Managing Multiple Channels in CP/Retail


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Recent presentation discussing the latest trends in multi-channel commerce and how CP/Retail customers can manage these effectively. Discussing the impact of Mobile and Social on the overall custromer experience and how a 'blended' approach to channels is key.

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Managing Multiple Channels in CP/Retail

  1. 1. Managing Multi Channels in the CP EnvironmentJamie Anderson, Director, Global Solution MarketingMay, 2012
  2. 2. The Good Old Days
  3. 3. Now
  4. 4. Social Networks are eating the World 1.3B 1.1B 1.0B 900M+ 330M+ 310MBarry Libert, Open Matters Confidential 4
  5. 5. Mobile is fuelling the new human consumption model2012: 327M U.S. 2013: mobile phones most 2015: mobile phonesmobile phones consumer web access primary computing devices deviceCITA, Gartner Confidential 5
  6. 6. Result: Data explosion 2.8 million emails per second* 200+ million tweets per day 24.8 Million Facebook updates per hour
  7. 7. Customer Service is becoming the new Marketing“A recent study by Boston-based, Cone inc, discovered that 4 out of 5consumers reversed purchase decisions based on negative online reviewsregarding products and services” Blog source: Do you trust Strangers? – B2Community part-6-do-you-trust-strangers-0161670 Confidential 7
  8. 8. SAP Social Customer Engagement OnDemandTeam-based social media engagement for anexcellent customer experience Social media listening  Get a prioritized list of important messages  Detect sentiment and keywords  Understand brand-level trends and buzz Real-time Facebook and Twitter message response  Route, assign and escalate messages  Organize messages with tagging, flagging, favorites  Collaborate among team members  Respond rapidly and consistently with integrated Social Knowledgebase  Increase efficiency with response templates Complete social profile and history  Capture the complete social interaction history  View public social profile and message timeline  Determine Social influence  Manage consumer data Analytics  Embedded charts and dashboards for critical information  Measure team performance and impact with built-in KPIs  Explore messages and people with tag clouds Confidential 8
  9. 9. B2Community blog: Why every channel (still) counts. Confidential 9
  10. 10. Yes. On-line matters, but traditional values still hold trueTop 5 factors driving purchasing decisions of online shoppers – PWC study 2011 “I like the products they offer” 85% Quality Products “I know they’re always cheap/reasonably priced” 78% Price “Easy to use website” 75% Online Usability “I like the Store/Brand” 74% Loyalty “I trust them / I can return items in-store” 68% Trust / MultichannelThe key is to blend these experiences into the overall multi-channelexperience to create true Brand differentiation. Confidential 10
  11. 11. Technology Customers areis Changing Changing the Rulesthe Game“70% of selling happens 1before the first sales call. ”“Customers say…what theyreally want 2is a greatexperience. ”1 Sirius Decisions , 2 McKinsey Quarterly
  12. 12. ABC’s of delivering Point to Point Integration does not support Differentiating Engaging CRM Customer ExperiencesAlways Be Connected Web Channel Partners Service Understand your Mobile Sales customers’ history, devices sentiment, preference … and expectations Social Invoices monitoring Make every Loyalty interaction count, Contracts take the opportunity to listen and learn Customer Employee Inventory experts Deliver on your Order History Business Intelligence promises, live your brand Collaboration Marketing Confidential 12
  13. 13. Coop Videos Confidential 13
  14. 14. 22% increase in revenues41% increase in average order size
  15. 15. Web Channel Experience ManagementNext-Generation E-Commerce (B2C and B2B)  New Web Channel Platform: Web 2.0, Extensible, Interactive UI, Web Channel Builder as Configuration Tool, Enhanced Product Catalog  E-Commerce: Enhanced Payment Methods (e.g. PayPal), Quick Check Out  E-Marketing: Personalized Recommendations, Loyalty Management  E-Service: Guided Flows, “My Support” Home Page, Community Management, Knowledge Management (with eGain) Confidential 15
  16. 16. Three Faces to the Customer: #1 eCommerce Confidential 16
  17. 17. Three Faces to the Customer: #2 mCommerce iOS App Web App Confidential 17
  18. 18. Three Faces to the Customer: #3 fCommerce Confidential 18
  19. 19. A Single E-Commerce, E-Marketing & E-Service Platform Consumers Businesses Web Channel Enjoy quick and easy Leverage powerful and Managers online shopping convenient self-services Easily set up and manage experiences as well as & manage all sales and your Web presence with consistent experiences service interactions from simple, step-by-step Web across all touch points one place site management Confidential 19
  20. 20. Join the discussion Confidential 20
  21. 21. Thank you! Confidential 21
  22. 22. ContactJamie AndersonGlobal Marketing DirectorCRM Multi-Channel & eCommerce SolutionsE: j.anderson@sap.comT: +44 7825 833047T: @collsdad