© 2011 SAP AG. All rights reserved. 1

Erik Söderholm

Nordic Director Solution Engineering

CUSTOMER ENGAGEMENT & COMMERCEBECAUSE THE JOURNEY &

THE OUTCOME MATTERS

WHAT IS

CUSTOMER ENGAGEMENT AND

COMMERCE (CEC)?

REAL-TIME CUSTOMER INSIGHT, END-TO-END BUSINESS PROCESS EXECUTION, AND HARMONIZED DIGITAL AND PHYSICAL EXPERIENCES

HELPING COMPANIES ATTRACT, RETAIN, AND GROW PROFITABLE CUSTOMERS.

WHY DOES IT MATTER?

BECAUSE THINGS HAVE CHANGED

CUSTOMERS ARE IN CONTROL OF THE RELATIONSHIP

THE TRADITIONAL RULES OF MARKETING, SALES, AND SERVICE ARE CHANGING

THE CUSTOMER JOURNEY IS OMNI-CHANNEL & COMPLEX

AND THESE FACTORS IMPACT YOUR

FORECAST STOCK

PRICE

TOP-LINE

GROWTH

EMPOWERED CUSTOMERS ARE

DIGITALLY CONNECTED

79%of customers spend at least 50% of total shopping time

researching products online.

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.

THEY ARE INDIVIDUALS THAT HAVE EXPRESSED, IMPLIED, ANDHIDDEN NEEDS.

PROFILE

IMP

LIC

ITE

XP

LIC

IT

RELEVANCE

NORMALIZATION

ENGAGEMENT

LISTENING

BROWSE

CLICK

OPEN

CLOSE

IGNORE

WALK-BY

HOVER

BUY

REGISTER

SUBSCRIBE

RETURN

COMPLETE

SEND

SHARE

EVENTS FROM

TRIGGERS TO

THE PROBLEM

THE 19TH CENTURY ‘MARKETING FUNNEL’ IS BROKEN

AWARENESS

INTEREST

DESIRE

ACTION

A TRADITIONAL ‘FUNNEL-

BASED’ APPROACH TO

CUSTOMER ENGAGEMENT IS NO

LONGER VALID

DISCOVER

NEED

RESEARCH

RECEIVE

OFFER

TRACK

ORDER

SHOP &

BUY

RECEIVE

PACKAGE

MISSING

ITEM

POST

REVIEW

SETUP

PHONE

BILLING

ISSUE

MAKE

PAYMENT

PHONE

DAMAGE

TERMINATE

SERVICE

JOIN

GROUPS

NETWORK

ISSUE

CHANGE

ADDRESS

RESTART

SERVICE

RECEIVE

OFFER

REFER

FRIENDS

WEB

PRINT

DIGITAL ADS

WORD OF

MOUTH

SOCIAL

TV

RETAIL

STORE

WEB

SHOP

REVIEWS

SEARCH

KW/ADS

CONTACT

CENTER

WEB

SHOP

EMAIL

SOCIAL

RETAIL

STOREWEB

SHOP

CONTACT

CENTER

CONTACT

CENTER

RETAIL

STORE

CONTACT

CENTER

CONTACT

CENTERSOCIAL

WORD OF

MOUTH

SOCIAL

EMAIL

SUPPORT

PORTAL

?

SUPPORT

PORTAL

?

BRANDED

COMMUNITY

?

WHY? BECAUSEEACH CUSTOMERSCRIPTS THEIR OWN JOURNEY

REFER

FRIENDS

POST

REVIEW

JOIN

GROUPS

TRACK

ORDER

RECEIVE

PACKAGE

MISSING

ITEM

SETUP

PHONE

BILLING

ISSUE

MAKE

PAYMENT

PHONE

DAMAGE

TERMINATE

SERVICE

NETWORK

ISSUE

CHANGE

ADDRESS

RECEIVE

OFFER

DISCOVER

NEED

RESEARCH

RECEIVE

OFFER

TRACK

ORDER

RESTART

SERVICE

SHOP &

BUY

SHOP &

BUY

RECEIVE

PACKAGE

MISSING

ITEM

POST

REVIEW

PRODUCT

SUPPORT

BILLING

ISSUE

MAKE

PAYMENT

DAMAGED

ITEM

RETURNS

JOIN

GROUPS

DELIVERY

ISSUE

CHANGE

ADDRESS

ADDITIONAL

PURCHASE

RECEIVE

OFFER

REFER

FRIENDS

WEB

PRINT

DIGITAL ADS

WORD OF

MOUTH

SOCIAL

TV

RETAIL

STORE

WEB

SHOP

REVIEWS

SEARCH

KW/ADS

CONTACT

CENTER

WEB

SHOP

EMAIL

SOCIAL

RETAIL

STOREWEB

SHOP

CONTACT

CENTER

CONTACT

CENTER

RETAIL

STORE

CONTACT

CENTER

CONTACT

CENTERSOCIAL

WORD OF

MOUTH

SOCIAL

EMAIL

SUPPORT

PORTAL

?

SUPPORT

PORTAL

?

BRANDED

COMMUNITY

?

AWARENESS

INTEREST

DECISION

ACTION

USE

ACTION

ADVOCACY

ADVOCACY

DECISION

USE

WHY? BECAUSEEACH CUSTOMERSCRIPTS THEIR OWN JOURNEY

EVERY JOURNEY IS UNIQUEAND EVERY POINT OF ENGAGEMENT MATTERS

SO HOW DO YOU ENGAGE THE INDIVIDUAL?

DELIVER REAL-TIME, CONTEXTUAL, CONSISTENT, AND RELEVANT EXPERIENCES REGARDLESS OF CHANNEL OR DEVICE THROUGHOUT THE CUSTOMER JOURNEY.

TRADITIONAL TECHNOLOGY SOLUTIONS NO LONGER WORK FOR

INDIVIDUAL CUSTOMER ENGAGEMENT

1st Generation

CUSTOMER RECORD

Departmental / Channel

Silos

SERVICE

SALES

MARKETING

COMMERCE

2nd Generation

‘Multi’-channel

CRM Suites

CU

ST

OM

ER

RE

CO

RD

SALES &

SERVICE

MARKETING

COMMERCE

3rd Generation

Omni-Channel

Engagement Platform

CONTEXTUAL

MARKETING &

SERVICE

COMMERCE & SALES

CUSTOMER

INTELLIGENCE

PHYSICAL &

DIGITAL EXPERIENCE

Experience Management

Commerce Marketing Service Sales

MDM for Customer Engagement & Commerce (product, customer, order)

Infrastructure, Platform, Integration

SAP CUSTOMER ENGAGEMENT & COMMERCEOMNI-CHANNEL CUSTOMER ENGAGEMENT PLATFORM

web mobile In

store/branch

contact center digital goods marketplace print emaildigital adssocial

@

search

SAP CUSTOMER ENGAGEMENT & COMMERCE

PRODUCT PORTFOLIO

Experience Management

Commerce Marketing Service Sales

hybris Commerce

hybris PCM

hybris OMS

SAP BRIM

CEI

SAP Loyalty Management

SeeWhy

C4C - Cloud for Service

OnPrem CRM

C4C - Cloud for Sales

OnPrem CRM

Resells, incl:

Adobe Marketing Cloud

OpenText DAM

Resells, incl:

Adobe Marketing Cloud

OpenText DAM

Resells, incl:

Click

Resells, incl:

Vistex

Vendavo

ObjectiveEquip sales teams to engage with new

customers and penetrate new markets while

managing increasing customer and buying

process complexity.

SolutionSAP Cloud for Sales Retail Execution

hybris B2C Commerce

BenefitsMore effective activity planning and visit

execution with the ability to take orders and

execute trials on the spot. Better lead, account,

and pipeline management.

AT A GLANCE

Jean-Marc Duvoisin

CEO, Nestlé Nespresso SA

Nespresso maintains a direct dialogue with our consumers

and Club Members. Worldwide they interact with us through

an array of consumer contact points. SAP Cloud for Sales

allows us to focus on delivering the ultimate coffee

experience to our consumers.

“

”

Krissy Espindola

Director, Knowledge Management & Social

Customer Support

Looking at our results with social engagement, the ROI

is tremendous. We are getting a 94% resolution rate as

compared to our usual 11-12%. We are seeing

tremendous ROI servicing our customers on social

using these tools.

“

”

ObjectiveTake on larger rivals by providing a delightful

social media experience

SolutionSAP Social Media Analytics

SAP Cloud for Service

SAP Cloud for Social Engagement

BenefitsMeet increasing demand for social media

interaction without scaling team. Reduced

churn. More cost-effective customer acquisition

with marketing messages based on social buzz.

AT A GLANCE

© 2011 SAP AG. All rights reserved. 21

“ELDORADO GETTING CLOSER TO

CUSTOMERS..”

With SAP solutions powered by SAP

HANA, Eldorado can respond to

customers more quickly, deliver

products faster, and offer better

princes. We are getting closer to our

customers so they can be confident

that we understand their needs.”

Fabricio Granja

Deputy Vice President of Business

Operations Support

Eldorado LLC

GETTING CLOSER TO

CUSTOMER

ObjectiveGain insights into customer purchasing decisions

Target and personalize customer interactions

Support omni-channel business

SolutionSAP CRM powered by SAP HANA

SAP CRM Loyalty Management

SAP Retail Planning

hybris B2C Commerce

SAP Infinite Insights

BenefitsBetter insight into what to buy with analytics

Stronger customer relationships by meeting their needs

Decrease customer churn through loyalty programs

AT A GLANCE

“They [SAP] have the right messaging around customer engagement – one of the first major companies to focus it correctly. They have the best field service application that I’ve ever seen, bar none, and that’s saying a lot given that it’s a big market opportunity.”

NOTED AUTHOR AND analyst PAUL GREENBERG

ON SAP CUSTOMER ENGAGEMENT & COMMERCE

SOURCE – ZDNet May. 2014

• The right insight at the right time

• Across every touch-point, every channel

• Integrated to your enterprise

• With an experience that drives results

SAP CUSTOMER ENGAGEMENT SOLUTIONS FOR:

IT’S TIME TO

ENGAGE CUSTOMERSLIKE NEVER BEFORE

ServiceCommerce SalesMarketing

THE ENTIRE CUSTOMER JOURNEY