customer engagement & commerce - sapfm.sap.com/data/upload/files/2014 sap insurance...
TRANSCRIPT
Manuel Tönz Senior Solution Engineer
How we help to grow business for Insurance companies SAP Insurance Roadshow Event November 6, 2014| Cincinnati OH
CUSTOMER ENGAGEMENT & COMMERCE
BECAUSE THE JOURNEY & THE OUTCOME MATTERS
2 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
WHY DOES IT MATTER?
3 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
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
4 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
AT HYBRIS,
WE’VE SEEN THIS MOVIE BEFORE…
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 5 Customer
Today our customers do have an almost educational backround
Collect information across touch points in a relevant, contextual way.
DISCOVER
SEARCH
RESEARCH
GET HELP
COMPARE
PERSONALIZE
SHARE EVANGELIZE
USE
TRUST
FRIEND
DECIDE PURCHASE
• INTERACTIVE
• PAID SEARCH
• SEO
• DISPLAY
• MOBILE (NOTIFICATION/SMS)
• WEB
• COMPANY WEBSITE
• MOBILE
• BRANCH/STORE
• CALL CENTER
• SOCIAL
6 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
DISCOVER
NEED
RESEARCH
RECEIVE
OFFER
USE
PRODUCT
CONTRACT RECEIVE
INFORMATION
ADD
FEATURE
POST
REVIEW
HELP &
SUPPORT
BILLING
ISSUE
MAKE
PAYMENT
FIX
ISSUE
LOYALTY
BONUS
JOIN
GROUPS
COMPLAINT
CHANGE
ADDRESS
ADDITIONAL
CONTRACT
RECEIVE
OFFER
REFER
FRIENDS
WEB
DIGITAL ADS
WORD OF MOUTH
SOCIAL
TV
AGENT
WEB SITE
REVIEWS
SEARCH KW/ADS
CONTACT CENTER
WEB SITE
SOCIAL
AGENT WEB SITE
CONTACT CENTER
CONTACT CENTER
AGENT
CONTACT CENTER
CONTACT CENTER SOCIAL
WORD OF MOUTH
SOCIAL
SUPPORT PORTAL
?
SUPPORT PORTAL
?
BRANDED COMMUNITY
?
WHY? BECAUSE EACH CUSTOMER SCRIPTS THEIR OWN JOURNEY
7 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
REFER
FRIENDS
POST
REVIEW
JOIN
GROUPS
TRACK
ORDER
RECEIVE
PACKAGE
MISSING
ITEM
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
NETWORK
ISSUE
CHANGE
ADDRESS
RECEIVE
OFFER
DISCOVER
NEED
RESEARCH
RECEIVE
OFFER
USE
PRODUCT
RESTART
SERVICE
SHOP &
BUY CONTRACT
RECEIVE
INFORMATION
ADD
FEATURE
POST
REVIEW
HELP &
SUPPORT
BILLING
ISSUE
MAKE
PAYMENT
FIX
ISSUE
LOYALTY
BONUS
JOIN
GROUPS
COMPLAINT
CHANGE
ADDRESS
ADDITIONAL
PURCHASE
RECEIVE
OFFER
REFER
FRIENDS
WEB
DIGITAL ADS
WORD OF MOUTH
SOCIAL
TV
AGENT
WEB SITE
REVIEWS
SEARCH KW/ADS
CONTACT CENTER
WEB SITE
SOCIAL
AGENT WEB SITE
CONTACT CENTER
CONTACT CENTER
AGENT
CONTACT CENTER
CONTACT CENTER SOCIAL
WORD OF MOUTH
SOCIAL
SUPPORT PORTAL
?
SUPPORT PORTAL
?
BRANDED COMMUNITY
?
AWARENESS
INTEREST
DECISION
ACTION
USE
ACTION
ADVOCACY
ADVOCACY
DECISION
USE
WHY? BECAUSE EACH CUSTOMER SCRIPTS THEIR OWN JOURNEY
8 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
EVERY JOURNEY IS UNIQUE AND EVERY POINT OF ENGAGEMENT MATTERS
9 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
SO HOW DO YOU ENGAGE THE INDIVIDUAL?
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 10 Customer
Wiring up Back-End Services for a Portal could be a solution…
web mobile contact center brokers aggregators print email digital ads social
@
search branch
Insurance Back End
Analytics Claims CRM CCM Policy …
Customer Portal
… but then you address only 1-2 touchpoints
… you will fosters silos
… no customer experience management
… no “sales tools & techniques” to drive traffic & conversion
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 11 Customer
…however a true Omni-Channel Experience Layer is needed
Omni-Channel Commerce Connect
Commerce Marketing Service Sales
We address all touch points
We focus on the customer, not internal processes and systems
We create a seamless customer experience across all touch points
We offer best practices sales, marketing and service capabilities
web mobile contact center brokers aggregators print email digital ads social
@
search branch
Insurance Back End
Analytics Claims CRM CCM Policy …
Customer Experience Connect
12 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
REAL-TIME CUSTOMER INSIGHT, END-TO-END BUSINESS PROCESS EXECUTION, AND HARMONIZED DIGITAL AND PHYSICAL EXPERIENCES
HELPING COMPANIES ATTRACT, RETAIN, AND GROW PROFITABLE CUSTOMERS.
13 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
AND THESE FACTORS IMPACT YOUR
FORECAST STOCK
PRICE
TOP-LINE
GROWTH
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 14 Customer
Conclusion - Portal is just the starting point
Portal:
•SSO
•Web UI
Mobile:
•Accessible at any device
Drive Traffic & Conversion:
•Web Content Management
•SEO & SEM, Search & Compare
•Contextual Personalization
Sales & Service Processes:
•Research to Purchase
•Quote, Bind & Issue
•Locate & Agent, Make Appointment
•FNOL to Service
Omni-Channel:
•Every channel
•Every Touchpoint
•Let the customer be the invited guest at your party
15 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
SO HOW CAN hybris HELP?
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 16 Customer
What do the analyst say?
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 17 Customer
Our solution (Know-how)…
COMMERCE
MANAGEMENT
web
mobile
In store/
branch
contact
center digital goods
market-place print
digital ads
social
@
PRODUCT
OMNI-CHANNELS
ORDER
MANAGEMENT
HYBRIS OMNI-CHANNEL
HUB
CUSTOMER
EXPERIENCE
MANAGEMENT
PRODUCT
CONTENT
MANAGEMENT
CUSTOMER
ORDER
INVENTORY
CRM
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 18 Customer
… packed in a practice architecture for insurance portals …
FS Product catalogue
Data Warehouse
Quote, Bind, Issue, Renew
Contextual
Targeting
Omnichannel Insurance Portal
hybris Platform
Customer-, policy and product data (via ACORD etc.)
Proposal system e.g. • SAP Camilion
• FS-QUO • FS-PRO • msg.PM
Claims Engine
Content Management
Quote definition
engine
Collaboration & Workflow
Self Service for Billing & Claims
web mobile contact center brokers aggregators print email digital ads social
@
search branch
And now…. Let me show you
how!
© 2014 SAP SE or an SAP affiliate company. All rights reserved.
Thank you!
Thank you!
YOUR CONTACT @ hybris:
Manuel Christian Tönz
Senior Solution Engineer
Mail: [email protected]
Phone: +43 664 912 1984