved. 1

Khalid Alherran Line of Business, Customers

CUSTOMER ENGAGEMENT & COMMERCE BECAUSE THE JOURNEY & THE OUTCOME MATTER

WHAT IS CUSTOMER ENGAGEMENT AND COMMERCE?

ENABLING OUR CUSTOMERS TO DELIVER CONTEXTUAL, CONSISTENT, AND RELEVANT EXPERIENCES REGARDLESS OF CHANNEL OR DEVICE THROUGHOUT THE CUSTOMER JOURNEY, IN REAL-TIME.

WHY DOES IT MATTER?

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

THE PROBLEM

THE 19TH CENTURY ‘MARKETING FUNNEL’ IS BROKEN

AWARENESS

INTEREST

DESIRE

ACTION

A TRADITIONAL ‘FUNNEL-BASED’ APPROACH TO CUSTOMER ENGAGEMENT IS NO LONGER VALID

DISCOVER

SEARCH

RESEARCH

GET HELP

COMPARE

PERSONALIZE

SHARE EVANGELIZE

USE

TRUST

FRIEND

DECIDE PURCHASE

• INTERACTIVE

• E-MAIL

• PAID SEARCH

• SEO

• DISPLAY

• MOBILE (NOTIFICATION/SMS)

• PRINT

• WEB

• COMPANY WEBSITE

• MOBILE

• BRANCH/STORE

• CALL CENTER

• SOCIAL

What customers

expect

What businesses

deliver

THE ENGAGEMENT GAP

Context gap

Relevance gap

Convenience gap

Responsiveness gap

Consistency gap

Trust gap

8

What customers

expect

What businesses

deliver

CAUSES OF THE ENGAGEMENT GAP

9

Single channel processes

Siloed systems

Lack of integration

Messy data

Legacy architectures

Lack of collaboration

Lack of digital literacy

Lack of insight

Mythology

What customers

expect

What businesses

deliver

10

CLOSING THE GAP

Contextual : Relevant : Convenient

Responsive : Consistent : Trustworthy

PROFILE

IMP

LIC

IT E

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

EVERY TOUCH POINT. EVERY CHANNEL.

GLOBAL. FLEXIBLE.

PROVIDE THE WORLD’S LEADING OMNICHANNEL COMMERCE AND

CUSTOMER ENGAGEMENT SOLUTION.

12

TRADITIONAL TECHNOLOGY SOLUTIONS NO LONGER WORK FOR

INDIVIDUAL CUSTOMER ENGAGEMENT

1st Generation

CUSTOMER RECORD

Departmental Silos

SERVICE

SALES

MARKETING

COMMERCE

2nd Generation

‘Multi’-channel architectures are

a mess

CU

ST

OM

ER

R

EC

OR

D

SALES & SERVICE

MARKETING

COMMERCE

3rd Generation

Omni-Channel Engagement Platform

CONTEXTUAL MARKETING & SERVICE

COMMERCE & SALES

CUSTOMER INTELLIGENCE

PHYSICAL & DIGITAL EXPERIENCE

CU

ST

OM

ER

D

AT

A

MKTG DATA

Experience Management

Commerce Marketing Service Sales

MDM for Customer Engagement & Commerce (product, customer, order)

Infrastructure, Platform, Integration

SAP CUSTOMER ENGAGEMENT & COMMERCE OMNI-CHANNEL CUSTOMER ENGAGEMENT PLATFORM

web mobile In

store/branch

contact center digital goods marketplace print email digital ads social

@

search

SAP CUSTOMER ENGAGEMENT & COMMERCE

PRODUCT PORTFOLIO

Experience Management

Commerce Marketing Service Sales

hybris Commerce

hybris PCM

hybris OMS

SAP BRIM

CEI

SAP CRM Marketing (Loyalty)

SeeWhy

C4C - Cloud for Service

OnPrem CRM

SAP JAM

C4C - Cloud for Sales

OnPrem CRM

SAP JAM

Resells, incl:

Adobe Marketing Cloud

OpenText DAM

Resells, incl:

Adobe Marketing Cloud

OpenText DAM

Resells, incl:

Click

Resells, incl:

Vistex

Vendavo

Objective Equip sales teams to engage with new customers and penetrate new markets while managing increasing customer and buying process complexity.

Solution SAP Cloud for Sales Retail Execution hybris B2C Commerce

Benefits More effective activity planning and visit execution with the ability to take orders and execute trials on the spot. Better lead,

account, and pipeline management.

AT A GLANCE

Jean-Marc Duvoisin CEO, Nestlé Nespresso SA

Nespresso maintains a direct dialogue with our consumers and Club Members. Worldwide they interact with us through an array of consumer contact points. SAP Cloud for Sales allows us to focus on delivering the ultimate coffee experience to our consumers.

“

”

• The right insight at the right time

• Across every touch-point, every channel

• Integrated to your enterprise

• With an experience that drives results

SAP CUSTOMER ENGAGEMENT SOLUTIONS FOR:

IT’S TIME TO

ENGAGE CUSTOMERS LIKE NEVER BEFORE

Service Commerce Sales Marketing

THE ENTIRE CUSTOMER JOURNEY