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Omnichannel Master Class with TJ Chandler, Pragmatist

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In this presentation, we explore mega trends driving the need to build trusted customer relationships and why a robust customer identity management platform is critical. Learn from this in-depth and contextual case study of our Australian-based customer, Goodlife Health Clubs. We will also discuss global privacy regulations beyond GDPR and turning compliance into opportunity.

For more info from SAP Hybris, please visit us at: https://hybris.com/en/products/customer-data-cloud

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Omnichannel Master Class with TJ Chandler, Pragmatist

  1. 1. 1INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Masterclass Series TJ Chandler Managing Director, APJ, Gigya, now a part of SAP #pragmatist
  2. 2. 2INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Mega trends driving the need to build trusted customer relationships Transparency & Control (GDPR) Personalized Omni-Channel Experience Consumer Privacy Trusted Customer RelationshipCustomer Data Mega trends driving the need to build trusted customer relationships
  3. 3. 3INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ What does Gigya do?
  4. 4. 4INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Customer Identity Management Platform IDENTITY Registration-as-a-Service Social Login & Biometrics Federation & Single Sign On CONSENT Preference & Consent Mgmt. Self-Service Preference Center ToS Opt-in Management PROFILE Identity Exchange (IDX) Customer Insights Governance
  5. 5. CASE STUDY: GOODLIFE HEALTH CLUBS
  6. 6. 6INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ 6 Using Gigya since 2014 to enable universal profile access for all users and “Registration-as-a-Service” (including secure Social Login) across web and mobile properties. • New account registrations • On-site check-in • Class bookings • Referrals • And ongoing projects including capturing personalization data sets like workout goals, biometrics and class preferences Case Study: Goodlife Health Clubs
  7. 7. 7INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ 7 User Data – Available EVERYWHERE Meet Joshua. Joshua is a young professional straight out of university who wants to stay fit and has just moved from his home in Singapore to his new job in Sydney.
  8. 8. 8INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ 8 Sample Data Sets - Demographics Joshua Tan Male DOB: 22/5/1991 Single Height: 187 cm Weight: 76.2 kg Interests: Trekking, Karaoke, Cricket, Nike Location: Sydney Workplace: Gigya
  9. 9. 9INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ 9 Sample Data Sets (cont’d) – Custom/Behavioral Preferred Health Club Location: Fitness First, George Street Worked with trainer: No Last day attended: May 7th, 9:34a Total workouts: 13 App user: No Exercise goals: lose weight, build muscle Target weight: 72 kg Target zones: chest, biceps Body fat %: 22
  10. 10. 10INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ 10 Sample Data Sets (cont’d) – Health-related Pre-existing condition: Healed broken tibia Blood-type: O+ Blood pressure: 110/70 Current squat: 45 kg Current bench press: 29 kg Current arm curl: 20 kg Body fat %: 22
  11. 11. 11INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ 11 Sample Data Sets (con’t) - Consent Cookie Policy = v1.4 (Valid) 08:25am, 31/01/018 ToS Policy = v1.2 (Expired) 08:35am, 31/01/2018 Personalization Policy = TRUE v1.0 08:35am, 31/01/2018 Anonymous Data Policy = TRUE v1.0 08:35am, 31/01/2018 Account Frozen = FALSE Marketing Opt-Ins = Newsletter, SMS Alerts Preferences: Discounts, Special Events Privacy Policy = v1.0 (Valid) 08:35am, 31/01/2018
  12. 12. 12INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ 12 Goal Today: Connect Joshua to all of FLG Membership Email marketing Push commun- ication Health club check-in system Class booking engine
  13. 13. 13INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ 13 In-club Personalization iBeacon technology and other area-sensing solutions allow you to engage your users based on known data directly with services and equipment they are using. Consider: • Prompting instructional videos or workouts specific to equipment used (Aopen) • Class schedules being shown when passing by a spin classroom • Warnings for users with health issues before engaging with specific workout equipment
  14. 14. 14INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ 14 Partner Connections Begin thinking about how customer data can be shared from your organization with partners and sponsors. Example: • Goodlife member visits a Woolworths • Goodlife membership gives them access to discounts at a juice bar as long as they authenticate with that profile into a Woolworths application • Data passed = required account info (name, email) and even some health related information to personalize recommendations
  15. 15. 15INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ 15 Health Services Connections Gigya is HIPAA compliant (we can store health-related information for users). Consider making connections with hospitals and physical rehabilitation centers (physical therapists) to open up health club memberships with trainers for patients looking to engage in health-related workouts and rehabilitation.
  16. 16. 16INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ 16 Wearables Data Augmentation As data becomes available from more and more sources, Gigya can make connections between these data sources and link them back to a core user profile. Consider this use-case: • Goodlife member begins tracking exercise stats with Apple Watch II • Apple Watch II communicates data back to Gigya to augment the profile that can be represented back to the member on Goodlife • This data can then be used to suggest workouts, classes etc.
  17. 17. 17INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ 17 Connected wearables Goal Tomorrow: Connect Joshua to EVERYTHING Membership Email marketing Push communication Health club check-in system Class booking engine Partner businesses Local physicians and physical therapy centers Connected vehicles
  18. 18. 18INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Goodlife Site(s) Other Site(s) Mobile Apps In-Gym Check-in Referrals Billing Management Campaign Management Content Management “FitCloud” (incl. eCommerce) “Gymsales” (Prospecting) “Clubware” (Member Mgt) $ Customer Identity Challenge: Data Integration Strategy
  19. 19. 19INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Goodlife Site(s) Other Site(s) Mobile Apps In-Gym Check-in Referrals Billing Management Campaign Management Content Management “FitCloud” (incl. eCommerce) “Gymsales” (Prospecting) “Clubware” (Member Mgt) $ Customer Identity Data – Integration Strategy
  20. 20. 20INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Goodlife Site(s) Other Site(s) Mobile Apps In-Gym Check-in Referrals Customer Identity & Consent Management Subscription Registration Consent Single Sign On Billing Management Campaign Management Content Management “FitCloud” (incl. eCommerce) “Gymsales” (Prospecting) “Clubware” (Member Mgt) $ Identity Exchange (IDX) Customer Identity At The Center Of The Marketing Tech Stack
  21. 21. 21INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Branded Site Mobile Apps Point Of Sale Kiosks Call Center Connect Collect Convert Preference & Profile Management (PII) Customer Identity & Consent Management Subscription Registration Consent Single Sign OnAnonymous Email Marketing DMP & Ad Serving Content Management Recommendation & Personalization Web Analytics CRM Identity Exchange (IDX) Profile Data Customer Identity At The Center Of The Marketing Tech Stack
  22. 22. 22STRICTLY CONFIDENTIAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ SAP Customer Profile: Transform customer identity and data into Single Unified Record System Data Registration Data Custom Data 1st Party Social / Federation Data CRM ESP § Location § Time Stamps § Identity Source § First Name § Last Name § Email § Gender § Location § Likes, Interests § Relationship § Education § Traditional Registration § Progressive Profiling § Opt-ins § Consent § Preferences § Brand Marketing Preferences § Content Views § Video Views § Product Registration § Entitlements § Roles § Comments / Reviews / Shares B2B Site | B2C Site § Centralize the storage and indexing of all user data in real time § Eliminate fragmented identity data SAP Hybris Profile
  23. 23. 23INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Do you have a perspective on GDPR?
  24. 24. 24INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Privacy Regulations are Everywhere!
  25. 25. 25INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ LOVE Digitised Survey TOP 4 REASONS CUSTOMERS BREAK UP WITH BRANDS 78% Use information without knowledge 73% Unresponsive customer service 49% Spamming unnecessarily 60% Makes mistakes more than twice
  26. 26. 26STRICTLY CONFIDENTIAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ GDPR is about putting the customer in control of their data Data Collected VS. Social DataConnections Device Data Likes & Interests Registration Data Behavioral Data Location Data Profile Data Individual Rights The right to restrict processing The right to rectification The right to object The right of access Rights in relation to automated decision making and profiling The right to be informed The right to data portability The right to erasure
  27. 27. 27INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ CONSENT: MANAGING Consent

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