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 :ivano.fossati@sap.com@ifossatiwww.linkedin.com/in/ivanofossati