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May 7 – 9, 2019
Transition Path to SAP C/4HANAA Roadmap for Customer Relationship Management Customers
Naveen Banala, SAPGopalakrishna Vijayalakshmi, SAP
Session ID # 83454
8345483454
83454
About the SpeakersNaveen Kumar Banala• Product Architect, SAP• Certified in Hybris
Marketing and Commerce• Cycling, Photography,
Badminton, Cooking, Music
Vijayalakshmi Gopalakrishna• Development Architect, SAP• SAP Press Author, Machine
Learning and SubscriptionBilling consultant
• Music, Badminton
Key Outcomes/Objectives
1. Understand C/4 HANA2. What’s the Roadmap for SAP C/4HANA and SAP
S/4HANA?3. How Machine Learning along with C/4 HANA
maximizes business outcome
Agenda
• Customer Experience Transformation – Why SAP C/4HANA?
• SAP Customer Experience Solutions in SAP C/4HANA
• Customer Experience Transformation – A Roadmap for SAP CRMCustomers.
• Changing the game with Machine Learning.
WHY SAP C/4HANA?Customer Experience Transformation –
Supportportal
MAKEPAYMENT
ContactCenter
JOINGROUPS
POSTREVIEW
Social
Web-Shop
ContactCenter
RECEIVEOFFER
DigitalADS
DISCOVERNEED
Web
TV
CENTERADDRESS
Retailstore
ContactCenter
Brandedcommu-
nity
NETWORKISSUE
Supportportal
SETUPPHONE
RECEIVEPACKAGE
MISSINGITEM
TRACKORDER
BUY
Web-shop
Retailstore
RESEARCH
Reviews
REFERFRIENDS
RECEIVEOFFER
RESTARTSERVICE
ContactCenter
TERMINATESERVICE
PHONEDAMAGE
Retailstore
Social
BILLINGISSUE
ContactCenter
Web-shop
Word ofmouth
Social
AWARENESS
DISCOVERY
CONSIDERATION
ACTION
USE
ADVOCACY
ACTION
CONSIDERATION
ADVOCACY
USE
Social
Word ofmouth
RESEARCH
INTEREST
Web-Shop
SearchKW/ADS
Web
Great, so let's go innovate on the customerexperience!
Talkingabout itis easy…doing itis harder:
Needs to becost efficient
Needs to befast
Avoid introducingrisk
Scalable both inthroughput and toother parts of thebusiness
Etc.
SAP Strategy – Deliver the Intelligent Enterprise
Five Trends driving change in today’s Customer Experience
Complete View of CustomerCustomer at center of the
business (B2B2C)
Customers for LifeFrom selling products to
subscription services
Trusted DataData necessary forpersonalization and
with data privacyprotected
Holistic Customer ExperienceConnecting front and back office
Digital FirstGlobal scale and adoptionof new digital businesses
SAP C/4HANASAP Customer Experience Solutions in
C/4 HANA Suite – Zoom Level 1
C/4HANA
SAP Cloud Platform extension factory (Kyma)Cloud-native Microservice based universal Innovation and Agility Platform
Microservices Extensions
C/4 HANA Suite – Zoom Level 2SAP
SalesCloud
SAPMarketing
Cloud
SAPCommerce Cloud
SAPServiceCloud
SAP Hybris Marketing
SAP Hybris CustomerAttribution
SAP Hybris Loyalty
SAP Hybris DigitalAsset Management byOpenText
SAP Hybris
Commerce Cloud
SAP Hybris Cloud forSales
SAP Revenue Cloud
+
• Sales PerformanceManagement
• Configure, Price,Quote
• …
SAP Hybris Cloud forService
SAP CustomerEngagement Center
SAP HybrisKnowledge Central byMindTouch
+
+
SAPCustomer Data
Cloud
SAP Hybris Profile
+
Open EcosystemHarmonizedUser Experience
PlatformServices
Extensibilityand Integration
End-to-End Processes SuiteIntelligence and
Analytics
Business andMaster Data
Services
ServiceCloud
SalesCloud
MarketingCloud
SAPC/4HANA
Customer Data Cloud
CommerceCloud
5 Clouds and 7 Suite Attributes
Customer Data Cloud
END TO END PROCESS BETWEENS/4HANA AND C/4HANA
SAP Customer Experience Transformation
Lead to CashIntegrating the Front Office with the Digital Core
BusinessScenarios
Unidentifiedto Identified
ContactLead Opportunity Quote Customer
OrderContract /
OrderManagement
Fulfillment Invoicing*
SAP C/4 HANA + SAP S/4HANA + SAP Leonardo + SAP Analytics Cloud
End to End Customer Experience
High Level Process
Salesperson maintainsOpportunity and solution
expert assigned
Customer accepts quote &signs online by confirming
final delivery date. SolutionOrder is generated.
Customer confirms thatproduct has been
delivered
Subscription Billing chargesfor recurring and usage
charges, Customer gets acombined invoice forproducts and services
Customer paysinvoice and tracksusage & spending
Salesperson views commissionpayout.
Revenue is booked andposted to Finance, BU manager
sees business results
Customer viewsonline collateral &
downloadsdocumentation
Salesperson creates a quote withreal-time prices, delivery time,
gets cross-sell / upsellrecommendations, suggested
discount and predictedcommission
Quote is presented toCustomer, negotiated with
Salespersonand termsfinalized
Solution Order including standardproducts, services & subscription is
dispatchedto provisioning and
fulfillment systems, Service Requestgets planned,
Customer sees real-time executionstatus
Customerinteraction iscaptured and
scored
Technician installsproducts, Customerconfirms products
installation. Subscriptionlifecycle starts. Customer
starts usage
Marketing Lead iscreated and handed
over to Sales.
Sales qualifies the Leadand converts to an
Opportunity
Global T&T
Marketing createscampaign on new
solution offerSAP Customer Data Cloud
SAP Cloud for SalesSAP Marketing Cloud
SAP Marketing Cloud
SAP Cloud for SalesSAP Cloud for Sales
SAP Commerce Cloud
SAP Revenue Cloud
SAP Revenue CloudSAP Commerce Cloud
SAP Cloud for Sales
SAP Commerce Cloud
SAP Revenue Cloud
SAP Service Cloud
SAP Marketing Cloud
ROADMAP FOR SAP CRM CUSTOMERSSAP Customer Experience Transformation
Transformation of SAP CRM
SAP S/4HANA
Customer Management
Marketing Cloud
Commerce Cloud
Sales Cloud
Service Cloud
Customer Data Cloud
SAP C/4HANA
SAP CRM
SAP ERP
Customerfront office
Customerback office
Enterpriseback office
Transform front office with C/4HANA
§ Suite of Cloud solutions designed for thenew customer era
§ Can be used standalone or together formaximum synergies
§ Out of the box integration with S/4HANA
§ Extensible via SAP Cloud Platform
Consolidate back office onto S/4HANA
§ Streamlined operations with harmonized UI
§ Reduced TCO: no more middleware
§ Powered by HANA
§ Ready for Cloud
Sample Customer Transformation Path (Illustrative)
Today Step 1 Step 2 Step 3 Step 4
SAP CRM
SAP ERP
SAP CRM
SAP ERP
SAP C/4HANA
Marketing Cloud
Customer Data Cloud
Service Cloud
Sales Cloud
Commerce Cloud
SAP CRM
SAP S/4HANA
SAP C/4HANA
Marketing Cloud
Customer Data Cloud
Service Cloud
Sales Cloud
Commerce Cloud
SAP CRM
Customer Management
SAP S/4HANA
SAP C/4HANA
Marketing Cloud
Customer Data Cloud
Service Cloud
Sales Cloud
Commerce Cloud
SAP C/4HANA
Marketing Cloud
Customer Data Cloud
Service Cloud
Sales Cloud
Commerce Cloud
Customer Management
SAP S/4HANA
§ Implement entire Cloude.g. Customer Data, orsubset e.g. Commissions
§ Leverage out of the boxintegration with SAP CRM
§ Upgrade ERP to S/4HANA,while keeping SAP CRMas a separate system
§ Simplify SAP CRM systemby replacing with additionalC/4HANA Cloud solutions
§ Implement SAP S/4HANAfor Customer Management
§ Operate in parallel to SAPCRM, synchronizedthrough S/4HANA data
§ Incrementally move CRMback office processes toS/4HANA, remaining frontoffice processes to C/4HANA
§ Shut down SAP CRM
MACHINE LEARNINGChanging the game with
AI and Machine Learning makes bold promises tomarketersIt’s time for a new approach to the challenge
Efficiency1
Speed3
Smarter decisions2
Continuous performance improvement4
Customer journey optimization5
Intelligent Marketing enhances personalization and omnichannel CX
54% Personalized customer experience across channels ortouchpoints
52% Managing real-time customer interactions across channelsor touchpoints
41% Targeting appropriate prospect audiences for customeracquisition
How organizations are using AI marketing to driveinnovation and create new growth areas?
48% Identifying or recognizing customers across channels ortouchpoints
54% Understanding customer behavior across channels ortouchpoints
Unified Customer Experience
Source: Building Trust And Confidence: AI Marketing Readiness In Retail And eCommerce, Forrester, 2017
AI and Machine learning-driven marketing apps promises to simplify,not complicate, contextual efforts
Source: Crossing the frontier: How to apply AI for impact, McKinsey, 2018
Orchestrating every aspectof attracting, selling andserving customers is beingimproved by marketersusing machine learning appsto more accurately predictoutcomes
Optimization of spendacross media
Optimization of spendwithin digital media
Performance advertising(sales)
Open innovation on promotionmechanisms
Retargeting campaign
New digital sales models
360O view of shopper
Overall campaignmanagement
Overall brand management
Consumer insights(social listening /
sentiment analysis)
Targeted acquisitioncampaign
New product success (predictivebehavioral model)
Digital attribution modelling
Real-time image advertising
Product customizationat scale
Use cases by benefits and complexity: Example of a consumer-packaged goods company
Impa
ctHI
GH
FeasibilityLOW HIGH
The automation of repetitive tasks is allowing humans to be moreproductive and focus on higher value tasks
ENTE
RPRI
SESY
STEM
Execute Define Control Direct Supervise
Provides business infor-mation & guides processes
Provides live dataand rich analytics
Assists in allof the core activities
Runs certain functionsautonomously
Manual work Routine problemsolving
Non-routine problemsolving
Complex tasks &knowledge transfer
Exploration &interactions
ManualEnterprise System
TransactionalEnterprise System
DigitalEnterprise System
Self-RunningEnterprise System
IntelligentEnterprise System
HUM
ANS
–AU
GMEN
TED
BYAI
HUM
ANS
–HI
GHVA
LUE
TASK
S
Level 2Level 0 Level 1 Level 3 Level 4
HU
MAN
S–
REPE
TITI
VETA
SKS
Suite Intelligence and Analytics across SAP C/4HANA
Unified User Experience
Embedded Intelligence — SAP Leonardo
Extension Framework and Microservices Ecosystem
Master Data Management
SAP C/4HANA
SAP Customer Data Cloud
SAPMarketingCloud
SAPCommerceCloud
SAPSalesCloud
SAPServiceCloud
Intelligent Technologies
SAP LeonardoMachine Learning
Embedded PredictiveLibraries (HANA)
SAP Analytics Cloud (BI,Predictive)
APLPAL
SAP ConversationalAI (Recast)
Data Science Platform Open Data Initiative
Machine Learning and Predictive ScenariosKey Innovations
SalesDeal IntelligenceLead Intelligence
Account IntelligenceImagine Intelligence by Ricoh
Deal Influencer MapProduct Recommendations
Predictive Ordering*Predictive Forecasting*
Sales Assistant*
Service
Ticket IntelligenceConversational Bot APISimilar Ticket Recommender*Solution Recommender *Parts Recommender*Supervisor Insights*Service Assistant*
CommercePersonalized CX
Contextual MerchandizingConversational Bot*
In-Store Assistant*
MarketingProduct and Offer RecommendationsBest Channel and Sending TimeAffinity ScoringSentiment AnalysisCustomer AttributionCustomer Journey Insights*Smart Campaigns*Brand Intelligence*Customer Retention*Behavior Segmentation*SAP Leonardo
* Prototype / Planned
This is the current state of planning and may be changed by SAP at any time.This presentation and SAP‘s strategy and possible future developments are subject to change and may be changed by SAP at any time for any reason without notice. This document isprovided 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.
Intelligent Marketing: End to End process with Machine Learning
SmartCampaigns
LeadConversionPropensity
Identify highprobabilityLead/Prospects
Product / OfferRecommendation
Buying &CustomerPropensity
Propensity tobuy a product
CustomerAttribution
Closed-loop performanceacross all channels
IntelligentScores
ChannelAffinity
BestSending Time
SentimentAnalysis
Track Customer Behavior Personalize Engagement
Predictcustomers withhigh churn risk
Orchestrate Campaigns & Customer Journeys
Personalization
AugmentedShopping
AutomatedSegmentation
Target Group
CustomerRetention
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Access the slides from 2019 ASUG Annual Conference here:http://info.asug.com/2019-ac-slides
Presentation Materials
Q&AFor questions after this session, contact us at n.banala@sap.com and
vijayalakshmi.gopalakrishna@sap.com
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