Contextual Experience: this is what digital consumers are looking for while interacting with Brands. Learn how to engage like never before!

1. Digital Customer Behavior
One customer. Many journeys. Infinite possibilities.
Ivano Fossati
Director Center of Excellence – EMEA
SAP Hybris

2. From the Industrial to the Digital Economy
INDUSTRIAL ECONOMY
1900
SCARCITY
ABUNDANCE
PRODUCTS

3. From the Industrial to the Digital Economy
CONSUMER ECONOMYINDUSTRIAL ECONOMY
1900 1950
SCARCITY
ABUNDANCE
PRODUCTS DESIRE

4. From the Industrial to the Digital Economy
DIGITAL ECONOMYCONSUMER ECONOMYINDUSTRIAL ECONOMY
1900 1950 2000
SCARCITY
ABUNDANCE
PRODUCTS DESIRE ENGAGEMENT

6. TODAY’S CUSTOMERS ARE DIGITALLY
CONNECTED, SOCIALLY NETWORKED, BETTER
INFORMED AND THEY INTERACT WITH YOU IN
EVERY CHANNEL
CUSTOMERS ARE IN CONTROL

7. New reality to meet changing Customer behavior

8. New reality to meet changing Customer behavior

9. New reality to meet changing Customer behavior

10. New reality to meet changing Customer behavior

11. IT’S ALL ABOUT
CUSTOMER EXPERIENCE

12. THINK ABOUT THIS

13. CONTEXT IS KING.

14. HAVE YOU EVER FACED A NEGATIVE
ONLINE EXPERIENCE?

15. NEGATIVE ONLINE EXPERIENCE
@
Email from wife
asking for
opinion
$205
Wife buys blender on
her laptop.
Visits website. Approves
& abandons.
Days later…
Sports website Travel website
News website
@
Promotional
Email from
Kitchenaid
%

16. RUN SIMPLE
HEY, LET’S WORK ON THIS,
GO BEYOND CRM

17. How do we delight our
customers and grow the
relationship?
How do we train our technology to
do the same for our customers when
often their identities, their thoughts,
and their facial expressions are hidden
behind a screen?
THE CHALLENGE

18. SAP HYBRIS CUSTOMER ENGAGEMENT & COMMERCE PLATFORM
Customer Data & Profile
digital
goods
emaildigital
ads
web
In
store
CC
printmobile socialmarketplace
Search
kw/ads agent
tools
IoT
Sms
notific.
@
Marketing Sales Service
Infrastructure, Platform, Integration (HANA)
Commerce
Experience Management
S/4HANA – ERP – Business Suite
Industries
Private Cloud Public Cloud On-Premise
Billing

19. SAP HYBRIS COMMERCE SUITE
The industry’s most modern, agile, comprehensive commerce platform

20. Marketing Planning
• Align marketing organization
with transparent plans, budgets,
campaigns and calendars
Fully Integrated Platform
• Open API and flexible architecture
• Standard out-of-the-box integrations
with Hybris Commerce Suite and
other SAP applications
Real-Time Analytics
• Real-time marketing
performance with pre-built
dashboards
• Discover hidden trends and
anticipate buying behavior with
build-in predictive analysis
• Optimize campaigns,
recommendations, and offers
using build-in A/B testing
Targeting and
Segmentation
• Accurately target and
segment from any data
source
• Easy build and train
predictive models
• Understand each
customer’s journey,
excitement and interests
Personalization
• Create unique contextualized
experiences for each individual
customer
• Target or retarget customers with
relevant messages and
recommendations
Single Customer View
• Enriched 360 degree view of the customer
• Gain insights into customer real time intents
• Target and market to both known & unknown
customers in real-time
• Build cross-channel profiles of
the customer
• Engage with customers on the
most relevant channel
• E-mail
• Ads
• Chat/Call Center
• In-store
• Social Media* (Twitter, FB)
Cross-channel Engagements
SAP HYBRIS MARKETING

21. Sales
• Easy lead, opportunity, activity, and visit management,
guided selling, tailored sales methodology
• Predictive analytics for proactive engagement
• Lead Management
• Opportunity Management
• Sales Quotes and Sales Orders
• Competitive Insight
Account & Partner Management & Intelligence
• Fast account and contact updates
• Partner channel management
• 360 Customer Intelligence
Productivity & Personalization
• Flags
• Tags
Collaboration & Social
• Feeds, followers, and @mentions
• Internal, customers, partners
• Deal sites, Social selling
• Quick creates
• User-defined fields
• Workflow
Integration
• Pre-built integration to SAP ERP, SAP JAM, InsideView,
D&B 360, Xactly & more
• Mashups with most other apps
• HCP portal For partner channel management
Real-TimeAnalytics
• Dashboards, ad-hoc reports, forecasting
• Inclusive of front and back-office data
• Mashups with SAP BW and Business Objects
• Custom dashboards, KPIs, and reports
Groupware Integration
• Full-featured with 2-way sync
• Support for MS Outlook, Google Gmail and lotus notes
• Real-time, scalable, powered by SAP HANA
• Easily extended for tailored UX and business processes
Platform
Mobility
• Complete mobile apps, no extra cost
• Support for iPad, iPhone, and Android
• Business card scanner
• Seamless UX with on-line
SAP CLOUD FOR CUSTOMER
Sales

22. Solution Finder
• SAP Knowledge Central by Mindtouch
• Integrate with existing knowledge base
• Context-sensitive recommendations
• Easily share content with customers
• E-mail
• Phone (CTI)
• Chat
• SMS
• Web self-service portal
• Branded communities
• Social media* (Twitter, FB)
Omnichannel Service Collaboration
• Contextual social collaboration
with integrated feed
Integration
• Native integration with SAP IS UTLITIES, ERP,
and SAP CRM
• Open API
Ticketing & Field Service
• Omnichannel Support
• Self-Service
• Social Service
• Knowledge Collaboration
• Service Ticketing (complaints, etc.)
• Field Service Management
• Reporting & Analysis
Productivity
• E-mail response management
• Routing and escalation rules
• Workflow
• Service request management
• Field service execution
• Deal desk execution
Personalization
• Flags
• Tags
• Shelf
• Quick creates
• User defined fields
• Favorites
Analytics
• Real-time service
performance with pre-built dashboards
• Embedded reports response times, handle times, priority
and escalation trends
SAP CLOUD FOR CUSTOMER
Service

23. MARKETING SERVICE SALESCOMMERCE BILLING
SAP HYBRIS BILLING
Subscription
Order
Management
Usage Metering &
Transaction Pricing
Billing,
Receivables,
Collections
Partner Revenue
Share
Business Model
Design & Pricing
Simulation
SAP HYBRIS BILLING

24. BEYOND CRM
BENEFITS FOR YOU
(and for your customers)

25. REAL TIME
THE CUSTOMER FINGERPRINT

26. PROFILE
RELEVANCE
NORMALIZATION
IMPLICIT
BROWSE
CLICK
OPEN
CLOSE
IGNORE
WALK-BY
HOVER
EXPLICIT
BUY
REGISTER
SUBSCRIBE
RETURN
COMPLETE
SEND
SHARE
ENGAGEMENT
LISTENINGEVENTS FROM
TRIGGERS TO

27. CUSTOMER ENGAGEMENT & COMMERCE
Web Mobile Store/ Branch Call Center Digital Goods Marketplace PrintSocial Search Sales/ Service Email
ACQUIRE
MONETISE
ADVOCACY - COMMUNITY
FULFILL
ENGAGE
SEAMLESS
customer
journey across
all channels
SINGLE VIEW
of the customer
INTEGRATED
across sales,
service, marketing
and commerce
EASY-TO-USE
business tools to
empower business
users

28. DATA IS THE FUEL.

29. SUMMARY

30. 80% of CEOs believe their brand provides a superior customer experience.
8% of their customers agree.
(Bain & Company)
“Customer centricity
is a culture of putting the
customer at the center of
everything you do.”
Brian Solis

31. Omni-Commerce from a Customer point of view is to experience a continous, contextual, and frictionless
experience with a brand.
From the customers’ point of view it’s a must to
experience a continuous, contextual, and frictionless
experience with the brands they choose to engage
with.

32. HOW DO I MAKE MY
CUSTOMERS FEEL SPECIAL?
THE QUESTION

33. THE ANSWER

34. Thank You
Feel free to connect with me at :
ivano.fossati@sap.com
@ifossati
www.linkedin.com/in/ivanofossati