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Driving Digital Customer EngagementBirgit Kurz, SAP Hybris
3INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Agenda
What do Banking Customers want?
Digital Customer Engagement with SAP Hybris
GDPR compliant with the market leader
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If your bank wants to be your CLOSEST FRIEND on FACEBOOKyou surely want to be treated as such! ≥
5INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
What You Discuss With A Friend
Want to buy a new house Got
promoted / lost my job
Expecting a baby
My son is going to College
Will marry / get divorced
Move to another city
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However: Direct Relationship Broke Due To Multiple Channels
7INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Additional Challenges for Banks through Digitization
SILOED DATAData is often out of date, siloed, or ignored/unutilized
TOO MANY TOOLSDifferent tools for different tasks, complex integration limits possibilities
INCONSISTENT TOUCHPOINTSInconsistent behavior on systemswith different logic TOO MUCH
COMPLEXITY=
OVEREXTENDED STAFFBusinesses have more and more tasks across different systems
PRESSURE ON MARGINS
NEW COMPETITORS
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8INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
SAP Customer Engagement And Commerce Suite – Value PropositionKey differentiators
Big Data in Real-Time Collect structured and
unstructured Information across all channels and systems
Understand your and customer’s intentions
Predict their future behavior
Use marketing information in real time across all channels
End-to-End Across the entire value chain -
from customer interaction to accounting
From initial contact to usage of financial services and products
Omnichannel & device. Seamless switch betweenchannels (unassisted/assisted)
SAP CLOUD PLATFORM
Agility and Innovation SAP Leonardo powered by SCP
Ability to use most recent innovations
Adapt and enhance solution accordingto your needs
Consume innovationsmore easily
9INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
SAP Customer Engagement And Commerce Suite – Value PropositionKey differentiators
Big Data in Real-Time Collect structured and
unstructured Information across all channels and systems
Understand your and customer’s intentions
Predict their future behavior
Use marketing information in real time across all channels
End-to-End Across the entire value chain -
from customer interaction to accounting
From initial contact to usage of financial services and products
Omnichannel & device. Seamless switch betweenchannels (unassisted/assisted)
SAP CLOUD PLATFORM
Agility and Innovation Powered by SAP Leonardo
Ability to use most recent innovations
Adapt and enhance solution accordingto your needs
Consume innovationsmore easily
5
10INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
S4B
RapidIncubation
BestPractices
Omnichannel
Customer Engagement
Centricity
Product
Core Banking Operations
Agility
Compliant
Financeand RiskTransparency
Accounting and Financial Close
Planning and Forecasting
PerformanceManagement
Risk Management
Operational
Origination and Customer Management
Excellence
Retail Deposits
Cash and Liquidity Mgmt
Retail Lending
Payments
hResponsive
Business SupportManagement
HR & Talent
Travel & Expense
Procurement
ContingentLabor
CLOUD PLATFORM
BIG DATA
Data Management for Finance and Risk
Internet of Things Machine Learning BlockchainNext Practices DIGITAL INNOVATION
DIGITAL BOARDROOMAnalytics Prediction
Internet of Things Machine Learning BlockchainAPI Management
�������
Financial Services Network
Optimized Application Processing
Ensure CustomerInformation Excellence
Accounting for Financial Instruments
In-the-MomentMarketing
EmpowerSales to
Sell More
Customer Service& Assistances
Excellence
DigitalBanking
Self-Service
Digital Experience and Commerce
Banking Portfolio Overview
Commercial Lending
11INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
S4B
RapidIncubation
BestPractices
Product
Core Banking Operations
Agility
Compliant
Finance and RiskTransparency
Accounting and Financial Close
Planning and Forecasting
PerformanceManagement
Risk Management
Operational
Origination and Customer Management
Excellence
Retail Deposits
Cash and Liquidity Mgmt
Retail Lending
Payments
hResponsive
Business SupportManagement
HR & Talent
Travel & Expense
Procurement
ContingentLabor
CLOUD PLATFORM
BIG DATA
Data Management for Finance and Risk
Internet of Things Machine Learning BlockchainDIGITAL INNOVATION
DIGITAL BOARDROOMAnalytics Prediction
Internet of Things Machine Learning Blockchain
�������
Financial Services Network
Optimized Application Processing
Ensure CustomerInformation Excellence
Accounting for Financial Instruments
Banking Portfolio Overview
API Management
Commercial Lending
Omnichannel
Customer Engagement
Centricity
Customer Service& Assistances
Excellence
DigitalBanking
Self-Service
Digital Experience and Commerce
In-the-MomentMarketing
EmpowerSales to
Sell More
6
12INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Digital Customer Engagement From The Perspective Of The Customer
Discover Express needs and wishes in
social media Get informed across channels Sign-in for a web-site, give consent Recommendations across channels Personalized / individual offers Consume product information Compare products on web-site Using search engine
Decide Decision / apply for a service, product Select additional options Apply for changes / termination Deliver information to bank Switch channels and devices Request advice Providing customer identification
Use Personal finance
management: accounts within bank, between banks, service provider Payments / transfers: intra-
and inter-bank; cross border; mobile wallet; social Payments (e.g. Facebook) Real-time account balances
and transaction history Request assistance Complaints and service
Requests Express sentiments in social
media
13INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Digital Self Service Initiate payments and transfers
Intra- and inter-bank; cross border; social payments (e.g. Facebook)
Real-time Information;account balances, transaction history
Personal finance management Customer admin and management Presentation of product offers
with link to commerce Chatbot; service requests Alerts and secure messaging
Customer Service and Social Media Engagement Assist online instantly with service
requests, complaints, query's, etc. Interact on social media
Commerce: Capture application Configure and apply for product Select additional options Capture personal information Provide verification documents Handover to internal origination* Apply for contract changes / extraordinary
termination
Sales and Service Identify customer (e.g. online) Assist and capture application on behalf of the
customer Influence and advise the customer
Marketing Real-time customer insights Segmentation and campaigns Models for personal product offers and
recommendations Commerce: Explore product Product presentation Compare products Search engine optimizationDigital Identity Management Registration- and consent management /
progressive profiling Meet GDPR requirements
Digital Customer Engagement – SAP Solutions
* Internal origination process in S/4HANA
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14INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
MarketingReal-time customer insights
Create a 360° view of each contact
Combining banking and social media data in real-time
Define the best audiences accurately
Understand customer’s journey
Understand customer’s sentiment
Turn insight into profitable action
15INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
MarketingSegmentation and campaigns
High performance customer targeting
Harness big data in real-time, including geo-spatial data and predictive KPIs
Multilingual, contextual content
Multi-channel marketing
Permission & subscription management
Trigger-based, high volume multi-wave campaign execution
Marketing calendar & campaign success
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16INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
MarketingModels for personal product offers and recommendations
Contextual live marketing
Understanding the customer’s intention
Provide individual recommendations
Smart engagement with “in-the-moment marketing based on insights and analytics
Business integration regardless of the point of engagement
Rule-based engine with graphical editor
17INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Commerce: Explore ProductProduct presentation
Seamless commercial process
Personalized user experience
Product offers considering the customer’s context
Integrated with Hybris Marketing for real-time updates
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18INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Commerce: Explore ProductCompare products
Increased transparency
Easy comparison of your products
Digital-shopping banking experience
Benefit from SAP’s experience in retail industries – digital sales is lead by retail industry
19INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Commerce: Explore Product Search engine optimization
Stay top of mind!
Save money for adds in Google
Be found when customers are using search engines
Example: Money Supermarket
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….. and finally May 2018 GDPR will be enforced.
FinServ companies with businesses in the EU
need to comply with GDPR
GDPR
21INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
GDPR is about putting the customer in control of their data
Social DataConnections
Device Data
Likes &Interests
RegistrationData
Behavioral Data
Location Data
Profile Data
• The right to be informed
• The right of access
• The right to rectification
• The right to erasure
• The right to restrict processing
• The right to data portability
• The right to object
• Rights in relation to automated decision making and profiling
INDIVIDUAL RIGHTSDATA COLLECTED
VS.
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23INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Solutions from Gigya
SAP HYBRIS IDENTITYIdentify and engage customers across channels and devices
SAP HYBRIS CONSENTBuild trusted customer relationships based on transparency and control
SAP HYBRIS PROFILEPower trusted digital experiences with customer data
26INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Digital Identity ManagementRegistration- and consent management / progressive profiling
Put your customers in control of their data and meet GDPR requirements!
Ensure proper opt-in and consent for all engagement activities
Increase conversion rates through optimized registration
Present real-time profile data to your customers
Seamlessly integrate profile data across all sales, marketing and service applications
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27INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Managing Consent Throughout the Lifecycle of the Customer
Preference & Consent Capture
Version Control
Accurate and Enforced Records
Self-Service Preference
Center
Present Policies• Terms of Service (ToS)• Privacy Policies• Cookie Consent• Consent for marketing and custom
activities
Enforces ConsentSynchronize preferences, consent and profile data to downstream marketing,
sales, and services applications
Maintains accurate consent • Trigger consent renewals• Record consent at renewal• Track consent history • Audit consent
Users Control Preferences & Consent
• View profile, preferences & consent• Add and modify profile, preferences
and consent information• Withdraw consent• Download user data
Audit-ReadyVault
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SAP Hybris Gigya: The leading CIAM solution
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29INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Commerce: Capture Application Configure and apply for product
Easy application process with transparent landing pages
Fast access customer registration through focus on few core information
Seamlessly switch between self-service and assisted service mode in case of need
Integrated agent- and branch-locater with instant chat/bot mode
30INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Commerce: Capture Application Select additional options
Guided procedure ensuring great self-service experience
Increased transparency about reasonable complementary product features and services
Option to stop and continue the application process at any time through any channel
Bundling of banking and non-banking products and services
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31INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Commerce: Capture Application Capture personal information and provide verification documents
Easy customer registration
Pre-filling of key data
Focus on minimum data for easy and fast processing
Know your customer data
Upload and store customer documents
32INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Commerce: Capture Application Handover to internal origination
Seamless application processing
Immediate follow-up after application check-out
Highly automated mid-office processing for final approval
Fast decision making, enabling quick time to money
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33INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Sales and Service Identify customer (e.g. online)
Easy onboarding of customers and services
Video identification with image comparison
Verification of ID-cards (optical character recognition and validation)
Sentiment-/face recognition
Supported by machine learning
34INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Sales and Service Assist and capture application on behalf of the customer
Lend a hand immediately when your customers seek advise
Comprehensive co-browsing capabilities – see with the eyes of your customers
Keep their context for subsequent interaction
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35INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Sales and Service Influence and advise the customer
Empower your sales force
Relevant customer information available mobile (on- and offline)
Increase transparency on leads, cross- and up-sell opportunities based on customer interest
Leverage customer context and instant insight to pro-actively give meaningful advice and plan appointments/activities
36INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Digital Self-ServiceInitiate payments and transfers
Variety of payment vehicles:
Internal transfers and bill pay
Domestic and cross-border FX Payments (e.g. SWIFT, FedWire, ACH)
Person-to-person and social payments (e.g. Facebook)
Pre-integrated with SAP Payment Engine
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37INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Digital Self-ServiceReal-time information
Real-time account balance and transaction history:
Pre-integrated with SAP operational banking solutions for real-time information
Searchable, filterable, sortable data; available for export
Printable transaction receipts
Integration of 3rd party information through SAP Cloud Platform
38INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Digital Self-ServicePersonal finance management
Consolidated view of your personal financial experience:
Spend analysis (e.g. top 3 spend categories)
Transaction categorization, manual and through machine learning
Set and manage budgets
Accessible via responsive UI (any device)
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42INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Customer Service and Social Media EngagementAssist online instantly with service requests, complaints, query's, etc.
Empower your services teams
Automatic service ticket creation based on customer interaction
Collaborative interaction between services staff and sales rep experts liaising with the customer
Direct access into assisted service capability to assist customer’s application process
43INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Customer Service and Social Media EngagementTo interact on social media
Meet your customers at their favorite places
Provide easy interaction points to get involved with your customers
Leverage common log-on credentials (like FB) to access your storefront instantly
Integrated easy to use instant chat option to assist your customer immediately
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44INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Digital Customer Engagement – SAP Solutions
SAP HYBRIS MARKETING
SAP HYBRIS COMMERCESAP HYBRIS SERVICE
ENGAGEMENT CENTER
SAP OMNICHANNEL BANKING
SAP HYBRIS SERVICE ENGAGEMENT CENTER
SAP HYBRIS COMMERCE
SAP HYBRIS SALES CLOUD
SAP HYBRIS IDENTITY, -CONSENT AND -PROFILE
45INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
SAP Customer Engagement And Commerce Suite – Value PropositionKey differentiators
Big Data in Real-Time Collect structured and
unstructured Information across all channels and systems
Understand your and customer’s intentions
Predict their future behavior
Use marketing information in real time across all channels
End-to-End Across the entire value chain -
from customer interaction to accounting
From initial contact to usage of financial services and products
Omnichannel & device. Seamless switch betweenchannels (unassisted/assisted)
SAP CLOUD PLATFORM
Agility and Innovation Powered by SAP Leonardo
Ability to use most recent innovations
Adapt and enhance solution accordingto your needs
Consume innovationsmore easily
20
46INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
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SAP Leonardo Is SAP’s Foundation For Innovation
48INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Sales and Service Identify customer (e.g. online)
Easy onboarding of customers and services
Video identification with image comparison
Verification of ID-cards (optical character recognition and validation)
Sentiment-/face recognition
Supported by machine learning
21
49INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Example: Video IdentificationMachine learning and algorithms verifying customer ID and sentiments
SAP Hybris Commerce SAP Hybris Service Engagement Center
SAP CLOUD PLATFORM
Machine Learning Solutions
• Picture Matching
• Sentiment Analysis
Innovation
50INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Requirements For Video-Identification (Customer use - case)
• Integration of automatic biometric scoring between person face & id card face picture
Face Biometrics Scoring
• Checks of real time ID Card security measures, liveness detection and MRZ Data Integrity.
Dynamic Security AI Algorithm
• Capture and extract data in real time for ID card data
Accurate OCR
• Compliance with AML and eIDAS.
Legal Compliance
• Unattended or attended video identification
Unattended & Attended
• Any device with a camera and a browser;
• Two user experiences: desktop and mobile
Any Device
Innovation
https://www.youtube.com/watch?v=WaRHa9HAgyU&feature=youtu.be
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51INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Foster Customer Loyalty Through Proactive RetentionSAP Customer Retention powered by SAP Leonardo
Innovation
Gain actionable insights
Real-time trend analysis
Identify crucial events and leverage SAP Cloud Platform’s machine learning technology
Understand the customer’s journey and rationales
Convert insight into meaningful actions through integration into marketing campaign mgmt.
53INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
SAP Customer Engagement And Commerce Suite – Value PropositionKey differentiators
Big Data in Real-Time Collect structured and
unstructured Information across all channels and systems
Understand your and customer’s intentions
Predict their future behavior
Use marketing information in real time across all channels
End-to-End Across the entire value chain -
from customer interaction to accounting
From initial contact to usage of financial services and products
Omnichannel & device. Seamless switch betweenchannels (unassisted/assisted)
SAP CLOUD PLATFORM
Agility and Innovation Powered by SAP Leonardo
Ability to use most recent innovations
Adapt and enhance solution accordingto your needs
Consume innovationsmore easily
23
54INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Customer Journey And Behavior Insight
Track, measure, and optimize customer journeys in real-time
Advanced analysis like behavior insight, sentiment engagement and customer journey insight
Flexible pre-built operational reports on customer interactions, emails and new contacts
Integration with SAP Hybris Commerce
55INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
PredictionLeverage predictive modelling in segmentation
Be a step ahead!
Leverage predictive and advanced analytics in real-time for deeper insights
Setup own scoring rules to score interactions
Optimize conversion rates and customer satisfaction
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56INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Empowering The Marketer
Visualize marketing performance
Gain real-time insights into performance and ROI
Real-time campaign success tracking and dashboard
Out-of-the box integration to SAP Business Objects Cloud to enable custom reports
Marketing executive dashboard for comprehensive view of KPI attainment
57INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Perspectives From The Analysts
SAP is ranked as a leader for Digital Customer Engagement and Commerce in banking, as well as for In-Memory Databases!
Magic Quadrant for Multichannel Campaign Management, Q2 2017
Click here to read the report
The Forrester Wave™: In-Memory Databases, Q1 2017
Click here to read the report
Magic Quadrant for Digital Commerce, Q1 2017
Click here to read the report
The Forrester Wave™: B2C Commerce Suites, Q1 2017
Click here to read the report
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58INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
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by SAP Hybris DCE Suite for the entire customer engagement life-cycle
by SAP technologies like in-memory-computing and predictive analytics providing real-time customer insights
by SAP Cloud Platform and SAP Leonardo to quickly adapt to rapid changing needs, and to stay ahead of the curve in unsecure times.
Key Takeaways
Thank you.
Birgit Kurz
Director BankingCustomer Engagement and Commercebirgit.kurz@sap.com+49 15258578
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