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Simplify your Customer Engagement in an

Omni-Channel WorldGary Jones – Global Solutions Management

hybris Software, A SAP Company

February 4th, 2015

© 2014 SAP AG. All rights reserved. 2

Agenda

A. The OmniChannel Mandate

B. Your Customer’s Journey of Engagement

C. Simplifing Complexities & Enriching the Experience

D. The Opportunities & Benefits

E. Q&A


WHAT IS THE OMNI CHANNEL MANADATE?

IT IS CUSTOMER ENGAGEMENT AND COMMERCE.

REAL-TIME CUSTOMER INSIGHT, END-TO-END BUSINESS PROCESS EXECUTION, AND HARMONIZED DIGITAL AND PHYSICAL EXPERIENCES THAT………

ENABLE COMPANIES TO DELIVER CONTEXTUAL, CONSISTENT, AND RELEVANTEXPERIENCES REGARDLESS OF CHANNEL OR DEVICE THROUGHOUT THEIR 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

I am socially networked.

I am better informed.

I am an individual.

I am digitally connected.

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

TRACK

ORDER

RESTART

SERVICE

SHOP &

BUY

SHOP &

BUY

RECEIVE

PACKAGE

MISSING

ITEM

POST

REVIEW

SETUP

PHONE

BILLING

ISSUE

MAKE

PAYMENT

PHONE

DAMAGE

TERMINATE

SERVICE

JOIN

GROUPS

NETWORK

ISSUE

CHANGE

ADDRESS

RESTART

SERVICE

RECEIVE

OFFER

REFER

FRIENDS

WEB

PRINT

DIGITAL ADS

WORD OF

MOUTH

SOCIAL

TV

RETAIL

STORE

WEB

SHOP

REVIEWS

SEARCH

KW/ADS

CONTACT

CENTER

WEB

SHOP

EMAIL

SOCIAL

RETAIL

STOREWEB

SHOP

CONTACT

CENTER

CONTACT

CENTER

RETAIL

STORE

CONTACT

CENTER

CONTACT

CENTERSOCIAL

WORD OF

MOUTH

SOCIAL

EMAIL

SUPPORT

PORTAL

?

SUPPORT

PORTAL

?

BRANDED

COMMUNITY

?

AWARENESS

INTEREST

CONSIDERATION

ACTION

USE

ACTION

ADVOCACY

ADVOCACY

DECISION

USE

I choose my own adventure.


OMNICHANNEL

IS BUSINESS.

8


ACROSS VERTICALS, ACROSS THE

GLOBE, OMNICHANNEL CUSTOMER

ENGAGEMENT AND COMMERCE IS

A FUNDAMENTAL TENANT OF HOW YOU

MUST CONDUCT BUSINESS TODAY.

LEGACY APPLICATIONS, INTEGRATION

CHALLENGES, ORGANIZATIONAL

CONFLICTS AND DATA SILOS MAKE

THIS IMPOSSIBLE TODAY.

CRM. WEB CMS. MOBILE.

MARKETING. OMS. STORES. CONTACT

CENTERS.

MARKETING/IT/eCommerce. ETC.

11

So how do you respond

and

makes things simple?


SIMPLIFY Complexities

ENRICH the Experience

ORCHESTRATE the Demand Side

LEVERAGE Technology & Big Data

The OmniChannel Imperatives

Untangle Organizational Barriers

Simplify Complexities

43%Consolidate our customer

data across channels

Source: RSR Research, June 2013

54%

Integrate inventory &

order management

across channels

34%Gaining better insight into

cross-channel influences

on our business, in order

to built a stronger business

28% Improved integration tools

35%

Gaining better insight

into cross-channel

customer behavior,

in order to prioritize

opportunities

20%Replace eCommerce

system with modern

technology

35% Changing org structures

to be brand-, rather

than channel specific

30%Replace store systems

with modern technology

15% Implemention partners to

ease the IT personnel

burden



Today’s buyer is bombarded by 1000s of

daily marketing messages.

Brands that simplify customer decision

making are 86% more likely to be purchased.

Decision simplicity is the #1 reason why

consumers are likely to purchase your

product

From vague and uninspiring to concise

and compelling.

SOURCE: Conversion XL 2/16/12,



Standing out from the clutter with clean

messaging – offline and on-line.

DYNAMIC SUGGESTIONS + RICH CONTENT IN SEARCH BOX

RESULTS PAGE =

PRODUCTS + CONTENT

19© 2014 SAP SE or an SAP affiliate company. All rights reserved.

GUIDEDSELLING


PRODUCT VIDEOS

ADD FREESAMPLES

RELEVANT OFFERS

THROUGHOUT


MERCHANDIZE A WHOLE LOOK

PRODUCT RECOMMENDATIONS TO COMPLETE THE LOOK


CONSISTENT BRAND EXPERIENCE

APPROPRIATE USER EXPERIENCE

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 23Internal

iPad App

Search & Navigation

Merchandising


CONTEXT MAKES

THE DIFFERENCE.

PROFILE

IMP

LIC

ITE

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


TODAY, THE ABILITY TO USE DATA TO

DRIVE OMNICHANNEL AND DIGITAL

INTERACTION IS CORE TO OPTIMIZING

CUSTOMER EXPERIENCE AND

BUSINESS RESULTS.


WHAT THEY

HAVE DONE

WHAT THEY

MAY DO

WHAT THEY

ARE DOING NOW

REAL-TIME

CONTEXT PRESENTATION OF

RELEVANT CONTENTACROSS TOUCHPOINTS

[ SITES, APPS, ADS, EMAIL ]

THE

CUSTOMER


A STRATEGIC SHIFT HAPPENING WITHIN THE ENTERPRISE. OMNICHANNEL & DIGITAL ARE A KEY FOCUS OF ENTERPRISE INVESTMENT PRIORITIES:

A Call Center solution 27%Integration to social network tools and sites 28%

A more modern POS platform 41%

A more modern eCommerce platform 43%

A mobile commerce platform Center solution 51%

Enterprise-wide marketing/promotions platform 51%

Enterprise content management 58%

Distributed order management 59%

Enterprise-wide customer insights 65%

A single customer interaction

platform across channels 66%

Enterprise cross-channel analytics 68%

Enterprise-wide

inventory visibility 84%Enterprise-wide

customer visibility 73%


Customer Engagement and Commerce – Solution &

Platform View

API

webcontact

center

digital

goodssocialmobile print

In store/

branchIoTmarketplace

sms/

notifications

Search

kw/ads email

@

digital adsagent

tools

Customer Data Management and Insights

HANA, Infrastructure, Integration

CEC Foundation – HANA/yaaS Cloud Platform

COMMERCE Omnichannel Commerce

Shopping Carts, Orders, Wish

Lists

Search and Merchandising

MARKETING Optimized Marketing

Customer Engagement

Management

Big Data Insights for

Marketing

SERVICE Customer Engagement Center

Self Service

Field Service

SALES Sales Force Automation

Sales Performance

Management

Quote and Order

Customer Experience Management (CxM) | Web Content Management (WCMS)

Subscription Billing

Customer Service

Order Management

Product Information and Content Pricing and Promotions

And more…


SIMPLIFY Complexities

ENRICH the Experience

ORCHESTRATE the Demand Side

LEVERAGE Technology & Big Data

The OmniChannel Imperatives

The Opportunity: Business Benefits From The Leaders

+22%

- 46%

+9%CUSTOMER EXPERIENCELEADERS

OUT PERFORM THE LAGGARDS In

the last 5 years Customer experience

leaders stock value grew

22% compared to average

REVENUES FROMCUSTOMER

EXPERIENCE LEADERS

Leaders report an higher sales

achievement (% of target) with

analytics readily available to

optimize customer interaction

x5.8 CUSTOMER SATISFACTION

COMPARED TO PEERS

More analytical companies increase

significantly customer satisfaction

index when consumer journey is

optimized

+15% LOYALTY INCREASE WHEN

ADVANCED ANALYTICS APPLIED

Higher consumer loyalty when

analytics are applied to optimize

consumer relationships

© 2014 SAP SE or an SAP affiliate company. All rights reserved. Source: McKinsey 2013 10

BEST IN CLASS PERFORMANCE1

20%Increased

conversion rate

Increase in online

sales total

40% 21%Average increased

cart size

Reduction in average

cost of customer

service call

50%

Thank You!Contact information:

Gary Jones

Director, Global Solutions Management

hybris Software, A SAP Company

[email protected]

+1 (904) 315-8474

mailto:[email protected]

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