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Multi-Channel Customer Experience Management in Retail
 

Multi-Channel Customer Experience Management in Retail

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How do consumers and customers interact with retail brands and what are the capabilities that brands must adopt to be able to respond positively to these needs and differentiate the customer ...

How do consumers and customers interact with retail brands and what are the capabilities that brands must adopt to be able to respond positively to these needs and differentiate the customer experiences that they offer.

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    Multi-Channel Customer Experience Management in Retail Multi-Channel Customer Experience Management in Retail Presentation Transcript

    • Retail Customer ExperienceEnabling customer journeys across the customer lifecycle19 July 2011
    • Customer Journeys:How customers interact with Brands© 2011 SAP AG. All rights reserved. 2 2
    • Customer Journeys:How customers interact with Brands© 2011 SAP AG. All rights reserved. 3 3
    • Facilitating Customer Journeys© 2011 SAP AG. All rights reserved. 4 4
    • Disjointed Customer Experiences:Multiple-channel Customer Management Unit/Channel Business Unit/ Company Manager Communication Channel Customer Email Mobile Web Personalisation Point of Sale/Service LEGACY DATA (e.g. Purchase History, POS, etc) Social Media© 2011 SAP AG. All rights reserved. 5
    • SINGLE CUSTOMER VIEW© 2011 SAP AG. All rights reserved. 6
    • QUESTIONS QUESTIONS QUESTIONS QUESTIONS QUESTIONS 1. How does my value 1. How do I find new 1. How do I interact with my proposition relate to my customers? customers? 1. Who are my customers? 1. Who has interacted with various customers? 2. What are the best 2. How do I ensure 2. What do they “look” like? my campaigns? 2. What aspects of its utility/ channels to reach them consistency across 3. What customer needs am I 2. What have they done? service will they value? through? interaction channels? satisfying? 3. How much have I sold? 3. How should I position it? 3. How do I execute 3. How do I optimise the 4. What is the market 4. How much will I sell 4. How should I engage with campagins? customer experience? opportunity? tomorrow? my prospects and 4. How do I optimise 4. How do my customers customers? campaigns? engage with me? INTERACTION & MEASUREMENT EXPERIENCE & ENGAGEMENT EXPERIENCE EXPERIENCE MARKETING & ANALYSIS CUSTOMER CUSTOMER CUSTOMER CUSTOMER STRATEGY PLANNING DESIGN SINGLE CUSTOMER VIEW© 2011 SAP AG. All rights reserved. 7
    • Seamless Customer Experiences:Multi-channel Customer Management Email/Mobile Modelling “Sandpit” Point of Sale Content Distribution Business rules Web Personalisation Point of Sale/Service Data clean, merge & append Reporting / Analytics Social Media SCV The “Closed loop”© 2011 SAP AG. All rights reserved. 8
    • Supporting The Customer Journey: Future State POS DM SAP ERP SAP BW SPSS© 2011 SAP AG. All rights reserved. 9
    • How does this help?Customer Marketing Service Sales Empowerment & enablementOperational Marketing effectiveness Service efficiency Sales performance ControlFinancial Revenue improvement Cost reduction Reporting & analysis rationalisation Justification© 2011 SAP AG. All rights reserved. 10
    • SAP CRM OverviewManaging customer experiences across sales, marketing and service19 June 2011
    • SAP CRM – Simple and Powerful Easy to use CUSTOMER Solves real Partner Mobile Channel problems Web Channel Interaction Center Mgmt MARKETING SERVICE SALES ANALYTICS Makes the complex simple End-to-end Processes Powered by SAP NetWeaver®© 2011 SAP AG. All rights reserved. 12
    • Marketing Solution Overview  Marketing resource and brand Marketing management analytics Lead Marketing resource and brand  Segment and list management management Management Customer  Campaign management Segment Loyalty & list  Loyalty management management management Campaign  Lead management management  Marketing analytics© 2011 SAP AG. All rights reserved. 13
    • Marketing Capability in SAP CRM Customer Direct Call Web and Field Branches POS and Partners Wireless mail center e-mail sales or stores ATMs Marketing Process Capabilities Mkt. resource Campaign Lead Loyalty Trade promotion management management management management management Strategy and Multichannel Program Business Planning & Lead generation Perf Mgmt. planning execution management Segments and Reward rule Budget and costs Lead qualification Trade Promotions list mgmt management Membership Couponing Dialog marketing Lead distribution Retail Execution handlingMarketing analytics Predictive Measurement Customer Forecasting Optimization Product analytics and reporting analytics and planning and refinement analytics© 2011 SAP AG. All rights reserved. 14
    • Sales Capabilities of SAP CRMThe Complete Portfolio SAP delivers the best solution for planning, managing and executing sales: Sales Sales Performance Planning & Management Forecasting  Establish Targets and Forecast Results  Attract and Acquire New Customers, Sales Account & Grow and Retain Existing Customers Analytics Contact Management  Identify, Schedule and Execute Sales Activities Customer Sales Activity  Progress Opportunities to Closure Contracts Management Management  Provide Accurate, Professional Quotes and Capture Perfect Orders Quotation Management Opportunity  Negotiate Profitable Contracts Management Order Capture  Analyze and Improve Sales Performance  Align Territories and Incentive Plans with Sales Objectives© 2011 SAP AG. All rights reserved. 15
    • Sales Capability in SAP CRM Customer Mobile Field Sales Web TeleSales Territory Sales Process Capabilities Account Opportunity Contract Order Management Management Management Management Account and contact Contract and Pricing Quotation and Relationship Management validity management order management management Opportunity Planning & Cancellation Procedure Credit Management Buying Centre Modeling Management Validation Pipeline Management Activity and contact Gated assessment Automated Call off Stock and Distribution Management processed Processes Integrated Processing Sales analytics Basic analytics Pipeline Performance Interactive Reporting Profitability Dashboards© 2011 SAP AG. All rights reserved. 16
    • SAP CRM – service capabilities SAP delivers best-run service management capabilities Sales & Marketing for Service Parts Sales & Logistics Marketing for Service Contracts & Finance Service Installations & Maintenance Warranty Service & Claim Contracts Customer Service & Support Management Field Service Management Customer Returns & Installations & Returns & Depot Repair Depot Repair Maintenance Warranty & Claim Management Field Customer Service Service & Parts Logistics & Finance Management Support These are complemented by capabilities that enable you to collaborate, analyze, and optimize your service business.© 2011 SAP AG. All rights reserved. 17
    • Service Capability in SAP CRM Customer Mobile Field Service Web TeleService Third Party Service Process Capabilities Contract Repair Service Ticket Order Management Management Management Management Service Level Contract Resource and Schedule Hierarchical Service Quotation and Management Management Categorization order management Auto Contract Integrated external system SLA & Escalation Credit Management Determination updates Management Validation Expiry Follow Renewal Stock and Distribution Skill Based Routing Case Management Integrated Processing Processing Service: Analytics Basic analytics Contract Analysis Warranty Analysis Profitability analytics© 2011 SAP AG. All rights reserved. 18
    • Interaction Center Capabilities of SAP CRM SAP CRM Interaction Center  Marketing  Sales Marketing Sales  Customer Service Customer  Shared Services  Interaction Center Shared Customer Services Service Management  Interaction Center Analytics© 2011 SAP AG. All rights reserved. 19
    • Interaction Centre – Scenarios and Processes Customer Telephony Postal letters Web IVR E-Mail Interaction Centre: capabilities Telemarketing Telesales Customer service IC management Account and contact Customer service Communication channels Campaign execution management and support Lead and opportunity E-Mail Response Lead management Complaint management management Management Personalization Quotation and Help desk & Process modeling and order management Shared services centre agent guidance Interaction centre: analytics Basic analytics Process-based analytics Blended analytics Profitability analytics© 2011 SAP AG. All rights reserved. 20
    • SAP Business Communications Management Scenarios andProcesses Customer Telephony Chat E-mail Web form IVR Fax SMSBusiness Communications Management: capabilities Inbound Contact Center Outbound Contact Center Enterprise-wide Communications Management Unified Contact Routing Automated Dialing Corporate Communication Services Customer Interaction Handling Outbound Call Handling Fixed and Mobile Terminals Operations and System Management Business Communications Management Reporting Online Monitoring Reporting SAP CRM BW Integration Business Communications Management Interactive Voice Response (IVR) Caller Recognition Voice Menus Automated Voice Services © 2011 SAP AG. All rights reserved. 21
    • Web Channel capabilities of SAP CRMSAP CRM provides a complete range of Web channel processes Leverage the Internet as a valuable sales, marketing and service channel for businesses and consumers Web Channel E-Marketing Analytics E-Marketing Customer E-Commerce E-Service E-Commerce E-Service Web Channel Analytics© 2011 SAP AG. All rights reserved. 22
    • Twitter, SAP CRM & SAP BusinessObjects Text Analysis Mine social media, turning unstructured data into insight Social Metrics Dynamic Tag Cloud based on the key topics being discussed in Social Media Sentiment of the conversation addressed to the company SAP‟s Text Analysis engine can parse sentiment and entities such as key topics, subject, object, © 2011 SAP AG. All rights reserved.© SAP 2009 / Page 23 etc. from a conversation 23
    • Process Flow Facebook Offers • WorldFlyer segments its customer base to target the Widget • Tracy reviews her account details and transactions • Tracy invites her friend, Matt to download the WorldFlyer widget „Premium‟ tier customers on • She provides feedback on a • Matt downloads the widget and facebook • Tracy Hicks, a premium flight she took recently • Tracy reviews the relevant adds it to his profile • Launches an email campaign customer downloads the widget offers for her from World against the segment – Invitation on her facebook profile Airways to download facebook widget • She uses her Worldflyer loyalty • She registers for specific and earn 500 bonus miles program authentication to login promotions that in to the application Campaign Account Invitations Execution Details© 2011 SAP AG. All rights reserved. 24
    • QUERY AND ANALYSIS Powerful ad hoc query and integrated analysis Interactive viewing for information consumers Best-of-breed OLAP Integrated predictive analysis© 2011 SAP AG. All rights reserved. 25
    • QUERY AND ANALYSIS Powerful ad hoc query and integrated analysis Interactive viewing for information consumers Best-of-breed OLAP Integrated predictive analysis© 2011 SAP AG. All rights reserved. 26
    • Embedded Explorer© SAP 2007 / Page 27© 2011 SAP AG. All rights reserved. 27
    • DASHBOARDS AND SCORECARDSSee your business likenever beforePioneer the path toperformance excellenceOwn your framework forsuccess© 2011 SAP AG. All rights reserved. 28
    • © 2011 SAP AG. All rights reserved. 29
    • INFORMATION DELIVERYPublish information to hundreds of thousands ofnew peopleFrom where they work – portal, desktop, Office, ormobile© 2011 SAP AG. All rights reserved. 30
    • Thank You!Contact information:Louis M FernandesSenior Sales Executive, Customer LoB for Retail, Travel & TransportA: Clockhouse Place, Bedfont Road, Feltham, TW14 8HDT: +44 7958 292 616E: Louis.Fernandes@SAP.com