© 2016 MHP – A Porsche Company

Porsche Delights Customers with

SAP Hybris Marketing & MHP Analytics

MHP Customer Experience

Kai Grünholz, Porsche AG

Dr. Robert Marek, MHP

© 2016 MHP – A Porsche Company 3

The strongest and most attractive Porsche model range in history

Porsche Customer Experience

Source: Porsche AG

© 2016 MHP – A Porsche Company 4

– With „Customer Experience“ as key component

Porsche Customer Experience

Serving over 6 Mio. customers

and prospects worldwide

Understanding customer

needs and expectations

Managing over 100 Mio.

customer touch points every

year

Harmonious coordination of

all relevant customer

processesSource: Porsche AG

© 2016 MHP – A Porsche Company 5

The Porsche approach: Customer Experience is powered by a holistic CRM

platform with consolidated data, integrated processes and globally coordinated customer touch points

Porsche Customer Experience

Wholesale

Retail

HQ

Holistic „360“ CRM@Porsche data and process platform

Delighting Customer

Experience

Single data

platform

Integrated process

platform

Customer

Vehicle

Relationship

Transaction

Porsche Customer Journeys

Inte

gra

ted

Pro

cess

es

Customer Vehicle

© 2016 MHP – A Porsche Company 6

A „state-of-the-art“ IT platform is a decisive factor to drive business …

Porsche Customer Experience

Digitization & Big

Data

Optimize data and process quality

Make important functions intuitive and

inspiring

Sustainable increase of productivity

Decisive factor: identify and implement

business opportunities

Seamless integration of new sales and

communication channels

„Big Data“ requires new technologies

„Hiding“ complexity and sophisticated

integration

Use of complex (analytical) methods at the POS

Complexity

Usability

Performance

Source: Porsche AG

© 2016 MHP – A Porsche Company 7

… and SAP hybris Marketing plays an important role

Porsche Customer Experience

Campaign Wizard

In-memory Technology (HANA)

Phase 1: „side-by-side“

Phase 2: Major Full Release

Multi-Channel Management

Phase 1: „E-Mailing“

Phase 2: further digital channels

Real-time Segmentation

Real-time Predictive

Business Intelligence

Approach„Agile incremental enhancements“

Digitization & Big

Data

Complexity

Usability

Performance

Source: Porsche AG

© 2016 MHP – A Porsche Company 8

„Side-by-Side“: building up new SAP hybris platform and innovative new

processes next to operational (SAP) CRM

Porsche Customer Experience

• Data Management

• Sales & Lead Management

• Contact Management

• Customer Commitment

SAP CRM Real-timeSAP hybris Marketing

“Side-by-Side”

• Marketing/ Segmentation

• Multi-Channel Campaign Execution

• Data Visualization

CRM@Porsche

Source: Porsche AG

© 2016 MHP – A Porsche Company 9

SAP hybris Marketing drives customer segmentation and campaign

management processes

Porsche Customer Experience

SegmentationMulti Channel

Campaign Execution

Predictive

Intelligence

High-performance

segmentation on

any (big) data

Real-time

data mining based

optimization of

target groups

Integration of

digital channels into

CRM processes

(E-Mail, SMS, Social

Media, Commerce)

Dealer Campaign

Wizard

Wizard-type

easy-to-use

campaign

management

at the POSSource: Porsche AG

© 2016 MHP – A Porsche Company 10

The new Segmentation Cockpit: Fast and graphical state-of-the-art user

interfaces simplifies and speeds up the selection process (I)

Porsche Customer Experience

Intuitive and visual segmentation on

millions of customer records in seconds

Using all relevant customer

information – clearly arranged

Filtering by visual and intuitive user

interfaces

Source: Porsche AG

© 2016 MHP – A Porsche Company 11

The new Segmentation Cockpit: Fast and graphical state-of-the-art user

interfaces simplifies and speeds up the selection process (II)

Porsche Customer Experience

New UI features and immediate

counts will ease the selection

Source: Porsche AG

© 2016 MHP – A Porsche Company 12

The value of predictive analytics

Porsche Customer Experience

Analytical OptimizationVehicle sales

Budget

Focus on most

relevant recipients

Maximize campaign

success

© 2016 MHP – A Porsche Company 13

Predictive Intelligence on HANA: Applying purchase predictions in real-time

directly in customer segmentation (I)

Porsche Customer Experience

Predictive Models for purchase

prediction are seamlessly integrated

in the segmentation

Purchase predictions can be applied for all

model ranges on every customer segment

Source: Porsche AG

© 2016 MHP – A Porsche Company 14

Predictive Intelligence on HANA: Applying purchase predictions in real-time

directly in customer segmentation (II)

Porsche Customer Experience

Example: top-ranked 15% (17.084) of the customers account

for 78% of the buying potential, corresponding to 899

cumulated Porsche “911” sales

Source: Porsche AG

© 2016 MHP – A Porsche Company 15

Results …

Porsche Customer Experience

Sales

Conversion Rate

+ 100%- 90%

Reduced

Time-to-Market

+ 4% points

Customer Satisfaction

Source: Porsche AG

Herzlichen Dank

für Ihre Aufmerksamkeit!

16© 2016 Mieschke Hofmann und Partner Gesellschaft für Management- und IT-Beratung mbH

Mieschke Hofmann und Partner

Gesellschaft für Management- und IT-Beratung mbH

Film- und Medienzentrum l Königsallee 49 l D-71638 Ludwigsburg

Telefon +49 (0)7141 7856-0 l Fax +49 (0)7141 7856-199

eMail info@mhp.com l Internet www.mhp.com

Dr. Robert Marek | Partner MHP | Customer Experience

+49 (0)151 20301225

robert.marek@mhp.com