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Driving Customer Centricity in an Omni-Channel Environment
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Driving Customer Centric
Manama, Sep 2014
Alaa ElGanagy
FSI Customer Solutions Manager, SAP MENA
Digitally Connected
79% of customers spend at least 50% of total shopping time researching brands online.
EMPOWERED CUSTOMERS ARE
Socially Networked
53% of customers abandoned an in-store purchase due to negative online sentiment.
Better Informed
59% of customers are willing to try a new brand to get better customer service.
© 2014 SAP AG. All rights reserved. 3
BANKS NEED TO RETHINK CUSTOMER EXPERIENCE
73% of financial institutions
unable to provide a
consistent experience
across products and
channels.
Source: SAP Performance Benchmarking
57% of the buying process is
completed before a first
interaction with sales.
SOURCE – CUSTOMER EXECUTIVE BOARD
IT CREATES A NEW KIND OF
THINKING AROUND SALES
CUSTOMER ENGAGEMENT
19TH CENTURY VS 21ST CENTURY
• AWARENESS
• INTEREST
• DESIRE
• ACTION
VS
SHARE RESEARCH
SHOP
PURCHASE TRIGGER
EVENT
COMPARE
© 2014 SAP AG. All rights reserved. 6
Next-Generation Customer Engagement Platform
SAP Customer Data & Analytics Platform (DB, HANA, BW, Business Objects)
Advanced Analytics Data Integration &
Quality Mgmt. Data Modeling
Managed Customer
Analytics Agile Visualization
Data Storage &
Management
Sales & Customer Management
Sales
• Business Partner Management
• Activity Management
• Opportunity Management
Pricing
Marketing
ccccccccccccccccccccccc
Core Marketing & Customer Intelligence
• Audience discovery and targeting
• Social Contact Intelligence
• Real Time Recommendations
• Campaign Management
• Marketing Resource Management
• Loyalty Management
• Lead Management
Click Stream Analysis
Social Media Analysis
Service
Bank Account Services for Digital Banking
Personal Finance Management
Mobile Money Management
Customer Service Requests & Complaints
Account Origination / Contracting
Contract Change Management
Customer Lifecycle Management
(marriage, inheritance,…)
Bank Account Services for Physical Banking
Customer facing Channels
Teller / ATMs
Internet
Web Sales Online Banking
Mobile
Mobile Banking Mobile Money
Bank Representative
Interaction Center Client Manager
Omni Channel Platform
Partner
Offering
Omni Channel Customer Engagement & Commerce Platform
Omni Channel Banking Platform
© 2014 SAP AG. All rights reserved. 7
A Solution to an existing problem
Customer
Experience
From Silo’d
Transactions To Consistent Interactions and Informed
Dialog across customer touch points
© 2014 SAP AG. All rights reserved. 8
An Integrated Omnichannel Experience
9:00 am | At home
Deposits a check using
remote deposit capture
10:00 am | On way to
work
Snaps picture of home for
sale and initiates pre
approval
231 Ellsworth St.
$650,000 PRE
APPROVE
3:30 pm | At work
Gets a call from the call
center to discuss the
mortgage application
1:00 pm | At ATM
Withdraws money using mobile
generated code without needing
a debit card
10:30 am | At work
Logs on to complete
preapproval forms Washer
Thermostat Pool
231 Ellsworth St.
$650,000
Preapproval Form
12:00 pm | On way to lunch
Receives card-linked cash back offer
for Italian bistro a block away
7:00 pm | On couch at home
Reviews personal financial
management data and checks out
rewards earned
CONGRATULATIONS!
Today you earned:
1,000
points
$4 cash back
Use the code at the ATM for your $100 withdrawal
SMPLY
office
© 2014 SAP AG. All rights reserved. 9
Current State of Channel Deployments & Desired Target
Mobile
Banking
Online
Banking
Bank Backends
Silo'd and Disconnected
Mobile
Banking
Online
Banking
Bank Backends
Partially Silo'd and Semi-Connected
Mobile
Banking
Online
Banking
Bank Backends
ESB
No SOA Middleware Some SOA Middleware Point to Point Integrations
Channel Apps
Core
Banking
Switch Bill Pay
Server
Mobile Banking
Online Banking
ESB (Shared Services)
Digital Channel Services
Ideal Target State Omnichannel
Mobile Wallet
Proper ESB based Middleware
Channel Harmonization with Digital
Channel Services layer
© 2014 SAP AG. All rights reserved. 10
Integrated Omni Channel Experience
Consistent Omni-Channel User experience
Create and deploy beautiful engaging UI’s
consistently across Mobile, Tablet, Online
Open Standards based future proof
platform
Develop new & extend existing capabilities faster
for revenue generation
Manage upgrade costs more efficiently
Integration with complementary SAP
technologies
Leverage value-add technologies like SAP RTOM,
HANA, SAP CRM, SAP Analytics for differentiated
market presence
© 2014 SAP AG. All rights reserved. 11
Next-Generation Customer Engagement Platform
SAP Customer Data & Analytics Platform (DB, HANA, BW, Business Objects)
Advanced Analytics Data Integration &
Quality Mgmt. Data Modeling
Managed Customer
Analytics Agile Visualization
Data Storage &
Management
Sales & Customer Management
Sales
• Business Partner Management
• Activity Management
• Opportunity Management
Pricing
Marketing
ccccccccccccccccccccccc
Core Marketing & Customer Intelligence
• Audience discovery and targeting
• Social Contact Intelligence
• Real Time Recommendations
• Campaign Management
• Marketing Resource Management
• Loyalty Management
• Lead Management
Click Stream Analysis
Social Media Analysis
Service
Bank Account Services for Digital Banking
Personal Finance Management
Mobile Money Management
Customer Service Requests & Complaints
Account Origination / Contracting
Contract Change Management
Customer Lifecycle Management
(marriage, inheritance,…)
Bank Account Services for Physical Banking
Customer facing Channels
Teller / ATMs
Internet
Web Sales Online Banking
Mobile
Mobile Banking Mobile Money
Bank Representative
Interaction Center Client Manager
Omni Channel Platform
Partner
Offering
Omni Channel Customer Engagement & Commerce Platform
Omni Channel Banking Platform
© 2014 SAP AG. All rights reserved. 12
SAP Pillars for Customer Customer Centric Banking
HANA Utilize the technology platform for growth in Real-time Customer Centricity
TECHNOLOGY
Functional Roadmap Enhancements for Omnichannel, Marketing, InfiniteInsight, Origination, …
FUNCTIONALITY
User Interface Adopt to UI5 technology, SAP FIORI for SAP CRM
UI
Cloud and On-Premise Offering for Managed Cloud (HEC), Public Cloud for selected functionality
DEPLOYMENT
© 2014 SAP AG. All rights reserved. 13
Customer Centricity in each interaction
Service Better Exceed customer
expectations and drive
customer loyalty anytime,
anywhere and on any device
Solve Issues Faster
and Smarter
Streamline Service
Operations
Provide mobile and
online access
Market Better Attract more customers while
driving profitability & growth
Leverage Customer Insights
Build Sticky Loyalty
Accelerate Marketing
Sell Better Retain customers while
converting loyalty into revenue
and profitability
Make Selling Easier
Improve Relationship Selling
Make Fact-Based Decisions
Engage
Customer
Better
SAP Innovations …
Product Bundling
How to separate Sales products from Operational products
© 2014 SAP AG. All rights reserved. 16
Sales products and Operational products
L1 L2 L3
D1 D2 D3
C1 C2 C3
Loans Deposits Cards
Op
era
tio
nal
Pro
du
cts
L1 L2 L3 D1 D2 D3 C1 C2 C3
Sale
s
Pro
du
cts
Long product GTM
Tightly-coupled sales and operational products
Heavy involvement from the IT to develop a new product
© 2014 SAP AG. All rights reserved. 17
L1 L2 L3
D1 D2 D3
C1 C2 C3
Loans Deposits Cards
Op
era
tio
nal
Pro
du
cts
C1 C2 C3 B1
B2
SAP Cross LoB Bundling
Sale
s
Pro
du
cts
Car
Loan
L11 L2 L3 D1 D2 D3 L12
New Car
Loan
Used Car
Loan
• Contract data
• Bundle conditions
• …
• Unlimited number of
bundle hierarchy
Customer Information Hub
How HANA enables for Customer Centric Banking
© 2014 SAP AG. All rights reserved. 20
Dealing with customer information – the traditional way
Internal
Sources
Analyze
External
Sources
Transact
Channel
Content
Banking
Content
Other
content
OLAP – Analytical
Marketing
Customer
Service
Collaboration
Sales
OLTP – Transnational
Cu
sto
me
r C
ha
nn
els
Marketing, Sales,
Customer Service
Collect
© 2014 SAP AG. All rights reserved. 21
Customer Information Hub utilizing HANA –
Real-time Customer Centric Banking at a glance
Banking
Services
Analyze & Transact*
External
Sources
Real-time discovery
Predictive customer segmentation
Contact Data Enrichment and
Engagement
Supporting Omnichannel
Campaigns and Loyalty
Real-time Recommendations
Consumer Service Excellence …
Response & Engage
Partner Network
(e.g. Banking Agents / Credit shops)
Cross-Bank
Collaboration
Th
e S
ocia
l W
eb
Cu
sto
me
r C
ha
nn
els
Collect
Customer Channels & Web
*Transact on customer interactions
Consumer Profile & Analytics on HANA
Marketing Customer
Service
Collaboration
Sales
Channel
Content
Banking
Content Other
content
© 2014 SAP AG. All rights reserved. 22
Do you ever want to be in his place??!!!
© 2014 SAP AG. All rights reserved. 2
01:08 min
THANK YOU!