Engage Your Customers Like Never Before Michał Tabakowski Business Development Director - LoB Customer SAP Central and Eastern Europe Sofia, 1.10.2014 SAP Cloud for Sales, SAP Cloud for Service
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Engage Your Customers Like Never Before
Michał Tabakowski Business Development Director - LoB Customer SAP Central and Eastern Europe
Sofia, 1.10.2014
SAP Cloud for Sales, SAP Cloud for Service
2 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
PROFILE
IMP
LIC
IT E
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
3 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
Why does it matter?
Customers are In Control
The Rules are Changing
The Customer Journey is Complex
Better Informed
59% of customers are willing to try a new brand to get better customer service.
Digitally Connected
79% of customers spend at least 50% of total shopping time researching products online.
Socially Networked
53% of customers abandoned an in-store purchase due to negative online sentiment.
Empowered Customers
2.4 BILLION brand-related conversions happen online every day. SOURCE – KELLER FAY GROUP
57% of the buying process is completed before a first interaction with sales. SOURCE – CUSTOMER EXECUTIVE BOARD
86% of customers are willing to pay more for a better customer experience SOURCE – AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER
The Rules are Changing
They are individuals with specific needs.
7 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
THE PROBLEM
THE 19TH CENTURY ‘MARKETING FUNNEL’ IS BROKEN
AWARENESS
INTEREST
DESIRE
ACTION
A TRADITIONAL ‘FUNNEL-BASED’ APPROACH TO CUSTOMER ENGAGEMENT IS NO LONGER VALID
8 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
DISCOVER
NEED
RESEARCH
RECEIVE
OFFER
TRACK
ORDER
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
DIGITAL ADS
WORD OF MOUTH
SOCIAL
TV
RETAIL STORE
WEB SHOP
REVIEWS
SEARCH KW/ADS
CONTACT CENTER
WEB SHOP
SOCIAL
RETAIL STORE
WEB SHOP
CONTACT CENTER
CONTACT CENTER
RETAIL STORE
CONTACT CENTER
CONTACT CENTER SOCIAL
WORD OF MOUTH
SOCIAL
SUPPORT PORTAL
?
SUPPORT PORTAL
?
BRANDED COMMUNITY
?
Each customer chooses their own adventure.
9 © 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
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
DIGITAL ADS
WORD OF MOUTH
SOCIAL
TV
RETAIL STORE
WEB SHOP
REVIEWS
SEARCH KW/ADS
CONTACT CENTER
WEB SHOP
SOCIAL
RETAIL STORE
WEB SHOP
CONTACT CENTER
CONTACT CENTER
RETAIL STORE
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
Each customer chooses their own adventure.
10 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
One customer.
11 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
Many journeys.
12 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
Infinite possibilities.
HOW DO YOU ENGAGE THE INDIVIDUAL?
1st Generation
CUSTOMER RECORD
Departmental / Channel Silos
SERVICE
SALES
MARKETING
COMMERCE
2nd Generation
‘Multi’-channel CRM Suites
CU
ST
OM
ER
RE
CO
RD
SALES & SERVICE
MARKETING
COMMERCE
3rd Generation
Omni-channel Engagement Platform
CONTEXTUAL MARKETING & SERVICE
SALES & COMMERCE
CUSTOMER INTELLIGENCE
PHYSICAL & DIGITAL EXPERIENCE
Evolution from CRM to Engagement
Experience Management
Commerce Marketing Service Sales
MDM for Customer Engagement & Commerce (product, customer, order)
Infrastructure, Platform, Integration
WEB MOBILE IN STORE/ BRANCH
CONTACT CENTER
DIGITAL GOODS
MARKETPLACE INTERNET OF THINGS
SOCIAL SMS/ NOTIFICATNS
SEARCH KW/ADS
DIGITAL ADS EMAIL PRINT AGENT TOOLS
SAP Customer Engagement & Commerce
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 16 Confidential
Real-Time Analytics • Dashboards & forecasting
• Configurable custom reports
• Account 360
• Mash-ups with SAP BW & Business Objects
SELL LIKE THE BEST AND ENGAGE TO WIN WITH SAP CLOUD FOR SALES
Opportunity Management & Insight • Easy Lead, Opportunity & Activity
Tracking
• Competitor Insight
• Guided Selling
Groupware Integration • Full-Featured with 2-way
Sync • Support for Microsoft
Outlook and Lotus Notes
Account Management & Intelligence • Fast Account & Contact Updates
• 360 Customer Intelligence
Integration • Pre-built integration to SAP ERP, SAP CRM,
SAP JAM, InsideView, Xactly and more
• Mashups with most other apps
Productivity & Personalization • Flags
• Tags
• Shelf
Collaboration & Social • Feeds, Followers and @mentions
• Internal, Customers, Partners
• Deal Sites
• Social Selling
• Quick Creates
• User-Defined Fields
• Workflow
Mobile
• Complete mobile apps, no extra cost
• Support for iPad, iPhone, Blackberry & Android
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 17 Confidential
• Intuitive service ticket solutions across any channel
• Rich service analytics • Solution finder with knowledge
base integration • Seamless ERP & CRM integration
for products, order status and more
SAP CLOUD FOR SERVICE & SOCIAL ENGAGEMENT
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 18 Confidential
SAP CLOUD FOR SERVICE SELF-SERVICE SUPPORT SITE
Your customers can take control:
• Create new service tickets on the web
• Track support requests
• Access knowledge base
• Collaborate with service agents
• Fully customizable look & feel
21 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
Make it simple to engage customers like never before.
Customer Engagement Solutions for Marketing, Sales, Commerce, Service, and Social.
Objective Equip sales teams to engage with new customers and penetrate new markets while managing increasing customer and buying process complexity.
Solution SAP Cloud for Sales Retail Execution hybris B2C Commerce
Benefits More effective activity planning and visit execution with the ability to take orders and execute trials on the spot. Better lead,
account, and pipeline management.
AT A GLANCE
Jean-Marc Duvoisin CEO, Nestlé Nespresso SA
Nespresso maintains a direct dialogue with our consumers and Club Members. Worldwide they interact with us through an array of consumer contact points. SAP Cloud for Sales allows us to focus on delivering the ultimate coffee experience to our consumers.
“
”
23 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
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