Use this title slide only with an image
Digital Customer BehaviorOne customer. Many journeys. Infinite possibilities.
Ivano FossatiDirector Center of Excellence – EMEASAP Hybris
From the Industrial to the Digital Economy
INDUSTRIAL ECONOMY
1900
SCARCITY
ABUNDANCE
PRODUCTS
From the Industrial to the Digital Economy
CONSUMER ECONOMYINDUSTRIAL ECONOMY
1900 1950
SCARCITY
ABUNDANCE
PRODUCTS DESIRE
From the Industrial to the Digital Economy
DIGITAL ECONOMYCONSUMER ECONOMYINDUSTRIAL ECONOMY
1900 1950 2000
SCARCITY
ABUNDANCE
PRODUCTS DESIRE ENGAGEMENT
TODAY’S WORLD IS DIGITAL
TODAY’S CUSTOMERS ARE DIGITALLY CONNECTED, SOCIALLY NETWORKED, BETTER INFORMED AND THEY INTERACT WITH YOU IN
EVERY CHANNEL CUSTOMERS ARE IN CONTROL
CUSTOMERS
KNOW
BRANDS NOT
CHANNELS
New reality to meet changing Customer behavior
PURCHASE
PATH
NOT LINEAR
New reality to meet changing Customer behavior
EXPECTATIONS
WILL KEEP RISING
New reality to meet changing Customer behavior
CONTEXTUAL
CUSTOMER
INTERACTION
IS CRUCIAL
New reality to meet changing Customer behavior
IT’S ALL ABOUT
CUSTOMER EXPERIENCE
THINK ABOUT THIS
CONTEXT IS KING.
HAVE YOU EVER FACED A NEGATIVE
ONLINE EXPERIENCE?
NEGATIVE ONLINE EXPERIENCE
@
Email from wife asking for
opinion
$205
Wife buys blender on her laptop.
Visits website. Approves & abandons.
Days later…
Sports website Travel website
News website
@
Promotional Email from Kitchenaid
%
RUN SIMPLE
HEY, LET’S WORK ON THIS,
GO BEYOND CRM
How do we delight our customers and grow the relationship?
How do we train our technology to do the same for our customers when often their identities, their thoughts, and their facial expressions are hidden behind a screen?
THE CHALLENGE
SAP HYBRIS CUSTOMER ENGAGEMENT & COMMERCE PLATFORM
Customer Data & Profile
digital goods emaildigital
adsweb In
storeCC printmobile socialmarketplace
Searchkw/ads agent
toolsIoT Sms notific.
@
Marketing Sales Service
Infrastructure, Platform, Integration (HANA)
Commerce
Experience Management
S/4HANA – ERP – Business Suite
Industries
Private Cloud Public Cloud On-Premise
Billing
SAP HYBRIS COMMERCE SUITEThe industry’s most modern, agile, comprehensive commerce platform
Marketing Planning• Align marketing organization
with transparent plans, budgets, campaigns and calendars
Fully Integrated Platform• Open API and flexible architecture• Standard out-of-the-box integrations
with Hybris Commerce Suite and other SAP applications
Real-Time Analytics• Real-time marketing
performance with pre-built dashboards
• Discover hidden trends and anticipate buying behavior with build-in predictive analysis
• Optimize campaigns, recommendations, and offers using build-in A/B testing
Targeting and Segmentation• Accurately target and
segment from any data source
• Easy build and train predictive models
• Understand each customer’s journey, excitement and interests
Personalization• Create unique contextualized
experiences for each individual customer
• Target or retarget customers with relevant messages and recommendations
Single Customer View• Enriched 360 degree view of the customer• Gain insights into customer real time intents• Target and market to both known & unknown
customers in real-time
• Build cross-channel profiles of the customer
• Engage with customers on the most relevant channel
• E-mail• Ads• Chat/Call Center• In-store• Social Media* (Twitter, FB)
Cross-channel Engagements
SAP HYBRIS MARKETING
Sales• Easy lead, opportunity, activity, and visit
management, guided selling, tailored sales methodology
• Predictive analytics for proactive engagement• Lead Management• Opportunity Management• Sales Quotes and Sales Orders• Competitive Insight
Account & Partner Management & Intelligence• Fast account and contact updates• Partner channel management• 360 Customer Intelligence
Productivity & Personalization• Flags• Tags
Collaboration & Social• Feeds, followers, and @mentions• Internal, customers, partners• Deal sites, Social selling
• Quick creates• User-defined fields• Workflow
Integration• Pre-built integration to SAP ERP, SAP JAM,
InsideView, D&B 360, Xactly & more• Mashups with most other apps• HCP portal For partner channel management
Real-Time Analytics• Dashboards, ad-hoc reports, forecasting• Inclusive of front and back-office data• Mashups with SAP BW and Business Objects• Custom dashboards, KPIs, and reports
Groupware Integration• Full-featured with 2-way sync• Support for MS Outlook, Google Gmail and lotus notes
• Real-time, scalable, powered by SAP HANA• Easily extended for tailored UX and business processes
Platform
Mobility• Complete mobile apps, no extra cost• Support for iPad, iPhone, and Android• Business card scanner• Seamless UX with on-line
SAP CLOUD FOR CUSTOMERSales
Solution Finder• SAP Knowledge Central by Mindtouch• Integrate with existing knowledge base• Context-sensitive recommendations• Easily share content with customers
• E-mail• Phone (CTI)• Chat• SMS• Web self-service portal• Branded communities• Social media* (Twitter, FB)
Omnichannel Service Collaboration• Contextual social collaboration
with integrated feed
Integration• Native integration with SAP IS
UTLITIES, ERP, and SAP CRM• Open API
Ticketing & Field Service• Omnichannel Support• Self-Service• Social Service• Knowledge Collaboration• Service Ticketing (complaints, etc.)• Field Service Management• Reporting & Analysis
Productivity• E-mail response management• Routing and escalation rules• Workflow• Service request management• Field service execution• Deal desk execution
Personalization• Flags• Tags• Shelf
• Quick creates• User defined fields• Favorites
Analytics• Real-time service
performance with pre-built dashboards• Embedded reports response times, handle
times, priority and escalation trends
SAP CLOUD FOR CUSTOMERService
MARKETING SERVICE SALESCOMMERCE BILLING
SAP HYBRIS BILLING
Subscription Order
Management
Usage Metering & Transaction Pricing
Billing, Receivables, Collections
Partner Revenue Share
Business Model Design & Pricing
Simulation
SAP HYBRIS BILLING
BEYOND CRM
BENEFITS FOR YOU
(and for your customers)
REAL TIME
THE CUSTOMER FINGERPRINT
PROFILE
RELEVANCE
NORMALIZATIONIM
PLIC
IT
BROWSECLICKOPEN
CLOSEIGNORE
WALK-BYHOVER
EXPLICIT
BUYREGISTERSUBSCRIBERETURNCOMPLETESENDSHARE
ENGAGEMENT
LISTENINGEVENTS FROM
TRIGGERS TO
CUSTOMER ENGAGEMENT & COMMERCE
Web Mobile Store/ Branch Call Center Digital Goods Marketplace PrintSocial Search Sales/ Service Email
ACQUIRE
MONETISE
ADVOCACY - COMMUNITY
FULFILL
ENGAGESEAMLESS customerjourney across all channels
SINGLE VIEW of the customer
INTEGRATED across sales, service, marketing and commerce
EASY-TO-USE business tools to empower businessusers
DATA IS THE FUEL.
SUMMARY
80% of CEOs believe their brand provides a superior customer experience. 8% of their customers agree. (Bain & Company)
“Customer centricity is a culture of putting the customer at the center of everything you do.”Brian Solis
Omni-Commerce from a Customer point of view is to experience a continous, contextual, and frictionless experience with a brand.
From the customers’ point of view it’s a must to experience a continuous, contextual, and frictionless
experience with the brands they choose to engage with.
HOW DO I MAKE MY
CUSTOMERS FEEL SPECIAL?
THE QUESTION
THE ANSWER
Thank You
Feel free to connect with me at :[email protected]@ifossatiwww.linkedin.com/in/ivanofossati