digitalized customer service, breakfast club 26.1.2017
TRANSCRIPT
Agenda
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Welcome & Introductions
Digital Customer Service
SAP Hybris Cloud for Customer demo
SAP Roadmap & Hybris Engagement Center Demo
Project Considerations & Lessons Learnt
Q&A
#CDOBarometri
28,9 %
4,4 %
6,7 %
8,9 %
11,1 %
13,3 %
17,8 %
26,7 %
31,1 %
33,3 %
55,6 %
0,0 % 20,0 % 40,0 % 60,0 %
Other, what
Taking advantage of sharing economy
Orderbased business models
Speeding up business globalization
Reaching new customer segments
Improving customer acquisition
Production optimization
Servitization of products
Creation of a new ecosystem / marketplace
Data and interface commerialization
Improving Customer Experience
Other, what:Growing business, improving customer’s processes, new digital business model, new products and services, automization of services, content development, qualityzation
Which of the following digitalization themes are relevant to you?
www.bilot.fi #CDOBarometri
Data
utilization and
new
marketplaces
are also in
focus
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” We buy from companies due to great products,
and stop buying due to bad service”
“Customer Service Interactions Tend to
Drive Disloyalty, Not Loyalty”
“The key to mitigate disloyalty is reducing customer effort”94% of customers with low effort service could intend to repurchase, high-effort 4%
88% of customers with low effort service could increase spending, high-effort 4%
1% of customer with low effort service talk negatively about company, high effort 88%
Source: Matthew Dixon, Nick Toman, Rick Delisi (2013) The Effortless Experience
Digital Customer Service
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Customer Service is an attitude
Think about the big pictureCustomers create their own journeys
Future proof (rise of new channels)
What to measure (pain points, opportunities,
constant improvement, enabling quick decision
making)
Maturity of Digital Customer Service
Traditional channels
Offline service and sales
Non-personalized
Digital to complement other channels
Low technical complexity
Advanced digital channels
Adapted to preferred channel
Reactive service and sales
Manual personalization
Digital as convenient alternative channel
Moderate technical complexity
Driving channel preferences
Proactive service and sales
Individual level personalization
Seamless cross-channel journeys
Revenue generation through customer service
High technical complexity
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Available
Engaging
Driving
Source: Derived and modified from Peppers&Roger Group 2015 - How Mature Is
Your Digital Customer Experience Strategy?
Maturity
Str
ate
gic
Va
lue
Enabling Solutions
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Self Service
www, FAQ, Chat,
SoMe, Portal,
Communities
Hybris Marketing
Contact CenterHybris Cloud for
Customer
Hybris
Commerce
Hybris
Engagement
Center
ERP Data Warehouse Knowledge Base
DemoSAP Hybris Cloud for Customer
Bilot Consulting, Rickard Kallis
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Demo Content
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Cloud for Customer overview
Service features
Omnichannel demo
LEGAL DISCLAIMER
The information in this presentation is confidential and proprietary to SAP and may not be disclosed without
the permission of SAP. This presentation is not subject to your license agreement or any other service or
subscription agreement with SAP. SAP has no obligation to pursue any course of business outlined in this
document or any related presentation, or to develop or release any functionality mentioned therein. This
document, or any related presentation and SAP's strategy and possible future developments, products and
or platforms directions and functionality are all subject to change and may be changed by SAP at any time for
any reason without notice. The information in this document is not a commitment, promise or legal obligation
to deliver any material, code or functionality. This document is provided without a warranty of any kind, either
express or implied, including but not limited to, the implied warranties of merchantability, fitness for a particular
purpose, or non-infringement. This document is for informational purposes and may not be incorporated into
a contract. SAP assumes no responsibility for errors or omissions in this document, except if such damages
were caused by SAP´s willful misconduct or gross negligence.
All forward-looking statements are subject to various risks and uncertainties that could cause actual results to
differ materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking
statements, which speak only as of their dates, and they should not be relied upon in making purchasing
decisions.
CUSTOMERS ARE CHANGING THE RULES.
TECHNOLOGY IS CHANGING
THE GAME.
DIGITAL TRANSFORMATION IS EVERYWHERE
THE WORLD OF CUSTOMER SERVICE HAS CHANGED…
TODAY’S CUSTOMERS …
HAVE GREATER CHOICE
HAVE HIGHER EXPECTATIONS
ARE MORE EMPOWERED
NOW YOU NEED TO MAKE A CHANGE…
TODAY’S COMPANIES SHOULD …
BE EASY TO ENGAGE WITH
BE BETTERINFORMED
BE PRESENT IN ALL RELEVANT CHANNELS
2 OUT OF 3 COMPANIES BELIEVE THAT THEIR CRM SYSTEM DOES NOT SUPPORT THEIR FUTURE VISION FOR CUSTOMER ENGAGEMENT
Source : SAP Research
53%Abandon a purchase if they can’t find quick answers to their questions
Source : Forrester 2016
SERVICE STARTS AT THE
BEGINNING OF THE BUYING
PROCESS
THE CUSTOMER JOURNEY HAS TRANSFORMED
SUPPORT DURING
BUYING PROCESS
AFTER SALES
SUPPORT
ASSISTED SERVICE Chat/Video chat
Voice
Call Back
Social channels
UNASSISTED
SERVICE Online Self Service
Support
Communities
Knowledge
Management
IT’S TIME TO TRANSFORM YOUR SERVICE OFFERINGS …
WEB CONTACT
CENTER
DIGITAL
GOODS
MOBILE SMS/NOTI-
FICATIONS
EXPERIENCE MANAGEMENT
PLATFORM, INFRASTRUCTURE, INTEGRATION, YAAS
DATA & PROCESS MANAGEMENT
MDM FOR CUSTOMER ENGAGEMENT AND COMMERCE (PRODUCT, PATIENT/PROVIDER, ORDER)
COMMERCE MARKETING SERVICE SALES
AGENT TOOLSIN STORE SOCIAL
MEDIA
MARKET-
PLACE
@
PRINTDIGITAL
ADVERTISING
SEARCH
KW/ADS
IOT
OUR SOLUTION
REVENUE
SAP HYBRIS SERVICE
Self service ENGAGEMENT CENTER Field serviceOmni-channel
communication
Service Mgmt
& Dispatch
Self Service SAP JAM
Communities
Engagement Center*(B2C Sales + lightweight Service Engagements)
Incident / Interaction
Execution
SAP Contact Center (Omni-channel communications)
Cloud for Service
LOW TOUCH SERVICE
HIGH VOLUME
HIGH TOUCH SERVICE
LOW VOLUME
INTEGRATION WITH TRANSACTIONAL SYSTEMS
*not yet released in Finland
Cloud for Service vs. Engagement Center
SAP Hybris Cloud for Service
• Designed for service processes of all
complexities where interaction results in
a ticket / case
• Powerful ticket and case management
capabilities
• Rich set of APIs for integration
• Standard integrations with SAP ERP,
Hybris Marketing, SAP Contact Center,
etc.
SAP Hybris Engagement Center
• Designed for high volume, lower
complexity customer service situations
across all channels
• Next Generation Agent Desktop solution
based on SAP Contact Center delivered
over YaaS
• Self-service extensions using YaaS
platform
• Standard integrations with SAP ERP and
SAP Contact Center
AGENTS NEED TO EFFECTIVELY SUPPORT CUSTOMERS ON ALL CHANNELS
50%of organizations will soon be managing a multichannel contact center featuring at least eight channels
Source: Dimension Data
SAP HYBRIS SERVICE ENGAGEMENT CENTER
Consistent Experiences Everywhere
Chat, video chat, phone and social
Contextual interactions
Powered by SAP Contact Center
SAP Fiori user interface
Mobile and multiple device support
AGENTS NEED CONTEXT, AND REAL-TIME CUSTOMER INSIGHT, THROUGHOUT THE ENTIRE CUSTOMER JOURNEY
14%time spent searching for answers in multiple systems
Source: Aberdeen
SAP HYBRIS SERVICE ENGAGEMENT CENTER
Next Generation Agent Desktop
Ticket and order management
Customer profiles
Order, service and interaction history
Intelligent routing
Respond to Community posts
Reporting and analytics
SAP JAM COMMUNITIES
Drive engagement through SAP Jam
Communities integration:
Foster collaborative issue resolution through
Q&A and discussion boards – both self-
service, customer-generated and agent-
contributed
Provide expert agent guidance with
embedded chat and video chat support.
Lift conversion rates by offering relevant
content throughout the buying journey
Leverage standard integration to SAP Hybris
Service Engagement Center and SAP Hybris
Commerce
SAP HYBRIS SELF-SERVICE
With the Self Service Features
on SAP Hybris as a Service:
Create new service tickets on the web
Track support requests
Register Products
Connect with Communities
Collaborate with service agents
Download instruction manuals,
warranties and product relevant details
DEMO SCENARIOS
Customer is on discussion forum and
leaves a question.
Question is pushed to EC for processing
by User.
User additionally decides to call the
customer.
Customer initiates a chat.
Chat is pushed to the User for handling.
User can see customer’s social
posts and previous chats.
Customer initiates a video call + chat.
Video call + chat is pushed to the User.
Rock on!
DELIVER END-TO-END SERVICE EXCELLENCE, BUILD BRAND LOYALTY AND INCREASE REVENUES
access to experts
anytime using the
customer’s channel
of choice
CONVENIENT
omni-channel
experience across
every touchpoint in
the customer journey
CONSISTENT
answers via self-
service, engagement
center and field
service interactions
TIMELY
information provided
by experts when
customer’s request
or need it
RELEVANT
Project Considerations & Lessons LearntBilot Consulting, Petri Niemelä
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Project Approach - Example
43
PHASE 1
Design
Development and validation (sprints)
Verify: UAT
Pilot and rollout
2b
3
4
5
Business workshops + Reference group meetings
1. 2. 3. 4. 5. 6. 7.
Key activities• Define Customer• Challenge operating model• Refine scoping & plan• Identify gaps and study bottlenecks• Involve core team• Set integration content
Integration development
Key activities• Scoping• Engage key (business) users• Train system maintenance • Manage bottlenecks• Proactive use workflow proposals from partner• Document use cases for testing and training
Analyze & Plan
Key activities• Multiple sessions
with limited scope and
participants
Change management
Key activities• Requirements definition• Data quality review
• Scoping & phasing• Pre-study / Proof-of-
concept• Risk evaluation• Business insight• Project planning
1
2a
Critical Project Success Factor
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Plan &Manage
Bottlenecks
Scoping,Scoping,Scoping
EngageOrganization
BuildStrong Team
ChallengeVision
& Processes AlignOrganization,Processes &Solutions