driving digital customer engagement - lider konferencije · sap customer engagement and commerce...

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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! ≥


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


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SILOED DATAData is often out of date, siloed, or ignored/unutilized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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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












SAP CLOUD PLATFORM

Agility and Innovation Powered by SAP Leonardo




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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

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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


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

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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

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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


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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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


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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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


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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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


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


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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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


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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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


SAP Hybris Gigya: The leading CIAM solution

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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


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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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


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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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


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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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


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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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


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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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


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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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












SAP CLOUD PLATFORM





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SAP Leonardo Is SAP’s Foundation For Innovation


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

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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


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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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.












SAP CLOUD PLATFORM





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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


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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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


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


Magic Quadrant for Digital Commerce, Q1 2017


The Forrester Wave™: B2C Commerce Suites, Q1 2017


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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 [email protected]+49 15258578

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Appendix

driving digital customer engagement - lider konferencije · sap customer engagement and commerce...

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