SAP Customer Intelligence: logrando clientes satisfechos.

ONE CUSTOMER.MANY JOURNIES.INFINTE POSSIBILITIES.

• Johann Wrede

• Audience, Brand, and Content Marketing

• SAP Customer Engagement & Commerce

EXP(dig+phys)+ΔPC

(CI)t bpE+=

Real-time Customer Insight End-to-End Business Process Execution

Harmonized Digital and Physical Experiences

Growth in Profitable Customers

WHY MATTER?DOES IT

SOURCE: Watermark Consulting & Forrester Research

+22.5%

-1.3%S&P 500

-46.3%

CUSTOMER EXPERIENCE LEADERS

OUTPERFORM THE

LAGGARDS

BUT CUSTOMERS ARE

HARDER TO ENGAGE

THAN EVER.

DIGITALLY CONNECTED

SOCIALLY NETWORKED

BETTER INFORMED

brand-related conversionshappen online every day.Source: Keller Fay Group

2.4 BILLIONof the buying process is completed before a first interaction with sales.Source: Customer Executive Board

57%of customers are willing to pay more for a better customer experienceSource: AMEX Global Barometer

86%

THE MAJORITY OF

BUSINESSES CAN’T

SUPPORT AN

OMNICHANNEL

CUSTOMER JOURNEY.

JUST 12% CAN PROVIDE

A SEAMLESS HAND-OFF

BETWEEN CHANNELS.

SOURCE: Forrester Wave Customer Service Solutions 2014

LEGACY APPLICATIONS,

INTEGRATION CHALLENGES,

AND DATA SILOS MAKE THIS

IMPOSSIBLE TODAY.

8

CRM. WEB CMS. MOBILE. MARKETING. OMS.

STORES. CONTACT CENTERS. ETC.

THEY SUPPORT ELMO

LOUIS‘ FUNNEL SALES

MODEL– FROM 1898.

THIS IS NOTYOUR

CUSTOMER‘S JOURNEY

AWARENESS

INTEREST

DESIRE

ACTION

DISCOVER

NEED

RESEARCH

RECEIVE

OFFER

TRACK

ORDER

BUYRECEIVE

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

RETAIL

STORE

WEB

SHOP

REVIEWS

CONTACT

CENTER

WEB

SHOP

EMAIL

SOCIAL

RETAIL

STOREWEB

SHOP

CONTACT

CENTER

CONTACT

CENTER

RETAIL

STORE

CONTACT

CENTER

CONTACT

CENTERSOCIAL

WORD OF

MOUTH

SOCIAL

EMAIL

YOUR CUSTOMER CHOOSES THEIR OWN ADVENTURE.

SEARCH

KW/ADS

WEB

SHOP

WEB

SHORT

LIST

TV

BRANDED

COMMUNITY

SUPPORT

PORTAL

SUPPORT

PORTAL

SHOP &

BUY

RESTART

SERVICE

SHOP &

BUY

SHOP &

BUY

RECEIVE

PACKAGE

MISSING

ITEM

SETUP

PHONE

BILLING

ISSUE

MAKE

PAYMENT

PHONE

DAMAGE

TERMINATE

SERVICE

NETWORK

ISSUE

CHANGE

ADDRESS

DISCOVER

NEED

REFER

FRIENDS

POST

REVIEW

JOIN

GROUPS

RESEARCH

RECEIVE

OFFER

TRACK

ORDER

BUYRECEIVE

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

SHORT

LIST

AWARENESS

DISCOVERY

CONSIDERATION

ACTION

ACTION

ADVOCACY

ADVOCACY

CONSIDERATION

USE

INTEREST

USEYOUR CUSTOMER CHOOSES THEIR OWN ADVENTURE.

WEB

PRINT

DIGITAL ADS

WORD OF

MOUTH

SOCIAL

RETAIL

STORE

WEB

SHOP

REVIEWS

CONTACT

CENTER

WEB

SHOP

EMAIL

SOCIAL

RETAIL

STOREWEB

SHOP

CONTACT

CENTER

CONTACT

CENTER

CONTACT

CENTERSOCIAL

WORD OF

MOUTH

SOCIAL

EMAIL

SEARCH

KW/ADS

WEB

SHOP

WEB

TV

BRANDED

COMMUNITY

SUPPORT

PORTAL

SUPPORT

PORTAL

RETAIL

STORE

CONTACT

CENTER

SHOP &

BUY

RESTART

SERVICE

SHOP &

BUY

SHOP &

BUY

RECEIVE

PACKAGE

MISSING

ITEM

SETUP

PHONE

BILLING

ISSUE

MAKE

PAYMENT

PHONE

DAMAGE

TERMINATE

SERVICE

NETWORK

ISSUE

CHANGE

ADDRESS

REFER

FRIENDS

POST

REVIEW

JOIN

GROUPS

ONE CUSTOMER.

SHOP &

BUY

SHOP &

BUYSHOP &

BUYSETUP

PHONE

BILLING

ISSUE SERVICE REFER

FRIENDS

MANY JOURNEYS.

SHOP &

BUYSHOP &

BUY

INFINITE POSSIBILITIES.

SO, HOW DO YOU COPE

WITH ALL OF THAT

COMPLEXITY?

Enterprise-wide inventory visibility

Enterprise-wide customer visibility

Enterprise cross-channel analytics

A single customer interaction platform across channels

Enterprise-wide customer insights

Distributed order management

Enterprise content management

Enterprise-wide marketing/promotions platform

A mobile commerce platform Center solution

A more modern eCommerce platform

A more modern POS platform

Integration to social network tools and sites

A Call Center solution

84%

73%

68%

66%

65%

59%

58%

51%

51%

43%

41%

28%

27%

YOU FOCUS ON

CUSTOMER-

CENTRIC DIGITAL

TRANSFORMATION

PROJECTS

SOURCE: Forrester Wave Customer Service Solutions 2014

2017

USD$ 37 Billionfor CRM/CEC by 2017

AND INVEST

MORE IN

CUSTOMER

ENGAGEMENT

SOFTWARE THAN

IN ANY OTHER

ENTERPRISE

SOFTWARE

CATEGORY

SOURCE: Gartner

BUT THE

CHOICES ARE

OVERWHELMING

AND THE

SOLUTION CAN

QUICKLY BECOME

WORSE THAN

THE PROBLEM.

WEB

CALL CENTER

MOBILE

SOCIAL

EMAIL

@ MARKET-PLACE DIGITAL GOODS

POS

MARKETING CHANNELS

INTERNET OF THINGS

CONTENT CENTER

CONSISTENT, END-TO-END USER EXPERIENCEACROSS CHANNELS & DEVICES WITH ‘FIORI’ DESIGN

INDUSTRIES

SOCIAL & PREDICTIVE ANALYTICS

SALES SERVICE MARKETING COMMERCE

SAP HANA CLOUD/CUSTOMER ENGAGEMENT PLATFORM

CUSTOMER

ENGAGEMENT

ANYWHERE,

ANYTIME.

SIMPLE IS CONTEXTUAL

OMNICHANNEL

INTEGRATED

AGILE

REAL-TIME

ENGAGING

A STEP AHEAD

Johann WredeAudience, Brand, and Content MarketingSAP Customer Engagement & Commerce

@[email protected]

THANK YOU.