SAP FORUM İSTANBUL 2017 - YENİ NESİL MÜŞTERİ DENEYİMİ

SAP Hybris Yeni Nesil Müşteri DeneyimiKazım Cansever, SAP

12 Ekim 2017, Perşembe

SAP FORUM İSTANBULDigital Business

INTERNAL

12 Ekim 2017

Kazım Cansever, SAP

SAP HybrisYeni Nesil Müşteri Deneyimi

3INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ

DIGITAL TECHNOLOGIES HAVE QUICKLY BECOME A DRIVING FORCE OF JOB CREATION,

ENTREPRENEURSHIP, AND INNOVATION IN THE 21ST CENTURY. JUST A DECADE AGO,

LESS THAN A FIFTH OF THE GLOBAL POPULATION HAD INTERNET ACCESS.

TODAY, 3.2 BILLION PEOPLE ARE ONLINE. BY 2020, THAT NUMBER WILL GROW TO FIVE

BILLION PEOPLE. THAT SAME YEAR, THE EMERGING “INTERNET OF THINGS” SECTOR

WILL LIKELY COMPRISE A $1.7 TRILLION GLOBAL MARKET. BY 2025, PRODUCTS AND

SERVICES THAT RELY ON CROSS-BORDER DATA FLOWS WILL ADD $1 TRILLION

ANNUALLY TO THE GLOBAL ECONOMY.

Penny Pritzker

Secretary, US Department of Commerce

June 22, 2016


Welcome to the digital economy

DIGITAL ECONOMYCONSUMER ECONOMYINDUSTRIAL ECONOMY

1900 1950 2000

SCARCITY

ABUNDANCE

DESIRE ENGAGEMENTPRODUCTS


Change is happening – fast.

DIGITAL ECONOMY

2000 2005 2010 2017

25 BillionSongs

Sold on iTunes

iPhone

Introduced

Facebook

Launches

888 Million

Internet Users

LinkedIn

Launches

2015

3.6 Billion

Internet Users

2.32 Billion

Smartphone

Users

500 Million

LinkedIn Users

1.87 Billion

Facebook Users

304 Million

Internet Users

iPod / iTunes

Introduced

1.97 Billion

Internet Users


Change is happening – fast.

DIGITAL ECONOMY

2000 2005 2010 2017

25 BillionSongs

Sold on iTunes

iPhone

Introduced

Facebook

Launches

888 Million

Internet Users

LinkedIn

Launches

2015

3.6 Billion

Internet Users

2.32 Billion

Smartphone

Users

500 Million

LinkedIn Users

1.87 Billion

Facebook Users

304 Million

Internet Users

iPod / iTunes

Introduced

1.97 Billion

Internet Users


2017

Imagine what’s to come

That is a

lot of data.3.6Billion

Internet UsersThat is

opportunity

calling.

2.32Billion

Smartphone Users


60%of consumers abandoned

a purchase due to a poor

service experience.Source: American Express Global

Barometer

Customers are still tough to engage

99.76% of online ads are ignored.Source: Google

57%of the buying process is

completed before a first

interaction with sales.Source: Customer Executive Board

WE

KNOW!


Outcome-based business models are disrupting all industries

TransportationSportswear GPS and Navigation

Retail

Hardware EnergySoftwareMedia & Entertainment

Consumer Products

Food & Beverage


Agility is required: organization and architecture

Low risk, low cost, fail and adapt faster.

Evolved relationship with vendors and partners.

Scalable, stable, integrated, performant apps and platform.

A core set of persistent, secure data services.

Ability to run at multiple speeds.


COMPLEXITY

MAKES AGILITY

IMPOSSIBLE.

CRM. WEB CMS. MOBILE. MARKETING. OMS.

STORES. CONTACT CENTERS. ETC.


THE COREWE ATTACK OF THE PROBLEM


EXPERIENCE MANAGEMENT

COMMERCE SERVICEMARKETING SALES REVENUE

Shared Core ServicesS/4 HANA Back Office

SAP HybrisFront Office

Simplifies & differentiates

customer processes

Simplifies & optimizes

core processes

EX

TE

NS

ION

S

SAP CLOUD PLATFORM

DATA MANAGEMENT (E.G. PRODUCT, CUSTOMER) / ANALYTICS

DIGITAL CORE

SIMPLIFIED FRONT-OFFICE / BACK-OFFICE SYNERGIES

PROCESS MANAGEMENT (QUOTE, ORDER ORCHESTRATION)

MACHINE LEARNING / ARTIFICIAL INTELLIGENCE / INTERNET OF THINGS

YaaSEnabling innovation

and extension


TRANSFORM AGAIN AND AGAIN AND BE AS AGILE AS YOUR CUSTOMERS

SAP Hybris helps you

DELIVER PERSONALIZED EXPERIENCES IN CONTEXT

ORCHESTRATE PROCESSES AND DATA TO SIMPLIFY YOUR FRONT OFFICE

OUR STORY IN ACTION: B2C


A customer, Peter, researches a product –

an espresso machine – online


He visits your online store to look

closer at product specs and images.

(SAP Hybris Commerce Cloud)


Soon, he gets a highly

personalized email offering

a promotion for the exact

machine he was looking at,

including a trial of a variety

of espresso pods and a new

espresso cup set.

(SAP Hybris Marketing Cloud)


Peter loves the offer and

purchases the machine directly

from his mobile phone while

on the way to work. He selects

in-store pickup for the same

evening, so that he can have

the machine available that

night for a dinner with friends.

(SAP Hybris Commerce Cloud + SAP Hybris

Commerce, Order Management)


After trying the machine

out, he shares his favorite

coffee flavors with his

social networks.



He later receives a

personalized email

with an offer for a

replenishment of

his favorite espresso

flavor. The offer

includes scheduled

delivery and

automatic billing.

(SAP Hybris Marketing Cloud +

SAP Hybris Commerce Cloud+

SAP Hybris Billing)


Unfortunately, after

two months, the

machine stops

functioning properly.

Peter posts about

it on Facebook with

a sad face.



Within an hour, he

receives a call from

the customer care

center where an

agent helps to

resolve his issue and

sends him out a new

machine with next-

day delivery.

(SAP Hybris Sales Cloud / Service

Cloud + SAP Hybris Commerce,

Order Management)

OUR STORY IN ACTION: B2B


Joanna attended a trade show

and submitted her card to the

marketing representative at ABC

Company’s booth, because she

wanted more information about

their web conferencing tool.


The next day, Joanna received an

email for a free trial of the new web

conferencing application.



Joanna registers for

the free trial to use the web

conferencing application

and enjoys the experience.

At the end of her free

30 days, she decides to

purchase. She orders

a subscription for

10 licenses online for

her department, and signs

up for quarterly billing.

(SAP Hybris Commerce Cloud and

SAP Hybris Billing)


Three months later, Joanna’s

boss decides to migrate the

entire 300-person company

onto the same web

conferencing platform.


Joanna logs into her web

conferencing account and

chats with a Customer Service

agent to request a call from

a sales representative about

restructuring her subscription

and increasing her company’s

license count.

(SAP Hybris Service Engagement Center)


A sales rep for ABC

Company views Joanna’s

existing subscription, the

new lead for additional

licenses, and the notes

of the Customer Service

conversation.

(SAP Hybris Sales Cloud)


The sales rep calls her,

creates a quote on the

spot, and sends it to her

for review. Joanna agrees

to the price, and the sales

rep books the order for

300 additional licenses.

A notification of the

order, with an invoice,

is automatically sent to

Joanna’s inbox.

(SAP Hybris Sales Cloud and

SAP Hybris Billing)


Joanna will now receive

a quarterly invoice for

310 licenses, with the

ability to make payments

automatically.

SAP HYBRIS

SOLUTION

OVERVIEW


SAP Hybris Commerce Cloud drives your digital transformation and enables you

to become an omni-channel business, deliver contextual customer experiences

and respond to the market faster.

SAP HYBRIS COMMERCE CLOUD

Commerce for B2C & B2B

Customer Experience

Customer Support

Merchandising Mobile Tools

Order Management

Product Content Management

Search

KEY CAPABILITIES


SAP Hybris Billing is an end-to-end solution for subscriptions and usage-based

service monetization. With coverage of the entire offer-to-cash process, it allows

you to rapidly launch customer-centric subscription offers; exploit fast-moving

market opportunities; build both simple and sophisticated pricing models; and

seamlessly incorporate partner revenue sharing models.

SAP HYBRIS BILLING

Billing & Revenue Management

Subscription Order Management & Pricing Agility

Usage Mediation & Service Control

Partner Revenue Share

Business Model Design & Pricing Simulation

KEY CAPABILITIES


SAP Hybris Marketing Cloud enables organizations to market in the moment

by allowing marketers to understand the real-time intent of each customer and

dynamically deliver contextually relevant experiences across channels.

SAP HYBRIS MARKETING CLOUD

Consumer & Customer Profiling

Segmentation & Campaign Execution

Marketing Resource Management

Commerce Marketing Loyalty Management

Marketing Lead Management

Marketing Analytics

Customer Journey Manager

KEY CAPABILITIES


SAP Hybris Sales Cloud is a modern-day, cloud sales solution that is built for

sales professionals on the go. Leveraging user experience technology that is

easily tailored to the way companies want to engage with their customers and

run their business.

SAP HYBRIS SALES CLOUD

Analytics

Mobility

Opportunity Management

Retail Execution Territory Management

Sales Performance Management

Sales Force Automation

Collaboration

KEY CAPABILITIES


SAP Hybris Service Cloud solutions enable the end-to-end service process;

supporting seamless transitions between communication channels to

resolve customer issues and execute service orders through self-

service options, engagement center agents or an on-site technician.

SAP HYBRIS SERVICE CLOUD

Call Center Management

Field Service Management

Mobility

Workflows and Approvals Analytics

Knowledge Base

Ticket Management

Omni-Channel

KEY CAPABILITIES

“The vision here is a single user

database that combines

the traditional consumer

purchasing habit information

with Under Armour's additional

insights gained through our

Connected Fitness platform.

This work can be categorized

into two main areas: Architecting

the future to create a business

platform that will scale our

organization and sustain our

global growth, and developing the

consumer insight engine that will

use data to drive this business

to $7.5 billion and beyond.”

UNDER

ARMOUR

Creating scale to

enable growth

in a digital economy

Leading athletic footwear and

sports equipment company

with estimated revenues of

EUR 2.6 billion.

Chose SAP Hybris to manage

increasingly global consumer

base, B2B and B2C on one

platform, and centralized

consumer insight, targeting,

and execution

27% uplift in site conversions

11% uplift in revenue

10% uplift in transactions

“The SAP Hybris Marketing

solution provides us with a

powerful capability to collate,

analyze, and act upon granular

customer data for the first time.”

James Stone, ASICS General Manager,

Global Enterprise Solutions

ASICS

Premium travel goods and

business cases distributed

in over 75 countries through

approximately 1,900 points

of distribution including retail,

wholesale and e-commerce.

Previously #47 on L2 list for

digital competence, quickly

moved to #4.

Registration, conversion,

and sales are up

Call center traffic and time

to resolution is down

“I just rolled out Japan in two

weeks! I could never do that

with Demandware or any other

vendor for that matter.”

Charlie Cole,

Chief Digital Officer

TUMI

OBJECTIVE

Introduce online offering as first priority, followed by cross-product and loyalty

One platform, one vendor

Aggressive roadmap to achieve digital vision – end-to-end customer experience across all products, services, all channels

SOLUTION

SAP Hybris Marketing Cloud

SAP Hybris Commerce

PROJECT

Largest supermarket retailer in Brazil

SAP S/4HANA Public Cloud deployment

Focus on marketing data management, high-volume segmentation, and email and commerce personalization, including smart product recommendations

BENEFITS

Moved closer to the end consumer

Leveraged next-gen intelligence and insights to drive commerce

Became digital marketing lighthouse in Brazil

CARREFOUR BRAZIL

DIGITAL VISION


BUSINESS VALUE REALIZED WITH SAP HYBRIS PORTFOLIO

Transform your front office

to become a data-driven,

customer-centric business

Get a complete and robust

view of your customer

interactions

Create and deliver great

omni-channel customer

experiences

Focus resources to spend

more time interacting with

the customer

Lower IT costs and improve

business processes by

harmonizing your solution

landscape across

Commerce, Marketing,

Billing, Sales and Service

Be agile with a flexible,

scalable solution set that

enables you to react to

changing market

requirements

Disrupt in your industry,

rather than being disrupted

by the competition

Foster deeper collaboration

between various

departments and share

relevant customer

information seamlessly

Kazım Cansever

Hybris Çözüm Yöneticisi

Teşekkürler.



PLATFORM, INFRASTRUCTURE, INTEGRATION

COMMERCE SALESMARKETING SERVICEBILLING

DATA & PROCESS MANAGEMENT

SAP Hybris Commerce CloudOmnichannel commerce for B2B and B2C industries

Deliver Exceptional Experiences

Be Consistent Across Channels

Serve Relevant Content in Real-Time

Empower Buyers

React to Market Change with Agility






SAP Hybris BillingBilling innovation for consumption, subscription, and digital goods

Business Model Design & Pricing Simulation

Subscription Order

Management

Usage Metering & Transaction

Pricing

Billing, Receivables, Collections

Partner Revenue Share






SAP Hybris Marketing CloudRealtime contextual marketing solution to reach and engage the individual

Enrich Your View of

Customers

Anticipate Customer Behavior

Leverage Customer Signals

Remarket Based on Behavior

Market in Context

Create Loyal Advocates

Align Marketing & Manage Activities

Orchestrate Customer

Engagement






SAP Hybris Service Cloud / SocialContact center and field service solution that makes service effortless

The Channels Your Customers Want

Personalized InteractionsEvery Time

The Right Insight at the Right Time

Be Mobile Integrated with Your Enterprise






SAP Hybris Sales CloudSales force automation solution that empowers sales people to sell smarter

Sell Anywhere, Anytime

Gain Insightinto Business

Accelerate Productivity

Know Your Customer






SAP Hybris ProfileBuilds dynamic customer profile and triggers actions based on insights.

Event-driven Profile Information

CUSTOMER ACTIVITY 3RD PARTY TRANSACTIONAL DATA CUSTOMER IDENTITY

Web

Tracking

In-Store

ActivityChat & Community

Mobile

Apps

DMPs

SOCIAL

CRM

ERP

FINANCE

Master Record,

Visitor Identity,

Social Matching

Identity and Transactional Profile






SAP HANA

CLOUD PLATFORM

FRONT

OFFICE

BACK

OFFICE

SHARED CORE SERVICES

MARKET

CUSTOMER & CONSUMER CLOUD SERVICES

SAP Hybris as a ServiceCloud-based

microservice

platform for

the SAP Hybris

ecosystem.

SAP FORUM İSTANBUL 2017 - YENİ NESİL MÜŞTERİ DENEYİMİ

Technology